Shopper Marketing - April 2016 - 58


WHO'S WHO IN SHOPPER MARKETING AGENCIES

medium that delivered it."
more experimental, how we act like startups
The fresh methods and tactics needed today
do in the digital space of experimenting with a
are also changing the way agencies are definlot of propositions to figure out what fits."
ing success, as well as the way agencies should
This fits into Quick's belief that now is the
be judged by clients. Sales increases are only
most creative time in shopper marketing's
one barometer for an agency to self-evaluate,
history. New tools, shifting demographics,
Quick says. Building a bond with shoppers is
changing client needs, etc., keep shopper maralso crucial. She says Shoptology wants to give
keters on their toes like never before. For inshoppers an ongoing reason to buy by revealstance, both her retailer and CPG clients need
ing a benefit that's relevant and lasting even
help navigating the omnichannel landscape.
after the campaign ends. Because shopper
"Shoppers have more choices," says Quick,
marketing is a large part of many brands' total
who keeps an iPad next to her bed for middlespend, Quick says, it should build sales and
of-the-night scribbling. "CPGs are adjusting to
strengthen brand equity.
new definitions of 'shelf' and rethinking business models that were
built almost exclusively on " Our conversations are becoming less about
physical ideas like space
digital/physical or in-store/out-of-store.
and displays. Retailers are
looking at new competiThose terms are artificial compartments
tion and realizing it takes
created by marketers, and they don't reflect
more than low prices and
the fluid way shoppers shop."
in-stocks to succeed."
Quick believes that if
Similarly, she says, when clients are searchonline shopping were going to kill brick-anding for an agency the bar for the right fit is
mortar stores, it would have happened by
changing. "I used to say 'track record,' but in a
now. Human nature is blocking the takeover,
market where the future barely resembles the
and she says shopper marketers should settle
past, that's not as relevant anymore," she says.
into prioritizing the in-store environment.
"Now I say look for agencies that are helping
"We're fortunate that digital and physical
invent the future of shopping. They should be
expertise have been part of Shoptology's
talking with you not about what the marketDNA from day one," she says. "But even so,
place is, but what it could be.
our conversations are becoming less about
"Your agency should be bringing you new
digital/physical or in-store/out-of-store. Those
ideas that you didn't even ask for - things
terms are artificial compartments created by
that go way beyond the brief. This is the most
marketers, and they don't reflect the fluid way
creative time in shopper marketing's history,
shoppers shop. I think everyone will soon join
and that should seep through your agency's
us in thinking more 'omni,' focusing more on
pores."
the totality of the experience rather than the
58

y SHOPPER MARKETING APRIL 2016



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
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
Shopper Marketing - April 2016 - 12
Shopper Marketing - April 2016 - 13
Shopper Marketing - April 2016 - 14
Shopper Marketing - April 2016 - 15
Shopper Marketing - April 2016 - 16
Shopper Marketing - April 2016 - 17
Shopper Marketing - April 2016 - 18
Shopper Marketing - April 2016 - 19
Shopper Marketing - April 2016 - 20
Shopper Marketing - April 2016 - 21
Shopper Marketing - April 2016 - 22
Shopper Marketing - April 2016 - 23
Shopper Marketing - April 2016 - 24
Shopper Marketing - April 2016 - 25
Shopper Marketing - April 2016 - 26
Shopper Marketing - April 2016 - 27
Shopper Marketing - April 2016 - 28
Shopper Marketing - April 2016 - 29
Shopper Marketing - April 2016 - 30
Shopper Marketing - April 2016 - 31
Shopper Marketing - April 2016 - 32
Shopper Marketing - April 2016 - 33
Shopper Marketing - April 2016 - 34
Shopper Marketing - April 2016 - 35
Shopper Marketing - April 2016 - 36
Shopper Marketing - April 2016 - 37
Shopper Marketing - April 2016 - 38
Shopper Marketing - April 2016 - 39
Shopper Marketing - April 2016 - 40
Shopper Marketing - April 2016 - 41
Shopper Marketing - April 2016 - 42
Shopper Marketing - April 2016 - 43
Shopper Marketing - April 2016 - 44
Shopper Marketing - April 2016 - 45
Shopper Marketing - April 2016 - 46
Shopper Marketing - April 2016 - 47
Shopper Marketing - April 2016 - 48
Shopper Marketing - April 2016 - 49
Shopper Marketing - April 2016 - 50
Shopper Marketing - April 2016 - 51
Shopper Marketing - April 2016 - 52
Shopper Marketing - April 2016 - 53
Shopper Marketing - April 2016 - 54
Shopper Marketing - April 2016 - 55
Shopper Marketing - April 2016 - 56
Shopper Marketing - April 2016 - 57
Shopper Marketing - April 2016 - 58
Shopper Marketing - April 2016 - 59
Shopper Marketing - April 2016 - 60
Shopper Marketing - April 2016 - 61
Shopper Marketing - April 2016 - 62
Shopper Marketing - April 2016 - 63
Shopper Marketing - April 2016 - 64
Shopper Marketing - April 2016 - 65
Shopper Marketing - April 2016 - 66
Shopper Marketing - April 2016 - 67
Shopper Marketing - April 2016 - 68
Shopper Marketing - April 2016 - 69
Shopper Marketing - April 2016 - 70
Shopper Marketing - April 2016 - 71
Shopper Marketing - April 2016 - 72
Shopper Marketing - April 2016 - 73
Shopper Marketing - April 2016 - 74
Shopper Marketing - April 2016 - 75
Shopper Marketing - April 2016 - 76
Shopper Marketing - April 2016 - 77
Shopper Marketing - April 2016 - 78
Shopper Marketing - April 2016 - 79
Shopper Marketing - April 2016 - 80
Shopper Marketing - April 2016 - 81
Shopper Marketing - April 2016 - 82
Shopper Marketing - April 2016 - 83
Shopper Marketing - April 2016 - 84
Shopper Marketing - April 2016 - 85
Shopper Marketing - April 2016 - 86
Shopper Marketing - April 2016 - 87
Shopper Marketing - April 2016 - 88
Shopper Marketing - April 2016 - 89
Shopper Marketing - April 2016 - 90
Shopper Marketing - April 2016 - 91
Shopper Marketing - April 2016 - 92
Shopper Marketing - April 2016 - 93
Shopper Marketing - April 2016 - 94
Shopper Marketing - April 2016 - 95
Shopper Marketing - April 2016 - 96
Shopper Marketing - April 2016 - 97
Shopper Marketing - April 2016 - 98
Shopper Marketing - April 2016 - 99
Shopper Marketing - April 2016 - 100
Shopper Marketing - April 2016 - 101
Shopper Marketing - April 2016 - 102
Shopper Marketing - April 2016 - 103
Shopper Marketing - April 2016 - 104
Shopper Marketing - April 2016 - 105
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Shopper Marketing - April 2016 - 109
Shopper Marketing - April 2016 - 110
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Shopper Marketing - April 2016 - 112
Shopper Marketing - April 2016 - 113
Shopper Marketing - April 2016 - 114
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Shopper Marketing - April 2016 - 116
Shopper Marketing - April 2016 - 117
Shopper Marketing - April 2016 - 118
Shopper Marketing - April 2016 - 119
Shopper Marketing - April 2016 - 120
Shopper Marketing - April 2016 - 121
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Shopper Marketing - April 2016 - 126
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Shopper Marketing - April 2016 - 129
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Shopper Marketing - April 2016 - 153
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