Shopper Marketing - October 2016 - 79
What motivates you most in your current
SMITH: Being able to do what I do here.
It's an amazing company with brands that
have strong values, a rich history and strong
equity. It's emotional-based marketing as
we engage with the heart and mind of our
consumer, aligning our messages with her
values and connecting with her and what
she cares about.
What about this discipline keeps you up at
SMITH: Quality of execution. Another aha
moment for me was the resource intensity
of executing things flawlessly. I learned
early in my career that the only strategy
a shopper or consumer really sees is the
execution. It all comes down to that.
How has shopper marketing moved
forward in the past decade?
SMITH: It's way more digitally driven,
data-driven and personalized. Certainly we
weren't thinking about leveraging social
media or bloggers that have an affinity with
a specific retailer with our brand as a means
to advertise our product in the past.
How has it remained the same?
SMITH: We depend too heavily on oldschool tools to deliver our communications.
We don't see the full embrace of technology
in brick-and-mortar at the mass scale today.
But hopefully we'll get there.
What is shopper's greatest need today?
SMITH: Personalization and simplification.
In-store is more cluttered than ever,
so personalizing assortments and our
marketing messages will help us better
connect with the consumer and the
How is your team or organization working
to meet that need?
SMITH: With a very targeted approach
to our packaging and our messaging. It
doesn't make sense to deliver messages
to that consumer who doesn't care about
natural. We want to ensure we're being
hyper-targeted with our messaging and our
OCTOBER 2016 SHOPPER MARKETING y