Shopper Marketing - March 2016 - 66


HALL OF FAME PROFILE: BARRY ROBERTS

a very powerful platform incorporating The
Nature Conservancy to turn off the tap while
brushing your teeth. I think it's a best-in-class
example of a shopper platform because it
has a clear target, it is insight-driven, it has
engaging creative and it was developed with
customer collaboration.

spending a good amount of time in certain areas of the store, but bypassing our categories
as they tended to be at the end of their shopper journey. So we worked with the retailer to
put a semi-permanent display of our brands,
which over-index with Hispanics, into the soft
goods area, where they were visiting.

Is there a research data point or a metric
that's gospel here?
ROBERTS: Coordinating customer analytics
across our category management, insights
and shopper teams is absolutely vital to
fueling our efforts and demonstrating the
value that shopper can add to the business.
We use advanced analytics to measure shopper and trade investment effectiveness at a
category and customer level, and that's really
helped us guide improvements and understand the efficiency of the spend.
But we also continue to work on developing simpler, more consistent ways to provide
a direct read on the business impact. We've
got to make sure that we can correlate the
results that we are seeing with the objectives
we set out to achieve and demonstrate that
back to the business.

What are the big challenges facing
shopper over the next five years?
ROBERTS: We'll need to deal with a blurring
of the consumer mindsets between "user"
and "chooser." With mobile, consumers can
become shoppers virtually instantaneously. We'll need to ensure that our marketing
efforts are fully integrated and seamless to
build the right connections.

Can you give an example of where you
have used a shopper insight?
ROBERTS: One that comes to mind was working with a retailer who had low conversion in
our categories with Hispanic shoppers. We established that Hispanic traffic was sound, but
ran insight work to understand their overall
shopping experience in the store. They were

What advice would you give someone just
breaking into shopper marketing?
ROBERTS: I love that question. I would say,
"Be curious. It's an evolving landscape and
we don't have all the answers. This is a journey that's not going to end any time soon, so
keep at it and keep pushing it as aggressively
SM
as you can."

66

y SHOPPER MARKETING MARCH 2016

What do you like best about your job?
ROBERTS: I love the continuous change. I
love figuring out the right strategies and activations that build posted results. I love working as part of the team.
What three words best describe you?
ROBERTS: Here are four: Strategic. Pragmatic.
Change Agent.



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
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