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Shopper Marketing by Paul Barnett

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Chapter 1

The Key Points in This Chapter

  • Without a compelling offer to the shopper, it is difficult for an organization’s strategy to be effective.
  • Retailers and suppliers can work together to create value through focusing on the needs of the shopper. This is the profit source that they share a common interest in winning.
  • It is beneficial for suppliers to work with retailers on value creating projects as some strategies that retailers employ can be value dilutive for suppliers.

Part A: The Phone Call

They had closed the quarter by pulling forward as many customer orders from the next month as possible. This was the third quarter in succession that they had been required to do this in order to reach their target. This just created a circular ...

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