Shopper Marketing

Chapter 14

The Key Points in This Chapter

• The energy for shopper marketing is maintained by capturing learning. When this learning is captured together with retail partners it creates a return force that generates momentum for more ambitious targets, new activations, and execution.

Part A: Celebrating

The convention center was like a cavernous tribal council, with tables of ten populated by the vast Shopmart supplier community. It was the Annual Supplier of the Year awards, with all money raised going to the state’s largest children’s hospital. That, and the promise of entertainment from one of the country’s oldest and most enduring rock stars, had led to what Amy described as “record attendance!”

The awards had a long and illustrious history. ...