Shopper marketing is "understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers." According to Chris Hoyt, "Shopper marketing [is] brand marketing in retail environment." Since it includes category management, displays, sales, packaging, promotion, research and marketing "Shopper marketing is the elephant in the room that nobody sees the same way."