Just discovered this blog 'for practical shopper marketing'. Some useful thoughts about the topic. We did not agree with the premise, but treated the problem as a laboratory effort to be translated into the real world as engineering to be tested.
Shopper Marketing an Awkward Teenager
Shopper marketing in the Consumer Packaged Goods domain has blossomed in the last decade but may have entered its awkward teen years. I had an opportunity to interview hundreds of practitioners from dozens of companies over the last two years, and it’s become apparent that shopper marketing is still searching for its identity, experiencing growing pains, and facing numerous obstacles. It is now time for this discipline to grow up and take itself seriously. ... "