Shopper Marketing - August 2016 - 10


EDITORIAL

'Alexa ... Disrupt.'
Dr. Flicker:
Alvy:
Dr. Flicker:
Alvy:

Why are you depressed, Alvy?
The universe is expanding.
The universe is expanding?
Well, the universe is everything, and if it's
expanding, it will break apart, and that'll be
the end of everything.
Mother: He's stopped doing his homework!!!
Alvy: What's the point?

T

he first three pages of this issue will cause
me headaches. We don't show any stores,
signs, merchandisers or even humans (aside
from a right forearm). There's a hammer headline about some intangible called "Anywhere
Commerce," a boxout on another mystery
called "P2PX," and another for "So-Lo-Mo."
Inevitably, somebody will call to complain,
"You guys don't show displays anymore."
This, despite the fact that we've got P-O-P
galleries splashed all over the pages of this
issue, to say nothing of an exclusive P-O-P
industry survey that begins on page 127. But
I understand the nervousness. Attend just
about any conference these days (or simply
study Carbonview's provocative new data on
page 26 of this issue) and it seems that Amazon's expanding universe could be the end of
everything:
* Through 2018, half of all growth in the $700 billionplus CPG marketplace will occur online.
* 78% of Millennials believe they'll become Amazon
Prime members in the next 12 months.
* 59% of grocery shoppers say Amazon's new private
label products will be a "good fit."
* By 2020, Amazon, now the world's fifth-ranked retailer, will be No. 2 behind Walmart.

10

y SHOPPER MARKETING AUGUST 2016

Like the young Woody Allen in "Annie
Hall," you might despair and say, "What's the
point?" Or worse, stop doing your homework.
That could even be fatal.
The No. 1 lesson I've taken away from all
e-commerce-related programming I've observed in the past year is simply this: CPG
brands should do everything they can - today - to elbow their way to the top of any and
all "digital shopping lists."
That lesson was brought home to me
recently while goofing around with my
new Amazon Echo, a "home automation
controller" that I bought partially because I
like gadgets, but mostly because I love internet radio. You can change channels on an
Echo hands-free via voice commands through
Amazon's Alexa software. Once you get the
hang of semi-shouting things like, "Alexa ...
play BBC World Service," and your wife stops
being creeped out by it all, it frees you up
while making coffee and feeding the dogs.
You can also shop through it. Theoretically.
So, in early July, while the rest of the world
was out Pokemon Go-ing, I stayed indoors to
do some "anywhere commerce-ing" with my
Echo. And my very first attempt was a bit of
shocker.
Me: "Alexa, what are Kellogg's corn flakes?
Alexa: "Amazon's choice for corn flakes is Nature's
Path organic corn flake cereal fruit-juice
sweetened cereal. It is $56.28 total. To order
it, tell me your voice code."



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

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
Shopper Marketing - August 2016 - 2
Shopper Marketing - August 2016 - 3
Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
Shopper Marketing - August 2016 - 6
Shopper Marketing - August 2016 - 7
Shopper Marketing - August 2016 - 8
Shopper Marketing - August 2016 - 9
Shopper Marketing - August 2016 - 10
Shopper Marketing - August 2016 - 11
Shopper Marketing - August 2016 - 12
Shopper Marketing - August 2016 - 13
Shopper Marketing - August 2016 - 14
Shopper Marketing - August 2016 - 15
Shopper Marketing - August 2016 - 16
Shopper Marketing - August 2016 - 17
Shopper Marketing - August 2016 - 18
Shopper Marketing - August 2016 - 19
Shopper Marketing - August 2016 - 20
Shopper Marketing - August 2016 - 21
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Shopper Marketing - August 2016 - 26
Shopper Marketing - August 2016 - 27
Shopper Marketing - August 2016 - 28
Shopper Marketing - August 2016 - 29
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Shopper Marketing - August 2016 - 40
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Shopper Marketing - August 2016 - 63
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Shopper Marketing - August 2016 - 73
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