Shopper Marketing - March 2016 - 11


udge Me?

door. East Coast co-op ShopRite and online
grocer FreshDirect have already signed on
as initial retailer partners. "This new technology ... allows families immediate access to
our [stores] the moment they run out of food
or need ingredients for a recipe or planned
meal," ShopRite president Joe Sheridan said
in announcing the partnership.
Here's where things could get a little dicey
for brand marketers. You can still find ways to
engage a shopper who's heading online to
place an order through ShopRite from Home
with information and offers about products
and/or brands that aren't on her list. But what
options will there be if this shopper is conducting her transaction through the refrigerator?
And what about in the not-too-distant future,
when refrigerators could very well be viewing,
weighing and tracking the shelf life of various
products and placing relevant orders directly?
Until now, technology has been changing
the brand marketing game by giving shoppers
greater control over the full path to purchase
- media consumption, product research, trip
planning and, ultimately, the buy. Shoppercentric marketing has become an imperative
for success because the passive, persuadable
consumer doesn't really exist anymore.
This next wave of technology is even more
ominous because it has the potential to largely
remove the shopper from the shopping process, eliminating the "path" by making the "pur-

chase" a one-time action that can be repeated
automatically without a second thought.
For instance, will anyone ever choose to
make a conscious decision about buying
toner once all printers come with embedded
AmazonDash-style ordering buttons - like
the ones Brother is already rolling out? I sure
won't. You think it's been hard influencing
the behavior of today's shoppers? Just wait
until you have to influence the behavior of
tomorrow's refrigerators.
It won't be impossible, of course. It'll just
take some innovation. The trick will be finding ways to make sure shoppers want to stay
involved in the process. One obvious possibility would be recipes and ideas for entertaining delivered through the refrigerator's
tablet and providing one-click access to the
preprogrammed shopping list. Sounds like a
job for, you know, shopper marketing.
Personally, I'm also thinking that IoT-enabled
refrigerators might even facilitate impulse purchases. If I've got my head in the freezer on a
hot summer night and I can't find any Italian
ices (yes, this happens occasionally), I could
just tell my refrigerator to add a package of
Marino's to our preset weekly order and have
ShopRite speed up the delivery to same-day.
SM
I just hope no one judges me.

Peter Breen is managing director
- special content for the Path
to Purchase Institute. He can be
reached at (773) 992-4431 or
pbreen@p2pi.org.
MARCH 2016 SHOPPER MARKETING y

11



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

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
Shopper Marketing - March 2016 - 12
Shopper Marketing - March 2016 - 13
Shopper Marketing - March 2016 - 14
Shopper Marketing - March 2016 - 15
Shopper Marketing - March 2016 - 16
Shopper Marketing - March 2016 - 17
Shopper Marketing - March 2016 - 18
Shopper Marketing - March 2016 - 19
Shopper Marketing - March 2016 - 20
Shopper Marketing - March 2016 - 21
Shopper Marketing - March 2016 - 22
Shopper Marketing - March 2016 - 23
Shopper Marketing - March 2016 - 24
Shopper Marketing - March 2016 - 25
Shopper Marketing - March 2016 - 26
Shopper Marketing - March 2016 - 27
Shopper Marketing - March 2016 - 28
Shopper Marketing - March 2016 - 29
Shopper Marketing - March 2016 - 30
Shopper Marketing - March 2016 - 31
Shopper Marketing - March 2016 - 32
Shopper Marketing - March 2016 - 33
Shopper Marketing - March 2016 - 34
Shopper Marketing - March 2016 - 35
Shopper Marketing - March 2016 - 36
Shopper Marketing - March 2016 - 37
Shopper Marketing - March 2016 - 38
Shopper Marketing - March 2016 - 39
Shopper Marketing - March 2016 - 40
Shopper Marketing - March 2016 - 41
Shopper Marketing - March 2016 - 42
Shopper Marketing - March 2016 - 43
Shopper Marketing - March 2016 - 44
Shopper Marketing - March 2016 - 45
Shopper Marketing - March 2016 - 46
Shopper Marketing - March 2016 - 47
Shopper Marketing - March 2016 - 48
Shopper Marketing - March 2016 - 49
Shopper Marketing - March 2016 - 50
Shopper Marketing - March 2016 - 51
Shopper Marketing - March 2016 - 52
Shopper Marketing - March 2016 - 53
Shopper Marketing - March 2016 - 54
Shopper Marketing - March 2016 - 55
Shopper Marketing - March 2016 - 56
Shopper Marketing - March 2016 - 57
Shopper Marketing - March 2016 - 58
Shopper Marketing - March 2016 - 59
Shopper Marketing - March 2016 - 60
Shopper Marketing - March 2016 - 61
Shopper Marketing - March 2016 - 62
Shopper Marketing - March 2016 - 63
Shopper Marketing - March 2016 - 64
Shopper Marketing - March 2016 - 65
Shopper Marketing - March 2016 - 66
Shopper Marketing - March 2016 - 67
Shopper Marketing - March 2016 - 68
Shopper Marketing - March 2016 - 69
Shopper Marketing - March 2016 - 70
Shopper Marketing - March 2016 - 71
Shopper Marketing - March 2016 - 72
Shopper Marketing - March 2016 - 73
Shopper Marketing - March 2016 - 74
Shopper Marketing - March 2016 - 75
Shopper Marketing - March 2016 - 76
Shopper Marketing - March 2016 - 77
Shopper Marketing - March 2016 - 78
Shopper Marketing - March 2016 - 79
Shopper Marketing - March 2016 - 80
Shopper Marketing - March 2016 - 81
Shopper Marketing - March 2016 - 82
Shopper Marketing - March 2016 - 83
Shopper Marketing - March 2016 - 84
Shopper Marketing - March 2016 - 85
Shopper Marketing - March 2016 - 86
Shopper Marketing - March 2016 - 87
Shopper Marketing - March 2016 - 88
Shopper Marketing - March 2016 - 89
Shopper Marketing - March 2016 - 90
Shopper Marketing - March 2016 - 91
Shopper Marketing - March 2016 - 92
Shopper Marketing - March 2016 - 93
Shopper Marketing - March 2016 - 94
Shopper Marketing - March 2016 - 95
Shopper Marketing - March 2016 - 96
Shopper Marketing - March 2016 - 97
Shopper Marketing - March 2016 - 98
Shopper Marketing - March 2016 - 99
Shopper Marketing - March 2016 - 100
Shopper Marketing - March 2016 - 101
Shopper Marketing - March 2016 - 102
Shopper Marketing - March 2016 - 103
Shopper Marketing - March 2016 - 104
Shopper Marketing - March 2016 - 105
Shopper Marketing - March 2016 - 106
Shopper Marketing - March 2016 - 107
Shopper Marketing - March 2016 - 108
Shopper Marketing - March 2016 - 109
Shopper Marketing - March 2016 - 110
Shopper Marketing - March 2016 - 111
Shopper Marketing - March 2016 - 112
Shopper Marketing - March 2016 - 113
Shopper Marketing - March 2016 - 114
Shopper Marketing - March 2016 - 115
Shopper Marketing - March 2016 - 116
Shopper Marketing - March 2016 - 117
Shopper Marketing - March 2016 - 118
Shopper Marketing - March 2016 - 119
Shopper Marketing - March 2016 - 120
Shopper Marketing - March 2016 - 121
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Shopper Marketing - March 2016 - 123
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Shopper Marketing - March 2016 - 125
Shopper Marketing - March 2016 - 126
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Shopper Marketing - March 2016 - 148
Shopper Marketing - March 2016 - 149
Shopper Marketing - March 2016 - 150
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