Shopper Marketing: The Connected Consumer has Killed the Shopper
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SHOPPER MARKETING ERWIN PENLAND PRESENTS FOOD FOR THOUGHT Tim Scholler, SVP Shopper Experience Will Lee, SVP Shopper Marketing Erwin Penland - Proprietary and Confidential
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The Connected Consumer has Killed the Shopper. When it comes to buying, there is no singular Moment of Truth. The purpose of marketing communications is not to sell goods and services –
it’s to minimize buying
and consumption friction. So how do we appeal to this connected consumer and create these transformational experiences?
Transcript of Shopper Marketing: The Connected Consumer has Killed the Shopper
SHOPPERMARKETING
ERWIN PENLAND PRESENTS FOOD FOR THOUGHT
Tim Scholler, SVP Shopper ExperienceWill Lee, SVP Shopper Marketing
Erwin Penland - Proprietary and Confidential
#epfft
Images of hereticsJoan of Arc; Thomas Jefferson; Galileo; Oscar Wilde; Walt Whitman; Darwin
#epfft
Heretics challenge the way we think, but often they weren’t really heretics…just ahead of their time.
#ep!t
The Connected Consumer has Killed the Shopper
Our shopping lists have gone digital, but our behavior still lives with a foot in both the “virtual” and “real” worlds.
When it comes to buying, there is no singular Moment of Truth.
#epfft
It’s a complex, multi-layered and non-linear web of interactions along the path to purchase.
The purpose of marketing communications is not to sell goods and services – it’s to minimize buying and consumption friction.
Today’s shopper marketing objective: frictionless transactions in communication and experiences. Because even typing a password is TOO MUCH WORK!
#epfft
BRANDS
Brands at the center create content for the Connected Consumer to curate.
#epfft
A History Of Our Relationship To Shopping And Buying
1900
1950
2010COMMODITIES BRANDS SERVICE
BRANDSBRANDED
EXPERIENCESTRANSFORMATIONAL
EXPERIENCES
Success involves creating transformational experiences for our Connected Consumers.
So how do we appeal to this connected consumer and create these transformational experiences?
One way is to create new shopping opportunities, occasions and path-to-purchase intersects.
#epfft
Brands are also continually removing friction from the journey – from trial to repeat customers – with “One-click,”™ auto-replenish & same day delivery.
#epfft
eBay NOW
Expectations of immediacy carry thru to the fulfillment channel – creating surprise and delight throughout the purchase experience – like eBay’s one-hour delivery service.
#epfft
PayPal Here™ + iBeacon (SK) @ Macy’sBrands are also merging their brick and mortar presence with your most personal device – giving you a concierge wherever you go, with iBeacon and other mobile tech.
#epfft
Click 2 Brick
And bridging the physical and digital divide by leveraging social currency of demand to curate the in-store buying journey.
Personalized Low friction Branded Experiences
Shopper Marketing Success
+ +
You don't need to be a heretic, just be willing to rethink your traditional approach.
Erwin Penland - Proprietary and Confidential
Food For ThoughtFood For Thought is Erwin Penland's thought leadership platform.
It began six years ago with a three-day annual symposium celebrating the intersection of food, creative thinking, entrepreneurialism and social responsibility through events, discussions and of course, dining.
The fully experiential gathering is crafted to inspire dialogue and debate among prominent entrepreneurs, business leaders and creative thinkers from around the country—showcasing how creativity is paramount to success in every organization, and in fact, in life.
The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations.
For more information:Joe SaracinoChief Marketing O"cerErwin [email protected]
Erwin Penlanderwinpenland.com@erwinpenland on Twitter and Instagramfacebook.com/erwinpenland
Food for Thought Conferencefoodforthoughtconference.com
