Shopper Marketing - October 2016 - 51
Shoppers today need ...
How does GSK respond?
BARRETT: Delivering on the ability for
shoppers to customize their own needs with
the tools and/or technology to accelerate
the seamless shopping experience and
Where is the industry headed in the next
BARRETT: Digital, social and mobile will
continue to change the way people shop.
Given the "endless aisle," having increased
brand presence through all mediums will be
key. Data collection will help deliver relevant
information, insights and solutions that
shoppers will ultimately demand.
BARRETT: Seamless shopping whether
online or on the go will be mainstream
and include an increased focus on
Where has shopper marketing made
BARRETT: Toward shopper solutions versus
individual brand platforms.
And where are the opportunities?
BARRETT: To better integrate a digital/
omnichannel approach. Evolving
the reliance on analytics to ensure
personalization is fully leveraged.
What currently motivates you?
BARRETT: Learning new technology
that enables enhanced omnichannel
engagement and creates seamless shopping
experiences. Helping to fundamentally
deliver on the needs of shoppers through
research and state-of-the-art technology.
Technology such as ...
BARRETT: Eye tracking, facial biometrics
and skin biometrics. Integration of biometric
tools provides a more comprehensive
perspective of shopper behavior.
What has been a professional challenge?
BARRETT: Transitioning from an individual
contributor to a manager and leader. It's a
What makes it work?
BARRETT: Having a strong team that's built
on trust and respect is the key to success.
To you, leadership is ...
BARRETT: The ability to drive performance
of others through honesty, trust, inspiration
OCTOBER 2016 SHOPPER MARKETING y