Shopper Marketing - April 2016 - 44


HALL OF FAME PROFILE: DOUWE BERGSMA

[Laughing] I said, "Oh no!"
Long story short, we started talking to Albert Heijn [Ahold]. The buyer said, "Nice to
meet you ... you know, they never let us meet
the brand managers." And then, when I said,
"How can we do something at your store?"
the buyer looked over at her colleague and
said, "Nobody's ever asked us what we want."
Turned out, though, she had some ideas, so I
took a ton of money out of TV and moved it
into joint plans with Albert Heijn. Now, at the
time, it was limited - their magazine, their
circular and some in-store signage. Today, we
now know it as shopper marketing, but at the
time it was just a smart consumer connection.

44

y SHOPPER MARKETING APRIL 2016

Did you have a mentor guiding you?
BERGSMA: No, it was just a bunch of us
youngsters, really. My boss at the time, the
marketing director, was extremely supportive. He helped me convince the European
headquarters, which said, "What do you
mean, you're reducing your TV and spending
this with a retailer? We have merchandising
funds for that." We had to explain that it was
not going toward pricing but toward in-store
materials and other advertising in the store.
The other thing that I did was more direct
marketing, which at the time was almost unheard of at Procter. I was the first one in the
Netherlands to hire a direct marketing agen-



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

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
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