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Shopper marketing: Where to now?

In the final article of our series on the findings of the Popai/GfK Shopper Marketing Industry Benchmark Survey we summarise below current industry sentiment and where the shopper marketing industry in Australia is heading. First, the good news  Shopper marketing has moved beyond perceptions of being a fad. Although 23 per cent of retailers still remain unconvinced, this is down from 60 per cent three years ago. For 4 in 10, shopper marketing is perceived to be integrated as part of categor