P2PIQ-1120

NOVEMBER 2020

Path Purchase

pathtopurchaseiq.com

TO

E N D - TO - E N D S T R AT E G I E S F O R D R I V I N G C O N S U M E R D E M A N D

STANDING TALL IN STORE

The Dr. Scholl’s kiosk earns top Design of the Times prize INSIDE STRATEGIC SAMPLING:

STAYING IN THE GAME

STORE SPOTLIGHT: AMAZON FRESH

ACTIVATION GALLERY: HALLOWEEN

PATH TO PURCHASE EXPO DIRECTORY: SEE BACK COVER

POWERED BY

01-P2PIQ_cover.indd 1

10/20/20 8:33 PM

Evolve.

Boldly. t ne . d re e r pu

We help leading retailers and consumer brands evolve from traditional advertising to digital marketing with our intuitive technology, innovative processes and strategic creative.

Ready to evolve? Contact us at solutions@purered.net

Creative / Content / Technology

PureRED P2P Ad EVOLVE.indd 1 02-05-P2PIQ_toc.indd 2

10/7/20 1:48 PM 10/20/20 8:34 PM

Contents E N D -TO - E N D ST R AT E G I E S F O R D R I V I N G C O NS U M E R D E M A N D

Digital

THE FUTURE IS HERE SHOW DIRECTORY

NOVEMBER 10-12 experiencei3.com

#ExperienceP2PX

Back Cover P2PX Show Directory

Flip over this issue for the official directory of the Path to Purchase Digital Expo. The guide details the event’s agenda, outlines key attendee activities and provides listings of the show’s Solution Provider Sponsors.

28

16

The team at Dr. Scholl’s, from left: Charlie Lundy, VP, R&D; Danny Miranda, Scholl’s Innovation Labs; Seth Tropper, Scholl’s Innovation Labs; and Harold Howlett, R&D.

SPECIAL REPORTS

Strategic Sampling Brands and retailers are finding ways to stay in the sampling game even though the pandemic has changed many of the rules.

Design of the Times Winners We present overviews of the “Best of the Times” Dr. Scholl’s kiosk and eight other Platinum award winners, as well as all of the finalists from this year’s competition.

November 2020

| 3 | pathtopurchaseiq.com

/20 1:48 PM 02-05-P2PIQ_toc.indd 3

10/20/20 8:34 PM

VO LU M E 33 | ISS U E 1 1

November 2020

DEPARTMENTS 6

Editor’s Note:

Keeping Up With the Times

NEWS

10

8 Family Togetherness

P2PI Member Spotlight:

Apeel Sciences

Ferrara revitalizes its Keebler brand with a 360-degree marketing campaign that introduces a new brand promise.

33

12 Community Learning

36

Activation Gallery:

Halloween in 2020

P2P Toolkit

Spotlight: Automation

As part of this year’s P2PX, the Path to Purchase Institute has been hosting roundtable discussions to help members understand how to move forward in challenging times.

40

47 Retail Intel: A New Leaf

44

Solution Provider News

46

Personnel Appointments/ Editorial Index

for Pull-Ups

Kimberly-Clark teamed with Target for a program heralding the arrival of the manufacturer’s new Pull-Ups premium, plant-based diaper line.

Store Spotlight:

Amazon Fresh

8

40

47

12 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.

November 2020

02-05-P2PIQ_toc.indd 4

| 4 | pathtopurchaseiq.com 10/20/20 8:34 PM

THERE’S STILL TIME TO ENTER! THE LARGEST CONSUMER-VOTED AWARD FOR PRODUCT INNOVATION INCREASE SALES | EXPAND DISTRIBUTION | 40K CONSUMERS VOTE | MEDIA COVERAGE

ARE YOU THE NEXT PRODUCT OF THE YEAR?

PAST WINNERS

CONSUMERS VOTE. SALES INCREASE. ENTER TODAY @ PRODUCTOFTHEYEARUSA.COM @PRODUCTOFTHEYEAR

02-05-P2PIQ_toc.indd 5

@POYUSA

@POY_USA

PRODUCTOFTHEYEAR

10/20/20 8:34 PM

Editor’s Note

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

Keeping Up With the Times

Associate Editor/Content Cyndi Loza, cloza@ensembleiq.com

mandatory shutdowns.

It seemed a little surreal to be assessing activations that had been planned and executed well before the pandemic arrived.

In fact, it became common for judges to discuss what adjustments the entries would require to address pandemic-driven changes to shopper expectations and behavior.

(That’s a topic we’ll continue to examine this month at the Path to Purchase Expo. Visit ExperienceP2PX.com for more information.)

Fortunately, shopper marketing activation can be timeless when it’s guided by fundamental insights – a fact that this year’s “Best of the Times” winner exempliÿ es quite well. So while it took a lot longer than usual to make it through this year’s DOT program, the end result is the same: a group of winners that are worthy of being recognized as best-in-class shopper marketing. We are proud to showcase our nine winners (as well as all 26 ÿ nalists) this month, beginning on page 16.

I’d like to extend a special thanks to the judges (see page 17) and sponsors (Great Northern Instore and SellCheck) who not only stuck with us through all the changes, but who often helped us determine how best to proceed along the way. Their support has always been important to the success of the DOTs, but this year we literally could not have done it without them. (I’d also be remiss for not thanking Institute event director Peggy Milbrandt for her tireless e° orts in getting us to the ÿ nish line.)

I think I can say with certainty that next year’s DOT program will be signiÿ cantly di° erent than this year’s – and probably di° erent than any other prior year as well.

Everything that our industry has encountered this year dictates that changes be made. And changing with the times certainly should be required for an awards program that has always tried to be of the times.

But we’re hoping, of course, that the times ahead will be far less troubling.

November 2020

06-07-P2PIQ_editornote.indd 6

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

PETER BREEN, EDITOR-IN-CHIEF

If there is a single image that, for me, aptly illustrates the seismic changes currently taking place in our industry, it’s the one you see here on this page. It’s a shelf talker I noticed at Stop & Shop in early September, during a store check that otherwise had me pleasantly surprised about what seemed to be a return to some level of normalcy in seasonal merchandising after a spring and summer when in-store marketing had gotten pretty scarce.

It’s no surprise to ÿ nd Stop & Shop actively promoting the click-and-collect services that parent company Ahold Delhaize is rolling out across all of its U.S. chains in a major strategic initiative.

But touting curbside pickup as a more convenient option for shoppers who are already in the aisles? That struck me as a clear sign – ÿ guratively and literally – of the industry’s intensiÿ ed embrace of e-commerce.

It’s one thing to give brick-and-mortar shoppers the alternative of online ordering; it’s another thing entirely to suggest that it’s the better alternative.

The changing nature of in-store marketing was a dominant topic of conversation this year as we worked our way through the annual Design of the Times awards program, which par for the course in 2020 involved more than a few postponements, a switch to all-virtual activity, and a schedule that ironically had us judging in-store activation at a time when many retailers were halting promotions – and when many others were just starting to reopen stores after experiencing

Executive Editor Tim Binder, tbinder@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

| 6 | pathtopurchaseiq.com 10/20/20 8:34 PM

CONGRATULATIONS TO OUR

WOMEN OF EXCELLENCE

urner,

For 20 years IN Connected Marketing has championed women in leadership and committed itself to building a workplace of diversity, equity and inclusion. Please join us in congratulating Catie Hoover and Zesha Skop as ďŹ nalists for the 2020 Path to Purchase Institute’s Women of Excellence award.

And congratulations to all the women of excellence throughout our enterprise.

Connect with us, and let our diverse team help you build fully connected, commerce-ready activations.

everal

info@inconnectedmarketing.com

06-07-P2PIQ_editornote.indd 7

inconnectedmarketing.com

10/20/20 8:34 PM

Brand Positioning

Keebler Capitalizes on Family Togetherness

BY E R I K A F LY N N

Ferrara, a company of Ferrero Group, in August debuted the revitalization of its Keebler brand with a 360-degree marketing campaign that introduced a new brand promise, “Made with Magic, Loved by Families.” The campaign and creative is centered on the more than 150-year-old legacy of Ernie and the other Keebler elf characters, and the moments of togetherness that Keebler cookies create for modern day families.

Real families experiencing everyday moments together at home while enjoying Keebler cookies became the brand’s message in light of the pandemic.

“The campaign taps into the nostalgia associated with Keebler’s iconic Ernie the Elf and takes a look outside the hollow tree, drawing parallels between his life and those of the families featured, to show how the brand continues to reinvent itself,” says Ferrara’s Ryan Nolan, brand manager, Keebler Cookies. Since early March, as Americans have found comfort in snack food while spending more time at home and practicing social distancing, the Keebler Cookies portfolio has enjoyed a 55% increase in sales, he notes.

The campaign also highlights Keebler’s improvements to the quality and freshness of its cookies, including a move to real ingredients.

A new packaging design

features updated ingredient messaging and modern and impactful imagery for product di˜ erentiation on the shelf.

While the campaign was created to resonate with families of all ages and backgrounds, the company has started to focus on reaching younger consumers by modernizing communication and homing in on what’s important to a Millennial or younger generational target. In addition to new TV spots, the campaign features digital, streaming, paid social and organic engagement-based social storytelling, PR support, and in-store and e-commerce retail activations.

With consumer research ÿfinding that the brand instantly conjures feelings of nostalgia, and that people enjoy eating cookies with other family members, “We saw an opportunity to tap into the intersection of the two in order to shape our brand strategy,” says Nolan. The brand team knew it needed to showcase the Keebler heritage in a relevant way through modern marketing and packaging.

“We’re creating both equity and

November 2020

08-09-P2PIQ_keebler.indd 8

engagement-driving social content that features the real ingredient story, and are leveraging platforms like IG [Instagram] Lens, GIPHY Arcade and others to convey our message,” notes Nolan. Across digital, the team is leaning into shoppable content opportunities and beta testing Hulu video ads through a Walmart partnership.

“The Hulu content and shoppable ad format provides a single-step opportunity for conversion,” Nolan says. “At the end of viewing our ad, users receive a coupon o˜ er and are able to choose their path to purchase – either via a QR code, push notiÿ cation or email that then transfers them to Walmart.com with the coupon applied at checkout.”

The brand invested heavily in customer marketing to bring the campaign to life both in-store and through e-commerce platforms, and layered in digital coupons through partners such as Inmar, Quotient and Ibotta. It also executed email blasts, retailer print ads, shelf talkers, e-commerce banners and site takeovers, shelf tags and in-app ads, according to Nolan. Earlier this year, it also created a national and customer shopper marketing program through a partnership with Make-A-Wish that triggered a donation with purchase, and in September teamed with experiential marketing partner Fooji to give families the opportunity to gift loved ones a complimentary Keebler cookie bouquet.

Keebler partnered with mass, grocery, dollar and convenience retailers nationwide for the retail program, which Nolan says was integral in bringing the campaign to life. In-house agency Ferrero Pubbliregia produced the TV spots; Day One Agency handled social; Mindshare planned the paid media across all channels; Geometry handled in-store and e-commerce customer marketing activations; and PR agency Golin was responsible for executing the cookie bouquet giveaway.

For this effort, Keebler increased capital investments by 35% in marketing and 41% in shopper programs with large scale in-store displays, and has tripled its e-commerce marketing investment, making it the largest marketing spend in the brand’s history. IQ

| 8 | pathtopurchaseiq.com 10/20/20 8:35 PM

08-09-P2PIQ_keebler.indd 9

10/20/20 8:35 PM

Member Spotlight

Apeel Sciences A Q&A with Natalie Shuman, Director of Shopper Marketing increased sales and enhanced shopper satisfaction. With many shoppers choosing their retail destination based upon the quality of the produce department, this can also equate to preference and loyalty.°And for those who are looking to align their purchases with their personal values, minimizing wasted food and climate change can be as simple as choosing their favorite produce items with Apeel.

How does your company plan to use its P2PI membership resources?

According to your website, Apeel Sciences “works with nature.” Can you explain what this means?

SHUMAN: By using technology rooted in nature, Apeel is making sustainable solutions to lengthen the shelf life of fresh produce, reduce global food waste and meet a growing population’s food demands around the world. Made of materials found in every bite of fruit, Apeel creates an edible “peel” on the outside surface of fresh produce that retains moisture and resists oxidation, helping to slow down spoilage.° Apeel is a plant-based solution that has been able to demonstrate that it can double the shelf-life of produce, creating value throughout the entire supply chain. For retailers this means less shrink,

SHUMAN: As shopping preferences continue to accelerate toward omnichannel, the potential beneÿ ts that two-times longerlasting produce can bring to online shopping and future brick-and-mortar retail are many.

So we are utilizing the P2PI membership to inform our strategy for today and deÿ ne the role we can play in the future of the online and o˙ ine produce department. The virtual events such as the Retail Intel and Learning Lab webinars have been key to keeping a pulse on the changing retail landscape.

How is your company’s work affected by the COVID-19 pandemic, and how are you addressing it as an organization?

SHUMAN: COVID-19 has caused major disruptions in the fresh food supply chain, leading to a rise in food waste and economic losses for food businesses around the world.

Our solution has been in high demand as it

Apeel apples help maintain firmness and weight in cold storage and retail conditions, allowing our partners to capture higher sales for product that is sold by the pound. With longer storage abilities, we see opportunities to extend the marketing window for all of our organic varieties ... We are excited to be able to deliver the taste of fresh-picked organic apples year-round.

– BRETT REASOR, STARR RANCH GROWERS CEO

November 2020

10-11-P2PIQ_memberSPOT.indd 10

increases the resilience of fresh food by enabling resilient produce and operational ˜ exibility. When farmers, retailers and consumers have more time with fresh produce, it means food businesses can be more ˜ exible with their changing operations and cut down on waste at every stage of the supply chain. Also, as consumer food buying behaviors shift toward products with stock-up value for the home, Apeel produce can be an ideal choice. COVID-19 hasn’t changed Apeel’s business. It’s accelerating it, and we’re now on the fast-track to meet demand for longer-lasting fresh food.°

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

SHUMAN: More suppliers, retailers and consumers are recognizing the importance of adopting and supporting more sustainable innovations throughout the food system. Marketing e˛ orts can accelerate this transformation. Our business model will continue to enable grocers to reduce losses and increase their bottom line, since fruits and vegetables will no longer just spoil on store shelves before consumers have a chance to purchase and enjoy. IQ

MEMBER UPDATE Path to Purchase Institute is delighted to welcome new and returning members to our community: Advantage Sales & Marketing, Campari America, The Clorox Co., Dabbl, Daymon Worldwide, Edge Marketing, FIFCO USA, Integrated Merchandising Solutions (IMS), IN Connected Marketing, Kinsa Health, LALA US, Mondelez International, Promo Point Marketing, Propac Agency, Queue Brand Communications, Ripple Street, SC Johnson, The Mars Agency, Tyson Foods, Univision, Upshot Inc., We Are Alexander and Young & Rubicam.

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.

| 10 | pathtopurchaseiq.com 10/20/20 8:36 PM

Welcome to the New Reality INTRODUCING THE PATH TO PURCHASE IQ SHOPPER ENGAGEMENT PARTNER SHOWCASE

Explore our all-new, highly-interactive digital experience of product marketing solutions and agencies in an environment unlike anything experienced before on PathtoPurchaseIQ.com.

The Shopper Engagement Partner Showcase provides 24/7, year-round access to insights, trends, and valuable tools and services. Not virtual reality, this is the new reality, engaging marketers directly with solution providers and agencies when you can’t meet face-to-face.

THE SHOWCASE SHOWDOWN Participants can spotlight new products, portfolios, and unique capabilities.

Information is seamlessly displayed in a digital environment where visitors can easily click-to-connect.

G E T YO UR TOUR TO DAY !

Contact Joe Territo, Brand Leader (jterrito@ensembleiq.com, 973.727.7338), or your sales representative for a tour of the Shopper Engagement Partner Showcase.

10-11-P2PIQ_memberSPOT.indd 11

10/20/20 8:36 PM

PATH TO PURCHASE EXPO

LEARNING AS A COMMUNITY P2PX roundtable series stresses agility in the face of adversity

BY PAT H T O P U R C H A S E I N S T I T U T E S TA F F

Retailers in some product channels have been providing an omnichannel experience for shoppers for years.

Among CPG retailers, it’s been a more recent occurrence. But due to the COVID-19 pandemic, building an omnichannel experience became exponentially more important for every retailer in 2020, regardless of channel, as well as for any product manufacturer that sells through retail.

In fact, when polled during the Path to Purchase Institute’s fourth “Community Gathering,” held virtually on Sept. 30 as part of the Path to Purchase Digital Expo, 98% of the attendees indicated they experienced a significant shift in sales of their products to the online environment this year. The gathering featured a panel of industry experts who answered various questions on the subject of “the omnichannel experience.”

Ready-to-drink cocktail brand BuzzBallz has risen to that challenge, according to panelist Tracy Frisbie, the company’s vice president of marketing. “We had a really robust digital marketing plan going into 2020, so when the pandemic hit and people started spending more time on their connected devices, it kind of paid off that we [invested] in digital this year.

“The most important lesson we learned about shoppers this year is that panic and fear motivates very fast behavior changes and also some irrational or extremely emotional purchasing decisions,” she said.

Shoe Carnival’s stores had to close for three months as the pandemic hit, forcing the retailer to operate a pure-

play e-commerce business for a while. “We are in non-essential retail,” said panelist Deb Hannah, the retailer’s vice president of marketing. “We’ve learned there’s no trip mission without a mission.”

Hannah said that her company implemented such a “dramatic acceleration” of e-commerce that it became a “dramatic change.” “Where we are now is where we always wanted to be five years from now, but we did it in three months, instead,” she said. “And so you can imagine the kind of whiplash that can provide an organization. … We went all-in on e-commerce in a way that we’d never done before.” That required a completely different activation of the marketing mix, she noted.

A different kind of retailer than Shoe Carnival, Ahold Delhaize’s Food Lion grocery chain this year has focused on providing an omnichannel experience that is shoppercentric and seamless. And that starts with its MVP loyalty program and the 25 years of data it has collected through it.

“That means unlocking all the benefits

November 2020

12-15-P2PIQ_P2PXgathering.indd 12

of the MVP card,” said panelist Cheryl Pinkham, Food Lion’s manager, shopper marketing. “When we launched our e-commerce site, that meant taking all those brick-and-mortar shoppers and helping them learn to use all the tools that our loyalty program offers. … How do we make it easy for our shoppers?

How do we give them the experiences and the access to what we’re bringing to the table.”

“It’s mirroring that [in-store] experience. Other retailers’ e-commerce experience isn’t always the same experience as how shoppers would shop their stores,” Pinkham said.

Panelist Paul Murphy, vice president, retail strategy and sales at Menasha Packaging, said omnichannel can be “sort of agnostic” for packaging and display companies. “Our challenges are to help retailers and brands execute the channels and meet their shoppers where they are,” he said. “What are the right supply chain solutions to withstand the rigor, whether it’s in-store or online? And more importantly, [how do you] build the solutions beginning with the end in mind so that you don’t try to make your club pack your online pack. We think about omnichannel as a chance to build synergies across sales channels and not just stay siloed across different channel management teams.”

When asked what retailers need from their brand/supplier partners in their quest for an omnichannel experience, Shoe Carnival’s Hannah said, “As a marketer and someone who designs the customer experience for in-store and

| 12 | pathtopurchaseiq.com 10/20/20 8:36 PM

KNOW MORE. NOW. DO YOU KNOW IF YOUR DATA IS BEING MANAGED PROPERLY? DO YOU KNOW HOW YOUR PROGRAMS ARE PERFORMING?

MARILYNSM SMART BRIDGE Plan, track and report program-level details across timing & budgets to more effectively measure results.

MARILYNSM SHOPPER MARKETING MIX MODELING Measure results & understand ROI by channel, retailer and tactic level for future program optimization.

meetmarilyn.ai Unleash your shopper team’s productivity with a single marketing platform designed to manage, understand, predict, shape and enhance the shopper experience.

© 2020 Mars Advertising, Inc. All Rights Reserved.

12-15-P2PIQ_P2PXgathering.indd 13

10/20/20 8:36 PM

PATH TO PURCHASE EXPO online, and for how they come together, insights are incredibly helpful. What is the shopper looking for? We benchmark relentlessly.”

Pinkham said Food Lion counts on communication from its partners.

“Transparency and honesty. … What is it they want out of their relationship with Food Lion?” She recalled one of her earliest meetings at the retailer, during which a vendor said, “A closed mouth don’t get fed.”

From the brand perspective, Frisbie said that, to create an omnichannel experience, it’s vital to have “consistency in the content and the brand messaging across online and e-commerce, ensure that your electronic shelves are correct and updated, and then be proactive with your retail partners and a third-party delivery service partner to ensure that all of the content that they have on their sites for your brands are up-to-date and correct – and make it easy for them, too.”

to digital] is something we thought would change over the course of five to 10 years, but it’s changed over the course of five to 10 weeks.”

The change hasn’t occurred without challenges, of course. In the toilet paper category, the biggest challenge for KimberlyClark has been keeping up with demand through the supply chain, which required the manufacturer to work more closely with its retailer partners.

At Promotion in Motion, the challenge has been addressing the shift to e-commerce and the spike in household penetration levels, according to Peri Mendelson, the company’s director of sales operations and analytics. The snack brand marketer (Welch’s, Sun-Maid, Toggi and Sour Jacks, to name a few brands) has seen shoppers making fewer trips but spending more during each, while also changing the venue: They’re spending

‘CONVERTING SHOPPERS’ The COVID-19 pandemic has pervaded nearly every aspect of the path to purchase and the way marketers approach shopper conversion. That makes an understanding of where and how shoppers buy their products more critical than ever as marketers respond to the rapid changes in shopping behavior that have taken place over the last six months.

Becoming nimbler and more flexible is vital because it’s the pace of change, rather than the changes themselves, that has been so surprising, according to a panel of industry experts speaking at the Institute’s third “ Gathering,” held on Sept. 9.

“There were no surprises in the [shoppers’ shift in] channels. Clickand-collect has definitely been really important for us, as has partnering with last-mile delivery vehicles, tapping into ones we hadn’t before,” said Greg Kearns, global consumer engagement enablement leader for global marketing capabilities at Kimberly-Clark. “[The shift

more time in grocery stores, in the value channel and, of course, online, she said.

While the initial challenge at the onset of the pandemic was all about stocking up, a major issue later on was the widespread shortage in aluminum cans that occurred, which necessitated a shift to greater use of plastic and glass containers, according to Alysia Ross, director of insights, planning and shopper relations for Coca-Cola Beverages Florida, one of the soft drink manufacturer’s nearly 68 bottlers. “Can constraints have affected not only us, but our competitors, anyone who serves a product in a 12-ounce can,” Ross said, adding that the problem is expected to continue into 2021.

November 2020

12-15-P2PIQ_P2PXgathering.indd 14

Another key challenge to address was the massive hit taken by Florida’s hospitality sector. With the pandemic shutting down theme parks and all but ending travel to the “tourist-centric” state, Coke Florida had to address such issues as what to do with all the custom bottles it produces for Disney World and Disneyland. “With no parks open, we’re sitting on a lot of product,” Ross said.

‘ENGAGING SHOPPERS’ Brand marketers have had to think on their toes to continue engaging shoppers in the face of drastic changes in shopper behavior and disruption of retail operations brought about by the pandemic. “We are having to change quickly, re-plan and learn new tools,” said Stacy Jackson, Coca-Cola Co.’s assistant vice president, shopper marketing for Kroger, speaking at an Aug. 19 “Gathering.”

“Many of the events over the past month have raised the standards and made it even more important that we make an authentic connection with shoppers when and where they’re receptive. Importantly, it’s put the onus on us to always be evaluating our work and ensure that the messaging and that connection plan, both when and where it’s placed, is appropriate — and if it’s not then we have to make a change,” said Jackson.

Yolanda Angulo, Mondelez International’s customer director, shopper marketing, described the activation pivot required when the 2020 Summer Olympics were postponed. Mondelez and marketing partners Coca-Cola, Procter & Gamble and Hershey Co. had to completely overhaul a related campaign that was all set to run at select Ahold Delhaize chains. Not wanting to completely abandon programming that had been in the works for over a year, the partners quickly shifted funding to a food bank donation program readily embraced by the retail partners, with one even matching total donations and promoting the effort during its own

| 14 | pathtopurchaseiq.com 10/20/20 8:36 PM

PATH TO PURCHASE EXPO summer program.

Facing many unknowns, marketers have had to stay nimble to remain relevant. As shoppers were clearing shelves during the initial panic-buying phase of the pandemic, the focus on keeping products in stock and minimizing shopper frustration came at the expense of some traditional shopper marketing levers. Many retailers temporarily turned away from secondary merchandising, circulars and in-store events, and amplification through digital became more important than ever for breaking through the clutter.

Coca-Cola was set to launch its first new brand in over a decade, AHA, in March, but the campaign’s “Expect the Unexpected” marketing message was no longer the right sentiment in light of the pandemic. Jackson detailed how the brand team quickly developed new creative while the shopper team re-evaluated the media mix to reach consumers at the right place and time.

At Kroger, the execution was focused on boosted search, digital coupons overlayed with targeted onsite ads, coupon listing ads and product listing ads, plus shoppable social activation.

Despite delaying the marketing plan and shelf reset timing by about a month, the launch is on track to deliver on the initiative’s goals, she said.

Several panelists said they were shifting marketing dollars to a more digital-first approach encompassing touchpoints such as search, retailer websites and/or social media to ensure brands are visible where the shopper is today even as the future remains uncertain.

LALA U.S. had been ready to promote new packaging launching in April via a retailtainment effort at Walmart, but revised those plans to shift to print and digital activation. LALA’s senior shopper marketing manager, Laura Dickey, said the brand instead partnered with Ibotta and SKUlocal to execute a direct mail campaign with an influencer overlay.

The effort was restructured to drive trial via a rebate offer and a bonus offer

reaching in-store and online made possible

by Ibotta’s recent integration with Walmart’s online grocery platform. The activation included scan-to-card barcodes that added the product directly to the online grocery shopping cart. Influencers amplified the effort via social media and their blogs while a search campaign with Walmart Media Group was already happening in the background.

Even though LALA was one of the first vendors to test Walmart’s Ibotta integration, 12% of redemptions ended up being online, supporting the shift in shopper behavior, and 7% were new buyers to the yogurt category.

The overhauled campaign resulted in a 28% lift.

‘UNDERSTANDING SHOPPERS NOW’ During the crisis, the retail industry is proving that it has the ability to pivot quickly. “It’s just a shame it took a pandemic to demonstrate it,” said Brian Higdon, customer strategy executive at The Mars Agency.

“I just really hope that the industry is developing the muscle memory so that it can be more agile going forward to take advantage of an opportunity and just not react to a crisis,” Higdon said, during a

From left to right: Theresa Lyons, The Mars Agency; Erica Beilenson, Campbell Snacks, and Brian Higdon, The Mars Agency.

November 2020

12-15-P2PIQ_P2PXgathering.indd 15

“Gathering” on Aug. 6.

As the industry moves forward, retailers and brands will need to continue to understand, adjust and react quickly to shopper needs and behaviors. Erica Beilenson, director of marketing for retailer insights & strategy at Campbell Snacks, stressed the importance of monitoring shopper behavior and breaking from traditional approaches.

“We just have to think about more agile, nimble ways of [collecting] data, making decisions faster — maybe not having all the right answers, but using a little bit of our gut and just being able to quickly flex,” Beilenson said. “I’m part of a 150-year-old company, so I understand that mentality is a little bit difficult, but I think that’s really what it’s about. How do we get at insight and implications quicker, in a different way than maybe we had traditionally done?”

By consistently monitoring consumer behavior, Beilenson said Campbell Snacks is able to identify behavioral changes and quickly execute effective responses. She and her team, for example, recently had to rethink the new role multipack snacks might have in the lives of consumers.

The SKUs can be typically positioned as lunch box staples or on-the-go options, but most U.S. school districts have opted to begin the school year with remote learning and families continue to social distance.

“So we’re really trying to shift that messaging about multipacks,” said Beilenson, adding that messaging now may focus on safe snacking – highlighting “no hands in bowls” – or position the SKUs as short-car-trip treats. “We strongly believe that they’re still going to be important. The role that they play just might be different.” IQ

| 15 | pathtopurchaseiq.com 10/20/20 8:36 PM

S P O NS O R E D BY

BEST FEET FORWARD This year’s crop of DOT winners and finalists

BY M I C H A E L A P P L E B A U M

Talk about putting the pedal to the metal – and getting feet on the floor – for a major retail customer.

In June 2017, Scholl’s Wellness Co. and Trans World Marketing (TWM) met with Walmart to discuss plans to upgrade the Dr. Scholl’s Custom Orthotics interactive kiosk. Since Walmart was the ubiquitous display’s biggest customer, it had an outsized say in the design of the new unit.

“One of the biggest challenges was that we were either going to wait another year, or else we’d have to have 60 test units in the field by October,” recalls Jay Matusow, vice president of information technology at TWM. “That was a pretty challenging timeline, but it’s one we ultimately met.”

Indeed, those 60 units were designed, engineered, produced and shipped to Walmart in less than four months. Testing on the kiosk continued well into 2018, and various other calendar considerations put off the full rollout of 5,100 units until early the following year. Still, the quick work and collaboration between the Dr. Scholl’s marketing, engineering and R&D teams during those initial planning stages ensured continuity for a key strategic initiative of the former Bayer brand. (Dr. Scholl’s was sold to Yellow Wood Partners for $585 million in November 2019.)

This October, the kiosk won the “Best of the Times” award as the top entry in the Path to Purchase Institute’s annual Design of the Times competition, becoming the first display to earn the honor twice: the original kiosk was named Best of the Times back in 2007.

“It’s an important part of the business,”

From left to right: Scholl’s Wellness Co.’s Charlie Lundy, VP, R&D; Danny Miranda, Scholl’s Innovation Labs; Seth Tropper, Scholl’s Innovation Labs; and Harold Howlett, R&D.

Charlie Lundy, vice president of R&D at Scholl’s Wellness Co., says of the kiosk. “It’s accretive to our margins and a key piece of our retail strategy. It’s a destination. People come to the store specifically to use the kiosk. We’re literally driving foot traffic to the store.”

The kiosk’s foot sensors send signals to its interactive screen, which maps the contours of a shopper’s feet and uses measurements such as length and arch height to recommend the proper type of insert. Though successful in its original version, the kiosk’s design had not changed in more than a decade. Its bulky, curvey frame had begun to look dated, and the brand agreed on a simpler, more modern design. The unit’s hardware and software technology were also due for a major upgrade.

“Walmart wanted to be able to monitor the kiosk remotely and perform routine maintenance tasks without having to have someone visit the store,” explains Matusow.

“Dr. Scholl’s wanted to be able to gather data about what people were doing on the kiosk in order to improve the user interface and the kiosk experience.”

TWM increased the size of the monitor from 15 inches to 23.5 inches and changed the

November 2020

16-27-P2PIQ_DOT.indd 16

| 16 | pathtopurchaseiq.com 10/20/20 8:36 PM

DESIGN OF THE TIMES WINNERS

The Trans World Marketing team, from left: Jay Matusow, VP, Information Technology; Jim Cavaluzzi, Chairman; Bill Carafello, President; and Summer Kocerha, Account/ Marketing Coordinator.

screen to landscape orientation while installing a new cellular modem to allow for remote monitoring of the equipment and data collection. That data (which now includes the e-mail addresses of shoppers who opt in to the Dr. Scholl’s database) provides a valuable window into user engagement and completion rates.

“We now know how many people stepped onto the sensors and where they may have dropped off,” says Matusow.

“We can see if a particular step was too complicated or took too long, and in that case, we’ll adjust the content of the user interface to make it simpler.”

With its combination of intuitive design, precise engineering and effective shopper marketing, the Dr. Scholl’s kiosk achieved a higher than anticipated sales lift across mass and drug channels. Based on POS data from Oct. 18, 2019, through Jan. 19 of this year, retail sales increased 10.6% versus the previous 52 weeks. The newly designed kiosk enabled an expansion into about 350 more stores and could move into other retailers, per TWM. In the meantime, Dr. Scholl’s and TWM continue their partnership, which for some key personnel dates all the way back to development of the original kiosk in 2005. For his part, Lundy says the agency’s intimate knowledge and expertise was critical to the success of the project.

“It’s a very specific type of business, not to mention a highly technical design challenge,” he says. “You really need your teams to be specialists in this area.”

2020 DESIGN OF THE TIMES WINNERS PLATINUM Best Brand-Building Program............................Dr Pepper Sweet Rewards Beverage Center Best Collaborative Program ...............................Revlon Colorstay Full Pallet (Cross-Brand or Cross-Manufacturer) Best Collaborative Program................................Ping Fitting Cart (Retailer-Manufacturer) Best Shopping Solution........................................Colgate Optic White Advanced Target Endcap Best New Product Introduction..........................Hatchimals Pixies Drop-In Walmart Endcap Best Sales-Driving Solution................................Dr. Scholl’s Custom Fit Orthotics Kiosk Best Shopper Education Program.....................LG ThinQ Interactive Floor and Counter Kiosks Best Shopper Experience Program...................Coke 4x4 Iconic Endcap Best Merchandising Solution..............................Trident Vibes Launch Family PEOPLE’S CHOICE Hatchimals Pixies Drop-In Walmart Endcap BEST OF THE TIMES Dr. Scholl’s Custom Fit Orthotics Kiosk

JUDGES Steve Aleksich, Del Monte Foods Gina Bonafede, DAS Companies Andrea Bouwman, Prestige Consumer Healthcare Federica Cattaneo, Loacker USA Suing Cornish, Newell Brands Ariamna Fernandez, Conagra Brands Tracy Frisbie, Southern Champion Enrick Garcia, Scotts Miracle-Gro Megan Hennigan, SodaStream Rebecca Holgate, The Hain Celestial Group Gretchen Koch, Peet’s Coffee Gary Lazicki, Conagra Brands Derek Lehman, DAS Companies

November 2020

16-27-P2PIQ_DOT.indd 17

Carol Lucarelli, Omron Healthcare Karen Maxwell, Nestle Coffee Partners Jason Meyer, Gannett - USA Today Brendan Nash, Creative Tonic Marco Ortega, Moldex/Bimbo Bakeries Shannon Ortiz, Ripple Foods Ricardo Pinto, Nestle Waters USA George Povich, Edo Instore Agency Jeff Sciurba, Ulta Beauty Dolores Sevilla, Moldex/Bimbo Bakeries Marlene Sidhu, Bimbo Bakeries USA Jessica Trzcinko, Jennie-O Turkey Store Anne Villarreal, Scotts Miracle-Gro Julie Lynn York, Brown-Forman

| 17 | pathtopurchaseiq.com 10/20/20 8:36 PM

DESIGN OF THE TIMES WINNERS Best Shopper Experience Program

Best Shopping Solution

Coke 4x4 Iconic Endcap

Colgate Optic White Advanced Target Endcap

Producer: WestRock Client: Coca-Cola Retail Channel: Supermarket/Grocery Stores Coca-Cola Co. is focused on engaging shoppers with beverage and food solutions that drive category sales and total store sales growth. For this design, WestRock used lighting and strong graphic elements to create a “solution destination” in the form of a refrigerated permanent endcap.

The header includes a light box with a curved rim that features colorful photography and CocaCola’s “Enjoy” tagline.

Backlit shelves highlight Coca-Cola products in their surrounding environment, while the graphic elements – including the oversized classic Coca-Cola bottle – create a look that stood out among other beverage endcaps. “It is eyecatching and engaging, paired with the unexpected,” noted one DOT judge.

Digital technology was employed to further enhance the shopper experience. WestRock worked with Coca-Cola and its technology partners to develop a touchscreen to integrate into the permanent fixture. The interactive feature invites shoppers to explore meal recipe options that they could prepare for during their visit to the store. By scanning a QR code, shoppers could download a meal recipe list directly to their phones. That added value to the program and drew more shoppers into beverage aisles. As another judge observed, “The branding couldn’t be more evident, and the ability to interact with the touchscreen display is fun for the consumer and helps close the sale for other products in the store.”

The endcap delivered on its objectives for driving sales and shopper engagement. Initial results showed up to a 14% increase in category sales, with an average dwell time of 42.9 seconds. Additionally, the integrated platform and management system interface informed future marketing opportunities by generating data and insights into consumer shopping habits.

November 2020

16-27-P2PIQ_DOT.indd 18

Producer: WestRock Client: Colgate-Palmolive Retail Channel: Mass Merchants WestRock and Colgate developed this endcap for Target stores to support the relaunch of the brand’s Optic White toothpaste brand. The display needed to educate shoppers on the tiers of whitening products available while also driving regimen purchases in the ever-growing oral care category. The Optic White brand’s focus on beauty, in addition to health and wellness, lent itself to a simple and bold design for the coveted Target endcap space.

Adorned almost entirely in Target and Colgate’s mutual color of red with contrast provided by the brand’s white lettering, the freestanding endcap keeps the focus on Optic White Advanced products in order to maintain one consistent message and price point for the full Optic regimen. The unit’s corrugate construction is 100% recyclable, which is another important attribute for both Colgate and Target.

“The flood of red is commanding and will be strong for shopper engagement,” said one judge. “The oversized tube of toothpaste conveys the category and brand quickly. The headline is simple and direct – providing an emotional connection to the shopper benefit.” Another judge added, “The color contrast of the red background and white lettering stand out nicely. ... Each section conveys its own information [while clearly] telling consumers what [the brand’s] purpose is.”

The program met its financial KPIs for a new item launch.

Strong distribution, prominent placement in-store and quick sell-through were achieved throughout the activation period, per Colgate. The endcap highlighted and elevated the Optic White relaunch, commanding attention for the various products.

It educated consumers on the whitening power of 2% hydrogen peroxide and drove oral care purchases by meeting the needs of today’s health-conscious shoppers.

| 18 | pathtopurchaseiq.com 10/20/20 8:36 PM

Great Insights

GREAT DESIGN Great Execution

3

FINALISTS

What works best at retail? Our 80+ designers and engineers are experts in applying insights to develop a range of creative, practical solutions that meet your marketing objectives and fit your budget parameters. Collaborating with great clients, our team had three activations recognized as Design of the Times finalists.

Best Shopper Experience This engaging Mattel pallet allows children to climb in the firetruck while merchandising the toys on both sides of the activation.

Best Shopping Solution Designed for impulse, this Kellogg’s permanent fixture has gravity fed bins for easy access and space for strong messaging.

Best Shopping Solution This 3M Back to School pallet provides all the solutions to outfit a student’s dorm room.

Learn how Great Northern Instore can help you win at retail.

855.909.2053 | greatnortherninstore.com

16-27-P2PIQ_DOT.indd 19

10/20/20 8:36 PM

DESIGN OF THE TIMES WINNERS Best Brand Building Program

Best Shopper Education Program

Dr Pepper Sweet Rewards Beverage Center

LG ThinQ Interactive Floor and Counter Kiosks

Dr Pepper’s consumers take work and play very seriously.

When their work is done, they look forward to earning a “sweet reward,” as illustrated in the brand’s humorous TV commercials starring musician Justin Guarini as the fictional character Lil’ Sweet. Thus, an engaging “destination beverage center” was deemed the design solution to leverage the visual elements of the Dr Pepper brand while supporting the “It’s The Sweet One” promotion and extended ad campaign.

The main challenge was to create a display capable of showcasing many different product package sizes and configurations. The floor display, with its bold imagery, draws shoppers’ attention to unique towers of product presented on floating cantilevered shelves. “The display commands attention with its distinct Dr Pepper colors and the life-like image of [Lil’ Sweet]. Instantly recognizable,” noted one judge.

An unobstructed design allowed for high visibility, while the patented, cantilevered structure safely supported heavy products. The unit was constructed solely of recyclable corrugate without use of any plastic or metal components.

Shelves were shipped pre-assembled, and the careful engineering enabled in-store assembly in less than five minutes.

While only in-market for a short time, the display resulted in sales velocity of 17% to 25% at participating stores and shopper interest far above that experienced with other recent programs. With the Lil’ Sweet tie-in, the display brought the edgy, fun element that is a hallmark of a Dr Pepper fan. “The Dr Pepper branding is strong, specifically delivered via the packaging,” said another judge. “The [Lil’ Sweet] character, which ties to their 360-[degree] campaign, delivers on the integration and multi-touchpoint shopper experience.”

To educate consumers on LG’s line of connected products, called ThinQ, Design Phase needed to build an interactive kiosk as both a floor display and a counter unit to serve in different retail spaces.

The concept involved using Alexa and Google smart home devices to explain how the products can make a consumer’s life easier, incorporating content that highlights LG TVs, soundbars, refrigerators, washing machines and phones.

The display’s sleek design mirrors that of the LG brand. The look is “very recognizable [and] communicates connectivity easily,” noted one judge. “LG is consistent with back-lighting of the logo, which gives the brand a premium presence,” said another judge. “It’s simple. The video does most of the heavy lifting in educating the consumer about the product.”

The nucleus of the display is a 21.5-inch touchscreen monitor connected to Alexa and Google devices that allows shoppers to learn about each LG product by touching the appropriate category: home electronics, home appliance or phone. Some touchpoints activated the Google and Alexa devices to show how they would communicate with the LG product. Sheet metal, wood and plastic were all used to create the floor display’s small footprint, which enabled it to be positioned on the floor by appliances or TVs. The countertop unit was also developed to sit on a shelf alongside LG appliances.

The program’s success was measured less by product sales and more by its ability to tell the story of LG’s smart products.

The LG logo at the top of both displays instantly lets the shopper know that this a branded experience, and the integration of Alexa and Google reminds them that LG product is compatible with both platforms. Ultimately, the interactive displays were able not only to engage shoppers but to convince them that buying an LG product will make their lives easier – and even fun.

Producer: International Paper Retail Packaging and Display Client: Keurig Dr Pepper Retail Channel: Mass Merchants

November 2020

16-27-P2PIQ_DOT.indd 20

Producer: Design Phase Client: LG Electronics Retail Channel: Consumer Electronics Stores

| 20 | pathtopurchaseiq.com 10/20/20 8:37 PM

DESIGN OF THE TIMES WINNERS Best Collaborative Program

Best Collaborative Program

Ping Fitting Cart

Revlon Colorstay Full Pallet

Producer: Trans World Marketing Client: Ping Retail Channel: Specialty

Producer: International Paper Retail Packaging and Display Client: Revlon Retail Channel: Mass Merchants

Trans World worked with golf equipment manufacturer Ping to develop a multi-function fixture solution that could transition from an in-store display to a mobile fitting cart used across various retail formats. Those channels ranged from chain stores to driving ranges and pro shops to mobile event marketing experiences. The unit needed to be compact and easy to use, able to be transported and shipped in a standard-size UPS box. Durability, effective branding, flexible product assortment and modularity were key requirements.

The initial concepts were narrowed into a working foamcore model that included space for all necessary fitting tools, a retractable cover for durability and a retractable graphic to accomodate amounts of equipment. The finished design has a fitting system with complementary components to hold additional shafts and heads. Modular components allow the fixture to be used as both an in-store and mobile solution. As one judge noted, “Engineering that allows for execution in both in-store and outdoor environments is impressive, along with communication that can drive a self-guided shop.”

Per Trans World, positive response to the engagement and usability features of the display led to the production of more than 3,000 units shipped throughout North America, Europe and Asia. The Ping fitting cart commands attention at retail with its unique presentation of shafts and club heads, prominent and recognizable branding and flexible components that create a miniature “shop-in-shop” environment. Color schemes and textures were chosen to reflect the brand’s premium attributes.

“Although this display isn’t huge, its use of bright colors and Ping branding commands attention across the room,” said another judge. “A lot of information is provided on this display, making it easy for the consumer to select the right club.”

The program achieved its goal of bringing the high-end fitting experience to shoppers across multiple channels while communicating the brand message that Ping offers the most time-tested and precise custom-fitting process in golf. This “craftsman’s” approach to the fitting experience connects with shoppers looking for custom fit golf clubs. Strong visuals, premium materials, bold graphics and the flexibility to convert to a shop-in-shop environment make this solution an effective tool for the fitting professional to close the sale.

Revlon regularly seeks to establish Walmart as a destination for quality cosmetics at accessible prices. For this program, it needed to create a pallet display that would promote and cross-sell top performers in the Revlon Colorstay and Almay product lines, while leveraging an “Every Shade, Every Store, Every Day” message to highlight the breadth of skin tones available.

Revlon’s core shopper looks for convenience and quality cosmetics at accessible pricing.

The pallet was designed to allow products to be oriented in usage groups for the Revlon or Almay brand with shade or tone information in order for shoppers to easily locate what they needed. The overall look was clean and bright, using primarily a white background along with color blocking and texture. “Because there seems to be something on each side that is different, it is very shoppable and provides what they set out to do – [create] a destination for quality cosmetics at competitive prices,” observed one judge.

The pallet’s unique “stacked boxes” emphasized a range of cosmetic colors to engage shoppers in busy Action Alley. Close-up product images showcased textures and messaging to provide a shopper tutorial, while the product layout accommodated five different price points on a single pallet. Messaging for each brand was conveyed through the distinct separations, with large graphic panels including price points and product information. “The display has shopper stopping power while also meeting the other criteria,” said another judge. “I appreciate how it encourages cross-sell across different cosmetic category segments.”

ROI was measured in terms of increased sales, exposure and remaining within budget. In the first week after rollout, sales exceeded expectations and Revlon reported that Walmart was pleased with the display’s easy set-up in store.

(Retailer-Manufacturer)

(Cross-Brand or Cross-Manufacturer)

November 2020

16-27-P2PIQ_DOT.indd 21

| 21 | pathtopurchaseiq.com 10/20/20 8:37 PM

DESIGN OF THE TIMES WINNERS Best Merchandising Solution

Best New Product Introduction

Trident Vibes Launch Family

Hatchimals Pixies Drop-in Walmart Endcap

Producer: Menasha Client: Mondelez International Retail Channel: Convenience Stores Menasha was charged with creating a family of displays for the launch of three fresh flavors of Trident Vibes gum: Ooh La Lemon, Spearmint Rush and Tropical Beat. It needed to design a tall, slender structure to ensure the display could easily be moved to various prominent places throughout grocery and convenience stores.

Trident was looking to increase engagement and awareness with on-the-go shoppers in key cohorts including Millennials, Hispanics and teens. The goal was to generate excitement over the journey of taste, texture and extra “pops” experienced with the new product format – gum cubes – for each featured product. Thus, the two displays (one floorstand, one counter) were designed to grab the attention of shoppers with vivid colors and the dimensional fruit-shaped lug-ons used to differentiate flavors against a black background, with contrast provided by the vibrant Trident Vibes logo.

“These displays feel energetic. They are eye-catching and easy to shop,” commented one judge. “The use of black as a background color works to showcase the variety of flavors in their respective rainbow color. The branding comes across well due to the large-sized header and the packaging.”

Both displays used premium four-color litho printing for consistency. Flexo-printed B flute corrugated and B flute trays, shelves and dividers added support. A seat base helped to stabilize the floorstand. The lightweight, slim-line floorstand and smaller counter unit allowed for placement versatility. Units arrived at retail assembled and packed-out, simplifying store execution and restocking.

Thanks to high in-store execution, along with the clean, energetic branding, the display family provided incremental sales lift and increased awareness of the new flavors. The displays significantly exceeded expectations for gross number of in-store executions and ACV (allcommodity volume) reached across all targeted channels.

November 2020

16-27-P2PIQ_DOT.indd 22

Producer: International Paper Retail Packaging and Display Client: Spin Master Retail Channel: Mass Merchants Spin Master worked with International Paper on a display to generate brand awareness for the launch of the toy-maker’s new Hatchimals product line. The display needed to secure out-ofaisle placement and help educate shoppers on how to engage with the product, providing them with confidence in their purchases.

Spin Master’s team identified external trends to enhance the display’s relevancy, and International Paper included those ideas in its creative strategy. For example, the display features large 3-D wings that mimic the product and create a photo opportunity to share on social media. “The protruding wings certainly draw attention to this display. Branding is evident,” said one judge.

“The listing of available Pixies on the side helps tell the story and could entice consumers to try to collect all of them. This display likely worked well getting the attention of 5- to 8-year-old girls.”

Judges praised the design’s “built-in” social program that can create instant word of mouth. “The color and composition aimed at young girls offered a chance for the parents to showcase their kid instantly,” said one judge. “The colors and design are on-brand and will not be missed by the shopper,” observed another.

The display utilized a combination of flexo and litho color printing on corrugated pieces to effectively entice impulse purchases. Meticulous structural engineering allowed for successful handling and shipping of the display throughout the supply chain, which helped the until deliver an 85% sell-through rate. The girls’ doll category is very competitive and Spin Master understood the need for prime retail space to introduce a new brand. Through the program, Hatchimals earned a significant sales lift while also engaging shoppers and creating a shareable social media experience that helped build brand equity outside the store.

| 22 | pathtopurchaseiq.com 10/20/20 8:37 PM

DESIGN OF THE TIMES FINALISTS

Gleem Pallet Display Award Category: Best Brand Building Program Producer: WestRock Client: Procter & Gamble Retail Channel: Supermarket/Grocery Stores Note: The objective was to create a premium-styled pallet display for the launch of the Gleem electronic toothbrush in Walmart stores.

The brand is a rejuvenation of the iconic Gleem toothpaste that was originally launched in 1952. Its identity communicates minimalist, premium style at an affordable price. The goal of the display was to communicate this message through the design and attract the style-conscious, yet pricesensitive oral care shopper. The design is a departure from the typical Action Alley pallet display, which is loaded with product. This design takes advantage of the premium location in the store, utilizing the space for brand messaging with sleek, oversized product imagery.

2019 Nabisco Share Your Joy Baker’s ‘Deliciously with Us Holiday Display Indulgent, Delightfully Simple’ Holiday Cooler Award Category: Best Collaborative Program (Cross-Brand or Cross-Manufacturer) Producers: Eastwest Marketing Group and Pratt Industries Client: Mondelez International Retail Channel: Supermarket/Grocery Stores Note: To drive holiday sales, Nabisco wanted to target shoppers who watch Netfl x and love to entertain at home. With more than 85% of consumers agreeing that family life is most important to them, and with three out of four saying they like to spend most of their time at home with family, a tie-in with the Netflix holiday film “Klaus” was an ideal hook.

Nabisco and Netflix teamed up to celebrate screen time snacking with the release of the Netflix original holiday movie “Klaus.”

P-O-P materials were designed to drive stopping power during holiday shopping trips by bringing scenes from the film instore, highlighting the primary characters as life-sized standees and accompanying village houses and bridge drawn in the same unique style as depicted in the film. Custom packaging with Klaus graphics connected the product directly to the partnership.

Award Category: Best Sales-Driving Solution Producer: HMT Associates Client: Kraft Heinz Retail Channel: Supermarket/Grocery Stores Note: The objective for this one-stop solution center was to maintain sales momentum for Baker’s no bake cookie ball kits and sister brand Philadelphia cream cheese during the key holiday timeframe. To do that, it also had to resonate with Millennial shoppers and drive basket increases for Meijer. Millennials enjoy holiday baking but have less confidence in their skills than Gen X-ers or Boomers, so the endcap needed to inspire them and give them the confidence to elevate their holiday desserts. To drive sales with the target, this customized 70%-refrigerated endcap provided simple instructions and easy-to-find ingredients. The dark wood background stood out against the stark white Meijer aisles.

2018 Budweiser Prohibition Holiday Program Award Category: Best Brand Building Program Producer: International Paper Retail Packaging and Display Client: AB InBev Retail Channel: Supermarket/Grocery Stores Note: This campaign sought to leverage the strong feelings of nostalgia generated by the iconic Budweiser Clydesdale horses and the imposing figure of the iconic stables they’re kept in. The objective was to take two recognizable and proven marketing tools and create a display that is more awesome than the sum of its parts. Anheuser-Busch earned a higher commitment rate from wholesalers and retailers for placement in-store compared to holiday programs over the previous several years. There was an overwhelming positive feel for this project within the brand marketing teams, who were able to deliver an impactful “wow” display that captured shopper interest while satisfying retailer demands for a dynamic, yet cost-effective holiday display.

November 2020

16-27-P2PIQ_DOT.indd 23

| 23 | pathtopurchaseiq.com 10/20/20 8:37 PM

DESIGN OF THE TIMES FINALISTS

Kroger Battery Center

Native Bathtub Endcap

Black Box Coffin

Award Category: Best Collaborative Program (Cross-Brand or CrossManufacturer) Producer: ImageWorks Display Client: Energizer Brands Retail Channel: Supermarket/Grocery Stores

Award Category: Best Merchandising Solution Producer: WestRock Client: Procter & Gamble Retail Channel: Mass Merchants

Award Category: Best Merchandising Solution Producer: Peachtree Packaging and Display Client: Constellation Brands Retail Channel: Specialty

Note: The objective was to disrupt and convert battery shoppers at Kroger with an impactful endcap; to simplify the display to enable customers to easily shop the entire category without getting lost on different sides of the fixture; to leverage batteries as a signpost for the general merchandise category to increase traffic through those aisles; to work within the same footprint as the existing display but better utilize and maximize the space (without expanding the size); and to incorporate features to hold product from multiple brands and build in flexibility for future changes. Multiple prototypes were developed to determine which one would best inspire shoppers. The designs were tested in virtual and live store situations.

Note: Building on the earlier successful retail launch of its deodorant line, Native introduced body wash products at Walmart stores through this featured endcap. The objective was to create a strong visual display to connect to the brand and highlight the new offering. The vehicle also needed to feature the brand’s popular deodorants to build upon that earlier success. The structure and graphic design created the environment of a modern vanity/bathroom to showcase the new product. Future promotional needs were considered through the design, which provided adjustable product shelves to allow for various product sizes that Native might bring to market later. The display commands attention for the brand with its messaging and clean, modern look and feel.

November 2020

16-27-P2PIQ_DOT.indd 24

Note: The goal was to create a unique, attention-getting display that increased awareness and drove sales. The brand’s name fit perfectly with the theme of this display, a big black, red-velvet lined coffin that in turn fit perfectly with the holiday season for which it was produced.

Those perfect fits made it a no-brainer for retailers to justify the additional floor space required. The program nearly doubled its placement to 1,500 stores in year two. The design was simple and allowed for ease of use and re-stocking.

The display was engineered as an all-corrugated solution, at a much lower cost than wood. It is designed as a single piece, which does not require assembly.

It could also be made into a modular solution and ship in two smaller boxes.

| 24 | pathtopurchaseiq.com 10/20/20 8:37 PM

DESIGN OF THE TIMES FINALISTS

LG Meijer TV Wall

Optimum Motion Sign

Award Category: Best New Product Introduction Producer: Design Phase Client: LG Electronics Retail Channel: Mass Merchants

Award Category: Best New Product Introduction Producer: ImageWorks Display Client: Duracell Retail Channel: Club/Warehouse

Note: For a new eight-foot in-line display for LG NanoCell and UHD TVs at Meijer, LG needed a modular design to fit existing gondolas that would to be easy to install and accommodate future product changeouts. The ultimate structure allowed for different configurations and changeable graphics that would educate shoppers about product features. The display commanded attention from 30 feet with an illuminated logo and three TVs playing videos; from 10 feet to begin delivering the in-home experience; and from up close to learn about the products’ unique features. Product sales were 29% higher in Meijer locations that carried the display. The retailer was also pleased with the display’s ability to help shoppers make informed decisions about which LG product best fits their lifestyle.

Note: Duracell needed an attention-getting sign to help launch one of the biggest innovations to hit the battery category in years. Consumer research found that a significant pain point when it comes to product usage is the dreaded “battery drawer,” where everything gets lost. The solution was new Optimum packaging that can double as a storage tray to keep things orderly in the home. Affixed atop battery pallets in the club store environment, this motion sign could be easily seen from across the store and quickly explained the benefits of the new packaging. Shoppers were able to clearly find the batteries and could instantly understand the features of the pull-out tray. The program had a high degree of compliance due to the ease of setup and comprehensive instructions. The launch program exceeded the brand’s expectations.

November 2020

16-27-P2PIQ_DOT.indd 25

Mattel-Fisher Price Rescue Hero Walmart Pallet Award Category: Best Shopper Experience Program Producer: Great Northern Instore Client: Mattel Retail Channel: Mass Merchants Note: The objective was to develop a temporary, full-pallet activation to promote the sale of Fisher-Price Rescue Hero fire trucks and action figures at Walmart. The impressively scaled pallet display replicated the fire engine toy it promoted and not only merchandised the product but, at the request of retail partner Walmart, also provided a fun photo opportunity for kids. The design did that efficiently without adding much size to the overall footprint. While the interactive element delivered social media engagement for the brand, the overall display drove healthy brand awareness and product sales in stores.

| 25 | pathtopurchaseiq.com 10/20/20 8:37 PM

DESIGN OF THE TIMES FINALISTS

3M Kroger Back to Campus Pallet

Monster Jam Launch Walmart Dump Bin

Kellogg’s 2x4 Grab-andGo Display

Award Category: Best Shopping Solution Producer: Great Northern Instore Client: 3M Retail Channel: Supermarket/Grocery Stores

Award Category: Best Sales-Driving Solution Producer: Saatchi & Saatchi X Client: Spin Master Retail Channel: Mass Merchants

Note: The grocery channel is a natural place to capture the seasonal back to-school attention of busy moms as well as college students shopping for their dorm rooms. 3M wanted to inspire Kroger shoppers with a quick, smart and comprehensive selling solution that merchandised the full array of 3M products to create an easy and pleasant shopping experience.

The company was challenged with giving Kroger a display that provided a “wow” factor and was unlike anything seen at other retailers while telling a story that would increase basket size. The creative team was tasked with designing a full pallet structure offering the backto-campus shopper a one-stop shop for finding essentials.

Note: Having recently acquired the official Monster Jam Monster Truck toy license, Spin Master needed to smash into the marketplace with its new brand and position Walmart as the retailer from which to buy them. The display needed to break through the general clutter of the toy category but also differentiate the toys from competitors whose products closely resemble this new line. To accomplish these objectives, this high-end dump bin not only brought the spirit of the Monster Jam brand to stores but also provided the holding capacity needed to put plenty of product on the floor and ensure a successful launch.

The high-impact design helped secure 1,600 Walmart stores for the initial run.

Award Category: Best Shopping Solution Producer: Great Northern Instore Client: Kellogg Co. Retail Channel: Mass Merchants Note: Kellogg wanted a half-pallet walk-around unit to hold popular grab-and-go items purchased for immediate consumption that could be positioned near checkout lanes in supermarkets. The display solution needed to be versatile, durable, highly shoppable and easy to restock with a changing variety of items. It needed to entice shoppers with impulse offers that helped increase sales of the single-serve pack sizes of Kellogg’s’ most popular items. It also needed to be strong enough to stand up to the rough-and-tumble supermarket checkout environment while also versatile enough to enable updating as product assortments and messaging changed. The display commanded immediate attention with bold graphics printed on the sides of the gravity-fed dump-bin portion.

LG Best Buy NanoCell/Soundbar Endcap Award Category: Best Shopper Experience Program Producer: Design Phase Client: LG Electronics Retail Channel: Consumer Electronics Stores Note: The display for Best Buy needed to showcase LG’s new NanoCell 65” TV and SL6Y soundbar, and also educate the shopper on their features and benefits. The idea was to sell soundbars and TVs as a package, so shoppers needed the ability to compare the TV’s own sound with that delivered by the soundbar by activating a push button. The goal was to attract shoppers from 30 feet, draw them in at 10 feet, and engage them at two feet. The display utilized an existing gondola to save cost and was easy to set up. The new endcap secured premium space for LG for a three-year period. Soon after the display was installed, Best Buy and LG began seeing a sales lift. The ability to interact with the TV and understand its quality firsthand has made for a winning experience that is only available in stores.

November 2020

16-27-P2PIQ_DOT.indd 26

| 26 | pathtopurchaseiq.com 10/20/20 8:37 PM

DESIGN OF THE TIMES FINALISTS

THE ART OF MERCHANDISING

TM

Coca-Cola Gingerbread Brand Wall Award Category: Best Collaborative Program (RetailerManufacturer) Producer: WestRock Client: Coca-Cola Retail Channel: Supermarket/Grocery Stores Note: Part of Coca-Cola’s holiday campaign, this display was designed to look like a classic gingerbread house and evoke the spirit of the holidays to capture the attention of shoppers.

The pallets of product behind the printed corrugate were shoppable and flexible in quantity, to accommodate each retailer’s needs and square footage. The Santa image is Coca-Cola’s classic design, standing above the display and drawing attention to the brand. Sales exceeded expectations, but the display also helped retailers present a seasonal atmosphere in their stores.

Custom Golf Fitting Experience Award Category: Best Shopper Education Program Producer: Trans World Marketing Client: Dick’s Sporting Goods/Golf Galaxy Retail Channel: Specialty Note: The primary objective of this program was to create a consistent fitting experience across the entire Golf Galaxy chain. This experience would need to address the needs of the golfer/shopper and the fitter/associate while also providing differentiation to each of the six major brands represented on the display. In addition, the solution required the ability to refresh the product assortment and graphics to keep up with multiple product launches each year.

Combining industry expertise in shopper experiences and retail operations with site visits, shopalongs and store observations informed the development of “key performance factors” that were agreed upon with the client and referenced throughout the process. The display is helping to drive sales while improving store efficiency.

2019 Hershey Halloween Archway Award Category: Best Sales-Driving Solution Producer: International Paper Retail Packaging and Display Client: Hershey Co. Retail Channel: Mass Merchants Note: Developed using feedback from Hershey’s “Helping Hands” program, in which suppliers accompany retail representatives into stores to understand the challenges they face, this archway improved on a previous unit by offering greater modular flexibility. The structure was sturdy enough to withstand the hectic Halloween shopping season and maintain a premium look for three months. Graphics featured Hershey brand products along with licensed characters from “The Addams Family” franchise. Widespread placement helped drive a 9% increase in sales of chocolate assortments during the Halloween season while strengthening brand awareness and helping retailers deliver seasonal excitement.

November 2020

16-27-P2PIQ_DOT.indd 27

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

| 27 | pathtopurchaseiq.com 10/20/20 8:37 PM

STRATEGIC SAMPLING Brands find ways to stay in the game as the pandemic changes the rules

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

As COVID-19 lockdowns and restrictions lifted by early summer across the U.S., many CPG brands and retailers returned to tried-and-true shopper marketing techniques. But while the P-O-P displays, circular features and sales that had paused in March resumed, traditional sampling programs remained a challenge because of mask-wearing and socialdistancing requirements, and increased concerns about health and hygiene.

Now, brands that relied on sampling to introduce products and increase household penetration are looking for new ways to educate and connect with shoppers.

“The normal things that we do every day just completely changed,” says Stuart Vass, region chain manager for Pernod Ricard USA’s strategic customers.

“My whole job is convincing you to buy something while you’re in-store, making an impulse purchase, building the basket, and I can’t do that anymore. We’ve definitely had to think differently. We’ve had to try new things. If we were slowly moving people into e-commerce, [now] we are rapidly moving people into e-commerce.”

The pandemic forced a dramatic increase in the adaptation of e-commerce platforms as shoppers stayed home to avoid potential exposure to the disease.

E-commerce likely advanced five to seven years because of the pandemic and sampling strategies have been shifting accordingly, says Alan Verdun, president of sampling company Brandshare.

“People are traveling less to brick-andmortar stores,” he says. “People are doing more sampling to consumers at home because that’s

November 2020

28-32-P2PIQ_Sampling feature.indd 28

where they can find consumers.”

That’s been a boon for Brandshare, which was already focused on e-commerce sampling through programs such as the Walmart Beauty Box and by tucking samples into third-party meal kit deliveries, both of which have seen increased adoption during the pandemic. Brandshare encloses QR codes in the packages that link to online marketplaces to enable buying while also allowing the company to create a profile of the consumer that it can then use for future targeted activity.

“Advertisers are finding a lot of value in knowing who tried their sample and what they thought about it,” Verdun says.

In a panel discussion held Sept. 9 as part of the Path to Purchase Digital Expo, LALA U.S. senior shopper marketing manager Laura Dickey said that when COVID-19 hit

| 28 | pathtopurchaseiq.com 10/20/20 8:38 PM

STRATEGIC SAMPLING the U.S., she pored over reports on the changes in shopper behavior and began re-examining campaigns and shifting marketing dollars away from in-store sampling to a digital-first strategy.

“We had to get a little more creative at times,” she said. “We were planning a big retailtainment event at Walmart. For obvious reasons, we had to revise those plans.”

A planned Cinco de Mayo campaign was delayed and reimagined as a summer program. The goal was to promote the new packaging LALA introduced in April while driving trial and purchase frequency, which it did by reaching shoppers across multiple touchpoints with offers through a newly launched integration between the third-party Ibotta service and Walmart Grocery. The effort included a direct mail campaign handled by SKUlocal with an influencer overlay.

Running June 3 to July 12, the revised program was a huge success, increasing total average weekly online transactions by 60%, with 7% of the redemptions coming from users who were completely new to the category. The brand also experienced a 28% lift after the campaign.

In that same panel discussion, Yolanda Angulo, Mondelez International’s director of customer marketing, said that she expects more brands to find creative ways to continue retailtainment without conducting “wet sampling” – the distribution of food or drinks that are consumed on site.

“The important thing is how you translate retailtainment to the digital space,” she said. “Is it gamification?

Is it other ways of interacting with shoppers? Retailtainment will take on that 360-degree digital approach as well, so all of us are going to be looking at that ... [and] for new ways to sample. It’s a reimagining of the current with the new, but also not walking completely away from everything.”

Even as shoppers have been returning to stores, most retailers still aren’t allowing

wet sampling. Jesse de Agustin, founder and CEO of in-store demo, merchandisnig and sales training firm EDS Strategy, says that the pandemic has accelerated an ongoing shift in sampling to become more focused on educating shoppers about a product and giving them a coupon to encourage purchase.

Brandshare encloses QR codes in packages that link to “Customers were online marketplaces to enable buying while also allowing the company to create profile of consumers that it can then use to demanding it before, and target them with additional digital activity. now even more because you can’t rely on the sample as a crutch,” he says.

Brands have turned to influencers to Brands can instead consider dry product provide such engaging presentations, demonstrations like a QVC pitch, de Agustin relying on the relationships that they says. “If someone’s selling food, you have built with their followers. can’t have a taste when you’re watching “Influencer and micro-influencer someone present on QVC, but people pick programs have seen a resurgence,” up their phone and they order it because says Susie Sapp, director of business it’s such an engaging presentation. They’re development – field marketing at demonstrating the product; they’re Switch, an experience agency. “Allowing educating.” consumers who are getting a chance

November 2020

28-32-P2PIQ_Sampling feature.indd 29

| 29 | pathtopurchaseiq.com 10/20/20 8:38 PM

STRATEGIC SAMPLING

Sampling tents outside Jewel-Osco stores last summer featured hand sanitizers, spin wheels, packaged samples, coupons and purchase incentives.

My whole job is convincing you to buy something while you’re in-store … and I can’t do that anymore. We’ve definitely had to think differently. We’ve had to try new things.

— Stuart Vass, Pernod Ricard USA

to try the product to speak to your other consumers is proving to be an effective way of communicating a message because of its authenticity. If consumers cannot directly try it themselves, this gives them an avenue to take it from someone they trust.”

GT Universe, which handles cultural and specialty marketing for Albertsons Cos.’s Jewel-Osco, suspended all in-store activities in March, but by June had taken their activations virtual. The annual “Chop & Shop” summer grilling campaign featured in-store sampling, raffles, influencer appearances and giveaways in 2019, but for 2020 it focused on virtual grilling demonstrations from Weber Grill Masters and food bloggers. Consumers who reserved a spot for one of the digital events and shared their address were mailed a gift bag with exclusive coupons, samples and branded items from the approximately 20 participating brands.

The company then transitioned to a hybrid approach for Jewel-Osco events such as Hispanic Heritage Month, combining a virtual

November 2020

28-32-P2PIQ_Sampling feature.indd 30

mixology-focused event with in-store distribution of coupons and dry samples.

“Like it has for many organizations and industries, COVID-19 definitely changed the go-to-market strategy for our normal specialty in-store activations at JewelOsco,” says Tracy Galindo, managing director of GT Universe. “Time will tell if and when the right time is to bring live sampling back to the stores. For now, we know our shoppers are enjoying the savings, solutions and demonstrations being offered to them.”

L Catterton’s Cholula participated in both the Chop & Shop and Hispanic Heritage Month campaigns, as the brand has in the past, and actually saw a much stronger lift from this year’s efforts, according to Tracy Garbowski, the brand’s director of brand marketing.

“Obviously a portion of that is due to COVID and just the change in consumer behavior,” Garbowski says. “Consumers are still hungry for those types of activations,

| 30 | pathtopurchaseiq.com 10/20/20 8:38 PM

SAMPLING STRATEGIES

All of us are looking for new ways to sample.

It’s a reimagining of the current with the new, but also not walking completely away from everything.

— Yolanda Angulo, Mondelez International activated in-store through different CPG partnerships that we have in place, or through secondary displays and other shopper marketing programming,” Garbowski says. “With COVID hitting, we really had to shift. We knew the environment consumers were in was a digitally captive audience. They were not able to leave their homes, so what a great way to help celebrate Cinco de Mayo in a way that was engaging.”

Brands have also been finding creative ways to conduct sampling safely. Hormel

Black Label used a food truck to distribute its new oven-baked egg bites at retailers across the East Coast and Midwest from Sept. 28 to Oct. 23. Kraft Heinz Co. was going to introduce its new Creative Roots drink for kids via in-store demos, but when the pandemic hit, the company pivoted to working with sampling agency CoOptions to distribute the flavored water in pediatricians’ offices. where parents were also hearing about the importance of keeping their children hydrated. The program ran from August through early

© 2020 HMT Associates, Inc.

whether they’re digital or a hybrid approach with some in-store activation, and they’re responding through purchase.”

Pre-pandemic, Cholula used restaurants as a sampling venue, deploying ambassador teams to get the brand’s hot sauce in the hands of diners with the goal of getting them to purchase it in-store later. When most restaurants closed for dine-in, the brand ensured they were well stocked with packets for use in to-go bags but also sought to reach consumers at home through a virtual “Tacothon” event conducted on Cinco de Mayo. Working with creative agency Virtue and social agency The Fourth, Cholula enlisted six influencers – two each for the East Coast, West Coast and Midwest – for a live Instagram event that raised $100,000 for the Independent Restaurant Coalition.

“Traditionally, we’ve got some key seasonal tentpole moments that are

With our finger on the pulse of the evolving commerce landscape, our connected media expertise informs us how and where to deliver your brand message to convert search into purchase.

the shopper-focused brand engagement agency Find us at hmtassociates.com • connect@hmtassociates.com or call us: 216.369.0109

November 2020

28-32-P2PIQ_Sampling feature.indd 31

| 31 | pathtopurchaseiq.com

8.6.20 20 HMT NBD Advertising PR Nov Ad Ad (half page - P2P IQ) 20 HMT NBD Advertising PR Nov Ad

4/c Process

No 0 8” x 4.75” (live .375” from edge) po/ag/jt

10/20/20 8:38 PM

STRATEGIC SAMPLING

With COVID hitting, we really had to shift. We knew the environment consumers were in was a digitally captive audience.

They were not able to leave their homes, so what a great way to help celebrate Cinco de Mayo in a way that was engaging.

— Tracy Garbowski, Cholula

September and distributed 330,000 samples, with a 43% conversion rate within three weeks.

CoOptions president Brian Scott Sockin says that wet sampling is highly effective in stores as a basket-building tool, especially when it combines several brands into a recipe that can drive shoppers to multiple areas of the store. But social distancing rules and changed shopper behavior are likely to continue to make that difficult. “In the past, (shoppers) looked at the aisles, stopped at shelves, examined new things,” he says.

“These days they’re very focused. They get in, they get what they need, they get out.”

The sampling companies Pernod Ricard USA works with have been asking to restart activity, but Vass says he doesn’t have anything planned for the next six months and is remaining focused on digital and influencer programs. “We’re just trying to be as safe as we can be. We’d never want to be involved in something that led to an

Kraft Heinz pivoted when the pandemic hit, working with CoOptions to distribute Creative Roots flavored water via pediatricians’ offices where parents were also hearing about the importance of keeping their children hydrated.

outbreak,” he says. “I know a day will come [when sampling returns], I just don’t know when that day is.” IQ

(include

e

ses of

)

opies)

November 2020

28-32-P2PIQ_Sampling feature.indd 32

| 32 | pathtopurchaseiq.com 10/20/20 8:38 PM

ActivationGallery

Hall ween

Spectaculars from Mars Inc. and Hershey are expected in stores every September and October leading up to Halloween, and this year was no different despite the pandemic.

Those types of displays and many others caught the eyes of Path to Purchase Institute editors this fall. Here, we present a sampling of the activity at retail. Institute members can see many more examples of Halloween activations in the image vault at P2PI.org.

At Kroger, Halloween-themed spectaculars from Hershey Co. merchandise Kit Kat, Hershey’s and Reese’s confectionery SKUs.

Mars Inc. commanded attention in Walmart stores throughout October with a Halloween pallet train stocking seasonal SKUs from a variety of confectionery brands. The train was outfitted with an elaborate “Flaunt Your Haunt” header resembling a haunted mansion and depicting M&M’s characters.

Grocery store? No. Mass merchant? No. These shippers from Hershey and Mars Inc. occupied the power aisle leading in from the entrance at home center Lowe’s.

Mars Inc. off ered Amazon shoppers a $6 Prime Video credit with a $30 purchase of candy for Halloween. A display ad spotted within Amazon.com in early October presented the incentive under a “Stream & Scream” message. A “Learn More” button linked to a seasonal storefront proclaiming “movies are better with [an M&M’s character]” and offering “add to cart” buttons for variety-mix bags of confectionery.

November 2020

33-35-P2PIQ_gallery.indd 33

| 33 | pathtopurchaseiq.com 10/20/20 8:38 PM

ActivationGallery

Ferrara Candy Co. staged a Walmart.com showcase spotlighting its Trolli, Sweetarts, Laff y Taff y, Nerds, Black Forest and Brach’s confectionery brands. Multiple ads on the retailer’s home page linked to the destination. One banner ad activated the manufacturer’s licensing deal with Sony Pictures’ “Ghostbusters” by inviting consumers to text in to play an “AR Ghostbusting experience.” The augmented reality mobile game let players trap ghosts superimposed on a live environment and enter a “Haunted Candy Haunt” sweepstakes awarding “Ghostbusters” DVDs and digital film codes. Meanwhile, a leaderboard carousel ad spotlighted Brach’s for “candy corn season.” Brach’s also earned secondary merchandising space in Walmart stores with an account-specific, seasonal pallet display.

Sam’s Club teamed up with Nestle Purina to invite shoppers to “celebrate every occasion” with the pet brand and “pick up Halloween treats!” at the warehouse club using a slew of digital activity including dedicated display and leaderboard ads within SamsClub.com. A “Shop Now” button directed to a dedicated e-commerce shop promoting dog and cat treats.

November 2020

33-35-P2PIQ_gallery.indd 34

Packages of Mars candy brands enjoyed prime real estate at Ahold Delhaize’s Stop & Shop on an endcap outfitted in an M&M’s-branded, Halloween-themed header tying into the season by inviting shoppers to “Make it a monster movie night” while depicting a family watching a scary movie at home. An M&M’s floorstand was positioned next to the endcap, communicating a “Be the best house on the block” message.

Barkbox’s Bark “Tails From The Boneyard” dog toys enjoyed secondary merchandising space via endcaps at Target.

| 34 | pathtopurchaseiq.com 10/20/20 8:39 PM

Sam’s Club ran a Halloweenthemed digital promotion with Tyson Foods spanning multiple email and SamsClub. com display ads that directed to a dedicated e-commerce page within the retailer’s website. The site touted select products from the manufacturer’s flagship, State Fair, Ball Park and Hillshire brands.

Nestle’s Nestle Pure Life gained secondary space at ShopRite via case stacks stocking Halloweenthemed, limited-edition bottles. Accompanying header cards encouraged shoppers to “collect all 8” while a tearpad offered free “spooktastic stickers.”

Revlon earned a prime spot in Walmart’s Action Alley with custom pallet displays stocking seasonal SKUs from Sinful Colors under a “Halloween Beauty” message.

At Target, shelf strips affixed to endcaps plugged Hershey Co.’s Hershey’s Kisses “Vampire” chocolates as new at the mass merchant.

Mondelez International’s Nabisco offered Walmart shoppers Halloweenthemed ideas for treats such as “jack-o-lantern cookie balls” made with Oreos, “fruity skeleton dip” for serving with Wheat Thins, “caramel apple on a Ritz” and “funny face candy corn cookies” made with Nutter Butter on floorstands that were arranged together on a pallet in the retailer’s Action Alley. The floorstands invited shoppers to get more ideas on Pinterest’s mobile app.

November 2020

33-35-P2PIQ_gallery.indd 35

| 35 | pathtopurchaseiq.com 10/20/20 8:39 PM

Technology Innovation

P2P Toolkit

A roundup of technology-driven tools that drive consumer understanding, engagement and conversion on every step of the path to purchase.

Fess up. You’ve enjoyed way too many videos of mask-refusing “Karens” (both female and male) screaming abuse at frontline employees who were just trying to enforce their store’s policies. Now imagine a world where, instead of a paper mask, we ask “Karen” to wear an AIR, MicroClimate’s 2-pound helmet with HEPA filters, fanoperated air inlets and outlets, and a charming acrylic visor. The company is now taking orders for the $199 electronic devices, aimed primarily at airplane and mass-transit commuters.

My favorite feature: People can hear the wearer, but the sound will be a bit muffled. MicroClimate also says it’s working on a straw port that would make AIR the only COVID-19 protection “that will let you drink while wearing.”

If NASA takes your marketing into space and does a photo shoot for you, does that count as “automation”?

Because on Oct. 2, 10 bottles of Estee Lauder’s Advanced Night Repair serum were launched toward the International Space Station for a 4½-hour photo shoot by NASA astronauts. Estee Lauder reportedly paid $128,000 to have its serum filmed in the Space Station’s Cupola observatory, presumably with panoramic views of space in the background. NASA policy bars the astronauts themselves from appearing in this or any other marketing campaign.

Other brands including M&M’s, Tang and Omega (watches) have made it up to space because they were used by astronauts, and the BBC says that in 2001 the Russians made $1 million delivering Pizza Hut to a cosmonaut, but this marks the first time brands can actually pay NASA for that kind of access. The bottles are scheduled for a return to Earth in spring 2021, and Estee Lauder may auction at least one of them for charity.

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.

November 2020

36-39-P2PIQ_toolkit.indd 36

Like silk underwear, Allbirds shoes are so oddly lightweight that some people find them unnerving to wear. Can’t help them with that, but if the environmental impact of purchasing them is unnerving too, the new Allbirds App (launched only on iOS for starters) can calm their consciences. After using the augmented reality virtual-try-on tool and settling on a silhouette and shade, the app calculates the product’s carbon footprint and identifies offset projects in three key areas – air, land and energy – that the user can direct Allbirds to fund.

Okay, now for a reversal of automation. Hand sanitizer stations have gone from a “nice-to-have” to a “let-me-at-it!” service at store entrances, with data suggesting that up to 50% of shoppers will pause for a squirt. Since older, automated designs can run out of sanitizer quickly and their batteries sometimes die fast as well, Okanagan Falls, British Columbia-based Avante modified its SanAD-tizer in two key ways: It can hold one gallon of sanitizer at a time and now has a plastic pump operated by a foot pedal to eliminate the need for batteries.

| 36 | pathtopurchaseiq.com 10/20/20 8:39 PM

Is a video of a razor shaving a hot dog obscene? Hard to tell, but the fact that I was engaged enough to ask tells me that the marketers at Manscaped, the “below-the-waist grooming and hygiene” brand, know what they’re doing. In the past year, the brand says it grew its social media presence by 275%, with 775,000 total followers across channels today – but it wants more.

In September, Manscaped announced a strategic partnership with Triller, the A.I.-powered, social-video service that is considered a potential rival to TikTok. Manscaped hopes to diversify and augment its reach, while Triller wants to elevate its presence within the social media space.

New York City-based RevTrax picked September to launch Predictive Purchase Data (PPD), a product that will enable the company to leverage a decade’s worth of consumer behavioral data and create personalization use cases across consumer digital touchpoints for clients. The new offering is said to unlock artificial intelligence and behavioral data and turn them into “unique pricing signals” for various personalization and media-targeting strategies.

A big goal, the company says, is to help brands deliver customer experiences that do not have to focus on discounting. The product uses, among other techniques, six predictive models: Price Sensitivity; Retailer Preference Rank; Retailer Preference; Full Price Buyer; Retailer Class of Trade Preference; and Best Time to Engage.

November 2020

36-39-P2PIQ_toolkit.indd 37

P2P Toolkit

SPOTLIGHT: Automation

All you micromanagers out there will love this: Amazon’s engineers recently created the “Distance Assistant,” a monitoring system that uses a camera, a computer and a screen to constantly show operations associates their physical distancing from each other. As workers walk past the camera, depth sensors take measurements between associates, the monitor displays the live video, and an augmented reality overlay flashes a red circle whenever one person is moving within six feet of another. The software features a machine-learning model that can differentiate people in different surroundings, and it has been deployed at hundreds of facilities.

Amazon is now “open sourcing” the software and the A.I. behind it at no cost; anyone with a computer and a camera can run it after downloading the package.

Movista, Bentonville, Arkansas, is monitoring USA Track & Field athletes, coaches and employees as part of “Project Health,” a trackable way to log health screenings to reduce COVID-19 exposure.

Using ONE, Movista’s mobile-first retail execution and workforce management platform, office employees must answer a series of questions related to symptoms and exposure before they are allowed building access to start their assigned shift.

ONE also enables a company to provide location-specific, version-controlled local, state and federal regulations to employees through an integrated document management system. All data is available to the company in realtime for compliance reporting, while employee health data is kept confidential.

| 37 | pathtopurchaseiq.com 10/20/20 8:39 PM

P2P Toolkit

SPOTLIGHT: Automation

When it comes to photo-reporting from the field, all the mundane tasks (reviewing, organizing, sorting, resizing, compiling, labeling and sharing) become downright overwhelming during big promotions or rollouts. In September, Denver-based GoSpotCheck unveiled PhotoWorks, considered a “next-generation” automated workspace for field sales, merchandising, marketing, retail and consumer-goods teams.

Staffers can use this mobile app to assign tasks, analyze performance and confirm execution on set schematics and planograms, P-O-P displays, promotional signage and trade programs. PhotoWorks lets teams search and sort images by any dimension captured in the metadata or a mission response.

Imagine an automation process that benefits society and reduces business risk. Shelf Engine, a Seattle-based vendor-managed-inventory supplier of grocery food, claims that its intelligentforecasting food-purchasing software does just that, reducing waste by optimizing the process (and therefore profitability) of stocking perishables in supermarkets.

Shelf Engine already manages orders in thousands of grocery stores nationwide including (as of October 2018) its first national client, Whole Foods. Store data is ingested from each location daily alongside external data sets, enabling Shelf Engine to generate a new “probabilistic model” for each SKU that in turn creates a “profit maximization model” for ordering. Shelf Engine, which takes a markup based on shelf life, gross margin and other aspects related to the category and the SKU, has so much confidence in its predictions that it guarantees it will pay the retailer for any items that remain unsold. This not only reduces waste but lowers new product risk, enabling a store to try out a wider range of items. Shelf Engine has hundreds of vendors and distributors but can work with any current DSD or selfdistributed supplier as well.

Three years after introducing Tally, Simbe Robotics’ inventorymanagement robots, into a handful of its stores, St. Louis-based Schnuck Markets is expanding the program to more than half its remaining locations. As part of that September announcement, Schnucks shared some data on how well the robots perform.

They achieved: • a 14 times improvement in out-of-stock detection over manual auditing; • a 20% reduction in out-of-stock items; • 2-3 daily traversals of store aisles to capture inventory data on 35,000 products, per store, on each traversal; • scans, on average, of 4.2 million products per day.

This info is being fed into Schnucks’ automated replenishment system in real time, not only streamlining reordering but updating the product location data that shoppers access through the Schnucks Rewards app.

November 2020

36-39-P2PIQ_toolkit.indd 38

| 38 |

In September, Wilton, Connecticut-based Toluna, a consumer intelligence platform, launched Toluna Start, the “world’s first end-to-end, real-time consumer intelligence platform,” according to the company. Integrating Toluna’s global panel of 30 million-plus members, the new platform helps clients understand the full consumer journey by gathering high-quality, real-time insights covering all quantitative, qualitative and data visualization needs. Users are now able to automate and customize any part of the insights collection process, and research projects are no longer limited to a small percentage of standardization.

A pathtopurchaseiq.com

10/20/20 8:39 PM

Isn’t it time to step into the spotlight?

Get your business the recognition – and sales – it deserves.

Showcase your expertise, enhance your reputation, facilitate collaboration and promote your organization to the consumer goods industry. Pair a comprehensive profile of your firm with your best print advertising to make a powerful and lasting impression.

PUBLISHED IN THE DECEMBER ISSUE OF PATH TO PURCHASE IQ MAGAZINE • Reaches more than 18,000+ decision-makers and influencers.

• Promoted through Path to Purchase IQ newsletters, reaching 40,000+ industry professionals.

YOUR STRATEGIC INVESTMENT OF ONLY $8,750 INCLUDES: • 2-page spread in the print edition including ad and company profile.

• Lead generation for 3 months from the digital edition promoted on the Path to Purchase IQ website and via Path to Purchase IQ newsletters.

To advertise, contact Arlene Schusteff, Associate Director of Brand Partnerships, at (773) 992-4414 or aschusteff@ensembleiq.com.

DECEMBER 2020 ISSUE CLOSES ON NOVEMBER 2 An official publication of

36-39-P2PIQ_toolkit.indd 39

10/20/20 8:39 PM

StoreSpotlight

Amazon Fresh

BY PAT RYC J A M A L I N O W S K A

November 2020

40-43-P2PIQ_storeSPOT.indd 40

Amazon’s latest brick-and-mortar format is the closest the company has come to delivering a conventional grocerystore experience for shoppers. Measuring a reported 35,000 square feet – typical for a supermarket – the Amazon Fresh store is much larger than the convenience-style Amazon Go locations introduced in 2018 or the Amazon Go Grocery offshoot unveiled earlier this year.

Yet unlike a typical grocery store, Fresh was designed as the physical embodiment of the digital experience offered by Amazon’s eponymous delivery service. Immediately noticeable on the exterior of the store are curbside pickup spots designed for online shoppers waiting to pick up their orders after letting the retailer know they’re on their way to the store by checking in via Amazon’s mobile application. The process includes location tracking so orders are ready exactly when customers pull up. The Fresh store also supports same-day grocery delivery.

Eliminating the pain point of waiting, whether at the curb or in a line, has been a consistent goal for Amazon with its brick-and-mortar forays. Amazon Go and Amazon Go Grocery solved for that issue with Amazon’s experimental “just walk out” shopping technology that dazzled the industry upon its much-awaited arrival. Yet that solution currently is only feasible inside small-scale stores and came at the price of reduced scale and assortment. It also didn’t solve for the waiting required at deli counters, which were simply subtracted from Amazon Go in its early days of prototyping.

The Fresh format has added all of that back into the equation, offering a destination for full stock-up trips rather than the fill-in trips of its earlier counterparts. It boasts a robust fresh produce selection comparable to that of a full-service grocery store, including a large variety of fruits, vegetables, organic items, salad kits and herbs.

The first Fresh store is located in Woodland Hills, California, and opened to the public in September. Additional confirmed Fresh locations expected to open in the near future include Oak Lawn, Schaumburg and Naperville in Illinois, as well as Irving and North Hollywood in California. Reports have also targeted stores for Philadelphia, Seattle and the Washington, D.C. area.

| 40 | pathtopurchaseiq.com 10/20/20 8:39 PM

The store perimeter offers distinct meat and seafood counters as well as a deli counter boasting fresh-made sushi, fresh-baked bread, made-to-order pizza, hot sandwiches and rotisserie chicken. Packaged meals, sides and meal starters are plentiful, and there are even dedicated charcuterie and artisanal cheese sections. There is also a hot bar station that is sitting empty amid COVID-19 restrictions. The store has been operating at 50% shopper capacity during the pandemic, with floor clings helping people line up in a socially distanced manner and stanchion signs outlining other expected behaviors.

The aisles stock staples such as rice, bread, pasta and canned vegetables as well as packaged household items and pet products from national, local and private brands.

Those last items span all of Amazon’s banners as well as at least two new exclusive private labels: Fresh, encompassing food, and Cursive, a wine brand. Endcaps merchandise highvolume products you wouldn’t see at the Whole Foods Market chain Amazon acquired in 2017, such as Coca-Cola Co.’s flagship brand, Procter & Gamble’s Tide and PepsiCo’s FritoLay. Temporary displays are nonexistent, although boxes of P&G’s Pampers diapers were spotted stacked on the floor adjacent to one endcap.

The objective of saving shoppers time has remained front and center. At the counters, shoppers can scan a QR code to place their meat and seafood orders digitally so the items are prepared while they shop the rest of the store. In the produce department, an electronic scale lets consumers enter PLU numbers to check weight and print a price label, ultimately speeding up checkout.

November 2020

40-43-P2PIQ_storeSPOT.indd 41

| 41 | pathtopurchaseiq.com 10/20/20 8:39 PM

Then there’s Alexa, to which Amazon has for the first time given a physical presence inside one of its stores via Echo Show devices placed in strategic locations. The assistant is intended to serve as both a wayfinding device, answering questions such as “Alexa, where can I find the ketchup,” and as a recommendation engine, delivering suggestions to queries including “Alexa, what cheese goes with cabernet?”

Fresh also takes a couple cues from Amazon’s non-food formats. The store utilizes digital price tags like those in Amazon Books and 4-Star stores. It also cross-merchandises consumer electronics such as Amazon’s Fire tablet on a table display, while a wall display offers items that have been highly rated on Amazon.com, including books and small appliances. A customer service counter adjacent to pickup lockers lets shoppers easily make “package-less” returns of online Amazon orders.

StoreSpotlight

While the store does offer traditional checkout lanes, there is also a new cashier-less option with the introduction of the Dash Cart. The location’s piece de resistance, the Dash Cart is equipped with computer vision cameras and weight sensors to automatically identify products as they are placed inside. A shopper logs into the Amazon app and scans the QR code displayed on the phone via the cart’s scanner to unlock the smart device. A user’s grocery shopping list from the Amazon app is integrated into the cart and displayed on an embedded digital screen. It shows the aisle in which each item can be found and crosses off items that have already been added.

The cart is designed to hold two grocery bags and can also scan coupons. Shoppers using the Dash Cart exit via a designated lane. The system automatically logs their purchase, charging the credit card already on file with Amazon, and emails a receipt.

November 2020

40-43-P2PIQ_storeSPOT.indd 42

| 42 | pathtopurchaseiq.com 10/20/20 8:39 PM

Solution Provider News

IRI Acquires RSi Supply chain analytics provider RSi has become a stand-alone operating subsidiary of IRI. Adding RSi’s supply chain o° erings to IRI’s existing supply chain capabilities integrates˛currently disparate data assets. The partnership aims to provide end-to-end supply chain visibility and enable clients to better identify and address operational bottlenecks and ine˝ ciencies.˛ As part of the merger, RSi’s Ansa solutions will be o° ered by IRI’s Media Center of Excellence. Ansa provides ad networks˛intelligence to plan, target, optimize and measure their campaigns based on daily store-level sales and inventory. Other beneÿ ts to clients include expanded market coverage, opportunities for stronger collaboration between retailers and manufacturers, and augmented decision-making via IRI’s technology.

Study: COVID-19 Will Impact Consumers’ Thanksgiving Spending COVID-19 is changing how consumers plan to spend the Thanksgiving holiday, according to a SmartCommerce study. The survey asked 600 consumers how they plan to spend Thanksgiving this year, and

about one-third of respondents (36.7%) said they’ll be spending the day at home without guests, compared to last year when only 21.8% spent it at home alone. Consumers therefore will be traveling less, with 25.5% stating that they’ll be visiting family and friends, compared to 37.2% last year.

How consumers plan to spend Thanksgiving isn’t the only thing that looks di° erent this year. COVID-19 has had a massive impact on the way consumers buy their groceries, with a surge in online grocery shopping. For many, buying groceries online has become the norm. A total of 56% of consumers said they’ll be doing at least some of their Thanksgiving grocery shopping online this year.SmartCommerce will continue to monitor consumer trends as society navigates through the pandemic.

The third installment of the “CPG Clarity Study,” a series from Cadent Consulting Group and Fetch Rewards designed to analyze real-time and future consumer shopping and usage behaviors, shows that shoppers across all income levels are increasingly worried about the economy and plan to spend less. At the same time, shoppers are continuing to experience higher-thannormal prices at grocery stores, even as consumer behavior returns to pre-COVID norms. The combination of heightened economic anxiety and sustained price sensitivity among consumers could signal an impending price war among retailers, Cadent managing partner Ken Harris says.

If a price war occurs, it will likely focus on staples like refrigerated meats, cheese, and alcohol.

Ka-Pop! Snacks Wins Insignia Contest, Drives Growth Ka-Pop! Snacks posted its best month of in-store sales ever after winning $100,000 in mobile advertising from marketing services provider Insignia Systems. Insignia earlier this year ran a Pitch Slam competition, inviting emerging brands to make their case for why they should win the grand prize of $100,000 in mobile advertising and a guest spot on the solution provider’s “Omni Talk Spotlight Series” podcast. Ka-Pop! Snacks, a Coloradobased company that produces chips and pu° s made from ancient grains, was selected as one of ÿ ve innovative ÿ nalists to present live in March at Natural Products Expo West in Anaheim, CA. When Expo West was canceled at the last minute due to COVID-19 concerns, Insignia staged the ÿ nal competition as a virtual event with Ka-Pop! emerging as the winner.

November 2020

44-45-P2PIQ_solution news.indd 44

CPG Clarity Study: A Price War?

Quotient Unveils Digital Out-Of-Home Solution Quotient Technology launched an in-store network of digital out-of-home (DOOH) inventory, allowing brands to execute targeted brick-and-mortar campaigns in convenience, grocery and drugstore locations using proprietary shopper intent data and exclusive purchase data. With the addition of in-store DOOH inventory to their marketing mix, Quotient says brands can reach millions of consumers, engaging them during the shopping experience as they make their purchase decisions. This new solution, according to the company, can help marketers increase their return on ad spend by creating retailer-speciÿ c packages

| 44 | pathtopurchaseiq.com 10/20/20 8:40 PM

to reach shoppers in a speciÿ c location or who frequent a particular retailer, as either a standalone campaign or part of a larger national advertising strategy.

The DOOH inventory is available at 20plus retailers with roughly 35,000 screens available onsite and in-store, including Albertsons, Food Lion, Jewel-Osco, Giant Eagle, Safeway, Hannaford, Shaw’s, Walgreens and independent convenience stores, and can be accessed directly through Quotient’s programmatic digital media buying and planning solutions.

Valassis Research: Coupons and Discounts Appeal Beyond Savings Vericast’s Valassis is sharing additional proprietary research stemming from its annual Consumer Intel Report, illuminating the impact of promotional messages on consumer behavior, as well as shoppers’ perception of value. While marketers historically used promotions to in˙ uence consumer purchases, Valassis research reveals that consumers respond to marketing messages beyond savings.

Looking for new experiences, 56% of consumers ÿ nd it exciting to discover a coupon or discount for a new product or brand they have not previously tried. A total of 45% of respondents are leveraging coupons or discounts to expand their budgets and their ability to buy fun things or experiences. Marketing messages that include coupons, discounts and social media promotions can also lead to incremental sales. Valassis found that

consumers can be highly in˙ uenced through incentives.

Aki’s 2020 Holiday Shopping Insights Are shoppers less likely to splurge on holiday gifting this year? For 43% of the population, the answer is yes. But they’re still browsing, planning and ultimately aiming to visit stores along with the other 57% that plan to maintain or expand their holiday budget in 2020, according to research released by Aki Technologies and TapResearch.

While decreased holiday spending (particularly, among below-median average earners) is certainly a challenge for brands and marketers, it’s not a roadblock.

Advertisers will need to adopt a personalized targeting approach, beyond standard third-party segments, to maximize their share of voice, the report suggests. That means tapping into new and innovative data streams, reaching audiences across multiple omnichannel touchpoints, and leveraging interactive creative builds to cut through the digital noise. For advertisers, knowing how to bucket audiences by their preferences will be imperative for success this season.

InMarket Acquires Analytics Assets from NinthDecimal InMarket, a provider of 360-degree consumer intelligence and real-time activation, has acquired assets from NinthDecimal, a leader in location-based attribution and analytics.

November 2020

44-45-P2PIQ_solution news.indd 45

The deal lets InMarket position itself as a leader in real-time, data-driven marketing, with $100 million in revenue and more than 200 employees and a solutions suite that includes a media SaaS platform, insights as a service and data as a service. The acquisition brings together a complementary portfolio of awardwinning, high-performance marketing solutions built upon permission-based location and item-level transaction data.

Marketers will now have single-partner access to an omnichannel platform that includes location and transactional audiences; GeoLink self-service marketing with real-time moments; Location Conversion Index attribution; and a set of advanced analytics.

Loop Expands Throughout Contiguous U.S. Loop, the circular shopping platform launched in 2019 by Trenton, N.J.-based TerraCycle, is now available in every ZIP code in the 48 contiguous states.

The platform’s initial pilot phase has expanded to an unlimited number of users nationwide. Since its launch in 2019 in the Northeast U.S. and Paris – and this year in the U.K. – Loop has seen substantial growth in its brand partners and product assortment. It now boasts more than 80 brands and 400 products, as well as more than 100,000 people signed up for the service. IQ

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

| 45 | pathtopurchaseiq.com 10/20/20 8:40 PM

Personnel Appointments BRAND MARKETERS Campbell Soup Co., Camden, New Jersey Camille Pierce, former Whirlpool Corp. senior director of global inclusion and diversity, was named vice president and chief culture o° cer. In this newly created role, Pierce leads Campbell’s enterprisewide inclusion and diversity strategy, working across the organization to build a winning team and culture and aligning the company’s related goals with business outcomes. She reports to president and CEO Mark Clouse and Xavier Boza, evp and chief human resources o° cer.

Ferrara, Chicago Former Tyson Foods shopper marketing director Alicia Mosley was named vice president of marketing for the Keebler brand. Mosley served in various roles at Tyson since 2004 and launched the Any’tizers brand in 2007.

CHANDRA MCCORMACK ALICIA MOSLEY

CAMILLE PIERCE

marketing, global sourcing, merchandise operations and in-store experience e˛ orts.

Taylor, who joined the company in 1998, has held roles of increasing responsibility in investor relations, ÿ nancial planning and analysis, merchandise planning, pricing and merchandising operations.

progressive leadership roles at PepsiCo before joining Nestle for three years as president of the Nestle Direct Store Delivery Co.

RETAILERS

The Home Depot, Atlanta Merchandising evp Ted Decker was named president and chief operating o° cer. He is in charge of global store operations, global supply chain and outside sales and service.

Former Home Depot Canada president Je˛ Kinnaird assumed Decker’s merchandising evp role.

Dollar General, Goodlettsville, Tennessee Emily Taylor, former senior vp of channel innovation, replaced Jason Reiser as evp and chief merchandising o° cer.

She is responsible for the strategy and execution of the retailer’s merchandising,

SpartanNash, Grand Rapids, Michigan Former Borden Dairy Co. CEO Tony Sarsam was appointed to the same role at the retailer. He replaces interim president and CEO Dennis Eidson. Sarsam also served as Ready Pac Foods CEO and had 20 years of

EMILY TAYLOR

SOLUTION PROVIDERS Acosta, Jacksonville, Florida Former Greyhound Lines CFO Chandra McCormack assumed the same role at the sales and marketing agency. She has 25 years of ÿ nancial leadership experience in public and private companies, including 13 years with Dean Foods.

Shopkick, Redwood City, California Jaysen Gillespie, former Criteo vp and head of analytics and data science, was named evp of data and analytics. In the role, Gillespie spearheads initiatives to enhance Shopkick’s messaging, strategy and user experience, as well as deepen relationships with both users and retail partners. IQ

Editorial Index 3M .........................................................26 Ahalogy ...............................................47 Ahold Delhaize .................................34 Aki Technologies ..............................45 Albertsons Cos..................................30 Allbirds ................................................36 Amazon .................................33, 37, 40 Anheuser-Busch ...............................23 Apeel Sciences..................................10 Avante .................................................36 Barkbox ...............................................34 Best Buy ..............................................26 Bimbo Bakeries.................................17 Black Box.............................................24 Brandshare .........................................28 Brown-Forman..................................17 Cadent Consulting Group ............44 Campbell Soup Co. .........................15 Coca-Cola Co., ..............14, 18, 27, 41 Coke Florida.......................................14 Colgate-Palmolive ...........................18 Conagra Brands ................................17 CoOptions ..........................................31 Creative Tonic....................................17 DAS Cos. ..............................................17 Day One Agency ............................... 8

Del Monte Foods .............................17 Design Phase.......................20, 25, 26 Duracell ...............................................25 Eastwest Marketing Group ..........23 Edo Instore Agency.........................17 EDS Strategy ......................................29 Energizer .............................................24 Estee Lauder ......................................36 Ferrara............................................. 8, 34 Fetch Rewards ..................................44 Food Lion ...........................................12 Fooji ........................................................ 8 Geometry ...................................... 8, 47 Golf Galaxy.........................................27 Golin ....................................................... 8 GoSpotCheck ....................................38 Great Northern Instore ...........25, 26 GT Universe .......................................30 Hain Celestial Group, The .............17 Hershey Co., The.................27, 33, 35 HMT Associates ................................23 Hormel.................................................31 Hulu ........................................................ 8 Ibotta ..................................................... 8 ImageWorks Display ................24, 25 Inmar ...................................................... 8

InMarket..............................................45 Insignia Systems ..............................44 International Paper ........... 20-23, 27 IRI...........................................................44 Jennie-O Turkey Store....................17 Ka-Pop! Snacks ................................44 Kellogg ................................................26 Keurig Dr Pepper .............................20 Kimberly-Clark ..........................14, 47 Kraft Heinz .........................................31 Kroger ....................................24, 26, 33 L Catterton .........................................30 LALA U.S.......................................15, 28 LG Electronics .....................20, 25, 26 Loacker USA ......................................17 Lowe’s ..................................................33 Manscaped ........................................37 Mars Agency, The ...........................15 Mars Inc. .......................................33, 34 Mattel...................................................25 Meijer ............................................23, 25 Menasha ......................................12, 22 MicroClimate .....................................36 Mindshare ............................................ 8 Mondelez International........14, 22, 23, 29, 35 Movista ................................................37

November 2020

46-P2PIQ_index.indd 46

Nestle ...................................................35 Nestle Co˛ ee Partners ...................17 Nestle Purina .....................................34 Nestle Waters USA ...........................17 Newell Brands ...................................17 News America Marketing .............47 Ninth Decimal ...................................45 Omron Healthcare...........................17 Path to Purchase Institute ............16 Peachtree Packaging and Display .....................................24 Peet’s Co˛ ee ......................................17 PepsiCo................................................41 Pernod Ricard USA ...................14, 28 Ping.......................................................21 Pinterest ..............................................47 Prestige Consumer Healthcare ...17 Procter & Gamble ..............23, 24, 41 Promotion in Motion .....................14 Quotient......................................... 8, 44 Revlon ...........................................21, 35 RevTrax ................................................37 Ripple Foods......................................17 RSi .........................................................44 Saatchi & Saatchi X..........................26 Sam’s Club ...................................34, 35

Schnuck Markets .............................38 Scholl’s Wellness Co. .......................16 Scotts Miracle-Gro...........................17 Shelf Engine.......................................38 Shoe Carnival ...................................12 ShopRite .............................................35 Simbe Robotics ................................38 SmartCommerce .............................44 SodaStream .......................................17 Southern Champion ................12, 17 Spin Master .................................22, 26 Switch ..................................................29 TapResearch ......................................45 Target ....................................18, 34, 47 TerraCycle ...........................................45 Toluna ..................................................38 Trans World Marketing ....16, 21, 27 Triller ....................................................37 Tyson Foods.......................................35 Ulta Beauty ........................................17 USA Today ..........................................17 Valassis ................................................45 Walmart.......8, 21, 22, 24-26, 29, 33-35 Walt Disney Co. ................................47 WestRock .......................18, 23, 24, 27 Whole Foods .....................................38

| 46 | pathtopurchaseiq.com 10/20/20 8:40 PM

Retail Intel

Target Welcomes New Pull-Ups Plant-Based Line

BY C Y N D I L O Z A

Kimberly-Clark teamed with Target this summer for a program heralding the arrival of the manufacturer’s new Pull-Ups premium, plant-based training underwear line.

Launched nationally in August, PullUps New Leaf is positioned as the brand’s softest training underwear that is made with plant-based materials. Designed for both toddler boys and girls, the line is adorned with characters from Walt Disney Co.’s “Frozen 2” as part of an exclusive licensing agreement. The line’s arrival comes about a year after the launch of plant-based Special Delivery diapers from sister-brand Huggies.

“On the surface, it might be easy to think of diapers and training pants as two separate categories because they are usually merchandised that way in-store and online,” says K-C’s Brett Conway, senior brand manager-shopper marketing. “But from a consumer perspective, it’s obviously the same parents that are moving their toddlers from diapers right into training pants, so it’s critical that we provide parents with products that help them have a seamless experience. When we launched Huggies Special Delivery diapers last year, we knew we had to take that same elevated product experience into the training pant category.”

PARTNERSHIP WITH TARGET As it did with the launch of Huggies Special Delivery, K-C partnered with Target and the retailer’s Roundel inhouse media company “early and often, to ensure we had the best product, packaging, promotions and marketing support,” Conway says. For example, the partners went back and forth on several

47-P2PIQ_retail intel.indd 47

STRESSING CONVENIENCE DURING, BEYOND PANDEMIC

iterations of New Leaf’s packaging design to make sure it met K-C’s needs, and also was spot on for Target’s shoppers.

When it came time to launch Pulls-Up New Leaf, the marketing plan included a Target.com landing page, coupons for Target Circle members, digital ads on Target.com and external websites, sponsored ads on Pinterest (via Roundel), a dedicated endcap in stores and email marketing (executed by News America Marketing, New York).

K-C also engaged social in˛ influencers (via Cincinnati-based Ahalogy) “to share their unique experience with New Leaf,” says Stephani Brockmann, account director at Geometry. “It was really cool because we not only reached their organic followers, but we also used their content to create paid social posts, which we then ampliÿ ed via social media.”

As K-C’s shopper marketing agency, Geometry worked in lockstep with the manufacturer, workshopping an entire toolkit around the launch that included identifying key audiences (with the help of Mindshare), messaging points and creative visuals that allowed for a consistent feel across retailers, Brockmann says.

Geometry also helped create and execute the ÿ nal launch plan.

November 2020

Geometry deserves additional kudos for its expertise working with Target, according to Conway. “Roundel has unique requirements and restrictions and things like that – as all retail media networks do,” he says. “Geometry knows those things so when they created this toolkit for us it made the process a lot more seamless.”

Knowing Target shoppers tend to be more digitally engaged, K-C and Geometry knew from the start they wanted the program to lean heavily on digital. “But, when COVID-19 hit, we deÿ definitely put a greater emphasis on it,” Brockmann says. “We started talking about not only activating digitally but [asking] how can we start talking to [shoppers] to help them safely shop all of their essentials. So we started including messaging around drive-up and pickup so that mom and dad know ... that they can get everything they need digitally and safely.”

As far as advice for other brands moving forward during the pandemic, Brockmann stresses the importance of meeting shoppers where they are right now: online.

“Convenience is really, really important for people right now,” he says. “So I think when people are planning during COVID-19, they want to keep the focus on o° ering solutions that will help make people’s lives easier because people aren’t making those trips to Target strolling down the aisles every day now.”

It’s really important to think beyond simply selling the product into Target or the launch plan on target.com, Conway adds. “I think it’s really, really critical to think about how you’re going to infuse convenience and same-day services really early. It’s a shift in the way we think about launching a program ... [at] Target, but it’s a really important shift and, at the end of the day, it’s going to drive more sales.” IQ

| 47 | pathtopurchaseiq.com 10/20/20 8:41 PM

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 CCE SS

MARK YOUR CALENDARS

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

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

B Y

Digital

THE FUTURE IS HERE SHOW DIRECTORY

NOVEMBER 10-12 experiencei3.com

80-P2PX_cover.indd 1

#ExperienceP2PX

10/21/20 9:40 AM

.

.

.

.

.

.

.

.

.

In-Store & Online

Partner with the industry leader in in-store & online packaging, merchandising, promotional & supply chain solutions!

1

CLICK colored links to access the 2020 E-Commerce Intelligence & Retailer Ongoing Programs Guides

2

LEARN the key strategies of the nation’s channelleading Retailers, in-store & online

3

WIN partner with Menasha to design e-commerce & in-store packaging & merchandising solutions, backed by retail intelligence, that will help your brands win

pathtopurchaseiq.com/2020-ecommerce-intelligence-chart-interactive pathtopurchaseiq.com/promotions-top-retailers-2020

To learn how Menasha can help you SIMPLIFY. RETAIL email solutions@menasha.com

78-79-P2PX_welcome.indd 2

10/21/20 9:39 AM

Welcome

Reimagining the Unimaginable Welcome to the 2020 Path to Purchase Digital Expo, a reimagined event for an industry that itself is in the midst of unprecedented change.

If you compared this opening sentence with the welcome letter in last year’s P2PX Show Directory, you’d find only two differences: the year, of course, and the critical addition of the word “Digital” to the event’s name. When we wrote that sentence last year, we had no idea how much more accurately it would describe our current situation.

The Path to Purchase Institute has been conducting P2PX for 30 years now. The name has changed several times over the decades as the event evolved with the industry. But the objective has always remained the same: to unite hundreds of industry professionals looking for the education and the inspiration they need to drive success for themselves and their organizations.

Of course, until now P2PX has always been a live event, a way to physically bring together various members of the industry – a “gathering of the tribes,” as one colleague has called it – for a few days of community building in addition to the learning and sharing. The circumstances we’ve faced in 2020 have, understandably, made that impossible, but we wouldn’t be completely honest if we didn’t express our disappointment that we can’t do it again this year.

Therefore, just like most of you have responded to the unexpected crises of 2020 by reinventing your business practices and go-tomarket strategies, the Institute has shifted away from last year’s “reimagined” P2PX to create an all-new, all-virtual event.

To be clear, we haven’t changed everything.

P2PX is still designed to provide you with all the quality learning, all the business-driving solutions, and even all the peer-to-peer networking that have been hallmarks of our live events. But this time around, you’ll be able to experience it all from the safety and security of your own homes or offices (or home offices) – and you’ll be spared the endless walking around a convention center.

You’ll also find a lot of familiar items on our three-day educational agenda: keynotes, panel discussions and case study presentations, along

with our annual Hall of Fame ceremony (a little later in the calendar than usual) and a special Women of Excellence celebration (which itself has undergone quite a transformation).

We’ve also got more than two dozen solution providers whose virtual booths you can visit to learn how their expertise and services can help with your business transformation.

We’re hosting formal tours of those booths for attendees who want a curated walk through key solution areas. (Those of you who’ve signed up for one-on-one meetings with the solution providers already have your schedules in hand.)

We’ve also built in plenty of time to “talk amongst yourselves.” Our unique event platform allows attendees to connect with each other for some personal interaction. So you’ll be able to find those former colleagues you haven’t seen

TABLE OF CONTENTS

4 P2PX Solution Providers

6 Agenda-at-a-Glance

10 Important Show Info

20 Full Agenda

25 Solution Providers by Name

experiencep2px.com

78-79-P2PX_welcome.indd 3

Patrick Hare Senior Director, Membership Dev.

Peter Breen Editor-in-Chief

in a while, or maybe introduce yourself to that person you’ve been hoping to meet.

And here’s one unquestionable benefit to going all-digital: It will be impossible to miss anything this year. Along with the booth tours, all of the educational sessions will be available on demand to registered attendees.

So if you can’t be there as things happen, you can come back at your own convenience over the next 30 days – and if you’ve missed any of the Community Gathering roundtables we’ve been hosting since July, we’d highly recommend you catch up on them as soon as possible. (See page 16 for more info.)

We sincerely hope you enjoy your virtual experience at this year’s Path to Purchase Digital Expo, a reimagined event for what have now become unimaginable times.

Joe Territo Brand Leader

Tanner Van Dusen Managing Director

31 Solutions Providers by Type

33 Ad Index

IN PATH TO PURCHASE IQ (FLIP SIDE)

12 Community Gatherings Roundup

16 Design of the Times Winners & Finalists

| 3 | Show Directory 10/21/20 9:39 AM

2020 Sponsors CATEGORY CAPTAIN

BRAND LEADER

T H E R E S U LT O F K N O W I N G

MARKET SHARE DRIVER

WOMEN OF EXCELLENCE

experiencep2px.com

76-77-P2PX_sponsors.indd 4

| 4 | Show Directory 10/21/20 9:39 AM

The day to day aspects of retail marketing that bog your teams down and distract you from what’s important.

“Now that IMS is managing our marketing execution, I have so much more time to focus on our growth and retail strategy!”

Campaign Management

Production & Sourcing

Merchandising Technology

Merchandising Logistics

Transportation Management

Reporting & Insights

IMS simplifies the world’s most complex retail marketing workflows.

Expert teams and purpose-built merchandising technology deliver your campaigns on-time, in-full, and faster than ever while reducing your total cost of execution. We help marketers focus on strategy and brand growth without having to worry about the minutia of execution, ensuring marketing budgets go further by optimizing every aspect of the merchandising supply chain. Learn more at imsretail.com

76-77-P2PX_sponsors.indd 5

10/21/20 9:39 AM

Agenda-at-a-Glance THE DIGITAL SHOPPER

TUESDAY, NOVEMBER 10, 2020

Welcome to the Path to Purchase Digital Expo Day 1

12:00 PM - 12:15 PM 12:15 PM - 1:30 PM

DAY 1 KEYNOTE: The Future of Engagement In The Era of Post-Pandemic Disruption

1:30 PM - 1:45 PM

Networking Break

1:45 PM - 2:15 PM

Immersion Tours

1:45 PM - 2:15 PM

Performance-Driven Digital Strategies Built for Changing Times

2:15 PM - 2:45 PM

Using Real-Time Predictive Health Data to Reach Shoppers in the Right Context

2:45 PM - 3:00 PM 3:00 PM - 3:45 PM

Jim Carroll

Futurist & Innovation Trends Expert

Rachel Bennington Mark Fleisch TJ Palladino GroundTruth

Louis Auriemma

The Future of Shopper Marketing: How Brands Can Plan Today to Win with Shoppers Tomorrow

Amy Andrews

The Mars Agency

3:45 PM - 4:00 PM

Networking Break

4:00 PM - 5:30 PM

Women of Excellence Awards Ceremony

THE NEW STORE EXPERIENCE

WEDNESDAY, NOVEMBER 11, 2020

Welcome to the Path to Purchase Digital Expo Day 2

Networking Break

1:45 PM - 2:15 PM

Immersion Tours Standardizing the Measurement of Shopper Marketing

2:30 PM - 2:45 PM

Networking Break

2:45 PM - 3:15 PM

Immersion Tours

2:45 PM - 3:30 PM

Dan Hodges

DAY 2 KEYNOTE: Retail Store Tours: Disruptive Trends and New Models at Retail

1:30 PM - 1:45 PM

1:45 PM - 2:30 PM

Retail Technology Futurist, Founder, and CEO of Retail Store Tours

Using Audio to Increase Shopper Demand at the Point of Purchase Networking Break

3:30 PM - 4:00 PM

Immersion Tours

4:00 PM - 5:30 PM

Hall of Fame Ceremony

All times listed are Eastern experiencep2px.com

Peter Breen

Patrick Hare

Laura Nicklin

Path to Purchase Path to Purchase Path to Purchase Institute Institute Institute

3:30 PM - 4:00 PM

72-75-P2PX_agenda.indd 6

Kinsa

Networking Break

Immersion Tours

12:15 PM - 1:30 PM

The Kraft Heinz

Brad Pope

RB

3:30 PM - 4:00 PM

12:00 PM - 12:15 PM

GroundTruth

Michael Provenzano Vistar Media

Paul Brenner Vibenomics

Cara Pratt

Kroger Precision Marketing

JP Beauchamp

IRI Media Center of Excellence

| 6 | Show Directory 10/21/20 9:39 AM

72-75-P2PX_agenda.indd 7

10/21/20 9:39 AM

Agenda-at-a-Glance THE OMNICHANNEL MARKETER

THURSDAY, NOVEMBER 12, 2020 11:00 AM - 11:15 AM 11:15 AM 12:00 PM

Welcome to the Path to Purchase Digital Expo Day 3 The Marketing Revolution That E-Commerce Demands

11:30 PM - 12:00 PM

Immersion Tours

12:00 PM - 12:15 PM

Networking Break

Ken Krasnow

Chris Saroka

Henkel N.A.

Valassis

Kate Akins

Jana Kramer

TPN

12:15 PM - 1:00 PM

Creating Engaging Content in These Most Unusual Times

CMT Artist/Actress

Millie Alderman

Eleonora Lawson

Susan Bagley

Stephanie Lipsey

Jessica Du Quesne

Joel Ponce

The Clorox Company ViacomCBS

TPN TPN

The Hershey Company

12:45 PM - 1:15 PM

Immersion Tours

1:00 PM - 1:15 PM

Networking Break

1:15 PM - 2:00 PM

Omnichannel Marketing in the COVID Age: Using Shopper Data to Connect CPGs, Retailers and Consumers

1:30 PM - 2:00 PM

Immersion Tours

2:00 PM - 2:15 PM

Networking Break

2:15 PM - 3:00 PM

Optimizing Retail Media Networks

3:00 PM - 3:15 PM 3:15 PM - 4:00 PM

Quotient

Mark Williamson AD Retail Media

Cara Pratt

Kroger Precision Marketing

Networking Break The Future Role of Product Displays

All times listed are Eastern experiencep2px.com

72-75-P2PX_agenda.indd 8

Steven Boal

ViacomCBS

Peter Breen

Path to Purchase Institute

Lynn Neal SellCheck

| 8 | Show Directory 10/21/20 9:39 AM

Connect with customers when they are closest to point of purchase

We drive digital advertising performance by leveraging consumer and location-based data and insights

Reach key curbside audiences with precision

Flexible targeting methods to reach the shopper on the go Contact Us: shopper@groundtruth.com www.groundtruth.com

72-75-P2PX_agenda.indd 9

@groundtruthco

10/21/20 9:39 AM

Important Show Information Navigating the Virtual P2PX Experience Our unique virtual platform is designed to bring the traditional P2PX experience right to your desktop (or tablet or smartphone) through a series of user-friendly environments powered by easy-to-use interactive tools. The following is an overview of what you’ll find in each of the show’s main environments and features.

The Lobby

Your P2PX experience will begin in the lobby, where you’ll first encounter two important features that will be available wherever your itinerary takes you during the event.

Peer-to-Peer Networking: Looking to coordinate with colleagues, catch up with old friends or connect with that industry peer you’ve been dying to meet? No matter where you go on the virtual platform, you’ll have an opportunity to chat with other attendees through an easy-to-use Public Chat function. The P2PX agenda is sprinkled with plenty of free time between learning sessions so that the virtual experience will be just as rich with individual networking opportunities as an in-person event.

Personalized Digital Briefcase Attendees can retrieve all the materials they receive from educational sessions and booth visits (including videos) in one handy place to download at the end of the show. Pre-loaded materials include a Personal Journal that attendees can use to take notes throughout the event.

Front Desk Visit the front desk anytime you need to check on the agenda. And while you’re there, socialize your P2PX experience by posting via Facebook, Twitter, LinkedIn or Instagram. Include #experiencep2px in your posts. Also stop by the front desk to find help with any technical issues you might encounter over the course of the event.

Earn While You Learn

Great learning isn’t all you can gain at this year’s P2PX. Attendees will earn points for just about everything that they do: going to the keynotes and sessions, visiting Exhibit Hall booths, and downloading content. The top three point-earners will win cash prizes. A leaderboard in the lobby will keep a running tally of the competition.

Speaking of prizes, submitting an evaluation survey after attending an educational session will qualify attendees for a chance to win one of six Amazon gift cards.

B B

M M

I I

P P

experiencep2px.com

62-71-P2PX_importantINFO.indd 10

Fo 31 w

| 10 | Show Directory 10/21/20 9:37 AM

Best Shopper Marketing Measurement Best Shopper Marketing Measurement

Introducing Shopper Planner Introducing Shopper Planner

Most accurate & objective Most accurate & objective

Easy to use & save time Easy to use & save time

Industry benchmarks Industry benchmarks

Visual planning Visual planning

Proven best practices Proven best practices

Integrated analytics Integrated analytics

Foresight ROI 312.575.0024 www.foresightroi.com 62-71-P2PX_importantINFO.indd 11

Contact us for a demo

contact@foresightroi.com

10/21/20 9:37 AM

Important Show Information Auditorium

Our virtual Keynote Room is where you’ll head to hear Jim Carroll discuss the future of shopper engagement on Day 1 and Dan Hodges travel the globe (virtually, of course) to find retail innovation on Day 2. (Here’s one definite benefit to virtual events: no worries about finding a great seat!) This will also be the place to visit on Day 1 for the Women of Excellence celebration and Day 2 for the Hall of Fame 2020 induction ceremony. Come early and use our interactive technology to conduct video chats with other attendees.

Breakout Sessions

Attendees will convene in the Breakout Sessions room for all of the other educational sessions on the P2PX agenda. Grab a seat and learn best practices and emerging strategies for shopper engagement and conversion from executives at Kraft Heinz, Hershey, Clorox and other leading companies.

P2PI Member Lounge

Visit the P2PI Member Lounge to network with your peers and participate in topic-specific discussions with your peers. You’ll also be able to ask questions and get the topic started yourself.

(Unfortunately, you will have to supply your own cocktails.) P.S. All P2PX attendees are welcome in the Member Lounge.

Resource Center

Stop by the Resource Center to plan out your day by accessing the digital Show Directory published as part of Path to Purchase IQ’s November issue. Access the on-demand recording of the six Community Gathering roundtables held this summer and fall as part of the P2PX agenda (see page 16). Chat with members of the Path to Purchase Institute team and get your questions answered. Or learn more about the Institute and all the benefits of membership.

And when your event experience concludes, come back to take a survey and give us your feedback.

experiencep2px.com

62-71-P2PX_importantINFO.indd 12

Exhibit Hall/Immersion Tours

Visit the virtual booths of more than two-dozen solution providers to learn how their strategic expertise and/or tactical capabilities can help you strengthen shopper engagement and drive sales anywhere along the path to purchase. Intrepid attendees who know what solutions they’re looking for or are in the mood for some window shopping can visit the Exhibit Hall at any time to take a virtual walk through the booths. Upon entry, the environment’s lobby will showcase the names of each exhibitor.

Simply click on each name to “visit” a booth and learn all about the company.

Attendees looking for a little guidance through the Exhibit Hall can join one of our Immersion Tours, in which Path to Purchase Institute Editors will serves as official escorts through the booths of solution providers grouped by category. Or visit this room at any time to take the tours on your own. See page 14 for the schedule of Virtual Booth Tours and a list of solution providers participating in each tour.

Special Sponsor Offers

The Solution Providers in our Exhibit Hall have cooked up a variety of special takeaways and offers for attendees to entice booth visits and make the P2PX experience even richer. Visit this section to check out all the goodies that are available.

1:1 Meetings

To give attendees an opportunity to fully learn about each solution provider, Path to Purchase Expo also includes a series of meaningful 10-minute live meetings at which representatives from the exhibiting companies will be available to personalize the interaction and answer questions. Attendees who’ve signed up for these informative one-on-one meetings will receive their itinerary by email in advance of the event. Participants in 1:1 meetings can access the platform by clicking on the 1:1 Meeting icon in the navigation bar throughout the P2PX environment.

| 12 | Show Directory 10/21/20 9:37 AM

62-71-P2PX_importantINFO.indd 13

10/21/20 9:37 AM

Important Show Information Immersion Tour 1

IMMERSION TOUR SCHEDULE

Solutions: P-O-P Displays/Services, Specialty P-O-P & Printing, In-Store Media Providers: ElastiTag, IMS (Integrated Merchandising Solutions), SellCheck, Vibenomics, WestRock

All tours are available at all times, as well as on demand for individual viewing. Times listed are Eastern.

Immersion Tour 2

Tuesday, November 10 1:45 PM - 2:15 PM 3:30 PM - 4:00 PM

Solutions: Shopper Insights/Research, Loyalty, Incentives Providers: Dataweave, Fandango, Foresight ROI, Kinsa, Retail Aware, VIZIT

Immersion Tour Schedule Path to Purchase Institute Editors will serve as official escorts through the booths of solution providers grouped in four key categories of expertise.

Pre-register for these scheduled times but also take them at your leisure.

Wednesday, November 11 1:45 PM - 2:15 PM 2:45 PM - 3:15 PM 3:30 PM - 4:00 PM

Immersion Tour 3

Solutions: Digital/Retail Media Platforms, Digital Marketing, Social Media Activation Providers: Aki Technologies, Dabbl, ShopLiftr, Valassis, ViacomCBS

Thursday, November 12 11:30 AM - 12:00 PM 12:45 PM - 1:15 PM 1:30 PM - 2:00 PM

Immersion Tour 4

Solutions: Agency/Marketing Services Providers: Blue Chip, FCB/RED, GroundTruth.

Product of the Year USA. PureRED, The Mars Agency

GIVE YOUR CONSUMERS REWARDS THEY’LL LOVE

with custom promotions your brand will love too!

Movie Tickets

Streaming Movies and TV

Virtual VISA® & Mastercard® eGift Cards

Digital Magazines

rewardsinfo@fandango.com 775-888-4578 fandangorewards.com

experiencep2px.com

62-71-P2PX_importantINFO.indd 14

| 14 | Show Directory 10/21/20 9:37 AM

Brands are leaving millions on the table with unoptimized images on the digital shelf.

What if you had the power to instantly know which images will drive more conversions and sales?

THE POWER TO SEE WHAT SELLS

62-71-P2PX_importantINFO.indd 15

TM

www.vizit.com

10/21/20 9:37 AM

Important Show Information P2PX On Demand Another benefit of digital events: The show doesn’t have to end when the agenda concludes! All educational content from P2PX, as well as the Virtual Booth Tours and Sponsor Booths, will be available for review by registered attendees for 30 days after the official event ends. Simply log back in to the virtual event anytime. And if you haven’t already, make sure to double back on the education we’ve been providing since July ...

Community Gatherings With the potential for learning just an arm’s length away at any time, there was no reason for us to wait to start this year’s event. That’s why P2PX 2020 moved beyond its traditional three-day agenda to spread out the education over a longer time frame.

This series of six roundtable discussions brought together experienced thought leaders and subject matter experts to

explore key areas in which brand marketers, retailers and their industry partners are rethinking go-to-market strategies and adopting new solutions to align with forever-changed consumer behavior. (For highlights from the first four Community Gatherings, see page 12 in the front section of this magazine.)

These informative panel discussions are available now on demand. Registered P2PX attendees simply submit their contact info when prompted on experiencep2px.com.

Understanding Shoppers Now Sponsored by: The Mars Agency The traditional path to purchase has been transforming steadily for years as shoppers took control of their own decision-making processes. The unimagined events of 2020 expedited that evolution but also altered shopper needs and behaviors in ways that no one saw coming. This Community Gathering examines the key ways in which the shopper journey has changed and how

leading brands and retailers are developing the understanding they need to stay ahead of the change.

Panelists: Brian Higdon - The Mars Agency Theresa Lyons - The Mars Agency Erica Beilenson - Campbell Snacks

Y

Engaging Shoppers With consumers now fully in control of both their media consumption and their shopping occasions, brands and retailers must work even harder to identify the right times and the right places to engage in meaningful, relevant ways. This Community Gathering examines best practices in shopper engagement in a marketplace where precision is becoming increasingly more important than scale.

Panelists: Laura Dickey - LALA U.S. Stacy Jackson - The Coca-Cola Company Tracy Galindo - Jewel-Osco Yolanda Angulo - Mondelēz International

N

LEVERAGE REAL TIME INSIGHTS

GROW ROI Develop, track, and measure measu in-store consumer/shopper purchase behavior in real ttime through BiaaS sensors & AI. Understanding shopping h habits/purchase patterns gives you the strategic edge to d drive your growth and ROI.

VISIT OUR VIRTUAL BOOTH AT THE PATH TO PURCHASE EXPO RETAILAWARE.COM//BE@RETAILAWARE.COM

ARE YOU RETAILAWARE ?

experiencep2px.com

62-71-P2PX_importantINFO.indd 16

| 16 | Show Directory 10/21/20 9:37 AM

YOU DON’T SHOP ANYMORE AND NEITHER DO YOUR CUSTOMERS Not traditionally, at least.

Let us show you how to stay ahead of the complexities of commerce and shopping behaviors in this ever-changing retail landscape.

A rc h i t e c t i n g t h e f u t u re o f b u y i n g F C B R ED. c o m

62-71-P2PX_importantINFO.indd 17

10/21/20 9:37 AM

Important Show Information Converting Shoppers In the digital age, shoppers are never more than a click or two away from making a purchase — or opting out of your brand messaging forever. This Community Gathering examines best practices in driving conversion in a marketplace where even a brick-andmortar store offers alternative purchase options for increasingly choosy shoppers.

Panelists: Stuart Vass - Pernod-Ricard USA Greg Kearns - Kimberly-Clark Peri Mendelson - Promotion In Motion Alysia Ross - Coca-Cola Beverages Florida

The Omnichannel Experience Sponsored by: Menasha Packaging For years, brands and retailers have been exploring the need to give shoppers a “seamless” experience that provides personalized consistency across all sales channels and marketing touch points. The recent spike in first-time online shoppers has made that need even more critical. This

Community Gathering examines the steps brands and retailers can take to build a truly seamless cross-platform experience that will not only drive sales but shopper loyalty.

Panelists: Tracy Frisbie - BuzzBallz, LLC/Southern Champion Cheryl Pinkham - Food Lion Deb Hannah - Shoe Carnival Paul Murphy - Menasha Packaging

The Future of the Store Sponsored by: IMS (Integrated Merchandising Solutions) The role of the traditional brick-and-mortar store was in a state of flux even before the coronavirus pandemic wreaked havoc on the retail world. As a clearer picture of the post-pandemic shopper comes into focus, brands and retailers need to re-examine the role that the traditional store plays in the path to purchase journey. This Community Gathering examines some key ways in which the concept of retail must change to meet evolving shopper demands.

Panelists:

experiencep2px.com

62-71-P2PX_importantINFO.indd 18

Art Sebastian - Casey’s General Store Inc. Nick Fearnley - IMS Jalal Hamad - The Home Depot Joel Warady - Catalina Snacks

Technology Enablers Along the Path to Purchase Sponsored by: VIZIT Technology has been both a blessing and a curse for the retail industry. It’s a blessing because it provides numerous opportunities to engage with potential shoppers. And it’s a curse because it provides consumers with almost limitless options regarding what products to buy and where to buy them. This Community Gathering examines some of the popular tools consumers are adopting to aid their shopping experiences and the key technologies brands and retailers are using to influence purchase decisions.

Panelists: Neil Ackerman - Johnson & Johnson Bala Ganesh - UPS Jehan Hamedi - Vizit Brendan Witcher – Forrester

| 18 | Show Directory 10/21/20 9:37 AM

QUICK & SIMPLE The pace of change in retail and shopper behavior is challenging.

You need solutions that are flexible, not complex; with lead times that allow you to be agile.

The Quick & Simple program is a collection of efficient, innovative designs that streamline the merchandising supply chain and allow customers to quickly adapt to change.

Use the code below to learn more about WestRock’s Quick & Simple merchandisers.

westrock.com/displays ©2020 WestRock Company. WESTROCK, WestRock and Design, and the WestRock logo are trademarks owned by WestRock Company. All rights reserved.

62-71-P2PX_importantINFO.indd 19

10/21/20 9:37 AM

P2PX Agenda KEYNOTES Tuesday, November 10

Wednesday, Nov. 11

12:20 PM - 1:30 PM (ET)

12:20 PM - 1:30 PM (ET)

The Future of Engagement in the Era of Post-Pandemic Disruption

Retail Store Tours: Disruptive Trends and New Models at Retail

Jim Carroll

Dan Hodges

Futurist & Innovation Trends Expert

Founder/CEO, Retail Store Tours

Introduction and opening remarks by Kristen Buss, SVP, Strategic Planning Director, FCB Chicago

Introduction and opening remarks by Product of the Year USA Sponsored by:

Sponsored by:

Long before the pandemic hit the global economy, the world of retail was already in the midst of profound, systemic disruption due to the acceleration of online business models, the arrival of sophisticated last-mile delivery infrastructure, collapsing consumer attention spans, and massive business model disruption. Now that we’re beginning a complex return to some semblance of “routine,” what has happened to the concept of in-store interaction, promotion and other traditional areas of consumer engagement?

Join us for this virtual keynote as acclaimed futurist Jim Carroll takes a look at old assumptions, new realities, fast-moving events and ingrained behaviors. While some might believe we’re operating under a mantra that states, “We don’t know where we’re going but we are making great time,” Carroll will offer up some clarity on the key trends that will impact us going forward and how we might turn those into opportunities.

experiencep2px.com

57-61-P2PX_full agenda.indd 20

The future is happening now. As the pace of change in technology and society accelerates, so do the forces driving change in the retail marketplace. You can bet your business that what is disruptive today will be critical tomorrow.

Virtual retail store tours can deliver immersive experiences that will transform executive thinking and business strategy. Join expert tour guide Dan Hodges, retail technology futurist and founder of Retail Store Tours and The World Retail Forum, as he explores the world of innovative store design in a fast-paced virtual exploration of innovation around the globe. The stores selected rank high on Hodges’ Consumer Engagement Index, a real-time measurement that is predictive of a company’s financial performance. Factors include store safety, the human touch, use of technology, store design and experience, brand story, employee training, and unique value proposition.

| 20 | Show Directory 10/21/20 9:36 AM

audio out-of-home advertising

INNOVATING THE IN-STORE EXPERIENCE REACHING CUSTOMERS WHERE IT MATTERS MOST

Vibenomics Audio Out-of-Home (AOOH) advertising combines the intimacy and addressability of audio content, digital campaign execution and the captive shoppers on the path to purchase in retail locations.

www.vibenomics.com L I

twitter.com/vibenomics twitte linkedin.com/company/vibenomics

Making Unpredictable COVID-19 Shopper Demand Predictable Timely. Accurate. Predictive.

Digital Marketing

Direct digital marketing spend based on real-time, geographic illness levels.

Retailer Engagement

Optimize retailer engagement with predictive DC/store-level illness and COVID-19 hotspot trends.

4.82% ill

Demand Forecasting

Avoid out-of-stocks & understand the impact of pantry loading with real-time illness trends.

57-61-P2PX_full agenda.indd 21

10/21/20 9:36 AM

P2PX Agenda November 10 - DAY 1: The Digital Shopper 12:00 PM - 12:15 PM (ET) Welcome from the Institute Log onto our unique digital platform early to acquaint yourself with everything you’ll be able to do and learn about the day’s events.

12:15 PM - 12:30 PM (ET) Opening Remarks and Keynote Introduction Speaker: Kristen Buss, SVP, Strategic Planning Director, FCB Chicago Sponsored by:

12:30 PM - 1:30 PM (ET) Keynote: The Future of Engagement in the Era of Post-Pandemic Disruption Speaker: Jim Carroll, Futurist & Innovation Trends Expert Well-known futurist Jim Carroll presents his vision for the future of retail and shopper engagement in a post-pandemic world (see details on page 20).

1:30 PM - 1:45 PM (ET) Networking Break Find old friends and make new acquaintances through our unique platform, which facilitates peer-to-peer networking.

1:45PM - 2:15 PM (ET) Performance-Driven Digital Strategies Built for the Changing Times

Speakers: • Rachel Bennington, Director of Sales, CPG, GroundTruth • Mark Fleisch, VP, Head of Partnerships, GroundTruth • T.J. Palladino, Area Lead, Shopper Marketing and Strategy (Walmart & Channels), The Kraft Heinz Company The pandemic has accelerated the adoption of digital solutions and drastically altered consumer behavior in just a few months. This disruption to “business as usual” has forced everyone — from brands to retailers to shoppers — to adapt, whether that involves strategy, messaging, or shopping behavior.

This session will walk through innovative solutions for reaching the digital shopper of today, and will feature a recent case study

from Kraft Heinz that highlights the power of location-based, performance-based marketing in driving sales.

Key takeaways: • Uncover how data-based insights can guide marketing strategy.

• Learn how to optimize media targeting tactics toward sales performance • Dive into a case study to learn how Kraft Heinz increased sales during peak seasons and grew the base business.

2:15 PM - 2:45 PM (ET) Using Real-Time Predictive Health Data and COVID-19 Forecasting to Reach Shoppers in the Right Context Speakers: • Louis Auriemma, Digital Marketing & Media Strategy Manager, RB • Brad Pope, Head of Customer Success, Kinsa When it comes to infectious disease, early detection and response is critical. The same holds true for shopper engagement.

Knowing when and where to turn on digital marketing during illness makes the difference between providing relevant shopper solutions or being categorized as irrelevant. Come learn how RB Health is optimizing digital and shopper marketing in this unprecedented illness season.

2:45 PM - 3:00 PM (ET) Networking Break Find old friends and make new acquaintances through our unique platform.

3:00 PM - 3:45 PM (ET) The Future of Shopper Marketing: How Brands Can Plan Today to Win with Shoppers Tomorrow Speakers: Amy Andrews, SVP, E-Commerce, The Mars Agency Shopper marketing has evolved more in the past five months than it did in the previous five years. New platforms and fulfillment models have experienced unprecedented growth, retailers have grown into media companies and shoppers have drastically changed their

experiencep2px.com

57-61-P2PX_full agenda.indd 22

behaviors. Join The Mars Agency to learn which trends are here to stay and how they’ll impact the future of shopper marketing.

Attendees will learn: • The forces driving the shopper marketing revolution.

• Where brands should invest to be prepared for the future.

• How organizations can adapt their teams and processes to meet the challenge.

3:45 PM - 4:00 PM (ET) Networking Break 4:00 PM - 5:30 PM (ET) Women of Excellence Awards Ceremony Sponsored by: Hosted by: Tanner Van Dusen, Managing Director, Path to Purchase Institute and Patrycja Malinowska, Associate Content Director, Path to Purchase Institute Special Guest: CMT Artist and Actress Jana Kramer (courtesy of ViacomCBS) Join the Institute as we celebrate finalists and winners in our fifth annual Women of Excellence Awards, which recognizes outstanding brand marketers, retailers, agency executives and solution providers in driving success for their companies and influencing shoppers along the path to purchase. In addition to unveiling winners across the program’s nine categories, there will be a panel discussion in which our five Executive of the Year finalists will offer their perspectives on the challenges faced and the progress made by women in the industry.

Panelists: • Guadalupe Cano, Chief Executive Officer, Visual Latina • Kate Garner, Senior Vice President, Demand Accelerator NA, PepsiCo • Marissa Jarratt, Senior Vice President and Chief Marketing Officer, 7-Eleven • Meredith Madden, Vice President, Category Development, Shopper Marketing, Consumer Insights, Chobani • Soche Picard, Chief Executive Officer, North America, Arc Worldwide

| 22 | Show Directory 10/21/20 9:36 AM

P2PX Agenda November 11 - DAY 2: The New Store Experience 12:00 PM - 12:15 PM (ET) Welcome from the Institute

2:30 PM - 2:45 PM (ET) Networking Break

Log onto our unique digital platform early to acquaint yourself with everything you’ll be able to do and learn about the day’s events.

Find old friends and make new acquaintances through our unique platform, which facilitates peer-to-peer networking.

12:15 PM - 12:30 PM (ET) Opening Remarks and Keynote Introduction

2:45 PM - 3:30 PM (ET) Using Audio to Increase Shopper Demand at the Point of Purchase

Speaker: Product of the Year USA

Moderator: Paul Brenner, Chief Strategy Officer & President of Audio Out of Home, Vibenomics Speakers: • Cara Pratt, Senior Vice President, Kroger Precision Marketing, 84.51 • Michael Provenzano, CEO, Vistar Media • JP Beauchamp, Senior Vice President, IRI Media Center of Excellence

Sponsored by:

12:30 PM - 1:30 PM (ET) Keynote: Store Tours: Disruptive Trends and New Models at Retail Speaker: Dan Hodges, Founder/CEO, Retail Store Tours Join retail expert Hodges as he travels the globe virtually to explore the world of innovative store design in a fast-paced tour (see details on page 20).

1:30 PM - 1:45 PM (ET) Networking Break Find old friends and make new acquaintances through our unique platform, which facilitates peer-to-peer networking.

1:45 PM - 2:30 PM (ET) Update: Standardizing the Measurement of Shopper Marketing Speakers: • Peter Breen, Editor-in-Chief, P2PI • Patrick Hare, Senior Director of Membership Development, P2PI • Laura Nicklin, Vice President, Research, P2PI Launched this 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 (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. Join the Institute as we outline the goals that have been identified and the progress that’s already been made in this game-changing initiative.

Visuals alone are no longer sufficient for a solid in-store marketing strategy. Audio advertising along the path to purchase enables a unique opportunity to continue the momentum by reaching consumers through the same channels as digital advertising.

According to a 2017 Nielsen Media Lab study, audio advertising drives high recall and purchase intent. It also enables brands to reach customers at the point-of-sale while delivering all the benefits of data-driven decision-making, programmatic automation, and measurement of results.

Key takeaways: • The importance and value of the in-store audio experience to both retailers and advertisers.

• New programmatic and measurement offerings for path to purchase advertising.

• Audio advertising campaign results and best practices from CPG brands.

Sponsored by: Host: Peter Breen, Editor-in-Chief, Path to Purchase Institute Honorees: • Alex Gourlay, Co-Chief Operating Officer, Walgreens Boots Alliance • Steve McGowan, RVP, Shopper Marketing & Strategic Partnerships, Mondelez International • Jennifer Reiner, Senior Director, Omnichannel Marketing & E-Commerce, Del Monte Foods Join us as we honor our Hall of Fame Class of 2020 with the official induction ceremony that’s been on hold since last spring. Learn about the professional achievements and personal philosophies that have made these inductees role models not only in their organizations, but for the shopper marketing community as a whole. Then get their “real time” perspectives on the state of the industry during a first-ever roundtable discussion of our Hall of Famers.

Special Guest: 2019 Hall of Fame inductee April Carlisle, VP of Shopper Marketing at The Coca-Cola Company, will join this year’s inductees for the roundtable.

3:30 PM - 4:00 PM (ET) Networking Break Find old friends and make new acquaintances through our unique platform, which facilitates peer-to-peer networking.

experiencep2px.com

57-61-P2PX_full agenda.indd 23

4:00 PM - 5:30 PM (ET) Annual Hall of Fame Induction Ceremony

| 23 | Show Directory 10/21/20 9:36 AM

P2PX Agenda November 12 - DAY 3: The Omnichannel Marketer 11:00 AM - 11:15 AM (ET) Welcome from the Institute Log onto our unique digital platform early to acquaint yourself with everything you’ll be able to do and learn about the day’s events.

11:15 AM - 12:00 PM (ET) The Marketing Revolution That E-commerce Demands Speakers: • Ken Krasnow, VP, Omnichannel Marketing, Henkel, N.A. • Chris Saroka, VP, CPG, Valassis COVID-19 accelerated existing shopper interest in e-commerce for purchasing daily household needs. But the sudden jump in demand also identified some gaps between consumer expectations and the reality of the e-commerce experience for CPG brands. In this session, Giancola will discuss how brands must reframe the discussion to move away from specific technologies and programs toward facilitating shopper desire to get products into virtual or real carts — and then into their homes.

Attendees will learn how the future of effective e-commerce for brands will require: • A completely new way of thinking about consumer promotions.

• New frameworks and goals for consumer engagement.

• Tools that provide real choices for shoppers along with the convenience they demand.

12:00 PM - 12:15 PM (ET) Networking Break 12:15 PM - 1:00 PM (ET) Creating Engaging Content in the Most Unusual Times Speakers: • Jana Kramer - CMT Artist and Actress • Mille Alderman, Omnichannel Marketing Lead, Walmart, The Clorox Company • Eleonora Lawson, Group Account Director, Shopper Marketing, TPN • Stephanie Lipsey, Group Director, TPN • Susan Bagley, Director of Sales, ViacomCBS

• Jessica DuQuesne, Omnichannel Marketing Manager, The Hershey Co. • Joel Ponce, Director of Sales, Shopper Marketing, ViacomCBS This year has introduced the most unusual retail and shopper marketing environment ever. In the midst of a pandemic and calls for social justice, how do brands authentically engage with shoppers through thoughtful and effective content? In this two-part panel, shopper marketing thought-leaders from Clorox and Hershey’s will join ViacomCBS Shopper to talk about creative solutions for producing content in the midst of a pandemic, the importance of authentic relationships with target audiences (and with vendors), and strategic approaches to your seasonal business.

As a special treat, panelists will be joined

by CMT artist and actress Jana Kramer, who will share insights for developing partnerships with brands and influencers who genuinely connect with your shoppers.

Key takeaways: • Best practices in capturing content that speaks to shoppers, even when there are restrictions and limitations that impact production capabilities • How to drive the business forward by connecting with shoppers through authentic content • How to leverage experienced, trusted partners to innovate during uncertain times.

1:00 PM - 1:15 PM (ET) Networking Break 1:15 PM - 2:00 PM (ET) Omnichannel Marketing in the COVID Age: Using Shopper Data to Connect CPGs, Retailers and Consumers Speakers: • Steven Boal, CEO, Quotient • Mark Williamson, VP-Head of Media Partnerships, AD Retail Media It’s no surprise that 2020’s events have permanently reshaped the grocery retail landscape. Join Boal and Williamson for a

experiencep2px.com

57-61-P2PX_full agenda.indd 24

discussion about the future of retail and and the shared tactics that CPGs can use to optimize marketing investments in a new landscape informed by shopper data.

Key takeaways: • How CPGs and retailers are successfully collaborating at scale and what it means for shoppers • The efficiency of digital marketing —who benefits, who doesn’t and why.

• How to curate the hybrid online-offline experience shoppers now expect

2:00 PM - 2:15 PM (ET) Networking Break 2:15 PM - 3:00 PM (ET) Optimizing Retail Media Networks Speakers: Cara Pratt, Senior Vice President, Kroger Precision Marketing The shift to online grocery shopping has put an even brighter spotlight on retail media networks. Brands are using them to do more than just convert in-market shoppers: They’re also influencing upstream preferences, building demand, and making their traditional media more effective. Attendees of this session will learn how to unlock the full potential of retail media networks as Pratt explores best practices for winning the digital aisle.

3:00 PM - 3:15 PM (ET) Networking Break 3:15 PM - 4:00 PM (ET) The Future Role of Product Displays Speakers: • Peter Breen, Editor-in-Chief, Path to Purchase Institute • Lynn Neal, Chief Product Officer, SellCheck The need to provide incremental display space for a particular brand may not be necessary in the store of the future. But the need to help shoppers find the products they need more efficiently probably will be. Learn about the evolving role of in-store merchandising during this enlightening session.

| 24 | Show Directory 10/21/20 9:36 AM

Solution Providers by Name Aki Technologies

Dabbl

Aki Technologies helps clients deliver a better consumer experience and revolutionary impact with more timely, personalized advertising.

Our moment marketing technology makes it possible to reach your audience during the most receptive moments throughout every step of the customer journey. We recently ramped up our offering with the purchase of Eyeview video technology, so clients can now deliver state-of-the-art personalized video in the moment, too. Stop by our virtual booth to find out why leading marketers use Aki’s moment marketing science to drive stronger awareness, foot traffic and sales.

Dabbl is an innovative digital ad platform that directly connects brands with U.S. shoppers via fun and engaging mobile app experiences (iOS & Android). On Dabbl, shoppers choose to engage directly with brands via rich, interactive content whenever and wherever they choose. Consumers spend 42 seconds on average with each brand they engage with on Dabbl, driving increased brand favorability, ad recall, purchase intent — and ultimately, sales at targeted retailers. . Access valuable response data and easily measure ROAS for promoted SKUs via purchase verification methods such as retailer gift cards, receipt upload, digital coupons, or ‘add to cart’ actions.

375 Alabama St. Ste. 480 San Francisco, CA 94110 415-462-4254​ www.a.ki, info@a.ki

2502 N Howard Ave Suite C Tampa, FL 33607 727-630-7200 http://getdabbl.com, bryson@getdabbl.com

Blue Chip

720 N Franklin Chicago, IL 60654 847-418-8082 www.bluechipww.com, deisenberg@bluechipww.com

DataWeave

Blue Chip is an independent, creative marketing agency with proven expertise in brand and shopper marketing. Based in Chicago, we offer the talent and scale of a holding company with the urgency and ownership of a private agency. We are difference makers and we make what matters. What matters to us is tackling shopper marketing challenges in a world where shopper behavior changes faster than ever. We stay ahead of these shifts through intelligent insights, breakthrough creative, omnichannel integration and real-time measurement. Our client partners include iconic brands like Heinz, Jack Daniel’s, Molson Coors, Procter & Gamble and White Castle.

experiencep2px.com

52-56-P2PX_solution name.indd 25

14205, SE 36th Street, Suite 100 Bellevue, WA 98006 425-458-5110 www.dataweave.com, contact@dataweave.com DataWeave is an AI-powered SaaS platform that provides competitive intelligence as a service to e-commerce businesses and consumer brands, enabling them to compete profitably and accelerate revenue growth. The company’s proprietary technology platform helps e-commerce businesses to make smarter pricing and merchandising decisions, as well as consumer brands to protect their online brand equity and optimize their e-commerce performance.

| 25 | Show Directory 10/21/20 9:36 AM

Solution Providers by Name ElastiTag - Bedford Industries

Fandango

Bedford Industries is a global leader in designing, developing and manufacturing customizable, brandable hang tags for all markets.

Our ElastiTag family of products offers unique point-of-sale marketing tools for engaging the consumer while adding value and creativity to your next promotion. Share your brand story, launch a new product, enhance brand identity, provide product benefits and usage instructions, offer a mail-in rebate or coupon, or promote social media sites. The ElastiTag allows you to do all of these without changing your current packaging. These tags are water resistant, easy to apply, grip the product and stay put even during shipping.

Our mission is to deliver fans the best movie experience across the total movie lifecycle – anywhere, anytime – and create a platform that will generate value for partners: fans, studios, exhibitors, tech platforms and brands.

1659 Rowe Avenue Worthington, MN 56187 507-376-4136 www.elastitag.com, bedford@bedford.com

407 N Maple Dr. Suite 300 Beverly Hills, CA 90210 310-954-0278 fandangorewards.com, dbratton@fandango.com

FCB/RED

875 N Michigan Avenue Chicago, IL 60611 312-425-5000 www.fcbred.com/, Fcb.red@fcb.com Top-ranked in brand engagement, connected commerce and shopper marketing, FCB/RED believes every touchpoint is an opportunity to build a brand and change shopper behavior. We approach the evergrowing complexity of modern commerce through a proprietary strategic model we call FCB/RED Shopping Systems. We created this model of interconnected commerce and communications.

Epsilon

101 N. Upper Wacker Drive Chicago, IL 60606 1-800-309-0505 https://us.epsilon.com, sales@epsilon.com A leader in outcome-based marketing, Epsilon has more than 50 years of experience providing the world’s top brands, agencies and publishers with award-winning data and technology. We enable marketing that’s built on proof, not promises, across a suite of modular products spanning CRM, digital media, loyalty and email.

Epsilon is positioned at the core of Publicis Groupe’s operations around the world.

Foresight ROI

141 W. Jackson Blvd, Suite 1930 Chicago IL 60604 312-575-0024 www.foresightroi.com, contact@foresightroi.com Foresight ROI is a global leader in shopper marketing ROI measurement, decision support and software solutions. Turning “Insight into Foresight” for all our partners, including Nestle, Tyson, and Campbell’s, is our main objective. Our team of practical advisors help leading CPG companies optimize their shopper marketing ROI with a proven, continuous measure-learn-improve process. Our proprietary analytic methodology is specifically designed to prove shopper marketing works and improve it. Shopper Planner software makes the budgeting and planning process easier and informs decisions.

GroundTruth

One World Trade Center 60th Floor New York, NY 10007 888-234-7893 groundtruth.com, shopper@groundtruth.com GroundTruth is a leading location-based marketing and advertising technology company. Sitting at the convergence of offline and online data, GroundTruth delivers a unique data set called ”visitation data,” which allows brands, agencies, SMBs, and non-profits to drive highperforming business outcomes (ROI). GroundTruth activates this data through a suite of performance products and services via their self-serve advertising platform, through managed services, or tailored partnerships. GroundTruth has built proprietary cleansing processes that combines its Blueprints contextual mapping technology, owned & operated properties, along with third-party mobile location data, together yielding over 30 billion visits annually. experiencep2px.com

52-56-P2PX_solution name.indd 26

| 26 | Show Directory 10/21/20 9:36 AM

Solution Providers by Name IN Connected Marketing

333 Ludlow St., 4th Floor Stamford, CT 06902 646-924-8601 www.inconnectedmarketing.com, valerie.bernstein@inconnectedmarketing.com IN Connected Marketing is leading the retail and shopper evolution through what we call “Connected Commerce.” We know “buy moments” can happen anywhere, no matter where the consumer journey takes your target. Our hyper-connectivity to retailers and a $12 million investment in data and proprietary tools allow us to connect real-time and historical location data, past purchase behavior, online media consumption and your own data to build true lifestyle shopper personas. We can target shoppers with unmatched, personally relevant shopper communications across every media channel to truly impact how, where and why they find, buy, and love your brand.

Women of Excellence Sponsor

IMS (Integrated Merchandising Solutions) 8338 Austin Ave. Morton Grove, IL 60053 imsretail.com, info@imsretail.com

IMS helps leading retailers and brands succeed at the point of purchase by managing procurement, production and distribution of digital and traditional signage, print, P-O-P displays, branded merchandise, and

more. Our marketplace is solution-agnostic, so our clients achieve the best execution at the lowest price. Our integrated platform (campaign management, planning, procurement, freight, warehousing, kitting, fulfillment, field execution, analytics) empowers our clients to stay at the strategic level, knowing their vision has become reality.

Kinsa

535 Mission Street, 18th Floor San Francisco, CA 94105 949-448-9276 kinsahealth.com, franklyn.farace@kinsahealth.com Kinsa Insights makes unpredictable shopper demand predictable for brands and retailers. We aggregate millions of real-time illness readings into predictive “”healthweather”” for the entire U.S. Kinsa provides coverage in every DMA with predictive precision down to the sub-county level. Our proprietary illness signals include the only measure of real-time disease transmission proven to accurately predict future COVID-19 hotpsots. Marketers use Kinsa Insights to direct digital marketing to shoppers based on real-time illness severity, including future COVID-19 outbreaks; empower customer teams with DC- and store-level illness trends to optimize retailer engagement; and avoid out-of-stocks and excessive inventory builds using real-time illness trends and incorporating the impact of pantry loading on future demand.

Is shopping behavior changing faster than your ad strategy?

We’ll help you connect with shoppers in the right moments.

Run digital media campaigns that cater to current shopper preferences and buying habits. Aki detects your audience’s context and receptivity in each moment of the customer journey to deliver personalized messages that drive business results.

bluechipww.com

PROUD SPONSOR

Contact info@a.ki or visit our booth at P2PX Digital Expo

experiencep2px.com

52-56-P2PX_solution name.indd 27

| 27 | Show Directory 10/21/20 9:36 AM

Solution Providers by Name Kroger Precision Marketing

Menasha Packaging

Kroger Precision Marketing is a leading retail media advertising solution. Powered by 84.51 data science and Kroger’s popular loyalty card program, we connect customers to brands through engaging moments that inspire purchasing online or in-store. Kroger Precision Marketing closes the loop between media exposure and store sales to make brand advertising more addressable, actionable, and accountable.

Menasha Packaging is a privately held, family-owned company and a subsidiary of Menasha Corp. Menasha Packaging is a leading provider of packaging and merchandising supply chain solutions for both in-store and online. With a network of retail and design centers, sales service centers, corrugated and paperboard manufacturing plants and fulfillment facilities located throughout North America, the company’s mission is to help its customers protect, move and promote their products better than anyone else.

100 W. 5th Street Cincinnati, OH 45202 513-632-0561 www.krogerprecisionmarketing.com, krogerprecisionmarketing@8451.com

Macaroni Kid

Product of the Year USA

9908 Bluegrass Road Potomac, MD 20854 720-202-2553 https://macaronikid.com, toni@macaronikid.com Geo-targeted influencer messaging for shopper marketing campaigns featuring mom-to-mom sampling, in-store experiences, unique content and a strong path to purchase delivered to more than 3 million families across the U.S. With our model, we have more than 500 local Macaroni Kid Publishers across the U.S. who reach local consumers via a weekly e-newsletter, website, social channels and authentic community interaction. Ninety percent of our readers live within 10 miles of their influencer. This has two advantages; first, since they are neighbors, there is more influence, second, our readers can actually purchase the product at their local retailer.

experiencep2px.com

52-56-P2PX_solution name.indd 28

1645 Bergstrom Road Neenah, WI 54956 920-751-1000 www.menashapackaging.com, solutions@menasha.com

37 West 26th Street, Suite 307 New York, NY 10010 212-213-0600 productoftheyearusa.com, dolinda@poyusa.com Product of the Year USA is the largest consumer-voted award program for product innovation, guiding consumers to the best products in market by recognizing brands for quality and product innovation. POY accepts entries annually from new CPG products including food, personal care, home care and more. Winners are determined through a nationally representative study of 40,000 consumers conducted by research partner Kantar. Winners receive a two-year license of the POY seal to be used in marketing, with a proven track record of improving sales and distribution, as well as inclusion in a PR/Media campaign delivering millions of media impressions.

| 28 | Show Directory 10/21/20 9:36 AM

Solution Providers by Name PureRED

Retail Aware

Today’s world is about delivering the right content with scale, speed and precision. Since 1967, we’ve helped retailers and consumer brands evolve from traditional advertising to digital marketing with our intuitive technology.

Retail Aware develops, tracks and measures in-store consumer/ shopper purchase behavior in real time through BiaaS sensors and AI technology. Retail Aware acquires consumer shopping POS/P-O-P intelligence data, via product interaction, consumer dwell time and impressions to drive corporate ROI metrics for agencies, retailers, and brands.

2196 W Park Court Stone Mountain, GA 30087 770-570-7278 www.purered.net, solutions@purered.net

808 Conagra Drive, Suite 401 Omaha, NE 68102 704-999-1485 www.retailaware.com, steve@retailaware.com

Quotient

400 Logue Ave. Mountain View, CA 94043 650-967-4720 http://quotient.com, communications@quotient.com

SellCheck

Quotient is a leading digital promotions, media and analytics company that delivers personalized digital coupons and ads – informed by proprietary shopper and online engagement data – to millions of shoppers daily. We use proprietary promotions, media, audience and analytics platforms and services to target audiences, optimize performance and deliver measurable, incremental sales for CPG and retail marketers. Quotient executes 70% of digital coupon redemptions in the U.S., and can target a verified buyer audience of 100-plus million through our exclusive retailer partnerships that together represent $150 billion in retail sales.

701 North Washington Ave., Suite 500 Minneapolis, MN 55401 612-248-8538 www.sellcheck.com, chris@sellcheck.com SellCheck uses behavioral science and shopper marketing principles to evaluate advertising and help brands increase their conversion. Reports are delivered in just 48 hours. The evaluations provide clear direction on how to improve as well as a go/no-go recommendation on going to market. Over 750 brands including Procter & Gamble, Mondelez International and Walgreens pre-qualify their ads with SellCheck.

JOIN THE LEADERS WHO ARE SHAPING THE FUTURE OF COMMERCE!

THE INTELLIGENCE: Expert and editorial insights covering in-store, digital, retail marketing, actionable insights to drive shopper engagement and sales. Highly relevant and content-rich professional development and training courses designed to provide the know-how for tomorrow.

THE INNOVATION: Amplify your thought leadership, competitive edge, and be part of the elite consumer goods executive community.

THE INFLUENCE: A community that unites brand manufacturers, retailers, agencies, and solution providers through world-class events and peer-to-peer partnerships.

BECOME A ME MBE R TODAY !

To learn more about membership packages that align with your goals, please contact your sales representative or visit p2pi.org/membership.

experiencep2px.com

52-56-P2PX_solution name.indd 29

| 29 | Show Directory 10/21/20 9:36 AM

Solution Providers by Name ShopLiftr

6 Gurdwara Road, Suite 100 Ottawa K2E 8A3 Canada 1-866-760-2525, x124 www.shopliftr.com, iclark@shopliftr.com ShopLiftr helps CPG brands, retailers, and their agency partners by using trade promotions and event-based triggers to create dynamic, digital experiences that drive superior in-store sales lift. Our experiences target the right customers, in the right context with the right message to deliver unparalleled results.

The Mars Agency

25200 Telegraph Road Southfield, MI 48033 248-936-2200 www.themarsagency.com, stifflere@themarsagency.com

Vibenomics

We are a fie cely independent marketing agency that accelerates growth through shopper influence. Founded in 1972, The Mars Agency is headquartered in Detroit with 11 offices worldwide and 350-plus employees affectionately known as “Martians.” We’ve built a culture centered on growth, helping clients find growth opportunities though consumers, shoppers and customers – everywhere.

Valassis

15955 La Cantera Parkway San Antonio, TX 78256 919-274-6929 www.valassis.com, turnerm@valassis.com Valassis, a Vericast business, is a leader in marketing technology and consumer engagement. We work with over 60,000 companies and brands in a wide array of industries, partnering to anticipate consumer intent, inspire action, and create demand. NCH Marketing Services Inc. is a Valassis subsidiary.

ViacomCBS

1515 Broadway New York, NY 10003 314-713-4886 www.viacomcbs.com, mike.swart@viacom.com ViacomCBS Shopper is our low-funnel shopper marketing discipline, where we create all types of content and experiences that drive retailer specific in-store and e-commerce transactions. ViacomCBS is driven by iconic brands including CBS, Showtime, Paramount, Nickelodeon, MTV, Comedy Central, BET, CBS All Access and Pluto TV, among others. The company delivers the largest share of the U.S. television audience and boasts one of the industry’s most important and extensive libraries of TV and film titles. In addition to offering innovative streaming services and digital video products, ViacomCBS provides powerful capabilities in production, distribution and advertising solutions for our partners.

experiencep2px.com

52-56-P2PX_solution name.indd 30

8700 North Street Suite 200 Fishers, IN 46038 317-863-2824 www.vibenomics.com, adsales@vibenomics.com Vibenomics is a location-based audio out-of-home advertising and experience company that powers custom radio stations for retailers, giving brands the ability to talk to shoppers directly at the point of sale. With its powerful cloud-based technology, licensed background music library, data integration capabilities, full-service team of audio experience experts, and network of professional voice talent available on-demand, the company provides the right revenue-enhancing vibe during the critical final footsteps along the path to purchase.

VIZIT

21 Drydock Ave. Boston, MA 02210 617-852-2926 vizit.ai, info@vizit.com VIZIT is a provider of visual intelligence giving brands and retailers the power to see their products through the eyes of the consumer.

VIZIT’s AI-powered platform can predict how target audiences will react to images across the digital shelf, driving conversions and lifting revenue. With our unique, truly predictive Visual Intelligence Platform, VIZIT helps brands and retailers choose which images will capture, captivate, and convert online shoppers.

WestRock

1000 Abernathy Road NE Atlanta GA 30328 770-448-2193 westrock.com WestRock offers a comprehensive scope of end-to-end services to ensure that our customers succeed from concept to checkout. We leverage our deep understanding of shopper trends and insights to activate winning merchandising strategies.

| 30 | Show Directory 10/21/20 9:36 AM

Solution Providers by Type DIGITAL MARKETING/ SOCIAL ACTIVATION

PLANNING YOUR BOOTH VISITS

The following pages are designed to improve and customize your Path to Purchase Digital Expo experience. Refer to them to easily and efficiently find solution providers in your key areas of need and clearly understand their main areas of expertise.

CATEGORIES

Agencies/Marketing Services: Fullservice agencies that provide strategic shopper marketing expertise and/or tactical execution capabilities, as well as service providers offering solutions for various aspects of shopper marketing program development.

Digital Marketing/Social Activation: Solution providers with various tools and services that deliver marketing messages and promotional offers to consumers/ shoppers through various digital media channels.

Digital/Retail Media Platforms: Solution providers that operate unique digital platforms and destinations that are designed to attract a consumer/shopper audience and deliver brand marketing messages and promotional offers.

Incentives: Solution providers who offer platforms and tools that drive engagement and sales through the use of promotions such as coupons, rebates, cash rewards, third-party prizes and others.

In-Store Media: Solution providers who offer unique opportunities to engage with brick-and-mortar shoppers through syndicated or regularly scheduled promotional tools such as shelf signage, digital advertising, themed display opportunities and other programs.

P-O-P Displays/Services: Solution providers involved in the design, manufacture and distribution of product displays and signage that engage consumers and drive sales in the brick- andmortar retail environment.

Shopper Insights/Research: Solution providers offering services for the collection, processing, synthesis and/or analysis of shopper/consumer data to help brands uncover actionable insights.

AGENCIES/MARKETING SERVICES Blue Chip Independent, creative marketing agency with proven expertise in brand and shopper marketing.

Epsilon Measurable, accountable marketing solutions across CRM, digital media, loyalty and e-mail.

FCB/RED Top-ranked agency in brand engagement, connected commerce and shopper marketing.

GroundTruth Combines proprietary technology with predictive targeting products to precisely reach mobile users.

Product of the Year USA Consumer-voted award program recognizing brands for product quality and innovation.

PureRED Digital content creation at the scale, speed and precision that large enterprise retailers and consumer marketers require.

The Mars Agency Agency helping clients find growth opportunities though consumers, shoppers and customers — everywhere.

experiencep2px.com

49-51-P2PX_solution type.indd 31

Aki Technologies AI-powered science uncovers patterns in ad receptivity to deliver timely, relevant marketing messages to mobile consumers.

Macaroni Kid Geo-targeting of local influencers with relevant, actionable messaging for shopper marketing campaigns.

ShopLiftr Dynamic, digital promotional experiences that drive superior in-store sales lift.

Valassis Data, tools and expertise to help brands anticipate consumer intent, inspire action and create demand.

ViacomCBS Creates content and experiences that drive retailer-specific in-store and e-commerce transactions.

DIGITAL/RETAIL MEDIA PLATFORMS Dabbl A digital ad platform that directly connects brands with U.S. shoppers via fun and engaging mobile app experiences.

Kroger Precision Marketing Creates engaging moments between brands and shoppers through 84.51 data science and Kroger’s loyalty card program.

Quotient Uses proprietary data and tools to target audiences and optimize performance for digital coupons and ads.

INCENTIVES Fandango Experiential rewards provider for movie ticket purchases.

| 31 | Show Directory 10/21/20 9:35 AM

Solution Providers by Type P-O-P DISPLAYS & SERVICES IMS (Integrated Merchandising Solutions) Manages procurement, production and distribution of digital and traditional signage, print, P-O-P displays and branded merchandise.

Menasha Packaging Leading provider of packaging and merchandising supply chain solutions for both in-store and online.

WestRock End-to-end services to ensure that brands activate winning merchandising strategies.

IN-STORE MEDIA ElastiTag/Bedford Industries Unique hang tags custom-designed to meet client requirements for new product

launches, point-of-purchase coupons, product details and other programs.

Vibenomics Location-based audio out-of-home advertising and experience company powering custom radio stations for retailers.

SHOPPER INSIGHTS DataWeave AI-powered SaaS platform that provides competitive intelligence to e-commerce businesses and consumer brands.

Foresight ROI Global leader in shopper marketing ROI measurement, decision support and software solutions.

IN Connected Marketing Hyper-connectivity to retailers and a $12

million investment in data and proprietary tools informs personally relevant shopper communications.

Kinsa Aggregates millions of real-time illness readings into predictive “healthweather� forecasting for the entire U.S. Retail Aware Develops, tracks and measures in-store consumer/shopper purchase behavior in real time.

SellCheck Creative optimization platform that applies behavioral science-based algorithms to optimize shopper marketing creative.

VIZIT AI-powered platform predicts how target audiences will react to images across the digital shelf.

Test 40+ Tactics:

Optimize Your Creative to Increase Conversion 30%* Fast, actionable insights. Optimized Creative.

Increased sales. See why more than 1,000 brands use SellCheck to save time & money.

Digital

Print

In Store

Visit SellCheck.com to schedule a demo today Packaging & More

*Average with range of 5-200% based on in-field study.

experiencep2px.com

49-51-P2PX_solution type.indd 32

| 32 | Show Directory 10/21/20 9:35 AM

Advertising Index Path to Purchase IQ COMPANY

PAGE

hmt Associates............................................................................................................................................... 31 Ideal/Hood Container.....................................................................................................................................9 IN Connected Marketing...............................................................................................................................7 Great Northern Instore................................................................................................................................ 19 Mars Agency, The.......................................................................................................................................... 13 Product of the Year USA.................................................................................................................................5 PureRED...............................................................................................................................................................2 Quotient ........................................................................................................................................................... 43 Trion ................................................................................................................................................................... 27 Valassis .............................................................................................................................................................. 32

Path to Purchase Expo Directory COMPANY

PAGE

Aki Technologies............................................................................................................................................ 27 Bedford Industries ElastiTag...................................................................................................................... 13 Blue Chip.......................................................................................................................................................... 27 DataWeave ...................................................................................................................................................... 26 Fandango Rewards....................................................................................................................................... 14 FCB/RED............................................................................................................................................................ 17 Foresight ROI................................................................................................................................................... 11 GroundTruth......................................................................................................................................................9 IMS (Integrated Merchandising Solutions).............................................................................................5 Kinsa................................................................................................................................................................... 21 Menasha..............................................................................................................................................................2 Path to Purchase Institute.......................................................................................................................... 29 Retail Aware..................................................................................................................................................... 16 SellCheck.......................................................................................................................................................... 33 ShopLiftr........................................................................................................................................................... 18 Valassis ............................................................................................................................................................. 29 ViacomCBS..........................................................................................................................................................7 Vibenomics...................................................................................................................................................... 21 VIZIT................................................................................................................................................................... 15 WestRock.......................................................................................................................................................... 19 experiencep2px.com

48-P2PX_adindex.indd 33

| 33 | Show Directory 10/21/20 9:35 AM