Shopper Marketing - February 2018 - 48

48 WHO'S WHO IN MERCHANDISING

SHOPPER MARKETING FEBRUARY 2018

CAREER ACHIEVEMENT

MALLONE: The accomplishment I am most proud of
was the 2016 Design of the Times Gold award for the
Schick Walmart Barbershop 3 way. This was the only
temporary/corrugate display that won a gold in the
mass category. It was the first display I created for razor and blades in which the creative was driven more
on emotional insight rather than technology claims.
The barbershop idea originated from the insight that
men want masculine symbols of identity to maintain a
sense of male self where gender roles are blurring. Two
key things make the barbershop a clever, power-stopping display: 1) barbershop represents masculinity and
experience, and 2) a perfect shave replicates a barbershop experience and the smoothness afterward.
Designed to appeal to men, the display utilized corrugate that resembled rich mahogany wood, marble
and foil that replicated vintage galvanized mirrors.
The showpiece was the vacuum-formed barber pole
that sat in the middle of the structure.

Photo by Mark Conrad

EDGEWELL PERSONAL CARE: NATALIE MALLONE,
Senior Manager, Merchandising and Display, Wet Shave

I

n the past 16 years, Natalie Mallone has worked on
every brand within the Edgewell portfolio, mostly
in merchandising and display roles for categories
such as sun care, feminine care and infant care, in
addition to her current position in the wet shave category. She also did a rotation in sales planning to build
her strong foundation in customer knowledge. "It really
helped me to understand the different 4P tactics across
all classes of trade," she says. "Knowing the different
go-to-market strategies of customers is critical in building strong and effective customer promotional plans."
Today, she leads the merchandising and display team
for the wet shave category and the newly created goto-market center of excellence for the shave portfolio.
In this role, she is responsible for the planning, development and execution of all wet shave off-shelf promotional plans across all U.S. customers. Her team is
responsible for building brand equity and strategy and
for bringing the brand strategy to life in store.

How does your merchandising team interact with
shopper marketing and with insights at Edgewell?
MALLONE: The merchandising and display teams and

the shopper marketing team are housed under the same
marketing director. This allows for consistent 360 surround-sound programs driven by annual brand priorities and platforms. Our in-store strategies are focused
around key insights that drive commercial innovation.
How does your company define success for its instore marketing programs?
MALLONE: Success in-store is first measured by display

compliance. No matter how strategic or impactful the promo vehicle is, if it is not executed in-store, sales will not be
realized. Also, sell-through and ROI are key metrics that
determine a program's success and whether it should be
anniversaried. Finally, there's a motto I like to go by for
any promotion: on strategy, on budget and on time.
How has the emergence of the omnichannel shopper
influenced your overall approach to merchandising?
MALLONE: Omnichannel is often used as a fact-find-

ing or research destination for shoppers. Purchase
decisions are increasing outside of the store environment. It's important to create impactful merchandising
to capture shoppers while in-store. It is also important
that secondary placement builds the emotional connection with the shopper, separating your product
from competition.
How have you seen merchandising change in recent
years? What trends are you seeing now?
MALLONE: In-store promos are moving toward a few-

er, bigger, better philosophy. Retailers are looking for
solution-based promotions to drive purchase across
categories. This allows one-stop shopping for the shopper and helps navigate through the clutter in-store. In
addition, in-line solutions are expanding to educate
shoppers and provide easy navigation at shelf. In the
shave category, we use touch-and-learns so consumers
can get up close and personal with our products and
look at our key benefits.
How has your approach to this at Edgewell changed
versus several years ago?
MALLONE: Many of our promotions are category-

driven instead of product-line driven. For example,
in the shave category, we will execute a men's display
- instead of simply a Hydro men's display - where
our disposables, our systems and our prep products
can sit. It's more solution-based, and having that approach is also yielding greater sell-through on our
promotions.
What role do you foresee the physical store playing
in the future?
MALLONE: I think the physical store will be used

as a destination to experience the product. I picture
store-within-a-store concepts for different categories.
Shoppers will use their mobile devices to order from
the retailer website while they're in the store and then
the product will shortly be delivered to their doorstep.
- Chris Gelbach

RECENT ACHIEVEMENT

MALLONE: The January 2018 launch of the Schick Intuition F.a.b. ("forward and backward") razor brought
with it a strong in-store display presence. The Intuition F.a.b. is the first of its kind where every cartridge
contains bi-directional blades that let consumers effortlessly shave in both directions. Fab yielded strong
promotional support in-store across all classes of
trade. All display vehicles contain a battery-operated
razor moving up and down to reinforce to the shopper the main reason to believe. Retail partners are excited about this disruptive innovation in the women's
category and have supported F.a.b. with solid launch
display plans. We have shipped more than 40,000
displays for our launch window.



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
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