Shopper Marketing - January 2018 - 8

8

PROGRAMS

SHOPPER MARKETING JANUARY 2018

Connecting With Millennial Moms to Create Opportunities
By Erika Flynn

She said today's young moms are less
apologetic about the reality of family life
than any other generation, making it that
much more important for companies to
work with their product developers, brand
teams, agencies and retailers to unmask the
realities of motherhood. "Portray motherhood in an authentic way if you want to win
with the Millennial moms," she stressed.
The Mom Complex approaches its research in non-traditional ways to dig
deeper into what
moms are thinkn They're on the go all the time. Make products and
ing and what their
experiences that can go with them.
struggles are. "If
n Dinnertime drains them every single day. Make it easier
you just ask questions about what
with simpler solutions.
they do, they' ll
n She's tired of her role as a mother being idealized. Let her
tell you what they
know that your brand embraces her imperfections.
think is the right
n They're overscheduled and understaffed. Find ways
answer, but the
(solutions) to give them some of their time back. They will
reality is under the
reward you for it.
surface," she said.
"And there is a lot
n It's too hard for them to make healthy food a habit.
underneath that
Give them some shortcuts with in-store programs that offer
is very valuable
healthier solutions.
for marketers and
brands."
One method is "opinion parties" that a
Speaking at the Path to Purchase Expo in
September, Walker explained how brands mom hosts at her home with friends. The
should embrace these differences and company has found a lot of success in getchange their thinking for this target, which ting moms to talk in a more comfortable
controls 85% of all household purchases environment around others she knows.
and holds hundreds of billions of dollars of Another is the company's digital ethnography Passion & Pain app. Typically 40
spending power in their hands.

Rosemont, Ill. - Millennial moms differ
from the generations before them in many
ways, including how they shop both online
and in-store, according to Julie Walker, senior consultant at The Mom Complex.
They're digitally savvy in everything they
do, are proud of their flaws and are looking
to marketers to give them ideas and solutions to make their crazy lives a bit more
manageable.

FOCUS: Millennial Moms

respondents nationwide participate in any
given study, spending 10 days recording
high and low moments. Finally, Maverick
Mom workshops are innovation sessions in
which brand teams and retailers work with
moms, side by side. "It provides amazing
inspiration for things we can actually do
a better job of as marketers and product
developers," said Walker.
So where are we today? Diversity is the
new reality, she said. "There's no such thing
as a traditional family. You have to reflect
that in your advertising." Millennials see
things in such a different way than what we
see on TV or in any kind of media, and they
are very quick to respond to authentic representations of family - of all kinds of family.
What's more is there is just that - so much
more with Millennials. More than 76% of
them are working women, but they also
spend twice as much time with their kids,
and dads spend six times more time than
in the past. Also, 68% of moms feel pressure on social media to be perfect. "They
don't want to be perfect, but they feel like
they're being judged by other folks on their
parenting decisions," said Walker. "They
have so many more fears today, whether
it's playing outside, sending their kids to
school, food concerns or health concerns."
But the good news is dads are helping, too,
and Millennials have redefined parenting
as a team sport.
Through its research, the company defined pain points that can turn into profits
for your brands. "If you can actually get

Julie Walker, The Mom Complex

in and help lessen the pain for a mother
- through any of your solutions, programming, products, etc. - there are profits to be
had," said Walker.
She cautioned that marketers shouldn't
hide the hard parts in activation ideas and
briefing other teams. "Look beneath the
surface for creative briefs, activation briefs
and shopper marketing programs, and
touch on what it's like to be mom." There's
power in those pain points and in the difference in today's modern family life.
The more helpful companies are in solving those pain points, the more interest
they'll draw to their brands and shopper
marketing programs, and the more sucSM
cessful they will be.

Expo Speakers: Embrace the Power of the Digital Coupon
By Cyndi Loza

Rosemont, Ill. - How many marketers
would subscribe to Sunday newspapers if
they didn't have to for work reasons? David Johnson, Quotient Technology's vice
president of shopper marketing, posed this
question during a Path to Purchase Expo
presentation in September. About five audience members raised their hands.
Sunday newspaper subscriptions have
significantly declined over the past few
years, yet brand managers and CPG sales
executives continue to invest in newspaper free-standing inserts (FSI) coupons.
Moreover, Johnson noted that about 53%
of Millennials, a group that will make up
about 75% of the workforce in 2025, wish
all coupons were digital and some would
never open a newspaper.
"The market has changed a lot and we
haven't," Johnson said. "You can get pulled
between the politics of your business, but
you have to be a voice for the shopper at the
end of the day."
Historically, shopper marketing has centered on price-point leadership, said Chad
Summe, Quotient VP and general manager,
U.S. sales. It involved a national deal that
was connected to a retailer featuring the
product and then accelerated even further
by merchants finding an opportunity to do
in-store displays. "It was tried-and-true,"
Summe said. "It was a tangible way for
CPGs and retailers to come together - and
that's not always easy - on a singular goal
of driving sale. ... It has been simple. You
play, you know what you get, and anything

Quotient's Chad Summe
says, "The path to
purchase has changed
dramatically - one can
even argue disappeared."

outside this historical model was a gamble."
Though this historical model is still used
today, the shopper is less and less engaged
in the mediums that the model was built
around. "The path to purchase has changed
dramatically - one can even argue disappeared," Summe said. "Today, enabled
completely by mobile, she's engaging in

micromoments throughout her day."
The shopper simply wants and demands to engage with the right content,
said Summe. "Content as a definition [also]
has to be broadened to whatever it takes
to drive the transaction," Summe said.
"Whether that be simple messaging of
brand communication or whether that be

messaging of a value offer to get her there."
In a study Quotient wrapped up last fall,
the company looked at 50 different programs with digital coupons across multiple
retailers. The study compared digitally active shoppers to non-digitally active shoppers (shoppers that click coupons versus
those who don't) and found that digitally
active shoppers spend 66% more in their
basket, shop 34% more categories and
make 59% more trips.
The study also found an average of 100%
lift among brand buyers when a digital coupon is activated. "If there's an offer for a
P&G product, but not an offer for a Kimberly-Clark product, who's going to win?"
Johnson asked. "It doesn't matter if you get
to the store and there's an endcap for that
product where there's not an offer. The deal
will win."
Marketers can move half of what they're
spending on FSIs to digital offers and drive
the same amount of volume, according to
Johnson. "Months ago I couldn't say this,
but I can say it now and a year from now
with more gusto," Johnson said.
Some Quotient clients have begun to embrace the power of digital coupons. According to Johnson, some clients have decided
to reduce the number of temporary price
reductions (TPRs) they have in the market
and increase the number of digital coupons.
Another client and "leading brand" made
the decision to move away from the FSI
completely, relying on 100% digital offers,
SM
and received major retailer support.



Table of Contents for the Digital Edition of Shopper Marketing - January 2018

Contents
Shopper Marketing - January 2018 - 1
Shopper Marketing - January 2018 - 2
Shopper Marketing - January 2018 - Contents
Shopper Marketing - January 2018 - 4
Shopper Marketing - January 2018 - 5
Shopper Marketing - January 2018 - 6
Shopper Marketing - January 2018 - 7
Shopper Marketing - January 2018 - 8
Shopper Marketing - January 2018 - 9
Shopper Marketing - January 2018 - 10
Shopper Marketing - January 2018 - 11
Shopper Marketing - January 2018 - 12
Shopper Marketing - January 2018 - 13
Shopper Marketing - January 2018 - 14
Shopper Marketing - January 2018 - 15
Shopper Marketing - January 2018 - 16
Shopper Marketing - January 2018 - 17
Shopper Marketing - January 2018 - 18
Shopper Marketing - January 2018 - 19
Shopper Marketing - January 2018 - 20
Shopper Marketing - January 2018 - 21
Shopper Marketing - January 2018 - 22
Shopper Marketing - January 2018 - 23
Shopper Marketing - January 2018 - 24
Shopper Marketing - January 2018 - 25
Shopper Marketing - January 2018 - 26
Shopper Marketing - January 2018 - 27
Shopper Marketing - January 2018 - 28
Shopper Marketing - January 2018 - 29
Shopper Marketing - January 2018 - 30
Shopper Marketing - January 2018 - 31
Shopper Marketing - January 2018 - 32
Shopper Marketing - January 2018 - 33
Shopper Marketing - January 2018 - 34
Shopper Marketing - January 2018 - 35
Shopper Marketing - January 2018 - 36
Shopper Marketing - January 2018 - 37
Shopper Marketing - January 2018 - 38
Shopper Marketing - January 2018 - 39
Shopper Marketing - January 2018 - 40
Shopper Marketing - January 2018 - 41
Shopper Marketing - January 2018 - 42
Shopper Marketing - January 2018 - 43
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Shopper Marketing - January 2018 - 71
Shopper Marketing - January 2018 - 72
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