Shopper do, Shopper don't

BrandWeek has a new article up about the do's and don'ts of shopper marketing.

Do talk to the shoppers, engage the shareholders, push the boundaries, and measure and evaluate.

Don't focus exclusively on the shelf, apply traditional creative rules, think retail is the same as traditional media, think all shoppers are alike, limit your thinking to your brand or even category.

Take an in-depth look at the items above here.