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White Paper: Precision, Prudence, and Passion « White Paper « Industry Resources « Downloads
|Date posted||November 30, -0001|
Letås dispel the misnomer that shopper marketing is just in-store marketing. A growing number of shoppers “shopà in more places than just the store. So, contrary to popular belief,shopper marketing must be viewed as more than just marketing in-store.People used to walk into a store and buy a television, but times have changed. Today, a shopper may research TVs in magazines and online, browse a store circular delivered in the mail, go to the store, and while there check for online prices on a smartphone, maybe even order the set online, and pick it up in the store. Forrester Research predicts that by 2012, nearly50 percent of transactions will be executed with the consumer crossing channels. This trend represents a fundamental change in the way people shop, but there has been a dearth of insights for marketers to leverage.