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Colin Harper, the Head of Insight for the IPM explains the huge gap between what shoppers actually do, vs what marketers think they do.
In the headlong rush for the new, integration with existing techniques can be lost, and a focus on what can be achieved by ensuring that one incentive works as hard as possible, goes at the same time.
Colin suggests that working across barriers as the IPA also suggest gets by far the best result, and flagged areas already under test, as well as those to come.
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