Shopper Marketing - January 2016 - 77


So how should marketers address this new
world? Smith offered seven ideas:
1. Get embedded in the "Smart Home": The
typical household soon will contain 500 connected devices. That will provide "a huge opportunity to connect with consumers. We can
do almost anything with a network connection inside a home now."
2. Drive brand relevance digitally: Marketers will need to add "digital value" to their
brand proposition - think medicine bottles
that monitor pill consumption or food packaging that reports on the product's shelf life.
3. Broadly participate in digital channels: You
now can bring the store to shoppers, wherever they may be - like the subway station - and
deliver orders to them just about anywhere
as well.
4. Leverage customer engagement models:
Forget in-store clinics staffed by nurse practitioners. Rite Aid is testing a digitally enabled
"doctor in a box" that runs diagnostics, connects remotely to on-call physicians and instantly submits prescriptions to the pharmacy. It also "could allow consumers to interact
with a larger digital footprint of the store."
5. Use the power of dynamic analytics: Ensure
product consistency by using technology to
follow and respond to potential issues. Minute Maid meticulously tracks precipitation,
soil and water conditions and other weatherrelated changes to maintain the quality of its
orange juice, Smith noted.
6. Expect dynamic recombination: Companies will find new ways to work together. In
Germany, Audi, DHL and Amazon are testing
a service that uses an automobile's GPS to
deliver packages directly to your car - even

if you need to change locations at the last
minute.
7. Establish peripheral vision capability: Companies need to be ready and willing to reinvent themselves as the marketplace demands
- like Uber moving from a people-only transporter to a product delivery service.
- Peter Breen

It's About the Experience,
the Journey

A

lot of Millennials love to cook. They just
don't want to waste much time shopping beforehand, according to Michelle Harmon-Madsen, senior vice president of brand
partnerships at alternative online grocer
FreshDirect. More than two-thirds of Millennials claim that they like to cook, and 44% say
they'd love to cook more often, according to
Madsen. What's more, they view food as a social catalyst and an identity-defining aspect of
their lives. "Food is even sexier than clothing,"
said Madsen, while noting that 44% of Millennials share food images via social media.
However, Millennials also want "more life,
more experience, less hassle," Madsen explained. For them, the traditional trip to the
supermarket - which she presented as a 12step process entailing such mundane actions
as "Find a Cart" and "Wait in Line" - is too
much of a chore. "Millennials will not do this,"
she asserted, pointing out that 54% of them
have left a store rather than waste time waiting in line.
Thus, despite the fact that Millennials cook
an average of five meals per week, 57% of
them usually don't know what they'll be eating even one hour before mealtime. So they
JANUARY 2016 SHOPPER MARKETING y

77



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
Shopper Marketing - January 2016 - 21
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Shopper Marketing - January 2016 - 24
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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
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Shopper Marketing - January 2016 - 40
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Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
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Shopper Marketing - January 2016 - 46
Shopper Marketing - January 2016 - 47
Shopper Marketing - January 2016 - 48
Shopper Marketing - January 2016 - 49
Shopper Marketing - January 2016 - 50
Shopper Marketing - January 2016 - 51
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Shopper Marketing - January 2016 - 53
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
Shopper Marketing - January 2016 - 59
Shopper Marketing - January 2016 - 60
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Shopper Marketing - January 2016 - 63
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