ST. PETERSBURG, Fla. — Half of all shopper marketing programs reach a quarter of their value potential, while best-in-class models realize just 60% of the benefits they could, according to a new Deloitte study. Despite the programs' shortcomings, the majority of retailers (86%) and manufacturers (73%) rank them among the top four activities that deliver meaningful return on investment. “Companies who are embracing shopper marketing and executing against a core set of principles are growing ...

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