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Reaching shoppers in the store is more important than ever, but retailers and brands need to team up to reach consumers at the shelf or miss important perspectives their partners can provide, according to “Enabling the Shopping Process: In-Store Marketing for the Empowered Consumer” by RSR Research.
The report, based on a survey of 88 retailers and manufacturers in the spring of 2009, revealed without the help of each other, brands “get too promotional and miss the bigger picture of consumer engagement in the store, while retailers lack the more nuanced shopper insights that brands can provide.”
While
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