Marketers seek influence before consumers enter the store

04/24/2011 | Wall Street Journal, The

As more shoppers conduct online research before heading to the store, marketers are shifting their efforts from in-store marketing to online and social media efforts. "You need to accommodate the way shoppers behave now," said Dina Howell, CEO of Saatchi & Saatchi X, which launched a Pepsi and Frito-Lay campaign with e-mailed coupons for Walgreens.

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