Shopper Marketing - October 2017 - 92

FEATURE | EVERYWHERE COMMERCE

" What if I became the vice president of
nighttime marketing? What a shopper buys
at night changes significantly from what
he or she buys at 7 in the morning, and that
shopper is responsive to a different set of
touchpoints."
Alison Chaltas, Ipsos Marketing

How should brands structure around
everywhere commerce?
MIKE MCMAHON: I think removing channel
from the organizational structure could be
helpful. If you take a look at Walmart, they made
a decision early this year to centralize buying
for all of their channels into one place. So if I'm
running the pet foods department and I'm the
category director for Walmart, I'm no longer
responsible for just what gets into the store, I
also have the responsibility for what goes into
the dot-com business for Walmart.
BRACE: Some organizations are moving to a
new process called "connections planning," a
revised process over IMC, but it doesn't guarantee optimized integration. Another key evolution is to push the retailer and shopper inputs
to the front of the planning process and give
them the same strategic weight as the brand
and consumer inputs.
MCMAHON: In the version where the guy is re92

y SHOPPER MARKETING OCTOBER 2017

sponsible for volume wherever it comes from,
you might have matrix organizations - experts
in the e-commerce space assigned to help them
nurture and grow that portion of the volume.
Matt, so how does General Mills work on
integrating planning and function early on?
PIERRE: We're not all the way to bright on that
yet, but we have a centralized e-commerce
team that spends a lot of time and energy beating the drum on trying to get our brand teams
and our customer teams to integrate e-commerce at the front end of the planning process.
CARLISLE: We see clients looking for talent
in their brand management and marketing
that can easily move horizontally and vertically - someone who has a holistic picture of
shoppers and their behavior. It doesn't matter
if that shopper is shopping through social, ecommerce, brick-and-mortar or through voice
recognition standing in the shower talking to
Alexa.



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
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