Shopper Marketing - August 2017 - 36

WHO'S WHO IN SHOPPER MARKETING

create activation plans in support of the
brand objectives.
Tell us about something you're currently
working on.
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
36

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
meet it?
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
change.



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

Contents
Shopper Marketing - August 2017 - Intro
Shopper Marketing - August 2017 - 1
Shopper Marketing - August 2017 - 2
Shopper Marketing - August 2017 - 3
Shopper Marketing - August 2017 - Contents
Shopper Marketing - August 2017 - 5
Shopper Marketing - August 2017 - 6
Shopper Marketing - August 2017 - 7
Shopper Marketing - August 2017 - 8
Shopper Marketing - August 2017 - 9
Shopper Marketing - August 2017 - 10
Shopper Marketing - August 2017 - 11
Shopper Marketing - August 2017 - 12
Shopper Marketing - August 2017 - 13
Shopper Marketing - August 2017 - 14
Shopper Marketing - August 2017 - 15
Shopper Marketing - August 2017 - 16
Shopper Marketing - August 2017 - 17
Shopper Marketing - August 2017 - 18
Shopper Marketing - August 2017 - 19
Shopper Marketing - August 2017 - 20
Shopper Marketing - August 2017 - 21
Shopper Marketing - August 2017 - 22
Shopper Marketing - August 2017 - 23
Shopper Marketing - August 2017 - 24
Shopper Marketing - August 2017 - 25
Shopper Marketing - August 2017 - 26
Shopper Marketing - August 2017 - 27
Shopper Marketing - August 2017 - 28
Shopper Marketing - August 2017 - 29
Shopper Marketing - August 2017 - 30
Shopper Marketing - August 2017 - 31
Shopper Marketing - August 2017 - 32
Shopper Marketing - August 2017 - 33
Shopper Marketing - August 2017 - 34
Shopper Marketing - August 2017 - 35
Shopper Marketing - August 2017 - 36
Shopper Marketing - August 2017 - 37
Shopper Marketing - August 2017 - 38
Shopper Marketing - August 2017 - 39
Shopper Marketing - August 2017 - 40
Shopper Marketing - August 2017 - 41
Shopper Marketing - August 2017 - 42
Shopper Marketing - August 2017 - 43
Shopper Marketing - August 2017 - 44
Shopper Marketing - August 2017 - 45
Shopper Marketing - August 2017 - 46
Shopper Marketing - August 2017 - 47
Shopper Marketing - August 2017 - 48
Shopper Marketing - August 2017 - 49
Shopper Marketing - August 2017 - 50
Shopper Marketing - August 2017 - 51
Shopper Marketing - August 2017 - 52
Shopper Marketing - August 2017 - 53
Shopper Marketing - August 2017 - 54
Shopper Marketing - August 2017 - 55
Shopper Marketing - August 2017 - 56
Shopper Marketing - August 2017 - 57
Shopper Marketing - August 2017 - 58
Shopper Marketing - August 2017 - 59
Shopper Marketing - August 2017 - 60
Shopper Marketing - August 2017 - 61
Shopper Marketing - August 2017 - 62
Shopper Marketing - August 2017 - 63
Shopper Marketing - August 2017 - 64
Shopper Marketing - August 2017 - 65
Shopper Marketing - August 2017 - 66
Shopper Marketing - August 2017 - 67
Shopper Marketing - August 2017 - 68
Shopper Marketing - August 2017 - 69
Shopper Marketing - August 2017 - 70
Shopper Marketing - August 2017 - 71
Shopper Marketing - August 2017 - 72
Shopper Marketing - August 2017 - 73
Shopper Marketing - August 2017 - 74
Shopper Marketing - August 2017 - 75
Shopper Marketing - August 2017 - 76
Shopper Marketing - August 2017 - 77
Shopper Marketing - August 2017 - 78
Shopper Marketing - August 2017 - 79
Shopper Marketing - August 2017 - 80
Shopper Marketing - August 2017 - 81
Shopper Marketing - August 2017 - 82
Shopper Marketing - August 2017 - 83
Shopper Marketing - August 2017 - 84
Shopper Marketing - August 2017 - 85
Shopper Marketing - August 2017 - 86
Shopper Marketing - August 2017 - 87
Shopper Marketing - August 2017 - 88
Shopper Marketing - August 2017 - 89
Shopper Marketing - August 2017 - 90
Shopper Marketing - August 2017 - 91
Shopper Marketing - August 2017 - 92
Shopper Marketing - August 2017 - 93
Shopper Marketing - August 2017 - 94
Shopper Marketing - August 2017 - 95
Shopper Marketing - August 2017 - 96
Shopper Marketing - August 2017 - 97
Shopper Marketing - August 2017 - 98
Shopper Marketing - August 2017 - 99
Shopper Marketing - August 2017 - 100
Shopper Marketing - August 2017 - 101
Shopper Marketing - August 2017 - 102
Shopper Marketing - August 2017 - 103
Shopper Marketing - August 2017 - 104
Shopper Marketing - August 2017 - 105
Shopper Marketing - August 2017 - 106
Shopper Marketing - August 2017 - 107
Shopper Marketing - August 2017 - 108
Shopper Marketing - August 2017 - 109
Shopper Marketing - August 2017 - 110
Shopper Marketing - August 2017 - 111
Shopper Marketing - August 2017 - 112
Shopper Marketing - August 2017 - 113
Shopper Marketing - August 2017 - 114
Shopper Marketing - August 2017 - 115
Shopper Marketing - August 2017 - 116
Shopper Marketing - August 2017 - 117
Shopper Marketing - August 2017 - 118
Shopper Marketing - August 2017 - 119
Shopper Marketing - August 2017 - 120
Shopper Marketing - August 2017 - 121
Shopper Marketing - August 2017 - 122
Shopper Marketing - August 2017 - 123
Shopper Marketing - August 2017 - 124
Shopper Marketing - August 2017 - 125
Shopper Marketing - August 2017 - 126
Shopper Marketing - August 2017 - 127
Shopper Marketing - August 2017 - 128
Shopper Marketing - August 2017 - 129
Shopper Marketing - August 2017 - 130
Shopper Marketing - August 2017 - 131
Shopper Marketing - August 2017 - 132
Shopper Marketing - August 2017 - 133
Shopper Marketing - August 2017 - 134
Shopper Marketing - August 2017 - 135
Shopper Marketing - August 2017 - 136
Shopper Marketing - August 2017 - 137
Shopper Marketing - August 2017 - 138
Shopper Marketing - August 2017 - 139
Shopper Marketing - August 2017 - 140
Shopper Marketing - August 2017 - 141
Shopper Marketing - August 2017 - 142
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
https://www.nxtbook.com/nxtbooks/ptp/sm_201408
https://www.nxtbook.com/nxtbooks/ptp/sm_201407
https://www.nxtbook.com/nxtbooks/ptp/sm_201406
https://www.nxtbook.com/nxtbooks/ptp/sm_201405
https://www.nxtbook.com/nxtbooks/ptp/sm_201404
https://www.nxtbook.com/nxtbooks/ptp/sm_201403
https://www.nxtbook.com/nxtbooks/ptp/sm_201402
https://www.nxtbook.com/nxtbooks/ptp/sm_201401
https://www.nxtbook.com/nxtbooks/ptp/sm_201312
https://www.nxtbook.com/nxtbooks/ptp/sm_201311
https://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
https://www.nxtbook.com/nxtbooks/ptp/sm_201310
https://www.nxtbook.com/nxtbooks/ptp/sm_201309
https://www.nxtbook.com/nxtbooks/ptp/sm_201308
https://www.nxtbook.com/nxtbooks/ptp/sm_201307
https://www.nxtbookmedia.com