Shopper Marketing - August 2016 - 136


INDUSTRY REPORT
pending on who's approaching the display. That's the only
" We want a world-class
thing that I can think of that
in-store experience that
would be game changing.
STRINGER: Probably the most
breaks down the barriers of
impactful will be geo-targeting
'Don't think of your product.'"
via smartphones and understanding where shoppers are
Randall Rodriguez, Senior Merchandising Manager,
Mars Chocolate North America
in-store to understand behavior patterns and then communicating with them. I think
that; never assume that things will be handled correctly.
we're going to get there sooner than we think; maybe
And let's face it: when CPG purchasing people are un- the next five to 10 years.
der pressure to lower costs, sometimes they put pressure
What'll be interesting is where the shoppers go and
on suppliers to see if they can get by with lower-weight who do they trust? Do they build it through a retailer
materials. That's always penny-wise, pound-foolish.
like Target has done with Cartwheel? Do they have other third-party sources they trust?
Does damage seem to more of an issue in any
SMITH: You're going to see a lot more digital content and
particular channels?
solutions simply because retailers are trying to manage
SMITH: If I am worried about damage, I'd look first at their costs. Labor is two-thirds of operating cost.
the drug, convenience and dollar channels simply be- MYERS: The dynamics of our markets and our cuscause they turn fewer units. In these channels, they tomers are changing, so it's really all about being agile
don't have loading docks, they can't move things in-store and supplying something that goes beyond the stanon pallets because of floor space, and they have weight dard toolbox of offerings. Take brick-and-mortar and elimitations, so sometimes you have to ship two or three commerce, for example. Can you tie it all together with
things together. From a handling standpoint, when you solutions in-store and with connectivity to the shopper
ship things out in smaller numbers, they are putting up whether at home, pre-store or in-store?
things in individual pieces as opposed to a whole case.
There are now multiple things that will help us do that.
The more individual handling that's involved means It's how do you print-on-demand, for example, and remore potential for damage.
gionalize things all the way down to the customer. Most
CPGs have a requirement with customers about taking a
Are there any in-store display technologies that
minimum of 50 shippers. Well, the model really should
you find provocative?
be about giving them 50 shippers, but five of them will be
ANDERSEN: The greatest benefit identified by our re- customized in Spanish for the Miami market, which has
tail and CPG partners has been the ability to track the a high population of Hispanics, another five in a different
presence of their displays throughout the promotional market, and so on throughout the country.
supply chain. Now they not only have the ability to see
exactly when their display hits the store floor, they can Are the chains asking you to experiment this way?
also measure its performance. They also come to under- MYERS: No, the retailers aren't making us do this; it's
stand the size of the lost opportunity when a display is a capability we're offering them. Yes, it's driving increnot timed properly with promotional campaign media.
mental sales, but here's what it's really doing: We all talk
RODRIGUEZ: I'm intrigued by solutions that place a about the importance of connecting the perimeter of the
camera on your display
to measure how and for
how long shoppers interact
" P-O-P is really impactful with
with your displays while
co-promotion to make assets
safeguarding privacy conwork harder. No one wants to
cerns. These are potentially game changing.
exit a merchandising event with
HECHT: Targeted marketheavy inventory."
ing by gender recognition.
Changing your message to
Rick Stringer, Vice President of Customer Solutions, Crayola
target the consumer, de10



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
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