6/16/2009Posted by Jim Lucas, Director, Shopper Marketing
Commenting on my recent interview with Brandweek.com, Peter Breen, marketing director of content for the In-Store Marketing Institute, in his latest Talking Back column talked further about the ways in which shopper marketing is evolving. Obviously it goes far beyond shelf talkers. One could go so far as to argue that the shoppers are the ones with the greatest impact on shopper marketing. As our “economic situation” has unfolded in the US, shoppers have not only changed the ways they shop, but the ways in which they learn about how and where to shop.
Witness the popularity of Fatwallet.com, NotMeRetail.com or Refundle.com. These sites are largely dependent on the shopper for their content. Anyone who has spent any time studying these sites (Sam Pocker, Retail Anarchy) can tell you that the shoppers are light years ahead of we who are trying to ply our trade in shopper marketing. Moreover, a quick read of one of the conversations taking place within these discussion groups shows how social this media can be. The next generation of shoppers will be even more savvy than the current one.
To echo your point, Peter, this is not just about shelf talkers!
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