Shopper Marketing - August 2017 - 91
read about a new change, you have to think
about the implications and what is likely to
happen as a result. This is not a time you can
win by annualizing events or doing what has
worked for the last several years.
How has shopper marketing moved
forward in the past decade?
CAMPAIN: Shopper marketing has changed
as retailers and shoppers have changed.
We see shoppers having an unprecedented
number of choices. The number, type and
location of trips are changing. The way they
shop categories and the retailers themselves
also are changing. Historically, CPGs had always been kind of the beacon of insights and
marketing. With the advent of data through
loyalty cards or digital apps, retailers have
more data on their shoppers. Coupled with
marketing sophistication and the ability to
reach shoppers, we've seen retailers not only
act as retailers but also as media in their own
right. That has changed the game.
What is the shopper's greatest need today,
and how are you working to meet that need?
CAMPAIN: Simplicity. Whether it is finding a
customized assortment or seamless checkout experience, consumers' lives are busier
and more complex than ever before. People
want control, they want confidence, and they
want connection. How do we work together
to create those things so we're not creating
solutions for solutions' sake but so we're addressing a problem? Connected commerce
takes a connected culture.
What are hurdles or challenges in shopper
marketing keep you up at night?
CAMPAIN: Figuring out how roles mesh together to create seamless shopping experiences - and ways in which we can collaborate
and be fast and agile - is critical. Shoppers
are not interested in silos at retailers or manufacturers. They expect a seamless experience from start to finish. Shopper marketing
is a function that is well-positioned to knit
together the various functions and touchpoints, and work together to fully leverage
the retail ecosystem and brand assets. That's
also the hardest part of shopper marketing.
What's your vision of retail and shopper
marketing in 5-10 years, and what excites
you most looking into the future?
CAMPAIN: I see a blend of online and brickand-mortar retail, although I do see it evolving beyond what we have today. To me it's
not likely that one or the other will completely
win, but it's about how they will coexist and
complement each other. I also see services
playing a much larger role. With Gen Z coming up, the need for transparency will grow.
Studying the roles of stores, trip types and
values will be critical. It will be interesting to
see how the roles of brand marketing and
shopper marketing continue to complement
each other. The thing that excites me the
most is how unscripted it all is. I don't think
we've ever experienced this much disruption
in our entire lives. We're on a new frontier,
and innovation is required to survive.
AUGUST 2017 SHOPPER MARKETING y