Shopper Marketing - September 2016 - 204


product recommendations. In the long term, they should
create an ongoing digital conversation that builds loyalty by tapping into the internet user's natural sense of
community.
"I see a new wave of impulse buying coming as
brands and retailers have more frequent conversations
with customers," says Brad Robertson, senior vice president of marketing services at MyWebGrocer. "For CPG
companies, online shopping is the perfect place for occasion-based marketing. It could be a Thursday night
football game where you stoke the desire to bundle
chips and salsa with beverages. Add into that a pickup/
delivery offer and you create a suggested moment that's
not a planned event."
The more time and thought that consumers put into
shopping online, the more opportunities marketers
have to generate an impulse buy, adds Michelle Cote,

vice president of data & insights at MyWebGrocer.
"Ultimately, multichannel shopping is about ease and
convenience," she says. "But with the right inspiration,
there are many opportunities to motivate shoppers to
try something new or to add a complementary product
into their basket."
If there is one overarching takeaway from the study,
it's that the online environment is an ideal breeding
ground for impulsivity. "Online shoppers have an inherent desire to act impulsively. They are telling us:
Give me a reason to buy things I hadn't thought of before," says Elston. "We've seen this before in other ecommerce channels as consumers became more accustomed to shopping online. If people can get excited and
make impulse purchases when shopping for cosmetics
at Sephora, why can't they have the same feeling or experience in shopping for groceries at Safeway.com?" n
by Michael Applebaum

About The Integer Group
The Integer Group is one of the world's largest promotional, retail, and shopper
marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the
Intersection of Branding and SellingĀ®, driving transaction and creating seamless brand
experiences for shoppers. Integer works with a broad set of clients across several
categories including retail, beverage, consumer packaged goods, telecommunications,
home and shelter, automotive aftermarket, and power sports. Integer has approximately
1,200 employees across the globe, including locations in Africa, Asia, Australia, Europe,
the Middle East, North and South America. Join the conversation on shopping culture
and brand strategy at www.shopperculture.com.
The Path to Purchase Institute is a global association serving the needs of brands,
retailers, agencies and the entire ecosystem of solution providers along the path
to purchase. The Institute focuses on the forward-looking challenges and issues
confronting our members and the shopper marketing industry at large. We facilitate
industry interaction and foster best practices and a deeper understanding of all
marketing efforts and touchpoints that influence and culminate in purchase decisions
in-store, online or anywhere along the path to purchase.


http://www.Safeway.com?" http://www.shopperculture.com

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
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