Shopper Marketing - May 2016 - 22


PROGRAMS

more than once a year. We explained that they
want to talk to the marketing people inside
the organization to find out how they plan.
We've found the reception positive. Retailers
want to cooperate and listen. They want to
find the insights we bring to the space."

Given that durable goods is essentially a
fixed unit industry, and "we're all fighting for
those fixed units," GE Appliances has worked
to figure out key markets where it's performing well as a brand and do "tested learns"
between the brand's creative and that of the
retailer, West says. "You're able to partner and
mitigate some of the risk. We can take their
database and match it up against ours in certain local markets."
This might involve, for example, taking the
10 markets where GE sells the most cooktops
and targeting consumers who might have
bought a GE cooktop about 10 years ago, the
norm for the replacement cycle. "We can partner with retailers on a strong call to action
and a promotional offer," West says.

22

y SHOPPER MARKETING MAY 2016

The more shopper marketing-oriented approach also has helped with the launch of new
products - for example, a recent line of cafe
refrigerators, for which GE Appliances co-developed creative with Lowe's. "We used their
platforms to amplify our message," he says.
"We were able to share some data that
I think helped with the campaign."
That campaign and others have
involved path-to-purchase bread
crumbs like social and mobile, landing pages, Internet radio and print
drops with the retailer. Although
given tight visual guidelines in the
aisles, "Most of our effort is spent out
of store," West says. "With a customer
like Home Depot, we've done some
in-store P-O-P material that reinforces an online advertising campaign to drive awareness,
either a promotion or a service."
Although dashboards and metrics are still
coming into focus, GE Appliances has been
using "hard tactical measures like added impressions, click-through rates and downloads"
to get a sense of campaign ROI, he says.
"The harder to quantify metrics are when
the merchant and the sales team invite the
marketing team into the meeting and say,
'Hey, we've got this new product on the floor,
can you help us drive sell through?' There's
been a lot of positive anecdotal support because they see the sales results," West says.
"We're starting to get there. We've very early
SM
in our journey."



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

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
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Shopper Marketing - May 2016 - 15
Shopper Marketing - May 2016 - 16
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Shopper Marketing - May 2016 - 18
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Shopper Marketing - May 2016 - 21
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