Shopper Marketing - February 2016 - 31


though he admits there has been a "great evolution" over the past several years in terms of what
that list represents. "It can be as straightforward
as a written list, or using social media, smartphone apps or mental lists," he says.
And according to Debbie Zefting, director of
customer and shopper development at pasta
leader Barilla, the shopping list is often on the
minds of CPG executives. "For example, we
know that 79% of people decide to purchase
pasta prior to going to the store," she says. "We
also know that 74% of people have some kind
of list - and that written lists still rule, but digital lists are gaining ground."
In the rush to chase digital trends, many have
relied on mistaken assumptions about how consumers use shopping lists today, says Corbin de
Rubertis, head of shopper marketing at food-focused social network Allrecipes.com. "We spent
a number of years building and integrating with
over a dozen shopping list apps but never saw
more than low single-digit consumer adoption
despite wide-ranging and cutting-edge functionality," he says. The takeaway, he explains, was
that "90%-plus of consumers aren't willing to put
much effort into their lists and remain content to
scribble them on scraps of paper." Consumers

will, however, adopt and use "de-facto lists" like
recipe ingredients, he says.

A Tool for Decision Making
While the shopping list
can be broadly misunderstood by marketers,
at its core it is a tool for
decision making, says
John Stichweh, former director of global
marketing at ConAgra John Stichweh,
Foods and now VP of former ConAgra
Foods director
client partnership at Seattle-based agency Possible. "Some expect the
shopping list to be a complete list of everything
to be purchased - but typically it is not a complete enumeration," he explains. Certain things
don't appear on the list because they appear
every time - such as staples including milk, eggs
and bread. Occasional or new items are more
likely to make it on the list: "For instance, you
don't need shampoo every shopping trip."
Marketers need to understand the shopping list as a social artifact used to make decisions as a family, Stichweh continues. "When
retailers and CPGs think of a shopping list, they

"	90%-plus	of	consumers	aren't	willing	to	put	
much	effort	into	their	lists	and	remain	content	
to	scribble	them	on	scraps	of	paper."
Corbin de Rubertis, Allrecipes.com

FEBRUARY 2016 SHOPPER MARKETING y

31


http://www.Allrecipes.com http://www.Allrecipes.com

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
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Shopper Marketing - February 2016 - 109
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Shopper Marketing - February 2016 - 111
Shopper Marketing - February 2016 - 112
Shopper Marketing - February 2016 - 113
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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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