Attitudes: Retailers

Shopper marketing is what's goin' down.

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

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

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