Shopper Marketing - April 2017 - 42

WHO'S WHO | IN SHOPPER MARKETING AGENCIES

ners," he says. "The possibilities that brings
Upshot and its clients makes me even more
motivated."
The term "shopper marketing" first entered
Kristofek's lexicon in the late 1990s when Upshot had the good fortune to work with pathto-purchase pioneer Procter & Gamble. "They
do such a great job of simplifying a very impactful thought, which is, 'OK, we've been doing it this way, and now we're going to focus
on the shopper in this mode,' and spreading
it through their organization, and their retail
customers," Kristofek says.
The shopper marketing services that Upshot provides vary based on a client's sophistication, budget and organizational readiness,
Kristofek says. "Our range of services in the
shopper marketing space starts with insights,
and we do aisle reinvention, omnichannel
commerce and integrated programs," he says.
"Organizational readiness is a big enabler - or
deterrent - to getting stuff done."
Upshot works with brands to make sure
they balance tactical and creative goals
while gearing up for the omnichannel world,
Kristofek says. Some have "too many legacy,
structured silos that are not built for that integrated world," he says.
Upshot restructured internally a couple of
years ago to ensure it provides an integrated
set of services encompassing social, mobile,
digital and in-store, with custom teams that
focus on one client - or sometimes clusters of
clients with similar scopes of work, Kristofek
says. "Our promise, if you will, is to deliver
42

y SHOPPER MARKETING DECEMBER 2016

ideas the way people experience the world,
which is seamlessly," he says. "Departments
are seams. We try to eliminate those."
Clients of Upshot range from category
leaders like Scott's Miracle-Gro that are looking at aisle or total store reinvention; to fairly
sophisticated brands that want to engage in
joint business planning and a fully integrated
campaign; and those that are more executional in their goals and requests, Kristofek
says. "Across all three, e-commerce is on everybody's mind."
Kristofek believes that clients should evaluate their agencies' performance on both qualitative and quantitative fronts. The qualitative
side should include questions like whether
you like working with the agency and its people on a personal level, whether it's easy to
get to the answers you need, and how creative the partnership proves to be.
"The easier side is the quantitative measurements: Are we driving more sales, is there
payout or ROI?" Kristofek says. "It's got to be
balanced."
Going into the future, Kristofek sees retail
stores continuing to play an important role
but like many in the industry, he imagines
them being less about transactions and more
about experiences. "People care about retailers and their place in the community - that's
why you see players like Amazon opening a
physical store," Kristofek says. "Transactions
and sales will continue to shift online, but
retail will continue to a brand's pinnacle experience."



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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