Shopper Marketing - October 2016 - 58
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
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
POLICASTRO: We were just investing in a
list of 360-degree shopper tactics to show
support for the initiatives without utilizing
y SHOPPER MARKETING OCTOBER 2016
What do today's shoppers care most
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
What's a concern when it comes to
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.