The three most essential words to consider in the industry may be these: "customer," "consumer" and "shopper."
What's strange about these words is that in certain applications they can be used interchangeably, but in others they can't. Stranger still, bringing a precise definition to the words can lead to a new way of thinking about advertising and in-store merchandising. So let's take a closer look.
The easiest one to define is "customer," although it has several meanings. To