Shopper Marketing - January 2017 - 47
tegrate Consulting. "Our society has evolved
from mass and impersonal need-based, to
fragmented and personal want-based," he
says. "Mass targeting and media worked because marketing was driven by more rational,
logic-based needs that were en masse. But
now, we need brands, strategies, innovations
and communications that create a want, and
that want is emotional."
As we work to engage them emotionally
we won't be able to rely on shoppers to tell
us what's working. "Behavioral economics
tells us we can't trust what shoppers say
they want or like,"
says Scott Young,
global CEO, PRS In
Vivo. "Asking them
often yield accurate
insights. We need
to observe people
in real stores or create new situations
and see how they react in order to identify
more effective approaches of connecting
For a detailed look into some of the trends
facing the industry, we talked with multiple
Distinguished Faculty members. Here is the
edited, virtual-roundtable discussion:
teach shoppers to make decisions based
solely on price. It's self-defeating in the short
and long term.
NICK JONES: It may have had an unexpected
positive effect. Brand manufacturers know
they cannot get into a protracted price war,
so they look for ways to speak more directly
to the right shopper or to provide value or a
solution that goes beyond price.
What are some of the important issues
facing the discipline this year?
BRACE: How it will be integrated with all of the
" Shopper marketing has certainly arrived
as an important marketing discipline,
but it still feels like it is well down the
list of priorities for many CMOs."
Let's talk more about price promotion.
How has cutthroat pricing affected
YOUNG: It's circular. The more marketers and
retailers emphasize pricing, the more they
Nick Jones, Arc
other marketing disciplines. In most companies, shopper marketing is still being executed in a functional silo isolated from the other
aspects of a brand's go-to-market strategies.
Clients tell us they have healthy communication between the brand and shopper teams.
But unless the brand teams understand how
retailer and shopper needs should change
how a brand builds its strategies, then this
communication is largely ineffective. Communication/conversation does not equal collaboration, and collaboration does not equal
JANUARY 2017 SHOPPER MARKETING