New Directions in Shopper Technology

Shopper Technology consists of tactics and applications that engage and motivate shoppers, analyze their behavior, and enable trading partners to improve their operations. Retailers and consumer packaged goods (CPG) marketers are embracing these new solutions more than ever. This book builds on the foundation of The Essentials of Shopper Technology, published in 2012. Both volumes are divided into five sections: Shoppers, Loyalty, Engagement, Analytics and Digital. As well as reading about their area of expertise, progressive executives will gain a fuller understanding of the entire industry. A deft use of Shopper Technology has become a necessary skill nowadays. Keeping up with changes is critical to success. Mobile marketing, social media, sophisticated analytics and the like are continuing to evolve. Those changes-and others-are presented in this book.