Shopper Marketing Magazine Nov \'12


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Shopper Marketing Magazine Nov \'12

  1. 1. Vol. 25, No. 11 • November 2012 / An Official News Publication of the 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
  2. 2. 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
  3. 3. Vol. 25, No. 11 • November 2012 / An Official News Publication of the 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 by the end of November. Questions? Contact editorial director Bill Schober at 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
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  5. 5. 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; premium underwear line at Target. ADVERTISING SALES Jay Gould, (847) 675-7400, ext. 115; 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 ; 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; 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- 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: 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, 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 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 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: Associate Editor – Content Operations 40 Personnel Appointments Kimberly Elsham (ext. 140) Director – Finance & Accounting Mike Bernal (ext. 135) 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. 6. 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 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: 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
  7. 7. 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. 8. 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, 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 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, 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
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  10. 10. 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 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: and that featured a different dedicated P-O-P that utilizes SnapTags to 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