Shopper/Commerce Marketing Committee

Description & Purpose
Regardless of what industry you are in, or what titles your organization uses, this committee is for you if you help align the buying journey with your direct and indirect sales channels. 

We recognize that a true win-win-win for manufacturer, sales channel, and consumer / shopper requires insights, collaborative planning and solutions between the product/service and the sales channel (i.e. retail, e-Commerce, mCommerce, direct-to-consumer, etc.) regardless of whether your business is shoes, banking, gasoline, mattresses, fitness-as-a-service or staplers.

With the growth of technology, the decrease in attention spans, the 24/7 always-on shopper, and new e-commerce solutions, you are being challenged to create leading integrated commerce experiences while driving growth. Regardless of how you convert sales and delight your customers, we encourage you to join our committee.

The Shopper / Commerce Marketing Committee is for client-side marketer and marketing solutions provider members who help to lead channel, commercial, shopper, e-Commerce, MCommerce or retail marketing focused initiatives. The committee will provide a forum for members to continue to learn and explore and share best practices, and discuss emerging trends in the customer experience, the blending of consumer & shopper insights, and driving ROI via traditional retail, e-commerce, direct-to-consumer and other methods. Plus we’ll have fun.

Discussion Topics:

• Impacting the customer journey
• Maximizing revenue opportunities throughout bricks & mortor, e-com, Direct-to-Consumer, Mobile Commerce and more
• Experiential retail
• Emerging technologies e.g. mobile, social, NFT
• Channel/Retailer/Manufacturer relationships
• Alignment with channel/retailer marketing plans
• Strategic alliance of shopper/commerce marketing within your organization

Committee Chairs:
Fabio Marciano, Director, Digital Marketing, Benjamin Moore & Co.
Esperanza Teasdale, Senior Director, Shopper Marketing, Pepsico 
Risa Crandall, VP Digital, Meredith Corporation 

ANA staff managing the Shopper / Commerce Marketing Committee are Paul Robinson and Annie DeKraker.

Join A Committee
Participation in Brand Activation related Committees is a benefit of ANA Client Side Marketer (CSM) and Marketing Service Provider (MSP) membership. There are no costs to join or attend meetings.

Stay informed with ANA Brand Activation SmartBrief.  Check out summaries of what matters to you, written by expert editors in the key content pillars of brand activation: influencer, commerce, relationship, content, promotion, and experiential marketing. Sign up now!