Shopper Marketing - April 2017 - 35

By Dan Ochwat

M

uch like shoppers expect a particular size of
diaper to be on the shelf at their local store,
they expect to see the diaper they want in
the digital world along with more packaging options, detailed information about the product and videos.
"The digital shelf allows brands to connect with
shoppers in a more meaningful way through engaging content, direct dialogue and a repository of
relevant information," says Evana Oli, manager of ecommerce and digital shopper marketing at GeorgiaPacific. "It levels the playing field of brands that may
not have a strong presence in brick-and-mortar."
There is a lot of work that goes into getting a
brand's product and information onto a virtual
shelf to be viewed over e-commerce platforms,
mobile apps and more. Consider the elements required for the "digital shelf" - product assortment,
multiple images of a product, videos, descriptions,
ingredients, instructions, ratings, reviews, product
availability, pricing and promotions. Furthermore,
there are the issues of paid search terms, rankings,
tapping into a platform's subscription service or
coupon programs, and all of the ways of driving a
shopper to the digital shelf.
And the digital shelf isn't limited to online purchases. Leslie Danford, senior national account
manager of e-commerce at spirits manufacturer
Beam Suntory, says around 40% of consumers are
researching the company's products online before
or during a visit to a brick-and-mortar store for
purchase.
To uncover the challenges brands face when
managing the increasingly important digital shelf,
Shopper Marketing edited a virtual conversation
with various digital brains.

Our Virtual Roundtable

COURTNEY ACUFF
vice president,
product and
marketing
ItemMaster Inc.

KEITH ANDERSON
vice president,
strategy and insights
Profitero

LESLIE DANFORD
senior national
account manager,
e-commerce
Beam Suntory
EVANA OLI
manager of
e-commerce and
digital shopper
marketing
Georgia-Pacific

NICOLE VINSON
director of digital
The Integer Group
APRIL 2017 SHOPPER MARKETING y

35



Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
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