Shopper Marketing - October 2016 - 48
WHO'S WHO IN SHOPPER MARKETING
GLAXOSMITHKLINE CONSUMER HEALTHCARE
NORTH AMERICA: MARY BETH BARRETT, Director,
NA Shopper Science Lab
ary Beth Barrett has worked in many
different roles during her 21 years at
GSK, all of which have helped shape
her business understanding and approach
for driving solutions. She earned a degree in
marketing and spent her early career in sales
Along the way, she's gained experience in
category management, business development and both local and global shopper marketing. Today, she leads GSK's North American
Shopper Science Lab, which opened in June
in Warren, New Jersey. GSK's first Shopper Science Lab opened in London in 2013.
"[The lab] is one of our largest evolutions for
GSK," Barrett says. "We're invested in delivering meaningful, insight-based solutions to our
shoppers, consumers and retailers." The hightech lab aims to better understand consumer,
shopper and retailer needs to ultimately provide consumers with the products they want.
"It's great to be working in the field I studied in," says Barrett, "and even better to be
involved in cutting-edge technology to help
deliver validated insights and understanding
around the path to purchase."
What's the goal of the lab?
BARRETT: To drive a deeper level of
collaboration with our retail partners and
deliver insights based on health-andwellness solutions through custom research.
y SHOPPER MARKETING OCTOBER 2016
Photo by Steve Hockstein
What does the lab provide?
BARRETT: Qualitative insights around key
business questions such as merchandising
layout, segmentation, adjacencies, in-store
point-of-sale, website assessment and more.
And how does this push collaboration
BARRETT: We have an opportunity to
partner with retailers on the full journey
from collectively unfolding insights in
technologically advanced ways, to creating
strong action plans together that will drive
our relationship in the industry forward.