Shopper Marketing - October 2017 - 91

By Dan Ochwat

D

omino's Pizza this year launched a series of TV spots parodying the popular
1980s film "Ferris Bueller's Day Off." Starring actor Joe Keery (notably of the Netflix show "Stranger Things"), the spots include one ad with Keery ordering pizza

via Amazon Alexa and tracking the order in the shower with a smartwatch. The campaign demonstrates Domino's ability to be wherever a shopper is.
Arc Worldwide's April Carlisle cited Domino's as a company that's executing "everywhere commerce" well. "A year ago, it was novel that you can Tweet a pizza emoji and
Domino's would deliver," she says. "They have repositioned themselves not as a pizza
company but an innovation company. Everything they're doing considers any place
where a consumer might be open and receptive to ordering pizza."
But as much fun as Keery, the shopper, may be having in the ads, there's a real challenge
for brands organizing around today's shopper, who can buy everywhere and anywhere.
For brands, the old merchandising model places sales teams and shopper marketing teams around retailers or channels - with e-commerce often getting flagged as a
channel. But if the shopper is blurring the line and buying everywhere, shouldn't brands
structure or strategize around that shopper? Five leading minds in the industry tackle that
question and more in this edited virtual roundtable discussion.

Is it fair to say that brands traditionally
organize around channels and stores, as
opposed to a shopper?
MATT PIERRE: I think that's very fair. At this level
of the funnel, where a lot of the activation dollars reside within sales, it's structured from a
[retail] customer's perspective.
ALISON CHALTAS: The typical sales organization and shopper marketing team is structured
by major retailer, and for smaller companies or
for smaller retailers by channel. In that environment, e-commerce is separate. That worked

when Amazon didn't have retail stores and
Walmart didn't have online.
CHRISTOPHER BRACE: Most companies use a
version of integrated marketing communication (IMC), but this is not resulting in the right
depth of integration. While IMC integrates
through a campaign idea that is "cut and pasted" across all communications, a truly integrated planning process integrates through
growth strategy, emotional and behavioral
insights, communications strategy, and consumer and shopper story.
OCTOBER 2017 SHOPPER MARKETING y

91



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
Shopper Marketing - October 2017 - 9
Shopper Marketing - October 2017 - 10
Shopper Marketing - October 2017 - 11
Shopper Marketing - October 2017 - 12
Shopper Marketing - October 2017 - 13
Shopper Marketing - October 2017 - 14
Shopper Marketing - October 2017 - 15
Shopper Marketing - October 2017 - 16
Shopper Marketing - October 2017 - 17
Shopper Marketing - October 2017 - 18
Shopper Marketing - October 2017 - 19
Shopper Marketing - October 2017 - 20
Shopper Marketing - October 2017 - 21
Shopper Marketing - October 2017 - 22
Shopper Marketing - October 2017 - 23
Shopper Marketing - October 2017 - 24
Shopper Marketing - October 2017 - 25
Shopper Marketing - October 2017 - 26
Shopper Marketing - October 2017 - 27
Shopper Marketing - October 2017 - 28
Shopper Marketing - October 2017 - 29
Shopper Marketing - October 2017 - 30
Shopper Marketing - October 2017 - 31
Shopper Marketing - October 2017 - 32
Shopper Marketing - October 2017 - 33
Shopper Marketing - October 2017 - 34
Shopper Marketing - October 2017 - 35
Shopper Marketing - October 2017 - 36
Shopper Marketing - October 2017 - 37
Shopper Marketing - October 2017 - 38
Shopper Marketing - October 2017 - 39
Shopper Marketing - October 2017 - 40
Shopper Marketing - October 2017 - 41
Shopper Marketing - October 2017 - 42
Shopper Marketing - October 2017 - 43
Shopper Marketing - October 2017 - 44
Shopper Marketing - October 2017 - 45
Shopper Marketing - October 2017 - 46
Shopper Marketing - October 2017 - 47
Shopper Marketing - October 2017 - 48
Shopper Marketing - October 2017 - 49
Shopper Marketing - October 2017 - 50
Shopper Marketing - October 2017 - 51
Shopper Marketing - October 2017 - 52
Shopper Marketing - October 2017 - 53
Shopper Marketing - October 2017 - 54
Shopper Marketing - October 2017 - 55
Shopper Marketing - October 2017 - 56
Shopper Marketing - October 2017 - 57
Shopper Marketing - October 2017 - 58
Shopper Marketing - October 2017 - 59
Shopper Marketing - October 2017 - 60
Shopper Marketing - October 2017 - 61
Shopper Marketing - October 2017 - 62
Shopper Marketing - October 2017 - 63
Shopper Marketing - October 2017 - 64
Shopper Marketing - October 2017 - 65
Shopper Marketing - October 2017 - 66
Shopper Marketing - October 2017 - 67
Shopper Marketing - October 2017 - 68
Shopper Marketing - October 2017 - 69
Shopper Marketing - October 2017 - 70
Shopper Marketing - October 2017 - 71
Shopper Marketing - October 2017 - 72
Shopper Marketing - October 2017 - 73
Shopper Marketing - October 2017 - 74
Shopper Marketing - October 2017 - 75
Shopper Marketing - October 2017 - 76
Shopper Marketing - October 2017 - 77
Shopper Marketing - October 2017 - 78
Shopper Marketing - October 2017 - 79
Shopper Marketing - October 2017 - 80
Shopper Marketing - October 2017 - 81
Shopper Marketing - October 2017 - 82
Shopper Marketing - October 2017 - 83
Shopper Marketing - October 2017 - 84
Shopper Marketing - October 2017 - 85
Shopper Marketing - October 2017 - 86
Shopper Marketing - October 2017 - 87
Shopper Marketing - October 2017 - 88
Shopper Marketing - October 2017 - 89
Shopper Marketing - October 2017 - 90
Shopper Marketing - October 2017 - 91
Shopper Marketing - October 2017 - 92
Shopper Marketing - October 2017 - 93
Shopper Marketing - October 2017 - 94
Shopper Marketing - October 2017 - 95
Shopper Marketing - October 2017 - 96
Shopper Marketing - October 2017 - 97
Shopper Marketing - October 2017 - 98
Shopper Marketing - October 2017 - 99
Shopper Marketing - October 2017 - 100
Shopper Marketing - October 2017 - 101
Shopper Marketing - October 2017 - 102
Shopper Marketing - October 2017 - 103
Shopper Marketing - October 2017 - 104
Shopper Marketing - October 2017 - 105
Shopper Marketing - October 2017 - 106
Shopper Marketing - October 2017 - 107
Shopper Marketing - October 2017 - 108
Shopper Marketing - October 2017 - 109
Shopper Marketing - October 2017 - 110
Shopper Marketing - October 2017 - 111
Shopper Marketing - October 2017 - 112
Shopper Marketing - October 2017 - 113
Shopper Marketing - October 2017 - 114
Shopper Marketing - October 2017 - 115
Shopper Marketing - October 2017 - 116
Shopper Marketing - October 2017 - 117
Shopper Marketing - October 2017 - 118
Shopper Marketing - October 2017 - 119
Shopper Marketing - October 2017 - 120
Shopper Marketing - October 2017 - 121
Shopper Marketing - October 2017 - 122
Shopper Marketing - October 2017 - 123
Shopper Marketing - October 2017 - 124
Shopper Marketing - October 2017 - 125
Shopper Marketing - October 2017 - 126
Shopper Marketing - October 2017 - 127
Shopper Marketing - October 2017 - 128
Shopper Marketing - October 2017 - 129
Shopper Marketing - October 2017 - 130
Shopper Marketing - October 2017 - 131
Shopper Marketing - October 2017 - 132
Shopper Marketing - October 2017 - 133
Shopper Marketing - October 2017 - 134
Shopper Marketing - October 2017 - 135
Shopper Marketing - October 2017 - 136
Shopper Marketing - October 2017 - 137
Shopper Marketing - October 2017 - 138
Shopper Marketing - October 2017 - 139
Shopper Marketing - October 2017 - 140
Shopper Marketing - October 2017 - 141
Shopper Marketing - October 2017 - 142
Shopper Marketing - October 2017 - 143
Shopper Marketing - October 2017 - 144
Shopper Marketing - October 2017 - 145
Shopper Marketing - October 2017 - 146
Shopper Marketing - October 2017 - 147
Shopper Marketing - October 2017 - 148
Shopper Marketing - October 2017 - 149
Shopper Marketing - October 2017 - 150
Shopper Marketing - October 2017 - 151
Shopper Marketing - October 2017 - 152
Shopper Marketing - October 2017 - 153
Shopper Marketing - October 2017 - 154
Shopper Marketing - October 2017 - 155
Shopper Marketing - October 2017 - 156
Shopper Marketing - October 2017 - 157
Shopper Marketing - October 2017 - 158
Shopper Marketing - October 2017 - 159
Shopper Marketing - October 2017 - 160
Shopper Marketing - October 2017 - 161
Shopper Marketing - October 2017 - 162
Shopper Marketing - October 2017 - 163
Shopper Marketing - October 2017 - 164
Shopper Marketing - October 2017 - 165
Shopper Marketing - October 2017 - 166
Shopper Marketing - October 2017 - 167
Shopper Marketing - October 2017 - 168
Shopper Marketing - October 2017 - 169
Shopper Marketing - October 2017 - 170
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201903
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201902
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201901
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201812
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201811
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201810
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201809
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201808
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201807
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201806
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201805
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201804
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201803
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201802
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201801
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201712
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201711
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201710
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201709
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com