Because price doesn't do it anymore. Shoppers want great value but that is not all they want - they also need to satisfy their emotional needs. They want to feel good about both the shopping trip and the things they purchase.
Shoppers, on average, go on 150 to 200 trips a year. Shopping is not just a means of supplying their physical needs but it is also a form of entertainment, a means of socializing and a way to express their values such as their love of family or a concern for the environment.
A few years ago, aside from broadcast media, there were relatively few ways to communicate with consumers. There is now a tsunami of options including in-store video, out-of-home media, games, blogs, podcasts, on-line videos and social networks. However, these new communications methods are rarely effective at increasing sales unless they are directly linked to an opportunity to purchase. When they are used as elements of a Shopper Experience they can deliver results that are extremely cost-effective.
Why building connections at retail is a win-win-win 
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