Shopper Marketing - April 2017 - 81

Lovegrove says. During the
past several years, the omnichannel reality has gradually been overlaid on those
teams, he says.
"We don't look at it through
the lens of shopping, we look
at it from the lens of buying,"
Lovegrove says. "What is the
motivating factor for purchase? Then we create seamless programs and brand experiences built around the
shopper."
TracyLocke's leaders think
agencies can use the same philosophy, tools
and discipline no matter whether the brand client is a candy bar, a computer or a car, Lovegrove says. "The definition of the shopper may
change, but the behavioral science of buying a
product stays the same for us," he says.
TracyLocke has been around for about a
century, but even in the decades when it was
primarily defined as an advertising agency, the
firm followed the dictates of then-chairman,
CEO and president Morris Hite that "everything we do is designed to motivate people
to buy," Lovegrove says. "We build tools and
products underneath to pay off that purpose.
It's changed over time because it's reacted to
the marketplace."
The agency has established a Design Collective, an innovative studio model to help clients execute content demands at retail speed.

TracyLocke also has created
an Empathy Lab, an environment that allows shopper marketers to speak with
shoppers in real time to gain
insights and empathy to help
create strategy.
The industry typically operates under the principle
that 80% of work can be categorized as executional and
20% innovative, with the latter including social engagement, custom content and
Photo by Mark Conrad
otherwise using technology
in a provocative way, Lovegrove says. To best
serve the client, he says, "you should try to
push that toward 75-25, or 70-30."
In the coming years, physical retail stores will
be used more for education and experience,
and less for purchases, although Lovegrove
wishes he could have it both ways. "My issue
with Amazon or anything like that is that when
I decide I want to buy something, I want it immediately," he says. "I want instant gratification, but [stores] don't have the inventory. I
would love those things to come together."
Customer shopping habits will keep changing with each successive generation, Lovegrove says, and brands and retailers will have to
react. "They're not going to buy things the way
I want to buy them," he says of post-Millennials, born in the 2000s. "There's going to be a lot
of evolution."
APRIL 2017 SHOPPER MARKETING y

81



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
Shopper Marketing - April 2017 - 12
Shopper Marketing - April 2017 - 13
Shopper Marketing - April 2017 - 14
Shopper Marketing - April 2017 - 15
Shopper Marketing - April 2017 - 16
Shopper Marketing - April 2017 - 17
Shopper Marketing - April 2017 - 18
Shopper Marketing - April 2017 - 19
Shopper Marketing - April 2017 - 20
Shopper Marketing - April 2017 - 21
Shopper Marketing - April 2017 - 22
Shopper Marketing - April 2017 - 23
Shopper Marketing - April 2017 - 24
Shopper Marketing - April 2017 - 25
Shopper Marketing - April 2017 - 26
Shopper Marketing - April 2017 - 27
Shopper Marketing - April 2017 - 28
Shopper Marketing - April 2017 - 29
Shopper Marketing - April 2017 - 30
Shopper Marketing - April 2017 - 31
Shopper Marketing - April 2017 - 32
Shopper Marketing - April 2017 - 33
Shopper Marketing - April 2017 - 34
Shopper Marketing - April 2017 - 35
Shopper Marketing - April 2017 - 36
Shopper Marketing - April 2017 - 37
Shopper Marketing - April 2017 - 38
Shopper Marketing - April 2017 - 39
Shopper Marketing - April 2017 - 40
Shopper Marketing - April 2017 - 41
Shopper Marketing - April 2017 - 42
Shopper Marketing - April 2017 - 43
Shopper Marketing - April 2017 - 44
Shopper Marketing - April 2017 - 45
Shopper Marketing - April 2017 - 46
Shopper Marketing - April 2017 - 47
Shopper Marketing - April 2017 - 48
Shopper Marketing - April 2017 - 49
Shopper Marketing - April 2017 - 50
Shopper Marketing - April 2017 - 51
Shopper Marketing - April 2017 - 52
Shopper Marketing - April 2017 - 53
Shopper Marketing - April 2017 - 54
Shopper Marketing - April 2017 - 55
Shopper Marketing - April 2017 - 56
Shopper Marketing - April 2017 - 57
Shopper Marketing - April 2017 - 58
Shopper Marketing - April 2017 - 59
Shopper Marketing - April 2017 - 60
Shopper Marketing - April 2017 - 61
Shopper Marketing - April 2017 - 62
Shopper Marketing - April 2017 - 63
Shopper Marketing - April 2017 - 64
Shopper Marketing - April 2017 - 65
Shopper Marketing - April 2017 - 66
Shopper Marketing - April 2017 - 67
Shopper Marketing - April 2017 - 68
Shopper Marketing - April 2017 - 69
Shopper Marketing - April 2017 - 70
Shopper Marketing - April 2017 - 71
Shopper Marketing - April 2017 - 72
Shopper Marketing - April 2017 - 73
Shopper Marketing - April 2017 - 74
Shopper Marketing - April 2017 - 75
Shopper Marketing - April 2017 - 76
Shopper Marketing - April 2017 - 77
Shopper Marketing - April 2017 - 78
Shopper Marketing - April 2017 - 79
Shopper Marketing - April 2017 - 80
Shopper Marketing - April 2017 - 81
Shopper Marketing - April 2017 - 82
Shopper Marketing - April 2017 - 83
Shopper Marketing - April 2017 - 84
Shopper Marketing - April 2017 - 85
Shopper Marketing - April 2017 - 86
Shopper Marketing - April 2017 - 87
Shopper Marketing - April 2017 - 88
Shopper Marketing - April 2017 - 89
Shopper Marketing - April 2017 - 90
Shopper Marketing - April 2017 - 91
Shopper Marketing - April 2017 - 92
Shopper Marketing - April 2017 - 93
Shopper Marketing - April 2017 - 94
Shopper Marketing - April 2017 - 95
Shopper Marketing - April 2017 - 96
Shopper Marketing - April 2017 - 97
Shopper Marketing - April 2017 - 98
Shopper Marketing - April 2017 - 99
Shopper Marketing - April 2017 - 100
Shopper Marketing - April 2017 - 101
Shopper Marketing - April 2017 - 102
Shopper Marketing - April 2017 - 103
Shopper Marketing - April 2017 - 104
Shopper Marketing - April 2017 - 105
Shopper Marketing - April 2017 - 106
Shopper Marketing - April 2017 - 107
Shopper Marketing - April 2017 - 108
Shopper Marketing - April 2017 - 109
Shopper Marketing - April 2017 - 110
Shopper Marketing - April 2017 - 111
Shopper Marketing - April 2017 - 112
Shopper Marketing - April 2017 - 113
Shopper Marketing - April 2017 - 114
Shopper Marketing - April 2017 - 115
Shopper Marketing - April 2017 - 116
Shopper Marketing - April 2017 - 117
Shopper Marketing - April 2017 - 118
Shopper Marketing - April 2017 - 119
Shopper Marketing - April 2017 - 120
Shopper Marketing - April 2017 - 121
Shopper Marketing - April 2017 - 122
Shopper Marketing - April 2017 - 123
Shopper Marketing - April 2017 - 124
Shopper Marketing - April 2017 - 125
Shopper Marketing - April 2017 - 126
Shopper Marketing - April 2017 - 127
Shopper Marketing - April 2017 - 128
Shopper Marketing - April 2017 - 129
Shopper Marketing - April 2017 - 130
Shopper Marketing - April 2017 - 131
Shopper Marketing - April 2017 - 132
Shopper Marketing - April 2017 - 133
Shopper Marketing - April 2017 - 134
Shopper Marketing - April 2017 - 135
Shopper Marketing - April 2017 - 136
Shopper Marketing - April 2017 - 137
Shopper Marketing - April 2017 - 138
Shopper Marketing - April 2017 - 139
Shopper Marketing - April 2017 - 140
Shopper Marketing - April 2017 - 141
Shopper Marketing - April 2017 - 142
Shopper Marketing - April 2017 - 143
Shopper Marketing - April 2017 - 144
Shopper Marketing - April 2017 - 145
Shopper Marketing - April 2017 - 146
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com