Shopper Marketing - June 2016 - 53


MABE: Transparency, or having a deeper
connection to where food comes from, is a
top-of-mind trend. Some research I've done
recently is in the fresh meat category. Millennial moms feel disconnected at the retail
level about where their meats come from.
Ideally, they'd like to see more information at
the shelf that specifically indicates where that
cattle or chickens were raised, how they were
brought up, imagery of the farmer who raises
the meat.
What are the most effective tactics to
market to natural/healthy food shoppers?
BISHOP: A high priority is product content
that adequately describes CPG products that
can go on the retailer's websites. There are
also stories, case illustrations and information
that consumers are looking for that the CPG
should make available online to consumers
looking for additional information.
SHAPIRO: What we see is very effective in
our canned fruits and vegetable category is
the idea of adding "one more." That is, offering easy tricks to add a can of vegetables or
fruit to "plus up" your meal.
LOEFFLER: You need to understand your
customer base - where they shop, what their
behaviors are. Then, you need an omnichannel solution that usually includes some offline print or FSI promotion as well as digital
- whether it's geo-targeted display or social
- and in-store. It's about hitting people at
all different stages of their path-to-purchase
journey.

What is the status of nutritional food
ratings/labels?
MABE: People are looking more at how much
sugar or gluten is in the products they buy.
Third-party certification is also important to
today's healthy food shoppers.
THOMPSON: The challenge is that nutritional labeling has been out there for 20 years, but
are people really reading it and eating better? From a shopper standpoint our research
shows your truly regimented health-andwellness shoppers understand what those
ingredients are and what they're saying to
them. But for the average shopper, they have
less understanding as to why, say, gluten free
should be important.
SHAPIRO: While a large percentage of people claim to regularly read labels, our studies
show 20% to 25% are actually flipping the box
around on the shelf. What is really important

" Healthy-oriented
shoppers are very
intentional, with a fair
amount of pre-shopping.
They know what they
want and they'll evaluate
similar items to see what
is best for them."
Bill Bishop, Brick Meets Click

JUNE 2016 SHOPPER MARKETING y

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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
Shopper Marketing - June 2016 - 82
Shopper Marketing - June 2016 - 83
Shopper Marketing - June 2016 - 84
Shopper Marketing - June 2016 - 85
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Shopper Marketing - June 2016 - 91
Shopper Marketing - June 2016 - 92
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Shopper Marketing - June 2016 - 97
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Shopper Marketing - June 2016 - 100
Shopper Marketing - June 2016 - 101
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Shopper Marketing - June 2016 - 103
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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