Shopper Marketing - October 2016 - 69
How did you as an organization overcome
STORMS: With collaboration and
communication, and really working with
all the different parties that were involved,
getting them engaged early and developing
programs that were more individualized
than they'd ever been in the past.
What's your vision of retail in five to 10
STORMS: I see retail continuing to show
signs of blurring between the physical store
and e-commerce. Physical stores need
to have that experience, giving people a
reason to go into their stores. It's going to
blur and then further separate.
What motivates you most in your current
STORMS: The continuous opportunity to
learn in this space. The shopper discipline
is always evolving based on the tools and
technology available. Gaining new skills,
sharing them with the organization and
actually building programs that I can see
in the marketplace in the short term is very
And shopper marketing?
STORMS: Traditional marketing, digital
marketing and shopper marketing will have
to be reimagined. They can't function as
silos any longer and as the retail landscape
evolves and how shoppers shop changes,
we'll see those divisions break down. It's
become an essential component of go-tomarket planning.
What keeps you up at night?
STORMS: There are always new things out
there, and some are going to work but
some won't. There are so many choices and
options, and we need to be able to advise
the brands on the best ones. It's exciting and
overwhelming at the same time.
What still needs to be done?
STORMS: There's an inclination to stay
more in the trade marketing mindset that's
very promotionally focused versus really
anchoring around insight and building any
program out that way.
OCTOBER 2016 SHOPPER MARKETING y