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RATE CARD
TEL: (773) 992-4450
FAX: (773) 992-4455
www.shoppermarketingmag.com
Rate Card No. 28 • Issued: Oct. 1, 2016 • Rates in effect: January 2017 issue
Shopper Marketing is the definitive information source
for Path to Purchase Institute members, consumer
product marketers, retailers, agencies and others allied
A division of
to the field whose job involves tactical and strategic
initiatives that help drive revenue through enhanced
shopper experiences along the path to purchase.
ISSUANCE & AD CLOSING DATES — PRINT & DIGITAL EDITIONS
Published: 12 times in 2017.
Closing Dates for Advertising:
January
11/15/16
February
12/15/16
March
01/16/17
April
02/15/17
May
03/15/17
June
04/14/17
Changes to Copy: Not guaranteed after scheduled closing dates.
July
August
September
October
November
December
05/15/17
06/15/17
07/14/17
08/15/17
09/15/17
10/16/17
Consumer Products & Services Marketers/Manufacturers
Cancellations: Cancellations cannot be accepted after scheduled
closing dates. Cancellations must be received in writing prior to
published closing dates.
Proofs: Proofs of offset material will be supplied upon request if
time permits. If proof of a typeset ad is required for OK, copy must
reach us five days in advance of closing date.
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.
Retailers
18%
Chain Retailers depend on
Shopper Marketing for coverage
of key topics that impact the
shopping experience.
Consumer
Product
Marketers/
Manufacturers
71%
8%
Agencies,
P-O-P & Other
Design Firms
3% Other
TOTAL QUALIFIED
CIRCULATION:
18,000
Source: Publisher’s Statement,
September 2016
(Including digital/
mobile/other pathto-purchase media,
research/insights,
consultants and
others allied to
the field.)
Solution Providers view Shopper
Marketing as an important tool
for staying in front of their key
customers and prospects.
PRINT EDITION ADVERTISING RATES (NET)
PRINT MECHANICAL REQUIREMENTS
Rates for standard display units are based on the total number of units
used within a 12-month contract period in Shopper Marketing. Each page
of multiple-page advertisements counts as a unit, and each fractional
advertisement counts as a unit.
A. Publication Trim Size: 10-7/16” x 14-1/4”
Premium Positions: Inside Front Cover 20% premium.
Inside Back Cover 15% premium. Back Cover 20% premium.
4-COLOR AD RATES:
(Standard SWOP specifications apply: process magenta, yellow and cyan)
Space
1X 3X 6X 9X 12X18X
Banner* $6,731$6,524$6,380$6,212 $6,045$5,764
Banner 2/3* $6,036 $5,847 $5,723 $5,573 $5,424 $5,172
Banner 1/2* $5,389 $5,232 $5,135 $4,985 $4,843 $4,616
Junior* $5,389$5,232$5,135$4,985$4,843$4,616
Banner 1/3 $4,051 $3,920 $3,825 $3,723 $3,633 $3,488
Junior 2/3 $4,051 $3,920 $3,825 $3,723 $3,633 $3,488
Junior 1/2 $3,387 $3,300 $3,231 $3,140 $3,038 $2,920
Junior 1/3 $2,699$2,630$2,549$2,483$2,404$2,318
* Print ad size that qualifies for a full page in digital edition (See Pg. 4)
COVER & GATEFOLD AD RATES (NET)
COVERS & PREMIUM POSITIONS RATES:
COVER AD SPACE
RATE
1/2-Page Cover - 1/2-Front Cover Ads print back-to-back
$18,500
1-Page Front Cover - Front Cover Ad
$19,500
2-Page Front Cover - Front Cover Ads print back-to-back
$26,500
4-Page Cover Gatefold - Front Cover Ad plus 3-Page Gatefold $34,500
Banner Ad Page Hard Cover 2 - Backs 1-Page Front Cover Ad $6,500
Banner Ad Page Right of Editor’s Letter$7,500
INTERNAL GATEFOLD RATES:
INTERNAL GATEFOLD AD SPACE
3-Page Cover Gatefold - Unfolds off Editorial Cover
3-Page Internal Gatefold - Gate Unfolds Left of Editorial
4-Page Internal Gatefold - Gate Unfolds Left & Right
6-Page Internal Gatefold - Gate Unfolds Left of Editorial
RATE
$24,500
$21,400
$26,400
$35,000
4-Page Center-Stitched Gatefold - Gate Unfolds Left & Right $27,500
6-Page Center-Stitched Gatefold - Gate Unfolds Left of Editorial $37,500
8-Page Center-Stitched Gatefold - Gate Unfolds Left & Right $44,000
PROVIDER GUIDES:
2-Page Spread - Company Profile Page + Right-Hand Page Ad $8,500
NET ADVERTISING RATES:
Rates listed are “net” rates. They do not include agency commissions.
SUBMISSION/SHIPMENT OF MATERIALS:
FTP Server: For instructions on submitting ad materials via the Path to Purchase
Institute’s FTP server, please contact the Production Director, by email at
[email protected] or by calling (773) 992-4418.
B. Non-Bleed Ad Sizes:
Page Unit
Width
Depth
Banner Page
Banner 2/3
Banner 1/2 (vert.)
Banner 1/2 (horiz.)
Banner 1/3
Junior Page
Junior 2/3 (vert.)
Junior 1/2 (vert.)
Junior 1/2 (horiz.)
Junior 1/2 (digest)
Junior 1/3 (square)
9-1/2”
6-1/2”
4-5/8”
9-1/2”
3-1/4”
7”
4-5/8”
3-3/8”
7”
4-5/8”
4-5/8”
13-1/2”
13-1/2”
13-1/2”
6-5/8”
13-1/2”
10”
10”
10”
4-5/8”
7-3/16”
4-7/8”
Width
10-7/16”
20-7/8”
10-7/16”
20-7/8”
5-1/16”
7-5/8”
16-1/8”
Depth
14-1/4”
14-1/4”
7”
7”
14-1/4”
10-5/8”
11”
C. Bleed Ad Sizes:
Bleed Specifications
Banner Bleed Page
Banner Bleed Spread
Banner 1/2 Horiz. Bleed Page
Banner 1/2 Horiz. Bleed Spread Banner 1/2 Vert. Bleed Page
Junior Bleed Page
Jr. Bleed Spread
NOTE: Set your document to the trim dimensions supplied
above. Pull design out 1/8” all around for BLEED.
LIVE MATTER: To avoid trim violations, bring all important
illustrations and/or type matter 3/8” in from trim dimension.
PRINT MEDIA/FORMAT/SOFTWARE
Media Transfer: Email or FTP ad to Production Director
File Formats: High-resolution single page PDF/X-1a files are preferred.
For more information on specifications for creating high-resolution PDFs,
contact the Shopper Marketing Production Director.
Software Applications: (EPS, TIFF) InDesign, Illustrator, Photoshop or
Quark Xpress. The Publisher’s preferred file format is PDF/X-1a. If ad is
entirely in Photoshop, keep file in layers. Page files must be constructed
so that upon opening the page file, all elements (fonts, images, etc.) are
positioned correctly.
PRINT REQUIREMENTS
Printing: Web offset.
Furnished Inserts: Please contact Publisher for mechanical specifications,
quantity needed and shipping instructions.
Insert Stock Weight: Maximum weight of insert stock (25” x 38” basis):
100 lb. coated, 80 lb. uncoated. Thickness of insert stock cannot exceed
0.007” For inserts exceeding 4 pages or for those deviating from standards
outlined, consult Publisher.
Binding: Saddle Stitch
Paper Stock: Publication is printed on 50 lb., gloss-coated stock.
Shopper Marketing, Attn: Production Director,
8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631
Please send Print & Digital Edition ads together at material due date
GENERAL RATE POLICY:
Acceptance of copy is subject to publisher’s approval. Advertising is accepted with the understanding that
the advertiser or his agency agrees to indemnify the publisher against any expenses or claims resulting
from the unauthorized use of any name, photograph, copyrighted material or patented article in said
advertiser’s advertisement.
All advertising is subject to the publisher’s approval. The publisher reserves the right to reject advertising
that is not in keeping with the publication’s standard. The publisher assumes no liability if, for any reason, it
becomes necessary to omit an advertisement.
Rate Adjustments: If, within the contract year, more or fewer units are used than were contracted, the rate
will be adjusted to reflect
the actual number of units used. (See Net Advertising Rates.)
Rate Policy: All orders are subject to changes in rates with the issuance of a new rate card. Advertisers have
the option of cancelling at the time new rates become effective without incurring a short-rate adjustment.
No conditions, printed or otherwise, appearing on the space order, billing instruction or copy instructions
which conflict with the publisher’s stated policies will be binding on the publisher.
The forwarding of an order is construed as an acceptance of all the rates and conditions under which
advertising is at the time sold.
Publisher is not liable for delays in delivery and/or non-delivery in the event of an Act of God, action by
any governmental or quasi-governmental entity, fire, flood, insurrection, riot, explosion, embargo, strikes
whether legal or illegal, labor or material shortage, transportation interruption of any kind, work slowdown, or any condition beyond the control of Publisher affecting production or delivery in any manner.
Publisher reserves right to hold advertiser and its advertising agency jointly and severally liable for such
monies as are due and payable to the publisher.
PAYMENT TERMS: Net 30
PRINT EDITION AD SIZES
Banner Page
Banner 2/3
Banner 1/2 Vert.
Banner 1/2 Horiz.
Banner 1/3
Junior Page
Important illustrations
and/or type matter
on bleed ads,
i.e. “live matter” must
be at least 3/8˝ in from
all outside edges.
Junior 2/3
Junior 1/2 Horiz.
Junior 1/2 Digest
Junior 1/2 Vert.
Junior 1/3 Square
6
SHOPPER MARKETING OCTOBER 2014
EDITORIAL
Something’s Brewing Out There
COVER & PREMIUM POSTION ADS
1/2-Page Front Cover
“Do you ever get the feeling that there’s something going on
that we don’t know about?”
Fenwick (Kevin Bacon) in the 1982 movie, “Diner”
1-Page Front Cover
That one line from the movie “Diner” pretty much sums
up my feelings – as a shopper – about Apple Pay, Apple’s
“mobile wallet” initiative that was announced in early September. Unless you’ve been hiding under a rock, you’re no
doubt aware that some time this month, Apple Pay will enable iPhone 6 owners to purchase merchandise in stores by
holding up this fingerprint sensor/NFC chip-enabled phone
against a checkout reader at the POS.
Unlike the Google Wallet, PayPal, Square, Isis (renamed
“Softcard” to avoid confusion with a certain hardline terrorist group), Loop and Level Up announcements, Apple Pay
was greeted with a lot of media hoopla. In fewer than six
hours, Chase Bank sent me several emails touting its involvement in Apple Pay with assurances that my credit and debit
card accounts would soon be accessible through the iPhone.
A similar message came from Walgreens, which, along with
McDonald’s, Whole Foods, Toys “R” Us, Petco and Macy’s,
is on board as part of the estimated 220,000 store locations
where the payment option will be honored.
Some of the coverage was hyperbolic. One TV report asserted that Apple Pay will break down the barriers of international currency exchange and change commerce forever. Apple
does that to reporters. They even clapped when Apple CEO
Tim Cook merely took the stage in Cupertino. But the fact that
Cook never uttered the word “Walmart” once pretty much telegraphed what the world’s largest retailer thinks of Apple Pay.
Walmart intends to develop its own mobile payment system, presumably as part of the CurrentC initiative from Merchant Customer Exchange (MCX), which also includes Tar-
2-Page Front Cover
SHOPPER MARKETING OCTOBER 2014
p2pi.org
DISTINGUISHED FACULTY
EDITORIAL
Something’s Brewing Out There
“Do you ever get the feeling that there’s something going on
that we don’t know about?”
Fenwick (Kevin Bacon) in the 1982 movie, “Diner”
Vol. 27, No. 9 • September 2014
p2pi.org
CHICAGO —
Walmart senior
v ice president
A n d y Mu r r a y
will present his
view on “evolving w ith the
Andy Murray
omnichannel
shopper” during a Shopper Marketing Conference & Expo keynote address in October.
The Path to Purchase Institute’s premier event takes place
Oct. 21-23 in Minneapolis. Murray, a 2014 P2PI/Shopper Marketing Hall of Fame inductee, takes
the stage at 9 a.m. on Thursday,
Oct. 23.
The Conference & Expo begins on Oct. 21 with a trio of
afternoon symposiums. The
exhibit hall and Design of the
Times gallery open at 10 a.m. on
Oct. 22 following a keynote presentation from General Mills
CMO Mark Addicks and Gannett CMO Maryam Banikarim
about their collaborative “Outnumber Hunger” program.
The overall event features
40 seminars in nine tracks and
130-plus exhibitors.
The Institute’s 2014 Design
of the Times awards ceremony
takes place at 4:30 p.m. on Oct.
22.
For more information, visit
ShopperMarketExpo.com. SM
RETAIL INTIMACY
AMAZON
p2pi.org
That one line from the movie “Diner” pretty much sums
up my feelings – as a shopper – about Apple Pay, Apple’s
“mobile wallet” initiative that was announced in early September. Unless you’ve been hiding under a rock, you’re no
doubt aware that some time this month, Apple Pay will enable iPhone 6 owners to purchase merchandise in stores by
holding up this fingerprint sensor/NFC chip-enabled phone
against a checkout reader at the POS.
Unlike the Google Wallet, PayPal, Square, Isis (renamed
“Softcard” to avoid confusion with a certain hardline terrorist group), Loop and Level Up announcements, Apple Pay
was greeted with a lot of media hoopla. In fewer than six
hours, Chase Bank sent me several emails touting its involvement in Apple Pay with assurances that my credit and debit
card accounts would soon be accessible through the iPhone.
A similar message came from Walgreens, which, along with
McDonald’s, Whole Foods, Toys “R” Us, Petco and Macy’s,
is on board as part of the estimated 220,000 store locations
where the payment option will be honored.
Some of the coverage was hyperbolic. One TV report asserted that Apple Pay will break down the barriers of international currency exchange and change commerce forever. Apple
does that to reporters. They even clapped when Apple CEO
Tim Cook merely took the stage in Cupertino. But the fact that
Cook never uttered the word “Walmart” once pretty much telegraphed what the world’s largest retailer thinks of Apple Pay.
Walmart intends to develop its own mobile payment system, presumably as part of the CurrentC initiative from Merchant Customer Exchange (MCX), which also includes Tar-
PAGE 12
.com
Sparkling Ice Brings
‘Dragon’ to Walmart
says Morrison. “We realized that Sparkling Ice appeals to young and
old, male and female, and DreamWorks does the same,” she says.
“They bring fun, and we bring refreshment, which is also fun.”
The campaign began in May (weeks before the movie’s debut) and
was expected to last most
of the summer, fading out
as the movie left theaters.
As a DreamWorks promotional partner, Sparkling Ice had the rights
to use the studio’s trademark on any type of merchandising at point-ofsale and in social media,
but not on the package
itself, Morrison says.
The in-store material
at Walmart centered on
a dragon display, with
graphics developed by
Kendal King Group,
Kansas City, Mo., with a minimum of 35 pieces of product, Morrison
says. Dump bins contained an augmented reality experience in which
shoppers could interact with dragons. And there were case cards
Integrated campaign leveraging DreamWorks
partnership includes augmented reality experience
By Ed Finkel
PRESTON, WASH. — TalkingRain Beverage Co. executed its first fully
integrated path-to-purchase initiative for its Sparkling Ice bottled
water this summer, partnering with DreamWorks Animation for
a Walmart-centric campaign that leveraged the theatrical release of
“How to Train Your Dragon 2.”
The beverage company worked with IRI data to better understand
the Walmart shopper, working with the retailer to target its “loyals”
and “superloyals,” says Nina Morrison, vice president of community
and customer relations. “We focused our media and commercials on
moms 28 to 35. She’s the shopper, and she brings home Sparkling Ice
to be consumed by the whole family. … That’s similar to the information we got from DreamWorks, that they’re fun for the whole family;
kids and adults enjoy it.”
The partnership was a demographic no-brainer for Sparkling Ice,
AD
AD
AD
p2pi.org
DISTINGUISHED FACULTY
• Wendy Liebmann, CEO & Chief
• Christopher Brace, Owner,
Shopper, WSL Strategic
Shopper Intelligence
Retail
• Rich Butwinick, President,
• Aidan Tracey, CEO, Mosaic
MarketingLab/SellCheck
• Rob Wallace, Branding
• April Carlisle, SVP, Global
Consultant, Best of Breed
Shopper Marketing, Arc
Branding Consortium
Worldwide
• Scott Young, President,
• Alison Chaltas, EVP, GfK
Perception Research
• Craig Elston, SVP, Insight &
Strategy, The Integer Group Services
INSTITUTE
FACULTY
See Sparkling Ice, Page 10
AD
• Drew Allen, Senior Marketing
Manager, Walmart Sparkling
Lead, The Coca-Cola Co.
• Chris Almeida, VP, Shopper
Marketing Core Business &
Loyalty, Safeway Inc.
• Keith Anderson, VP, Digital
Advisory Practice, RetailNet
Group
• Charlie Anderson, CEO,
Shoptology
• Amy Andrews, Senior Insights
Manager, Ubisoft
• Jonathan Asher, EVP, Director
of Account Management,
Perception Research
Services
• Lindsay Baish, Digital Strategist,
Saatchi & Saatchi X
• Janet Barker-Evans, SVP,
Group Creative Director, Ryan
Partnership
• Tim Barnes, Chief Strategy
Officer, Head of Products, Fabric
• Rob Barrish, SVP, GfK Digital
Technology, GfK
• Tara Bartelt, Shopper
Marketing Strategy &
Capability, The Coca-Cola Co.
• Ken Bausch, VP, Interactive
Marketing, World Kitchen LLC
• Kim Begeman, Senior Manager,
CRM & Loyalty, Kellogg Co.
• Valerie Bernstein, SVP,
Business Development,
IN Marketing Services
• Brad Black, SVP, Account
Director, Arc Worldwide
• Spencer M. Blaker, Director,
Global Retail Marketing,
Burt’s Bees
• Blake Boulden, Director,
Shopper Marketing, Walmart,
Kimberly-Clark
IN SHOPPER MARKETING
The Clorox Co.
PAGE 16
Alcon
Mars Petcare
MillerCoors
FEATURE
Mondelez
Time Inc. Retail
WALL CHART
Co-Marketing
Strategies
The Shopper Marketing
Digital Playbook
Page 82
Insert on Page 11
SM1409_C1_006_011.indd 1
Ad on Front Cover Ad on Inside Front
Ad Pages Print Back-to-Back
8/15/14 1:41 PM
Ad 1/2-Pages
Print Back-to-Back
wallet will involve a lot of incentives, offers, coupon tie-ins
and other digital promotional ideas. If the players – Visa,
Walmart, Apple, MCX, etc. – really are playing for serious
money, they’ll want these incentives delivered by apps and
tools that truly can motivate shoppers. That, in turn, should
hasten a consolidation among app makers, the cream should
rise to the top, and that will benefit everyone.
Speaking of cream, my guess is that the first operator they’ll be
studying is Starbucks, its loyalty program and its phone apps that
let customers order, save favorites, scan, pay, and earn rewards.
SM
Next, they’ll be calling on some of you. Be ready.
NOMINATE SOMEONE!
Here’s my nomination for a 2014
Display of the Year award. Okay,
I’m kidding, but kudos nonetheless to CVS, which removed all
cigarette and tobacco merchandise from its stores last month,
thus relegating this otherwise
fine merchandising display to
the alley for recycling.
Do you know a CPG brand
marketer or retailing executive
you think deserves consideration for the Shopper Marketing Hall of Fame in 2015? The
process is simple: Send me an email ([email protected])
with his/her name and a brief (a few sentences) statement
of why you think he/she merits consideration, and we’ll get
the process rolling. If you want us to ID you, you’ll get the
credit, and if your candidate is selected, believe me, it’s a
very BIG deal. Get your nominations in by Halloween.
Banner Page Ad Right of Editor’s Letter
6
Walmart’s Murray
to Give Expo Keynote
get, Shell, 7-Eleven and others. So it’ll be Apple vs. Walmart.
Oh goody, another corporate format war. Remember Blu-ray
vs. HD-DVD? Betamax vs. VHS? All those incompatible
CompactFlash, Memory Stick, MMC and SD cards still rattling around in your desk somewhere? All of these format
wars muddied the marketplace by befuddling the shopper.
And what about the shopper? Odds are you’ll have a hard
time finding many who are all that excited about having
a mobile wallet, and why should they be? Any time-savings gained won’t be significant. The security aspect seems
counter-intuitive: This morning, everyone’s credit cards and
bathroom selfies got hacked; by lunch, it was all “feel free to
wave your phones around – it’s as solid as Sears.”
Nevertheless, “somethings going on,” to use Fenwick’s
phrase, when the biggest corporate players on earth are suddenly scrambling to topple the credit-card status quo. But to
get to whatever enormous prize they believe lies over the horizon, they’ll first have to incentivize unmotivated shoppers
to make the transition from plastic to NFC chip.
And therein lies a game-changing opportunity for shopper
marketing.
Shopper marketing executives are struggling with the
wide-ranging nature of digital innovation and the sheer
numbers of app developers knocking on their doors. Some
are players and some are pretenders, but few shopper marketing executives have any metrics to separate one from the
other. Meanwhile, as the mobile shopping article on page 80
of this issue reports, shopper usage of mobile phones inside
stores is stubbornly low with fewer than 10% of shoppers
rating tools like shopping lists, notifications from brands and
location-based services as useful.
Assuming, therefore, that a prolonged “format war” doesn’t
muddle it all up, persuading shoppers to embrace the mobile
• Thomas Boyle, VP,
The Coca-Cola Co.
• Chris Brandewie, Director of
Store Design, Best Buy Co. Inc.
• Heather Bullington, VP,
Catapult
• Heather Campain, Director,
Category Insights & Shopper
Marketing, Johnson & Johnson
Sales & Logistics Co.
• Steve Carlin, Global Head of
Strategy, Gaming, Facebook
• John Caron, Director,
Perfect Curve Inc.
• Jeff Ceccarelli, Team Manager,
Category Adivsory Services,
Burt’s Bees
• Anne Chambers, CEO,
Capre Group
• Rachel Chambers, Director,
Shopper Marketing & Shopper
Insights, Starbucks Coffee Co.
• Michael Chase, CMO, St.
Joseph Communications
• Will Clarke, Executive Creative
Director, The Integer Group
• Leslie Clifford, Executive
Director, Strategic Planning &
Insights, Geometry Global
• Brian Cohen, EVP, Group
Director, Catapult eCommerce,
Catapult
• Daniel Cooke, Digital Shopper
Marketing, e-Commerce Lead,
Kellogg Co.
• Liz Crawford, VP, Strategy &
Insights, Match Drive
• Sandra Creamer, Strategy
Director, CBX
• Marty Cregg, President,
Chase Design
• Shannon Curtin, GMM VP
of Beauty, Personal Care &
Seasonal, Walgreen Co.
• Jim Cusson, President,
Theory House
• Sean Dana, Creative Director,
Powerhouse Factories
• Darryl Daoust, Group Director,
Ryan Partnership
• Suchit Dash, Co-Founder, VP of
Product, IFeelGoods
• Pritesh Davda, AVP, Digital
Technology, L’Oreal
• Michael Depanfilis, General
Manager, E-Commerce &
Shopper Marketing, The
Hershey Co.
• Ben DiSanti, Retail Evangelist,
The Marketing Store
Worldwide LP
• Karen Doan, Senior Manager,
Customer Marketing,
Tyson Foods
• Jonathan Dodd, Chief Strategy
Officer & Global Shopper
Marketing Practice Leader,
Geometry Global
• Tim Dorgan, VP, Managing
Director, Peapod LLC
• Walt Doyle, General Manager,
Paypal Media Network
• Misty Duffy, Director, Shopper
Insights North America,
Elizabeth Arden Inc.
• Nathan Evans, VP, North
America, MESH Planning
• Malcolm Faulds,SVP,
Marketing, dunnhumby USA
• Kim Finnerty, SVP, Research &
Insights, Ryan Partnership
• Nicole Flavin, Senior Director,
Drug/C&G/Dollar, PepsiCo
• Frank Flurry, Production
Manager, Saatchi & Saatchi X
• Elizabeth Fogerty, SVP,
Strategic Planning & Insights,
IN Marketing Services
• Nick Fotis, Director, Digital
Strategy, Arc Worldwide
• Heidi Froseth, EVP, National
Retail Marketing Leader,
Catapult
• Gian Fulgoni, Executive
Chairman & Co-Founder,
comScore
• T. Gill Fuqua, Brand Manager,
Tyson Foods
• Monica Garaitonandia, AVP,
Director of New Product
Development & Multicultural
Marketing, Brown-Forman
Corp.
• Jeremy Geiger, CEO,
Retailigence
• Bryan Gildenberg,
Chief Knowledge Officer,
Kantar Retail
get, Shell, 7-Eleven and others. So it’ll be Apple vs. Walmart.
Oh goody, another corporate format war. Remember Blu-ray
vs. HD-DVD? Betamax vs. VHS? All those incompatible
CompactFlash, Memory Stick, MMC and SD cards still rattling around in your desk somewhere? All of these format
wars muddied the marketplace by befuddling the shopper.
And what about the shopper? Odds are you’ll have a hard
time finding many who are all that excited about having
a mobile wallet, and why should they be? Any time-savings gained won’t be significant. The security aspect seems
counter-intuitive: This morning, everyone’s credit cards and
bathroom selfies got hacked; by lunch, it was all “feel free to
wave your phones around – it’s as solid as Sears.”
Nevertheless, “somethings going on,” to use Fenwick’s
phrase, when the biggest corporate players on earth are suddenly scrambling to topple the credit-card status quo. But to
get to whatever enormous prize they believe lies over the horizon, they’ll first have to incentivize unmotivated shoppers
to make the transition from plastic to NFC chip.
And therein lies a game-changing opportunity for shopper
marketing.
Shopper marketing executives are struggling with the
wide-ranging nature of digital innovation and the sheer
numbers of app developers knocking on their doors. Some
are players and some are pretenders, but few shopper marketing executives have any metrics to separate one from the
other. Meanwhile, as the mobile shopping article on page 80
of this issue reports, shopper usage of mobile phones inside
stores is stubbornly low with fewer than 10% of shoppers
rating tools like shopping lists, notifications from brands and
location-based services as useful.
Assuming, therefore, that a prolonged “format war” doesn’t
muddle it all up, persuading shoppers to embrace the mobile
• Sarah Gleason, SVP, Shopper &
Retail Strategy, GfK
• Alistair Goodman, CEO,
Placecast
• Alex Gourlay, President of
Customer Experience & Daily
Living, Walgreen Co.
• Dr. Christopher Gray, VP,
Shopper Psychology,
Saatchi & Saatchi X
• Sean Patrick Harrington,
Founder, Previse Skincare
• David Haubert, Partner,
The Partnering Group
• John Hawkins, President
& CEO, Pathfinder
Management Consulting
• Scott Hendrickson, Head of
Advertising Solutions (NY),
PayPal Media Network
• Henry Hendrix, Director,
Shopper Marketing & In-Store
Merchandising, Henkel North
America
• Mark Hertenstein, SVP, Data
Solutions, Epsilon Data
Management/Abacus
• Bill Hildebolt, President,
EXPO Communications
• Rob Holland, GM, DLX Consumer
Products, Datalogix Inc.
• Adam Holyk, Group VP, Insights
& Analytics, Walgreen Co.
• Mike Hornigold, Director,
Shopper Strategy & Solutions,
The Coca-Cola Co.
• Steve Horowitz,
Chief Technology Officer,
Coupons.com Incorporated
• James House, CEO,
5one USA LLC
• Ron Hughes, Director, Shopper
Experience Innovation,
The Coca-Cola Co.
• Lisa Hurst, VP Account
Management, Shopper
Practice Lead, Upshot Inc.
• Amy Innerfield, VP, Research,
WSL Strategic Retail
• Anne Jenkins,Director,
Shopper Marketing,
Kimberly-Clark
• Zach Johnson, Director of
Advertising Sales, Amazon.com
• Becky Johnson, Account
Executive, Google Inc.
• Anne M. Jones, VP, Shopper
Marketing & Business
Development, Kimberly-Clark
• Bryan Jones, Senior Director,
Shopper Marketing, PepsiCo
• Kelly Jones, Head, Marketing
Insights, Microsoft Corp.
• Brad Josling, VP, Sales,
Hip Digital Media
• Ed Kaczmarek, Director,
Innovation, Consumer
Experiences, Mondelez
International
• Jason Katz, SVP, Integrated
Client Services, Hunter Straker
• Jeremy Keenan, Director of
Shopper Marketing, Henkel,
RockTenn Merchandising
Displays
• Erik Keptner, EVP, Marketing,
Ahold USA
• Donald King, Senior Associate
Consultant, Pathfinder
Management Consulting
• Brian Kittelson, Director
of Integrated Shopper
Marketing, General Mills
• Lisa Klauser, President,
Consumer & Shopper
Marketing, IN Marketing
Services
• Bob Klein, Chief Strategy
Officer, Blue Chip Marketing
Worldwide
• Mary Kotyuk, Digital Account
Director, North America,
Geometry Global
• Gil Krakowsky, Principal,
A.T. Kearney Inc.
• Jon Kramer, CMO, RockTenn
Merchandising Displays
• Dave Krause, SVP, Category
Management, Brookshire
Grocery Company
• Jill Kristle, Manager,
Interactive Marketing,
ConAgra Foods
• Dave Kuhn, SVP, Research
Director, Leo Burnett
• Wendy Lanchin, Planning
& Strategy Director,
The Marketing Store
Worldwide LP
• Jacqueline Lane, Strategy
Director, Arc Worldwide
• Bryan Leach, Founder & CEO,
ibotta
• Brandon Leck, Director,
Strategic Initiatives, Business
Transformation Office, The
Coca-Cola Co.
• Dustin Lehner, National Team
Lead for Shopper Marketing &
Insights, Mars Petcare
• Jon LeMire, SVP, Business
Development, Collective
Bias
• Lily Lev-Glick, Founder
& Chief Insights Officer,
ShopperSense
• Larry Levin, EVP & GM of
Consumer Insights, IRI
• Margaret Lewis, SVP, Catapult
• Catherine Lindner, CMO,
Shelfbucks
• Dan Mack, Managing Director,
Mack Elevation Forum
• Ken Madden, SVP, Head of
Digital, Shoptology
• Tina Manikas, Global Retail
Officer, FCB/RED
• Holly, Manners, Analyst,
Insights, Catapult
• Ken Mantel,SVP, Retail
Development, Walmart Team
Leader, Nickelodeon
• Jennifer Marchant, VP,
Customer Marketing, Time Inc.
Retail
• Carl D. Marci, CEO & Chief
Scientist, Innerscope
Research Inc.
• Scott McCallum, President,
Shopper Marketing, North
America, Geometry Global
• Clint McClain, Senior Director
of Marketing, Walmart
Stores Inc.
• Ann McGrath, Group Director,
Shopper2Buyer; Kinetic
Worldwide
• Kathi McKenzie, SVP,
Decision Analyst Inc.
• Jane McPherson, CMO,
SpyderLynk
• Jared Meisel, Managing
Partner, Theory House
• Shawn Millerick, Head of
Marketing, U.S. OTC, Alcon
• Liz Mohr, Director of Shopper
Insights & Analytics,
ConAgra Foods
• Patrick Moorhead, VP,
Mobile Sales, Catalina
• Gwen Morrison, CEO, The
Store/WPP Global Retail
• Graham Mudd, Head of
Measurement Market
Development, Facebook
• Curt Munk, SVP, Group
Planning Director, FCB/RED
• Andy Murray, SVP, Creative,
Walmart Stores Inc.
• Angela Myers SVP, Retail
Consulting, Datalogix Inc.
• Linda Nash, VP, Marketing,
POP Displays
• Lynn Neal, NA Retail Strategy
Leader, Procter & Gamble
• Matt Nitzberg, EVP,
Communications & Media,
dunnhumby USA
• Wendy Liebmann, CEO & Chief
• Christopher Brace, Owner,
Shopper, WSL Strategic
Shopper Intelligence
Retail
• Rich Butwinick, President,
• Aidan Tracey, CEO, Mosaic
MarketingLab/SellCheck
• Rob Wallace, Branding
• April Carlisle, SVP, Global
Consultant, Best of Breed
Shopper Marketing, Arc
Branding Consortium
Worldwide
• Scott Young, President,
• Alison Chaltas, EVP, GfK
Perception Research
• Craig Elston, SVP, Insight &
Strategy, The Integer Group Services
wallet will involve a lot of incentives, offers, coupon tie-ins
and other digital promotional ideas. If the players – Visa,
Walmart, Apple, MCX, etc. – really are playing for serious
money, they’ll want these incentives delivered by apps and
tools that truly can motivate shoppers. That, in turn, should
hasten a consolidation among app makers, the cream should
rise to the top, and that will benefit everyone.
Speaking of cream, my guess is that the first operator they’ll be
studying is Starbucks, its loyalty program and its phone apps that
let customers order, save favorites, scan, pay, and earn rewards.
SM
Next, they’ll be calling on some of you. Be ready.
INSTITUTE
FACULTY
• Drew Allen, Senior Marketing
Manager, Walmart Sparkling
Lead, The Coca-Cola Co.
• Chris Almeida, VP, Shopper
Marketing Core Business &
Loyalty, Safeway Inc.
• Keith Anderson, VP, Digital
Advisory Practice, RetailNet
Group
• Charlie Anderson, CEO,
Shoptology
• Amy Andrews, Senior Insights
Manager, Ubisoft
• Jonathan Asher, EVP, Director
of Account Management,
Perception Research
Services
• Lindsay Baish, Digital Strategist,
Saatchi & Saatchi X
• Janet Barker-Evans, SVP,
Group Creative Director, Ryan
Partnership
• Tim Barnes, Chief Strategy
Officer, Head of Products, Fabric
• Rob Barrish, SVP, GfK Digital
Technology, GfK
• Tara Bartelt, Shopper
Marketing Strategy &
Capability, The Coca-Cola Co.
• Ken Bausch, VP, Interactive
Marketing, World Kitchen LLC
• Kim Begeman, Senior Manager,
CRM & Loyalty, Kellogg Co.
• Valerie Bernstein, SVP,
Business Development,
IN Marketing Services
• Brad Black, SVP, Account
Director, Arc Worldwide
• Spencer M. Blaker, Director,
Global Retail Marketing,
Burt’s Bees
• Blake Boulden, Director,
Shopper Marketing, Walmart,
Kimberly-Clark
NOMINATE SOMEONE!
Here’s my nomination for a 2014
Display of the Year award. Okay,
I’m kidding, but kudos nonetheless to CVS, which removed all
cigarette and tobacco merchandise from its stores last month,
thus relegating this otherwise
fine merchandising display to
the alley for recycling.
Do you know a CPG brand
marketer or retailing executive
you think deserves consideration for the Shopper Marketing Hall of Fame in 2015? The
process is simple: Send me an email ([email protected])
with his/her name and a brief (a few sentences) statement
of why you think he/she merits consideration, and we’ll get
the process rolling. If you want us to ID you, you’ll get the
credit, and if your candidate is selected, believe me, it’s a
very BIG deal. Get your nominations in by Halloween.
Bill Schober is editorial director of the Path to Purchase
Institute. He can be reached via e-mail: [email protected]
or phone: 773-992-4430.
• Jeff Nowak, Founder/Chief
Content Officer,
Rocketman Digital
• Kathy O'Brien, VP, Marketing
to Shoppers, Unilever
• Kristen O'Hara, CMO,
Time Warner Inc.
• Sarah Ortman, Senior Group
Manager, Consumer & Shopper
Promotions, The Clorox Co.
• Diane Oshin, Publisher,
ALL YOU
• David Painter, Marketing
Director, Lunchbox
• Matthew Parry, Senior Director,
Shopper Marketing, Walmart
Stores Inc.
• Nick Patterson, Associate
Director of Shopper Marketing,
Procter & Gamble
• Casey Petersen, Director
of Audience Development,
Collective Bias Inc.
• Cheryl Policastro,
Shopper Marketing Team
Leader, Reckitt Benckiser
• Carl Preller, VP, Consulting,
Kantar Retail
• Brian Priest, SVP, Creative
Services, Creative Shopper
Practice Lead, Upshot Inc.
• Brian Pugh, CDM Specialist,
Meijer Inc.
• Julie Quick, SVP, Head
of Planning & Insights,
Shoptology
• Alexis Rask, VP & GM, Brand
Partnerships, Shopkick
• Josh Rateliff, VP,
Managing Director, Chicago,
Saatchi & Saatchi X
• Karuna Rawal, EVP,
Retail Strategy Director,
Arc Worldwide
• Joe Robinson, President,
Catapult
• Lauventria Robinson, VP,
Multicultural Marketing,
The Coca-Cola Co.
• Tony Rogers, SVP, Marketing,
Walmart Stores Inc.
• Joe Rohrlich, Client Partner,
Bazaarvoice
• Jennifer Romano, Director,
Digital & DSM, Catapult
• Efrain Rosario, Director,
Global Shopper Strategy,
The Coca-Cola Co.
• Jim Rose, President of
CROSSMARK Marketing
Services, CROSSMARK
• Kristi Ross, Engagement
Director, Capre Group
• John Ross, CMO & President of
Analytics, Inmar Inc.
• Manuel Rosso, CEO,
Scripps Network
• Masha Sajdeh, Chief Shopper
Strategist, SVP of Insights &
Strategy, Arc Worldwide
• Alexandra Samuel, VP, Social
Media, Vision Critical
• Art Sebastian, CVP, Category
Leadership & Shopper Insights,
Kraft Foods Group Inc.
• Darren Seifer, Food & Beverage
Industry Analyst, NPD Group
• Brett Sengbusch, Director of
Customer Development,
Kimberly-Clark
• David Sevitt, VP, Consumer
Insights, Vision Critical
• Aaliyah Shafiq, Brand
Manager, The Coca-Cola Co.
• Scott Shamberg, SVP, Growth
& Emerging Commerce, TPN
• Josh Shelpman, CEO, fused180
• Kevin Sidell, Senior Manager,
Digital Strategy, Kellogg Co.
• Roberto Siewczynski, EVP,
Catapult
• Danny Silverman, VP,
Business Consulting Services,
Clavis Insight
• Greg Silverman, CEO,
Concentric
• Alicia Smestad, President
(Nsight Connect),
Ryan Partnership
• Daren Sorenson, Director,
Knowledge & Insights, North
America, The Coca-Cola Co.
• Kelly Spehar, Director,
Digital Marketing,
The Integer Group
• Dan Stanek, EVP,
Big Red Rooster
• Kelly Stephenson, Senior
Brand Manager, Huggies
Brand, Kimberly-Clark
• John Stichweh, Director,
Digital & Social Shopper
Marketing, ConAgra Foods
• Doug Stovall, EVP, Sales &
Services, Hipcricket
• Doug Straton, DigitaleCommerce, NA Center of
Excellence, Marketing to
Shoppers, Unilever
• Julian Tan, Senior Manager,
Digital & Regimen Solutions,
Bayer HealthCare
• Mary Tarczynski, CMO,
Ditto Labs
• Michael Tilley, Associate
Director, Shopper Marketing
& Strategic Partnerships,
Mondelez International
• Danielle Tomassini, Head of
Digital Shopper Marketing,
Google Inc.
• Doug Van Andel,
Executive Creative Director,
Saatchi & Saatchi X
• Sarah Van Heirseele, VP of
Digital, Blue Chip Marketing
Worldwide
• David VanderWaal, Director,
Brand Marketing, Home
Appliances, LG Electronics
• Bruce Vierck, VP, RTC
• Wendy Warus, VP of Sales,
Winning In Store,
Henkel North America
• Julie Watson, VP, Shopper
& Customer Marketing,
Unilever
• Mark Weslar, CMO,
Gizmo Beverages
• George Wishart, EVP & Chief
Commercial Officer, Vestcom
International Inc.
• Jim Wittig, Director of Retail
Sales, Cheese Merchants of
America
• Robert Yau, Director of
Product Management & Social
Commerce, @WalmartLabs
• Donna Zambo, Manager,
eCommerce & Digital
Innovation, Shoprite
• Mark Zwicker, VP, Business
Development, St. Joseph
Communications
• Thomas Boyle, VP,
The Coca-Cola Co.
• Chris Brandewie, Director of
Store Design, Best Buy Co. Inc.
• Heather Bullington, VP,
Catapult
• Heather Campain, Director,
Category Insights & Shopper
Marketing, Johnson & Johnson
Sales & Logistics Co.
• Steve Carlin, Global Head of
Strategy, Gaming, Facebook
• John Caron, Director,
Perfect Curve Inc.
• Jeff Ceccarelli, Team Manager,
Category Adivsory Services,
Burt’s Bees
• Anne Chambers, CEO,
Capre Group
• Rachel Chambers, Director,
Shopper Marketing & Shopper
Insights, Starbucks Coffee Co.
• Michael Chase, CMO, St.
Joseph Communications
• Will Clarke, Executive Creative
Director, The Integer Group
• Leslie Clifford, Executive
Director, Strategic Planning &
Insights, Geometry Global
• Brian Cohen, EVP, Group
Director, Catapult eCommerce,
Catapult
• Daniel Cooke, Digital Shopper
Marketing, e-Commerce Lead,
Kellogg Co.
• Liz Crawford, VP, Strategy &
Insights, Match Drive
• Sandra Creamer, Strategy
Director, CBX
• Marty Cregg, President,
Chase Design
• Shannon Curtin, GMM VP
of Beauty, Personal Care &
Seasonal, Walgreen Co.
• Jim Cusson, President,
Theory House
• Sean Dana, Creative Director,
Powerhouse Factories
• Darryl Daoust, Group Director,
Ryan Partnership
• Suchit Dash, Co-Founder, VP of
Product, IFeelGoods
• Pritesh Davda, AVP, Digital
Technology, L’Oreal
• Michael Depanfilis, General
Manager, E-Commerce &
Shopper Marketing, The
Hershey Co.
• Ben DiSanti, Retail Evangelist,
The Marketing Store
Worldwide LP
• Karen Doan, Senior Manager,
Customer Marketing,
Tyson Foods
• Jonathan Dodd, Chief Strategy
Officer & Global Shopper
Marketing Practice Leader,
Geometry Global
• Tim Dorgan, VP, Managing
Director, Peapod LLC
• Walt Doyle, General Manager,
Paypal Media Network
• Misty Duffy, Director, Shopper
Insights North America,
Elizabeth Arden Inc.
• Nathan Evans, VP, North
America, MESH Planning
• Malcolm Faulds,SVP,
Marketing, dunnhumby USA
• Kim Finnerty, SVP, Research &
Insights, Ryan Partnership
• Nicole Flavin, Senior Director,
Drug/C&G/Dollar, PepsiCo
• Frank Flurry, Production
Manager, Saatchi & Saatchi X
• Elizabeth Fogerty, SVP,
Strategic Planning & Insights,
IN Marketing Services
• Nick Fotis, Director, Digital
Strategy, Arc Worldwide
• Heidi Froseth, EVP, National
Retail Marketing Leader,
Catapult
• Gian Fulgoni, Executive
Chairman & Co-Founder,
comScore
• T. Gill Fuqua, Brand Manager,
Tyson Foods
• Monica Garaitonandia, AVP,
Director of New Product
Development & Multicultural
Marketing, Brown-Forman
Corp.
• Jeremy Geiger, CEO,
Retailigence
• Bryan Gildenberg,
Chief Knowledge Officer,
Kantar Retail
SM1410_006_007edit.indd 6
• Sarah Gleason, SVP, Shopper &
Retail Strategy, GfK
• Alistair Goodman, CEO,
Placecast
• Alex Gourlay, President of
Customer Experience & Daily
Living, Walgreen Co.
• Dr. Christopher Gray, VP,
Shopper Psychology,
Saatchi & Saatchi X
• Sean Patrick Harrington,
Founder, Previse Skincare
• David Haubert, Partner,
The Partnering Group
• John Hawkins, President
& CEO, Pathfinder
Management Consulting
• Scott Hendrickson, Head of
Advertising Solutions (NY),
PayPal Media Network
• Henry Hendrix, Director,
Shopper Marketing & In-Store
Merchandising, Henkel North
America
• Mark Hertenstein, SVP, Data
Solutions, Epsilon Data
Management/Abacus
• Bill Hildebolt, President,
EXPO Communications
• Rob Holland, GM, DLX Consumer
Products, Datalogix Inc.
• Adam Holyk, Group VP, Insights
& Analytics, Walgreen Co.
• Mike Hornigold, Director,
Shopper Strategy & Solutions,
The Coca-Cola Co.
• Steve Horowitz,
Chief Technology Officer,
Coupons.com Incorporated
• James House, CEO,
5one USA LLC
• Ron Hughes, Director, Shopper
Experience Innovation,
The Coca-Cola Co.
• Lisa Hurst, VP Account
Management, Shopper
Practice Lead, Upshot Inc.
• Amy Innerfield, VP, Research,
WSL Strategic Retail
• Anne Jenkins,Director,
Shopper Marketing,
Kimberly-Clark
• Zach Johnson, Director of
Advertising Sales, Amazon.com
• Becky Johnson, Account
Executive, Google Inc.
• Anne M. Jones, VP, Shopper
Marketing & Business
Development, Kimberly-Clark
• Bryan Jones, Senior Director,
Shopper Marketing, PepsiCo
• Kelly Jones, Head, Marketing
Insights, Microsoft Corp.
• Brad Josling, VP, Sales,
Hip Digital Media
• Ed Kaczmarek, Director,
Innovation, Consumer
Experiences, Mondelez
International
• Jason Katz, SVP, Integrated
Client Services, Hunter Straker
• Jeremy Keenan, Director of
Shopper Marketing, Henkel,
RockTenn Merchandising
Displays
• Erik Keptner, EVP, Marketing,
Ahold USA
• Donald King, Senior Associate
Consultant, Pathfinder
Management Consulting
• Brian Kittelson, Director
of Integrated Shopper
Marketing, General Mills
• Lisa Klauser, President,
Consumer & Shopper
Marketing, IN Marketing
Services
• Bob Klein, Chief Strategy
Officer, Blue Chip Marketing
Worldwide
• Mary Kotyuk, Digital Account
Director, North America,
Geometry Global
• Gil Krakowsky, Principal,
A.T. Kearney Inc.
• Jon Kramer, CMO, RockTenn
Merchandising Displays
• Dave Krause, SVP, Category
Management, Brookshire
Grocery Company
• Jill Kristle, Manager,
Interactive Marketing,
ConAgra Foods
• Dave Kuhn, SVP, Research
Director, Leo Burnett
• Wendy Lanchin, Planning
& Strategy Director,
The Marketing Store
Worldwide LP
• Jacqueline Lane, Strategy
Director, Arc Worldwide
• Bryan Leach, Founder & CEO,
ibotta
• Brandon Leck, Director,
Strategic Initiatives, Business
Transformation Office, The
Coca-Cola Co.
• Dustin Lehner, National Team
Lead for Shopper Marketing &
Insights, Mars Petcare
• Jon LeMire, SVP, Business
Development, Collective
Bias
• Lily Lev-Glick, Founder
& Chief Insights Officer,
ShopperSense
• Larry Levin, EVP & GM of
Consumer Insights, IRI
• Margaret Lewis, SVP, Catapult
• Catherine Lindner, CMO,
Shelfbucks
• Dan Mack, Managing Director,
Mack Elevation Forum
• Ken Madden, SVP, Head of
Digital, Shoptology
• Tina Manikas, Global Retail
Officer, FCB/RED
• Holly, Manners, Analyst,
Insights, Catapult
• Ken Mantel,SVP, Retail
Development, Walmart Team
Leader, Nickelodeon
• Jennifer Marchant, VP,
Customer Marketing, Time Inc.
Retail
• Carl D. Marci, CEO & Chief
Scientist, Innerscope
Research Inc.
• Scott McCallum, President,
Shopper Marketing, North
America, Geometry Global
• Clint McClain, Senior Director
of Marketing, Walmart
Stores Inc.
• Ann McGrath, Group Director,
Shopper2Buyer; Kinetic
Worldwide
• Kathi McKenzie, SVP,
Decision Analyst Inc.
• Jane McPherson, CMO,
SpyderLynk
• Jared Meisel, Managing
Partner, Theory House
• Shawn Millerick, Head of
Marketing, U.S. OTC, Alcon
• Liz Mohr, Director of Shopper
Insights & Analytics,
ConAgra Foods
• Patrick Moorhead, VP,
Mobile Sales, Catalina
• Gwen Morrison, CEO, The
Store/WPP Global Retail
• Graham Mudd, Head of
Measurement Market
Development, Facebook
• Curt Munk, SVP, Group
Planning Director, FCB/RED
• Andy Murray, SVP, Creative,
Walmart Stores Inc.
• Angela Myers SVP, Retail
Consulting, Datalogix Inc.
• Linda Nash, VP, Marketing,
POP Displays
• Lynn Neal, NA Retail Strategy
Leader, Procter & Gamble
• Matt Nitzberg, EVP,
Communications & Media,
dunnhumby USA
AD
Bill Schober is editorial director of the Path to Purchase
Institute. He can be reached via e-mail: [email protected]
or phone: 773-992-4430.
• Jeff Nowak, Founder/Chief
Content Officer,
Rocketman Digital
• Kathy O'Brien, VP, Marketing
to Shoppers, Unilever
• Kristen O'Hara, CMO,
Time Warner Inc.
• Sarah Ortman, Senior Group
Manager, Consumer & Shopper
Promotions, The Clorox Co.
• Diane Oshin, Publisher,
ALL YOU
• David Painter, Marketing
Director, Lunchbox
• Matthew Parry, Senior Director,
Shopper Marketing, Walmart
Stores Inc.
• Nick Patterson, Associate
Director of Shopper Marketing,
Procter & Gamble
• Casey Petersen, Director
of Audience Development,
Collective Bias Inc.
• Cheryl Policastro,
Shopper Marketing Team
Leader, Reckitt Benckiser
• Carl Preller, VP, Consulting,
Kantar Retail
• Brian Priest, SVP, Creative
Services, Creative Shopper
Practice Lead, Upshot Inc.
• Brian Pugh, CDM Specialist,
Meijer Inc.
• Julie Quick, SVP, Head
of Planning & Insights,
Shoptology
• Alexis Rask, VP & GM, Brand
Partnerships, Shopkick
• Josh Rateliff, VP,
Managing Director, Chicago,
Saatchi & Saatchi X
• Karuna Rawal, EVP,
Retail Strategy Director,
Arc Worldwide
• Joe Robinson, President,
Catapult
• Lauventria Robinson, VP,
Multicultural Marketing,
The Coca-Cola Co.
• Tony Rogers, SVP, Marketing,
Walmart Stores Inc.
• Joe Rohrlich, Client Partner,
Bazaarvoice
• Jennifer Romano, Director,
Digital & DSM, Catapult
• Efrain Rosario, Director,
Global Shopper Strategy,
The Coca-Cola Co.
• Jim Rose, President of
CROSSMARK Marketing
Services, CROSSMARK
• Kristi Ross, Engagement
Director, Capre Group
• John Ross, CMO & President of
Analytics, Inmar Inc.
• Manuel Rosso, CEO,
Scripps Network
• Masha Sajdeh, Chief Shopper
Strategist, SVP of Insights &
Strategy, Arc Worldwide
• Alexandra Samuel, VP, Social
Media, Vision Critical
• Art Sebastian, CVP, Category
Leadership & Shopper Insights,
Kraft Foods Group Inc.
• Darren Seifer, Food & Beverage
Industry Analyst, NPD Group
• Brett Sengbusch, Director of
Customer Development,
Kimberly-Clark
• David Sevitt, VP, Consumer
Insights, Vision Critical
• Aaliyah Shafiq, Brand
Manager, The Coca-Cola Co.
• Scott Shamberg, SVP, Growth
& Emerging Commerce, TPN
• Josh Shelpman, CEO, fused180
• Kevin Sidell, Senior Manager,
Digital Strategy, Kellogg Co.
• Roberto Siewczynski, EVP,
Catapult
• Danny Silverman, VP,
Business Consulting Services,
Clavis Insight
• Greg Silverman, CEO,
Concentric
• Alicia Smestad, President
(Nsight Connect),
Ryan Partnership
• Daren Sorenson, Director,
Knowledge & Insights, North
America, The Coca-Cola Co.
• Kelly Spehar, Director,
Digital Marketing,
The Integer Group
• Dan Stanek, EVP,
Big Red Rooster
• Kelly Stephenson, Senior
Brand Manager, Huggies
Brand, Kimberly-Clark
• John Stichweh, Director,
Digital & Social Shopper
Marketing, ConAgra Foods
• Doug Stovall, EVP, Sales &
Services, Hipcricket
• Doug Straton, DigitaleCommerce, NA Center of
Excellence, Marketing to
Shoppers, Unilever
• Julian Tan, Senior Manager,
Digital & Regimen Solutions,
Bayer HealthCare
• Mary Tarczynski, CMO,
Ditto Labs
• Michael Tilley, Associate
Director, Shopper Marketing
& Strategic Partnerships,
Mondelez International
• Danielle Tomassini, Head of
Digital Shopper Marketing,
Google Inc.
• Doug Van Andel,
Executive Creative Director,
Saatchi & Saatchi X
• Sarah Van Heirseele, VP of
Digital, Blue Chip Marketing
Worldwide
• David VanderWaal, Director,
Brand Marketing, Home
Appliances, LG Electronics
• Bruce Vierck, VP, RTC
• Wendy Warus, VP of Sales,
Winning In Store,
Henkel North America
• Julie Watson, VP, Shopper
& Customer Marketing,
Unilever
• Mark Weslar, CMO,
Gizmo Beverages
• George Wishart, EVP & Chief
Commercial Officer, Vestcom
International Inc.
• Jim Wittig, Director of Retail
Sales, Cheese Merchants of
America
• Robert Yau, Director of
Product Management & Social
Commerce, @WalmartLabs
• Donna Zambo, Manager,
eCommerce & Digital
Innovation, Shoprite
• Mark Zwicker, VP, Business
Development, St. Joseph
Communications
Distinguished Faculty and Institute Faculty are the highest-rated
speakers, based on a 4-point scale, by past attendees of our various speaking
engagements. Distinguished faculty have consistently scored high at four or more
events. Faculty have scored high, presenting at least once.
9/15/14 1:34 PM
Distinguished Faculty and Institute Faculty are the highest-rated
speakers, based on a 4-point scale, by past attendees of our various speaking
engagements. Distinguished faculty have consistently scored high at four or more
events. Faculty have scored high, presenting at least once.
SM1410_006_007edit.indd 6
9/15/14 1:34 PM
4-Page Cover Gatefold
p2pi.org
Vol. 27, No. 9 • September 2014
Walmart’s Murray
to Give Expo Keynote
CHICAGO —
Walmart senior
v ice president
A ndy Mu r r a y
will present his
view on “evolving w ith the
Andy Murray
omnichannel
shopper” during a Shopper Marketing Conference & Expo keynote address in October.
The Path to Purchase Institute’s premier event takes place
Oct. 21-23 in Minneapolis. Murray, a 2014 P2PI/Shopper Marketing Hall of Fame inductee, takes
the stage at 9 a.m. on Thursday,
Oct. 23.
Gate ads print back-to-back
AD
AD
AD
AD
The Conference & Expo begins on Oct. 21 with a trio of
afternoon symposiums. The
exhibit hall and Design of the
Times gallery open at 10 a.m. on
Oct. 22 following a keynote presentation from General Mills
CMO Mark Addicks and Gannett CMO Maryam Banikarim
about their collaborative “Outnumber Hunger” program.
The overall event features
40 seminars in nine tracks and
130-plus exhibitors.
The Institute’s 2014 Design
of the Times awards ceremony
takes place at 4:30 p.m. on Oct.
22.
For more information, visit
ShopperMarketExpo.com. SM
RETAIL INTIMACY
AMAZON
PAGE 12
.com
Sparkling Ice Brings
‘Dragon’ to Walmart
Integrated campaign leveraging DreamWorks
partnership includes augmented reality experience
By Ed Finkel
PRESTON, WASH. — TalkingRain Beverage Co. executed its first fully
integrated path-to-purchase initiative for its Sparkling Ice bottled
water this summer, partnering with DreamWorks Animation for
a Walmart-centric campaign that leveraged the theatrical release of
“How to Train Your Dragon 2.”
The beverage company worked with IRI data to better understand
the Walmart shopper, working with the retailer to target its “loyals”
and “superloyals,” says Nina Morrison, vice president of community
and customer relations. “We focused our media and commercials on
moms 28 to 35. She’s the shopper, and she brings home Sparkling Ice
to be consumed by the whole family. … That’s similar to the information we got from DreamWorks, that they’re fun for the whole family;
kids and adults enjoy it.”
The partnership was a demographic no-brainer for Sparkling Ice,
says Morrison. “We realized that Sparkling Ice appeals to young and
old, male and female, and DreamWorks does the same,” she says.
“They bring fun, and we bring refreshment, which is also fun.”
The campaign began in May (weeks before the movie’s debut) and
was expected to last most
of the summer, fading out
as the movie left theaters.
As a DreamWorks promotional partner, Sparkling Ice had the rights
to use the studio’s trademark on any type of merchandising at point-ofsale and in social media,
but not on the package
itself, Morrison says.
The in-store material
at Walmart centered on
a dragon display, with
graphics developed by
Kendal King Group,
Kansas City, Mo., with a minimum of 35 pieces of product, Morrison
says. Dump bins contained an augmented reality experience in which
shoppers could interact with dragons. And there were case cards
See Sparkling Ice, Page 10
IN SHOPPER MARKETING
The Clorox Co.
PAGE 16
Alcon
FEATURE
Co-Marketing
Strategies
Page 82
Ad on Front Cover
Mars Petcare
MillerCoors
Back Gate Ad
Time Inc. Retail
Insert on Page 11
SM1409_C1_006_011.indd 1
Front Gate Ad
Mondelez
WALL CHART
The Shopper Marketing
Digital Playbook
8/15/14 1:41 PM
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INTERNAL GATEFOLD ADS
3-Page Cover Gatefold
3-Page Internal Gatefold
4-Page Internal Gatefold
86
SHOPPER MARKETING OCTOBER 2014
SO-LO-MO Central
A roundup of social, local and mobile marketing activity at retail
Vol. 27, No. 9 • September 2014
CHICAGO —
Walmart senior
v ice president
A n d y Mu r r a y
will present his
view on “evolving w ith the
Andy Murray
omnichannel
shopper” during a Shopper Marketing Conference & Expo keynote address in October.
The Path to Purchase Institute’s premier event takes place
Oct. 21-23 in Minneapolis. Murray, a 2014 P2PI/Shopper Marketing Hall of Fame inductee, takes
the stage at 9 a.m. on Thursday,
Oct. 23.
The Conference & Expo begins on Oct. 21 with a trio of
afternoon symposiums. The
exhibit hall and Design of the
Times gallery open at 10 a.m. on
Oct. 22 following a keynote presentation from General Mills
CMO Mark Addicks and Gannett CMO Maryam Banikarim
about their collaborative “Outnumber Hunger” program.
The overall event features
40 seminars in nine tracks and
130-plus exhibitors.
The Institute’s 2014 Design
of the Times awards ceremony
takes place at 4:30 p.m. on Oct.
22.
For more information, visit
ShopperMarketExpo.com. SM
1
RETAIL INTIMACY
AMAZON
PAGE 12
SOCIAL
1 Outdoors apparel manufacturer and retailer Timberland announced a
volunteerism competition with Detroit-based CrowdRise, a crowdsourcing
for charity social site founded by actor Edward Norton and the founders of
outdoors apparel retailer Moosejaw. Timberland’s inaugural “Serv-a-palooza
Challenge” encourages consumers to sign up at CrowdRise’s Timberland page
to support an organization of their choice. Once approved by Timberland,
consumers are given the go-ahead to create a fundraising page that can track
volunteer hours or invite others to donate money. Timberland will reward the
top fundraisers and volunteer recruiters with prizes, grant money, a $5,000
shopping spree and an appearance in an online ad campaign. The CrowdRise
platform helps manage the participant’s page, which can be shared over other
social platforms. This public effort from Timberland ties back to the company’s
17-year history of running internal Serv-a-palooza events that encourage employees to volunteer on a large scale.
.com
Sparkling Ice Brings
‘Dragon’ to Walmart
Integrated campaign leveraging DreamWorks
partnership includes augmented reality experience
By Ed Finkel
PRESTON, WASH. — TalkingRain Beverage Co. executed its first fully
integrated path-to-purchase initiative for its Sparkling Ice bottled
water this summer, partnering with DreamWorks Animation for
a Walmart-centric campaign that leveraged the theatrical release of
“How to Train Your Dragon 2.”
The beverage company worked with IRI data to better understand
the Walmart shopper, working with the retailer to target its “loyals”
and “superloyals,” says Nina Morrison, vice president of community
and customer relations. “We focused our media and commercials on
moms 28 to 35. She’s the shopper, and she brings home Sparkling Ice
to be consumed by the whole family. … That’s similar to the information we got from DreamWorks, that they’re fun for the whole family;
kids and adults enjoy it.”
The partnership was a demographic no-brainer for Sparkling Ice,
says Morrison. “We realized that Sparkling Ice appeals to young and
old, male and female, and DreamWorks does the same,” she says.
“They bring fun, and we bring refreshment, which is also fun.”
The campaign began in May (weeks before the movie’s debut) and
was expected to last most
of the summer, fading out
as the movie left theaters.
As a DreamWorks promotional partner, Sparkling Ice had the rights
to use the studio’s trademark on any type of merchandising at point-ofsale and in social media,
but not on the package
itself, Morrison says.
The in-store material
at Walmart centered on
a dragon display, with
graphics developed by
Kendal King Group,
Kansas City, Mo., with a minimum of 35 pieces of product, Morrison
says. Dump bins contained an augmented reality experience in which
shoppers could interact with dragons. And there were case cards
AD
Gate Ad Pages 1 & 2
Print Back-to-Back
See Sparkling Ice, Page 10
IN SHOPPER MARKETING
The Clorox Co.
PAGE 16
Alcon
FEATURE
Co-Marketing
Strategies
Page 82
Mars Petcare
MillerCoors
Mondelez
AD
2 Consumers get paid for posting photos and videos as well as commenting on them through the Bonzo Me social app from Giffen Solutions Inc.,
Roseland, New Jersey. The new app claims to pay users 80% of the ad revenue
it generates. Those posting content can ask questions of or poll the
viewers, gathering opinions. I was paid 4 cents to watch Kate Upton
enjoy a Carl’s Jr. Southwest patty melt and answer questions such as
whether I like spicy food, would I buy the sandwich and if I liked the
commercial. You can earn more money by sharing over Facebook.
...charitable challenge.
AD
3 Last year Kroger launched a clever campaign over Facebook that
just earned the title of “most successful social media campaign of the
year,” deemed by social analytics firm Unmetric, New York. Unmetric
measured 24 key indicators from more than 18,000 brand Facebook
pages and Twitter accounts, looking at total number of fans, posts,
responses, consumer engagement and brand responses to user
posts. Tempe, Arizona-based Sitewire developed the campaign,
which parodied the game Catch Phrase to spur purchases of gift
cards. Kroger posted on its Facebook Timeline and in the news feed
three clues that referenced a brand name and asked fans to guess
the gift card that matched that brand name. Those who named it
correctly were automatically entered into a sweeps that awarded the
featured gift card. The campaign was said to have generated 27,000
new fans in seven days, received more than 221,000 comments and
spiked sales around Black Friday, the timeframe in which it ran.
2
AD
Front
Gate
...easy money.
Gate Ad Pages 1 & 2
Print Back-to-Back
Time Inc. Retail
4
3
Gate Ad Pages 1 & 2
Print Back-to-Back
CENTER FOLD
Walmart’s Murray
to Give Expo Keynote
6-Page Internal Gatefold
(editorial on back of internal spread ads)
Dan Ochwat served as an editor
of Shopper Marketing for nine years.
Send comments and So-Lo-Mo news
to [email protected].
WALL CHART
The Shopper Marketing
Digital Playbook
...the year’s best.
Insert on Page 11
...instant insights.
8/15/14 1:41 PM
SM1410_086_087solomo.indd 86
Gatefold Ad folds off of Editorial Cover
9/11/14 4:17 PM
Gate Ad folds out left from Editorial Page
Gate Ad folds out left from Ad Spread
8-Page Center Stitch Gatefold
(ads on all 8 pages)
AD
Outside Left Gate
AD
CENTER FOLD
4-Page Center-Stitch Gatefold (editorial on back of gate ads)
AD
AD
Outside Right Gate
Front
Gate
CENTER FOLD
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Back
Gate
Back
Gate
DIGITAL EDITION AD SIZES
Full Spread
Mini Spread
Full Page
1/2-Page Vertical
1/2-Page Horizontal
The Institute requires digitally sized/optimized ad materials, separate from printed materials, for inclusion in the digital edition (based on Digital
Edition specifications below). These can be delivered directly to the Institute by the advertiser or they can be converted for the advertiser by
the Institute’s designated digital ad agency for a predetermined fee. In rare cases the Institute, in it’s sole discretion, may determine that ad
materials supplied for the print edition are also suitable for the digital edition.
DIGITAL EDITION PREMIUM PRICED ADS
©istockphoto.com/123ducu
Oct. 21-23, 2014
(Exposition: Oct. 22-23)
p2pi.org
EXCITING NEW VENUE!
Minneapolis Convention Center
Minneapolis, MN
p2pi.org
p2pi.org
Vol. 27, No. 8 • August 2014
Understanding ...
OMNICHANNEL Gen Z
p2pi.org
Vol. 27, No. 8 • August 2014
omni: in all ways, places, etc.;
Understanding ...
without limits
OMNICHANNEL Gen Z
channel: a means of communication
or expression; a way, course or
direction of thought or action
OMNICHANNEL marketing
& retailing
By Dawn Klingensmith
What does “omnichannel” mean to marketers? “That depends on whom you ask,” says Shachar Torem,
senior vice president of sales at Coupons.com.
With “omnichannel” as the topic, we convened a virtual roundtable discussion with brand, retail and
third-party participants addressing the same set of questions via the channel of their choosing – email or
phone interview. Their responses were edited and interspersed to create the discussion here.
Other participants gave answers similar to Torem’s, agreeing that the definition seemingly breaks down
into omnichannel marketing and omnichannel retailing. When “omnichannel” is used, it usually refers to
one or the other, although “a true omnichannel experience brings the two together,” says Laura Gustafson,
head of e-commerce shopper marketing for baby and child care brands at Kimberly-Clark.
Another point of consensus: True omnichannel is still in the making, so we discussed its current state and
where it seems to be heading.
JOIN THE WORLD’S LARGEST GATHERING OF SHOPPER & RETAIL
MARKETING PROFESSIONALS IN THE TWIN CITIES THIS FALL!
Register today at
www.ShopperMarketExpo.com
Sponsored by:
PAGE 34
PAGE 60
PAGE 34
PAGE 60
Our virtual roundtable tries
to make sense of the
seemingly vague term:
omnichannel marketing.
Industry executives explain
how this generation is
already affecting their
marketing strategies.
Our virtual roundtable tries
to make sense of the
seemingly vague term:
omnichannel marketing.
Industry executives explain
how this generation is
already affecting their
marketing strategies.
SM1409_PartialCoverWrap.indd 1
Opening Left-Hand Cover
$2,000 per issue. Must be a print advertiser in same issue.
What does omnichannel mean in the
context of your organization?
HEIDI REALE: For us, the focus is on shopper
marketing as opposed to sales across different
channels. For those customers that are always
on, we want to be able to reach them where they
34
are, through mobile, social media and online
search, as well as traditional media. So if someone searches for gluten-free recipes, we want our
YouTube video to come up. Using digital assets
to put things out there that engage consumers is
just part of what makes up omnichannel.
y SHOPPER MARKETING AUGUST 2014
By Samantha Nelson
AtlAntA — The Coca-Cola Co. is testing a merchandising solution in Kroger’s Mid-South market that lets shoppers create
their own beverage multipacks.
The “Variety Station” endcaps stock 24 varieties of the manufacturer’s Coca-Cola, Sprite, Fanta, Minute Maid, Barq’s, Mello
Yello, Tab, Seagram’s and Fresca brands, which shoppers can mix
and match into eight- or 10-packs.
Kerri Kopp, Coke’s senior brand manager, sparkling portfolio
strategy, says that the solution provides an easy way to try new
brands or flavors and makes it easier to satisfy multiple taste
preferences within a household or at a gathering. “We know that
consumers are constantly seeking choice and variety and they
love customization.”
The marketing solution is being promoted in stores via
14
Improves retail environment with new fixture program
• Monitor and manage your retail digital media investments.
• See trends on where and how often ads appear.
• Inspire creative executions and strategies.
• Improve competitive intelligence.
By Patrycja Malinowska
new York — News America Marketing has added a new atshelf video advertising option to its roster of SmartSource
P-O-P vehicles.
Dubbed Push-to-View (P2V), the new ad vehicle consists
of a 4.3-inch LCD video screen embedded in a 6-by-11-inch
aisle violator. It can include up to three buttons to trigger
separate, custom video clips with accompanying audio up
to 30 seconds in length. Each P2V unit operates independently on batteries that are switched out after 28 days.
The new vehicle is available at the 34,000 food, drug,
mass, convenience, dollar and office stores in SmartSource’s
network. Procter & Gamble, KimberlyTurtle Wax used the SmartSource
P2V video aisle violator to draw
Clark and Turtle Wax already are using
shoppers into the automotive aisle.
the devices, says John Kelly, News America
Cabela’s Moves Well Beyond
Catalog Showroom
• Access a comprehensive real-time database of retailer website advertising.
SmartSource Expands At-Shelf Video Options
Marketing’s executive vice president of retail advertising solutions.
Turtle Wax employed P2V for an eight-week campaign running
at Walmart through the end of June. The company chose the
solution as a way to draw shoppers into the automotive aisle
and drive trial. “Our newest item, Turtle Wax Rinse Free Wash &
Wax, is a product that no longer requires a garden hose to wash
and wax your car,” says Christine Whitemarsh, senior manager
of integrated marketing planning. “Because it was a change in
consumer behavior and something that’s completely foreign to
the mass industry, we needed to be able to provide educational
information at the shelf.”
P&G employed P2V to promote a shampoo brand at CVS/
pharmacy, and Kimberly-Clark to plug a diaper brand at
Kroger, Kelly says.
Design of the Times Awards
Reception & Ceremony
Wednesday, Oct. 9, 2013
5:00 - 7:00 pm • Navy Pier, Chicago
Revel in the announcement of the 2013 winners
during a cocktail reception and awards
presentation at the Shopper Marketing Expo.
Mingle among the finalists’ masterpieces of
in-store innovation while you enjoy friendly
conversation with friends and colleagues.
By Ed Finkel
The Design of the Times celebrates the
most effective in-store activations, displays
and campaigns. For more information or to
download an individual ticket order form,
visit www.dot-awards.com.
Sidney, neb. — When senior director of visual
field merchandising Melissa Schultz joined
outdoors retailer Cabela’s eight years ago, the
now half-century-old company with roots as
a catalog retailer only had 10 stores. And the
main purpose of those locations: “They were
catalog showrooms,” Schultz says. “There
weren’t a lot of dynamics around retail assortment, operational efficiencies … all those
Purchase tickets
when you register for the
Shopper Marketing Expo at
In conjunction
www.ShopperMarketExpo.com
Contact: Chuck Billups
Ph: (773) 992-4462
Email: [email protected]
www.p2pi.org/oasis
JERRY RIGHTMER: Consumers’ changing
expectations for the shopping experience –
that’s what is driving the retailing and marketing sides of the equation. Customers expect
both a consistent brand and shopping experience across all channels. Comparatively speaking, delivering brand consistency across channels is the easier task. Aligning merchandising,
inventory and fulfillment processes to deliver a
consistent omnichannel shopping experience
is where the most difficult challenges lie.
GUSTAFSON: Where CPG manufacturers are
involved, that personalized, predictive shopping
experience is a key defining feature of an idealstate omnichannel experience. Say a Huggies
mom wakes up in the middle of the night to her
baby crying and uses the last diaper. While feeding the baby, she goes online and orders diapers,
to be drop-shipped in the morning. Inside the
box, along with the diapers, there’s a call to action
SHACHAR TOREM: Whether you’re a brand marketer, a bricks-and-mortar retailer or an e-commerce site, it’s fundamentally about consumer
connectedness and having the ability to reach a
consumer across multiple touchpoints in a way
that’s meaningful to that consumer individually.
What might a true omnichannel experience
look like from a shopper’s perspective?
ANDERSON: That depends on the type of shopper and what they’re looking for, as well as the
industry. For CPG manufacturers and their retail
Our Virtual Roundtable
Janelle Anderson, VP, shopper marketing,
Frito-Lay North America
Jeremy Geiger, CEO, Retailigence
Laura Gustafson, head of e-commerce
shopper marketing for baby and child care
brands, Kimberly-Clark
Heidi Reale, director of shopper and digital
marketing, Price Chopper
Jerry Rightmer, EVP and chief product and
strategy officer, Starmount
Dan Seymour, director of retail marketing,
Dell Inc.
Shachar Torem, SVP of sales, Coupons.com
7/25/14 4:11 PM
Belly Band Over Editorial Page
$750 per ad. Must be a print advertiser
in same issue.
Belly Band Over Cover
$750 per ad. Must be a print
advertiser in same issue.
OASIS is the only tool that tracks retail digital media creative from its
origination to its destination. Empower your team with the OASIS advantage:
Shoppers create their own
beverage multipacks from
Coca-Cola’s Variety Station,
currently being tested in
Kroger’s Mid-South stores.
REALE: It’s all driven by consumers’ needs and
expectations, and depends on their willingness
to engage with us.
partners, to anticipate and start fulfilling the routine, basic needs of a consumer wherever they are
location-wise, so they can click-and-collect (order
online and pick up at the store), would require
huge infrastructure advancements. But then
there’s an experiential category of shopper, and
overseas they’re doing things like dressing a mannequin online, clicking the items they want, and
either picking them up or having them delivered.
SM1409_PartialCoverWrap.indd 1
PRogRams
shopping cart signs and Catalina
Marketing’s checkout program. Shelf
talkers and floorstands are positioned
around the endcaps.
The pilot program launched in 10 stores
this year and will run for several months.
Coke and Kroger have partnered with
several consumer research suppliers to
analyze the results. MeadWestvaco,
Richmond, Va., helped Coke create the
d is p l ay s . K r o g e r
declined to comment
on this story.
LAURA GUSTAFSON: So, for example, you
could pull together POS data and GPS data to
track mom’s movements and send her a relevant offer at the right time and place.
7/25/14 4:11 PM
PRogRams
Coca-Cola Mixes It Up
With Variety Station
JANELLE ANDERSON: Part of omnichannel
marketing is consistent branding across media,
but the messaging will differ by design as omnichannel allows for precise, targeted messaging anytime, anywhere.
A new premium service
only for Path to Purchase
Institute members.
13
y Shopper Marketing august 2013
things a retailer would focus on.”
That’s gradually changed in the years since
Cabela’s went public in 2004. Now, Cabela’s is
like “Disneyland” for devoted outdoors people,
according to Scott Davenport, account director for strategic partnerships at Lombard, Ill.based The Carlson Group. “They spend all day,
or all weekend, and they spend thousands of
dollars” in one trip.
PRogRams
The company’s website listed 41 U.S. stores
Cabela’s outerwear and other clothing. “The
as of June (and three in Canada), along with
mannequins are all about telling the collecanother 14 announced locations, including a
tive story – new collections, new technologies,
July 25 opening in Green Bay, Wis. To match
supported by head-to-toe merchandising,”
that growth, Cabela’s has ramped up the qualsays Brad Kurz, creative director at The Carlson
ity of its merchandising, most recently with
Group. “We created focal points throughout
the rollout of a branded softlines fixture prothe store. If you can see these things from a
gram (designed by The Carlson Group) for its
distance, there won’t be a need for directional
private-label clothing and other “soft” goods
signage.”
• Access a comprehensive real-time database of retailer website advertising.
sold under the Guidewear brand.
In terms of messaging, internal and external
• Monitor
and manage
your retailindigital
investments.
Cabela’s
is implementing
the program
every media
focus
groups at the outset revealed the comnew store
and
in others
as they
arehow
remodeled,
pany’s shoppers were very loyal and also had
• See
trends
on where
and
often ads appear.
typically every seven to 10 years. Cabela’s is also
high expectations of the brand’s service prom• Inspire
creativeless
executions
and
strategies. ise. “When you buy a high-dollar rod and reel,
executing
a somewhat
ambitious
“retrofit”
strategy
for storescompetitive
that aren’t due
for a remodel
or a high-dollar rifle, you need somebody who
• Improve
intelligence.
OASIS is the only tool that tracks retail digital media
but
are based in strong apparel markets “where
gives you specific information on the prodcreative from its origination to its destination.
we
think we can up the ante,” Schultz says.
uct,” Schultz says. “It’s the same with apparel
Empower your team with the OASIS advantage:
Given that its stores range in size from 40,000
and footwear. We have technical products that
• Access a comprehensive real-time database of
toretailer
235,000
feet, the company wanted the
require special information on the features and
websitesquare
advertising.
• Monitor
and manage
yourfixtures
retail digitalfor
media
right
kind
of wall
its smaller Cabela’s
benefits.”
investments.
Outpost
stores as well as bold center-store pieces
The Guidewear brand includes soft goods
• See trends on where and how often ads appear.
for
its larger
footprints.
that are specific to ice fishing, stream fishing
• Inspire
creative executions
and strategies.
In thecompetitive
larger intelligence.
locations, the soft-goods proand coastal fishing, for example, Schultz says.
• Improve
gram is highlighted through a combination
“They all have different features and benefits
Contact:
Billups
of aChuck
“gateway
arch” into
Ph: (773) 992-4462
A new premium service only for
Email:
[email protected]
Path to Purchase Institute members.
the www.p2pi.org/oasis
apparel
and footwear
section of the store, along
with hanging attachments,
low “runway” tables that
can be configured various
ways, and cantilevered platforms that take advantage
of the stores’ high ceilings
to feature a collection of
mannequins outfitted with
OASIS is the only tool that tracks retail digital media creative from its
origination to its destination. Empower your team with the OASIS advantage:
Cabela’s is using “gateway
Contact:
Chuckshoppers
Billups into
arches” to direct
apparel and
footwear
sections.
Ph:
(773) 992-4462
Email: [email protected]
www.p2pi.org/oasis
A new premium service
only for Path to Purchase
Institute members.
y Shopper Marketing august 2013
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