Stop, collaborate, and listen

  Way back in 1990, Vanilla Ice topped the charts with his now famous song, Ice Ice Baby. Little did he realise that “stop, collaborate, and listen” would also become the mantra for today’s best practice shopper marketing. Retailers and brands need to stop giving joint marketing efforts a shallow nod, and start collaborating with genuine gusto. These sentiments are echoed by new Nielsen research showing overall value is more valuable than low promotional prices. The research found top

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