Shopper Marketing - October 2016 - 40
WHO'S WHO IN SHOPPER MARKETING
What was your biggest professional
DIXON: Moving into shopper marketing
after my years of experience in consumer
promotions and integrated marketing.
Why was that?
DIXON: I'm not going to say that work
was easy, but when you add in shopper
marketing, it takes it to a whole different
level. Now there are four stakeholders that
we're looking to understand and integrate
into one solution that pleases everyone.
I also had to realize that in the retail
landscape, you aren't a big fish no matter
what company you're with.
What motivates you most in your current
DIXON: Crayola has this awesome brand
essence of "freeing the what-ifs." Kids'
imaginations can go crazy, and we can apply
that same philosophy to shopper marketing
and our relationships with retailers. As we
continue asking the questions and pushing
the envelope, that's inspiring to me.
What about shopper marketing keeps you
up at night?
y SHOPPER MARKETING OCTOBER 2016
DIXON: I love that it's ever-changing, but it's
a double-edged sword. It's always exciting
and there's always something new, but that
also makes it hard to stay on top of or get
ahead. And, of course, measurement and
ROI continue to be a challenge.
Where do you see retail and shopper
DIXON: More toward customization and
personalization. I love having this oneto-one relationship with shoppers and
customizing our messages for them, but
how do we scale that and how do we
measure it? We're going to go down the
path, but we're prepared for a lot of trial and
error, and the measurement needs to come
And shopper marketing's greatest need
DIXON: To create solutions that fit into
shoppers' lifestyles and meet their needs.
There's a never-ending pursuit of who our
shoppers are, and understanding them at
every step is crucial. From there it's building
innovative programs and products that
fit those needs versus innovating just for