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

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Capitalize on unrealized demand among shoppers

AL WITTEMEN

Al Wittemen is managing director of retail strategy for TracyLocke. He has 35 years of experience in marketing, sales and shopper marketing of consumer packaged goods. TracyLocke is a leading promotional marketing firm offering a full menu of services to highlight brand names.

Sales growth depends on how well you engage and then convert shoppers into buyers. But there’s more to it than that. Yes, you should engage and convert shoppers. But you also need to focus on the shoppers who aren’t engaged and aren’t converting into buyers and understand why that is.

You need to capitalize on ‘unrealized demand’. Simply put, ‘unrealized demand’ is the money marketers are leaving on the table ...

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