Shopper Marketing - May 2016 - 83


BRIAN COHEN: Complicated user journeys where

e-commerce plays multiple roles - ideas, product
info, the transaction itself - is what drives true
marketing relationships and conversions. Shoppers use e-commerce tools for more than just
shopping in that environment. Ninety percent
of Amazon visitors, for example, complete their
purchase in an offline environment. But e-commerce tools are the ones providing the assistance
and information needed to build their lists, be it
recipe videos, product details or peer ratings and
reviews. This is one of the reasons why the traditional path-to-purchase planning model is dying
a slow death. That's not how shoppers shop, so it's
not how we as an industry should plan.
KINSEY: And, increasingly, e-commerce chan-

nels are eliminating aspects of the path to pur-

chase altogether. Auto-replenishment services
and devices (like the Dash Button) are eliminating individual purchase decisions.

A

long with what Kinsey calls "a gazillion new terms," e-commerce presents
shopper marketers with a host of new
challenges, from organizational structure and
attribution to concerns about short-dating and
counterfeiting by third-party sellers. But one of
their chief concerns is content creation and distribution. Coca-Cola's "Content 2020" initiative
recognizes the need to crank out low-risk, story-driven content frequently and consistently.
Where do other CPG companies stand?
SILVERMAN: For now, retailers and manufacMAY 2016 SHOPPER MARKETING y

83



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
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Shopper Marketing - May 2016 - 43
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Shopper Marketing - May 2016 - 100
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Shopper Marketing - May 2016 - 142
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