Reasons to care about your shopper

In a recent article at Retail Wire, they look at ten reasons you should care about your shopper. Here are just a few:

#1: Fifty percent or more of product and brand decisions are made in-store; numerous shopper insights studies agree.
#6: Shopper insights are currency for building strong customer relationships.
#7: Advertising agencies must master shopper marketing to have a complete offering: those who do not offer shopper marketing services will be viewed as incomplete.

Read the full list here. Is there anything you'd add to the list?