After years of simply advertising to consumers, research showed the existence of an entirely new type of "super consumer." These very important people could be targeted by entirely different media. It appeared they actually took the purchase decisions for many more people based on very different motivations. The researchers called these very important consumers "shoppers." Reaching and influencing them became known as shopper marketing. Some time later, further research showed these shoppers were seriously hampered by retailer supply chain delivering only average space and demand management...