P2PIQ-0820

AUGUST 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

WHO’S WHO IN MARKETING OUR 12TH ANNUAL SHOWCASE OF THE INDUSTRY’S BEST

INSIDE THE FUTURE UNFOLDING:

INSIGHTS FROM EXECUTIVES

ACTIVATION GALLERY:

SIGNS OF CHANGE

STORE SPOTLIGHT:

ALBERTSONS PLAYS ON

OMA RESULTS:

THE 2020 AWARD WINNERS

POWERED BY

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“The global economy is dynamic and tumultuous.

But, there is always an opportunity to innovate, collaborate, and delight today’s shoppers.”

— TANNER VAN DUSEN, CHIEF INNOVATION OFFICER, ENSEMBLEIQ

THE FUTURE TAKES FOCUS

NOW

Unexpected market forces rapidly change the way we build trust in our brands. It’s time to join the only community that connects thousands of professionals to insight and influence essential for solving business problems and driving growth into the future.

The time to align with Path to Purchase IQ is NOW.

PathtoPurchaseIQ.com F O R M O R E I N F O R M A T I O N , PLEASE CONTACT ARLENE SCHUSTEFF, ASSOCIATE BRAND DIRECTOR, AT ASCHUSTEFF@ENSEMBLEIQ.COM

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

12

The Future Unfolding, Part 2 Industry thought leaders answer our question: “Moving forward, what do you see as the greatest opportunity for achieving success with shoppers?”

16

46 SPECIAL REPORTS

Who’s Who in Shopper Marketing Our 12th annual report showcases brand and retail executives who are leading and advancing the shopper marketing discipline.

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Outstanding Merchandising Achievement

We showcase the Display of the Year, Creative Award and Budget Award winners from the SHOP! association’s 2020 OMA Awards competition.

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VO LU M E 33 | ISS U E 8

August 2020 NEWS

DEPARTMENTS 6

Editor’s Note:

Silver Linings & Gold Standards

11

P2PI Member Spotlight:

Inspira Marketing Group

34

Activation Gallery:

Signs of Change

38

P2P Toolkit

i u G n o i t u l o S g n i m o c p 50 u r e h t o e e n s i z e a h t g a s s i m 51ase IQ Don’t m 8 h c r u P o t h t a P n i only 42

Store Spotlight:

Albertsons Plays On

NEW Horizons Solution Provider News

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8 Pandemic Pivot

After parking its original plans, Sparkling Ice has its field and sampling teams instead focusing on a merchandising program alongside the brand’s retail partners.

Personnel Appointments/ Editorial Index

42

10 Path to Purchase Now

What’s next for the weekly print circular?

54

54 Retail Intel:

P&G’s Sustainability

The COVID-19 pandemic hasn’t changed Procter & Gamble’s commitment to sustainability, and retail partnerships are key.

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.

August 2020

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

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THE SEPTEMBER 2020 ISSUE CLOSES AUGUST 3

ies c n e g A g n i t rke Shopper Ma 2020 r e b m e t p e S An official publication of

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Editor’s Note

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

Silver Linings & Gold Standards PETER BREEN, EDITOR-IN-CHIEF

It’s more than a little ironic that the importance of shopper marketing has been elevated during a national pandemic that severely limited the ability for brands to execute in brick-and-mortar stores.

We here at the Path to Purchase Institute continue looking for as many silver linings as we can during one of the more challenging periods in the history of our industry (not to mention our nation).

And I think we’ve found another one in the fact that it finally has become abundantly clear to the entire marketing community that shopper engagement doesn’t only occur “at retail” – because consumers are now “at retail” whenever they have a digital device and the urge to buy something.

“Shopper marketing is a bigger business than advertising,” said ad industry pundit and NYU marketing professor Scott Galloway in May, during a podcast discussion about Amazon Web Services and the digital media marketplace. I’m not sure if marketing budgets across the industry are supporting that assertion just yet, but I’m certainly not one to disagree with an NYU marketing professor – especially when he’s making a case for the importance of shopper marketing.

The discipline of shopper marketing has evolved tremendously in the last 12 years, which is the amount of time we’ve been publishing our annual Who’s Who in Shopper Marketing list. One of the more significant changes has been the fact that shopper marketing teams have been enlisted to drive e-commerce activity at many organizations. Why? Because they already knew how to work with retailers and influence purchase. As you read through the profiles of our 2020 honorees (see page

16), you’re just as likely to read about digital commerce as you are in-store marketing.

Yet despite a generally accepted understanding of shopper marketing’s ability to drive sales in-store and online (and in-store via online), our industry still doesn’t have a standard method of measuring its effectiveness and, therefore, has a tough time proving its value in relation to other areas of the marketing mix that do.

This lack of measurement standards has held shopper marketing back from moving beyond its historical perception as a siloed, tactical function to be executed with retailers to instead be considered a comprehensive, strategic marketing capability within the organization that doesn’t just drive incremental sales but also sustainable brand growth.

We now plan to solve this problem.

The Institute, in conjunction with our Advisory Board and a few key partners, has formed the Commission to Standardize the Measurement of Shopper Marketing, a consortium of industry leaders that will work to foster an objective, industry-wide understanding of the true value of shopper marketing across the entire path to purchase and a standard approach to measurement that can be adopted across the industry.

It’s an ambitious goal but a worthy one to establish something the industry has sorely needed for quite some time. And we’ve enlisted a “Who’s Who” of leading companies to join the Commission and help us achieve it. As this issue went to press, we were finalizing plans with key partners and preparing for the group’s first official meeting at the end of July. We’ll keep everyone updated on our progress in the magazine and online.

In the meantime, we’ll keep looking for more silver linings.

August 2020

Executive Editor Tim Binder, tbinder@ensembleiq.com Managing Editor Charlie Menchaca, cmenchaca@ensembleiq.com Associate Director/Content Patrycja Malinowska, pmalinowska@ensembleiq.com Associate Editor/Content Cyndi Loza, cloza@ensembleiq.com Associate Editor/Content Jacqueline Barba, jbarba@ensembleiq.com Editor Emeritus Bill Schober, bschober@ensembleiq.com Director – Production Ed Ward, eward@ensembleiq.com Creative Director Colette Magliaro, cmagliaro@ensembleiq.com Art Director Michael Escobedo, mescobedo@ensembleiq.com CONTRIBUTING WRITERS Erika Flynn, Ed Finkel, Michael Applebaum, Chris Gelbach, Dawn Klingensmith, April Miller, Samantha Nelson

SALES & P2PI MEMBER DEVELOPMENT 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

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Brand Strategy

Sparkling Ice Pivots for Pandemic

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

Talking Rain’s Sparkling Ice brand started 2020 with what was supposed to be a seven-month sampling tour. The plan involved visits to music and food festivals in 18 different markets along with retail demos, guerilla sampling and smaller community events.

Then COVID-19 happened.

“When the pandemic hit, both our Sparkling Ice consumer and shopper behavior changed drastically,” says Ellie Kohl, regional field marketing manager at Talking Rain. “In-person gatherings and events were coming to a halt while we were facing the challenge of keeping up with the in-store demand.”

To keep Sparkling Ice at the forefront of the sparkling water category, Talking Rain pivoted with the help of St. Louis-based agency Switch. The partners decided to

take the field and sampling teams and focus on a merchandising program alongside the brand’s retail partners.

The merchandising program encompassed more than 15 sales markets with a six-week run in each market, Kohl says. The goal was to restock in-line shelves and any secondary merchandising with Sparkling Ice and Sparkling Ice + Caffeine to ensure the products were available for shoppers to purchase.

Although there was no corresponding digital activity specific to the merchandising program, Talking Rain continued to post on its social media accounts and run sales promotions as scheduled, Kohl says.

“With the help of our internal team and Switch, we were able to keep our merchandisers’ health and safety top priority, equipping them with the necessary PPE [personal protective equipment] and

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sending weekly reminders on best practices and recommendations from the Centers for Disease Control and Prevention,” she explains.

In all, the merchandising program resulted in tens of thousands of product cases stocked. Talking Rain will review that total, the number of store visits and sales data from each store to measure the success of the program, Kohl says.

The company will assess any significant variation between markets and factor in any store-specific promotions within markets that were under governmentissued stay-at-home orders.

The company also worked with Los Angeles-based Ascent Talent, Model, Promotion Ltd. to help recruit the teams as well as its distributors and retail partners in each market. IQ

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THE PATH TO PURCHASE INSTITUTE is the only community that connects commerce and marketing professionals to the intelligence, innovation, and influence needed to navigate the complexity of today’s consumer retail landscape and drive growth.

JOIN THE LEADERS WHO ARE SHAPING THE FUTURE OF COMMERCE!

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

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Path to Purchase Now

The Future of Features?

Shifts in shopper behavior have retailers rethinking circular strategies

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

Since long before the term “shopper marketing” was even coined, feature ads in weekly circulars have been among the most basic – and often most effective – go-to tactics for brands looking to drive incremental sales through retailer partners.

But as retailers revamped their promotional activities this spring in response to the abrupt changes in shopper behavior caused by the COVID-19 pandemic, many scaled back or even stopped printing their weekly circulars.

Meijer, for one, suspended its weekly print flyer on Easter Sunday (April 12) after first cutting back its folio size to just four pages one week earlier. Meanwhile, H-E-B and Ahold Delhaize’s Stop & Shop were among other chains that dramatically scaled back folio sizes to a handful of pages from early April through late May. ShopRite turned its tab into a two-sided broadsheet for several weeks, devoting a good portion of even that limited space to messages of support and reassurance rather than deals (see image at right).

The reasons were multiple but included the need to reduce store traffic during early-stage panic buying for essential products and help avoid the resulting potential for out-of-stocks on promoted items. (On a less-philanthropic note, some retailers found little need to tout promotional prices during a period of pandemic-driven stock-up buying.)

While most retailers had shifted back to more traditional activity by early June, Walgreens actually continued print distribution of its circular through the end of May – but then halted production in June. “In light of the accelerated consumer behavior shifts driven by COVID-19, the weekly circular will transition exclusively to digital as

Understanding Today’s Shopper to Drive Tomorrow’s Success The coronavirus pandemic has dramatically altered the retail landscape in numerous ways that continue to challenge brand marketers struggling to deal with the present and plan for the future. The Institute’s Path to Purchase Now webinar series addresses some of the critical ways brands and retailers must rethink existing strategies to meet changing shopper behavior. we temporarily suspend the printed version as we look to enable more agile ways to meet customer needs,” the retailer said in a statement to the Institute.

In publicizing the move, Walgreens encouraged consumers to use the digital version of the weekly tab and also register for its Balance Rewards loyalty program if they hadn’t already done so.

These recent actions have led some industry experts to speculate that the

August 2020

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stronger shift toward online grocery shopping in the last few months might finally make the traditional circular obsolete as retailers focus on lessexpensive digital marketing alternatives that can facilitate more direct and more personalized communication with shoppers.

This, of course, is a possibility that has long been in the works: Back in 2013, Safeway’s then-CEO Steve Burd said the supermarket operator (now owned by Albertsons) was trying “to actually get out of the paper ads, and make the ad itself personalized for every household.”

Needless to say, Safeway still produces a mass-distributed weekly print edition.

Why? Print circulars are still effective at driving sales: Studies conducted as recently as January 2018 found 80% of U.S. households still using them to plan shopping trips. They also provide a significant source of incremental revenue to some retailers through the pay-to-play promotional dollars they generate.

That powerful combination suggests that the print circular won’t be disappearing overnight – pandemic or not. IQ

What’s Next for the Weekly Circular?

Aug. 11 Sponsored by

The Future Role of In-Store Displays Aug. 26 See page 41 for more information

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Member Spotlight

Inspira Marketing Group A Q&A with Maureen Jones, the Experience Agency’s Account Director

According to your website, Inspira Marketing Group offers”experiences inspired by people.” Can you explain what this means?

JONES: When we say “experiences inspired by people” we’re referring to our heritage as an agency rooted in experiential marketing, which has always been closest to the consumer. It’s our nuanced understanding of consumers that uniquely positions us to think about the relationships and experiences people have with brands at every level.

We view consumer experience (CX) as the North Star by which all creative concepts, messaging and tactical development emanate.

This approach gives brands a competitive advantage in meeting their goals through a process that uncovers the target’s barrier and offers a solution to actively choosing the brand. This starts with the first point of consideration in the category to the moment of use and beyond. All cultural, category and brand-related experiences are factored into developing the most informed and authentic omnichannel solutions.

To develop the work, the process focuses on deeply understanding the relationship and experience consumers have with the category and the brand to shore up important insights. This method allows us to break out of commodity situations and begin building long-lasting, magnetic relationships with consumers.

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

JONES: The Path to Purchase Institute is an amazing resource for a number of purposes at Inspira. First and foremost, the abundance of retailer and brand information compiled across the path to purchase serves as valuable

The work Inspira created for my brands was inspired, thoughtful and deeply rooted in consumer and shopper insights. Inspira knows how to get things done – their planning was smart and their execution covered every detail to ensure success. Not only are their ideas super strong, the team I had the pleasure of working with was world-class. The entire team had a strong bias for strategic thinking and I felt that they were invested in my brands’ success as much as I was.

– Elisa Gurevich, Senior Brand Manager, BIC

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input in the planning we do for our clients.

That information helps us stay relevant and develop strategies and approaches based on marketplace trends. We love the array of information and imagery – it really fuels the creative fire. We are excited to offer all of our team members the top-notch educational and training resources available.

What are the latest disruptors most affecting your business now?

JONES: COVID-19 pushed pause on inperson experiences for the foreseeable future. While live experiences will continue to be an integral part of our business, we’ve had the opportunity to expand our thinking and work with our clients to integrate CX beyond live experiences and into omnichannel campaigns. We view this as a really transformational time for our industry and the future of consumer experience – whether it’s digital or physical, at any point in the consumer journey.

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

JONES: Based on the dramatic changes in consumer behavior and expectations, I believe that CX will play a central role in marketing. Consumers make purchase decisions based on the relevance and value of their experiences with a brand – and we’re already seeing these behaviors accelerate. Inspira has the talent, resources and expertise to lead, so we are excited to be at the forefront of this evolution. IQ

MEMBER UPDATE Path to Purchase Institute is delighted to welcome new and returning members to our community: Apeel Sciences, Avocados from Mexico, Bimbo Bakeries, Colangelo, Darko, Galderma, Green Bay Packaging In-Store Innovation Group, Johnsonville Sausage, KIND, Marketing Werks, Nestle Purina, Prestige Brands, Quotient, Retail Solutions Inc., SellCheck, Serta Simmons and The Central Group.

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 Ron Orgiefsky at rorgiefsky@ ensembleiq.com.

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THE FUTURE UNFOLDING, PART 2:

The Path to Purchase Institute has assembled its most impressive collection of thought leaders ever to reflect on the impact the COVID-19 crisis will have on shopper engagement. As we did in our July issue, the following article presents their answers to one of the four questions we posed. For more extensive answers, as well as their insightful perspectives on the three other questions about the current status and future potential for the shopper commerce industry, visit P2PI.org.

Q

Moving forward, what do you see as the greatest opportunity for achieving success with shoppers?

NEIL ACKERMAN Head of Advanced Technologies, Global Supply Chain, Middle East and Africa, Johnson & Johnson The greatest opportunity is going to be centered on a brand’s innovation and relevance to the changing expectations of society. Marketing matters.

Enablement of these programs in the most innovative methods by a supply chain matters.

Of course, human resources is the driver and ensuring you hire the best and let them grow will be the most important investment a company can make.

KEITH ANDERSON SVP Strategy & Insights, Profitero It’s essential to question every assumption and pay very close attention to recent or real-time data and forward-looking indicators of

August 2020

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Q:

Moving forward, what do you see as the greatest opportunity for achieving success with shoppers?

demand and purchase intent, like keywords trending in product searches and growth in traffic to product pages.

Pay very close attention to replacement cycles, attachment rates, accessory or part sales – anything that gives you an early indication of how relationships to your brand may be evolving.

and brands can be, too. How can we best work together to meet shopper needs, remove purchase barriers, and build equities for brands and retailers at the same time (which of course is the true definition of shopper marketing)?

SHAUN BROWN SVP, Managing Director & Shopper Marketing Discipline Lead, Momentum Agility to meet shopper needs. The idea of everything having longer-term planning is dead. Brands will need to have a significant portion of their plans for responsive, shorter-term activation. Brands that were not able to respond or were out of stock created opportunities for other brands to get trial and purchase – and many of those shoppers won’t come back.

MARTA CYHAN Chief Marketing Officer, Catalina In times of crisis, cementing loyalty is not a slow, long-term process. It’s about speed and realtime responsiveness. Winning or losing shopper loyalty comes down to a matter of days and months, not years.

VANESSA BUENO Marketing Director Shoppers are looking for differentiation.

Products that can deliver on specific consumer needs with a story and functional benefits will rise to the top. Shoppers are also looking for authenticity and an emotional connection to brands and products. Those that deliver will win. I also believe that, with the increase in unemployment, providing affordable food options is key for a large portion of the consumer base.

RICH BUTWINICK President, MarketingLab Truly providing shoppers a frictionless opportunity to buy your brand in the way they want. To get there, we need to understand that the point of decision is not necessarily the point of transaction, and that shoppers decide how they’ll transact based on what’s convenient to them to meet their needs now. Shopper marketers need to have a deep understanding of the shopper journey.

APRIL CARLISLE Vice President NRS, Shopper Marketing, Coca-Cola Co. Agility! Shoppers are agile, and retailers

“The idea of everything having longer-term planning is dead.

Brands will need to have a significant portion of their plans for responsive, shorter-term activation.”

— Shaun Brown, Momentum

SANDEEP DADLANI Chief Digital Officer, Mars Incorporated The biggest opportunity remains our ability to listen deeply and empathize with consumers, to understand their unmet needs and to leverage digital capabilities in response to those needs. We continue to hope that such creative new routes to market – and our resourcefulness and speed in pivoting to them – will continue so we can meet consumer needs wherever they arise.

KELLY DOWNEY Consultant, OxfordSM Think about how to strengthen and even reset your customer relationships by showing flexibility and compassion. Use the opportunity to revise your customer plans, build your customer-facing skills, review your customer-

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facing organization, and learn new virtual selling techniques.

CRAIG ELSTON Global Chief Strategy Officer, Integer We need to be more intentional and less opportunistic with shoppers. We also need to adopt more agile planning, to be able to adapt to new risks as they arise. That agility is a key to success now and in the future. Real-time data collection and the ability to interpret signals, gain insight and act swiftly matters now more than ever.

KERRY FARRELL SVP Sales & Customer Success, Eversight Shoppers are real people – they are dynamic, diverse, complicated individual consumers who are subject to change. But this industry has long treated consumers as predictable, segmented groups. To achieve success with shoppers moving forward, approach them on an individual basis, actively engage in understanding them today, and then do it again tomorrow.

There isn’t going to be a steady-state, predictable, “new normal” at the end of this crisis – and if your organization is sitting around waiting for it, you’ve missed the opportunity put in front of you.

MICHAEL FORHEZ Global Managing Director, Consumer Markets, Oracle The simple answer, in an increasingly technology-enabled world, is not to lose sight of what our industry is in the business of – namely, that we are here to serve consumers better by creating the products and services they need, when they need them … sometimes even before they know!

CARLOS GARCIA Industry Manager, CPG-Retail, Facebook After the crisis ends, most people will still go into stores and put your brands into physical shopping carts, but the number of people that will want to continue to order online and pick up curbside, or from a locker in the store, or have it

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THE FUTURE UNFOLDING, PART 2

delivered straight to their home, has dramatically increased. If you aren’t serving people in an omnichannel way that reduces friction, and your competitors are, you will lose share.

Q:

Moving forward, what do you see as the greatest opportunity for achieving success with shoppers?

JASON GOLDBERG Chief Commerce Strategy Officer, Publicis Communications We’ve spent a century growing retail sales by increasing store traffic. Now we’ll need to seek growth while limiting store traffic. This will be a major shift in emphasis from traffic generation to conversion and basket size.

We’re going to need new digital experiences to facilitate product discovery and impulse purchases.

ELIZABETH HARRIS Chief Strategy Officer, Arc Now that new e-commerce tools have been so widely adopted, how do we lean into these new behaviors to make the experience even better, simpler and more delightful? What enhanced content would be valuable? What surprises can we bring people at curbside or with delivery? We’re just scratching the surface of what’s possible now that we’ve overcome the hurdle of adoption.

NICK JONES Chief Growth Officer, Geometry The answer is right in front of us: the shopper. It’s no longer about shelfback, not about the category, not the channel, not the technology … it’s all about the shopper. We want to know the shopper better than anyone – using data, research and observation. And

then bring creativity to the party. Commerce is the next frontier of marketing, and the intersection of creativity and commerce is where the action will be.

BRIAN KITTELSON SVP, Managing Director of Commercialization and Shopper Services, Match Marketing Group No one knows what the “new normal” will be post-pandemic in how we approach daily life and interact as a society. Regardless of where this nets out, the greatest opportunity for achieving success with shoppers pre-pandemic remains the same post-pandemic: understanding shopper motivations, appropriately sizing them and determining how best to capitalize upon them to amplify the growth of our brands and the categories we operate in.

WENDY LIEBMANN CEO & Chief Shopper, WSL Strategic Retail The greatest opportunity – and challenge – will be recognizing that this crisis, the repercussions from it and the fast-emerging “Black Lives Matter” movement have created what we call a new breed of “shopper activists” who are taking control of their lives in new and dramatic ways. That impacts how they spend, on what, and who they trust to do business with. Understanding this growing population in deep and meaningful ways is the key to success.

SHEILA LUKASZEWSKI Senior Director, Shopper Engagement, Kimberly-Clark Continuing to optimize shopping experiences.

Offering shoppers simple options that span their need states, and delighting them with

“The biggest opportunity remains our ability to listen deeply and empathize with consumers, to understand their unmet needs and to leverage digital capabilities in response to those needs.”

experiential retail and convenient service, are essential to achieving success.

TINA MANIKAS President, FCB/RED Moving forward, the greatest opportunity for achieving success with shoppers is in value reframing. We know that shoppers have been moving from nonessential purchases to more solutionbased purchases. Consider that the more essential purchases now have an increased emotional value that represents an opportunity for brands to get out of the price game and get back to shopper resonance and relevance.

“We’re going to need new digital experiences to facilitate product discovery and impulse purchases.”

— Jason Goldberg, Publicis

LAURA MOSER Director, Business Leadership & Client Development, HMT Associates Developing new approaches to creating and delivering brand value that are integrated into the expanded way that shoppers are approaching trips (Shipt, Instacart, emerging services), lists, stock-up/immediate needs – and helping retailers evolve their shopper offerings. Building transformed and virtual experiences for shoppers that will replace many of the one-on-one experiences in stores with solutions that are equally as informative and engaging.

BRADY NOON Director of Omnichannel Marketing, SC Johnson Digital shelf management and optimization.

— Sandeep Dadlani, Mars Incorporated

August 2020

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THE FUTURE UNFOLDING, PART 2

CHRIS PERRY Consultant Commercial innovation is always new, shiny and exciting. But often, the “simple” and much less sexy removal of friction from shopper-journey pain points to offer multiple ways to shop and fulfill orders is more effective to winning in-market.

Amazon is one of the best role models here.

They are innovative and disruptive, but much of their true innovation comes from a focus on friction-free experiences.

ROB RIVENBURGH Chief Executive Officer, North America, The Mars Agency Shoppers will be looking for the best deals. They will shop new retailers, prioritize needs versus wants, and seek new solutions and services. We need to revisit and adjust our strategies, from our channel strategy to retailer investment and product offerings, to revisiting coupon strategies, ensuring we are mobile ready, assessing our product mix and pack sizes, and exploring new partners.

BRYANT ROSS VP, Brand Commercialization and Shopper Services, IN Connected Marketing As millions more consumers are now at home, retailers and brands have an opportunity to seamlessly implement purchase opportunities into the behaviors the crisis has forced us all to adopt.

Recognizing different need groups, like college students and workers with children at home, can help determine what to prioritize in promotions, where to deploy marketing messages, and how to merchandise products online at retailers.

DAN SABANOSH Director, Shopper Marketing, Great Northern InStore These events have reiterated the need to understand the state of the shopper.

Connecting with shoppers, on their terms to meet their needs, is what is going to drive success. These times have required extra agility to meet a very dynamic situation,

and future success will continue to require close assessment of shopper needs, down to the local and personal levels.

JONATHAN SCHULTZ Managing Director, TPN Retail I think there is an opportunity to create more of an “experience” within a BOPIS shopping [trip] where it is much more about discovery and solution-finding, going beyond just fulfilling functional needs. For instance, shoppers using BOPIS to purchase gifts and/or items for a special occasion, vacation needs, or their back-to-school shop – we can further enhance the online experience for them around these occasions.

“It’s no longer about shelf-back, not about the category, not the channel, not the technology … it’s all about the shopper.”

TED UTOFT Vice President, BVA Nudge It’s really about understanding shopper behavior and defining your objectives in terms of behavior: What do you want shoppers to do? Not think, not feel, but do.

Once you know that, you can observe their current behavior, uncovering the levers and barriers to what you want them to do. Then, think of interventions or nudges that affect that behavior.

MARLENE SIDHU Marketing Director, Shopper Marketing, Grupo Bimbo Truly listening to shoppers.

RODNEY WAIGHTS Vice President, Shopper & Customer Marketing, Beiersdorf Remaining relevant and sensitive to the external environment. Tone deaf communication will not be received well and likely will result in lost shoppers to your brand (lasting well beyond the immediate transaction). On the other hand, communication that is sensitive to the current context and provides a relevant solution in an authentic way is likely to create an opportunity for growth.

STEVE SIGRIST VP, Customer Service & Customer Supply Chain, North America, Newell Brands Timely product availability across multiple business channels (omnichannel). Meet the customer in the manner in which they want.

ANDY WALTER Principal/Founder, AJW Advisory More agile supply chain and fulfillment management. Retailers and brands missed an incredible opportunity to build deep loyalty with shoppers.

ERIC SZEGDA EVP, Consumer Media, Bauer USA Because of the pandemic and corresponding recession, two concerns will be facing shoppers that were not present 12 months ago: safety/sanitation and value. These concerns, in addition to the accelerated adoption of e-commerce, are signaling dynamic shifts in shopping habits. With

MARK WILLIAMSON Vice President, Peapod Digital Labs Simply put: anticipating and meeting shopper needs. This has always been the key to winning with shoppers, but more than ever doing so requires speed, agility and a willingness to keep up with rapid changes in customer expectations and external factors. IQ

— Nick Jones, Geometry

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significant change comes significant opportunity for shopper marketers. Those most able to identify the evolving habits and pivot corresponding engagement tactics toward tomorrow’s shopper will be able to entrench themselves and/or tap into previously unidentified consumer priorities.

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WHO’S WHO I N S H O P P E R M A R K E TI N G

Our 12th annual report showcases brand and retail executives who are leading and advancing the shopper marketing discipline at their companies.

THE COCA-COLA CO.

RACHEL SMITH Assistant Vice President, Shopper Marketing

Rachel Smith’s networking has benefited her both personally and professionally. While still at agency DraftFCB (now FCB/RED), she met a colleague’s friend for tea. The friend liked Smith’s background, so he introduced her to the person who would become her first boss at Coca-Cola. The friend also took a liking to Smith: They have been married for 12 years.

Q

Tell us about your early days at Coca-Cola.

SMITH: I started with Coca-Cola in our sports and entertainment marketing activation division. I loved the role because I have Photo submitted by Rachel Smith

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ICON KEY Institute member

been a sports fanatic forever and worked for marketing agency Paragon Sports and Entertainment for years. While working on activating events with Coke’s sports partners, I collaborated with our shopper marketing team to apply marketing assets in creative and meaningful ways to drive the customer’s and Coca-Cola’s businesses. I loved the focus on creating solutions for shoppers and building plans to change their behavior. I was hooked and have been working with retailers, brand teams and commercialization teams ever since.

Q

Describe your current role.

SMITH: I lead our shopper marketing team dedicated to the drug and value channels, focused on four key customers – Walgreens, CVS, Dollar General and Family Dollar – across our entire portfolio of Coca-Cola Co. beverages. My team identifies opportunities to drive category growth with our retailers while driving engagement for our brands. We start with building long-term strategic plans and translate them into annual plans. Since we understand our retailers’ points of differentiation, as well as their shoppers, we can build impactful shopper marketing programs that build their businesses and ours. I am fortunate to work with great customers and fantastic employees within Coke. I also have the privilege to leverage and help build beloved brands.

Q

How are you addressing the COVID-19 pandemic in your marketing?

SMITH: Job number one is always to understand your shopper, so we had to hypothesize and quickly study the change in shopper behaviors. How are trip missions and behaviors evolving? How do those differ by customer and shopper segment? For sure we are identifying new opportunities with omnichannel commerce, building on successful programs we have launched in the past.

As shoppers look to limit trips in-store, we are taking key beverage occasions that centered on in-store activation and expanding to a full connected-commerce shopper marketing activation through last-mile delivery, curbside and even drive-thru.

Q

What motivates you most in your current position?

SMITH: The ability to bring value to our retailers and our great brands in new, innovative ways, like our CocaCola/USO program at Dollar General, “Coke Happy Hour” at Walgreens, smartwater Hydration at CVS, and CocaCola Boys & Girls Club at Family Dollar. The retail environment is so exciting with all the new ways that shoppers can make purchase decisions.

Q

What is the shopper’s greatest need today?

How is Coca-Cola working to meet that need?

SMITH: The shopper is looking for a frictionless experience, and shopper expectations have never been higher.

As brands and retailers, we need to make it easy and personalized while also anticipating the shopper’s needs. At Coca-Cola, we have a tremendous insights team and proprietary shopper tools to help us understand how and where to link our brands with consumers to best influence their purchase decisions.

Then we collaborate with retailers on shopper marketing programs that truly inspire the shopper – driving conversion and loyalty.

— Charlie Menchaca

Abbott Laboratories KIMBERLY CASEY, Director, Shopper Experience Team See profile on page 25 MANDY JONES, Senior Shopper Marketing Manager JENNIFER PIANALTO, Shopper Marketing Manager

ACH Food BOB SCHMIDT, Director of Customer Marketing

Ahold Delhaize USA LINDA CROWDER, Media Platform Sales Lead Crowder leads the sales team for the Peapod Digital Labs Media Partnerships platform, which delivers strategic marketing messaging and media solutions across the e-commerce websites and stores of Ahold Delhaize USA’s six local banners.

STACEY KEGEL, Shopper Marketing Manager, The Giant Co. See profile on page 21 MARK WILLIAMSON, Vice President, Head of Media Partnerships, Peapod Digital Labs Williamson manages the Retail Media team that helps vendors reach shoppers and drive sales throughout the brands of Ahold Delhaize USA.

Albertsons Cos. ADAPTING FOR COVID-19 SMITH: We had been building big 2020 Summer Olympics shopper marketing plans for over a year. When the Olympics were postponed, we had to pivot. We quickly looked at the role of our brands during the summer months in the new COVID world. Our brands bring people together, and summer is the first chance for many folks to come together. Our new shopper marketing programs will now enable togetherness, celebration and community during these unprecedented times.

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As a shopper marketer, I am motivated by the opportunity to figure this puzzle out. How do we influence shoppers in new ways, capture impulse purchases and provide a seamless experience for shoppers with our retailers?

Every day I am inspired working with my team of really passionate individuals and marketers with the opportunity to build future leaders in this space.

DAN MASSIMINO, Senior Manager, Shopper Marketing Massimino leads shopper marketing programming and execution for Albertsons.

He primarily works with vendors to utilize the retailer’s vast array of amplification tactics to propel both sales and unit velocity by collaboratively building plans based on the goals and objectives of his partners.

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WHO’S WHO IN SHOPPER MARKETING BRIAN MESSERSCHMITT, Vice President, Shopper and National Marketing Messerschmitt is an experienced and well-rounded marketing executive with more than 20 years of top retailer and CPG work experience at both Albertsons and Procter & Gamble and a proven track record of leadership and results.

ANGELA MOORE, Director, Shopper Marketing

campaigns, national partnerships, shopper research and category analytics.

omnichannel personal healthcare journey.

B

RAJ JAIN, Director, Commercial Strategy & Brand Activation

Beiersdorf

Bacardi U.S.A. LORRAN BROWN-COSBY, Vice President, Digital Commerce RENATE JUENGLING, Senior Manager, Shopper Marketing – National Retail Sales

Bar-S Foods ANDREA OLGUIN, Director, Shopper Marketing, Strategic Planning & Sponsorships Olguin is responsible for leading shopper marketing lifestyle initiatives, competitive response programs, events and sports sponsorships for Albertsons’ Northern California division.

American Greetings JULIE HERCEG, Senior Manager, Shopper Marketing Herceg has helped advance the company’s mission of making the world a more thoughtful and caring place. She currently creates integrated marketing plans for retailers to support their strategic imperatives and drive sales for the social expressions category.

Anheuser-Busch JIM TIETJENS, Senior Director, Trade Channel Marketing

J.J. TELLEZ, Director, Trade Marketing, Hispanic Brands

Barilla America DEBBIE ZEFTING, Director, Shopper Strategy & Engagement Zefting leads the strategy team that focuses on shopper marketing that drives commerce online and in-store, consumer promotions, merchandising and packaging, as well as global capabilities.

Bauer Media Group HOLLY OAKES, Vice President, Consumer Marketing Oakes oversees the development and distribution of the company’s special interest publications, utilizing both existing content and developing exclusive third-party partnerships.

Bayer HealthCare

Avocados from Mexico

SCOTT DUFFY, Manager, Shopper Marketing, Media, Innovation – Walgreens Team

DIANNE LE, Associate Director, Shopper Marketing Le is responsible for leading shopper marketing, insights and analytics in order to drive demand and build equity. Key focus areas include strategic planning, development and execution of best-in-class omnichannel shopper marketing

SARITA FINNIE, Vice President, Integrated Shopper Marketing Finnie leads shopper marketing, consumer promotions and customer design execution efforts. The integrated shopper team works across Bayer brands and retailers to engage and convert shoppers on their

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JENNIFER ADAMS, Director, Shopper & Customer Marketing Adams is the leader of shopper marketing and merchandising across all brands and customers. She is an innovative and resourceful CPG veteran with strong planning, strategy and leadership expertise.

RODNEY WAIGHTS, Vice President, Shopper and Customer Marketing Waights leads the company’s efforts in building capabilities across each of its three interconnected work streams: revenue growth management, category management and shopper marketing/merchandising. His work helps fulfill the organization’s shopper marketing mission of delivering actionable business intelligence and relevant, disruptive activations that compel shoppers to buy wherever they choose to interact.

Bigelow Tea Co. MISSY HACKETT, Shopper Marketing Manager

Bimbo Bakeries USA MARLENE SIDHU, Director, Shopper Marketing Sidhu and her team are focused on driving insight-driven shopper marketing programs across top retailers and driving growth for strategic power brands.

merchandising and shopper marketing teams, developing insights for brands and retailers to drive customer loyalty and sales.

Bob Evans Farms TONY FUNG, Senior Shopper Marketing Manager Fung has 13 years of experience in shopper marketing, including traditional and digital. He leads shopper marketing strategy and execution across multiple retailers. Fung is also responsible for building the e-commerce growth strategy for the organization.

He joined the company this year and previously held positions at Danone and Unilever.

Brown-Forman LYNETTE GREEN, Digital Marketing Manager, National Accounts An experienced marketer, Green leads the strategy and execution of digital shopper marketing and e-commerce programming for Brown-Forman’s portfolio of premium spirit and wine brands with the company’s national omnichannel grocery and liquor partners.

C

Campari America LLC SIMON GILBERT, Director, Trade Marketing – Off Premise

Campbell Soup BRYAN KLINE, Team Lead – Shopper Activation Kline leads shopper marketing for the Campbell Snacks division.

MAUREEN STICCO, Director of Merchandising and Shopper Marketing Sticco has been in marketing for 30 years, with roles on both the agency and client side. She currently leads the

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WHO’S WHO IN SHOPPER MARKETING Central Garden & Pet LISA BARNES, Director of Customer Marketing – Walmart Barnes’ leadership brings Walmart shoppers to the forefront of sales strategy. Utilizing shopper insights, she creates strategies and programs designed to drive conversion in traditional shopping environments as well as in e-commerce.

KIMBERLY MILLER, Director of Customer Marketing, Home Centers See profile on Page 29 KEVIN SMITH, Senior Director of Marketing Operations

Church & Dwight DAN BRACKEN, Vice President, Consumer Engagement CINDY MANZO, Senior Manager, Consumer Engagement

Clif Bar CHRISTINE JENSEN, Senior Shopper Marketing Manager Jensen leads strategy development and a team of shopper marketers who support account-specific marketing efforts across channels, covering national programs as well as retail partnerships.

JULIE LIU, Shopper Marketing Manager Liu focuses on driving omnichannel growth at the company. She leads shopper marketing strategy for national retail accounts, including Walmart, Target and Kroger, after previously managing e-commerce marketing strategies on Amazon.

Clorox NATALIE BARBER HALPERN, Team Leader, Shopper Marketing & Omnichannel Halpern leads the com-

pany’s shopper marketing function, ensuring that the team of more than 25 members is constantly expanding its capabilities and influence, both internally and externally. She and her team are focused on improving connectivity and streamlining processes within the organization, driving more efficient spending in shopper, and building strategic partnerships with leading retailers for meaningful business results.

TAWNY SUMRALL, Shopper Marketing Team Lead, Walmart & Sam’s Club Sumrall leads the Walmart and Sam’s Club teams, focusing on aligning strategies and shopper communication across Clorox’s multiple brands and categories with the needs of those retailers’ shoppers and leveraging the latest innovations in shopper insights and emerging technology. She has been at Clorox since 2011 and has a background in digital media.

Coca-Cola DANA BARBA, Area Vice President, Shopper Marketing Barba currently leads national retail sales shopper marketing for the Eastern U.S. She and her team leverage shopper insights and collaborative business planning for connected commerce. She collaborates with strategic grocery and club store customers in the development of shopper marketing strategies and business plans.

TAMMY BRUMFIELD, Associate Vice President, Shopper Marketing, Large Store West Brumfield is responsible for working with large-format grocery retailers such as Albertsons and mass merchants like Target to link brand strategy with customer strategy to drive shopper behavior at retail. She is a true veteran, having served more than 37 years in the consumer products industry and

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holding various roles of increasing responsibilities in both sales and marketing across CPG, agency and broker organizations.

APRIL CARLISLE, Vice President, Shopper Marketing Carlisle leads shopper marketing across the entire portfolio of Coca-Cola brands, developing strategic vision, planning and measurement including: plans with customers; insights, strategies and toolkits developed with brands from the center; and managing budgets and more than 50 team members.

ALESSANDRA CASCINO, Shopper Channel Portfolio Director Cascino oversees the portfolio shopper marketing initiatives for Coca-Cola North America, including Coke with food and hydration. She and her team are responsible for delivering full path to purchase recommendations across brick-and-mortar and digital.

JENNIFER HALE, Group Director, Shopper Marketing Convenience Retail Hale is a global thought leader with deep customer and shopper marketing leadership experience anchored in strategic thinking. She leads shopper marketing for the convenience retail channel, including the global 7-Eleven and Circle K teams, driving growth for the Coca-Cola system. She was named one of Convenience Store News’ “Top Women in Convenience” in the senior leader category in 2020.

RACHEL SMITH, Assistant Vice President, Shopper Marketing See profile on page 16 JOSEPH VIZCARRA, Group Vice President, Shopper Marketing Vizcarra leads shopper marketing efforts supporting the Walmart/Sam’s Club business, where his team aligns customer and brand strategies to energize growth. He brings more than 20 years of marketing experience, with both client and agency perspectives.

Colgate-Palmolive JOANNE MURPHY, Shopper and Retail Category Director

Conagra Brands KEISHA EDGAR, Shopper Marketing Manager DOROTHY ENGELHARDT, Shopper Marketing Manager Engelhardt is focused on efforts on the Ahold Delhaize team. She has been in the CPG industry for more than 20 years, with most of that time spent in the shopper marketing area. She works closely with her field sales team developing programs that drive sales and equity for Conagra’s brands.

KRISTEN KLEI, Shopper Marketing Manager – Walmart Klei is responsible for developing shopper programs at Walmart that drive Conagra’s grocery and snacks business. Prior to joining the company in 2016, she worked for Kimberly-Clark and The Hershey Co.

STACY JACKSON, Assistant Vice President, Shopper Marketing Jackson leads the team responsible for developing and executing long-term strategies and marketing plans to support the Coca-Cola portfolio for Kroger.

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WHO’S WHO IN SHOPPER MARKETING

THE GIANT CO. (AHOLD DELHAIZE)

STACEY KEGEL Shopper Marketing Manager After college, Stacey Kegel spent 12 years at GlaxoSmithKline, Bayer Consumer Care and Riviana Foods in different brand marketing roles.

In her last position at Riviana, she transitioned from being the director of marketing for the pasta division to establishing the company’s shopper marketing capabilities. When the opportunity came to join The Giant Co., Kegel was excited to learn shopper marketing from the retailer perspective and continue to grow her skills in the field while bringing her shopper knowledge from the CPG side to the role.

Q

Describe your current position.

KEGEL: I develop customercentric programs that are mutually beneficial to The Giant Co. and our supplier partners.

Q

How are you addressing the effects of the COVID-19 pandemic in your marketing activity?

KEGEL: We are constantly monitoring the changing environment. We adjust our plans and the way we communicate with our customers to make sure we are relevant to their current needs and sensitivities. For example, we have temporarily suspended in-store demos. We also have had to adjust the number of

displays we bring into our stores for some promotions.

Our suppliers have been invaluable partners, helping us adjust plans to make sure we are executing promotions with customer safety as our mutual first priority. On the e-commerce side, however, we are increasing our shopper marketing programming to give our suppliers more ways to reach our growing base of Giant Direct pick-up and delivery customers.

and then produce the next.

Q

What motivates you most in your current position?

Q

What was your biggest professional challenge, and how did you overcome it?

KEGEL: I love meeting with supplier partners to understand their needs, goals and concerns and then developing programming that utilizes The Giant Co.’s assets and strengths to help address them. In my role, I get a view of all the categories in the store, and I find that variety invigorating. I can be working on beverages one hour

KEGEL: It was quite a challenge moving from CPG to retail. The planning cycles, organizational structures and systems are very different. It was a change and a challenge I was ready for though, and I grew quickly at The Giant Co. by developing strong and trusting relationships with key colleagues.

Q

What is the shopper’s greatest need today?

KEGEL: In early April, I would have said a store with lots of in-stock toilet paper and hand sanitizer.

Fundamentally, shoppers always need a grocery store they can trust to have quality products they want in stock at great prices. The Giant Co. is focused on earning and keeping our customers’ trust.

Staying focused on that goal will help us make the right decisions, even when those decisions are challenging.

— Charlie Menchaca

ADAPTING FOR COVID-19 KEGEL: The Giant Co. is proud to be the official grocer of [Major League Baseball’s] Philadelphia Phillies.

Annually, around the timing of baseball’s opening day, we run a successful promotion in partnership with the other Phillies sponsors where a customer gets a free game ticket with a purchase of participating products.

This year, the pandemic delayed the start of the baseball season, so we had to adjust that promotion and run an incentive instead to buy $20 in participating items to save $10. We are reviewing all of our promotional overlays in light of the current situation ... adjusting as necessary to meet the most relevant needs of our customers while making sure the activations still perform to the expectations of our brand partners.

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Photo submitted by Stacey Kegel

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WHO’S WHO IN SHOPPER MARKETING ANDREA KNIGHT, Shopper Marketing Manager – Walmart Knight has more than 16 years of experience in omnichannel shopper marketing strategy and development across a wide range of CPG categories including grocery, OTC, personal care and cleansing, and oral care. She is responsible for strategy and development of initiatives and optimizing strategic partnerships that drive both brand conversion and category growth at Walmart.

AARON NEWHOUSE, Director, Shopper Marketing Newhouse leads the team responsible for the strategy, development and execution of shopper marketing programming across key grocery channel retail partners.

MATT PABST, Director, Shopper Marketing – Walmart & Sam’s Club Pabst leads the company’s Walmart shopper marketing team and directs marketing strategy and activation.

He is a thought leader focused on the intersection of shopper marketing, e-commerce and technology.

BOB WAIBEL, Senior Director, Shopper Marketing Waibel leads the shopper marketing and retail innovation teams at Conagra Brands. He and his team work closely with customers to understand how consumers behave as shoppers in an omnichannel environment and leverage that intelligence to inspire usage and drive conversion.

Constellation Brands THERESA SANDHU, Director, Shopper Marketing

Crayola

DAS Cos.

MIMI DIXON, Manager, Brand Strategy & Activation Dixon enjoys 20 years of expertise within the integrated, shopper and sports marketing disciplines. She leads brand advertising, PR, shopper marketing and national marketing campaigns in her current role.

CHARLES WHITE, Vice President, Brands & Marketing White leads the company’s consumer brand portfolio – building brands, driving product innovation and nurturing communities to effect loyalty and conversion. He also leads the in-house, full-service marketing team, capturing insights, deploying channel marketing, developing loyal audiences, integrating retail media and creating engaging in-store shopper experiences.

CVS Health ERIN CONDON, Vice President, Front Store & Omnichannel Marketing MICHELE DRISCOLL, Vice President, Customer Engagement, Loyalty, Digital E-Commerce & Promotions

D

Danone North America ERIN ANDERSON, Director, Shopper Marketing and E-Commerce, West/Central Region Anderson leads shopper marketing and e-commerce efforts for the West/Central region, which includes Target, Albertsons, Meijer, H-E-B, Hy-Vee and other regional customers. She and her team create portfolio programs with customers to educate and convert shoppers across brick and mortar, digital and e-commerce. She is passionate about inspiring shoppers through insights and the power of the Danone brands.

TOM LISI, Director, Shopper Marketing and Insights, WhiteWave Foods JARED MACKRORY, Director, Shopper Marketing JASON POTTER, Senior Director, Category Leadership Center of Excellence MARK SORRENTINO, Head of Shopper Marketing

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DFA Dairy Brands ASHLEY KARLSTROM, Marketing Director With experience in both agency and client roles, Karlstrom leads regional brands as well as TruMoo shopper marketing activation, focusing on the integration of brand strategy, shopper behaviors and retailer objectives.

Del Monte Foods STEVE ALEKSICH, Senior Manager, Omnichannel Marketing & Partnerships Aleksich boasts more than 20 years of experience in various promotional roles in the shopper and omnichannel marketing arenas. He is currently leading both partnerships and shopper marketing strategy platforms for the company.

MIKE MALONY, Senior Shopper and ECommerce Marketing Manager Malony is charged with helping to grow sales and share for Del Monte brands through stores and e-commerce businesses at Walmart, Ahold Delhaize and the club channel, which he says s even better than working with shopper agencies and brokers.

JENNIFER REINER, Senior Director, Omnichannel Marketing & E-Commerce Reiner leads shopper marketing, digital, media, PR, consumer promotions, print production and agency relationships among other functions. She and her team support the development of integrated marketing communication plans for the brands and continuously drive effectiveness and efficiency through plan optimization and capability development such as in-flight media, sales measurement and testand-learns. She also developed the company’s e-commerce strategy.

D.G. Yuengling & Son CHRIS SEIGH, Trade Marketing/Shopper Marketing Manager Seigh leads shopper marketing efforts with large- and small-format national accounts, driving activation and customization. His focus is on utilizing actionable insights to drive solutions that influence behavior and demand across multiple touchpoints at retail.

Diageo CATHERINE MOFFATT, Vice President, Global Shopper Planning & Customer Marketing Centre of Excellence ALIA SERAJ, Director, Shopper Marketing With more than 15 years of creative agency and CPG experience, Seraj leads the shopper marketing team in the development of insight-driven programs that generate trips, conversion and basket sales across key customers.

LINDSAY SMALLWOOD, Beer Shopper/Customer Marketing Manager – Chains

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WHO’S WHO IN SHOPPER MARKETING Dole Food KELLEE MILLER, Director, Shopper Marketing With a blended background in brand management and shopper, Miller leads shopper marketing at the company to partner with retailers by driving shopper loyalty, retention and education. She is a liaison for key business stakeholders while also serving as the voice of the retailer and shopper.

Dollar General RACHEL WHITE, Senior Director, Media Center of Excellence and Partnership Marketing

Duracell BRANDON BARR, Senior Director, Global Costco Team

E

E. & J. Gallo Winery JULIE FISHER, Director, Commerce Marketing Fisher manages the portfolio of wines and spirits for the Northern geography, as well as channel and retail strategy. Her objective is to reach the hearts and minds of adult beverage shoppers to drive memorable occasions with products they will love.

BETH OROZCO, Vice President, Commerce Marketing JOHN SCHOENECKER, National Director, Shopper Marketing HERB SMITH, Vice President, Retail Customer Development Smith’s responsibilities include all grocery, convenience, club, dollar, mass and discount chains. He is most proud of the collaborative relationships he has built with all of his customers. Smith assumed his current post in January 2005.

BRITTANY STORY, Director, Commerce Marketing BAILEY SWEET, Senior Director, Customer Marketing & Brand Activation

Edgewell Personal Care MINNA RAFFIN, Marketing Director, Strategic Planning

F

Family Dollar Stores AMY DRAGLAND-JOHNSON, SVP, Marketing

Ferrara Candy Co. MARK BI, Shopper Marketing Associate JENNY CHEN, Manager, Integrated Commercial Planning LENA LEWIS, Senior Director, Consumer Engagement Lewis works across the brand marketing and sales teams to build programs that create buzz and conversion.

LAUREN RUIS, Consumer Engagement Manager Ruis works across Ferrara’s brands including Trolli, SweeTarts and Keebler, developing big bet programs to drive consumer engagement along the path to purchase. She has more than 10 years of experience working across various marketing disciplines.

Ferrero USA MARK KENDRAT, Director of Trade Marketing KELLY SCHULER, Senior Trade Marketing Manager GINGER WILSON, Director, Shopper Marketing Wilson has more than 20 years of experience

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in CPG and is currently leading shopper marketing strategy, engagement and measurement across Ferrero’s portfolio of mainstream chocolate brands. She brings innovation through partnerships and campaigns to delight consumers and meet business challenges.

Food Lion NEIL NORMAN, Director of Marketing for Loyalty, Shopper & CPG Media Partnerships Norman has 27 years at Food Lion in leadership roles across operations, category management, merchandising and marketing. His team launched Shop & Earn Loyalty rewards and the shopper, digital and e-commerce omnichannel events customers enjoy today.

CHERYL PINKHAM, Manager, Shopper Marketing Pinkham currently leads Food Lion’s shopper marketing and digital/ecommerce partnership marketing team. She is responsible for the strategy, execution and optimization of omnichannel programming available to CPG partners.

G

G.L. Mezzetta RAVIT CHAIM, Shopper Marketing Manager

Galderma Laboratories BETH CLEVIDENCE, Shopper & Trade Marketing Team Lead With 15 years of experience, Clevidence leads shopper marketing for the Cetaphil and Differin brands and oversees the trade marketing team. She is a hands-on leader and growth driver for her brands and retailer partners.

GE Lighting ROCHELLE HARTIGAN, Senior Marketing Leader – Branding & Advertising Hartigan is responsible for branding, creative content development and national consumer advertising. She advocates for well-placed ads and promotions paired with exceptional storytelling to help consumers make the most of product-buying experiences that serve to improve their daily lives.

General Mills TARYN BECK, Senior Manager, Shopper & ECommerce Marketing Beck leads the shopper and e-commerce marketing team for Walmart and the club channel with more than 12 years of CPG experience centered on shopper and digital strategy.

She is currently focused on driving strong retailer partnerships, consumer-first solutions and commerce innovation for the company’s brands.

TIFFANY CARVER, Director, Integrated Shopper Solutions LINDSEY MCGOWAN, Senior Shopper Marketing & E-Commerce Manager McGowan leads the shopper marketing and e-commerce business for General Mills with Kroger. She has been with the company for 16 years, starting in sales, with various roles across customers and geographies.

JAY PICCONATTO, Senior Director, Shopper & E-Commerce Marketing Picconatto leads shopper and e-commerce marketing along with the evergreen Box Tops for Education cause program at General Mills.

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WHO’S WHO IN SHOPPER MARKETING Georgia-Pacific DALYN MATHEWS, Senior Shopper Marketing Manager Mathews leads the team responsible for the strategy, development and execution of shopper marketing programming across key mass and club channel retailers. She and her team leverage shopper insights and collaborative business planning to bring to life the path to purchase.

PARAS SHAH, Director, Omnichannel Shopper Marketing Shah and his team are responsible for leading the shopper marketing, e-commerce marketing, consumer promotions and retailer media activations for Georgia-Pacific.

GlaxoSmithKline TONY BALK, Shopper Engagement Team Lead Balk works on GSK’s extensive portfolio of OTC products to deliver shopper programs through Target’s Roundel Media Network. He activates key strategic brand and category initiatives, with a focus on innovation (RX to OTC switch launches), category and portfolio scale execution, and optimization of the digital media experience for Target guests.

JENNY ECHEVERRI, Senior Shopper Engagement Manager Echeverri represents GSK’s pain and upper respiratory brands such as Advil, Excedrin, Voltaren, Robitussin, Flonase and Theraflu at Walmart.

She is passionate about developing insights-driven shopper marketing activations as well as developing stronger measurement methodology for tactics like targeted media and print promotions.

RENEE HARRIS, Shopper Engagement Team Lead – Walmart Harris leads the development of insightbased and equity-driven shopper strategy designed to deliver growth with mutual benefits for the shopper, Walmart and GSK. She is also helping to lead the shopper team’s digital transformation by developing sufficiency models for retail media and consistent measurement methodology.

NANCY MACDONALD, Team Leader, Shopper Engagement MacDonald leads strategy in partnership with CVS across an extensive portfolio of brands. The team is bringing insight to activation in a digital and data-driven environment, driving brand conversion and loyalty over time.

AMY REIBRICH, Shopper Engagement Lead Reibrich currently leads shopper engagement at GSK. She was previously the marketing director for ChapStick. Over the last 18 years at GSK, Pfizer and Wyeth, she has held numerous leadership roles in marketing, sales and sales operations.

CATE SPENCER, Shopper Engagement Manager – Value and Club Spencer is known for leading insight-based health and wellness solution events that reach shoppers via online digital marketing, social media campaigns and instore activation. Her “What Pain?” digital and display program at Dollar General for Advil won a Gold Effie award in 2018.

Greenleaf Foods TONYA JONES, Shopper Marketing & Events Manager Jones works closely with retailers and

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partners to create and lead the execution of programming that drives awareness, trial and sales. She also manages Greenleaf Food’s participation in key industry events.

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Hallmark Cards JEN BLACK, Account Leader, Visual Merchandising JENNY HOFEDITZ, Director of Marketing, Social Media and Public Relations ANGIE MAXWELL, Shopper Marketing Manager TINA MCGUIRE, Category Strategy Director – Greeting Cards, Walmart

Heineken USA IKE ANYANWU, Global Sales & Capability Manager Anyanwu is a leader of high-performing national and global cross-functional teams. He leverages an array of business acumen from more than 10 years of experience managing a variety of disciplines, championing strategic initiatives and delivering strong execution. He previously was a trade marketing director for the company’s convenience, liquor and drug channels and is currently a member of the Heineken Global Team, responsible for driving data-driven sales strategies and initiatives.

WESLEY JARAMILLO, Channel Director, OffPremise Jaramillo currently leads a team focused on the development of off-premise large- and small-format customer marketing plans aligned to channel strategies, shopper mission, occasions and activation opportunities for Heineken USA.

Henkel North America MARIANA CRONE, Shopper Marketing Manager Crone is responsible for leading shopper strategy and execution for Henkel’s beauty brands at retail. Her success is driven by her abilities in working cross-functionally to develop omnichannel programs and exploring new digital capabilities that drive both manufacturer and retailer results.

KEN KRASNOW, Vice President, Omnichannel Marketing Krasnow’s mission is to leverage storytelling and the unique capabilities of digital, data and technology to connect with modern day consumers. He is passionate about building omnichannel capabilities to obtain one view of the consumer and glean insights to create engagement ecosystems that become more personal and valueadded as consumers engage with brands.

Hershey DALE CLARK, Senior Director, Category Management U.S.

Hewlett-Packard LORI HARRISON, Shopper Marketing Account Manager JENNA MCCORMICK, Shopper Marketing Account Manager McCormick has been with the company for two years and currently manages the print and supplies business for the Walmart and Sam’s Club accounts from a marketing perspective.

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WHO’S WHO IN SHOPPER MARKETING

ABBOTT LABORATORIES

KIMBERLY CASEY Director, Shopper Experience Team As the shopper experience team lead for Abbott’s nutrition division, Kimberly Casey is able to leverage her background in consumer product sales, marketing strategy, innovation and research. The team drives Abbott’s category management, shopper insights and shopper marketing functions.

Q

Describe your current role.

CASEY: I am responsible for leading a team that mines shopper insights and delivers ownable strategies that lead to activation ideas and plans. Everything we do, from category- and brand-specific strategies to retailer joint planning, is to drive connected commerce experiences for shoppers with the focus on [influencing] their purchase behavior.

Q

How are you addressing the COVID-19 pandemic in your marketing?

CASEY: As with every company, we are considering timing,

messaging and product placement to make sure our message reflects the current situation and is a strong representation of our company and our values. We also are looking at innovative ways to pivot live events and engagements into powerful virtual support as we look to leverage our healthcare provider experiences and tools to enhance the experience.

Q

What motivates you most in your current position?

CASEY: My motivation comes from many places, including the people I work with, the products we sell and the

strategies and executions – all of which serve to decrease the connection time between shopping and buying.

— Charlie Menchaca

ADAPTING FOR COVID-19 CASEY: A recent campaign focused on parents, “Baby Day,” was an event planned with a key retailer. Given the current situation of COVID-19, a shopper marketing lead on my team was able to make a quick pivot and turn the entire planned event into a full online, digital interaction. As a result, the digital event garnered an attendance almost three times greater than what was projected for the live event, and it ran online for twice the original allocated time.

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Photo submitted by Kimberly Casey

company where I work. But the most important motivation comes from building a team of people that know the retailer and shopper, creating

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WHO’S WHO IN SHOPPER MARKETING

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Intel RENEE NOVELLO, Director, Global Channel and Retail Marketing Manager Novello leads a global marketing team focused on developing shopper-centric retail strategies and execution on insight-driven programs that influence the path to purchase, meet business objectives, scale, can be measured and positively impact sales conversions.

Iovate Health Sciences BRIAN CAVANAUGH, Global Chief Brand Officer

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Jack Link’s CHARLES PARLA, Integrated Marketing Manager – Retail Activation Parla has been in the industry for more than 12 years. He is currently leading in-store conversion and visibility on the Jack Link’s brand. Evoking the brand, Parla likes to “feed his wild side” with disruptive and impactful Sasquatch die-cut displays.

J.M. Smucker MATTHEW ALLEN, Senior Manager, Omnichannel Customer Marketing After 10 years of brand leadership on coffee and consumer foods brands at JMS, Allen moved to omnichannel customer marketing in 2017. He now leads efforts to drive shopper engagement across pet specialty customers Chewy. com, Petco and PetSmart. He also leads away-from-home consumer strategy and activation for convenience stores, office coffee, college & university and commercial restaurants.

JESSICA FAIR, Director, Omnichannel Customer Marketing Fair leads a team of omnichannel marketers who drive brand and category growth through consumer and shopper engagement, retail partnership and connected commerce conversion across all classes of trade.

MEGAN GOTHAM, Senior Manager, Omnichannel Customer Marketing Gotham leads the Bentonville-based omnichannel marketing team to inspire shoppers to purchase J.M. Smucker brands within the Walmart channel that fits their life.

KELLY SWEENEY, Senior Manager, Omnichannel Customer Marketing Sweeney has more than 15 years of omnichannel marketing experience within the CPG industry on both the agency and client sides. She is currently responsible for leading a team of shopper marketers across the grocery and dollar channels, focused on changing shopping behavior through omnichannel strategies.

JOSH WILLIAMS, Senior Manager, Omnichannel Customer Marketing Williams enjoys a diverse background of CPG, retailer and agency experience to lead the strategy and development of shopper marketing activations across 20 of the company’s brands at both Target and Meijer.

Johnson & Johnson HEATHER CAMPAIN, Customer Leader, Omnichannel Strategy & Activation Campain has a range of complementary experience including long-range strategic

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planning, marketing, e-commerce, analytics, category management and shopper insights. She leverages this deep expertise to develop fully integrated omnichannel plans and next-generation joint business planning across e-commerce and shopper marketing.

CHRISTY CARON, Senior Manager, Shopper Marketing

KRISTINE CEVASCO, Senior Manager, Shopper Marketing Cevasco is responsible for building engagement strategies and activations that connect shopper needs with Johnson & Johnson brands. The team’s shopper solutions are uniquely crafted to influence purchase, wherever and however the shopper is shopping.

KC HAGIN, Director, U.S. Omnichannel Shopper Marketing & Promotions Hagin leads Johnson and Johnson’s U.S. shopper marketing team, focused on delivering insight-based, omnichannel activations to connect the company’s portfolio of consumer brands with shoppers along the path to purchase.

KIM HUMANN, Senior Manager, Omnichannel Shopper Marketing Humann is a shopper marketing leader who develops and manages the strategies, execution and analysis of all Johnson & Johnson initiatives supporting the Walgreens business.

ASHLEY KENNEMER, Senior Manager, Omnichannel Shopper Marketing Kennemer leads the omnichannel marketing efforts across the Johnson & Johnson consumer portfolio for Walmart. She strives to develop innovative activa-

tions that drive sales and enhance the shopping experience.

ROSE LAFRONZ-DIX, Senior Manager, Shopper Marketing With an insights background and experience across the path to purchase, LaFronz-Dix creates and activates omnichannel programs with the company’s top grocery partners. To drive sales and elevate the shopping experience across various retail ecosystems, she utilizes customercentric strategies and tactics including digital/social/co-branded TV media and pharmacy/health care integration.

KIM MCGOUGH, Senior Manager, Shopper Marketing McGough is responsible for leading omnichannel plans to meet the needs of today’s shoppers across the total J&J consumer portfolio and beauty businesses. She successfully led shopper and consumer activation for J&J U.S. self-care with demand-driving commercial events, external strategic partnerships and innovative activation plans for both base business and launches that have become growth drivers for the brands.

COURTNEY MEIS GORMAN, Director, Ulta & New Business Development LISA SAATHOFF, Senior Manager, Omni Shopper Marketing With end-to-end shopper journey experience, Saathoff leads shopper marketing across the J&J portfolio at Target. Fueled by a passion for shopper behavior and digital expertise, she connects shoppers with the company’s brands through Target-exclusive programs.

VICKY VARHALMI, Senior Manager, Omni Shopper Marketing

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WHO’S WHO IN SHOPPER MARKETING Johnsonville Sausage FIONA REDHAIR, Shopper Marketing Manager Redhair leads shopper marketing programming for Walmart, Texas and the Southeast Region for Johnsonville. She also manages the company’s “Big Taste Grills” experiential marketing efforts, which boast the world’s largest grills.

Prior to Johnsonville, she worked for MillerCoors, so now claims to effortlessly host the best tailgate parties.

Just Born DEB TUROCZY, Senior Manager, Consumer Engagement

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and execution across all Kellogg categories at Albertsons. Her goal is to deliver insight-driven programs that propel both category and brand growth.

KATIE CLAXTON, Shopper Marketing Manager Claxton strives to keep the interest of Kellogg’s shoppers at the heart of all programming. She seeks to maintain a comfortable and easy shopping experience while evolving and learning from the changing needs of the company’s shoppers.

Keurig Dr Pepper ANDREW BARKER, Senior Director, Omnichannel Sales & Marketing

Kellogg MICHAEL CLARK, Director, Integrated Marketing MIKE CLIFFORD, Director, Brand Shopper Marketing AARON ELLEMAN, Senior Director, Integrated Marketing JUSTIN GOODWIN, Director, Shopper Marketing KEVIN HOPPE, Shopper Marketing, U.S. Regionals Hoppe started his more than 10 years of shopper experience supporting Walmart. He is now responsible for the U.S. Regionals business coast-to-coast, with customers like Meijer, H-E-B and ShopRite.

CRAIG KINNISON, Director, Integrated Marketing – Channels Kinnison is responsible for leading shopper marketing for the channels team at Kellogg, overseeing the dollar/discount, drug and club channels.

ALEXA SPANIER, Senior Shopper Marketing Manager Spanier leads shopper marketing strategy

SHEILA BONNER, Vice President, Omnichannel Sales & Marketing

Kimberly-Clark AMY ATTENBERGER, Director of Shopper Marketing, Omnichannel Attenberger leads the Kimberly-Clark shopper marketing teams across grocery, drug, dollar and Costco. With 16 years of experience in brand, sales and shopper, she is well-positioned to lead through a digital evolution and drive meaningful business results in an omnichannel shopper world.

AARON GRETEBECK, Senior Brand Manager, Huggies Diapers KRIS MCDERMOTT, Director, Shopper Marketing McDermott leads Kimberly-Clark’s shopper marketing teams for Walmart, Sam’s Club, Target and capabilities/new business models (Shipt/ Instacart). In particular, she helps build digital engagement on retailerowned platforms.

JORDAN ROSENBAUM, Brand Manager, Shopper Marketing, Sam’s Club

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ANGIE SMITH, Senior Team Lead – Walmart Shopper Marketing Smith has 15 years of experience in planning and developing strategic customer marketing platforms. She leads the company’s Walmart U.S. marketing team and drives results on multi-million dollar brands including Huggies, Kleenex and Depend. The team’s shopper solutions are uniquely crafted to optimize the Walmart omnichannel ecosystem through data-driven marketing that influences purchase decisions, drives category growth and builds affinity for KCC brands.

STEPHANIE WIECZOREK, Senior Manager, Shopper Marketing Wieczorek is responsible for leading the omnichannel team supporting Kroger and strategic grocery retailers who build collaborative shopperfirst programs that drive volume and share growth. She has spent eight of her 14 years in the CPG industry at Kimberly-Clark, and has previous experience at a WPP agency.

Kind JENNY BUSBY, Senior Manager, Shopper Marketing JONATHAN RHYAN, Director of Shopper Marketing

King Arthur Flour ROB BOUSQUET, Digital Shopper Marketing Manager

KlassCo ALAN HERNANDEZ, Shopper Marketing Coordinator

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LALA U.S. LAURA DICKEY, Senior Shopper Marketing Manager Dickey leads customer-specific activations

for the company’s full portfolio.

She works cross-functionally to align each campaign with the organization’s overall strategy and financial objectives. She plays an integral role in its integrated business planning process and manages the e-commerce strategy for national retailers.

LG Electronics STEWART HENDERSON, Shopper Marketing Lead, LG Home Appliances Henderson leads the shopper marketing team for LG Electronics Home Appliances business units and is tasked with developing and executing omnichannel experiences for the shopper.

BOB MORGANO, Shopper Marketing Manager, LG Home Appliances RACHEL OLSON, Director of Shopper Marketing Olson specializes in bringing high-end consumer electronics products to market in the U.S. and globally. She has also worked for other innovative technology companies such as LG Electronics, Motorola, Qualcomm and Kyocera.

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Mars Wrigley SUSAN BARKALOW, Director of National Consumer Promotions & Shopper Marketing DARREN DEVLEESCHOUWER, Director, Shopper Marketing & Consumer Promotions DeVleeschouwer leverages 10 years of marketing experience to lead 13 associates across shopper and consumer promotions.

Previously, he led the “Bricks & Clicks” e-commerce team and managed brands like Aleve at Bayer.

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WHO’S WHO IN SHOPPER MARKETING TRACY MCELLIGOTT, Shopper Marketing Manager McElligott manages efforts for the value and drug channels. She collaborates with cross-functional teams to create the most effective programs that drive share of voice, engagement and sales throughout the omnichannel path to purchase. Among the successful programs she has executed, the 2019 Snickers-WWE program at Dollar General won Reggie and Effie awards.

HANNAH MCKEE, Shopper Marketing Manager CAROLYN ROBBINS, Senior Shopper Marketing Manager – Walmart

Massimo Zanetti Beverage USA SUSAN LAMBERT, Director of Shopper Marketing and Customer Insights Lambert leads the shopper marketing and customer insights team, including syndicated data and custom research responsibilities for MZB’s coffee portfolio, which spans Chock full o’Nuts, Hills Bros. coffee, Hills Bros. cappuccino and Kauai coffee.

DENA SOULAKIS, Shopper Insights Manager Soulakis collaborates with the internal sales team and retailer partners to deliver effective shopper marketing plans via in-store, print ad and digital programs, driving brand recognition across the MZB portfolio. The goal is to build both base and incrementalsales by increasing household penetration and purchase frequency.

Materne North America JOE KASINSKAS, Vice President, Category Management & Shopper Marketing

Kasinskas leads the team responsible for defining shopper marketing strategy and activating the GoGo squeeZ brand at retail, as well as for crafting the future vision and category management principles for the emerging fruit pouch category and healthy snacking aisles.

Mattel PAMELA VELARDE, Senior Director, Customer Marketing Velarde leads the team responsible for omnichannel retail program strategy and execution across all brick-and-mortar retailers. She focuses on driving strong collaboration between shopper marketing and other cross-functional teams to maximize the impact of retail programs; on the use of data and shopper insights to analyze performance and optimize these programs; and on continuous improvement of processes and organization to adapt to the evolving retail landscape.

McCormick and Co. CHELSEA ROSENGARTEN, Shopper Marketing Manager

Meijer LANNY CURTIS, Director, Customer Marketing MICHAEL ROSS, Vice President, Marketing Ross leads the marketing team for Meijer, overseeing strategy, branding, digital media, customer engagement, creative, promotion and shopper marketing. He is an industry leader in the area of personalization, advancing loyalty among Meijer shoppers through the retailer’s mPerks program.

Meredith CHRISTINE AUSTIN, Shopper Marketing Director, Retail Austin oversees shopper marketing at Meredith Retail. She and her team use their expertise at retail to provide

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end-to-end solutions that connect the company’s advertising partners with shoppers and retailers.

Merrick Pet Care BECCA KEANE, Customer Marketing Manager Keane develops engagement strategies and omnichannel activations across the Merrick portfolio by partnering closely with sales and pet specialty retailers, including PetSmart and Petco, to drive the business.

DANIEL WARHAFTIG, Director of Shopper Marketing Warhaftig leads the team to develop shopper-focused solutions for pet parents and educational resources for independent, national and e-commerce pet retail partners.

These initiatives position Merrick as a trusted business advisor for retail partners and further reinforce the company’s exclusive commitment to the pet specialty channel.

Mike’s Hard Lemonade SARAH DABOLD, Senior Manager, Brand Experience

Mizkan America SHELIA DAY-FOX, Shopper Marketing Lead

Moet Hennessy JANNELLE ANDES, Customer Marketing Manager – On-Premise, National Accounts Andes has spent 10 years at Moet Hennessy marketing luxury brands. In her current position, she is responsible for developing customer, shopper and digital marketing strategies and programs for national accounts.

KATHRYN BRADHAM, Manager, Customer & Shopper Marketing – Off-Premise, National Accounts

Bradham leads the development of customer marketing programs, tools and solutions for national chain retail partnersin the mass, grocery, liquor and drug off-premise channels.

STACY MCMILLAN, Director, Customer & Shopper Marketing – National Accounts McMillan leads the customer and shopper marketing team for Moet Hennessy USA. She has a unique background that includes sales, brand, trade, shopper and customer marketing.

She oversees full online-to-offline strategy and execution for all on- and off-premise national accounts. Her team delivers custom, best-in-class luxury solutions addressing customer and channel opportunities.

TRACY TOAY, Manager, Customer & Shopper Marketing – On-Premise, National Accounts

Molson Coors SHERRY COURTNEY, Vice President, Shopper Marketing BROOKE ROLLER, Senior Manager, Shopper Marketing Roller oversees strategy, development and execution of all off-premise shopper marketing solutions for brand and channel programming. She leads a team in support of the Molson Coors portfolio that strives to create unique and effective solutions that start with the shopper and effectively connect them with brands on their path to purchase.

WAYNE VONDER HEIDE, Senior Marketing Manager, Customer Marketing – Off-Premise Vonder Heide is charged with connecting Molson Coors brands with shoppers across grocery, convenience, supercenter, value and mass chain retailers to drive demand for the beer category.

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WHO’S WHO IN SHOPPER MARKETING

CENTRAL GARDEN & PET

KIMBERLY MILLER Director of Customer Marketing, Home Centers Kimberly Miller spent the first 12 years of her career in brand management, working for CPGs such as Rich Products/SeaPak, The Minute Maid Co. and SSL Americas (where she was brand manager for Durex condoms).

When she joined Georgia-Pacific, she became a senior shopper marketing manager. Miller helped further develop the function within G-P’s tabletop, bath tissue and paper towel businesses across the food, drug, mass and club channels.

She joined Central Garden & Pet’s grass seed brand team in 2013 and by 2016 worked her way up to director of customer marketing for the home centers business.

Q

Describe your current duties.

MILLER: I oversee the customer marketing team for our Home Depot and Lowe’s businesses.

My team is responsible for the development and execution of insight-driven, customerspecific programs, signage

and omnichannel enrichment for the two retailers across our grass seed, bird seed, fertilizer, herbicide and insecticide categories. I’m grateful to lead and work with a strong team.

Q

How are you addressing the effects of the COVID-19 pandemic in your marketing activity?

MILLER: COVID-19 has resulted in an increase in the popularity of gardening as consumers are delaying vacations and spending more time and money on improving their outdoor living spaces. As such, our current marketing activities continue to resonate with our consumers, particularly the Sevin brand’s “Plant a Love for Gardening” campaign.

Q

What was your biggest professional challenge, and how did you overcome it?

MILLER: My biggest challenge came early in my shopper marketing career. It was

ADAPTING FOR COVID-19 MILLER: Our Pennington grass seed brand partners with several professional sports teams, activating those sponsorships at our major retailers. Signage was already in stores before COVID-19 hit.

Due to store safety procedures related to the COVID-19 pandemic, we had to cancel several activations that were designed to drive traffic to these retail stores. Currently, we are working with each team on different programs to reach their fans, such as lawn care videos with groundskeepers and online contests.

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Photo submitted by Kimberly Miller

convincing brand teams that hadn’t quite yet embraced the power of shopper that we needed to devote marketing spend to retailer-specific programs. I was able to overcome this by running the numbers and showing them the incremental lift as well as the opportunity cost of not participating. By doing this, I was able to build trust with the brand teams and thus build out robust programs.

Q

What about shopper marketing concerns you?

MILLER: COVID-19 has accelerated the migration to shopping online. Having strong product pages on our retailer websites, particularly in complicated categories such as gardening, is more important than ever. We need to make sure that shopper marketing maintains a seat at the table with the curation of educational content on retailer websites to increase conversion, and that

we have adequate internal and external resources to create the content.

Q

What is the shopper’s greatest need today?

How is Central Garden working to meet that need?

MILLER: For the lawn and garden industry, the greatest shopper need is information.

It can be a confusing category, especially for the influx of new gardeners. Our retail sales and service team has been pivotal at educating shoppers at shelf.

With COVID-19, there are fewer shoppers in the store, so our customer, brand and digital marketing teams are working harder than ever to produce online instructional videos, graphics and articles about subjects such as planting and maintaining a lawn, attracting birds and keeping gardens free of pests.

— Charlie Menchaca

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WHO’S WHO IN SHOPPER MARKETING Mondelez International YOLANDA ANGULO, Customer Director, Shopper Marketing With more than 25 years of experience, Angulo’s journey, along with her Hispanic background, have ignited a passion for the pursuit of cultural infusion, omni-inclusion, and digital innovation.

BETH LOWING FRONCEK, Customer Director, Shopper Marketing In her five years at Mondelez, Lowing Froncek has supported shopper marketing efforts in the convenience channel and as internal headquarters liaison for the company’s confections brands.

She is currently supporting the drug channel, including Walgreens, CVS and Rite Aid. CHRISTY MANGIO, Customer Director, Shopper Marketing Mangio leads shopper marketing for Publix, Delhaize America, Southeastern Grocers and Lowe’s Foods. She collaborates with the sales and brand teams to provide shopper solutions that drive key objectives and results across the full path to purchase. Her programs have been recognized in two Effie and one Reggie awards.

ANNE MARTIN, Customer Director, Shopper Marketing Martin is responsible for leading the strategy and development of shopper marketing initiatives at Albertsons.

Working in conjunction with sales and the customer, she executes relevant solutions that increase loyalty and household penetration. She has more than 10 years of industry experience on both the agency and CPG sides, developing plans for national accounts and regional grocers along with channel-specific approaches.

JENNIFER MASON, Customer Director, Shopper Marketing Mason enjoys a diverse CPG background including shopper, sales and brand.

That helps her build programming grounded in insights based on the need states of the shopper, brand and retailer to engage shoppers more meaningfully at the point of purchase, driving increased sales and loyalty.

STEVE MCGOWAN, Head of Shopper Marketing McGowan has 25 years of experience in brand management, sales strategy, category development, category management, shopper insights and shopper marketing at HJ Heinz, Cadbury, Kraft Foods and Mondelez International.

He currently leads the Mondelez International shopper marketing team, which has been fortunate enough to win 13 Effies and 16 Reggies over the past five years.

MINDY STONE, Customer Director, Shopper Marketing Stone manages shopper marketing across the entire convenience channel, running both channel-wide and customer-specific programming. Her proudest work accomplishment to date is leading the shopper activation for the Super Reggie award-winning 7-Eleven Oreo Mint Hot Chocolate program.

MICHAEL TILLEY, U.S. Lead, Shopper Marketing Strategy & Strategic Partnerships Tilley oversees shopper marketing and strategic partnerships, linking customer strategies and shopper insights with brand strategies and consumer insights. The global snacks company includes Oreo, Chips Ahoy! and Ritz and other worldwide brands. His marketing experience spans 32 years at PepsiCo, Nabisco, Kraft and Mondelez International.

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LAUREN WRIGHT, Customer Director, Shopper Marketing, Walmart Team As the shopper marketing lead for the company’s Walmart initiatives, Wright develops strategies and implements programming to drive shopper engagement and sales growth across the Mondelez portfolio. With 16 years of experience in shopper marketing and sales, she has spent the last seven years at Mondelez.

ASHLEIGH ZYSKO, Customer Director, Shopper Marketing Zysko is responsible for developing meaningful shopper marketing plans for the company’s North American product portfolio at key customer accounts. Her current work is aimed at delivering successful business results while creating solution-oriented experiences for shoppers throughout the path to purchase. She is passionate about personalizing shopper experiences through targeted digital interactions and customized e-commerce and omnichannel offerings.

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Nature’s Bounty THERESA MCCAIN, Shopper Marketing Manager McCain is the shopper marketing lead for the drug channel for some of the most recognizable brands in the health & wellness industry including Nature’s Bounty, Osteo BiFlex, Pure Protein and Met-Rx. She is responsible for developing insightsdriven programs that drive sales, build loyalty among shoppers and grow category and brand share in the drug channel.

Nestle USA

Nestle Coffee Partners LISA TRAVIESO, Senior Manager, Shopper Marketing Travieso is responsible for developing strategy, capabilities and processes to advance shopper/customer needs earlier in the planning process.

She partners with key stakeholders such as brand, sales and category to drive behavior change with an omnichannel-first approach.

Nestle-Purina TONY DIMATTIA, Director, Head of Shopper Marketing

Newell Brands STACEY GOLDSTEIN, Senior Manager, Brand Activation JEFF RODENBAUGH, Director, Brand Activation

Nice Pak Products PATRICIA RAGGI, Vice President, Marketing Services

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Organic Valley NATALIA BREUER, Senior Customer Planning & Strategy Manager Breuer joined Organic Valley three years ago to lead customer marketing for the OV Fresh joint venture. She has 15-plus years of experience in channel strategy and marketing, shopper marketing, business development and sales.

Currently, she’s responsible for strategy development and customer planning for Organic Valley’s strategic channels including foodservice, global/export and the ingredients business.

GLORIA DECOSTE, Director, Omnichannel Marketing

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WHO’S WHO IN SHOPPER MARKETING LINDSEY COX, Senior Manager, Omnichannel Shopper Marketing Cox oversees Organic Valley’s shopper and e-commerce marketing department. Her industry leadership was recognized in 2018 with a “Women of Excellence” award from the Path to Purchase Institute.

STACY DVORAK, Shopper Marketing Manager Dvorak is an energetic leader specializing in brand activation at retail, sales and shopper marketing, with a bias for action and driving results. She is known for exhibiting an enthusiastic spirit, contributing to highly effective cross-functional teams, and tenaciously achieving objectives in complex business environments.

KELLY GIBSON WOLFF, Senior Director, Relationship Marketing

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PepsiCo AMBER HUBBS GOLEGOS, Shopper Marketing Manager Hubbs Golegos is responsible for strategic customer planning, creation and activation of insights-driven omnichannel shopper marketing programs for all Quaker brands at PepsiCo’s largest customer, Walmart. She partners with key stakeholders such as brand, sales and category to drive behavior change with an omnichannel-first approach. The 360-degree programs she develops help drive conversion both online and in store.

KATIE SCHIAVONE, Senior Director, Commercial Strategy Schivone is an experienced senior director of marketing with a demonstrated

history of driving tangible marketplace impact in the food and beverages industry. She is skilled in shopper marketing, data-driven digital strategies and activation, integrated marketing and advertising.

national off-premise account team, identifying and commercializing insights on industry trends, retail trends and consumer shopping habits that support the company’s overall sales objectives.

ESPERANZA TEASDALE, Vice President/General Manager

PetSmart

Perfetti Van Melle USA MARIA BAST, Senior Marketing Director – Insights, Innovation and Capabilities

GRANT VIOLANTI, Senior Director, Loyalty and CRM Violanti is 15-year retail veteran with a background in merchandising and personalized marketing.

RACHEL CHAMBERS, Vice President, Marketing – USA & Canada

Pharmavite LLC

Pernod Ricard USA

SHANNON DRAKE, Associate Brand Manager, Shopper Marketing

RAV ATWAL, Director of Customer Marketing JOE WILLS, Senior Manager, Customer Solutions Wills supports the

It’s not easy to build retail intimacy.

But decades of working with retailers across the board enable hmt to put your brand in a winning position.

call us at 216.369.0109 connect with us at connect@hmtassociates.com find us at hmtassociates.com

the shopper-focused brand engagement agency ©2020 HMT Associates, Inc. August 2020

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WHO’S WHO IN SHOPPER MARKETING Philips Personal Health KERI DREYER, Team Lead, Shopper Marketing and Merchandising Dreyer’s job is a blend of customer-focused roles within the Philips Norelco personal care team. She is responsible for developing and supporting the execution of the company’s shopper marketing strategy, leveraging insights and category expertise at the shelf in-store and online.

DAVE HARVEY, Director, Category Management & Consumer Insights

Prestige Brands Holdings ANDREA BOUWMAN, Shopper Marketing Director

Procter & Gamble CARRIE BIRTH-DAVIS, Health & Beauty Walmart Team Marketing Manager Birth-Davis ccontinued to follow her passion for the customer side of things recently by joining P&G’s Walmart team in Fayetteville, Arkansas, where she works on the health & beauty business. Having worked almost all channels now as a shopper marketer (but primarily focused on household needs) this role is a new challenge in the health & beauty space.

JODY JOHNSON, North America Oral-B Marketing Director MICHAEL KIRTMAN, Associate Brand Director, P&G Oral Care North America: Whitening, Mouthwash, Denture STACEY REHERMAN, Brand Director, Family Care

Promotion In Motion PERI MENDELSON, Director, Sales Operations and Analytics Mendelson has been building and lead-

ing the headquarters sales and research department, which spans category management, sales operations, analytics and consumer and shopper research. She is an expert in strategy development and thought leadership initiatives with vast experience from time spent at Unilever, Kraft, Mondelez and L’Oreal.

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Sabra Dipping Co. ERIC GREIFENBERGER, Vice President, General Manager, Away from Home KERRY POWERS, Associate Director, Shopper Marketing Powers is responsible for the planning and execution of national and customerspecific shopper activations, strategic partnerships, and sports sponsorships across all channels for the Sabra portfolio. The shopper marketing team focuses on driving collaboration between sales and marketing to maximize shopper engagement and brand objectives while driving greater ROI. KRISTIN SANTINI, Associate Manager, Shopper Marketing Santini assists planning and execution of national and customer-specific shopper activations, strategic partnerships, and e-commerce across all channels for the Sabra portfolio.

ROBIN WARDLE, Shopper Marketing Team Lead

Saputo Cheese BRAD PANARESE, Director of Marketing Panarese leads marketing for some of the largest cheese brands in the U. S., including Frigo Cheese Heads, Stella and Montchevre goat cheese. He has led award-winning programs designed to influence and activate consumer behavior for many well-known CPG, retailer and foodservice brands.

August 2020

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SC Johnson & Son ERIN GARMON, Omnishopper Marketing Manager Garmon manages the marketing strategy and activation for SC Johnson’s e-commerce retailers. She has more than nine years of experience in ecommerce and digital marketing. At SCJ, she works cross-functionally with brand marketing and sales to optimize the organization’s investments and accelerate growth within the fastest-growing retail channel.

MONIQUE MORDICA, Shopper Marketing Manager BRADY NOON, Director, Omnichannel Marketing Noon began his marketing career at Procter & Gamble after a period in civil service working for the Department of Defense, and worked across P&G’s market development organization and shave care teams before joining SC Johnson. He’s held various brand marketing roles at SCJ, and now focuses on how to best provide seamless experiences for shoppers.

Scotts Miracle-Gro AMANDA CICOLA, Brand Director ENRICK GARCIA, Shopper Marketing Manager Garcia is responsible for leading shopper marketing strategy and execution for national accounts at Scotts Miracle-Gro. ANNE VILLARREAL, Shopper Marketing Manager Villarreal is responsible for understanding the shopper path to purchase in an e-commerce world. Her focused attention and insight-driven approach to the e-commerce space has resulted in noteworthy results.

Smithfield Foods ERIC GIBSON, Director, Brand Marketing, MarTech & E-Commerce

Spin Master CONNIE BUFFONE, Senior Director, Shopper and Trade Marketing Buffone is a toy industry marketing executive with experience in shopper marketing, trade marketing, trade shows, events and sales. She has spent the last two years dedicated to elevating the shopper experience in the toy industry, and in 2018 launched the shopper marketing division within Spin Master toys.

Starbucks Coffee KAREN MAXWELL, Shopper Marketing Manager, Walmart and Sam’s Club

Stonyfield ALI DEMBISHACK, Shopper Marketing Manager Dembishack is responsible for strategic leadership, planning and management of Stonyfield’s retail-focused marketing initiatives. She works closely with both the sales and marketing teams to develop and execute national, regional and customer-specific marketing plans that balance brand priorities and growth objectives.

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Tillamook Cheese MARTY LEBLANC, Director, Shopper & Customer Marketing CALLIE O’SULLIVAN, Shopper Marketing Associate Manager EMILY WALE, Shopper Marketing Manager

Tom’s of Maine KRISTEL ROFFLER, Customer & Shopper Marketing Manager

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THE ART OF MERCHANDISING

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Tyson Foods GREG BUCK, Senior Manager, Shopper Marketing, Finance, Planning & Analytics Buck leads finance, analytics and planning for Tyson’s shopper marketing, retail, e-commerce and experiential functions. He has a “maniacal focus” on ROI and leveraging data and insights to help the team drive results.

MICHELLE JIMENEZ, Shopper Marketing Manager BRIANA LEE, Shopper Marketing Manager Lee leads Tyson’s shopper marketing and e-commerce businesses at Albertsons. With more than 10 years of sales, strategy and analytics experience, her cross-functional agility delivers joint business plans and 360-degree integration of digital, e-commerce and merchandising campaigns.

ALICIA MOSLEY, Director, Shopper Marketing Mosley has an extensive marketing background that spans brand, innovation and shopper marketing in roles leading many successful businesses and innovation launches across the Tyson Foods portfolio, driving revenue and managing costs. She is currently responsible for leading the strategy of shopper marketing programs across major retailers. Mosley has advanced shopper marketing best practices and processes at Tyson to build effective and impactful programming to deliver continuous improvement in ROI. SUE TOY, Vice President, Category & Shopper Leadership Toy leads strategic engagement with retail customers through best-in-class shopper insights and category management initiatives. Her customerfacing, insights-driven team leverages syndicated and shopper data focused on the in-store and near-store behavior and experiences of consumers. Prior to joining Tyson (via the Hillshire acquisition), she had a successful career in the CPG industry through various positions in retail, market research and category management.

CHRISTOPHER WITTE, Vice President, Total Store Leadership

CHEYANNE WOODS, Senior Manager, Shopper Marketing A creative leader in shopper-centric sales management and marketing, Woods expertly leverages analysis, insights and a team approach to achieve results using category principles, customer strategy and actionable solutions. She is passionate about profitable results.

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Ubisoft PAUL AUDINO, Senior Manager, Shopper Marketing

Unilever CORY FRAEHSDORF, Head of Shopper Marketing, Premium Mass Fraehsdorf leads the Target and drug channel teams and develops strategic and insight-driven shopper marketing plans for leading brands such as Dove, Tresemme, Axe, Shea Moisture, Hellmann’s, Breyers and Seventh Generation while managing a multi-million-dollar budget across channels. She has built and maintained strong relationships with senior leadership within the merchant and marketing teams at her retailers.

JAYME JANSKY BECK, Head of Shopper Marketing, Grocery & Emerging Channels With nearly two decades of experience on both the brand and agency sides, Jansky Beck leads omnichannel and shopper marketing for the Unilever portfolio of brands across the grocery, discount and emerging customer channels.

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Walgreen Co. CRYSTAL FOUCHARD, Senior Director, Brand Marketing

Walmart MATTHEW PARRY, Senior Director II, Strategy & Customer Experience Lead for Health & Wellness

WD-40 AARON BERT, Director of Customer Marketing SHANNON EDWARDS, Brand Manager

WhiteWave Foods JIM BLUMBERG, Director, Integrated Marketing IQ

August 2020

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

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ActivationGallery

Signs of Change With retail having been disrupted in recent months due to the global pandemic as well as civil unrest over social inequities, brands and retailers are adapting their messaging in various ways. Here, Path to Purchase Institute editors showcase notable efforts that have caught their attention. Institute members can see many more examples of how brand and retailer marketing has changed with the times in the image vault at P2PI.org.

Amid the social unrest following the death of George Floyd, PepsiCo/ Quaker Oats’ Aunt Jemima and Mars Inc.’s Uncle Ben’s were among brands facing pressure to change their brand identity. Both addressed the issues on their websites and on social media, letting consumers know that name changes are coming.

Procter & Gamble brought together some personal care and household products from brands including Febreze, Puffs, Crest, Tide, Downy, Swiffer and Pantene in a Walmart.com e-commerce shop promising consumers “one less thing to worry about.” A home page carousel ad spotted in June linked to the shop, which carried this description: “Let’s face it – this year has been crazy. So we’re refocusing on what’s essential: our families, our homes, our collective sense of normalcy. No matter how uncertain life feels … we’re helping homes run like normal. (Well, as normal as possible.)”

After pausing all paid social media advertising in July, Albertsons Cos. chains tied in to the unofficial designation of July 7 as “Blackout Day” by spotlighting two Black-owned brands, McBride Sisters wine and Andy’s Seasoning, on chain websites.

The former is a female-owned wine company with collections named “Black Girl Magic” and “She Can” (canned wine). For the entire day, most of Albertsons’ chains ran a “Show Solidarity” home page leaderboard ad with a black background on their websites – with social media updates directing to a dedicated web page sharing both brands’ stories and linking to respective brand websites to “Learn More.” Blackout Day is an initiative launched in 2015 to shed light on the economic contributions of Black consumers in the U.S. and abroad by encouraging all spending to be directed to Black-owned businesses.

August 2020

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Walmart has partnered with Hallmark Cards’ Crayola to exclusively sell 32-packs of crayons that include 24 “Colors of the World” representing global skin tones, as well as four crayons each representing hair and eye colors. The colors are designed to mirror and promote the growing diversity in the world. The pack sold out via online preorders before it even hit stores for back-toschool season in July. Crayola also rolled out a 24-pack containing just the skin colors.

ShopRite joined with Procter & Gamble to run a “Virtual Guest Teacher” series with sports marketing company ProCamps to enrich distance learning programs. Consumers could watch the Facebook Live events and submit questions to professional athletes including U.S. Soccer defender Christie Pearce Rampone and shortstop Didi Gregorius of Major League Baseball’s Philadelphia Phillies.

PetSmart’s Chewy subsidiary began using a “Healthy at Home” theme in March to provide advice to help people and their pets adjust to new routines imposed by the COVID-19 pandemic. The message appeared in posts on the retailer’s “Pet Central” blog and social media updates. As restrictions began to lift, the retailer used a “Step Outside & Stay Healthy” message to provide advice on socially distanced outings with pets along with more traditional tips about sun protection.

Georgia-Pacific’s Angel Soft promoted its million-dollar pledge to assist families financially impacted by the COVID-19 crisis with a Walmart.com showcase. The brand also promised another $1 million to match consumer donations in partnership with #GiveTogetherNow, a collaborative fundraising effort between Family Independence Initiative and Stand Together. All donations were slated for eligible households, which received a one-time cash donation of $500.

A display ad running on Walmart’s website in July linked to the showcase. Both the ad and showcase employed a “Soft hearts, strong actions” message along with a rainbow image that also loosely linked the effort to Pride Month.

In partnership with Black Lives Matter, PepsiCo/ Frito-Lay’s Doritos is giving its outdoor advertising, billboards and murals to Black artists as a way to illustrate and elevate Black voices, particularly in areas “symbolic of the movement” such as Minneapolis; Washington, D.C.; New York; and Atlanta. The #AmplifyBlackVoices campaign kicked off after the brand remained silent for most of June following the #BlackoutTuesday social movement that followed the death of George Floyd by airing a TV spot during the BET Awards show featuring Devin Marie’s song, “I Can’t Breathe,” which went went viral amid the protests.

August 2020

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ActivationGallery In partnership with Conde Nast’s Vogue and the Council of Fashion Designers of America, Amazon launched a storefront selling high-end U.S.-made clothing to help workers in the fashion industry who have lost business during the COVID-19 pandemic. Dubbed Common Threads, the store stocks luxury items priced at hundreds of dollars that are organized by specific designers as well as by trends such as “at-home style,” “summer vibes” and “la vie boheme.”

Coca-Cola Co. collaborated with “Hamilton” creator Lin-Manuel Miranda and World Central Kitchen (WCK) founder, chef and humanitarian Jose Andres ahead of the July 3 premiere of the Broadway smash on Disney Plus. The filmed version of the musical was presented on the network to fight food insecurity, with a focus on diverse communities disproportionately affected by COVID-19 and ongoing social injustice. Coke made a $1 million donation to WCK to serve 100,000 meals in the U.S. and Mexico, and to help approximately 150 local restaurants in communities hit hardest by COVID-19 to rehire up to 1,400 employees.

A video posted to coke.com/hamilton shows a conversation between Miranda and Andres – two real-life friends – discussing how COVID-19 has affected food insecurity.

A July 2 email blast from Coke plugged the effort. An earlier email on June 22 also invited consumers to give their favorite restaurant some social media love using #WeLoveThisPlace and tagging Coca-Cola.

The beverage maker also pledged 10 cents to Feeding America (up to $500,000) for every order placed within the Uber Eats app from June 1-28 at participating restaurants.

Skyy Vodka combined messaging focused on Pride Month and the Black Lives Matter movement in a series of Facebook updates soliciting donations to the Marsha P. Johnson Institute, a nonprofit that advocates for Black transgender people. Other updates touted the brand’s sponsorship of NYC Pride and pledged a $100,000 donation to Equal Justice Initiative, a nonprofit focused on challenging racial and economic injustice.

Meijer and American Greetings teamed up to offer free digital postcards consumers could use to send encouraging messages during the COVID-19 pandemic. Updates posted on the retailer’s Facebook page on June 8 and 15 linked to a web page within AmericanGreetings.com hosting dozens of customizable cards to help consumers “stay social while social distancing.”

A web page within Kroger’s Harris Teeter provided tips for preparing for virtual gettogethers from Procter & Gamble. The page gave socially distancing consumers suggestions for cleaning and personal style incorporating brands including Tide, Bounty and Olay. A June 12 Facebook update linked to the page.

August 2020

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Technology Innovation

P2P Toolkit

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

The Wall Street Journal reports that in some markets, shoppers return up to 60% of the clothing they buy online. Little wonder then that some women’s fashion execs – in this case, the team launching an app called The Yes – hope to “redefine the architecture of e-commerce.” The Yes app is said to “get smarter as you shop” by having a shopper click “yes” or “no” to items while a special algorithm re-ranks those products in real time. Machine learning then encodes that shopper’s personal fashion style while computer vision creates an experience “tailor-made” for her. By ranking everything, the user’s feed is filled only with her preferred brands, correct sizes and taste-matching styles. This is said to reduce the frustration of fruitless searches and annoyingly irrelevant recommendations.

Other features include a new-product feed that’s refreshed daily; one-tap in-app frictionless buying; and the ability to see what friends are looking at.

The Yes has raised $30 million in funding from venture capitalists and will carry 150-plus brands, including Ralph Lauren Collection, Everlane, Vince, Acne Studios and Balenciaga.

In May, Mountain View, Californiabased Quotient began offering groceries and household digital coupons to customers through the Shipt website and app. According to the companies, this partnership enables Shipt to, for the first time, offer national manufacturers’ coupons for CPG brands from, among others, Bayer HealthCare, KimberlyClark, Colgate-Palmolive, and Johnson & Johnson. Birmingham, Alabama-based Shipt, an independently operated subsidiary of Target, has built up a network of more than 90 retailers in 5,000 U.S. cities. Customers discover coupons as they browse, and the offers also appear for applicable items on product pages. Coupons are redeemed when items are purchased and delivered by a Shipt Shopper. Customers can also “clip” coupons in the Savings Tab in the app to later be redeemed at checkout.

Over the winter, food platform Whisk updated its service in a major way: Now users can convert recipes from Whisk’s publishing partners and turn them into a one-click, collaborative “smart” list that’s shoppable across 29 integrated online grocery retailers or used for buying in-store. Whisk also finds and remembers the user’s preferred grocerydelivery service such as Amazon Fresh or Instacart. Users can also take advantage of integrated nutrition data, serving-size adjustments, the automatic combination of ingredient purchases across recipes, and a shopping list that can be sorted by aisle or recipe.

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.

August 2020

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Reports of Brandless.com’s death have been grossly exaggerated, to paraphrase Mark Twain. In February, the shopping site for everyday products that aims to eliminate the “BrandTax” – hidden costs one pays for when buying established brands – shut down. But in late June, the site and its newsletter suddenly fired back up again, offering a new “Brandless Bundle” (Cooking, Cleaning, Baby, Him and Her) every Monday, several of which reportedly sold out in days. It’s a work in progress, with an odd assortment that includes suitcases, pots & pans, spatulas and cheese boards. However, the company says its goal is to offer 300-plus products with a focus on eco-friendly cleaners and sanitizers, organic lotions and creams, gummies, superfood smoothie blends, and pure essential oils. A “Startup of the Year” from 2018, Brandless had a half-million followers on both Instagram and Facebook when it closed. The company said it’s taking its time restarting, “working round the clock to make sure we do this the right way.” Brandless 2.0 will also maintain its policy of not offering products that contain any of 400-plus banned ingredients.

The pandemic has many of us trying telemedicine consults with doctors for the first time. Sunbury, Pennsylvania-based Weis Markets has picked up on the trend, launching “Healthie,” an online platform that enables its registered dietitians to provide nutrition counseling via video chat technology.

The 30- and 60-minute virtual counseling sessions (available in Pennsylvania, Maryland and New Jersey at this time) cover topics ranging from Type II diabetes, high blood pressure and celiac disease to “Mindful Eating,” shopping on a budget and cooking with kids.

Consider this a tool for brainstorming: Over the summer, Ikea and its Copenhagen-based research lab SPACE10 launched a new platform called EverydayExperiments.com, a collection of digital proposals and prototypes that challenge the role of technology in the home. The platform uses artificial intelligence, machine learning, augmented reality and spatial intelligence. Currently, there are as many as 18 of these “experiments” underway, according to Ikea.

One, called “Extreme Measures,” is a speculative design prototype that uses LiDAR (laser light measurement) to better visualize and possibly better utilize available spaces in a home by filling its nooks and crannies with inflatable elephants. Another prototype, “Point and Repair,” lets users gesture at a piece of worn or damaged furniture and see a variety of personalized solutions: up-cycle it, depending on the damage, repair it yourself or visit a page where you can order parts.

August 2020

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P2P Toolkit

SPOTLIGHT: Internet of Things

Etsy is rolling out augmented reality as a beta feature (iOS only for now) on its app to boost sales of the 5 million items in its “Art and Collectibles” category. The first step is selecting a masterpiece from the sub-categories of Paintings, Photography or Prints.

Next, tap a hexagonal AR icon that appears in the top right corner of the item image, and the user is prompted to point the smartphone’s camera at a space where the family treasure can be hung. Once the contours of the wall are detected and mapped, the user can move the timeless heirloom’s image around, adjust its size (if available), and finally add it to a basket for purchase via Apple Pay.

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P2P Toolkit

SPOTLIGHT: Internet of Things

Sport and lifestyle sunglass-maker Bolle just introduced the “AR Sunglass Experience,” enabling shoppers to both try on and try out its flagship lenses without physically touching them. Using a QR code within Bolle marketing materials or a special link from Instagram, the smartphone demo’s selfie or “try on” mode first lets shoppers see how the glasses look on their face.

Then, by flipping to front-facing “try out” mode, the lenses are superimposed onto their actual view. This mode, where the shopper can test special effects such as high contrast, anti-fog, and light-adaptive views in their actual surroundings, is considered an industry first. Once shoppers settle on a style that meets their needs, they’re directed to a Bolle retailer. The system was developed in partnership with two New York City-based companies, QReal and M7 Innovations.

In late June, Meijer announced a new partnership with the Aira app to provide visual assistance services at no cost to users inside the perimeter of its stores. The Aira service connects smartphone-using blind and low-vision people to highly trained, remotely located agents who can provide immediate visual assistance for anything from steering a cart to reading in-store signage and locating products. Upon entering any Meijer store or neighborhood market, an Aira user will get a notification that usage will be complimentary.

It’s also accessible via Meijer’s free Wi-Fi. The Aira app can be downloaded by visiting www.aira.io.

Support for Amazon’s “Dash Wand” was cut off a few weeks ago (July 21, to be precise), striking a blow against clueless-but-brandloyal shoppers like me (“I just want that jelly in the blue bottle”), and brand marketers as well. When the wand was introduced in 2014, bar code scanning everything in your cupboard, pantry and fridge was the easiest way to precisely transmit specific preferences (brand, flavor, package size, etc.) onto a digital shopping list without having to wade through Amazon’s blizzard of suggested substitutions.

Now that the wand is gone (along with the “Dash Button,” which was turned off last fall) you’ll need a later model Echo Show (5 or 8) to bar code scan (a feature added in February). Older models offer a clunky workaround, however: an Alexa feature called “Show and Tell,” designed to help blind and low-vision customers identify grocery and household pantry items. Hold a product package up to even an older Echo Show camera and ask, “Alexa, what am I holding?” Alexa tries to identify it through advanced computer vision and machine learning technologies for object recognition. It does seem to recognize some bar codes too, but the list-adding step seems very hit-and-miss.

August 2020

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JOIN US FOR A NEW WEBINAR SERIES

UNDE R STA N D I N G TO DAY’ S SHOPPE R TO D R I V E TO M O RR OW ’ S SUCCE SS

M A R K YO U R C A L E N DA R S AUG 26 | 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

SEPT 29 | New Strategies for Product Sampling OCT 27 | New Strategies for Driving Impulse Purchase

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

DEC 10 | Agile Promotional Planning Note: Topics are subject to change

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Store Spotlight

Albertsons Monopoly 2020

BY J AC Q U E L I N E B A R B A

The world we lived in when Boise, Idaho-based grocery giant Albertsons Cos. kicked off its evergreen Monopoly program on Feb. 5 looked very different from the one we found ourselves in on May 5, the final day of the collect-and-win game’s promotional period. This Store Spotlight visits the aisles of a few Albertsons-owned stores in the U.S. and highlights some of this year’s main CPG partners and P-O-P materials.

Albertsons operates more than 2,200 supermarkets under 20 banners – including Vons, JewelOsco, Safeway, Acme and its namesake – across 34 states and Washington, D.C. The Monopoly program is one of the retailer’s biggest, most engaging events of the year, intended to create a holiday where one doesn’t already exist while driving sales (a concept similar to Amazon’s Prime Day).

This year’s Monopoly prize pool was valued at $250 million and included two $100,000 boats, 20 $5,000 vacations and one $1 million instant-win game ticket (new this year). As usual, tickets were awarded at checkout for in-store purchases of specially tagged products from participating manufacturers. Each ticket contained two markers (i.e., properties) for the physical game board, plus either a discount coupon, an instant-win prize, a coupon for two free game tickets or a “Shop, Play, Win!” digital code.

August 2020

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This year, Albertsons included more fresh goods in the game, such as select meats and baked goods. Near the bakery section, some stores deployed an account-specific table display merchandising packages of Little Bites, Thomas’ and Entenmann’s from Bimbo Bakeries.

Albertsons also again partnered with Little Rock, Arkansas-based Vestcom, which provides thousands of customized shelf tags per store to highlight participating items.

This year, many of the shelf tags were not deployed due to pandemic-driven inventory issues. Some tags were still deployed, however, like the ones depicted here for Mars Inc.’s Uncle Ben’s (which were bonus ticket items) at a Jewel-Osco in Chicago in March.

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Albertsons again delivered total shopper awareness with in-store support that included account-specific displays in addition to the retailer’s own custom P-O-P materials. Though the activation varied across stores, some sort of Monopoly spectacular greeted shoppers near all entrances. The entryway to this Albertsons in Orange County, California, paired a cluster of floorstands from Campbell Soup Co. snack brands resembling classic Monopoly property pieces with case stacks of Nestle’s Perrier outfitted with game-themed price headers.

Program-specific floorstands and aisle displays from CPG partners were plentiful. Floorstands from PepsiCo for beverage brands including Bubly, Mountain Dew and Bolt 24 were positioned in various locations, including next to this permanent PepsiCo endcap at a Shaw’s in Bangor, Maine.

August 2020

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Other key CPG partners included Coca-Cola Co., Kraft Heinz, Mondelez International and Talking Rain’s Sparkling Ice, a frequent collaborator that enjoyed secondary merchandising space for individual SKUs in large dump bins outfitted in dedicated signage and positioned along the back aisle of the store. Sparkling Ice packages were also stocked on a shelf under the dump bin.

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Store Spotlight

Keurig’s Dr Pepper’s Bai beverage brand added a promotional twist, affixing tear-off manufacturer coupons to a Monopoly-themed floorstand stocking multiple flavors.

In addition to custom displays (positioned here near the snack aisle), Mondelez International’s Nabisco hosted a special offer dangling a bonus ticket with purchase of three select SKUs.

In-store support included periodically updated standees of “Mr. Monopoly” that doled out game boards near exits, multiple themed ceiling signs hanging throughout stores, a multi-brand floorstand stocking personal care and OTC SKUs in the pharmacy department, American Greetings shelf talkers in the card aisle dangling bonus tickets, aisle violators and various other displays and signs.

August 2020

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OMA Award Winners Each year, Shop! recognizes best-in-class retail displays through its Outstanding Merchandising Achievement (OMA) Awards competition. Showcased here are the 2020 Display of the Year, Creative Award and Budget Award winners.

Display of the Year Award

PERMANENT

Garmin Global Cycling Display Entrant: Process Retail Group, Lake Zurich, Illinois Client: Garmin, Olathe, Kansas Comments: Garmin’s objective for this display was to build a co-branded and cohesive cycling product ecosystem.

The ability to hop on a bike connected to a Tacx trainer, engage in the software experience, and view the performance metrics displayed with Garmin cycling accessories in a retail setting was the overarching goal.

SEMI-PERMANENT

Arlo Smart Home Security Endcap Entrant: Darko, Bedford Heights, Ohio Client: Arlo Technologies, San Jose, California Comments: This endcap was designed to showcase a suite of products and feature their ease of connectivity, in addition to sharing options for subscription services.

The interactive touch pods are set on a perch to foster seamless shopper exploration and activation of the visual content for inspiration and education.

August 2020

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TEMPORARY Camp Backyard Summer Mega Display Entrant: Packaging Corp. of America, Lake Forest, Illinois Client: Campbell Soup Co., Camden, New Jersey Comments: A large thematic lobby kit display was developed in order to secure prime seasonal retail positioning during the summer promotional period. The replica display structures (canoe and adirondack chair) helped communicate the theme of getting outside during the warm summer months while enjoying the Campbell portfolio of salty snacks.

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OMA AWARD WINNERS

Creative Award

PERMANENT

SEMI-PERMANENT

Entrant: WestRock, Atlanta Client: Procter & Gamble, Cincinnati Comments: While some women’s personal care brands portray shaving as a glamorous or empowering act, the Joy brand takes a more realistic approach by recognizing shaving for what it truly is: an everyday routine that is sometimes tedious. The objective was to help Joy relay its brand messaging through merchandising with elements of playfulness and sarcastic humor, providing Walmart shoppers with a no-nonsense product that is honest and realistic.

Entrant: Bish Creative Display, Lake Zurich, Illinois Client: Terlato Wines, Lake Bluff, Illinois Comments: The objective behind this program was to create a clever and unique merchandising display that spoke to the Italian Prosecco consumer yet captured the Riondo feel and colors.

The seats were placed with platforms designed to support cases of product.

Using the true technical specifications of a Vespa, the engineering team was able to encapsulate the exterior shell of the classic scooter in an economical way.

Joy Walmart Display

Riondo Italian Summer Vespa Scooter Display

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TEMPORARY

Kroger Apple Stack Wow Display Entrant: Innomark Communications, Fairfield, Ohio Client: Kroger, Cincinnati Comments: Innomark worked with Kroger and its partners to transform the concept of a basket of stacked apples into a visually appealing and structurally sound temporary display. A team used high-resolution product shots and E-flute to precisely replicate the look of each apple variety. The result was an impactful display that could be placed on either side of the existing store fixture.

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OMA AWARD WINNERS

Budget Award

PERMANENT

SEMI-PERMANENT

TEMPORARY

Entrant: Inesco Display, Akron, Ohio Client: Astro Gaming, San Francisco Comments: The goal here was to let consumers put their hands on the controller and experience the premium quality materials and design while still keeping the demo units secured.

Entrant: Menasha, Neenah, Wisconsin Client: Procter & Gamble, Cincinnati Comments: The display stood out from competitors by using four-color, full litho printing to enhance its bold and black Olay branding and sleek product imagery.

Constructing the display from E-flute kraft corrugated ensured that it would retain stability for two months.

Entrant: Menasha Client: Williams Lea Tag, London Comments: The EB flute hutch was wrapped in a black litho laminate for a sharp, clean look and included the Reign logo on every side. The corrugate floor unit used a standard hutch design with built-in shelves to ensure that it reflected a display structure familiar to the customer.

Astro C40 Controller Display

Olay Retinol 24 Cosmetic Endcap

Reign Two-Sided Hutch

Shop! Environment Associations is the trade organization focused on enhancing retail environments and experiences. The association represents more than 1,400 member companies and affiliates worldwide from 23 countries. Shop! contributes to the global retail marketplace through industry leadership, industry certification, education and networking events.

August 2020

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Solving Big Problems, Inspiring Bold Ideas EnsembleIQ is a premier business intelligence resource that believes in Solving Big Problems and Inspiring Bold Ideas. Our brands work in harmony to inform, connect, and provide predictive analysis for retailers, consumer goods manufacturers, technology vendors, marketing agencies and service providers.

EnsembleIQ’s integrated suite of solutionsbased, total-market resources give you all the tools you need to achieve a strategic market advantage, giving you the insights, positioning, focus, and access, along with a team of dedicated strategic consultants to help you bring it all to life.

Magazines

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Events

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Research

Custom Content

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NEW Horizons

WE CAN CHANGE

Elevating the Latina Experience

BY S A R A H A LT E R

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

When the Network of Executive Women published “Advancing All Women,” our initial study regarding the status of women of color in the American workplace, we found that the number of women of color in senior positions would drop over the next 10 years without intervention.

We knew that to continue our mission of advancing all women, a stronger base of research was needed to understand the unique experiences of women of color.

I am proud to say that the first study in that series of deeper dives is now available. “A Foot in Two Worlds: Elevating the Latina Experience” discusses the biases Latina women face, how they might be counteracted, and some solutions for corporate business to better take advantage of their unique skills and abilities. Though the Latina community spans many cultures and languages, we found common ground in how it is perceived by non-Latinx co-workers, as well as how they want to shape their experience going forward.

LATINAS IN THE WORKPLACE

where the good of the group is valued over the success of the individual. This can sometimes result in a reluctance to self-promote and a focus on achieving the best product possible without worrying about personal gain.

Study participants noted that this sometimes led to managers perceiving their Latina employees as unambitious, or unassertive. The needed correction here is clear: Their managers must learn to appreciate the powerful potential of these altruistic values and not overlook these fully qualified women because they do not conform to the displays of “hunger” for promotion that their primarily white and male superiors expect.

BEING YOURSELF AT WORK The Latina women we interviewed cited a number of common experiences. One major takeaway was feeling as if they were being told, “Be yourself at work, as long as it conforms to our mainstream culture.” The attributes that set them apart from their white male counterparts were usually the ones pinpointed as areas for change.

Bias was also a major issue cited by our study participants. They described being discriminated against at work simply for having an accent, despite 80% saying they speak English “well” or “very well.”

They also discussed “code-switching,” not just in language but “from fashion and expressiveness to facial expressions and physical proximity.”

Latina women earn 54 cents on the dollar compared to men, and while this discrepancy can also be attributed to a number of other factors, it cannot be denied that these biases clearly have consequences.

Among our findings was an interesting cultural clash between the cultural values of Latinas and the stock values of corporate America. We found that Latinas are often raised with collectivist cultural values,

The Path to Purchase Institute presents an all new Women of Excellence Awards, sponsored by IN Connected Marketing, during the Path to Purchase Digital Expo from Nov. 10-12, 2020. For more information, visit ExperienceP2PX.com.

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Despite sometimes difficult environments, our study found that Latina women also see clear paths to improving workplaces, so their unique background and cultural values are an asset to their careers and to their companies. Participants cited a lack of mentors and sponsors for them to work with – and an almost complete lack of sponsors from the same cultural background. By creating greater diversity in the c-suite, corporations can pave the way for greater inclusivity from the ground up.

This research study lays out concrete strategies for corporations to better support their Latina employees, and to strengthen themselves in the process.

The good news? You can read the study in its entirety on the NEW website, completely free.

Our study has the potential to guide the future of Latinas in the workplace if businesses take these findings to heart.

By not including Latinas fully in corporate life – by letting bias and preconceptions of a broad and varied culture cloud their vision – employers are missing out on the unique contributions Latinas bring to the table. With high emotional IQs and collectivist values, they can be managers and executives with empathy.

To serve women of color, corporate environments must be open to women of color. (Can any business expect to meet revenue targets for their Latinx audiences without Latinas in the c-suite?) Their buying power is on the rise, expected to reach $1.7 trillion in the U.S. by 2020, and they are looking for products and services that reflect their experiences.

If high-potential Latina employees grow disgusted with their environment, rightly so, and start their own businesses, the cost of not including them in corporate life will grow even more dramatic. Diversity and inclusion isn’t just a buzzy phrase. It’s just good business – and it’s the right thing to do. IQ

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Solution Provider News

Vibenomics Partners with Kroger Vibenomics, a location-based audio out-of-home advertising and experience company, started a multiyear relationship with supermarket retailer Kroger. Vibenomics’ specialized private audio network in July began broadcasting inside 2,300 Kroger stores, targeting millions of unique monthly visitors. The solution provider works with Kroger to determine which categories of advertisers, brands or specific products make sense to promote on the airwaves while giving thoughtful consideration to the type of shopper experience the reailer wants to deliver.

The partnership also automates the audio ad buying process to current programmatic standards, allowing advertisers to strategically target customers at the right time depending on weather, local events and other factors.

those who have repeatedly used buy online, pick up in-store (BOPIS) options will continue to utilize the service.

A total of 60% of BOPIS users in 2020 said the service helped them avoid long lines and crowds, while 52% said it helped them minimize their time spent in store. Shopper satisfaction was marred by out-of-stocks: Almost half of the respondents said they felt their order wouldn’t be fulfilled correctly and 41% of shoppers who had used BOPIS before the pandemic complained that there were fewer products available. A total of 28% of respondents said they experienced longer wait times, 13% said they had problems confirming their pick-up times, and 9% said they found the experience more stressful.

Despite challenges, some new users expressed satisfaction: BOPIS was more efficient than in-store shopping for 21% of users while 11% said they were finding new items to buy, leading to larger basket sizes.

Videotel Digital Uses QR Code for Touchless Solution

TPN Study Examines COVID-19 Effect on BOPIS Use

Frank Mayer, Agile Force Develop Temperature Scanning Stations

A report from TPN compared surveys of shoppers from mid-2019 and spring 2020 to show how the COVID-19 pandemic has affected their behavior. The study found that shoppers who ordered groceries online for in-store pickup for the first time during the pandemic lockdowns will likely return to stores as restrictions lift, but that

Frank Mayer and Associates have partnered with software company Agile Force to provide custom hardware solutions to employers looking for remote temperature scanning at their worksites. With the COVID-19 pandemic creating a greater demand for this practice, the partners have worked to integrate a complete solution into the existing Agile Force platform that meets ISO 13154 standards and limits close human interaction.

The companies offer a cost-effective

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engagement station that aims to solve challenges employers face as they implement temperature scanning, including privacy, safety concerns and labor costs. The station offers the ability to scan employees’ temperatures with thermal imaging technology that meets current guidance, with results seen by an agent manning a remote desktop.

A solution from Videotel Digital aims to transform touchscreen signage – which is less desirable during the COVID-19 pandemic – into a touchless alternative. Videotel’s VP90 digital signage player contains software that allows mobile phones to be repurposed as interactive digital signs. With full remote control, shoppers can view and manipulate a signage display with the scan of a touchscreen’s QR code.

Shoppers take a picture of the code, and the screen automatically transfers to their smartphone. The phone screen is then used to navigate the touchscreen without any physical contact. Product information, discount coupons, interactive product demos and other content can be controlled on a mobile device in real time. A dedicated website can be set up to give onsite customers mobile access to everything on the display screen. Shoppers will not be required to download an app to utilize the technology.

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Solution Provider News

Kum & Go First C-Store to Join Catalina’s Retailer Network Shopper intelligence company Catalina added family-owned convenience store chain Kum & Go to its retail network.

Kum & Go, which operates approximately 400 locations across 11 Midwestern states, will tap into Catalina’s Buyervision solution to deliver personalized digital media. The partnership aligns with Catalina’s portfolio of digital products including audiences, measurement and Hub360 to deliver personalized digital media measured in near real-time by actual purchases rather than impressions or clicks. To do so, Catalina leverages its scaled data set of anonymized shopper data from more than 90 million households and more than 11 billion trips annually, providing relevant ad messages and purchase-based targeting. The process measures the impact of media tied to actual in-store sales that correlate to ad exposures in an attempt to reduce ad waste.

continue to be paid as they traditionally have for clearing services. CPGs can benefit from a transparent model for delivering coupon clearing services that makes every cost clear.

Quotient asserts that CPGs will not need to worry about fraudulent fees for digital coupons. The solution provider’s Retailer iQ platform is designed with multiple checks and balances to maintain system integrity.

No instances of fraud have been reported using Retailer iQ, according to Quotient.

Casey’s Reimagines Merchandising with RangeMe Casey’s General Stores has entered into a technology partnership with RangeMe to streamline and scale current product sourcing initiatives as well as tap into the sourcing platform’s pipeline of innovative products and leverage the industry insights it provides. Partnering with RangeMe helps Casey’s, which operates roughly 2,200 stores in 16 states, move forward on a new strategic initiative that reimagines how its stores are merchandised. This will provide increased direct access to suppliers and products that will help the retailer tailor its product mix and create localized assortments.

Quotient Partners with Mandlik & Rhodes for Coupon Services Media and analytics company Quotient is using Mandlik & Rhodes’ coupon clearing service to offers CPG brands significant cost savings for the processing of digital coupons without transition or laborious integration charges. Retailers will

Kenshoo, Profitero Address COVID-19Accelerated E-Commerce Growth Marketing technology platform Kenshoo and e-commerce platform Profitero are teaming up to solve challenges created

August 2020

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by recent pandemic-accelerated e-commerce growth. The partnership was designed to pair e-commerce performance analytics with enterprise marketing technology to deliver strong advertising results for brands online. It also enables brands to use multi-retailer e-commerce analytics to optimize sponsored advertising and media campaigns for maximized return on investment on retailer websites like Amazon.com and Walmart.com.

Profitero and Kenshoo aim to reduce wasted marketing spend by factoring in consumer purchase signals in algorithms used to drive ad targeting and bidding.

Kroger Taps Dentsu Aegis as Integrated Media Agency of Record Kroger has selected Dentsu Aegis Network as its first integrated media agency of record. Dentsu Aegis will create a team to serve Kroger called fresh@ dentsu, led out of full-service media and creative agency 360i but boasting experts from sister shops Amplifi, M8, Merkle, Mktg and Posterscope. The fresh@ dentsu team will be responsible for media planning and buying for Kroger and its family of brands across all media channels, including TV, radio, print, out-of-home, search, social, display, online video and streaming audio. The fresh@dentsu team also will partner with Kroger to evaluate the retailer’s sponsorships. IQ

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

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Personnel Appointments BRAND MARKETERS Bayer, Whippany, New Jersey Patrick Lockwood-Taylor, regional president of Consumer Health North America, succeeded Philip Blake as senior representative and president in the U.S. Blake retired after nearly 40 years with the company. Lockwood-Taylor joined Bayer Consumer Health in August 2018 but has spent more than 25 years in global leadership roles.

Kimberly-Clark, Dallas Former Google exec Zena Arnold was named to the newly created position of chief digital and marketing officer. In the role, she leads Kimberly-Clark’s global marketing teams and drives initiatives to accelerate the digital transformation of the company’s brands and businesses. The teams encompass consumer relationships and engagement, media and content, data analytics and innovation, agency operations and marketing capabilities.

JANICE LITTLE

PATRICK LOCKWOOD-TAYLOR

Lowe’s, Mooresville, North Carolina Janice Dupre Little, SVP, diversity and talent management, was named EVP, human resources. Prior to Lowe’s, Little served as VP, diversity and inclusion, chief diversity officer, for McKesson Corp. She also held several human resources positions at Dell.

Raley’s, West Sacramento, California VP of people Laura Croff was promoted to senior VP of people. Croff is responsible for all aspects of Raley’s human resources strategy, including talent management, leadership development, labor relations, compensation and benefits.

RETAILERS

SOLUTION PROVIDERS

Kroger, Cincinnati 84.51 CEO and SVP of alternative business Stuart Aitken succeeded retiring Joe Grieshaber as chief merchant and marketing officer. Yael Cosset, SVP and CIO, assumed responsibility for alternative business and 84.51. Cosset continues to lead Kroger Technology and Digital.

Mosaic North America, Chicago Former Chew CMO John Manley was named SVP, strategy and innovation. Manley leads the agency’s North American strategy and innovation team in planning integrated experiences to make brands more valuable. He also will play a key role in agency leadership and operations.

JOHN MANLEY

AMY REACH

PureRED, Atlanta Chief Creative Officer Amy Reach was named president and acting CEO. Reach has spent her career leading and being a part of the company’s creative operations. She has been with the organization for 26 years and has served as CCO since 2014.

Reach has been a trusted partner with both national and regional retailers, including Dollar General, Kroger, Lowe’s and Rite Aid. Ripple Street, Tarrytown, New York Mike Leo was named CEO to lead the company’s go-to-market strategy and scale growth with leading consumer brands across various verticals. Prior to Ripple Street, Leo served in various executive roles, founded and steered category-leading companies, built high-growth sales and marketing organizations, and drove business successes, according to the company. IQ

Editorial Index Abbott Laboratories .......................25 Agile Force .........................................51 Ahold Delhaize .................................10 AJW Advisory ....................................15 Albertsons Cos...........................34, 42 Amazon .................................36, 38, 40 American Greetings .................36, 44 Andy’s Seasoning ............................34 Arc .........................................................14 Arlo Technologies, Inc. ...................46 Ascent Talent, Model, Promotion Ltd................................ 8 Astro Gaming ....................................48 Bauer USA ..........................................15 Beiersdorf ...........................................15 Bic..........................................................11 Bimbo Bakeries.................................42 Bish Creative Display ......................47 Bolle......................................................40 Brandless ............................................39 BVA Nudge .........................................15

Campbell Soup Co. ..................43, 46 Casey’s General Stores ...................52 Catalina ........................................13, 52 Central Garden & Pet ......................29 Coca-Cola Co., The......13, 16, 36, 43 Conde Nast ........................................36 Darko Inc. ...........................................46 Dentsu Aegis Network ...................52 Etsy .......................................................39 Eversight .............................................13 Facebook ............................................13 FCB/RED ..............................................14 Frank Mayer and Associates Inc. ....51 Garmin.................................................46 Geometry ...........................................14 Georgia-Pacific .................................35 Giant Co., The ....................................21 Great Northern InStore..................15 Grupo Bimbo.....................................15 Hallmark Cards .................................35 H-E-B ....................................................10

HMT Associates ................................14 Ikea .......................................................39 IN Connected Marketing ..............15 Inesco Display ...................................48 Innomark Communications .........47 Inspira Marketing Group...............11 Instacart ..............................................38 Integer .................................................13 Johnson & Johnson ........................12 Kenshoo ..............................................52 Keurig Dr Pepper .............................44 Kimberly-Clark ..................................14 Kraft-Heinz .........................................43 Kroger .............................36, 47, 51, 52 Kum & Go............................................52 Mandlik & Rhodes ...........................52 MarketingLab....................................13 Mars Agency, The ............................15 Mars Inc. ................................13, 34, 42 Match Marketing Group................14 McBride Sisters .................................34

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Meijer .....................................10, 36, 40 Menasha .............................................48 Momentum .......................................13 Mondelez International..........43, 44 Nestle ...................................................43 Newell Brands ...................................15 Oracle...................................................13 OxfordSM............................................13 Packaging Corp. of America ........46 Peapod Digital Labs........................15 PepsiCo..................................34, 35, 43 PetSmart .............................................35 Process Retail Group.......................46 Procter & Gamble ................................. .............................34, 35, 36, 47, 48, 54 Profitero .......................................12, 52 Publicis Communications .............14 Quotient.......................................38, 52 RangeMe ............................................52 SC Johnson ........................................14 Shipt ....................................................38

ShopRite ......................................10, 35 Skyy Vodka .........................................36 Switch .................................................... 8 Talking Rain .................................. 8, 43 Target ............................................38, 54 Terlato Wines .....................................47 The Yes .................................................38 TPN ................................................15, 51 Vestcom ..............................................42 Vibenomics ........................................51 Videotel Digital.................................51 Walgreens...........................................10 Walmart........................................35, 54 Weis Markets .....................................39 WestRock ............................................47 Whisk....................................................38 Williams Lea Tag ..............................48 WSL Strategic Retail ........................14

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Retail Intel

Partners Key to P&G’s Sustainability Goals

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

The COVID-19 pandemic hasn’t changed Procter & Gamble’s commitment to sustainability.

Even as it ships more toilet paper than ever before, the manufacturer continues sourcing 100% of the pulp for Charmin from third-party-certified sustainable sources and, more broadly, continues working toward its “Ambition 2030” sustainability goals, most recently adding another climate commitment – to be carbon neutral for the decade.

“We haven’t slowed down, we haven’t stopped, we didn’t delay any work. If anything, we’ve ramped up and we’re getting ready to hit certain goals,” says James McCall, a 23-year P&G veteran who has been leading global supply chain sustainability for the last seven years. McCall has helped the function move beyond a conservation mindset to become a coordinated effort toward building a more circular supply chain; this summer, all of the company’s 100plus sites across the world reached 100% zero-waste-to-landfill status.

Engaging and educating consumers around responsible consumption is also a big part of the job, as the consumer use phase plays a big role in overall product sustainability. That’s the purpose of the “Sustainability at Home” video series the manufacturer launched in response to the unprecedented lifestyle changes consumers are adjusting to today.

Housed on YouTube, the “Sustainability at Home” videos depict P&G employees in their homes sharing small changes consumers can make to reduce water and energy usage as well as improve recycling.

Not your typical brand campaign, the

video series is intended to help people see how they can personally make a difference by shrinking their carbon footprint at home. Yet many brands are still showcased throughout.

One of the videos, for example, shows Tide and Downy in P&G’s “ecobox,” which reduces the amount of plastic used in a typical detergent or softener bottle by 60% and resolves e-commerce related leakage issues.

Originally designed for Tide, P&G was fortuitously expanding the successful eco-box design to Gain and Downy just as the pandemic revved up.

“It worked out perfectly because we know consumers were ordering online more because they didn’t want to – or couldn’t – go to stores, so we saw a need to provide more sustainable choices online,” says Rotha Braunt, a 15-year P&G veteran who for the last four years has overseen sustainability and wellness communications across North America fabric and home care brands.

In April, the eco-box design also made its brick-and-mortar debut with the launch of NBD at Target. The wellness brand employs the packaging form for its detergent and fabric softener line.

“We actually design sustainability into our products so people don’t have to make that choice of, ‘Do I want a product that cleans or do I want a product that’s sustainable?’

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We call this concept ‘irresistible sustainability,’” Braunt says.

This summer, P&G is testing another sustainable packaging innovation with the launch (in May) of all-paper, plastic-free deodorant tubes for “cedar and salt” Old Spice and “rose + geranium” Secret across 500 Walmart stores.

“Our first package design did not pass a key recyclability test because the glue used to affix the label was affecting the quality of the recycled paper pulp. … We quickly went back to the drawing board to find another label glue that doesn’t impede recycling, and this is what we are using now,” says Anita Marsh, associate director of global sustainability and brand communications at P&G beauty. “We [previously] conducted a very small test online only with [the Native brand] but nothing at the size and scale of this in-store.”

The manufacturer is testing various sales models as part of what is internally referred to as the “lean innovation approach,” from direct-toconsumer to retailer-specific.

The latter provides a key touchpoint that allows P&G to educate shoppers at the point of purchase about the role they play in sustainability initiatives.

“In general, as we launch sustainable products we’ll often partner with a retailer,” McCall says. “Sometimes it’s based off of the supply and what we have available, but a lot of times it’s also about that consumer engagement.”

At Walmart, the Secret and Old Spice paper tubes are merchandised on a custom sidekick. The display communicates P&G’s goal of “Protecting You & Our Planet” and lists several stats explaining the benefits of the new packaging while assuring shoppers about continued product efficacy. Digital and social media activity supports, according to Marsh. IQ

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Ascendan

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Partner with us to master your view and elevate your performance. ascendance@ensembleiq.com

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THE FUTURE OF THE PATH TO PURCHASE IS ONE SCAN AWAY Just as the industry re-invents how we do business, and how we engage with shoppers, we’re also re-inventing P2PX, to provide new insights, new solutions, and even new ways to register.

With more shoppers than ever turning to QR codes, we invite you to scan the code above for an all-access pass to connect and engage with retail leaders, brand teams, and best-in-class solution providers—all committed to navigating the future that’s already here.

INTRODUCING THE ALL-NEW

THE FUTURE IS HERE

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EXPERIENCEP2PX.COM

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