Shopper Marketing - September 2016 - 207


SPECIAL REPORT
PART 1
The smartphone is the device that started it all. But the mobile phone is just the beginning.
There is a host of new technology just beginning to impact shopping and buying behavior.

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time and place. That's a huge challenge."
Love said that TPN's proprietary Modal Dialogue process enables the
agency to conquer that challenge.
"Our Modal Dialogue creates a precise roadmap for the entire shopper
journey and identifies the best moments, touchpoints and content to
move the target to buy," she said.

The End of the Funnel
For decades, the traditional purchase funnel was fairly simple: Shoppers
learned of a brand from seeing an ad, considered the product features
and benefits, and then stopped by a store to "do some shopping," and
make a purchase.
You can pretty much forget all that. Consumers today aren't stopping to
shop; they are always shopping.
The pace of change is pushing brands and retailers to more rapidly
respond to marketplace behaviors, according to Nancy Shamberg,
managing director of TPN's shopper marketing practice.
"As technology continues to enable consumers and shoppers to move
from consumer mode to influencer mode in seconds, brands and
retailers need to be more responsive," said Shamberg.

TPN SPECIAL REPORT PART 1

FOUR TARGET MODES OF
THE MODAL DIALOGUE
The Modal Dialogue is TPN's proprietary process that
explains how mindset and behavior are inherently bound to
a target's mode in the purchase cycle. Through this lens, we
look at the entire journey and create engaging campaigns
that align selection, timing, and content relevantly in each of
four modes: consumer, shopper, buyer and influencer, to
ultimately help our clients make the buy happen.
Just as the traditional purchase funnel is collapsing and
condensing under the influence of digital technology, we
also are witnessing a similar converging effect of modal
activity. A digital engagement or tool incites a specific
action and enables behaviors that wouldn't traditionally
occur in that phase. Digital can, and does, foster an easier
and faster transition through the funnel phases to the
decision point: to buy or not to buy.
Digital also can create havoc for traditional marketing
methods, brands and retailers.

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Warby Parker, the online eyewear retailer, is a great example of a brand
that has been successful in adapting the in-person retail experience to
digital. Shoppers have all the benefits of both the in-person shopping
experience and the digital experience because they can try multiple
eyewear options in their homes at whatever time is the most convenient
for them, Shamberg noted.

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"Gone are the days of having months or even weeks to develop the right
brand-relevant message and seed it into the marketplace. Today, a
brand needs to be contextually relevant and on-demand when the
consumer requires it to be," Shamberg said.

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www.tpnretail.com

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http://www.tpnretail.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
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
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Shopper Marketing - September 2016 - 53
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Shopper Marketing - September 2016 - 55
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Shopper Marketing - September 2016 - 60
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Shopper Marketing - September 2016 - 76
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Shopper Marketing - September 2016 - 79
Shopper Marketing - September 2016 - 80
Shopper Marketing - September 2016 - 81
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Shopper Marketing - September 2016 - 84
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Shopper Marketing - September 2016 - 89
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Shopper Marketing - September 2016 - 92
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Shopper Marketing - September 2016 - 97
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Shopper Marketing - September 2016 - 100
Shopper Marketing - September 2016 - 101
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Shopper Marketing - September 2016 - 112
Shopper Marketing - September 2016 - 113
Shopper Marketing - September 2016 - 114
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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
Shopper Marketing - September 2016 - 136
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 - 148
Shopper Marketing - September 2016 - 149
Shopper Marketing - September 2016 - 150
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Shopper Marketing - September 2016 - 165
Shopper Marketing - September 2016 - 166
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Shopper Marketing - September 2016 - 168
Shopper Marketing - September 2016 - 169
Shopper Marketing - September 2016 - 170
Shopper Marketing - September 2016 - 171
Shopper Marketing - September 2016 - 172
Shopper Marketing - September 2016 - 173
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Shopper Marketing - September 2016 - 189
Shopper Marketing - September 2016 - 190
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Shopper Marketing - September 2016 - 207
Shopper Marketing - September 2016 - 208
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