Shopper Marketing - October 2018

Vol. 31, No. 10 • October 2018

Effie Entries NEW YORK — Effie Worldwide is currently accepting entries into the 2019 Shopper Marketing Effie Awards program at Effie.org. The competition is for shopper marketing efforts that ran in the U.S. or Canada between Sept. 1, 2017, and Aug. 31, 2018. Staggered entry deadlines occur through October and November, and judging will take place in December, January and February. Effie Worldwide and the Path to Purchase Institute will celebrate the winners in May 2019 at the Path to Purchase Summit. For more information, SM visit Effie.org.

WHO’S WHO in Insights, Analytics & Data

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30 Years of History The first issue of P-O-P Times was published in September/ October 1988 by Hoyt Publishing. In October 2008, the magazine changed names to Shopper Marketing. For more history about Hoyt Publishing and the Path to Purchase Institute, visit SM P2PI.org/our-story.

Shopping with Steve RESTORATION HARDWARE

INSIDE

Institute Strategist

Walmart and Design No longer just a costcutting efficiency machine, Walmart is bringing design to the masses.

PAGE 74

ACTIVATION GALLERY– Back to School PAGE 8

Design of the Times

Page 50

PAGE 70

So-Lo-Mo Central

Page 64

GO BEYOND

THE CLICK Measure your media with store sales data.

Know the impact of every media dollar spent with Valassis Digital. Â

See how we measure up at valassisdigital.com

EDITORIAL DIRECTOR Bill Schober (773) 992-4430, bschober@ensembleiq.com EXECUTIVE EDITOR Tim Binder (773) 992-4437, tbinder@ensembleiq.com MANAGING EDITOR Charlie Menchaca (773) 992-4432, cmenchaca@ensembleiq.com DIRECTOR – PRODUCTION Ed Ward (773) 992-4418, eward@ensembleiq.com ART DIRECTOR/PRODUCTION MANAGER Sonja Lundquist (773) 992-4419, slundquist@ensembleiq.com

CONTRIBUTING EDITORS

Peter Breen, Patrycja Malinowska, Samantha Nelson, Cyndi Loza, Jacqueline Barba

CONTRIBUTING WRITERS

Michael Applebaum, Anne Downes, Ed Finkel, Erika Flynn, Chris Gelbach, Dawn Klingensmith, Neal Lorenzi, April Miller, Dan Ochwat

SALES

Rich Zelvin, Associate Publisher (773) 992-4425, rzelvin@ensembleiq.com (Serving the Eastern United States, Canada, International) Craig Hitchcock, Associate Publisher (773) 992-4422, chitchcock@ensembleiq.com (Serving the Western United States)

CONTENTS 4 Editorial:

Peter Breen

6 Solution Provider News 6 Little Potato Awareness

To celebrate the summer grilling season and all the ways potatoes can add to meal occasions, The Little Potato Co. launched a 12-week campaign in select supermarkets.

8 Activation Gallery:

Back-to-School Review

33 2018 Guide to Insights, Analytics & Data

Little Potato Co., Page 6

An advertising supplement.

Editorial and Executive Offices 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731 Phone: (773) 992-4450 Fax: (773) 992-4455

PATH TO PURCHASE INSTITUTE MEMBER DEVELOPMENT & SERVICES

Managing Director Joan Driggs, (224) 632-8211 Executive Advisor, EnsembleIQ Steve Frenda, (773) 992-4461 Director – Member Development Patrick Hare, (773) 992-4465 Manager – Member Services Stacy Stiglic, (773) 992-4414

P2PI.ORG

Managing Director – Content & Editorial Bill Schober, (773) 992-4430 Associate Director – Content Patrycja Malinowska, (773) 992-4435 Senior Editor – Content Samantha Nelson, (773) 992-4436 Associate Editor – Content Cyndi Loza, (773) 992-4439 Associate Editor – Content Jacqueline Barba (224) 632-8214

EVENTS & EDUCATION

Vice President – Events Michael Cronin, (647) 557-5094, X1001 Director – Events Peggy Milbrandt, (773) 992-4412 Meeting & Events Associate Kelly Doering (773) 992-4408 Director – Education & Faculty Administration Ronit Lawlor, (773) 992-4415

50 Design of the Times Preview, Part 2

64 So-Lo-Mo Central

A roundup of social, local and mobile marketing activity at retail from: • Old Navy and Omaze • Snapchat and Domino’s • Facebook, Sephora and Michael Kors • Allrecipes and Tito’s Handmade Vodka • Elmer’s • Nike • LayerCake • Tommy Hilfiger • Gymboree

70 Shopping With Steve

P2PI’s Steve Frenda, a passionate retail watcher for more than four decades, gives us a look at Restoration Hardware in West Palm Beach, Florida.

SPECIAL REPORTS

18 Who’s Who in Insights, Analytics & Data

Nine years after our inaugural Who’s Who in Shopper Insights, we present the 2018 version of our annual report with a new name to specifically include data and analytics executives from brands and retailers.

We included expanded profiles of individuals from 3M, Bic, Mars Inc., Mars Wrigley Confectionery, Iovate Health Sciences International and Albertsons Cos.

72 Personnel Appointments 74 Institute Strategist

One of the many rapid-fire moves Walmart has made as it speeds up its digital evolution is an increased focus on design.

MARKETING

Manager – Marketing & Events Stacey Bobby, (773) 992-4423 Manager – Marketing & Events Courtney Hofbauer, (224) 632-8215 Art Director Stephanie Beling, (773) 992-4442

AUDIENCE ENGAGEMENT

Director of Audience Engagement Gail Reboletti Audience Engagement Manager Shelly Patton

PROJECT MANAGEMENT/PRODUCTION/ART VP, Production Kathryn Homenick, khomenick@ensembleiq.com Creative Director Colette Magliaro, cmagliaro@ensembleiq.com Custom Project Manager Kathy Colwell, kcolwell@ensembleiq.com

Walmart and Design, Page 74

Custom Project Manager Judi Lam, jlam@ensembleiq.com

ENSEMBLEIQ CORPORATE OFFICERS

Executive Chairman Alan Glass Chief Executive Officer David Shanker Chief Operating Officer & Chief Financial Officer Richard Rivera Chief Brand Officer Korry Stagnito President, Enterprise Solutions Terese Herbig Chief Digital Officer Joel Hughes Chief Human Resources Officer Jennifer Turner Senior Vice President, Innovation Tanner Van Dusen

Shopper Marketing (ISSN 1040-8169) is published monthly by EnsembleIQ, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731. Periodicals Postage Paid at Chicago, IL, and at additional mailing offices.

POSTMASTER: Send address changes to Shopper Marketing, Computer Fulfillment, PO Box 261, Lowell, MA 01853. Entire contents copyright © 2018 by the Path to Purchase Institute. Canada Post International Publications Mail Product (Canadian Distribution) Sales Agreement No. 40025274.

Return undeliverable Canadian addresses to:

Station A, P.O. Box 54, Windsor, ON N9A 6J5 or Email: cpcreturns@wdsmail.com CHANGE OF ADDRESS and other circulation correspondence should be mailed to: Shopper Marketing, Computer Fulfillment, PO Box 261, Lowell, MA 01853, or email ensembleiq@e-circ.net for customer service. (Include your address label with all correspondence.)

WHERE TO WRITE: Please direct all letters to the editor and other business/advertising correspondence to: Shopper Marketing, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731.

REPRINTS, PERMISSIONS AND LICENSING: Contact Wright’s Media at ensembleiq@ wrightsmedia.com or (877) 652-5295.

NOTICE: The Path to Purchase Institute occasionally uses the logos of various companies in its marketing materials. These include promotional brochures for events such as the Path to Purchase Expo, the Shopper Marketing Summit, the Design of the Times Awards and others. The use of these logos does not imply sponsorship or endorsement by the companies identified by those logos, unless specifically noted as such.

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SHOPPER MARKETING OCTOBER 2018

EDITORIAL

Post-Apocalyptic Retail Review

G

reat news, everyone: The “Retail Apocalypse” might not be happening after all.

I don’t have a lot of information on which to base this bold declaration, just a headline I found in August suggesting that the industry might be experiencing a “Retail Renaissance.” The author was examining the recent performance of Walmart, Target, and a few other traditional retailers that have successfully adapted their business strategies to effectively compete in this new retail reality.

Granted, the opinion of one industry observer doesn’t necessarily signal a reversal of fortune for an entire industry, but it was nice to see someone discussing traditional retail optimistically after so often reading about its impending death lately.

Reports of its death, of course, have been greatly exaggerated – if any of the doomsday predictors actually believe that traditional retail is literally dying rather than transforming into a new era. Those who do obviously haven’t been paying any attention to the value channel; if the “Apocalypse” truly is upon us, then I guess the value channel must be the retail equivalent of the cockroach, resiliently impervious to the devastation taking place everywhere else.

Personally, I’ve never been much for making predictions.

I’m more than comfortable speculating about future scenarios if companies do, or don’t, undertake certain actions.

But I’ve always hesitated to make flat-out forecasts about the future, however educated those guesses might be.

“Prediction is very difficult, especially if it’s about the future.” No, that’s not yet another quote from Yogi Berra, but something Nobel laureate Niels Bohr once said. It’s not that I’ve never wanted to make predictions, it’s just that I’m usually able to resist the temptation.

So I never joined the industry professionals who’ve been predicting the impending apocalypse. And I’m not quite ready to declare the arrival of a renaissance either (the latter does require belief in the former, I guess). Nonetheless,

here are a few specific predictions I’m glad I never made: Lidl will dominate the U.S grocery market. Many indus-

try experts predicted that the German extreme discounter would hit our shores in 2017-2018 with the impact of The Beatles. Lidl scaled back its initial rollout plan after early sales proved slower than expected. And while there’s still a chance Lidl will ultimately become a major player, its effect thus far has been as about as profound as the DeLorean’s impact on the automotive industry. (For our younger readers, that’s the car you’ve only ever seen in the “Back to the Future” movies.)

Aldi will dominate the U.S. grocery market. This German

chain has been operating in the U.S. since 1976. But when the company announced plans to open 900 additional stores by 2022, predictions of future market dominance where flying faster than a DeLorean with a flux capacitor (see above). While the chain is doing well, its success is probably more indicative of the apocalypse-immune nature of the value channel than any unique strategic prowess it has brought to the market.

Fresh & Easy will dominate the U.S. grocery market. The main reason I’ve been personally reluctant to make predictions about Lidl or Aldi was the memory of this previous can’t-miss supermarket concept. For our younger readers, Fresh & Easy was an ambitious effort by UK-based Tesco, which launched the chain in 2007 and sold it off in 2013.

Walmart’s days are numbered. I never for a moment believed Walmart’s demise was in the cards. It is too big, too efficient, too influential and too important for the consumer goods industry to go away without a decades-long fight. Value proposition-wise, it also has more than a little bit of cockroach in it. But Walmart has also proved to be smart (you might even say nimble) enough to find ways of effectively responding to changing consumer behaviors and competitive challenges.

ABBOTT LABORATORIES • Steven Higgins, Senior Director, Sales Development & Shopper Marketing • Adrianne Lambert, Senior Manager, Shopper Marketing AHALOGY • Kristin Dehmer, VP, New Product • Bob Gilbreath, CEO & Co-Founder AKI TECHNOLOGIES • Matt Knust, VP, Sales • Scott Swanson, CEO ALBERTSONS COS. • Karl Meinhardt, VP, Social & Digital Marketing • Karen Sales, VP, Digital Partnerships & Shopper Marketing • Ryan Voorhees, VP, Integration ALCON • Chris Summons, Director, US Vision Care Marketing BAYER HEALTHCARE • Sean Gaffney, Senior Manager, Shopper Marketing, Function Co-Lead • Eileen Wolfe, Senior Manager, Shopper Marketing Insights, Digital & Execution BEIERSDORF • Rodney Waights, VP, Shopper & Customer Marketing BIGELOW TEA CO. • Christopher Costello, VP, Sales & Marketing

GREAT NORTHERN INSTORE • Pat Graf, VP, Display Sales Development • Mike Schliesmann, SVP, Business Unit Manager

JOHNSONVILLE SAUSAGE • Dan Baltus, Customer Insights Manager • Joe Bourland, Director, Strategic Insights & Analytics • Stephanie Plehn, Shopper Marketing Manager

Sears defies all prediction.

Sears Holdings’ days are numbered. Truth be told, I actu-

ally have predicted the death of Sears, joining oh-so-many other industry watchers who’ve been counting the days until Sears’ final demise. Trouble is, we’ve counted a whole lot more days than anyone originally expected. Under the control of the enigmatic Eddie Lampert, the combined Sears and Kmart chains (for our younger readers, two once-beloved retail institutions) have been a train in search of a wreck since 2005. The company currently is mulling an offer to sell its venerated Kenmore appliance brand to … Eddie Lampert. However precariously, and for however much longer, Sears keeps hanging on.

And that is exactly why I’m always reluctant to predict SM any kind of apocalypse, big or small.

MARS WRIGLEY CONFECTIONERY • Lena Lewis, Director, Shopper Marketing & Consumer Promotions

Peter Breen is editor-in-chief of Consumer Goods Technology (CGT), a sister publication of Shopper Marketing. He can be reached at 973-607-1300 or pbreen@ensembleiq.com.

PINNACLE FOODS • Michael Tilley, Biscuit Lead, Shopper Marketing • Stephen Chriss, VP, & Strategic Partnerships Marketing Activation THE NATURE’S BOUNTY • Alan Creveling, Director, Shopper Marketing CO. MASSIMO ZANETTI • Nicole Pavlica, Director, • Abe Adler, Director, BEVERAGE USA E-Commerce Analytics & Integrated Marketing ENERGIZER HOLDINGS GROUNDTRUTH • Frank Coughlin, Director, CONAGRA BRANDS • Brian Kubicki, VP, • Bob Waibel, Insights • Thu Bang, Senior Retail Sales • Mark Fleisch, VP, CPG & PROCTER & GAMBLE Marketing Senior Director, Manager, Americas Healthcare • Charles Meyer Hanover, • Matt Barresi, Director, • Missy Hackett, Shopper Marketing Shopper Activation • Susan Lambert, Director, Director, Consumer Shopper Marketing KELLOGG CO. • Sarah Ohle, VP, Brand Operations & Shopper Marketing & Insights • Sean-Jon Wilson, Shopper Marketing insights • Aaron Elleman, Shopper Marketing BROWN-FORMAN CORP. CONSTELLATION BRANDS Marketing Manager Customer Insights Senior Director, • Dale Stratton, VP, • Jody Johnson, NESTLE USA • Mary Beth O’Mara, HALLMARK CARDS • Dena Soulakis, Shopper • Alex Placzek, Director, Shopper Marketing North American Shopper EPSILON CATAPULT Channel Portfolio Manager Commercial Insights • Patrick Gahagan, VP, Marketing Manager Marketing Lead Shopper COE • Brian Cohen, COO Category Management • Deb Hannah, VP, • Julie Lynn York, Group COTY US Shopper Marketing, MATERNE GOGO SQUEEZ NESTLE-PURINA • Heidi Froseth, EVP, Manager, Portfolio & • Jessica Kalinger, PURERED HELLOWORLD Scale Promotions • Joe Kasinskas, National Shopper Partnership Marketing Senior Director, • George Russell, CEO • Anthony Dimattia, • Jen Todd Gray, SVP, Senior Director, Commerce Leader Category Management KEURIG GREEN Director, Shopper Insights Brand Marketing & CAMPBELL SOUP/ QUOTIENT Customer Marketing & Shopper Insights MOUNTAIN Creative Services PEPPERIDGE FARM • Christina Lawrence, VP, • Tom Jones, VP, Sales, FCB/RED • Kellie Ebert, Director, MATTEL • Diana Haussling, Senior • Nigel Stokes, Global Sales • Tina Manikas, President Shopper Marketing Shopper & National Media THE HERSHEY CO. Channel Marketing • Meredith Jang, Senior Director, Shopper • Jason Vita, Director, • Curt Munk, Executive CVS HEALTH • Dale Clark, Senior • Jason Young, SVP, • Amber King, Senior Director, Advanced Engagement & Activation • Matthew Dacey, VP, Shopper Marketing Planning Director Director, Sales Strategy Media/GM Crisp Shopper Marketing Analytics, Shopper • Megan Hennigan, Loyatly & Personalization & Shopper Engagement PEPSICO (BEVERAGE) FOOD LION Manager Insights & Marketing RAKUTEN INTELLIGENCE Team Leader, • Grant Violanti, • Bob Koenig, Customer • William Langford, • Neil Norman,Director, • Shannon Boren, Director, Shopper Marketing MEIJER Senior Director, Loyalty Sales Executive, Kroger KIMBERLY-CLARK Senior Director, Sales Customer Loyalty & Sales • Aaron Gretebeck, • Diane Boeskool, Customer • Jon Troy, Director, & Personalization Shopper Marketing • David Nolen, Senior • Esperanza Teasdale, • Jaimee Minney, SVP, Senior Manager, Marketing Manager Category Strategy & Director, Category Senior Director, DEL MONTE FOODS Marketing FRESH DIRECT Shopper Marketing COE • Lanny Curtis, Director, Retailer Insights Strategy Insights Shopper Marketing • Jennifer Reiner, Senior • Michelle HarmonCustomer Marketing RECKITT BENCKISER L’OREAL CATALINA Director, Omnichannel Madsen, SVP, Brand INMAR PEPSICO (FRITO-LAY) • Yelena Idelchik, In-Store • Michael Ross, VP, • Wendy Charland, VP, • Marta Cyhan, Head of Marketing & eCommerce Partnerships • Wes Horvath, VP, • Dana Lawrence, Experience & Shopper Marketing Shopper Marketing Marketing Manufacturer Solutions Senior Director, DOMINO FOODS Insights Team Leader GENERAL MILLS • London Nielsen Krupski, • Amy Fitzgerald, VP, MEREDITH Shopper Marketing • Tom Gould, Director, • Dave Momsen, SVP, • Jay Picconatto, Director, Shopper Retail Innovation RED BULL NORTH • Christine Austin, Customer Consumer Marketing Business Development • Jeff Swearingen, SVP, Marketing Director, Marketing (CPD Division AMERICAN Marketing Director CHURCH & DWIGHT Marketing & Analytics • Maria Machita, VP, Shopper Marketing Maybelline, Garnier, Essie) INTEL CORP. SARGENTO FOODS • Holly Oakes, Customer • Dan Bracken, VP, Consumer Sales & • Renee Novello, Director, LALA U.S. GEORGIA-PACIFIC • Cindy Mattingly, Marketing Director/Brand PEPSICO (QUAKER) Consumer Engagement Marketing Shopper Marketing & • Jackie Clifton, Director, • Sam Atchison, Senior Customer Shopper Director, News & Sports • Vanessa Carlson Bueno, Global Retail Marketing THE CLOROX CO. PepsiCo Shopper DURACELL Manager, Channel Marketing Manager Senior Director of • Eric Szegda, VP, • Lauren Ehreth, Shopper • Joe Cerone, Team Leader, Marketing & Customer Marketing, Walmart Inc. Marketing Operations IOVATE HEALTH Retail Marketing SHOPTOLOGY Marketing Manager Customer Team NA Merchandising Development SCIENCES • Shaun Nichols, CMO MILLERCOORS • Sharon McKnight, VP • Katie Schiavone, Senior • Charlie Anderson, CEO • Peter Gorzkowski, • Laura Knebusch, VP, INTERNATIONAL • Julie Quick, SVP, Head of • Jovina Young, Director, LG ELECTRONICS Director, Shopper Director, Shopper Marketing Activation • Brian Cavanaugh, CMO THE COCA-COLA CO. Insights & Strategy Channel Marketing, • Stewart Henderson, Marketing, NAN Brands, Marketing • John Pfalzgraf, Director, • Jason Prowse, • Tammy Brumfield, AVP, Small-Format Senior Manager, Gatorade & Propel Consumer Knowledge STARBUCKS COFFEE CO. Category & Consumer Shopper Marketing West E&J GALLO WINERY Shopper Marketing • Holly Hayes, Shopper Insights Manager MOET HENNESSY USA PERNOD RICARD USA • Beth Orozco, Senior • April Carlisle, VP, GEORGIA-PACIFIC • Rachel Olson, Senior Marketing Manager • Kyle Yearick, VP, • Megan Taves, Director, Director, Shopper Shopper Marketing, CORRUGATED JACK LINK’S Shopper Marketing Trade Marketing Customer Solutions, Marketing • Tiff any Huey, Director, National Retail Sales • Brian Hutchinson, • Jeff Kjome, Director, Manager Chains Shopper Marketing Director, Shopper Shopper Marketing & MOMENTUM • Doug Middlebrooks, AVP, EDGE MARKETING • Dave VanderWaal, VP, • Kelly Marsh, Director, WORLDWIDE Retail Activation Shopper Marketing PFIZER • Liz Fogerty, SVP, Strategic Marketing Marketing, LG USA & Shopper Innovation & • Shaun Brown, SVP, • Alexis Underwood, • Jennifer Holahan, Planning & Insights Canada JOHNSON & JOHNSON COLGATE-PALMOLIVE CO. Experience Growth & Innovation General Manager Senior Director, • Allison Welker, EVP & GM • Heather Campain, U.S. • Jairo Garcia, Shopper MARS PETCARE Shopper & Category TEMPT IN-STORE MONDELEZ Shopper Marketing Leader • Todd Stone, National Marketing Director, EDGEWELL PERSONAL GLAXOSMITHKLINE Insights to Activation PRODUCTIONS POWERED INTERNATIONAL Walmart • Mary Beth Barrett, • Stephanie Hayes, Director, Accounts Manager CARE

BY QUAD GRAPHICS • Stephen McGowan, RVP, PHILIPS CONSUMER Consumer Promotion • Joanne Murphy, Director, • Beth St. Raymond, Director, Director, Shopper • Michael Draver, SVP, Shopper & Consumer LIFESTYLE Marketing Shopper Marketing Shopper Marketing & Sales Activation • Keri Dreyer, Shopper Merchandising & Display Marketing

The League of Leaders is an exclusive organization of industry thought-leaders dedicated to advancing the understanding of all marketing efforts that culminate at retail.

1010DATA • Frank Riva, VP, Demand Generation & Growth Marketing

Target’s days are numbered. For a while, to be honest, I actually did believe that Target’s demise was in the cards.

Compared with Walmart, Target seemed far more likely to lose its shoppers to online competitors that could also provide “shabby chic” apparel and eclectic product aesthetics. But despite a number of widely publicized missteps along the way, Target has proved its many naysayers wrong: a recent analyst report was titled, “Target: Excelling in the Age of Amazon.”

THE J.M. SMUCKER CO. • Matt Allen, Senior Manager, Shopper Marketing • Jessica Fair, Senior Manager, Shopper Marketing • Liz Mayer, Director, Shopper Marketing THE MARS AGENCY • Jason Hittleman, Chief of Staff • Robert Rivenburgh, CEO, NA TPN • Sarah Cunningham, Senior Managing Director, Client Service & Development • Christy O’Pella, Senior Managing Director, Dallas TRACYLOCKE • Huge Boyle, CEO • Michael Kelly, VP, Communications TYSON FOODS • Alicia Mosley, Director, Shopper Marketing • Christopher Witte, VP, Total Store Leadership UNILEVER • Kevin Flagg, Senior Director, Shopper Marketing VALASSIS DIGITAL • Tom Dolan, SVP, CPG & Retail • Jason Kaplan, Executive Director, Shopper Marketing & CPG VERVE • Erin Madorsky, CRO • Rachel Pasqua, VP, Marketing WESTERN UNION • Tonya Johnson, Marketing Director WORLD KITCHEN • Matt McDonnell, Director, Marketing

6

PROGRAMS

SOLUTION PROVIDER NEWS Ripple Street Partners With Curalate on Content

Philadelphia-based Curalate is teaming up with Ripple Street, Irvington, New York (formerly House Party Inc.), to make influencer content shoppable. With Curalate’s Social Commerce platform, brands can drive downstream conversions in addition to brand awareness from fan-generated content on Ripple Street’s network of 1.1 million influencers. The partnership provides brands with a measurable way to leverage their consumergenerated content while keeping consumers engaged.

Combining Curalate’s platform and Ripple Street’s content increases shopper engagement and provides a gateway to new purchases. Initial clients are seeing a 70% engagement rate, 50% reduction in bounce rates and 45% increase in revenue per site visitor who engages with Curalate-powered content, according to the companies.

SHOPPER MARKETING OCTOBER 2018

Little Potato Sizzles Its Way Into U.S. Program builds off of prior success to continue driving awareness, trial

By Institute Staff

DEFOREST, WIS. — To celebrate the summer grilling season and all the ways potatoes can add to meal occasions, The Little Potato Co. in June launched a 12-week campaign in select supermarkets in the U.S. and Canada. Dubbed “Add a Little Sizzle to Your Summer,” the program is only the second major effort since the 22-year-old Edmonton, Alberta-based company started bringing product into U.S. markets six years ago.

According to Shelley Henschel, marketing manager, the summer BBQ/grilling campaign was aimed at consumers whom the company has identified as food socializers – “those who love to cook and eat together, are adventurous in terms of food preparation methods and appreciate the extras that make little potatoes easier to prepare, more

Excentus Powers New Loyalty Program: Dallas-based Excentus, a loyalty marketing firm recently acquired by PDI Software, resumed its relationship with Southeastern Grocers through an improved loyalty program. SE Grocers rewards give customers the opportunity to earn points on purchases made at BI-LO, Fresco y Mas, Harveys Supermarket and Winn-Dixie stores, and redeem those points for savings on groceries and on fuel at participating Shell and other select fuel stations. The rewards program had been in the works since April with the announcement that American Express’ Plenti loyalty program would end in the summer.

Central Group Acquires Packaging Technologies: The Central Group, Toronto, acquired all of Packaging Technologies Inc., a Concord, Ontario-based designer and manufacturer of high-impact graphic corrugated packaging and P-O-P displays. Packaging Technologies will continue to operate under its own name. Collaborating with Packaging Technologies provides an opportunity to strengthen and expand The Central Group’s service and product line offerings across all subsidiaries, including Central Graphics and Container Group Ltd. and Independent Corrugator Inc. Packaging Technologies serves blue-chip and progressive customers in food and beverage, automotive, direct mail and industrial sectors. The company’s packaging designs can be found throughout North American retailers.

Rite Aid Taps Havas as Agency of Record: Rite Aid named New York-based Havas North America as its new agency of record with an emphasis on brand strategy and creative. Under the agreement, Havas will form a team of talent known as the “Well Village,” which includes thought leaders with experience in retail health care strategy and creative from across the agency’s network. The framework is designed to provide Rite Aid with a comprehensive suite of marketing services. Havas’ areas of focus will be wellness+ rewards, Rite Aid’s customer loyalty program. Havas also will partner with Rite Aid to develop a marketing campaign in support of the company’s 2018-19 immunization program, beginning with flu.

Send your solution provider news – new projects and programs with brands and retailers – to Charlie Menchaca at cmenchaca@p2pi.org.

The Little Potato Co. used similar “Add a Little Sizzle” creative across its website, social media and in-store displays for the summer campaign.

convenient and versatile,” she says. Key decision-makers are still predominantly women, aged 25-45, she adds, but there’s a slant toward men in this age group who enjoy grilling primarily during the summer months.

The focus is on the company’s creamer potatoes overall and its oven/grill-ready trays specifically. Building on last fall’s successful “Eat Your Vegetable” campaign – the first major in-store effort – the goal of this program was to continue to drive trial and awareness of the many options available with these small, ready-to-eat potatoes.

TV, digital and social media platforms across Canada and the U.S. helped provide an engaging retail program to leverage partnerships across retailers such as Hy-Vee, Roundy’s, Weis Markets, Hannaford, Big Y Markets, Schnuck’s, Lunds & Byerlys and Crest Foods. In stores, branded P-O-P materials including bins, shippers, shelf

blades, strips and danglers were available to retailers, along with recipe booklets with grilling recipes that further supported the promotion.

Henschel says a big part of the company’s message to consumers centered around convenience. The Little Potato Co.’s creamer potatoes are washed and ready to eat – no peeling necessary – and whether using in a suggested recipe, preparing a favorite way or choosing one of the company’s grill-ready flavors, consumers have quick and convenient options. “As we raise awareness of our products, the intent is to get consumers to try them once,” she says, “but then also become one of the main things they pick up at the grocery store and put in their basket every time they go.”

The social media campaign (using #addalittlesizzle) was also designed to drive awareness while building on last fall’s successful campaign that garnered 41,000 sweepstakes entries in the company’s first-ever U.S. program. “It really resonated with consumers and we saw very good in-store sales during that time,” says Henschel. “We’re building on that and using it for future campaigns.”

While she declined to disclose actual figures, Henschel says that the company’s marketing budget will continue to grow with the company and its in-store efforts will be in line with that growth. “We saw such great success in stores in the New England area last fall.

That was a test for us because we didn’t know how retailers would respond to the program,” she says, adding that the company’s microwave-ready trays have been an early favorite in the U.S. market, followed by its various bagged option s, but the oven/grill-ready trays hadn’t been promoted as much up until this summer. “They hadn’t gotten the attention they deserve, so promoting these products at the same time and tying them together with the summer grilling season was such a great fit for the birth of this particular program.”

A sweepstakes encouraged consumers to enter weekly for a chance to win one of 10 Napoleon grills during the campaign. Boston-based Big Y, a strong supporter of the program, hosted its own “Backyard BBQ” contest on local TV stations starting in June. According to Brian Klekner, regional sales manager, contestants competed in backyard grilling challenges over a seven-week period for a chance to win, with winners earning a catered party (complete with Little Potato product as a main side dish) and a gift bag with a grill kit and coupons.

The Little Potato Co. also executed two U.S. store takeovers with Big Y in the Boston area. The two-day event featured demos outside the store during which oven-grill samples were handed out to shoppers.

Klekner says Big Y saw more than a 12% lift in the month of July. The Little Potato Co. will further evaluate the proSM gram’s success once final numbers are available.

BRAND: The Little Potato Company KEY INSIGHTS: Food socializers love to cook and eat together, are adventurous with food preparation methods and appreciate the extras that make things easier to prepare, more convenient and versatile. While women aged 25-45 are the key decision-makers, men play a bigger role during the summer grilling months.

ACTIVATION: The “Add a Little Sizzle to Your Summer” campaign leveraged partnerships with regional supermarket operators in the U.S. and Canada. The in-store activity was supported with TV, digital and social media promotion.

Submit Your Ideas That Worked

2019 Shopper Marketing Effie Awards ENTRY DEADLINES: October 11 - November 8, 2018 The Shopper Marketing EffieÂŽ Awards celebrate work that most effectively uses insights to drive meaningful engagements and activations with shoppers all along their path to purchase.

New this year: E-commerce category

Enter now at effie.org In partnership:

EffieÂŽ is a registered trademark of Effie Worldwide, Inc.

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SHOPPER MARKETING OCTOBER 2018

ACTIVATION GALLERY Back-to-School Review Hallmark Cards’ Crayola used floorstands at Office Depot to stock SKUs and plug its “Thank A Teacher” contest, which encouraged shoppers to create a handmade thankyou note for a teacher and upload it to crayola.com/thankateacher for a chance to win more than $20,000 worth of prizes for their family, teacher and school. One finalist was also selected to have their thank-you note featured on a box of Crayola crayons.

Hallmark Cards’ Crayola secured prime positioning in the seasonal section at Texas-based H-E-B with its national “Thank a Teacher” campaign. A themed pallet display stocked a variety of crayons, markers and colored pencils from the brand while promoting its $10,000 classroom makeover for a teacher sweepstakes as well as directing shoppers to Crayola.com/ThankaTeacher, which leads to a microsite where physical thank-you notes can be uploaded and searched by students and teachers.

Rack headers at Kroger touted the “Thank a Teacher” contest from Hallmark Cards’ Crayola.

Consumers entered at ThankYou.Crayola. com from July 1 to Aug. 25 by creating a thank you note for a current teacher.

Dump bins spotted in the produce department at Publix offered $1 off the purchase of six pouches of Ouhlala Gourmet’s Buddy Fruits fruit snacks and encouraged shoppers to enter a back-toschool-themed sweepstakes the brand is running with Hallmark Cards’ Crayola.

UNFOLD ENGAGEMENT Visual Marketing

Retail Experience Store Décor

In today’s wild retail scene, anything you can imagine is possible. But with so many options, how do you put it all together in a way that connects with customers? Visit booth 105 at the Path to Purchase Expo, October 3 – 4, and find out how our full circle of creative service and expertise can help you bring order out of chaos.

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SHOPPER MARKETING OCTOBER 2018

Brother International Corp. encouraged shoppers to “stay organized this school year” via floorstands resembling a pencil that merchandised Brother P-Touch label makers at Office Depot stores.

More images at P2PI.org

Path to Purchase Institute members can view many more back-to-school marketing images in the image vault at P2PI.org.

Angie’s Boomchickapop from Conagra Brands deployed floorstands at Albertsons Cos.’ Shaw’s, positioning the popcorn as “better for you snacks” and “fuel for school” while highlighting the #crushit hashtag, which is often used by the brand on social media to motivate consumers.

3M deployed a back-to-school four-way in Walgreens’ seasonal aisle promoting the Post-It, Command and Scotch brands.

One side leveraged Post-it spokesperson Hailee Steinfeld, an actress and singer, and promised a code for use on music streaming service Spotify with purchase of Post-it Super Sticky Notes.

Shoppers are using mobile to connect with you.

Deliver instant value at the shelf edge.

Use your shopper’s smartphone to drive sales, increase basket size and boost the power of your promotions.

Find out more:

Call Barb Moss, VP Sales (513) 932-9518

12 ACTIVATION GALLERY | BACK-TO-SCHOOL REVIEW

SHOPPER MARKETING OCTOBER 2018

Floorstands from RB’s Lysol at Dollar General spotlighted the brand’s participation in General Mills’ Box Tops for Education cause campaign and dangled $2 off a $10 brand purchase.

Kellogg Co. deployed a bilingual school-bus pallet train at Walmart touting the ability to get a free Scholastic book with purchase.

Account-specific endcap displays at Meijer promoted Kellogg’s “Feeding Reading” campaign, which offered Kellogg’s Family Rewards members a free Scholastic book if they purchased a qualifying SKU before Sept. 30.

The display directed shoppers to a promotional microsite within Meijer.com.

Hasbro’s Play-Doh deployed half-pallet displays at Walmart carrying a Snapchat code shoppers could scan – presumably to reach themed content.

Engage

Attract

Execute

Measure

Retail Reimagined At WestRock, we recognize the urgent need to reinvent the retail experience to better serve the ever-changing expectations of the shopper. The rise of e-commerce, fueled by countless social and technological factors, has placed incredible demand on retailers to offer innovative solutions designed for growth and success in this hypercompetitive environment.

Come visit us in Booth 441 at P2PX 2018.

Let’s work together to reimagine and reinvent the retail experience for the next generation and beyond.

westrock.com

Š2018 WestRock Company. WESTROCK, WestRock and Design, and the WestRock Logo are trademarks owned by WestRock Company. All rights reserved.

14 ACTIVATION GALLERY | BACK-TO-SCHOOL REVIEW

SHOPPER MARKETING OCTOBER 2018

Unilever brands including Dove, Axe and Suave earned prominent secondary merchandising space at H-E-B stores with account-specific, back-to-school-themed pallet displays. Employing messages such as “success starts here,” and “u of awesome,” the display targeted university-bound students.

Bus-shaped pallet displays appearing at Ahold Delhaize’s Giant/Martin’s stores promoted PepsiCo/Frito-Lay’s “Snackable Notes” sweepstakes, which awarded $1,000 to one winner each week from July 8 to Sept. 8. Consumers entered via SnackableNotes.com and could earn extra entries by submitting pictures showing messages they wrote on specially marked packages meant for parents to put a note in their kids’ lunch.

Kimberly-Clark’s Kleenex stocked SKUs delivering six Box Tops for Education credits on a custom school-bus pallet positioned in Action Alley and outfitted with Walmart’s seasonal price header directing shoppers to “Go back big” and “Get the Walmart App.”

OCTOBER 2018 SHOPPER MARKETING

ACTIVATION GALLERY | BACK-TO-SCHOOL REVIEW 15

Mondelez International’s Nabisco enjoyed secondary merchandising space at Albertsons Cos.’ Safeway via floorstands resembling a school backpack. Employing the brand’s “Give ’em a smile to go” campaign message, the display stocked 12-packs of Nabisco’s Chips Ahoy!, Oreo and Nutter Butter and positioned them as the ideal snack for school lunches.

SC Johnson’s Ziploc enjoyed secondary merchandising space at Target via floorstands resembling a giant school bag. Employing an “organized from snack to study time” message, the display depicted creative uses for Ziploc bags such as affixing a bag to a notebook to store school supplies.

SC Johnson’s Ziploc earned secondary merchandising space for multiple half- and quarter-pallet displays at Walmart. Some suggested the sandwich bags can help “stay organized through every hour of class” while touting a design that makes the bags “easy to open for little fingers.” Others were shaped to appear as backpacks.

16 ACTIVATION GALLERY | BACK-TO-SCHOOL REVIEW

SHOPPER MARKETING OCTOBER 2018

Walgreens expanded its back-to-school program in partnership with Me to We, introducing a collection of school-related merchandise that when purchased triggers unspecified “impact” that helps fund a child’s education in a developing community. Among the supporters were Hershey Co.’s namesake brand, which secured an upfront endcap in stores with signage dedicated to the program.

Office Depot’s “Back to School Proud” campaign was communicated via bright yellow displays and signs depicting face emojis. Account-specific activity included a floorstand from Casio America’s Casio employing the yellow color scheme and depicting a grinning, squinting emoji.

Mondelez International’s Nabisco stocked snack-size multipacks on custom half-pallet displays bearing Walmart’s seasonal “Go back big” slogan.

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18

SHOPPER MARKETING OCTOBER 2018

WHO’S WHO

in Insights, Analytics & Data

Despite a vast array of methodologies and a wide variety of job titles, this elite group of nearly 200 marketers shares the common goal of understanding what motivates shoppers so their CPG brands and retailers can deliver better solutions more efficiently.

Photo by Timothy Shonnard

ALBERTSONS COS.: DEB FIFLES, Vice President, Consumer & Shopper Insights

D

data sources to set the stage for what’s going on with the shopper today and to provide perspective on future opportunities. This work is also shared in training sessions as we build toward a more customer-centric organization. Our flagship competitive tracking study, which measures our position and performance in the marketplace, is a key input to these presentations for both the national and division teams.

eb Fifles began her insights career at Information Resources Inc. in Chicago, then moved to San Francisco to help establish its client service presence on the West Coast. After six years at IRI, she joined the client side and held positions of increasing responsibility for syndicated and custom research at The Clorox Co., Golden Grain/Quaker Oats and Del Monte Foods, where she led the function as the market research director. Twelve years ago she received a call that Safeway wanted to establish and build a consumer insights function. She jumped at the opportunity to create a department from scratch.

Describe your current role.

FIFLES: I lead the Albertsons Cos. consumer and shopper

insight function, which is responsible for primary research across the enterprise. My team champions the voice of the shopper and the use of insights in decision-making and planning, partnering with national and division teams to ensure that consumer and shopper understanding is used to grow shopper loyalty and improve ROI. How do shopper insights fit into your organization?

FIFLES: Shopper insights plays a critical role in the or-

ganization by providing an understanding of the “why” behind shopper behavior and perspective on the external landscape and trends that shape the near and long-term future of grocery retail.

What emerging technology and techniques do you leverage to develop insights at Albertsons?

FIFLES: We test and learn with a variety of technolo-

gies and techniques to uncover new insights and/or be more efficient in our work. Experimenting early is criti-

What’s the most rewarding aspect of your work?

FIFLES: I’m rewarded by seeing our work drive short-

cal so we learn where and how best to apply and are ready to implement when an appropriate issue arises.

term and long-term decisions and planning. I’m equally rewarded by seeing the pride in my team members’ faces when their hard work is acknowledged. They absolutely deserve it.

Are any recent trends significantly impacting your team’s work in insights?

FIFLES: We’ve been focused on omnichannel for

What’s the biggest challenge facing shopper insights?

FIFLES: The pace of decision-making and the increas-

some time now and continue to adapt our work as the number of digital tools and channels a shopper uses throughout their journey grows. We leverage our proprietary online insights communities to obtain shopper feedback on emerging digital tools and services both within and outside of grocery retail. In this way we can understand the underlying needs and highlight opportunities for the business.

ingly compressed timelines to launch are the not-sonew challenges we face. Ensuring our toolbox has options to accommodate, anticipating needs and prioritizing against the most important initiatives are ways we’ve adapted over the years.

What recent work by your team stands out to you?

FIFLES: The work that stands out to me the most are

the “State of the Shopper” presentations my team develops to kick off annual planning sessions for various business units across the organization. It requires synthesizing a wide range of internal and external

What’s next for the insights discipline?

FIFLES: Insights will continue to grow in influence as

competition for shopper attention intensifies. Personalization is a base expectation of shoppers today, and deep understanding of their increasingly diverse needs, preferences and motivations across the broad context of their life is the path toward ensuring relevance, breaking through and driving growth.

— Institute Staff

20 WHO’S WHO IN INSIGHTS, ANALYTICS & DATA

SHOPPER MARKETING OCTOBER 2018

ICON KEY Institute member

3M KEITH ALBRIGHT, Global Shopper Leader See profile on this page

A ABBOTT DAVORA BEATTY, Senior Manager, Shopper & Category Insights Beatty leverages forward-thinking, shopper-insight stories and crossteam collaboration to lead the development of integrated strategies and omni-retail action plans. These include activation elements for health care integration, personalization and digital that are utilized to drive category and Abbott brand growth.

AHOLD DELHAIZE

Photo by David Bowman

3M: KEITH ALBRIGHT, Global Shopper Leader

3

M is known for innovation across all its business groups, industrial and consumer. A critical piece that is different for its consumer brands is the presence of the shopper. When 3M expressed interest in building a shopper insights competency, Keith Albright didn’t hesitate to be a part of it. The opportunity combined two of his passions – the shopper and driving change in an organization that wants to lean in on growth.

What recent work by your team stands out to you?

ALBRIGHT: Since joining 3M four years ago, we have con-

Please describe your current role.

ALBRIGHT: My role as global shopper leader starts with

What’s the most rewarding aspect of your work?

ALBRIGHT: For me, it’s two things. The relationships over the

ducted foundational insights efforts that span 10 categories and 10 retailers, just in the U.S. The investment alone is worth noting but more so how the teams use the results.

The ongoing demand for shopper insight initiatives proves the hard work is paying off. I am really proud of the collaboration internally and with our valued partners.

insights but ends with activation. I work with our brand, sales and shopper teams to identify the insights that will drive differential growth. Our team follows a simple recipe. We inform to ensure we have a solid foundation of shopper and retailer knowledge and we close gaps when needed. Much of my focus is making sure our teams lead with shopper insights.

years have been invaluable – cross-functionally, retail partners and agencies. Second, it’s seeing the finished work. While the journey is so much fun, seeing how the insights can impact the story, offer a distinct perspective or unlock previously untapped opportunities for growth is what makes it tangible.

How do shopper insights fit into your organization?

ALBRIGHT: Shopper insights sits in the brand center, a cen-

see a great need to move from facts to insights. When it’s done correctly, everything else falls in line. Data is data.

Facts are facts. When you have the right shopper insight, that’s when the magic happens.

ter of excellence intended to accelerate global growth with a consumer-centric, data-driven approach. Shopper insights is critical to building brands at retail. Before the consumers can use our great brands, we have to make sure we meet their needs as a shopper.

What emerging technology and techniques do you leverage to develop insights at 3M? ALBRIGHT: 3M has placed an emphasis on agile techniques

for both foundational and tactical research. We see vast improvements in spaces like mobile and virtual.

Are any recent trends significantly impacting your team’s work in insights?

ALBRIGHT: Without a doubt, omnichannel commerce re-

quires CPGs to modify their approach to shopper insights.

The dichotomy between brick-and-mortar resulting in the majority of sales while online contributes to the majority of growth requires a balanced approach to resource allocation.

Aligning our resources to our retail partners’ strategies helps to ensure we achieve the necessary balance.

What’s the biggest challenge facing shopper insights?

ALBRIGHT: Even with the progress over recent years, I still

What’s next for the insights discipline?

ALBRIGHT: Digital has enabled CPGs to reach many targets

in a personalized manner. While the rapid advancements in digital afford us an agile test-and-learn environment, it also creates a challenge in terms of straying from the core strategy or going off message. We’ll need to put a greater emphasis on validating the strategic intent and holding the teams accountable to stay on strategy across multiple variations of messages.

What can brands do to mitigate the cost of proprietary data from retailers? Are there better alternatives?

ALBRIGHT: For me, it’s a supply and demand discussion. If

the data leads to growth, CPGs will make the investment, on the retail side or the vendor side. User-friendly applications also help drive usage and usage can go a long way to improve the ROI. It needs to be simple and actionable.

— Institute Staff

STEPHEN BETTENCOURT, Director, Consumer Insights and Business Analytics Bettencourt and his team are responsible for turning shopper insights and behavioral data into actionable knowledge, creating a deep understanding that drives connections between shopper motivations and business objectives.

DAREN RUSS, Director, Strategy & Innovation EMILY STEINKAMP, Analyst, Consumer Insights Steinkamp is a wellrounded analyst who brings experience across multiple industries to her unique perspective on syndicated data and consumer insights. She successfully integrates market and survey data with new research methodologies to drive strategic direction from Giant’s customers’ perspective.

JASON THOMAS, Manager of Shopper Insights, Food Lion Strategy Team Co-founding the shopper insights practice at Food Lion in 2008, Thomas now utilizes shopper data to measure and influence strategic initiatives for the banner, combining behavioral analysis and customer sentiment to paint holistic pictures.

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22 WHO’S WHO IN INSIGHTS, ANALYTICS & DATA

SHOPPER MARKETING OCTOBER 2018

ALBERTSONS PAULINE BERRY, Director, Consumer & Shopper Insights Berry provides understanding of the retailer’s shoppers, how they make store decisions, and how to best communicate with them. Specific areas of focus include advertising, shopper marketing and e-commerce.

DEB FIFLES, Vice President, Consumer & Shopper Insights See profile on page 18 KATHY HAYES, Director, Consumer & Shopper Insights GAUTAM KOTWAL, Executive Vice President, Chief Data & Analytics Officer Kotwal leads Albertsons’ innovation efforts to drive value, create competitive differentiation and design individualized shopper experiences across platforms.

ALCON CHRIS SUMMONS, Director, U.S. Vision Care Marketing

AMERICAN GREETINGS CORP. TODD FRASER, Director, Business Intelligence Photo by Brian Morrison

MARS WRIGLEY CONFECTIONERY: MICHELLE WEINRICH, CMI Associate Director – Shopper Insights

M

ichelle Weinrich got her start in global research firms, seizing the opportunity to work across numerous industries and markets. After spending several years consulting to leading CPG companies such as Coca-Cola, Kimberly-Clark, Nestle and S.C. Johnson, she was hungry for a new challenge. Intent on working for a manufacturer, she joined Mars Wrigley in September 2016 as the shopper insights lead for its Walmart business. In July 2017, she took over leading the shopper insights function for Mars Wrigley Confectionery in the U.S. Describe your current role.

WEINRICH: I lead a team of senior researchers focused on

uncovering key insights that will drive confectionery category growth in a dynamic and channel-blurring retail environment. With all of our efforts as a business dedicated toward innovation, brand development, advertising, pricing strategy and more, ultimately everything boils down to the moment of attracting the shopper in-store and online and winning that quick decision. It is therefore crucial that we bring the voice of the shopper to the organization in order to understand how to drive growth for our category.

What are some of the key skills required to excel in insights?

WEINRICH: Being an excellent storyteller is one of the most

critical skills. Our job as insights professionals is not to deliver data but to embed insight into the organization. We must be able to integrate multiple data sources into a succinct story that is focused on a business need and tailored to your stakeholder. That is a true skill. Another key skill is strategic agility – being future-oriented and able to anticipate upcoming trends. It’s crucial to bring a broad perspective to your role and think enterprise-wide. Asking the right questions of your stakeholders in order to get to the true business need is another one, as well as ensuring that research actually addresses the business outcomes your stakeholders want to drive.

What emerging technology and techniques do you leverage to develop insights at Mars Wrigley?

WEINRICH: We place a strong emphasis on behavioral re-

search in order to glean robust insight into the mind of the shopper, because we know that what respondents say is not necessarily what they do. Some techniques we currently leverage include neuroscience techniques such as monitoring electrical activity in the brain combined with eye tracking.

We use that technique to help us diagnose the “why” behind how people shop online. For quick answers, crowd-sourcing technologies allow us to see what’s going on in stores all around the country. We also leverage geo-fencing technology to speak to shoppers “in the moment” when they’re finishing up a trip at a certain retailer. One final example is that we subscribe to a social listening tool that gives us an instant pulse on consumer/shopper sentiment on any topic.

What recent work by your team stands out to you?

WEINRICH: Our team is currently conducting an online pur-

chase decision tree analysis leveraging a leading neuroscience research agency. We want to understand how online shoppers purchase confectionery and snacks in order to make the shopping experience more intuitive and ultimately increase conversion. This research is the first of its kind for Mars, and it’s been exciting. We’re also conducting a grocery channel analysis that deep dives into technologies like handheld scan and go/mobile scan as well as uncovering opportunities for driving impulse through click-and-collect/grocery home delivery.

What’s the most rewarding aspect of your work?

WEINRICH: I love seeing an insight turned into action that

results in ROI for our business as well as our retail customers.

Partnering with retailers on testing new ideas is always exciting, and it’s very satisfying when our recommendations result in improved sales. By far the most rewarding aspect of my role is seeing my team shine. I love helping to develop others and seeing what they’re able to achieve is incredibly rewarding.

— Institute Staff

BETSY KING, Senior Consumer Insights Analyst TAMARA ZAWODNY, Manager, Consumer Insights

B BAYER HEALTHCARE KEVIN ALCOTT, Director, Category & Shopper Solutions, Walgreen’s Team FRANK FAY, Manager, Category & Shopper Solutions With more than 30 years in sales leadership/category management, Fay leads insights and solutions within nutritionals and digestive health.

He works collaboratively with brand, shopper marketing and sales strategy to build vision and provides insights to understand the omnichannel shopper.

RICH KLOENNE, Senior Manager, Shopper Insights Kloenne leads the shopper insights team in uncovering deep insights and partnering with the shopper marketing and category solutions teams to develop transformative action at retail. He is responsible for providing guidance across the entire OTC portfolio as well as an understanding of the total healthcare environment.

Revolutionizing the Path to Purchase.

GP Corrugated is rewriting what being a display and packaging supplier looks like: we are putting the shopper at the center of everything we do.

Let us help you deliver the greatest impact!

Formerly known as

24 WHO’S WHO IN INSIGHTS, ANALYTICS & DATA ROBERT SKEHAN, Senior Manager, Category & Shopper Solutions Skehan developed and leads a five-year category strategy and vision for Bayer that is utilized as a global model for the organization to drive both growth and innovation. He and his team are customizing it by country and retailer to meet their different consumer and shopper needs.

BUTTERBALL

SCOTT TRAISTER, Manager, Shopper Insights

C

BEAM SUNTORY ANNE FRITSCHE, Senior Director, Consumer and Marketplace Insights JACKIE HILLBACK, Vice President, Consumer Insights

BEST BUY LAURIE KRAUSE, Vice President, Market and Consumer Insights Krause is responsible for business and market intelligence, marketing and consumer research, customer experience insights and advanced analytics, enabling fact-based organizational decision-making and strategy development. Prior to joining Best Buy, she was with Ally Financial (formerly GMAC), where she helped transform a 90-year-old captive auto finance firm into a customer-centric online banking brand.

BIC PAT FITZSIMONS, U.S. Team Leader, Shopper Insights and Category Management See profile on page 32 MELISSA ZWEIG, Shopper Insights Manager

BIGELOW TEA MICHELE PENAKE, Category and Shopper Insights Manager

BIMBO BAKERIES CARL WERMERS, Director, Business Insights Wermers’ career ranges from being the project leader for the introduction of Thomas’ Bagels and Entenmann’s Little Bites to developing insights impacting category management, shopper marketing, brand and portfolio strategies, and new product development.

BROWN-FORMAN LORI OLES, Shopper Insights Group Manager Oles leads the shopper insight function for onand off-premise. Her team is focused on the development and delivery of insights to drive category and brand growth.

NATALIE KINNEY, Director of Insights Kinney is an experienced marketing professional with a strong background in brand management, profit and loss management, market research, cross-functional team leadership, full product lifecycle management, and innovation.

CAMPBELL SOUP DAWN AHO, Senior Manager, Syndicated Research & Analytics ERICA BEILENSON, Shopper Insights Lead KRYSTIE CUMMINS, Shopper Insights Lead DEIDRE FORCILLO, Senior Manager, Retail Insights NICOLA MCGUCKIEN, Team Lead, Category Development (Strategy & Development) McGuckien leads the category strategy and category management team supporting all three divisions: Campbell Snacks, Campbell Meals & Beverages and Campbell Fresh. Her team is responsible for creating category strategies that will accelerate growth with customers and partnering with sales to optimize category distribution and shelving across all classes of trade in the U.S. market.

JON TROY, Director, Category Strategy and Retailer Insights Troy leads a category strategy team that conducts research and develops DSMP (distribution, shelf, merchandising and pricing) strategies for the key Campbell’s categories.

His goal is to recommend category strategies and actions to Campbell’s customers via its category management team that provides the greatest shopper experience and drives category and brand sales.

CLOROX KAREN CHEN, Associate Director, E-Commerce and Omnichannel Insights Chen drives omnishopper and e-commerce insights to accelerate Clorox’s e-commerce vision and strategy.

ANITA CRAIG, Global Insights Manager Supporting the Clorox Walmart and Sam’s Club teams, Craig is responsible for bringing the shopper to life with actionable insights that lead to shopper connectivity and sales growth.

SHOPPER MARKETING OCTOBER 2018

BRIAN HOFFSTEDDER, Director, Shopper & Retail Insights Hoffstedder leads a team of insights experts whose purpose is to create exceptional value for shoppers by building better shopping and purchase experiences, and whose vision is to be trusted advisors and growth engines for omnichannel retail.

CAROLINE KLOMPMAKER, Director of Global Insights, NutraNext Division AMY STEVENS, Associate Director, Shopper Insights, Walmart & Sam’s Club Stevens is responsible for defining, developing and building shopper and consumer insights and solutions for the company’s Walmart and Sam’s Club sales, marketing and category management teams to utilize in driving sales and category growth.

COCA-COLA ALLIE ANDREWS, Senior Manager, Shopper Analytic Advantage Andrews works across the organization to find ways to better leverage shopper insights solutions, including the company’s proprietary shopper research platform iSHOP, stewarding placing the customer and shopper at the forefront of business planning and strategy.

SALLY BUCKLEY, Director of Shopper Insights & Analytics Buckley’s career has spanned market research agency, retail and CPG. She is currently responsible for leading the shopper insights team in identifying shopper and market dynamics and industry-leading research & analytic capabilities for Coca-Cola North America.

JOE DAVIS, Group Director, Head of U.S. Customer & Commercial Insights Davis leads the group responsible for ‘downstream’ analytics and research within retail, foodservice, on-premise and commercial leadership. His team creates and captures value through unparalleled understanding of the marketplace, shoppers/guests, and the beverage category.

DAREN SORENSON, Director of Customer Insights & Analytics Sorenson leads a highperforming team of insights professionals tasked with understanding shopper attitudes, behaviors and trends – and translates that holistic knowledge into winning growth strategies for CocaCola’s national retail customers.

COLGATEPALMOLIVE MIKE DILLON, Senior Manager, Shopper Insights, CVS Dillon creates and synthesizes insights to implement shopper strategies, personalization programs and retail activation at CVS. His background includes consumer research, category management and sales. Key accomplishments include leading the shopper research for the Gillette “Guy Aisle,” and increasing Colgate Oral Care personalization net sales lift with strategic targeting programs.

JOANNE MURPHY, Director, Shopper Marketing DOUG PAXSON, Senior Manager, Shopper Insights Paxson is responsible for understanding shoppers through the path to purchase and supporting both Colgate and retailers with shopper-centric recommendations.

He specializes in utilizing loyalty data to identify shopper behavioral trends.

CONAGRA BRANDS TIM MILLER, Senior Director, Go-to-Market Insights Miller is responsible for setting the strategic priorities and leading the go-to-market insights organization.

His team is dedicated to understanding what inspires and motivates the company’s consumer online and offline to influence activation strategies.

CONAIR DEBORAH IORIO, Director, Consumer Insights & Category Management Iorio leads the consumer insights and category management team supporting Conair’s Personal Care division. The team creates in-depth analytical presentations highlighting industry and consumer trends, drilling down to item-level category drivers to deliver critical and creative analysis of the underlying drivers of business performance.

CONSTELLATION BRANDS KATIE SURVANCE, Director, Commercial & Shopper Insights – TBA Survance leads the company’s commercial & shopper insights group across total beverage alcohol covering on-premise and retail. Her team champions research to explain shopper behavior and provide actionable recommendations, showcased in the recent Shopper First Shelf.

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26 WHO’S WHO IN INSIGHTS, ANALYTICS & DATA

SHOPPER MARKETING OCTOBER 2018

COTY JESSICA KALINGER, Senior Director, Category Management & Shopper Insights LISA PANCHAL, Global Lead, Shopper Insights – CMI Consumer Beauty

CVS HEALTH MATT DACEY, Vice President, Loyalty & Personalization Dacey is responsible for the business strategy and customer experience associated with the ExtraCare savings and rewards program, including efforts around strategic analytics, program strategy, merchandising and supplier partnerships, and the evolution of personalized communications within the front store. Prior to this, he led several critical customer and front-store growth strategy initiatives at the company.

BOB DARIN, Chief Analytics Officer CARRIE FLYNN, Senior Director of Customer Analytics

Photo by Patrick Kakala

IOVATE HEALTH SCIENCES INTERNATIONAL:

JASON PROWSE, Associate Director, Insights & Planning

J

ason Prowse says he ended up in his current role in the best possible way. He gained cross-functional experience in sales, category management, brand management and market intelligence through different industries such as engineering, alcoholic beverages, health and hygiene, and nutrition and well-being. He had to adapt and understand the drivers of each, so he learned to start with insights and analysis even before he really knew they were a discipline.

What emerging technology and techniques does your team leverage at Iovate Health Sciences?

PROWSE: We’ve recently added many tools and resources,

Please describe your current role.

PROWSE: I lead two teams under one banner – category

Are any recent trends significantly impacting your team’s work?

PROWSE: The trend toward omnichannel and e-commerce

and consumer insights and financial analytics – that provide an overall perspective on the consumers, market, competitors and ourselves. The team provides the why’s and the how’s that inform business decisions and actions, including working with our partner customers, annual planning, business performance measurement, innovation development and more.

How do insights, analytics and data fit into your organization?

PROWSE: Iovate is undergoing a transformation from en-

trepreneurial success to publicly held global CPG player, partnering with the biggest retailers in the world, so insights and analytics have become an important function. We are establishing ourselves as industry knowledge leaders, bolstering our 20-plus years of company experience with a suite of insights tools and learning. We’ve also increased resources against analytics and reporting, automation and data visualization. Lastly, our leadership has mandated that insights and data be the driver behind every business decision.

What are some of the key skills required to excel in market intelligence?

PROWSE: Having an open mind, adaptability and re-

sourcefulness are critical to market intelligence. In our industry true measures like co-operated market data are not always available. To be successful, I’ve had to find ways to bridge data gaps and then validate. What’s also important is to not allow oneself to work in brand or retailer silos.

Considering both and adding macroeconomics and the consumer view allows for better understanding of risks and opportunities.

which are new to us, but probably standard for top-tier CPG firms. However, it’s exciting to bring in data visualization, social media listening, marketing measurement, intelligent algorithms to streamline big data, and regressive modeling.

We’re looking ahead to using AI to help map out the increasingly complex consumer journeys.

shopping is broadening the scope of the analysis we do. Ecommerce market data must be accounted for in almost everything we look at, but that comes with its own complexity with both a lack of data in total market measurement but also an abundance of data on the path to purchase and the “endless aisle.” Omnichannel strategy needs to be a part of most of our recommendations as well since shoppers blend between online and offline modes. Lastly, understanding channel shifting is more important with online search, advertising, and sales expanding and social media opening new avenues for network marketing and direct-to-consumer.

What’s the biggest challenge facing insights?

PROWSE: Volume of data and its meaning pose a challenge

on how many resources can and should be applied to analyzing it all. There is a temptation to look toward “shiny new objects” or the latest and greatest tools and services, many of which really are outstanding and ingenious. But the core that we must come back to is which data and analysis will be most useful to us to make the right decisions.

What’s the most rewarding aspect of your work?

PROWSE: Providing the other business functions with mar-

ket data and meaningful analysis that helps improve their business. Often, we get challenges from sales or brand on why a retailer or brand should go in a certain direction, which we answer with data and applicable strategy. Watching the “aha” moments as our colleagues realize something they had not seen or known before is great and lets us know that what we do makes the difference.

— Institute Staff

CARON MERRILL, Director, Customer Insights Merrill is responsible for primary qualitative and quantitative ad hoc research, competitive intelligence and longitudinal studies for many of the company’s retail business units. She leads the company’s CX program, all ad hoc research for the retail side of the business, ongoing tracking studies and the CVS Advisor Panel (CVS’s proprietary online panel of consumers). She also launched the company’s employee panel to solicit opinions and insights from employees on the front lines of the retail stores.

SANGEET UTTAM, Senior Director, Strategic Analytics, Loyalty & Personalization Uttam leads strategic analytics driving customer strategies and personalized targeting for the ExtraCare savings and rewards program.

He is responsible for developing customer insights and advanced predictive modeling-based solutions, and implementing them to optimize program ROI and long-term customer growth.

D DANONE NORTH AMERICA BARBARA TINGLE, Urban Strategy & Business Development Manager Tingle is responsible for the go-to-market strategy and business development activities in urban markets in the U.S., from developing optimized assortment and merchandising to working with brand teams to execute marketing

Driving real-world performance with mobile location advertising.

Learn more: visit www.groundtruth.com

@groundtruthco

28 WHO’S WHO IN INSIGHTS, ANALYTICS & DATA programs to convert shoppers.

DEAN FOODS SUSAN STEGE, Senior Director, Category & Shopper Insights Stege has 20 years of experience with the company, most recently leading the shopper insights path-topurchase research, now branded as Dean Foods’ 3-D Insights. As a result of this work, the team has identified strategies to unlock growth in the dairy case, and specifically milk and cream.

DELL LORI PENNINGTON MATHIS, Insights & Shopper Experience Strategist

DUNKIN’ BRANDS JOHN SHIPALA, Senior Manager, Global Consumer and Business Insights Group

DURACELL LOU FERNOUS, Category Insights Manager

E EDGEWELL PERSONAL CARE COREY BARRETTE, Vice President, Global Consumer Insights JULIE CHRISTIDES, Director of Category & Shopper Activation Christides champions the shopper-first mentality down to the retail level by applying critical-thinking skills to the analysis of data and research to develop insight-based category management strategies and shopper marketing solutions that grow categories and brands and drive conversion along the path to purchase.

KIM DEFOUW, Category Development Manager, Target DeFouw collaborates with Target’s buying teams to analyze shopper and scan data, ultimately to help develop category growth strategies.

She has a passion for data and tools, which enables her to provide factbased and quantifiable recommendations.

JENNIFER GRANT, Senior Category Development Manager, Kroger Grant’s current responsibilities are in category management of the shave, feminine hygiene and sun care categories for Kroger. One of her greatest work accomplishments was positively impacting Kroger’s shave category

SHOPPER MARKETING OCTOBER 2018

sales through merchandising improvements.

Edgewell’s entire personal care and infant brand portfolio.

to connect digestive health to other OTC and well-being categories.

PAUL GUIPPONE, Senior Manager, Category Development Guippone leads the category strategy Center of Excellence for Edgewell’s wet shave business for both branded and private-label products. He develops, implements and manages the shave merchandising principles, category vision and strategies for the company.

DAVE WILCOX, Senior Category Development Manager, Target Wilcox is proud to lead a small but powerful category team that embodies the ‘Challenger Spirit’ of the company. He says his team questions the status quo every day in order to help the company’s partners at Target drive category growth.

JULIE CRAIG, Shopper Insights Manager, Respiratory and Pain Relief

JENNIFER HENRY, Senior Category Development Manager, Walmart MATT HILLER, Senior Category Development Manager, Club & Value Channels DAVE HYLAND, Global Consumer Insights MATT JOHNSON, Category Development Manager, Walmart OLGA KINCHLA, Senior Manager, Global Consumer Insights LINDA LIEBERMAN, Director, Category Strategy and Development Lieberman oversees the team that partners with U.S. retailers to reverse category declines by leveraging shopper insights to provide the right assortment in partnership with engaging in-store experiences across the shave, grooming, feminine care, sun care and skin care categories.

WENDY LO, Senior Category Development Manager – Category Strategy Lo leads shopper-focused business analysis and strategy development, applying and integrating insights to deepen understanding of the shopper and category through various analytical and insights tools in addition to custom research.

KARYN MCGHEE, Senior Category Development Manager McGhee manages the Grocery Category Development team, which represents 22% of Edgewell’s total business, encompasses four direct reports, broker management and covers a couple of hundred customers, bringing in customized shopper insights and actionable recommendations to its key retailers.

TARA SUNDERLAND, Senior Manager, Shopper Insights Sunderland has 20 years of shopper insights experience across the alcohol, personal care and food industries. She currently leads the shopper insights function across

ELAINE YEE, Senior Category Development Manager, Drug Channel Yee leads the Drug Channel Category Development team, partnering with retailers to build multi-year strategic plans that deliver shopper solutions and result in stronger market development across personal care categories by leveraging category and shopper insights.

F FAMILY DOLLAR CAROLYN KUTZ, Director, Merchandising Strategy & Analytics

G GENERAL MILLS SARA ASHMAN, Global Consumer Insights Senior Manager

GEORGIA-PACIFIC SHERRY HONEYMAN, Senior Shopper Knowledge Manager Honeyman is passionate about researching the 95% of subconscious shopper behavior, delivering insight into what the company’s most valued shoppers want before they know they want it.

JOHN PFALZGRAF, Director, Consumer Knowledge Pfalzgraf leads the development and activation of consumer insights for Georgia-Pacific to help guide the company’s innovation and go-tomarket strategies and programs.

GLAXOSMITHKLINE LITTHYA BURGIN, Shopper Insights Manager, Digestive Health Burgin brings more than 18 years of insights and strategy experience to GSK and facilitates category growth through finding the sweet spot between shopper behavior, retailer strategy and internal objectives, leveraging actionable insights. She also leads a category growth platform, helping

KIMBERLY HUNTER, Shopper Insights Manager, Oral Health Hunter has nearly 10 years of experience in the CPG industry, holding various roles in category development, sales, trade marketing and shopper insights. She has been with GSK since 2017 and looks forward to utilizing the company’s Shopper Science Lab in Warren, New Jersey, for upcoming research projects in oral health.

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

He joined GSK in 2015 and currently supports the smoker’s health and skin health teams.

DEB MONAHAN, Director, Shopper Insights & Capabilities Monahan has more than 20 years of CPG experience focused on consumer and shopper insights in both global and U.S. roles. She has been with GSK since 2004 and currently leads the U.S. shopper insights and capabilities function. She also oversees shopper and customer research in the company’s state-of-theart Shopper Science Lab.

GODIVA JUDITH RUBIN, Global Head of Consumer Insights & Analytics

H HANESBRANDS DIANE PHILYAW, Director, Business Intelligence & Data

HASBRO MATT PUTNAM, Senior Director, Customer and Consumer Insight

HENKEL DEEP BHANDARI, Vice President, Consumer Insights & Strategy Bhandari is a high-impact leader with expertise in advanced analytics, consumer and shopper insights to drive business performance. He is highly effective at setting insights vi-

30 WHO’S WHO IN INSIGHTS, ANALYTICS & DATA

SHOPPER MARKETING OCTOBER 2018

sion, strategy and functional plan and delivering flawlessly.

MACK HOOPES, Senior Category Development Manager Hoopes is dedicated to the Albertsons account for laundry, fabric conditioners, air care, pest and bathroom cleaners. He also leads a best-in-class process in laundry for Henkel with the Albertsons and Shopper 360 teams.

PAIGE SCHEIDLER, Shopper Insights Manager

HERSHEY SHELLEY CHRISTIANSON, Senior Manager, Shopper Insights Christianson is responsible for leading the development of shopper strategies focused on driving growth for key retail partners and the company.

Her background also includes formal training and extensive CPG experience in competitive intelligence.

Photo by Doug Hoeschler

MARS INC.: AICI LI, Center of Expertise for Shopper Insights

A

s the shopper insights center of expertise at Mars Inc., AiCi Li is responsible for growing capabilities and advancing the organization’s learning agenda in this practice area. What this means is envisioning and building the capabilities that allow Mars to better serve its consumers and to better partner with its retail customers. This involves being future-looking, experimenting, identifying and accelerating the greatest opportunity, and ensuring solutions are rooted in science.

How do shopper insights fit into your organization?

LI: Shopper insights are an integral part of the Mars organi-

zation. They have influenced our internal philosophy and our everyday ways of working. What we have found is that the most successful stories in our organization – and I’m defining success as sales – often include a shopper truth and a category growth perspective.

What are some of the key skills required to excel in insights?

LI: Empathy and storytelling. In order to be good in insights

you have to have empathy. Fundamentally, we are advocates for what the shopper and consumer is telling us (or not telling us). Empathy is necessary to uncover the insight and helps us to stay true to the insight, not allowing it to get lost in the process of commercialization. In order to be successful, you need to be able to tell a story. It’s not enough to simply provide data points, facts and figures. It’s critical to use that data to take your audience on a journey and compel your business partner to act.

What emerging technology and techniques do you leverage to develop insights at Mars?

LI: There are many advancements in the research industry

today – both to current techniques and development of new technologies. Thanks to the digital revolution, it’s a very interesting time for insights. Image recognition, biometrics and neuroscience, and augmented reality are all things we experiment with to understand their value to developing insights.

What’s the most rewarding aspect of your work?

LI: Seeing the application of the tools lead to decisions that

are clear, differentiated and impactful to the Mars business.

And, of course, chocolate and puppies in the office.

What’s the biggest challenge facing shopper insights?

LI: The shifting retail landscape. What happened to media

with the fracturing of where and when consumers consume content is impacting the retail world. How, when and where consumers shop has substantially changed and is still in a state of evolution. The implication of that is: What do you chase and how do you chase it to meet the changing needs of the shopper? These are the questions everyone is wrestling with, be it packaged goods or fashion. The other challenge, which in part is an artifact of the retail revolution, is an overabundance of data and how to manage those data streams in-house in a manner that allows us to harness it for learning.

What’s next for the insights discipline?

LI: Being replaced by artificial intelligence. Did you think

you’d get through reading this interview without seeing a mention of AI or machine learning? Joking aside, there will be a greater reliance on machine learning due to need and availability. We in insights need to understand it, identify the opportunities it brings and accelerate adoption of it into our organization. Be an agent of change, not what is changed.

— Institute Staff

DAVID NOLEN, Vice President of U.S. Category Management and Shopper Insights Nolen is responsible for leading Hershey’s category management & shopper insights teams across the U.S. and partnering with retailers to drive total store and category growth. Prior to his current role, he was the senior director of category management, shopper marketing and customer planning for Hershey’s large-format teams.

I IOVATE HEALTH SCIENCES INTERNATIONAL JASON PROWSE, Associate Director, Insights & Planning See profile on page 26

J.M.SMUCKER STACY HENNIG, Assistant Manager, Category Analytics & Systems Hennig leads, develops and presents new and innovative customer-facing analytics solutions, applying ‘big data’, data visualization and storytelling expertise as well as data science to uncover deeper category insights for the company and its top retail partners.

PORSCHE NANCE, Manager, Shopper Insights ERIKA NELSON, Manager, Shopper Insights Nelson leads shopper insights for the company’s pet division, managing various research initiatives focused on understanding today’s evolving omnichannel path-to-

Nimble when it counts.

Brave when it matters.

Today’s borderless retail environment can make even the boldest, tentative.

At EDGE we have the courage, experience, data and insight prowess you need to conquer any challenge you may face.

Learn more at WelcomeToEDGE.com

32 WHO’S WHO IN INSIGHTS, ANALYTICS & DATA

SHOPPER MARKETING OCTOBER 2018

purchase and translating insights into strategic advantages for Smucker’s brands and retail customers.

J JOHN B. SANFILIPPO & SON ARUN RAJAN, Senior Global Director of Consumer and Customer Insights

JOHNSON & JOHNSON TROY AULT, U.S. Leader, Shopper Insights & Category Management Ault leads strategic direction for shopper insights and category management across the internal business units and customer teams. He is passionate about evolving data into insights and making insights actionable with retailers. He is also curating category solutions that drive a fluid omnichannel shopping experience.

Photo submitted by Pat FitzSimons

BIC: PAT FITZSIMONS, U.S. Team Leader, Shopper Insights & Category Management

W

hen Bic was in search of a leader for its new Center of Excellence for Category Management and Shopper Insights, the organization tapped Pat FitzSimons. Since taking on the challenge more than two years ago, she and her team have worked hard to help the organization meet the sales and marketing objectives in an ever-changing retail environment. The team serves the Bic USA lighter, shaver and stationery businesses. “My key responsibility,” FitzSimons says, “is to ensure the voice of the shopper is infused in everything we do in support of our retail partners and the Bic organization.”

Before Bic, she gained experience in shopper insights, category management, business development, pricing strategy and the development of shopper marketing programs.

During her career, she’s worked for Prestige Brands, Kraft Foods, Information Resources Inc., and S.C. Johnson. “They all taught me something new and expanded my skill set,” FitzSimons says.

How do you help Bic’s sales organization?

FITZSIMONS: I deliver support and thought leadership on

shopper-driven, fact-based sell-in presentation to ensure they have what they need to be successful at their customers.

How so?

FITZSIMONS: By conducting quantitative and qualitative

research around shopper behavior and delivering category recommendations to support the KPIs of both the retailer and Bic.

ommendations to support the sales and marketing teams. I truly enjoy being a team leader and mentor.

What do you consider a challenge to your discipline?

FITZSIMONS: Understanding the shoppers’ journey to pur-

chase and developing predictable analytics to help our sales and retail partners maximize sales. One way to think about it is there is no longer a path to purchase to understand, but a journey to track. The challenge is there are no footprints to follow.

What can CPG companies do?

FITZSIMONS: We have to reinvent our thought process and

tracking of our shopper so we can gain actionable insights for our companies and our retail partners.

What tools does Bic use to develop insights?

FITZSIMONS: Multiple vendors and resources. I don’t think

there is one or two that can solve for all of the dynamic needs we have across our businesses and retailers.

Is there one you turn to the most?

FITZSIMONS: Online survey partners, seconded by mo-

bile geo-targeting platforms for quick answers to retailer- or brand-specific questions. We use larger research partners for the more strategic, project-based research.

In addition to good partners, what does it take to excel in insights?

FITZSIMONS: You have to have the ability to use both sides

from developing sales strategies with our retail partners to identifying new merchandise opportunities.

of your brain equally. You need to understand the technical aspects of both qualitative and quantitative data but also have a creative mind to develop a presentation that tells a complete story. Insights are not always black and white; there is always a bit of art in finding the real insight to act upon.

How do insights impact new items?

FITZSIMONS: Shopper and consumer insights are the foun-

Where is the discipline headed?

FITZSIMONS: I think what we will find is that there is not

dation for delivering the right products, in the right place and at the right time to ensure our retail partners maximize their category sales. Shopper insights ensure that the retailer delivers the products that their best shoppers look to find in their stores at a “value” the shopper expects.

as big a divide between consumer insights and shopper insights as most CPG companies believe.

Where do insights fit into the company?

FITZSIMONS: They are at the forefront of everything we do

You see them merging?

FITZSIMONS: I think as the circle of influence becomes

What do you find gratifying about your role?

FITZSIMONS: Working with my team in the development

broader the lines between consumer and shopper become more blurred. There are more consumers or users that act as shoppers because of the ease of purchase.

of selling stories and delivering best-in-class category rec-

— April Miller

LINDA DEVROY, Shopper Insights and Business Intelligence Manager Devroy is the voice of the Target shopper. She identifies shopper-centered opportunities to grow the company’s categories and brands. Her key accomplishment is seeing its sales and shopper marketing teams leverage insights as they develop programs.

JENNIFER FERRAZZA, Senior Manager, Shopper Insights & Category Management SUZANNE HOCK, Senior Manager, Shopper Insights & Category Management DEBORAH WEARN, Senior Manager, Shopper Insights & Category Management TANYA WELIHINDHA, Shopper Insights Manager Welihindha leads shopper research on the Walmart team for the Baby, Beauty, Oral Care and OTC categories. She is passionate about uncovering insights that help cultivate shopper and category solutions.

JOHNSONVILLE SAUSAGE DAN BALTUS, Customer Insights Manager JOE BOURLAND, Director, Strategic Insights & Analytics cont. on page 46

A special supplement to

guide the 2018

to Retail & Shopper Insights

Featuring in-depth profiles from leading companies, including:

• 1010data • EIQ Research Solutions • InContext Solutions

• Inmar • Label Insight

The Guide to Retail & Shopper Insights Providers • 2018

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1010DATA.COM

DRIVING SMARTER DECISIONS

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Brands & retailers get data from a multitude of sources but are unable to unify these disparate datasets to create a holistic and unique view of their business and the markets they compete in.

Without an end-to-end view of their market, companies can’t get questions answered quickly enough to keep up with market changes. 1010data’s analytical platform allows for seamless data integration and rapid time-to-value in a flexible environment that’s customizable and low maintenance.

DEMOCRATIZING INTELLIGENCE Technical systems often impede access to the relevant data and insights needed to move business forward. Attempts to share insights across the company and with external value chain partners are elusive in this structure. 1010data puts insights in the hands of users at all levels instantly by removing data delivery lags or the need for long running projects. Our collaborative platform enables organizations to permission varying levels of access to insights for hundreds of external stakeholders.

1010reveal Market Benchmark 1010reveal Ecommerce Market Benchmark Discover the drivers behind your market position in today’s competitive landscape by assessing online shopping behavior at the category, brand, merchant and product level

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WHO WE ARE

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1010data transforms big data into smart insights to create the high-definition enterprise that can anticipate and respond to change. Our modern cloud-based analytical intelligence and consumer insights solutions enable over 850 clients to achieve improved business outcomes quicker, with less risk.

• 1010reveal - High Definition Consumer Insight & Alternative Data Suite

Greg Munves, CEO & President

• 1010edge - Enterprise Analytics & Data Orchestration Hub, To Discover, Curate, Enrich, Analyze, Model, Learn, Act and Share Business Insights

T.C. Fleming, CFO

INDUSTRIES SERVED • Retail • Consumer Packaged Goods • Financial Services

• 1010discover - Self-Service Data Analytics Workbench, For individuals and small teams • 1010connect - Granular Inter-Enterprise Data Sharing and Monetization Marketplace to democratize Intelligence

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Steven Albert, COO John Seaner, CMO

CONTACT Andy Mantis SVP, 1010reveal insights@1010data.com 212.405.1010

1

The Guide to Retail & Shopper Insights Providers • 2018

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INCONTEXTSOLUTIONS.COM

BLURRING THE LINES BETWEEN PHYSICAL & DIGITAL The truth of today’s retail is that shoppers care less about the medium in which they shop, and more about whether they have a pleasant experience and are able to get what they need. Stores are becoming the catalyst for this idea of “new retail”, which integrates ecommerce and conventional retailing. In China, Alibaba is doing this already, and here in the U.S., Amazon has been leading the charge with its integration of Amazon Prime for Whole Foods shoppers. In-store versus online is becoming irrelevant. But how can physical retail keep up with the pace?

•

It will have to mirror the “test and learn” speed and agility of the digital world.

•

It will need better data for faster decisions, without the cost inefficiencies that exist today when it comes to bringing innovation and change to market.

Mixed reality technology allows brands and retailers to get deeper insights on shopper experience, faster, and more affordably than ever before. Understanding how digital and physical can become more unified in all facets of the trade, from supply chain to marketing, is going to be key to retail’s future. This type of technological innovation gives customers convenient and engaging ways to shop, while creating muchneeded agility for brands and retailers.

SEAMLESS RETAILER & BRAND COLLABORATION WITH MIXED REALITY Teams from both a large snack foods manufacturer and a national retailer wanted to plan and execute a successful snacks category reset.

But they needed a strategy that would allow them to efficiently collaborate and iterate on concepts, saving time and reducing unnecessary costs before going to market.

Using ShopperMX™, the manufacturer and the retailer were able to evaluate the impact of two different shelf concepts on real shoppers, to get a quick read before taking anything to market — mitigating risk and improving collaboration between merchant, vendor and space management teams. For each of the two different category reset concepts, the brand and retailer leveraged ShopperMX™ to test both Sales Impact (including impact on category, manufacturer, brand and product performance in terms of units, dollars, penetration and buyrate) and Shopper Impact (including reporting satisfaction, likeability and preference to shop.)

Evaluation with ShopperMX™: •

Eliminated the typical back and forth process, and created a virtual space where everyone’s ideas were heard—resulting in a winning category reset that benefited both retailer and manufacturer.

•

Showed the overall results supported previous category analysis, providing validation for virtual testing and confidence around future in market results.

•

Helped identify the layout, as well as packages and brands, that resonated best with a key shopper segment, confirming that results with the target shopper were consistent with total respondents.

•

Completed testing in just 5 business days, saving the teams nearly six months of additional time, labor and cost.

By testing with real shoppers before investing in store changes for quantitative and subjective decisions, they mitigated risk and learned valuable insights for future concept iterations.

AT-A-GLANCE WHO WE ARE

PRODUCTS & SERVICES

MAJOR CLIENTS

InContext Solutions is a mixed reality software company helping optimize the shopper experience for the world’s largest retailers and brands. Our collaboration and decisionsupport platform — ShopperMX™ — provides 3D content and simulated store environments to help visualize, evaluate and collaborate on new concepts at the pace of digital.

ShopperMX™— our enterprise mixed reality platform — powers the following solutions for faster, smarter, more profitable business decisions:

• Walgreens

• Pfizer

• Walmart

• Home Depot

• Kellogg’s

• Johnson & Johnson

• Coca-Cola

• Kraft Heinz

• Anheuser-Busch

• Smucker’s

EXPERTISE At InContext, we pride ourselves in being the leaders in both retail merchandising and mixed reality solutions — providing a unique intersection of cutting-edge technology and retail insights. Our experienced teams understand today’s evolving industry, and develop solutions that help our clients create better shopping experiences while improving agility and speed in the space.

INDUSTRIES SERVED • Consumer Packaged Goods

• Restaurant & Food Service

• Retail

• Home Improvement

• Consumer Electronics

• Apparel & Fashion

• Digital Content – Leverage high-quality multidimensional content—from products and signage to displays and fixtures—and over 2 million square feet of virtual retail space.

• Virtual Simulations – See how new concepts translate within specific retail stores or learn how new products, packaging or signage will pop on the shelf with hyper-realistic virtual simulations.

• Insights & Analytics – mine data and insights from real shoppers—with synthesized attitudinal and behavioral insights—in a fraction of the traditional time and cost.

• Retail Tech Innovation – Push the limits of retail innovation through the power of mixed reality with AI, image recognition, and other cutting-edge technologies.

KEY EXECUTIVES Mark Hardy, CEO Tracey Wiedmeyer, Chief Technology Officer & Co-Founder Rich Scamehorn, Chief Research Officer & Co-Founder Derick Goodman, EVP, Commercial & Strategic Alliances

CONTACT Patrick Niersbach Senior Director, Marketing Patrick.niersbach@incontextsolutions.com 312.583.7786

Retail Innovation That Makes a Lot of Cents.

SKU Performance Top Mid Bottom

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www.incontextsolutions.com | 312.462.4198

The Guide to Retail & Shopper Insights Providers • 2018

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INMAR.COM Influence and data go hand-in-hand. Inmar is the expert at leveraging the data it generates (at a rate of more than 53,000 cloud-based transactions per second) into first-class insights that help brands and retailers reach shoppers with hyper-relevant, high-impact content optimized for driving purchase and building loyalty.

SILOES ARE FOR CORN We’re silo busters. Sure, we have lots of data - 1.1 billion baskets, 63 million households, profitability metrics for over 2.5 million unique SKUs, one million monthly social engagements - but data from disparate sources doesn’t do much on its own. Data becomes powerful when it’s synthesized and made actionable.

At Inmar, we combine basket data, shopper data, product profitability data, and social engagement data and use behavioral economics to paint a full picture of the path to purchase. In doing so, we help brands and retailers develop winning strategies for building equity with shoppers with high-impact content and incentives delivered across platforms and media.

WE WORK SMARTER (AND HARDER) Winning strategies require flawless execution to spur shoppers to action. Be it by email, a social post produced by one of our 11K+ social influencers, a display ad, or even a 1:1 conversation with a chatbot, Inmar’s superior targeting capabilities ensure that your content is delivered to qualified shoppers on the most relevant channels.

All told, Inmar’s network can reach 50 percent of all U.S. digital shoppers with optimal efficiency and impact. Our digital promotion and media solutions have been shown to more than double redemption and campaign ROI - all while reducing CPUM, preventing unnecessary promotion subsidizations, and keeping media costs in check.

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Conversational Commerce – Deliver a completely personalized shopping experience via Messenger Bot technology

AT-A-GLANCE WHO WE ARE

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We harness the power of data to improve people’s lives.

Our technology and solutions are inspired by digitally savvy shoppers and are designed to help our partners develop high-impact shopper marketing strategies that address their changing needs and behaviors.

Inmar has the most robust data-driven promotion platform in the marketplace - comprising a single strategic resource for brands and retailers to create, execute, and assesses holistic, omni-channel shopper marketing campaigns.

Jennifer Mauldin, President and Chief Client Officer

EXPERTISE We simplify an increasingly complex world. By analyzing billions of consumer transactions at scale, we help brands and retailers grow share, build loyalty, and drive revenue by efficiently delivering targeted, equitybuilding content and promotions across methods, devices, and channels.

John Gibson, President, Client Development Jim Hertel, Senior Vice President, Inmar Analytics

Areas of expertise include:

CONTACT

•

Digital Promotions

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Targeted Media Delivery & Amplification

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Holly Pavlika SVP, Marketing & Content holly.pavlika@inmar.com

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The Guide to Retail & Shopper Insights Providers • 2018

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LABELINSIGHT.COM

A NEW KIND OF DATA UNLOCKS THE WHY BEHIND THE BUY High-order attributes from Label Insight are the key to unlocking transparency for your Insights and Analytics strategy. This new class of product attribute information, specifically designed to meet evolving consumer expectations, allow you to see your category through the shopper’s eyes. When combined with sales data, these attributes uncover hidden trends and buying behaviors that produce powerful category and marketplace insights, and deliver real bottom line impact for brands and retailers.

NOT ALL ATTRIBUTES ARE CREATED EQUAL Many solutions offer attribute-based insights in today’s market, but only Label Insight attributes reveal a product’s true characteristics. That’s because our high-order attributes don’t simply rely on claims, certifications, and product titles alone. We combine more than 15 dimensions including ingredient, nutrient and allergen analysis, 250,000 plus exclusive ingredient definitions, and proprietary taxonomies for cross-referential data indexing to create our patented solution. As a result, Label Insight high-order attributes offer the most complete, accurate, and granular picture available.

THE INDUSTRY STANDARD FOR PRODUCT DATA Label Insight is the proven leader in product data. That’s why more than 240 scientists at the FDA log into our platform every day. It’s why we provide more than 90% of the product data included in the USDA Branded Food Products database. Moreover, it’s why leading brands and retailers like Unilever, Pepsico, ConAgra, Albertson’s, Target, Meijer, and Raley’s partner with us to supercharge their product intelligence, category management, shopper marketing, health and wellness and transparency initiatives at scale. No other solution provider offers the depth, breadth, and granularity of product attribute data across more than 80% of top-selling food, pet, and personal care products in the US today.

AT-A-GLANCE WHO WE ARE

PRODUCTS & SERVICES

Label Insight was founded with the mission of helping consumers understand the products they use and consume. Our purpose is to create personalized experiences between people and products through increased transparency.

• Label Insight Explore Create and curate more than 22,000 high-order product attributes and activate them at scale across categories and the entire marketplace.

“Label Insight has provided invaluable product and ingredient data to power our Shelf Guide program.

With high order attribute data, we can help our customers make informed shopping decisions and create an improved eCommerce experience.”

• Nielsen Product Insider (Powered by Label Insight) The industry’s most powerful attribute and purchase data platform.

KEY EXECUTIVES

EXPERTISE Label Insight’s patented technology captures, organizes, and transforms information on food, pet and personal care product packaging into enriched high-order attribute data. This unique data enables brands and retailers to uncover hidden growth and personalization opportunities both online and in-store.

INDUSTRIES SERVED • Grocery Retail

• Retail Health & Wellness Create differentiated shopper experiences in-store and online with custom attribute-driven product search and discovery tools for consumers.

• Retail Views for Brands See how your retail partners are scoring and shelving your products in the context of their Health & Wellness initiatives.

• Grocery Ecommerce

MAJOR CLIENTS

• CPG Brand Manufacturers

• Target

• Topco

• Government

• Albertson’s

• Pepsico

• Walmart

• Unilever

• Raley’s

• ConAgra

• Schnuck’s

Michael Teel, Chief Executive Officer of Raley’s

Ronak Sheth, CEO Patrick Moorhead, CMO Kevin Hoffman, VP, Product Dave Byman, VP, Sales

CONTACT Dave Byman VP, Sales dbyman@labelinsight.com Patrick Moorhead CMO pmoorhead@labelinsight.com 312.878.2762

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The Guide to Retail & Shopper Insights • 2018

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WE CAN DO IT ALL, AND ALL UNDER ONE ROOF. SHOPPER & CONSUMER INSIGHTS

EXECUTIVE ENGAGEMENTS

• Consumer beliefs and perceptions

• Peer-to-peer learning and relationship building

• Shopper behavior and decision-making

• Industry benchmarks

• Path to purchase/shopper journey

• Customer perception insights

• Emotional, rational and non-conscious associations

• Advisory services

WE TURN RESEARCH INTO SMART BUSINESS SOLUTIONS. EnsembleIQ Research Solutions offers its clients the thorough analysis and guidance necessary to make data-driven decisions that deliver the smartest results.

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EnsembleIQ’s leading network of media brands give us a keen vantage point into the state of retail.

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Our expansive collection of resources and tools allow for truly innovative approaches that push best practices and go-to-market solutions.

•

We have the ability to use your insights and unique story to develop thought-provoking content to achieve actionable results across key industry segments.

AT-A-GLANCE WHO WE ARE

WE UNDERSTAND YOUR MARKET

MAJOR CLIENTS

EnsembleIQ Research Solutions offers an unmatched dedication to providing actionable consumer and shopper insights, advanced analytics and comprehensive quantitative and qualitative research services that merge both B-to-B and B-to-C capabilities.

• Consumer Packaged Goods

• Symphony AI

• Valassis Digital

• Retail

• Spring Mobile

• Jack Links

• Technology

• Keurig Dr. Pepper

• Procter & Gamble

• Hospitality

• blu eCigs

• Tyson Foods

• Agencies

• Hershey

• Y&R

INNOVATVE CAPABILITIES We are the experts in helping retailers, brands, agency partners and the entire ecosystem of retail solution providers to identify, quantify and leverage opportunities for achieving consumer and shopper loyalty. It’s our holistic understanding of the retail landscape and industry-specific experience that permits us to drill deeper into the real issues driving today’s shoppers and consumers and yield actionable results. We offer you a perspective as unique as your needs.

CONTACT Terese Herbig President, Enterprise Solutions THerbig@EnsembleIQ.com 773.992.4438

The future belongs to the curious.

Discover what you’ve been missing.

1 2 3 4

MARKET PERSPECTIVE Unparalleled purview into the current state of CPG and retail.

INNOVATIVE METHODOLOGY Techniques for informed decisions on consumer beliefs, shopper behavior and decision-making, the customer journey, peer-to-peer learning and industry benchmarking.

STORYTELLING Expertise that turns your nuanced insights into a compelling and relevant story.

AC T I VAT I O N F O R G R O W T H Ability to implement your thought leadership to gain actionable results.

Learn how EIQ Research Solutions can help your business succeed by contacting us at 773-992-4450 or visiting ensembleiq.com.

Inform. Engage. Solve.

Publications | Events | Digital Solutions | Research | Custom Content

Don’t miss the next Industry Guide appearing only in Shopper Marketing magazine in December 2018.

E-Commerce December 2018

Contact Rich Zelvin at EnsembleIQ at rzelvin@ensembleiq.com or (773) 992-4425 for more information.

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Aki Technologies predicts when and how a consumer will respond to marketing messages to more effectively influence awareness, engagement, foot traffic and sales.

Get the moment marketing science advantage. www.a.ki/shopper | shoppermarketing@a.ki

46 WHO’S WHO IN INSIGHTS, ANALYTICS & DATA

K KELLOGG CRAIG GEIGER, Senior Manager, Insights & Analytics Geiger leads club channel insights across Kellogg’s categories, utilizing multiple sources to understand the consumer/shopper along the omnichannel path to purchase and apply learning with retail customers in joint business planning to drive business results.

CHERYL RILEY, Senior Manager, Coupon Strategy & Analytics CHRISTIAN THOMPSON, Senior Director of Shopper Insights Thompson’s team is continuously seeking to understand how shoppers are making their decisions on the path to purchase through all categories.

In the ever-changing shopping environment, he has been leading his organization to become more nimble around identifying and learning about those opportunities – most importantly bringing insights to action with real return on investment.

MARS WRIGLEY CONFECTIONERY

MONDELEZ INTERNATIONAL

KATE HOPKINS, Shopper Insights Manager, Costco & Value Channel

CRISTINA CHIESA, Associate Director, NA Consumer Insights, Biscuits

CAROL VAN DEN HENDE,, Senior Manager, Strategic Initiatives Van Den Hende has more than 20 years of experience in marketing, strategy and insights. In her most recent role, she led the development of a long-term innovation pipeline, and drove snack strategies using consumer and shopper insights.

MICHELLE WEINRICH, CMI Associate Director – Shopper Insights See profile on page 22

MASSIMO ZANETTI SUSAN LAMBERT, Director of Shopper Marketing and Customer Insights Lambert launched the shopper marketing program at the company two years ago in an effort to create efficiencies in marketing and trade spending, and drive new insights into shopper acquisition.

KIMBERLY-CLARK

MATTEL

RAJEEV KAPUR, Chief Data Officer

MEREDITH JANG, Senior Director, Global Shopper Insights With a focus on shopper, competitive and pricing research, Jang serves as the lead information architect across the Mattel portfolio of brands, supporting and building global strategies based on data-driven insights.

AMY PACIFICO, Lead, Consumer Insights & Analytics, North America Baby & Childcare HEIKO SCHAFER, Senior Director, Global Research, Media and Analytics – Family Care

KOHL’S JOSEPH BAGBY, Vice President, Customer Insights & Strategy

KROGER JEFF TALBOT, Division Vice President of Operations

MCCORMICK AND CO. LISA CARPENTER, Director, Category and Shopper Insights

MEIJER

DOUG LORETUCCI, Director, Consumer Insights

JEFF NAULT, Director, Merchandising and Marketing Analytics Center of Excellence Nault leads an analytics center within the merchandising and marketing areas for the regional supercenter.

M

MOET HENNESSY USA

L LG ELECTRONICS

MARS INC. AICI LI, Lead, Center of Expertise for Shopper Insights See profile on page 30

MARS PETCARE ELLEN GOODEN, Senior Manager, Category & Shopper Insights

SHOPPER MARKETING OCTOBER 2018

STUART BARKER, Director of Category Leadership & Shopper Insights, Business Intelligence Barker is a developer of the customer engagement model, focused on omni-shopper and digital analytics, solutions, and sustaining shifts to luxury spirits and wines, including champagne and sparkling wines. Embedded within business intelligence, he delivers insights integrated with customer marketing for localized solutions.

LINDA COLEMAN, Associate Director, Category Management & Shopper Insights NA With more than 20 years in CPG, Coleman is responsible for leading the HQ category and shopper insights team to drive objective insights in snacking as well as a focus on key Mondelez categories of biscuit and confectionary.

HEATHER CROWDER, Associate Director, Strategy and Insights NIKKI LEIFER, Shopper Insights Lead, NA Leifer leads shopperfocused strategy development to deliver Mondelez International and customer business objectives via integration of qualitative and quantitative insights.

She ensures the shopper/consumer is at the center of all biscuit and confectionery strategic initiatives.

JESSICA LEVISON, Shopper Insights, North America E-Commerce ADAM MICHAELS, Senior Director, NA Forecasting, Insights & Analytics JULIE ANNE PHILIP, Associate Director Analytics, North America Philip leads the North American analytics team, specializing in the areas of media, category and retail analytics.

Her 15-year career across Kraft Foods & Mondelez International has seen leadership success in the areas of consumer insights, marketing analytics, innovation, strategy, brand marketing and coaching & mentorship.

She has a passion for building teams with a mentoring style that drives enthusiasm.

GREG SPIRA, Head of Forecasting, North America TODD STRAND, Associate Director, Consumer Insights, North America Biscuits LINDA TURNER, Manager, North America Media Analytics

N NATURE’S BOUNTY ABE ADLER, Director of E-Commerce & Digital Analytics Adler’s role is to put meaning to the company’s data. As the analytics leader, he looks for new insights that don’t only report on how the company performed but how it influences the future.

CHARLES MEYER-HANOVER, Director, Shopper & Category Insights Meyer-Hanover has held a wide variety of roles across industries and categories, from consumer insights, category management and DTC/e-commerce insights. He is back leading the company’s shopper & category insight work, and focused on delivering fully integrated shopper insights that provide value to its retail partners to improve the shoppability and grow the sales of its categories.

NEWELL BRANDS ROBIN ALEX, U.S. & Global Director, Shopper Insights LAUREN GRAY, North America Senior Shopper Insights Manager, Coleman & Yankee Candle JONATHAN MILLER, Global Director, Trade Strategy and Commercialization

P PEPSICO AFSHIN AHANGAR, Director, Shopper Behavior, PepsiCo Portfolio, Demand Xcelerator Team Ahangar leads the shopper learning agenda for PepsiCo North America from design through commercialization, partnering with key retailers across channels to evolve retail design and better engage and convert shoppers.

KOJIS BROWN, Director, Portfolio Strategy and Analytics ERIK GLEBINSKI, Senior Manager, Shopper Insights JEFF JONES, Senior Manager, Shopper Insights MICAH MACK, Senior Manager, Consumer Insights Mack is responsible for providing consumer-led insights to help fuel the go-to-market strategy for the multipack business across the company’s retail partners as well as development of consumer-driven innovation for the multipack platform.

SHANTANU MULAY, Senior Director, Shopper Insights STEFANIE ROSENBERG, Shopper Insights Senior Analyst

PFIZER ZACK APKARIAN, Senior Director, Advanced Analytics & Business Insights JENNIFER HOLAHAN, Senior Director, Shopper and Category Insights to Activation

commerce with

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Contact TPN to learn more about how we can help reach your shopper. tpnretail.com

48 WHO’S WHO IN INSIGHTS, ANALYTICS & DATA ELISE MORGAN, Senior Shopper Marketing Manager Morgan has extensive CPG experience in sales, category management, insights and shopper marketing. She joined the company in 2014 and leverages insights to create personalized, omnichannel health & wellness solutions for the drug shopper.

PINNACLE FOODS MICHELE LEVEDAG, Director, Shopper Insights Levedag leads the shopper insights efforts and ensures the voice of the consumer is at the forefront of all of the company’s strategies. She transforms analytical, consumer and shopper research data into actionable insights, and provides retailers with best-in-class and forward-thinking shelving principles to drive their categories and Pinnacle’s brands.

KAREN ZAPPIA, Senior Director, Consumer & Customer Insights Zappia leads the company’s consumer & customer insights team and converts insights into actions that deliver ROI and profitable growth by embedding the consumer and shopper into all of its research needs including strategic planning, brand building, innovation, productivity and customer initiatives.

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

PROCTER & GAMBLE LORI AULFINGER, Brand Director – Consumer & Brand Analytics Transformation Leader Aulfinger is responsible for transforming the company’s data strategy, systems and applications for consumer data, marketing/media data and assets, and automation of business work processes where relevant.

SHOPPER MARKETING OCTOBER 2018

STEVE BUCHANAN, Global Insights & Analytics Leader – Brand CMK, P&G Professional Buchanan is a global insights and analytics leader building strong P&G Professional (business to business) brands. He discovers and applies breakthrough professional insights, fueling profitable topline growth and more end users, and leads business opportunity identification for $1B+ global business.

RITE AID

CHRISTI GEARY, Associate Director, North America Omni Retail Innovation Analytics & Insights Leader Geary builds the business via strategic shopper analytics and insights, innovative digital and e-commerce capabilities, and integrated selling stories across the North America brand portfolio with specific focus on emerging omni retailers.

SAMSUNG ELECTRONICS

R RECKITT BENCKISER JILL HUANG, Shopper Insights Manager – Hygiene/Home YELENA IDELCHIK, Category Management & Shopper Insights Team Lead Idelchik leads the RB hygiene/home category and shopper insights team and focuses on the air care, laundry, surface and dish care categories. Her goal is to generate actionable and impactful shopper and category insights that drive tangible results for RB customers.

NATHAN NOERTKER, Shopper Insights Team Leader – Health Noertker is responsible for leading the health insights team to help drive category growth and shopper understanding with the company’s retailer partners.

REYNOLDS CONSUMER PRODUCTS NANCY BEDWELL, Vice President, Category Management BRIAN ELLIS, Senior Category Development Manager

RICH PRODUCTS JEANNIE JONES, Shopper Insights Manager Jones leads shopper insights and analytics to bring actionable shopper-focused solutions to Rich’s Farm Rich and SeaPak customers.

ROB GEORGE, Director of Market Research George analyzes both current and potential customers to determine the best locations for the company’s outlets. His team also uses customer behavioral data to determine the best use of its space for the customer living around the location.

S MATHEW DUFF, Manager, Consumer, Shopper & Marketplace Insights KYLE RHODES, Senior Manager, Consumer, Shopper & Marketplace Insights Rhodes is responsible for shopper insights for the company’s mobile division. His responsibilities include developing and leading strategic and tactical research to track shopper behavior along the path to purchase, uncovering insights surrounding the smartphone shopping experience to drive Samsung marketing strategies at carriers and retailers throughout the U.S.

SCHWAN’S DIANE HARPER, Vice President, Consumer Insights & Analytics

ALICIA MOSLEY, Director, Shopper Marketing Mosley has an extensive marketing background that spans brand, innovation and shopper marketing.

Key highlights include leading the development and launch of the Tyson Any’tizers brand. Mosley and her team work with sales and brand teams to align on strategic initiatives with a focus on developing programs that deliver strong ROI performance.

U UBISOFT LINDA MURPHY, Director, Partner Marketing

V VF CORP. KENT BASSETT, Vice President, Global Consumer & Shopper Insights

VITAMIX SCOTT HACKMAN, Director, Business Insights

W WALGREENS

TARIQ MAHMOOD, Director of Shared Services, Insights & Acquisitions Integration

MIKE CALLERO, Director, Consumer Insights Callero is responsible for understanding customer needs, attitudes and motivations across all Walgreens properties. This includes understanding how best to drive more customer traffic and how to make the experience with Walgreens stand out.

STARBUCKS

WALMART

SCOTTS MIRACLE-GRO SARAH BADER, Director of Insights and Analytics

PAM GREER, Senior Vice President, Global Strategy Insights and Analytics

SUN PRODUCTS JENNIFER FOWLER, North America Shopper Insights Lead With a background in product design, market research and shopper insights, Fowler leads Henkel’s shopper insights team across North America. She specializes in connecting consumer and shopper insights with retailers’ category strategies to uncover actionable growth opportunities.

T TARGET MARK VON OVEN, Vice President, Data & Analytics

TYSON FOODS JENNIFER BENTZ, Senior Vice President, R&D, Innovation and Insights

ROB BRUMFIELD, Senior Manager II, Modular and Space Development LINDA VYTLACIL, Vice President, Retail Data Science – Walmart Labs Vytlacil looks after the company’s team of data and research scientists in ML and AI that augment and automate retail decisions at scale. She focuses primarily on demand side causal models using observational and primary customer choice data. Her team also hosts among the largest proprietary quantitative research systems in retail to improve customers’ experience with its brands.

WD-40 TODD TATHAM, Director of Insights

WORLD KITCHEN EMILY VASBINDER, Senior Manager, Shopper Insights

NUDGE SHOPPERS INTO ACTION

The Marketer’s Guide to Behavioral Economics

Curious about how humans make decisions and want to inject energy into your marketing practice?

Download the quick read: • The basics of behavioral economics • 3 theories to get started • How to apply incentives & gamification helloworld.com/behavioral-economics

PROMOTIONS

|

LOYALTY

|

MESSAGING

|

ANALYTICS

50 P2PX | DESIGN OF THE TIMES PREVIEW, PART 2

SHOPPER MARKETING OCTOBER 2018

DOT Preview The Institute’s annual Design of the Times competition celebrates the most effective in-store activations, designs and campaigns of the past year, as judged by a select group of brand marketers and retailers. The following pages feature a sampling of this year’s entrants. Finalists are featured in the DOT Gallery at the Path to Purchase Expo.

The Gold Edition Counter Unit RETAIL CATEGORY: Drug ACTIVATION TACTIC: Counter/Shelf Display – Temporary CLIENT: Coty, New York ENTRANT: Menasha, Neenah, Wisconsin INTRODUCTION DATE: Jan. 1, 2018 SIZE OF RUN: 400 COMMENT: This display captures attention thanks to the dripping gold decal effect from the bottom of the display, which mimics the product’s packaging and brand promise. Positioning the Calvin Klein logo front and center helps close the sale.

Wonder Woman Standee RETAIL CATEGORY: Supermarket/Grocery ACTIVATION TACTIC: Aisle/Shipper/Pallet – Temporary CLIENT: Dr Pepper Snapple Group, Plano, Texas ENTRANT: Rapid Displays, Chicago INTRODUCTION DATE: April 1, 2017 SIZE OF RUN: 1,116 COMMENT: This iconic hero would be enough to catch any shoppers’ eye, but through creating a dissolve effect powered by batteries, the company was able to add motion. This showcased not only Wonder Woman but transitioned to the Dr Pepper logo and a bright orange Fandango call to action.

Pepsi Generations Hispanic Soccer Merchandiser/Spanner RETAIL CATEGORY: Mass Merchandisers ACTIVATION TACTIC: Aisle/Shipper/ Pallet – Temporary CLIENT: PepsiCo, Purchase, New York ENTRANT: Great Northern Instore, Appleton, Wisconsin INTRODUCTION DATE: March 5, 2018 SIZE OF RUN: 1,500 COMMENT: The large scale of the activation commands shopper attention.

It is designed to span an entire pallet of product, with merchandising shelves for single-serve product down the two sides.

A bold header featuring six famous soccer stars and life-size, die-cut soccer balls connects the shopper to the promotion.

IF YOU CAN DREAM IT, WE CAN BUILD IT

Over 40 locations nationwide servicing major markets including: Bentonville, AR

Cumberland, RI

Marlton, NJ

Chicago, IL

Los Angeles, CA

sales@teamtrg.com • teamtrg.com • 833.650.3793 Product Launches

Displays + Packaging

Co-Packing + Fulfillment

Cincinnati, OH

52

SHOPPER MARKETING OCTOBER 2018

THE ART OF MERCHANDISING

TM

Square Sam’s Club Pallet RETAIL CATEGORY: Warehouse ACTIVATION TACTIC: Aisle/Shipper/ Pallet – Temporary CLIENT: Square, San Francisco ENTRANT: Great Northern Instore, Appleton, Wisconsin INTRODUCTION DATE: Aug. 7, 2017 SIZE OF RUN: 600 COMMENT: The objective was to merchandise the Square product line at Sam’s Club. The pallet activation had to command shopper attention while providing product education and messaging about the mobile and flexible nature of Square technology.

Elmer’s Slime Table RETAIL CATEGORY: Office Supply ACTIVATION TACTIC: Aisle/Shipper/Pallet – Temporary CLIENT: Newell Brands, Atlanta ENTRANT: WestRock, Atlanta INTRODUCTION DATE: Nov. 1, 2017 SIZE OF RUN: 1,800 COMMENT: The display commands attention with its large size and table design that highlights the gallon-size packaging. The design connects with the shopper because it mimics the environment for which the product is intended. The display is easily shoppable from all sides and cross merchandises all the ingredients the shopper needs to make slime.

Takis Intensity Dump Bin RETAIL CATEGORY: Mass Merchandisers ACTIVATION TACTIC: Aisle/Shipper/Pallet – Permanent CLIENT: Barcel, Coppell, Texas ENTRANT: Universal Display & Fixtures, Lewisville, Texas HOOKS | SHELF MERCHANDISING | LABELING WWW.TRIONONLINE.COM/ART | 800-444-4665 ©2015 Trion Industries, Inc.

INTRODUCTION DATE: Oct. 1, 2017 SIZE OF RUN: 750 COMMENT: The messaging and vibrant colors of the dump bin grab shoppers’ attention and invite them to easily grab salty snacks. The display’s ability to merchandise multiple flavors provides the customer with a wide assortment of single-serve bags as well as multi-packs.

GUNS AND ROSE (

a friendly reminder that the right partner makes all the difference.

)

Meyers is the right partner for you, creating high-impact labels, coupons, cards, signage, custom designs and displays to meet today’s marketing challenges. From large-format printing and multi-dimensional displays to web solutions for complex projects, supply chain and inventory management, Meyers plus your brand equals success.

800-927- 9709 • meyers.com

Come see us at Path To Purchase Expo (P2PX) Booth 740 October 2-4 • Minneapolis Convention Center

54 P2PX | DESIGN OF THE TIMES PREVIEW, PART 2

SHOPPER MARKETING OCTOBER 2018

Scrub Daisy Bed Bath & Beyond Interactive Video Display RETAIL CATEGORY: Mass Merchandisers ACTIVATION TACTIC: Counter/Shelf Display – Temporary CLIENT: Scrub Daddy, Folcroft, Pennsylvania ENTRANT: Weber Display and Packaging, Philadelphia INTRODUCTION DATE: Dec. 15, 2017 SIZE OF RUN: 200 COMMENT: The use of fluorescent orange as the dominant color draws shoppers’ attention and ties the Scrub Daisy in with Scrub Daddy’s primary packaging to maintain the family look of the entire company product line. As soon as the consumer sees the video on the large screen monitor, regardless of where the video is playing within the continuous loop, product attributes and uses are clearly visible.

Dollar General Oreo Mississippi Mud Pie Exclusive RETAIL CATEGORY: Dollar ACTIVATION TACTIC: Aisle/Shipper/Pallet – Temporary

ShopperMarketingMag.com The new and improved ShopperMarketingMag.com

THE SITE PROVIDES EASY ACCESS TO:

provides a deep dive into the world of shopper

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marketing with new page layout, navigational design and search functionality that is straight-

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forward and intuitive.

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SM1804_023ad_SMmagsite.indd 1

Industry and Path to Purchase Institute news.

Special reports, including trends surveys and expert roundtables.

People profiles, including various Who’s Who reports.

Commentary from P2PI’s editors.

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CLIENT: Mondelez International, East Hanover, New Jersey

So-Lo-Mo Central: social, local and mobile marketing activity at retail.

Case studies focused on brand and retailer programs.

Topical white papers and supplier guides.

3/2/18 2:32 PM

ENTRANT: Phoenix Creative Co., St. Louis INTRODUCTION DATE: May 22, 2017 SIZE OF RUN: 12,065 COMMENT: By prominently placing the floorstand outside of the cookie aisle, the established shopper journey was disrupted and the display caught shoppers’ attention with its large die-cut, lug-on visual of a piece of Mississippi Mud Pie that was both delicious and unexpected.

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Glenmorangie Tallest Stills

Amazon AUCC Demo Experience

RETAIL CATEGORY: Liquor ACTIVATION TACTIC: Aisle/Shipper/Pallet – Temporary CLIENT: Moet Hennessy USA, Walnut Creek, California

RETAIL CATEGORY: Specialty

ENTRANT: Moet Hennessy USA, Walnut Creek, California

ACTIVATION TACTIC: Endcap

CO-ENTRANT: Motive Marketing Group, Newport Beach, California

CLIENT: Amazon, Seattle

INTRODUCTION DATE: Jan. 15, 2017

ENTRANT: Darko, Twinsburg, Ohio

SIZE OF RUN: 166

INTRODUCTION DATE: Nov. 6, 2017

COMMENT: The brown spirits category is rapidly growing and cluttered so the aim of the activation was to create a disruptive display that would draw shoppers in and educate them on what sets Glenmorangie apart from the rest of the competitive set. The display also supported a livestream event that took place across 24 Total Wines & More stores in the U.S. led by the company’s master distillers in Scotland.

SIZE OF RUN: 1,077 COMMENT: The goal was to showcase all Amazon voice-control devices on one platform and create an interactive experience that simulates the at-home or office engagement. For example, the display asks Alexa to “turn the lights down,” “set an alarm” and “play specific music” – all everyday life activities.

En Pointe Dance Accessory Display RETAIL CATEGORY: Specialty ACTIVATION TACTIC: Aisle/Shipper/Pallet – Temporary CLIENT: Suffolk Dance, Lewisville, Texas ENTRANT: Universal Display & Fixtures, Lewisville, Texas INTRODUCTION DATE: April 11, 2018 SIZE OF RUN: 50 COMMENT: A pair of ballet feet was the simple but elegant image that inspired the visual on the final display. A spinner was added at the base to loosely replicate the movement common to the practice of ballet.

Adding this feature also created convenience for the customer, allowing the unit to be easily shopped from both sides.

630.580.6000 www.niven.net

real life retail.

we design it. we build it. we live it.

Custom designed in the U.S. Engineering and prototyped in the U.K. Globally produced in China, the U.K., and the U.S. Successfully distributed in Europe.

We make it happen.

Seamlessly.

58 P2PX | DESIGN OF THE TIMES PREVIEW, PART 2

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Callaway MD4 Wedge Display RETAIL CATEGORY: Sporting Goods ACTIVATION TACTIC: Aisle/Shipper/Pallet – Temporary CLIENT: InnerWorkings, Chicago ENTRANT: Great Northern Instore, Appleton, Wisconsin INTRODUCTION DATE: March 12, 2018 SIZE OF RUN: 700 COMMENT: The challenge was to create a display with an intriguing shape that stood out at retail. Ultimately, a bold tapered configuration was developed, clad with stark black and red graphics set against a white background. Red elicits excitement, while black against white is the most visible combination.

Kroger Fall Allergy Rolling Rack RETAIL CATEGORY: Supermarket/Grocery ACTIVATION TACTIC: Aisle/Shipper/Pallet – Temporary CLIENT: Kroger, Cincinnati ENTRANT: International Paper Retail Display & Packaging, Memphis, Tennessee INTRODUCTION DATE: Aug. 6, 2017 SIZE OF RUN: 1,650 COMMENT: The goal here was to provide stores a convenient, centralized destination display to drive incremental, off-shelf sales in a leading health and beauty category. Bold colors and text call out the fall allergy season’s merchandise.

Baby Dove Family RETAIL CATEGORY: Mass Merchandisers ACTIVATION TACTIC: National/ Regional In-Store Campaign CLIENT: Unilever, Englewood Cliffs, New Jersey ENTRANT: Menasha, Neenah, Wisconsin INTRODUCTION DATE: April 3, 2017 SIZE OF RUN: 7,500 COMMENT: These displays were designed based on Dove’s established heritage in gentleness, mildness and more than 60 years of skin care expertise. White is used throughout the family, with the addition of a baby blue color to provide category clues.

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Diet Pepsi Half-Pallet RETAIL CATEGORY: Supermarket/Grocery ACTIVATION TACTIC: Aisle/Shipper/Pallet – Temporary CLIENT: PepsiCo, White Plains, New York ENTRANT: Innomark Communications, Miamisburg, Ohio INTRODUCTION DATE: April 16, 2018 SIZE OF RUN: 500 COMMENT: Pepsi launched the “Pepsi Generations” campaign and needed an in-store activation that would celebrate the best moments of Pepsi’s past, present and future. This corrugated display tied in to the brand’s re-introduction of retro packaging pulled straight from its archive as well as current and future packaging.

KTR18_00004_SM_AD2_Solved_Jr_AD_4-5-8x10_Fall_2018.pdf

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800.323.2389 | kinter.com

Santa’s Pet Workshop Endcap RETAIL CATEGORY: Mass Merchandisers ACTIVATION TACTIC: Endcap CLIENT: Mars Petcare USA, Nashville, Tennessee ENTRANT: Mars Petcare USA, Nashville, Tennessee INTRODUCTION DATE: Dec. 8, 2017 SIZE OF RUN: 200

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COMMENT: Motorized moving characters representing elves in Santa’s Pet Workshop command attention and catch the peripheral attention of shoppers. The nostalgic graphic treatment conveys holiday gift-giving.

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RETAIL CATEGORY: Convenience ACTIVATION TACTIC: Counter/Shelf Display – Temporary CLIENT: ChapStick, Madison, New Jersey ENTRANT: WestRock, Atlanta INTRODUCTION DATE: June 1, 2017 SIZE OF RUN: 3,500 COMMENT: The goal was to develop a unique counter unit to coincide with the 7-Eleven Chrome Dome cup promotion.

The graphics and unique product SKUs were created to match the Slurpee flavors at the time of promotion. The display helped drive both ChapStick and Slurpee sales.

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62 P2PX | DESIGN OF THE TIMES PREVIEW, PART 2

SHOPPER MARKETING OCTOBER 2018

Clear Eyes Slidedown Display RETAIL CATEGORY: Drug ACTIVATION TACTIC: Power Wing/Sidekick

Starbucks Cold Brew Cooler Display

CLIENT: Prestige Brands, Tarrytown, New York

RETAIL CATEGORY: Supermarket/Grocery

ENTRANT: MarketingLab, Minneapolis

ACTIVATION TACTIC: Aisle/Shipper/Pallet – Permanent

CO-ENTRANTS: International Paper Retail Display & Packaging, Memphis, Tennessee, and Mers Goodwill Industries, St. Louis

CLIENT: PepsiCo, Chicago ENTRANT: United Displaycraft, a Great Northern Instore Co., Des Plaines, Illinois INTRODUCTION DATE: March 7, 2018 SIZE OF RUN: 200 COMMENT: This sleek, permanent floor display uses stained fabricated wood, powdercoated metal, styrene side panels, graphic channel strips and an eye-catching graphic header to stand out in supermarkets. The angled design accommodates a well-lit cooler unit, along with two high-capacity wire shelves for ample inventory.

INTRODUCTION DATE: Jan. 28, 2018 SIZE OF RUN: 2,000 COMMENT: This display leverages the heritage of the brand, well-known spokesperson Vanessa Williams and bold colors to grab attention. The product availability is clearly labeled down the length of the wing.

KitchenAid Color Commercial Ranges P-O-P RETAIL CATEGORY: Home Centers/Hardware ACTIVATION TACTIC: Counter/Shelf – Permanent CLIENT: Whirlpool Corp., Benton Harbor, Michigan ENTRANT: Epsilon, Wilton, Connecticut INTRODUCTION DATE: Dec. 27, 2017 SIZE OF RUN: 400 COMMENT: The objective was to introduce appliance shoppers to the new palette of designer colors for the KitchenAid dual-fuel premium freestanding ranges and convey the ranges’ aesthetic appeal to passionate cooks.

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64

SHOPPER MARKETING OCTOBER 2018

SO-LO-MO Central

A roundup of social, local and mobile marketing activity at retail

SOCIAL

Dan Ochwat, on the So-Lo-Mo beat since 2011, served as an editor of Shopper Marketing for nine years.

Send comments and So-Lo-Mo news to solomo@p2pi.org.

Old Navy

giving.

For its back-to-school campaign, Gap Inc.’s Old Navy worked with Culver City, California-based Omaze, a platform that focuses on giving to causes. People on Omaze donate but also enter sweepstakes. The company describes it as a place to connect influencers, nonprofits and donors. For the Old Navy effort, consumers entered a sweeps on the platform for $10 and money went to the Boys & Girls Club. The prize was a trip to Los Angeles for a $1,000 shopping spree and a sing-a-long experience with actress Kristen Bell, who appears in Old Navy TV and digital ads performing a back-toschool song written from conversations had with kids from the Boys & Girls Club. Old Navy also hosted in-store events to raise money for the charity. It’s all part of the retailer’s ONward cause platform.

Meredith Corp.’s Allrecipes social-sharing recipe platform and app announced it will be working with Tito’s Handmade Vodka to create an artificial intelligence-powered virtual bartender chatbot that recommended drinks and drink recipes to pair with meals. The chatbot, called “Barkeep,” will generate a back-and-forth conversation with Allrecipes users in real time about all things mixology and deliver cocktail recommendations that fit that user’s needs or tastes. Adding a conversion component, the chatbot also will link Allrecipes, users to buy products and have them delivered through Drizly.

Tito’s and AI.

Domino’s pizza and Snapchat.

Joining Adidas and other brands that use Snapchat’s augmented reality ads, Domino’s launched a campaign that gave Snapchat users the opportunity to access a Domino’s lens (a sunglasses overlay that reflected images of pizzas). The lens also triggered a chance to order a pizza from a button inside that dynamic screen, inside the Snapchat app.

When a Snapchat user engaged with the lens by turning the camera, a pizza box drew open revealing a pepperoni pizza inside and the button to tap and begin a delivery. Domino’s has been an active innovator with drone delivery, an easy-order button, smart watch apps and more.

Facebook, Michael Kors and AR.

Brands are experimenting with augmented reality ads from Facebook that appear in a user’s news feed. Sephora ran an ad that engaged Facebook users to tap and try on makeup looks, and those playing with the AR overlays of lipstick shades or mascaras could click to buy products. Michael Kors similarly ran an ad giving users a chance to try on virtual sunglasses and buy the products from a link within Facebook. Pottery Barn, Wayfair and Bobbi Brown are other brands running AR ads.

Following a trend of kids and pre-teens making their own Elmer’s and the Slime slime at home and posting Games. on social channels, Newell Brands’ Elmer’s launched a contest to reward kids for their messy and sticky creativity. Called “The Ooey Gluey Slime Games,” the contest comprises six categories for kids to enter their creations: Brightest, Coolest Textured, Most Unique Slime Art, Biggest Slime Bubble, Craziest Color Combo and, of course, Grossest.

With an adult, the minor follows the directions to upload and send in a video at ElmersSlimeGames.com. Winning entrants get prizes such as a year’s supply of glue, materials to host a slime party in their school classroom, cash, a new tablet, a video production kit and a chance to film a video with social slime influencer Nichole Jacklyne, who happens to be one of the judges. Jacklyne promoted the contest with videos, and influencers Joseph Anthonii and RainbowPlayMaker posted videos on their slime channels as well to generate entries. The Elmer’s Instagram page further promoted the contest.

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66 SO-LO-MO CENTRAL

SHOPPER MARKETING OCTOBER 2018

LOCAL

ONLINE EDUCATION

Keeping Executives Up to Date on Shopper Marketing Trends

REGISTER FOR FREE! p2pi.org/iseminars

Uncovering Customer Preferences from the Consumer Decision Journey October 25, 2018, 1:00 PM CDT Julia Millot, Senior Research Analyst, 1010data Sponsored by:

Predicting consumer behavior feels more elusive than ever before.

The digitally empowered, always-on consumer is constantly being swayed by new trends. How can you stay ahead of your consumer?

1010data and a special industry guest will discuss how to apply purchase behavior data along the consumer decision journey in order to respond dynamically to the consumer’s changing preferences and better anticipate future needs and trends. We’ll cover how others have leveraged this data to implement change so you can make more empowered decisions within your organization.

Attendees will: • Learn more about the advantages of digital purchase behavior data and incorporating this with store-level activity • Uncover the context behind consumer purchases and how to apply that to the ever-changing buyer’s journey • Hear directly from an industry leader on how they’ve leveraged this data to enhance their success in navigating this journey

18P2P_ADV_IS_SM10_1010data.indd 1

8/30/18 11:30 AM

Nike has opened a new Nike Live in West experimental store called Hollywood.

Nike Live in the West Hollywood neighborhood of Los Angeles that caters to local users of the NikePlus app. Research says the users are “running and style obsessed,” per Nike in a media release, so the store is stocked with product that fits that mold.

Beyond that, the store uses data from the app such as buying patterns as well as what they’re looking at and engaging with on the app to stock product that fits with what users and shoppers surrounding the location are interested in. Other digital tools include curbside service for mobile buying and exchanging; Swoosh Text, an SMS messaging system with the store for orders and customer service; a vending machine stocked with rewards items that unlocks with the NikePlus app and for users who earned the items via challenges; and lockers to hold items for try-on or purchase that are managed and reserved through the app. The Nike by Melrose store introduces the concept, but stores are expected to open worldwide as early as next spring. Tokyo is listed as next.

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68 SO-LO-MO CENTRAL

MOBILE

SHOPPER MARKETING OCTOBER 2018

LayerCake and site evaluations.

The new LayerCake app from a Chicago-based company of the same name is giving retailers and real estate developers a way to review potential locations nationwide.

The iOS-enabled app shows a site’s blueprints, location photos, co-tenancy and other information related to a site. In addition, data and information can be customized and layered to a site such as area household income, daytime population, transportation options, street views and more. The app is a digital solution to a retail industry that currently deals with cumbersome market demo and plan books for site evaluations.

Tommy Hilfiger has creGamifying ated a line of smart clothes apparel. that connect to the brand’s Tommy Jeans Xplore app and reward wearers and users with points that can be traded in for gift cards and other special merchandise.

The game in the app tracks a user in a smart-chip enabled shirt or jeans and gives him challenges to earn points. It’s the gamifying of apparel, as opposed to the smart clothes from Levi’s and Google that helps a wearer make a phone call or play music, as previously reported in this column. Tommy Hilfiger’s smart clothes, when connected to a device, track the wearer as part of the challenges, so certainly there’s some interesting data being produced.

Gymboree Made You Smile.

The Path to Purchase Institute (P2PI) is a member-based community that champions shopper-centric thinking and serves a community hungry for innovation and direction across retail’s evolving path to purchase.

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Member benefits include: Unparalleled access to tools that guide strategies and improve performance at retail Member-only share groups, forums and councils Industry-leading events Much more!

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Children’s clothier Gymboree has unveiled a new mobile app called “Made You Smile” as part of a larger brand refresh that was timed for the backto-school season. The app includes an augmented reality feature in which the graphics on a new line of graphic tees for boys and girls shoot out to life. There’s also an animated “smile generator” tool for users to play with, but the idea is an app to have fun with and get bite-sized content. A weekly sweepstakes is helping to promote the app. Users checking into the app can enter for prizes such as a trip to New York or a new car. The app is joining live store events, a partnership with experiential gallery Color Factory in New York, and a new line of clothes that call to a new, hipper look for the brand.

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SHOPPER MARKETING OCTOBER 2018

SHOPPING WITH STEVE Steve Frenda, managing director – community development for the Path to Purchase Institute, has been a passionate retail watcher for more than four decades. Having worked as a retailer, for a brand manufacturer and in the infotech world, he is an authority on the entire path to purchase and its changing face.

Contact Steve at sfrenda@p2pi.org.

Restoration Hardware in West Palm Beach, Florida

FRENDA: Make a note to yourself: When visiting this store, don’t bring your teenager along. You will likely pay a dear price. There are 10-12 showcase rooms for “RH Teen” that are sure to inspire spending mom and dad’s money.

FRENDA: If it’s patio furniture you are looking for, no problem.

Just take a hike up to the fourth floor patio and choose from a number of sets and supporting decor. Bring your bottle of wine along and try all of them for your outdoor comfort needs.

FRENDA: Need a mirror? While there are elevators that can take you floor to floor in this four-story retail space, taking the stairs seems to be a good way to enjoy all of the sight lines.

FRENDA: When you enter this RH store, you can’t help but be struck by the odd combination of opulence and comfort.

You just had your car valet parked, and you see a gorgeous entry with a waterfall and a palm tree lined walkway. Also, people are socializing and enjoying the ambiance of the room designs.

FRENDA: There is nothing quite like the experience of the dining area, where there is a full menu and the comfort of being in a luxurious indoor garden area.

Steve Says:

Talk about reinventing brick-and-mortar retail and creating an experience that shoppers will find appealing. Restoration Hardware (or RH) has now opened 17 design galleries across the U.S. and Canada that are nothing less than spectacular. I recently visited a store in West Palm Beach, Florida – an 80,000-square-foot retail space that fits the community.

It looks like one of the many mansions that are on that Gold Coast overlooking the Atlantic Ocean. If you want to challenge your ideas of retail innovation, take the time to visit one of these locations, which blur the lines between home and store and hospitality.

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SHOPPER MARKETING OCTOBER 2018

PERSONNEL APPOINTMENTS BRAND MARKETERS

Bayer Healthcare, Whippany, New Jersey

Patrick Lockwood-Taylor, formerly CEO of The Oneida Group, was named Bayer regional president, consumer health, North America. Prior to Oneida, he was vice president of personal health care North America and global digestive wellness at Procter & Gamble. Lockwood-Taylor reports directly to Heiko Schipper, a member of Bayer’s board of management and president of consumer health.

Perfetti Van Melle, Erlanger, Kentucky

Perfetti Van Melle vice president of marketing Sylvia Buxton was named president and CEO of the organization. She succeeds Mehmet Yuksek, who is stepping down after 21 years

with the company. Before joining Perfetti Van Melle in 2012, Buxton worked as senior marketing director of Hershey’s chocolate brands in Canada, Latin America Buxton Denton Georgoff Lockwood-Taylor Pollard Waters and World Travel Retail. She was also senior global brand director for merchandising officer Jesus Delgado-Jenkins, H-E-B’s digital product strategy, design and Brookside and served in other various who previously announced he was retiring development as well as recruiting top talent marketing roles at Hershey since 1991. from 7-Eleven to spend more time with across areas of expertise and helping drive his family. His various duties include the the grocer’s continued omnichannel growth. retailer’s merchandising operations, category He reports to H-E-B’s chief digital officer, management and new product introductions.

Jag Bath. Georgoff previously served as the 7-Eleven, Dallas chief product officer of Austin-based digital 7-Eleven named company veteran Jack Stout as H-E-B, San Antonio marketing firm Main Street Hub, which was its new senior vice president, merchandising, H-E-B named Mike Georgoff to the newly acquired by GoDaddy earlier this year. He also marketing and demand chain. Stout replaces created role of chief product officer of H-E-B has held prominent roles at RetailMeNot and former executive vice president and chief Digital. Georgoff is tasked with leading Redbox, helping propel each from early-stage businesses to public companies valued at more than $1 billion.

RETAILERS

Lowe’s, Mooresville, North Carolina

ONLINE EDUCATION

Keeping Executives Up to Date on Shopper Marketing Trends

REGISTER FOR FREE! p2pi.org/iseminars

Demystifying Today’s Savvy Shopper - What You Need to Know to Win Them Today and Tomorrow October 30, 2018 , 1:00 PM CDT

Raley’s, West Sacramento, California

Raley’s named Yvette Waters to the newly created position of nutrition strategist and brand influencer. Waters drives nutrition strategy for all brands and works alongside the merchant team to bring high-quality, healthy products into stores. With a growing consumer awareness of the role food plays in health and wellness, Waters supports team member education on products and nutritional content.

Target, Minneapolis

John Bauer joined the company as senior vice president, global inventory management.

He leads the teams responsible for ordering, inventory positioning, global trade and domestic transportation. He most recently served as chief logistics officer for The TJX Companies, and held prior supply chain leadership positions at Kohl’s and Starbucks.

Joe Beier, EVP, Shopper & Retail Strategy, GfK Lisa Van Borrendam, Sr. Research Director, GfK Canada It is well-known that maintaining accurate and actionable insights on today’s savvy shoppers has never been more challenging. Shoppers are more demanding and empowered than at any other time in modern history.

Sponsored by:

David Denton is leaving his chief financial officer post at CVS Health to work in the same position at Lowe’s. Denton plans to join the hardware retailer later this year once CVS closes on its acquisition of Aetna. He succeeds Marshall Croom, who previously announced his retirement. In addition to playing an instrumental role in the Aetna acquisition, Denton was responsible for all aspects of financial planning and management at CVS. He joined CVS in 1999 and has more than 25 years of finance and operational experience.

Lowe’s also hired former Walmart and Sam’s Club executive Don Frieson to tighten up its operations and logistics. In the newly created role of executive vice president, supply chain, Frieson is responsible for the hardware retailer’s distribution centers, global sourcing, transportation and delivery services. He reports directly to Lowe’s president and CEO Marvin Ellison.

To aid in navigating this challenging environment, GfK has commissioned a massive (35,000 respondents) study of today’s shoppers that drills into their shifting mindsets and behaviors. The study spans a broad range of product categories – from fast moving consumer goods to tech and durables.

Findings for GfK’s “Leading Edge Consumers” will also be featured- offering a glimpse into the future of shopping. Attendees will: • Learn how shoppers are currently navigating key stages of their purchase journey.

• Discover the change “hot spots” – those trends that are most transforming shopping in 2018.

SOLUTION PROVIDERS Greenfly, Santa Monica, California

Community collaboration platform Greenfly named Kerri Pollard its chief revenue officer.

Pollard’s addition to the executive team supports Greenfly’s growth across industries and expansion of its sales, marketing and customer success teams. Prior to Greenfly, Pollard was the chief revenue officer at shopping technology platform Honey and president at performance marketing network CJ Affiliate (formerly Commission Junction).

SRAX, Los Angeles

• Explore what is important to understand across categories and shopper generations.

Shopper marketing industry veteran George Stella joined the SRAX to drive its CPG vertical, SRAXshopper. Most recently at Yieldbot, Stella’s experience includes driving digital shopper strategies and leveraging real-time consumer intent data. In addition, his shopper marketing experience over the past seven years includes sales and media positions at OwnerIQ and HookLogic.

• Discover which shopper trends are predicted for the future.

Please send information regarding personnel appointments to managing editor Charlie Menchaca at cmenchaca@p2pi.org 18P2P_ADV_IS_SM10_GfK.indd 1

8/28/18 2:12 PM

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SHOPPER MARKETING OCTOBER 2018

INSTITUTE STRATEGIST More info at

Walmart Designs a New Shopping Experience No longer just a cost-cutting efficiency machine, Walmart is bringing design to the masses

By Patrycja Malinowska

Walmart has been increasingly focusing on design as it speeds up its digital evolution to keep up with rising customer expectations for frictionless commerce.

The mass merchant kicked off the year with a symbolic gesture intended to demonstrate how much the word “store” is no longer relevant in today’s retail industry. Changing its legal name from Wal-Mart Stores to just Walmart underscored the company’s growing emphasis on serving customers seamlessly – whether they want to shop in stores, online or on their mobile device.

Next, Walmart revamped its website with a sleeker design incorporating a new color pallet, fonts and lifestyle content such as more relatable images showing products in actual context. Functionally, the company added more local and personalized elements. It also introduced specialty-shopping experiences, such as a dedicated Lord & Taylor storefront.

Knowing that it needs to have an endless aisle to compete on assortment, but that a wealth of inventory can create confusion, Walmart is supporting its ever-increasing SKU count by offering more curated assortments.

Targeting back-to-college shoppers, the retailer introduced a virtual tour of a curated apartment showcasing items from both national brands and private labels. Shoppers virtually explore the apartment, clicking on different products to get more info. A new “Buy a Room” tool for the first time lets shoppers add a group of items to a cart with one click to allow them to buy a complete look.

Similarly, a new digital shopping experience for baby items offers curated nursery collections grouped by style.

Behind the scenes, Walmart has invested five years and millions of dollars in its own server farms, building out an internal cloud network that houses 80% of its data and lets the retailer create more customized offers, drive sales with tactics such as using cloud data to stock items frequently ordered via voice, and improve in-store operations such as speeding up the process by which customers can return online purchases to their local stores, Reuters reported.

Now, Walmart is doubling down and continuing its cloud journey by partnering with Microsoft to leverage its machine learning and artificial intelligence to innovate even further and faster.

Despite its digital advances, Walmart still sells products in stores that aren’t visible at all online.

Targeting back-to-college shoppers, Walmart introduced a virtual tour of a curated apartment showcasing items from both national brands and private labels.

A search for “peanut-free” products on Walmart.com used to return peanut butter as the top result but the system now serves up a soy-based alternative.

Brands need to step up and provide digital content on par with its refreshed ambitions.

Providing product attributes beyond the basic data such as UPC and item count, for example, can help infor m search results and improve the online shopping experience by automatically populating the right product in a specific digital shelf and promoting the brand in a frictionless way. A search for “peanut-free” products used to return peanut butter as the top result but now serves up a soy-based alternative.

There is an opening for manufacturers with specific category expertise to partner with Walmart to help the retailer determine the type of data it should be requesting by segment.

“With these changes, brands will have opportunities to better tell their stories on Walmart.com,” Marc Lore, president and chief executive officer of Walmart e-commerce U.S., said in a corporate blog post when the redesigned website was announced. That includes approaches to advertising that are integrated more naturally into the new site.

Improving content on Walmart.com is not just impor-

tant for e-commerce, it also drives in-store conversions – now more than ever. If a shopper is using the Store Assistant mobile app function while walking down an aisle, for example, they are getting content from Walmart.com, so a neglected or missing item would not be visible.

That’s why Walmart’s new head of design, Valerie Casey, is tasked with ensuring that its products and services, from stores to websites and mobile applications, all work in cohesion and from a singular experience point of view.

Hired in June, Casey’s appointment is the first time Walmart has named a design executive at the officer level and underscores the retailer’s ambitions at next SM generation retailing.

Editorial Index Companies named in the editorial columns of this issue are listed below.

3M . . . . . . . . . . . . . . . . . . . . 10, 20 Ahold Delhaize. . . . . . . . . . . . . .14 Albertsons Cos. . . . . . . 10, 15, 18 Aldi . . . . . . . . . . . . . . . . . . . . . . . .4 Amazon.com . . . . . . . . . . . . . . 56 Barcel. . . . . . . . . . . . . . . . . . . . . 52 Bic . . . . . . . . . . . . . . . . . . . . . . . .32 Big Y Markets. . . . . . . . . . . . . . . .6 Brother International Corp. . .10 Casio America. . . . . . . . . . . . . . .16 Central Group, The . . . . . . . . . . .6 Chapstick . . . . . . . . . . . . . . . . . 60 Conagra Brands . . . . . . . . . . . . .10 Coty . . . . . . . . . . . . . . . . . . . . . . 50

Crest Foods. . . . . . . . . . . . . . . . . .6 Curalate. . . . . . . . . . . . . . . . . . . . .6 Darko. . . . . . . . . . . . . . . . . . . . . 56 Dollar General . . . . . . . . . . . . . .12 Domino’s. . . . . . . . . . . . . . . . . . 64 Dr Pepper Snapple Group. . . . 50 Effie Worldwide. . . . . . . . . . . . . .1 Epsilon. . . . . . . . . . . . . . . . . . . . 62 Excentus . . . . . . . . . . . . . . . . . . . .6 Facebook. . . . . . . . . . . . . . . . . . 64 Fresh & Easy . . . . . . . . . . . . . . . . .4 Gap Inc. . . . . . . . . . . . . . . . . . . 64 General Mills . . . . . . . . . . . . . . .12 Great Northern Instore 50, 52, 58

Gymboree. . . . . . . . . . . . . . . . . 68 Hannaford. . . . . . . . . . . . . . . . . . .6 Hallmark Cards. . . . . . . . . . . . . . .8 Hasbro. . . . . . . . . . . . . . . . . . . . .12 Havas. . . . . . . . . . . . . . . . . . . . . . .6 H-E-B. . . . . . . . . . . . . . . . . . . 8, 14 Hershey Co. . . . . . . . . . . . . . . . .16 Hy-Vee. . . . . . . . . . . . . . . . . . . . . .6 Kimberly-Clark. . . . . . . . . . . . . .14 InnerWorkings . . . . . . . . . . . . . 58 Innomark . . . . . . . . . . . . . . . . . 60 International Paper. . . . . . 58, 62 Iovate Health Sciences International . . . . . . . . . . . . 26 Kellogg . . . . . . . . . . . . . . . . . . . .12

Kroger . . . . . . . . . . . . . . . . . . 8, 58 LayerCake . . . . . . . . . . . . . . . . . 68 Lidl. . . . . . . . . . . . . . . . . . . . . . . . .4 Little Potato Co., The . . . . . . . . .6 Lunds & Byerlys . . . . . . . . . . . . . .6 MarketingLab. . . . . . . . . . . . . . 62 Mars Inc. . . . . . . . . . . . . . . . . . 30 Mars Petcare . . . . . . . . . . . . . . 60 Mars Wrigley Confectionery . 22 Meijer . . . . . . . . . . . . . . . . . . . . .12 Menasha . . . . . . . . . . . . . . . 50, 58 Meredith Corp. . . . . . . . . . . . . 64 Mers Goodwill Industries. . . . 62 Me to We. . . . . . . . . . . . . . . . . . .16

Michael Kors. . . . . . . . . . . . . . . 64 Publix . . . . . . . . . . . . . . . . . . . . . .8 Moet Hennessy USA . . . . . . . . 56 Rapid Displays . . . . . . . . . . . . . 50 Motive Marketing Group . . . . 56 RB. . . . . . . . . . . . . . . . . . . . . . . . .12 Mondelez Restoration Hardware . . . . . . 70 International . . . . . . 15, 16, 54 Ripple Street . . . . . . . . . . . . . . . .6 Newell Brands . . . . . . . . . . 52, 64 Rite Aid . . . . . . . . . . . . . . . . . . . . .6 Nike . . . . . . . . . . . . . . . . . . . . . . 66 Office Depot . . . . . . . . . . 8, 10, 16 Roundy’s . . . . . . . . . . . . . . . . . . . .6 Omaze . . . . . . . . . . . . . . . . . . . . 64 Schnuck’s . . . . . . . . . . . . . . . . . . .6 Ouhlala Gourmet. . . . . . . . . . . . .8 SC Johnson . . . . . . . . . . . . . . . . .15 Packaging Technologies Inc. . .6 Scrub Daddy . . . . . . . . . . . . . . . 54 Path to Purchase Institute . . . . .1 Sears Holdings . . . . . . . . . . . . . . .4 PepsiCo/Frito-Lay . 14, 50, 60, 62 Sephora. . . . . . . . . . . . . . . . . . . 64 Phoenix Creative Co. . . . . . . . 54 Snapchat. . . . . . . . . . . . . . . . . . 64 Prestige Brands . . . . . . . . . . . . 62 Southeastern Grocers . . . . . . . . .6

Square. . . . . . . . . . . . . . . . . . . . 52 Suffolk Dance. . . . . . . . . . . . . . 56 Target . . . . . . . . . . . . . . . . . . 4, 15 Tito’s Handmade Vodka . . . . . 64 Tommy Hilfiger . . . . . . . . . . . . 68 Unilever. . . . . . . . . . . . . . . . 14, 58 United Displaycraft . . . . . . . . . 62 Universal Display & Fixtures. . . . . . . . . . . . . . 52, 56 Walgreens. . . . . . . . . . . . . . 10, 16 Walmart . . . . 4, 12, 14, 15, 16, 74 Weber Display and Packaging 54 Weis Markets . . . . . . . . . . . . . . . .6 WestRock . . . . . . . . . . . . . . 52, 60 Whirlpool Corp. . . . . . . . . . . . . 62

Q UA L IT Y • S E RVI C E • PE R FOR MA N CE • INNOVATION

THE ART OF GETTING IT RIGHT There is an art to designing displays, and producing them on time and on budget. NYSCO brings state-of-the-art designs and in-stock merchandising solutions together with seven decades of manufacturing experience.

Selling retail starts with a great display, and NYSCO understands the art of getting it right.

211 Saw Mill River Road

| Hawthorne, NY 10532 | (718) 792-9000 www.nysco.com