Many manufacturers spend more than half of all their marketing dollars on in-store POS and promotional activity. For years, marketers focused their efforts and spend on building their brands, but in recent years, the actual moment of choosing and buying a product has come under much closer scrutiny.
Faced with the challenge of online shopping, retailers have looked to understand what activates online and in-store sales and redoubled their efforts to improve the shopper experience. New technology and data have made it much easier for them to understand individual purchasing habits, the path shoppers take through stores and the time they spend making their choices.
