Shopper Marketing - July 2016 - 128


B R I N G I N G PR EC I S I O N TO C O N V ER S I O N M A R K E T I N G

loyalty card program to segment down to the
individual customer level. Even in this case, however,
the retailer's marketing and communications strategy
is still tethered to only one facet of its customer base
- i.e., their purchasing patterns. Similarly, Amazon is
a master at cross-selling products to customers based
on their browsing histories, but doesn't necessarily
bundle or promote offers in a way that suggests a
deep knowledge of those customers.
"Shopper data from retailers is purely transactional:
It tells you who is buying the brand or category, but it
doesn't tell you anything about who those people are
or what is motivating their purchases," Hertenstein
says. "You have to layer in attitudinal behaviors and
lifestyle behaviors. These are all very different types
of data, and you must use them in combination in or-

der to create a 360-degree view of the consumer."
The previous scenario provides insights into how
messaging is derived from the segmentation. When
communicating with style-conscious Millennials,
for example, the eyewear retailer might dispense
with a standard one-size-fits-all offer (e.g., "Get
$100 off a pair of glasses with your next eye exam")
and try to create a more individualized message. For
instance, it might shift from the pragmatic "It's time
to replace your glasses" to the more aspirational
"Check out the latest frames we have in store."
There are a variety of ways to scale messaging that
is tailored to the unique needs of each group. One
method is to overlay the notion of programmatic
advertising (which currently focuses on the delivery
and placement of ads) onto the creative itself. For

"Everyone seems to be measuring with
a short-term sales lift mentality. We
should be measuring with the intent of
learning."
CHARLEY CIRESI, Vice President of Client Services,
Catapult/Nsight Connect.

8



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
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