Shopper Marketing - June 2016 - 40


PROGRAMS

that the Cheerios they grew up loving are now
a viable gluten-free option," Picconatto said.
General Mills supported the program with
its newly launched integrated planning approach. While its shopper marketing teams
once worked separately from its brand teams,
they now work together. "We make sure that
the shopper teams are on equal footing with
brand teams as we go into the planning process," Picconatto said.
The campaign included an ad featuring Phil
Zietlow, an engineer in General Mills' research
and development group, who championed for
gluten-free Cheerios and helped design a machine to remove the grains that contain gluten.
The integrated planning team used datadriven personalization - including behavioral,
demographic and geographic information
- to customize the campaign at retail using a
shopper-first strategy.
At Kroger, for instance, shoppers significantly over-index on gluten-avoidance relative to national preferences, so the glutenfree message was heavily emphasized with
the tagline, "The Cheerios You Love are Now
Gluten-Free."
But at Cub Foods in Minnesota, the glutenavoiding audience is small, so the gluten-free
message would not have been enough to
drive shoppers to the store alone. That's why
General Mills instead focused on a "Cub Loves
Minnesota" ad theme. Ads were customized
based on the city, such as "We [Heart] Alexandria" and "We [Heart] Shorewood." The words
"Gluten Free" were printed inside each heart.
The program is a good example of a shopper-first marketing approach focusing on personalization, experience, convenience and
40

y SHOPPER MARKETING JUNE 2016

information, said co-presenter Bill Akins, senior vice president of business innovation at
digital marketing agency Rockfish. Digital
is a key enabler of shopper-first strategies at
retail, Akins said. "Digital is truly our driver in
national brand marketing."
Marketers today have an evolving digital
marketing mix at their disposal. Akins cited
how marketers can engage through many
new disruptive devices like the Samsung Family Hub, a Wi-Fi-enabled refrigerator; and the
Amazon Echo, a voice command device. "The
marketing mix is now the Wild West," he said.
"This is the Golden Age of how we figure out
how to organize content."
Digital is making an impression at the retail
shelf. Marketers should consider incorporating
curated content from social media sites at the
shelf, Akins said. "We need to look at the shelf
not just as a delivery mechanism, but as an
inspirational point where we can close the sale
differently than with traditional methods."
Another form of disruption is partnerships
like those between Instacart and Allrecipes.
com. The Allrecipes site now features a button that lets readers automatically order ingredients for top recipes to be delivered in
under an hour. "Shoppers are dictating how
they want to shop," Akins said.
Channel exploration and explosion like
click-and-collect services are also creating
marketing opportunities. Take Walmart's grocery pick-up service. Marketers should find a
way to reach shoppers as they wait in their
car while their order is being processed and
loaded. "The shopper has about six to eight
minutes of idle time, so there needs to be
SM
more engagement here," Akins said.



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

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
Shopper Marketing - June 2016 - 12
Shopper Marketing - June 2016 - 13
Shopper Marketing - June 2016 - 14
Shopper Marketing - June 2016 - 15
Shopper Marketing - June 2016 - 16
Shopper Marketing - June 2016 - 17
Shopper Marketing - June 2016 - 18
Shopper Marketing - June 2016 - 19
Shopper Marketing - June 2016 - 20
Shopper Marketing - June 2016 - 21
Shopper Marketing - June 2016 - 22
Shopper Marketing - June 2016 - 23
Shopper Marketing - June 2016 - 24
Shopper Marketing - June 2016 - 25
Shopper Marketing - June 2016 - 26
Shopper Marketing - June 2016 - 27
Shopper Marketing - June 2016 - 28
Shopper Marketing - June 2016 - 29
Shopper Marketing - June 2016 - 30
Shopper Marketing - June 2016 - 31
Shopper Marketing - June 2016 - 32
Shopper Marketing - June 2016 - 33
Shopper Marketing - June 2016 - 34
Shopper Marketing - June 2016 - 35
Shopper Marketing - June 2016 - 36
Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
Shopper Marketing - June 2016 - 41
Shopper Marketing - June 2016 - 42
Shopper Marketing - June 2016 - 43
Shopper Marketing - June 2016 - 44
Shopper Marketing - June 2016 - 45
Shopper Marketing - June 2016 - 46
Shopper Marketing - June 2016 - 47
Shopper Marketing - June 2016 - 48
Shopper Marketing - June 2016 - 49
Shopper Marketing - June 2016 - 50
Shopper Marketing - June 2016 - 51
Shopper Marketing - June 2016 - 52
Shopper Marketing - June 2016 - 53
Shopper Marketing - June 2016 - 54
Shopper Marketing - June 2016 - 55
Shopper Marketing - June 2016 - 56
Shopper Marketing - June 2016 - 57
Shopper Marketing - June 2016 - 58
Shopper Marketing - June 2016 - 59
Shopper Marketing - June 2016 - 60
Shopper Marketing - June 2016 - 61
Shopper Marketing - June 2016 - 62
Shopper Marketing - June 2016 - 63
Shopper Marketing - June 2016 - 64
Shopper Marketing - June 2016 - 65
Shopper Marketing - June 2016 - 66
Shopper Marketing - June 2016 - 67
Shopper Marketing - June 2016 - 68
Shopper Marketing - June 2016 - 69
Shopper Marketing - June 2016 - 70
Shopper Marketing - June 2016 - 71
Shopper Marketing - June 2016 - 72
Shopper Marketing - June 2016 - 73
Shopper Marketing - June 2016 - 74
Shopper Marketing - June 2016 - 75
Shopper Marketing - June 2016 - 76
Shopper Marketing - June 2016 - 77
Shopper Marketing - June 2016 - 78
Shopper Marketing - June 2016 - 79
Shopper Marketing - June 2016 - 80
Shopper Marketing - June 2016 - 81
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Shopper Marketing - June 2016 - 83
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Shopper Marketing - June 2016 - 85
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Shopper Marketing - June 2016 - 91
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Shopper Marketing - June 2016 - 104
Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
Shopper Marketing - June 2016 - S4
Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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