Shopper Marketing - July 2016 - 125


demographic indexing. Too often, it tries to tailor a
one-size-fits-all message to groups that may or may
not represent a company's most valuable customers.
"Adding this new layer of precision to conversion marketing helps minimize waste because we're
delivering the right message to the right people at
the right time," says Brian Cohen, Executive Vice
President/Group Director and Head of Digital
Integration at Catapult. "It will get us closer to the
point where we stop thinking about reach, frequency and impressions. We need to focus on sales and
other key performance indicators that marketers
are increasingly judged on for their success."
A 10-step action plan can be found on page 6. In
the following sections, we examine how marketers
can merge shopper/consumer insights, improve
the segmentation process, strengthen messaging
and enrich measurement techniques - the four
key pillars of a more precise conversion-marketing
strategy.

PILLAR ONE:

Insights

Bring shopper to the forefront of
consumer insights
As marketers work to refine their methods, they must
also confront certain organizational challenges. One
imperative is to forge greater collaboration between
consumer insights and shopper insights groups. Most
marketing departments tend to view these as entirely
separate functions, often placing far greater emphasis
on the former than on the latter. "Most companies
have not established shopper insights teams in a

robust way, either because they don't see the value
of it or they think it's covered by consumer insights,"
Smestad says. "Generally speaking, shopper insights
are seen as an afterthought."
Consumer insights seek to uncover people's wants
and needs: their usage or attitudes towards a brand
or product. Shopper insights delve into behavioral
factors such as barriers to purchase in an attempt to
position a brand within a unique shopping solution.
By thinking of these as two unrelated sets of data,
marketers often fail to gain a complete picture of
the shopper's decision-making process.
"Because today's shopping journey is so fragmented and there are so many digital behaviors involved,
you cannot isolate the consumer from the shopper,"
says Mark Hertenstein, Senior Vice President of
Enterprise Solutions at Epsilon. "We have to challenge our usual definitions of consumer insights and
frame them more around the shopper. We need to
start asking deeper questions in order to figure out
how we should engage and talk to our customers
along their digital and physical journeys."
Knowing which questions to ask is part of the
learning process as brands go deeper into segmentation.
Normally, a brand conducts segmentation by grouping
people in a one-dimensional demographic index (for
example, by region or household income level), while a
retailer may construct its segments around a particular
shopping behavior (such as people who only buy a
certain category on sale).
Catapult's new approach goes much further. It
combines more detailed demographic and lifestyle
information with transactional data to create multilayered segments, and then builds an entire marketing
plan around each of those segments. "What's really

"The shopper journey has spark points:
It could be a billboard, banner ad,
seeing a sign inside a venue or even
talking to your friends on social media."
BRIAN COHEN, EVP/Group Director and
Head of Digital Integration, Catapult

5



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

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
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Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
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Shopper Marketing - July 2016 - 31
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