Shopper Marketing - September 2016 - 66


PEOPLE TO WATCH

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
business."
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.

Sam Brewster
COMPANY: Dr Pepper Snapple
Group
TITLE: Senior Manager, Shopper
Insights
AGE: 29
EDUCATION: Miami University, Ohio
(bachelor's, marketing)
"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
66

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
somewhere else."
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."



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
Shopper Marketing - September 2016 - 69
Shopper Marketing - September 2016 - 70
Shopper Marketing - September 2016 - 71
Shopper Marketing - September 2016 - 72
Shopper Marketing - September 2016 - 73
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Shopper Marketing - September 2016 - 76
Shopper Marketing - September 2016 - 77
Shopper Marketing - September 2016 - 78
Shopper Marketing - September 2016 - 79
Shopper Marketing - September 2016 - 80
Shopper Marketing - September 2016 - 81
Shopper Marketing - September 2016 - 82
Shopper Marketing - September 2016 - 83
Shopper Marketing - September 2016 - 84
Shopper Marketing - September 2016 - 85
Shopper Marketing - September 2016 - 86
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Shopper Marketing - September 2016 - 88
Shopper Marketing - September 2016 - 89
Shopper Marketing - September 2016 - 90
Shopper Marketing - September 2016 - 91
Shopper Marketing - September 2016 - 92
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Shopper Marketing - September 2016 - 109
Shopper Marketing - September 2016 - 110
Shopper Marketing - September 2016 - 111
Shopper Marketing - September 2016 - 112
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
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
Shopper Marketing - September 2016 - 142
Shopper Marketing - September 2016 - 143
Shopper Marketing - September 2016 - 144
Shopper Marketing - September 2016 - 145
Shopper Marketing - September 2016 - 146
Shopper Marketing - September 2016 - 147
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
Shopper Marketing - September 2016 - 153
Shopper Marketing - September 2016 - 154
Shopper Marketing - September 2016 - 155
Shopper Marketing - September 2016 - 156
Shopper Marketing - September 2016 - 157
Shopper Marketing - September 2016 - 158
Shopper Marketing - September 2016 - 159
Shopper Marketing - September 2016 - 160
Shopper Marketing - September 2016 - 161
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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
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Shopper Marketing - September 2016 - 173
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Shopper Marketing - September 2016 - 189
Shopper Marketing - September 2016 - 190
Shopper Marketing - September 2016 - 191
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