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Pair of marketing mavens deliver keynote around ‘Shared Media’

BY Michael Johnsen

CHICAGO — There’s a new way to think outside of the box — by placing both the retailer and supplier in the same marketing sandbox in an effort to generate collaborative marketing campaigns. In other words, “Shared Media.”

Two savvy marketers will spell out the sweet spot of brand and retail collaboration here, at the Shopper Marketing Expo, next week, at the Chicago Navy Pier. Keynote speakers Jocelyn Wong, chief marketing officer of Family Dollar, and Alison Lewis, SVP marketing North America for the Coca-Cola Co., will help explain how traditional marketing models may be replaced by a new, higher form of collaboration between enlightened retailers and manufacturers — a model where partners develop a common audience in an effort to drive trips and induce trial.

When executed effectively, this strategic approach to shopper communications along the entire path to purchase can help to transform the shopping experience.

In addition to clearly identifying what is meant by “shared media,” Wong and Lewis will also help to connect the dots between manufacturer objectives and a retailer’s traffic and conversion goals.

Family Dollar is no stranger to a shared media concept. Last year, Family Dollar partnered with a number of suppliers — Coca-Cola, Kimberly Clark and Unilever to name a few — in an effort to raise consumer awareness around the number of mainstream brands they’d find on Family Dollar shelves, all priced for value.

The promotion — “Spice up Your Summer Fun” — helped drive awareness, trips and basket size for Family Dollar.

Since that campaign, Family Dollar has added a marketing superstar in Wong as chief marketing officer and SVP marketing. Before joining Family Dollar, Wong served as group VP shopper marketing for Safeway, where she led the creation of a newly formed shopper marketing organization. Wong’s areas of responsibility at Safeway included marketing planning, loyalty marketing, regional marketing, health and wellness marketing, improving the in-store experience and CPG partnership development. In her prior 13 years with Procter and Gamble, Wong held a variety of roles, beginning as a chemical engineer and ending in oral care brand management.

Lewis is another marketing all-star. At Coca-Cola, Lewis oversees brand growth and customer value, delivered through consumer insights, integrated marketing communication, sports and entertainment marketing, innovation and digital platforms and multicultural marketing across the company. In 2011, Advertising Age presented the Marketer of the Year award to Lewis and her marketing team. Previously, she was president and general manager for Odwalla, a natural health beverage company that is a wholly owned subsidiary of the Coca-Cola Co. Her career with Coca-Cola began in 1996 when she joined the company as senior brand manager for Diet Coke. 

The Shopper Marketing Expo is slated for Oct. 8 to 10 at Chicago’s Navy Pier. For more information, visit ShopperMarketExpo.com.

 

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Best-in-Class Shopper Marketing from Around the World

BY Antoinette Alexander

CHICAGO — It is no secret that marketing is undergoing tremendous change as technology, mobile, social media and increased consumer demand is forcing the industry to reinvent itself. The thirst for real-time data, greater personalization and customization is revamping shopper marketing — not just here within the United States but around the globe. Creativity has no borders.

To shed light on market nuances, such as shopper drivers and channel-specific challenges, and share insights on global business conditions and retailer opportunities, a high-impact group of industry leaders will convene to co-host the “Best-in-Class Shopper Marketing from Around the World” symposium on Oct. 8, at the 2013 Shopper Marketing Expo, here, at the Navy Pier. The symposium is just one part of a powerful program of speakers and topics lined up for the event, now in its 19th year.

Following an introduction by Geometry Global chief strategy officer Jonathan Dodd — who will discuss the “Purchase Decision Journey” as a framework for mapping behavior and understanding shopper needs and motivations — executives from Coca-Cola, Unilever and Geometry Global will bring to life pivotal case studies from the soon-to-be-published book, “Global Perspectives on Shopper Marketing,” which is scheduled for release in November. The book examines shopper-marketing programs executed between 2010 and 2013, highlighting examples of companies that successfully translated shopper insights into collaborative actions at home and abroad.

Julie Watson, VP shopper and customer marketing for Unilever, and Kathy O’Brien, VP marketing to shoppers for Unilever, will discuss how bringing hairdressers in stores helped propel a hair care brand to No. 1 in Brazilian supermarkets; how grouping home care cleaning products together was a win-win in Turkey; and how a beauty brand created a worldwide self-esteem initiative.

Scott McCallum, president of shopper marketing North America at Geometry Global, will discuss how one retailer with a reputation for operating gigantic stores found the right fit with German apartment dwellers; and how innovation and adaptation revolutionized the entrenched world of England’s public houses.

Following a review of some case studies, Tim Barnes, chief strategy officer at Fabric Worldwide, will discuss the critical role big data sources play in the shopper experience, and Kantar Retail will provide a look into the future at shopper marketing in 2020.
The powerful, five-part program will wrap up with a lively panel discussion on trends and issues in shopper marketing around the world. Peter Hoyt, executive director and CEO of Path to Purchase Institute, and Gwen Morrison, co-CEO of The Store, WPP’s Global Retail Practice, will moderate the discussion.

All attendees of the Oct. 8 symposium will receive an advance copy of “Global Perspectives on Shopper Marketing.”

The Shopper Marketing Expo is slated for Oct. 8 to 10 at Chicago’s Navy Pier. For more information, visit ShopperMarketExpo.com.

 

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Bartells to open latest ‘next generation’ store

BY Alaric DeArment

SEATTLE — A new store set to open in a Seattle neighborhood will be one of the largest in the Bartell Drugs chain, the Seattle-based pharmacy retailer said Tuesday.

Bartells said the 16,085-sq. ft. store, located in the Greenwood neighborhood, would be in the 61-store chain’s "next generation" format, and would include "Urban Market," "Sweets and Snacks" and "Beauty" sections, as well as an enlarged, full-service pharmacy and a "Greenwood Growler Station" offering six regionally produced beers.

The store, in a former Blockbuster Video location and adjacent to the current Greenwood store, will open on Oct. 13. The grand opening, scheduled for Oct. 26, will mark Bartell’s 80th year of operation in Greenwood and the nearby neighborhood of Phinney Ridge.

 

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