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Shopper Marketing, 2nd Edition by Ville Maila, Markus Stahlberg

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Retail mediaa catalyst for shopper marketing

GWEN MORRISON

Gwen Morrison is the CEO, the Americas and Australasia of The Store, WPP’s global retail practice, which brings together the collective retail knowledge and skill sets of one of the world’s largest marketing services groups.

Over the past few years, in-store media technology has become better, cheaper and more compelling. The placement and content of the configurations of retail networks continue to improve. In conjunction with an increasingly fragmented media landscape, this improvement and proliferation of technology ought to prompt a fundamental reconsideration of the relationship between brands and their in-store captive audiences.

However, the majority of in-store networks ...

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