Shopper Marketing - October 2016 - 97


By Dan Ochwat

F

or as long as there are products on brickand-mortar store shelves, there will be
troubles with planogram compliance, pricing, out-of-stocks and merchandising. For
the last six years or so, crowdsourcing apps
have been performing retail audits to help
brands face these challenges.
But as brands and retailers have become
more omnichannel and crowdsourcing apps
have broadened the skill sets of their field
teams, the question becomes what else can
the "gig" economy do for the brands and retailers?
To be sure, compliance and out-of-stocks
issues are not going away. Jim Swoboda, sales
guru at the healthy snack food manufacturer and brand Simply Eight, uses the Mobee
crowdsourcing platform to help with "the
same challenge we have faced for my entire career: Getting what is agreed to for merchandising and performance to actually be executed
with excellence at the point of the consumer
in-store."
Bill Bishop, chief architect at Brick Meets
Click, concurs: "Achieving compliance is a notoriously difficult thing," and he says the problem of out-of-stocks has been around forever
with very little progress being made.
So, crowdsourcing apps will continue to assist brands with compliance, but Swoboda,
a self-described "tech nut," is excited about
what else an army of consumers armed with
smartphones could bring to his business. "For
the first time, it is now possible to get near realtime information back from arguably the most

important retail team that exists: the actual
shoppers."
Swoboda envisions a crowdsourcing experience where a shopper gives live feedback on a
retail mission while in the aisle, "to perhaps allow a consumer to video-stream their findings,
and capture and share those; to hear directly
from a customer in his or her own words; to
have the possibility one day to look online at a
particular store, see a live shopper and be able
to directly interact with him or her with notifications in real time."
Panos Bethanis, CEO of Survey.com, a
crowdsourcing platform that focuses on merchandising and research, sees a "total personalization of the stores. If you have a half-million
eyes into retail every day, the real room to grow
is through dynamic planning and dynamic resource allocation where every single Target,
every single Walmart and every single grocery
store is treated, to some degree, differently
than any other one, and the live data feedback
allows you to respond to conditions on the
spot."
He adds that Nielsen, IRI, Catalina Marketing
and others already report what's happening;
"there's a world out there that instead of telling
you what went on, they do it right there."
Brands will be able to use crowdsourcing
teams to deliver completely different strategies that respond to different retail conditions,
testing different promotions in real time. For
example, in downtown Santa Monica, California, one store can run a tasting demo, but in St.
Louis there will be a $2 coupon, and in Miami
OCTOBER 2016 SHOPPER MARKETING y

97


http://www.Survey.com

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
Shopper Marketing - October 2016 - 156
Shopper Marketing - October 2016 - 157
Shopper Marketing - October 2016 - 158
Shopper Marketing - October 2016 - 159
Shopper Marketing - October 2016 - 160
Shopper Marketing - October 2016 - 161
Shopper Marketing - October 2016 - 162
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 - 178
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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