Sunbeam 2015 Annual Report Download - page 14

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Newell Rubbermaid 14 2015 Annual Report
is to find shoppers wherever their path to purchase,
whether they are on mobile devices, shopping in-store
or shopping from home.
Q How does the Shopper Marketing program
tie in with brand marketing?
It starts with Brand Activation. We establish national
messaging and then decide how to commercialize that
across channels. From there, we work with our customer
teams and build out programs, knowing what brands
and campaigns within the Newell portfolio we want to
promote. We work with our retail partners and ask,
“What can this look like for you?” Then, we bring the
promotion together in a collaborative way that meets
their needs and ours. This collaboration helps drive sales
for both parties and represents how Newell can become
the partner of choice for growth as laid out in the Growth
Game Plan.
Q What are the top priorities for your
organization this year?
Our top priorities are to execute with excellence our
commercial and product innovation agenda, service
our customers better and more economically through
improved planning and expand our Win Bigger categories
like Writing and Creative Expression, Rubbermaid
Commercial Products and Food & Beverage across
our international power cells.
CUSTOMERS /
E-COMMERCE
We put consumers first in everything we do. And,
we all know that today’s consumer is increasingly
turning to the Internet to shop, making e-commerce
a critical strategic thrust for us. Since 2011, our point
of sale in e-commerce channels – including pure-
play e-tailers, the dot com sites of our brick and
mortar retailers, and direct-to-consumer – has grown
exponentially, with a nearly 60 percent compound
average annual growth rate. In 2015, we opened a
new global e-commerce hub in New York City, taking
our drive to enhance online analytic capabilities to
the next level. With this move, we set the course for
global e-commerce with an omnichannel approach
for our brands, increasing collaboration and growth
with our customers, fostering new business develop-
ment opportunities and creating a seamless experience
for our consumers. Our strengthened analytics
capability will provide deeper analysis and insights
into digital consumers’ purchase behavior, which is
critical to unlocking this fast-growing opportunity.