Shopper Marketing - August 2017 - 36
WHO'S WHO IN SHOPPER MARKETING
create activation plans in support of the
Tell us about something you're currently
REINER: As a company, we're working on
year two of what we call our adult fruit cup
launch with the introduction of a plastic
fruit cup called Fruit & Chia. We're excited
about it because it's a new segment within
the plastic fruit cup category.
From a shopper marketing perspective,
we're obviously focused on driving awareness and trial of the new product with our
retail partners. It's a unique opportunity to
bring some new users into the category.
We're seeing some good initial results in
bringing consumers who are healthy snackers into center store.
Most of your recent roles had a large
focus on shopper marketing. How have
you seen shopper marketing move
forward during that time?
REINER: Organizations have a better understanding of what shopper marketing is
and the impact it can have on business results. Also, shopper behavior continues to
change, and this is being driven by technology and the digital proliferation out there.
It's changing how we do shopper marketing. It feels like we're almost always in a
test-and-learn mode, and we're just trying
to figure out where the consumer is going
to go next.
How do you see this growing pace of
change affect the work that you do?
REINER: It's really demanding more of
y SHOPPER MARKETING AUGUST 2017
shopper marketers in terms of our expertise and knowledge. We need to be wellrounded marketers and understand digital
and even media to optimize and build the
right marketing plans.
What about shoppers? What do you see
as their greatest need today, and how
are you and your organization working to
REINER: I think it's how you make the
consumers' lives easier. That's been a key
theme for many years. It's always at the
top of the consumer or shopper research
we do. We'll need to continue to identify
ideas that provide solutions. And from our
perspective, to make meal planning and
meal prep easier for the consumer. Then
that really needs to evolve to include the
shopping process as well so it becomes a
seamless experience. I think there are a lot
of opportunities there, and we haven't really cracked the code on that yet.
What has been the best development
you've seen in shopper marketing over
your 15 years in the discipline?
REINER: It's been great to see the evolution of shopper marketing. It has attained
a certain level of respect, which is great to
see. I've also personally had the opportunity to work on a lot of different brands.
That has given me the perspective that
you really can take your ideas and your
vision and bring them forward into reality. With breadth of experience, you learn
the possibilities in terms of driving specific