Shopper Marketing - August 2016 - 40


FEATURE: ANYWHERE COMMERCE

marketing to build fully aligned and integrated views of how to best meet the objectives.
Where should "anywhere commerce" fit
within a CPG organization?
GAMBLE: Anywhere commerce does not fit
well in a traditionally defined, functionally siloed organization - one where the key groups
such as sales, marketing and supply chain
collaborate but are predominantly driven by
their own goals and metrics. Processes, roles,
data, systems, decision-making and incentives need to be aligned around meeting the
consumer's needs, first and foremost.
SMESTAD: Nearly every cross-functional
group needs to have a seat at the table between marketing, sales, supply chain, insights,
IT, etc. Building accountability and empowerment along with cross-functional governance and communication processes is critical.
Every company has its own culture - this accountability and cross-function needs to be
built within that culture to succeed. I wish it
was as easy as "plug and play," but any major

"Just because brands can

change takes effort to be successful.
FERRARA: We have reorganized our marketing activation team to drive integration and
collaboration around the following capabilities:
shopper marketing, media, promotions and
content. We have infused our shopper marketing team with talent from ZenithOptimedia,
Delta Airlines and our own brand teams to ensure we can deliver the best experience for consumers, our retailer partners and our brands.
ANDERSON: Historically, e-commerce as a
function has reported to sales in about threequarters of CPG companies. It is starting to report to marketing in the more progressive companies. Marketing has a more complete view of
the overall media and marketing mix and is not
looking narrowly within individual retailers and
is not drawing a big boundary around who's a
consumer and who's a shopper.
How are retailers and CPGs responding to
this new challenge so far?
ANDERSON: It's been a hot potato organizationally, and if you take something like

reach consumers

wherever they are doesn't

mean they should.
Instead, retailers should take a strategic and

contextual approach."
Marco Trezzi, SAP Hybris
40

y SHOPPER MARKETING AUGUST 2016



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
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