Shopper Marketing - February 2018 - 56

56 SO-LO-MO CENTRAL

SHOPPER MARKETING FEBRUARY 2018

LOCAL
Acxiom, Conway, Arkansas, has partnered further with San Mateo,
California-based 4INFO on a new service that will deliver location-based
audience segments for shopper marketers to use in digital campaigns,
allowing for the sending of relevant, targeted offers or personalized
experiences. The partnership pairs Acxiom's consumer data and identity
graph information with 4INFO's predictive location data. 4INFO owns a
unique "Predictive Visitors" audience segmentation function that
predicts a consumer's store visits, and the partnership with
Acxiom expects to enhance that ability on a larger scale. The
Locationbased data.
two companies recently partnered on a platform to provide
in-depth data on consumers in Mexico.

Location data and insights provider PlaceIQ, New York, along
with media agency Media
Horizons, Norwalk, Connecticut, helped fuel a locationbased mobile campaign for
hair care company Zotos, New
York. The effort saw a 20%
increase in retailer and salon
visits carrying its AGEbeautiful brand. The display ads,
powered by location-based
insights from PlaceIQ, reached
consumers (mostly female)
near stores and salons carrying
the line of products. The ads
included a $3-off promotion
toward products and a store
locator feature for that nearby
store. PlaceIQ measured the
campaign through its "Place
Visit Rate" measurement tool
and with Media Horizons to
attribute store visits to the ad.
Additional insights about the
AGEbeautiful shopper were
gathered through the
campaign.
AGEbeautiful
campaign.

SO-LO-MO SPOTLIGHT

Eucerin Calls on Alexa to Aid Skincare Shoppers
By Dan Ochwat

WILTON, CONN. - Beiersdorf
launched its first skill for Amazon's Alexa under the Eucerin
brand, providing consumers at
home a voice assistant that can
guide them to the best Eucerin
product for their skin. The tool
kicks off a new digital focus for
the Eucerin brand that will rollout throughout the year.
Shoppers interact with the
cloud-based and voice-activated
skill through any Alexa device,
such as the Echo products. The
main objective, according to Beiersdorf's Rob Ciaffaglione, team
leader, shopper and customer
marketing, is for product recommendations. After answering a series of questions such as
if the product is for the hands,
body or face, or whether it's for
cracked or flaky skin, the skill
narrows in on the right product. The skill also automatically
sends the consumer a product information card to her
smartphone to reference in-store or for her online shopping cart.
In addition, the skill provides users with skin care
tips, especially pertinent for the current winter season.
The technology targets busy moms who balance a career
and family, says Ciaffaglione. "While we know that new
voice technology may not have high penetration with
our entire shopper base, we did not change who we are
targeting. We believe that over time, voice is the future."
The idea for the skill came from insights that therapeutic skincare shoppers seek information from many

with The Mars Agency, Southfield, Michigan, to work
directly with Amazon's Alexa team to bring the concept
to life. Twinoaks, Plano, Texas, helped with strategy
and execution.
Beiersdorf is promoting the skill on the brand product
page on Amazon.com and the Eucerin website. Posts
on social networks will drive traffic to downloading the
skill, and there is a callout to the skill in an FSI.
Ciaffaglione says the Eucerin brand has not done
much in the way of digital work in the past, but this
skill is the first of a new strategy for 2018. "Knowing
that two-thirds of therapeutic skincare shoppers are in
a 'discovery mode,' we will head into 2018 with continuing to help aid them along their path to purchase,
particularly by leveraging other digital technologies that
can help them navigate the category, similar to the way
our Alexa skill works."

sources beyond their dermatologist, he says.
"Further, she is also very likely to perform
her own self-diagnosis."
Building the skill itself began with that
shopper insight but then involved developing a VUI (Voice User Interface) design,
which includes laying out the decision tree
and user paths, Ciaffaglione says. After that,
dialogue is written, assets like the product
information cards are built in, brand and
legal approvals are attained, and then coding
and testing commences. Beiersdorf worked


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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Shopper Marketing - February 2018 - 30
Shopper Marketing - February 2018 - 31
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Shopper Marketing - February 2018 - 38
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Shopper Marketing - February 2018 - 43
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Shopper Marketing - February 2018 - 55
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Shopper Marketing - February 2018 - 62
Shopper Marketing - February 2018 - 63
Shopper Marketing - February 2018 - 64
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