The Short List: Inside the Top Shopper Marketing Agencies – Featuring Theory House

In this debut episode of The Short List, host Olga Yurovski, CEO of Shopperations, sits down with Jim Cusson, President of Theory House—a Charlotte-based shopper marketing agency built to connect brands, retailers, and shoppers through insight-led creative and strategic activation.

Jim shares how Theory House has carved out a unique space in the shopper marketing world by focusing on emotional connection over mere transactions. With a client mix that spans grocery retailers like Food Lion and The Fresh Market to national brands like 1800 Tequila, Theory House specializes in translating brand equity into compelling in-store experiences that drive both conversion and long-term loyalty.

Together, Olga and Jim explore:

• What sets Theory House apart from traditional shopper agencies
• How their “passion to purchase” framework connects emotionally with shoppers
• The advantages of working with both retailers and brands—and how those insights cross-pollinate
• The agency’s early adoption of AI across strategy, creative, and operations
• How they use EOS and a fully remote model to stay nimble and focused
• Why measurement must go beyond sales to include loyalty and advocacy
• Jim’s thoughts on retail media overload—and why creative still makes the difference
• How brands can authentically engage Zillennials and become part of daily rituals
• The in-store tech trends he’s skeptical of (hint: giant freezer door screens)
• What makes a great client—and an even better brief

Whether you’re evaluating agency partners, working inside one, or just passionate about where retail and creativity intersect, this episode offers a candid look into how Theory House is helping brands win at the shelf—and in the hearts of shoppers.

About Theory House
Theory House is a Charlotte-based shopper marketing agency that helps brands and retailers create deeper emotional connections with shoppers—moving beyond transactions to build lasting loyalty. With a focus on strategic insight, strong creative, and agile execution, Theory House serves as agency of record for challenger brands and a trusted partner to national retailers.

Theory House

About Shopperations
Shopperations is an enterprise SaaS platform built by and for CPG marketers to streamline omnichannel budget planning, activation, and reporting. By replacing spreadsheets with a centralized, collaborative system, Shopperations connects marketing, sales, finance, and agency teams—enabling real-time visibility, automated reporting, and smarter decision-making across the entire marketing lifecycle.

With tailored workflows, flexible integrations, and white-glove support, Shopperations empowers CPG organizations to work smarter, align cross-functionally, and maximize ROI. Whether you’re scaling operations or seeking more accountability, Shopperations delivers the clarity and control modern marketing teams need to stay agile and drive growth.

Shopperations

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