Column: Marketing investments can make shoppers' lives easier
Anthony Hopper of Saatchi & Saatchi X explains the concept of "shopper marketing". The idea is to be aware that consumers' lives have become busier and more complex and retailers can help by removing purchase barriers. The overall goal is to develop long-term loyalty along with increases in sales. Hopper explains how IKEA uses shopper marketing by anticipating consumers' needs, offering inspiration and "going out of its way to improve the experience for the shopper".
MarketingWeek | 27 Oct.
This story published in NRF Global SmartBrief on 10/28/2009
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