More Retailers Take Shopper Marketing Reins

SKOKIE, Ill. — Retailers are taking more ownership of shopping marketing activities once considered the province of brands, according to Peter Hoyt, executive director and chief executive officer, Path to Purchase Institute here, who spoke during an SN webinar.

“Shopper marketing was a brand-driven phenomenon,” Hoyt said. “But in the recent past, we’ve seen more and more retailers embrace the notion that they can leverage all this energy to differen

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