Shopper Marketing - August 2016 - 37


leaders recently discussed the always-on
shopper and anywhere commerce with Shopper Marketing. Here is an edited virtual roundtable discussion:
Explain to me the phrase, "retailers as
publishers."
RUSSELL FERRARA: Retailers are branded
ecosystems. Players like Amazon and Walmart
are no longer just retail outlets. They have
devoted audiences that our brands value, and
just as we are seeking to tell stories on our
brands, retailers are delivering stories to their
guests ranging from video ads and searches
to - in the case of Amazon - delivering custom-produced movies and television series.
ANDERSON: Retailers are publishing recipes
and cooking guides or home decor guides.
Whatever the questions that someone might
have when they're engaging with a category
that retailer sells, the retailers are increasingly publishing content in all kinds of formats:
video content, short and long form text - you
name it. In many cases, there are opportunities for brands to engage in it.
PETER HSIA: No retailer has time to develop
content on all the products they carry. They
will always need the CPGs to provide content
that the retailer can use in their own digital
vehicles. It can start as simple as providing the
library of digital images of products for online
shopping, but it is a great opportunity to figure out CPG brand stories that can fit into the
strategic messaging themes of the retailer.
FERRARA: Retailers are not just selling shelf
space, they are selling eyeballs, and we have
to find ways to engage those audiences in
authentic, relevant ways.

OUR VIRTUAL
ROUNDTABLE
Keith Anderson, vice
president, strategy and
insights, Profitero

Russell Ferrara, team
lead, shopper marketing,
Georgia-Pacific Consumer
Products
Scott Gamble, CPG
practice lead, Kalypso

Peter Hsia, retail and
private equity strategist,
Kurt Salmon

Sonia Parekh, senior
manager, Kalypso

Alicia Smestad, executive
vice president, senior
group director, Catapult

Marco Trezzi, global
industry principal, CPG,
SAP Hybris

AUGUST 2016 SHOPPER MARKETING y

37



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
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