Shopper Marketing - June 2016 - S10


INDUSTRY REPORT
"The whole idea behind shopper marketing is to produce a set of tactics and activations that bring a brand to
life at retail. That's a fundamentally flawed base upon
which to drive sales because it assumes that brand equity is the only driver of shopper choice," says Leach.
"There are many other factors in the autopilot that are
more predictive of behavior, particularly as you get closer to the moment of truth."

Once the marketer determines an appropriate mix of
tools and messages for the program, it has to then provide additional triggers that will prompt a specific decision, says Rosenquest. "Those could be coupons or other
offers in the pre-shop phase, when there's a window of
opportunity before she gets into the store," she notes.
Sonia Dalvi, senior brand manager for Chobani yogurts, says that's exactly what her shopper marketing
team is doing. "We're
using
behavioral
" Behavioral and perception
economics insights
science based findings gave us
to more effectively
architect
pre-shop
clear guidance how to manage
programs to meet
our signals/codes along the
shopper needs and
emotionally captivate
consumer and shopper journey."
shoppers as they are
Marc Heimeier, international marketing director,
planning their shopHenkel Laundry & Home Care
per trips and building
their grocery shopSo what would a shopper program look like if it were ping lists," she says. "Over the long term, this approach
viewed through a behavioral science lens? Consider an- will drive greater growth for both retailers and brands."
other hypothetical example:
Marc Heimeier, international marketing director for
Let's say that a well-known candy company learns Henkel's Laundry and Home Care business unit, takes
through extensive data analysis of past purchases and that argument one step further. "Behavioral and percepbrand surveys that many of its best female customers tion science based findings gave us clear guidance how
are looking for entertainment solutions that "bring their to manage our signals/codes along the consumer and
families closer together." This becomes a key insight for shopper journey," he says. "This has led us internally
a co-marketing shopper program that pairs the compa- to more consistent discussions and finally executions. It
ny's leading brands with various other products in the creates a bigger impact on point-of-sale and better recall
entertainment category. All of the tactics and messaging and brand assignment in above-the-line executions."
are framed around the same idea of bringing families
Many proponents argue that behavioral science and
together.
shopper marketing have a natural affinity for each othBehavioral economists would identify at least two er. The future of both disciplines, they say, is inexoraflaws in this approach. First, given the tremendous num- bly intertwined. "The application of behavioral science
ber of snacking and entertainment choices in stores, should ultimately reside within the insights group, beshoppers will only respond favorably to the manufac- cause these are the people that study human behavior
turer's messaging to the extent that they already associ- every day," argues Leach. "I believe that the future of
ate its brands with family entertainment. "If that asso- shopper insights rests with behavioral design."
ciation isn't in her mind when she arrives in the store,
Hightower adds that clients are increasingly receptive
there's nothing you can do in the store to get it there," to the language of behavioral economics. "We usually
says Kathleen Colditz, SVP Planning/Shopper, The Mar- bring the language to them, but when we do, we see
keting Arm. "A shopper program has to build off the a light bulb go off," she says. "There's an assumption
real associations that people have with your brand."
that it's easier to foster autopilot decisions in a low-inSecond, other goals and motivations are likely driving volvement [CPG] category. However, we've found other
the mom's behavior beyond her explicitly stated desire industries with higher involvement in which there is a
to bring her family together, adds Barden. "I'd want to place for behavioral science. We recently had a prospecdig deeper to find out which neuro-psychological goals tive client meeting with a durable goods company - a
were driving that desire," he says. "You might discover much more expense framing - and we all agreed the
that some moms want to be recognized as great home- strategy made perfect sense."
makers because this gives them a feeling of superiorFor marketers who are intrigued by the subject but
ity over other moms, while others might want to be re- still not quite convinced of the efficacy of behavioral
warded for a sense of caring for others."
economics, Barden suggests an approach that would en10



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
Shopper Marketing - June 2016 - 86
Shopper Marketing - June 2016 - 87
Shopper Marketing - June 2016 - 88
Shopper Marketing - June 2016 - 89
Shopper Marketing - June 2016 - 90
Shopper Marketing - June 2016 - 91
Shopper Marketing - June 2016 - 92
Shopper Marketing - June 2016 - 93
Shopper Marketing - June 2016 - 94
Shopper Marketing - June 2016 - 95
Shopper Marketing - June 2016 - 96
Shopper Marketing - June 2016 - 97
Shopper Marketing - June 2016 - 98
Shopper Marketing - June 2016 - 99
Shopper Marketing - June 2016 - 100
Shopper Marketing - June 2016 - 101
Shopper Marketing - June 2016 - 102
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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