Shopper Marketing - August 2018 - 36

36 WHO'S WHO FLASHBACK

Phillip Raub
THEN
Director of retail marketing,
Nintendo of America
NOW
Founder & president, b8ta

SHOPPER MARKETING AUGUST 2018

Your current job ...

More on b8ta ...

RAUB: Founded in 2015, b8ta is a software-powered retailer

RAUB: Earlier this year, b8ta launched a new service called "built

designed to improve the customer and maker experience. B8ta
operates 10 flagship stores and 70 shop-in-shops (inside Lowe's)
throughout the U.S. Its mission is to help customers discover, try,
buy and learn about new products while empowering makers
with a simple retail-as-a-service model that puts them in control.
In many ways, b8ta's business model is rooted in shopper marketing. Ultimately, b8ta serves as both an awareness and sales
vehicle for makers. Knowing that customers are shopping differently, it is important for brands/makers to understand what is happening with their products at the point-of-sale. Through computer
vision and machine learning, we know what is happening in realtime in our stores. As a result of our pioneering business model,
we can empower brands/makers with qualitative and quantitative
insights and data.

by b8ta," where it helps makers build and operate stores. As part
of this service, b8ta opened the first global store for Netgear in San
Jose, California. In addition to operating stores, b8ta announced
that it is collaborating with Macy's to expand the retail-as-service
concept inside the Market @ Macy's concept.

Shopper marketing ...
RAUB: In 2009, mobile technology and shopping wasn't widely ad-

opted by retailers and consumers. Shopper marketing was still very
much about securing endcaps and measuring category data. Today,
consumers are shopping differently. Product information, including
price, details and reviews are a click away. As a result, brands need
to invest in experiences, education and customer retention, versus
simply price and in-store location, as they did in the past.

Daymara Baker
THEN
Marketing manager, team leader,
Fresh Express, Chiquita
NOW
Founder and president, Rockin'
Baker Academy

Your current job ...
BAKER: Rockin' Baker Academy is a

social-driven bakery providing on-thejob training to a neuro diverse workforce or those looking for a second
chance with the ultimate goal of helping them become self-sufficient. My
experience leading a multi-disciplinary
team has been instrumental in running
my small enterprise - from production
being the master baker to value chain
managing replenishment to handling
customer service, and as important,
to creating the environment for my diverse team to succeed.

Your career ...
BAKER: As a small business entrepre-

neur with direct contact with my customers, either in a B2B or B2C manner,
listening to the unspoken words is as
important as differentiating the shopper from the consumer. There is still a
lot of observation, trial and error when
launching new items and running the
day-to-day operations. Consumers'
words don't always transition to their
behaviors, and that's why we have to
"listen" to what they're not telling you.

ShopperMarketingMag.com
The new and improved ShopperMarketingMag.com

THE SITE PROVIDES EASY ACCESS TO:

provides a deep dive into the world of shopper

■

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Industry and Path to Purchase
Institute news.
Special reports, including trends
surveys and expert roundtables.
People profiles, including
various Who's Who reports.
Commentary from P2PI's editors.

■

■

■

Shopper marketing ...

So-Lo-Mo Central: social, local
and mobile marketing activity
at retail.
Case studies focused on brand
and retailer programs.
Topical white papers and
supplier guides.

3/2/18 2:32 PM

BAKER: Back in 2009 we were al-

ready developing integrated shopper
marketing strategies. However, in 10
years, consumers' shopping habits have
shifted dramatically, especially in the
younger generations. Today it is imperative to expose consumers to a seamless, consistent and unique brand experience across multiple touchpoints that
allows them to buy wherever they are.


http://www.ShopperMarketingMag.com http://www.ShopperMarketingMag.com

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

Contents
Shopper Marketing - August 2018 - Intro
Shopper Marketing - August 2018 - 1
Shopper Marketing - August 2018 - 2
Shopper Marketing - August 2018 - Contents
Shopper Marketing - August 2018 - 4
Shopper Marketing - August 2018 - 5
Shopper Marketing - August 2018 - 6
Shopper Marketing - August 2018 - 7
Shopper Marketing - August 2018 - 8
Shopper Marketing - August 2018 - 9
Shopper Marketing - August 2018 - 10
Shopper Marketing - August 2018 - 11
Shopper Marketing - August 2018 - 12
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