SEPTEMBER 2021
Path Purchase
pathtopurchaseiq.com
TO
E N D - TO - E N D S T R AT E G I E S F O R D R I V I N G C O N S U M E R D E M A N D
GUIDING THE
SHOPPER INTO THE FUTURE In uncertain times, CPG marketers share how they’re handling the challenges their jobs bring
INSIDE REGGIE AWARDS:
SHOPPER-FOCUSED PROGRAMS
GROCERY DELIVERY:
GROWING WITH THE TIMES
RETAIL MEDIA:
INDUSTRY STANDARDS
ACTIVATION GALLERY:
SUMMER PROMOTIONS
POWERED BY
01-P2PIQ_cover.indd 1
8/23/21 2:02 PM
“The global economy is dynamic and tumultuous. But, there is always an opportunity to innovate, collaborate, and delight today’s shoppers.” — TANNER VAN DUSEN, CHIEF INNOVATION OFFICER, ENSEMBLEIQ
THE FUTURE TAKES FOCUS
NOW
Unexpected market forces rapidly change the way we build trust in our brands. It’s time to join the only community that connects thousands of professionals to the insight and influence essential for solving business problems and driving growth into the future. The time to align with Path to Purchase IQ is NOW.
PathtoPurchaseIQ.com F O R M O R E I N F O R M A T I O N , PLEASE CONTACT ARLENE SCHUSTEFF, ASSOCIATE BRAND DIRECTOR, AT ASCHUSTEFF@ENSEMBLEIQ.COM
02-05-P2PIQ_TOC.indd 2
8/23/21 2:03 PM
Contents E N D -TO - E N D ST R AT E G I E S F O R D R I V I N G C O NS U M E R D E M A N D
18
Industry Awards: Reggies Ten shopper-focused programs that were deemed best-in-class in the ANA’s annual program. September 2021
Published
202 1 September
E- CO REVENUE online sales. out
Does not
RETAIL
billion in
North American
sales in
omniomni MEDIA to link is a “closed-loop, that aims Connect Walmart company” one cohesive media to achieve search channel with in-storeencompassing contactdigital screens, events in-store brand experience, during media, served and display and ads Off-site targeted less sampling, movies. drive-in by holiday 2021. such as be added ads will
RETAIL
MEDIA
REVENUE
sales Online 17.9% represented of the retailer’s in $92.4 billionin total sales fiscal 2020.
MEDIA AdvertisWalgreens 2020, a Launched in December enen ing Group personalization connect “full-servicehelps brands the off gine” that on and with shoppers platforms. retailer’s
RETAIL
in MEDIA Media Network Target for its venLaunched as a program it up to 2016 initially before opening those — even dor partnersadvertisers Target sold at are not all national products company Roundel whose platRenamed the CitrusAd stores. Integrated in 2019. 2021. form in
RETAIL
break
MEDIA Exchange CVS Media brands connect Launched 2020 to highly (cMx) in through leveraging with shoppers content, targeted loyalty program ExtraCare data and offering first-party ad placements off-site programon- and cvs.com, ads). (i.e. in-store, social media on matic display, with Criteo Also works ads and with on sponsored Audio Network audio InStore digital location-based advertising. out-of-home
RETAIL
MEDIA TV network On in-store Buy Media Best Buy into Best tradibrands has evolved offering target Network, new ways to and tional and both in stores data. shoppers first-party on online using with Criteo Also partners ads. sponsored
RETAIL
RETAIL
break
media MEDIA a retail disclosed Has not though the retailer BJ’s network, paid search, the of leverages a large amount app, and other mobile ad space, tools. bjs.com marketing Media e-commercewith Origin and Also worksCTV advertising, Platform for native Experience with Adobe Experience and Adobe (part of grow membershipand to Cloud) more personalized deliver marketing. data-driven
G E N CE
MEDIA on the Now” button page directs A “Shop Facebook retailer’s to lowes.com. Pinterest showcase shoppers to inspire and shopshop pins serve items, directing available lowes.com. pers to
SOCIAL
FaceMEDIA on BJ’s An Now” button A “Shop links to bjs.com. the on book page “Shop” module allows users integrated from Instagram retailer’s certain products brands. to browse private-label and national
SOCIAL
in
its MEDIA launched Kroger an In late 2020, of Chefbot, first generation intelligence-powered that offers artificial personrecipe tool Twitter inspiration and based on mealtime a found within alized recommendations of groceries images fridge or pantry. shopper’s
SOCIAL
SOCIAL
RETAIL
com); SITES Chef (homechef. Owns Home and Murray’s Vitacost.com; (murrayscheese.com). Cheese
OTHER
MEDIA
Now” A “Shop Coston button co’s Facebook page Links to its e-commerce website. Pins Pinterest to link directly details product costco.com. pages within
by
ONLINE ONLINE
Media, MEDIA Performance Albertsonsby Quotient Techthe retailer’s powered leverages deliver ads nology, data to media, proprietary across Albertsons-owned and elsewhere also social media web. Albertsons on across the BloomReach results. works with search on-site relevant
RETAIL
by MEDIA and powered in 2017 subsidiary Launched data analytics Marketing Kroger’s Precision 60 data from 84.51°, Kroger purchase to create holistaps into households million campaigns. tic, targeted
RETAIL
offers MEDIA Media Groupapp and Sam’s Club mobile off-site, IRI Technolon-site, opportunities. in-club architect ad products strategy. ogy helps and measurement.
MEDIA
invested has not is now Historically,advertising; but retail in its own heavily some of networks collecting through media revenue like Criteo.
RETAIL
REVENUE for $2.3 sales accounted$53.7 bilOnline the retailer’s 2020. billion of U.S. sales in lion in total
REVENUE online sales. out
Does not
break
REVENUE
its e-commerce did not Launched late 2020, and in initiative online sales. break out
ONLINE REVENUE sales grew that online the retailer Reported 2020, although online revenue. 258% in break out does not
ONLINE REVENUE $10 billion sales topped YOY. Online 116% 2020, growing
ONLINE
RETAIL
MEDIA
None.
MEDIA updates and Facebook and direct SKUs Pinterest spotlight regularly to homedepot.com. retailer’s shoppers tab on the A “Shop” page Facebook allows shopscroll pers to spethrough cific products from directly the platform.
SOCIAL
sales REVENUE that e-commerce 1.5% Reported contributed about 2020, fiscal positively sales in does not to comparable the retailer although online revenue. break out
ONLINE
REVENUE online sales. out
Does not
REVENUE
to According 9.7% digitalcommerce360.com, represented in online sales $89.6 billion 2020. of the retailer’s in fiscal net sales
buy MEDIA lets brands Retail Media+ via homedepot. social chanad placements retailer’s com, the email. nels and
RETAIL
MEDIA retailer’s on the pages buttons “Shop” and Instagram to Facebook easy access provide com e-commerce bestbuy. certain products. pages for
SOCIAL
fiscal REVENUE 49.5% in sales grew retailer does Online the figures. 2020, although out exact not break
ONLINE ONLINE
ONLINE
14.4% of REVENUE in net sales represented Online $132.1 billion the retailer’s 2020. fiscal sales in
ONLINE
ONLINE REVENUE ecommerto Statista’s According walgreens.com in $1.81 billion ceDB website, estimated 2020, approxhad an in fiscal online sales of total sales. 1.7% imately
ONLINE ONLINE
$43 REVENUE for approximately total billion in sales accounted U.S.’s $370 Online Walmart billion of fiscal 2021. in net sales
ONLINE
REVENUE
$236.3 Amassed fiscal 2020.
I NTE LLI
M M E RCE
REVENUE for an sales accounted of the Online sales, $18.7 billion in total estimated $43.3 billion fiscal 2021. retailer’s during 144.4% growing
ONLINE
2021
ONLINE
SOCIAL
MEDIA
Integrated buttons “Shop” on Facebook and Instagram to pages link detail product Pinterest pages. link pages. Pins also product detail to directly
SOCIAL
MEDIA
Now” A “Shop Facebook links to button
MEDIA and the by Quotient engine, Powered MEDIA e-commerceAD Retail with RETAIL retailer’s Labs, partnership Digital Built in Inmar, and Vestcom, Peapod connected leverages digital Quotient, Media provides DG Media Network across chain the DG DG customer data, for solutions Quotient’s digital and and more exclusive properties, Coupons.com, digmedia properties properties, and third-party2021, targeting. In shopper major social properties. “promotion ital publisher Quotient’s combines launched tool” that loyalty and amplification point-of-sale retailer with weekly retailer target, card data feeds to digital price reduction and automate also empersonalize Stop & Shop Digital media ads. Marketing’s ploys Catalina Personalizer. Circular
RETAIL
chain e-commerce websites. with Partnered and Pinterest to roll Vestcom media out a Pinter- shelf-edge est-enabled 2020, enabling in special to scan platform shoppers be directed to in-store and for tags/displays Pinterest page the retailer’s product lists. and recipes OTHER
DELIVERY 12-packs of 4-, 6- and free. Offers Delivers for 2-4 days orders wine in on $35+ household free shipping staples, other of pantry and a variety of essentials Vitacost offers shipping, products. and standard $49 same-day on orders of of free which is of $25 worth or the purchase products. private-label
SITES
its moreforu.com Paused digital marketplace third-party COVID-19 pandemic, the during an improved promising to come. experience
MEDIA button Now” Facebook webA “Shop Pinterchain e-commerce links to chains employ sites. Somelink to their websites. to est Pins
MEDIA Chesapeake launched Dollar Tree in 2021. FamilySwiftly with Media Group partnered to support Dollar also which Technologies and Aki digital platform, services the new on the offers fully-managed ad placements app and through mobile Family Dollar familydollar.com.
RETAIL
SOCIAL
OTHER
SITES
FreshDirectwill In 2021, Owns e-grocer mar mar(freshdirect.com).an online Ship2Me, general launch items. with 100,000 ketplace and grocery merchandise
SOCIAL
MEDIA
and Pinterest Facebook to link updates
SOCIAL
e-commerce pages.
MEDIA
and Pinterest Facebook to link updates
familydollar.com.
SITES from DELIVERY OTHER SITES HOME is available OTHER Hannaford None. Home delivery via Peapod. None. most storesa third party. Some pickup DELIVERY to Go uses a delivery and deHOME DELIVERY toys, chains offer service for free HOME Nonperishable the DELIVERY essentials, a cost of subscription orders at Household OTC are among foods, person$100+ delivery and monthly. Standard livery on apparel, or $12.95 for home al care items, home delivery $119 annually items available and household are is available for a fee. essentials items the across more COLLECT among CLICK & for than 2,000 more available via A FreshCOLLECT at most Operates stores. CLICK & pickup home delivery than 1,400 Pass delivery Offers in-store unfamilydollar.com orders click-andclub offers deliveries on annual stores. and for a fee. free or collect limited 5% points, for a monthly pick-up over $30 as perks including for COLLECT prodon items available or CLICK & fee as well private-label its pickup In foods, same-day pickup for a fee. Offers in-store off eligible discontinued in piloting nonperishable 2021, service and housescheduled & Shop began such as ucts. In delivery other arin care items, Owns managed DELIVERY 2021, Stop temperature-conand delivery personal own grocery HOME California third-party Pickup Bonobos next-day health careAetna rewards a walk-up, in to scheduled Locker AUTO REPLENISHMENT hold essentials. Southern SITES a using Moosejaw, of Same- and My Best Buy stake in can opt DELIVERY for most grocery via DG OTHER began Eloquii, COLLECT company HOME trolled growing number a majority shipping deis also testing Shoppers select items off eas and CLICK & most areas.receive free standard$35. mobile A on Safeway delivery cart. standard Owns Art.com, Also owns 5% store (aetna.com). least Free standard option. Co. stores offer delivery of services. $45. Free Upfront members orders of at to receive free shoppers and Hayneedle. for free purchases on orders over the Giant that lets SITES AutoDeliverretail price and of COLLECT remote-controlled space allotted shipping appliance shipping are eligible OTHER CLICK & India’s Flipkart. livery on app Flashfoodorders for perishDELIVERY four-day delivthe regular recurring orders for online Elite membersscheduled shipping HOME more. Expedited on Wholefoodsmarket.com. Plus Offers same-day one-to and Fire TV, $396 or subscripplace pickup their expiration orders of shipping $25. and while Elite free order pickup AUTO REPLENISHMENT delivery prices. Offers free COLLECT Also owns Drive Up curbside A wine owns meal-kit minimum, DELIVERY in less enable costs extra. ables nearing discounted CLICK & IMDb TV, more than pickup, HOME with self-serthan 1,400 Kroger with no additionally receive COLLECT In markets preery on non-prescription heavily Home Chef. Twitch, in-store Delivery CLICK & allows onlineat date at of locations. $35. Most Diapers.com, Offers more SITES Express hours is availvice lockers Geek Squad tion service a dozen wines members Shipt (shipt.com). service at least delivery Audible, curbside stores incorporating in all OTHER self-serve offers is also delivery. service Pickup and Zappos. of items parkpark two-day and Go from local mobile app. pickup than two some 3,000 available piloting club delivers Vitacost two-day one- to and select non-prescripdeliveries A new Goodreads markets designated Owns delivery weeks. can Curbside shopping or via 2021, began in select AUTO REPLENISHMENT AUTO REPLENISHMENT able from a $10 cost on stores. every 13 where users makes certain equipment. Buy scriptions for free (until further as 30 minconand lockers ing spots. pickup COLLECT walgreens.com get fitness pickup an automated, None. in as little on serNone. stores for usual delivery available. Set & Save,automatic delivery CLICK & such as pilot, Best curbside members most tion items kiosk ser as its first by Instacart) Order readyfree ship-to-store program for and CarePass PickUp as well one-day DELIVERY top of the is $7.95 or over overschedule Piloting select brands. loyalty offers paid members notice). delivery parcel grocery HOME get free order size COLLECT free, 10% off Clubs provide (powered utes. Also, pickup excluding $5 a two-day on tactless eligible are CLICK & by roboticsinstalled fee, which a $35 minimum receive Next-day service Beta, also with a 1-hour aumerchandise, one- to other perks for of $48. orders. EASY REORDER online Prime members AUTO REPLENISHMENTfor and curbside picked Costco Monthly perks, includingdelivery Mexico, AUTO REPLENISHMENTsavings most products, and EASY REORDER function for vice, created on general same-day and photo In-store Orders can be replenishment $9.95 with Walmart+ members. zip codes discount. Murray’s charging in New Genius a bevy of and next-day most Cleveron items and a flat annual rate of subItems purchasedpurchases shipping Timed for subscriptions. locations sized items Offers members-only stores or window, the service and An Order fills carts with with a 5% or in qualifying producer with temperature-conrecent InHome available. waived various for a number as Showpickup same-day items. at most month saved as and in some a $35 minimum order. SKUs comes $10 for is available orders over $35. such sign-ups tomatically purchased products. by Telaid, with more up via lockers pickup areas. delivery for services 98point6 members a $100 minimum on eligible list past on easy reordering. technology. delivery Fresh (in or free groceries/prescriptions scription frequently websites also and in as in COLLECT trolled via dedicated for $5.99 Whole requiring Warehouse Pickup are delivery CLICK & order. Amazon COLLECT for members curbpilot gets EASY REORDER online refrigerator/counttime streaming care. for Most chain and recommendations, cities) and same-day with a $35 for PARTNERS InstaCLICK & minimum),stores Delivery a customer’s Also offers including handbags, option COLLECT primary Free pickup hours, using of markets via free than 2,000 two-hour and at free (no to Items purchasedpurchases virtual purchases Express Shop CLICK & two FULFILLMENT delivery pickup number and mediservice that was curbside Piloting pickup at select $9.95 fee recent directly categories an options. AUTO REPLENISHMENT little as (including Foods offer delivery a service now incurs a kit subscription or in-store expanding saved as electronics to expand across in 2019. and offer filtering Contactless Massachusetts, Offers same-day of items same-day DELIVERY er in an Doorstep jewelry, various Plated meal discontinued side pickup check-in areas in one hour in offers deliveries a variety select markets, order but HOME Island and its curbside month. easy reordering. Continuing allowing on pickup was cart for from most stores. Amazon in Rhode prod$19.95 a cations. lockers. service kits are still available designated EASY REORDER smart coolers. or $50 minimum Key by and homes. Amazon Free two-day Your pickup quick reorders for eligible have groceries) with markets. after discontinuing Instacart. pilot utilizes in-store in limited in 2018. The meal all locations. Facilitates purchased items. PARTNERS PARTNERS via in some shipping and on option for ucts. Stores parking gates, garages Instacart. pickup delivery FULFILLMENTwork with delivery select stores FULFILLMENT frequentlyshows past purchases inside cars, deliveries autonomously a $35 purand Air drone designated Store when merchandise is available EASY REORDER online allows markets. substitutions Many chainsto Go uses Shipt. AUTO REPLENISHMENT purhave access Offers same-day Lists tool and & Save Scout makes Amazon Prime chase or COLLECT EASY REORDER in select for general program AUTO REPLENISHMENT on spaces AUTO REPLENISHMENT offers as recent lets members and CLICK & Items purchased with a counters. not in stock. Hannaford Auto-Reorder free pickup development. Door Dash and recommends recurring areas. Ordersup at 16,000 ReadyFill test markets. in-store easy paying are saved AUTO REPLENISHMENT MyLowe’s AUTO REPLENISHMENT under a BJ’s Subscription items identified that are Pickup Subscriptionsshipis still in None. EASY REORDER Shipt delivStores offer dedicated servicelocations. and in the in-store easy reordering. program to schedule items like complete for be picked including UPS, for select purchased in-store for items customers RedCard. history via Renewal one- to two-day refills. to their fee per for Home Depot members of qualifying can also detail pages the quanboth Products at limited available at some orders sameset up recurring with chases locations stores. for an $8-9 a $99 select product account, is powers the facilitate automatic for speedy online purchase shoppers eligible products prescription to deliveries and delivery and alternate loyalty Lockers grocery pickup they want are saved It Again Walgreens were phased EASY REORDER to view cart. Consumers day grocery with a $35 order ery on eligible reordering. ments for PARTNERS parties pet food. COLLECT Whole Towers CVS and how often system EVENTS via members SmileDirectClub and online, under a Buy free Curbside Pickup CLICK & Allows tity and DIGITAL order or dispensing FULFILLMENT other third Works with for its monthly a 5% discount. Fresh and is past purchases Pilotreordering websites. and 3,300 stores. automated PARTNERS membership. sign-ups Amazon reorder item delivered. None. pickup chain in annual Instacart and express AR. enable and Instacart. from stores. boxes. FULFILLMENT Dolly to offer tab on Best Buy out. Testing two stores, members Foods Market costco.com EVENTS promotion for via autonoAUTO REPLENISHMENT with lets My EASY REORDER in Rogers, to power delivery subscription to Prime DIGITAL delivery PARTNERS as one Reorder Partners delivery in select adjacent pickup lockers Express. recurring Couavailable and COUPONS PARTNERS Easy Replenish Cyber Days Offers a memwith in as little ing grocery with Drone and COLLECT FULFILLMENT schedule DIGITAL can clip Smart walgreens.com Runs a prodEASY REORDER same-day for EVENTS delivery pharmacy Also in November PARTNERS pickup, CLICK & FULFILLMENT tab on select citiesadditional cost In exclusive” of members of qualifying button DIGITAL Uber mous drones Amazon Offers same- via “online Shoppers retailer’s website in no Black Friday Buy Again easy reordering major markets. in December. in-club FULFILLMENT Free in-store Offers on-demand minimum. the hour at shipmentsas electric toothbrush with Amazon’s bers’ previously powers Has offered checkout Shipt, DoorDash, other retailers, such as for day delivery an order items. pons on Cyber Monday allows for purchased products. compete them at Instacart delivery for grocery and last-mile offers online-only Instacart, pickup without including pickup options number ucts such K-cups. The similar sorted purchasedcan also AUTO REPLENISHMENT deals to in the past. sample and preAnycart, Tortoise for Instacart. and redeemtheir phone availfrequently previouslyhistory can be incentives pickup. beauty are located same-day goods, Eats and online orders. purEASY REORDER urban locationsa variety of monitoring heads and via Members Offers a or buttons Prime Day company delivery. stock stores with a barcode bulk-purchase Shipt, Dolly, order Purchase orders,” “in-store and household purchased logistics Items in toner was “Buy again” Hubs providestaffed counters. free delivery mobile Smart Replenish view full delivery. box subscription are also purchased” and a kids previously or by scanning Dollar’s and dangling for ink and by “online scription and GoShare remote-controlled are available next to for easy reordering. lockers Family service “frequently history. BrandShare subscription in 2020. takes four able via chases,” box PostmatesPiloting same-day purchased.” within two ship-to-store mobile offers past products discontinued apparel (via EASY REORDERsee a list of program application. COUPONS and “recently EVENTS with Uber. partners. hours, while Drive Up up DIGITAL those DIGITAL via Kidbox. delivery subscriptionand automatic in to EVENTS and days. EVENTS Lets shoppers AUTO REPLENISHMENT & Save grocery opt to pick sweepstakes/campaigns in DIGITAL and reorder app/site DIGITAL to seven deals tying in to from SeptemWhile most shipping in November FootPARTNERS PARTNERS Online EVENTS deals during CVS shoppers parking areas both purchases season can log in The Subscribeprice, free EASY REORDER have DIGITAL Offers onlineand Cyber Monday using the Black Friday in December. app) lets inan enregisters list of FULFILLMENT FULFILLMENT COUPONS chains members times. for football Black Friday season seasons products with in designated loyto create a discounted DIGITAL can clip DG Digiare EASY REORDER Account full order history, Offers online-only functionality to build Black Friday Cyber Week orders at designated having Also proin December. hour. Partners Orders different ber to January; back-to-schoolsupport. and cancelled as one and without shopping cart. Back-to-school by and deliveries Shoppers on the retailer’sat EVENTS Easy Reorder online purchases of frequency. view their Cyber Week in November. support. ball and as little Instacart handled carorder alty platforms, and DIGITAL past, active November. in November heavy digital tirely new active and cancelled often, in tal Coupons redeem them Now for of offer in-store heavy digital cluding and in-store purchases. also get well as Pickup variety they all digand Black Friday in December. their also gets vides past, service orders as website in stores with via items purchased deliveries and inCOUPONS on-demand riers, includclippable Cyber Weekruns online-only available DIGITAL for online payments. AUTO REPLENISHMENT also home delivery its subscription checkout cardcoupons by QuoCOUPONS member PARTNERS shoppers COUPONS delivery. ing Instacart, All chains ital coupons Frequently and savings. and deals number. Digital Loyalty services, PARTNERS PARTNERS Discontinued DIGITAL CarePass as more (provided with to DIGITAL phone coupons loyalty FULFILLMENT delivery Shipt, in 2020 fulfillment directly EASY REORDER have Uber Eats, coupons Savings store purchases. promotions chain websites. FULFILLMENT FULFILLMENT DoorDash, model Offers coupons for U digital to in-house Instacart, Offers digital and, in load offers None. in stores to Just well as Instant at checkout. to its same-day in Prime members Postmates, PARTNERS sameintegrate delivery orders. holders In addition partners including Point for home Works with FedEx, USPS turned the pandemic. tient) as complete Testing to redeem accessible redeemable applied EVENTS and wine, Mother’s carriers UPS, during FULFILLMENT Shipt power access to histories DoorDash (prescriptions). pickup DIGITAL their cards Discounts on works with Roadie and Pickupdelivery platform Roadie, and services in February, in June automatically third-party with cardholdersonline. Also offers including Onare EVENTS Instacart purchase driverless and FedEx orders the latter with Super Bowl Father’s Day in Virginia of an internal and online. DIGITAL Postmates, select areas,Star Overnight, by Quotient. reorder stores and Vitacost Exploring Spark is codes. day delivery, Also works USPS. retail partner provided and can drone delivery drivers. UDelv and Gatik Day in May,Friday in November Ship and Offers delivery. Deliv, Lone Geodis. promo be used coupons system. founding allowing and SNCF’s (available Nuro, prescriptions. EASY REORDER recently/frequently Wing. A histories, and Black digital support. shopping done through can also online-only for self-employed DoorDash Trac and items. items by reorders with partners Dash Buttons with partners vehicle reorder Postmates, Tracks order enable purchased Loop’s circular get heavy Paper coupons deals during in delivery to easily by drone delivery Assistant self-driving and drone Alexa. Virtual shipping) COUPONS orders. Google Piloting shoppers Prime DIGITAL and Samsung’s voice via (provided for pickup Cyber Week AI; exploring EVENTS with Nuro, item with the Echo Show coupons and Flytrex. Walmart Fulfillment and in-store DIGITAL Flight Forward. delivery as hire Offers COUPONS for any in EVENTS COUPONS UPS to coupons online December. DroneUp such for PARTNERS of with DIGITAL digitally clip delivery. DIGITAL promotions DIGITAL voice shopping. vendors Black Fridayand delivery Quotient) as well as Instant at via amazon.com, of each directly same-day alternative retail partner system. powers FULFILLMENT Members by Quotient) ship items. Hub refrigerator. Recurring (first Tuesday Periodically applied powers allow third-party November Week deA founding purchases shopping Family Day pack and also offers Services Instacart & Family are automatautomatically (provided Seniors offers savings to store, Shopping July; Cyber “12 Loop’s circular Savings card; they and Friends online (and Walmart Google in-club via target.com. to their month) through during COUPONS in December. PARTNERS 1,700 independent get a discount checkout. delivery codes to shopping DIGITAL Deals” Also offers shoppers ically applied Offers liver a 20%Cyber Monday/Cyber promo FULFILLMENT approximately fund parcel such as Days of and CyEVENTS checkout. online. 25%wtih EVENTS Helps Occasionally,certain actions, emails. promoAmazon DIGITAL in December. early onpromise or online available in stores). via email in NovemberOccasionPartners DIGITAL holiday for Partners. Savings, packorganizations. items on Depot’s EVENTS receives coupon with Black Friday Service Instant Week promotions priced blasts and delivery Friday promotions Cyber Monday/Week DIGITAL in December. savings tion also in to Home a support. sales regularly via Deliveryemployees delivering of Black opting itself is sale to compete ber Week app-exclusive 30% off lowes.com. startups majority Most major comheavy digital Amazon Fulfillruns themed temporary ally offers ExtraCare members. walgreens.com. Flex has their own vehicles.sellers via its line. Also Prime Day. have online for Specific events COUPONS promotional ages with partner for many that has merchants Amazon’s ponent. in DIGITAL offers stored proposition for fulfillment COUPONS allow loyalty digital events inventory use Amazon’s Amazon by Occasionally coupons during DIGITAL Cyber COUPONS offers coupons digital ment by have their include (powered DIGITAL and to back on to “clip” codes or Paperless a fee to coupons centers COUPONS to earn cash Green Monday, members Coupaying offers redeemable Week following Paperless are clippable directly with offers. DIGITAL through operations. fulfillment special program their accounts. customers via Ibotta program shipping Amazon’s to Black Friday sales to compete applied Quotient) cards from cvs.com, Enables orders online checkout. directly chain and grocery automatically are added digital-offersrebates supply and summer to ExtraCare or the retailer’s digital Prime Day. pons are cash to launch products email cart, Amazon’s receipts, Preparing that will deliver accounts. when eligible e-commerce at app. (provided mobile with Ibotta shoppers’ Walmart EVENTS redeemed to a member’s to in coupons retailer’s DIGITAL COUPONS program offers staged directly manufacturer on and automatically DIGITAL directly Prime Day,to COVID-19 in stores. DisPrintable Circle loyalty coupons, some available only. Pickup checkout prior Target fulfillJuly and of digital Black by Quotient)in-store use online-only items 12 hundreds to select channels for disruptions; website, Shipping November; to eligible, restricted CyFriday in shoppers. opt for count applies Deals and ment options. Days of in December. when customers for click-and-collect applies ber Week method. Discount shipping directly slower coupons wide COUPONS percent-off DIGITAL across a and purchases Offers moneyfor online on website products. range of
Advertising Amazon among all ranks thirdplatforms ad digital Amazon’s in the U.S. is to goal be helpful exstated and at all times, customer balance with advertising their shopping recomperience and enhance with targeted mostly preferences. to customers, experience,on info about by ads viewing is driven based e-commerce ad revenue mendations Amazon’s company’s own ads). Much of search on the sponsored that appear (especially platform
MEDIA page tab on Facebook to “Shop” easy access provides e-commerce products. walgreens.com certain pages for
SOCIAL
compaSITES health and senior Owns connected (lively.com)company ny Lively monitoring remote Signal Technologies Critical (cstltl.com).
OTHER
and SITES berkleyjensen.com for respective Operates wellsleyfarms.com brands. private-label
OTHER
SITES
Center Business Costco (costcobusinessdelivery.com).
OTHER
HOME
SITES
HOME
WALL POSTER INSIDE!
2021
MEDIA
Shop ModTwitter’s carousel Piloting on ule, a top-of-page tap an consumers that lets image to make Leverages a product purchase. shopping in-app and for livestream TikTok Facebook Utilizes func funcevents. shoppable Instagram’s highlight seasonalto tionality products. ly relevant
SOCIAL
the links to button MEDIA Shoppable Now” Facebook of amazon.com.specific A “Shop Deals” page seasonal shops, pages to “Today’s pins link or individual product Pinterest pages search result within amazon.com.
SOCIAL
SITES
operates website Parent company direct-to-consumer no7beauty.com.
OTHER
SOCIAL
MEDIA
upFacebook have dates often Now” a “Shop directing button, to shoppers to purpur target.com Also chase items. shoppers directs and by to target.comSKUs via Instagram filters. and Snapchat spotlighting updates, Pinterest
DELIVERY with a delivery or if the Free standard $35 purchase,lenses or a minimum contact order includesExpedited delivery prescription.for a fee. In 2021, is availablesame-day delivery. launched
HOME
allow MEDIA modules “Shop” products Integrated certain browse private-label users to and CVS’ from national through directly and brands Instagram Facebook, pages. Pinterest
SOCIAL
E TO A WELCOM
OTHER
SITES
OTHER
SITES
Owns TheCompanyStore.com and Blinds.com.
OTHER
None.
HOME
OTHER
36" 18.5" x d Art Create Poster by P2PIQ
WAY BETTER
growth enabling chains, asha.com and supply packaging email solutions@men omnichannel challenges, in optimizing omnichannel leader specific to your is an industry related Menasha solutions To discuss
SITES
None.
DELIVERY
Free standardorders on shipping $45 for of at least members. MyLowe’s truck Free Lowe’s locally for delivery appliances all major least $396. priced at
five-day DELIVERY three- to and Offers members on bigger as delivery fee standard for a variable delivery grocery bulky items same-day select areas, also well as party. In via third membership add-ons Select Unlimoffers BJ’s Same-Day Select Multidubbed Same-Day eliminates deited and of the former pack — on a certain amount livery fees orders predetermined and the same-day of enrollment, fee at the time the delivery latter eliminates orders. on eligible
for Plus DELIVERY shipping minimum Free standard with no members members Regular Club incur varying purchase. on most and non-members for delivery program charges a new to arrange items. Piloting & Ship bought called Scan bulky items for delivery in stores.
HOME
HOME
twoDELIVERY offers free minimum CostcoGrocerywith a $75 require day shipping& frozen items delivand are Sameorder. Cold a $100 minimum more days. a third three or via ered in is available day delivery items get standard goods are party. Bulky Delivered shipping. at a premium. often priced
HOME
for a oneplaced can be to a week in Orders up hour windowpickup at designatthan for advance spots at more ed parking 2,200 locations.
CLICK &
COLLECT
L ICHANNE TO OMN and margin
improvement
wherever
your brands
need to
8/3/21
3:26 PM
win!
2 16025
MENASHA
Wall Chart_36x21-5.indd
E-Commerce INTELLIGENCE Spotlighting e-commerce capabilities of top retailers building a seamless omnichannel shopping experience
12
Published by:
SPECIAL REPORTS
INSERT
Shopper Marketers Face the Future CPG marketers discuss their successes, challenges and opportunities as they adapt with the times — while always keeping the shopper at the forefront.
September 2021
02-05-P2PIQ_TOC.indd 3
In collaboration with:
E-Commerce Intelligence
This pull-out wall chart examines the e-commerce capabilities of 16 major retailers. Sponsored by Menasha.
| 3 | pathtopurchaseiq.com 8/23/21 2:03 PM
VO LU M E 3 4 | ISS U E 5
September 2021 NEWS
DEPARTMENTS 6
Hello … and an Ode to Retail
11
10 Retail Media Standards
Editor’s Note:
8
The Path to Purchase Institute’s Commerce Executive Network establishes industry definitions for retail media.
P2PI Member Perspective:
The Rise of BevAlc E-Commerce
11 Driving Trial at Walmart
9
Nightfood works with Brandshare to target pregnant women at OB/GYN offices near Walmart stores.
P2PI Member Spotlight:
Foodspace
26
24 Gains in Grocery
Activation Gallery:
Summer Promotions THE 2021 SOLUTIONS GUIDE:
Delivery
SHOPPER MARKETING AGENCIES
31 Shopper Marketing
31
SHOPPER MARKETING AGENCIES
Our latest 2021 Solutions Guide.
FEATURING PROFILES OF
62 Retail Intel: Local
ARC USA Chicago Blue Chip Collaborative Marketing Group Edge Marketing
Personalization
HMT Associates Inc. IN Connected Marketing Phoenix Creative Co. Propac
The Mars Agency VMLY&R
62
Westward Whiskey launches a hyperfocused marketing campaign as part of its broader digital strategy.
P2P Toolkit
Spotlight: Store Experience
A publication of
Agencies
56 SEPTEMBER 2021
Owned and third-party services have and will continue to fuel omnichannel growth for retailers.
59
Solution Provider News
60
NEW Horizons
61
Personnel Appointments/ Editorial Index
56
24 Path to Purchase IQ (USPS 4568, ISSN 2688-4984 ) is published monthly, except Feb, April, July, Aug. , by EnsembleIQ, 8550 W. Bryn Mawr Ave., Ste. 200, Chicago, IL 60631. Subscription rate for the U.S.: $90 one year; $166 two year; $14 single issue copy (pre- paid only); Canada and Mexico: $108 one year; $194 two year; $16 single issue copy (pre- paid only);Foreign: $122 one year; $233 two year; $16 single issue copy (pre- paid only); $60. Periodical postage paid at Chicago, IL 60631 Copyright 2021 by EnsembleIQ. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or information storage and retrieval system, without permission in writing from the publisher. Reprints, permissions and licensing, please contact Wright’s Media at ensembleiq@wrightsmedia.com or (877) 652-5295. POSTMASTER: send address changes to Path to Purchase IQ, 8550 W. Bryn Mawr Ave. Ste. 200, Chicago, IL 60631.
September 2021
02-05-P2PIQ_TOC.indd 4
| 4 | pathtopurchaseiq.com 8/23/21 2:03 PM
Sho and sho leve dyn to lif
Give Your Campaign A Lift!
ACCELERATE THE PATH TO PURCHASE! ShopLiftr is a digital shopper marketing company that aggregates and amplifies the largest collection of trade promotions, connecting shoppers with real-time, local deals. CPGs, retailers and their agencies leverage our SHOPPR engine to create omni-channel experiences that dynamically link their digital advertising to in-store promotions in order to lift sales.
Discover how brands like Pepsi, Pillsbury and Bertolli plus retailers like Meijer, Grocery Outlet and Hannaford are using our dynamic creative display and video ads to turn online engagement into offline sales. Measure performance by product, retailer, creative variation, sales lift, foot traffic lift or geography.
Visit shopliftr.com for more information or to schedule a demo.
02-05-P2PIQ_TOC.indd 5
8/23/21 2:03 PM
Editor’s Note
Editorial Director Jessie Dowd, jdowd@ensembleiq.com
Hello … and an Ode to Retail here is a little more background about me. For the past 15-plus years, I have been covering retail (with a focus on store experience and design) via the pages of design:retail magazine and, more recently, digitally as part of Retail TouchPoints. I have spoken on retail trends at various industry conferences and events, and have served as a judge for several retail design competitions. I have a bachelor’s degree in magazine journalism from The University of Georgia’s Henry W. Grady College of Journalism and Mass Communication. Currently, I live north of Atlanta with my husband, two sons and three crazy dogs. (Yes, THREE. I know.) I adore retail and have never turned down an invitation to go shopping — in the name of research, of course. One of my favorite retail topics is consumer behavior and psychology. Exploring commerce through the consumers’ lens and understanding the driving factors of shopper behavior and trends — getting to the core of the “why” — is an ever-shifting target. It can be maddening, enlightening, impossible and exhilarating, all at once. As marketers adapt to disruptive shifts in society and consumer behavior, it’s an exciting time to join Path to Purchase IQ as we help our industry make sense of it all and flourish — and I am honored to take this journey with you. I’m looking forward to engaging with you via all our platforms — print, online, social and face-to-face events (both virtually and IRL) — and can’t wait to get to know the shopper marketers, brand managers, agencies and solution providers pioneering the next era of retail across all the touchpoints on the path to purchase. P.S. Hover over this code with your smartphone’s camera to visit my LinkedIn page, and let’s connect!
September 2021
06-07-P2PIQ_editmast.indd 6
Managing Editor Charlie Menchaca, cmenchaca@ensembleiq.com Associate Director/Content Patrycja Malinowska, pmalinowska@ensembleiq.com
J E S S I E D O W D, E D I T O R I A L D I R E C T O R
Working in the retail industry, as many of us know, often happens by chance. Many a retail exec will tell you that their path to a career in retail was a happy accident: “I fell into it!” “It was not what I had planned.” “Next thing I knew …” My story follows a similar plotline. Many years ago, still somewhat fresh out of college, I took a full-time job as an editor for a trade publication focused on retail design, dubbed Display & Design Ideas (which would later become DDI, and then design:retail). Admittedly, it was a far cry from the sort of gig I had envisioned when I first went to J-school (aka journalism school), dreaming of fashion spreads, snarky columns à la the pages of Jane magazine and interviews with celebrities. But it was a start, so off I went into the lessglamorous (at least to the novice outsider) world of B2B media and began what would become my accidental career in retail. (Side note: “The Devil Wears Prada” came out soon thereafter and quickly added fuel to my growing B2B fire.) Fast-forward to present day and the result, more than a decade later, is an abiding love for this industry with which I’m intrinsically linked now. What I’ve learned in all my years covering brands and retailers thus far, is that this industry is so beloved because it is everchanging. Retail is constantly evolving, and the pace of that transformation has only accelerated. It’s thrilling. Challenging. Rewarding. It’s an industry full of passionate innovators, rule-breakers and trend-makers. And the people are hands-down the MOST FASCINATING individuals you’ll ever meet. And speaking of meeting people, it’s nice to “meet” all of you, our readers! My name is Jessie Dowd and I recently joined the Institute and Path to Purchase IQ as Editorial Director. Perhaps we’ve worked together before or met at an industry event, but for those of you I have yet to cross paths with,
Executive Editor Tim Binder, tbinder@ensembleiq.com
Associate Editor/Content Cyndi Loza, cloza@ensembleiq.com Associate Editor/Content Jacqueline Barba, jbarba@ensembleiq.com Editor Emeritus Bill Schober, bschober@ensembleiq.com Director – Production Ed Ward, eward@ensembleiq.com Creative Director Colette Magliaro, cmagliaro@ensembleiq.com Art Director Michael Escobedo, mescobedo@ensembleiq.com CONTRIBUTING WRITERS Erika Flynn, Ed Finkel, Michael Applebaum, Chris Gelbach, Dawn Klingensmith, April Miller, Samantha Nelson
SALES & P2PI MEMBER DEVELOPMENT Vice President, Brand Director Eric Savitch, esavitch@ensembleiq.com Associate Director, Brand Partnerships Arlene Schusteff, 773.992.4414, aschusteff@ensembleiq.com Regional Sales Manager Orlando Llerandi, 678.591.8284, ollerandi@ensembleiq.com Senior Director/Member Development Patrick Hare, phare@ensembleiq.com Director/Member & Business Development Todd Turner, tturner@ensembleiq.com Manager/New Member Development Katrina Lopez, 813.732.5281, klopez@ensembleiq.com
AUDIENCE
List Rental MeritDirect Marie Briganti, 914.309.3378 SUBSCRIBER SERVICES/CUSTOMER CARE TOLL-FREE: 1.877.687.7321 FAX: 1.888.520.3608 Between 9 a.m. to 5 p.m. EST weekdays contact@pathtopurchaseiq.com
ENSEMBLEIQ LEADERSHIP TEAM
Chief Executive Officer Jennifer Litterick Chief Financial Officer Jane Volland Chief Human Resources Officer Ann Jadown Executive Vice President, Events & Conferences Ed Several Senior Vice President, Content Joe Territo
EDITORIAL AND EXECUTIVE OFFICES 8550 W. Bryn Mawr Ave., Suite 200 Chicago, IL 60631 Phone: 773.992.4450 | Fax: 773.992.4455
| 6 | pathtopurchaseiq.com 8/23/21 2:03 PM
eff,
er,
everal
06-07-P2PIQ_editmast.indd 7
8/23/21 2:03 PM
Member Perspective Thought leaders from select Path to Purchase Institute partners give voice to the member perspective.
The Rise of BevAlc E-Commerce BY TA M M Y AC K E R M A N , T R E A S U RY W I N E E S TAT E S
What an extraordinary and chaotic time to be in the beverage-alcohol (BevAlc) e-commerce space. The emerging channel had already been growing before it boomed last year and experienced nine months of sales acceleration that surpassed the previous five years. For BevAlc e-commerce, 2020 will be earmarked as the biggest year transforming an entire industry driven by consumer demand. According to IWSR (U.K.-based International Wines and Spirits Record), the U.S. market is forecasted to become the world’s largest BevAlc e-commerce market by the end of 2021. The rapid growth from the past year has landed us in a dynamic landscape. Here is a summary of the environment that BevAlc retailers, distributors and suppliers are all navigating:
• Online BevAlc sales have grown to $5.6 billion and are forecasted for more growth, according to IWSR. • Millennials, Gen X and Boomers are all omnichannel shoppers. • 44% of BevAlc shoppers began buying alcohol online in 2020 and are planning to continue, according to IWSR. • 50% of all alcohol purchases from both the physical and digital shelf will begin online, IWSR says. • Retailers have omnichannel infrastructures that include more than 7,000 locations for pickup and more than 1,500 retailers for one-hour delivery. • National, regional and independent retailers invest significantly to streamline operations and elevate shopper experience. • Mergers and acquisitions, as well as partnerships between tech companies and retailers, have expanded service offerings and consumer reach. • State legislation continues to be complex as well as dynamic, impacting fulfillment capabilities and national campaigns. To leverage the e-commerce opportunity, there is continued transformation across the entire industry, including internal change management, new team structures, cross-functional collaboration, content strategy, retail media inclusion and omnichannel planning, just to name a few. Although the list of requirements to compete in this space can be daunting, it’s good to begin with the basics, track learnings and then expand. Consider the
September 2021
08-P2PIQ_Memeber Perspect.indd 8
following four areas as you build a solid foundation to launch into e-commerce: 1. Develop an e-commerce strategy for short- and long-term goals for sales and marketing. 2. Create content that drives consumer conversion and makes them accessible to distributors and retailers. 3. Integrate ways of working with internal marketing, digital and sales teams. 4. Secure data insights to track and measure initiatives. As companies build on the current momentum, the next phase of strong growth will require moving beyond the basics to elevating the consumer experience and streamlining physical and digital touchpoints. In discussions with colleagues across the industry, it is apparent that companies are at different stages on their e-commerce transformation journey. This creates a unique opportunity for the BevAlc industry to tackle certain challenges together. I believe that “a rising tide lifts all boats,” and this next phase of e-commerce growth will be stronger if BevAlc retailers, distributors and suppliers work together. It is exciting that the Path to Purchase Institute recognizes the need to develop learning and discussion forums specific to the BevAlc industry. The newly created BevAlc Commerce Initiative (BACi) will launch this fall, and with it an extraordinary opportunity for all our organizations and brands to rise together with the most dynamic channel in our industry. Editor’s Note: Check out the BevAlc track at Path to Purchase Live in November. Visit PathtoPurchaseLive.com. IQ
ABOUT THE AUTHOR Tammy Ackerman is a catalyst for crossfunctional teams’ performance and results with 17 years of CPG experience across brand, sales and strategy. She is currently VP, Retail E-Commerce, at Treasury Wine Estates, one of the world’s largest wine companies.
| 8 | pathtopurchaseiq.com 8/23/21 2:03 PM
Member Spotlight
Foodspace A Q&A with Ayo Oshinaike, CEO and co-founder of the machine learning and AI technology company How does Foodspace utilize AI in its work? OSHINAIKE: Foodspace uses Vision AI to digitize package label information and matches it to shopper-centric attributes for CPG brands to use for digital shelf discovery. Our in-house nutrition team has trained our AI with a rules-based approach using established nutrition theory and biochemical knowledge to create meaningful attributes.
Why is product data so important these days? OSHINAIKE: Product data is what allows CPG products to show up as they are intended to and everywhere they should. Today’s online grocery shoppers are exposed to an omnichannel experience, meaning their journey to getting products in a cart can start anywhere digitally. What’s more, shoppers are complex and have a wide variety of needs and preferences. In order for CPG brands, retailers and marketplaces to retain loyal customers, they’ll need complete, accurate a nd rich product data. This will ensure that all these organizations’ products can be found wherever shoppers are shopping online.
How does your company plan to use its P2PI membership resources? OSHINAIKE: We’re looking forward to diving into timely thought leadership produced by P2PI. Our team has a channel on instant-messaging platform Slack called #goodreads, where we share recent industry news. P2PI’s resources allow us to go deeper into the issues the industry is facing, but also stay in lockstep with where innovation is headed. Although we identify as a data company, at the end of the day we want to ensure
September 2021
09-P2PIQ_Members Spot.indd 9
that the services we provide will propel the CPG industry forward. IQ
MEMBER UPDATE Path to Purchase Institute is delighted to welcome the following new members to our community: DecoPac, Fetch Rewards, Google and Simmons Pet Food Join the hundreds of companies that benefit from P2PI every day with strategies and best practices on succeeding in today’s chaotic omnicommerce environment. For more information, contact Katrina Lopez at klopez@ensembleiq.com.
| 9 | pathtopurchaseiq.com 8/23/21 2:04 PM
Institute Group Works to Establish Industry Definitions for Retail Media Defining what is and isn’t a retailer media network is a lot harder than one might think. “There is a lot of confusion across the industry and CPG functional groups for what is included in a retailerowned media network,” says Tammy Brumfield, senior vice president, business development, at Foresight ROI. “No one has a clear understanding for what it is or is not since many retailers partner with other third-party vendors and aggregators, making it very confusing to determine where you receive credit for participation and where you can expect to leverage (for merchandising, joint business planning, etc.).” Brumfield was part of a team tasked with defining retailer media networks
and relevant terms as part of the Path to Purchase Institute’s Commerce Executive Network (CEN), which brings together executives from retailers, brands, agencies and solution providers to solve real-world complex problems, establish best practices, and develop standards to implement bold initiatives and inspire change. After multiple meetings and alignment discussions — and acknowledging the work continues to be “in progress” as the understanding evolves and new capabilities show up in the marketplace — the CEN’s Retail Media group arrived at the following industry definitions: Omnichannel Media: Any advertising or promotional content — digital or physical — designed to drive awareness and/or conversion at one or more specific retailers. • Media can run on and/or off the retailer media network.
There is a lot of confusion across the industry and CPG functional groups for what is included in a retailerowned media network. — TAMMY BRUMFIELD, FORESIGHT ROI
• Includes any shoppable media in and/or out of store that the retailer is selling through its platform. Third-Party Media Seller: A media provider that is not part of the retailer’s media network and does not have access to the retailer’s first-party data. • The media provider buys/collects data from external source(s) and aggregates data from various platforms/websites.
September 2021
10-P2PIQ_Retail Media.indd 10
• The media provider either collects or pays for this data from owned or other sources to develop and activate media plans for their clients. Media Inventory Aggregator: A single point of contact that buys inventory from multiple retailer platforms for the purposes of reselling. • CPGs or their agents buy media from these entities, which provide a single point of contact for planning, activation and results. • From a retailer’s perspective, this allows them to offer search and other capabilities without building those capabilities internally. • In certain circumstances, retailers may give you “credit” for spend in this category. Retailer Media Network: A network (distribution) of media products owned or operated by a retailer or banner that can only be purchased through the retailer or their agent/agency. • Monetized by a retailer by using the retailer’s first-party data or physical property/location. • Managed and marketed by a retailer or retailer agent/agency for the exclusive benefit of the retailer and CPG partner. • May be powered by another industry participant (Criteo, Quotient, etc.). • Placement can be on or off the retailer’s website, in app, in or out of store (extensions). • Can be retailer-branded or nonbranded. • Measurement is based on retailer’s data/sales, providing closed loop attribution capability. The CEN’s Retail Media group has also identified separate “Benefits & Challenges” to working with each partner for the brand, the retailer and the shopper. Additionally, the group will develop a landscape map of key players and how they fit into each category as well as a scorecard that helps members plan/ measure campaign performance. To learn how to join CEN, contact Patrick Hare at phare@p2pi.org. IQ
| 10 | pathtopurchaseiq.com 8/23/21 2:04 PM
Sampling at Retail
Nightfood Uses OB/GYN Offices to Support Launch at Walmart BY S A M A N T H A N E L S O N
Nightfood launched its “sleep-friendly” ice cream in 2019 as a better-for-you snacking option formulated to help with relaxation. It quickly became a hit with pregnant women craving ice cream and was named the official ice cream of the American Pregnancy Association. When it launched at more than 1,000 Walmart stores in April 2021, Nightfood wanted to solidify that connection and drive trial by pregnant women. The brand reached out to Brandshare, the agency of record for the Walmart baby registry. The sampling company ships all parents who sign up for their registry on Walmart’s website a full box of products available through the registry, such as diapers, pacifiers and wipes. The effort was spearheaded by
Nightfood’s former COO, Jenny Mitchell, who had previously worked with Brandshare as CEO of Mam Baby Products. “We thought it would be really cool for us to let pregnant women know that if they signed up for the Walmart baby registry, they would be able to get two free pints of Nightfood,” says Nightfood CEO Sean Folkson. Ice cream wouldn’t work in those boxes, but Brandshare suggested utilizing their OB/GYN network to get information on the product in the hands of pregnant women. “To be able to have information about Nightfood in the OB/ GYN offices is such a credibility builder for us and provides exposure to the many, many women coming through there,” Folkson says. “It just seemed like a great opportunity for us.” During June and July, Brandshare distributed 100,000 Nightfood brochures at 400 OB/GYN offices within five to seven miles of a Walmart store that sells three or more Nightfood flavors (such as Pickles for Two, which was designed specifically for pregnant women). The pamphlets shared product information and a QR code that could be scanned to access a website where shoppers could upload their receipt to receive a cashback rebate
September 2021
11-P2PIQ_Program Nightfood.indd 11
on the purchase of two pints of Nightfood via PayPal or Venmo. The promotion was not retailerexclusive, so the campaign also focused on markets such as Houston, Chicago and New Orleans, where the brand is sold by supermarket chains, including Kroger’s Harris Teeter, Albertsons Cos.’ Jewel-Osco, and H-E-B. Brandshare avoided distributing the pamphlets near the couple of hundred Walmart stores that only launched with one or two Nightfood flavors. “The ability to really geotarget exactly the stores that were most important to us was a great feature,” Folkson says. Folkson says he had tried to reach out to OB/GYN offices to provide samples, but was unable to make connections. He says the office venue would give the product more credibility than targeting pregnant women through Facebook. “I spent a day calling OB/GYN offices myself and offering to send them free ice cream, and you would think I was calling from another planet,” he says. “There was no traction, no headway.” Brandshare runs 50 to 100 campaigns annually through various medical networks, with each office approving every product individually to ensure that the doctors and their patients will be interested. “That endorsement is important,” says Matthew Sussberg, Brandshare vice president, sales. “It’s one thing to drive sales immediately, which we obviously want to do. The other piece is building that brand equity.” The effort was so popular that some offices needed more pamphlets by early July. The goal of the program was to increase awareness and make Nightfood even more closely associated with pregnancy. “We’re not necessarily measuring this in exactly how many pints [we sold] or QR codes got scanned,” Folkson says. “It’s a little bit of a longer vision for us in terms of really establishing ourselves so that we’re part of pregnancy culture.” Folkson is already considering other ways to work with Brandshare on future programs, potentially placing branded freezers in doctors’ offices so that women can try the product more easily. IQ
| 11 | pathtopurchaseiq.com 8/23/21 2:05 PM
MARKETER SPOTLIGHT
FACING THE
FUTURE CPG marketers discuss their successes, challenges and opportunities as they adapt with the times — while keeping the shopper at the forefront. BY C H A R L I E M E N C H AC A
As the world changed dramatically due to the COVID-19 pandemic, brand marketers were forced to change along with it to best serve their shoppers. In this report, a sample of CPG marketers share how they adapted, what tactics work for them and how their roles continue to evolve in uncertain times.
GENERAL MILLS
Denzel R. Washington
Assistant Manager, Omnichannel Customer Marketing – Walmart Denzel R. Washington brings passion and contagious energy into everything he touches – and has benefited both personally and professionally from it. He has spent the last six years in the field of marketing and e-commerce across a variety
September 2021
12-17-P2PIQ_Shopper Marketers.indd 12
| 12 | pathtopurchaseiq.com 8/23/21 2:05 PM
MARKETER SPOTLIGHT of different roles and industry segments. In recent years, he was thrilled to learn about shopper marketing and how to influence from the retailer perspective. As a part of his work mantra, he continuously looks for ways to grow his skills to limit complacency and will always push for innovation, noting that it is the future.
How have your job responsibilities changed since the beginning of the pandemic? Have you picked up any skill sets? Washington: With e-commerce growing fivefold as an outcome of the pandemic, we had to shift how we approached the marketing mix in our campaigns to be present where shoppers were purchasing. We did this by showing up online and in homes with direct-to-consumer sampling experiences versus traditional instore levers. Also, from a new skill set perspective, I’ve learned how to become more agile and responsive. We have to move quickly and boldly to ensure we’re able to keep up with changing demands and societal mindsets.
What are your proudest achievements so far this year? Washington: One of my proudest achievements this year has been executing gaming at Walmart with our Totino’s brand. We started with working with our agency, Shopperworks, to develop a Walmart gamer strategy. This led to a new approach with our national “Call of Duty” execution, creating an extension campaign titled “Totino’s Power Squad.” The goal was to capitalize on the seven- to 10-year new console release phenomenon with gamers through the PlayStation 5 and Xbox Series X, showing Totino’s as the hottest power in gaming. As a second part of that strategy, which focuses heavily on overcoming the hurdles of gaming with mom, we were able to create an exclusive partnership in the spring at Walmart. This tapped into her nostalgia of
Nintendo and Mario as a kid, pushing her to become the game night hero across a three-and-a-half-month campaign and keep fun in the household despite COVID-19 fatigue. We were able to partner with our merchants to unlock multiple months of display in-store. We reached a different aisle digitally within the video game category to receive site placements to support our Totino’s brand strategy of being the official snack of gaming.
What’s the biggest opportunity your team has faced during this pandemic? Washington: It was our approach to holiday. Historically, a lot of our holiday affinity brands have separate campaigns and limited budgets. So we decided to create something magical by creating a new event, “Make it Home,” to drive efficiency and unleash scale of our massive portfolio at Walmart. This was a challenge because it was a new way of thinking. We had to get many internal and external stakeholders on board with our new omnichannel approach in unfamiliar territory, especially with converging conflicting objectives into one. We had to trust our insights and guts since holiday last year was going to mean something different, with travel concerns and families not being able to gather normally. We wanted to ensure shoppers could make it home for the holidays, no matter where they were digitally or physically, while showing how that fulfillment can happen exclusively at Walmart.
Sarita Finnie
VP, Omnichannel Marketing Sarita Finnie is a CPG brand marketer at heart. Her career has spanned every color of the marketing rainbow — from local to global roles, to brand building to heavy P&L/profit management roles — ranging from relaunching businesses to creating brands from scratch. Omnichannel marketing was the next frontier to get closer to the customer and shopper, and develop new ways to convert with omni-oriented digital programs.
How has your team’s responsibilities changed due to the pandemic? Finnie: Our omnichannel marketing efforts have changed significantly since the start of the pandemic. From an in-store focus to a full omni focus, from traditional shopper and promotion tactics to a big focus on retailer media.
What is your team’s best accomplishment this year so far? Finnie: Transforming our organization remotely. We have modernized omni efforts in consumer promotion, shopper, customer marketing and category management, always with the shopper at the heart of our efforts.
What’s the biggest challenge your team has faced during this pandemic? Finnie: I’ll pick two: Navigating the new world of retailer media, and revising our new item launch toolkit so that it can fit today’s shopper.
What is the future of shopper marketing?
What is the future of shopper marketing?
Washington: With the rise of retailer media and demand for exclusive retail experiences from merchants, shopper marketing is going to become more important than ever. Driving brand equity into retail execution is becoming commonplace and integrated across CPGs.
Finnie: Differentiated brands serving unmet needs have the right to break through. But mastering the evolving marketplace is increasingly important as the role of the store changes, as e-commerce models become de facto ways of shopping and as omnichannel friction continues to decline.
September 2021
12-17-P2PIQ_Shopper Marketers.indd 13
BAYER CONSUMER HEALTH
| 13 | pathtopurchaseiq.com 8/23/21 2:05 PM
MARKETER SPOTLIGHT
ANHEUSER-BUSCH
THE BOUNTIFUL CO.
Colleen Kelly
Chrisie Fong
Head of Trade and Shopper Marketing
Senior Director of Shopper Strategy & Category Management
Colleen Kelly has been fortunate to grow over the past 10 years in various roles at Anheuser-Busch. After completing the company’s global management trainee program, she had the opportunity to work in a strategy role and then move into distributor and field roles to better learn the inner workings of the business with retailers as well as the distributor network. After that, she moved into a regional position in the Southeast where she ran both trade and regional marketing. This path prepared her for where she is today — leading trade and shopper at a national level.
How have your team’s job responsibilities and skill sets changed since the beginning of the pandemic? Kelly: The biggest transformation has been the acceleration toward digital, both digital programming and media. We have had to flex different planning muscles as timelines shifted while we learned to deploy new tactics to engage shoppers along their journeys. Our agility and responsiveness have increased exponentially.
What is your team’s best accomplishment this year so far? Kelly: To date, I’m most proud of the integrated digital shopper campaigns we have launched. We’ve done some amazing work behind brands like Cacti, Bud Light Seltzer and Michelob Ultra to engage shoppers digitally before they enter the store and at the point of purchase. With digital app and wallet integration to social and e-commerce purchase opportunities, we’re really talking to shoppers differently this year.
What’s the biggest challenge your team has faced during this pandemic? Kelly: The biggest challenge, but silver lining, was that our agenda accelerated essentially overnight. Things we had been piloting and learning from, like digital demos and connected shopper media, became front and center of our plans as instore trips and merchandising came to a halt. This acceleration, while intense at the time, better positions us as we move forward to win with our retail and wholesaler partners.
What do you think is the future of shopper marketing? Kelly: The future of shopper marketing is bright but complex. I think you will see retail become a much stronger pillar in brand campaigns and planning, particularly in the adult beverage space. There will be a shift in expectations of how we sell to shoppers, focused more on selling them solutions than products. I’m looking forward to helping shape the future for us.
September 2021
12-17-P2PIQ_Shopper Marketers.indd 14
Tiffany Pratt
Director of Shopper Marketing Chrisie Fong leads a large team across three critical functions in shopper marketing, category management and promotional analytics for the company. Tiffany Pratt leads the shopper marketing team in developing and implementing omnichannel solutions led by key shopper insights that deliver against both the brand and retailer strategies.
How have your team’s job responsibilities and skill sets changed since the beginning of the COVID-19 pandemic? Fong/Pratt: The shift to online shopping, delivery or buy online and pick up in-store increased dramatically at the onset of the pandemic. As the new shopping behavior emerged, the shopper marketing team explored new platforms that enabled conversion where shoppers were most present. This included retailer media platforms, shoppable media platforms, social commerce and behavioral targeting. The biggest skill the team has learned is adapting to change and having a learning mindset. Shopper marketing as we knew it before is gone and it’s been replaced by the omnichannel shopper, with the shift in shopper behavior to online and omnichannel. The ability to test, learn and continuously optimize was critical in the past year.
What’s the biggest challenge/opportunity your team has faced during this pandemic? Fong/Pratt: We recognized the blurring of lines across multiple functions, such as shopper marketing, consumer promotions, digital marketing, PR, e-commerce and marketing teams. As shopper behavior changed, so did the growth of new platforms like retailer media, social commerce and influencers. As an organization we recognized that we needed to connect with the shopper throughout the full funnel and be ready to activate, drive conversion and own the moments where the shopper is present. We broke down barriers across functions and really collaborated. As the discipline of shopper marketing continues to evolve and new platforms get introduced, the biggest challenge/opportunity that many of us will continue to face in shopper marketing is structure, resources and learning those platforms. Hopefully it is more about the continuous end goal of getting closer to the shopper and less about roles/responsibilities, though that is needed, of course.
| 14 | pathtopurchaseiq.com 8/23/21 2:05 PM
MARKETER SPOTLIGHT
HENKEL
TYSON FOODS
VP of Omnichannel Marketing
Senior Shopper Marketing Manager
Ken Krasnow
Cheyanne Woods
Ken Krasnow has been enjoying his current role for five years, leading media, digital marketing, shopper marketing, national promotions, merchandising, packaging design and the consumer call center. Breaking down silos, reimagining the art and science of marketing via content strategies, data, technology and digital activation have been central to his work.
How have you or your team’s job responsibilities changed since the beginning of the pandemic? Have you picked up any skill sets? Krasnow: We have become much more data-centric. Building our first-party data has become an even bigger priority. My team has accelerated their skills around CRM, data collection, analytics and cross-channel activation. Understanding the importance of various types of structured and unstructured data, deterministic and probabilistic data sources and the right technology for our priority use cases has been key. Plus, leveraging retailer media to build both brand equity and drive profitable sales is an increasingly important part of our marketing mix. Smoothing the path to purchase for even more digitally savvy and immersed consumers is an even bigger priority. Our focus is on connecting national, retail and e-commerce consumer engagement via great cross-channel experiences. The big challenge is coordinating activity across walled gardens, owned channels and the open web. New technologies like clean rooms and deeper retailer and digital platform partnerships are more important than ever.
What is your team’s best accomplishment this year so far? Krasnow: Through elevated creative and content, customized for cohorts and platforms, we have greatly improved return spend, brand awareness, trial and repeat purchase for our brands.
What’s the biggest opportunity your team has faced during this pandemic? Krasnow: Shifting our focus, messaging and engagement strategies to be even more consumer-centric and agile. I am proud of what the team has been able to achieve toward those ends.
What is the future of shopper marketing? Krasnow: Shopper marketing is now shopper media. Retailer media platforms built on rich, addressable shopper data sets are enormously powerful ways to reach shoppers throughout the purchase journey. Collaborating with retailer media groups to build persistent audiences, glean searing shopper insights, automate and optimize campaigns as well as conduct full-funnel measurement for even greater returns are the jobs to be done.
September 2021
12-17-P2PIQ_Shopper Marketers.indd 15
Cheyanne Woods has been with Tyson for more than 12 years as part of various teams and roles. She started in product management and worked her way through the company’s commodity businesses. The product management roles allowed her to dive into syndicated data and gain a better understanding of category dynamics, which she leveraged in a category leadership position supporting multiple grocery retailers before leading a category insights team supporting two major retailers. The category role led to her current position, leading the shopper marketing team supporting significant retail channels.
How have your team’s job responsibilities changed since the beginning of the pandemic? Woods: Our job responsibilities remain the same with no significant change to the daily work, but there has been a notable mindset shift in the way we work. We had to endure shopper changes, supply constraints and vendor capabilities adjusting. We have also experienced increased flexibility. I became more aware than ever of the importance of team engagement and connection. I was able to get to know team members on more of a personal level.
What is your team’s top accomplishment for this year so far? Woods: The pandemic really pushed us to think differently about how we reach our shoppers. I’m excited about how my team has tackled planning as we move closer to our next fiscal year. We are stepping out of our comfort zones and, in some cases, our typical drive times to determine objectives, expand our shopper reach and get the Tyson brands into more households.
What’s the biggest challenge your team has faced during this pandemic? Woods: In my opinion, the biggest challenge was the uncertainty that came with the pandemic. As a leader, the health and safety of my team is most important. It’s about balancing the shift to working from home while staying positive and continuing to keep the team motivated and engaged while still driving results during such a strange time.
What is the future of shopper marketing? Woods: Going forward, I believe we will continue to see digital experiences advance as shoppers are able to shop anywhere and at any time. However, in a world of personalization and opting out, it will be important for brands to continue to connect with shoppers emotionally.
| 15 | pathtopurchaseiq.com 8/23/21 2:05 PM
MARKETER SPOTLIGHT
MATTEL How did you end up in your current role? My background is in computer engineering. I spent seven years working with semi-conductors before getting an MBA. Post MBA, I worked in management consulting and eventually joined Mattel, where I’ve worked in strategy, product marketing and now omnichannel retail marketing. What I love about retail marketing is that I am able to apply every single skill set I’ve gained along the way. This is a role that requires heavy analytics, the ability to think strategically to solve the challenges of evolving retail, and the creativity to develop programs to bring our amazing brands to life at retail. — Pamela Velarde, Senior Director, Head of Omnichannel Retail Marketing
How have your team’s job responsibilities and skill sets changed since the beginning of the pandemic? My team has taken on more responsibility for our retail advertising strategy. Now more than ever, our marketing programs must pivot quickly to reflect changing shopper needs and we rely on retail media to amplify those messages. Closely aligning retail advertising with shopper marketing has made us more nimble and more effective. — Elizabeth Buffum, Senior Manager, E-Commerce Marketing – Amazon With the acceleration of e-commerce during the pandemic, our team had to quickly adapt and expand our skills and responsibilities to take a true omnichannel approach. E-commerce is now a critical component to any campaign right alongside brick- and-mortar. We’ve even launched brand segments online first, which was unheard of in the pre-pandemic days. — Christina Cullimore, Senior Manager, Omnichannel Retail Marketing – Walmart
What is your team’s best accomplishment for this year so far? The relentless focus on evolving and being obsessed with the customer. We study our retailer, our shopper, our brands, and ideate the best way to bring stories to market in a truly unique way. This drive of purpose has secured a record-breaking 12 incremental features at Target to date. — Alicia Crespin, Director, Omnichannel Retail Marketing – Target
What has been the biggest opportunity for your team during this pandemic? The ability to deviate from traditional shopper marketing plans and try new tactics. At the onset of lockdowns, most of our accounts had to close their doors, cancel promotional programs or change operational, marketing and business models. Given this landscape, my team was able to offer their expertise in tactics and new platforms that retail marketing partners were now willing to explore. Despite all the uncertainty many of us were facing in our work and personal lives, embracing change allowed us to offer our shoppers toy-centric solutions. This in turn allowed them to bring home a sliver of happiness, a smile and a chance to come together as a family and enjoy play. — Luba Petrovich, Senior Manager and Emerging Channels Lead, Omnichannel Retail Marketing
September 2021
12-17-P2PIQ_Shopper Marketers.indd 16
GE APPLIANCES, A HAIER CO. Natalie Benoit
Shopper Marketing Senior Manager How has your team’s skills developed during the pandemic? Benoit: Flexibility and clear communication have become even more important skills within our team. We’ve had to become better communicators with our retailers, too. Not only transparency around changing inventory and promotions, but with more routine aspects of the job like virtual presentations. When you can’t be in person, you have to showcase your commitment, energy and passion in other ways.
What is your team’s best accomplishment for this year so far? Benoit: This year we’ve found ways to be successful within the shifting shopper landscape. We’ve grown online sales, invested in the omnichannel shopper journey and found ways to support our retail partners playing to their strengths. This has driven stronger customer relationships, sales and share gains.
What’s the biggest opportunity your team has during this pandemic? Benoit: The biggest opportunity during the pandemic has been winning online retail. We know the shift in online versus in-store purchasing has staying power. We have worked to prioritize the digital shelf not only out of necessity during the pandemic, but also knowing that these investments will serve as a jumping-off point as we continue to improve and grow.
What is the future of shopper marketing? Benoit: The future of shopper marketing means more personalization, better attribution and a more cohesive experience in-store and online. The most successful shopper marketers will offer an integrated omnichannel shopping experience targeted to specific shopper needs with actionable KPIs and learnings to drive timely improvements to ongoing initiatives. IQ
| 16 | pathtopurchaseiq.com 8/23/21 2:05 PM
REGISTER AND RECEIVE COMPLIMENTARY ACCESS TO ANY VIRTUAL FORUM THIS FALL retailmediainaction.com pathtopurchaselive.com
Hyatt Regency Grand Cypress Orlando, Florida
Action-packed program delivering new insights and networking opportunities!
• Inspiring keynote on “How Will the World Shop Next?” • Sessions on sustainability, driving purchases online and in-store, pandemic leadership lessons from Institute Hall of Fame inductees and roundtable discussions of critical industry issues. • Activation Stations from top-tier agencies and solution providers. • Creative Marketing Showcase featuring successful activations from brands and retailers. • Adult Beverage Marketing Forum, welcome reception, celebration afterparty, and more! BECOME A ME MBE R TODAY ! To learn more about membership packages that align with your goals, please contact your sales representative or visit p2pi.org/membership.
12-17-P2PIQ_Shopper Marketers.indd 17
8/23/21 2:05 PM
INDUSTRY AWARDS
SHOPPER-FOCUSED EXCELLENCE
Best-in-class campaigns from this year’s Reggie Awards program
BY M I C H A E L A P P L E B A U M
For the second year in a row, we present overviews of the shopper-focused programs that were honored in the Association of National Advertisers’ (ANA) annual Reggie Awards. “Reggie,” shorthand for “cash register,” is an acknowledgment that the ultimate objective of any brand activation program is to drive sales. We’re grateful to have received the ANA’s support in compiling these brief case studies. All 10 campaigns are worthy of “best in class” designation for the unique ways in which they engaged shoppers and drove results.
September 2021
18-23-P2PIQ_Reggies.indd 18
| 18 | pathtopurchaseiq.com 8/23/21 2:08 PM
2021 REGGIE AWARD WINNERS
“Your Neighborhood Bud Light Vendor”
“Game On: Winning the PC Aisle”
Marketer: Anheuser-Busch Agency: FCB Chicago and FCB/RED Reggie Categories: Innovative Commerce Marketing (Gold); Shopper Marketing or Retailer-Specific Marketing (Gold)
Marketer: Intel Agency: Arc Worldwide and Digitas Reggie Categories: Shopper Marketing or Retailer-Specific Marketing (Silver); Experiential Marketing, Live or Virtual (Silver); Innovative Use of Marketing Technology (Gold)
When live sporting events were halted across the country at the onset of the pandemic in the spring of 2020, beer manufacturers had to compensate for the loss of an in-stadium experience — and find new ways to get their products in people’s hands. While consumers were becoming more familiar with e-commerce delivery platforms due to COVID-19, there was still low consumer awareness and hesitation with alcohol delivery, likely due to assumed barriers of entry and questions on legality. Looking to overcome those hurdles, Anheuser-Busch and agencies FCB Chicago and FCB/RED reinvented the BudLight.com/Delivery tool to help consumers find and purchase Bud Light products from retailers near them. Bud Light chose a friendly beer vendor as the voice of its new campaign. A video ad took the vendor out of the stadium and showed him walking through a residential neighborhood, bellowing his recognizable “last call” to thirsty sports fans stuck at home — “Just kidding,” he says. “Your house, your rules” — while the tagline featured the BudLight.com/Delivery e-commerce portal. The ad ran across broadcast TV and livestreaming platforms to coincide with the return of Major League Baseball games. The brand included placements that were targeted to appear at specific game moments, such as the seventhinning stretch, and featured doublebox units that showed the vendor next to in-game action to give sports fans the in-stadium feel. To maximize second-screen viewing, Bud Light created a range of digital and social executions that ran across YouTube, Facebook, Twitter and Instagram. Those consisted of targeted ads, posts on owned and wholesaler channels, in-stream/in-feed ads, bumper ads, Trueview/skippable ads and organic video. The brand also utilized a strong digital retargeting strategy to personalize ads for fans of major teams around game times. All spots featured the vendor and drove consumers directly to BudLight.com/Delivery. The program delivered significant gains across the board. Bud Light more than doubled its e-commerce sales for July and August 2020 compared to the previous year, with $5.4 million in both months. Retailer click-outs from Bud Light’s e-commerce website more than doubled to an average click-out rate of 6.5% after launch. Traffic to the BudLight.com/Delivery website increased by a factor of 10 compared to pre-launch averages.
Gaming enthusiasts are passionate and informed shoppers who are willing to pay a lot more for a high-powered gaming PC than most buyers — but only if they can experience the difference for themselves. Intel saw a huge opportunity to fill a gap in the retail experience. In most PC stores, the high-powered gaming PC looked exactly like every other computer. Working with Arc Worldwide and Digitas, Intel created a new point-ofsale product, Gaming IPOS, a proprietary software that downloads directly onto retailers’ demo PCs. The application featured a first-of-its-kind detection engine that reads the Intel processor and unique gaming specs inside and instantly transforms that data into a custom gaming experience for every PC in the store. Gaming IPOS included dynamic visuals and exclusive gaming content for partner retailers, and allowed shoppers to play a game with real-time performance feedback to see exactly how the machine handled each move they made. Since gamers do a ton of preliminary research online, Intel reached customers early with customized spec-needs banners and a website that offered the same deep dive. The brand also built partnerships with leading game developers to ensure that the demos the shoppers played in-store would be the same game types they would play at home. For added street cred, Intel participated in esports to bring the excitement of competitive gaming to aspiring pros through exclusive video content and profiles, including tips and tricks from some of the biggest names in the industry. Gaming IPOS boosted PC sales for retailers around the world, sparking a 67% increase in purchase intent for an Intel gaming processor over other competitive gaming processors. An impressive 83% of shoppers who interacted with Gaming IPOS, and immediately purchased, chose an Intel processor. Gamers spent up to 7.8% more on an Intel gaming processor after interacting with Gaming IPOS; that’s a ground-breaking $156 per typical $2,000 gaming PC. And across all retailers, Intel saw a 14% increase in gaming PC sales over the competition.
September 2021
18-23-P2PIQ_Reggies.indd 19
| 19 | pathtopurchaseiq.com 8/23/21 2:08 PM
2021 REGGIE AWARD WINNERS
“Powering the Joy of Movement”
“Get Low”
Marketer: GSK Consumer Healthcare Agency: Arc Worldwide Reggie Category: Shopper Marketing or Retailer-Specific Marketing (Bronze)
Marketer: Kroger Agency: DDB New York Reggie Categories: Sponsorship or Licensed Property Marketing (Silver); Content Marketing (Bronze)
Voltaren, a topical nonsteroidal anti-inflammatory (NSAID) gel from GSK Consumer Healthcare, faced several headwinds as it transitioned from prescription to over-the-counter status last year. Most shoppers didn’t know about it and retailers dismissed osteoarthritis pain relief as a niche segment in the overall $4.7 billion OTC pain category, despite the fact that the condition afflicts more than 32.5 million U.S. adults. Innovation in the osteoarthritis pain relief category was stagnant, with no prescription medications making the switch to OTC in the past 20 years. Working with Arc Worldwide, GSK developed a strategy around the idea of reconnecting osteoarthritis sufferers to the joy of movement and reducing their dependence on pills. Pre-launch consideration included digital ads with “coming soon” and “pre-order” messaging. In stores, endcaps and aisle signage with bright orange Voltaren packaging broke through the cluttered category. Partnerships were leveraged with Pandora, Paula Abdul (who starred in commercials) and the Arthritis Foundation. Voltaren customized its communications across key geographies based on a national “Arthritis Pain” index map, with media that ran across TV, e-commerce, search, online video and audio, programmatic, YouTube and paid social. Launches were customized at each key retailer. Target promoted the movement theme with secondary placement in the sporting goods aisle. Walmart offered shoppers exclusive content from Paula Abdul. CVS created a deeper partnership with the Arthritis Foundation, and Walgreens focused on outreach at its pharmacy. And at Kroger, a health and wellness message linked Voltaren to food with osteoarthritis-friendly recipes. Voltaren achieved its primary goal in becoming the No. 1 doctor-recommended OTC topical brand in just four months. It was the leading SKU in the external analgesic category and achieved a 10.8% share versus a goal of 6%. In addition, Voltaren contributed 70% of the external analgesic category growth for the key retailers, surpassing its $100 million consumption goal by 41.4%. It reached 3.3% household penetration, over one point higher than its closest competition, Tylenol Arthritis, at the same point in its launch.
Kroger’s answer to Walmart’s long-standing vice grip on the value customer could be summed up as, “When they go low, we go lower.” In a year of economic hardship brought on by the pandemic, Kroger seized an opportunity to attract budget-sensitive shoppers with insider tips on how to save money on highquality food — ultimately at prices even lower than those of Walmart. Kroger sought to develop a playful campaign that could break through an emotionally heavy advertising landscape and draw shoppers’ attention to multiple ways to save with the retailer: manufacturer coupons, promotional deals, Fuel Points and digital tools, including the Kroger app. To bring its “lower than low” idea to life, Kroger worked with agencies Hornet and DDB New York to leverage the 2007 hip-hop song “Low” by Flo Rida. An animated spot featuring the catchy tune and signature “getting low” dance move — flawlessly executed by an endearing group of characters perusing grocery store aisles — became a fun and memorable way to educate shoppers on the various savings methods at Kroger.
September 2021
18-23-P2PIQ_Reggies.indd 20
The campaign launched in August 2020 across Kroger’s paid, owned and earned media channels, with ads appearing in broadcast TV, radio, out of home, online video and social media. Kroger paired the campaign with targeted digital media tactics to drive customer action and leveraged messaging across proprietary marketing vehicles (e.g., POS, Kroger digital platforms, circulars, direct mail and email). Where possible, the campaign’s messaging was tied with relevant savings offers tailored to a given individual or audience, providing an even more personalized experience. Get Low is one of the most successful Kroger campaigns in recent history. Kroger’s overall dollar share increased by 3.4%, primarily at the expense of mass/club retailers, during the period. The campaign generated three times the recall rate versus competitors and delivered the second-highest ROI ever for the company.
| 20 | pathtopurchaseiq.com 8/23/21 2:08 PM
2021 REGGIE AWARD WINNERS
“Bon Appe-Cheetos Holiday Cookbook”
“Snickers Hungriest Player 2020”
Marketer: Frito-Lay North America Agency: The Marketing Arm Reggie Categories: Content Marketing (Silver); Holiday or Seasonal Marketing (Bronze); Promotion Marketing (Silver) With traditional gatherings on hold for much of 2020, Cheetos could not rely on a standard marketing approach to break through during the critical holiday season. For many younger consumers, it was the first time they would spend the holidays away from family and cook a holiday meal on their own. Thus, working with The Marketing Arm, PepsiCo/Frito-Lay’s Cheetos brand sought to earn a seat at America’s socially distanced holiday table while doing its part to help heal local communities devastated by the pandemic.
The centerpiece of the solution was “Bon Appe-Cheetos,” the first-ever holiday cookbook in which every recipe included a Cheetos snack as a major ingredient. The 64-page hardbound book featured 22 holiday-inspired recipes written in collaboration with the Frito-Lay culinary team and celebrity chefs Anne Burrell, Casey Webb, Richard Blais and Ronnie Woo. The book spanned a range of difficulty/heat levels and used a total of seven different flavors of Cheetos, with cheeky copy credited to Cheetos guru Chester Cheetah. As part of the promotion, a custom site allowed fans to get their Cheetos-dusted hands on the limited-time cookbook by donating $35 to World Central Kitchen to help pandemic-impacted communities, restaurants and medical professionals. All told, $95,000 was raised for the charity and the book sold out in just 12 hours. In addition, a kit with the cookbook and ingredients was sent to influencers to spread word about the program. The marketing partners shared the news and a few recipes from the book on social media, where a contest gave away a cookbook to a handful of lucky fans. Bon Appe was a solid growth driver for Cheetos. Fourth quarter sales grew 8.6% year over year, outpacing the salty snacks category growth by 1.7%. In November, with the launch of the cookbook, Cheetos sales were up 8.3% and outpaced both category (6.6%) and subcategory (3.5%) growth.
September 2021
18-23-P2PIQ_Reggies.indd 21
Marketer: Mars Wrigley Confectionery Agency: The Marketing Arm Reggie Categories: Influencer Marketing (Silver); Sports or eSports Marketing (Silver); Creativity & Innovation (Bronze) Snickers, a longtime official sponsor of the NFL, has endeared itself to football fans in various ways through the years, including its memorable Super Bowl commercial starring Betty White back in 2010. But the brand was not satisfied with the amount of buzz it was generating throughout the entire NFL season. So, the Mars Wrigley brand decided to come up with a new program for avid NFL fans, whom research showed were three times more likely to read, follow and engage with NFL content on social platforms. Working with The Marketing Arm, Snickers looked to college football’s sideline awards given out to players to celebrate after big plays — most notably The University of Miami’s “Turnover Chain,” which lit up social media from 2017 to 2019 — as the inspiration for its “Snickers Hungriest Player” award. A collaboration with acclaimed jeweler Ben Baller led to the creation of the 2020 Snickers Chain, and the program was supported by PR activity with NFL Hall of Famer Ed Reed.
A media blitz started on week one of ESPN’s “Sunday Countdown,” where cast members showed off the Snickers Chain and kibbitzed about the award, followed by a rigorous 14-week activation throughout the NFL season. Player selections were made and deals were struck every Monday, with social postings continuing throughout the week. Snickers also secured national coverage through NFL and media partnerships, including integrations with “Sunday Countdown,” two 30-second TV spots produced by NFL Films, including Monday Night Football in week two and NFL Honors in February. Snickers ultimately activated with 14 different Hungriest Players of the Week, nine of whom were selected to the Pro Bowl. The Snickers Hungriest Player program exceeded all goals and expectations for social engagement metrics and delivered a 4.3% growth for Snickers Share Size Pack (the brand’s biggest priority in terms of dollar sales), including a one-point increase in household penetration in the fourth quarter of 2020 versus the previous year.
| 21 | pathtopurchaseiq.com 8/23/21 2:08 PM
2021 REGGIE AWARD WINNERS
“Kit Kat Flavor Launch at Walmart”
“IBM Watson Advertising and CVS”
Marketer: Hershey Co. Agency: SheSpeaks and TPN Reggie Category: Influencer Marketing (Bronze)
Marketer: CVS Agency: IBM Watson Advertising Reggie Category: Innovative Use of Marketing Technology (Silver)
It is not easy for candy manufacturers to generate excitement in the weeks following Easter, which is typically when U.S. sales of chocolate peak. The spring holiday season was even more challenging in 2020, as the pandemic moved a significant percentage of candy sales online. Thus, Hershey shifted its strategy for Kit Kat and created new messaging focused on “limited-edition flavors” and “available at Walmart the next time you are there.”
To attract its core Walmart shopper of busy, Millennial moms with kids ages 6 and older, Hershey introduced two limited-edition Kit Kat flavors — Birthday Cake and Apple Pie — and launched the items exclusively at Walmart for 30 days before expanding distribution to other retailers. To capitalize on this exclusivity window, Hershey built an influencer marketing campaign to drive awareness for the new Kit Kat flavors at Walmart. Working with agencies SheSpeaks and TPN, Hershey used advanced influencer selection methods to identify Kit Kat and Walmart brand passionate influencers who were charged with creating engaging content to increase trial at Walmart. A targeted distribution plan leveraged organic social posts across Facebook, Instagram, TikTok, Pinterest and Twitter to further connect with a wider range of the brand’s core shopper. Influencers included Alyson Hannigan of the former TV series “How I Met Your Mother” and Hispanic TV celebrity Barbara Burmudo, both of whom added light-hearted fun to posts that enticed followers to celebrate the small moments with their families during a difficult time. Birthday Cake and Apple Pie Kit Kat together became the No. 1 everyday limited-edition launch at Walmart in recent history. At a time when impulse item purchases were not in the forefront of shoppers’ minds, influencers drove online and grocery pickup sales, making Kit Kat Birthday Cake Hershey’s No. 2 instant consumable item at Walmart in April and May. Both flavors combined to drive sell-through 10% higher than the established goal.
September 2021
18-23-P2PIQ_Reggies.indd 22
In the U.S., many more people are open to getting a flu shot than actually get the shot. Data from Morning Consult and the IBM’s The Weather Company revealed that about 37% of Americans don’t get a flu shot, although 83% say avoiding the flu is important to them. In addition, 62% of Baby Boomers say they always get a flu shot, but only 23% of Millennials take the same action. This was a huge opportunity for CVS and IBM to team up on a data-driven marketing campaign to encourage flu shot adoption. To reach and engage users in a contextually relevant environment, CVS sponsored a new feature in The Weather Channel app called “Flu Insights with Watson,” which alerted mobile users when they were most at risk of catching the flu. Artificial intelligence technology allowed the app to predict and provide alerts during increased risk conditions. Users then had access to an industryfirst 15-day flu forecast that displayed the risk ranging from low to high, according to ZIP code. The experience also included illness prevention tips and the latest flu reports from the CDC to provide users with actionable insights. Through the use of IBM’s predictive illness data, CVS was able to drive awareness and engagement ahead of CDC-reported flu activity and educate users on flu prevention in the moments that mattered. In addition, the Flu Insights with Watson sponsorship included a flu details page that served as a hub for flu-related tips and content, localized flu insights and contextual alerts that prompted user action. This was a highly successful partnership for both IBM Watson Advertising and CVS. The mobile app garnered more than 42 million unique visitors and 644 million total ad impressions served with 68% viewability, exceeding internal by more than 120%. CVSprovided “Find Your Local CVS” messaging converting over 77% of module clicks. In addition, IBM ran an added value paid media campaign promoting the partnership, which amassed 6.7 million clicks and 8 million video views.
| 22 | pathtopurchaseiq.com 8/23/21 2:08 PM
2021 REGGIE AWARD WINNERS
“Dia De Los Muertos with Hershey & H-E-B”
“Ritz Cheese Crispers Launch – Albertsons Companies”
Marketer: Hershey Co. Agency: TPN Reggie Category: Local, Regional or Market Specific Marketing (Gold)
Marketer: Mondelez International Agency: VMLY&R Commerce Reggie Category: New Product or Service Launch
Candy is not normally part of the Dia De Los Muertos Mexican holiday tradition, but 2020 was hardly a normal year. Texas retailer H-E-B cut its factory order of Halloween-specific SKUs by 18.3% — a huge blow to Hershey, which depends on the confection-heavy season for a significant amount of its sales. Looking to close the gap, Hershey and agency TPN sought out to capitalize on the popularity of Dia De Los Muertos with H-E-B’s core audience of Gen X female Hispanic shoppers in a unique and engaging way. Celebrations for Dia De Los Muertos (which translates to “Day of the Dead”) typically feature skull makeup and folk art. Hershey used this tradition as the inspiration for its Sugar Skull Candy Tray, an assortment of Hershey’s candy assembled in the shape of a colorful skull. The DIY solution — built with simple kitchen supplies such as a baking sheet and parchment paper, along with various Hershey candies — was easily modified and personalized to make it simple to incorporate into their celebrations and family traditions.
Hershey promoted the program across the path to purchase. A landing page at HEB.com included directions for the tray and easy-to-follow instructions for traditional paper flowers to add vibrancy to the sugar skulls, along with a coupon offer and add-to-cart capability to make it easier to buy. Hispanic regional influencers aggregated their content into the landing page, and influencer content was amplified across Facebook and Instagram. In-store merchandising included a high-impact bin display and small, at-shelf signage in candy aisles. As a result of the program, Hershey closed its $1.2 million sales gap and went above and beyond, selling an incremental $146,000. The company also sold 100% of the incremental party bags sold in, shattering its 92% sell-through threshold, achieving 121.4% sell-through at H-E-B.
September 2021
18-23-P2PIQ_Reggies.indd 23
For the most part, COVID-19 created a particularly challenging environment in which to introduce a new product — unless it came from a familiar and trusted brand name like Ritz. Looking to attract Albertsons shoppers where they were most engaged (i.e., at home on their smartphones), Mondelez International and agency VMLY&R Commerce sought to build awareness for the company’s new ovenbaked Ritz Cheese Crispers in a two-stage solution.
The first wave, which came in July, focused on initial trial. In the pre-shop phase, customers were sent animated mobile banners through Albertsons Performance Media that highlighted taste appeal and offered the retailer’s signature “Just for U” digital coupon to specific Albertsons’ divisions. Other divisions received a month-long Big Book circular ad with a Just for U offer. In stores, customers were greeted with checkstands and lobby displays, as well as shelf tags promoting the offer and the new product news, providing additional product education and navigation. The second wave, in September, focused on re-trial with similar tactics. Social influencers were added to continue the conversation and drive awareness by leveraging an authentic voice. With instore sampling halted due to the pandemic, shoppers were given their first taste of Cheese Crispers with Albertsons Companies’ new Drive Up and Go sampling program, complete with a promo code to drive repeat purchase. Incremental in-store display and shelf tags aided in navigation and education for those shoppers who were converting. The launch programming proved successful despite the challenges. Overall cracker category sales increased 17% in the first four weeks of the launch, and 67% of sales were incremental to the category. Ritz sales increased by 26% in wave one and 4% in wave two. The program drove household trial for Ritz Cheese Crispers, with 84,000 new households added in wave one and 38,000 in wave two. Almost one-third of new buyers were also new to the category at Albertsons. IQ
| 23 | pathtopurchaseiq.com 8/23/21 2:08 PM
GROCERY DELIVERY FACILITATES OMNICHANNEL GROWTH BY A M Y B A X T E R
As the COVID-19 pandemic surged in the spring of 2020, online orders for groceries soared as well, leaving many retailers scrambling to meet demand for both pickup and delivery. Many grocery retailers had existing partnerships with delivery service providers such as Instacart, but the surge led to a boom in new partnerships and expansions between retailers and thirdparty vendors. And as the pandemic continues to wax and wane in the U.S., the role of delivery within overall omnichannel growth in the grocery sector continues to adapt.
NEW BASELINE FOR DELIVERY SERVICE That initial surge for grocery delivery has leveled off throughout much of 2021. With restaurants reopening and more consumers feeling comfortable traveling, other food options are regaining some of the share. Grocery pickup orders are seeing staying power, which means the role delivery plays in a grocer’s overall omnichannel strategy may still be evolving. “There will be a new baseline established,” says Sylvain Perrier, CEO and president of Mercatus. “This is the perfect opportunity for retailers to be mindful of the consumers they are servicing, and determine if they are not using e-commerce, are they going back to brick-and-mortar, are they staying with them or going back to other retailers?” Mercatus, a grocery e-commerce platform for retailers, recently
September 2021
24-25-P2PIQ_Delivery.indd 24
published a report revealing grocery delivery orders are not growing as they were during the early days of the pandemic in 2020. The U.S. online grocery market generated $6.8 billion in sales in June 2021, down 23% from the same month in 2020, according to Mercatus. Compared to May 2021, June sales were down 3%, driven by decreases in the number of monthly active users, order frequency and spending per order. However, that increase in online orders hasn’t totally vanished, and grocery retailers, including Midwestern supermarket chain Hy-Vee, are still anticipating heightened delivery orders. “Use of [the] Aisles Online [platform] quadrupled when the pandemic first began,” says Dawn E. Buzynski, director of communications at Hy-Vee. “While more customers are coming back into the store, we have noticed that many are still enjoying the convenience and ease of using our e-commerce platform and continue to order their groceries online and choose to either pick up curbside or have [it] delivered.” Additionally, the rise in the number of COVID-19 cases this summer is creating renewed uncertainty that could influence consumers to rely more on online grocery channels. Several retailers, including Walmart, Target, Apple, McDonald’s and Kohl’s, recently reinstated mask mandates for employees and will encourage customers to wear masks in COVID-19 hotspots. The public health conditions are likely to bring back a rise in demand for grocery delivery. “We’re forecasting a renewed increase [in grocery delivery] coming with the fourth wave [of COVID-19 cases],” Perrier says. “There are slow upticks in certain markets. Gone are the days where delivery is outranking everything else. Click-and-collect, [or] pickup at the store, is very interesting to consumers, and it’s something retailers must invest in. Although we’ve seen an overall demographic flee from online from the height of the pandemic, we are forecasting they will return.” Part of the recent slowdown in grocery delivery may also be due to seasonal changes, with more people out of their homes during the warmer months. Delivery demand could spike again as temperatures drop in the fall. Hy-Vee,
| 24 | pathtopurchaseiq.com 8/23/21 2:09 PM
GROCERY DELIVERY FACILITATES OMNICHANNEL GROWTH which offers its “Aisles Online” digital platform for grocery pickup or delivery orders, doesn’t expect delivery orders to slow down overall, even with some adjustments here and there. “We are still in a pandemic, and many customers still prefer to use our e-commerce platforms over going into an actual store,” says Hy-Vee’s Buzynski. “We don’t see that changing long-term. Our Aisles Online service is incredibly convenient, and for those who had not used it pre-pandemic, having groceries and meals delivered has become part of their new normal.” Other forecasters expect much of the same, although grocery retailers will undoubtedly give up some of the huge gains they made in 2020. “We’re expecting the food retail industry to see its first [yearover-year] decline in 20 years as it cycles COVID tailwinds and ‘food away from home’ sees more signs of recovery in [the second half of 2021],” according to analysts from UBS Global Research.
OWNED VS. THIRD-PARTY DELIVERY While nearly all grocery retailers have found some way to deliver orders to consumers, there are a couple of different approaches to take. Grocery retailers have invested in their own delivery services or outsourced to third-party delivery service providers — and some have done both.
“We had already been moving in the direction of using third-party vendors for grocery delivery as early as late 2019; however, the pandemic required us to implement these partnerships very quickly so we could serve the needs of customers who chose to move to our e-commerce platforms." — DAWN E. BUZYNSKI, HY-VEE
“Food retailers may use contract workers/outsourcing for grocery delivery simply because the labor costs are lower in the short-term compared to hiring grocery delivery employees,” says Cara Rasch, research analyst, food & beverage, with Packaged Facts. “This is also one reason why many grocers are using thirdparty delivery companies such as Instacart.” Instacart is an attractive partner to retailers for a few reasons, including the convenience of its app for consumers to order from multiple venues in one place, the ability to help smaller businesses with less capital to build out their own services, and its Instacart Express membership that comes with free delivery on orders over $35 for a monthly or annual subscription fee, according to Rasch.
September 2021
24-25-P2PIQ_Delivery.indd 25
“We had already been moving in the direction of using thirdparty vendors for grocery delivery as early as late 2019; however, the pandemic required us to implement these partnerships very quickly so we could serve the needs of customers who chose to move to our e-commerce platforms to have their groceries, meals and medical prescriptions delivered,” Hy-Vee’s Buzynski says of the retailer’s strategy. DoorDash, which added grocery delivery services to its platform in 2020, is another one of the top service providers for retailers and is used by Hy-Vee. “Currently we [at Hy-Vee] use DoorDash as our delivery partner in nearly all our markets,” Buzynski says. “Using a third party allows us to focus our resources on giving all our customers our complete attention — whether we are meeting their needs in the store, filling online orders and preparing them for pickup or delivery, and ensuring our store shelves and cases are fully stocked at all times.” The decision to build out their own delivery services or leverage third-party vendors is based on cost, convenience and ability to deliver on demand. Mass retailers that can make bigger capital investments are more likely to build out their own delivery services than smaller, regional players. “In the long run, direct delivery services will be less expensive than third-party delivery services. Direct control will also be better for retailers due to full ownership of the online shopping and delivery experience and being able to provide better customer service,” Rasch says. “Grocers know that they need to offer online shopping options to remain competitive and build up market share now as online sales are expanding rapidly. This is why big players with the capital, such as Kroger and Walmart, have made massive investments to gear up for online grocery shopping and in-house order processing, picking, packing and delivery.” However, most retailers won’t shut out the third-party delivery service providers. Companies offering both types of delivery capabilities are likely serving a bigger base of potential online grocery shoppers. Even if Kroger, for example, offers its own delivery services, there are some customers who will always use Instacart as their go-to for delivery orders. IQ
| 25 | pathtopurchaseiq.com 8/23/21 2:09 PM
ActivationGallery
Summer Promotions Beating the heat, preventing sunburn, barbequing and the Summer Olympics (every four years) are omnipresent messages at retail for the manufacturers and retailers of summerrelated products. This year was no different, especially since the activity from Olympic sponsors such as Coca-Cola and Procter & Gamble appeared a year later than originally planned, thanks to the COVID-19 pandemic. Summer marketing messages appeared both online and in stores, starting back in May and continuing through August. Here’s a sampling of what Path to Purchase IQ editors found as they monitored activity at retail in various channels, including grocery, mass and drug. Path to Purchase Institute members can see many more summer-related activations in the image vault at P2PI.org. Beam Suntory’s Jim Beam tied in to baseball season with a pallet display at Meijer stocking its liquor SKUs around a large baseball atop a wooden bat. A sign affixed to the display encouraged shoppers to enter the brand’s “Highball at Home” sweepstakes, which awarded prizes such as a sparkling water machine from PepsiCo’s SodaStream, “highball” mugs and ice trays.
PepsiCo activated its national summertime campaign in Amazon and Walmart stores using its “Let’s Summer” rallying call and touting the availability of “awesome” prizes. At the new Amazon Fresh location in Bellevue, Washington, a TV screen hanging from the ceiling depicted the campaign creative with a pool theme. In Walmart’s beverage aisle, shelf strips instead employed a backyard theme and invited shoppers to scan a depicted QR code for summer activities.
September 2021
26-30-P2PIQ_Gallery.indd 26
PepsiCo’s Frito-Lay enjoyed secondary merchandising space this summer at Meijer via a spectacular positioned along the store’s action alley. The display featured elaborate headers depicting Cheetos, Lay’s and Doritos chip bags bookended by splashes of water under a “Let’s Summer - More Fun to Share” message. Multiple QR codes depicted on the display directed shoppers to a promotional site to enter to win “awesome prizes,” such as a home theater projector and pop-up cinema screen, folding chairs or a branded cornhole board set.
| 26 | pathtopurchaseiq.com 8/23/21 2:09 PM
OCTOBER 12 - 13, 2021 retailmediainaction.com
Share retailer partnership best practices, tactical activations and organizational strategies. Present actionable ideas for driving brand growth through retail media activation. Analyze the current landscape and forecast the future of Retail Media throughout the marketing ecosystem.
BECOME A MEMBER TODAY! To learn more about membership packages that align with your goals, please contact your sales representative or visit p2pi.org/membership.
26-30-P2PIQ_Gallery.indd 27
8/23/21 2:09 PM
ActivationGallery
Walmart tied in to the summertime observance of Pride Month with a dedicated Walmart.com shop giving the spotlight to three featured brands — Mars Inc.’s Skittles, PepsiCo’s Bubly and Kellogg Co.’s Kellogg’s — while touting their respective cause efforts benefitting the LGBTQ+ community. In stores, Skittles limited-edition Pride packs were merchandised with a scannable code linking to a Walmartexclusive augmented reality experience, and some locations hosted related retailtainment events. The activity included a Walmart Radio interview, social media activity and targeted display/ search media.
U.S. Olympic and Paralympic sponsor Coca-Cola Co. tied in to the Summer Olympics with spectaculars at Meijer. The displays included corrugate signs depicting multiple Coke 20-ounce bottles, the U.S. flag and a bottle cap employing a “summer tastes better with Coca-Cola” message. Pole toppers also depicted four-time U.S. Olympic medalist Simone Manuel and two-time U.S. Paralympic gold medalist Roderick Townsend below a “victory tastes better with Coke” message.
September 2021
26-30-P2PIQ_Gallery.indd 28
Procter & Gamble’s Gillette Venus enjoyed secondary merchandising space via endcaps at Meijer activating the manufacturer’s U.S. Olympic sponsorship during the Summer Olympics. The display depicted a surfboard while spotlighting professional surfer Carissa Moore, positioning her as a U.S. Olympic “hopeful” (now gold medalist).
Albertsons Companies celebrated its private-label sparkling water brand Soleil by rolling out special packaging designs from global visual artists, three Spotify music playlists and four new flavors — mango, raspberry lime, tangerine and watermelon — to go with an omnichannel campaign dubbed “Sip to the Beat.” The new packaging enabled shoppers to unlock one of three Spotify music playlists curated for summer parties.
| 28 | pathtopurchaseiq.com 8/23/21 2:09 PM
THE PATH TO PURCHASE INSTITUTE is the only community that connects commerce and marketing professionals to the intelligence, innovation, and influence needed to navigate the complexity of today’s consumer retail landscape and drive growth.
JOIN THE LEADERS WHO ARE SHAPING THE FUTURE OF COMMERCE!
THE INTELLIGENCE: Expert and editorial insights covering in-store, digital, retail marketing, actionable insights to drive shopper engagement and sales. Highly relevant and content-rich professional development and training courses designed to provide the know-how for tomorrow. THE INNOVATION: Amplify your thought leadership, competitive edge, and be part of the elite consumer goods executive community. THE INFLUENCE: A community that unites brand manufacturers, retailers, agencies, and solution providers through world-class events and peer-to-peer partnerships.
BECOM E A M E M BE R TO DAY ! To learn more about membership packages that align with your goals, please contact your sales representative or visit p2pi.org/membership.
26-30-P2PIQ_Gallery.indd 29
8/23/21 2:09 PM
WonderBar
®
The System That Sells
ActivationGallery
™
Tray, Hook & Bar Merchandising System
Easy, Tool-Free Installation
Multiple Bar & Plug-In Hook Styles
Unilever’s Hellmann’s deployed an eyecatching spectacular at Southeastern Grocers’ Harveys, tying in to grilling season and positioning the brand’s mayonnaise as an essential condiment for barbecues. The execution comprised two branded floorstands sandwiching a pallet display that depicted four steps to making Hellmann’s parmesan-crusted chicken and directed shoppers to Hellmanns.com for recipes. In addition, a branded floor cling next to an unboxed grill encouraged shoppers to “Make it your own kind of BBQ.”
E. & J. Gallo Winery’s Barefoot enjoyed secondary merchandising space at Meijer via pallet displays outfitted with headers inviting shoppers to enter to win a smoker grill. The header depicted a QR code directing shoppers to a page within BarefootWine.com inviting shoppers to enter the sweeps, which runs from May 1 through Sept. 12.
Adjust Tray Width from 13/4" to 17 1/2"
COMPETIT IV NO
1965
ND
S
V
E
Since
E
N
Multiple-Depth Trays & Custom Sizes
O R STAT
U
www.TrionOnline.com Toll-Free 800.444.4665 © 2020 Trion Industries, Inc.
Sam’s Club hosted themed digital activity from Mars Inc. to promote “sweets that beat the heat” and kick off the summer season. Tying in to the manufacturer’s national summer program, various SamsClub.com ads communicated messages like “Never stop summering” and linked to a themed custom brand showcase highlighting select candy from the manufacturer and serving up ways to engage and inspire shoppers.
September 2021
26-30-P2PIQ_Gallery.indd 30
H-E-B united private-label and national-brand suncare SKUs on a dedicated gondola promising “Sun care for every Texsun.” Colorful, summer-themed signage exclusively spotlighted H-E-B’s private-label SKUs, with one side panel communicating “suncare tips” such as “reapply every two hours” and “apply teaspoon-sized dollop to face, neck and ears.” Sun care products from Johnson & Johnson’s Neutrogena, SC Johnson’s Sun Bum and other national brands were also merchandised on the display.
| 30 | pathtopurchaseiq.com 8/23/21 2:09 PM
THE 2021 SOLUTIONS GUIDE:
SEPTEMBER 2021
SHOPPER MARKETING AGENCIES
A publication of
SHOPPER MARKETING AGENCIES FEATURING PROFILES OF ARC USA Chicago Blue Chip Collaborative Marketing Group Edge Marketing
31-55-P2PIQ_SMA Guide.indd 31
HMT Associates Inc. IN Connected Marketing Phoenix Creative Co. Propac
The Mars Agency VMLY&R
8/23/21 2:10 PM
ARC_P2P_FULLPAGE_spread_r0.pdf
1
8/19/21
3:58 PM
THE 2021 GUIDE TO SHOPPER MARKETING AGENCIES
2021 Shopper Marketing Agencies Solutions Guide
Let’s Let’s create create something something irresistible. irresistible.
HELPING AMBITIOUS HELPING GROW AMBITIOUS BRANDS BRANDS GROW
Everything we do of making your Everything we is doinisservice in service of making your brand irresistible to shoppers. We create brand irresistible to shoppers. We create
AMPLIFIED BYBY AMPLIFIED FIELD EXPERTISE FIELD EXPERTISE
solutions thatthat are are personal, valuable andand solutions personal, valuable delightful—all precisely planned, measured andand delightful—all precisely planned, measured optimized across the the connected shopper journey. optimized across connected shopper journey.
AndAnd it allitstarts withwith ourour unparalleled all starts unparalleled operating system, Archer. operating system, Archer.
The Th WHOWHO WE ARE WE ARE
Arc is the shopper and retail agencyagency within within Publicis Groupe. Arclead is the lead shopper andinnovation retail innovation Publicis Groupe. Headquartered in Chicago, we are we nearly passionate, egoless, collaborative, Headquartered in Chicago, are 400 nearly 400 passionate, egoless, collaborative, action-oriented individuals dedicated to making brands irresistible. We believe in action-oriented individuals dedicated to making brands irresistible. We believe in (and live) a culture of inclusion where each us isofempowered to show as our (and live) a culture of inclusion whereofeach us is empowered to up show up as our authentic self every authentic selfday. every day.
EXPERTISE EXPERTISE
In an eraInof disruption, when shoppers are harder to know, find and anunprecedented era of unprecedented disruption, when shoppers are harder to know, find and grow than ever before, we employ data and insights to uncover what’swhat’s standing in grow than ever before, we employ data and insights to uncover standing in the waythe of growth. Then we deploy irresistible creative solutions with precision. way of growth. Then we deploy irresistible creative solutions with precision. The results drive brand love. has helped us become The simultaneously results simultaneously drive sales brandand sales andThis love. This has helped us become WARC’sWARC’s No. 1 Specialty Retail Agency with groundbreaking work recognized by No. 1 Specialty Retail Agency with groundbreaking work recognized by Adweek, ANA Reggie AwardsAwards and Effies. Adweek, ANA Reggie and Effies.
MARKETS OUR OUR MARKETS
Six Offices: Chicago, NYC, Minneapolis, Six Offices: Chicago, Rogers,Rogers, NYC, Minneapolis, Cincinnati, Connecticut Cincinnati, Connecticut Employees: 386 Employees: 386 Globally: 40 countries, 1K+ experts Globally: 40 countries, 1K+ experts
31-55-P2PIQ_SMA Guide.indd 32
SERVICES SERVICES
Omnichannel programs Omnichannel programs Customer marketing Customer marketing Channel solutions Channel solutions BrandBrand activation activation RetailRetail experiences experiences RetailRetail designdesign Experiential events Experiential events Commerce innovation Commerce innovation E-commerce E-commerce
MAJOR CLIENTS MAJOR CLIENTS
Unilever Clorox Unilever Clorox Molson Galderma Molson CoorsCoors Galderma GSK GSK AlconAlcon Dunkin’ Abbott Dunkin’ Abbott Georgia Pacific UScellular UScellular Georgia Pacific Bridgestone Nestlé Bridgestone Nestlé Firestone Hormel Firestone Hormel Conagra Conagra
Arche Arc wewe do that le tha to rev to r back bac wewe ca Epsilo Eps at the at t wewe m
KEYKEY EXECUTIVES EXECUTIVES Soche Picard Soche Picard ChiefChief Executive Officer Executive Officer Matthew Weiner Matthew Weiner ChiefChief Creative Officer Creative Officer Elizabeth Harris Elizabeth Harris ChiefChief Strategy Officer Strategy Officer
KEYKEY CONTACTS CONTACTS LauraLaura Swetin Swetin New New Business Business laura.swetin@arcww.com laura.swetin@arcww.com
We We’d ab abou
Maggie Shepherd Maggie Shepherd Media/Press Media/Press maggie.shepherd@mslgroup.com maggie.shepherd@mslgroup.com
8/23/21 2:10 PM
Irresistible Irresistiblecommerce commerce is is what what we we do. do. Archer Archeris ishow how we we do do it. it.
The art ofof precision The art precision Archer is the engine powering everything Archer is the engine powering everything wewe do.do. It’sIt’s ourour proprietary operating system proprietary operating system that leverages seven interconnected data tools that leverages seven interconnected data tools to reveal thethe resistance that’s holding people to reveal resistance that’s holding people back from purchasing your product. With Archer, back from purchasing your product. With Archer, wewe cancan create thethe perfect solution—backed byby create perfect solution—backed Epsilon data on more than 255 million U.S. shoppers Epsilon data on more than 255 million U.S. shoppers at the unique IDID level. In In other words, it’sit’s how at the unique level. other words, how wewe make your brand irresistible toto shoppers. make your brand irresistible shoppers.
We’d love tell you more We’d love toto tell you more about it IRL. Let’s talk. about it IRL. Let’s talk.
31-55-P2PIQ_SMA Guide.indd 33
8/23/21 2:10 PM
your brand has places to go Let our fully integrated team of shopper marketing experts guide you through the ever-evolving landscape of strategy, planning, media and results-driven creative. Put our incredible people to work for you.
at a glance
key services
categories we know
client snapshot
Shopper marketing
Food & beverage
Bausch & Lomb
E-commerce
Health & wellness
Daisy Brands
Integrated media
Household products & durables
Jack Daniel’s
Creative & content Brand marketing Measurement & analytics
Beauty & personal care Apparel & footwear
Makita Merrell Procter & Gamble Splenda White Castle
difference makers
Jamie Olson President
David Hubert VP, Measurement & Advanced Analytics
Dan Eisenberg Chief Marketing Officer
get in touch Sarah VanHeirseele Chief Growth Officer
31-55-P2PIQ_SMA Guide.indd 34
Chris Emery Director, Retail Intelligence
deisenberg@bluechipww.com 847-418-8082
bluechipww.com
8/23/21 2:10 PM
the path to purchase is constantly rerouting
let blue chip guide you
er
©2021 blue chip. all rights reserved.
31-55-P2PIQ_SMA Guide.indd 35
8/23/21 2:10 PM
A Y CMG Overview At CMG, we seek to provide our clients with insight based, strategic and cost-effective program solutions. Our objective is to develop programs that address not only our clients’ needs, but also their key customers’ objectives and merchandising philosophies. Our strong relationships with our clients’ organizations have allowed us to collaborate with them and create impactful programs that drive incremental and profitable sales. We focus our Account and Creative teams on understanding our clients’ objectives, and then creating the right programs that make sense for our clients, and their key retailers.
Expertise In Shopper Marketing CMG’s process serves as the starting point for all of our Shopper Marketing activity, and allows us to build the right plans for our client’s brands: • Shopper Planning – work with Shopper Marketing Managers and/or Brand Teams to do all of the pre-work needed to rollout key deliverables, guardrails and programming to our client’s organization • Program Planning – utilize the results of the work done in Shopper Planning to develop the right plans that utilize the ideal tactics for our client’s retail partners • Execution – leverage our partnership with our client’s
sales organizations and internal teams, along with our detailed processes to deliver successful programs as planned, and on time • Evaluation – evaluate how our programs performed – did they meet or exceed expectations, should we repeat or make enhancements for future planning cycles
Focus On Partnership Marketing One of CMG’s core compentancies within our Shopper Marketing practice is creating partnerships between our clients brands and other complementary brands: • Based on project scope and objectives, generate a target list of brands that would make sense as a partner for our client’s brands • Contact potential partners to gauge interest and feasibility of partnership • Create contracts/joint promotion agreements on behalf of client, and route for approvals by all participating brands
• Serve as central hub for the sharing of creative assets and key legal copy and trademarks • Develop program creative and route for approvals • Lead or participate on partnership calls between participating brands
Why We Are Successful We have an experienced team of professionals who are dedicated to their clients’ businesses, knowledgeable about all their key customers and passionate about delivering positive results. We staff each client based on their needs, with the right Account and Creative team members, who have the necessary backgrounds to provide top support and deliver successful programs.
At-A-Glance WHO WE ARE For over 20 years, CMG’s mission has been to provide CPG companies with a costeffective alternative for their marketing programs. From day one, we have utilized our knowledge of retailers, as well as what it takes to effectively plan and execute programs, to deliver results for our clients’ brands. INDUSTRIES SERVED • Food • Beverage • Household Products • Pet Supplies • Travel
31-55-P2PIQ_SMA Guide.indd 36
PRODUCTS & SERVICES We offer the following services to support our Shopper and Partnership initiatives... • Program planning and execution • Partner solicitation, negotiation, and contract development • Creative and concept development • Digital and Social Marketing management • eCommerce marketing • Budget management • Post-promotion reporting and analysis EXPERTISE Retail Marketing, concentrating in Shopper and Partnership Marketing, with a focus on execution.
MAJOR CLIENTS Molson Coors Del Monte Foods, Inc. McCormick & Company, Inc. CONTACT Garrett Plepel, President gplepel@collaborativemktg.com 630.871.6590
COLLABORATIVEMKTG.COM
8/23/21 2:10 PM
A Partner You Can Rely On Shopper • Partnerships • Digital • e-Commerce
You face new challenges every day. Having the right agency partner on your side to help you navigate through the retail landscape, is paramount to developing successful programs that work for your brands and your customers. We’re here to provide a helping hand. With CMG, you will have the comfort of knowing we have been working with CPG companies of all sizes for over 20 years. Our account and creative teams know your retailers, the programs they prefer and how to reach your most valuable targeted consumers. If you are looking for a strategic, execution focused and cost-effective solution for your retail programming, visit us at www.collaborativemktg.com.
M
www.collaborativemktg.com | 630.871.6590
31-55-P2PIQ_SMA Guide.indd 37
8/23/21 2:10 PM
HAPPY CLIENTS. HAPPY AGENCY!
Conversion-Obsessed (in a good way) Edge Marketing is your commerce marketing agency that drives conversion for your brands and customers. Our customer experts, located in the markets that matter most, provide strategic and networked relationships that deliver unmatched expertise and access to key decision-makers. We bring a powerful suite of insight and analytic tools, full creative, digital, content and retail media services to the table, PLUS the nicest group of folks you’ll have the pleasure of succeeding with. So if your shopper marketing needs have grown beyond “shopper,” then you’ve found the right agency partner.
“Edge raised the bar again. You’re spoiling us!” Off-Premise Trade Manager, Alc-bev challenger brand
“A+ Client Service” VP, Shopper Marketing, CPG leader
“Brilliant design and thinking!” Brand Manager, CPG leader
OUR ETHOS: Inspiring Our Culture and Content
HEART
HUSTLE
RESPECT
COURAGE
CREATIVITY
AT-A-GLANCE WHO WE ARE
PRODUCTS & SERVICES
KEY EXECUTIVES
We’re retail marketing experts who understand
• Consulting
that we’re all living and shopping in a borderless
• Customer Excellence
Liz Fogerty Chief Strategy Officer
retail world, where every banner or social post
• Conversion Media
can be a store. That’s why Edge is built to handle
• Creative Services
it all, from insights and planning, to creative,
• Ecommerce
execution, performance and evaluation.
• Data, Insights & Intelligence
EXPERTISE
• Omni-Channel Activation & Engagements
Delivering unified commerce solutions to influence behavior at every point in the journey, enabling conversion anytime, anywhere.
31-55-P2PIQ_SMA Guide.indd 38
Mike Marrinan Group Vice President, Business Leadership Marcella Oglesby Executive Creative Director YEAR STARTED 2013 CONTACT Contact@edgemarketingnet.com
8/23/21 2:10 PM
You know how some people are really into essential oils? Or CrossFit? That’s us, but it’s with converting shoppers into buyers. We’ve reimagined an entire agency around conversion. Check out the new WelcomeToEdge.com to see how our obsession can help you succeed.
31-55-P2PIQ_SMA Guide.indd 39
8/23/21 2:10 PM
2021 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
Brand engagement fueled by real-world experience and bold thinking We deliver fully integrated brand engagement solutions that connect consumers’ hands, hearts and minds to your brands. Rooted in insight-driven strategy and fused with real-world experience, we create culturally relevant, actionable ideas to grow your brand. From insight to activation, our team thinks boldly, pivots quickly and activates flawlessly to deliver results. Privately owned and fiercely independent, we take pride in our award-winning work and lasting client relationships.
Consumer Engagement
Shopper Marketing
Experiential
We build relationships.
We drive conversions.
We make lasting brand impressions.
We build a strong consumer connection to your brands by fusing curated insights and culturally relevant creative thinking. With an omnichannel mindset, we reach people in the spaces and places where buying decisions are made with experiences that drive awareness, conversion, and loyalty.
We take the complexity out of conversion and help simplify the retail landscape. Our deep retail experience enables us to navigate all channels of commerce and drive shopper behavior by understanding their journey and the points to connect, engage and convert to buy.
With our results-driven approach, we strategically design from ideation to activation, with your goals at the forefront of every idea. By creating your brand community, we establish brand loyalists and provide a lasting impression. Whether a live, virtual or hybrid experience, our XM-focused brand engagements are sure to connect your brand with your consumers through wow-worthy moments.
At-AGlance
Major Clients
Services
Key Executives
Mondelēz International Abbott Nutrition Lactalis American Group, Inc. PepsiCo Heineken USA The Kraft Heinz Company
Omnichannel Planning & Activation Sales Planning Primary & Secondary Research Live, Virtual & Hybrid Experiential Events Partnerships & Sponsorships
Scan to check out our award-winning work...
Contact
Patti Conti President/CEO Joe Conti Managing Director Lisa Norat SVP, Business Leadership Laura Moser Director of Business Leadership & Client Development Paul Ballew Director of Strategy & Planning
connect@hmtassociates.com 216.369.0109
HMTASSOCIATES.COM
31-55-P2PIQ_SMA Guide.indd 40
8/23/21 2:10 PM
M
Connect with your shoppers... wherever they are.
At hmt, we know how hard it is to reach people in the spaces and places where buying decisions are made. And while the possibilities to connect with shoppers may be limitless, your budget is not. So we blend curated insights, cultural relevance and creative thinking to deliver omnichannel engagement strategies that get results. Our programs make smart use of your marketing dollars, disrupting shopper journeys to drive conversions.
Brand engagement fueled by real-world experience and bold thinking
Connect with us to learn more. hmtassociates.com
31-55-P2PIQ_SMA Guide.indd 41
© 2021 HMT Associates, Inc.
8/23/21 2:10 PM
WE create
synergy Decode
Unlock
Accelerate
Human behavior by harmonizing 1P and 3P data
Growth opportunities at the intersection of commerce and culture
Consumer connection across commerce media, eCommerce, and brand activation
At-a-glance Expertise
Connected Commerce | Shopper Marketing | Brand Activation | Brand Strategy & Insights | Consumer Segmentation & Connected Planning | Creative | Partnerships | Measurement & Advanced Analytics | eCommerce | Menu Marketing
What’s next
New Data Pipelines Enterprise AI Non-Premise Commerce Commerce-Ready Branding
industries served Food & Beverage Health & Wellness Personal Care & Beauty Spirits/Beer/Wine Home Goods Baby Care Pet Care
Key Executives:
Valerie Bernstein, EVP, Business Development Dino de Leon, EVP, Executive Creative Director Kelly Ravestijn, SVP, Strategic Planning Jen Gruber, SVP, Business Arts & Analytics Mary Wenlock, Director of Human Resources & Operations
Contact
Valerie Bernstein, EVP, Business Development Valerie.Bernstein@inconnectedmarketing.com 646.924.8601
31-55-P2PIQ_SMA Guide.indd 42
8/23/21 2:10 PM
COMMERCE customers culture consumers IN Connected ignites your brand’s purpose in the ever-evolving commerce landscape. We make brands thrive by transforming commerce activations that connect to their consumer on a deeper level.
Become more connected to your customers.
info@inconnectedmarketing.com
31-55-P2PIQ_SMA Guide.indd 43
\\
inconnectedmarketing.com connected marketing.com
8/23/21 2:10 PM
2021 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
Quick Thinking. Nimble Results. We work hard for our clients. Although we’re much more than a “quick-turn” agency, we’ve been known to work wonders with the deadliest of deadlines. Whether it’s getting a simple shelf-talker to press or getting a 360-degree, channel-specific strategy ready for launch, we do whatever it takes.
Everything from Package to Purchase Branding, packaging, advertising, shopper marketing, digital, social... the experience your customers have with your product is about more than just having all the right components. It’s about having them all work together right. At Phoenix Creative, we have dedicated, in-house expertise for every point along your product’s and shoppers’ path to purchase. That’s why we understand how your packaging can play a vital role in your advertising, how to tailor your in-store pieces to magnify the impact of your social efforts, and how to make your branding matter in even the most cluttered retail environments. Whether you need a single service or a complete program that gets your product from the warehouse to their house, we can help.
Dedicated account staff, top-tier designers—all working together to get the job done. We value good people and great thinking. It’s not unusual to find a client or employee who’s been with us for 20 years or longer. No matter the title, each of us honors the strategic perspective of an account executive, the vision of a writer, and the passion of an artist.
We Live Retail We work with brands, but we also know retailers. Brand marketing only gets a part of the way down the path-to-purchase. In order to reach the end and win basket share, we have built ourselves into a partner that knows how to position brands with an eye toward each specific retailer’s footprint, digital assets, loyalty programs, and marketing requirements. Brand messaging plus retailer know-how equals a winning combination.
At-A-Glance WHO WE ARE
PRODUCTS & SERVICES
KEY EXECUTIVES
We’re an award-winning agency located in downtown St. Louis. We’ve been helping businesses of all types find their voice in the marketplace since 1989. In our book, big ideas aren’t limited to big budgets. Everybody’s message can shine.
• Shopper Marketing – strategic planning, concept, design • Retail Design – channel specific, regional, retailer focused • Packaging – design, extrapolation, production • Advertising – promotional campaigns, full-service marketing • Content Creation – social, mass media, mobile
Abbey Ash, Partner, Director of Shopper Marketing David Dolak, Partner, Chief Creative Officer Keith Schwahn, Partner, Director of Production Services Matt O’Neill, Senior Partner
EXPERTISE Our shopper marketing know-how comes from 30 years of extensive, battle-tested, retail experience. Strategic planning, concept development, and design/message execution are all of equal importance to our agency vision and our clients’ success.
INDUSTRIES SERVED • Consumer Packaged Goods • Retail • Alcohol
31-55-P2PIQ_SMA Guide.indd 44
• • • •
Automotive Commercial/Industrial Durable Goods OTC
MAJOR CLIENTS • Mondelēz • Luxco International • Schaeffer • 7-Eleven Manufacturing • Anheuser-Busch InBev • AB Mauri N. America
CONTACT Abbey Ash Partner, Director of Shopper Marketing abbey.ash@phoenixcreative.com 314-609-7539
PHOENIXCREATIVE.COM
8/23/21 2:10 PM
r s
GET MORE BANG for your MARKETING BUCK
ng
PHOENIXCREATIVE.COM
31-55-P2PIQ_SMA Guide.indd 45
8/23/21 2:10 PM
31-55-P2PIQ_SMA Guide.indd 46
8/23/21 2:10 PM
31-55-P2PIQ_SMA Guide.indd 47
8/23/21 2:10 PM
2021 SHOPPER MARKETING AGENCIES SOLUTIONS GUIDE
We believe in the power of Connected Commerce.
Powered by the smartest humanity & the latest technology
Now is the time to pioneer the future of omnicommerce. Our Connected Commerce approach drives a single strategy across every relevant touchpoint to deliver growth for your brand. We help you connect the most important dots – from the digital to the physical, from the message to the medium, and from
Deep retailer intelligence & strategy from your customers’ backyards
Industry-leading technology & analytics built for commerce marketing
Retail media pioneers & modern activation specialists
Shopper & competitive insights that drive better decisions
marketing to merchandising.
At-A-Glance WHO WE ARE We are a fiercely independent marketing agency that accelerates growth for brands and retailers. Founded in 1972 by Marilyn
OUR PARTNERS • Bacardi Limited
Ken Barnett, Executive Chairman
• Bayer Consumer Healthcare
Rob Rivenburgh, Global CEO
• Big Y Supermarkets
Darren Keen, CEO International Markets
• BlueTriton Brands
Barnett, The Mars Agency is headquartered
• Campbell Soup Company
in Detroit with 14 offices worldwide and 550
• Conagra Brands
employees. We’ve built a culture centered
• Conn’s Home Plus
around growth for our people, our clients and our communities.
OUR LEADERS
• Hallmark • Henkel • Hudson Bay Group • Mars, Inc.
CONTACT Jennifer Gioffre EVP, Client Success Lead gioffrej@themarsagency.com
•Samsung •Tillamook Creamery •Walmart Canada
TheMarsAgency.com
31-55-P2PIQ_SMA Guide.indd 48
8/23/21 2:10 PM
m
Omnicommerce marketing made unfairly simple. In our 50 years of working in commerce, we’ve encountered a lot of the same forks in the road you may be faced with today. So we built Marilyn to help marketers choose the right opportunities. With Marilyn, you’ll be able to optimize your marketing spend, plan for growth, measure your programs for effectiveness and connect all the data. Marilyn manages it all, all in one place, all in real time to put the power back in your hands.
MeetMarilyn.ai
MeetMarilyn.ai
TheMarsAgency.com
Connect it all
Optimize your investments
Plan your growth
Measure your effectiveness
MANAGE IT ALL – ALL IN ONE PLACE
MAKE YOUR MONEY WORK HARDER
PREDICT BEHAVIOR & INFLUENCE SALES
FIND OUT WHAT WORKED & WHAT DIDN’T
31-55-P2PIQ_SMA Guide.indd 49
8/23/21 2:10 PM
T:9 in S:8.5 in
the future of commerce is here. we’ll catch you up. You need a partner that stands at the forefront of transformation. At VMLY&R COMMERCE, we combine world-class creativity with the most agile technology platform to turn your data into insights, engaging your customers like never before. We are on a mission to #reimaginecommerce. Are you ready to grow together?
VMLY&R COMMERCE is WPP’s end-to-end Creative Commerce Company (but you may know us by our maiden name, Geometry). Now with the scale of VMLY&R’s connected brand promise, we help modern brands grow by unifying marketing strategies everywhere life intersects with commerce.
AT A GLANCE PRODUCTS & SERVICES
MAJOR CLIENTS
KEY EXECUTIVES
Cross-channel retail strategies
Coca-Cola
Beth Ann Kaminkow // Global CEO
Ecommerce strategy (B2C/B2B/D2C)
Colgate-Palmolive
Tyler Murray // US CEO
Retail media
General Mills
Manuel Borde // Global CCO
Marketing sciences/data and insights
Kimberly-Clark
Charlie Wade // EVP New Business
Experiential (physical, virtual, hybrid)
Mazda
Content and partnerships
Mondēlez Nestlé
C O N TAC T 3 Columbus Circle // New York, NY 10019 charlie.wade@vmlyrcommerce.com
31-55-P2PIQ_SMA Guide.indd 50
vmlyrcommerce.com
8/23/21 2:10 PM
T:10.75 in
S:10.25 in
WHO WE ARE
T:9 in S:8.5 in
our clients are growing.
vmlyrcommerce.com
31-55-P2PIQ_SMA Guide.indd 51
8/23/21 2:10 PM
T:10.75 in
S:10.25 in
B:11 in
T:10.75 in
S:10.25 in
Find out how:
December 7 -8 instoreexperienceforum.com
JOIN INDUSTRY LEADING EXPERTS The In-Store Experience Forum will guide attendees to better understand the ways in which evolving shopper behavior is changing the role of the physical store and the impact on best practice brand engagement strategies.
• Essential Elements of the Omnichannel Store Experience • The Role of Brand Marketing in the New Store Environment • Understanding Current and Future In-Store Purchase Drivers. • Future Focus: A Visit to the Grocery Store in 2030 BECOME A MEMBER TODAY! To learn more about membership packages that align with your goals, please contact your sales representative or visit p2pi.org/membership.
31-55-P2PIQ_SMA Guide.indd 52
8/23/21 2:10 PM
Welcome to the New Reality INTRODUCING THE PATH TO PURCHASE IQ SHOPPER ENGAGEMENT PARTNER SHOWCASE
Explore our all-new, highly-interactive digital experience of product marketing solutions and agencies in an environment unlike anything experienced before on PathtoPurchaseIQ.com. The Shopper Engagement Partner Showcase provides 24/7, year-round access to insights, trends, and valuable tools and services. Not virtual reality, this is the new reality, engaging marketers directly with solution providers and agencies when you can’t meet face-to-face.
THE SHOWCASE SHOWDOWN Participants can spotlight new products, portfolios, and unique capabilities. Information is seamlessly displayed in a digital environment where visitors can easily click-to-connect.
G E T YO UR TOUR TO DAY ! Contact Joe Territo, Brand Leader (jterrito@ensembleiq.com, 973.727.7338), or your sales representative for a tour of the Shopper Engagement Partner Showcase.
31-55-P2PIQ_SMA Guide.indd 53
8/23/21 2:10 PM
Don’t miss other upcoming Industry Guides appearing only in Path to Purchase IQ magazine.
The Solutions Guide to E-Commerce Tools December 2021
To advertise, contact Eric Savitch, Brand Director, esavitch@ensembleiq.com
31-55-P2PIQ_SMA Guide.indd 54
A
8/23/21 2:10 PM
Isn’t it time to step into the spotlight?
Get your business the recognition – and sales – it deserves. Showcase your expertise, enhance your reputation, facilitate collaboration and promote your organization to the consumer goods industry. Pair a comprehensive profile of your firm with your best print advertising to make a powerful and lasting impression.
PUBLISHED IN THE DECEMBER ISSUE OF PATH TO PURCHASE IQ MAGAZINE • Reaches more than 18,000+ decision-makers and influencers. • Promoted through Path to Purchase IQ newsletters, reaching 40,000+ industry professionals.
YOUR STRATEGIC INVESTMENT OF ONLY $8,750 INCLUDES:
IDE TO THE 2021 GU
E C R E M M O C E TOOLS A publication
of
• 2-page spread in the print edition including ad and company profile. • Lead generation for 3 months from the digital edition promoted on the Path to Purchase IQ website and via Path to Purchase IQ newsletters.
To advertise, contact Arlene Schusteff, Associate Director of Brand Partnerships, at (773) 992-4414 or aschusteff@ensembleiq.com.
DECEMBER 2021 ISSUE CLOSES ON NOVEMBER 4
An official publication of
31-55-P2PIQ_SMA Guide.indd 55
8/23/21 2:10 PM
Technology Innovation
P2P Toolkit
A roundup of technology-driven tools that drive consumer understanding, engagement and conversion on every step of the path to purchase. Assuming you’re ready to open your MetaMask wallet, pull out some Ethereum and pay the gwei, you could be on your way to purchasing something from Campbell’s art collection of authenticated Non-Fungible Tokens (“NFTs”). Titled “AmeriCANa,” the works are by Sophia Chang, a “streetstyle” artist who has collaborated with brands ranging from Samsung, Nike and Adidas to Apple, Footlocker and the NBA. Camden, New Jerseybased Campbell Soup Co. made these signed and limited-edition digital creations available in late July to celebrate its new label design. Explaining all the whys and wherefores of NFTs (and their value as an investment) is beyond our scope. The offering’s fine print, however, gives some guidance. • Pros: You can sell, trade, donate or otherwise transfer this digital asset. • Cons: Your “right to use the content is limited ... you cannot stop people from seeing or making a print screen of your property ... and [Campbell’s] owns all legal right, title and interest in and to” all of the actual artworks. While not as prestigious as owning a 1962 Andy Warhol soup can painting (one fetched $11.8 million at auction), the upside is that all the proceeds from these Campbell’s NFTs will benefit Feeding America.
In July, Chicory, a digital shopper marketing platform for CPG and grocery brands, and PureWow, a digital media brand that specializes in women’s lifestyle content, announced a “shoppable technology and contextual media” partnership. Chicory, which recently named former Quotient exec Jason Young as its president, places its “Get Ingredients” button on more than 1,500 recipe websites and thousands of influencer food blogs. It works with CPG brands like Perdue, Kraft Heinz, Mars, Mondelez and Campbell’s, and grocery retailers like Wakefern. PureWow serves a community of 90 million website visitors content ranging from fashion and beauty to food/ recipes, travel and technology. These “in-recipe ad units” will enable brands to target specific ingredients or recipe categories, own ingredients via in-line units, pair a brand’s products within related recipe content, or utilize standalone shoppable links that instantly place items into a consumer’s digital shopping cart.
Investing has always involved risk, but in recent months the combination of social media and various technologies have made it more volatile than ever. Countless inexperienced investors have been swayed by “meme stocks” (companies being hyped through Reddit and Twitter conversations), the relative ease of investing on mobile trading services like the Robinhood app, and the proliferation of cryptocurrencies that have an aura of “minting your own money.” Well, now if you want to “go for the gold,” there’s an app for that too. In August, Oklahoma Citybased APMEX, an online precious-metals retailer, launched what it claims is the first-ever shoppable mobile app in the gold and silver industry. The app gives on-the-go investors access to more than 20,000 products ranging from platinum and palladium to Krugerands, silver dollars and even ancient Roman coins. There’s also a portfolio tool, news alerts and the ability to check live spot prices. APMEX says that it has sold more than $11 billion worth of precious metals in more than 60 countries around the world.
Bill Schober is Editor Emeritus of Path to Purchase IQ. He’s been associated with the Institute since 1994, covering all aspects of consumer marketing with a special emphasis on the shopping experience. He welcomes any questions, comments, requests or pitches about P2P Toolkit, and can be reached at bschober@ensembleiq.com.
September 2021
56-58-P2PIQ_toolkit.indd 56
| 56 | pathtopurchaseiq.com 8/23/21 2:12 PM
In late July, Twitter launched a pilot of its “Shop Module,” a dedicated space at the top of a business’s profile where it can showcase its products. When people visit a company’s profile that has Shop Module enabled, according to Bruce Falck, Revenue Product Lead at Twitter, they’ll be able to scroll through a carousel of products and tap through items to learn about and even purchase them without having to leave Twitter itself. Falck says Shop Module will “create a pathway” for Twitter conversations that start going viral. If, for example, an MVP quarterback is suddenly traded to a new team, people tweeting about it will be able to impulse buy his jersey without leaving the platform. The pilot will be visible and accessible only to U.S. Twitter users who are on iOS devices. Falck says that, initially, 10 brands from traditional retail (GameStop), travel (Arden Cove), entertainment and tech industries will have access to the new feature.
The word “grok” was coined by Robert A. Heinlein in his 1961 novel, “Stranger in a Strange Land.” He defined it as understanding something intuitively. Computer programmers quickly turned it into a verb, as in “to grok something,” meaning they’d learned a coding technique so well that it almost literally became a part of them. This is not a term, in other words, to be taken lightly. In late June, Facebook AI Research Group announced the expansion of GrokNet, a universal computer vision system designed for shopping with an image recognition system that’s said to represent an advance in exactproduct-match accuracy. GrokNet has begun powering various new applications on Facebook and is also scheduled to be added to Instagram’s visual search. Essentially, according to Facebook, the technology can identify a product in an image and then predict its category, like “sofa,” as well as its attributes, such as color or style. But unlike previous vision systems that required separate models for each vertical, GrokNet is the first that can actually “scale across billions of photos across vastly different verticals, including fashion, auto and home decor.” Facebook says this represents a key milestone toward becoming “the world’s largest shoppable social media platform, where billions of items can be bought and sold in one place.”
Every so often shopper marketing finds itself caught between competing social forces. After its 2021 Worldwide Developers Conference, Apple suddenly updated its App Store Review Guidelines to allow apps that facilitate the legal sale of cannabis. The primary qualifier is that they are “geo-restricted to the corresponding legal jurisdiction.” This marked a dramatic U-turn from a long-established policy restricting marijuana companies from conducting business on Apple’s app store. Within days, a California cannabis-delivery service named Eaze announced that consumers could finally shop for marijuana on its iPhone app, handling everything from registration and ID verification to product selection, payment and doorstep delivery. TPCO Holding likewise launched Caliva, enabling California-based consumers to make cannabis purchases through the app and receive rewards through its loyalty program. Talk about getting hooked by marketing.
But Apple giveth, and Apple taketh away. In June a new app called Fakespot rolled out on the Apple App Store. It was touted as a way, through artificial intelligence and natural language processing, to analyze customer reviews on Amazon and other online retailers and “spot shady sellers and products with dishonest reviews.” One feature the developers claimed was an ability to analyze a product listing with, for example, a 4.5-star rating from reviews and inform the shopper that it may only rate a 3.1. Fakespot was even referenced in a The New York Times pandemic article on how to spot counterfeit masks on Amazon. It’s hardly surprising then that within days of the app’s release, Amazon protested, claiming that Fakespot was “injecting code and content” into its site, and arguing that its findings about product reviews were mostly wrong. On July 16, Apple took it down. Fakespot’s developers vow to fight the decision. Stay tuned.
September 2021
56-58-P2PIQ_toolkit.indd 57
| 57 | pathtopurchaseiq.com 8/23/21 2:12 PM
P2P Toolkit
SPOTLIGHT: Store Experience
In May, Lightning Labels, a custom printer based in Denver, announced that it was rolling out a proprietary technology for augmented reality labels, teeing it up as a way for smaller marketers to enter the AR arena using sustainable packaging. These labels can be made using BioStone, an environmentally friendly label material that’s made from “stone paper” and does not involve the use of trees or petrochemicals. Using an earth-friendly material that’s literally made from stone (80% calcium carbonate and 20% polyethylene resin), it is said to have excellent ink adhesion properties. Suggested applications include labels for organic food, bath/body or nutraceutical products, essential oils and herbal remedies.
In July, Austin, Texas-based Clerk (rebranded this spring from Popspots) announced a merchandising partnership with Meredith Corp. to help manage the merchandising of the latter’s publications. Clerk will use its machine-learning technology to ensure that Meredith magazines (such as People, Southern Living and Allrecipes) are in stock and shelved correctly in more than 15,000 stores. Clerk, which works with many CPG companies, including Hershey, Mars and Amplify (Skinny Pop, Pirate Booty, etc.), operates a “human in the loop” artificial intelligence (AI) platform. The “human” examines the photos of displays and shelves being taken by the system’s in-store cameras and occasionally overrides what the AI is “spitting out,” say company executives. Having someone monitor “the loop” and feed correctives back into it helps improve the AI. Meredith’s goal is to ensure that the products consumers see online are consistently available in-store through its 2 million newsstand pockets. Custom dashboards will enable Meredith execs to understand on-shelf availability and planogram compliance, track out-of-stock rates by product, retailer and region, and track other in-store performance metrics such as sales velocity and fixture permanence rates.
In late June, Fayetteville, Arkansas-based Field Agent launched a selfservice platform that reconfigures its suite of retail solutions into an on-demand experience. Clients can now use the platform to assemble the services required (store audits, product demos, shopper insights, etc.) and launch a campaign in minutes and at up to 40% less cost, according to the company. “Launching a store audit used to take an hour,” says CEO Rick West. “Now, it can take less than 5 minutes.” The self-service platform offers various services including some that can drive trial online and in-store and others that provide visibility on in-store execution.
On March 30, Albertsons announced a multi-year partnership with Google to place shopping information such as delivery providers (including Instacart), pickup and delivery windows, order minimums and fees inside of Albertsons stores’ business profiles on Google Maps and mobile search sometime later in 2021. The companies say they’ve been collaborating behind the scenes for the past year and that more than 100 artificialintelligence-powered improvements to Google Maps are being considered. Future shopper-facing benefits under this partnership could include shoppable maps that have dynamic, hyperlocal features; AI-powered conversational commerce; and the use of predictive technology for building grocery lists. Google also reports that it has a grocery-pickup pilot underway in Portland, Oregon, with Kroger’s Fred Meyer division. Once a pickup order is placed, it is added to Google Maps, which can then notify the shopper when it’s time to leave, providing an arrival time with the store and updating it continuously based on location and traffic.
September 2021
56-58-P2PIQ_toolkit.indd 58
| 58 | pathtopurchaseiq.com 8/23/21 2:12 PM
Solution Provider News App-Free Rewards Platform Enables Instant Payouts Aisle, an emerging rewards platform, offers instant cash back via Venmo on exclusive deals from top brands and retailers such as Whole Foods and Ahold Delhaize’s Stop & Shop. Unlike the market norm, no mobile app download is necessary to receive Venmo payouts for qualifying grocery receipts as all communication takes place through a live texting feature on the Aisle website (textaisle.com), accessible via desktop or mobile device. Aisle differentiates itself through its platform functionality and intended ease of use. Consumers text a photo of their grocery store receipt and if a cash-back offer is found via the Aisle platform, they are rewarded immediately with a direct Venmo cash payment. If no reward is found, Aisle will make “reward-worthy” product recommendations from its brand partner network that can be redeemed on a future grocery store run. Since the company’s soft rollout in April 2021, Aisle has paid out more than $150,000 to consumers as a way to recognize their brand loyalty and willingness to try new brands based on Aisle’s suggestions.
SmartCommerce, Resonate Drive E-Com Performance SmartCommerce and Resonate have partnered to enable SmartCommerce Click2Cart CPG clients to unlock deep e-commerce audience and performance insights. Resonate, an AI-driven consumer data and analytics company for top CPG and retail brands, leverages a proprietary methodology to provide unique insights on shopping behaviors and intent, brand and retailer selection,
and product purchase drivers, as well as detailed information on demographics, psychographics, media consumption, life stages and sentiment about recent events like the pandemic and social justice movements. SmartCommerce already partners with CPG clients and their agency partners using Click2Cart to transform existing digital touchpoints (ads, social media, email) from awareness builders into e-commerce performance engines. Last year, consumers carted more than $1 billion of products using Click2Cart, according to SmartCommerce. Through this partnership with Resonate, SmartCommerce clients and their agencies can now receive more than 90 new relevant data points on carting consumers that will help them better understand, reach and engage their highest-value audiences, with the goal of increased conversion and brand loyalty.
Study: H-E-B, Publix, Aldi Among Leaders in E-Com Experience
Publicis Groupe Acquires CitrusAd For Identity-Led Retail Media Publicis Groupe acquired CitrusAd, a software as a service (SaaS) platform optimizing brand marketing performance directly within retailer websites. With more than 50% of its activities in the U.S., CitrusAd is present across 22 countries and six industries. CitrusAd provides its technology to more than 70 major retailers globally such as Target, ShopRite and Petco. More than 4,000 brands are utilizing the selfserve platform. In 2023, e-commerce sales for CPG brands will have doubled compared to 2019 levels, according to Publicis. In this context, retail media is undergoing exponential growth. Worth roughly $30 billion annually already, it is set to double in the next 5 years, and will represent one of the biggest channels of CPG media spends in the next few years, according to Publicis. CitrusAd’s onsite expertise complemented with Epsilon’s offsite retail media offering,
September 2021
59-60-P2PIQ_SNews-Nhorizon.indd 59
both powered by the CORE ID, uniquely positions Publicis to lead the new generation of identity-led retail media, with transparent measurement validated by transactions, the holding company claims. Publicis says clients will gain three competitive advantages in e-commerce – growth, customer understanding and consolidated measurement. CitrusAd is an Australian-based company founded in 2017 by Brad Moran and Nick Paech and gathers 130 engineers and retail media experts around the world. The company will act as a standalone business within Epsilon, being closely integrated into Epsilon’s technology to achieve market-leading synergies.
Global research firm Ipsos has released the findings of its latest “E-Commerce Experience Report,” a mystery shopping study ranking nationwide brands on their fulfillment of online orders for pickup. The study found that many consumers remain drawn to the convenience and speed of contactless e-commerce offerings from grocery chains and restaurants. The third iteration of the report demonstrates how grocers and the food and beverage industry continue to make waves in online order fulfillment and which brands emerge as the frontrunners. Relying on consumer feedback across 14 grocery chains, Ipsos found the top companies fulfilling online orders through pickup include H-E-B, which leads among all grocery stores largely due to in-stock availability, ability to schedule pickup times and good instructions on order pickup. Perfect accuracy, no fees or minimums and excellent communication help the retailer lead the category.
| 59 | pathtopurchaseiq.com 8/23/21 2:11 PM
Solution Provider News Publix comes in a close second to H-E-B due to its ease of ordering and superb communication. In addition, Publix excels in order accuracy and contactless handoffs. Aldi also excels in pickup scheduling flexibility, in-stock availability, and order accuracy and overall satisfaction. The report showed that 78% of Americans have increased their use of instore and curbside pickup options since the start of the pandemic.
NEW Horizons
The Myth of the Female Boss BY S A R A H A LT E R
Sarah Alter is president and CEO of the Network of Executive Women, a nonprofit learning, leadership and gender equality advocacy organization of 13,500 members (representing nearly 900 organizations), 300plus national and regional corporate partners, and 22 regional groups in the United States and Canada.
Neptune Retail Solutions Enhances In-Store Experience Since being acquired from News Corp. in May 2020, Neptune Retail Solutions’ focus has been strategically leveraging its proprietary first- and second-party data mix to deliver a more personalized and engaging experience for how brands and retailers influence shopping behaviors. Recent in-store innovations that have driven positive results include: Personalized digital offers, connected at-shelf signage and digital in-store kiosks. Extending beyond the in-store environment, NRS continues to identify additional omnichannel opportunities at scale to digitally engage shoppers. The most recent example is FSI+, which leverages the incremental volume power of the FSI to deliver a truly integrated analog and digital experience. It gives shoppers the flexibility to choose how, when and where they want to save, while offering brands rich data on incentive redeemers. IQ
Send your solution provider news – new products, projects, programs and technologies – to Charlie Menchaca at cmenchaca@ensembleiq.com.
Fortune 500 companies have more female CEOs for 2021 than ever, carrying on last year’s trend in the same direction. Yet women still only make up 8.1% of Fortune 500 CEOs, and one has to wonder what old biases might be continuing to contribute to this disparity. We’ve all heard workplace myths universally acknowledged about working in the corporate world. Based in feelings, not facts, they nestle deeply into workplace cultures and can be very difficult to uproot. Take the myth that remote employees are less productive, for example. Clearly disproven by research time and time again, put to the ultimate test last year, this myth has no basis in fact. But it still has yet to be completely let go in the wake of the pandemic. Another deeply-ingrained myth – that women make “toxic” bosses – is also unfortunately still alive and well in our workplaces. Banishing it is a key step to advancing women to leadership roles.
BEYOND THE MYTH I sincerely hope, when critiqued by a woman in management, your first reaction isn’t to lump her in with this problematic stereotype. It’s true that your boss may have poor management skills, or be unable
September 2021
59-60-P2PIQ_SNews-Nhorizon.indd 60
to offer truly constructive criticism. It’s one possibility. Another possibility is that you expect a woman to manage in a softer way. According to a recent study by the IZA Institute of Labor Economics, both men and women react more negatively to criticism when it comes from a woman. Knowing how many women we lost from the workplace due to the 2020s “She-cession,” demolishing bias is more important than it’s ever been. And it can be insidious, affecting our opinions of others even when we think we’re doing everything we can to be a good and supportive ally. Additionally, it can affect both women and men.
FIGHTING BIAS First, take your temperature on the feedback itself. Examine how you would feel about it if it came from a male coworker at the same level as the woman who offered it. How would you feel? Would it seem less harsh? More “par for the course”? This isn’t to say that all workplace behavior is appropriate, of course. True toxicity is poison to any workplace, and it’s worth analyzing whether the workplace around you is toxic in itself. Self-reflection doesn’t mean you should let bad behavior go unchecked, far from it. It just means a gut check is in order. Your strong reaction to criticism could be rooted, if unconsciously, in old ideas about how women should use their voices. For us all to push the cause of women forward, we must look inward, and let go of the preconceptions that limit the full potential for women to shine as true leaders. IQ
| 60 | pathtopurchaseiq.com 8/23/21 2:11 PM
Personnel Appointments BRAND MARKETERS AB InBev, St. Louis U.S. Chief Sales Officer Brendan Whitworth was promoted to Zone President North America and AnheuserBusch CEO. He succeeds Michel Doukeris, who transitioned to the company’s global CEO role. Whitworth has held various commercial leadership positions in the U.S. for the last eight years.
RETAILERS Albertsons Cos., Boise, Idaho Former Best Buy transformation executive Sharon McCollam was named president and chief financial officer. She reports to CEO Vivek Sankaran and succeeds Bob Dimond, who will retire and remain with the company in an advisor capacity through February 2022. McCollam assumes several leadership responsibilities, including finance, corporate strategy, information technology, supply chain operations and property development. She is involved in all aspects of the company’s growth and transformation strategy.
SOLUTION PROVIDERS InMarket, Culver City, California Former Label Insight CEO Todd Morris was named president. With more than 25 years of experience in high-growth, data-driven
APRIL CARLISLE
SHARON MCCOLLAM
businesses, Morris leads InMarket’s expansion of strategic solutions that power growth for leading brands. Prior to Label Insight, Morris served as global president of Catalina Marketing and served in various leadership roles in Procter & Gamble’s multi-billion-dollar laundry and cleaning products business. Spark Foundry, New York Spark Foundry, a global media agency brand within Publicis Media, hired P2PI Hall of Fame inductee April Carlisle to lead its commerce practice. As EVP of commerce, Carlisle is responsible for solidifying the agency’s vision for the critical role commerce has in delivering a competitive advantage for clients. She leverages Publicis Groupe’s advanced commerce solutions to deliver holistic investment strategies for clients to drive profitable growth in the increasingly competitive landscape of e-tailers. Carlisle also is focusing on accelerating this critical area by further integrating the agency’s strategic
TJ REILLY
BRENDAN WHITWORTH
commerce capability, industry-leading insights, and outcome-based omnichannel commerce solutions in all areas of media – with a focus on retailer media – content planning and optimization. Before joining Spark Foundry, Carlisle most recently served as vice president of shopper marketing at The Coca-Cola Co. VMLY&R Commerce, New York TJ Reilly was named to the North America leadership team to expand its retail media capabilities and address rapid e-commerce acceleration. As EVP of performance media, Reilly is responsible for overseeing a customer-centric media approach to commerce channels, optimizing acquisition and performance growth for clients end-to-end. Reilly brings with him vast digital marketing and analytics experience with previous leadership positions at Signet Jewelers, eBay, Clearsaleing and Rosetta. IQ
Editorial Index Aisle .............................................59 Clerk ............................................58 Google ........................................58 Mattel..........................................16 Sam’s Club .................................30 Aki Technologies .....................62 Coca-Cola Co., The..................28 GSK Consumer Healthcare ..20 Meijer ............................26, 28, 30 SC Johnson ...............................30 Albertsons Cos..................28, 58 CVS ..............................................22 H-E-B .............................23, 30, 59 Mercatus ....................................24 SheSpeaks .................................22 Aldi...............................................59 DDB New York ..........................20 Henkel ........................................15 Meredith Corp. ........................58 Amazon ...............................26, 57 Digitas.........................................19 Hershey Co., The...............22, 23 MetaMask ..................................56 Anheuser-Busch ...............14, 19 E. & J. Gallo Winery .................30 Hy-Vee ........................................24 Mondelez International........23
SmartCommerce.....................59 Southeastern Grocers ...........30
APMEX ........................................56 Eaze .............................................57 IBM Watson Advertising .......22 Neptune Retail Solutions .....60 TPCO Holding ..........................57 Apple...........................................57 Facebook ...................................57 Intel..............................................19 Nightfood ..................................11 TPN .......................................22, 23 Arc Worldwide ..................19, 20 Fakespot ....................................57 Ipsos ............................................59 Packaged Facts ........................25 Treasury Wine Estates ............. 8 Bayer Consumer Health .......13 FCB/RED .....................................19 Johnson & Johnson ...............30 Path to Purchase Institute8, 10 Twitter ........................................57 Beam Suntory ..........................26 Field Agent................................58 Kellogg .......................................28 PepsiCo ...............................26, 28
Bountiful Co., The ...................14 Foodspace ................................... 9 Kroger ..................................20, 58 Procter & Gamble ...................28 Brandshare ................................11 Foresight ROI............................10 Lightning Labels .....................58 Publicis Groupe .......................59
Tyson ...........................................15 Unilever ......................................30
Campbell Soup Co., The .......56 Frito-Lay North America.......21 Marketing Arm, The ...............21 Publix ..........................................59 VMLY&R Commerce ...............23 Chicory .......................................56 GE Appliances ..........................16 Mars Inc. ..............................28, 30 PureWow ...................................56 Walmart........................11, 26, 28 CitrusAd .....................................59 General Mills.............................12 Mars Wrigley Confectionery21 Resonate ....................................59 Westward...................................62 September 2021
61-P2PIQ_ad index.indd 61
| 61 | pathtopurchaseiq.com 8/23/21 2:12 PM
Retail Intel
Westward Whiskey Wins with Local Personalization BY PAT RYC J A M A L I N O W S K A
Seeking to break through as a brand and drive the burgeoning American single malt whiskey category, Portland, Oregonbased craft distillery Westward tapped Aki Technologies to implement a hyperfocused marketing campaign as part of its broader digital media strategy. “We’re a small brand trying to build awareness, but we don’t have the budget to go and build mass awareness across the country … so it’s [about] trying to build awareness with the right type of people in terms of the campaign,” says Westward CMO Richard Black. “Being a $70 whiskey, we’re really ‘luxury’ and targeting a very specific audience.” Marrying Westward’s first-party data with Aki’s third-party data, the partners identified three consumer segments to seek out in the distiller’s home state and neighboring California: • Oregon Lovers — affluent, Oregonbased whiskey drinkers. • West Coast Whiskey Lover — older, high-income whiskey drinkers. • CA Cool Whiskey Drinkers — young, social, California drinkers. While two of the target segments leaned toward traditional purchasers, the “CA Cool” segment was added into the mix based on Aki’s consumer mapping recommendations. “It was great because we wanted to get some learnings out of this campaign as well. Testing the audience, testing the regionality and then testing against other media sources like Google and Facebook,” says Black, a spirits industry veteran who had briefly worked for Aki before joining Westward. From Dec. 14, 2020, to Jan. 12, 2021, the partners served up rich media and video ads generating 1.5 million impressions. The ads were deployed by segment and further personalized via Aki’s “moments
powered by motion” approach, which the adtech company describes as predicting when a consumer will be receptive based on data signals spanning from time of day to accelerometer and gyroscope readers, and then targeting ads by any of the more than 160 individual moments Aki has perfected over the last six years to best drive sales. “The creative wasn’t 100% where I would have wanted it to be, but it’s a tradeoff,” Black says, referring to the ease and speed of execution possible with Aki’s algorithm. “I just give [Aki] some assets, we create these and — boom — we’ve got 220-odd permutations of moments and personalized ads that are proven in this test we ran to be more effective.” The personalized creative drove higher engagement rates across all of the consumer segments: • Personalized video drove 22% higher engagement than non-personalized video. • Personalized interstitials averaged 44% more engaging than non-personalized. • Overall, personalization drove 33% higher engagement than non-personalized creatives. “That’s the kind of metrics that Aki can track and are very useful,” Black says. “But what’s useful to me as a brand owner and somebody who wants to drive the business is: How many
September 2021
62-64-P2PIQ_retail intel.indd 62
people are coming to visit my website? How many people are going to the retailer stores where we’re sold? And we saw incredible traffic. We still, since we ran the campaign, have never had traffic like that to our website, even from Facebook and Google, where we spend relatively significant money over time.” While Westward tested tap-to-map ads directing consumers to a nearby retailer, the campaign objective was to maximize digital engagement, so most of the ads linked to Westward’s website. “Our website is where we can capture consumers and we’ve found workarounds [to restrictive regulations] where we can ship to 25 states in the U.S. … so traffic there is as critical as driving people to retail stores at the moment for us,” Black says. That’s a bold strategy for a category that has historically shied away from the e-commerce business for myriad reasons. “The spirits industry is a little behind when it comes to digital,” Black says. Yet the COVID-19 pandemic accelerated the shift online in this category as in others, and Westward moved rapidly to adapt to the change in consumer behavior. One of the key learnings that came out of the campaign and will inform Westward’s future digital engagement efforts was the importance of a landing page to close the sale. “I would have wanted stronger conversion rates on the click-through, and we needed a landing page because consumers never knew our brands,” Black says. “We were getting these incredible amounts of traffic, and they were just landing on the product page so they weren’t getting enough information around what this is and why I should buy it.” IQ
BevAlc Commerce Initiative The Path to Purchase Institute’s BevAlc Commerce Initiative (BACi) is an industry share group and learning platform devoted to helping beer, spirits and wine marketers meet the new omnicommerce expectations of their shoppers. To join the group and learn more, contact Patrick Hare at phare@p2pi.org.
| 62 | pathtopurchaseiq.com 8/23/21 2:13 PM
FULL SCHEDULE OF TOPICS
RETAIL ROUNDUP On Demand
AMAZON
On Demand
RETAIL MEDIA NETWORKS On Demand
CVS
Tuesday, September 21
A UNIQUE WEBINAR SERIES THAT EXAMINES TODAY’S TOP RETAILERS Join us as we present uncensored, up-to-date briefings on the retailers you care about most. Each month we tackle a different retailer covering its recent go-to-market activities and showcasing its current marketing and merchandising programs.
PLEASE VISIT
P2PI.ORG/EVENTS
FOR MORE INFORMATION AND TO REGISTER. AN OFFICIAL EVENT OF
TARGET
Thursday, October 21
CLUB CHANNEL
Tuesday, November 16
RETAIL ROUNDUP Tuesday, December 14
ALL WEBINAR S ARE COMPLIMENTARY AND AVAILABLE ON DEMAND AFTER AIR DATE .
R E G I S T E R PRODUCED BY
I N PA R T N E R S H I P W I T H
F O R F R E E
O U R
W E B I N A R
T O D A Y !
62-64-P2PIQ_retail intel.indd 63
8/23/21 2:13 PM
December 7 -8 instoreexperienceforum.com
JOIN INDUSTRY LEADING EXPERTS The In-Store Experience Forum will guide attendees to better understand the ways in which evolving shopper behavior is changing the role of the physical store and the impact on best practice brand engagement strategies.
• Essential Elements of the Omnichannel Store Experience • The Role of Brand Marketing in the New Store Environment • Understanding Current and Future In-Store Purchase Drivers. • Future Focus: A Visit to the Grocery Store in 2030 BECOME A MEMBER TODAY! To learn more about membership packages that align with your goals, please contact your sales representative or visit p2pi.org/membership.
62-64-P2PIQ_retail intel.indd 64
8/23/21 2:13 PM
