Shopper Marketing - February 2018 - 4

4

SHOPPER MARKETING FEBRUARY 2018

EDITORIAL

Amazon vs. the Mall
I

didn't shop at all on Amazon.com during the 2017 holiday season, which
apparently puts me in the minority of
U.S. shoppers - including within my own
house, where my wife and teenage daughter made backdoor packages from Prime a
near-daily occurrence in December.
I'm not an Amazon hater or a shopping
Luddite. Over the course of the year, I bet
I shopped more online than the average
52-year-old male. And although attempts
to order customized greeting cards online,
first from Walmart and then Staples, did
ultimately turn into a fiasco (I ended up
receiving 100 cards containing "Seasons
Greetings from The Marshall Family"), I
never planned to avoid online shopping.
I am a creature of habit, and I just happened to have better-than-normal success
this season shopping at a mall that's about 20
miles from my house. There are several closer
malls, but I've always preferred this one's particular mix of stores and services. (Let's see
Amazon beat the 15-minute delivery time of
my favorite custom ornament kiosk.)
This year, the mall did provide some continued evidence that brick-and-mortar retail is on the decline. Sears had given up one
of its floors to another chain, Macy's didn't
have a single customer service counter open
on its second floor, and there seemed to be
more seasonal shops than there have been
in the past. But on the way home, I drove
by the 700,000-square-foot "retail center"

that General Growth Properties is literally
working overtime to build two minutes
from my house, and I got confused about
the future of traditional retail all over again.
And then, in early January, the industry
started buzzing about the (admittedly speculative) possibility of Amazon buying Target,
a move that would make last year's acquisition of Whole Foods seem relatively meaningless. Adding Target's 1,800-odd stores as
sales centers and distribution points for mass
merchandise would possibly be the greatest
coup yet for a company that seems to stage a
new retail revolt every month.
According to One Click Retail, Amazon
was responsible for roughly 44% of all measurable U.S. e-commerce sales in 2017. That
translates into just 4% of total U.S. retail
sales, so we're not quite seeing Walmart
levels of market dominance just yet. But
with e-commerce accounting for most of
the retail industry's recent growth, that's a
staggering share level to enjoy - especially
since it's still climbing.
One Click Retail also called 2017 a "watershed year" for private-label sales at Amazon,
which generated an estimated $150 million in
just two product categories: home goods and
electronics. Consumer product manufacturers have long dealt with own brand-minded
retailers, but Amazon could easily prove to be
the most adversarial "frenemy" yet.
Amazon's potential industry dominance,
however, isn't just about sales. It's also about

The League of Leaders is an exclusive
organization of industry thought-leaders
dedicated to advancing the understanding of
all marketing efforts that culminate at retail.
ABBOTT LABORATORIES

CONSTELLATION BRANDS

EDGEWELL PERSONAL CARE

* Mary Beth O'Mara,
* Tracy Frisbie, Shopper
Channel Portfolio Manager Marketing Director
* Julie Lynn York, Group
* Paige Guzman, VP,
Manager, Portfolio &
Marketing Activation
Partnership Marketing
* Dale Stratton, VP of
Commercial Insights
CAMPBELL SOUP CO.
* Megan Hennigan,
COTY US
Senior Manager Shopper * Jessica Kalinger,
AHALOGY
Experience, Beverages
* Kristin Dehmer, Sales
Senior Director, Category
Management & Shopper
* Shelly Sinas, Director of
* Bob Gilbreath,
Insights
Shopper Marketing
Chief Executive Officer
And Founder
* Nigel Stokes, Global Sales
CATAPULT MARKETING
ALBERTSONS COS.
* Peter Cloutier, CMO
CRISP
* Karl Meinhardt, VP,
* Joe Robinson, President * Tom Jones,
Social & Digital Marketing
Chief Revenue Officer
CHURCH & DWIGHT
* Karen Sales, VP of Digital * Dan Bracken, VP,
* Jason Young, CEO
Partnerships & Shopper
Consumer Engagement
CVS HEALTH
Marketing
* Chris Almeida,
CLOROX
CO.
* Ryan Voorhees, VP,
Senior Director,
* Lauren Ehreth,
Integration
Front Store Marketing &
Senior Sales Analyst
Store Experience
ALCON
* Sharon McKnight,
* Jeremy Brown, Director,
* Matthew Dacey, VP,
Director, Sales
Shopper Marketing,
Loyatly & Personalization
* Sarah Ortman, Associate
Alcon Vision Care
* Grant Violanti, Senior
Director, National
* Maria Lovera, Director
Director of Loyalty and
Shopper Marketing
of Marketing for Contact
Personalization
COCA-COLA
CO.
Lens Solutions
DEL MONTE FOODS
*
John
Mount,
VP,
* Shawn Millerick, Head of
* Jennifer Reiner, Senior
National Retail Sales,
Marketing, U.S. OTC
Director, Omnichannel
Customer Marketing
Marketing & eCommerce
BAYER HEALTHCARE
* Chris Russell, Group
* Sean Gaffney, Manager,
Director, Shopper Insights DOMINO FOODS
Shopper Marketing
* Tom Gould, Director,
* Rachel Smith, AVP,
* Jeff Howren, Director,
Consumer Marketing
Customer Marketing
Sales Strategy, Coppertone
* Maria Machita, VP,
COLGATE-PALMOLIVE
* Eileen Wolfe, Senior
Consumer Sales &
* Marie-Agnes Daumas,
Manager, Shopper
Marketing
Director, Shopper
Marketing Insights,
Marketing Center of
DURACELL
Digital & Execution
Excellence, NA
* Joe Cerone, Team Leader,
BEIERSDORF INC.
NA Merchandising
* Brad Watt, Worldwide
* Rob Ciaffaglione,
Marketing Director,
E&J
GALLO WINERY
Team Leader, Shopper &
Global Marketing
* Beth Orozco,
Customer Marketing
Senior Director,
COLLECTIVE BIAS,
* Rodney Waights,
Shopper Marketing
AN INMAR COMPANY
Director, Shopper and
* Wes Horvath, VP,
EDGE MARKETING
Customer Marketing
Manufacturer Solutions * Liz Fogerty,
BIGELOW TEA
* Dave Momsen, SVP,
Chief Strategy Officer
* Frank Coughlin,
Business Development
* Allison Welker, EVP & GM
Director of Retail Sales

BROWN-FORMAN CORP.

* Beth St. Raymond, Director,
Shopper Marketing &
Merchandising and Display

* Steven Higgins,
Senior Director,
Sales Development &
Shopper Marketing
* Adrianne Lambert,
Senior Manager,
Shopper Marketing

* Christopher Costello,
Director of Sales

ENERGIZER HOLDINGS

* Thu Bang, Senior
Manager, Americas
Shopper Activation
* Sean-Jon Wilson, Shopper
Marketing Manager
* Jay Setnicka, Director,
U.S. Retail Operations
FCB/RED

* Tina Manikas, President
* Curt Munk, SVP,
Director of Planning
FOOD LION

* Neil Norman, Director of
Customer Loyalty &
Shopper Marketing
FRESH DIRECT

* Michelle Harmon-Madsen,
SVP, Brand Partnerships
FRITO-LAY INC.

* Janelle Anderson, VP,
Shopper Marketing
* Jeff Swearingen, SVP,
Marketing & Analytics
GENERAL MILLS

* Jay Picconatto,
Marketing Director,
Shopper Marketing
GEORGIA PACIFIC
COMMUNICATION PAPERS

* Sam Atchison, Senior
Manager, Channel
Marketing & Customer
Development
GEORGIA PACIFIC LLC

* Laura Knebusch, VP,
Marketing Activation
* John Pfalzgraf, Director,
Consumer Knowledge
GEORGIA-PACIFIC
CORRUGATED

CONAGRA BRANDS

* Brian Hutchinson, Director
of Shopper Marketing
* Alexis Underwood,
General Manager

* Bob Waibel,
Senior Director,
Shopper Marketing

* Cara Kahaly, Director,
U.S. Shopper Marketing

GLAXOSMITHKLINE

GREAT NORTHERN
INSTORE

the perception of the company
among both consumers and the
recent wave of new consumer
product manufacturers.
For consumers, Amazon is the
first place to go when they want
to buy something. More than
50% of online product searches
begin on Amazon.com, according
to One Click. Amazon isn't quite
synonymous with e-commerce,
but it's always top of mind. And
then there's Amazon's ability to
anticipate shifts in shopping behavior and do more than anyone
else to facilitate those changes:
Dash and Alexa both seemed like
publicity stunts - until they turned out to
be legitimate transactional channels.
Meanwhile, for new manufacturers,
Amazon is the first place to go when they
want to sell something. Now that online
shopping is commonplace across all categories, market entry for even packaged
goods has become a lot simpler than it was
in the old days of store-to-store cold calls.
Mike Senackerib, a former chief marketing
officer at Campbell Soup Co. and general
manager at Kraft Foods, launched a new
healthy snack brand last November in two
steps: direct-to-consumer sales first, a distribution deal with Amazon second.
But Amazon is able to take its supplier
relationships further, and in directions other retailers can't, by providing many of the
back-end services that startup companies
need. The retailer ranks quite highly as a
provider of digital commerce solutions in

JOHNSONVILLE SAUSAGE

* Dan Baltus, Customer
* Pat Graf, VP, Display Sales Insights Manager
Development
* Joe Bourland, Director,
* Mike Schliesmann, SVP,
Strategic Insights &
Business Unit Manager
Analytics
* Stephanie Plehn, Shopper
GROUNDTRUTH
Marketing Manager
* Mark Fleisch, VP,
CPG & Healthcare
KAO
* Sarah Ohle, VP,
* Jackie Bishop,
Research & insights
Director of Sales
* Diane Isler, Senior
HALLMARK CARDS
Manager of Insights &
* Patrick Gahagan, VP,
Category Management
Category Management
* John Sullivan, VP, U.S. Sales
HELLOWORLD
KELLOGG CO.
* Peter DeNunzio, CEO
* Aaron Elleman,
* Jen Todd Gray, SVP,
Senior Director,
Marketing & Creative
Shopper Marketing
Services
* Scott Hamric, VP,
HERSHEY CO.
Sales Strategy
* Oscar Herrada, Director,
KEURIG GREEN MOUNTAIN
Shopper Engagement
* Kellie Ebert, Director,
IMS (INTEGRATED
Channel Marketing
MERCHANDISING
* Amber King,
SYSTEMS)
Senior Shopper
* Sally Harrington, EVP,
Marketing Manager
General Manager
* Patrick Minogue, VP,
INMAR INC.
Customer Marketing
* Wes Horvath, VP,
Manufacturer Solutions KIMBERLY-CLARK
* Aaron Gretebeck,
* Dave Momsen, SVP,
Senior Manager,
Business Development
Shopper Marketing COE
INTEL CORPORATION
* Renee Novello, Director * Anne Jenkins,
Senior Category Leader,
of Shopper Marketing &
Business Unit Sales
Global Retail Marketing
* Liz Metz, Senior Director,
IOVATE
Shopper Engagement
* Brian Cavanaugh, CMO
* Jason Prowse, Category L'OREAL
* Wendy Charland, VP,
& Consumer Insights
Shopper Marketing
Manager
* Louise Horgan, VP,
J.M. SMUCKER CO.
Shopper Marketing
* Steve Iurato, VP,
* Peri Mendelson, AVP of
Channels,
Category Management
U.S. Retail Sales
LALA U.S.
* Liz Mayer, Director,
* Vanessa Carlson Bueno,
Shopper Marketing
Senior Director of
JACK LINK'S
Marketing Operations
* Jeff Kjome, Director,
LG
ELECTRONICS
Shopper Marketing &
* Stewart Henderson,
Retail Activation
Senior Manager,
JOHNSON & JOHNSON
Shopper Marketing
* Heather Campain, Head
* Rachel Olson,
of Shopper Marketing, US
Senior Shopper
* Kim Viccaro, Director of
Marketing Manager
Shopper Solutions
* Dave VanderWaal, VP,
Marketing, LG USA and
Canada

MARS CHOCOLATE US

* Susan Barkalow, Director
of Shopper Marketing
MARS PETCARE

* Todd Stone, National
Accounts Manager
MASSIMO ZANETTI
BEVERAGE USA

* Brian Kubicki, VP,
Marketing
* Susan Lambert, Director
of Shopper Marketing &
Customer Insights
* Dena Soulakis, Shopper
Marketing Manager
MATERNE GOGO SQUEEZ

* Joe Kasinskas,
Senior Director,
Customer Marketing

Consumer Goods Technology's 2018 Readers'
Choice survey, the results of which will be
released this month. (Incidentally, a couple
of shopper marketing agencies also turn up
as technology-driven solution providers this
year - another future trend to consider.)
The bottom line here is that buying Target would give Amazon another critical
weapon in its efforts to become the leading
player in U.S. retail. But it doesn't necessarily need Target to achieve that goal.
Does that mean everyone else should
give up and go home? Not just yet. Not
as long as they're still building new malls.
And not as long as there are still 52-year-old
creatures of habit shopping in them. SM

MONDELEZ
INTERNATIONAL

NESTLE USA

* Alex Placzek,
Director of Shopper COE
NESTLE-PURINA

* Linda Hervatin, Director,
Shopper Marketing
* Christina Lawrence, VP,
Shopper Marketing
* Jason Vita, Director,
Shopper Marketing
PEPSICO (BEVERAGE)

* Meredith Jang, Senior
Director, Advanced
Analytics, Shopper
Insights & Marketing
MAXPOINT

PEPSICO (QUAKER)

* Jackie Clifton, Director,
* Tom Dolan, SVP,
PepsiCo Shopper
Enterprise Solutions
Marketing, Walmart Inc.
* Jason Kaplan,
Customer Team
Executive Director, Sales
* Katie Schiavone,
MEIJER INC.
Senior Director, Shopper
* Diane Boeskool, Customer
Marketing, NAN Brands,
Marketing Manager
Gatorade and Propel
* Lanny Curtis, Director,
PERNOD RICARD USA
Customer Marketing
* Megan Taves, Director of
* Michael Ross, VP,
Customer Solutions, Chains
Digital Shopping &
Customer Marketing
PFIZER
* Heather Storms, Director,
MENASHA PACKAGING
Shopper Marketing
* Chuck Bolkcom,
Senior Director, Strategic PHILIPS CONSUMER
LIFESTYLE
Account Development
* Dennis Bonn, VP, Marketing * Kelly Downey, VP, Digital
& Shopper Solutions
MILLERCOORS

* Daniel Warhaftig, Senior
Marketing Manager,
Emerging Brands
* Jovina Young, Director,
Channel Marketing,
Small-Format
MOET HENNESSY USA

* Kyle Yearick, VP,
Trade Marketing

PINNACLE FOODS

* Kelly Annis, Director,
Marketing Activation
PROCTER & GAMBLE

* Matt Barresi,
Brand Director,
North America Selling &
Market Operations

PURERED FERRARA
MOMENTUM WORLDWIDE * George Russell, CEO
* Shaun Brown, SVP, CPG & QUOTIENT

Digital Shopper Lead
* Laura Moser, SVP,
Shopper Marketing NA

RB

* Yelena Idelchik, In-Store
* Stephen McGowan,
Experience & Shopper
Director, Shopper
Insights Team Leader
Marketing
* Lia Skinner, Shopper
* Michael Tilley, Biscuit
Marketing Manager
Lead, Shopper Marketing * Mark Sorrentino, Head of
& Strategic Partnerships
Shopper Marketing

* William Langford,
Senior Director of Sales
* Esperanza Teasdale,
Senior Director, Shopper
Marketing

MATTEL

Peter Breen is editor-in-chief of
Consumer Goods Technology (CGT), a
sister publication of Shopper Marketing.
He can be reached at 973-607-1300 or
pbreen@ensembleiq.com.

* Gary Stern, VP,
Sales Enablement

RED BULL NORTH
AMERICA INC.
RETAIL SOLUTIONS INC.
(RSI)

* Michael Quinn,
General Manager, Ansa -
Digital to Store Analytics
* Meredith Williams,
Director, Business
Development, Ansa
SARGENTO FOODS

* Cindy Mattingly,
Customer Shopper
Marketing Manager
SC JOHNSON & SON INC.

* Amy Dragland-Johnson,
Director, Shopper
Marketing
SHELFBUCKS

* Erik McMillan, CEO
* Catherine Lindner,
Chief Merchant Officer
SHOPKICK

* Noreen Chandarana,
Director
* Bill Demas, CEO
SHOPTOLOGY

* Charlie Anderson, CEO
* Julie Quick, SVP, Head of
Insights & Strategy

* John Puterbaugh,
Managing Partner & Chief
Digital Officer
THE MARKETING ARM

* Christopher Gray, SVP,
Consumer & Shopper
Psychology
THE MARS AGENCY

* Cheryl Hatfield, SVP -
Client Leadership
* Robert Rivenburgh, CEO,
NA
TIME INC. RETAIL

* Christine Austin, Customer
Marketing Director
* Bill Romollino, VP,
Shopper Insights
* Eric Szegda, VP,
Retail Marketing
TPN

* Sarah Cunningham, Senior
Managing Director, Client
Service & Development
TRACYLOCKE

* Hugh Boyle, CEO
* Michael Kelly,
Communications Director
TYSON FOODS

* Wendyjean Bennett,
Senior Director, Media &
Experiential Marketing
* Christopher Witte, VP,
Total Store Leadership
UNILEVER

* Kevin Flagg,
Senior Director,
Shopper Marketing
VERVE

* Kevin Arrix, CRO
* Shannon Boren, Director, * Julie Bernard, CMO
Sales
WESTERN UNION
* Leslie Warshaw, VP,
* Tonya Johnson,
Analytic Solutions - CPG
Marketing Director
SLICE INTELLIGENCE

STARBUCKS COFFEE CO.

* Holly Hayes, Shopper
Marketing Manager
* Tiffany Huey, Director,
Shopper Marketing
* Kelly Marsh, Director,
Shopper Innovation &
Experience
TEMPT IN-STORE
PRODUCTIONS POWERED
BY QUAD GRAPHICS

* Susan Bellehumeur,
Marketing Communication
Programs

WILLIAM WRIGLEY JR. CO.

* Lena Lewis,
Senior Manager,
Shopper Marketing
WORLD KITCHEN

* Matt McDonnell,
Director Of Marketing
* Jim Shields, Director,
Customer Marketing


http://www.Amazon.com http://www.Amazon.com

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

Contents
Shopper Marketing - February 2018 - Intro
Shopper Marketing - February 2018 - 1
Shopper Marketing - February 2018 - 2
Shopper Marketing - February 2018 - Contents
Shopper Marketing - February 2018 - 4
Shopper Marketing - February 2018 - 5
Shopper Marketing - February 2018 - 6
Shopper Marketing - February 2018 - 7
Shopper Marketing - February 2018 - 8
Shopper Marketing - February 2018 - 9
Shopper Marketing - February 2018 - 10
Shopper Marketing - February 2018 - 11
Shopper Marketing - February 2018 - 12
Shopper Marketing - February 2018 - 13
Shopper Marketing - February 2018 - 14
Shopper Marketing - February 2018 - 15
Shopper Marketing - February 2018 - 16
Shopper Marketing - February 2018 - 17
Shopper Marketing - February 2018 - 18
Shopper Marketing - February 2018 - 19
Shopper Marketing - February 2018 - 20
Shopper Marketing - February 2018 - 21
Shopper Marketing - February 2018 - 22
Shopper Marketing - February 2018 - 23
Shopper Marketing - February 2018 - 24
Shopper Marketing - February 2018 - 25
Shopper Marketing - February 2018 - 26
Shopper Marketing - February 2018 - 27
Shopper Marketing - February 2018 - 28
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