Shopper Marketing - September 2016 - 70
PEOPLE TO WATCH
arcie Bracht was on the path
to becoming a medical doctor when, one day, advertising put a jolt in her heart.
Bracht, who now leads Starbucks' shopper
marketing at Walmart and Sam's Club, was
not feeling passionate about pre-med at
Michigan State when she sat in on a friend's
advertising class. "I was instantly hooked," she
says. "I loved the creativity, but my analytical
y SHOPPER MARKETING SEPTEMBER 2016
Photo by Joshua Duke
side loved the insights and 'why' behind consumer and shopper behavior."
Bracht and her team are in charge of unifying the feel of a Starbucks location in the
aisles. For them, relating with shoppers is
called "the conversation."
"In a world with so many distractions, how
can we break through the endless amount of
information that is presented to shoppers and
connect with them in a relevant and mean-