By Sheri Pearson

I cringe every time I hear the term “shopper marketing” because the typical stereotypes that seem to accompany it are all too often true.

No time to spare

Timelines are short – extremely short. We all know this. As a result, the nature of any program quickly becomes executional vs. game-changing. And with no time to gather insights, we quickly appoint an execution team, whose sole responsibility is cranking out creative and hitting those deadlines.

http://strategyonline.ca/2014/11/06/a-shopper-manifesto/