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Digital and mobile alter shopper marketing – via WARC (source: ANA and GfK)

A new report from the ANA (Association of National Advertisers) has found that Digital and Mobile is transforming shopper marketing to the extent that shopper marketers are struggling to reach consumers across the right touchpoints at the right time.

It also means that shopper marketing can no longer limit itself to end-of-aisle promotions or other in-store activities but instead continue to develop an omnichannel approach.

ANA President and CEO, Bob Liodice said, “Our research shows that the new goal of shopper marketing campaigns is to make brick-and-mortar visits mirror the effectiveness of the online environment while delivering a seamless shopper experience.”

Access full article from WARC