You have an app for everything in your personal life, and you probably can’t image what you’d do without a few of them (Spotify, Snapchat, Calorie Counter and Alexa to name a few). Yet you still use old-school, messy systems and spreadsheets when it...

In my conversations with CPG executives, I sometimes hear shopper marketing being described as “a black hole of the enterprise.” This black hole absorbs energy and resources but cannot clearly articulate the value it delivers when scrutinized by...

In the crazy world of shopper marketing, busy professionals often wonder: what are the important, long-term trends to pay attention to vs. the fads that become a flavor of the month but quickly go back to obscurity?

Collaboration is at the heart of shopper marketing. Shopper marketers are the connective tissue between brand and sales, between manufacturer and retail strategies, between the headquarters and the field teams, and between multiple brands in their...

In a beloved 1964 Christmas classic movie "Rudolph The Red-Nosed Reindeer," Rudolph meets a bunch of toys rejected by Santa. These oddballs are gathered in a sanctuary on the Island of Misfit Toys by King Moonracer, a flying lion. There, they can...

Is your desk buried in vendors' capabilities presentations? Did you stop picking up your phone because vendors inundate you with requests to meet and try their new marketing vehicles?

It's 4 pm on a Friday afternoon, and your boss just surprised you with a request to prepare for a Monday afternoon review with a VP of Brand X. Do you have the Brand X shopper marketing plans handy —