Shopper Marketing - October 2017 - 94

FEATURE | EVERYWHERE COMMERCE

and places that shoppers can engage with your
brand. It's the hub of the wheel for sure.
What's holding back brands from
integrating everywhere commerce?
PIERRE: This is still a relatively small piece of the
total pie. It's a large piece of the growth, but it's
a small piece of the base.
CHALTAS: I would add that CPG companies are
run by people who aren't digital natives.
PIERRE: The junior folks in the organization understand this much better because that's how
they live now. That middle management group
can be spotty in terms of how much they pick
up the torch and run with it.
CARLISLE: You have to innovate. If there's any
advice I have, it is to adapt to that Google way.
Google employees spend 80-85% on the tried
and true, the work plan, but get 10-15% of their
time to dream, innovate and think.
CHALTAS: Tech is a speed-driven industry. CPG
has not historically been a speed-driven industry. We need to start to morph into a tech mindset.
BRACE: Companies are patchwork quilts of

functional silos. Each marketing function makes
their contribution to the brand plan, using little to no integration with the other functional
teams. Meetings are held to facilitate conversation, communication and even collaboration,
but these do not equate to integration.
PIERRE: It's having one foot in the traditional instore game, and how do I optimize that game
while squarely having my other foot in how to
win the e-commerce game? The playbook for
each is dramatically different. Having organizations move in concert and do both together is
really hard.
MCMAHON: The whole CPG world has been
designed to efficiently ship physical cases of
product to a store shelf. Now you have all of
this disruption coming in, reframing what efficiency means in a direct-to-consumer world. I
wonder, from a sales organization point of view,
if there's a different way to think about focusing
around the "buy" portion of everywhere commerce, and then the marketing team works on
the "influence" portion of everywhere comSM
merce.

" I could see making someone the center of
excellence for the future of where shoppers
are going. Then, in a practical way, bring
intelligent solutions and strategies out to the
brands within the organization."
Mike McMahon, Path to Purchase Institute
94

y SHOPPER MARKETING OCTOBER 2017



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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