Shopper Marketing - June 2016 - S2


INDUSTRY REPORT

O

ne of the built-in assumptions of classical economic theory is that people tend to make decisions on
the basis of rational behavior. Marketing, meanwhile, has traditionally separated consumer behavior
into one of two camps: rational or emotional. That is,
until several years ago, when behavioral economists began to articulate a more intuitive and interactive system
of decision making that suddenly called into question
traditional marketing's comparatively static worldview.
Today, marketers are increasingly turning to the cognitive studies of behavioral economics and decision science
as they seek a deeper understanding of how consumers
make purchase decisions. While many marketers have
long accepted these ideas in theory, they have only recently begun to formulate strategies that leverage such
insights and techniques. Over the past year, a growing
number of brands have activated shopper programs
around behavioral economics, seizing upon what they
view as an opportunity to exert greater influence over
how consumers shop and what they buy.

conferences and events. Ariely, whose series of eye-opening books on irrational behavior includes the watershed
2008 "Predictably Irrational," gave the keynote address
last year at The Market Research Event in Orlando, Florida, speaking to a broad swath of marketing executives
from major CPG and retail companies. Kahneman, a
Nobel Prize-winning psychologist who provided another
key benchmark when he introduced a dual system of behavior in his 2011 book "Thinking, Fast and Slow," will
deliver the keynote speech to a similar audience in July at
the 2016 OmniShopper conference in Chicago.
Marketers are no longer simply listening to the views
of the world's leading behavioral economists. More and
more, they are acting on them.
"We are transforming our approach to marketing
research and marketing through applying the principles of behavioral economics, and the behavioral sciences more broadly, to everything we do," says Scott D.
Moore, vice president of global marketing research and
analytics, Kimberly-Clark. "As a result, our marketing
research
approach
gives us a more accurate and more deeply
" When there is choice overload,
nuanced understandcognitive disassociation takes
ing of consumer behavior and its drivover and people automatically
ers. From this we can
revert to a default brand or their
develop more inno'normal' buy."
vative products and
more effective marWill Leach, founder & president, TriggerPoint
keting programs that
change behavior."
PepsiCo,
meanEven the most vocal advocates for adoption, however, while, is making a major push to integrate behavioral
urge marketers to proceed with caution. "It is still an science capabilities into its strategic planning process.
evolving discipline," says Jordis Rosenquest, executive Pamela Forbus, senior vice president of global insights
vice president of planning insights and performance and analytics, recently shared the company's plans to
science at The Marketing Arm, Dallas. "It will prob- "elevate" its insights function by leveraging behavioral
ably exist side by side with traditional marketing as our sciences during a presentation to The Marketing Science
industry continues to adapt the behavioral economics Institute in January. Her team now includes a dedicated
framework to our specific needs."
behavioral science expert, thanks to the promotion of
In the meantime, marketers' keen interest in the work former consumer insights director Neela Saldanha to
of pioneering behavioral thinkers like Dan Ariely and behavioral science lead within the PepsiCo Design &
Daniel Kahneman is increasingly on display at industry Innovation Center.
2



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
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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
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Shopper Marketing - June 2016 - 46
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Shopper Marketing - June 2016 - 49
Shopper Marketing - June 2016 - 50
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Shopper Marketing - June 2016 - 55
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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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