Attitudes: Retailers

Shopper marketing is what's goin' down.

Some producers spend years knocking on doors to get that first order. And sometimes, they lose it all by mispronouncing the prospect's name.

When industry traditions like the 'cattle call' and creative 'shoot-out' are crossed with RFPs and reverse auctions, sparks begin to fly.

Exclusive commitments between CPG clients and P-O-P producers can work exceptionally well, as long as the partners agree to 'trust, but verify.'

MVI's Dan O'Connor predicts upheaval in vendor/retailer relationships

A report from the NACS/Coca-Cola Leadership Council

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