Shopper Marketing - May 2016 - 69


separating the hype from the reality of things
He attributes these steps forward to the digital
that can actually impact our business."
maturity of the company as well as management
Keeping a full pipeline of activity going
changes that have brought teams together.
forward, Bausch says his team is addressing
Bausch, an active omnichannel shopper
the personalization of both content and marthrough various retailers, says the digital arena
keting. "That's the big issue for everyone," he
helps him stay "young and engaged" because
says. "We want to maximize the impact for our
there's always something new happening.
business, but also be relevant so we're not just
While his team has general principles that exclutter in consumers' inbox or feed. Personaltend over multiple years and participates in
ization or targeting is probably the big project
the company's strategic planning process, he's
for us in the balance of 2016."
very aware that the technology we'll all be usThe intersection of mobile and video will coning two years from now doesn't exist yet. Case
tinue to be a hot trend in digital shopper marin point: Snapchat. "If I was doing a three-year
keting, he says. "We see an increasing demand
plan a few years ago, it wouldn't have been in
for video first and video everything," Bausch
there because it didn't exist."
says. "That intersection of smart phone and
From the beginning of the company's digital
video is exciting but will also pose huge chaltransformation, Bausch says his team realized it
lenges because there's a certain scale you need
had to be driven by compelling content, whethto crank out [for] the amount of high-quality
er on its own Web properties, through social
video content that the consumer expects."
media, driving its direct-to-consumer e-commerce site or being
shared liberally with " There are always new platforms and networks.
partners. "Whether
... We have to stay on top of what's new while
cranking out an enseparating the hype from the reality of things
tertaining idea for the
Super Bowl or a really
that can actually impact our business."
great storage idea for
Curiosity, an appetite to learn new things
back-to-school, it's really content that is shared
and being able to draw upon a variety of sourcand reused and popular across all channels,"
es will help practitioners as they move forward,
Bausch says. "That has been the foundation of
he says. In working with retailers, brands also
our activity."
need to rethink how they approach co-op adBeing truly channel-agnostic, the company
vertising and spend more attention on meetis also stepping up its efforts to engage with
ing consumer needs and providing value to
its consumers and, finally, concentrating on
them. "Sometimes we're still caught in the old
being very technologically agile. "There are
paradigm of running FSIs and buying down
always new platforms and networks, and alprices, when I think we can provide a better soways something new coming out," he says.
lution that would be great for the consumer."
"We have to stay on top of what's new while
MAY 2016 SHOPPER MARKETING y

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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
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
Shopper Marketing - May 2016 - 15
Shopper Marketing - May 2016 - 16
Shopper Marketing - May 2016 - 17
Shopper Marketing - May 2016 - 18
Shopper Marketing - May 2016 - 19
Shopper Marketing - May 2016 - 20
Shopper Marketing - May 2016 - 21
Shopper Marketing - May 2016 - 22
Shopper Marketing - May 2016 - 23
Shopper Marketing - May 2016 - 24
Shopper Marketing - May 2016 - 25
Shopper Marketing - May 2016 - 26
Shopper Marketing - May 2016 - 27
Shopper Marketing - May 2016 - 28
Shopper Marketing - May 2016 - 29
Shopper Marketing - May 2016 - 30
Shopper Marketing - May 2016 - 31
Shopper Marketing - May 2016 - 32
Shopper Marketing - May 2016 - 33
Shopper Marketing - May 2016 - 34
Shopper Marketing - May 2016 - 35
Shopper Marketing - May 2016 - 36
Shopper Marketing - May 2016 - 37
Shopper Marketing - May 2016 - 38
Shopper Marketing - May 2016 - 39
Shopper Marketing - May 2016 - 40
Shopper Marketing - May 2016 - 41
Shopper Marketing - May 2016 - 42
Shopper Marketing - May 2016 - 43
Shopper Marketing - May 2016 - 44
Shopper Marketing - May 2016 - 45
Shopper Marketing - May 2016 - 46
Shopper Marketing - May 2016 - 47
Shopper Marketing - May 2016 - 48
Shopper Marketing - May 2016 - 49
Shopper Marketing - May 2016 - 50
Shopper Marketing - May 2016 - 51
Shopper Marketing - May 2016 - 52
Shopper Marketing - May 2016 - 53
Shopper Marketing - May 2016 - 54
Shopper Marketing - May 2016 - 55
Shopper Marketing - May 2016 - 56
Shopper Marketing - May 2016 - 57
Shopper Marketing - May 2016 - 58
Shopper Marketing - May 2016 - 59
Shopper Marketing - May 2016 - 60
Shopper Marketing - May 2016 - 61
Shopper Marketing - May 2016 - 62
Shopper Marketing - May 2016 - 63
Shopper Marketing - May 2016 - 64
Shopper Marketing - May 2016 - 65
Shopper Marketing - May 2016 - 66
Shopper Marketing - May 2016 - 67
Shopper Marketing - May 2016 - 68
Shopper Marketing - May 2016 - 69
Shopper Marketing - May 2016 - 70
Shopper Marketing - May 2016 - 71
Shopper Marketing - May 2016 - 72
Shopper Marketing - May 2016 - 73
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Shopper Marketing - May 2016 - 75
Shopper Marketing - May 2016 - 76
Shopper Marketing - May 2016 - 77
Shopper Marketing - May 2016 - 78
Shopper Marketing - May 2016 - 79
Shopper Marketing - May 2016 - 80
Shopper Marketing - May 2016 - 81
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Shopper Marketing - May 2016 - 85
Shopper Marketing - May 2016 - 86
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Shopper Marketing - May 2016 - 88
Shopper Marketing - May 2016 - 89
Shopper Marketing - May 2016 - 90
Shopper Marketing - May 2016 - 91
Shopper Marketing - May 2016 - 92
Shopper Marketing - May 2016 - 93
Shopper Marketing - May 2016 - 94
Shopper Marketing - May 2016 - 95
Shopper Marketing - May 2016 - 96
Shopper Marketing - May 2016 - 97
Shopper Marketing - May 2016 - 98
Shopper Marketing - May 2016 - 99
Shopper Marketing - May 2016 - 100
Shopper Marketing - May 2016 - 101
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Shopper Marketing - May 2016 - 103
Shopper Marketing - May 2016 - 104
Shopper Marketing - May 2016 - 105
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Shopper Marketing - May 2016 - 119
Shopper Marketing - May 2016 - 120
Shopper Marketing - May 2016 - 121
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Shopper Marketing - May 2016 - 123
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Shopper Marketing - May 2016 - 140
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Shopper Marketing - May 2016 - 142
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