WHO'S WHO IN SHOPPER MARKETING You've been working at RB to evolve shopper marketing from a "cost of doing business" into a strategic investment with a defined role within the marketing mix. What does that look like internally? POLICASTRO: Clearly identifying brand and retailer objectives, the shopper target, the behavior we're looking to change and the key barriers to doing so. How does that help? POLICASTRO: By identifying these critical elements, we can define the role of the shopper marketing investment within the marketing mix before we develop the shopper strategy and tactics. We also determine projected short-term ROIs and other KPIs like number of units moved or trialists. What does this look like externally? POLICASTRO: Carefully chosen tactics with messaging that is customized for the shopper versus consumer messaging. How does this differ from what previously happened? POLICASTRO: We were just investing in a list of 360-degree shopper tactics to show support for the initiatives without utilizing shopper insights. 58 y SHOPPER MARKETING OCTOBER 2016 What do today's shoppers care most about? POLICASTRO: Their lives being made easier. For many, saving time and share of mind while still finding the right solution is as important as saving money. How does RB respond to this? POLICASTRO: Our guiding principles are rooted in catering to the shortest attention span and focusing on the right engagement and dialogue versus just pushing claims and communication. What's a concern when it comes to shopper marketing? POLICASTRO: Our ability to influence behavior is getting more and more difficult. Autopilot behaviors already exist in several categories, and it is being reinforced and expanded by the many forces competing for the shopper's attention and share of mind. What can the industry do when it comes to shoppers on autopilot? POLICASTRO: There is significant opportunity for Decision Science to play a big role in how shopper marketing evolves.