G2 launches shopper marketing tool

G2 Australia has launched a planning tool to help better brands connect with shoppers.

The announcement:

G2 Australia announces the launch of Pathfinder™. The latest development in modern Shopper Marketing, Pathfinder™ is a global proprietary process, designed to activate the engagement of consumers and shoppers with brands. Developed and tested over two years by G2’s most strategic thinkers from across the globe, Pathfinder™ is a singularly comprehensive and proven strategic planning process.

POPAI, the global association for marketing at retail, has proposed a cleaner definition of Shopper Marketing for 2011, in order to promote a greater understanding of this discipline: ‘The application of shopper insights along the path-to-purchase, to affect purchase behavior in order to increase sales for both retailers and manufacturers.’