Shopper Marketing - August 2017 - 78
WHO'S WHO IN SHOPPER MARKETING
to build one-to-one multichannel personalization. It's been a great challenge developing
these capabilities and creating meaningful
one-to-one consumer connections through
And in terms of your current role, what's
NORMAN: The way we can analyze the effectiveness of everything we do using test
versus control or matched-panel analytics.
This truly validates the success of our campaigns to the organization leadership team.
What about shopper marketing keeps you
up at night?
NORMAN: Technology and relevancy.
Can you explain?
NORMAN: Delivering the right innovation
and new capabilities to serve our consumers better, all while staying very relevant to
them and meeting their needs.
What's your vision of retail in 5-10 years?
NORMAN: Service, fresh, price and convenience will continue to be top priorities.
Staying authentic and genuinely invested in
customers will be critically important as the
emotional connection to our brand is vital
to growth. Providing ease of shopping - instore or through mobile - will no longer be
What about shopper marketing and
NORMAN: Both will continue to rise in im78
y SHOPPER MARKETING AUGUST 2017
portance. The industry will shift toward a
heavier digital focus and must be fully integrated into e-commerce as well as in-store.
How has shopper marketing moved
forward in the past decade?
NORMAN: It's way more than just ad and
display. We have to create a unique, exciting
multichannel experience for consumers that
delivers on the overarching strategy and
reaches back to our brand.
Do you see hurdles and challenges?
NORMAN: Every Food Lion action must be
linked to customer insights and mindsets,
and fully connecting that to merchandising,
category and pricing execution is extremely
valuable. Adapting quickly to the real-time,
on-demand, dynamic world we live in must
be inside our planning and roadmap. We
can't get too comfortable with the status
How are you working to meet shoppers'
NORMAN: We're leveraging all our media
assets and our multiple channels. We want
to reach consumers through the channel in
which they prefer to communicate with our
What excites you about the future?
NORMAN: New capabilities for engaging
customers - all while growing loyalty. With
more access to enhanced analytics, we have
resources to produce measurable results.