Shopper Marketing - September 2016 - 10


EDITORIAL

Theories of Evolution

M

y biology is a bit rusty, but you can't
undergo a metamorphosis if you're
already dead, right?
This admittedly odd question sprang from
my arguably odd mind in July, after I first read
that shopper marketing was "dead" and then,
one day later, that it's undergoing a "metamorphosis."
News of shopper marketing's demise came
from Gary Hawkins of the Center for Advancing
Retail & Technology (an online marketplace for
retail tools). In an essay published in Progressive
Grocer (our new sister publication), Hawkins
declared that, "Shopper marketing is dead
... the latest victim of the technology-fueled
transformation sweeping the retail industry."
Cause of death, says Hawkins, is shopper
marketing's inevitable focus on "mass promotions ... providing too little savings to convert a
sale, giving away more margin than necessary,
or being out of sync with the individual customer's purchasing pattern."
This autopsy was troubling, since we devote an entire Path to Purchase Leadership
University course on the ways in which digital marketing technology has improved and
expanded the ability to reach targeted shoppers in more relevant, more efficient ways.
In fact, "Target Specific Shoppers" is one of
our Six Principles of Shopper Engagement,
since you can't drive truly sustainable engagement if you're trying to reach everybody
at once. We present digital technology as an

10

y SHOPPER MARKETING SEPTEMBER 2016

enabler of timely, relevant communication
with individual shoppers - digital tools make
shopper marketing better, not obsolete.
After that tempest in a teapot, I should have
been relieved when an Association of National
Advertisers' media release announced, "Shopper marketing, long considered a discipline
limited to in-store, point-of-purchase and endof-aisle promotions, has undergone a metamorphosis since the advent of digital marketing."
At least it ain't dead, I guess. But "limited
to" in-store activity? We've been fighting that
kind of uninformed opinion from the marketing world's above-the-line contingent since
Advertising Age infamously dismissed shopper marketing as "formerly known as trade
promotion" back in 2008.
Shopper marketing moved beyond the
store a long time ago. Heck, customer marketing teams have worked across all media
for decades. And digital marketing has been
a fundamental aspect of the discipline since
at least 2010 (when we started covering the
topic in earnest). So the idea that it's been
"long considered" as only in-store should
have been long gone by now.
ANA's release also stated, "There is little
consistency in how [shopper marketing] is
defined and what the best practices should
be." Granted, there is inconsistency in how
shopper marketing is defined and practiced
across the industry. There even are some
companies that simply renamed their tra-



Table of Contents for the Digital Edition of Shopper Marketing - September 2016

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
Shopper Marketing - September 2016 - 23
Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
Shopper Marketing - September 2016 - 30
Shopper Marketing - September 2016 - 31
Shopper Marketing - September 2016 - 32
Shopper Marketing - September 2016 - 33
Shopper Marketing - September 2016 - 34
Shopper Marketing - September 2016 - 35
Shopper Marketing - September 2016 - 36
Shopper Marketing - September 2016 - 37
Shopper Marketing - September 2016 - 38
Shopper Marketing - September 2016 - 39
Shopper Marketing - September 2016 - 40
Shopper Marketing - September 2016 - 41
Shopper Marketing - September 2016 - 42
Shopper Marketing - September 2016 - 43
Shopper Marketing - September 2016 - 44
Shopper Marketing - September 2016 - 45
Shopper Marketing - September 2016 - 46
Shopper Marketing - September 2016 - 47
Shopper Marketing - September 2016 - 48
Shopper Marketing - September 2016 - 49
Shopper Marketing - September 2016 - 50
Shopper Marketing - September 2016 - 51
Shopper Marketing - September 2016 - 52
Shopper Marketing - September 2016 - 53
Shopper Marketing - September 2016 - 54
Shopper Marketing - September 2016 - 55
Shopper Marketing - September 2016 - 56
Shopper Marketing - September 2016 - 57
Shopper Marketing - September 2016 - 58
Shopper Marketing - September 2016 - 59
Shopper Marketing - September 2016 - 60
Shopper Marketing - September 2016 - 61
Shopper Marketing - September 2016 - 62
Shopper Marketing - September 2016 - 63
Shopper Marketing - September 2016 - 64
Shopper Marketing - September 2016 - 65
Shopper Marketing - September 2016 - 66
Shopper Marketing - September 2016 - 67
Shopper Marketing - September 2016 - 68
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Shopper Marketing - September 2016 - 70
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Shopper Marketing - September 2016 - 76
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Shopper Marketing - September 2016 - 111
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Shopper Marketing - September 2016 - 113
Shopper Marketing - September 2016 - 114
Shopper Marketing - September 2016 - 115
Shopper Marketing - September 2016 - 116
Shopper Marketing - September 2016 - 117
Shopper Marketing - September 2016 - 118
Shopper Marketing - September 2016 - 119
Shopper Marketing - September 2016 - 120
Shopper Marketing - September 2016 - 121
Shopper Marketing - September 2016 - 122
Shopper Marketing - September 2016 - 123
Shopper Marketing - September 2016 - 124
Shopper Marketing - September 2016 - 125
Shopper Marketing - September 2016 - 126
Shopper Marketing - September 2016 - 127
Shopper Marketing - September 2016 - 128
Shopper Marketing - September 2016 - 129
Shopper Marketing - September 2016 - 130
Shopper Marketing - September 2016 - 131
Shopper Marketing - September 2016 - 132
Shopper Marketing - September 2016 - 133
Shopper Marketing - September 2016 - 134
Shopper Marketing - September 2016 - 135
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Shopper Marketing - September 2016 - 137
Shopper Marketing - September 2016 - 138
Shopper Marketing - September 2016 - 139
Shopper Marketing - September 2016 - 140
Shopper Marketing - September 2016 - 141
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Shopper Marketing - September 2016 - 143
Shopper Marketing - September 2016 - 144
Shopper Marketing - September 2016 - 145
Shopper Marketing - September 2016 - 146
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Shopper Marketing - September 2016 - 148
Shopper Marketing - September 2016 - 149
Shopper Marketing - September 2016 - 150
Shopper Marketing - September 2016 - 151
Shopper Marketing - September 2016 - 152
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Shopper Marketing - September 2016 - 165
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Shopper Marketing - September 2016 - 168
Shopper Marketing - September 2016 - 169
Shopper Marketing - September 2016 - 170
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Shopper Marketing - September 2016 - 208
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