ABSTRACT
Many suppliers and retailers do so where sales have a bigger influence than marketing. However, all the evidence points to shopper seeking long-term as well as short-term messaging, in part because human being stores the engram and builds on it, so sales and marketing need to work together. Planting an engram in shopper's brain is something that can be achieved by both B2B suppliers or brands or retail outlets. Even if shop is local or the B2B supplier is a highly niche product or service, it significantly improves the chance of a sale if the shopper holds the engram in the mind. The high-value retailer or supplier can but wait for the day and hope the shopper's needs may then well be met on a future occasion by such subconscious implanting and refreshment. The potential shopper, rather than the repeat shopper, probably needs at this stage an experiential opportunity or demonstration to be presented to them, or a sample provided.
