Shopper Marketing - August 2017 - 62
WHO'S WHO IN SHOPPER MARKETING
for a specific brand's users within databases
and run targeted videos to specific segments that drive to a branded offer and
customer-specific, load-to-card or mobile
What's challenging about shopper
Keeping up with not only the speed of
change in today's retail environment, but
trying to stay ahead of it. How do we leverage all these advancements and changes
to remain relevant with our consumers and
shoppers? How do we help our retail partners evolve and stay meaningful?
What does the industry need?
Talent development in the discipline. Shopper marketing as part of an educational curriculum is still in early development, and career paths that include rotations in shopper
marketing are still not common.
How has shopper marketing changed?
It's an evolution in the past 10 years from
its predecessor, customer marketing. Back
then customer marketing was more about
y SHOPPER MARKETING AUGUST 2017
partnering with retailers on their programs.
There was less discussion around who was
shopping there and what their motivations
or situations were.
We understand so much more about the
shopper - who they are, how they act, why
they do what they do, and what problems
and issues they are trying to solve for. The
depth of knowledge and data we have on
shoppers now is tremendous. The challenge
is how to turn that information into action.
Does that keep things exciting?
Yes. We have the opportunity to innovate
and change how we market our brands.
As new technology and new ways of commerce emerge, we have the opportunity to
evolve and innovate alongside it. We can be
Is your leadership supportive?
Definitely. Our leadership at Conagra Brands
consistently tells our whole organization
to have a "startup" mentality, and shopper
marketing is a great spot for that mentality.