The conventions of the “channel” have been disrupted. Everyone is a shopper. At all hours, day and night. In every imaginable place. As marketers, we must take the labels we’ve latched onto for so long and throw them out the window.
At Integer, we’ve evolved from a shopper marketing agency to an agency that markets to shoppers. And we’re solidifying that position—as a commerce agency. What does that mean? For brands and retailers, it’s all about branding and selling. Same for us. We focus on both ends of the equation to deliver greater impact for our clients.
But shoppers are moving seamlessly between online and offline shopping behaviors, traditional and ecommerce. At the same time, consumers and shoppers have become one and the same. The lines between borders, cultures and audiences are in near-constant flux. We must continue to evolve our capabilities as marketers and build, grow and advance our clients’ organizations with them.
When we started more than two decades ago, we worked in the shopper space because that’s what our clients asked us to do. But we’ve always done much more. We’ve been involved in the broader part of branding and selling for years. Our sweet spot is the intersection between the two. And in today’s world, the need for that expertise has grown.
When shopping can happen anytime, anywhere, we need to deliver big ideas that are rooted in data and human insight to show how each tactic links directly back to the brand to accelerate transaction. Still, we need to do more creatively than what might be expected of a traditional shopper agency. We bridge creative and commerce in ways that bring new ideas and opportunities to clients and drive measurable results. And we understand how to develop ideas that work through-the-line by tapping culture and data to place brands seamlessly in the context of consumers’ lives.
Today, digital and retail are merging and evolving exponentially—from voice search and AI, to the introduction of progressive APAC and European retailers in the U.S. market. And 90 percent of retail is brick-and-mortar; it’s not going away. So we’ve developed practices like Digitail, leading clients in the ecommerce and third-party retail and pure-play spaces, and Retail Arts Lab, our rapid prototyping and concept lab for digitized retail spaces.
We have to be broader than shopper marketing, without losing sight of the constant: Drive transaction. Our lineage and retail expertise make us uniquely adept to connect online and offline; to accelerate transaction by moving both shoppers and consumers through the journey of living to looking to buying.
We’ve always lived at the intersection of branding and selling. The meaning of that today is evolving, so we’re doubling down as a commerce agency. Commerce marketing is the undeniable future of shopper marketing—if not already its present.
The Integer Group at a Glance
Part of Omnicom Group, The Integer Group is a global, creative-fueled commerce agency that delivers innovative ways for brands and retailers to connect and engage with shoppers, turning moments of receptivity into moments of conversion
The Integer Group
7245 West Alaska Drive
Lakewood, CO 80226
Number of employees
Number of locations
Insight & strategy
Retail design & marketing
Digitail: At the intersection of digital and retail, it applies shopper, brand and retailer expertise to drive engagement and commerce on every shoppable screen.
Retail Arts Lab: Delivers new approaches to foster innovation at retail.
SVP, Global Business Development