Shopper Marketing - October 2016 - 50
WHO'S WHO IN SHOPPER MARKETING
Photo by Steve Hockstein
What is your team's focus?
BARRETT: Unlocking and accelerating
joint business planning opportunities
and delivering shopper insights that
drive category growth. To influence and
accelerate the speed of decision making
both internally and externally by leveraging
y SHOPPER MARKETING OCTOBER 2016
How does GSK define shopper marketing?
BARRETT: A discipline that develops
insight-based activation plans, providing
mutual benefits to the shopper, retailer and
What's a concern with shopper marketing?
BARRETT: The lack of an industry-wide
standard for measurement. We've put a lot
of rigor into this area and are making great
progress within our organization.