What are the barriers to the success of the Shopper Marketing discipline in your company or client? (Pick all that apply) Lack of payout financial model, measures and exectuional manpower at store level. Apathetic reaction to marketing, due to previous success of client without it. Marketing and Merchandising REFUSING to work together and people mis-educating the industry (too much talk about "eyeball advertising" and not enough solutions-oriented programs. Lack of advertisers to understand how to reach our target consumers. Marketing isn't able to make an impact on the dealers' retail network because they are an independent business. So makreting focuses on the corporate messaging they can control. Compulsion to make the results applicable to as many retailers as possible causes a "dumbing down" of the results Who owns it (Sales or Marketing). Price pressure -- pervasive view that all the shopper cares about is low price Lots of noise and mis/disinformation from purveyors of various shopper marketing "solutions" Understanding of the total customer/shopper beyond just her/his interaction with that product, service or store. Decisions are so "intertwined" now that you can't isolate behavior in one category/experience.