In-Store Marketing Success Begins With Understanding Shoppers; Customer Base Should Determine Promotion
Market Wire
  All shopper marketing campaigns are not created equal because every retailer has a unique customer base. For a campaign to be successful, marketers should tailor it to their shoppers' preferences and include media that influences them to purchase. For example, according to findings released by BIGresearch (http://www.bigresearch.com) at the Promotion Marketing Association's first annual Shopper Marketing Summit, 71.6% of Kroger shoppers say coupons influence their grocery purchases; while 59.2% of Safeway shoppers say the same. Editor's Comments:SHOPPER MARKETING/COUPONS/KROGER/SAFEWAY