Magazines Archives - 2010 February

Shopper marketing: Buzz or hype? - Part 1: What Asian retailers must know
and be concerned about
Story 1 - One Viewpoint

Shopper marketing challenges the assumption that the shopper and the consumer are the same and prides itself on its marketing stimuli being specifically tailored to shopper’s buying behaviour. It is already making waves in the US and Europe. However, some market experts have said: “Shopper marketing is the elephant in the room that nobody sees the same way.” It is therefore interesting to examine what have been touted as shopper marketing’s powerful features. What are they really? Do they have the
purported driving force in shaping purchase decisions? Are they potentially applicable and useful to Asian retailers?

Steven HL Goh is the executive chairman of RETAIL ASIA. He is also CEO of The Business Company, a consulting firm advising multinational retailers on retail strategies and business development opportunities in the Asia-Pacific.

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