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Shopper Marketing Magazine Nov \'12

Shopper Marketing Magazine Nov \'12



The November e-issue of Shopper Marketing Magazine is now available.

The November e-issue of Shopper Marketing Magazine is now available.



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    Shopper Marketing Magazine Nov \'12 Shopper Marketing Magazine Nov \'12 Document Transcript

    • Vol. 25, No. 11 • November 2012 / An Official News Publication of the p2pi.org IF YOU MISSED IT IN CHICAGO, IT’S NOT TOO LATE... WWW.MAXPOINTINTERACTIVE.COMSM1211_C1C2C3C4.indd 1Untitled-1 1 10/11/12 11:48 AM 10/2/12 9:57 PM
    • DRIVE IN-STORE TRAFFIC HYPERLOCAL DIGITAL ADVERTISING WITH NATIONAL SCALE At the 2012 Shopper Marketing Expo, thousands of visitors went Shopping for Shoppers, taking control of a digital experience showcasing our revolutionary digital advertising targeting technology. Now you can try Shopping for Shoppers for yourself, and find out more about how MaxPoint can help you drive the right consumers to your key retail partners. TO PLAY SHOPPING FOR SHOPPERS, VISIT: www.shoppingforshoppers.comSM1211_C1C2C3C4.indd 2Untitled-1 1 10/11/12 11:51 AM 10/2/12 9:57 PM
    • Vol. 25, No. 11 • November 2012 / An Official News Publication of the p2pi.org 2013 Hall of Fame Nominations Shopper Marketing and the Path to Purchase Institute are cur- rently accepting 2013 Hall of Fame nominations. Initiated in 1994, the Hall of Fame honors three consumer product mar- keting and retailing executives each year for their achievements in-store. To submit a retail or brand executive for consider- ation, complete the nomina- tion form at P2PI.org/hof by the end of November. Questions? Contact editorial director Bill Schober at bschober@p2pi.org or (847) 675-7400, ext. 132. Comings and Goings Noteworthy personnel news in the shopper marketing community: n April Carlisle, formerly leader of Procter & Gamble’s Shopper Mar- keting Center of Excellence, has left P&G for Arc Worldwide, the market- ing arm of Leo Burnett. Her title at Arc is senior vice president, custom- er marketing strategy director. n Lisa Klauser, a 2012 Shopper Mar- keting/Path to Purchase Institute Hall of Fame inductee, has left Uni- lever, where she was vice president of consumer & customer solutions. See Page 16 She is now president, consumer & Pitbull Visits Walmart McCormick Feeds shopper marketing, at Integrated Marketing Services, a division of Advantage Sales and Marketing. n Jocelyn Wong, formerly group vice president, shopper market- ing, at Safeway, has moved to Fam- Sheets contest goes viral, ‘exiling’ the musician to store in Alaska Consumers Targeted Ads ily Dollar, where she is senior vice By Joe Bush Spice brand says it pays to reach president, chief marketing officer. n Margarita Rossi has left Johnson New York — PureBrands LLC collaborated with Walmart on a social media- focused campaign in the summer of 2012 that certainly delivered results, although shoppers early on the path to purchase & Johnson, where she was senior not necessarily the intended ones. By Dan Ochwat director, global shopper marketing. The campaign for Sheets dissolvable energy strips put the spotlight on rapper Sparks, Md. — No naked chicken. It’s the McCormick n Catherine Lindner has left Wal- Pitbull, one of several celebrity co-founders of PureBrands. The partners chal- & Co. mantra, because retail shoppers in a rush will greens, where she was vice presi- lenged Facebook users and Walmart shoppers to get Pitbull to visit their local always buy their chicken and potatoes but sometimes dent, retail marketing. Walmart by totaling the most “Likes” through the “My Local Walmart” Facebook forget the flavoring, says Andrew Foust, digital busi- applet. Walmart had sought to boost its local stores’ Facebook presence as well as ness development manager. improve its connection to Hispanics, according to Erik Rosenstrauch, chief execu- Online, however, McCormick has found a shopper tive officer for campaign creator Fuel Partnerships, Boca Raton, Fla. more open to planning meals and searching for new Yet because the contest relied on social media, it was vulnerable to Internet recipes. “The digital consumer actually spends, on ag- pranksters who were not Pitbull fans. An #ExilePitbull effort to hijack the contest gregate in a year, 20% more on flavor,” Foust says. “If you and send him to a remote store on Kodiak Island off the coast of Alaska quickly look at an e-commerce buyer, they spend upward of 70% spread on Twitter. The effort racked up more than 70,000 likes for the store dur- more. So we know these types of buyers are high-value Retail Reinvention ing the promotion – much more than the reported maximum of 1,500 for other consumers, and that’s why we look to invest in digital.” Part 2 of our series focuses stores – and succeeded in its goal. Pitbull gladly went at the end of July, and the Working with ShopRite, Kroger and Winn-Dixie, on the key barriers that promotion attracted much more media attention than anyone could have foreseen. McCormick is running a geo-targeted, online ad solu- plague and impede The extra attention was a mixed blessing, says Andy Settler, Sheets vice presi- tion to help drive the more receptive digital consum- collaborative efforts. dent of sales and general manager. “What became the publicity was the prank, er to the store. Called “Lightbox,” the ad solution was Page 24 See Sheets, Page 15 See McCormick, Page 14 Advertisement Feature: On Site. An interview with John Cochran, Senior Retail Calendars How they’re evolving — Page 7 Insight. Vice President of Sales & Marketing, RockTenn Pullout wall chart — Page 7 Merchandising Displays. Institute Strategist — Page 42 See page 11.SM1211_003_008_014covProgram2.indd 3 10/18/12 10:41 AM
    • by the numbers:5new 1 digital new building presses to house our digital division 22 INDOOR/OUTDOOR BANNERS MULTI-DIMENSIONAL DISPLAYS WALL COVERINGS COUPONS DIRECT MAIL BACKLIT SIGNS years of in-house TWO-SIDED BANNERS EXHIBIT & EVENT GRAPHICS experience12 SHORT-RUN PACKAGING VARIABLE DATA PRINT GRAPHICS 15 BACKDROPS We know what we’re doing with Digital, and quite a few other things… BROCHURES STORE DÉCOR IN-HOUSE: PRE-PRESS, STAGE SETS CREATIVE DESIGN DIGITAL, digital presses TEMPORARY & LITHO PRINTING, PERMANENT P.O.P. SCREEN PRINTING DISPLAYS FULFILLMENT & digital capabilities10 DISTRIBUTION PACKAGING If you want the BEST digits digital quality, choice of substrates, size, to dial and speed give us a call... 888.466.6627 w w w .i n n o m a r k c o m . c o mSM1211_004_005toc.indd 4Untitled-1 1 10/11/12 10:00 AM 7/28/12 10:28 PM
    • Editorial Director Bill Schober (ext. 132) Executive Editor Tim Binder (ext. 149) Managing Editor Anne Downes (ext. 160) Art Director/Production Mgr. Sonja Lundquist (ext. 138) contents Contributing Editors Peter Breen, Rob Mahoney, Patrycja Malinowska, Esther Han, Samantha Nelson, Kimberly Elsham Contributing Writers Dan Alaimo, Michael Applebaum, Aaron Baar, Joe Bush, Emily Chen-Bendle, Liz Crawford, Ed Finkel, Erika Flynn, Deborah Garbato, Sharon Goldman, Laura Heller, Dawn Klingensmith, 8 Jockeying for Position April Miller, Dan Ochwat, Lorna Pappas, Al Urbanski Jockey International set out to redefine the Jockey brand with the launch of a Managing Director – Platforms & Publishing Chuck Bolkcom (847) 675-7400, ext. 118; cbolkcom@p2pi.org premium underwear line at Target. ADVERTISING SALES Jay Gould, (847) 675-7400, ext. 115; jgould@p2pi.org Serving: AK, AR, AZ, CA, CO, HI, IA, ID, KS, MN, MO, MT, ND, NE, NM, NV, 8 Solution Provider News The “Man” goes to the store, Page 10 OK, OR, SD, TX, UT, WA, WI, WY Rob Hanson, (847) 675-7400, ext. 116 ; rhanson@p2pi.org Serving: CT, DE, MA, MD, ME, NC, NH, NJ, NY, PA, RI, VA, VT, WV 10 A ‘Most Interesting’ Rich Zelvin, (847) 675-7400, ext. 117; rzelvin@p2pi.org Serving: AL, FL, GA, IL, IN, KY, LA, MI, MS, OH, SC, TN, Canada, International Campaign SPECIAL REPORTS Six years after its debut as a regional 7 Retail Calendars Need help finding a supplier? We may be able to help. Send your email to shoppermarket- ing@p2pi.org and be sure to include a daytime phone number. effort, “The Most Interesting Man in the Shopper Marketing (ISSN 1040-8169) is published monthly by the Path to Purchase World” campaign is still going strong for Institute, 7400 Skokie Blvd., Skokie, IL 60077-3339. Periodicals Postage Paid at Skokie, IL Dos Equis. Retailers are using shopper insights to refine and at additional mailing offices. their promotional calendars, going beyond seasonal Postmaster: Send address changes to Shopper Marketing, P.O. Box 1763, Lowell, MA efforts. And, the editors of Shopper Marketing and 11 Mars Explores With 01853-1763. Entire contents copyright © 2012 by the Path to Purchase Institute. Canada Post International Publications Mail Product (Canadian Distribution) Sales Agreement No. the Path to Purchase Institute present a “Retailer 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: V-Store Promotion Guide” insert that details the monthly activity for 10 major retailers. Shopper Marketing, P.O. Box 1763, Lowell, MA 01853-1763, or call (847) 675-7400, ext. 165 Mars Chocolate North America is using for customer service. (Include your address label with all correspondence.) 3-D computer renderings to simulate the WHERE TO WRITE: Please direct all letters to the editor and other business/advertising correspondence to: Shopper Marketing, 7400 Skokie Blvd., Skokie, IL 60077-3339. shopping experience and conduct virtual testing. 16 People to Watch ARTICLE REPRINTS & E-PRINTS: Contact Scott Easton at (770) 888-8301 or seaston@ We profile up-and-comers at Clorox, Walgreens, p2pi.org. Procter & Gamble, Mead Johnson, Wilton Brands, 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 Shopper Marketing Expo, the Shopper Marketing Summit, the Design of the Times Awards and others. The use of these 12 Bringing Data to Digital Kimberly-Clark and Campbell Soup. logos does not imply sponsorship or endorsement by the companies identified by those logos, unless Kimberly-Clark is measuring the effect of specifically noted as such. print-at-home digital coupon campaigns by using an analytics platform from 24 The Path to Retail Reinvention, RevTrax. Part 2 This four-part series underwritten by RTC continues Editorial and Executive Offices with a look at the key barriers that plague and impede p2pi.org 7400 Skokie Blvd. Skokie, IL 60077-3339 Phone: (847) 675-7400 Fax: (847) 675-7494 28 So-Lo-Mo collaborative efforts. A roundup of social, local and mobile Executive Director – Member Development marketing activity at retail from: Chief Executive Officer & Services • Walgreens 30 Gallery: Design of the Times Peter W. Hoyt (ext. 121) Managing Director – Strategic Managing Director – Product Development • Twitter Chief Operating & Financial Officer Chuck Billups (ext. 176) • Idelle Labs’ Brut A sampling of the gold winners in the Path to Chris Stark (ext. 197) Director – New Business Managing Director – Development • Red Pepper Lab Purchase Institute’s annual Design of the Times Member Services & Events Scott Taylor (203-505-0532) • Swirl Networks competition. The winners were announced at the Maureen Macke (ext. 127) Marketing Analyst Shopper Marketing Expo in October. Carol Schiro (ext. 154) • Ozmott and MC Sports Managing Director – Strategy & Development Senior Coordinator – Member Services • Champs Sports • Shoparoo 34 Feature: Procter & Gamble Steve Frenda (ext. 178) Cindy Hahn (ext. 164) Managing Director – • Endorse Content & Editorial Events & Education Bill Schober (ext. 132) Manager – Events • Giftly Global brand building officer Marc Pritchard Peggy Milbrandt (ext. 141) shares details of P&G’s strategy for the London Production Sales Manager – Events Olympics, the company’s “largest and most Director – Production Scott Easton (ext. 119) Ed Ward (ext. 144) ambitious marketing campaign” ever. Director – Education & Faculty Art Director/Production Manager Administration Sonja Lundquist (ext. 138) Ronit Lawlor (201-297-1570) Marketing P2PI.org 38 Ricci at Retail Director – Marketing & Managing Director – Content Joe showcases effective displays for toothpaste, Communications Peter Breen (203-852-8912) gum and antacid: Michele Weston-Rowe (ext. 123) Associate Director – Content Senior Marketing & Rob Mahoney (ext. 113) • Concannon Communications Associate Managing Editor – Content • Vita Coco Julie Andrusyk (ext. 162) Patrycja Malinowska (ext. 142) • Staples Marketing Analyst Associate Editor – Content Meggie Smolen (ext. 165) Esther Han (ext. 145) Art Director Stephanie Beling (ext. 134) Associate Editor – Content Samantha Nelson (ext. 146) 39 Products: Popdesign.com Associate Editor – Content Operations 40 Personnel Appointments Kimberly Elsham (ext. 140) Director – Finance & Accounting Mike Bernal (ext. 135) popdesign.com Manager – H.R./Office Services Managing Director – Jeanine Caughlin (ext. 104) 42 Institute Strategist Platforms & Publishing Senior Coordinator – Chuck Bolkcom (ext. 118) Administrative Services Dir. – Market Development & Sales Ann Estey (ext. 173) Jay Gould (ext. 115) A month-by-month rundown of some Staff Accountant Dir. – Market Development & Sales noteworthy and unique seasonal programs Sajan Kuriakose (ext. 133) Rob Hanson (ext. 116) developed by retailers. Dir. – Market Development & Sales Information Technology Rich Zelvin (ext. 117) Director – Information Technology London goes global, Page 34 Jack Dare (ext. 172)SM1211_004_005toc.indd 5 10/18/12 10:49 AM
    • 6 Shopper Marketing november 2012 editorial Bright, Shiny & Annoying editors’ observations of each chain’s recent promotional practices, and while there are no guarantees, we think you’ll find this to be W hen I started out in this business believe that the single most important helpful in doing some master planning for in the 1980s, you still saw manual trend in shopper marketing right now the year ahead. typewriters in editorial offices and is the development of digital coupons, The Institute is built upon the idea that newsrooms. A lot of older writers and editors shopping lists and direct-to-card loy- more information fosters better communica- resisted the transition to word processors by alty programs. But some of the hype tion among retailers, brands, agencies and placing their Remington and Smith Corona is fatiguing even for this true believer. vendors. Keeping these plans under wraps typewriters in front of their brand new (and Case in point: Last week, a digi- as “trade secrets” is counter to a spirit of col- unplugged) computer monitors. Some were tal technology executive showed me laboration. Please send your comments, criti- Korean War vets, and they resurrected an what has to be the umpteenth study cisms and suggestions for next year’s Guides. Betty Crocker ... Just for U. old army joke by calling themselves “Rem- claiming that 80% of shopping deci- I ington Rangers.” They would bully the I.T. sions are made at home. Of course, this comes offer on Betty Crocker specialty potatoes of n closing, we note department (usually just one overwhelmed on the heels of the umpteenth study claiming $0.99. Thus, Chicagoland’s “coupon enthu- the passing on Oct. kid back then) into not noticing and make that 70% of shopping decisions are made in siasts” discovered that they could “purchase” 6 of a dear friend, the junior editors figure out workarounds. store. This madness must stop, so I’m split- a $0.99 product with a $1 coupon. For free, Bill Zurynetz. Bill was They were interesting guys, full of colorful ting the difference and authorize all of you in other words, and in unlimited quantities the owner of the Lost stories and a major pain in the tuckus. I saw to cite Schober’s Law – “75% of shopping deci- too. A few shoppers quickly cleaned out the Boys Con sor tium no charm in the cliché of the crusty old Lud- sions are made somewhere.” shelves, in some cases, 50 boxes at a time. and, over the past two dite back then, and I still don’t now. I’ve got Look, I’m impressed by “Big Data” and the Their slower compatriots meanwhile called decades, probably more gadgets than I know what to do with notion that companies know 70,000 bits of them greedy. (Apparently, there’s no honor helped prepare more and a crate full of broken monitors, antique information about me. But you lose me with among … coupon enthusiasts.) DOT and OMA entries than anyone else on Palm Pilots and umpteen HDMI plugs. claims that you can predict what I’m going to Safeway isn’t saying if this was a computer earth. As a marketing staffer for POPAI and Lately, though, technology “news” has be- buy. I must know at least 70,000 bits of infor- bug or human error. But imagine the look on a consultant for the Institute, it’s no exag- come so hyperbolic that it’s becoming tech- mation about my wife and I still have trouble Ms. Crocker’s face if this deal had been offered geration to say that Bill was influential in the noise. I worry when I meet people who say thinking up a birthday present every year. to Facebook’s 552 million daily active users. creation of many of the industry programs they (a.) stood in line to buy an iPhone; (b.) we enjoy today. He was a positive voice for I T used real money to buy digital tractors for n mid-September, the Institute’s Steve he “Retailer Promotion Guide” that you’ll in-store marketing and he’s missed by every- their digital farms; (c.) have 1,000 Twitter Frenda spotted a glitch in a Safeway “Just find nestled into this issue on page 7 is one at the Institute. To leave a memorial, visit followers they think are real; or (d.) don’t be- For U” offer for Betty Crocker specialty po- decidedly non-digital. It’s made out of http://aloiafuneral.com/home.html. lieve that “sponsored stories” on Facebook are tatoes at the Dominick’s chain in Chicago. a special medium (paper) that’s compatible advertisements. Are we all early adopters or Here’s what went down: A $1 coupon was with pushpins, bulletin boards and most an- just suckers? And should I start worrying or offered, but it didn’t limit the number of alog writing instruments (i.e., pens). We’re hoping that Zynga/Groupon/Facebook/etc. is Bill Schober is editorial director of the items that could be purchased. Just For U’s not billing this as a “calendar” per se because Path to Purchase Institute. He can be or isn’t in my 401(k)? Then my head explodes. “Deal Match,” which honors prices on cer- we do not have the chains’ specific plans for reached via e-mail: bschober@p2pi.org This magazine is avidly pro-So-Lo-Mo. I tain items at Target and Jewel, matched an 2013 in hand. Our listings are based on our or phone: 847-675-7400 (ext. 132). Kendal King Group • Mark Weslar, Director Of • Shelley Pisarra, Director, • David Hanson, VP, The League of Leaders is an exclusive organization of industry • Adam Herbig, Director, Customer Marketing Shopper Insights & Channel Planning thought-leaders dedicated to advancing the understanding Environments, Exhibits Mosaic Marketing Tempt In-Store of all marketing efforts that culminate at retail. & Events • Tim Hauser, SVP Procter & Gamble Productions • Landon Nobles, COO • Aidan Tracey, CEO • David Grebert, Director, • Mike Draver, President Kimberly-Clark Brand Building Integrated Time/Warner Retail Acosta Marketing Church & Dwight Del Monte Foods Co. Great Northern MyWebGrocer Communications Group – AMG Consumer Packaging • Anne Jenkins, Corporate • Curt Alpeter, EVP Sales & Marketing • Dan Bracken, Director, • Steve Aleksich, Senior • Jennifer Marchant, VP, • Lauren de Simone, SVP, & Display Strategy/Shopper Rand Diversified Marketing Services Manager, Shopper Marketing Lead • Alec Newcomb, Chief Customer Marketing Strategy Marketing • Patrick Graf, VP, Sales • Brian Mumau, EVP, Clorox Co. Strategy Officer • Mark Scott, EVP, Development • Anne M. Jones, VP, Business Development Triad Retail Media • Sara Gilbert Leonard, • Catherine Tanner, Senior NBC Universal Studios Marketing Service • Mike Schliesmann, SVP, Shopper Marketing & • Stuart Sklovsky, CEO • Greg Murtagh, CEO Director, RCM, Walmart Manager, Shopper Business Development • Mike DuBoise, SVP, Operations Marketing Business Unit Manager RichRelevance • Kinjal Patel, SVP, • Colleen Schweichler, Strategic Customer Business Development Anheuser-Busch Henkel North Kraft Foods Global • Diane Kegley, VP, Director, Shopper Diageo Inc. Marketing & Category • Patrick Arminio, Shopper Marketing America Development Marketing Ubisoft • Dirk De Vos, VP, • Sue Carey Coyle, Insights Manager • Henry Hendrix, Director, • Andrew Zeiger, General • Steve Carlin, Senior • Chris Vickers Tucker, Commercial Planning Director of Customer Nestlé Global Shopper Marketing & Manager Advertising Director, Shopper • Tom Prestridge, Director, Director, Sales, and Activation Marketing • Joe Radabaugh, In-Store Merchandising Marketing & Insights Shopper Insight Shopper Engagement • Robert Fountain, Director, Divisional VP, Category RockTenn Merchan- • Wendy Warus, VP of LG Electronics dising Displays • Tony Key, SVP, Sales & Arc Worldwide Coca-Cola Co. Commercial Planning • Carl Brown, Director, and Shopper Excellence Sales, Winning In Store • Craig Gunckel, EVP & GM Marketing • Nick Jones, EVP, • Elaine Bowers-Coventry, & Activation, On & Off Trade Marketing • Kristi Ross, Director Retail Practice Lead Premise Hershey Co. of Marketing, Retail & • Jon Kramer, CMO • Andrew Simpson, Group Director, Applied • Michael Depanfilis, VP, • Rachel Olson, In-Store • Marie Roche, VP, Retail Planning, Shopper • Jonathan Nell, Director, Shopper Marketing, Associate Director, Retail Shopper Marketing Marketing Manager RTC Development Shopper Marketing, Nestlé-Purina & Shopper Marketing Business Development • David VanderWaal, • Richard Nathan, CEO • Nancy Gibson, Group North America Insignia Systems Inc. • Mike Scheu, Director, • Bruce Vierck, VP Unilever Brown-Forman Corp. • Alan Jones, SVP, CPG & Director, In-Store • Dawn Hedgepeth, • Christa Bryant, Director, Director, Applied Retail Dr Pepper Snapple Marketing, Home Shopper Marketing Group Retail Sales Sabra Dipping Co. Shopper Marketing Channel and Customer Planning, Shopper Appliances & Newell Rubbermaid • Ken Kunze, CMO Development • Brant Burchfield, Director, • Jennifer Propsom, VP, Director Marketing Entertainment • Lisa Gunther, VP, • Pete Loizzo, Director, • Michael S. La Kier, Shopper Marketing Strategic Marketing Marketing • Marc Shaw, Director, • Bob Krall, VP, MARS Advertising Inc. Sales Operations Group Director, Shopper • Lon Johnson, Director, Integer Group Shopper Marketing U.S. Channel Sales Director – • Fern Grant, SVP, Strategic • Elizabeth Ubell, VP, Casual Dining Marketing Strategy & Shopper Marketing • Frank Maher, COO/Group Category Management Safeway Inc. Vestcom Planning • Deb Fifles, VP, Consumer Capability • Michael Treichler, VP, President (Midwest) International Inc. Campbell Soup/ Shopper Marketing • Rob Rivenburgh, COO OfficeMax Inc. & Shopper Insights • John Lawlor, Chairman Pepperidge Farm Colgate-Palmolive • Mike Sweeney, CEO • Chuck Luckenbill, VP, • Mimi Dixon, Senior • Bill Bean, WW Director, MaxPoint Interactive • Steve Moylan, VP, & CEO Energizer Holdings Integrated Marketing Visual Merchandising Group Manager, Global Shopper Insights Inc. • Adam Fine, Senior Shopper Marketing • Jeff Weidauer, VP, Services Integrated Shopper & Trade Research • John Hill, VP, North • Valerie Bernstein, VP, Director of Shopper PepsiCo (Beverage) Sara Lee Food & Marketing & Strategy Marketing America, Energizer Marketing • Tracey Doucette, SVP, Beverage • Barry Roberts, Director, Client Services Walgreen Co. Personal Care • Gretchen Joyce, President Customer Strategy, Field • Patti Althoff, Director, • Geoff Sherman, Director, • Ted Kantor, VP, Shopper Retail Shopper Solutions • Allison Welker, EVP, & Shopper Marketing Insights & Marketing • Alyssa Topp, Senior Client Services Meijer Inc. Category Leadership Promotional Strategy ConAgra Foods • Nicole Flavin, Solutions • Tim Miller, Senior Director, Manager, Trade Marketing • Lanny Curtis, Director, Shopper Sciences Walmart Stores Inc. Johnson & Johnson Senior Director, • Chris McGown, Shopper Insights Frito-Lay Inc. Sales and Logistics Co. Shopper Marketing • Devora Rogers, Global • Ken Mantel, Senior Drug/C&G/Dollar Director, Business Senior Group Manager, • Rachael Norton, VP, • Stephen Springfield, • John King, Director • Michael Ross, VP, Director, Creative Integrated Shopper Senior Director, Business Marketing, Consumer • Bryan Welsh, VP, Development Shopper Marketing Specialty/Alternative Marketing, Strategic Marketing Strategy & Analytics Channels Insights, Pricing Shopper Marketing Brand Activation Sonoco CorrFlex CROSSMARK PepsiCo (Quaker) Capre Group • Jeff Swearingen, VP & JWT/OgilvyAction Menasha Packaging Co. • Philippe Erhart, Division Whirlpool Corp. • Joe Crafton, President • Kristine Abrahamson, • Anne Chambers, CEO GM, Customer Sales & • Scott McCallum, • Kerry Bailey, National VP, Sales • Michael Ledford, Senior • Wayne Luciano, VP, Marketing Senior Marketing Director, • Patrick Fitzmaurice, President, Shopper Director, Walmart/Sam’s • Jeff Tomaszewski, VP & Manager, Insights & Marketing Club Customer Innovation Principal GfK Marketing, North General Manager Strategy Datalogix Inc. • Alison Chaltas, EVP, America • Will Phillips, National • Jackie Clifton, Senior • Kathleen Wolf, Senior CatapultRPM Shopper Marketer, Starbucks Coffee Co. • Rob Holland, GM, CPG Shopper & Retail Strategy Director, Supermarkets Manager, Consumer • Peter Cloutier, President Kellogg Co. Quaker Foods • Deborah Hannah, • Laurie Weisberg, VP, • Bill Romania, SVP • Daniel Cooke, Director, Shopper Marketing Strategy & Insights • Joe Robinson, President, MillerCoors Direct Sales Digital Shopper Marketing • Bryce McTavish, VP, Director RPM Connect Channel MarketingSM1211_006_007edit.indd 6 10/18/12 10:44 AM
    • November 2012 Shopper Marketing From 7 Shop th per M e editor Path a so to P rketing a f see urc n the a hase In d the Turning a Page “Re tail ttach stitu er P ed insert , ro Guid mo : te on the e” tion Calendar Retailers are using shopper insights to refine their promotional calendars B By April Miller etter shopper insights have helped retail calen- more meetings and may even be sharing insights that dars evolve from being strictly season, holiday shape a store’s calendar. and event (think summer, Christmas and Super Retailers reluctant to share their calendars can be chalked Bowl) focused to those filled with tactical plat- up to a competitive marketplace. “The retail landscape is a forms and programs that are aimed at offering solutions for first-mover game,” says Jeff Skolnik, executive vice presi- shoppers based on their given mindset and needs through- dent and general manager, Blue Chip Retail Marketing. out the year. “Everyone wants to be first to market with new product With best-in-class retailers blending insights from POS, launches, first to market with key shopping periods and loyalty cards, surveys and custom research, they have an first to market with new ideas. This environment is the ongoing “360-degree database into the shoppers’ behavior,” reason that Christmas and winter holiday communication says Alison Chaltas, executive vice president, shopper & re- starts before Halloween actually occurs.” tail strategy, GfK. That enables retailers’ platforms and pro- Missed opportunities happen when retailers aren’t forth- grams to be more targeted to individual shoppers and stores. coming with calendar details. Even the most strategic Seasonality isn’t off the table since shoppers do tend to and creative campaigns won’t live up to their potential have a similar frame of reference and purchase-driving if launched too early or too late. When retailers do share behavior at certain periods throughout a year. Seasons, their entire planning calendar as early as possible, every- holidays and events offer a starting point to form a cal- one involved then works “off the same information,” says endar, but today retailers are offering more sustaining Skolnik, “and toward the same goals.” Super Bowl at Safeway’s Vons shopper programs that live beyond one sales period. “It’s Many retailers are tapping into the shopper insight re- a more holistic way of viewing the seasons,” says Richard sources that an agency or a leading CPG is able to provide Butwinick, president, MarketingLab, “as a way to reflect to identify new occasions and solutions around which to organize programs, says Laura Moser, executive director, retail strategy, G2. “The future is about defining events between the Super Bowls and July 4th holidays that are connective to targeted groups of shoppers, providing com- petitive advantage to particular channels of trade.” Citing the “Walk with Walgreens” program, Moser notes that the drug channel is doing “an exceptionally great job of developing programs that go beyond the season and bring solutions that position the retailer as a health and wellness partner” – both meeting shopper needs and leveraging triggers that drive loyalty. Participants in Walgreens’ online community are able to log their steps for rewards and cou- pons, watch videos and learn about charity walks. Chaltas finds that retailers are increasing their proprie- tary seasonal promotions, such as Walmart with its “well- ness” displays. “There is one with Merck on Claritin and Coppertone that does a great job of flexing space based on seasonal needs,” she says. “Claritin in the spring and fall. Coppertone in the summer.” Meijer used its back-to-school 2012 campaign to in- crease enrollment in its mPerks mobile coupon program Easter at Walgreens and “establish Meijer as a solution-filled destination for mom,” Butwinick says. BTS “This is the Year” messaging their overall value proposition and points of dif- was used in-store, at events and on social media and its ferentiation they want to communicate to the website. Those enrolled in mPerks could obtain various shopper throughout the year.” coupons called “back to school bucks.” The BTS focus on As retailers’ ability to deliver targeted messages low prices included clothes and school supplies as well to individual shoppers increases, Jim Lucas, ex- as food through its Meijer Mealbox. In addition to being ecutive vice president, global retail insight and a free meal planner, the online tool offers recipes, videos, strategy, Draftfcb, expects that their ability to coupons and even wine pairings. become more strategic and collaborative with A major challenge in the continued evolution of cal- vendors “should increase dramatically.” If con- endars is how to make more refined and detailed ones – version and redemption rates are boosted from focused on specific segments or shopper interest groups. the laser-like targeting, it makes sense for retail- Large umbrella ideas, such as health and wellness, will ers to collaborate with manufacturers to provide have to be drilled down to make the shopper insights ac- relevant content for their shoppers, Lucas says. tionable. “A retailer may take the seasonal focus on health While large retailers typically have two meetings and resolutions for the New Year,” Skolnik says, “and per year for most manufacturers to discuss calen- overlay a better-for-you, gluten-free campaign targeted to Back to school at Walmart dars, the preferred vendors are probably getting key categories.” SM1211_007cal.indd 7 10/18/12 10:45 AM
    • 8 Programs Shopper Marketing November 2012 solution provider Jockey Reaches Its Target news Exclusive line of premium underwear helps redefine the brand By Joe Bush K enosha, Wis. — Jockey Interna- Advantage Taps Domier for tional launched a line of premium Chief Executive Position underwear at Target last summer, ac- Advantage Sales and Marketing complishing two goals in the process. (ASM), Irvine, Calif., has named While securing national distribution Tanya Domier as CEO, effective of its underwear at the mass merchant Jan. 1, 2013. Domier, currently for the first time, it also redefined the president and chief operating Jockey brand. officer, will take over for current Target’s exclusive “JKY by Jockey” CEO and founder Sonny King, comprises both upper and lower who will transition to the role of executive chairman. undergarments designed to appeal Domier has been with ASM since 1990, and under her to consumers younger than the tra- leadership the company launched IN Marketing Ser- ditional target of the 136-year-old vices, an experiential and shopper marketing agency. brand. With Target the focus from the She also helped create a partnership with Walmart start, according to Jockey chief mar- that focused on improving the in-store interaction be- keting officer Dustin Cohn, Dallas- tween brands and shoppers. based retail marketing agency TPN steered Jockey to a younger consumer Synergistic to Launch Magazine ‘Outsert’: Syner- based on Target’s gistic Marketing, New York, is building on its Product shopp er prof i le, Movers services to launch a “Freestanding Magazine and then set about Outsert” program that will deliver promotional adver- helpi ng Jockey ’s tising and coupons via an “outsert” polybagged with design and packag- subscription copies of various women’s magazines. ing teams innovate. Meredith Corp. and its Better Homes and Gardens, Fam- “Qualitative, quan- Jockey launched an exclusive ily Circle, Ladies’ Home Journal, Eating Well, Every Day titative, shopalongs underwear line at Target with Rachael Ray, More, Family Fun, Fitness, Parents and and intercepts,” says stores, with space carved Midwest Living are partners for the April 2013 launch. Sarah Cunningham, out for the JKY by Jockey line. JKY is positioned as a TPN vice president premium brand. of account services. “[Make] a pretty ro- bust research plan.” TPN also created the campaign mes- saging; it turned over all the P-O-P files to Target’s mer- chandising team. The “It’s Time to Change Your Underwear” campaign was supported by a dedicated JKY by Jockey area in-store, as well as by activity at Target.com, in the retailer’s circu- lars and on receipts. The brand made 30-second commer- cials for a digital campaign that was slated to begin in the fall and includes a Facebook page and Facebook ad buys, Peapod launches pickup service: Skokie, Ill.-based as well as a presence on YouTube, Twitter and Pinterest. Peapod, an Ahold subsidiary, is piloting a “Peapod Key insights from the research included learning that Pick-Up” service as an alternative to its home delivery the target consumer is male, 25 to 39 years old, and fashion service. Shoppers who order groceries at Peapod.com conscious. Also, the research revealed that when people can schedule pickup at a Stop & Shop location in shop for underwear, they like to touch the fabric, which is Abington, Mass. (Ahold also owns Stop & Shop) and why many underwear sections of stores are littered with at a dedicated Peapod Pick-Up location in Palatine, Ill. torn packaging, according to Cunningham. Finally, says Another dedicated location is scheduled to open in De- Cohn, Jockey learned that a quarter of male shoppers in cember in Deerfield, Ill. general leave stores frustrated, without making a purchase consumers will have to pay a premium for this product,” A&P, Brookshire Choose NCiM for Events: Regional because they couldn’t find what they wanted. Cohn says. “Given it’s the highest quality that Target car- grocers A&P and Brookshire Grocery Co. selected Pla- The result is a style with functional packaging that fea- ries, it’s important to reinforce to consumers the value no, Texas-based Crossmark’s New Concepts in Market- tured openings for shopper fingers, color codes and silhou- based on these benefits.” ing division to handle events in several markets. NCiM ettes for ease of navigation. A byproduct of the accessible Cohn says the ideation and selling to Target took four will provide sampling programs for six A&P banners clothing, and no small consideration, is less cleanup in the months; another eight months was spent on production in the Northeast, and 153 Brookshire stores in Texas, underwear section for retail associates. of the underwear and the packaging, and shipping to all Lousiana and Arkansas. “Probably the most important piece was the packaging,” 1,760 Target locations. Cohn says. “What the agency and Jockey created was a “Jockey’s a great iconic brand,” Cunningham says. “It Hyper Marketing Buys European Agency: Hyper very premium, upscale package that also clearly commu- wasn’t just about selling product, it was about helping them Marketing Inc. (HMI), Chicago, acquired integrated mar- nicates the product benefits and most importantly creates re-establish a relationship with not just Target but their keting agency Acorn, Dublin, Ireland. HMI plans to ser- what we call a wayfinding system that provides navigation other customers as well. To get them to see them in a new vice global clients in Europe through Acorn’s network. for consumers to quickly find what they’re looking for.” light, to look to Jockey as being an important partner in Acorn will continue under its current moniker and will JKY by Jockey’s role at Target also figured into the prod- this category, and someone they’re going to look to, to help partner with other marketing services within HMI. uct design, packaging and P-O-P equation, says Target bring them new ideas and new innovation for their own spokesperson Evan Miller. Target previously had bargain shoppers.” P-O-P Companies Change Names: Fort Worth-based underwear and a level up from bargain, but not a premium May Advertising changed its name to May Group In- choice. “JKY fills a niche and helps differentiate us from ternational. ... Consortium Cos., Hebron, Ky., is now competition,” says Miller. “Given Jockey’s market share and Brand: JKY by Jockey Consortium 360. brand heritage, the partnership was a compelling reason for Key Insight: When people shop for underwear, they us to develop an exclusive, differentiated product offering.” like to touch the fabric; a quarter of male shoppers leave Ready-to-Eat Cereal is Top Coupon Category: Cou- Cohn says the look and feel of JKY by Jockey was driven a store without purchasing, frustrated at having to search pons.com, Mountain View, Calif., reports that ready-to- for their desired product. as much by a shopper demographic as a shopper mindset. eat cereal ranked as the most popular coupon category “From a signage standpoint, this notion of an advanced Activation: Launch an exclusive premium line of un- for Jan. 1 through Aug. 31, 2012, followed by household derwear at Target, with packaging that calls out benefits stay-dry fabric and this modern fit along with this product cleaning supplies and yogurt. The same three catego- and lets the shopper touch the product inside. that stays bright and white was very critical as well because ries topped the list for mobile coupons.SM1211_003_008_014covProgram2.indd 8 10/16/12 8:54 AM
    • LET WETZEL BROTHERS BRING YOU FULL CIRCLE. FIXTURE ENHANCEMENT SHELF GRAPHICS FLOOR DISPLAYS COUNTER DISPLAYS RETAIL MERCHANDISING CREATIVE & LAMÀ DISPLAYS STRUCTURAL DESIGN Wetzel Brothers designs, prints, finishes and fulfills temporary Point Of Purchase projects in-house. This saves you time, hassle and ultimately, budget dollars. From merchandisers to pegboard paper, Wetzel Brothers is your one-stop shop for all your creative temporary in-store marketing solutions! P O P MADE EASY | www.wetzelbrothers.com | 800.747.5444SM1211_003_008_014covProgram2.indd 9Untitled-1 1 10/11/12 10:01 AM 10/2/12 11:32 PM
    • 10 Programs Shopper Marketing November 2012 Still Thirsty for Dos Equis ‘Most Interesting Man’ campaign shows staying power, connects digital with in-store By Joe Bush White Plains, N.Y. — “The Most Interesting Man in the World” and “Stay Thirsty My Friends” are instantly recognizable slogans that speak to the original creativity as well as the endurance of a multifaceted beer campaign that is still going strong today after humble beginnings as a regional TV, radio and print effort in 2006. Dos Equis’ “The Most Interesting Man in the World” campaign, the brainchild of New York-based agency Havas Worldwide, This year’s Halloween effort, is one of the most successful campaigns of a “Masquerade” campaign the past decade because the brand market- utilizing SnapTags, gives ers chose to zig instead of zag. “While the consumers access to special category convention relies on sophomoric offers, a sweepstakes and unique content. Meanwhile, humor, we speak to the aspirational nature its ”Most Interesting Man” of our target,” says Nipa Parekh, Dos Equis character has made its way senior brand director at Heineken USA. into stores, including a “Dos Equis is the brand for those who want standee at CVS/pharmacy, to complement its print and to live a more interesting life. … The cam- TV activity. paign and activation play into the ‘interest- ing’ insight by providing stories, experience nament.” Dos Equis positioned and inspirational fodder for conversation.” fans’ submissions in a NCAA bas- In June of this year, Parekh replaced Paul ketball tournament-style bracket. Smailes, who had guided the campaign Fan voting determined the win- since 2009, when it first grew into a nation- ner, who received a Dos Equis al effort. Smailes, who moved to Heineken’s billboard in his hometown featur- global office to help guide its digital work, ing the winning catchphrase: “His left behind an array of digital tools that French never needs pardoning.” helped boost Dos Equis to the No. 6 selling Among its digital activity is a “Stay imported beer in the U.S. in 2011. Thirsty My Friends” website where The campaign has evolved since its in- consumers can submit toasts. Also, ception, exploding along with YouTube Dos Equis operates an interactive and Facebook. As of mid-September, the online community at MostInter- Dos Equis Facebook page boasted more estingAcademy.com that connects than 2 million fans, up from 1.8 million six consumers to interesting and daring real-life months before. events like skydiving, butcher classes and Dos Equis uses Facebook as its primary “Tough Mudder” races. Recently, users could social media focus, employing features such submit entries into a “Stay Thirsty Grant” periods throughout the year. She says this hints to the answers through QR codes on as “Legendary Fan Lines,” in which fans contest that awarded $25,000 to help the year’s “Most Interesting Academy” summer P-O-P materials. create their own “Most Interesting Man” winner achieve his dream. program prompted shoppers in-store to This year’s Halloween effort, a “Masquer- catchphrases. In March 2012, the brand The brand’s path to purchase strategy discover content and tips on the Academy ade” campaign utilizing Snaptags and Face- hosted “The Most Interesting March Tour- is to connect these online presences to website via SnapTags from SpyderLynk, book, gives consumers access to special on- and off-premise Denver, that appeared on P-O-P and pack- offers, a sweepstakes and unique content. shopper activity, says aging. Smartphone-wielding shoppers were “The Dos Equis audience is savvy, so Spy- Parekh, particularly able to get location-relevant information derLynk worked with the Dos Equis team during key promotion about chefs’ recipes and add ingredients to build and deploy an action-rich mobile onto their shopping lists, experience with multiple engagement and and to win discounted conversion opportunities,” says Jane McPher- culinary classes. son, SpyderLynk chief marketing officer. On-premise (at bars The key metrics for the overall cam- and restaurants), Dos Eq- paign’s performance are online and social uis brand ambassadors media interactions as well as sales, PR im- used an iPad application pressions and brand awareness. Parekh to provide teasers about says there is no end in sight for the cam- academy initiatives to en- paign. “We actively listen to the comments courage people to visit the on our social media platforms as well as website. monitoring the conversations and chatter The in-store efforts on blogs and non-Dos Equis proprietary have also included dedi- websites for us to understand how we can cated aisle displays or always align the brand closer with our tar- endcaps at Walmart and get’s needs and aspirations.” CVS/pharmacy that de- pict the campaign’s main character, who has been Brand: Dos Equis portrayed by actor Jona- Key Insight: The brand’s consumers than Goldsmith since the are aspirational in nature and want to live start. a more interesting life. In other activity, Dos Activation: Use digital activations – in- Equis’ 2011 Halloween cluding promotional websites, Facebook program included an on- and YouTube – to complement TV/radio/ print advertising by providing stories, line trivia contest about experiences and inspirational fodder to the “Most Interesting Man” the target audience. Activate in-store with Dos Equis’ digital properties include, clockwise from top left: StayThirstyMyFriends.com and that featured a different dedicated P-O-P that utilizes SnapTags to MostInterestingAcademy.com in addition to a question each day of Oc- connect shoppers with digital elements. dedicated Facebook page and its primary website. tober. The brand offeredSM1211_003_008_014covProgram2.indd 10 10/10/12 3:27 PM
    • November 2012 Shopper Marketing programs 11 Mars Evolves With Virtual Testing Simulated shopping experience feeds insights into merchandising redesigns By Dawn Klingensmith H ackettstown, N.J. — Mars Chocolate to create a virtual reality store that incor- North America is using virtual real- porates different elements to test, such as ity technology to improve merchandising, packaging graphics and formats, placement, signage and packaging in the in-aisle and front-end architec- candy aisle. In development since 2010, the ture, and planograms. “Then we Mars V-Store, a virtual store environment use the V-Store environment to developed for use across all retail channels, better understand consumer be- Mars Chocolate uses virtual reality to test packaging uses 3-D computer renderings to simulate havior and test the effectiveness and merchandising in c-stores and other channels. the shopping experience and conduct vari- of the various merchandising ous types of retail testing. elements,” Quinn says. “The V- “V-Store continues to evolve as we ex- Store enables us to test multiple them with other c-store retailers, along pand our virtual confections library and concepts, thus reducing the need with the following recommendations: incorporate technical enhancements,” says to design and build several store n Use outside signage to encourage shop- Tim Quinn, vice president of trade rela- planograms for live testing.” pers to visit the store’s candy section. tions at Mars Chocolate North America, Consumers matching the retailer’s de- Mars worked with a retailer on two differ- n Avoid cluttered windows and doors with parent company of numerous confectionery mographics are recruited in shopping ent merchandising layouts for the seasonal excess signage to provide a view of the brands including M&M’s and Snickers. malls across the country. Virtual shoppers set. We were able to leverage V-Store to get store. The Mars V-Store, developed with tech- sit down in front of a video screen, which some shopper feedback on the layout of the n Use in-aisle signage to draw shoppers to nology partner Red Dot Square Solutions, shows a store’s interior or exterior depend- set as well as testing the overall shopability the candy section. United Kingdom, offers insights for a frac- ing on the study. Shoppers use a controller, of the section,” Quinn says. n Include brand and product imagery on tion of the cost without disrupting the ac- similar to a video game, to enter the store, The testing builds on previous studies, in-aisle signage. tual retail store, Quinn says. “While our walk down an aisle, bend down or look up, including Mars’ 2011 “C-Store Discovery n Optimize checkout conversion with dual focus is confectionery, the results span well and select products from the shelf. “They Project: Path to Purchase Study.” Conducted placement of singles and sharing size bars. beyond our category, so retailers can apply can even read a package label before adding in partnership with a national c-store retailer, “While we anecdotally knew that some learning throughout the store. The V-Store items to their shopping cart,” Quinn says. this study examined shopper behavior from merchandising strategies worked,” Quinn helps drive forward thinking in areas in- V-Store technology includes eye tracking the gas pump to checkout and evaluated how says, “the research enabled us to more de- cluding aisle location, space allocation and to record shoppers’ eye movements and merchandising influences buying decisions. finitively discard or uphold theories about adjacencies, shelf configuration, assort- identify where they gaze. After months of data analysis, “We traffic flow, signage, consumer preference ment, and merchandising opportunities. The Mars V-Store allows researchers to identified the most impactful merchandis- and merchandising.” Quinn says Mars uses the findings to tweak a store layout, signage or packaging, ing situations to drive c-store purchases,” In the summer of 2012, Mars V-Store was collaborate with retailers on in-store layout, and test the updated concept and receive Quinn says. used to test merchandising concepts on in- fixture design and category reinvention. consumer feedback within days. “There To extend the impact of the research, aisle signage and activation across multiple The first step is partnering with a retailer was a great example at Halloween when Mars summarized key insights and shared channels. Insights are forthcoming. On-site You recentlY returned to the in-store merchandising business with rocktenn. what changes have You noticed? what do You see as some of the most critical industrY challenges? I think the biggest problem our CPG clients face – and 90% of our business Insight. I believe that in-store marketing has grown up. In the 80‘s and early 90’s, it sometimes felt like it was being run as an orphaned business by a couple of brand managers, packaging engineers, or merchandising is with these companies – is that they don’t own the real estate that their products are going into. If a CPG isn’t #1, #2 or #3 in their category, it’s dif- ficult to get off-the-shelf placement. Meanwhile, store brands are becoming more and more important to the profit strategies of retailers, and that’s creat- people. Today, it’s hit the big time because CPG’s ing a lot of new issues for CPGs. marketers know it’s a great way for a brand to grow their market share and to create trial. As conventional what can be done to address them? We’re seeing, for example, collaboration between national and store brands advertising continues to decline, this is a better way to on the same display that you’d rarely, if ever, have seen 10 years ago. So for drill down specific and targeted messaging closer to the CPGs, there has to be genuine, proactive collaboration with the retail side consumer, the actual end user. over which category and which channels their products are going into. Both The quantities of displays have gone down. There’s a lot groups believe that growing the category is the ultimate goal. more emphasis on achieving custom looks for specific re- tailers. And of course, retailers now have a lot more influence what is Your definition of a “best in class” merchandising on and power over what the CPGs can put into their stores. organization? I’ve also noticed that business is far more contractual than Best-in-class performance covers every step, from concept to checkout. It might it was 10 years ago when many buys were done on a transac- involve a level of customer service, a design innovation, a material upgrade, a tion-by-transaction basis. CPG procurement and operation de- supply chain improvement, or it might mean the ability to turn around quickly to John Cochran partments, because of the complexity and amount of spend that’s seize a last-minute opportunity. For clients, what really matters is the price/value Senior Vice President involved now, are looking for ways to better align the best suppliers equation: are we doing the right thing for that particular product and is it creating of Sales & Marketing with their supply chains. They want to buy merchandising on a con- value? Are we delivering what the brand needs in this channel at this time? RockTenn tractual basis so they don’t have to keep going through “Groundhog Merchandising Day”, repeatedly doing the same functions that add no value. So they’re how are You emploYing technologY to add value to the business? Displays creating collaborative scaled partnerships with vetted suppliers to deliver At RockTenn, we constantly scour the market – worldwide, really – for new the right quality, pricing, with very, very good creative. shopping technologies. We’re willing to consider just about anything that has potential to get the consumer to stop and shop. Shopper buying habits, are Your clients asking different questions todaY than in especially in researching products, have changed dramatically in the last five the past? years. But one thing that hasn’t changed in shopper marketing is that they Clients today are more sophisticated and, typically, we’re dealing with bigger and are curious to discover the new and different. We believe that as we continue broader groups of people within the individual CPG and retailer organizations. to come out of the great recession, you will see new shopping technologies There’s a whole host of people who have specific functions on the in-store and sup- being adopted by retailers and CPG’s faster than ever before. ply chain teams. Everything is watched more closely now for specific measureable The number one technology influence right now is the Smartphone. Shoppers objectives, return on investment, trial usage, increases in sales, new product intro- are bringing their own screen into the store … it’s a whole new point-of-purchase duction retail placement success … even the sustainability of materials. Today, just opportunity. Smart marketers are learning how to harness that phenomenon to about everything you do in-store has to be justified. So every touch point counts, add display impact, whether it is navigational assistance, brand differentiation, right down to how many truck miles your displays are moving. shopper-specific incentives, price checking, or even digital adjacencies. John Cochran has worked in the in-store marketing business since 1981. He was one of the founders of Alliance Display and Packaging, 800.829.1 509 now a part of RockTenn Merchandising Displays. www.rocktenndisplays.com Another in a continuing series of industry dialogs. More in Store. Less Out-of-Pocket. To contribute or comment, contact: jkramer@rocktenn.com SM1211_000ad_RockTenn.indd 1 10/3/12 4:00 PMSM1211_003_008_014covProgram2.indd 11 10/10/12 3:28 PM
    • 12 Programs Shopper Marketing November 2012 K-C Measures Digital Coupons Kimberly-Clark uses analytics to collect data on digital coupons and help shape future campaigns. By Dan Alaimo Neenah, Wis . — Consumer packaged Target and H-E-B through customized goods maker Kimberly-Clark is mea- offers. “There’s nothing very sexy about suring the effect of print-at-home digital print-at-home coupons at this point,” Ker- coupon campaigns on in-store purchases sten says. “The reality is, that’s where the by using an analytics platform from New digital space resides right now.” York-based RevTrax. RevTrax is able to bring a data element to As a result, Kimberly-Clark is increasing digital campaigns. “We are able to track to the efficiency and effectiveness of its digital the household level on who printed, who coupon programs, says Dan Kersten, con- redeemed, and where they redeemed,” Ker- sumer promotions manager. The company sten says. “That’s valuable information that who didn’t redeem, or provide a different has used the platform with programs for we feed into our central repository.” offer. For the consumers who do redeem, we back-to-school program with a number of its Cottonelle, Huggies, Kotex, Kleenex, As a result, Kersten says, “we can segment can look at increasing the purchase require- different coupons, K-C was able to “track the Pull-Ups and Scott brands, while working accordingly, and determine whether to of- ment, or whether there are some cross-pro- interactions” and see if a Huggies household closely with key retailers such as Walmart, fer a higher value 5/17/12 8:50 AM Page 1 Displays2go_JuniorPage_051712_Displays2go_JuniorPage_7x10 coupon to the consumer motional opportunities.” For example, on a also redeemed the Kleenex coupon. K-C learned that “we don’t necessarily have to give them a coupon every time,” Kersten says. “Maybe messaging is enough.” For those who do redeem coupons, K-C asks, “What can we do to drive further pur- chase of the brands that they have used, as well as cross-purchase of other brands?” K-C analyzes the collection of data from .com specific coupon programs to determine their America’s choice for stock displays! success, and then feeds that into the cus- tomer relationship management program for use in future campaigns, Kersten says. “So it is a continuous circle of optimization: collect data, feed it in, segment, target.” The digital coupons issued by K-C expire within two weeks. With RevTrax analyt- ics, there’s a short feedback loop of four to six weeks – compared to the three to five months for a traditional paper coupon, Ker- sten says. “We feel shortening the expiration window is the right thing to do. It’s more of an immediate, act now, type of coupon.” Getting retailers to share insights is “al- Portable ways a challenge,” Kersten says. The ideal Literature would be to have real-time shopper data, Displays but retailers are often unwilling to share that kind of information with CPGs. PopUp Tradeshow Booths K-C has been able to improve its pro- Deluxe grams by comparing them with programs Floor that the retailers run with other CPGs, Stands whether they were price promotions, cou- Largest collection pon activity, sweepstakes or loyalty pro- of LCD stands in grams. Retailers do share those insights, Promotional the country! Kersten says, because they also want the Banners most efficient and effective programs. The target of these digital programs? “We know that newspaper readership skews older,” Kersten says. “We know that digital skews to a younger demographic. So in look- ing at the younger consumer, we think about the lifetime value of the consumer. The ear- QuickClip Frames Versatile Adjustable lier we can get to mom and get a household Displays Styles into our products, the more lucrative it is.” Top Selling To reach these moms, the company uses Display Towers email, social media, retailer websites and coupon networks, as well as the “mommy” and coupon bloggers. Regardless of whether K-C uses these bloggers directly, they end up being a big part of the promotional effort. “Any price promotion out there usually gets picked up by the bloggers,” Kersten says. “If QueuePole Crowd Control Stanchions we put out a Huggies coupon, or an offer on our Huggies Facebook site, these bloggers are all fans of the Huggies page and they are going to see that and they are going to blog Outdoor Countertop or tweet about that to their followers.” A-Frames Advertising In addition to its print-at-home activ- ity, K-C also works with retailers such as www.displays2go.com Kroger and Safeway to measure the results of direct-to-loyalty-card programs. “Print- A division of George Patton Associates, Inc. at-home is the lion’s share of digital cou- 55 Broad Common Road, Bristol, RI 02809 Tel: 1-800-572-2194 poning right now, but we can’t ignore what is happening in the loyalty card space and other delivery vehicles,” Kersten says. Untitled-5 1 5/20/12 5:14 PMSM1211_003_008_014covProgram2.indd 12 10/16/12 8:55 AM
    • SM1211_003_008_014covProgram2.indd 13Untitled-5 1 10/18/12 10:41 AM 8/4/12 11:23
    • 14 Programs Shopper Marketing November 2012 McCormick Continued from Page 1 developed with MyWeb- Grocer, Winooski, Vt., and is part of the online circular company’s Brand Activation Suite. How the ad works is if a consumer runs a Google search for “steak recipes,” for ommends Lawry’s and other seasonings be example, a paid ad will appear added to her shopping list or ShopRite cart. on that Google search page that details a sale Lightbox ads work with paid search on steaks at ShopRite. When a consumer ads and display ads on websites such clicks on that paid ad, a Lightbox ad pops as Gourmet.com, Allrecipes.com and up that is geo-targeted to her location and Epicurious.com. “We buy against the tar- gives the nearest store at which to purchase McCormick is using display ads that, when clicked on, serve up targeted “Lightbox” geted audience,” Foust says. “Wherever the steak, as well as a full recipe that rec- ads developed by MyWebGrocer that are geo-targeted to the user’s location. they are, we’re displaying the ad.” Jill Pratt, vice president of marketing, consumer products, at McCormick, says these ads are a great way to pair a trigger product, like chicken or steak, with a Mc- Cormick flavor solution – an idea that ac- tually comes from an offline insight that happens to be more effective online. “Our shopper marketing research came back and said when consumers are thinking about what they’re going to make for din- ner, they say, ‘What kind of chicken am I going to have tonight?’ So that’s why it’s a trigger for what they’re going to make that night or a trigger for their shopping trip. We’ve used that message with our retailers to say, ‘Hey, you really need to place our flavoring products near the meat counter, because that’s where people are looking for solutions for their proteins.” She continues, “What I think is so excit- ing about this is we see how people are do- ing more preplanning before they go to the store and they search more online for new recipes, so we’re able to now drive them into the store. It’s great for us, but it’s also great for the retailers because it increases their sales of those trigger products, which are their perimeter products and very im- portant to the equity of their stores.” McCormick and MyWebGrocer launched the Lightbox ad solution early this year, do- ing a “test and learn” with taco and chili sea- sonings, which better associate with meals for the cooler months. “We’ve since scaled it up throughout the summer, focusing now on our grilling products, and of course heading into back to school and the holidays to make it even bigger and better,” Foust says. Of course, moms are planning a meal every day, so Pratt says it’s a 365-day pro- gram. Foust says the goal is to get better at personalizing flavors to shoppers. “So not only what’s on sale but knowing the particular flavors you like and how can we better message you based on that.” MyWebGrocer’s Brand Activation Suite operates as a platform of products for brands to reach consumers on a retailer’s online circular, on Facebook landing pages and optimized landing pages, as well as Take the Guesswork Out of Shopper Marketing. through mobile phones and emails from the retailer. McCormick is the first brand There’s no need to guess about where to spend your marketing dollars. We are Shopper Sciences, a new kind of to use the suite and Lightbox. agency dedicated to understanding shoppers better than any other company in the world. Our highly accurate insights are the result of radically different scientific methodologies to unlock the shopper’s mind as she moves Brand: McCormick from undecided to decided. Key Insight: The digital consumer spends 20% more on seasonings than Contact Chris Hiland at 312-953-2696 or Chris.Hiland@bpnww.com. Find out more about us at ShopperSciences.com. typical consumers, while e-commerce consumers spend 70% more. Activation: Use geo-targeted digital ads that show up when a consumer searches for particular recipes on select sites. The ads direct her to a particular store to find the trigger product, such as chicken or steak. SHOP-0006-Shopper_Marketing-Magazine-Ad.indd 1 9/11/12 2:38 PM Untitled-1 1 9/11/12 4:01 PMSM1211_003_008_014covProgram2.indd 14 10/11/12 10:06 AM
    • November 2012 Shopper Marketing programs 15 Sheets c a m p a i g n , w h i l e power wing sporting Williams’ face. Framingham, Mass.- Fuel designed and printed both the Continued from Page 1 based Cohen Freid- Walmart aisle violators and the Walgreens not the product. If it doesn’t translate into berg Associates took gravity feed power wing in-house. more consumers’ trial usage or pantry load- care of the legalities Rosenstrauch says both the Walmart ing or any positive consumer event, then of the contest, which and Walgreens campaigns benefited from I don’t consider it a huge success. Maybe both Rosenstrauch and cooperative and experienced retailers who the results are still out there. It may not be Settler say was a suc- like to build brands and believe in perim- as measurable today [September] as it will cess in terms of entries eter merchandising. “They are very focused be in six months, it may not ever be mea- – they doubled the goal on the consumer and really want to bring surable, but that’s how I would look at it. ICON DESIGN & DISPLAY/SHOPPER MARKETING MAGAZINE/DECEMBER 2011 ISSUE value to the of 12,000 – and sales. new product and of course You could see how FILE NAME: JANUARY AD FINAL.AI All of Walgreens’ consumer,” he says. “Both understand the I might view it dif- ADOBE ILLUSTRATOR CS5 USED TO CREATE flagship and Duane purpose of creating promotions, generating FILE ferently than an ad JUNIOR AD SIZE: 7.5”W X 10.625”H Reade stores stocked in-store excitement and giving their con- agency would.” the product, says Set- sumers something else in addition to great On the plus side, THIS AD IS 2-COLORS:Sheets at PureBrands promoted Energy PANTONE 136C (YELLOW-ORANGE) AND BLACK tler, most noticeably prices. I view them both as very fertile areas Walmart with a Facebook contest utilizing Settler says, was the retailer’s “My Local Walmart” applet. with a gravity-feed to do promotions.” the promotion’s exposure beyond Walmart and into the mainstream. “Other retailers picked up on the level of support, and their interest level rose once they saw what was being done with Pitbull,” he says. “The biggest benefit without a doubt wasn’t in the cash register at Walmart, but in the retailer recognition of a well-run marketing promotion.” Discover While the product was available in 3,000 Walmart locations, Settler says Sheets sup- ported the campaign in 1,500 locations with exclusive video featuring Pitbull on the Walmart Smart Network, aisle violators car- rying QR codes that linked to information about the product, and perimeter merchan- dising units with QR codes that directed consumers to the local store’s Facebook page. We understand the retail marketplace and deliver effective solutions to the world’s leading brands everyday. Award Winning Design PureBrands launched Sleep Sheets in the spring Floor Displays supported by account-specific activity at Walgreens. Prior to the Walmart campaign, Fuel Part- nerships guided a Sheets campaign at Wal- greens in the spring featuring tennis star Ser- Fixtures & Endcaps ena Williams, also a PureBrands co-founder. To support the launch of Sleep Sheets, dis- solvable strips that act as a sleep aid, Wal- greens hosted an exclusive “Dreams Come True” instant-win game and sweepstakes that Merchandisers awarded up to five grand-prize trips to New York to meet Williams and watch her play at the U.S. Open tennis tournament. The instant-win game consisted of five “golden tickets” in Sleep Sheets packaging Global Resources that delivered the grand prize. A second- chance sweepstakes promoted in-pack directed consumers to Sheets’ Facebook page to enter for a chance to win branded T-shirts and hats. National Distribution Rosenstrauch says Sheets handled the social media aspect of the Walgreens Brand: Sheets At Walmart: To promote Energy Sheets, PureBrands partnered to stage a Facebook- based contest that went viral and sent rap- per Pitbull to a Walmart in Kodiak, Alaska. At Walgreens: To support the launch of Sleep Sheets, PureBrands staged an exclusive “golden ticket” instant-win game that awarded five trips to New York Learn more about the best kept secret in P.O.P. to meet tennis star Serena Williams. www.icondisplay.com or 800.424.2269SM1211_003_008_014covProgram2.indd 15 Untitled-4 1 10/18/12 10:42 PM 12/6/11 3:48 AM
    • 16 Profile: People to Watch Photo by Timothy Shonnard Shopper Marketing November 2012 Merrin Thompson Company: The Clorox Co. Title: Global Insights Manager-Shopper Insights Age: 32 Education: Santa Clara University (B.S.C., Marketing); Rijksuniversiteit Groningen (M.B.A., Marketing Management/Marketing Research) of ‘shopper science’ pioneers such as Paco Underhill and Herb Sorensen,” she says. With field experience and a new academic background, Thompson joined Clorox in late 2010 in a “100% customer facing” role. As the company’s shopper insights manager for the U.S. grocery channel, “it was the ideal entry point into insights,” she says. “Understanding retail execution firsthand from my time in the field undoubtedly helped me focus on what will excite retail partners, what is actually feasible both logistically and financially, and what ideas will have the biggest impact.” Ad- ditionally, she says her experience helps keep her grounded in pro- viding solutions and recommendations that are truly customer- and C category-focused, rath- lorox recently named Merrin Thompson as its er than manufacturer- and brand-focused. Seven individuals represent this year’s global insights manager of the year for her work on a yearlong trip missions project. After Clorox Promoted to global insights manager-shopper insights in January 2012, Thompson is now responsible for the inte- cited trip missions as one of the largest gaps in gration of customer-facing shopper insights into business Class of People to Watch. Nominated shopper insight knowledge in 2011, Thompson planning, category management and shopper marketing “kicked off a multifaceted and multichannel programs, as well as for ensuring the shopper lens is in- by their colleagues and friends of work stream to connect the dots between in-store shop- tegrated into internal platforms, innovation pipeline, and ping behavior and pre-trip mindset,” she says. portfolio and brand strategy. Shopper Marketing and the Path to Through this research, Thompson became a lead advi- sor for several top retailers and identified new ways to The shopper insights team at Clorox comprises 15 in- dividuals dedicated to either categories or customers and think about the company’s business internally, “leading to approximately 60 people in global insights, which en- Purchase Institute, these rising stars changes in strategy, new shopper marketing platforms and compasses shopper, user, consumer and analytic insights. whitespace ideas for innovation,” she says. “Most impor- Global insights lives within the marketing organization, are making a name for themselves tantly, it has permanently changed how we talk about op- portunities by category and by customers moving forward.” but since shopper insights is the only customer-facing in- sights function, the team also belongs to a shopper engage- Her work didn’t start there, however. Prior to joining ment functional grouping that includes shopper marketing by doing work for their brand and Clorox, Thompson spent six years in sales functions and category advisory services. at The Dannon Co. Her desire to work in shopper in- Thompson says her team is “connected at the hip” to the category that’s worthy of attention. sights prompted her to enroll in an M.B.A. program in the Netherlands that specialized in market research company’s shopper marketing managers, both internally and externally. “This tight-knit relationship ensures all analytics. “I wanted to better understand the connection platforms and programs are insight-based, from ideation between how people behave and make decisions when to execution. I often co-present to explain how the insights they’re shopping, and I aspired to follow in the footsteps drove the recommended actions.”SM1211_016_023p2w_2.indd 16 10/10/12 4:14 PM
    • Changing the way people connect with brands. One experience at a time. The Path To Purchase is no longer a straight line. It’s a dynamic, scenic route with brand experiences happening around every curve. And whether you’re at home, in store, online, at an event, or sharing on social media, the consumer connection is everywhere. And now, so are we. AMG and Mosaic have joined forces to steer brands into the hands of the right consumers – through insights-driven strategies, innovative concepts and world-class activation. For more information visit us at www.acosta.com/mosaicSM1211_016_023p2w_2.indd 17Untitled-1 1 10/11/12 10:06 AM 9/6/12 10:34
    • Shopper Marketing November 2012 Photo by Roark Johnson Zach West Company: Walgreens T Title: Manager, Social Media he magnitude of working for drugstore giant Walgreens isn’t Age: 25 lost on Zach West, who loves his job as social media manager. Education: Purdue University “I work for 240,000 people,” he (B.S., Economics) says. “The work I do represents the efforts of a very large group of people here at Walgreens, and it’s humbling to areas at Walgreens have brought him to think about that when I push things out where he is today, but instead of moving up to customers.” the proverbial ladder, his goal is to remain While pursuing a college degree in eco- in entrepreneurial environments. “I like go- nomics – and since studying improv and ing for the newest thing and being aggres- acting – West wasn’t sure what career path sive in what we’re innovating. Social me- he would take. But while playing golf with dia has been exploding the past couple of his father one day at a public course outside years. Our customers are coming on board Chicago, he was grouped with Walgreens’ rapidly right now, so it’s a point of interest, then vice president of human resources. but it’s also something new and exciting.” That led to an e-commerce internship at West points to his work on the compa- the Deerfield, Ill.-based retailer. ny’s “Check-ins That Make a Difference” flu Through that experience and a motiva- shot donation campaign in September 2011 tion to understand “why people do what as significant. The company empowered they do,” West realized he wanted to work consumers to check in at a local Walgreens, in the digital space. After successive intern- either through Foursquare or Facebook, to ships with the company, he was hired full unlock a flu shot donation to someone in time in 2009 as an email analyst. Now he’s need. “Against our four top competitors, part of a five-person team – two social me- we went from being only about 26% of the dia managers and three community man- conversation to being 70% of the conversa- agers, each leading an area of expertise. tion across all social channels,” he says. His role includes anything that touches “We socialized the idea of flu shots at Wal- the Walgreens brand through Facebook, greens without asking our customers to say Twitter, Foursquare and other social sites. they got flu shots. It was a big breakthrough “I’m responsible for everything that hap- for us and the start of a very good relation- pens in terms of strategy and what the ap- ship with Foursquare.” proach is,” he says. “Whether it’s on the More recently, West led product manage- Facebook page as a marketing vehicle, or ment for the retailer’s “Photo by Walgreens” we integrate Facebook data and applica- feature on Facebook, a new initiative that tions into Walgreens experiences, or even allows users to print Facebook photos as simple as how we put together the right with the comments, Likes and descrip- call to action on signage in stores.” It all tions. “This shows something is happening runs through the social media team, which within our social media strategy,” he says. integrates into nearly every other depart- “We just have to continue to capitalize on ment within the company. the opportunities to use Facebook data to West says his experiences in different create a better customer experience.” Untitled-5 1 4/24/12 12:32 PMSM1211_016_023p2w_2.indd 18 10/11/12 10:07 AM
    • If you know retail you know that the challenges in bricks and mortar shopping in an internet world just keep on coming. Retailers are under pressure to create shopping experiences that deliver a new kind of value -- one that can’t be duplicated online. And brand marketers know they need to elevate their game at retail or risk becoming commoditized and relegated to a price-only race to the bottom. It’s time to bring new energy and new thinking to bricks and mortar. It’s time to think bigger, better, broader and braver, to create retail solutions that integrate the physical, digital and experiential. Because the opportunity to establish new value for shoppers at retail is right now. We’re helping marketers imagine, execute and manage the next generation of retail experiences: more engaging, more surprising, more personalized and more dynamic. We deliver insights, imagination, confidence and ROI on a global scale. INNOVATION: STRATEGY, RESEARCH, DESIGN, TESTING. ACTIVATION: MANUFACTURING, IMPLEMENTATION, PROGRAM MANAGEMENT. PRODUCTS: DIGITAL AND INTERACTIVE IN-STORE TECHNOLOGIES, OPERATIONALLY FOCUSED SHELF MERCHANDISING SYSTEMS. REINVENTING R ETA I L . U SA MEXICO C O STA R I C A P E RU BRAZIL UK RU S S I A CHINA S I N GA P O R E www. rtc . c om Bruce Vier ck, Vice Pr esident : 847 640 5180SM1211_016_023p2w_2.indd 19Untitled-1 1 10/11/12 10:07 AM 10/3/12 12:01
    • 20 Profile: People to Watch Shopper Marketing November 2012 P rocter & Gamble’s Jessy Stamates is on the fore- the youth of P&G e-commerce efforts, she and one other front of a new arena for shopper marketing: the on- line retailer. While an increasing number of bricks- and-mortar retailers also sell merchandise online, Jessy Stamates person are the only marketers on a team of mostly sales people. She consults with all P&G brands when needed – brands she may have already worked in during her pre- Stamates only deals with what she calls “pure play” Company: Procter & Gamble vious 10 years in marketing roles for skin care, personal retailers, those that sell only online, like Amazon. cleaning and feminine care brands. com and Drugstore.com. As e-commerce customer team Title: E-Commerce Customer Team Stamates says she’s happy to be on the cutting edge of marketing manager, Stamates focuses on landing pages and marketing. “It’s a hot topic,” she says of e-commerce shop- iMedia [a company term for media spent online – banner Marketing Manager per marketing. “We see a lot of opportunity as our retailers ads, paid search, etc.] to drive sales of many P&G brands. Age: 33 make it a more convenient option for consumers. … In 10 “On the brand-by-brand level, mostly I’m working on years, we won’t think of it as e-commerce and as bricks and merchandising plans with the retailer – how we are sup- Education: Miami University (B.S., mortar, we’ll think of it as a total shopping experience and porting those businesses,” says Stamates, in her 11th year Engineering Management) we’ll have all these new tools to help make our lives a little at P&G. “Merchandising in a bricks-and-mortar store bit better and a little bit easier.” looks like a display. When you get online, it looks like an iMedia ad or an email. Procter & Gamble is a big company that has a lot of history and expertise, but this is a new space for us. It’s somewhere we don’t have a lot of experi- ence, but that also makes it really exciting.” Earlier this year, Stamates supported P&G’s 2012 Sum- mer Olympics campaign, “Thank You, Mom,” which fo- cused on the Olympians’ parents and how they helped the athletes reach their dream. P&G had two related multi- brand landing pages at Amazon.com, one for coupons and offers, and one for campaign-related videos. “(The campaign) really built some great emotional equity for our company,” she says. “My job was to say, ‘OK, when you get down into these online stores, how do we bring that to life?’ It was an interesting challenge in that it did have such a great emotional connection, and you don’t want to jump immediately to ‘Please buy our things’ because that wasn’t the point of the whole campaign.” The traffic and sales success of the e-commerce portion of “Thank You, Mom” encouraged retailers to continue hosting the landing pages throughout the rest of 2012. She says she was able to share these plans globally, resulting in compa- rable executions across the U.S., Germany and Japan. Day to day, Stamates works with an e-commerce cus- tomer team of approximately 25 people, but because of Photo by Chris Cone Photo by Roark Johnson initiatives on the Target team. During his time working with Target in Minneapolis, Mead Johnson was named a category captain for infant formula as category sales grew more than 15% there. In April 2011, he moved into his current role at the com- pany’s corporate office in Chicago, where he says he has the opportunity to work with many departments across Mead Johnson as well as with its retailers, building on previous roles. “When I started in category management, I applied the analytical skills I acquired at Nielsen,” he says. “Transition- ing from the field to my current role, I was able to bring the perspective of our retailers to life in our marketing efforts.” Becoming a father of two along the way has also helped. Richmond reports to the director of customer marketing in the company’s retail sales organization. “More specifi- cally, we’re a part of the customer development team that also includes category management, retail operations and Jonathan Richmond customer finance,” he says. Providing science-based pediatric nutrition products, the company’s marketing campaigns are naturally devel- oped with healthcare professionals in mind. “One of the Company: Mead Johnson Nutrition J challenges we run into is maintaining consistent com- onathan Richmond never could have predicted Title: Customer Marketing Manager munication to moms as they leave pediatrician offices and his professional work would revolve around in- enter the retail environment,” he says. “Our category is fant formula. In fact, the former University of Age: 30 unique: approximately 10,000 consumers enter our cat- Arkansas athlete had his sights set on a career egory each day and 10,000 consumers leave our category on the baseball diamond. But as a student in the Education: University of Arkansas each day. This makes the educational aspect of our shopper Sam M. Walton College of Business, he became (B.S.B.A., Marketing Management); marketing materials critical.” really intrigued by marketing at retail. While innovation and even new packaging aren’t com- As his baseball dreams faded and after a marketing University of Saint Thomas-School of mon, in April the company launched a new liquid form internship at Tyson Foods that “opened my eyes” to the Business (M.B.A., Marketing) of infant formula in 8-ounce plastic bottles. They were manufacturing side of the business, Richmond is now one designed as a convenient alternative to the company’s of four customer marketing managers at Mead Johnson 32-ounce multiuse liquid can that has been around for Nutrition. He is responsible for developing and executing Nielsen Co., and he’s been with Mead Johnson now for more than 50 years. Richmond says the program “clearly the company’s customer marketing strategies for Enfamil, nearly seven years, having held two positions prior to his had a more complete launch plan” compared to past ef- its flagship infant formula brand. current role, first as a category development manager on forts, and his part included working with retail teams on His first job out of college was a two-year stint with The the Walmart team and then leading category management forecasts and timing prior to the launch.SM1211_016_023p2w_2.indd 20 10/10/12 4:16 PM
    • November 2012 Shopper Marketing Profile: People to Watch 21 A s director of shopper marketing for Wilton often being their first and most direct point of contact on Brands’ Wilton Enterprises division, Allyson new marketing-based initiatives,” she says. Martin plays an integral part in the company’s From her experiences, most notably from her stint at efforts to get its baking, cake decorating, candy ConAgra, Martin fully realizes that marketing and insights making and other special-occasion products it cannot exist without one another. “I’ve learned that the manufactures into consumers’ homes. display or campaign can’t just look good; it has to ‘speak’ to Fresh out of college and with “some minor retail experi- the shopper in the right language or visual based on what ence,” Martin started at Wilton in 1999 as part of the prod- we know about her, her needs and her motivations. Always uct development team. After nearly nine years working think about the shopper first.” across multiple product categories, she decided to branch The shopper marketing team indeed relies heavily on the out by joining the in-store marketing team at ConAgra company’s consumer insights and market research team Foods in 2008. “Delving into the motivations of the con- when developing campaigns and identifying tactics. “They sumer, the effects of the physical store environment, and utilize every available resource, whether via social media, the readily available research, insights and data were all syndicated data, consumer panels, or surveys of our ‘Wil- tremendously exciting to me,” she says. ton Method’ students, to really help us get to the key factors Ultimately, her personal interest in baking and deco- and motivators in the shopper’s decision process.” rating as well as her professional passion for the Wilton Wilton doesn’t fund traditional advertising efforts, Mar- brands brought her back to the company in early 2010, tin says, so “the need for us to be even more critical and when she was charged with starting up a shopper market- conscious of our in-store and digital communications is ing team – comprised of herself. stronger, since they really are our main touchpoints with Today, a three-person team is responsible for ensuring the consumer.” that the company’s strategies, along with its retail partners’ strategies, are executed in the most effective manner pos- sible to “announce, amplify and explain the Wilton brand and the activity of sweet treat making and decorating,” she says. The team develops and executes multiple elements Allyson Martin of the in-store experience, including POS communication, Company: Wilton Brands consumer collateral, temporary and permanent displays as well as digital and social media elements to ensure the Title: Director of Shopper Marketing company is “communicating with our consumer wherever, however and whenever she wants.” Age: 35 Martin reports to the executive vice president of prod- uct development and marketing, along with the digital Education: Marquette University (B.S., marketing/social media and the consumer insights teams. Marketing and Business Administration) “We’re also very well integrated with our sales team, most Photo by Wilton Brands ONLINE EDUCATION KEEPING EXECUTIVES UP TO DATE ON INDUSTRY TRENDS November 15, 2012, 1 p.m. CST Lessons Learned from 40 Years of Packaging and Shopper Research Scott Young President, Perception Research Services Hear a synopsis of insights and learning across thousands of shopper research studies, including key drivers of success and failure and best practices for ensuring shopper marketing excellence. Also take a look at future trends, challenges and opportunities. Presentation takeaways include: • How to focus efforts on the primary factors that drive in-store success – and to anticipate potential missteps. • How to apply a consistent set of practices (for development, design and research) that encourage excellence. • How to set a proactive strategy for organizations which anticipate the primary changes and challenges in the decade ahead. REGISTER TODAY! p2pi.org/iseminars Call Ann at (847) 675-7400, ext. 173, with questions.12P2P_ADV_IS_SM11.indd 1 10/5/12 11:08 AM SM1211_016_023p2w_2.indd 21 10/11/12 10:07 AM
    • 22 Profile: People to Watch Shopper Marketing November 2012 I n her third year as Kimberly-Clark’s shopper market- program helped drive awareness of the large food expan- ing manager for Family Dollar and Dollar General, Jennifer Carter is dealing with one of the hottest chan- nels of trade. She develops programs for both retailers Jennifer Carter sion at Family Dollar, built the brand equity of the retailer by leveraging brands like Scott (K-C), Kingsford (Clorox Co.), Coke (Coca-Cola Co.), Ritz (Kraft Foods) and Ragu that are customized to their specific retail landscape Company: Kimberly-Clark (Unilever), and gave shoppers added value of custom, ex- and also develops custom programs leveraging K-C’s clusive recipes and tips from McCargo to help with their as well as other manufacturers’ brands to drive retail- Title: Shopper Marketing Manager, summer parties. specific objectives and merchandising themes. Tools for the program included custom TV spots, a cus- Carter most recently developed and led a large-scale Family Dollar and Dollar General tom microsite with webisodes, social media, retailer cir- multi-manufacturer and retail-specific program for Fam- Age: 32 culars, public relations via satellite radio and traditional ily Dollar called “Spice Up Your Family Fun” that utilized radio, media tours, a seasonal display and at-shelf signage Aaron McCargo Jr. from Food Network’s “Big Daddy’s Education: Bowling Green State in front of participating brands. Carter worked with JWT/ House” as a spokesperson. The May-through-September University (B.S.B.A., Marketing) OgilvyAction and Millward Brown for program success metrics, including store traffic, change in shopper be- havior, increase in retailer brand equity, impressions and reach, and sales impact. Carter previously spent five years at Procter & Gamble, starting in research and development before moving to brand management. She also worked for two years at Cata- pult Marketing (now CatapultRPM) on Mars Petcare be- fore joining K-C. Carter says working with an agency has helped her efficiency when working with agencies now. “I am careful to make sure that I provide [agencies] with as much information as possible and that we have many check-in points,” she says. “When I worked at Catapult I realized how lack of information puts a curve in creativ- ity. When you give the agency the insights, barriers and opportunities, they can do what they do best, which is create. When you leave it up to them to identify all that, their core competency is weakened as they start to work in a state of ‘what ifs.’” Carter says a major challenge when developing shopper marketing and merchandising materials for K-C’s brands is balancing retailer and brand goals. “Rarely are they aligned and both think theirs is more important,” she says. “There has to be give and take, but I find the retailers understand the importance that brand equity holds, and our brands are beginning to understand the importance of customiza- tion for each retailer.” Photo by John von Dorn Photo by Amanda Stevens A dam Kmiec says his approach to keeping Camp- bell Soup Co. on the leading edge of digital mar- keting and social media is rooted in a childhood of experimentation. His father was a chemist with photographic and imaging company Fujifilm. Kmiec had a dark room when he was 7, and a Nikon camera a year later. And although he has worked for Walgreens, MARC USA, ConAgra Foods, Draft Worldwide (now Draftfcb), Leo Burnett and Fallon, he credits those early years for his success. “We conducted science experiences in the kitchen, the backyard and the basement,” the 32-year-old says. “From an early age, I was being taught to ask, ‘Why?’ While I’ve been fortunate to work with some of the most forward-looking and storied organizations in the world, I think it was the foundation provided by my father that set me on the path to ultimately lead digital and social at Campbell.” Kmiec led Walgreens’ social media efforts before moving to Campbell, where he says his role is to guide the com- pany to being the most “digitally fit” CPG in the world. He leads, coordinates and oversees all Campbell digital and social media projects globally, working with every depart- ment in the company. “We see digital and social as a way of doing business, rather than a department,” says Kmiec. Kmiec says Campbell is gaining valuable insights from Adam Kmiec its social media initiatives, monitoring “Likes,” comments, Company: Campbell Soup Co. “And the biggest game-changer? We were given 72 hours to posts, photos and Tweets to help satisfy consumers. “Con- come aboard, and we were able to get it done in 24. That’s sumers are using technology to shop smarter, save time, Title: Director of Digital Marketing what being wired for speed looks like.” explore a diversity of cuisines – tastes and food experi- Kmiec is excited for digital’s role in two product launch- ences – and share their opinions and discoveries,” he says. and Social Media es. To support Campbell’s Go soup (in microwavable “This information is influencing their choices at point of Age: 32 pouches) as well as Campbell’s Skillet sauces, Kmiec and purchase. The better you understand the customer, the his team are mining for consumer reaction to the products, better you can delight them at scale to drive the business.” Education: University of Minnesota where consumers are buying them, how consumers feel The pursuit of insights inspired Campbell recently to (B.A., Marketing - Emphasis in about the flavor profile, and who they are having it with. use a new Twitter tool that targets ads based on user in- “It’s a progressive approach that is combining real-time terests. “The ability to target on interest meant we were Advertising) insights with actual purchase behavior, and it can only be matching the right recipes to the right users,” says Kmiec. done on social,” he says.SM1211_016_023p2w_2.indd 22 10/16/12 8:57 AM
    • SM1211_016_023p2w_2.indd 23Untitled-1 1 10/11/12 10:08 PM 9/3/12 3:41 AM
    • 24 special Report Shopper Marketing November 2012 The Path to RETAIL REINVENTION Part 2 – The Barriers: In Search of Common Ground In collaboration with: By Laura Heller This is the second installment in a four-part series examining the role digital intermediation … the growth of Bruce Vierck, vice president at RTC, is of CPG marketers in reinventing retail by creating bigger, more conse- private label … mobile checkouts. These even more blunt: “Brands can’t continue and other trends should be opening eyes to just push their individual products any- quential kinds of in-store experiences. In this article, we look at some and even scaring retailers and their ven- more. They need to step up and be part of the key barriers that plague and impede collaborative efforts. dor partners into collaboratively reinvent- of broader solutions that meet shoppers’ ing the shopping experience. higher-level needs” I nterview a couple of dozen retail ex- So it’s probably no surprise that the Immediately, though, there’s another Adds Ball: “We have to find those ar- perts or sit in on a month’s worth of collaborative effort seen most often out conflict: Retailers’ needs and the needs eas where we can have common ground, shopper marketing conferences and in the aisles is also the most modest: the of CPGs are fundamentally different. The knowing that there’s no way to have you’ll hear the word collaboration – a lot. “meal solutions center” endcap or kiosk. brand executive’s objective is to sell as complete partnership.” Without fail, the best and the brightest The problem, according to some experts, much of his own brand as possible; the That common ground is the shopper, believe that collaboration is the key to is that this is “playing small ball.” Big, chain executive’s objective is to sell the according to a series of in-depth inter- reinventing retail so that bricks & mortar daring, complex proposals for category- most of anything that produces the high- views conducted this summer with Path stores remain relevant in an increasingly wide reinventions are needed in the face est margins. “Retailers and brands are fun- to Purchase Institute members. Both re- digital world. of changing market forces – the com- damentally at odds,” says Ben Ball, senior tailers and CPGs said that they’d be will- But collaboration is also fraught with moditization of the center store … online vice president, Dechert-Hampe & Co. “This ing, like bickering parents, to set aside inherent conflict, beginning with agree- retailers moving to same-day delivery … quest for collaboration is really a fantasy.” their differences and “do what’s best” by ment on exactly what a retail reinvention collaborating on shopper needs. should entail. Some basic initiatives, such Art Sebastian, director, sales strategy as carving out a “store-within-a-store” for “The typical buyer is not seen as someone & customer development, Kraft Foods a brand, are difficult but at least relatively who thinks big because he’s busy managing Group, cheese & dairy, says his company straightforward. Rethinking an aisle sec- has already adjusted to these new realities. tion full of elbow-throwing competitors his business day to day. But if he’s not on “One of the key things we now bring to is a lot trickier. And a multi-department board, there’s no reinvention.” the table is an understanding of the entire reinvention (turning baby-care products Art Sebastian, director, sales strategy & customer dairy department,“ he says. “We believe into a “baby center,” for example) can be development, Kraft Foods Group, cheese & dairy that if we help drive the entire dairy aisle downright excruciating. with our retail partners, cheese will get its fair share of growth and Kraft, as the larg- est vendor, will get its fair share too.” But no one’s singing “Kumbaya” just yet. In that same series of Institute mem- ber interviews, most brand executives said that when they do respond to retailer re- quests for higher-level in-store initiatives, Series Schedule Part 1: The Challenge (October) Part 2: The Barriers “‘Now, Next, Future’ is the term usually used in aisle reinvention,” says Art Sebastian, “but I prefer to think of reinvention as ‘Refresh, Renew, Reimagine.’ We ‘refresh’ elements through Part 3: Realigning to minor tweaks at the shelf and other corrective actions that can be taken now. ‘Renew’ lets Reinvent (December) us expand across the whole dairy case and really look at things like vertical sections, brand blocking and space allocation. ‘Reimagine’ involves all of the above along with efforts to Part 4: Curating the evolve the shopping experience through décor and creative shelf-edge ideas.” Reinvention (January)SM1211_024_027retail2.indd 24 10/16/12 9:04 AM
    • 25 While no chain adopted the total departmental reinvention proposed by DMI’s Innovation Center for U.S. Dairy project, Rebecca MacKay says that design elements, such as its “Perfect Pairings” concepts (above), have influenced other projects such as Target’s P-Fresh format (left). and fund the prototypes, retailers should business day to day. But dairy buyers tend “Brands can’t continue to just push be stepping in to help pay for the rollout to be on their desk a bit longer than other and to share costs for the program. This buyers and usually have more expertise. If their individual products anymore. is for more than just budgeting reasons, Kraft brings a legitimate story forward that’s They need to step up and be part of says Steve Carlin, senior director, shopper organized and grounded in insight, they get broader solutions that meet shoppers’ marketing & insights, Ubisoft. As the in- it and actually help me get to the next level. higher-level needs.” termediary between competing suppliers, So I view them as critical. If they’re not on he notes, the retailer is best positioned to board, there’s no reinvention.” Bruce Vierck, vice president, RTC negotiate critical differences and avoid any appearance of collusion. Barrier #3: certain barriers crop up to prevent their CPGs clearly can’t do this for all retail “The budget question can always be Lack of Commitment ideas from being activated. While retail- accounts, but they should develop teams complicated,” says Kris Medford, direc- Even when everything seems to be in ers erect some, others are a by-product and gather targeted insights that are tai- tor, Interbrand Design Forum. “But when order – multiple manufacturers, retailer of the CPGs’ own priorities. lored to some carefully selected accounts. a retailer takes that kind of ownership, it commitment to prototypes and testing, “Today, most suppliers are not structured reduces the barriers to rollout.” even the funding – initiatives, particularly Barrier #1: or staffed to do this work to scale at multi- Even if the chain is on board with an ini- large-scale category reinventions, can Insufficient Resources ple retailers at the same time,” says Yerian. tiative, Institute member interviews point- fall short or be abandoned. Vierck, who Many of the industry veterans Shopper “They just don’t have those resources.” ed to another huge variable: “The luck of has worked on multiple CPG-retailer col- Marketing talked to for this series said that Trying to wing it without sufficient the draw.” Ideally, high-level chain execu- laborations in his years with RTC, says that the biggest barrier was the stubborn re- resources could create embarrassment tives will be involved in a reinvention initia- most projects can be summarized as a fusal by some CPG companies to reallocate or, worse, a loss of credibility with busi- tive because top-to-top conversations can three-step process: Knowledge Vision resources away from small promotions. ness partners. An Institute interviewee get key agreements made upfront. “You Activation. “And in my experience, the “There are a number of brands – organiza- who (understandably) requested ano- need an executive who is two steps high- biggest breakdowns almost always occur tions you’d expect to be far more advanced nymity said one of his CPG company’s er up the ladder,” says Fitzmaurice. “A VP in the gaps between the steps.” – that are still stuck in the old ways of doing reinvention proposals called for creating or SVP of grocery buying, for example – One Institute interviewee witnessed a things,” says Joe Lampertius, shopper mar- concepts, testing them in 40-50 stores, someone who can look across multiple total relationship breakdown within the keting practice lead, Momentum World- and rolling it all out “within the next four categories and understand the retailer’s Knowledge Vision gap. While the par- wide. CPGs must invest in the right talent months.” Vendors not only told him that over-arching strategies and objectives. ties had agreed to share costs based on and structure to bring customized insights this was not physically possible, one was You need to be able to intelligently discuss each brand’s share of category, later on to retailers, he says, but many continue to pretty frank: “You guys need to get real whether a certain category could be a one refused to share proprietary insights. offer general or national programs based and rethink how you approach things.” basket builder or a growth driver of trips.” “They said, ‘We know certain things on common assumptions. “Let’s say that However, our interviews told us that, about how people shop the category, $100 billion is being spent on shopper mar- Barrier #2: more often than not, reinvention projects but we can’t put them into the pot be- keting programs. Today, $75 billion to $80 Lack of leadership default to the chain’s buyers or category cause then our competitors would know billion is spent on ‘churn and burn’ pro- “The CPG companies all know that rein- managers. Most executives at these lower them,’” said the interviewee. “The thing grams that are no better than ones from vention needs to happen and are pushing levels of authority don’t expect to stay in was, they’d actually be giving it to a third 10 or 20 years ago,” he says. “And most to be a part of it,” says Patrick Fitzmau- these positions for very long and, thus, party who would protect it, but they said, of the insights suck. They’re not insights; rice, principal, The Capré Group. “But the don’t necessarily see any upside to “risk- ‘We’ve invested a lot of money in under- they’re obvious: ‘Moms are time starved.’ retailers really need to be the ones who ing their careers” on a major store change. standing shoppers at a detailed level, and Yeah sure... but what is it about moms that are driving it and championing it.” Sebastian agrees – to a point: “Yes, the this is just handing it away.’” really resonates emotionally?” Retailers have core loyal shoppers, typical buyer is not seen as someone who Breakdowns between the “gaps” also That’s where skilled shopper marketing and understanding these shoppers, their ‘thinks big’ because he’s busy managing his undid one of the most ambitious, best- specialists become mission critical. “If you needs and the retailer’s needs are im- think that this is someone’s weekend job perative to truly changing a retail experi- on top of their current responsibilities, it’s ence. “Retailers are the masters of their “Too much money is spent on churn-and- unrealistic,” says Louise Yerian, partner at four walls and the masters of knowledge burn programs that are no better than The Partnering Group (TPG). “Some man- about their core loyal shoppers,” says ones from 10 or 20 years ago. And most ufacturers are moving to strategists, col- Yerian. “They look to vendor partners to laboration leaders and task force teams. supply the longevity and the trajectory.” of the insights suck. They’re not insights; A resource who knows where to reach in Retailers also look to vendors, more of- they’re obvious.” the corporate headquarters, where the ten than not, to pay. But while CPGs can Joe Lampertius, shopper marketing practice lead, information sits.” be expected to provide the initial outlay Momentum WorldwideSM1211_024_027retail2.indd 25 10/16/12 9:04 AM
    • 26 special Report Shopper Marketing November 2012 publicized reinvention efforts of recent created and displays in place, programs years, the Dairy Marketing International “When the economy crashed in 2008, could be rotated in on a regular basis. (DMI) Innovation Center for U.S. Dairy. The program was tested in six re- suddenly there was no money for capital “Nobody wants to shop the dairy depart- gional supermarket chains: Roche Bros., ment,” says Rebecca MacKay, DMI’s vice expenditures. Retailers took it as far as Weis Markets, Harris Teeter, Brookshire’s president, strategy, insights and planning. the design phase and then had to pull Food & Pharmacy, Roundy’s Supermar- “It’s the last step in the shopping trip, the plug.” kets, Northgate Markets and Save Mart. very routine, with very little opportunity Rebecca MacKay, VP, strategy, insights and To date, all tests remain in place while to be inspired by new products. The crux planning, Dairy Marketing International Brookshire’s and Roche Bros. have rolled was to focus on dairy and leverage all its the program out to additional stores. attributes to elevate and use them as a chain, put them in the room along with partment. One targeted meal solutions But the larger category reinvention ef- point of differentiation.” relevant research, and identified vari- as an executable strategy with good fort is a different story. DMI tested thou- DMI brought together the CEOs of 31 ous big and modest goals around which buy-in from suppliers and retailers, and sands of different ideas and concepts, “just different companies along the supply they created programs for the dairy de- long-term potential. Once a calendar was trying to get the department to look differ- ent than it has for the past 50 years,” says MacKay, but never got anyone to embrace the larger departmental reinvention. It be- gan before the economy crashed in 2008, and then suddenly, there was no money for capital expenditures. “Retailers were re- ally excited about the collective spirit of our research. They took it as far as the design phase and then had to pull the plug.” MacKay claims that certain elements of DMI’s design have influenced other proj- ects, most notably Target’s P-Fresh format. She points to the circular and tiered displays in the center of the department, and vari- ous new product groupings such as bakery items, fruit and shredded cheese with yo- gurt. Perhaps there’s a role for “small ball” in category reinvention after all. Fitzmaurice, for one, thinks that the reinvention habit may have to take root first in areas outside the center store – the front end or checkouts, for example. “I think retailers do see the need for all of this,” he says, but it will take time. “Re- member, we’re trying to break an indus- try that has been doing things the same way for 70 years.” RTC is a global team of more than 900 retail strategists, researchers, designers, engineers, manufacturing experts, logistics orchestra- tors, technology specialists and program managers who are helping some of the world’s best brands and most respected Discover Activ8, TimBar’s exclusive 8-step process retailers to reinvent their retail presence. designed to LAUNCH SHOPPERS INTO ACTION. Activ8 begins at the start of every project to successfully identify the best strategies to SHOWCASE AND SELL YOUR PRODUCT. Call 800.325.3012 x6303 today! About the Author Laura Heller has been MERCHANDISING SOLUTIONS reporting on mass- Launch Shoppers into Action market retail trends and initiatives since 1995 as a reporter for trade maga- zines, business outlets and Web sites including Discount Store News/Re- tailing Today, Grocery Headquarters, Chain Store Age, Consumer Electronics Daily, Drug Store News, Home Channel News, the Photo Marketing Association Magazine and License! Global. Her blog – The Point of Purchase – Call Jeff Beal 800.325.3012 x6303 From innovative design through manufacturing and distribution, TimBar is the full-service solutions provider for all your merchandising needs. appears on Forbes.com, and she also con- For more details call Jeff Beal 800.325.3012 x6303 | 201Avenue | New Oxford, | PA 17350 ||©2012 TimBar Packaging & Display 201 S. College S. College Avenue | New Oxford, PA 17350 www.timbar.com www.timbar.com tributes to Yahoo!, Store Brands Decisions, Dealnews.com and Ycharts.SM1211_024_027retail2.indd 26 10/16/12 9:06 AM
    • Delivering on the Promise: Sonoco Display and Packaging You may have known us as Sonoco CorrFlex, or simply CorrFlex. Now, we are Sonoco Display and Packaging. While our name is changing, our goal to provide you with a unique and memorable customer experience has not. Whether we’re designing merchandizing displays or promotional packaging to help your product stand out at retail, or developing a scalable, turnkey supply-chain solution to improve your productivity and profitability, we take great pride in our ability to “deliver on the promise.” Sonoco Display and Packaging is committed to superior service, exceptional quality and unmatched innovation. We’re also committed to you and your success. Visit sonoco.com/displayandpackaging to learn how we can deliver on our promise to you—eye-catching displays and fulfillment solutions that fit your needs.D&Pkg ad_1012.indd 1 SM1211_024_027retail2.indd 27 Untitled-1 1 10/3/12 10:25 AM 10/3/12 8:06 10/11/12 10:11 AM
    • 28 Shopper Marketing november 2012 So-Lo-Mo Central Dan Ochwat served as an editor A roundup of social, local and mobile marketing activity at retail of Shopper Marketing for nine years. Send comments and So-Lo-Mo news to solomo@p2pi.org. 1 SOCIAL 1 Walgreens has been busy, having rolled out a “Photo By Walgreens” Facebook app that enables you to customize and print your Facebook photos at its stores. Facebook photo pickup seems to be a tried and true way to connect social with the store, but the twist here is that the photo comes printed with your original commentary and friends’ comments. The app was very easy to use, and my photo was available the same day. Walgreens has also been touting its Balance Rewards loyalty card through Facebook. I followed a link to register (thanks to an adorable photo of a French bulldog) and things started out rough. I was directed to the Balance Rewards ...photos connect social with stores. page but every time I clicked on the “Join Now” button, I would get a message that said, “We’re sorry, but we were unable to 2 complete your request.” Not sure if it was the link from Facebook or if the system just went wonky for a few minutes. Nevertheless, I logged out, grabbed the Balance Rewards brochure handed to me at my last Walgreens visit, and logged on the website listed in print. I registered with no issues. 2 At the end of August, Twitter announced on its “Advertising Blog” an improvement to its Promoted Tweets service. Advertisers can now target users based on a set of interests. Promoted Tweets show up on a user’s wall. There are more than 350 categories that advertisers can choose from, and they can mix and match based on the promotion. The example on the blog is that if a company wanted to promote a new animated film about dogs, the advertiser could select “Animation” under the Movies tab, “Cartoons” under the Hobbies tab, and “Dogs” ...’interest’ targeting. under the Pets tab and so on, reaching Twitterers with those interests. 3 Men, if you can take a joke, check out the Facebook app for Idelle Labs’ Brut called “Mantervention.” It’s Brut being Brut. No info on the product (what’s to learn?) – just a video of a mock intervention of your Facebook behavior. You grant the app access into your profile, and a manly man (think the Dos Equis guy 30 years younger) ribs you for posting photos and liking pages. The video incorporates your actual photos. It was actually kind of funny, much better than the app Brut launched last year that let you virtually slap parodies of Char- lie Sheen, Tiger Woods, Kelsey Grammar and The Situation. 3 ...making fun of Facebook overload. 4 LOCAL 5 4 “Check-in with your face.” That’s the tagline for a new deals ser- vice being created by Red Pepper Lab, Atlanta and Nashville. The program uses facial-recognition technology to check in consum- ers at locations and automatically deliver deals to their mobile de- vices. This idea, albeit a fascinating one, is still a work in progress, and you can read about it at Redpepperland.com. The agency tentatively calls the play “Facedeals,” but the name will change. ...deals based on It would work by having a consumer register through Facebook, your face. where a likeness would be created and profiled. Then, when you went to a store with a Facedeals camera installed, it would scan your face, recognize it and then automatically deliver a custom- ized deal based on your Facebook history to your phone. This idea invites so many questions, but let’s see where it goes first. ...rewards for even better deals. 5 Mobile app Ozmott, Traverse City, Mich., recently signed on sporting goods retailer MC Sports and its 74 locations. The app has more than 130 stores, according to a company spokesperson, and is in talks with several national brands. Users receive exclusive deals when shopping in one of MC Sports’ stores. They can tap the “Start Shopping” button and see what stores are near them and what offers are available. The MC Sports store near me listed 10 offers, from 10% off bikes to $5 off football cleats. With purchase, users earn “Pips,” which can be redeemed for more rewards.SM1211_026_029solomo2.indd 28 10/10/12 4:18 PM
    • november 2012 Shopper Marketing so-lo-mo 29 MOBILE 7 Foot Locker-owned Champs Sports launched an app for iPhone, iPad and 8 Every purchase helps a school, with mobile app Shoparoo, San Francisco. The of the app, I saw that a purchase of an Axe product at any Walmart doubled my 7 Android with Google Play that looks and free iPhone, iPad and Android app con- donation. Unilever was Shoparoo’s only reads like a sports magazine. Called SWAG, verts receipts into donations to the school brand partner as of late September. the app shares behind-the-scenes videos of your choice. Users snap a picture of the and articles of athletes like Kevin Durant receipt. Every receipt under $10 equals a 9 And like Shoparoo, there’s Endorse, and Josh Hamilton but also directs you to 1-cent donation, receipts from $10-$49 a free app from San Mateo, Calif.-based buy product. The content stands alone; it convert into a 2-cent donation, $50-$99 Endorse Corp. that gives users the option was enjoyable to flip through, especially makes a 4-cent donation, and anything to snap a picture of their receipt and earn on iPad. A few of the pages are dedicated over $100 sends 6 cents. It’s similar to a points to be redeemed toward cash in to product that you can tap on and be virtual General Mills’ Box Tops for Educa- your pocket (well, PayPal account) or do- directed to buy. The articles also share tion program. When I used it, the app nate that money to charity. For a limited interactive links to buy product. I clicked automatically located nearby elementary time, Endorse will give users $5 to donate on a link to buy the gear featured in the schools, which sped up the search for my to local schools in partnership with Kevin Durant article. It quickly took me school of choice. You can see how your DonorsChoose.org for every 10 receipts to Champs Sports online with a list of the donations stack up against friends, and uploaded — a nice incentive to start sav- items to either buy right there or in-store. when searching the special offers page ing. The app allows you to browse offers at your local stores. ...read and buy. 8 Connecting Shoppers and Brands Through Innovation TM ...receipts for schools. 9 C M Y CM MY CY CMY K ... and receipts for points. 6 We’ve redefined creating retail buzz. ...clips for nearby deals. To launch Trojans Vibrations Midnight Collection line, Henschel-Steinau 6 A Pinterest-esque new site and mobile took the same design aesthetics used in high-end cosmetics displays app called “Swirl” from Swirl Networks, Boston, has a location-based feature to turn heads at specialty boutiques and other retail channels. that allows users to find items that they “clipped,” essentially “pinned,” through the site at nearby stores. The fashion- Let us solve your next in-store challenge. based iPhone app has a location capabil- Visit our new site ity, alerting you of items at stores near you. All of the items are clothing available at such stores as Nordstrom, Abercrom- bie & Fitch, H&M, Express and Macy’s. You can search by retailer or by offers. www.hspop.comSM1211_028_029solomo2.indd 29 Untitled-2 1 10/3/12 12:11 AM 10/16/12 9:07
    • 30 gallery: Design of the Times Shopper Marketing november 2012 Good as Gold Scotts Interactive iPad Kiosk Display Retail Category: Home Centers/Hardware Stores Campaign Type: Interactive Display/Kiosk Finalists in the 2012 Design of the Times contest Client: The Scotts Miracle-Gro Co., were showcased in a curated gallery at the Shopper Marysville, Ohio Entrant: Rand Diversified, Edison, N.J. Marketing Expo in October, with the gold, platinum Introduction Date: January 2012 and Best of the Times winners announced during Size of Run: 700 Insight: Scotts relied on data suggesting that the Design of the Times Reception. Here is a consumers who frequent smaller home and gar- den centers are more likely to seek education on sampling of the gold winners. For a complete list the products at hand. In typical retail settings, of winners, visit P2pi.org. shoppers have to read the back labels of products to find out if that particular product is what they need. Scotts researched many types of interactive touchscreen options, and ultimately the iPad was chosen because of the way it would connect with the shopper in a unique way. Sally Hansen Magnetic Nails Counter Unit Retail Category: Drug Stores Campaign Type: Counter/Shelf Display Client: Coty Inc., New York Entrant: Menasha Packaging, Neenah, Wis. Introduction Date: May 2012 Size of Run: 21,654 Insight: The target consumers for Sally Hansen’s nail products are women ages 18 to 34 who seek a trendy, modern look for their nails. The client want- ed a display with an edgy, modern look to appeal to those women, and got it with a riser that includes images of the finished nail polish. To visualize the application process, an educational graphic panel on the base outlines the step-by-step process. Band-Aid/Neo Quilted Floorstand Retail Category: Drug Stores Campaign Type: Freestanding, Aisle, Shipper or Pallet Display Client: Johnson & Johnson, New Brunswick, N.J. Entrant: RockTenn Merchandising Displays, Winston-Salem, N.C. Introduction Date: February 2012 Size of Run: 10,000 Insight: Johnson & Johnson wanted to communicate its leadership in cutting-edge technology for first aid products, especially in the crowded drugstore envi- ronment. The display helped to educate the shopper by highlighting the importance of using two products (Band-Aid and Neosporin) together. LG Innovation Endcap Retail Category: Consumer Electronics Stores Campaign Type: Endcap Client: LG Electronics, Englewood Cliffs, N.J. Entrant: Design Phase Inc., Waukegan, Ill. Introduction Date: May 2012 Size of Run: 800 Insight: LG’s research found that shoppers Electronics Engagement Center are overwhelmed with the amount of infor- Retail Category: Convenience Stores mation and choices in-store within this cat- Campaign Type: Endcap egory, and yet underwhelmed with live TV demos. LG knew that the key to winning the Client: DAS, Palmyra, Pa. shopper in-store is to create a display that Entrant: BareSkull Innovation, Lake Ozark, Mo. grabs his attention, clearly communicates Introduction Date: November 2011 the brand message, and has a flawless inter- Size of Run: 1,000+ active experience. LG developed a simulated Insight: Travel centers usually merchandise portable electronics in locked glass online experience that customers could in- showcases. Shoppers have a long dwell time at these travel centers, presenting teract with, rather than relying on the store’s a browsing opportunity for the brand. But shoppers who are interested would Internet connection. The display uses a high- have to specifically seek out the assistance of a salesperson behind the main definition media player to run the videos cash wrap. Expending that much effort – particularly during times of the day and the simulated online experience. when the sales associates are already busy – often proved too high a barrier for many shoppers. A highly visible, user-friendly interactive display solution – in this case, an endcap with hands-on demos – could overcome these challenges.SM1211_030_033dot.indd 30 10/11/12 10:12 AM
    • SM1211_030_033dot.indd 31Untitled-1 1 10/11/12 10:13 AM 10/2/12 11:23 PM
    • 32 gallery: Design of the Times Shopper Marketing november 2012 The Coca-Cola Freestyle Retail Category: Specialty Stores (Department, Footwear, Office, Travel, Liquor Stores, etc.) Campaign Type: Interactive Display/Kiosk Client: The Coca-Cola Co., Atlanta Entrant: The Coca-Cola Co., Atlanta Introduction Date: January 2011 Size of Run: n/a Insight: From an operational stand- point, Coca-Cola customers had concerns about the amount of floor space required for a legacy fountain system, as well as inability to provide data about con- sumers’ brand selection habits. Freestyle tracks beverage pours per day, allowing retailers to curate brands to their customer base. The user interface offers more than 100 branded beverages yet simplifies the selection process, prompting one consumer to say, “It’s like my iPod married a soda fountain.” Katy Perry ULTA Endcap Retail Category: Specialty Stores (Department, Footwear, Office, Travel, Liquor Stores, etc.) Campaign Type: Endcap Client: Original Additions, Hayes, Middlesex, United Kingdom Entrant: Bay Cities, Pico Rivera, Calif. Introduction Date: January 2012 Size of Run: 500 Insight: The client knew using an endcap is a great way to catch the shopper’s attention. The products – false eyelashes – are lightweight and inexpensive, making them an easy product for the shopper to grab. Pop star Katy Perry and her beauty secret are prominently displayed to the target shopper, young females looking for a fun beauty product. Garmin BMW Motorad Navigator IV Retail Category: Specialty Stores (Department, Footwear, Office, Travel, Liquor Stores, etc.) Campaign Type: Counter/Shelf Display Client: Garmin International Inc., Olathe, Kan. Entrant: Kendal King Group, Kansas City, Mo. Introduction Date: August 2011 Size of Run: 150 Insight: Garmin and BMW wanted to show- case the unit that was designed exclusively for BMW motorcycles, knowing shoppers could be drawn to the display via name recognition of two brands. The display includes a live unit that allows bikers to interact with the glove-friendly 4.3-inch touchscreen. The try-it-yourself ap- proach gives bikers assurance about what they are purchasing for their BMW motorcycle.Untitled-2 1SM1211_030_033dot.indd 32 10/3/12 12:08 AM 10/11/12 10:13 AM
    • november 2012 Shopper Marketing gallery: Design of the Times 33 Sylvania MusicLites Product Demo Hockey’s Newest Dynasty Retail category: Home Centers/Hardware Stores Campaign Campaign Type: Counter/Shelf Display Retail Category: Specialty Stores Client: Osram Sylvania, (Department, Footwear, Office, Danvers, Mass. Travel, Liquor Stores, etc.) Entrant: DB Studios, Campaign Type: National/ Irvine, Calif. Regional In-Store Campaign Introduction date: Sept. 2011 Client: MillerCoors, Molson, Size of Run: 75 Chicago Insight: Shoppers for technology- Entrant: Arc Worldwide, based home products want to quickly Chicago grasp the benefits of new technology. Introduction Date: October 2011 Osram Sylvania used this insight to Size of Run: Various components of the campaign were produced in create a simple display that combines quantities ranging from 50 to 442,000 items. a graphic of a light bulb with sound Insight: The avid hockey fan respects and honors the game, knows waves and the “wireless music in a about its heritage, and isn’t amused by hockey cliches. Using this insight, bulb” message. Molson Canadian positioned itself as the beer that real hockey fans want to drink because they share the same passion for the sport. Dr. Scholl’s Illuminated Header Retail Category: Mass Merchandisers Campaign Type: Interactive Display/Kiosk Client: MSD Consumer Care Inc., Summit, N.J. Entrant: Mechtronics Corp., Beacon, N.Y. Introduction Date: May 2012 Size of Run: 3,200 Insight: Merck’s field research showed that the original Dr. Scholl’s kiosks had become part of their environment after five years in the store. A dramatic visual change was necessary to grab the shopper’s attention. A new header increased the total height of the unit by 8 feet. Omni Heat Glove Retail Category: Sporting Goods Stores Campaign Type: Counter/Shelf Display Client: Columbia Sportswear, Portland, Ore. Entrant: Rapid Displays, Union City, Calif. Introduction Date: July 2011 Size of Run: 239 Insight: Knowing that the target shopper seeks high-tech gear, this display for a winter sports glove was designed to look high-tech while featuring the product. When a shopper ap- proaches the display, a motion sensor activates LED lights to draw attention to the graphics and message. The display promotes a unique feature: battery-supplied heat on the glove, controlled by the wearer.SM1211_030_033dot.indd 33 Untitled-2 1 10/11/12 12:09 AM 10/3/12 10:13
    • 34 Feature: Procter & Gamble Shopper Marketing november 2012 TALKING OLYMPICS with Marc Pritchard Photo by Procter & Gamble M By Michael Applebaum arc Pritchard, global brand building officer at Procter & Gamble, says his company’s activity leveraging its sponsorship of the 2012 London Olympics was “the largest and most ambitious marketing campaign in our company’s history.” During the 100-day countdown to the Games, which began July 27, P&G launched a series of new marketing initiatives around its “Thank You, Mom” campaign, sparking an P&G’s Olympic ongoing conversation with consumers in social media circles. It also blanketed retail stores Stat Sheet across the globe with Olympics-themed shopper marketing programs. “We set a new 34 activating brands n standard of performance with our in-store merchandising and activation,” says Pritchard. 150 athlete sponsorships n Shopper Marketing spent some time with Pritchard in early September discussing P&G’s 4 million participating retail stores n worldwide Olympics marketing strategy. In the interview, he shared highlights of the activations and 41 global shopper marketing explained how the company was able to deliver strong results. n agencies; one lead agency per region (five), and the rest broken SM: P&G’s involvement in the Olympics lete has a mom. Moms are with their kids brands. Retailers put together spectacular down by country or customer team dates back 70 years, but it wasn’t until the every step of the way, and P&G is in the in-store and merchandising activation. 2010 Winter Games that you developed business of helping moms. It was a great 29 countries with dedicated n a broad marketing platform celebrating idea. We generated $100 million in extra SM: What were some of the key insights Facebook pages the mothers of Olympic athletes. How did sales in the Vancouver Games even though that you leveraged? this idea originate? we only had about 40% of our [retail] cus- Pritchard: Our research showed that 73 countries worldwide launching n Pritchard: We took a look at our pro- tomers activating. the “Thank You, Mom” campaign created a Olympic programs grams and thought we could come up with From there we really expanded the natural connection between the Olympics 76 billion total impressions n something better – a bigger idea that united campaign and got much more deeply in- and P&G and its brands. We had increases the brands under a more cohesive theme. volved. What made a big difference this in favorability that led to purchase intent, 370 million Tweets n One of our agencies, Wieden+Kennedy, time is that we had enough lead time for and this was a higher ROI program than came to us with the idea that at first glance, our retailers to get behind it. They thought our average brand activity. We created ideas 5% to 20% sales lift at retailers n P&G’s brands have little to do with the this was a great idea because it involved so that we researched – whether some brands activating the campaign with Olympics, except that every Olympic ath- many of our brands and it unified those would be more effective than others. in-store displaysSM1211_034_037PG.indd 34 10/11/12 10:14 AM
    • SM1211_034_037PG.indd 35 Untitled-1 1 10/11/12 10:14 AM 10/2/12 11:44 PM
    • 36 Feature: Procter & Gamble Shopper Marketing november 2012 Walmart in American Canyon, Calif. For example, Pampers products were SM: What was the overall approach to doesn’t have to worry about it, thanks to Pritchard: We worked with Walmart used to talk about the “Spirit of Play” and shopper marketing for your Olympic pro- Bounty’s new “trap & lock” technology. early on. We created this great “Tour of that there’s an Olympian in every baby, grams? London” program, brought it to life with and advertising around this concept was Pritchard: We started with the idea of SM: There was an enormous effort to ac- displays that evoked the London Olympics found to be a very strong idea. We used thanking moms for everything they do, tivate around the Olympics at Walmart. and filled it with 17 different brands. They focus groups, one-to-one research and then gave shoppers the opportunity to buy What were some of the highlights? had some special packs that they qualified quantitative testing of our communica- P&G products and either get something tions. We went around the world and – free tickets, Olympic pins, additional asked people about the “Thank You, product – or give something like a dona- Walmart in China Mom” idea and found it to be universally tion to youth sports, which was actually appealing. one of our best concepts. We perfected that by making sure to always show a mom or SM: P&G expanded the campaign in an athlete [in merchandising], or even a 2012 to include the “Best Job” short film, mom with her kid playing sports. We then Web videos, a dedicated Facebook page, optimized the product mix and put them Visa card donations to Team USA, and a together with strong visuals to create the Duracell virtual stadium. Talk about how most engaging shopping experience. you created deeper engagements with consumers. SM: Give an example of how athletes Pritchard: Take the short films as an were paired with brands to create effec- example. They established a stronger re- tive merchandising programs. lationship with P&G – a feeling that P&G Pritchard: Pantene’s idea was that your really knows me. One out of three people hair can withstand an Olympic torch test who viewed the “Best Job” video shared it and keep shining, so we put [swimmer] [through social media]. It’s one of the high- Natalie Coughlin together with Pantene est sharing videos ever. That creates free and created displays and merchandising awareness and an endorsement of P&G around that concept. Same thing with products, of sorts. Awareness leads to trial Bounty: [Gymnast] Shawn Johnson can and gets people into the stores. That’s what turn your home into an Olympic training drives sales. facility. Let the spills begin because mom City Centre in Kuwait Carrefour in MexicoSM1211_034_037PG.indd 36 10/11/12 10:14 AM
    • november 2012 Shopper Marketing Feature: Procter & Gamble 37 Extra Insight: Unique Retail Solutions P&G launched a vast number of retail promotions to ments were not changeable – e.g., the ‘Thank You, Mom’ coincide with its Olympics activation. Its strategy? Keep the campaign sign-off and our key campaign visual mechanic. overarching “Thank You, Mom” campaign theme consis- We then created a list of potential differentiation items tent while allowing specific retailers to vary price promo- and campaign ‘branches’ for our teams to work from. This tions and incentives based on their individual customers’ allowed our teams to build the right plan for their retailer, wants and needs. “Everything had to feel like one cam- albeit from a fairly defined toolbox. The central Olympics paign. But at the same time, we had to ensure we created team then worked with each enough unique properties and ownable elements that all of our [shopper marketing] our retail partners had something distinctive and relevant teams and regions to ensure for their shoppers,” says Matt Parry, global marketing no two teams used the exact manager at P&G. “We were very clear at the start which ele- same mix.” Photos by Procter & Gamble for and provided additional merchandis- ing for those. Walmart did a fantastic job. I was really pleased with all retailers. We threw it open to their creativity. Retailers around the world did some spectacular things like a Tower of London display, or recreating an Olympic pool with five rings stacked up with Pampers. Another did one the size of a 400-meter track stacked up with multiple products including Tide and Ariel. SM: How successful was the Olympics effort for P&G? Pritchard: We set a completely new stan- dard for what’s possible on our in-store and merchandising activation. We consistently exceeded our display feature and shopper marketing goals. When each retailer did some activation, we tried to isolate how much lift they got. Virtually all teams re- ported lift in the range of 5% and a high of 20%. We measured during the merchan- dising period, which varied considerably. Some did four or eight weeks; some did five months. We needed to see about a 7% to 10% lift in order to deliver on our sales goal of $500 million. We’ve seen a few that were three to four times their normal lift. SM: And have you met that sales goal? Pritchard: As far as we can tell, yes. We won’t know for sure until we do our fi- nal ROI later in the year. Everything we’ve seen so far indicates it was consistent with what we’re shooting for. SM: How successful was the “Thank You, Mom” campaign from an engagement standpoint? Pritchard: Every single one of our ads was above normal in terms of recall. A cou- ple ads were 100% to 200% over normal. Our Facebook “Fans” went up 30%. We also won the Twitter battle with 370 mil- lion tweets during the Games. SM: It’s worth pointing out that you ac- complished these goals during a massive Point of company restructuring. How did you pull Purchase that off? Display Decor Pritchard: We try to scale up our activi- Printing+ ties to use all our brands together. It creates efficiency in media buys with our retailers, and we get a higher ROI on average – close to 50% higher than we normally get. That’s the beauty of something like the Olympics. It’s a really well executed, scaled program that not only generates sales but does so Visit artisancomplete.com more efficiently. That’s exactly the kind of It’s rough out there on the shelf. We have your back.o productivity we’re looking for. SM1211_034_037PG.indd 37 10/11/12 10:15 AM
    • 38 Shopper Marketing november 2012 Ricci at retail Sturdy Structures 1 Displays strong enough to survive several seasons and excitable kids 1 CONCANNON provides easy three-sided access to the vari- This full-sized flower cart from Concannon ous flavors. Coconut water might be trendy, Vineyard looks so good that this store did in but the display will last a long time. fact use it for multiple seasons while high- lighting different varietals of wine. Extremely 3 STAPLES well-built with a chalkboard for noting Staples’ own twisted erasers are merchan- specials, the cart is complete in every way, dised in a surprisingly complex and detailed right down to the metal bouquet holders on display. To further the theme, the display each side. The original presentation, which base is also shaped in a twist. This is a little came in early November, morphed into the tricky, especially in corrugated, but they’ve one for Valentine’s Day (inset) with a selec- managed to pull it off and maintain a stable, tion of sparkling wines. I’ll bet this display will balanced platform. The erasers are held by be there, season after season, showcasing light plastic cups, which seemingly could be Concannon’s products. While it’s a little more knocked off the base, especially by excited in up-front cost, it’s definitely a lot more in kids searching for their favorite color. But back-end payoff. the producer created a shallow die-cut that securely holds the cups while allowing full 2 VITA COCO product visibility. I don’t know what all the rage is about with coconut water, but this unit from Vita Coco is well-prepared to take full advantage of it. The Brazilian brand makes a strong introduc- Joe Ricci is an industry expert in P-O-P merchandising. He is the tion with this sturdy wooden display hold- founder of Beacon Concepts Inc., ing heavy packages, topped by a tropical- Surprise, Ariz. Please offer your themed, four-color header. The display comments to him at jericci@cox.net. ...changing seasons. 2 3 SAhe E V t A DATE pril 8 -10, 201 NEW LOCAT 3 Renaissance S ION! chaumburg C ...outlasting trends. onvention Cen ter Hotel www.ShopperSummit.com ...twisted corrugate.12SUM_ADV_SM09_STD.indd 1 7/25/12 1:52 PM SM1211_038_039pd.indd 38 10/16/12 9:09 AM
    • november 2012 Shopper Marketing 39 products 1 2 1 3-D Product Demos Kaon Interactive enhanced its Kaon 3-D product models and mobile product apps with new features. The apps can be used on both tablets and smartphones. In-store salespeople can virtually demonstrate the features of large products (such as printers) using enhanced capabili- ties, including rotating the product and adding or remov- ing components. Other new enhancements to the Kaon 3-D product app mobile platform include video integra- ...virtual product demos. tion and collateral libraries and thumbnails. 2 Sticky Strips Clip Strip Corp. added Sticky Strips to its line of mer- 4 ...merchandise sticks. chandising accessories. The clear, 15 mil PVC strips have adhesive along the length of the strip. Bags or other products attach by applying pressure. The adhesive side is protected by release paper and is said to retain its adherence even in cold temperatures. Sold in cartons of 1,000, the strips have six or 12 spots for products. 3 3 Expandable Merchandising Tray Southern Imperial Inc. says its Next merchandising system is a versatile and expandable product-facing system that works with a wide variety of products. The company says the Next system can display and face almost any product and is easy to install. The tray’s design allows it to sit on a shelf or bar to take advantage of product packaging. Each Next tray features sides that can be adjusted to match the width of the product. Trays are available for 1-inch bar and for shelf mount. Custom options are available. 4 Glass Case Displays DisplayCabinets2Go.com, a division of George Patton Associates, expanded its line of glass display cases with a frameless square-shaped cabinet. Part of the Simplice collection, the frameless cabinet is an economy option sold without interior lights. The transparent canopy lets in light from exterior or overhead fixtures rather than having to supply its own illumination. The tower display’s overall dimensions are 71 inches tall by 15 inches wide. Each case is shipped fully assembled, and wheels are at- tached to the underside of the display. With the exception of the MDF skirting and the metal hardware, the entire unit is made of tempered glass. The construction enables ...expanding space on the shelf. 360-degree viewing. In the event the glass is struck with enough force, the material will crumble rather than shat- ...frameless cabinet. ter for safety reasons. Don’t let a great Point of Purchase campaign go bad. Retail Shipping Solutions Ship smart, from the start. 800.863.5948 retailshippingsolutions.com Think Forward.SM1211_038_039pd.indd 39 10/11/12 10:16 AM
    • 40 personnel appointments Shopper Marketing november 2012 BRAND MARKETERS marketing officer. He has more than 25 years of marketing experience, most recently with shopper marketing with the Goodyear account. Gina Coca-Cola Co., Atlanta Family Dollar Stores as senior vice president Conley and Doug Snider were The company appointed Rachel Smith group of customer marketing. hired as project coordinators. director, region shopper marketing. Supervalu, Minneapolis Idx, St. Louis PepsiCo, Purchase, N.Y. Kevin Holt was named president of Supervalu The company hired Jimena Zein Abdalla was named president, PepsiCo, Retail to oversee retail and pharmacy Sotres as account director to following former president John Compton’s operations. Tim Lowe was promoted to manage its newly opened departure to become CEO of Pilot Flying J Oil Bonn Davis Jackman Moore executive vice president of merchandising. Mexico City office. Corp. Abdalla had been PepsiCo Europe CEO. Bill Parker was named interim president of Inmar, Winston-Salem, N.C. Farm Fresh Food & Pharmacy, a 43-store John Ross joined the firm RETAILERS division in Virginia. as executive vice president Delhaize America, Salisbury, N.C. of Inmar Inc. and president Roland Smith joined the company as SOLUTION PROVIDERS of a new division for data analytics. Ross was founder president and CEO of Delhaize America and Dunnhumby, Cincinnati executive vice president of Delhaize Group. The company named two executives as senior and CEO of Shopper Sciences He was president and CEO of The Wendy’s Co. vice president: Dave Palm, operations, and and headed Interpublic Group’s Emerging Media Lab. Palm Rattigan Ross Willke The Finish Line, Indianapolis Rex Davis, head of India. Harvey Bierman has joined the company as Hitchcock Fleming & Associates, Akron, Ohio Menasha Packaging, Neenah, Wis. vice president, digital technology. Matt Scheip was promoted to project Dennis Bonn was named to the Michigan State University Packaging Alumni Perception Research Services, Fort Lee, N.J. Roundy’s Supermarkets, Milwaukee manager. Tiffany Jamison joined the firm Tim Willke joined the shopper research firm as an account manager for corporate and Association board of directors. Don Hamblen joined the company as chief as executive vice president. He came from the Nielsen Co., where he managed Nielsen’s business with Colgate-Palmolive. SHC Direct, Oakbrook Terrace, Ill. Former OfficeMax executive Bob Thacker joined the loyalty marketing firm as chief marketing strategist. He had been senior vice president of marketing for the office retailer as well as executive director of nonprofit group Adopt-A-Classroom. Spire LLC, Monroe, Conn. Angela Myers joined the firm as senior vice president, retail consulting. She had been Great Atlantic Pacific & Tea’s vice president of sales and marketing. TPN, Chicago Ryan Moore was promoted to group creative director. Trans World, East Rutherford, N.J. Dave Jackman and Paul Rattigan have joined the company’s national sales force. Jackman, previously with Triad Manufacturing, leads the Omaha office. Rattigan comes to the firm from Color Communications and will work in the Chicago office. Please send information regarding personnel appointments to: Anne Downes, Shopper Marketing, 7400 Skokie Blvd., Skokie, Ill., 60077 or email: adownes@p2pi.org Statement of Ownership, Management and Circulation Untitled-2 1 10/11/12 9:13 AM (Required by 39 U.S.C. 3685) 1. Publication Title: Shopper Marketing 2. Publication No.: 1040-8169 3. Filing Date: 9/14/12 4. Issue Frequency: Monthly 5. No. of Issues Think Outside the Box Published Annually: 12 6. Annual Subscription Price: 0 7. Mailing Address of Known Office of Publication: Path to Purchase Institute, 7400 Skokie Blvd., Skokie, IL 60077-3339 8. Mailing Address of Headquarters or General Business Offices of the Publisher: Path to Purchase Institute, 7400 Skokie Blvd., Skokie, IL 60077-3339 9. Names and Complete Address of Publisher, Editorial Director and Editor: Publisher, Peter Hoyt, Shopper Marketing, 7400 Skokie Blvd., Skokie, IL Don’t get boxed in using the same in-store solutions to 60077-3339; Editorial Director, William Schober, Shopper Marketing, 7400 Skokie Blvd., Skokie, IL 60077-3339; Editor, Anne Downes, Shopper attract shoppers. Easily connect with P-O-P producers popdesign.com Marketing, 7400 Skokie Blvd., Skokie, IL 60077-3339 10. Owner(s): Path to Purchase Institute, 7400 Skokie Blvd., Skokie, IL 60077-3339; and suppliers at popdesign.com to discover new and Peter W. Hoyt, 7400 Skokie Blvd., Skokie, IL 60077-3339 11. Known Bondholders, Mortgagees and Other Security Holders Owning or indispensible in-store marketing ideas. Holding 1 Percent or More of Total Amount of Bonds, Mortgages or Other Securities: None Actual No. Copies One click will give you access to: Avg. No. Copies of Single Issue Each Issue During Published Nearest Preceding 12 Mo. to Filing Date A. Total No. Copies (net press run) 20,632 19,961 • Daily new product updates B. Paid and/or Requested Circulation; 1. Requested Copies Distributed • The latest in-store merchandising ideas, by Other Mail Classes Through the USPS 331 152 technologies and tools 2. Mail Subscriptions C. Total Paid Distribution 17,699 18,030 17,867 18,019 D. 1. Free or Nominal Rate Outside-County • Cutting-edge materials, components and Copies included on PS Form 3541 811 838 4. Free or Nominal Rate Distribution Outside schematics information the Mail (carriers or other means) 542 0 E. Total Free or Nominal Rate Distribution 1,353 838 • Design ideas that are easy to apply F. Total Distribution G. Copies Not Distributed 19,382 18,857 to your own projects 1. Office Use, Left Over, Spoiled 1,249 1,104 2. Return From News Agents — — H. Total 20,632 19,961 I. Percent Paid 93.02% 95.56% I certify that the statements made by me above are correct and complete. Christopher Stark COOSM1211_040_041pa.indd 40 10/11/12 10:16 AM
    • Win with the RIIght Partner No matter which retail environment your display is featured in, Menasha’s winning designs and turnkey solutions will increase sales and maximize results. Winner of 5 2012 Design of the Times Awards To see your own award winning display pictured here in 2013, call us today. 800-232-0473 | www.menashapackaging.comSM1211_040_041pa.indd 41Untitled-1 1 10/11/12 10:16 AM 10/2/12 11:52 PM
    • 42 Shopper Marketing november 2012 institute strategist More info at Mark Your Calendars p2pi.org Month-by-month highlights from the Retailer Promotion Guide By Peter Breen Despite all the discussion about banner season-opening race. But no other retailer July: Target’s “College Central.” Conduct- differentiation and shopper-focused pro- has an official sponsorship deal or the ing two-pronged back-to-school pro- gramming, the retail industry’s rather clout to procure custom packaging from grams is commonplace among mass mer- strict adherence to a traditional, long- dozens of national brands. chants (and, this year, even among some standing seasonal merchandising calen- supermar- March: Safeway’s dar doesn’t really lend itself to marketing kets). But “ Froz e n Fo o d innovation. Target al- Month” program. The overwhelming need to drive traf- ways seems Nearly every su- fic and sales during key seasonal shop- to be better permarket in the ping periods typically leads most retailers in tune nation joins with to fall back on standard, cookie-cutter w ith col- October: Kroger’s “Giving Hope a Hand.” the National Fro- programs focused almost exclusively on lege-bound To be blunt, merchandising around zen & Refrigerat- price discounts for relevant products, kids. This “Breast Cancer Awareness Month” has ed Foods Association and its partnering with the corresponding marketing com- year’s best become so oversaturated that the practice brands for department-wide promotions, munication being little more than “(Holi- example was a Facebook contest award- is more notable in the breach than the but few give it this much scale. day Name Here) Savings.” ing such dorm-essential (and fun) prizes observance. Kroger, however, has made But a review of the Retailer Promotion April: Ahold USA’s “Triple Winner.” This as 2,636 packages of ramen noodles and it a personal endeavor by spotlighting its Guide presented in this issue (see page 7) 21-year-old cause campaign to benefit $500 worth of quarters (for the laundry, own employees in the campaign – and uncovers at least a few cases in which re- pediatr ic can- of course). on packaging from participating brands. tailers have developed unique seasonal cer has grown to August: Wal- programs that do stand out in periods become a com- greens’ “Arm when every chain is selling the same pany-wide, store- Yourself.” The products and presenting the same shopper spanning effort drugstore calls to action. The following is a month- enlisting hun- chain’s annual by-month rundown of some noteworthy dreds of brands efforts to pro- campaigns included in this month’s guide: and the retailer’s mote in-store tentpole spring flu shots and event. November: Target’s Black Friday market- ot her cough and cold rem- ing. That sales-obsessed blonde might be edies is head annoying to some, but she’s recallable to and shoulders (and arms) above a bevy of all and gives Target a literal face for the similar efforts, and also helps strengthen season. In 2012, the retailer added heavy Walgreens’ positioning as a neighbor- helpings of social media and mobile mar- hood source for health and wellness. keting to keep communication lines well up to date. January: Target’s “Bullseye Bodega.” With May: Walmart’s summer merchandising. most retailers mainly focused on helping A renewed focus on the meat department consumers fulfill New Year’s resolutions, in 2012 had Walmart turning up the gas Target also encourages pantry loads by on grilling themes, while a “More Sum- filling its seasonal department with pack- mer for Your Money” slogan drove home aged household items and other large- the value message across the store. sized SKUs. June: Publix’s February: Kroger’s “Storm Basics.” Daytona 500 ac- It’s not the larg- t ivat ion. Ever y est or flashiest September: Safeway’s “10% Goes Back December: Walmart’s “More Christmas for chain south of the of promotions, to Schools.” A number of supermarket Your Money.” The key message is plain and Mason-Dixon Line but this annual chains now have a Labels for Education- simple as the retailer uses exclusive prod- (and west of Penn- hurricane-pre- style reward program that lets shoppers ucts and promotions from packaged goods s y l v a n i a) do e s paredness effort earn money for schools via purchases. brands to help keep the grocery department something to le- does prove that the Florida-based retailer is But none of them execute it as well or as buzzing while it places the necessary sea- verage NASCAR’s tapped into the needs of regional shoppers. extensively as Safeway. sonal attention on toys and electronics. Editorial Index Companies named in the editorial columns of this issue are listed below. A&P . . . . . . . . . . . . . . . . . . . . . . . 8 Coca-Cola Co., The . . . . . . . . . 32 Design Phase Inc. . . . . . . . . . 30 Integrated Marketing Mars Chocolate North Northgate Markets . . . . . . . . 26 Red Pepper Lab . . . . . . . . . . . . 28 Spyderlynk . . . . . . . . . . . . . . . .10 Advantage Sales and Cohen Freidberg Displaycabinets2go.com . . . . 39 Services . . . . . . . . . . . . . . . . . 1 America . . . . . . . . . . . . . . . . 11 Original Additions . . . . . . . . . 32 RevTrax . . . . . . . . . . . . . . . . . . . 12 Staples . . . . . . . . . . . . . . . . . . . 38 Marketing . . . . . . . . . . . . . 1, 8 Associates . . . . . . . . . . . . . 15 Draftfcb . . . . . . . . . . . . . . . . . . . 7 Interbrand Design May Group International . . . . .8 Osram Sylvania . . . . . . . . . . . . 33 Roche Bros. . . . . . . . . . . . . . . . 26 Swirl Networks . . . . . . . . . . . . 29 Ahold USA . . . . . . . . . . . . . . . . 42 Columbia Sportswear . . . . . . 33 Endorse Corp. . . . . . . . . . . . . . 29 Forum . . . . . . . . . . . . . . . . . . 25 MC Sports . . . . . . . . . . . . . . . . 28 Ozmott . . . . . . . . . . . . . . . . . . . 28 RockTenn Merchandising Synergistic Marketing . . . . . . . 8 Arc Worldwide . . . . . . . . . . 1, 33 Concannon Vineyard . . . . . . . 38 Family Dollar . . . . . . . . . . . . . . . 1 Jockey International . . . . . . . . 8 McCormick & Co. . . . . . . . . . . . 1 Partnering Group, The . . . . . . 25 Displays . . . . . . . . . . . . . . . . 30 Target . . . . . . . . . . . . . . . 8, 26, 42 BareSkull Innovation . . . . . . . 30 Consortium 360 . . . . . . . . . . . . 8 Fuel Partnerships . . . . . . . . . . . 1 Johnson & Johnson . . . . . . 1, 30 Mead Johnson . . . . . . . . . . . . . 20 Path to Purchase Roundy’s . . . . . . . . . . . . . . . . . 26 Twitter . . . . . . . . . . . . . . . . . . . 28 Bay Cities . . . . . . . . . . . . . . . . . 32 Coty Inc. . . . . . . . . . . . . . . . . . 30 G2 . . . . . . . . . . . . . . . . . . . . . . . . 7 Kaon Interactive . . . . . . . . . . . 39 Mechtronics Corp. . . . . . . . . . 33 Institute . . . . . . . . . . . . . . . . 1 RTC . . . . . . . . . . . . . . . . . . . . . . 24 Ubisoft . . . . . . . . . . . . . . . . . . . 25 Blue Chip Retail Marketing . . . . . 7 Coupons.com . . . . . . . . . . . . . . 8 Garmin International Inc. . . 32 Kendal King Group . . . . . . . . . 32 Meijer . . . . . . . . . . . . . . . . . . . . . 7 Peapod . . . . . . . . . . . . . . . . . . . . 8 Safeway . . . . . . . . . . . . . . 1, 6, 42 Unilever . . . . . . . . . . . . . . . . 1, 29 Brookshire’s . . . . . . . . . . . . . . . 26 Crossmark . . . . . . . . . . . . . . . . . 8 GfK . . . . . . . . . . . . . . . . . . . . . . . 7 Kimberly-Clark . . . . . . . . . 12, 22 Menasha Packaging . . . . . . . . 30 Procter & Gamble . . . . . 1, 20, 34 Save Mart . . . . . . . . . . . . . . . . . 26 Vita Coco . . . . . . . . . . . . . . . . . 38 Campbell Soup Co. . . . . . . . . 22 Dairy Marketing Harris Teeter . . . . . . . . . . . . . . 26 Kraft Foods Group . . . . . . . . . 24 Merck . . . . . . . . . . . . . . . . . . . . . 7 Publix . . . . . . . . . . . . . . . . . . . . 42 Scotts Miracle-Gro Walgreens . . . . 1, 7, 15, 18, 28, 42 Capre Group, The . . . . . . . . . . 25 International . . . . . . . . . . . 26 Havas Worldwide . . . . . . . . . . 10 Kroger . . . . . . . . . . . . . . . . . 1, 42 MillerCoors . . . . . . . . . . . . . . . 33 PureBrands LLC . . . . . . . . . . . . 1 Co., The . . . . . . . . . . . . . . . 30 Walmart . . . . . . . . . . . . . . 1, 7, 42 Champs Sports . . . . . . . . . . . . 29 DAS . . . . . . . . . . . . . . . . . . . . . . 30 Heineken USA . . . . . . . . . . . . . 10 LG Electronics . . . . . . . . . . . . . 30 Momentum Worldwide . . . . . 25 Rand Diversified . . . . . . . . . . . 30 Shoparoo . . . . . . . . . . . . . . . . . 29 Weis Markets . . . . . . . . . . . . . 26 Clip Strip Corp. . . . . . . . . . . . . 39 DB Studios . . . . . . . . . . . . . . . . 33 Hyper Marketing Inc. . . . . . . . 8 Lost Boys Consortium . . . . . . . 6 MSD Consumer Care Inc. . . . 33 Rapid Displays . . . . . . . . . . . . . 33 ShopRite . . . . . . . . . . . . . . . . . . 1 Wilton Brands . . . . . . . . . . . . . 21 Clorox Co., The . . . . . . . . . . . . 16 Dechert-Hampe & Co. . . . . . . 24 Idelle Labs . . . . . . . . . . . . . . . . 28 MarketingLab . . . . . . . . . . . . . . 7 MyWebGrocer . . . . . . . . . . . . . 14 Red Dot Square Solutions . . . 11 Southern Imperial Inc. . . . . . 39 Winn-Dixie . . . . . . . . . . . . . . . . 1SM1211_042strat2.indd 42 10/18/12 10:55 AM
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