Shopper Marketing - April 2016 - 89


" Shoppers don't think of shopping in a single dimension.
They see it as an ecosystem, and they expect retailers to
make it easy for them to connect the dots."
It was nine years ago, when Hendrix joined
Saatchi, that she first heard the term "shopper
marketing." At the time, Andy Murray was leading the company and took the time to meet
with Hendrix and discuss the differences between shopper marketing and above-the-line
advertising and consumer perceptions versus
shopper behavior.
Howell's appointment as CEO in 2010
brought her passion for the "First Moment of
Truth" from P&G and helped the agency's focus. "We define shopper marketing," Hendrix
says, "as any marketing effort, which creates
high-motivation, high-facilitation experiences
for shoppers to change behavior and lead to
purchase."
While the space is constantly evolving and
the ways in which to connect with shoppers
changes frequently, Hendrix says what remains
steady is the way the agency approaches the
work. Xers believe that even in unemotional
categories, shoppers want to connect emotionally and that their motivations are rooted
in human truths. If you understand shopper
motivations, you can find ways to connect and,
thus, impact their behavior to drive purchase.
"The places we impact behavior will always
change," she says, "but our approach is foundational and always drives back to emotion.
As we watch the space evolve, it's easy to get
caught up in the next shiny object. We have to
stay the course, even when the tactics change."
And while she recognizes big data as impor-

tant, she notes it shouldn't be used exclusively
to drive decisions on how to connect with shoppers. "In some ways, we are losing our ability to
also leverage our gut in decision-making," Hendrix says. "We must remember human truths
and emotion impact shopper behavior and can
pair well with the data available."
Continuing to grow at the speed of clients'
growth and keeping great talent are challenges, but Hendrix says Saatchi & Saatchi X has
been fortunate to have low attrition rates. "We
have a great culture and experience - all while
doing great work. We have to continue to create the unique environment that keeps top
talent interested and engaged."
When it comes to evaluating an agency's
performance, she says ROI is only one factor to
consider. There's also Return on Relationship
(ROR) and the ability to scale over time plus the
fact that long-term relationships can help create efficiencies by the agency having a deeper
understanding of processes and systems.
Looking ahead, Hendrix expects physical
stores to still play a role for shoppers but says
retailers must flex to shoppers' needs. There
will be times they want to browse and times
they want to pre-order and pick up. "It must
feel like an 'and' to the e-comm and mobile
shopping experiences," she explains. "Shoppers don't think of shopping in a single dimension. They see it as an ecosystem, which works
together, and they expect retailers to make it
easy for them to connect the dots."
APRIL 2016 SHOPPER MARKETING y

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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
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