P2PIQ-1020

OCTOBER 2020

Path Purchase

pathtopurchaseiq.com

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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

INSIDE P2PX KEYNOTES:

EXPERTS FORECAST THE FUTURE

DESIGN OF THE TIMES: FINALISTS & OTHER ENTRIES

WOMEN OF EXCELLENCE:

A SALUTE TO THE FINALISTS

ACTIVATION GALLERY:

BACK-TO-SCHOOL SEASON

WHO’S WHO IN

INSIGHTS & ANALYTICS

Still advocating for shoppers from home

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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

14

Design of the Times Preview

We reveal the 26 finalists and showcase other noteworthy entries in the Path to Purchase Institute’s annual awards competition.

22

18

SPECIAL REPORTS

Who’s Who in Insights & Analytics Our annual report spotlights more than 175 executives who are leading the insights and analytics functions at their companies.

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Women of Excellence

We recognize the finalists for the Institute’s fifth annual awards program. Winners in nine categories will be announced next month at P2PX.

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VO LU M E 33 | ISS U E 1 0

October 2020 NEWS

DEPARTMENTS 6 10

8

50

Editor’s Note:

Details on the Measurement Project

P2PI Member Spotlight:

Diageo

34

Activation Gallery:

Back to School

8 Delivering for Fans

38

P2P Toolkit

42

Store Spotlight:

Sour Patch Kids in NYC

The COVID-19 pandemic shut down Major League Baseball for months, but Anheuser-Busch’s Bud Light was ready to help fans celebrate when the game resumed.

9 Driving Trial, Awareness

Mondelez International enlisted influencer marketing company Ripple Street to host beach-themed parties in consumer homes to support product launches.

12 P2PX: Keynotes

46

Solution Provider News

48

Personnel Appointments/ Editorial Index

42 9

Futurists Jim Carroll and Dan Hodges will discuss retail trends during their presentations to kick off the first two days of the all-digital Path to Purchase Expo.

50 Retail Intel: Sausage & Beer

Johnsonville and Molson Coors teamed for a patriotic summer grilling program at Meijer that positioned the manufacturers’ brands as ideal pairings.

Path to Purchase IQ (USPS 4568, ISSN 2688-4984 ) is published 12 times a year, by EnsembleIQ, 8550 W. Bryn Mawr Ave., Ste. 200, Chicago, IL 60631. Subscription rate for the U.S.: $125 one year; $230 two year; $14 single issue copy (pre- paid only); Canada and Mexico: $150 one year; $270 two year; $16 single issue copy (pre- paid only);Foreign: $170 one year; $325 two year; $16 single issue copy (pre- paid only). Periodical postage paid at Chicago, IL 60631 Copyright 2020 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.

October 2020

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Editor’s Note

Editor-in-Chief Peter Breen, pbreen@ensembleiq.com

An Update on ‘SM2’ and be viewed as a comprehensive, strategic, brandbuilding capability within the marketing organization. SM2 was created to eliminate that obstacle.

“To succeed, we needed to gain a diverse range of perspectives from key members of the shopper marketing community, to ensure that we have a complete, balanced understanding of the industry’s needs,” said Van Dusen. “We’re delighted to report that we’ve done just that.”

COMMISSION MEMBERS: Bauer Media, Barilla, Beiersdorf, Blue Chip, Clorox Co., Conagra Brands, Facebook, GSK, HMT Associates, IMS, IRI, Kellogg’s, The Mars Agency, Mission Foods, Mondelez International, Mosaic, Nestle Starbucks, Omnicom Retail Group, Omnicommerce Vanguard, Performics, SC Johnson, Sanofi, Scotts Miracle Gro, Vestcom The Commission began meeting in late June for a series of virtual events and workshops that will take place throughout 2020. Members have been divided into three workgroups that will: • Develop a “playbook” that will establish the scope of shopper marketing across the entire path to purchase, including a comprehensive outline of the channels, platforms and tactics it encompasses.

• Identify the data inputs and outputs needed to create a model for measuring the ROI of shopper marketing that can be used to accurately compare results with other marketing activity.

• Design a series of pilot programs that will be conducted to pressure-test the initial model and inform future modifications, updates and additions.

Commission members will join with us to present the group’s first official industry update at the Path to Purchase Digital Expo, to be held Nov. 10-12.

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Managing Editor Charlie Menchaca, cmenchaca@ensembleiq.com Associate Director/Content Patrycja Malinowska, pmalinowska@ensembleiq.com

PETER BREEN, EDITOR-IN-CHIEF

I wanted to use this month’s Editor’s Note to provide an update on a special industry initiative first mentioned here in August.

Launched in the summer with support from some of the industry’s leading product manufacturers, marketing agencies and solution providers, the Commission to Standardize the Measurement of Shopper Marketing (or SM2) is working to give the industry a complete understanding of the impact that shopper marketing has on sustainable sales growth for consumer brands and retailers.

The goal of the Commission is to develop a foundational playbook and a standard method of measurement that will allow shopper marketing to be accurately evaluated – and, therefore, fully appreciated – within the overall marketing mix.

“Effective measurement has been a critical need in our industry for years, and that’s evident in the overwhelming support we’ve already received for this initiative,” said Tanner Van Dusen, the Institute’s managing director. “We’re humbled by the response and thrilled to be spearheading this vital effort to develop standards that can propel the industry forward.”

Shopper marketing has evolved tremendously in the last 15 years, moving steadily from a discipline focused heavily on traditional retail marketing channels and tactics to one that followed consumers as they embraced digital media in all its forms.

But despite a generally accepted understanding of its ability to drive sales, strengthen shopper engagement and even build brands, there is still no industry-wide standard for measuring shopper marketing’s effectiveness and, therefore, proving its value in relation to other areas of the marketing mix.

This lack of measurement standards has hindered the ability of shopper marketing to move beyond its status at many organizations as a siloed, tactical function

Executive Editor Tim Binder, tbinder@ensembleiq.com

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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 Managing Director Tanner Van Dusen, 312.518.5000, tvandusen@ensembleiq.com Brand Leader Joe Territo, 973.727.7338, jterrito@ensembleiq.com Associate Brand Director Arlene Schusteff, 773.992.4414, aschusteff@ensembleiq.com Associate Sales Director Lisa Hirata, 630.400.8951, lhirata@ensembleiq.com Senior Account Executive Katrina Lopez, 813.732.5281, klopez@ensembleiq.com Senior Director/Member Development Patrick Hare, phare@ensembleiq.com Director/Member/New Business Development Todd Turner, tturner@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 contact@p2pi.org

ENSEMBLEIQ LEADERSHIP TEAM

Chief Executive Officer Jennifer Litterick Chief Financial Officer Jane Volland Chief Innovation Officer Tanner Van Dusen 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

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Consumer Engagement

Bud Light Delivers Beer to Sports Fans

BY S A M A N T H A N E L S O N

After the COVID-19 pandemic shut down all professional sports in the U.S. for months, Anheuser-Busch’s Bud Light was ready to help fans celebrate when Major League Baseball returned in July.

Working with FCB/RED, the beer brand launched a “Return to Sports” campaign with the promise, “When there’s a game on, there’s a Bud Light there.” The effort kicked off July 21 with a TV spot depicting sports fans preparing to watch games at home with a Bud Light in hand. “The insight that the beer vendor is one of the most beloved figures in sports” drove the brand to spotlight the stadium drink hawker in a series of TV and radio spots and social media posts that drove consumers to BudLight.com/delivery,” explains a Bud Light spokesperson.

The new e-commerce platform allows shoppers to order various Bud Light SKUs shipped to their homes via more

Bud Light is always aiming to connect to authentic fan celebration moments. … It’s our job to ensure that fans can be fans – even at home.

— BRAND SPOKESPERSON

than a dozen retailers and delivery services including Amazon, Kroger, Meijer, Instacart and Drizly. The program was meant to take advantage of the increase in e-commerce activity driven by the pandemic while giving fans “the feeling of getting a Bud Light brought right to their seat while they enjoy the game,” the spokesperson says.

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The campaign also included a #BudLightHomers sweepstakes meant to replicate the excitement fans feel from catching a home run ball even though they couldn’t be in the stadium. Consumers entered from July 23-31 by sharing the hashtag on Twitter and tagging their favorite MLB team. Two winners for each team received a home run baseball in a branded display case. Twitter updates promoted the sweeps. Southfield, Michigan-based Merkle handled.

“Bud Light is always aiming to connect to authentic fan celebration moments, and while these moments will look a little different [these days], it’s our job to ensure that fans can be fans – even at home – all while enjoying a Bud Light,” the spokesperson says.

Aside from emphasizing its connection to sports, Bud Light is also focusing on its entry into the fast-growing hard seltzer category. Bud Light Seltzer launched in January and has already achieved an 11% share of the category, making it the largest innovation in the industry this year to date, according to IRI data.

That success led Bud Light to launch three new flavors (cranberry, pineapple and grapefruit) on Aug. 31 in a Bud Light Seltzer Remix variety pack that also contains the original strawberry flavor. The new SKUs, which are made with cane sugar and natural fruit flavors, were announced on Aug. 26 via a sponsored Twitter update from DJ Khaled. The musician and producer was also part of the April 25 Drafterparty, a virtual event and concert hosted on Bud Light Seltzer’s YouTube page following the National Football League draft. The brand is the official seltzer sponsor of the NFL. Radio spots promoting the variety pack tied in to the Sept. 7 observance of Labor Day. Elsewhere, the continued success of the Bud Light Platinum SKU the brand launched in 2012 as a higher alcohol by volume (ABV) alternative to its flagship beer inspired another innovation.

Bud Light Platinum Seltzer is 8% ABV compared to the 5% in Bud Light’s other seltzers and is sweetened with agave. The line comes in three flavors – citrus, wild berry and blood orange – that also hit stores on Aug. 31. IQ

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Path to Purchase Now

Mondelez, Target Throw a ‘Beach Bash’

BY C Y N D I L O Z A

Before the COVID-19 pandemic hit the U.S., Mondelez International enlisted influencer marketing company Ripple Street to host some 256 beach-themed parties at consumer homes aimed at driving trial and awareness of new Sour Patch Kids “Heads” and Swedish Fish “Tails” at Target.

Mondelez teamed with Ripple Street, Tarrytown, New York, to organize the “Beach Bash” house party events on Feb. 22 to spotlight the candies, which began rolling out to retailers last year and launched at Target specifically in January.

Each host received a party kit comprising a $5 Target gift card and a “Heads & Tails” beach towel as well as 12 sets each of Heads & Tails decks of cards, clear beach bags, recipe booklets, beach balls and bingo games.

About 9,700 consumers applied via RippleStreet.com to host the parties.

The campaign kicked off on Jan. 16 with applicants encouraged to discover and take “selfies/shelfies” with the candies in Target stores. Hosts were selected on Jan. 31 and instructed to invite their party guests and begin to plan, prep and shop for their events.

Throughout the application phase and house party experience, applicants were also encouraged to share photos tagging the retailer via social media platforms Instagram and Twitter.

The parties were part of a 360-degree program at Target focused on everyday snack or candy purchasers within the retailer’s Target Circle loyalty program, along with brand buyers, according to Jennifer Mason, customer director, shopper marketing at Mondelez International. Beyond the house parties, the program also encompassed a digital offer to Target Circle members “to help close conversion,” as well as Pinterest, search, and internal and external digital ads via Target’s in-house media company Roundel, Mason says. The campaign generated some 22,942 trials and 100,000 social media posts.

The effort exceeded expectations, according to Mason. “Besides the amazing trials across the Mondelez International portfolio of products with the recipes and [user-generated content] driven by Ripple Street, Roundel results were very strong,” she says. “We beat Target’s snacks/candy benchmarks in [click-through rates] for all

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placements. We exceeded the Pinterest benchmarks as well both in [click-through rates] and social-engagement rates. As a result, we drove single-digit sales growth versus the prior year.”

Mason notes that candy is a key category at Target, making the mass merchant an optimal partner for this program. “When we partner with them we can home in on strong targeting capabilities with first-party data to ensure our message is seen and heard with the right [shoppers] to drive results,” she adds.

Since 2014, Mondelez International and Ripple Street have collaborated on immersive, in-home consumer engagement activations, executing more than a dozen campaigns for brands including Ritz, Oreo, Sour Patch Kids and Swedish Fish. “This [recent] activation had even more families apply to host one of our parties than others with some of our bigger brands, helping us highlight engagements with shoppers to build brand love [and drive] loyalty and sales at Target,” Mason says. IQ

Understanding Today’s Shopper to Drive Tomorrow’s Success The coronavirus pandemic has dramatically altered the retail landscape in numerous ways that continue to challenge brand marketers struggling to deal with the present and plan for the future. The Institute’s Path to Purchase Now webinar series addresses some of the critical ways brands and retailers must rethink existing strategies to meet changing shopper behavior.

New Strategies for Driving Impulse Purchase Oct. 27 Agile Promotional Planning Dec. 10 (See page 21 for more information) Sponsored by

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Member Spotlight

dark spirit drinkers who defy convention – reminding the world that whiskey doesn’t have a gender. (Editor’s note: For more information about this campaign, see our September issue.)

Diageo A Q&A with Shopper Marketing Director Alia Seraj

SERAJ: While I can’t predict the future, there is no doubt we all see the acceleration of consumers’ digital adoption. A focus on convenience and safety have caused a shift in how and where shoppers purchase. In the beverage alcohol category specifically, e-commerce is now three to five years beyond where we expected it to be and new routes to consumers such as curbside pickup and cocktail delivery from bars and restaurants have opened up new avenues of communication.

Our job as shopper marketers will be to meet shoppers wherever they are along their path to purchase, driving trips, conversion and baskets of our products while making the shopping experience as easy and inspirational as possible. IQ

How would you describe Diageo to a potential shopper?

SERAJ: Diageo is a global leader in beverage alcohol with a varied collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Ciroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Our ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about the role we play in society – whether that be through promoting positive drinking or positively impacting the communities in which we live, work and sell. It is central to our purpose to celebrate life every day and everywhere.

Tell us about a recent campaign or program that you’ve conducted.

SERAJ: Our most recent Effie- and Reggie-winning campaign, Created by Craftswomen, celebrates the talented, bold, and pioneering women who make some of our most beloved spirits.

T I

J v d a l d a n f i y

MEMBER UPDATE

Through the development of a 360-degree activation plan we aimed to inspire, challenge perceptions, educate and drive purchase with liquor, mass merchant and grocery as the key focus channels.

We placed a spotlight on the female spirits industry trailblazers at Diageo by capturing and sharing the untold stories of what they do, why they do it and their drive to change the industry one sip at a time. Most importantly we represented, championed and raised a glass to female

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What are your predictions for the future of marketing, and how will your company navigate that future?

Path to Purchase Institute is delighted to welcome new and returning members to our community: American Greetings, ARC USA Chicago, Bonduelle Fresh Americas, Coca-Cola Co., Dole Fresh Fruit Co., East/ West Marketing Group, FrontLine Marketing, Hangar12, Inmar, J.M. Smucker, KAO Brands, Kimberly-Clark, Kinsa Health, LRXD, Mars Wrigley Confectionery, Mediacom, Mission Foods, Molson Coors, Nestle Waters, Perfetti Van Melle, Performics, Product of the Year, Project Partners, Retail Aware, Saputo Cheese USA, SuckerPunch Gourmet, Tillamook Cheese, Vestcom, Visual Marketing and Zespri International.

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.

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JOIN US FOR THE ALL-NEW

THE BIG EVENT

Tuesday, November 10 – Thursday, November 12 THE FUTURE IS HERE.

Tuesday

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12:00pm – 5:30pm ET

11:00am – 4:15pm ET

Join us for a new virtual event that delivers high-value access to quality learning, businessdriving solutions, and peer-to-peer networking—enjoyed from a first-row seat in the comfort of your home.

THE DIGITAL SHOPPER

THE NEW STORE EXPERIENCE

THE OMNICHANNEL MARKETER

• Retail Store Tours: Disruptive Trends and New Models at Retail

by DAN HODGES

• Delivering a Seamless Shopper Experience

• Strategies for Engaging Digital Shoppers

• Standardizing the Measurement of Shopper Marketing

• The Future Role of Product Displays

• Women of Excellence Award Ceremony

• Hall of Fame Induction Ceremony

• The Future of Engagement In The Era of PostPandemic Disruption

by JIM CARROLL • Insights into the Digital Shopper

• Case Studies in Omnichannel Success

• Optimizing Retail Media Networks • Delivering an Online Sensory Experience

Sca n t h i s c o d e o r v i s i t E X P E R I E N C E P 2 PX . C O M to reg i ste r to d ay !

SPONSORED BY

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9/18/20 2:43 PM

P2PX Digital

Keynote Takes a Tour Through Retail Industry

BY T O M D I N O M E

Dan Hodges takes the maxim “know your audience” seriously. The founder and CEO of Retail Store Tours and The World Retail Forum, part of Consumers in Motion Group, describes his organizations’ mission as “connecting retailers and brands to the trends in the marketplace ... and visually explaining the lessons of retail.”

Hodges will present these concepts in a Nov. 11 keynote address during the Path to Purchase Digital Expo. His

Retail Store Tours:

Disruptive Trends and New Models at Retail Keynote Speaker: Dan Hodges, Retail Technology Futurist, Founder, and CEO of Consumers in Motion Group When: 12:45 p.m., EST, Nov. 11 More info: ExperienceP2PX.com

presentation, “Retail Store Tours: Disruptive Trends and New Models at Retail,” is a practical “executive summary” of trends and use cases from all channels across the industry, with an emphasis on the COVID-19 pandemic’s short- and long-term effects on retail as stores and all businesses continue to reopen.

Retail Store Tours focuses on delivering targeted and immersive retail experiences through curated store visits – either virtually or in person – to help participants gain a broader perspective about consumer behaviors and shopping patterns that they can adapt for their own business.

Hodges’ methodology is based on eight factors and a framework for ranking retail performance called the Consumer Engagement Index. The eight factors are: • The Human Touch, a critical ability to empathize with customers; • The Use of Technology, a key to the instore experience; • Store Design, matching form with function; • Brand Story, a key to cultivating customer loyalty; • Employee Training, hiring for attitude and training for skill; • Change, adaptability to evolving consumer behavior trends; • Unique Value Proposition, offering distinctive products; and • Shopper Safety, the No. 1 priority.

Stores are chosen for a tour based on all or a combination of these categories.

“Every person we meet, every second of a store tour, whether it’s virtual or physical, is planned to provide maximum learning,” Hodges says.

At P2PX, Hodges will present examples of tours conducted at stores ranging from CAMP, Sephora and Apple to B8ta and the

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American Dream entertainment complex.

The learning from each tour is fed into the index, “a real-time measurement of consumer engagement and a predictor of a company’s financial performance.”

Retailers that deliver on more of the factors identified by Hodges have a higher CEI. “If you rank highly, then it’s directly correlated to brand, store or chain performance,” he explains.

The impact of COVID-19 will be a cornerstone of Hodge’s keynote. “COVID has made everybody equal. Instead of being a retail owner in China or a retail owner in the United States, you’re a retailer on Earth, and we’re all dealing with the same thing,” he says.

The World Retail Forum is a network of 1,000 retailers in 50 countries “where we share best practices,” he says. “If we learn together, we’re going to recover much stronger.”

Noting that many human interactions have moved to the virtual world during lockdown and both professionals and consumers conduct their lives on Zoom or Skype, Hodges says he also plans to cover the blending of technology with the retail business, especially the use of augmented and virtual reality in the shopping experience.

“You’ll be in your house trying on clothes through augmented reality with a sales associate, and he or she will guide you: ‘That color isn’t good for you. You really need more of a yellow look.’”

Hodges echoes what most experts predict about the coronavirus pandemic ending “at a time of its own choosing.” He will outline that, for retailers to adapt and succeed, the most effective game plan is to embrace the eight factors outlined above.

Describing the change needed across retail as a new mindset, “How they’re thinking about it is probably more important than what they’re doing,” he says.

At P2PX, attendees will learn a combination of Hodge’s approach, his vision for store tours and his strategy for helping retailers transform their businesses, “so you can basically get back to work and say, ‘I have a broader view of the world.’” IQ

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P2PX Digital

Futurist Sees an Already Fast Industry Getting Faster

BY T O M D I N O M E

The COVID-19 pandemic put the personal and professional lives of everyone in limbo for the most part, and Jim Carroll is no exception.

The futurist, trends and transformation expert was scheduled to present a keynote at the Path to Purchase Institute’s i3 conference in May about the reinvention and future of retail, but the quarantine lockdown postponed that event. Now on the agenda for the upcoming Path to

The Future of Engagement in the Era of Post-Pandemic Disruption Keynote Speaker: Jim Carroll, Futurist & Innovation Trends Expert When: 12:45 p.m., EST, Nov. 10 More info: ExperienceP2PX.com

Purchase Digital Expo, Carroll finds that many of his previously planned topics are still relevant – and they might be eveneven more significant now when viewed in the context of the lessons learned over the past few months.

His presentation, “The Future of Engagement in the Era of Post-Pandemic Disruption,” will cover changing retail trends like reduced consumer attention spans and elevated shopper expectations. He will also highlight the new habits retailers and consumers have adopted out of necessity, and identify which ones are likely to remain in place for the long term.

A recent study by consulting firm McKinsey and Co. found that 75% of shoppers who have tried a new behavior or channel (such as digital or online) are likely to continue the practice when the pandemic subsides, he notes. “Many people who might never have previously tried it now really like it, especially for commodity purchases,” Carroll says.

Meanwhile, retailers have all learned something new about innovation, speed, agility and flexibility and, as a result, “we’re never going back to slow, cumbersome operations,” he predicts.

“We had such a massive virtualization literally overnight,” he says. “The typical rate of five to 10 years for behavioral change to occur was compressed into three months.”

Carroll often speaks about how companies such as Amazon continually set a “rising bar of expectations” among consumers, and if brands don’t meet them, they’ll be seen as “somebody from the olden days.”

In light of the pandemic, that bar is now even higher across the end-to-end online experience, from customer interaction to back-end order processing. That shift, plus

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the fact that many people are already “Zoomed out” from working online all day, has made consumers prioritize ease and experience when shopping online.

“They’re looking for an experience that minimizes frustration,” he says, adding that consumers may choose an online grocer based on freshness and quality but also the likelihood of getting their shopping done easily and their order delivered correctly.

“Retailers need to ask themselves how well they are doing with the online experience, but also how well they are doing with the back-end experience,” he says.

Consumer attention spans, already stretched and hard to capture prepandemic, “have collapsed even more,” Carroll says, which forces brands to work even harder to keep their messaging, branding and perception relevant and in front of the customer.

“On an e-commerce site, you literally have seconds to grab consumer attention,” he says. Similarly, “In stores, they’re scanning some 12 feet of shelf space per second. If they can’t find what they want right away, they’re gone.”

Carroll also envisions the industry making logistical accommodations to support these behavioral changes, such as repurposing existingretail space into lastmile delivery centers.

“We were already talking about drones flying to homes as last-mile delivery robots,” he says. “Now, there has been a lot of acceleration of that potential.”

A similar example is drive-by or curbside pickup. “Retailers were already talking about it and then everybody had to do it,” he says. “They didn’t have a choice.”

Through all this change, retailers are wrestling with questions like: What’s different? What does it mean? What have we and our competitors learned? What do we need to do about it? According to Carroll, the answers need to be worked out quickly.

“I’ve always talked about speed but everything has just gotten faster,” he says.

“The future is coming even way faster than it was before.” IQ

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Design of the Times Preview

The Path to Purchase Institute’s annual Design of the Times competition celebrates best-in-class shopper-facing marketing & merchandising, recognizing the crucial role retail activation plays in any successful shopper marketing initiative. On Oct. 7, the winners of the first-ever “all virtual” Design of the Times awards program will be announced. From the 26 finalists listed below, nine Platinum honorees and one Best of the Times winner will be selected. For more information, visit DOT-awards.com. Additionally, on the following pages we present a sampling of select entries from this year’s competition. Institute members can view case studies from all the entries on P2PI.org.

DOT Finalists AWARD CATEGORY

ENTRANT COMPANY

TITLE OF ENTRY

RETAIL CHANNEL

ACTIVATION TACTIC

Best Brand Building Program

International Paper Retail Packaging and Display

Dr Pepper Sweet Rewards Beverage Center

Mass Merchants

Freestanding, Aisle, Shipper or Pallet Temporary

Best Brand Building Program

International Paper Retail Packaging and Display

2018 Budweiser Prohibition Holiday Program

Supermarket/Grocery Stores

Freestanding, Aisle, Shipper or Pallet Temporary

Best Brand Building Program

WestRock

Gleem Pallet Display

Supermarket/Grocery Stores

Freestanding, Aisle, Shipper or Pallet Temporary

Best Collaborative Program (Cross-Brand or Cross-Manufacturer)

Eastwest Marketing Group Pratt Industries

2019 Nabisco Share Your Joy with Us Holiday Display

Supermarket/Grocery Stores

Freestanding, Aisle, Shipper or Pallet Temporary

Best Collaborative Program (Cross-Brand or Cross-Manufacturer)

ImageWorks Display Energizer Brands, LLC

Kroger Battery Center

Supermarket/Grocery Stores

Endcap

Best Collaborative Program (Cross-Brand or Cross-Manufacturer)

International Paper Retail Packaging and Display

Revlon Colorstay Full Pallet

Mass Merchants

Freestanding, Aisle, Shipper or Pallet Temporary

Best Collaborative Program (Retailer-Manufacturer)

Trans World Marketing

PING Fitting Cart

Specialty

Freestanding, Aisle, Shipper or Pallet Permanent

Best Collaborative Program (Retailer-Manufacturer)

WestRock

Coca-Cola Gingerbread Brand Wall

Supermarket/Grocery Stores

Freestanding, Aisle, Shipper or Pallet Temporary

Best Merchandising Solution

Menasha

Trident Vibes Launch Family

Convenience Stores

National/Regional In-Store Campaign

Best Merchandising Solution

Peachtree Packaging and Display

Black Box Coffin

Specialty

Freestanding, Aisle, Shipper or Pallet Temporary

Best Merchandising Solution

WestRock

Native Bathtub EndCap

Mass Merchants

National/Regional In-Store Campaign

Best New Product Introduction

Design Phase Inc

LG Meijer TV Wall

Mass Merchants

Aisle Reinvention

Best New Product Introduction

ImageWorks Display

OPTIMUM Motion Sign

Club/Warehouse

Signs

Best New Product Introduction

International Paper Retail Packaging and Display

Walmart Hatchimals Pixies Drop-in Endcap

Mass Merchants

Endcap

Best Sales-Driving Solution

HMT Associates Inc.

Baker’s Deliciously Indulgent, Delightfully Simple Holiday Cooler

Supermarket/Grocery Stores

Endcap

Best Sales-Driving Solution

International Paper Retail Packaging and Display

2019 Hershey Halloween Archway

Mass Merchants

Freestanding, Aisle, Shipper or Pallet Temporary

Best Sales-Driving Solution

Saatchi & Saatchi X Spin Master

Walmart Monster Jam Launch Dump Bin

Mass Merchants

Freestanding, Aisle, Shipper or Pallet Temporary

Best Sales-Driving Solution

Trans World Marketing

Dr. Scholl’s Custom Fit Orthotics Kiosk

Drugstores

Interactive Display/Kiosk

Best Shopper Education Program

Design Phase Inc.

LG ThinQ interactive Floor and Counter Kiosks

Consumer Electronics Stores

Interactive Display/Kiosk

Best Shopper Education Program

Trans World Marketing

Custom Golf Fitting Experience

Specialty

In-Line/Gondola

Best Shopper Experience Program

Design Phase Inc.

LG Best Buy NanoCell / Soundbar Endcap

Consumer Electronics Stores

Endcap

Best Shopper Experience Program

Great Northern Instore

Mattel-Fisher Price Rescue Hero Photo Op Walmart Pallet

Mass Merchants

Freestanding, Aisle, Shipper or Pallet Temporary

Best Shopper Experience Program

WestRock

Coke 4x4 Iconic Endcap

Supermarket/Grocery Stores

Interactive Display/Kiosk

Best Shopping Solution

Great Northern Instore

Kroger Back to Campus Pallet

Supermarket/Grocery Stores

Freestanding, Aisle, Shipper or Pallet Temporary

Best Shopping Solution

Great Northern Instore

Kellogg’s 2x4 Grab-and-Go Display

Mass Merchants

Freestanding, Aisle, Shipper or Pallet Permanent

Best Shopping Solution

WestRock Colgate-Palmolive

Colgate Target Optic White Advanced Endcap

Mass Merchants

Endcap

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DESIGN OF THE TIMES PREVIEW

Chips Ahoy! ‘Gears 5’ Display Client: Mondelez International Product(s) Promoted: Chips Ahoy!

Distribution: Supermarket/Grocery Stores Award Category: Best Collaborative Program (Cross-Brand or Cross-Manufacturer) Activation Partner: Eastwest Marketing Group Note: The co-branded display leveraged the hugely impactful Xbox and “Gears 5” assets to align the Chip Ahoy! brand with target gamers. Using one of the main characters from the game, the display provided immediate stopping power. These gamers were further incentivized by packaging that contained codes redeemable for exclusive in-game content.

LG Sam’s Club 55” OLED Display Client: LG Electronics USA Product(s) Promoted: OLED Display Distribution: Club/Warehouse Award Category: Best Brand Building Program Activation Partner: Outform Note: The display was developed to capture attention in a crowded retail environment and stand out from the competition. From there, messaging and creative were crafted to position LG OLED as a premium brand and premium television, and clearly, succinctly message OLED features in a small space.

Garmin Force Trolling Motor Display Client: Garmin Product(s) Promoted: Force Trolling Motor Distribution: Sporting Goods and Marine Retailers Award Category: Best New Product Introduction Activation Partner: Meyers

Client: Spin Master Ltd. Product(s) Promoted: Kinetic Sand Box Sets and 2-pound bags Distribution: Walmart Award Category: Best Shopper Education Program Activation Partner: Saatchi & Saatchi X

Note: The display’s shape and twosided messaging help consumers understand the features and benefits of this new product. In-store interviews with sporting and marine retailer personnel during the engineering phase helped create streamlined assembly procedures.

Note: The client needed a display that would showcase multiple Kinetic Sand products while also providing shoppers the crucial brand/product education they needed. It also needed a display that could accommodate the weight of these heavier sand-based products.

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Kinetic Sand Walmart Endcap Display

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DESIGN OF THE TIMES PREVIEW

Mountain Dew ‘DewNITED 180’ Floorstand

Client: PepsiCo Product(s) Promoted: 20-ounce PET Collectible Bottles (with specific state graphics) of Mountain Dew Distribution: Supermarkets/Grocery Stores Award Category: Best Shopping Solution Activation Partner: Great Northern Instore Note: The main challenge was to develop a structure that would accommodate all of the state SKUs while not sacrificing shoppability and product visibility. The imagery and the $100 offer immediately connected and resonated with shoppers.

‘Bumblebee’ Pallet Display

Client: Universal Studios Product(s) Promoted: Licensed Products Distribution: Mass Merchants Award Category: Best Merchandising Solution Activation Partner: Bay Cities Packaging & Design Note: The displays built excitement and awareness around the theatrical release of the “Bumblebee” movie while also increasing toys and merchandise sales.

Driving engagement and increasing foot traffic, the character display invited shoppers to take photos and share on social media with relevant hashtags.

Aspercreme Essential Oils Scented Puffer Display Client: Sanofi Product(s) Promoted: Aspercreme Essential Oils, Icy Hot Lidocaine Patch & Dry Spray Distribution: CVS Pharmacy Award Category: Best Shopper Experience Program Activation Partner: In-house Note: Sanofi’s sales and marketing teams worked with with News America Marketing in a collaborative effort.

Shoppers were able to smell the product right from the display puffer.

Game of Thrones Cosmetic Display Client: L’Oreal Product(s) Promoted: Urban Decay Game of Thrones Cosmetics Distribution: Ulta nationwide Award Category: Best Merchandising Solution Activation Partner: Quad Note: The client sought a display that would encourage shoppers and cosmetics enthusiasts to create various looks. The structural design team created a prototype based off the client’s concept.

The units were hand-assembled, packed, kitted and distributed to seven different retailers.

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DESIGN OF THE TIMES PREVIEW

Reign Floorstand Pfizer Emergen-C 7-Eleven Floorstand Client: Pfizer Product(s) Promoted: Emergen-C Everyday Immune Support Powder and Nutrient Shots Distribution: Convenience Stores Award Category: Best Shopping Solution Activation Partner: WestRock Note: The unique floorstand replicated the bottle shape of the Emergen-C Shots product. The display was designed to be both appealing to the eye as well as cost-effective.

Client: Reign/Williams Lea Tag Product(s) Promoted: Reign Total Body Fuel Energy Drink Distribution: Supermarkets/ Grocery Stores Award Category: Best New Product Introduction Activation Partner: Menasha Note: The eye-catching display, created for the launch of Monster’s Reign Total Body Fuel energy drink, emphasized the product’s logo. The display manufacturer ensured simple assembly while coming in under budget.

LG Electronics Gram Pallet Client: LG Electronics Product(s) Promoted: LG Gram Laptop Computer Distribution: Costco Award Category: Best Sales-Driving Solution Activation Partner: DS Smith Note: LG Electronics wanted a creative, eye-catching pallet display that would capture shopper attention for the launch of its Gram Laptop. With its mass area of graphic information and the working demo laptop prominently displayed on the top surface, this display commanded attention in a highly competitive area.

GSK Walmart ‘Oral Health Condition’ Endcap Client: GSK Product(s) Promoted: Sensodyne, Pronamel & Parodontax Specialty Toothpastes Distribution: Walmart Award Category: Best Collaborative Program (Retailer-Manufacturer) Activation Partner: Packaging Corporation of America Note: This sales-driving solution delivered on Walmart’s health and wellness strategy of bringing access and education to shoppers, helped shoppers select the right specialty toothpaste for their condition/need, and achieved category growth and profit by trading them up to more profitable brands.

October 2020

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WOMEN OF EXCELLENCE AWARD FINALISTS WOMEN OF THE YEAR EXECUTIVE OF THE YEAR

The Path to Purchase Institute’s fifth annual Women of Excellence Awards this year is an expanded program with nine categories that illustrate the vital role women play across the industry. Reinventing the program’s categories and criteria inspired the greatest breadth and depth of nominations ever. One winner per category will be selected by a committee consisting of industry leaders, past winners and Path to Purchase Institute leaders. Winners will be revealed at the Women of Excellence Digital Awards Ceremony on Nov. 10 as part of the Path to Purchase Digital Expo. Institute associate director of content Patrycja Malinowska will host a live Q&A with a panel of the nine winners.

Highlights from the session will be published as a multimedia article on PathtoPurchaseIQ.com in December and in the January 2021 issue of Path to Purchase IQ magazine.

Guadalupe Cano Chief Executive Officer Visual Latina

Paige Dunn Trade Marketing Manager Fiji Water

Kate Garner Senior Vice President, Demand Accelerator NA PepsiCo

Jenny Fish Connections Manager VMLY&R

Marissa Jarratt Senior Vice President and Chief Marketing Officer 7-Eleven Meredith Madden VP, Category Development, Shopper Marketing, Consumer Insights Chobani Soche Picard Chief Executive Officer, North America Arc Worldwide

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RISING STAR

Renee Fuller Shopper Marketing Director Method Products Felicity Green Senior Digital Media Strategist Electrolux

2020 WOMEN OF EXCELLENCE JUDGES Liz Aviles, Integer Kris Abrahamson, The Mars Agency Christine Austin, Meredith Tammy Brumfield, Coca-Cola Co. Mindy Feldscher, FrontLine Marketing Tracy Frisbie, Southern Champion Heidi Froseth, Omnicommerce Vanguard Susan Goodyear, pep

Sally Harrington, IMS Retail Angie Maxwell, Hallmark Peri Mendelson, Promotion in Motion Laura Moser, HMT Associates Anjali Nakhooda, Vestcom Christy O’Pella, TPN Retail Beth Orozco, E. & J. Gallo Winery Amy Pomplun, Menasha

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WHAT PICTURE DOES YOUR

DATA PAINT? At IN Connected Marketing, our robust intelligence tools and rich poly-cultural audience DMP allow us to paint a full portrait of consumer engagement and human behavior. From rigorous data curation and insight development to strategic planning and flawless, creative execution, we have the analytic tools, and the vision, to transform your brand’s insights into award-winning results so, join us, and discover what our full suite of analytic capabilities can do for your brand.

info@inconnectedmarketing.com

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inconnectedmarketing.com

9/18/20 2:45 PM

WOMEN OF EXCELLENCE AWARD FINALISTS

THE INNOVATORS INNOVATION UNDER PRESSURE Bonnie Garrison VP of Business Intelligence and Systems Analytics Catalina Rebecca Gillespie Senior Account Manager VizSense Jenna Reed Senior Brand Manager Voyant Beauty (Kik Personal Care) Miao Song Global CIO, Mars Petcare Mars Inc.

DISRUPTOR Sherry Courtney Vice President of Shopper Marketing Molson Coors Stacy Jackson AVP, Shopper Marketing Coca-Cola Co. Kelly Kachnowski Product Director, Marilyn Commerce Intelligence Platform The Mars Agency Sinead Norenius-Raniere VP of Influencer Marketing & Paid Social Valassis

THE GROWTH DRIVERS BUSINESS BUILDER Kirsten Barner Director of Marketing and Future Forward Alliance Sales & Marketing

Risa Crandall VP Strategy + Sales, CPG Aki Technologies Catie Hoover Senior Account Executive, Business Development IN Connected Marketing Lauren Wright Customer Director, Shopper Marketing Mondelez International

IDEA BUILDER Rachel Bateast Director, Strategic Planning The Mars Agency Nicole Bilella Shopper Marketing Manager New Transactions / Amazon Mars/Wrigley Brooke Bright Director of Retail Product Management Label Insight Brea Keating Digital Transformation and Brand Communications Lead Solo Cup/Dart Container Corp.

Cara Pratt Vice President of Commercial & Product Strategy for Kroger Precision Marketing 84.51

RELATIONSHIP BUILDER Kandi Arrington SVP, Client Leadership, Customer Development The Mars Agency Allison Eads Shopper Marketing Manager pep Promotions

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Amy Lanzi EVP, Commerce Lead North America Publicis Commerce/Publicis Groupe Zesha Skop Account Director - Grocery Lead IN Connected Marketing

THE ANNUAL ACHIEVERS EXCELLENCE IN EXECUTION Cassie Burzynski Account Director The Mars Agency Alma Klein Vice President, Creative Director Arc Worldwide Jaime Martin Creative Activation Manager Coca-Cola Co. Jennifer Robinson Senior Customer Marketing Manager GE Appliances

MOST VALUABLE PLAYER Jessica Fair Director, Omnichannel Customer Marketing J.M. Smucker Co. Megan Mahan Senior Customer Marketing Manager GE Appliances Jeannette Murphy Account Director hmt Associates Rebecca Troutman Director, E-Commerce 7-Eleven

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JOIN US FOR A NEW WEBINAR SERIES

UN DE RSTAND I NG TODAY ’S S HO P P E R TO DRI V E TOMORROW’S SU CC E SS

M A R K YO U R C A L E N DA R S ON DEMAND | The Future Role of In-Store Displays

In this ongoing series of virtual experiences, the Path to Purchase Institute will join with thought leaders throughout the omnicommerce industry to examine the most effective ways for brands and retailers to adapt to the evolving nature of retail and capitalize on changes in shopper behavior. This unique series will drill down into the specific areas of shopper engagement that are undergoing the greatest amount of change.

P O W E R E D

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ON DEMAND | New Strategies for Product Sampling OCT 27 | New Strategies for Driving Impulse Purchase DEC 10 | Agile Promotional Planning Note: Topics are subject to change

B Y

9/18/20 2:45 PM

WHO’S WHO I N I N S I G HT S & A N A LY TI C S

Despite a vast array of methodologies and a wide variety of job titles, this elite group of more than 175 marketers shares the common goal of understanding what motivates shoppers so their brands and retailers can deliver better solutions more efficiently.

PROMOTION IN MOTION

PERI MENDELSON Director, Sales Operations & Analytics

At the start of her career, Peri Mendelson stumbled across opportunities, not realizing they would shape her future. She began in sales at Del Monte Foods before moving to Nielsen, where she gained her analytical prowess. After taking a hiatus to raise her children, she spent eight years at Unilever in various roles supporting customers such as Walmart and Target.

Mendelson moved on to what eventually became Mondelez International, where she helped drive growth in the confections and biscuit businesses through insights

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ICON KEY Institute member

Abbott Laboratories to action in category strategy.

After delivering success to the organization, she was tasked with building the shopper marketing function for the newly created Mondelez. It was enlightening for her to learn the steps required to build a new function for a global billiondollar organization.

Eventually, Mendelson was offered a growth position at L’Oreal that would new and interesting challenges for her in the beauty space. There, she led a high-performing team to grow the business with retailers such as CVS, Kroger, Walgreens and Ulta. She enjoyed working on the famous 5th Avenue in New York and participating in the company’s move to Hudson Yards.

In 2018, an opportunity with Promotion in Motion caught her eye on LinkedIn. It was enticing because it was a chance to work closer to home for a small company that could offer the true entrepreneurial experience she wanted.

Q

Please describe your current role.

MENDELSON: I lead a team of headquarter professionals that I consider the engine to our field sales organization. We are a lean, growing team working diligently to help our organization with insights, category management, sales administration, sales communication and trade promotion management. It

is exciting to work in a fastgrowing environment where we all feel our efforts make a difference. That is Promotion In Motion.

Q

How do shopper and customer insights fit into your organization?

MENDELSON: Insights from both the shopper and customer perspective are relatively new to our organization. I brought my expertise to ensure we infuse these important nuggets into all of our internal and external conversations. We activate based on consumer and shopper needs, and it is important we collaborate with our customers to ensure growth of mutual businesses.

Q

How has the COVID-19 pandemic impacted your team’s work? How has shopper behavior changed?

MENDELSON: When the pandemic hit, my team reacted extraordinarily fast to inform both our internal organization and our customers. Working in a small, nimble environment is

Q

job?

What’s the most rewarding part of your

MENDELSON: The most important aspect to me is leading a motivated team of professionals who enjoy collaborating to achieve a mutual goal of growing the business. And we can most certainly have fun while doing it.

SARAH RUST, Senior Manager, Shopper Experience Team

Ahold Delhaize STEPHEN BETTENCOURT, Director, Consumer and Business Insights, Stop & Shop Supermarkets Bettencourt and his team are using insights to play a leading role in the development of a new three-year strategy, with the goal of pleasing shoppers and winning in the markets they serve. Bettencourt’s favorite part of the job is helping bridge the gap between the shopper’s needs and desires and the decision-makers in each of the retailer’s departments.

MICHAEL BUTTON, Manager, Consumer Insights, The Giant Co. Button leads the consumer insights and business analytics team. He provides an unbiased link between shoppers and business leaders so the former’s voice is heard in key decisions.

JASON THOMAS, Manager of Shopper Insights, Food Lion Strategy Team

— Charlie Menchaca

Albertsons RECENT ACHIEVEMENT MENDELSON: One project I worked on involved our insights expertise at checkout for a major grocery retailer. We have perfect brands for that space, and shoppers are excited to have new offerings that meet their needs. Our expertise and insights on how consumers shop the front-end of the store allowed us to demonstrate how we could grow our mutual business while making their shoppers happier. It was a win-win for our company and our retailer partner.

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quite beneficial during unusual circumstances like these.

The pandemic has changed shopper behavior for years to come. As we all saw, the panic buying period in March brought new learnings for all. Shoppers were not just stocking up on their favorites. They were buying all they could find, with the high demand depleting the shelves.

This enabled trial on brands that shoppers might not have previously considered. Another learning was the demand for larger sizes in certain categories.

The key question is how this behavior will look a year from now and beyond.

PAULINE BERRY, Senior Director, Consumer & Shopper Insights Berry leverages deep understanding of the customer and how shopping decisions are made to help the organization make insights-informed decisions. Specific areas of focus include insights for advertising, marketing mix, loyalty programs, health and wellness, and competitive landscape analysis.

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WHO’S WHO IN INSIGHTS & ANALY TICS DEB FIFLES, Vice President, Consumer & Shopper Insights Fifles leads her team to provide actionable understanding of shopper sentiment and motivations to improve the shopper experience, grow loyalty and strengthen ROI. Most recently, a presentation she developed for the annual sales meeting of one of the company’s perishables departments identified opportunities to grow sales and informed strategic planning. The trend presentation was leveraged throughout the year to inform innovative opportunities for other business units.

Bimbo Bakeries

American Greetings Corp.

SARAH SMITH, Shopper Insights Lead Smith has worked on the Brown-Forman insights team, in both digital and shopper capacities, for nearly three years. Previously, she worked for Nielsen as the client analyst for Brown-Forman. She says working in an insights function allows her to pair her passion for analytics and data with her creative skills.

TODD FRASER, Director, Central Analytics, Interference & Optimization

B

Bayer HealthCare FRANK FAY, Senior Manager, Category & Shopper Solutions RICHARD KLOENNE, Senior Manager, Shopper Insights Kloenne leads the transformation of data and shopper research into actionable insights across multiple OTC categories at key retail partners.

He integrates trends and evolving shopper dynamics to understand the shopper of tomorrow.

Beam Suntory ANNE FRITSCHE, Senior Director, Consumer and Marketplace Insights

BIC MELISSA ZWEIG, Shopper Insights Manager

Bigelow Tea MICHELE PENAKE, Category and Shopper Insights Manager

CARL WERMERS, Director, Business Insights

Blue Buffalo JULIE SHEPRO, Senior Director, Category Management and Analytics

Brown-Forman LORI OLES, Shopper Insights Team Leader Oles leads the shopper insights function for on- and off-premise.

Her team is focused on the development and delivery of insights to drive category and brand growth.

C

Campbell Soup ERICA BEILENSON, Director, Marketing Strategies & Retail Insights MARIA MACUARE, Vice President, Data & Analytics

The Clorox Co. KAREN CHEN, Director, Human Insights – Corporate Sustainability & Macro Trends BRIAN HOFFSTEDDER, Director, Human Insights – Shopping Experience & Category Leadership Hoffstedder is a 20-year veteran of the CPG industry, and his thinking and work in human insights and the shopper journey have influenced some of the world’s best-known retailers. He is a member of Clorox’s

October 2020

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global sales leadership team and is responsible for the company’s shopper insights and category leadership capability efforts.

CAROLINE KLOMPMAKER, Director of Global Insights, Clorox-NutraNext Division PHIL LARDNER, Team Lead, Revenue Growth Management See profile on page 27.

AMY STEVENS, Associate Director, Category Leadership and Out of Home – Cleaning & Professional Products Division TARA VAISHNAV, Vice President, Digital Technology Innovation & Advanced Analytics

Coca-Cola CRAIG ATKINSON, Senior Category Manager, Dollar General Atkinson leads a team responsible for finding and delivering opportunities to drive beverage category growth for CocaCola and Dollar General’s collective business.

PAUL BEERSDORF, Director of Category Analytics & Insights Beersdorf and his team focus on macro as well as micro category and brand dynamics, shopper insights and external trends along with channel and competitive analysis.

GWEN BRANNON, Group Director, Customer & Commercial Insights After 15 years in insights the company, Brannon now leads the customer and commercial insights team for Coca-Cola North America. She is dedicated to deploying actionable insights that have direct impact on the business for Coke’s retail and foodservice customers.

TYLER BUTTLE, Senior Category Advisor Buttle enjoys working on Coca-Cola’s largest category with Walmart. He loves leveraging new technology and large data sets to drive category growth that benefits the retailer and Coca-Cola customers.

ABBY CHELSTROM, Manager, Category Strategic Advisory With more than 15 years in CPG and retail, Chelstrom has a deep understanding of shopper insights and category management. She brings actionable solutions to strategically drive the business for Coca-Cola and its retailer partners.

DUSTIN CORNWELL, Manager, Coca-Cola Circle K Category Team Cornwell leads the development of category insights and space management solutions for Coca-Cola customers and in the convenience channel. He has led the organization in leveraging multiple business intelligence platforms with a focus on delivering efficiency and actionable insights that drive growth.

ROBIN FITCH, Senior Manager, Category Insights Fitch provides insights and thought leadership to support the end-to-end retail commercialization process for the tea and coffee categories. She is pivotal in equipping the organization with influential category and brandselling stories.

DAN GROVER, Group Director, Category Strategy, Coca-Cola Walmart/Sam’s Club Customer Team A 20-year industry veteran, Grover is leading category management into the future. His team of non-traditional category advisors specializes in

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WHO’S WHO IN INSIGHTS & ANALY TICS store-specific assortment optimization, planogram automation, and using advanced analytics to uncover actionable insights.

LYNLEIGH KERSTING, Senior Manager, Category Strategic Advisory Kersting brings 10 years of CPG industry experience with knowledge in various markets and customers. She is responsible for leveraging category and shopper insights to build strategies for the sparkling business at Kroger. Kersting also plays a key role in developing relationships to create a true partnership with the customer.

STEPHANIE MCMAHAN, Senior Manager, Customer & Commercial Insights, Convenience Retail Channel McMahan focuses on the development of shopper-first strategies driving growth for convenience retail partners and Coca-Cola. Her actionable insights strengthen customer partnerships and ensure smarter business decisions.

RACHAEL MITCHELL, Category Manager Mitchell enjoys helping Sam’s Club make business decisions by providing insights and analytics. She leverages data visualization tools to tell a story that will spark a strategy and ignite an action to help drive the business.

TRACY NICKERSON, Senior Category Advisory Manager, National Retail Sales With more than 20 years of global retail experience, Nickerson thrives in uniquely applying data to assess evolving marketplace dynamics and create strategic frameworks that have helped her team drive more than $200 million in category growth in the last three years.

BRIDGETTE PERCIVALLE, Senior Manager, Category Advisory – Albertsons HQ A data literacy champion, Percivalle’s mission is to help others build their ability to interpret and communicate data. She leverages her startup/data management experience to identify opportunities to help drive sales across Coca-Cola’s portfolio at Albertsons.

KALINDI MEHTA, Director, Insights Mehta leads a team that is focused on building deep empathy with consumers and helping translate that human empathy and cultural understanding to inform business plans, brand strategies and innovation. She is driving new and different abilities in foresight and predictive analytics, and leveraging advanced AI-driven social listening and segmentation.

the CPG industry for 20 years with experience in sales, category management, strategy, shopper insights, business development and Lean Six-Sigma. He joined Danone in 2018 and currently leads the Category Leadership Center of Excellence. He is responsible for driving strategy and change management initiatives to support what he considers to be a best-in-class category management, shopper insights, shopper marketing and business insights organization.

BEN RAMIREZ, Manager, Category Strategic Advisory – Center of Excellence Ramirez is the developer of Coca-Cola’s first systemwide Tableau Category Knowledge Base (CKB) Reporting, which is an application providing shelf-space analytics utilizing the CKB planogram database and multiple POS data sources.

ELISE OSENBAUGH, Associate Retail Category Development Manager – Meijer and ShopRite

Duracell

DIANA RETTER, Senior Manager, Shopper Insights Retter builds organizational capability in applying shopper insights and analytics, helping customer and commercial teams fully leverage the company’s wide array of insights tools and resources (including the proprietary iSHOP study) to drive growth with customers.

Colgate-Palmolive CHERIE LEONARD, Associate Director, Foresight and Sustainability Insights, North America Leonard drives strategy and innovation in this new role in the company’s North America division. She has been building capabilities and driving thought leadership and activations for the “new normal” this year, uncovering innovation, communication and retail partnership opportunities.

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MARILYN RICE, Associate Director, Global Insights, Communications, Digital and Brand Health

Conagra Brands BRIAN ARCHEY, Senior Director, Data Science & Analytics

Constellation Brands KATIE SURVANCE, Senior Director, Emerging Opportunities & Innovation Insights Survance and her team are consumer-obsessed and futurefocused with a vision to be the catalysts of change in order to create exceptional experiences. She is a passionate storyteller who’s always asking “what if?” and is charged with working on and researching the “could” versus the “should.”

Coty ROSANNE OLKEN, Director of Shopper Insights and Category Management

CVS Health CARON MERRILL, Director, Customer Insights

D

Danone North America JASON POTTER, Senior Director, Category Leadership Potter has been in

LOU FERNOUS, Category Insights Manager

E

E. & J. Gallo Winery JAYCE TREIBLE, Brand Strategy & Insights Treible has been in insights his entire career, working first in small research houses and then crossing over to the client side by joining Albertsons/Safeway and focusing throughout his tenure there on consumer insights for digital product, e-commerce and the own brands portfolio. He joined E. & J. Gallo in 2020 and now focuses on brand strategy and insights for the premium/luxury wine portfolio.

Edgewell Personal Care ADAM DINIHANIAN, Senior Manager, Category Development Dinihanian has been with Edgewell for more than eight years, holding a number of positions both internally and in the field, including category and shopper insights, strategy and field category development. He has worked across various channels including drug, grocery and club.

JENNIFER GRANT, Senior Category Development Manager, Kroger JEN HENRY, Senior Category Development Manager, Feminine Care Grocery West and Value/Club Channel

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WHO’S WHO IN INSIGHTS & ANALY TICS MATT HILLER, Senior Category Development Manager DAVE HYLAND, Global Consumer Insights BRETT KROEZE, Senior Category Development Manager, Drug Channel LINDA LIEBERMAN, Director, Category Strategy and Development Lieberman leads a team of dynamic category development professionals who focus on wet shave, feminine care and sun/ skin care. The team partners to drive win-win-win solutions for shoppers, retailers and the company by bringing actionable solutions that can be executed in-market. In the past year, the team delivered consumer insights and solutions that, when executed, enabled a reverse from decline to positive growth within the wet shave category.

WENDY LO, Senior Manager, Category Strategy & Shopper Insights

FIFCO USA (North American Breweries) MARY JO HARDY, Associate Vice President, Marketing & Commercial Strategy

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GE Lighting STACEY RIECKS, Global Insights and Analytics Leader Riecks heads GE Lighting’s market intelligence team focused on data analytics, consumer/shopper research and category management. She is passionate about driving insights to action by working with crossfunctional teams and strategic retail partners to grow revenue and profit, and has been recognized for elevating talent and building highperformance teams.

G.L. Mezzetta KUNAL PATEL, Director, Consumer and Shopper Insights

KARYN MCGHEE, Director, Amazon

General Mills

ANDREA REISINGER, Senior Category Development Manager, Walmart

Georgia-Pacific

TARA SUNDERLAND, Senior Global Consumer Insights Manager – Women’s Hair Removal DAVE WILCOX, Senior Category Development Manager, Target MELISSA ZAGOZAN, Senior Manager, Category Strategy, Wet Shave & Men’s Grooming

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Ferrero USA PHIL DECONTO, Vice President, Category Management & Shopper Insights

SARA ASHMAN, Global Consumer Insights Senior Manager

JOHN PFALZGRAF, Director, Consumer and Shopper Market Insights

Godiva Chocolatier JUDITH RUBIN, Global Head of Consumer Insights & Analytics

GSK Consumer Healthcare U.S. Shopper Insights Team LITTHYA BURGIN, Shopper Insights Manager, Upper Respiratory Burgin has more than 20 years of CPG and pharmaceutical experience in various marketing/ sales/analytics roles in companies like Unilever, RB, PepsiCo, Mondelez and Merck. She has a category growth mindset, an action bias and a

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fascination for being the voice of the consumer/shopper. She joined GSK in 2018 and has been paving the way for category growth with awardwinning leadership platforms for digestive health and cold/flu/allergy.

She is also driving understanding of shopper behavior in areas like store brand or COVID-19, always ensuring that insights translate into activation.

CALVIN COMEAUX, Senior Director, Shopper Insights & Category Development CARLY DOMINIK, Shopper Insights Manager, Pain Relief Dominik brings more than 10 years of consumer research experience across multiple industries to the shopper insights team at GSK. She joined in March 2019 and is leading insights for the pain category. Dominik most recently developed her first category leadership platform, identifying key strategies to drive holistic pain management and enhance shopper engagement.

KIMBERLY HUNTER, Shopper Insights Manager, Oral Health With more than 10 years in the CPG industry, Hunter has been able to leverage her experience working in category development, customer strategy and sales to bring a unique lens to her current role.

She has been primarily supporting the oral health category since joining GSK in 2017, leading custom research projects and development of the denture category leadership platform. More recently she has expanded focus to include all things e-commerce and digital.

STEVE LORD, Shopper Insights Manager, Smoker’s Health and Digestive Health Lord has more than 20 years of CPG industry experience with a background in shopper insights, customer strategy, category

development and sales. He joined the company in 2015 and has been primarily supporting the smokers’ health business. Lord has conducted several research studies on the “quit journey” and e-commerce behaviors, and published category leadership platforms on smoking cessation, allergy, and digestive health and wellness that are transforming retailer activation.

DEB MONAHAN, Director, Shopper Insights & Capabilities Monahan has been studying consumer and shopper behavior in the U.S. and across global markets for more than 20 years, and she currently leads the U.S. shopper insights team. She joined GSK in 2015 and has built a top-performing insights team and driven organizational capability in this space, helping GSK to become known as an industry leader in delivering thought-provoking insights and clear activation strategies that result in category growth for its retailer partners.

MIKE PISHVANOV, Shopper Insights Manager, Vitamins & Supplements Pishvanov has more than 20 years of CPG industry experience and 15-plus years working in pharmaceuticals /OTC. He has a background in shopper insights, market research, category development and customer strategy, and joined the company in 2019 following its joint venture with Pfizer.

He has conducted research studies across various businesses, leading to retail activation in the areas of category leadership stories, aisle reinvention, e-commerce and digital optimization, product innovation, health and wellness redesign, and shelf and assortment optimization.

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WHO’S WHO IN INSIGHTS & ANALYTICS

THE CLOROX CO.

PHIL LARDNER Team Lead, Revenue Growth Management Phil Lardner ’s entire career has been spent in fast-moving consumer goods. He previously headed the marketplace analytics teams at Kraft and Conagra Brands before joining Clorox in 2017. Lardner is charged with driving revenue growth management – a group he started up and continues to lead.

Q

Describe your current duties.

LARDNER: Clorox’s marketing focus starts and ends with driving superior consumer value. In regards to revenue growth, this equation is the intersection of consumers’ willingness to pay and the benefit our brands deliver. It doesn’t emanate from a Wall Street need or a zero-based budgeting approach. It begins with the consumer and a longterm focus on brand building.

It has been a successful formula

for our brands, and these times – more than ever – prove out the importance of being human-centered.

Q

How do shopper/ customer insights fit into your organization?

LARDNER: Shopper insights resides within our organization’s human insights group in marketing with direct accountabilities to sales. Our revenue management group is part of the Clorox Marketing Analytics Center of Excellence.

Q

What emerging technology and techniques do your team leverage?

LARDNER: The Clorox marketing analytics team is immersing itself in evolving data science applications.

Since we are located on the West Coast, we have an advantage to partnership and

talent as we drive toward tech transformation.

Q

How has the COVID-19 pandemic impacted your team’s work?

LARDNER: Clorox owns an array of brands in many categories. All of our operations were deemed essential, and most are in extremely high demand not just in households but also in public places such as hospitals and care facilities. As a result, our supply leaders are focused on ensuring that demand is being met where it is most critically needed for everyone’s health.

Q

RECENT ACHIEVEMENT

What’s the biggest challenge facing CPG companies related to data and analytics?

LARDNER: Our group is focusing on value-added analytics.

Not diagnosing simply what happened, but what could happen based on optimizing tools and simulators that play out different marketplace scenarios.

LARDNER: With the inversion of the path to purchase funnel during the pandemic, certainly coverage of all the steps is

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more imperative. This includes consumption (especially e-commerce), mobility, digital and device data. In-home is becoming the most important step in the path for not only the purchase but for the demand drivers. These data points are not always readily available or only are available in uneven and discontinuous ways.

Q

What’s the most rewarding aspect of your job?

LARDNER: Clorox is a company that values diversity of people and ideas, backed by actions. All of this is in support of what our leadership call “Good Growth.”

It’s defined as being profitable, sustainable and responsible.

Note the emphasis on “and.” As a result, self-fulfillment in one’s work naturally evolves from that simple yet powerful focus.

— Charlie Menchaca

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WHO’S WHO IN INSIGHTS & ANALY TICS GSK Consumer Business Insights & Analytics Team SAPAN AMIN, Business Performance Lead Amin is the business insights and analytics leader, with 20 years of experience in the CPG industry. He has a passion to provide insights to help grow sales, increase ROI, develop product innovation, and drive brand strategies. His industry experience spans both the consumer healthcare and food and beverage industries.

RYAN BUTTERWORTH, Director, U.S. Digital Analytics Butterworth is focused on using data, analysis and insights to influence business decisions and drive overall effectiveness and efficiency across GSK’s Consumer Healthcare product suite. He spent 10 years in digital/e-commerce focused on all aspects of the digital ecosystem, using analysis as a foundation for uncovering areas of optimization and potential growth.

CHRISTOPHER FARLEY, Director, Consumer Insights U.S. – Respiratory, Oral Health, Smoker’s Health Farley has spent more than 20 years in insights leadership roles for complex, fast-moving corporations including AT&T, Wyeth/Pfizer and GSK, helping to drive iconic brand growth around the globe. He really enjoys leveraging strong relationships, combined with the voice of the consumer, to influence key stakeholders and decisions.

KRISTA KEMPSKI, Director, Consumer Insights U.S. – Pain Relief, Digestive Health & Switch Over the past 17 years at GSK, Pfizer and Wyeth, Kempski has held numerous leadership roles in consumer insights, business analytics and category management. Prior to these roles in consumer healthcare, she worked in new business development and client insights

at Nielsen. She most recently was part of the pain team that launched two major innovations in 2020: Advil Dual Action and Voltaren Arthritis Gel. Both of these FDA-approved launches offer new and effective over-the-counter pain relief options for consumers.

ALVIN MATTHEW, Consumer Insights Director Matthew leads the U.S. insights team on wellness and lip care, as well as the innovation incubator. He is responsible for uncovering and leveraging consumer insights to develop brand building and innovation strategy.

Additionally, he experiments with and champions new agile research methodologies in a test-and-learn environment as a way to build capabilities and generate in-market learnings more quickly.

MITCH PAPAKIRK, Director, Business Insights & Analytics, U.S. TINA TONIELLI, Americas Lead, Consumer and Business Insights and Analytics Tonielli leads the team tasked with uncovering insights and leveraging analytics to help optimize GSK’s competitive position in the Americas region. Her prior role was global consumer experience lead for Pfizer Consumer Healthcare, where she led insights and analytics as well as the stewardship of the global design team. Before joining Pfizer, she had an extensive career at Johnson & Johnson, where for more than 20 years she held a variety of leadership roles in marketing, insights and analytics.

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Henkel North America DEEP BHANDARI, Vice President, Consumer Insights & Strategy, North America

Hershey Co. TONY MARDEGAIN, Director, Retail Snacking Experience Team Mardegain is responsible for the development of the shopper learning agenda and activation to drive retail innovation at shelf. He has 20 years of consumer and shopper insights experience developing and deploying shopper frameworks at leading CPG companies.

DAVID NOLEN, Vice President of Category Management and Shopper Insights Nolen has more than 25 years of experience in various roles in the retail and CPG industries. He has collaborated with many different retailers and has multiple-channel experience driving category growth and solutions.

GINA PETERSON, Senior Manager, Retail Experience Peterson is responsible for leading a team that creates partnerships with retailers to drive strategic growth recommendations, optimizing the path from insight to activation. Her experience also includes category management, shopper insights and retail sales management.

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Iovate Health Sciences MAYLANI CAMPBELL, Category Analytics & Insights Manager

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MACK HOOPES, Senior Manager, Category Development Hoopes is focused exclusively on the Albertsons laundry business and is a member of the EYC Advisory Council that works with the retailer on its loyalty card data and analytics. In 2020, the retailer leveraged this work to adopt recommendations presented in the consumer decision tree review process.

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J.M. Smucker PATRICIA BELCZYNSKI, Marketing Optimization Senior Manager VALLI ELLIS, Director, Insights JANE MCCLELLAN, Senior Manager, Consumer Insights

John B. Sanfilippo & Son ARUN RAJAN, Senior Global Director of Consumer and Customer Insights

Johnson & Johnson TROY AULT, U.S. Leader, Category Management & Insights Ault is most proud this year of the work his team has done to understand the behavior and perspectives of the shopper during the COVID-19 pandemic. He is passionate about evolving data into insights and making insights actionable with retailers. He is also curating category solutions that drive a fluid omnichannel shopping experience.

LINDA DEVROY, Shopper Insights – Target Devroy works to keep the J&J team grounded in the Target guest.

She uses research and data to identify guest needs and opportunities and ensure that team programs are developed around those needs.

She is motivated by seeing insights come to life in programs that build J&J business, meet the needs of and generate excitement with Target guests, and differentiate Target from other retailers.

JENNIFER FERRAZZA, Director, Shopper Insights and Category Design – Skin Health SUZANNE HOCK, Customer Marketing Manager DEBORAH WEARN, Senior Manager, Skin Health HCP Sales Strategy

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WHO’S WHO IN INSIGHTS & ANALYTICS

MASSIMO ZANETTI BEVERAGE USA

SUSAN LAMBERT Director, Shopper Marketing & Customer Insights Susan Lambert has held past management positions in marketing and sales at Procter & Gamble, the Coca-Cola Co., Nielsen and Catalina Marketing.

As the path to purchase became more intricate a few years ago, Lambert – then a business development manager at Massimo Zanetti Beverage – identified a need to focus analytics and programming around the shopper marketing movement. She proposed forming a team to senior management. They approved, and the rest is history.

Q

Describe your current role.

LAMBERT: I oversee shopper marketing strategy and execution for all customers, all brands and private brands. I also oversee all consumption analytics and market research for the company.

Q

How do shopper insights fit into your organization?

LAMBERT: My team is included in the marketing department, but we collaborate very closely with both marketing and sales.

Shopper marketing plans are developed by customer and integrated into the annual planning cycle.

Q

How has the COVID-19 pandemic impacted your team’s work?

LAMBERT: Much of our recent work has been around

identifying the shift in shopping and consumption trends post-COVID-19. As our brands gain buyers due to the nature of the coffee category and increases in work-fromhome policies, it is critically important to drive relevant content and conversion tactics to this new buyer base while not alienating our core shoppers. Our brands have strong regional loyalty, and as such, retaining these new buyers is imperative to growth and expansion.

With limited budgets, we have found digital targeting/ media to be the best solution for us. By leveraging new investments in data and technology and partnering with our brand and shopper agencies, we’ve successfully identified a path forward for retaining these new buyers that incorporates the digital focus we have for upper funnel awareness with lower-funnel digital conversion components.

What’s the biggest challenge facing CPG companies related to data and analytics?

LAMBERT: From my point of view, there is still a need to quickly pivot from information to action in the data world. At no other time in my career have I seen so much information available to data mine. Yet the challenge remains to connect the data nuggets that have the greatest relevance to each of our retailer partners and our business.

Q

What’s the most rewarding aspect of your job?

LAMBERT: To get the results we need and expect. Shopper marketing programs that work should increase base volume and buyers. Our department is only three years young, but we’ve seen an uptick in base volume when we effectively integrate our trade, marketing and shopper marketing efforts to hit the right touchpoints along the path to purchase.

— Charlie Menchaca

RECENT ACHIEVEMENT LAMBERT: One of our top initiatives has been to drive further expansion of one of our premium brand coffees. When you’re not a large, multi-category player in CPG, it isn’t quite as easy to sell in an unknown brand on the first try. Since there was not much distribution of this brand, it lacked a strong track record.

A large customer carried the brand, and it was my team’s job to partner with the brand team and sales to ensure continued success by driving awareness and conversion. We implemented a full, 360-degree approach including social, targeted digital, in-store and re-targeting. I am happy to report that not only did this customer see very significant, undeniable impact with the programming, the balance of the market also saw an increase in sales as well. We have used this program as a model approach to our other top customers to drive buyer acquisition. I am happy to say it works.

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Q

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WHO’S WHO IN INSIGHTS & ANALY TICS Johnsonville Sausage DAN BALTUS, Customer Insights Manager JOE BOURLAND, Director, Strategic Insights & Analytics

K

Kellogg’s CRAIG GEIGER, Insights & Analytics Lead – Walmart Geiger utilizes multiple information sources to understand consumer and shopper behavior along the omnichannel path to purchase. He has always had a passion for the consumer products industry and enjoys having the opportunity to impact the business every day with incredible access to category, consumer and shopping information.

Kimberly-Clark JOY JENTES, Senior Leader, Field Shopper Insights Jentes has built a 19-year career at Kimberly-Clark spanning shopper/ consumer insights, advanced analytics, category management and sales strategy. Her proudest achievement this year is shifting focus to understand COVID-19 shopping behavior as the pandemic hit the U.S. MICHELLE MACK, Family Care Lead, Shopper Insights REGINA MAYZUM, Senior Shopper Insights Manager AMY PACIFICO, Lead, Consumer Insights & Analytics, North America Baby & Childcare LAURA PLAUKOVICH, Senior Manager, Shopper Insights, Walmart & Sam’s Club Plaukovich is a passionate researcher with more than 15 years of experience in both the CPG and financial services

industries, beginning at Capital One Financial, then moving to Clorox and now at Kimberly-Clark. Focusing on understanding shopper behavior, her natural curiosity leads her to innovative methodologies to better dissect the subconscious decisions many shoppers make.

NICOLE THAYER, Senior Shopper Insights Manager

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LG Electronics DOUG LORETUCCI, Senior Director, Consumer Insights

Mars Wrigley

Lowe’s CATHERINE DAVIS, Manager, Consumer Trends & Foresight While Davis spent her early career on Capitol Hill and serving on political campaigns across the country, she has found her passion through consumer insights.

She is a lively storyteller, bringing future-focused insights and trends to the Lowe’s enterprise to inform creative, marketing planning, merchandising and enterprise strategy.

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Mars Inc. ELLEN GOODEN, Senior Manager, Category & Shopper Insights AICI LI, Director, Shopper Insights Center of Excellence Li led the creation of a new Mars retail analytics tool leverages technology and existing data from retail to guide how the company can be more efficient and drive growth. She says the effort was only possible because of true partnerships with many functional partners who, together, have created an incredibly valuable tool — particularly in the “new normal.”

UJJWAL SEHGAL, Computational Science & Advance Analytics Leader

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AMELIA STROBEL, Global Director Strobel is responsible for driving consumer insights and market strategy for the company’s global portfolio of key dog brands. This primarily includes portfolio strategy, global communication and global innovation. She joined Mars six years ago to lead its global Specialty Pet Nutrition Consumer and Market Insights (CMI) organization based in the U.S. Since that time, she has led the global Innovation Center of Expertise, and currently manages global insights and strategy for the largest dog brands.

KATE HOPKINS, Shopper Insights Manager, Costco & Value Channel NIC UMANA, Global Digital Shopper Insights Lead CAROL VAN DEN HENDE, Corporate Strategy Van Den Hende is an MBA with more than 20 years of experience in marketing, strategy and insights. Working at Mars has allowed her strategic and creative passions to blossom and drive enormous impact, across functions, in staff and line roles, in developing and developed countries. She has run iconic brands, turned around businesses in the U.S. and China, and is currently helping transform the company digitally and sustainably.

MICHELLE WEINRICH, Optimus Global Shopper Marketing & Insights Director Weinrich leads a global transformation initiative for consumer promotions/shopper marketing that drives better, data-based decision making and elevates the function’s value to the organization.

This is done via upskilled capabilities, new and improved tools and better processes. The initiative focuses on evolving best practices with an eye to driving both increased top-line growth and bottom-line savings.

Massimo Zanetti Beverage USA SUSAN LAMBERT, Director of Shopper Marketing and Customer Insights See profile on page 29.

DENA SOULAKIS, Shopper Insights Manager In addition to creating sales presentations for new items and/or increased distribution, Soulakis collaborates with the sales team and retailer partners to deliver effective shopper marketing plans via in-store, print ad and digital programs, driving brand recognition across the company’s brand portfolio and growing sales, household penetration and purchase frequency.

Mattel Inc. MEREDITH JANG, Senior Director, Global Shopper & Business Insights Jang translates research, data and analytics into actionable insights to fuel strategies, mitigate risks and execute business opportunities for Mattel’s portfolio of brands.

Meijer JEFF NAULT, Director, Merchandising and Marketing Analytics Center of Excellence

Meredith NANCY KUNZ-MERRY, Vice President, Innovation & Retail Analytics

Mission Foods STEVE KLINGELE, Director of Consumer Insights & Innovation Klingele leads the team responsible for infusing consumer perspectives into the organization’s planning. This includes consumer and innovation research, as well as market and digital analytics for all retail brands and categories.

He says the team’s latest round of innovation really hit the mark in filling consumer needs, driving incrementality and outpacing previous innovation profitability.

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WHO’S WHO IN INSIGHTS & ANALYTICS

SAMSUNG ELECTRONICS AMERICA

KYLE RHODES Director of Mobile Shopper Insights It was 2012 and Kyle Rhodes was due for a job change. After spending time at places like Cadbury, Dr Pepper/Snapple, PepsiCo and Mission Foods as well as running his own consulting practice, the thought of working on something outside of food and beverages was refreshing. Rhodes knew he needed a different challenge and saw an opportunity through creating a new role in shopper insights with Samsung Mobile.

how consumers shop and why they buy smartphones, smartwatches and mobile accessories. We follow shoppers throughout the purchase journey, studying interactions with key touchpoints. Most of what we do focuses on understanding ways to make the shopping and buying experiences easier. Shopper insights are at the heart of Samsung Mobile. We influence strategic and tactical decisions.

Q

Q

Please describe your current position.

RHODES: As director of mobile shopper insights, I oversee a team focused on understanding

What emerging technology and techniques do your team leverage at Samsung?

RHODES: We do a ton of mobile

RECENT ACHIEVEMENT RHODES: Our latest mobile path to purchase work was robust. It was comprised of qualitative and quantitative research in-store and online, shopper diaries and in-the-moment videos. It took us months to put together and bring to life. It was completed preCOVID and is still important and relevant today. We now can look back pre-COVID and see what people wanted and needed from the journey in an “ideal” state. For instance, playing with a live device is very important in understanding new features. This can be really hard for shoppers to do with stores closed, or people not being as comfortable going into a store and touching something.

We’re reimagining that experience. We have to find ways to help shoppers shop. It all starts with having the right insights to help them move along the journey.

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surveys. We’ve also invested in virtual environments to quickly test changes to merchandising and shelf layout. We test in the virtual environment and optimize, then bring it to life in our retail lab and see how well the virtual environment matches with the physical.

Q

How has the COVID-19 pandemic impacted your team’s work?

RHODES: With the pandemic, there are lots of things we have to do differently. Take shopalongs. We’re still able to do this today, but we’re using mobile surveys, geo-fencing and video to help. We’re doing a lot more online due to COVID-19: online focus groups, online surveys and passive metering.

Q

What’s the biggest challenge facing CPG companies related to data and analytics?

RHODES: Simply bringing data and analytics to life. Whether

it’s storytelling or using video, companies need to be able to present lots of meaningful data and make it relevant and actionable. It’s part science and art. Of course, speed is another challenge. We need to get insights as real-time as possible to be able to influence changes in the market – especially in technology, where speed is everything.

Q

What’s the most rewarding aspect of your job?

RHODES: Working around so many talented people. The technology is cool, but it’s the people that make it all happen. I have a great team: thinkers and storytellers, PowerPoint wizards and cross-tab masters. They’re fun and nerdy in the most complimentary of ways. They help answer hard questions and present insights at a blistering pace so that we can bring ideas to life and make shopping for mobile better.

— Charlie Menchaca

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WHO’S WHO IN INSIGHTS & ANALY TICS Moet Hennessy USA STUART BARKER, Director, Category Leadership & Shopper Insights – Business Intelligence Group A front-line commercial specialist, Barker is focused on the development and integration of consumer- and shopper-centric, value-building strategies and tactics. He has more than two decades of CPG experience, domestically and internationally, designing and executing new corporate ways, more effective retailer engagement and streamlined initiatives that deliver value and growth to customers, shoppers, consumers and the entire route-to-market.

Mondelez International ROBIN ALEX, Group Head of Commercial Insights Alex’s role includes shopper, retailer and category insights coupled with activation.

His favorite part of the job is designing an organization that leverages 360-degree insights to influence internal and external stakeholders toward meaningful impact via storytelling.

CRISTINA CHIESA, U.S. Insights & Analytics Director, Cookies and Crackers Portfolio LORI HERMAN, Senior Marketing Research Manager ADAM MICHAELS, Senior Director, Forecasting Insights & Analytics TODD STRAND, Associate Director, Consumer Insights, North America Biscuits LINDA TURNER, Manager, North America Media Analytics

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e-commerce and Amazon part of the company’s business while developing customer strategy based on metrics and analytics. He and his team provide not only the basic reporting and analytics, but also the direction on new opportunities and ways to know the customer and predict future behavior. Segmentation and its application helped them launch many new, profitable marketing programs.

CHUCK MEYERHANOVER, Director, Shopper & Category Insights Meyer-Hanover’s more than 30 years of experience in both consumer and shopper insights gives him a better understanding of the needs of both his internal and external clients. Having spent many years working in insights for OTC brands that consumers needed to take in response to a health issue – coughs, headaches, heartburn – he finds it rewarding to now be on the health and wellness side with vitamins and sports and active nutrition items.

ROBERT SCHWARTZ, Senior Director, Portfolio Management

ABE ADLER, Director of E-Commerce & Digital Analytics Adler supports the

LAUREN GRAY, North America Senior Shopper Insights Manager, Coleman & Yankee Candle

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PepsiCo KOJIS BROWN, Director, Audience Activation MICAH MACK, Director, Category Insights

SCOT HENDERSON, Director, Customer/Shopper Insights & Commercial Projects

Philips Consumer Lifestyle DALE GATLING, Senior Manager, Shopper Insights DAVE HARVEY, Director, Category Management & Consumer Insights

STEPHEN BUCHANAN, Global Analytics & Insights Leader, P&G Professional Buchanan is a global insights and analytics leader building strong P&G Professional (business to business) brands. He discovers and applies breakthrough professional insights, fueling profitable top-line growth and gaining more end users. He also leads business opportunity identification for $1 billion-plus worth of global business.

KIRK WALDA, Director, Category Management – Grooming

Promotion In Motion PERI MENDELSON, Director, Sales Operations & Analytics See profile on page 22.

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RB

HEATHER ADAMS, Shopper Insights Manager, Infant & Children’s Nutrition

Post Consumer Brands KEITH ALBRIGHT, Associate Director, Insights & Planning

RICH HOLZKOPF, Customer Business Manager – Walgreens BRIAN MENDEL, Senior Director of Customer Development and E-Commerce Sales ROCCO RACAMATO, Director, Customer Development and Category Management KYLE REYNOLDS, Category Business Manager

Procter & Gamble

LORI AULFINGER, Brand and Media Services Leader

STEFANIE ROSENBERG, Associate Manager, Global Consumer Data Strategy

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Pernod Ricard USA

Prestige Brands

Newell Brands

SHANTANU MULAY, Senior Director, Shopper Insights

Nature’s Bounty

EVAN SHAVER, Vice President of North American Shopper Analytics & Insights Shaver’s PepsiCo career included roles in finance, marketing and strategy before joining the PepsiCo Demand Accelerator in 2018. He led the company’s corporate strategy group for three years.

Combined with his prior consulting experience at McKinsey & Co., he brings a unique perspective when solving retailer challenges through analytics and insights.

LINDA COLEMAN, Shopper Insights Manager After holding a wide variety of roles across different categories including retailer operations and category management, Coleman is back in healthcare focusing on shopper insights in the sexual well-being category.

RIKKE CUMBERBATCH, Shopper Insights Manager, Vitamins/Minerals/Supplements JON HARVEY, Shopper Insights Manager, Upper Respiratory YELENA IDELCHIK, Team Lead, Shopper Insights & Category Management Idelchik’s teams deliver the most current, actionable and impactful insights to their retailer partners. With household cleaning and disinfection becoming essential in managing shopper health, this

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THE ART OF MERCHANDISING

TM

role is more important than ever, allowing for new focus, creativity and energy.

NATHAN NOERTKER, Shopper Outperformance Team Lead Noertker has been in the grocery/ CPG industry for more than 20 years. He is responsible for developing analytics and shopper strategies that drive demand generation and conversion for both retailers and RB. RACHEL STRAIGHT, Shopper Insights Manager Straight has worked for Hershey, Mars, IRI and now Reckitt Benckiser in a variety of roles, from category management to shopper insights and e-commerce. She is motivated by seeing the research and insights that she’s led come to life with the company’s retail partners. Most recently, she helped conduct a path to purchase on dish care from which Target embraced many of the insights within its stores and online.

Reynolds Consumer Products NANCY BEDWELL, Senior Vice President, Category Management MICHAEL HUGO, Senior Director of Marketing, Analytics & Growth Strategy

Rite Aid ROB GEORGE, Director of Market Research George analyzes both current and potential customers to determine the best locations for the company’s pharmacies. His team also uses behavioral data to determine the best use of its space for the customer living around the location. He most enjoys showing the importance of geography in everyday decision-making.

Schwan’s DIANE HARPER, Vice President, Consumer Insights & Analytics

SC Johnson & Son SARAH DANIELS, Global Shopper Insights Manager – Home Cleaning LISA PANCHAL, Director, Category & Shopper Leadership – Center of Excellence & Shopper Insights

Scotts Miracle-Gro SARAH BADER, Director of Insights and Analytics TARIQ MAHMOOD, Director of Shared Services, Insights & Acquisitions Integration

Sun Products JENNIFER FOWLER, North America Shopper Insights Lead

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True Value JOHN MORRIS, Director of Marketing Analytics

Tyson Foods RISA DUESING, Vice President, Consumer Insights, Analytics & Sensory BRIAN LEY, Director, Consumer Insights & Strategy ADRIENNE WARKINS, Director, Strategic Marketing Analytics & Insights

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Walmart SHELLEY CHRISTIANSON, Director, Metrics and Measurements, Competitive Intelligence

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ELIZABETH LAFORGE, Associate Director, Customer Science, Health & Wellness

KYLE RHODES, Director, Mobile Shopper Insights See profile on page 31.

TODD TATHAM, Director of Insights and Strategy IQ

Samsung Electronics

WD40

HOOKS | SHELF MERCHANDISING | LABELING WWW.TRIONONLINE.COM/ART | 800-444-4665 ©2015 Trion Industries, Inc.

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ActivationGallery

Back to School

Despite the COVID-19 pandemic and with many students facing uncertainty about inschool vs. at-home learning, back-to-school season kicked off at retail with full force in July as usual with both in-store and digital activity. Here, we present a sampling of the activity that caught the attention of Path to Purchase Institute editors. Institute members can see many more examples of back-to-school activations in the image vault at P2PI.org.

Mondelez International SKUs enjoyed secondary merchandising space at Meijer and Kroger via a school-bus-shaped display plugging the upcoming Illumination film “Minions: The Rise of Gru.”

BJ’s Wholesale Club’s own P-O-P materials led its back-to-school merchandising.

Some CPGs, including Bic, provided account-specific, “Best in Class for Back to School” pallet skirts resembling lockers. The displays follow the retailer’s green and navy creative scheme and include its “Go Back with Big Savings” messaging. The campaign carried across digital channels as well, even using “work happy from home” messaging on social media.

CVS Pharmacy’s back-to-school activity included a confidenceboosting cause program supporting the Boys & Girls Club in partnership with Procter & Gamble. CVS and P&G pledged to donate $500,000 in value from brands including Crest, Secret and Old Spice to local Boys & Girls clubs to help kids in need “go back to school with confidence” and improve their hygiene and overall health. CVS also dangled $10 in ExtraBucks rewards to loyalty cardholders who spent $40 on participating items, including many from P&G, as well as a swath of other rewards and special discounts on seasonal products.

Pallet trains and endcap headers from Kellogg Co. positioned in Meijer’s action alley plugged the manufacturer’s national “Feeding Reading” program, which promises one free Penguin Random House book with purchase of a qualifying SKU on custom packaging from brands including Froot Loops, Pop-Tarts and Pringles.

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Hershey Co. kept its confectionery top of mind for back-to-school shoppers at Walmart, whether they were purchasing supplies in stores or online. In the aisles, custom school-bus-themed pallet displays stocked brands including Hershey’s, Kit-Kat and Reese’s.

Some of the yellow displays also touted the super hero milk chocolate bars Hershey’s launched in partnership with DC Comics, depicting Superman and Wonder Woman characters under a “bring smiles to your heroes” message. The first batch of the bars were shared with those working on the front lines of the COVID-19 pandemic before they became available to the wider public in July. On Walmart.com, Hershey deployed ads touting the aforementioned brands with an “extra credit snacks” message.

SC Johnson’s Ziploc deployed an account-specific half-pallet display in Walmart’s Action Alley. The displays touted sandwich and snack bags with new “Grip ’n Seal” technology as an “unbeatable bag for on the go” while activating Walmart’s “Go Back Big” seasonal message.

PepsiCo/Frito-Lay used pallet displays in Meijer’s action alley to plug its national “Support Your Teachers From Anywhere” sweepstakes, which awards 261 eligible K-12 schools a $1,000 credit redeemable on AdoptAClassroom.org.

On that site, teachers can solicit donations for school supplies and projects. Shoppers entered from July 6 through Sept. 30 by submitting a UPC from an eligible PepsiCo SKU and the chool they wish to enter to QuakerBacktoSchool.com.

Most Albertsons Cos. chains gave Kellogg Co.’s annual “Feeding Reading” cause program the spotlight on websites with a home page carousel ad promoting the initiative, which awarded or donated one book from Penguin Random House for every qualifying Kellogg product purchased. The carousel ad linked to a dedicated e-commerce shop within the chains’ websites promoting various brands including Kellogg’s, Pop-Tarts and Eggos. Participating brands also enjoyed secondary merchandising space in most stores.

At Walmart, Hallmark Cards’ Crayola rolled out an exclusive 24-count box of “Colors of the World” skin-tone crayons celebrating diversity. Tucked into the Crayola in-line shelf set within the seasonal department, the SKU did not seem to get any special merchandising or POS marketing support. Crayola instead plugged it in multiple emails to subscribers and expanded reach by inviting consumers to share a #TrueSelfie self-portrait.

In Walmart stores, other Crayola SKUs commanded secondary merchandising space on dedicated endcaps and account-specific dump bins.

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ActivationGallery In time for back-to-school season, Bic brought its kid-friendly Bic Kids coloring line to the U.S. market exclusively via Walmart stores and Walmart. com. Comprising break-resistant crayons, ultra-washable markers and splinter-free coloring pencils, the line began rolling out in March. Bic recruited Tia Mowry to promote the line, depicting the mom and actress in videos and on social media posts. Mowry also plugged the new line during interviews with magazines such as Meredith’s People and Hearst Corp.’s Woman’s Day. A co-op Google search ad supports. On Walmart.com, Bic ran a “best in class” ad touting products from other lines.

Flowers Foods’ Nature’s Own brand enjoyed secondary merchandising space at Kroger’s Harris Teeter stores via school-bus-shaped floorstands reminding shoppers, “Don’t forget the bread.”

Hallmark Cards’ Crayola enjoyed secondary merchandising space at Kroger via multiple dump bins and floorstands.

Colorful cases of Albertsons’ Signature Select private-label carbonated beverages made up a back-to-schoolthemed spectacular at a Spokane, Washington, location.

Blue, green, purple, red and orange case towers bear signs depicting the word “crayon.”

Kraft Heinz tied in to warehouse club chain Sam’s Club’s back-to-school creative by deploying a home page carousel ad spotlighting Lunchables, Bagel Bites, Kraft Macaroni & Cheese and Capri Sun. A “Shop Now” button linked to a dedicated “Back to school favorites with Kraft Heinz” e-commerce shop showcasing products from the manufacturer.

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Hallmark Cards’ Crayola sent a Sept. 3 email to its subscribers touting discounts of up to 40% available “today only” on more than 50 back-toschool products via Amazon. A “shop now” button linked to an Amazon.com e-commerce page presenting the Crayola “Deal of the Day” offers.

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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.

Let’s say you wake up at 2 a.m. with a hankering for a barbecue-stuffed, beer-can, cheddar-jack cheeseburger. Well, now there’s an app for that. This summer, Phoenixbased Pit Boss Grills (PBG) introduced the Pit Boss app alongside its latest grill collection, the Platinum Series. The app enables users to control the various grilling combinations (pellet grill, gas grill, vertical smoker, etc.), check temperatures and follow step-by-step cooking guidance. Equipped with Bluetooth technology, the app also allows grillers to shop for grill collections, enter giveaways from social media and even turn the grill on from anywhere (a feature that may not thrill your next-door neighbors). But for anyone who likes their tech extra-macho, PBG is ready: “Bigger, hotter, heavier, and now, smarter!”

Former Chicago mayor Rahm Emanuel was famous for saying, “Never let a crisis go to waste,” advice that DoorDash seems to have taken to heart during the COVID-19 pandemic.

DoorDash is primarily a restaurant food pickup and delivery platform, but in April its appetite for expansion took a sharp turn by adding c-store-item pickup and delivery in roughly 1,100 cities via partnerships with 7-Eleven, Walgreens, CVS, Wawa, PetSmart and others.

In late August, another shoe dropped with the announcement of “DashMart stores,” DoorDash-owned and operated digital c-stores that will carry a mix of 2,500-plus household essentials and local restaurant items, “from ice cream and chips, to cough medicine and dog food, to spice rubs and packaged desserts.” At launch, DashMart will serve eight markets: Chicago; Minneapolis; Columbus, Ohio; Cincinnati; Dallas; Salt Lake City; the greater Phoenix area; and Redwood City, California. Openings are planned for San Diego, Baltimore, Denver, Sacramento and Concord, California.

Have faith: Someday, you, me and shoppers everywhere will be back to crowding store aisles. Anticipating that inevitability, MetroClick/faytech N.A. (a German company with offices in New York City) in July introduced the “Easy Shopper Intelligent Cart” to the U.S. and Canadian markets.

This smart cart is designed to enable cashier-less checkout, a running tab of the basket as it’s in-progress, instant personalized sale and promotion notification, the ability to sync shopping lists, a built-in barcode scanner and interactive navigation. The company says it has successfully operated for three years in Europe, claiming more than 1 million users, 11% revenue bumps and 60% lowered theft rates, on average.

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.

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In May, Stadium, a New York City-based group-lunch-delivery service, launched SnackMagic, a direct-to-consumer start up that delivers a work perk – “fun and unique snacks” – to the homes of employees and clients who work remotely. There’s a selection of 500 SKUs from more than 200 brands that change weekly, including some from established companies like Coca-Cola’s Topo Chico or Tate’s Bake Shop sold by Mondelez International, although most are “offthe-beaten path” brands that are new to the marketplace. The SnackMagic website covers 14 different categories such as bars and bites; meat, fish and jerkies; dried fruits, nuts and granola; sodas, soft drinks and seltzers; and wellness, hemp and CBD. There are also themed groupings such as birthdays, seasons, mom-approved, most unique and keto.

With an average order of $45, the company says it shipped 30,000 boxes – each containing an average of 17 different snacks – in its first six weeks. The company is testing a QR code that people can scan once the box arrives that would bring up a page showing what they ordered and how they can purchase more.

Around Labor Day, Amazon announced a new membership program called “Halo,” a health-and-wellness tracking service built around a datagathering wrist band. The Halo device will, among other things, track the intensity and duration of a member’s daily movements as well as sedentary time and sleep patterns; measure body fat percentage, said to be a better indicator of health than weight or BMI alone; analyze the qualities of your voice – i.e., “tone” – and thereby assess your “energy and positivity” while communicating; and conduct “Labs,” various science “experiments and challenges” from experts like Lifesum, SWEAT and Headspace.

The voice-tone feature immediately raised eyebrows: Could the police, for example, subpoena this data from spouses whose significant others meet untimely accidents? I dove into the terms of service to see how much data Amazon will share with outsiders, and the company says it won’t, without permission. However, whenever a user links Halo to a third-party service, “You are directing us to share information with that service, such as your Activity Score, Sleep Score, body fat percentage, and completed Labs.” And while nothing in the introductory materials states any retailing motivations behind Halo, if the world’s second-largest store knows exactly how much you’ve porked up since Thanksgiving, often sound “hangry” around 2:30 p.m., or toss & turn most nights – well, you can do the math.

I also think I spotted a “tell” in Halo’s privacy video because the animation illustrating how it all works just happened to revolve around – surprise! – a retail checkout counter.

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P2P Toolkit

SPOTLIGHT: Retail Execution

In August, Janesville, Wisconsin-based Woodman’s Markets began testing multipurpose robots at its Sun Prairie, Wisconsin, and Lakemoor, Illinois, stores, with plans to expand the system to all 18 locations by the end of 2020. The robots, designed by Nicholasville, Kentucky-based Badger Technologies, are said to be able to perform shelf scans, monitor product availability, verify prices and deliver location data within a four-foot section of the aisles. These tasks can be especially time-consuming for Woodman’s because its stores far exceed grocery industry averages both in size (240,000 square feet) and offerings (100,000-plus SKUs per store).

The system, which operates for about 12 hours a day, can track item locations and integrate them daily into the Woodman’s mobile shopping app. Badger Technologies claims that its imaging tools enable the robots to detect out-of-stocks and identify mispriced products with 90%-plus accuracy. The company also notes that the 6-foot-4, 130-pound robots are programmed for “courtesy and politeness,” using light-sensitive sonar sensors to detect people nearby and move out of the way.

Here’s a tech update on some old school merchandising: Waukesha, Wisconsin-based Hamacher Resource Group (HRG) has announced a collaborative relationship with International Paper (IP) designed to help retailers with constrained internal category management teams. HRG’s “Shopper Solution Centers” are curated multi-vendor freestanding displays with product assortments designed to address specific opportunities created by evolving market conditions, seasons and/or lifestyles. Under this quick-response program, HRG will conduct detailed data analysis to anticipate market needs, while IP will handle the manufacturing, delivery and any placement challenges (financial, administrative, logistic, etc.).

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P2P Toolkit

SPOTLIGHT: Retail Execution Robotic “delivery tugs” that move materials around warehouses have become fairly familiar sights. As of August, however, they’re now moving out onto retail sales floors under a partnership involving San Diego-based Brain Corp., Brooklyn Park, Minnesota-based Dane Technologies and Marengo, Illinois-based UniCarriers Americas.

(The companies would not reveal which retailers are involved in the deployments.) The goal is to automate the “last 500 feet” – the distance between the stockroom and store shelves – while ensuring safe navigation in high-traffic commercial locations such as grocery aisles. These delivery tugs can transport up to 1,000 pounds of goods, eliminating the need for employees to make the haul dozens of times a day.

According to Brain Corp. executives, these units do not require any custom infrastructure or specialized training; users simply leverage a patented “teach and repeat” technology that also can be adapted quickly to changes in the store layout. The units also provide cloud-based performance metrics in close to real-time on delivery usage, routes and drop-offs.

In late August, Reckitt Benckiser (RB) announced a partnership that would enable its Mucinex brand to use state-of-the art predictive data in a nationwide supply chain and inventory management system. Mucinex’s new “GeoVitalPredictor” will tap into a 12-week advance forecasting model from Kinsa Inc. to create what it calls “the most sophisticated and informed end-to-end supply delivery process.”

Kinsa manages a system of internet-connected smart thermometers (as many as 2 million this fall, according to projections) that are synched to a mobile app that aggregates early indicators of illness – including fever – to understand where and when illness is spreading. By aggregating health data from as many as 4 million people, Kinsa theoretically will be able to accurately predict where in the U.S. sickness is starting and spreading as far out as 12 weeks in advance. Mucinex plans to use this info to “nimbly direct the supply of its cold and flu remedy” (along with localized, branded healthcare messages) to retail locations in those counties where outbreaks are occurring and demand is mounting.

Singapore-based Trax launched “Dynamic Merchandising” in the U.S. The system combines computer-vision and machine-learning platforms with a crowd-sourced workforce of retail reps to deal with in-store execution issues. According to Trax, its proprietary fine-grained image recognition and machine-learning algorithms can turn photos of retail shelves into actionable storelevel insights. It does this by converting real-time information from IoT shelf cameras, store visits and POS data into specific execution orders. The idea is that, rather than follow a dated plan that may have been prepared days or even weeks ahead, the company’s “Prioritization Engines” will identify the right reps for each job (based on skillset and other factors) and send them to stores better prepared for priority tasks.

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Anyone sorting through field compliance photos to monitor the placement of promotional displays quickly discovers a lot of clunkers: hopelessly out-of-focus shots, photos of the floor and especially annoying, staff selfies. Over the summer Boston-based One Door added “computer vision” capabilities to its Merchandising Cloud platform, a proprietary AI for image recognition that identifies and flags problematic compliance photos. The system not only automatically IDs bad compliance photos but can immediately ask stores to take new shots in real-time. The model is regularly updated to ensure its image recognition results remain accurate for retailers over time. There also are filtering and indexing options enabling users to find photos by location type, planogram, store cluster and item.

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With the industry moving faster than ever, the Path to Purchase Institute understands the critical need to fully and consistently measure the impact that Shopper Marketing has on sustainable sales growth.

In collaboration with leading industry stakeholders, our goal is to develop a foundational playbook and a standard method of measurement that will allow Shopper Marketing to be accurately evaluated—and thereby better appreciated—within the overall marketing mix.

“We will work to foster an objective, industry-wide understanding of the true value of shopper marketing across the entire path to purchase and a standard approach to measurement that can be adopted across the industry.”

— P ET E R BRE E N, Editor-in-Chief, Path to Purchase Institute

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FOR MORE INFORMATION OR T O JOIN THE COMMISSION, PLEASE CONTACT PATRICK HARE AT PHARE@ENSEMBLEIQ.COM

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Store Spotlight

Sour Patch Kids NYC

BY C H A R L I E M E N C H AC A

Various table displays tout store exclusives such as Statue of Libertythemed candy boxes, branded Funko toys and CultureFly ceramic mugs.

The first-ever store dedicated to Mondelez International’s Sour Patch Kids had an August opening in New York City.

Located between New York University’s Washington Square campus and SoHo, the 3,300-square-foot space is part tourist destination, part brand ambassador. Mondelez collaborated with specialty candy retailer It’Sugar to convert the site as part of the soft candy’s 35th anniversary.

“We created this new experience for our fans to engage with the Sour Patch Kids brand on a whole new level, but of course understand that these are uncertain times,” brand manager Danielle Freid said in a statement. “With this store as our new permanent home, we want our fans to know that the Kids aren’t going anywhere. We welcome visitors to join us for a colorful, flavorful experience whenever they’re ready to explore the city again.”

The store is taking all the necessary precautions shoppers have come to expect during the COVID-19 pandemic. Face coverings are required and store capacity is limited at 50% to provide shoppers plenty of social distancing space.

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The brand’s playful attitude is evident throughout the space, with its front window display containing “Mommy can’t save your taste buds now” messaging.

The display also pays homage to its location with a Times Square backdrop that includes a subway sign and a branded hot dog cart.

Along with prepackaged assortments, shoppers can create their own Sour Patch mix at a bulk dispenser station positioned upfront. They are required to don disposable gloves and use sterilized tongs and scoops.

The back wall carries the store’s largest packaged candy assortment.

Another Mondelez confection, Swedish Fish, has some points of merchandising in the otherwise Sour Patch-filled store. The manufacturer keeps the two brands adjacent in other marketing efforts.

(See page 9).

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Store Spotlight

A sweets bar near the back of the store offers ice cream, smoothies and other desserts topped off with Sour Patch candy.

Since in-store dining was not yet permitted at the time these photos were taken, the treats were takeout-only and a colorful seating area remained behind rope.

The store offers retailtainment in the form of photo opportunities with large Sour Patch characters and a partial life-size taxi.

More Online

Path to Purchase Institute members can see more Sour Patch Kids store photos in the image vault at P2PI.org.

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NEW Horizons

Supporting Women of Color NEW offers various resources in this unprecedented time

BY S A R A H A LT E R Sarah Alter is president and CEO of the Network of Executive Women, a learning and leadership community representing 12,400 members in 22 regional groups in the United States and Canada. Learn more at newonline.org.

If there’s a bit of sunlight shining on this unprecedented year, it’s a renewed focus on dismantling the racism that permeates American culture. 2020 has become a reckoning point for so many – a moment in which the country has at last acknowledged that being anti-racist, rather than simply “not racist,” is the key to an equal future for all of us.

I am reminded of how vulnerable we feel. As we live through a global pandemic that has hit BIPOCs (Black, indigenous and people of color) hardest of all, the real suffering it has brought has permeated the bubble of privilege those of us who are white Americans have been living in. When pain comes to our doorstep, we are more understanding of the pain of others – awakened to the suffering they feel. And many are now waking up to the need for concrete action.

NEW’S SUPPORT The Network of Executive Women’s mission is to “advance all women.”

Whatever has happened in 2020, the organization has not changed. It has always been our goal to transform workplaces for equality. Instead, the

When pain comes to our doorstep, we are more understanding of the pain of others — awakened to the suffering they feel.

And many are now waking up to the need for concrete action.

— Sarah Alter

culture around us has changed. There is now a tailwind behind us and the work we do.

When NEW published our “Advancing All Women” study in October 2018, we revealed that, without intervention, the number of women of color in senior positions would drop over the next 10 years. Dismantling the systemic racism that has held women of color out of our board rooms will take work, and that is exactly the sort of work NEW is here to support.

This year, we released our “Latinas in Corporate America” study, which showed a real disconnect between Latinas and their mostly white male superiors. This lack of understanding of the unique value Latinas bring to corporate environments, of the lived history and cultural experiences they bring to bear, is a key pain point keeping Latina

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women out of c-suite roles.

“Latinas in Corporate America” was the first in a series of studies NEW will conduct into the experiences of women of color in our workplaces. We can’t resolve these issues without real research into the roots of the problem, conducted by listening, first and foremost, to the women they directly effect.

WE KEEP WORKING NEW’s resources for women of color are strong and continue to grow. Our powerful “NEW Action for Women of Color” workshop offers organizations a comprehensive solution for addressing bias in their workforce. While it is typically offered on-site, it will now also be offered virtually – because the issues facing women of color in the corporate world haven’t ended since your organization made the shift from offices to Zoom calls.

We offer dozens of learning and development webinars, both from our headquarters and from NEW’s 22 regions around the country. Our vast library of past webinar content is a treasure trove of insight and is available via our website.

For more information on NEW’s resources for workplaces tackling bias, you can visit newonline.org/wocresources.

NEW has always been here for women of color. This year, we can all feel the hope in the air that the tide is turning for people of color in America. NEW will continue to be a part of that fight until our work is no longer needed – a day we can all look forward to. IQ

Women of Excellence Awards The Institute names finalists in nine categories. See page 18.

More for P2PI Members See Sarah Alter’s commentary from all of 2019 and 2020 at P2PI.org.

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Solution Provider News 7-Eleven Enlists Instacart Instacart and 7-Eleven are partnering to offer same-day delivery of grocery items and alcohol (where permitted) in participating pilot markets.

The multiphased launch is comprised of more than 750 stores in Dallas, Miami, Baltimore, Washington, D.C. and their surrounding areas, with plans to expand nationally to more than 7,000 7-Eleven stores.

Consumers in the pilot markets can visit Instacart’s website or download its mobile app to place 7-Eleven orders. The current delivery window runs from 8 a.m. to 10 p.m., with expanded time windows launching in the months ahead.

enhance the online shopping experience. In contrast, programmatic display ad media can look out of place with little to no relevancy to the shopper visit, CitrusAd claims.

Banner X ads are built and self-managed within the CitrusAd platform, with the goal of providing CPGs the ability to target and select the search terms they feel are most viable for their strategy. It is API-driven to steamline a retailer’s digital monetization business. CPGs and agencies don’t need to book positions weeks in advance from a live launch and retailer teams do not need to upload creative.

CitrusAd also will launch video, display media and branded pages within Banner X later this year, allowing retailers to compete with Facebook and Google by offering video content at the point of purchase.

Kum & Go Bets on RangeMe’s Product Discovery Platform

CitrusAd Debuts Banner X for Grocery E-Commerce CitrusAd rolled out Banner X, natively served banner ads with real-time personalization positioned in the grid of e-commerce product carousels. The ad style is congruent to each retailer’s e-commerce design and layout including fonts, call to action buttons and other style guidelines to complement and

Convenience retailer Kum & Go formed a technology partnership with RangeMe, the ECRM-owned sourcing platform for brands and retailers, with the goal of driving new product discovery and innovation at the shelf. RangeMe’s platform offers the c-store access to more than 175,000 brands.

Kum & Go can use selective and specific search criteria to connect with product manufacturers appropriate for its stores and shopper base. The chain hopes turning to technology to scale its product offerings will position it as an innovator in the convenience market, particularly at a time when the COVID-19 pandemic has prompted

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a significant growth opportunity for the channel.

Blacksmith Applications Acquires Food Sales Enablers Blacksmith Applications, a provider of SaaS-based trade promotion management and optimization software for CPG manufacturers, has acquired Food Sales Enablers to bring together the trade effectiveness and sales enablement platforms. Food Sales Enablers provides integrated sales abilities and mobile technology solutions to manufacturers and brokers of all sizes and categories.

The combined company will facilitate endto-end sales enablement and efficiency through a broad assortment of trade management, promotion optimization, sales execution and revenue growth solutions. Blacksmith will retain the Food Sales Enablers brand and application as the principal CRM and sales platform for customers. It will be offered to new clients seeking a user-friendly set of tools for integrated trade spend, contract tracking, data visibility and analytics for market activation.

Study: Shoppers Won’t Immediately Return to Normal Even as much of the world is reopening, shoppers are indicating that there are some changes brought by the pandemic that will persist, according to a global study from experiential advertising

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agency Momentum Worldwide.

The study reveals key changes to consumer behavior that retailers should understand and address if they want to be successful and survive in a new environment that has caused an increasing number of brands to fold. The research was conducted using mPulse, Momentum’s proprietary consumer research panel. The agency surveyed 1,600 respondents in eight markets across the U.K., U.S., Canada, Europe, the Middle East and Asia.

Frank Mayer and Associates Unveils Temperature Kiosk Frank Mayer and Associates Inc. worked with tech company Data Display Systems to develop a kiosk solution for employers looking to enact health screening and temperature checks at their worksites. The kiosk screens employees and visitors through customizable health compliance questions as well as temperature testing using sensor technology. Results are then communicated to a remote content management system that provides a secure record of compliance traceability using nondescript user identification.

Companies that obtain a kiosk could reduce the costs of employing an outside or dedicated temperature checker, says Frank Mayer, which also developed a kiosk with company Agile Force earlier this year.

ExxonMobil Taps Alexa for Voice-Enabled Payment ExxonMobil teamed up with Amazon and Fiserv to offer voice-enabled payment at more than 11,500 Exxon and Mobil stations. “Alexa, pay for gas” went live in September, giving motorists with Alexaenabled vehicles, devices like Echo Auto, or the Alexa app on their smartphones the option to pay through the virtual assistant.

With the solution, motorists can pull up to the pump and say, “Alexa, pay for gas.”

Alexa will confirm the station location and pump number, then activate the pump. The motorists can then select the fuel grade at the pump and begin fueling, with payment completed automatically afterward.

The commerce experience – including geo-location at Exxon and Mobil stations, pump activation, payment processing and payment tokenization – is powered by digital commerce technology from Fiserv. “Alexa, pay for gas” payments are made digitally via Amazon Pay, allowing consumers to securely use the payment method associated with their Amazon account; no additional sign-up or separate account is required.

Valpak, Catalina Team to Better Target Households Direct mailer Valpak partnered with shopper intelligence company Catalina to help brands leverage POS loyalty insights to target specific households within Valpak’s audience.

Valpak’s latest technology with SKUlocal, dubbed “household select,” enables in-

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zone targeting at the household level, allowing advertisers to select only the homes they want to reach while still achieving the postal efficiency of shared mail. For added value, Valpak is leveraging Catalina’s database of 91 million loyalty card households to target consumers within Valpak’s envelope based on known purchases, preferences and shopper behaviors. The partnership offers brands a new way to target households at a 1:1 level based on messaging that is relevant to past purchase behavior at a lower cost than traditional direct mail. The union has also been carefully crafted to adhere to all personally identifiable information regulations, while advancing the way shared mail can personalize messaging.

Advantage Solutions Merges with Acquisition Company Advantage Solutions Inc. is getting scooped up by Conyers Park II Acquisition Corp., a publicly traded special purpose company founded by consumer goods and finance industry executives. When the transaction is complete later this fall, Advantage is expected to become a publicly traded company with an initial enterprise value of about $5.2 billion. After 30 years as a privately held business, Advantage is expected to have greater financial flexibility to invest in its business by going public.

Advantage CEO Tanya Domier will continue to lead the company. IQ

Send your solution provider news – new products, projects, programs and technologies – to Charlie Menchaca at cmenchaca@ensembleiq.com.

| 47 | pathtopurchaseiq.com 9/18/20 2:48 PM

Personnel Appointments BRAND MARKETERS Coca-Cola Co., Atlanta Melanie Boulden, president, stills business unit, was named senior vice president of marketing for Coca-Cola North America.

Boulden joined the company in 2019 as president and general manager of the company’s venturing and emerging brands. She previously served as global head of marketing and brand management at Reebok.

Kellogg, Battle Creek, Michigan Charisse Hughes, former Pandora chief marketing officer, Americas, was named global CMO. Hughes is tasked with building worldwide strategies for the company. She previously held marketing, managerial and executive positions at Sara Lee, Avon and Estee Lauder.

RETAILERS Target, Minneapolis Maurice Cooper was named senior vp of marketing. He will create plans that are guest-centric, culturally relevant and inclusive to fuel consumer affinity for the retailer’s brand and grow its business. Cooper will lead the strategy and execution of brand, category and promotions marketing across paid, owned and shared media, while also

MELANIE BOULDEN

MAURICE COOPER

overseeing key campaigns such as holiday.

Cooper reports to Rick Gomez, Target’s evp and chief marketing, digital and strategy officer. He previously held the role of evp and chief growth and experience officer at Wingstop Restaurants. Cooper also had executive brand marketing roles at Intercontinental Hotels Group and Coca-Cola.

Walgreens, Deerfield, Illinois Former Rite Aid president and CEO John Standley was named president of Walgreens.

He is responsible for the development, growth and management of the business.

Reporting to Alex Gourlay, Walgreens Boots Alliance co-chief operating officer, Standley is tasked with delivering on the drugstore chain’s four key strategic priorities: creating neighborhood health destinations, driving cost transformation, accelerating digitalization and restructuring Walgreens’ retail offering.

Standley also was Pathmark Stores CEO.

BILL HAVERON

JOHN STANDLEY

SOLUTION PROVIDERS Fetch Rewards, Madison, Wisconsin Jason Marker was appointed chief growth officer to identify new strategies to further develop the U.S. business along with planning for international expansion. Marker recently served as global CEO for CKE Restaurants, where he oversaw Carl’s Jr. and Hardees.

Mosaic North America, Chicago CPG marketing veteran Bill Haveron was added to the agency’s shopper marketing practice as a group director.

He will be the day-to-day leader for the agency’s U.S. shopper marketing team in the planning and development of omnichannel experiences. Haveron also will play a key role in U.S. shopper business development and integrate the practice with Mosaic’s other stateside offerings. IQ

Editorial Index 7-Eleven . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18, 20, 38, 46 Advantage Solutions . . . . . . . . . . . . . . . . . . . . . . . 20, 47 Aki Technologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Albertsons Cos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35, 36 Alliance Sales & Marketing . . . . . . . . . . . . . . . . . . . . 20 Amazon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8, 36, 39, 47 Anheuser Busch. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8, 14 Arc Worldwide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18, 20 Bay Cities Packaging & Design . . . . . . . . . . . . . . . . . 16 Bic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 BJ’s Wholesale Club . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Blacksmith Applications . . . . . . . . . . . . . . . . . . . . . . . 46 Brain Corp. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Catalina Marketing . . . . . . . . . . . . . . . . . . . . . . . . . 20, 47 Chobani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 CitrusAd . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Clorox Co., The . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Coca-Cola Co., The . . . . . . . . . . . . . . . . . . . . . 14, 18, 20 Colgate-Palmolive . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Constellation Brands . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Consumers in Motion Group . . . . . . . . . . . . . . . . . . 12 Conyers Park II Acquisition Corp. . . . . . . . . . . . . . . . 47 Costco . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 CVS Pharmacy . . . . . . . . . . . . . . . . . . . . . . . . . 16, 34, 38 Dane Technologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Data Display Systems . . . . . . . . . . . . . . . . . . . . . . . . . 47 Design Phase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Diageo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 DoorDash. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Drizly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Dr Scholl’s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 DS Smith . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Duracell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 E. & J. Gallo Winery . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Eastwest Marketing Group . . . . . . . . . . . . . . . . . 14, 15

Electrolux . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Energizer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 ExxonMobil . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 FCB/RED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Fiji Water . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Flowers Foods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Food Sales Enablers . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Frank Mayer & Associates Inc. . . . . . . . . . . . . . . . . . . 47 FrontLine Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Garmin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 G.E. Appliances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Great Northern Instore . . . . . . . . . . . . . . . . . . . . . 14, 16 GSK. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Hallmark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18, 35, 36 Hamacher Resource Group . . . . . . . . . . . . . . . . . . . . 39 Hershey Co., The . . . . . . . . . . . . . . . . . . . . . . . . . . . 14, 35 HMT Associates . . . . . . . . . . . . . . . . . . . . . . . . 14, 18, 20 ImageWorks Display . . . . . . . . . . . . . . . . . . . . . . . . . . 14 IMS Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 IN Connected Marketing . . . . . . . . . . . . . . . . . . . . . . 20 Instacart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8, 46 International Paper. . . . . . . . . . . . . . . . . . . . . . . . . 14, 39 Integer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 J.M. Smucker Co., The . . . . . . . . . . . . . . . . . . . . . . . . . 20 Johnsonville . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Kellogg . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14, 34, 35 Keurig Dr Pepper. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 KIK Custom Products . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Kinsa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Kraft Heinz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14, 36 Kroger . . . . . . . . . . . . . . . . . . . . . . . . . . . .8, 14, 20, 34, 36 Kum & Go . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Label Insight . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 LG Electronics . . . . . . . . . . . . . . . . . . . . . . . . . . 14, 15, 17 L’Oreal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

October 2020

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Major League Baseball . . . . . . . . . . . . . . . . . . . . . . . . . .8 Mars Agency, The . . . . . . . . . . . . . . . . . . . . . . . . . . 18, 20 Mars . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Mattel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Massimo Zanetti Beverage USA. . . . . . . . . . . . . . . . 29 Meijer . . . . . . . . . . . . . . . . . . . . . . . . . . . .8, 14, 34, 35, 50 Menasha. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14, 17, 18 Meredith . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Merkle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Method Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 MetroClick/faytech N.A. . . . . . . . . . . . . . . . . . . . . . . . 38 Meyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Molson Coors Beverage Co.. . . . . . . . . . . . . . . . . 20, 50 Momentum . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Mondelez International . . . . . . . 9, 14, 15, 20, 34, 42 Network of Executive Women . . . . . . . . . . . . . . . . . 45 Omnicommerce Vanguard . . . . . . . . . . . . . . . . . . . . 18 One Door . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Outform . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Packaging Corp. of America . . . . . . . . . . . . . . . . . . . 17 Peachtree Packaging and Display . . . . . . . . . . . . . . 14 Pep Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18, 20 PepsiCo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16, 18, 35 PetSmart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Pfizer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Ping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Pit Boss Grills . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Pratt Industries. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Procter & Gamble . . . . . . . . . . . . . . . . . . . . . . . . . . 14, 34 Promotion in Motion . . . . . . . . . . . . . . . . . . . . . . . 18, 22 Publicis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Quad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 RangeMe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 RB . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Revlon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Ripple Street . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Saatchi & Saatchi X . . . . . . . . . . . . . . . . . . . . . . . . . 14, 15 Sam’s Club . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Samsung Electronics . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Sanofi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 SC Johnson . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 SKUlocal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 SnackMagic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Solo Cup Co. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Southern Champion . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Spin Master . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14, 15 Target . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 TPN Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Trans World Marketing . . . . . . . . . . . . . . . . . . . . . . . . 14 Trax . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 UniCarriers Americas . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Universal Studios . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Valassis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Valpak . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Vestcom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Visual Latina . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 VizSense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 VMLY&R . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Walgreens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Walmart . . . . . . . . . . . . . . . . . . . . . . . . .14, 15, 17, 35, 36 Wawa. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 WestRock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14, 17 Williams Lea Tag . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Woodman’s Markets. . . . . . . . . . . . . . . . . . . . . . . . . . . 39

| 48 | pathtopurchaseiq.com 9/18/20 2:49 PM

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Retail Intel

Johnsonville Flaunts Sausage-Beer Love at Meijer

BY C Y N D I L O Z A

Despite the COVID-19 pandemic, Johnsonville and Molson Coors Beverage Co. teamed up again this year to run a patriotic summer grilling program at Meijer positioning the manufacturers’ brands as an ideal pairing.

Running from June 28 through roughly Aug. 22, the “beer [heart symbol] sausage” program this year centered on a rebate promising Meijer shoppers $4 in savings with the combined purchase of a Miller Lite or Coors Light 15-pack (or larger-count item) and two packs of eligible Johnsonville SKUs. In stores, pallet cards in the meat department and aisle violators in the beer aisle plugged the offer, encouraging shoppers to text a promotional number to learn how to redeem the rebate. The offer was valid from July 5 through Aug. 23.

The rebate served to drive shoppers from the beer aisle over to the meat department and vice versa, says Johnsonville shopper marketing manager Stephanie Plehn. In-store activity also included a bunker sign in the meat department and an adjacent pallet outfitted with similar signage stocking Miller Lite and Coors Light beer, she notes.

Both the bunker and pallet signs used the same “beer [heart symbol] sausage” message (with the “USA” in the word “sausage” highlighted in blue) while depicting SKUs from both manufacturers over a white- and red-striped background.

Digital support encompassed account-specific social media activity via Johnsonville’s Pinterest, Facebook and Instagram channels that targeted

the Meijer geography, display ads on Meijer.com and a “brand boutique” within the retailer’s website that shared recipes, such as a “brat hot tub” that used Johnsonville brats and Molson Coors beer as key ingredients.

Additionally, the beer manufacturer staged a programmatic media buy targeting beer and sausage category purchasers who were at least 21 years old, says Robin Wilson, customer marketing manager for Molson Coors. “We [targeted] shoppers that are likely to purchase in our categories, but there’s some potential for conversion if they would typically purchase another brand,” Wilson says.

The program resulted in double-digit lifts in sales on Molson Coors 15-packs – the primary pack on the program’s pallet displays – as well as a significant lift in 24-packs, according to Wilson. (Other metrics were not available at press time.)

Johnsonville enlisted Molson Coors for

October 2020

50-52-P2PIQ_retailintel.indd 50

a similar program at Meijer in summer of 2019 as part of a larger, multi-retailer effort. Though there were similarities between the programs, such as incremental display activity for Molson Coors brands in Meijer meat departments, Plehn says this year’s campaign at the mass merchant used “much more targeted social media and there was not a crossmerchandising offer last year with the two brands together.”

COVID-19 INTERRUPTIONS The program was originally slated to start sometime in May and run through July, but the COVID-19 pandemic forced it to be put on hold, according to Plehn.

“We weren’t sure we were even going to get to run it,” she says. “Meijer and Johnsonville were watching week by week several weeks prior and both teams decided that this would be sufficient timing and were comfortable with our supply position to drive the demand beginning June 28.”

Though the program was shortened due to the pandemic, Plehn says the campaign ran for a good stretch of time and noted Meijer was great to work with.

“It’s important to note that Meijer did lean in with us post-COVID and allowed us to do this promotion when there were a lot of retailers [wouldn’t],” says Plehn, who noted Meijer was the only retailer that ran the “USA” program this year. “They were so willing to give us a platform to collaborate.” IQ

| 50 | pathtopurchaseiq.com 9/18/20 2:49 PM

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