Shopper Marketing - March 2016 - 63


(From left to right) Benjamin McLaughlin, shopper marketing manager, Kroger; Stephanie Konyves,
manager, Center of Excellence; Bob Abele, director, category management; Barry Roberts; Marie-Agnes
Daumas, director, Center of Excellence.

many still remain focused on traditional marketing. Through recruitment I've had the privilege of giving talks about shopper to students from William & Mary, Dartmouth and
Northwestern, and it's always fascinating to
show them how we're doing things in a different way.
I encounter a variety of definitions for
shopper marketing - after all these years,
how do you define it?
ROBERTS: I think shopper marketing is about

inspiring people to take action. We take the
approach that it should be targeted; it should
be insight-driven to make sure we're relevant
to people; it should drive brand health; and
above all, it needs to drive value for the shopper, the brands and the retailer. To get the
level of customer collaboration that we need,
we have to be able to demonstrate that we're
growing their businesses as well as ours.
Are there any special agency relationships?
ROBERTS: We've had a very long and solid
MARCH 2016 SHOPPER MARKETING y

63



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
Shopper Marketing - March 2016 - 122
Shopper Marketing - March 2016 - 123
Shopper Marketing - March 2016 - 124
Shopper Marketing - March 2016 - 125
Shopper Marketing - March 2016 - 126
Shopper Marketing - March 2016 - 127
Shopper Marketing - March 2016 - 128
Shopper Marketing - March 2016 - 129
Shopper Marketing - March 2016 - 130
Shopper Marketing - March 2016 - 131
Shopper Marketing - March 2016 - 132
Shopper Marketing - March 2016 - 133
Shopper Marketing - March 2016 - 134
Shopper Marketing - March 2016 - 135
Shopper Marketing - March 2016 - 136
Shopper Marketing - March 2016 - 137
Shopper Marketing - March 2016 - 138
Shopper Marketing - March 2016 - 139
Shopper Marketing - March 2016 - 140
Shopper Marketing - March 2016 - 141
Shopper Marketing - March 2016 - 142
Shopper Marketing - March 2016 - 143
Shopper Marketing - March 2016 - 144
Shopper Marketing - March 2016 - 145
Shopper Marketing - March 2016 - 146
Shopper Marketing - March 2016 - 147
Shopper Marketing - March 2016 - 148
Shopper Marketing - March 2016 - 149
Shopper Marketing - March 2016 - 150
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com