Shopper Marketing - October 2016 - 79


What motivates you most in your current
position?
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
night?
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
shopper.
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
product stories.

OCTOBER 2016 SHOPPER MARKETING y

79



Table of Contents for the Digital Edition of Shopper Marketing - October 2016

Contents
Shopper Marketing - October 2016 - 1
Shopper Marketing - October 2016 - 2
Shopper Marketing - October 2016 - 3
Shopper Marketing - October 2016 - Contents
Shopper Marketing - October 2016 - 5
Shopper Marketing - October 2016 - 6
Shopper Marketing - October 2016 - 7
Shopper Marketing - October 2016 - 8
Shopper Marketing - October 2016 - 9
Shopper Marketing - October 2016 - 10
Shopper Marketing - October 2016 - 11
Shopper Marketing - October 2016 - 12
Shopper Marketing - October 2016 - 13
Shopper Marketing - October 2016 - 14
Shopper Marketing - October 2016 - 15
Shopper Marketing - October 2016 - 16
Shopper Marketing - October 2016 - 17
Shopper Marketing - October 2016 - 18
Shopper Marketing - October 2016 - 19
Shopper Marketing - October 2016 - 20
Shopper Marketing - October 2016 - 21
Shopper Marketing - October 2016 - 22
Shopper Marketing - October 2016 - 23
Shopper Marketing - October 2016 - 24
Shopper Marketing - October 2016 - 25
Shopper Marketing - October 2016 - 26
Shopper Marketing - October 2016 - 27
Shopper Marketing - October 2016 - 28
Shopper Marketing - October 2016 - 29
Shopper Marketing - October 2016 - 30
Shopper Marketing - October 2016 - 31
Shopper Marketing - October 2016 - 32
Shopper Marketing - October 2016 - 33
Shopper Marketing - October 2016 - 34
Shopper Marketing - October 2016 - 35
Shopper Marketing - October 2016 - 36
Shopper Marketing - October 2016 - 37
Shopper Marketing - October 2016 - 38
Shopper Marketing - October 2016 - 39
Shopper Marketing - October 2016 - 40
Shopper Marketing - October 2016 - 41
Shopper Marketing - October 2016 - 42
Shopper Marketing - October 2016 - 43
Shopper Marketing - October 2016 - 44
Shopper Marketing - October 2016 - 45
Shopper Marketing - October 2016 - 46
Shopper Marketing - October 2016 - 47
Shopper Marketing - October 2016 - 48
Shopper Marketing - October 2016 - 49
Shopper Marketing - October 2016 - 50
Shopper Marketing - October 2016 - 51
Shopper Marketing - October 2016 - 52
Shopper Marketing - October 2016 - 53
Shopper Marketing - October 2016 - 54
Shopper Marketing - October 2016 - 55
Shopper Marketing - October 2016 - 56
Shopper Marketing - October 2016 - 57
Shopper Marketing - October 2016 - 58
Shopper Marketing - October 2016 - 59
Shopper Marketing - October 2016 - 60
Shopper Marketing - October 2016 - 61
Shopper Marketing - October 2016 - 62
Shopper Marketing - October 2016 - 63
Shopper Marketing - October 2016 - 64
Shopper Marketing - October 2016 - 65
Shopper Marketing - October 2016 - 66
Shopper Marketing - October 2016 - 67
Shopper Marketing - October 2016 - 68
Shopper Marketing - October 2016 - 69
Shopper Marketing - October 2016 - 70
Shopper Marketing - October 2016 - 71
Shopper Marketing - October 2016 - 72
Shopper Marketing - October 2016 - 73
Shopper Marketing - October 2016 - 74
Shopper Marketing - October 2016 - 75
Shopper Marketing - October 2016 - 76
Shopper Marketing - October 2016 - 77
Shopper Marketing - October 2016 - 78
Shopper Marketing - October 2016 - 79
Shopper Marketing - October 2016 - 80
Shopper Marketing - October 2016 - 81
Shopper Marketing - October 2016 - 82
Shopper Marketing - October 2016 - 83
Shopper Marketing - October 2016 - 84
Shopper Marketing - October 2016 - 85
Shopper Marketing - October 2016 - 86
Shopper Marketing - October 2016 - 87
Shopper Marketing - October 2016 - 88
Shopper Marketing - October 2016 - 89
Shopper Marketing - October 2016 - 90
Shopper Marketing - October 2016 - 91
Shopper Marketing - October 2016 - 92
Shopper Marketing - October 2016 - 93
Shopper Marketing - October 2016 - 94
Shopper Marketing - October 2016 - 95
Shopper Marketing - October 2016 - 96
Shopper Marketing - October 2016 - 97
Shopper Marketing - October 2016 - 98
Shopper Marketing - October 2016 - 99
Shopper Marketing - October 2016 - 100
Shopper Marketing - October 2016 - 101
Shopper Marketing - October 2016 - 102
Shopper Marketing - October 2016 - 103
Shopper Marketing - October 2016 - 104
Shopper Marketing - October 2016 - 105
Shopper Marketing - October 2016 - 106
Shopper Marketing - October 2016 - 107
Shopper Marketing - October 2016 - 108
Shopper Marketing - October 2016 - 109
Shopper Marketing - October 2016 - 110
Shopper Marketing - October 2016 - 111
Shopper Marketing - October 2016 - 112
Shopper Marketing - October 2016 - 113
Shopper Marketing - October 2016 - 114
Shopper Marketing - October 2016 - 115
Shopper Marketing - October 2016 - 116
Shopper Marketing - October 2016 - 117
Shopper Marketing - October 2016 - 118
Shopper Marketing - October 2016 - 119
Shopper Marketing - October 2016 - 120
Shopper Marketing - October 2016 - 121
Shopper Marketing - October 2016 - 122
Shopper Marketing - October 2016 - 123
Shopper Marketing - October 2016 - 124
Shopper Marketing - October 2016 - 125
Shopper Marketing - October 2016 - 126
Shopper Marketing - October 2016 - 127
Shopper Marketing - October 2016 - 128
Shopper Marketing - October 2016 - 129
Shopper Marketing - October 2016 - 130
Shopper Marketing - October 2016 - 131
Shopper Marketing - October 2016 - 132
Shopper Marketing - October 2016 - 133
Shopper Marketing - October 2016 - 134
Shopper Marketing - October 2016 - 135
Shopper Marketing - October 2016 - 136
Shopper Marketing - October 2016 - 137
Shopper Marketing - October 2016 - 138
Shopper Marketing - October 2016 - 139
Shopper Marketing - October 2016 - 140
Shopper Marketing - October 2016 - 141
Shopper Marketing - October 2016 - 142
Shopper Marketing - October 2016 - 143
Shopper Marketing - October 2016 - 144
Shopper Marketing - October 2016 - 145
Shopper Marketing - October 2016 - 146
Shopper Marketing - October 2016 - 147
Shopper Marketing - October 2016 - 148
Shopper Marketing - October 2016 - 149
Shopper Marketing - October 2016 - 150
Shopper Marketing - October 2016 - 151
Shopper Marketing - October 2016 - 152
Shopper Marketing - October 2016 - 153
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Shopper Marketing - October 2016 - 155
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Shopper Marketing - October 2016 - 157
Shopper Marketing - October 2016 - 158
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Shopper Marketing - October 2016 - 161
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Shopper Marketing - October 2016 - 163
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Shopper Marketing - October 2016 - 165
Shopper Marketing - October 2016 - 166
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Shopper Marketing - October 2016 - 168
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Shopper Marketing - October 2016 - 179
Shopper Marketing - October 2016 - 180
Shopper Marketing - October 2016 - 181
Shopper Marketing - October 2016 - 182
Shopper Marketing - October 2016 - 183
Shopper Marketing - October 2016 - 184
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