Shopper Marketing - August 2016 - 41


e-commerce as a function has
reported to sales. It is starting to report
to marketing in the more progressive

"Historically,

companies."
Keith Anderson, Profitero

Google Shopping or Instacart, one internal
group will say, "Instacart isn't a retailer, they're
a platform, and so because we aren't selling
products directly to them, it's not our job."
And marketing will say, "Yeah, but they're not
a display media network, it doesn't fit into
any of the existing buckets." What happens is
nobody does anything.
TREZZI: Brick-and-mortar retailers are beginning to adapt and meet the changing buying
behavior or shoppers by embracing digital
agility within the store and outside. Some
physical stores are using social media, loyalty
cards, mobile apps and beacon technology to
reach shoppers at every point of their journey.
HSIA: To us, the always-on customer is just
one more element to address in the marketing mix. The main challenge we have seen is
that the typical profile of the always-on customer is younger, with much less usage of traditional marketing vehicles. They don't watch
traditional TV or read traditional magazines
and newspapers. Yet, a mobile-only approach
isn't necessarily the best way to communicate
for some stages of the purchasing journey.
TREZZI: Just because brands can reach con-

sumers wherever they are doesn't mean they
should. Instead, retailers should take a strategic and contextual approach. Rather than contacting a shopper on all channels, focus on the
channel they prefer, when it makes the most
sense and when it adds value to the customer.
GAMBLE: The challenge is how do we maintain or improve margins while we invest in
learning and developing these new business
models. For companies to win, they will need
to become more effective at quickly analyzing
large amounts of data from multiple sources,
developing actionable insights, taking action,
and measuring and learning from results.
SMESTAD: Shoppers' needs outpace execution challenges for the retailers, and there are
100 different ways this shopping experience
is developing. It's funny, having a clean store,
good service and selection have always come
after price and location as the key drivers of
retailer selection. Imagine how your click and
collect experience - from interface, through
item fulfillment, to delivery or pick-up - will
impact retailer selection now. The rules have
changed, and those who figure out the best
SM
end-to-end service will win.
AUGUST 2016 SHOPPER MARKETING y

41



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
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Shopper Marketing - August 2016 - 41
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