Shopper Marketing - July 2017 - 40

FEATURE | HOME IMPROVEMENT CHANNELS

past," she says.
Customers for appliances and other
big-ticket items often visit the store multiple times before purchasing, and stores
and brands must be prepared to deliver
experiences wherever they are on the
shopping journey, says Stacey Rubin, senior vice president, accounts, for Catapult Marketing and leader of the Whirlpool account. "We never know which trip
they're on," she says. "It's not like they're
there for a weekly stock-up trip."
Often the first trip is about relearning the category, since it has probably

changed considerably since they last shopped it.
The second trip is about active evaluation, learning the features and benefits. The third trip might
be the moment of purchase. And then they might
return again for an additional feature, like adding
a water filter to a refrigerator, Rubin says.
Jason West looks at it much the same way.
"Consumers are in and out of these stores -
they may be ready to buy, they may not," he
says. "They may research online, they may
shop online, but at some point they're going
to be in the store."
40

y SHOPPER MARKETING JULY 2017

Are Stores Amazon-Proof?
Brick-and-mortar stores in the home center channel seemingly have a brighter future than those
in other channels, Rubin says, and the reasons
are fairly intuitive. "People want to touch and
feel appliances, particularly things that are smartconnected," she says. "They need that assisted
experience in-store."
In addition to the consulting help from store
associates, brick-and-mortar stores provide the
ability to envision products in the home, says
Rachel Olson, senior shopper marketing man-



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

Contents
Shopper Marketing - July 2017 - Intro
Shopper Marketing - July 2017 - 1
Shopper Marketing - July 2017 - 2
Shopper Marketing - July 2017 - 3
Shopper Marketing - July 2017 - Contents
Shopper Marketing - July 2017 - 5
Shopper Marketing - July 2017 - 6
Shopper Marketing - July 2017 - 7
Shopper Marketing - July 2017 - 8
Shopper Marketing - July 2017 - 9
Shopper Marketing - July 2017 - 10
Shopper Marketing - July 2017 - 11
Shopper Marketing - July 2017 - 12
Shopper Marketing - July 2017 - 13
Shopper Marketing - July 2017 - 14
Shopper Marketing - July 2017 - 15
Shopper Marketing - July 2017 - 16
Shopper Marketing - July 2017 - 17
Shopper Marketing - July 2017 - 18
Shopper Marketing - July 2017 - 19
Shopper Marketing - July 2017 - 20
Shopper Marketing - July 2017 - 21
Shopper Marketing - July 2017 - 22
Shopper Marketing - July 2017 - 23
Shopper Marketing - July 2017 - 24
Shopper Marketing - July 2017 - 25
Shopper Marketing - July 2017 - 26
Shopper Marketing - July 2017 - 27
Shopper Marketing - July 2017 - 28
Shopper Marketing - July 2017 - 29
Shopper Marketing - July 2017 - 30
Shopper Marketing - July 2017 - 31
Shopper Marketing - July 2017 - 32
Shopper Marketing - July 2017 - 33
Shopper Marketing - July 2017 - 34
Shopper Marketing - July 2017 - 35
Shopper Marketing - July 2017 - 36
Shopper Marketing - July 2017 - 37
Shopper Marketing - July 2017 - 38
Shopper Marketing - July 2017 - 39
Shopper Marketing - July 2017 - 40
Shopper Marketing - July 2017 - 41
Shopper Marketing - July 2017 - 42
Shopper Marketing - July 2017 - 43
Shopper Marketing - July 2017 - 44
Shopper Marketing - July 2017 - 45
Shopper Marketing - July 2017 - 46
Shopper Marketing - July 2017 - 47
Shopper Marketing - July 2017 - 48
Shopper Marketing - July 2017 - 49
Shopper Marketing - July 2017 - 50
Shopper Marketing - July 2017 - 51
Shopper Marketing - July 2017 - 52
Shopper Marketing - July 2017 - 53
Shopper Marketing - July 2017 - 54
Shopper Marketing - July 2017 - 55
Shopper Marketing - July 2017 - 56
Shopper Marketing - July 2017 - 57
Shopper Marketing - July 2017 - 58
Shopper Marketing - July 2017 - 59
Shopper Marketing - July 2017 - 60
Shopper Marketing - July 2017 - 61
Shopper Marketing - July 2017 - 62
Shopper Marketing - July 2017 - 63
Shopper Marketing - July 2017 - 64
Shopper Marketing - July 2017 - 65
Shopper Marketing - July 2017 - 66
Shopper Marketing - July 2017 - 67
Shopper Marketing - July 2017 - 68
Shopper Marketing - July 2017 - 69
Shopper Marketing - July 2017 - 70
Shopper Marketing - July 2017 - 71
Shopper Marketing - July 2017 - 72
Shopper Marketing - July 2017 - 73
Shopper Marketing - July 2017 - 74
Shopper Marketing - July 2017 - 75
Shopper Marketing - July 2017 - 76
Shopper Marketing - July 2017 - 77
Shopper Marketing - July 2017 - 78
Shopper Marketing - July 2017 - 79
Shopper Marketing - July 2017 - 80
Shopper Marketing - July 2017 - 81
Shopper Marketing - July 2017 - 82
Shopper Marketing - July 2017 - 83
Shopper Marketing - July 2017 - 84
Shopper Marketing - July 2017 - 85
Shopper Marketing - July 2017 - 86
Shopper Marketing - July 2017 - 87
Shopper Marketing - July 2017 - 88
Shopper Marketing - July 2017 - 89
Shopper Marketing - July 2017 - 90
Shopper Marketing - July 2017 - 91
Shopper Marketing - July 2017 - 92
Shopper Marketing - July 2017 - 93
Shopper Marketing - July 2017 - 94
Shopper Marketing - July 2017 - 95
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