Shopper Marketing - August 2016 - 38


FEATURE: ANYWHERE COMMERCE

"Retailers are not just
they are

selling shelf space,

selling eyeballs, and we have

to find ways to

engage those audiences

in authentic, relevant ways."
Russell Ferrara, Georgia-Pacific

What is "anywhere commerce" and what
does your organization call it?
MARCO TREZZI: Shoppers do not see mobile, online and in-store as separate sources.
Instead, they see one brand and expect a consistent message across all touchpoints. Therefore, anywhere commerce means that brands
must be able to seamlessly sell products and
services wherever their customers are.
FERRARA: We think of delivering a consistent, seamless experience no matter where,
when or how an individual interacts or shops
as "omnichannel."
SONIA PAREKH: We use the term "seamless commerce." In the relationship between
brands, retailers and consumers, consumers
hold the power. We believe that in order to
win in the current environment, brands must
embrace seamless commerce and meet consumers on their terms.
How is "anywhere commerce" different
from "shopper media marketing," if at all?
TREZZI: Shopper media does not require a
commercial transaction and is only supported
in a digital environment. For example, when
38

y SHOPPER MARKETING AUGUST 2016

consumers are shopping and use a mobile
phone to research additional information -
where it was produced and how to use it -
this is shopper media. This research usually
happens in a traditional retail environment.
Anywhere commerce happens when consumers research, generate a transaction and
finalize the purchase online.
SCOTT GAMBLE: We define shopper media
as understanding how consumers behave as
shoppers and targeting them with a specific
message to drive a desired behavior and build
brands in a retail channel environment. Anywhere commerce is similar in its targeted approach but is more holistic in terms of reaching across all shopper and consumer channels to deliver an experience that matches the
consumer's intent at each touchpoint.
ALICIA SMESTAD: Yes, there is a difference,
and sometimes, no, there is not. Business objectives always must be at the core. How these
objectives line up against the opportunities
and their stakeholders define when it might
be shopper media versus when it may be anywhere commerce. The key is to break down
the siloed, planning walls between sales and



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
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