A Shopper Marketing Story
At AtoZ Corp., a leader in branded consumer products, we were ready to take our shopper marketing capabilities to the next level. Even though we’d been implementing a seemingly common sense approach, we knew we weren’t maximizing our return on
The “old school” in our organization just rolled their eyes at shopper marketing, dismissing it. Even among the believers there was no agreement on how to define it, what it could accomplish, or their role and responsibilities in the process. For instance, when the question of what makes for a good insight came up in a meeting, it was met with confused stares around the room.
We knew we needed outside help, an objective third party who the industry recognized as exhibiting real thought leadership and who had been through this process successfully, so we came to