evolution of technology. "That's a huge challenge and we're always going to be on our toes." Determining ROI on the marketing spend because of the fragmentation in the path to purchase poses more questions, but Kirts says she'll continue to monitor the evolution in technology and the changes in shopper expectations from their shopping experiences - understanding that specific to Walmart - and find new ways to drive sales of GSK brands amongst those groups. "A lot of it will be done using the latest and greatest technologies available to us to target that shopper." - Erika Flynn SEPTEMBER 2017 SHOPPER MARKETING y 33