Shopper Marketing - June 2017 - 22

PROGRAMS

Shoptology Identifies 'Deadly
Sins' that Limit Collaboration

By Tim Binder

new York - If you know anything about the
discipline of shopper marketing, surely you are
familiar with the term collaboration. And you
probably think collaboration happens all the
time. "Not so much," says Shoptology's Julie
Quick. At least not in the truest sense of the
word: "The action of working with someone to
create something."
"There's an old saying: If I had a penny for every time this industry used the word collaboration, I'd be rich. But if I had $100 for every time
someone actually did it well, I might struggle
to buy you lunch. It's something that gets talked about a lot, but it's something that's not
really well understood or practiced."
Quick, SVP, insights and strategy, presented
alongside Shoptology CEO Charlie Anderson
during a Shopper Marketing Summit seminar
in March.
"Collaboration is good business, and it can
create really big results," Quick said. "But it's
about breaking through, doing something
new or doing something different. It's not a
matter of matching a couple of companies.
Working together doesn't guarantee success."
As shopper marketing evolves and the retailers and brands respond to the fundamental
shifts in shopping that are occurring today,
collaboration is increasingly important. But
there are challenges: "Collaboration is not often owned as a discipline," Anderson said. "It's
22

y SHOPPER MARKETING JUNE 2017

at least as important as any of the other disciplines in getting ideas to market, but it falls
through the cracks."
To understand the challenges, Shoptology
recently talked with multiple industry-leading
executives on the topic of collaboration. The
agency identified multiple "deadly sins" that
are committed and also how marketers can get
on the "road to redemption."
According to Shoptology, here are the deadly sins of collaboration:
Misalignment: You don't have a shared goal
and the desire to create something new. "You
can't start muddily confused and expect to
get magically clear as the process goes along,"
Quick said.
Self-centeredness: You hope to change your
partner through collaboration, and your collaboration is really negotiation in disguise. "Just
that attitude can shut down avenues that might
lead to more creative or even bigger opportunities," Anderson said.
Running in circles: You lack a process for collaboration. "It's surprising how many people
don't have a clear roadmap of how to get to the
finish line," said Quick, offering Shoptology's
Co-Lab process as a way to help.
Stopping short: You won't make the first move
to invest, and you quit before you get to in-



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

Contents
Shopper Marketing - June 2017 - Intro
Shopper Marketing - June 2017 - 1
Shopper Marketing - June 2017 - 2
Shopper Marketing - June 2017 - 3
Shopper Marketing - June 2017 - Contents
Shopper Marketing - June 2017 - 5
Shopper Marketing - June 2017 - 6
Shopper Marketing - June 2017 - 7
Shopper Marketing - June 2017 - 8
Shopper Marketing - June 2017 - 9
Shopper Marketing - June 2017 - 10
Shopper Marketing - June 2017 - 11
Shopper Marketing - June 2017 - 12
Shopper Marketing - June 2017 - 13
Shopper Marketing - June 2017 - 14
Shopper Marketing - June 2017 - 15
Shopper Marketing - June 2017 - 16
Shopper Marketing - June 2017 - 17
Shopper Marketing - June 2017 - 18
Shopper Marketing - June 2017 - 19
Shopper Marketing - June 2017 - 20
Shopper Marketing - June 2017 - 21
Shopper Marketing - June 2017 - 22
Shopper Marketing - June 2017 - 23
Shopper Marketing - June 2017 - 24
Shopper Marketing - June 2017 - 25
Shopper Marketing - June 2017 - 26
Shopper Marketing - June 2017 - 27
Shopper Marketing - June 2017 - 28
Shopper Marketing - June 2017 - 29
Shopper Marketing - June 2017 - 30
Shopper Marketing - June 2017 - 31
Shopper Marketing - June 2017 - 32
Shopper Marketing - June 2017 - 33
Shopper Marketing - June 2017 - 34
Shopper Marketing - June 2017 - 35
Shopper Marketing - June 2017 - 36
Shopper Marketing - June 2017 - 37
Shopper Marketing - June 2017 - 38
Shopper Marketing - June 2017 - 39
Shopper Marketing - June 2017 - 40
Shopper Marketing - June 2017 - 41
Shopper Marketing - June 2017 - 42
Shopper Marketing - June 2017 - 43
Shopper Marketing - June 2017 - 44
Shopper Marketing - June 2017 - 45
Shopper Marketing - June 2017 - 46
Shopper Marketing - June 2017 - 47
Shopper Marketing - June 2017 - 48
Shopper Marketing - June 2017 - 49
Shopper Marketing - June 2017 - 50
Shopper Marketing - June 2017 - 51
Shopper Marketing - June 2017 - 52
Shopper Marketing - June 2017 - 53
Shopper Marketing - June 2017 - 54
Shopper Marketing - June 2017 - 55
Shopper Marketing - June 2017 - 56
Shopper Marketing - June 2017 - 57
Shopper Marketing - June 2017 - 58
Shopper Marketing - June 2017 - 59
Shopper Marketing - June 2017 - 60
Shopper Marketing - June 2017 - 61
Shopper Marketing - June 2017 - 62
Shopper Marketing - June 2017 - 63
Shopper Marketing - June 2017 - 64
Shopper Marketing - June 2017 - 65
Shopper Marketing - June 2017 - 66
Shopper Marketing - June 2017 - 67
Shopper Marketing - June 2017 - 68
Shopper Marketing - June 2017 - 69
Shopper Marketing - June 2017 - 70
Shopper Marketing - June 2017 - 71
Shopper Marketing - June 2017 - 72
Shopper Marketing - June 2017 - 73
Shopper Marketing - June 2017 - 74
Shopper Marketing - June 2017 - 75
Shopper Marketing - June 2017 - 76
Shopper Marketing - June 2017 - 77
Shopper Marketing - June 2017 - 78
Shopper Marketing - June 2017 - 79
Shopper Marketing - June 2017 - 80
Shopper Marketing - June 2017 - 81
Shopper Marketing - June 2017 - 82
Shopper Marketing - June 2017 - 83
Shopper Marketing - June 2017 - 84
Shopper Marketing - June 2017 - 85
Shopper Marketing - June 2017 - 86
Shopper Marketing - June 2017 - 87
Shopper Marketing - June 2017 - 88
Shopper Marketing - June 2017 - 89
Shopper Marketing - June 2017 - 90
Shopper Marketing - June 2017 - 91
Shopper Marketing - June 2017 - 92
Shopper Marketing - June 2017 - 93
Shopper Marketing - June 2017 - 94
Shopper Marketing - June 2017 - 95
Shopper Marketing - June 2017 - 96
Shopper Marketing - June 2017 - 97
Shopper Marketing - June 2017 - 98
Shopper Marketing - June 2017 - 99
Shopper Marketing - June 2017 - 100
Shopper Marketing - June 2017 - 101
Shopper Marketing - June 2017 - 102
Shopper Marketing - June 2017 - 103
Shopper Marketing - June 2017 - 104
Shopper Marketing - June 2017 - 105
Shopper Marketing - June 2017 - 106
Shopper Marketing - June 2017 - 107
Shopper Marketing - June 2017 - 108
Shopper Marketing - June 2017 - 109
Shopper Marketing - June 2017 - 110
Shopper Marketing - June 2017 - 111
Shopper Marketing - June 2017 - 112
Shopper Marketing - June 2017 - 113
Shopper Marketing - June 2017 - 114
Shopper Marketing - June 2017 - 115
Shopper Marketing - June 2017 - 116
Shopper Marketing - June 2017 - 117
Shopper Marketing - June 2017 - 118
Shopper Marketing - June 2017 - 119
Shopper Marketing - June 2017 - 120
Shopper Marketing - June 2017 - 121
Shopper Marketing - June 2017 - 122
Shopper Marketing - June 2017 - 123
Shopper Marketing - June 2017 - 124
Shopper Marketing - June 2017 - 125
Shopper Marketing - June 2017 - 126
Shopper Marketing - June 2017 - 127
Shopper Marketing - June 2017 - 128
Shopper Marketing - June 2017 - 129
Shopper Marketing - June 2017 - 130
Shopper Marketing - June 2017 - 131
Shopper Marketing - June 2017 - 132
Shopper Marketing - June 2017 - 133
Shopper Marketing - June 2017 - 134
Shopper Marketing - June 2017 - 135
Shopper Marketing - June 2017 - 136
Shopper Marketing - June 2017 - 137
Shopper Marketing - June 2017 - 138
Shopper Marketing - June 2017 - 139
Shopper Marketing - June 2017 - 140
Shopper Marketing - June 2017 - 141
Shopper Marketing - June 2017 - 142
Shopper Marketing - June 2017 - 143
Shopper Marketing - June 2017 - 144
Shopper Marketing - June 2017 - 145
Shopper Marketing - June 2017 - 146
Shopper Marketing - June 2017 - 147
Shopper Marketing - June 2017 - 148
Shopper Marketing - June 2017 - 149
Shopper Marketing - June 2017 - 150
Shopper Marketing - June 2017 - 151
Shopper Marketing - June 2017 - 152
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