Retail Commission on Shopper Marketing in the Works

ATLANTA — Coca-Cola North America is sponsoring the creation of the Retail Commission on Shopper Marketing.

The objective of the group that will comprise retailers will be to determine how to best leverage manufacturer insights to develop consumer-based marketing approaches.

The In-Store Marketing Institute will facilitate the yearlong process that will lead to the development of the white paper: “Shopper Marketing Best Practices.” Brian Harris, chairman of the Partnering Group, will head the commission.

“The Retail Commission on Shopper Marketing presents a tremendous opportunity to engage leading retailers in a dialogue about emerging shopper marketing initiatives,” said Diane Wallace, vice president of shopper marketing, Coca-Cola North America, in a statement. “The objective of this work is to drive trips, baskets and shopper loyalty through irresistible, idea-driven store activation.”

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