Equal Shopportunities: How CPG and Retail Companies Can Collaborate for the Best Promotions

Behind every great campaign, there is a greater collaboration.

Sure, double coupons have their place in the aisle and in the wallet. But when it comes to reaching today's smart, time-strained shopper, it is the two-for-one force of retailers and CPG companies, partnering to understand the whole of her needs, that delivers the most effective campaigns.

Think about it. What worked last year may no longer hold sway with today's mobile-reliant, social-networking shopper. Trends in health, cuisine and even childcare come and go. What appealed to 'foodies' in 2009 may be passé in 2011.

Shopper data bears this out.