Shopper Marketing - September 2016 - 66
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innovation, etc.," Brewster says.
"I got to work on just about all of the 50some brands we have at Dr Pepper. I got involved in a lot of advertising work, packaging
work and innovation. I was really drawn to the
shopper side of the business because I wanted
to be closer to what's really happening in the
In fewer than two years, Brewster became
manager of shopper insights, and fewer than
two years after that, senior manager. He says
the shopper insight team's goal is to have a direct impact on sales in the short and long term,
and since he wanted to have a more actionable piece of the business and to see his work
affecting sales right away, he made the move
from consumer insights.
COMPANY: Dr Pepper Snapple
TITLE: Senior Manager, Shopper
EDUCATION: Miami University, Ohio
"I owe that transition to my current managers," he says. "They've had the biggest effect
on my development, because they've looked
out for me and had this unwavering belief in
me. They felt I'd be a good fit on the shopper
insights team we are trying to build, and they really just put me in a position to succeed. They're
y SHOPPER MARKETING SEPTEMBER 2016
giving me a chance to work on projects I'm really passionate about and take on things maybe someone my age wouldn't be trusted with
Brewster's team does shopper research
retailer to retailer, using the retailer's actual
shopper traffic. The team then makes suggestions on changes that can boost sales. "That
gives our research studies more credibility
and makes sure they're actionable because
research is not worth the money unless there
are specific actions a retailer can take based on
the research," he says. "We ask that everything
we do is actionable, something they can take
away right away and do."
He's happy with a recent project that
helped convenience retailers better sort their
product mix in the cooler and strategize bundling based on food and beverage pairings.
The team showed how much incremental
revenue was to be had with the proper assortment based on a retailer's unique shoppers.
He says the largest convenience retailers
can do similar research in-house, but there are
many more smaller players. "Regional players aren't able to do as much research as they
want and their partners don't always customize their research," Brewster says. "I wanted to
give them results from their shoppers and that
makes it credible and new. A lot of the people
in the industry have been there a long time
and just kind of assumed they knew everything there is to know about this channel. Dynamics are changing, so we need to constantly
monitor what's happening in the channel and
what the shoppers are looking for all the time.
"Nothing happens without a deep understanding of the shopper."