Shopper Marketing - April 2018 - 12

12

SHOPPER MARKETING APRIL 2018

WHO'S WHO

in Shopper Marketing Agencies

Our seventh annual
report recognizes
more than 220
dedicated, passionate
agency executives
whose creative,
intelligent work is not
only helping brand
and retailer clients
achieve success but
pushing the discipline
of shopper marketing
to new heights.
Photo by Alissa Pagels-Minor

TPN: RICH FEITLER, President and Chief Operating Officer
Photo by Brian Morrison

S

hopper marketing
is part of what TPN
handles for its clients, but the agency
considers its mission broader than that. TPN focuses
widely and ambitiously on
creative commerce, says Rich
Feitler, president and chief
operating officer. "We create
connected, seamless brand
experiences that drive sales
and build brand commitment for our clients," Feitler
says. "Certainly, shopper marketing is one of our disciplines, but we offer far more these days to our clients
because we're in the midst of a dynamic industry shift."
TPN defines shopper marketing as the practice of
deconstructing the complex shopper mode and using
insights around behavior to find creative solutions that
lead to purchase, Feitler says. But the influx of technology, in particular mobile, has radically changed the
landscape given that shopping can happen anywhere
and shoppers expected an "always on" engagement.
"Our goal is to seize that opportunity, whenever and
wherever it can happen - in-store, on the bus or on
the sofa," he says. The definition of shopper marketing
remains the same no matter which client, he adds, but
"each challenge and solution is unique and can vary
dramatically given several client and brand variables
including objectives, budget, competition and shopper
behavior relating to the category, channel and brand."
TPN evolves constantly to ensure that it's best posi-

tioned to meet the needs of shoppers, consumers, buyers and influencers on behalf of the brands and clients
it serves, Feitler says. "Today, we focus primarily on
optimizing the brand experience, informed by current
and future behaviors and preferences in the marketplace," he says. "For example, we're doing a great deal
of work currently on leveraging voice-enabled technology, to explore how this new channel can enhance the
shopping experience."
The agency also is elevating e-commerce opportunities for its clients with a dramatically growing Amazon practice, Feitler says, including diagnostic Amazon
brand health scores.
The agency's clients need the most help in tech-oriented areas, and TPN is developing a Facebook Messenger
chatbot to allow shoppers to connect with brands on
mobile devices, while building a mobile augmented reality at-shelf experience for one major CPG client, among
other initiatives. New technologies that shopper marketers should be attuned to, according to Feitler, are voiceenabled interfaces like Alexa, and the development of artificial intelligence used for everything from supply chain
management to personalized apparel recommendations.
"Knowing that shoppers want guidance and personalization, smart retailers are using AI engines to create
style pairings for shoppers, while also factoring in things
like inventory levels and seasons," he says. "Then, these
pairings can be easily applied to every shopper touchpoint. The result: sales. And, resulting analytics can
then be used to refine the strategy and product mix."
Physical stores will continue to play a critical and
unique role in filling shoppers' needs, Feitler says, pri-

oritizing experience and emotion while minimizing
the logistical aspects of obtaining goods and services.
"Spaces will be multi-functional, provide value beyond
the trip driver, and be designed to be where people want
to spend time," he predicts. "Successful retailers will deliver on value, convenience, discovery and experience,
tightly wrapped in personalization and topped with a
shiny bow that is technology."
Omnichannel shopping presents the most significant challenge for TPN and other agencies, Feitler says.
"While change can bring great opportunity, it can be
hard," he says. "We're all vying for the same audience
in the same space, and it's become incredibly crowded,
which creates tremendous opportunities to collaborate
on behalf of their clients to mutually create the most
enlightened, impactful work."
Shopper marketers must stay ahead of trends so they
can create "future-forward solutions" for clients, which
means they need to be constantly and simultaneously
self-evaluating and looking outward so they absorb everything happening throughout the e-commerce landscape, Feitler says.
Among the new directions he predicts in the next
several years are autonomous consumer loyalty for both
functionally and emotionally connected brands, driven
by mainstream replenishment and connected homes, as
well as highly engaging and experiential physical retail,
including connected packaging and voice activation.
The industry also will see mainstream frictionless buying in both physical and virtual spaces, such as invisible
check out and optimized delivery, Feitler says.
- Ed Finkel



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

Contents
Shopper Marketing - April 2018 - Intro
Shopper Marketing - April 2018 - 1
Shopper Marketing - April 2018 - 2
Shopper Marketing - April 2018 - Contents
Shopper Marketing - April 2018 - 4
Shopper Marketing - April 2018 - 5
Shopper Marketing - April 2018 - 6
Shopper Marketing - April 2018 - 7
Shopper Marketing - April 2018 - 8
Shopper Marketing - April 2018 - 9
Shopper Marketing - April 2018 - 10
Shopper Marketing - April 2018 - 11
Shopper Marketing - April 2018 - 12
Shopper Marketing - April 2018 - 13
Shopper Marketing - April 2018 - 14
Shopper Marketing - April 2018 - 15
Shopper Marketing - April 2018 - 16
Shopper Marketing - April 2018 - 17
Shopper Marketing - April 2018 - 18
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Shopper Marketing - April 2018 - 20
Shopper Marketing - April 2018 - 21
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