Shopper Marketing - January 2017 - 49
in-store. You see them accelerating shopping
with the use of digital in-store and breaking
down the buying experience into fewer, easier
steps working to remove every millisecond of
LIEBMANN: Not nearly enough. I continue to
be amazed at how little retailers have integrated a digital ecosystem into their stores.
Click-and-collect is probably the most profound example. But for the most part, it's still
up to shoppers to bring e-commerce with
them (on their smartphones) when they come
to the store.
What impact will Amazon.com's private
labels have in the CPG space?
SARAH GLEASON: Huge. No one really knows
[the product] is private label and, in many cases, thinks it is just a lesser-known brand. But
if Amazon carries it, it must be OK and the
price is good.
RICH BUTWINICK: Brands can no longer just
view Amazon as a sales channel. It is now a
competitor with a bigger membership base
than any of the established club stores.
Have you changed your marketing
activity to account for Millennials?
BRACE: For some reason, we feel Millennials
are an entirely new species, behaving in ways
completely different from all other generations. What Millennials have finally made clear
is that human beings are motivated by emotion
first, then logic. This has always been the case.
JONES: It's a chicken-and-the-egg question.
Which came first: mobile, data, geo-targeting,
CEO & chief
Julie Quick, SVP,
head of insights
global CEO, PRS In
JANUARY 2017 SHOPPER MARKETING