New GfK research for the Association of National Advertisers (ANA) shows that shopper marketing has transformed into an omnichannel approach designed to reach consumers at all touchpoints.
The study was introduced today at the 2016 ANA/BAA Shopper Marketing Conference, in a presentation by GfK's Sarah Gleason. In a key finding, the GfK/ANA research confirmed that mobile has become an important component of shopper marketing campaigns, attempting to engage people in-store and extend a connection post-visit.
Other key findings from the study include:
To learn more, read the ANA press release.