Shopper Marketing - January 2016 - 34


PROGRAMS

cellence. "It's also trying to understand what
is the right place and the right time for the
consumer. What's really important is the surround sound, using the whole ecosystem to
deliver content, where you can express product information and purchase information."
These days, content is king, Daoust said.
Consumers with intent to buy initially go online to research products, read reviews and
look for deals. Then they buy in the store or online - but they view the entire process as one
seamless experience. That's why it is critical
for brands to serve up rich content in all of the
places consumers are looking, including Facebook pages, apps, and on retailers' Web sites.
Shah, North America omnichannel marketing lead for Unilever, explained the six key
principles of omnichannel that guide the
company's tactics:
n Recognize that the path to purchase is
now omnichannel. "Where the consumer
starts her journey isn't necessarily where
she ends it," notes Shah, adding that 44%
of the time, consumers begin shopping at
Amazon.com by doing research.
n Realize that shoppers expect to find information wherever they look.
n Deliver consistent content to all devices.
Consumers don't differentiate between
their phones, tablets and laptops.
n Acknowledge that consumers have different experiences when shopping on a mobile app vs. a website.
n Commit to getting on the shopping list -
it's still vitally important.
n Utilize consumer-generated content like
reviews to your own marketing advantage.
Unilever recently applied these principles
34

y SHOPPER MARKETING JANUARY 2016

when creating campaigns for its new Dove
Men+Care dry spray deodorant and its I
Can't Believe It's Not Butter! line. Marketers
focused on understanding the shoppers for
each product and identifying the right channel for reaching them. They also developed
suitable content for that channel and optimized information about the product where
the consumers shop, whether on Amazon or
a retailer's site.
For the Dove spray, Unilever found that
its target consumer was a 24- to 35-year-old
man who has children, is active and enjoys
sports and technology. He also spends time
watching videos on YouTube. So Unilever developed ad roll content for the site, created
video reviews of its product, and made ads for
sports-focused Facebook pages.
After the manufacturer reformulated its
I Can't Believe It's Not Butter! products, the
company wanted to announce the change
and educate consumers about its benefits.
Its main customers are empty-nester women
in their 60s who are married and health-focused and still shop at grocery stores. They
also read blogs and enjoy researching new
recipes and products online. To reach her,
Unilever focused on in-store marketing, ratings and reviews on retailers' sites, and print
ads in targeted magazines.
"Omnichannel is a big thing at Unilever,"
Shah said, especially because omnichannel
shoppers tend to spend three times more
than traditional consumers. "It is all about
really looking at this new consumer behavior and developing a path to purchase that's
easy, seamless and engaging for our conSM
sumers."


http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
Shopper Marketing - January 2016 - 13
Shopper Marketing - January 2016 - 14
Shopper Marketing - January 2016 - 15
Shopper Marketing - January 2016 - 16
Shopper Marketing - January 2016 - 17
Shopper Marketing - January 2016 - 18
Shopper Marketing - January 2016 - 19
Shopper Marketing - January 2016 - 20
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Shopper Marketing - January 2016 - 22
Shopper Marketing - January 2016 - 23
Shopper Marketing - January 2016 - 24
Shopper Marketing - January 2016 - 25
Shopper Marketing - January 2016 - 26
Shopper Marketing - January 2016 - 27
Shopper Marketing - January 2016 - 28
Shopper Marketing - January 2016 - 29
Shopper Marketing - January 2016 - 30
Shopper Marketing - January 2016 - 31
Shopper Marketing - January 2016 - 32
Shopper Marketing - January 2016 - 33
Shopper Marketing - January 2016 - 34
Shopper Marketing - January 2016 - 35
Shopper Marketing - January 2016 - 36
Shopper Marketing - January 2016 - 37
Shopper Marketing - January 2016 - 38
Shopper Marketing - January 2016 - 39
Shopper Marketing - January 2016 - 40
Shopper Marketing - January 2016 - 41
Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
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Shopper Marketing - January 2016 - 47
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Shopper Marketing - January 2016 - 49
Shopper Marketing - January 2016 - 50
Shopper Marketing - January 2016 - 51
Shopper Marketing - January 2016 - 52
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Shopper Marketing - January 2016 - 54
Shopper Marketing - January 2016 - 55
Shopper Marketing - January 2016 - 56
Shopper Marketing - January 2016 - 57
Shopper Marketing - January 2016 - 58
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Shopper Marketing - January 2016 - 60
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Shopper Marketing - January 2016 - 63
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