Shopper Marketing - October 2016

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 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. Table of Contents for the Digital Edition of Shopper Marketing - October 2016ContentsShopper Marketing - October 2016 - 1Shopper Marketing - October 2016 - 2Shopper Marketing - October 2016 - 3Shopper Marketing - October 2016 - ContentsShopper Marketing - October 2016 - 5Shopper Marketing - October 2016 - 6Shopper Marketing - October 2016 - 7Shopper Marketing - October 2016 - 8Shopper Marketing - October 2016 - 9Shopper Marketing - October 2016 - 10Shopper Marketing - October 2016 - 11Shopper Marketing - October 2016 - 12Shopper Marketing - October 2016 - 13Shopper Marketing - October 2016 - 14Shopper Marketing - October 2016 - 15Shopper Marketing - October 2016 - 16Shopper Marketing - October 2016 - 17Shopper Marketing - October 2016 - 18Shopper Marketing - October 2016 - 19Shopper Marketing - October 2016 - 20Shopper Marketing - October 2016 - 21Shopper Marketing - October 2016 - 22Shopper Marketing - October 2016 - 23Shopper Marketing - October 2016 - 24Shopper Marketing - October 2016 - 25Shopper Marketing - October 2016 - 26Shopper Marketing - October 2016 - 27Shopper Marketing - October 2016 - 28Shopper Marketing - October 2016 - 29Shopper Marketing - October 2016 - 30Shopper Marketing - October 2016 - 31Shopper Marketing - October 2016 - 32Shopper Marketing - October 2016 - 33Shopper Marketing - October 2016 - 34Shopper Marketing - October 2016 - 35Shopper Marketing - October 2016 - 36Shopper Marketing - October 2016 - 37Shopper Marketing - October 2016 - 38Shopper Marketing - October 2016 - 39Shopper Marketing - October 2016 - 40Shopper Marketing - October 2016 - 41Shopper Marketing - October 2016 - 42Shopper Marketing - October 2016 - 43Shopper Marketing - October 2016 - 44Shopper Marketing - October 2016 - 45Shopper Marketing - October 2016 - 46Shopper Marketing - October 2016 - 47Shopper Marketing - October 2016 - 48Shopper Marketing - October 2016 - 49Shopper Marketing - October 2016 - 50Shopper Marketing - October 2016 - 51Shopper Marketing - October 2016 - 52Shopper Marketing - October 2016 - 53Shopper Marketing - October 2016 - 54Shopper Marketing - October 2016 - 55Shopper Marketing - October 2016 - 56Shopper Marketing - October 2016 - 57Shopper Marketing - October 2016 - 58Shopper Marketing - October 2016 - 59Shopper Marketing - October 2016 - 60Shopper Marketing - October 2016 - 61Shopper Marketing - October 2016 - 62Shopper Marketing - October 2016 - 63Shopper Marketing - October 2016 - 64Shopper Marketing - October 2016 - 65Shopper Marketing - October 2016 - 66Shopper Marketing - October 2016 - 67Shopper Marketing - October 2016 - 68Shopper Marketing - October 2016 - 69Shopper Marketing - October 2016 - 70Shopper Marketing - October 2016 - 71Shopper Marketing - October 2016 - 72Shopper Marketing - October 2016 - 73Shopper Marketing - October 2016 - 74Shopper Marketing - October 2016 - 75Shopper Marketing - October 2016 - 76Shopper Marketing - October 2016 - 77Shopper Marketing - October 2016 - 78Shopper Marketing - October 2016 - 79Shopper Marketing - October 2016 - 80Shopper Marketing - October 2016 - 81Shopper Marketing - October 2016 - 82Shopper Marketing - October 2016 - 83Shopper Marketing - October 2016 - 84Shopper Marketing - October 2016 - 85Shopper Marketing - October 2016 - 86Shopper Marketing - October 2016 - 87Shopper Marketing - October 2016 - 88Shopper Marketing - October 2016 - 89Shopper Marketing - October 2016 - 90Shopper Marketing - October 2016 - 91Shopper Marketing - October 2016 - 92Shopper Marketing - October 2016 - 93Shopper Marketing - October 2016 - 94Shopper Marketing - October 2016 - 95Shopper Marketing - October 2016 - 96Shopper Marketing - October 2016 - 97Shopper Marketing - October 2016 - 98Shopper Marketing - October 2016 - 99Shopper Marketing - October 2016 - 100Shopper Marketing - October 2016 - 101Shopper Marketing - October 2016 - 102Shopper Marketing - October 2016 - 103Shopper Marketing - October 2016 - 104Shopper Marketing - October 2016 - 105Shopper Marketing - October 2016 - 106Shopper Marketing - October 2016 - 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