Track Session

Despite current interest in developing an easy-to-navigate path to purchase, reality shows a path that remains littered with obstacles for the shopper that includes multiple but disconnected messages, technology paths to nowhere, and hopes for a final destination that is often unclear for the shopper as well as the retailer. Weidauer will draw on his own retail experience to walk attendees through the requirements needed to effectively integrate media tactics and the message they contain, and ultimately restore the missing element in many of today’s marketing campaigns: relevance. Attendees will learn how to: 

• Develop a fully integrated path to purchase strategy.
• Execute it consistently across all the various media elements.
• Use technology effectively to engage and educate the shopper.