Shopper Marketing - August 2018 - 10
SHOPPER MARKETING AUGUST 2018
in Shopper Marketing
Our 10th annual
are leading shopper
at some of the
most beloved CPG
Photo by Tom Brayne
KELLOGG: DEB HANNAH, Vice President, Shopper Marketing & Scale Promotions
eb Hannah has worked in retail and consumer
goods for her entire career. She started in retail
consulting, working in IT and supply chain.
Once she obtained her MBA, Hannah worked
in brand management for Kimberly-Clark and moved
into shopper marketing for the first time in 2008 when
the company moved brand managers into the capability. In 2011, she went to work for Starbucks to start
shopper marketing and insights from the ground up
for their new CPG business unit. She moved back into
brand marketing for the coffee brands and became a
merchant, doubling the snack business in Starbucks
stores through small emerging brands and private-label
innovation. She joined Kellogg last October.
Describe your current role.
HANNAH: I lead consumer promotions and field
shopper marketing. We execute everything from scale
movie and sports programs to cereal "prize inside"
promotions, as well as couponing and account-specific
How does your organization define shopper
HANNAH: Shopper marketing at Kellogg is part of our
integrated commercial planning team. It is the function
that connects our brands to shoppers through retail -
to compel shoppers and retailers to love and choose our
brands. That definition is a north star that allows us to
enable growth by integrating the retailer and the evolving shopping perspective into holistic planning and
execution. It includes our need to create great collaborative relationships with our retail partners, while building brand equity and motivating purchase - whether
it is the retailer buying the program, or the shopper
buying our food.
Can you share a recent example of your team's
work that stands out?
HANNAH: What our Walmart team is doing with food
trucks on Eggo and Morningstar Farms is so fun and
successful. These two programs are the perfect intersection of what the brand is trying to accomplish with
awareness and trial, while tapping into Walmart's
desire to make shopping more engaging, all through
using a perfect consumer cultural moment - the food
truck trend. The events and the resulting social media
have driven tremendous results.
What motivates you most in your current position?
HANNAH: The tricky part, and the part that is most
motivating, is that we need to really understand what
drives shopper behavior and then activate against that
- in a time where the future of retail and shopping is
changing quickly and dramatically.
What is the shopper's greatest need today, and
how is your team or organization working to meet
HANNAH: The shopper's greatest need today is not
that different from what it has always been - to find
and buy products that meet their needs and wants.
What has changed dramatically are the shopper's expectations for how easy or fun fulfilling those needs
and desires should be. Social media and our mobile
phones have primed us for instant gratification and to
always be entertained, and the shopper's expectations
have risen. So we are doing work through e-commerce
to shorten the path to purchase. At the same time we
are creating engaging experiences at retail.
What about shopper marketing concerns you?
HANNAH: My greatest concern for shopper market-
ing is that it sometimes gets lost in the complexity of
trying to define what it is, what it does and who it reports to. At the same time the outside world is getting
more complex, too. That complexity trap - the multiple stakeholders, tactics, strategies and initiatives that
shopper marketers need to sort through on a daily basis
is why we chose such a short, easy-to-remember definition.
What's your vision of retail and shopper
marketing in 5-10 years?
HANNAH: We are not that far away from being able to
just say out loud what we want for dinner and have it
arrive an hour later - and have it be delicious and meet
the shopper's expectations for a healthy meal. Shopper
marketing will change dramatically in that scenario.
How do you get on the list when there is no list? How
do you encourage impulse? It's definitely an exciting
time to be in shopper marketing.
- Institute Staff