Expected to be released in November, this should prove an interesting review. According to the press release, the aim is to “engage in research to develop a 360-degree perspective on successful industry practices and key shopper marketing challenges.”

Miller Zell has long said that in-store communications and marketing programs have greater impact on incremental sales than traditional forms of advertising. However, it will be interesting to see how Booz defines the “360-degree perspective” for shopper marketing. From our perspective it includes everything from signage to fixtures to environment and lighting.  Every aspect of the shopper experience is creating  a connection with the brand and should be deliberately considered as part of the marketing plan.