Shopper Marketing - February 2016 - 11


keting must be retailer-oriented ... the principles [must] be shaped, endorsed and committed to by retailers ... the retailer has to see
how an initiative connects into its standard
operating procedures." Harris' POV was understandable, as the relationship dynamic
was tilting heavily toward retailers who were
then obsessed with branding THEIR store
experience. The days when CPG marketers
could fill their aisles with "Buy My Brand!"
messaging were ending.
Eventually, the Commission settled on a
more inclusive position that was reflected
in the Institute's 2009 Glossary: "The use of
strategic insights into the shopper mindset ...
[with] strong collaboration between retailer
and brand marketer ... [to] build brand equity
for both product and retailer."
Today, shopper marketing has not only
grown in acceptance organizationally, it
is maturing into its own discipline. A few
weeks ago, the Institute's Path to Purchase
Leadership University (P2PLU) asked a group
of shopper marketing executives to define
the "must have(s)" of best-in-class programs.
I was struck by the fact that out of the 18 answers submitted, only three mentioned the
retailer-brand dynamic at all.
Ask who has the power today, and the answer almost invariably is: The Shopper. That
reality is reflected in the Institute's 2016 definition of shopper marketing: "A cross-functional discipline designed to improve business
performance by using actionable insights to

connect with shoppers and influence behavior
along the path to purchase."
Which brings us back to that tagline. Why
are we now using the word "consumer" to
promote a Shopper Marketing Summit? Do
we not understand that blurring a consumer
insight into the shopper mindset is a cardinal sin in this business? And by the way,
retailer buy-in still remains absolutely essential to the success of any shopper marketing
initiative.
Duly noted. But consider this: In a world
where the "always on" shopper's path to purchase is omnidirectional rather than linear,
lines are plenty blurred already. If your team
truly plans marketing initiatives all the way
"from the store back," you eventually cross
a threshold into consumer marketing. And if
your organization is creating cross-functional groups, embedding shopper skills with
customer teams and rotating young execs
through shopper roles to gain experience,
don't terms like consumer/digital/shopper
marketing eventually morph into ... just ...
marketing?
Beats me. I'm just asking questions. And
that, after all, is what our Summits are for. SM

Bill Schober is editorial director
of the Path to Purchase Institute.
He can be reached via e-mail:
bschober@p2pi.org or phone:
(773) 992-4430.
FEBRUARY 2016 SHOPPER MARKETING y

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

Contents
Shopper Marketing - February 2016 - Intro
Shopper Marketing - February 2016 - 1
Shopper Marketing - February 2016 - 2
Shopper Marketing - February 2016 - 3
Shopper Marketing - February 2016 - Contents
Shopper Marketing - February 2016 - 5
Shopper Marketing - February 2016 - 6
Shopper Marketing - February 2016 - 7
Shopper Marketing - February 2016 - 8
Shopper Marketing - February 2016 - 9
Shopper Marketing - February 2016 - 10
Shopper Marketing - February 2016 - 11
Shopper Marketing - February 2016 - 12
Shopper Marketing - February 2016 - 13
Shopper Marketing - February 2016 - 14
Shopper Marketing - February 2016 - 15
Shopper Marketing - February 2016 - 16
Shopper Marketing - February 2016 - 17
Shopper Marketing - February 2016 - 18
Shopper Marketing - February 2016 - 19
Shopper Marketing - February 2016 - 20
Shopper Marketing - February 2016 - 21
Shopper Marketing - February 2016 - 22
Shopper Marketing - February 2016 - 23
Shopper Marketing - February 2016 - 24
Shopper Marketing - February 2016 - 25
Shopper Marketing - February 2016 - 26
Shopper Marketing - February 2016 - 27
Shopper Marketing - February 2016 - 28
Shopper Marketing - February 2016 - 29
Shopper Marketing - February 2016 - 30
Shopper Marketing - February 2016 - 31
Shopper Marketing - February 2016 - 32
Shopper Marketing - February 2016 - 33
Shopper Marketing - February 2016 - 34
Shopper Marketing - February 2016 - 35
Shopper Marketing - February 2016 - 36
Shopper Marketing - February 2016 - 37
Shopper Marketing - February 2016 - 38
Shopper Marketing - February 2016 - 39
Shopper Marketing - February 2016 - 40
Shopper Marketing - February 2016 - 41
Shopper Marketing - February 2016 - 42
Shopper Marketing - February 2016 - 43
Shopper Marketing - February 2016 - 44
Shopper Marketing - February 2016 - 45
Shopper Marketing - February 2016 - 46
Shopper Marketing - February 2016 - 47
Shopper Marketing - February 2016 - 48
Shopper Marketing - February 2016 - 49
Shopper Marketing - February 2016 - 50
Shopper Marketing - February 2016 - 51
Shopper Marketing - February 2016 - 52
Shopper Marketing - February 2016 - 53
Shopper Marketing - February 2016 - 54
Shopper Marketing - February 2016 - 55
Shopper Marketing - February 2016 - 56
Shopper Marketing - February 2016 - 57
Shopper Marketing - February 2016 - 58
Shopper Marketing - February 2016 - 59
Shopper Marketing - February 2016 - 60
Shopper Marketing - February 2016 - 61
Shopper Marketing - February 2016 - 62
Shopper Marketing - February 2016 - 63
Shopper Marketing - February 2016 - 64
Shopper Marketing - February 2016 - 65
Shopper Marketing - February 2016 - 66
Shopper Marketing - February 2016 - 67
Shopper Marketing - February 2016 - 68
Shopper Marketing - February 2016 - 69
Shopper Marketing - February 2016 - 70
Shopper Marketing - February 2016 - 71
Shopper Marketing - February 2016 - 72
Shopper Marketing - February 2016 - 73
Shopper Marketing - February 2016 - 74
Shopper Marketing - February 2016 - 75
Shopper Marketing - February 2016 - 76
Shopper Marketing - February 2016 - 77
Shopper Marketing - February 2016 - 78
Shopper Marketing - February 2016 - 79
Shopper Marketing - February 2016 - 80
Shopper Marketing - February 2016 - 81
Shopper Marketing - February 2016 - 82
Shopper Marketing - February 2016 - 83
Shopper Marketing - February 2016 - 84
Shopper Marketing - February 2016 - 85
Shopper Marketing - February 2016 - 86
Shopper Marketing - February 2016 - 87
Shopper Marketing - February 2016 - 88
Shopper Marketing - February 2016 - 89
Shopper Marketing - February 2016 - 90
Shopper Marketing - February 2016 - 91
Shopper Marketing - February 2016 - 92
Shopper Marketing - February 2016 - 93
Shopper Marketing - February 2016 - 94
Shopper Marketing - February 2016 - 95
Shopper Marketing - February 2016 - 96
Shopper Marketing - February 2016 - 97
Shopper Marketing - February 2016 - 98
Shopper Marketing - February 2016 - 99
Shopper Marketing - February 2016 - 100
Shopper Marketing - February 2016 - 101
Shopper Marketing - February 2016 - 102
Shopper Marketing - February 2016 - 103
Shopper Marketing - February 2016 - 104
Shopper Marketing - February 2016 - 105
Shopper Marketing - February 2016 - 106
Shopper Marketing - February 2016 - 107
Shopper Marketing - February 2016 - 108
Shopper Marketing - February 2016 - 109
Shopper Marketing - February 2016 - 110
Shopper Marketing - February 2016 - 111
Shopper Marketing - February 2016 - 112
Shopper Marketing - February 2016 - 113
Shopper Marketing - February 2016 - 114
Shopper Marketing - February 2016 - 115
Shopper Marketing - February 2016 - 116
Shopper Marketing - February 2016 - 117
Shopper Marketing - February 2016 - 118
Shopper Marketing - February 2016 - 119
Shopper Marketing - February 2016 - 120
Shopper Marketing - February 2016 - 121
Shopper Marketing - February 2016 - 122
Shopper Marketing - February 2016 - 123
Shopper Marketing - February 2016 - 124
Shopper Marketing - February 2016 - 125
Shopper Marketing - February 2016 - 126
Shopper Marketing - February 2016 - 127
Shopper Marketing - February 2016 - 128
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