ENERGISING BUSINESS-SHOPPER MARKETING GOES STRATEGIC
The relationship between attracting consumers and winning shopper decisions in-store has always been one fraught with uncertainty. Marketers constantly wrestle with unfulfilled expectations, despite believing that all elements of the marketing mix have been executed to near perfection by a group of several competent practitioners. With the ever increasing fragmentation of communications into specialist silos, the ability to harness a communications plan into a cohesive and holistic whole remains problematic.
The purchase of Energi by the industry-experienced duo of Louise Henderson and
