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Despite e-commerce’s surge, some 90 percent of what people buy still comes out of brick-and-mortar stores. And when it comes to consumer-packaged goods, that figure is even higher. A recent study by Kantar Worldpanel predicted it may take another decade before online purchasing grabs even 10 percent of grocery purchases.
But there’s a convergence point: the marketing that goes on inside the store itself. Shopper marketing—historically little more than cardboard displays and coupon dispensers—has undergone a digital makeover.