Shopper Marketing - January 2017 - 48
JONES: Technology and innovation. Mobile in
Brace, founder &
SHOPPER MARKETING JANUARY 2017
particular has all the gravitational pull right
now, whether you are looking at geo-fencing and other location-based technology, or
shopper interactivity with technology like
Near Field Communications. It all comes back
to the mobile device we carry.
JULIE QUICK: E-commerce. Shoppers are
transitioning to online shopping much faster
than shopper marketers are. Retailers are doing a fair job of keeping up. But CPG brands
are lagging in their ability to inspire, inform
and close the sale online. Or to even sell more
while shoppers are in-store by providing "endless aisle" options via mobile.
LIEBMANN: Disillusioned shoppers. The discipline of shopper marketing will need to prove
to shoppers why brands and retailers are not
mediocre and why they are to be trusted by
offering worthy, distinctive and compelling
choices to their shoppers.
What impact is e-commerce having on
the in-store environment?
JONES: It's starting to mold the brick-andmortar store in its own likeness. Perfect example: Amazon entering the physical bookstore landscape with every book merchandised out like tiles on a website, ratings and
reviews beneath each title, and a SKU assortment determined by the popularity of certain
books in specific neighborhoods.
QUICK: It's redefining the standard for frictionless. Walmart knows that digital interaction has rewired our brains, shortened our
attention spans and shortened our patience