by Louise Marsland (@trendlives), publishing editor, TREND. Shopper marketing is the fastest growing advertising category globally and is set to become one of the biggest growth areas in South Africa too. Yellowwood strategic marketing consultancy reports that in the past year, shopper marketing has taken an ever greater share of marketing budget, showing 21% year-on-year growth in budget allocation in 2012, globally.
The retail trading environment is tough and it is only getting tougher as recession-hit consumers shop for value and for the best deals they can get.
Retailers and brands are scrambling to keep up and the increasingly competitive trading environment in store has spawned a myriad of new media options in the last few years, aided by digital innovation and with the aim of targeting a consumer that is ever harder to please.
We spend so much time in malls that they are referred to as our ‘Third Place’ – after home and the office.