Media Kit - Shopper Marketing Magazine

Institute Membership League of Leaders
Shopper Marketing Magazine
Forum of Merchandising Executives Path to Purchase Expo Shopper Marketing Summit StratConn Digital Media Custom Publishing Leadership University
TOTAL MARKET COVERAGE WITH READERSHIP THAT MATTERS
THE ONLY PUBLICATION DEDICATED TO THETRENDS
BURGEONING SHOPPER MARKETING INDUSTRY2016
Summit registration:
Registration for the 2016 Shopper
Marketing Summit opened
in
mid-December. The event
will
take place March 15-17
at the
Grand Hyatt New York in
Midtown Manhattan. For more
information and to regsiter,
visit
ShopperSummit.com. Early
bird
rates apply through Jan. 29.
SM
2016
Did Walmart’s February
2015 statement
regarding marketing/promotiona
l
expenditures impact the
way your
company works with the
retailer?
REACTION
18%
REACTION
“There is not a
retailer in the
country more out
of balance than
Walmart.”
YES: 64. 2%
2016
Did Walmart’s June 2015
policy changes
regarding fees for DC/wareho
use/
shelf space impact your
organization?
“It’s been a huge
strain on our
business and
relationship.”
YES: 50.5%
Complete survey results
with Institute analysis,
Consumer
Product
Marketers/
Manufacturers
Page 14
Hot Glue a Natural Fit for Elme
r’s
Vol. 29, No. 8 • August 2016
Expo Registration
for the
2015 product launch tries to make
things simpler
in what brand says is a difficult,
complicated category
By Chris Gelbach
“stringing” of the hot glue,
which can undermine aesthetics
burn the user. So when Elmer’s
or even
decided to launch products
egory, the company focused
in the caton addressing these consumer
COLUMBUS, OHIO — When
with features such as glue
Elmer’s Products looked
sticks that minimize stringing pain points
into adding hot with
glue products to its famous
and glue guns
insulated nozzles and safety
range of glue offerings, its
fuses. “It’s not just safety
research
some interesting findings.
to say it’s
The first insight was a surprise:revealed safer; these actually are features that are
truly relevant to crafters,”
shoppers thought we were
“Many Bridget Dinneen,
says
already in the [hot glue] space
sales communication and
halo effects from our Elmer’s
due to brand manager
digital shopper marketing
for Elmer’s. “We truly took
brand,” says Nick Wheeler,
these pain points of crafters
marketing manager for Elmer’s.
customer addressed them.”
and
“So
given
the
opportunity and our
presence with crafters and
As Elmer’s prepared for its
adhesives users, we felt the
2015 launch, the brand also
launch was a explaining
natural fit.”
focused on
these benefits clearly in
their packaging, marketing
The second insight was
in-store materials, since the
and
an opportunity: Crafters
current in-store landscape
had some seri- was often
ous issues with the hot glue
in the category
difficult and complicated.
products already on the
These barriers contributed
market, such as
to the
INSIDE
CHICAGO — Registration
2016
Path to Purchase Institute’s
underPath to Purchase Expo is
.com.
way at Path2PurchaseExpo
in
Taking place Sept. 20-22
event
Rosemont, Illinois, the
begins with four symposiums
hall
on the 20th. The exhibit
gallery
and Design of the Times
21 folopen at 10 a.m. on Sept.
lowing a keynote presentation
Japresident
from Walmart vice
on the
mie Sohosky that focuses
overcustomer experience. The
in
all event features 48 seminars
exhibi12 tracks and 120-plus
Sept.
tors. A keynote address on
Ivan
22 features Coca-Cola SVP
group
Pollard and Walgreens
SM
Alkemade.
VP Moe
E-Commerce Strategies
for Fast-Moving
Consumer Goods
zing Around …
Understanding and Organi
A roundup of the Path
to Purchase Institute’s
November symposium.
ANYWHERE
COMMERCE
PAGE 66
2016
 Targeted impact – over 40% of Shopper Marketing
subscribers are members of the Path to Purchase Institute.
2016
Retailers
Vol. 29, No. 1 • January 2016
2016
 Significant and qualified reach to marketers, manufacturers,
agencies and retailers of consumer products or services who buy
and specify shopper marketing solutions.
2016
2016 Hall of Fame
Class Announced
CHICAGO — Three industry
leaders have been selected for
induction into the Path to Purchase
Institute/Shopper Marketing
Hall of Fame in 2016. They
are:
■ Douwe
Bergsma, Chief
Marketing
Officer,
Georgia-Pacific
■ Tony
Dunning,
Executive Vice
President,
Customer
Development,
Jack Link’s
■ Barry
Roberts,
Director,
Retail Shopper
Solutions,
ColgatePalmolive
The 23rd annual induction ceremony will be held
in
conjunction with the Shopper
Marketing Effie Celebration
on
Wednesday, March 16, in
New
York. Both events are part
of the
Shopper Marketing Summit.
2016
 Keeping pace with the revolutionary shifts in media,
technology and consumer habits and the changing needs
and interests of shoppers.
Agency Experts use Shopper Marketing as a key resource
to stay ahead of their competition.
rely on Shopper Marketing for strategic and tactical
advice on how to get closer to their customers.
2016
Published monthly by the Path to Purchase Institute,
Shopper Marketing magazine is the authoritative resource for:
 Understanding the latest, most effective strategies and
tactics employed by top marketers of consumer products and
services to influence shopping decisions.
Consumer Products & Services Marketers/Manufacturers
Page 76
Page 25
C HICAGO —
Sept. 21, the Path to Purchase
WomInstitute will host its first
recen of Excellence reception,
for
ognizing a group of women
their leadership and involvement
in path-topurchase
marketing.
During the
reception,
132 women
from retail,
probrand, agency and solution
vider companies will be honored.
for
(See list, pages 64-65.) Tickets
this and other Path to Purchase
Expo events can be purchased
Expo.
when registering for the
visit
For more information, SM
Path2PurchaseExpo.com.
SM1601_C1_006_013progra
ms.indd 1
PAGE 14
Love’s, DAS Serve Up Technolo
gy
12/16/15 3:24 PM
visits (44 per
of the drivers’ frequent store
time due to
ics channel option because
parking and limited shopping
month on average), easy
business people are the
travel per month. Traveling
of An- their 20 nights of
higher income and lower-frethere was an unkempt collectioncrosses retailer’s second-largest audience; they are
of
for work and entertainment.
OKLAHOMA CITY — Previously
with concert T-shirts, a pegboard state-of- quency visitors but enjoy being connected who oversaw the remodel
are
gry Birds plush toys along
manager
display for CDs. Now there
comKyle Sloan, the Love’s category
underneath
and a standalone corrugated
was to drive incremental
and accessories merchandised
the retailer side, says the objective apparel area into a stylish and
the-art electronic devices
endcap just around from
by turning a stagnant
with a mobile technology
category.
ideas” parable store sales
“gift
bright category graphics,
high-growth
a
in
freestanding
sales
by
floor is topped
interactive place to capture
the corner. New tile on the
challenged Lawn, Pennsylvania-based
wheels.
accessoIn the spring of 2013, Love’s
feature a
and “gadgets” displays on
and distributor of automotive
Stops across the U.S. now
Cos. – the manufacturer
the RoadPro
DAS
rst
fi
including
The
More than 100 Love’s Travel
Vol. 29, No. 3 • March
Zone.”
and mobile electronics,
2016
dubbed the “Mobile to Go
high-growth
by this fall. ries, travel merchandise
store-within-a-store concept
– to design a space to merchandise See Love’s, Page 7
Love’s plans to have 300 active
Love’s family of brands
debuted in August 2014, and
were powerful: truck drivers,
move
the
to
led
that
electronThe insights
WINSTON ALEM,leading
N.C. —mobile
centers are-Stheir
Inmar,
primary audience, say travel which offers a real-time
commerce platform for
connecting
retailers, manufacturer
s and
service providers,
has acquired
Chicago-based consulting
Willard Bishop. Together,firm
the
companies will deliver
access to
consumer products
data, analysis and insights.
By Ed Finkel
. PAGE 16
The combination
. . . . . . . . . . . . . . A. TLANTA
of Inmar’s
— Country music
exhibitors . . . . . . . . .
real-time data in
artist Jimmy Wayne,
A listing of scheduled
best-seller “Walk to
promotions,
author of New York
Beautiful” (HarperCollin
supply chain and healthcare
time as a teenager
s Christian Publishing),Times
and
both in the foster care
Willard Bishop’s
spent
system and sleeping
His path to survival
operational,
on
and success began
consulting and strategic
when an elderly couple the streets.
to mow their lawn
experand offered him an
hired Wayne
tise in food retailing
Survey
ice cold Coca-Cola
will deliver
When Sue Klug, chief
when he finished.
WHITE PAPER:
P-O-P Trends
solutions for manufacturers
marketing officer
The 2016
Grocers, first read
and
the book about Wayne’s at Los Angeles-based Unified
retailers, according
amazing story,” she
to a media
life, she took notice.
says, and “it’s a case
“It’s just an
release.
where the product,
did play an integral
SM
Coca-Cola, really
part
was a natural connectionin his life. It was almost like a product
7 into herbetween the brand and the story.” in a movie. It
Anatidea
Page
popped
Inserted
store grocery cooperative head, and in her role with the “several
thousand”
on the West Coast,
Page 66
Coca-Cola and approached
Klug knew the right
people at
them. “Never before
nered with a book,
has a CPG company
which I think is amazing,”
L EEDS, ENGLAND —
partbe just any book, and
Andy Murshe
it couldn’t be any product. says. “I don’t think it could
ray, formerly senior
make a difference in
vice presiThe product had to
the story.”
dent of creative at
fit and
Walmart, in
7/19/16 9:00 AM
John Mount,
VP, national retail sales,
February was named
customer marketing,
says his company
to
Coca-Cola Co.,
embraced the concept.
of chief customer offi the role
hit with retailers, which
And the idea was
cer
an immediate
ish supermarket operatorat Britpitch until mid-August was essential given that the brand did
Asda,
not make its
a Walmart subsidiary.
2015 and the paperback
in November. Also,
version of the book
the connection to
released
holiday gift-giving
rollout important.
Mur ray, a
made a November
2014 Shop In addition to Unifi
ed Grocers, Albertsons
per Marketing
Mount says. “They
and Kroger were key
made a commitment
partners,
that they were going
Hall of Fame
book in a big way.”
to be in on this
inductee and
Atypical of shopper
marketing campaigns,
founder of
a specific consumer
profile in mind, Klug neither Coke nor its retailers had
shopper marsays. “It just felt like
for this time of year.
it was thematic
It fits with a lot of what
keting agency Saatchi
to their customers.”
the retailers were communicatin
& Saatchi
X, replaces Barry Williams,
g
Albertsons felt the
who
same way, says Kendal
exited Asda after just
marketing. “Hearing
one year in
Callender, director
that tie-in that Coke
of shopper
the top marketing position.
display a great fit for
had with the story
SM
made the joint
our customers, and
the book’s focus on
verance was a great
hope and persestory to tell in-store,
digitally and socially,”
she says. “The
Partners focus on electronics with
‘Mobile to Go Zone’
By Joe Bush
Inmar Acquires
Willard Bishop
Shopper Marketing for coverage
of key topics that impact the
shopping experience.
Coca-Cola Takes a
‘Walk to Beautiful’
Manufacturer co-markets
an
its flagship beverage brand inspirational book alongside
with help from multiple retailers
INSIDE
Research: Dissecting
the Easter Basket
Crayola study reveals when,
where and how mom shops
for Easter.
PAGE 18
INDUSTRY
REPORT
PRESENTS:
in on P-O-P
tech innovation
executives
management,
CPG merchandisingprogram future
patterns,
spending
merchandising’s
and in-store
The 2016 P-O-P
Trends Survey
weigh
So-Lo-Mo
Walmart ’s Murray
Central
collaboration
ms.indd 1
SM1608_C1_006_013progra
with
in
P-O-P
Institute
by the
and predicted
that current stay the same.
report
could
they’ll
spending
half say
four respondents
said P-O-P
One in
will increase;
levels
respondentspermanent.
spending
thumb,
1/3
most
a rule of
needs
2/3 temporary,
in-store,
initiatives.
If one
this way:
is available or e-commerce
be allocated
opportunity to purchase
display
initiative,
path
P-O-P
to digital
from a
If no secondary
will turn
for temporary.
sales increase and 24%
way,
respondents
typical
in some
permanent
for the
19% for
asked
effectivenessregion.
When
estimated
P-O-P
or
measure
by chain
respondents
with one
respondentssales specifically
to work
85% of
prefer
Nearly
they track
say they’d
saying
with half
respondents
some
of five
one out
have shifted; centerAlmost
vendor.
and
store zones
P-O-P
lobbies
“turnkey”
entrances,
most effective
– store
of the
less valuable.
form of
Perceptions desirable spaces considered
with some displays.
now
traditionally areas – are
experimentingwith in-store
store promo
say they’re
that’s integrated
“very effective.”
five respondents delivery
have been
One in
shopper-content
experiments
digital
say these
Two-thirds
Written
■
EXECUTIVE
SUMMARY
■
■
3% Other
TOTAL QUALIFIED
CIRCULATION:
18,000
■
■
■
■
See Coca-Cola, Page
Stores Must Evolve Into
‘Magic Boxes’
view Shopper
Marketing as an important tool
for staying in front of their key
customers and prospects.
20
BARRY
ROBERTS
Manufacturers Help
With Digestive HealthSam’s
Page 12
Pfizer, others offer
a
Solution Providers
HALL OF FAME
Page 8
Target and WSL Strategic
Retail execs
preview their March
16 general session.
15th Anniversary
(Including digital/
mobile/other pathto-purchase media,
research/insights,
consultants and
others allied to
the field.)
Source: Publisher’s Statement,
September 2016
■
Moves to Asda
8%
Chain Retailers depend on
See Elmer’s, Page 13
Guide to Digital
Shopper Marketing
Providers
So-Lo-Mo
Central
Women ofOnExcellence
Wednesday,
71%
Agencies,
P-O-P & Other
Design Firms
category solution.
2016
Vol. 29, No. 10 • October
PAGE 22
PAGE 16
The State
of Social
So-Lo-Mo
Central
Page 32
Page 38
SM1603_003_008_02
Our advertisers make trade marketing
part of their formula for success.
1programs.indd
ING
IN SHOPPER MARKET
3
2/12/16 10:22 AM
Olympic sponsorship for
Manufacturer leverages with 11 regional chains
customer marketing effort
of the Olympic Games
of its global sponsorship its first 3-D virtual
CINCINNATI — As part
executed
Procter & Gamble
in Rio de Janeiro,
consumers with P&G-branded
for
program, outfitting
what it’s like to train
reality promotional
and a chance to experience and mountain biking.
cardboard viewers
biking
slalom kayaking, BMX
as a driver to 11
the events of canoe
reality (VR) component
of
P&G used the virtual
June through the end
grocery chains from
of P&G
participating, regional
could buy $30 worth
a free
In stores, shoppers
Lea Davison
the Summer Games.
mail and later receive
slalom kayak, and
to
their receipt via the
training in a canoe
then provided a link
products, submit
VR viewer. P&G also
weren’t Casey Eichfeld bike.
P&G-branded cardboardwas the only way to get a viewer; they
of virtual reality,”
riding a mountain
It
this is their first taste manager for the
content.
access the VR
“For a lot of consumers,
marketing
out in stores.
the viewer and watch says Nick O’Brien, P&G customer team way with Olympians and
being sold or handed
their smartphone into
The
doing it in a fun
Consumers could place the viewer moves around 360 degrees.
See P&G, Page 10
East region, “and [they’re]
as
on three U.S. Olympic
3-D videos that change
bike,
multiple angles, centered
Crain riding a BMX
videos, shot from
their facilities: Brooke
athletes training in
By Dan Ochwat
Data Security
retailers
Experts discuss what
c shoppers
know about specifi
and how that information
needs to be protected.
PAGE 12
Guffanti
er Marketing Welcomes
Shopp
Introducing ...
People2Watch
By Ed Finkel
Compliance and
Beyond
add
Crowdsourcing apps while
value through research
a more
also trying to enable
personalized store.
PAGE 36
publisher.
Marketing has a new decade
CHICAGO — Shopper
spent most of the past
Albert Guffanti, who
Goods Technology (CGT)
CHICAGO Consumer
The company
as publisher of—
(RIS), assumed the
Systems created
by the merger of the
PathtotoPurchase
Institute
and Retail Information
Purchase InstituteThe
and Path
Stagnito
role in September.
Busipublishing and
director,
ness Information
managing
+ Edgell
named Guffanti
Com- who left the
Bolkcom,
munications willChuck
operate underCorp.
platforms, replacing
the to join
Menasha Packaging
EnsembleIQ.
of Store
Institutename
publisher
as
serve
The Path
willtoalso
Purchase
the
Guffanti
many brands under
the Institute
will retain its name
one ofand
Brands magazine,
continue is the company
to produceumbrella.
the Path EnsembleIQ
EnsembleIQ
to Purchase
Expo, Shopper Marketing
Summit, Path to Purchase
Leadership
University and Shopper
Marketing
magazine. The Stagnito
and Edgell
names will no longer
be used, and
their brands – including
Carbonview Research, Progressive
RIS News and ConvenienceGrocer,
Store
News – will operate
under the En-Page 56
sembleIQ umbrella.
A complete listing
of brands
may be found on the
company’s
website, EnsembleIQ.com
.
“An ensemble of actors
or
cians works in harmony musifor the
benefit of its audience,
and that is
precisely how we’ve
designed our
new company,” said
Peter Hoyt,
president and CEO
of EnsembleIQ. “With the depth
and
of our reach inside the breadth
retail
ketplace, our ensemble marof B2B
brands and our rich
understanding of the causes and
effects of the
revolution that is taking
place at
retail, we’re poised
to deliver on
our primary mission
– to
tail stakeholders succeed.” help reEnsembleIQ is a
portfolio
company of RFE
Investment
Partners.
to Purchase
merger of the Path
Informacreated by the 2016
was Stagnito Business
Institute with what
ns.
and RIS,
tion + Edgell Communicatio
of tech-oriented CGT
As group publisher
CPG and retailer communities,
Guffanti helped the
the technology implementarespectively, navigate successful, and he enjoyed
to be
finding
tions they needed
communities and
building the respective “The topic of using techthem.
synergies between
was very similar;
business
the
nology to further
See Guffanti, Page 61
1_061programs.indd
SM1610_C1_006_01
AWARENESS
1
SM
Effie Awards
ESTABLISH THOUGHT LEADERSHIP
POWERFUL REACH TO TARGET MARKET
NEW YORK — Effie
Worldwide
will make entry materials
2017 Shopper Marketingfor the
Effie
Awards available this
month at
Effie.org. The competition
is for
shopper marketing
efforts that
ran in the U.S. or
Canada between Sept. 1, 2015,
and
31, 2016. Entry deadlines Aug.
begin
Oct. 11, with a final
deadline of
Nov. 9. Effie Worldwide
and the
Path to Purchase
Institute will
celebrate the winners
in March
2017 at the Shopper
Marketing
Summit. For more
information,
visit Effie.org
SM
BALANCED MARKETING MIX
Vol. 29, No. 9 • September
2016
The complexity of this growing industry requires you to influence more decision makers within multiple
departments of an organization. With Shopper Marketing magazine, you’re sure to reach the entire team!
GOLD WINNERS
Design
of the TimesPage 40
So-Lo-Mo
Central
BRANDING
IMPACT THE ENTIRE TEAM OF DECISION MAKERS
Reality
P&G Dabbles in Virtual
INSIDE

9/14/16 10:50 AM

PAGE 16
LG’s Wall Hits Best Buy
‘Experience’ lets shoppers
By Patrycja Malinowska
Keynotes
Executives from
Walmart, Walgreens
and Coca-Cola
will deliver morning
presentations on
Sept. 21-22.
p. 30
Design of the Times
We preview the
Path to Purchase
Institute’s annual
competition with
a sampling of entries.
p. 34
Editors’ Choice
See a curated list
of
that will be demoed, innovations
displayed and
available at the
show.
p. 68
understand latest TV technologie
s
ENGLEWOOD CLIFFS,
N.J. — LG Electronics
nearly 400 Best Buy
in
stores designed to help July rolled out a wall display to
of new technology
shoppers understand
that is available with
the benefits
its televisions.
The wall display is
the latest store-within-a
Buy’s lengthy list of
-store experience
vendor shops, but
to join Best
LG vice
VanderWaal promises
the company’s offering president of marketing David
experience on what
stands apart. “We built
the shopper wasn’t
our entire
getting in the store
like to have,” he says.
and what they would
So what exactly does
LG
To easily understand say shoppers wanted from their store
trip?
the difference between
definition range content;
HDR content and
standard
■ To receive
an explanation of
what OLED televisions
tional LED televisions;
provide versus tradiand
■ To see
what 4K ultra-high-defi
nition content would
versus 1080 high-defi
provide in a picture
nition content.
“And, they wanted to
see it,” VanderWaal
says. “They didn’t want
it, they didn’t want
an associate to tell
to hear about
them about it, they
able to see two different
wanted to literally be
screens that showed
with these different
them the exact same
technologies. So what
content played
we wanted to create
their stores was what
for [Best Buy] in
we called the ‘Experience
ally experience the
Wall’ where you could
picture that would
personbe created with all
this great new tech.”

■

See LG, Page 14
So-Lo-Mo
Central
Page 74
WALL CHART:
Digital Collaboration
Playbook
Inserted at Page 13
SM1609_003_008_01
5programs.indd

3
8/17/16 2:57 PM

70%
32%
32%
26%
17%
11%
Brand Management, Sales and Business Development, Category Management
Marketing, Advertising and Promotions
Merchandising, Point-of-Purchase, Creative and Design
Executive Management, C-Level Decision Makers
Research and Shopper Insights
Purchasing, Estimating and Procurement
Source: Publisher’s Own Data, September 2016
For more information visit shoppermarketingmag.com
16SM_CDM_Placemat_Sept.indd 1
Or contact:
Albert Guffanti | Managing Director & Publisher | (973) 459-2824 | aguffanti@p2pi.org
Craig Hitchcock | Associate Publisher | (773) 992-4422 | chitchcock@p2pi.org
Rich Zelvin | Associate Publisher | (773) 992-4425 | rzelvin@p2pi.org
9/15/16 12:17 PM
Institute Membership League of Leaders
Shopper Marketing Magazine
Forum of Merchandising Executives Path to Purchase Expo Shopper Marketing Summit StratConn Digital Media Custom Publishing Leadership University
END-TO-END COVERAGE
FOCUSED ATTENTION ON INDUSTRY LEADERS
Vol. 29, No. 7 • July 2016
From In-Store Execution to the Evolving Digital Influences
Each month Shopper Marketing delivers relevant, actionable content covering
the widest spectrum of marketing topics related to the path to purchase.
PAGE 16
Walmart, Walgreens
to Present at P2PX
CHICAGO — Walmart and Walgreens executives are among
the scheduled keynote speakers
for the Path to Purchase Expo,
which takes place Sept. 20-22
in Rosemont, Illinois.
On Sept. 21, Jamie Sohosky,
VP, marketing – customer experience, will discuss how
the shopping experience has
evolved at Walmart.
On Sept. 22, Walgreens’ Moe
Alkemade, GVP, GMM, competitive convenience, will present
alongside Coca-Cola SVP Ivan
Pollard. The two will discuss
how they have developed a compelling path-to-purchase strategy that enables wins for shoppers, the brand and the retailer.
The Path to Purchase Expo
is an event of the Path to Purchase Institute. For more information and to register, visit
Path2PurchaseExpo.com. SM
20 REPORT: SHOPPER LABS
INDUSTRY INTELLIGENCE
Dell Ready to Go Live at Retail
Virtual sales assistant display can connect in-store shoppers with the manufacturer’s own sales force
By Patrycja Malinowska
Realizing that physically implanting its sales force into stores would
ROUND ROCK, TEXAS — Dell Inc. has created a “live” virtual sales assistant display to help brick-and-mortar retailers win the online research be difficult and costly, Dell turned to technology for a scalable solution.
After a few renditions, the manufacturer unveiled its virtual sales asbattle.
The display enables video-chatting with a multilingual sales force sistant in March at its Dell@Retail 2016 event in Austin, Texas.
The display connects shoppers with a live salesperson via video
and shared-screen online browsing to leverage content such as reviews,
videos and up-sell options and move shoppers along the omnichannel chat to help them find a product that fits their needs. It can be deployed on an endcap, inline or on a table display in virtually any part
path to purchase while keeping a single retailer front and center.
of the store. The display utilizes multiple components including a
The project began nearly twoSHOPPER
years ago MARKETING
when Dell tookFEBRUARY
a hard look 2013
at what core values the manufacturer brought to the market and how touchscreen monitor, operating system, web camera, microphone and
Turtle Beach Corp.’s HyperSound directional emitters that project
it could leverage those values within the retail environment.
“We’ve been in direct selling for 30 years – we started the model sound in a straight beam to keep conversations private and minimize
– and we took that core competency and brainstormed, ‘How can distractions for other shoppers. Additional partners included OnQ and
we bring the very strong direct selling model we have to benefit our Stitch Design Co.
“The shopper can walk up to the physical store and touch the screen
products in Best Buy, or Walmart, or Staples or Office Depot?’” says
Dan Seymour, Dell’s director of North American shopper marketing.
See Dell, Page 14
INSIDE
E-commerce success will rely
on product data and effective
“digital asset management.”
Articles, features and in-depth series that address and debate
hot topics like shopper marketing measurement, retail reinvention,
segmentation and organizational structure.
PAGE 34
Page 48
Physical and virtual shopping
per Marketing visited last fall.
Coca-Cola says that, since the SEIC’s opening, it has not
only produced better insights and brought packaging and
display concepts more quickly to market – a process that
takes anywhere from three to 18 months, depending on the
complexity of the project – but has also vastly improved its
cross-functional approach to developing innovative merchandising solutions. “Being in the same room with our
retail customers and seeing how people [i.e., shoppers]
interact with our products, packaging and merchandising
has been a tremendous bridge for collaboration,” says Ron
Hughes, director, shopper experience innovation. In the
past, a merchandising concept may have been exposed
only to specific retail customer teams before it was sent into
the marketplace. Now, Hughes says, “route drivers, channel people, brand people and merchandisers are all coming
■
■
■
■
■
■
■
■
Coca-Cola’s SEIC
in Atlanta has 21
cameras and 46
discreet nesting
locations. The
company says it
can read handheld grocery lists
used by test subjects shopping
the environment.
■
Coca-Cola Takes a
‘Walk to Beautiful’
■
■
co-markets an inspirational book alongside
WManufacturer
its flagship beverage brand with help from multiple retailers
By Dawn Klingensmith
1/8/13 3:32of
PM
clearer understanding
foot traffic. Retailhen Nordstrom openly ex- it, and how much time they spent there.
“That’s our core mission statement right ers like Nordstrom that partner with Euclid
perimented with tracking its
customers’ movements in-store now – we want to be Google Analytics for post signs outside the store so shoppers
through the Wi-Fi signals from their smart- offline retail,” says Michael Minar, a data who don’t want to be tracked can disable
phones, shoppers became unnerved and scientist at Palo Alto, Calif.-based Euclid, their Wi-Fi or take measures to make their
the program
in May partly because the company that worked with Nordstrom. MAC address untraceable.
Byended
Ed Finkel
of their complaints.
peoplemusic
have artist Jimmy Wayne, author of New YorkAlthough
ATLANTAYet
—many
Country
Times a MAC address does not reveal
a person’s identification, “you can make
no problem with tools that track their Web-Style Analytics
best-seller “Walk to Beautiful” (HarperCollins Christian Publishing),
spent
movements online, letting website sta- The higher-level approach, called macroloca- the assumption that it’s the same person
timelike
as Google
a teenager
bothand
in thetion,
foster
sleeping
on the
streets.
lookscare
at thesystem
store andand
the world
beyond
carrying
the device each time it enters and
tistic services
Analytics
His
path
survival and
success
began when
elderlywhereas
couplemi-hired
Wayne
to understand
traffican
patterns,
therefore
determine the percentage of shope-commerce
sites
liketo
Amazon.com
know
in individuals
insidehe fi
pers
that are new versus repeat shoppers,
who they are,
how they
to mow
theirbehave
lawn and
andwhat
offeredcrolocation
him an isiceinterested
cold Coca-Cola
when
nished.
the store, says
VP of products the
timeed
between visits and other insights,”
they buy.
When Sue Klug, chief marketing
offiEric
cerNewman,
at Los Angeles-based
Unifi
Compared to online retailers who gather & marketing for Digby, a mobile commerce says Tim Callan, chief marketing officer at
Grocers, first read the book about Wayne’s life, she took notice. “It’s just an
consumers’ “digital crumbs,” bricks-and- and marketing technology provider based RetailNext (formerly BVI Networks), a San
amazing
story,” she and
says,
and in
“it’s
a caseMacrolocation
where the product,
Austin.
technologyCoca-Cola,
notes Jose,really
Calif.-based in-store analytics provider.
mortar stores
are “disadvantaged”
only
didofplay
an integral
part in histhelife.
It was
almost– like
a product
in a movie.
It
number
of people
or rather
the numWhat cannot
be determined is a shopwant the kind
insights
that e-commerce
ber of devices
– thatand
passthe
by story.”
a store as well per’s precise location, as the technology can
sites “havewas
in spades,”
according
to a Julybetween
a natural
connection
the brand
as those
it. Since
are thousand”
only place a signal within a 10-foot radius.
14 New York Times
reportpopped
about Nordstrom.
An idea
into her head,
andwho
in enter
her role
withdwell
thetimes
“several
also
noted,
stores
can
assess
whether
win“So
it’s
OK
Location tracking
and
location-based
prostore grocery cooperative on the West Coast, Klug knew the right people at to say someone made it to the
filing could help stores improve and per- dow displays are engaging and if they draw sporting goods section of a big-box store,
Coca-Cola
and approached them.
“Never
before
CPG how
company
partbut it’s
not OK to say they made it to tennis
people inside.
Dwell
timeshas
also aindicate
sonalize shopping
experiences.
nered
with of
a book,
which I think
is amazing,”
says.
“I don’t so
thinkracquets,”
it couldCallan explains. And because
long shoppers
stand she
in line
at checkout
There are
a number
location-based
be justworking
any book,
it couldn’t
be can
anyadjust
product.
product had Wi-Fi-enabled
to fit and smartphones don’t send sigretailers
staffingThe
levels.
service providers
withand
the likes
The
data
paints
a
picture
of
a
store’s
nals
constantly,
shoppers
can cover a lot of
of The Home
Depot,
Coca-Cola
Co.
and
make a difference in the story.”
healthsales,
and operations.
isn’t intended
to ground
between “pings,” meaning retailers
Cabela’s to achieve
these goals.
While retail
John Mount,
VP, national
customer Itmarketing,
Coca-Cola
Co.,
the technologies and objectives differ, in paint a portrait of individuals. No personal may miss critical parts of their journey.
says his company embraced the concept. And the idea was an immediate
“You don’t want to use that technology
general they either aim to provide for an data is captured – just each smartphone’s
hit with
retailers,centered
which on
was unique
essential
given
that athe
brand
didac-notalone,”
make says
its Callan, whose company also
identifi
er called
MAC
(media
Amazon type
of experience
until
mid-August
2015 cess
and control)
the paperback
version of the
thedebookuses
released
address, identifying
video footage along with retailers’
individual pitch
shopping
behavior
and personnetwork
in a series
of on-a November
people counters and POS system data for
alization orinfor
Google Analytics
typeconnection
of vice to the
November.
Also, the
to Wi-Fi
holiday
gift-giving
made
insights – how
many
people come through going signals. Data on shoppers is bundled additional insights. “Essentially, you canrollout
important.
the doors, how many are repeat visitors, together to create an aggregate report of not have a good in-store analytics solution
In addition to Unified Grocers, Albertsons and Kroger were key partners,
which aisles or departments shoppers vis- anonymous information, resulting in a that is a single technology.”
Walmart’s Murray
Moves to Asda
L EEDS, ENGLAND — Andy Murray, formerly senior vice president of creative at Walmart, in
February was named to the role
of chief customer officer at British supermarket operator Asda,
a Walmart subsidiary.
Mur ray, a
2014 Shop per Marketing
Hall of Fame
inductee and
founder of
shopper marketing agency Saatchi & Saatchi
X, replaces Barry Williams, who
exited Asda after just one year in
the top marketing position. SM
■
■
■
■
■
■
■
■
Location tracking and location-based
profiling could help stores improve and
personalize the shopping experience.
Nordstrom openly tracked its shoppers
via Wi-Fi earlier this year, and shoppers
became unnerved.
Google Analytics and Amazon.com
have sophisticated online tracking
software, and most consumers
seemingly are accepting of it.
Macrolocation technologies look at
the store and beyond to understand
traffic patterns. Microlocation tracks
individuals inside the store.
Every smartphone has a media access
control (MAC) address, which can
identify the device to stores’ Wi-Fi
networks. Consumers can make their
phones untraceable if they choose.
This technology can’t determine a
shopper’s precise location, only within
a 10-foot radius.
Some solution providers assemble
communities of panelists to track,
compensating them for participating.
Marketing executives are only starting
to figure out how to leverage the
various technologies.
One executive opines that locationbased marketing is heading toward
a single unified experience that
culminates in mobile payment.
Feature your company profile and brand message in one of eight provider guides
Digital Shopper Marketing – January
9/11/13 4:03 PM
P-O-P Design & Manufacturing – February
Digital Incentive Platforms – June
HALL OF FAME
BARRY
ROBERTS
Coca-Cola Takes a
Vol. 29, No. 3 • March 2016
Manufacturers
Help Sam’s
Inmar Acquires
With Digestive
Health
Willard
BishopPage 12
Pfizer, others offer a category solution.
Shopper Marketing Agencies – August
‘Walk to Beautiful’
PAGE 22
WINSTON-SALEM, N.C. — Inmar,
which offers a real-time commerce platform for connecting
retailers, manufacturers and
service providers, has acquired
Chicago-based consulting firm
Willard Bishop. Together, the
companies will deliver access to
consumer products data, analysis and insights.
Page 32The combination of Inmar’s
real-time data in promotions,
supply chain and healthcare and
Willard Bishop’s operational,
consulting and strategic expertise in food retailing will deliver
solutions for manufacturers and
retailers, according to a media
SM
release.
Brand Marketing & Shopper
Marketing Organizations – October
Manufacturer co-markets an inspirational book alongside
its flagship beverage brand with help from multiple retailers
The State
of Social
So-Lo-Mo
A
— Country music artist Jimmy Wayne, author of New York Times
Central
best-seller “Walk to Beautiful” (HarperCollins Christian Publishing), spent
By Ed Finkel
TLANTA
time asPage
a teenager
38 both in the foster care system and sleeping on the streets.
His path to survival and success began when an elderly couple hired Wayne
to mow their lawn and offered him an ice cold Coca-Cola when he finished.
When Sue Klug, chief marketing officer at Los Angeles-based Unified
Grocers, first read the book about Wayne’s life, she took notice. “It’s just an
amazing story,” she says, and “it’s a case where the product, Coca-Cola, really
did play an integral
partAMin his life. It was almost like a product in a movie. It
2/12/16 10:22
was a natural connection between the brand and the story.”
An idea popped into her head, and in her role with the “several thousand”
store grocery cooperative on the West Coast, Klug knew the right people at
Coca-Cola and approached them. “Never before has a CPG company partnered with a book, which I think is amazing,” she says. “I don’t think it could
be just any book, and it couldn’t be any product. The product had to fit and
make a difference in the story.”
John Mount, VP, national retail sales, customer marketing, Coca-Cola Co.,
says his company embraced the concept. And the idea was an immediate
hit with retailers, which was essential given that the brand did not make its
pitch until mid-August 2015 and the paperback version of the book released
in November. Also, the connection to holiday gift-giving made a November
rollout important.
In addition to Unified Grocers, Albertsons and Kroger were key partners,
Mount says. “They made a commitment that they were going to be in on this
book in a big way.”
Atypical of shopper marketing campaigns, neither Coke nor its retailers had
a specific consumer profile in mind, Klug says. “It just felt like it was thematic
for this time of year. It fits with a lot of what the retailers were communicating
to their customers.”
Albertsons felt the same way, says Kendal Callender, director of shopper
marketing. “Hearing that tie-in that Coke had with the story made the joint
display a great fit for our customers, and the book’s focus on hope and perseverance was a great story to tell in-store, digitally and socially,” she says. “The
Walmart’s Murray
Moves to Asda
L EEDS, ENGLAND — Andy Murray, formerly senior vice president of creative at Walmart, in
February was named to the role
of chief customer officer at British supermarket operator Asda,
a Walmart subsidiary.
Mur ray, a
2014 Shop per Marketing
Hall of Fame
inductee and
founder of
shopper marketing agency Saatchi & Saatchi
X, replaces Barry Williams, who
exited Asda after just one year in
the top marketing position. SM
See Coca-Cola, Page 20
Stores Must Evolve Into
‘Magic Boxes’
Page 8
Target and WSL Strategic Retail execs
preview their March 16 general session.
Manufacturers Help Sam’s
With Digestive Health Page 12
15th Anniversary
EXPERTS THAT DRIVE EDITORIAL EXCELLENCE
Pfizer, others offer a category solution.
HALL OF FAME
BARRY
ROBERTS
The State
of Social
Page 32
PAGE 22
So-Lo-Mo
Central
SM1603_003_008_021programs.indd 3
Each member of the Shopper Marketing editorial staff is steeped in experience serving the industry. Month after
month, they deliver editorial excellence and unprecedented access to shopper marketing thought-leaders.
Retail & Shopper Insights – November
Providers of Retail Services – December
CUSTOM SOLUTIONS THAT DRAW ATTENTION
Tailor a promotion around your industry-leading point of view
Page 38
SPECIAL REPORT
12
SHOPPER MARKETING SEPTEMBER 2014
RETAIL INTIMACY
2/12/16 10:22 AM
Part 8:
Adapting with
Amazon.com
In collaboration with:
By Peter Breen
Amazon.com has
a lot to learn about
the grocery business;
CPGs are probably
the best teachers
T
he landing page for Amazon.
com’s new Prime Pantry home
delivery service has a rotating
carousel of five ads. The first two depict
products from multiple manufacturers.
The other three present exclusive groups
of brands from Procter & Gamble, CocaCola and Unilever.
Launched in April, Prime Pantry is just
one of the services that e-tailing giant
Amazon is rolling out to accomplish in
the packaged goods world what it has
already done in books and other general
merchandise categories: “achieve global
domination,” to use a phrase offered only
half-jokingly by Brian Cohen, executive
vice president and general manager of
Catapult eCommerce, Westport, Conn.
A steadily growing presence on the
U.S. retail scene for nearly two decades
now, Amazon.com blatantly crashed the
party in 2013 when its domestic sales –
roughly $44 billion, according to Bostonbased Kantar Retail – made it a top-10
retailer for the first time. An estimated
20% of all e-commerce transactions are
taking place through Amazon.com.
Granted, sales of food and beverages
are just a sliver of that total. But the etailer already is a major player in at least
a few non-food CPG categories. What’s
SM1409_012_015intimacy.indd 12
more, in addition to steadily growing its
own sales, Amazon has become the goto place for shoppers to begin their information gathering: about one-third of all
retail product searches start on Amazon.
com, according to Forrester Research,
New York. And 90% of those searchers
are ultimately buying somewhere else, as
even Amazon itself acknowledges.
“The impact that Amazon has on the
entire retail landscape is huge,” says
Douglas Straton, the director of Englewood Cliffs, N.J.-based Unilever North
America’s E-Commerce Center of
Excellence.
“At
the brand level, it
goes beyond the
sales
numbers.
You have to begin understanding
the true ROI that
investments with
Amazon – or any
other online retailer – have on offline behavior.”
“Amazon is one of the most-watched
retailers in the world,” adds Cohen. “Its
practices have widespread influence
both online and offline.”
Facing Facts
Some industry practitioners also note,
however, that Amazon can be an extremely difficult and frustrating customer
because it:
■
relentlessly works to deliver low prices,
which can mean dropping prices on a
SKU multiple times in a day (then later
sending the manufacturer a chargeback). And it isn’t above playing hardball with suppliers that won’t play
along. “It can cause a great deal of
channel conflict,” says Wes Shepherd,
chief executive officer at online price
tracker Channel IQ, Chicago.
■
isn’t inclined to police the actions of
its Amazon Seller third-party vendors,
the estimated 2 million “retailers” who
account for about 40% of total site inventory – which all too often includes
expired product, overseas diversions
and flat-out fakes. “Amazon’s goal is
profitability, and the third-party sellers
help that,” Shepherd notes.
■
doesn’t care which brands get bought
and leaves most product marketers to
fend for themselves on the site. “Everything they do is designed to ease shopping, and that entails the commoditization of products,” says Shepherd.
While Amazon maintains some close
vendor relationships, “they focus on
working with well-known players in
well-developed categories. It depends on
how large you are and how much funding you have,” explains Angela Edwards,
vice president of marketing at Catapult
eCommerce. “But to Amazon, ultimately,
every widget is just a widget.” Thus, topselling categories may have more than
one vendor manager – but many lesser
categories don’t have any.
Recently, Amazon has been looking
harder at turning a profit at the behest
of Wall Street, which, enamored of the
company’s growing share and limitless
potential, has long given the e-tailer a
pass income-wise. That means it’s paying
more attention to the SKUs that are being offered on the site.
“This is a good thing in the long term
because, obviously, Amazon needs to
make a profit,” says Julie Fernandez, manager of sales support at Catapult eCommerce. “But in the short term, it makes
things very difficult for our clients. Amazon wants higher-margin products, and
they’re weeding out lower-margin SKUs.”
On the positive side, Amazon does
seem to be making strides as it continues building a plan for the CPG market.
The company held its first-ever summits
for health & beauty and grocery vendors
in 2013; attendance there proved to be
fruitful for ConAgra Foods because “it
really allowed us to start making broader
connections” within the e-tailer, says
John Stichweh, director of digital and
social shopper marketing at the Omaha,
Neb.-based manufacturer.
“If you’re expecting the typical [buyerseller] discussions around data, you’re
going to have a pretty tough time,” says
Stichweh. “If you expand the conversation, we’ve found Amazon to be very collaborative. But they still act like a Silicon
Valley startup, so you have to come in
with a very different approach.”
“Amazon is incredibly progressive, incredibly aggressive, and incredibly innovative,” says Straton. “The roadmap may not
8/15/14 2:00 PM
Groundbreaking Editorial Series
Bill Schober
20+ years with the Institute
VP/Editorial Director
bschober@p2pi.org
(773) 992-4430
16SM_CDM_Placemat_Sept.indd 2
Peter Breen
10+ years with the Institute
Managing Director - Content
pbreen@p2pi.org
(773) 992-4431
Tim Binder
5+ years with the Institute
Executive Editor, Shopper
Marketing magazine
tbinder@p2pi.org
(773) 992-4437
Who’s Who
February/April/June/August
November/December
HIGH-IMPACT PROVIDER GUIDES
See Coca-Cola, Page 20
15th Anniversary
We’re focused on the individuals that drive creativity, marketing
and merchandising excellence, innovation and investment.
■
Mount says. “They made a commitment that they were going to be in on this
book in a big way.”
Atypical of shopper marketing campaigns, neither Coke nor its retailers had
a specific consumer profile in mind, Klug says. “It just felt like it was thematic
for this time of year. It fits with a lot of what the retailers were communicating
to their customers.”
Albertsons felt the same way, says Kendal Callender, director of shopper
marketing. “Hearing that tie-in that Coke had with the story made the joint
display a great fit for our customers, and the book’s focus on hope and perseverance was a great story to tell in-store, digitally and socially,” she says. “The
Target and WSL Strategic Retail execs
preview their March 16 general session.
A KEEN FOCUS ON THE EXECUTIVES
E X E C U T I V E S U M M A RY
SM1310_066_067analytics.indd 66
Stores Must Evolve Into
‘Magic Boxes’
Page 8
SM1603_003_008_021programs.indd 3
Hall of Fame
March/April/May
Like Google Analytics and Amazon online, location-based service providers
work to help improve and personalize the shopping experience
SM1302_020_023labs.indd 20
P2PI’s Women of Excellence – November
E-commerce – December
CPG companies today have access to increasingly
sophisticated research tools – e.g., physical and virtual
shopper labs.
Coca-Cola unveiled its 15,000-square-foot Shopper
Experience Innovation Center in 2012.
The facility has allowed Coke to generate better
insights while bringing packaging and display concepts
more quickly to market.
The SEIC has been “a tremendous bridge for
collaboration” for Coke and its retail partners.
Under one roof in Wisconsin, Kimberly-Clark
complements a physical lab with a virtual test center.
Online virtual testing can afford greater flexibility than
physical labs, while also drawing on larger sample sizes
with greater demographic representation.
Physical environments can play a critical role in testing
concepts that involve a sensory component.
Physical and virtual research conducted at Procter &
Gamble’s Innovation Center greatly affected the launch
of Tide Pods laundry detergent.
In Vivo BVA claims to be the largest independent
purveyor of shopper labs with 19 facilities. In the U.S., it
operates labs in New York, Los Angeles and Chicago.
Vol.
29, BVA’s
No. 3predictive
• March 2016
In Vivo
power is greatest in package
tests and new product introductions.
Virtual provider InContext Solutions says its testing
consistently produces high correlations to in-store.
One obstacle for new users of virtual testing is the urge
to “play” before getting down to business.
Location-Based
Shopper Analytics
Stories that delve into the nuances of all channels of retail – grocery,
drug, mass, hardware, consumer electronics and more.
We lead the way with coverage and insight into the impact of
technology innovation and how brand and retailer collaboration
is taking shopper-focused programs in new digital directions.
SHOPPER MARKETING OCTOBER 2013
E X E C U T I V E S U M M A RY
■
Inmar Acquires
Willard Bishop
WINSTON-SALEM, N.C. — Inmar,
which offers a real-time commerce platform for connecting
retailers, manufacturers and
service providers, has acquired
Chicago-based consulting firm
Willard Bishop. Together, the
companies will deliver access to
consumer products data, analysis and insights.
The combination of Inmar’s
real-time data in promotions,
supply chain and healthcare and
Willard Bishop’s operational,
consulting and strategic expertise in food retailing will deliver
solutions for manufacturers and
retailers, according to a media
SM
release.
Shopper Marketing – August
6/13/16 11:10 AM
66
the ability to gain better insights
Case studies and real world examples of how brands leverage
merchandising, in-store marketing, point-of-purchase display and
signage, and the many digital touch points along the path to purchase.
Inserted at Page 5
Kimberly-Clark
conducts research at
its Innovation Design
Studio in Neenah, Wis.
The 6,000-square-foot
facility houses a physical
lab (above) and a virtual
test environment (see
page 23), in addition to
a customer immersion
room (left).
labs (i.e., Innovation Centers)
he concept of product manufacturers using
shopper labs is not new, but we’re not talking
white-walled conference rooms and a few nonnon
descript shelves here. CPGs today have access
to a spectrum of increasingly sophisticated research tools,
including customizable mock stores and 3-D virtual labs.
“A shopper lab can be anything that attempts to create
a representation of a live shelf,” says Dan Boehm, North
American head of retail and shopper for TNS, a Kantar
Group unit that owns one of the leading virtual reality
providers, Red Dot Square. “There’s value in all the different approaches. It’s a matter of knowing strategically what
you’re trying to accomplish and creating something as real
as possible.”
Various leading CPG companies – including Coca-Cola
Co., Kimberly-Clark and Procter & Gamble – have put
considerable resources into internal shopper lab research
facilities in recent years.
Coca-Cola no longer delegates its lab research to outside
providers, thanks to the opening of a Shopper Experience
Innovation Center (SEIC) near its Atlanta headquarters in
May 2012. The beverage giant has brought those capabilities in-house to the 15,000-square-foot SEIC, which Shop-
Digital Shopper
Marketing Landscape
SM1607_C1_005_015programs.indd 1
are giving manufacturers
BRAND TACTICS
DIGITAL SHOPPER MARKETING & RETAIL MEDIA
Digital Shopper Marketing – June
WALL CHART:
STEP INTO THEIR LABS
T
Coverage that gets inside the mind of the shopper and
uncovers the habits of various shopper types.
Merchandising – February
Shopper Marketing Agencies – April
IN HARDWARE/HOME CENTERS
By Michael Applebaum
SHOPPER INSIGHTS
Who’s Who Issues
PAGE 22
The DAM Truth
CHANNEL INSIGHTS
Creating special sections designed exclusively for your message
AUGMENTED REALITY
Charlie Menchaca
2+ years with the Institute
Managing Editor, Shopper
Marketing magazine
cmenchaca@p2pi.org
(773) 992-4432
Market-Leading Industry Reports
Wall Charts/Tablet Apps
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Updated 9/14/16
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