Shopper Marketing - June 2017 - 49

"Developing content that is personalized,
relevant and that will engage consumers across
channels, including all retailers and devices, is
a high priority," Palus says of her current projects. "We are also focusing on capturing, connecting and leveraging data to activate our
brand lovers."
Digital marketing and shopper marketing
teams at Bissell meet regularly to not only
identify and implement promotions but also
to share and test new ideas and tactics. Conferences, seminars and meetings with vendors
keep team members up-to-date with digital
best practices, services and products. "In addition, I actively try new technologies and user
experiences as a consumer," Palus says.
When it comes to the next big industry disrupter, she points to virtual reality. Imagine
mobile-enhanced virtual reality experiences
and v-commerce once more consumers have
their own VR headsets, Palus says.
New shopping models such as subscription
services (Birchbox, Blue Apron) and one-time
rentals like Rent the Runway will further disrupt
what was once traditional shopping. "We have
and will continue to see increases in immersive
shopping experiences, both offline and online,
that are highly engaging, customized and interactive," Palus says.
The advances and opportunities still to be explored with mobile also excite her, as does shoppers' increasing use of mobile payment solutions.
"The amount of people who research a product
online via a mobile device while in-store and/or

purchased an item online from their mobile device while shopping in a store is growing rapidly,
so brands and retailers need to optimize and
facilitate these mobile-based researching and
shopping behaviors to keep up with, and stay
ahead of, consumer behavior," Palus says.
She thinks successful marketers are doing the
same with beacons and geofencing - finding
ways to activate shoppers wherever and whenever and for whatever they want to purchase,
both offline and online. With some shoppers
not in favor of the push strategy, Palus says companies need to be judicious in serving offers
and creating a high degree of personalization.
The amount of information available can
help with that high-level customization, and
it's one of the things that keeps Palus excited
about the industry. The ability to collect, analyze and leverage a vast amount of data to improve performance or customize interactions is
one of the primary reasons she says she enjoys
working in the digital and e-commerce spaces.
Motivation comes from constantly testing and
learning new technology and data-marketing
tactics to engage consumers and meet business
goals. Palus never stops pondering ways the
company can improve: How can Bissell elevate
both offline and online consumer experiences?
How can the company better measure attribution and increase media and marketing effectiveness? What unique experiences, products and
services can it offer consumers?
"I love that the world of digital is constantly
changing - never a dull moment," Palus says.
JUNE 2017 SHOPPER MARKETING y

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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
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