White Paper: Suppliers neglect importance of last 50 yards in shopper journey

Too many food and drink suppliers still fail to understand the difference between the consumer and the target shopper, neglect the importance of the last 50 yards in the shopper journey and, as a result, are missing out on shopper conversion opportunities at the point of purchase.

That’s the conclusion in a new free white paper published this week by category and shopper management specialist Bridgethorne, “What it will it take for suppliers to wake up to the power of the shopper?”.

The White Paper also claims that occasions to build shopper engagement are overlooked, that suppliers often forget the requirement for marketers to be commercially focused, and ignore the fact that marketing plans should be as shopper-centric as they are creative....

Read the rest of this story at retailtimes.co.uk...

thumbnail courtesy of retailtimes.co.uk

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