Omnichannel Shopper Marketing
Raising the Bar for Best-in-Class Brand Activation
By Matthew Egol Partner, Booz Company
Shopper marketing has been gaining greater CMO
buy-in. Brand-retailer collaborations are up, as are
digital platforms that engage shoppers pre-store, instore and post-purchase. As brands and retailers pursue
capabilities that integrate
end-to-end experiences (digital and live), they raise the
stakes on ensuring that shopper marketing investments
are well-aligned to the broader CMO agenda.
Viewed through this omnichannel lens, the playbook
for shopper marketing needs updating. Historically, shopper marketing builds insights about consumers when
in shopping mode, then uses those to influence
purchase decisions via in-store promotions. Since digital
tools let consumers shop anytime, anywhere, the path to
purchase is no longer linear; an array of touchpoints for driving shopper engagement whenever, wherever consumers choose.
The focus is shifting from individual promotions to
delivering a consistent experience that reinforces key
sources of value. Often, the experience starts online and
is reinforced in-store, bringing an strategy to
To meet its full potential, shopper marketing needs to
be closely linked to broader omnichannel priorities and
better integrated with e-commerce, digital advertising,
owned and earned media, CRM, and customer service.
Omnichannel shopper marketing must leverage insights to
develop stronger content, community, and commerce experiences that engage consumer-shoppers where and how
they want to engage with the with each other.
Booz Company and BAA are defining best
practices for omnichannel shopper marketing through a
series of roundtable executive discussions in several cities;
an online survey; and in-depth interviews across brands,
retailers, agencies, and marketing services providers.
For initial findings, visit www.pmalink.org/booz.
What to Watch: FTC on Dot Com Disclosures
By Linda Goldstein Partner, Manatt, Phelps, Phillips
New revisions to
guide are subtle but
Five details to watch:
1. Use Hyperlinks with Caution.
The revised guide prohibit using
hyperlinks for disclosures, but beware:
hyperlinks be used to disclose
any information integral to the triggering claim, or any basic cost, safety,
and health information. And review
hyperlink labels: FTC expressly vetoed
the common phrases and fine and as
insufficient to convey the importance of
information linked there. In social media: may no longer be sufficient
to disclose that a sponsored message.
to a mobile-optimized version, FTC
expects advertisers to ensure that
disclosures are clear and conspicuous,
regardless of device.
2. Monitor Hyperlinks. FTC
monitor click-throughs or use other
tools to track if consumers are clicking
through to disclosures and spending
time on certain pages. I anticipate
the FTC will consider this in future
enforcement actions when advertisers
try to rely on hyperlinked disclosures.
4. Space Constraints Are No Excuse.
The revised guide shows no tolerance
for space constraints. In view,
if you make necessary disclosures in the available space, then
advertise that offer in that space.
3. Optimize. FTC makes clear it is
responsibility to ensure
disclosures can be easily viewed on
all devices. Unless a website defaults
5. Disclose Early. Recent enforcement actions prove disclosure prior to
purchase is no longer sufficient. FTC
wants material disclosures
before consumers the
to buy. Disclosure on the order page or
before that final click is too late.
www.pmalink.org BRAND ACTIVATION ASSOCIATION