When brand marketers and agency executives gathered in Chicago recently for the annual Shopper Marketing Summit there was plenty of talk about mobile, social and digital, but there was one thing no one talked about.
Mobile is the hottest thing going right now so hardly surprising there was plenty of discussion about myriad ways apps can be used to engage, influence and activate shoppers on the path to purchase. Mobile continues to transform the path to purchase, overlooked in discussions of the shoppers’ evolving journey was the role of packaging.