Shopper Marketing - October 2017 - 78

WHO'S WHO IN SHOPPER INSIGHTS

third level is the ultimate strategy work that
sets us up as true thought leaders - work on
category vision, work on a "retailer perceptor" study, and omnichannel education for
the future. All work gets shared across the
organization and with our customers for the
ultimate ongoing engagement. Finally, we
monitor category and industry trends via
third-party reports on an ongoing basis. We
are big fans of Field Agent, WSL, Drugstore
News, Kantar, Mintel, Euromontor and, of
course, the Path to Purchase Institute.
What emerging technology and
techniques do you leverage to develop
shopper insights at RB?
IDELCHIK: For the last five years, we have
put a lot of value into validating our hypothesis via virtual reality research. We found that
validation of planogram options, education,
signage and even packaging is highly reliable
and impactful. This methodology has given
us a lot of measurable conclusions that have
resulted in further store test validation or immediate store adaptation, or has fueled further solution development. Mobile research,
when structured properly, has delivered very
interesting and unique results as well.
Are any recent trends significantly
impacting your team's work in insights?
IDELCHIK: The evolution of the omnichannel behavior is one of the top ones. We no
longer focus on brick-and-mortar in isolation
but weave in the online behavior into every
one of our studies. Online influence (from
78

y SHOPPER MARKETING OCTOBER 2017

research, to promo and price seeking, to
actual shopping) is manifesting itself quite
differently across our categories and retailers, and the new white spaces keep us quite
busy. To further build on that, the way Millennials shop and research today is starting
to reshape the way we approach our business challenges all together.
What recent work by the RB insights team
stands out to you?
IDELCHIK: First of all, our insights have to
deliver actionable changes in stores. We recently partnered with CVS/pharmacy to help
evolve how shoppers educate themselves
about the vitamins category. This resulted
in us working together to develop new signage and navigation materials that are now
in most stores and supporting a very positive sales momentum for the customer. At
Kroger, we recommended changes to enhance the pediatric OTC set and make the
experience easier for moms - both with the
layout and product assortment. Our recommendations were adopted and are being
rolled across the chain.
What's the most rewarding aspect of your
work?
IDELCHIK: Positive reactions and energy
from my team when you provide them the
information to both make their work easier
and make them look better in front of the
customer. The other highly rewarding element is to be able to share the information
with the retailer partners and help build the



Table of Contents for the Digital Edition of Shopper Marketing - October 2017

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
Shopper Marketing - October 2017 - 6
Shopper Marketing - October 2017 - 7
Shopper Marketing - October 2017 - 8
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