P2PI Nov/Dec 2023

NOV/DEC 2023 P2PI.com

RETAIL MEDIA SUMMIT UK Recap & Highlights

SPECIAL REPORT

Contextual Commerce Shopper Study

(in collaboration with Chicory)

THE

AWARDS ISSUE Honoring Excellence in Commerce Marketing

Cont

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Contents

Nov/Dec 2023 VO LU M E 3 6 | I S S U E 6

5

Editor’s Note The Next Phase

10

Focus: Retail Media The results of our U.K. shopper study.

12

6

2023 OmniShopper Awards We showcase the 21 winning campaigns — across 14 categories — that engaged shoppers and drove results.

Retail Media Summit UK Recap & Highlights

30

Catch up on what you missed in October at the Path to Purchase Institute event in London.

2023 Women of Excellence

Editorial Advisory Board Dana Barba The Lemon Perfect Co. Stephen Bettencourt CVS Health Lianna Cabrera L’Oreal Paris Cosmetics Mia Croft Native Christiana DiMattesa Houser Under Armour Gregg Dorazio Giant Food (Ahold Delhaize)

Paige Dunn FIJI Water, JUSTIN Vineyards & Winery, Landmark Vineyards & JNSQ Wines

José Raul Padron The Hershey Experience

Tony Fung Bob Evans Farms

Jeff Sciurba Dyson Americas

Patrick Hallberg Apple Travis Harry Home Depot Carter Jensen General Mills Brendon Lynch Jushi Holdings

Jonny Rigby Amazon

Kelly Sweeney The J.M. Smucker Company Joseph Vizcarra The Coca-Cola Company Rodney Waights Beiersdorf

We recognize 37 female brand marketers, retailers, agency executives and solution providers for their achievements in influencing shoppers along the path to purchase.

52

Special Report: Contextual Commerce Shopper Study Our exclusive research examines opportunities for brands to influence in-the-moment grocery buying decisions, including via online recipes.

In collaboration with Chicory.

Follow the Path to Purchase Institute here: Path to Purchase Institute magazine (USPS 4568, ISSN 2835-0219) is published bi-monthly by EnsembleIQ, 8550 W. Bryn Mawr Ave., Ste. 200, Chicago, IL 60631. Subscription rate for the U.S.: $80 one year; $155 two year; $14 single issue copy (pre-paid only); Canada and Mexico: $105 one year; $185 two year; $16 single issue copy (pre-paid only); Foreign: $115 one year; $215 two year; $16 single issue copy (pre-paid only). Periodical postage paid at Chicago, IL 60631 Copyright 2023 by EnsembleIQ. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or information storage and retrieval system, without permission in writing from the publisher. POSTMASTER: send address changes to Path to Purchase Institute magazine, 8550 W. Bryn Mawr Ave. Ste. 200, Chicago, IL 60631.

P2PI.com

The customer is always right, unless you’re asking the wrong customer.

Think your survey data is guiding you in the right direction? Think again. New research comparing different sampling methodologies reveals brands may be basing

75%

major business decisions on fundamentally flawed data.

of respondents who self-claim to qualify shoudn’t be in your research study sample

See the infographic here:

Source: Behaviorally-Verified Sampling vs. Self-Claimed Sampling: A Study on Data Quality, Effectiveness and Accuracy. 2023 by 84.51°.

IN-QUERIES

Editor’s Note

8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631 877.687.7321 www.p2pi.com

The Next Phase The past year has brought with it a plethora of changes to the commerce marketing industry — many of which we could not have anticipated this time last year. For example, how many of us, last November, would have said that artificial intelligence (AI) was going to be the most talked about topic in 2023?

But it’s not just AI that’s forcing our industry to evolve — there are shifts in omnichannel strategies; organizational mapping realignment and revising of job functions and roles; new business tactics and priorities that incorporate pillars of sustainability; transforming viewpoints on in-store engagement and measurement; and the continuing explosion of retail media spreading across the globe. And that’s just the beginning.

Our industry is also being propelled to change by a very important central tenet that sits at the core of what we do — the consumer. As a consumer psychology aficionado, I fi nd shopper behavior insights and research fascinating, which makes this issue of P2PI Magazine extra special.

On page 52, we dive into our latest proprietary research (in collaboration with Chicory) on how shoppers are engaging with contextual commerce, while highlighting the opportunities in the grocery category for brands to influence in-the-moment buying decisions via online recipes.

And on page 10, we share a teaser of our study of U.K. shoppers (conducted in partnership with SMG and unveiled at Retail Media Summit UK in October) and the influence retail media has beyond short-term sales and ROI. (Quick reminder: P2PI members get access to the full research decks from both of these reports at P2PI.com, allowing you to drill down into deeper insights and more granular data.)

As we reflect on 2023 and prepare for the next phase of commerce marketing in 2024, it’s essential to expand our view from what shoppers are doing right now and explore how greater societal shifts and macro trends are shaping (or will soon shape) consumer trends across industries.

In a world increasingly dominated by algorithms, where we’ve become accustomed to making decisions (both professional and personal) backed by data, and where we mostly communicate through screens and keyboards and emails, I wholeheartedly believe it’s the human element that will become more vital than ever before. It’s those characteristics that make us distinctly human — often those intangibles that exist in the ether, like emotions or unbounded creativity — that will play an ever-more important role moving forward.

Perhaps we will see this play out via the human touch needed to intersect with AI and maximize this tech revolution. Or maybe it’s how our digitized world will create a greater need for new forms of meaningful connection, even extending to the relationships consumers have with brands and retailers. No matter the manifestation though, that human element will no doubt be a powerful force in this next phase of commerce marketing.

So, as we move into 2024, let’s bring all the tools we’ve learned along the way — all the data and insights and knowledge — but let’s not forget to follow our gut, too.

Cheers to that which makes us human — see you in 2024!

BRAND MANAGEMENT Senior Vice President, Brand Director Eric Savitch esavitch@ensembleiq.com

EDITORIAL Editorial Director Jessie Dowd jdowd@ensembleiq.com Executive Editor Tim Binder tbinder@ensembleiq.com Managing Editor Charlie Menchaca cmenchaca@ensembleiq.com Digital Editor Jacqueline Barba jbarba@ensembleiq.com Managing Editor, Member Content Cyndi Loza cloza@ensembleiq.com Editor, Member Content Heidi Bitsoli hbitsoli@ensembleiq.com Director, Events Content and Strategic Engagement Lori Pugh lpugh@ensembleiq.com Contributing Writers Michael Applebaum, Ed Finkel, Erika Flynn, Jenny Rebholz, Bill Schober

ADVERTISING SALES & BUSINESS Associate Director, Brand Partnerships Arlene Schusteff 847.533.2697, aschusteff@ensembleiq.com Regional Sales Manager Orlando Llerandi 678.591.8284, ollerandi@ensembleiq.com

MEMBER DEVELOPMENT Director of Retail Patrycja Malinowska pmalinowska@ensembleiq.com Sr. Director, Membership Development Nicole Mitchell 203.434.5733, nmitchell@ensembleiq.com Membership Experience Manager Ann Estey aestey@ensembleiq.com Manager, Membership Development Brady O’Brien bobrien@ensembleiq.com Membership Experience Manager Heather Kurtik 724.553.0093, hkurtik@ensembleiq.com

DESIGN/PRODUCTION/MARKETING Art Director Michael Escobedo mescobedo@ensembleiq.com Production Director Michael Kimpton mkimpton@ensembleiq.com Marketing Manager Mackenzie Fennell mfennell@ensembleiq.com

SUBSCRIPTION SERVICES List Rental mbriganti@anteriad.com Subscription Questions contact@pathtopurchase.com

CORPORATE OFFICERS Chief Executive Officer Jennifer Litterick Chief Financial Officer Jane Volland Chief People Officer Ann Jadown Chief Strategy Officer Joe Territo Chief Operating Officer Derek Estey

JESSIE DOWD, Editorial Director

P2PI.com

Retail Media Summit UK Recap & Highlights CATCH UP ON WHAT YOU MISSED IN OCTOBER AT THE PATH TO PURCHASE INSTITUTE EVENT IN LONDON. B Y M A R K FA I T H F U L L

6 l Nov/Dec 2023

A special thank you to RMS UK’s Sponsors GOLD Firework LiveRamp Stratacache Swiftly Vibenomics

SILVER Advertima Clinch Skai

A

mix of retailers, brands, solution providers and marketing professionals gathered Oct. 11 at Shoreditch in London for the Path to Purchase Institute’s fi rst-ever Retail Media Summit UK. The sold-out event, conducted in collaboration with agency SMG, shined a spotlight on the rise of retail media networks in the U.S. and England, key learnings and different approaches to retail media between the countries, and the opportunities available — both in-store and online — to run more impactful, holistic and efficient campaigns.

Scan the adjacent QR code to let us know you are interested in attending Retail Media Summit UK in 2024.

Pinterest Insights and Trends Using Pinterest as an inspiration platform and as a predictive tool for trends can help brands and retailers refine their product and marketing strategies, according to the U.S. social media platform.

“We see it as a visual discovery platform at the intersection of search, social and commerce,” said Tim Woollias, sales director and CPG, Pinterest.

“In all, 97% of searches are unbranded and 88% of our weekly users are on the path to purchase. We call it ‘discover, decide, do.’”

Woollias warned that “consideration is shrinking” as he pointed to the company’s annual Pinterest Predicts report (due out later this year), which uses expert interpretation of the data the company collects to make predictions about the year ahead.

“We look for patterns and trends and filter, then refine them into a trend, then vet them for inclusiveness [that they apply to everyone], and

Tim Woollias, sales director and CPG at Pinterest, presented on Oct. 11 in London.

accountability — because we also go back and check how we have done,” he said.

Over the last three years, 80% of Pinterest’s predictions have come true, said Woollias, which he said was a far higher rate than most predictive studies. “As a marketer these offer creative inspiration, product development, and merchandising guidance,” he said.

Gen Z is the fastest growing demographic on Pinterest and Woollias referenced a number of trends that last year’s report had identified and that had become ubiquitous since, including mushrooms as a trend of home decor in fantasy.

This picked up and grew over the course of the year. “Trends tend to last longer,” he said. “And we saw that cross over into fashion and beauty.”

In 2022, “dopamine dressing” (or very bright colors) dominated the year, and in 2023 it has expanded into decor. Because of the nature of homewares and furniture, he reflected that this is a harder category to adapt to a trend, compared with fashion. “Trends on Pinterest take off faster, last longer and cross categories. You can use trends to drive sales and you can also trust the predictions,” he stressed.

Woollias also pointed out that Pinterest users tend to search early, meaning they are good early indicators of emerging trends. “Insights and marketing can help with tailored-to-vendor needs,” he added.

Panel: Evolving the Retail Media Industry “I’m excited for the day that retail media just becomes media,” said Michael Schuh, vice president media strategy & product, Kroger Precision Marketing, as part of a retailer panel discussing how implementation and measurement of retail media is evolving.

“We have a very strong loyalty program and what we’ve proven time and again is that any store purchase is often influenced by digital, whether that’s a coupon or an advert online or TV. It’s about how you connect with the consumer digitally,” he said. “In all, 96% of Kroger sales are via loyalty card.

So that provides access to lots of data information, which can help brands be more effective.”

However, Schuh warned that for retail media networks to really gain traction the industry needs to agree on some common measurement methodology so that brands are able to compare like-for-like results.

P2PI.com

Held in London on Oct. 11, Retail Media Summit UK was P2PI’s first English event in collaboration with agency SMG. Pictured are SMG’s Sam Knights (left), P2PI’s Jessie Dowd (top right) and Kroger Precision Marketing’s Michael Schuh (bottom right).

“It’s a myth that it is about digital only,” Schuh said. “What’s important is that retail media has grown so fast and without the right standards in place everyone is doing things differently.

Everyone can have a different system, but if you are going to use metrics, you have to be transparent about that to help lift the industry.”

Jemma Haley, business lead retail media & supplier insights, John Lewis Partnership, agreed and added: “Retail media has existed in different guises, but why it’s come to prominence is through data insights for brands. Ultimately that’s why brands invest in us. Also, there are very few channels out there with full-funnel solutions.

We know we have a fantastic suite of touchpoints for brands to use, but we need to work harder on where brands can be part of our overarching campaigns, which is a key focus for us.”

She said that JLP — which includes department store group John Lewis and upscale grocery chain Waitrose — wants to help brands understand customer behavior and to ensure that if the retailer is building a campaign for them that it can help with insights.

8 l Nov/Dec 2023

“We need to change the perception of a retail media as a trading tax, but we can’t do that if there isn’t a return there or it’s not addressing their needs, which is why it’s so important for retailers to have a structured proposition in place,” she insisted.

Rosie Houston, managing director of Boots Media Group, insisted that there had been huge progress [in measurement] but said that currently different retailers are at different points in the journey.

“At Boots, we have made good progress with the brands and [it feels like] more of a choice now,” she said. “But there is a fair way to go. When we fi rst started, it always felt more than just an investment stream and there is a big difference in how BMG is viewed within Boots now.”

Recently Boots’ CMO called BMG the “jewel in Boots’ crown,” Houston said. “You have to convince the retailer there are more benefits. However, the biggest myth is that it’s plug and play, but in fact so much goes into it. My advice is don’t just go where the noise is, really think about your customer and your brands.”

Confessions from the Retail Media Trenches Retailers and brands need to focus on retail media networks as a store opportunity, not just as an e-commerce play, with in-store screens blurring the lines between in-store and digital channels, according to a retail and brand panel “reporting back from the trenches.”

“From a brand perspective, there is so much opportunity, constantly getting pressure internally, and as a biscuit brand, we have had to look at

all the different touchpoints before [customers] get in store and how we get shoppers down the aisle,” said Michele Dainty, head of shopper & display, Pladis.

In a market that is impulse and promotion driven, the company has been looking at additional activities over and above promotions to target shoppers outside that purchase.

“We need to build back the equity, especially against own label,” she added.

“As a business we have step-changed out of silos, all the way up the funnel, looking at it from a shelf back point of view.”

Neil Robins, head of digital & media, Kenvue, said that his company wanted to be at the cutting edge, trying new things and getting the learnings from them.

“Retail media networks are more complex in terms of attributing sales,” he conceded. “People tend to look at short-term ROI, which is a bit shortsighted. One of the more intangible benefits is to try and drive innovation and stronger relationships with the customers.”

While he supported the removal of silos and more focus on campaigns and less on specific activities, he said that he was waiting to see how the “tug

P2PI’s Jessie Dowd, left, moderated a discussion with Dunnhumby’s Lee Roberts, Pladis’ Michele Dainty and Kenvue’s Neil Robins.

I’m excited for the day that retail media just becomes media.

— Michael Schuh, vice president media strategy & product, Kroger Precision Marketing

of war about how investment is allocated” would play out if all the different functions worked more seamlessly, rather than being attributed to their own distinct budgets.

“I can see there being a little bit of friction there. How do we budget across total media channels?” he asked.

With the power of loyalty cards a constant theme throughout the event, Lee Roberts, head of sales, Dunnhumby, pointed to the breadth of data and research that had come from the 21 million Clubcard holders in its venture with Tesco, providing scale, geography and demographics.

“Customers are always shopping omnichannel, and we now have 1,000 digital screens in-store [at Tesco] and have also built out relationships with TV media.

The opportunity is to engage across all media on the journey,” he said. “There is a tendency to default retail media networks to e-commerce but actually retail media is about many channels all at once and there’s a lack with some brands operating across all those channels.”

He said that the company was active in building out the connected store, linking channels and getting all key stakeholders around the table, to plan holistically.

“There is a lot of fragmentation still. There are big opportunities for bigger activations such as content like World Mental Health Day,” he said.

For a complete recap of all the sessions, scan this QR code.

P2PI.com

FOCUS: Retail Media

Shopper Perceptions Across the Pond P2PI’S PROPRIETARY RESEARCH LOOKS AT HOW RETAIL MEDIA TOUCHES AND IS RECEIVED BY U.K. SHOPPERS ALONG THE PATH TO PURCHASE.

BY CYN DI LOZ A

Retail media’s impact and influence in the commerce marketing world is hard to ignore, and the space is just going to continue to grow in the U.S. and abroad. IAB Europe forecasts that online retail media ad spend will exceed traditional linear TV ad spend by 2026 to reach 25 billion euros.

While commerce marketers are familiar with retail media and its growing importance in the industry, the average consumer has little or no knowledge of what retail media is or what an activation looks like out in the wild. Knowing the importance of shoppers’ perceptions of retail media, the Path to Purchase Institute, in collaboration with SMG, fielded a study of more than 1,200 U.K. shoppers from July 25 through Aug. 2 to understand how retail media touches and is received by shoppers along the path to purchase.

Among the key insights: • 75% of survey takers seek out brands instore after seeing their ad online at least sometimes; • 63% of U.K. shoppers we spoke to purchase products based on retailer content on social media at least sometimes; • 83% of respondents said they enjoy seeing or hearing product advertising while shopping in stores; and • 1-in-3 shoppers said retail media makes them aware of brands and products they weren’t previously aware of.

“This work is trying to give a voice to the consumer,” Katie Streeter Hurle, chief strategy officer, SMG, said about the comprehensive study during the agency’s and P2PI’s Retail Media Summit UK event in October. “Retail media is thought of primarily as a conversion channel but this data challenges that. In-store and dot-com behave very similarly in making people aware of products.”

Use the QR code here to read the full research report.

When thinking about the advertising retailers use inside of their stores, which of the following best describes you … ?

I enjoy seeing or hearing about the products available at the retailer and am open to considering purchasing them during my shopping trip

I enjoy seeing or hearing about the products available at the retailer and may consider purchasing them during future trips

I don’t usually pay much attention or notice the advertising when shopping in-store

47%

I find in-store advertising intrusive, and it takes away from my shopping experience

36%

15%

2%

Source: P2PI’s Retail Media UK Shopper Study (July 2023)

Which of the following statements would you agree/disagree with?

Agree

32% 24%

Online ads like these ...

Disagree

help make me aware of brands or products I wasn’t previously aware of.

17% 25%

make me feel interested/engaged.

21%

help me learn something about brands or products I didn’t already know.

21%

Influence my opinion of the brand or product being advertised.

19%

make me feel persuaded.

14% 11% 7% 6%

16% 18% 30%

make me want to know more about the brand or product being advertised.

13%

increase my likelihood to purchase, or consider purchasing, the brand or product advertised.

14%

improve my shopping experience. increase my likelihood to recommend the brand or product being advertised to family and friends.

19% 17%

Source: P2PI’s Retail Media UK Shopper Study (July 2023)

10 l Nov/Dec 2023

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11/9/23 2:24 PM

2023 Honoring the year’s best campaigns for shopper engagement.

BY MICHAEL APPLEBAU M

The Path to Purchase Institute celebrated the winners of the third annual OmniShopper Awards on Nov. 9 at P2PI LIVE & Expo in St. Louis. There were 21 winning campaigns in 14 categories this year. Read on for details about the 2023 winners …

THANKS TO OUR JUDGES! Yolanda Angulo Director, Customer Marketing Mondelez International Gregg Dorazio eCommerce Lead; Senior Director of ECommerce & Omnichannel Partnerships Giant Food (Ahold Delhaize) Tim Schatz Marketing Director, Conagra Brands Kroger Team Conagra Brands

Sweta Shukla Senior Omnichannel Marketing Manager Scotts Miracle-Gro Tanuja Singeetham Head of Digital Marketing & US E-Commerce Online Store Henkel Beauty

COLLABORATIVE: BRAND-RETAILER (Long-Term Partnership)

Campaign: Launching Hearth & Fire at Kroger Brand: Hearth & Fire (Schwan’s Co.) Retail Partner: Kroger Agency/Solution Provider: Upshot

To drive awareness and trial of the new line of Hearth & Fire craft pizzas at Kroger, the Schwan’s Co. brand had to raise shopper expectations for the kind of taste experience that a frozen pizza can deliver. A heavily image-driven omnichannel campaign urging shoppers to “Savor the moment” was the solution.

The creative elements were meant to inspire Hearth & Fire’s target audience of “real food fans” to indulge in their highest standards for every pizza occasion. The campaign’s look and feel was enhanced with elegant photographs of the pizzas, wood firing ovens and modern backyard entertaining. Copy described the pizza as being “crafted by artisans and touched by fire,” alluding to its quality ingredients and the care taken in bringing the product to market.

Various offline and online methods were used to drive awareness and consideration. Some 500 consumers received

12 l Nov/Dec 2023

a Hearth & Fire swag box — complete with a Hearth & Firebranded stemless wine glass, tea towel and product coupons — to encourage product reviews and posts on social media.

At the same time, on-site ads delivered by Kroger Precision Marketing were followed by a single subject email to loyal Kroger customers containing a targeted digital coupon.

Kroger shoppers were met in-store with a display including a Hearth & Fire-branded bunker wrap and a large overhead arch, while shelf tags were placed in the freezer section and in the bunkers to highlight the trade promotions. Additionally, secondary display fi xtures showcased Hearth & Fire products in a perimeter location in the store. Due to the successful launch, Hearth & Fire gained full-chain distribution in fall 2023.

COLLABORATIVE: BRAND-RETAILER (Single Activation)

Campaign: Chips Ahoy Fundaes Brand: Chips Ahoy (Mondelez International) Retail Partner: Albertsons Agency/Solution Provider: VMLY&R Commerce

Campaign: Class of Groundbreakers Brand: General Mills (Box Tops for Education) Retail Partner: Walmart Agency/Solution Provider: VMLY&R Commerce

To reverse the recent summer sales declines of its Chips Ahoy brand at Albertsons stores, Mondelez International set its sights on a target audience of “family fun seekers.” These Millennial moms with young children draw inspiration from social platforms like Pinterest to come up with ideas for doing fun, creative things with their families while sticking to their household budget.

Recognizing that a trip to the local ice cream shop for the average family costs around $20 per trip, Chips Ahoy Fundaes brought the ice cream shop experience home for more “daes” of fun without the added expense. Pinterest was used as a leading discovery tool for moms seeking summertime solutions and treats for their kids in the form of varying Fundaes concoctions. Additional paid media further drove awareness and conversions for the Fundaes program.

Consistent creative was leveraged throughout varying tactics across each platform and channel. The brand worked with Albertsons to layer on social tactics that featured private-label ice cream to drive basket size with unique offers (e.g., free private-label ice cream with purchase). On-site media on Albertsons.com and off-site media drew shoppers into the program, and this included in-app banner ads and a landing page virtual banner.

In stores, shoppers were engaged with combo cards, touting appetite appeal and ice cream discounts with Big Book ads, while eye-catching displays helped to close the sale.

The combined strength of each of these elements resulted in some fun “daes” for both partners, with Albertsons category units up 7.8% and Chips Ahoy up 10% among families.

Box Tops for Education has a 22-year history of empowering shoppers to give back to their community schools. In addition to a $100,000 donation from General Mills to the superlative educators who formed this year’s class of Groundbreaking teachers, the organization sought to generate $150,000 in additional donations via Box Tops redemptions of General Mills’ products at Walmart stores during the back-to-school season.

As part of an influencer campaign, celebrity Kenan Thompson (the OG Groundbreaker) created fun, engaging content on his social channels that persuaded Walmart shoppers to add Box Tops eligible items to their carts to support their local communities. The program included a simple shopper solution with an exclusive “buy 4, earn 50” bonus Box Tops offer delivered through an omnichannel plan across all touchpoints in Walmart’s ecosystem.

A home page takeover at Walmart.com and sequential POV placements featured recipes, downloadable activity sheets and responsive search ads. Custom experiences within Walmart’s ecosystem, blogs, shoppable videos, quizzes and interactive games all drove Box Tops for Education’s goal with seamless add-to-cart functionality. Some 15,000 branded DTC sample Boxes were shared with Walmart shoppers, associates and influencers across the country.

Shopper Box Tops’ redemption donation goals reached more than 25%. General Mills’ direct donations and Box Tops redemptions combined for more than $300,000 in donations to schools around the country. Ultimately, this also translated to General Mills expanding shopper baskets by 19.1% versus the prior year at Walmart, a key driver in a 19.8% increase in sales volume during the critical back-to-school period.

P2PI.com

2023

DIGITAL: DIGITAL MEDIA ACTIVATION (Non-Retail Media)

Campaign: Mondelez Targets Summer Snacking

Success

Brand: Mondelez International Retail Partner: Ahold Delhaize Agency/Solution Provider: Quotient

Prior to the summer season, Mondelez International was facing declining market share at Ahold Delhaize stores in two of its core categories (cookies and crackers) and was looking to drive sales by increasing household penetration and purchase frequency. The solution came in the form of a data-driven omnichannel campaign that engaged a specific audience segment based on a number of geographic and behavioral characteristics.

As part of this campaign’s programmatic DOOH strategy, Mondelez leveraged geofencing capabilities to activate screens within a 5-mile radius of Ahold locations. Creative appeared on those screens when target shoppers were physically nearby. In addition, the campaign targeted shoppers who had previously purchased Ritz, Oreo, Triscuit, Wheat Thins or Chips Ahoy products at Ahold stores.

The programmatic DOOH campaign used dynamic content, which co-branded the ads with the nearest retailer’s logo and activated new creative in response to near real-time weather triggers for sunny or rainy days. For example, on a rainy day, the creative would feature a contextual weather design paired with the perfect Mondelez snack.

DOOH creative also included repurposed social influencer content. Mondelez hand-picked four diverse, family-oriented micro-influencers based in the same Ahold markets who created custom content corresponding with a variety of summer scenarios, including summer activities paired with Mondelez snacks. The creative featured QR codes that linked to landing pages and a mobile offer that drove a further sales lift.

The campaign achieved more than 30 million impressions across all media channels. Category units grew 2.4% and portfolio units grew 5.9% compared to the prior period.

Furthermore, household penetration among Ahold families increased 2.7% and portfolio trips increased 3.7%.

14 l Nov/Dec 2023

Campaign: Sour Patch Kids Cherry Bomb Brand: Sour Patch Kids (Mondelez International) Retail Partner: 7-Eleven Agency/Solution Provider: Phoenix Creative Co.

To grow sales of its “explosively flavorful” Sour Patch Kids cherry candies at 7-Eleven stores, Mondelez International developed an omnichannel campaign to win over Millennial and Gen Z shoppers. These on-the-go snackers are usually on their phones, they love music and are always on the lookout for fun new experiences.

Social influencers drove awareness for the “Cherry Bomb” program while streaming radio spots with popular celebrity talk show host Mario Lopez created excitement among his fan base, including multicultural shoppers. Digital activations included geo-targeted animated mobile banner units and a high-impact experiential product poll. Campaign creative was designed to reflect the “sweet-then-sour” mischief of the brand, featuring an image of one of the Sour Patch Kids characters carrying either a cherry or a cherry bomb.

In stores, a basket-building, 2-for-$5 promotion motivated purchases, while a national “Sour Summer is Over” deal helped deplete final remaining inventory to minimize waste.

The program caught shopper attention in-store with custom displays filled with a Sour Patch Kids cherry 8-ounce bag and bursting with vibrant graphics.

Exceeding expectations, non-chocolate-candy category dollar sales were up 20.6% during the program. The program also brought in many new shoppers, including 53% of shoppers new to the store or the non-chocolate candy category. The program brought in $3.2 million in incremental sales with 10,100 fully stocked displays and 58,000 incremental cases sold.

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2023

DIGITAL: RETAIL MEDIA ACTIVATION

DIGITAL: MASS MEDIA ACTIVATION

Campaign: Lenovo IdeaPad Duet 5 Chromebook

Campaign: The Ultimate Torture Test Brand: Cascade (Procter & Gamble) Retail Partners: Amazon, Target, Walmart, Instacart Agency/Solution Providers: Grey, Chase Design

Canada Retailer Support Program

Brands: Lenovo, Google, Qualcomm Retail Partners: Staples, Best Buy Agency/Solution Provider: Gen.video

Lenovo needed to drive purchase intent and favorability for its new IdeaPad Duet 5 Chromebook. Critical to its success was a successful positioning of the laptop as an ideal lightweight option for travelers that is also powerful enough for tech enthusiasts.

An influencer campaign with paid media support was cofunded by Google and Qualcomm, and deployed through the retail media platforms of Staples and Best Buy in Canada.

Lenovo chose influencers in the travel, technology and student vlog spaces who could organically reach consumers in each of those verticals. The multi-platform approach allowed the brand to tap into various creator archetypes and develop messaging themes to support both priorities across the travel/lifestyle influencers and traditional tech and student influencers.

Lenovo utilized gen.video technology to create and measure shoppable landing pages for multiple retailer websites. On these pages, the brand provided options to purchase the product on Best Buy or Staples to not only measure consumer retailer preference, but also to build retargeting segments using pixels that were implemented from both Meta and TikTok. Lenovo ran an organic brand lift study, as well as a paid lift study on Meta and TikTok, to learn more about which asset types and optimizations performed the best in terms of driving downfunnel traffic, as well as brand lift.

Lenovo achieved an impressive lift of 600% over goal during the campaign window. For Best Buy, it observed a 10% lift in unit sales and $58,000 in incremental revenue. For Staples, it observed a 92% lift in unit sales and $148,000 in incremental revenue. Additionally, the brand lift study found an increase of 16 points in favorability and 20 points in familiarity.

16 l Nov/Dec 2023

Procter & Gamble (P&G) was looking to build awareness for Cascade’s first product innovation in 10 years: Cascade Platinum Plus. The brand needed to convince loyal Cascade consumers to trade up to the premium product while persuading skeptical non-users that Platinum Plus could transform their entire dishwashing routine.

Cascade dared consumers to “dish differently” by creating a campaign built around “the ultimate torture test” — complete with cringeworthy demos involving sticky scenarios for removing baked-on grease and grime from pots and pans that were shocking yet intriguing enough to compel shoppers to take the test themselves.

To support the early e-commerce launch of Cascade Platinum Plus, the brand disrupted dish detergent shoppers online with display ads, sponsored content and online videos. From bold images of blackened sauté pans to video demos that brought the Ultimate Torture Test to life from an authentic first-person perspective, Cascade’s message to shoppers was clear: If Cascade Platinum Plus can clean this, it can clean anything — without a pre-rinse.

Cascade developed a brand store online at Amazon, Target, Walmart and Instacart that prioritized efforts to drive shoppers to the point of purchase. In addition, DOOH ads captured attention to build awareness in key markets throughout the country.

Based on the strength of the program, Platinum Plus became the fastest digital new item ramp-up in P&G home care history, with sales outpacing Q1 goals by 15%. The campaign creative was deemed so effective that it was extended into more than 160 OOH locations.

2023

DIGITAL: MOBILE ACTIVATION Campaign: Snickers NFL Rookie Mistake of the Year Brand: Snickers (Mars) Retail Partners: Kroger, Albertsons Agency/Solution Provider: The Mars Agency

Campaign: Nature Valley ReTok Shop Brand: Nature Valley (General Mills) Agency/Solution Provider: Mindshare

Mars’ Snickers brand leveraged its status as an NFL sponsor to conduct a “Rookie Mistake of the Year” campaign in 2021.

The brand repeated the program in 2022, encouraging fans to share their own personal “Rookie Mistake” for a chance to win tickets to the Super Bowl. But this time, Snickers wanted to go bigger and better, ensuring stronger engagement with football fans throughout the entire NFL season.

For the regular NFL season, Snickers created a campaign anchored by an entertaining augmented reality experience that leveraged NFL players to drive memorable interaction with consumers. Borrowing on nostalgia for the classic Magic 8 Ball toy, fans were encouraged to run a questionable decision by Buffalo Bills receiver Stefon Diggs through the Rookie Mistake “Magic Football.” Diggs responded and encouraged participants to enter the sweepstakes for Super Bowl tickets directly from the experience.

To amplify the program, Snickers employed a variety of ads across radio, CTV, gas station networks and online. It also created influencer kits with video reels and stories linking to a “Where to Buy” page, as well as in-store shelf talkers in Kroger and Albertsons stores.

Snickers enjoyed a healthy 10.6% sales lift from the regularseason activity and a 9.1% increase during the Super Bowl period (late January through February). Partnering retailers experienced category growth of 11.1% and 8.6% in those periods, respectively. The effort delivered 85.5 million total impressions across all activations. Nearly 21,000 consumers visited the AR experience, with one in five entering the sweeps. Average dwell time was 1:43, more than triple the amount of time needed to submit an entry.

General Mills’ Nature Valley leads the granola bars category, but has been losing share to competitors who have a better grip on younger families and outdoor enthusiasts. The brand sought to break through with an activation during the back-toschool season that focused on the most important social issue for their target audience: preserving the planet for their kids.

Today’s busy young parents are often overwhelmed with the complexity of sustainable living. Many do not know where to start or don’t have the time to research, and few end up making meaningful changes. Thus, Nature Valley launched #ReTokForNature to enable simple and fun ways for families to give back to nature while checking off their back-to-school lists.

In partnership with TikTok, Nature Valley built the firstof-its-kind shop to reward sustainable behavior by “hacking” the simple hashtag as a mechanism for good. Families who shared a sustainable act using #ReTokForNature received a 1:1 promo code that unlocked access to free, exclusive goods including Nature Valley bars and branded gear, as well as sustainable must-have essentials like backpacks and water bottles from L.L. Bean, Park’s Project and Stasher.

Additional exposure for the program came through CTV, with streamers invited to shop the TikTok store live from their remotes, and an Amazon audio campaign.

A total of 2.1 million consumers were inspired to join the #ReTokforNature movement, sharing more than 6 million pieces of original content and sustainable inspiration on the platform, nearly four times the program’s benchmark. The brand enjoyed double-digit lift across all key attributes with parents, notably up 14 points in both “cares about nature” and “rewards sustainable actions.” The program generated more than $1.6 million in incremental sales and 11% in sales from net-new buyers.

18 l Nov/Dec 2023

2023

DIGITAL: SOCIAL MEDIA ACTIVATION Campaign: H-E-B A Day in the Life of Demarcus Ware Brands: Dove Men+Care, Suave Men, Degree (Unilever) Retail Partner: H-E-B Agency/Solution Provider: Arc Worldwide

Unilever had to pass key tests in order to boost sales of its men’s grooming products at H-E-B stores. H-E-B shoppers are passionately Texan and want to see their pride in the Lone Star State reflected in their daily lives. They are also heavily emotionally invested in football. But since they did not naturally associate football culture with personal care, Unilever’s new social platform needed to make that connection relevant.

Enter Dallas Cowboys legend Demarcus Ware. The former All-Pro linebacker was uniquely suited to be the voice of the H-E-B social program. Not only was he widely recognized and associated with Texas football, but he was also highly relatable and had a wide-ranging fan base that included almost 1 million followers on Instagram.

Unilever created an original “day in the life” series with Demarcus as host, delivering his authentic take on his personal care routines through videos on his Instagram page.

This honest, engaging and educational content sparked consideration for Dove Men, Suave and Degree products, and made it easier for shoppers to see a genuine connection between their favorite sport and the category.

Ware took fans through his “Saturday Football Fandom” routine in six stages: kickoff, morning workout and prep, post-workout shower routine, unpacking from H-E-B, gameday prep/traditions and fan-day wrap-up. Organic stories had a call-to-action link to shop the H-E-B promo (buy $12, save $4), and two stories were pushed via paid social amplification.

As a result, fans stepped up their personal care game in a big way. Sales of Unilever’s men’s personal care brands increased by 27.7% in-store and 35.8% online during the campaign, which performed three times better than industry average and reached 1.2 million consumers.

20 l Nov/Dec 2023

IN-STORE MARKETING: DIGITAL ACTIVATION (Non-Retail Media)

Campaign: Sour Patch Kids Fruit Fight at Circle K Brand: Sour Patch Kids (Mondelez International) Retail Partner: Circle K Agency/Solution Provider: Phoenix Creative Co.

Circle K and Mondelez International needed to revive sales of the Sour Patch Kids brand at Circle K stores, with particular attention being paid to the c-store chain’s core audience of digitally connected, on-the-go Millennial and Gen Z shoppers (ages 18 to 34). The partners turned to one of Circle K’s best assets — the Froster — for a unique in-store activation.

Given strong sales of the new watermelon and strawberry fruit flavors of Sour Patch Kids, Mondelez decided to extend the brand equity with the summertime introduction of a limited-edition strawberry watermelon-flavored Froster available only at Circle K stores. A promotional offer further incentivized co-purchase of the candy and Froster pairing.

The program leveraged GSTV media at Circle K gas pumps to remind shoppers of the bundled offer. In stores, the program caught shopper attention with candy-aisle signage and displays around the Froster machine. At the register, LIFT screen digital engagements drove impulse purchases.

Out of store, a mix of streaming radio spots, targeted digital activations and a paid social campaign helped build anticipation and excitement for the new offering at Circle K. The campaign blew away projections with a 177.48% increase in category sales during the 2022 campaign period versus 2021, as well as a 95% lift in Sour Patch Kids brand sales versus the prior period. A whopping 340,000 incremental display units were sold during the program. Overall foot traffic at Circle K stores was also up 2.4%, offsetting some of the early losses from the COVID-19 pandemic.

2023

IN-STORE MARKETING: ON-SHELF CAMPAIGN Campaign: Betr Remedies Mixed Signage Kits Brand: Betr Remedies Agency/Solution Provider: Vanguard Companies

Betr Remedies, a socially conscious company that produces a variety of over-the-counter (OTC) medicines, teamed up with Vanguard Packaging on an in-store merchandising solution to help simplify the OTC space. Betr wanted to focus the program on high-quality products that alleviate common ailments — starting with pain and allergies — while reflecting the values that consumers have come to expect from the brands they buy.

At the heart of this effort was a charitable give-back program directed at the 1 in 4 Americans who cannot afford the life-saving drugs their doctors prescribe.

For every box of OTC drugs that Betr sells, the company covers the cost of one month of prescription medication to someone who would otherwise have to go without it.

Throughout the program development phase, design and product teams at both companies went through an extensive sampling and revision process. In the end, Betr created the graphics, while Vanguard designed the complementary structure. The colorful, eye-catching branded signage was digitally printed on both sides of 1/8inch foam core utilizing the HP C500 digital press. Signage was developed and color-coded for their four main SKUs. In addition, Betr carried over the design elements and messaging from their website to this signage and their social media campaigns on Facebook, Instagram, LinkedIn and X/Twitter.

The signage kits were designed to provide turnkey installation and were cost-optimized to meet the program objectives. From materials and design to printing, fulfillment and execution, the mixed signage kits met their budget expectations and maximized ROI.

22 l Nov/Dec 2023

IN-STORE MARKETING: PRODUCT DISPLAY (Temporary)

Campaign: Dunk into the Oreoverse Brand: Oreo (Mondelez International) Agency/Solution Provider: Eastwest Marketing Group

By leaning into the metaverse and the playfulness of its Oreo brand, Mondelez International looked to capture the 80% of 18- to 39-year-olds who agree it is possible to spend meaningful time with others in virtual worlds. Within this group, 60% say that when a brand interacts with them during those virtual experiences, they’re more likely to purchase that brand.

The effort began with a new limitededition Oreo cookie that featured the two traditional chocolateflavored base cakes packed with extra levels of creme (which, for the first time, had real ground Oreos mixed in). The “Most Oreo Oreo” was so stuffed with itself, or so the idea goes, that it twisted open a space in the metaverse for Oreo lovers: the Oreoverse.

The Oreoverse — which could be accessed through Meta Horizon Worlds, a dedicated website or by scanning an Oreo package — invited fans to play multiple levels of cookiethemed games with the chance to win deliciously unexpected prizes, including a $50,000 grand prize.

Oreo kicked off the campaign with longtime brand fan (and admitted metaverse novice) Martha Stewart. The homemaking icon hosted a livestream of her Oreoverse experience to show how much fun Oreo fans could have.

Supporting POS was designed to look like shoppers could enter a portal to the Oreoverse by shopping the display and featured large images of the new Oreo cookie with the callto-action, “Dunk into the Oreoverse.” A variety of paid media and organic content creation also supported the effort.

The Oreoverse was a sweet success with 1,500 display placements and more than 4.7 billion total earned media impressions. Sweepstakes entries more than doubled projections to hit over 1.6 million, while Oreo sales jumped 19% in February 2023 on the strength of the promotion.

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2023

IN-STORE MARKETING: PRODUCT DISPLAY (Long-Term)

Campaign: High Noon Universal Suction Rack Brand: High Noon Agency/Solution Provider: Select

Cooler sections across convenience, drug and grocery channels are an untapped area for many beverage brands.

Given the variety of cooler units that exist today, E. & J. Gallo identified the space as ripe for promotion for single-serve cans of its popular High Noon hard seltzer brand.

Select was tasked to bring additional visibility and shopability into the cooler section while maintaining the High Noon brand equity and optimizing for as many cooler and store types as possible — all while creating a display that was cost effective and easy to implement. The unit had to allow for quick setup of under five minutes and provide ease of restocking and placement flexibility within the store.

The resulting High Noon universal suction rack has multidirectional suction cups that allow it to be affi xed to the inside or outside of a cooler door, or on the right or left side of open cooler endcaps. The High Noon logo is weighted to auto-rotate, so the logo is right-side up regardless of the rack’s orientation.

The rack can be rotated to fit vertically, horizontally or angled. The right side holds five 24-ounce cans, while the left side holds five 12-ounce cans.

As part of a larger, ongoing brand equity and visibility, this piece’s purpose was to bring the campaign to a physical place it had not been before. Supporting the brand equity campaign, this universal suction rack provided flexibility to place in a variety of cooler setups and at a variety of orientations, which allowed High Noon single-serve cans to be available chilled in places where they have never been made available to consumers before.

Select concepted, engineered and produced the solution, which has resulted in more than 2,000 units in the market to date.

24 l Nov/Dec 2023

Campaign: Mondelez Digital Display Test Brands: Nabisco — Oreo, Ritz, Chips Ahoy, belVita (Mondelez International) Retail Partner: Walmart Agency/Solution Provider: MOjO Marketing

Much of the growth in the snack food category comes from female Gen Z consumers and young Millennials ages 25-34.

Often referred to as digital natives, these shoppers expect businesses to use technology to enhance experiences instore and online.

Recognizing this, Mondelez International launched a five-store digital screen test on its 4x4 product displays at Walmart in May 2022. More than 3,000 stores currently have these displays and plastic panels are printed for the displays on a monthly basis. The plastic panels were not sustainable, cost efficient or executed at a high rate in-store, and if programming shifted it was not easy to pivot due to production timelines. Replacing these panels with digital screens would not only eliminate waste, but also the cost of printed panels, reduce production complexity and drive shopper engagement in a prime, permanent store location.

Digital content was developed each month to support shopper marketing activations, seasonal products and savings promotions. Pivoting to digital screens allowed Mondelez brands like Oreo, Chips Ahoy and Ritz to include multiple brand messages in one location and provided engaging content featuring new usage occasions and recipe inspiration.

In order to increase engagement with Walmart shoppers, Mondelez utilized QR codes to drive shoppers to Walmart. com, brand sweepstakes and recipe content. Spanish translations were also added in applicable markets to resonate with bilingual shoppers.

Overall, the results were strong and Mondelez and Walmart elected to roll out the test to 100 additional stores by Q4 2023. The digital display stores currently have a 4.9% average incremental lift worth an incremental $668.23 per store per week. If the lift average is maintained, it will be worth $3.5 million incremental sales per year in the 100-store rollout.

Saucony wanted to overhaul its approach to aisle reinvention in a way that would give the brand significantly more retail presence, while also advancing placement equity at footwear retailers across the country. Working with Select, Saucony chose a modular store-in-a-store experience that allowed each retail account team to decide which pieces to include and how big the overall design footprint should be.

Select’s modular system created options for accounts to promote Saucony products from footwear to apparel using lightweight elements, including racks, stands, tables and benches — all aligning with the same clean, sleek look that Saucony’s brand represents.

Each element has been specially designed to live together as a set or as individual elements, and anywhere in between. With interchangeable magnetic panels, graphics can be updated from brand equity visuals to campaign- or product-specific art with ease. Pieces were engineered to transition from slatwall to standalone rack easily, and many elements (like tables and benches) nest to save space while still allowing for functionality and usability.

The creation and delivery of more than 10,000 units across the U.S. and international locations allowed for long-lasting flexibility for retailers and guaranteed Saucony placement as campaigns were updated and new products were launched.

Campaign: Evo-izing the PC aisle Brand: Intel Agency/Solution Provider: Arc Worldwide

P.O.P FIXTURES AT YOUR FINGERTIPS Plastic Hooks

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Intel’s surveys suggested that Gen Z and Millennial PC buyers would pay more for a laptop that was superior in terms of connectivity, battery life, productivity and creation features. Yet 74% of these buyers didn’t know that Intel’s premium Evo laptop existed upon entering the store.

Intel’s solution came in the form of new interactive displays, dubbed Immersion Zones. These units were designed to break through a sea of sameness in PC aisles and demonstrate the full extent of Evo’s innovative features, for which customers would be paying at least $200 more per device. Since PC shoppers usually take weeks or months to make a purchase, Intel needed to take customers through the entire decision funnel in a matter of minutes.

Hologram-like imagery in the display’s transparent base appeared to push images out into the aisle to meet shoppers as they approached. Each PC came loaded with point-of-sale software that detects the device specs and generates a custom interactive demo for a real-world test drive experience. Next, an interactive touchscreen with a few key questions about how the customer will use the laptop produced a recommendation for the best version for that buyer.

To seal the deal, Intel created an in-store first: a one-button prompt connected the shopper to a live on-screen advisor to answer questions, help shoppers make their initial device selection and guide them to check-out.

U.S. retailers vastly exceeded program objectives by achieving a massive 40% increase in Evo PC sales after installing the Immersion Zones. In addition, the price shoppers were willing to pay for Evo devices increased 19%, equating to an average of $250 per device.

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2023

INTEGRATED PATH TO PURCHASE ACTIVATION Campaign: Dunkin’ Run Brand: Dunkin’ Donuts (Inspire Brands) Agency/Solution Providers: Arc Worldwide, MSL Group, Anomaly NY, Artists Equity

Facing declining store traffic and sales at a time of rising inflation, Inspire Brands’ Dunkin’ Donuts needed to rejuvenate its brand. A new value-based program — named after the vernacular of “going on a Dunkin’ run” for a morning coffee or an afternoon snack — was designed to increase hot/iced coffee unit sales while expanding food purchases attached to drink orders.

The Dunkin’ Run platform featured an all day, every day offer for customers to add a $1 donut, $2 snack item or $3 breakfast sandwich with the purchase of a medium or larger size coffee. To support the national launch, a two-phased marketing plan started with on-premise merchandising in the form of exterior signage and menu board content.

Phase two kicked off with a 2023 Super Bowl spot featuring Dunkin’ celebrity superfan Ben Affleck. The 30-second spot, “Something’s Ben Brewing,” featured Affleck working the drive-thru and urging unsuspecting guests to “take the Dunkin’ Run,” ending in a cameo from Jennifer Lopez. PostSuper Bowl, exterior restaurant signage and additional paid advertising — including OOH boards, organic social, radio and digital display — continued to drive traffic.

On the strength of the program, Dunkin’ Donuts recorded 12 of 21 weeks of positive traffic in 2023, compared to three weeks in all of 2022. Dunkin’ Run is contributing to the highest-ever average weekly sales in the brand’s history, with stores recording more than $26,000 per location per week in May 2023, as well as the highest-ever average ticket. About 44.5% of transactions year to date included both food and a beverage, up from 43% in 2022.

26 l Nov/Dec 2023

Campaign: A Salud to Summer with #ModeloTime

Drops

Brand: Modelo Especial (Constellation Brands) Retail Partners: Publix, Kroger, ABSCO, Walmart and 7-Eleven Agency/Solution Provider: Upshot

Multicultural Millennials, a key cohort of the Modelo beer brand, like to take an occasional break from the grind while sharing personal moments that combine success and enjoyment on social media. When these consumers started an organic movement to do exactly that at #ModeloTime, Modelo in turn saw an opportunity to grow the platform into a stronger asset for the brand.

Thus, #ModeloTime Drops was born. The brand introduced a campaign featuring custom, limited-edition collaborations that promised a “salud” to all things summer.

Inspired by Millennials’ interest in spontaneous “drops culture,” Modelo’s unique offerings created an exciting opportunity for consumers to enjoy the summer season.

As the name suggests, they came with little or no warning, building anticipation and desire around both the products and the brand. Weekly drops featuring new merchandise collaborations — from gear and music to recipes and unique offers — took place every Friday at 3 p.m. to kick off the weekend and enhance the beer drinker’s #ModeloTime activities all summer long.

In addition, Modelo partnered with Takis, a Mexican tortilla chip brand, on a custom vending machine drop for additional retail holiday display opportunities in July. A variety of paid media and shopper media supported the effort.

Modelo achieved a 15% year-over-year increase in sales and a 10% increase in unit sales for the campaign period.

The brand saw an 11% increase in distributor uptake of the program versus 2021. It also secured display activity with key account partners like Publix, Kroger, ABSCO, Walmart and 7-Eleven in a combined 5,200-plus stores nationwide.

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2023

INTEGRATED PATH TO PURCHASE ACTIVATION Campaign: Neutrogena SkinU x Walmart Brand: Neutrogena (Kenvue) Retail Partner: Walmart Agency/Solution Providers: AMP, Golin

The skincare category can be a bit of a conundrum for the Gen Z and Millennial shopper. She cares about quality and staying on top of trends, and often looks to others for advice before making a purchase. But she is not always happy with her skincare results.

Collectively, these young “experimental strivers” were the focus of Neutrogena’s SkinU back-to-school program at Walmart. Anchoring the effort was a livestream event via TalkShopLive, featuring Neutrogena scientists who shared their expertise for how to achieve healthy, good-looking skin.

The Walmart team also partnered with Neutrogena to create educational content specifically for treating stubborn acne and hydro boost under the SkinU platform.

Kenvue’s Neutrogena deployed paid social and Walmart Connect media to drive awareness of the shoppable live event with Dr. Mamina, a dermatology influencer with 1 million followers on TikTok. The brand also built a SkinU hub on Walmart.com with exclusive content and products to purchase to ensure a seamless shopping experience for Walmart customers.

To leverage its sponsorship of the Walmart Wellness Days community education program, Neutrogena offered stubborn acne patches and tip cards with a QR code driving back to the SkinU hub on Walmart.com.

The SkinU x Walmart livestream generated more than 20,000 views, which was 67% higher than the average for a beauty livestream with Walmart. Stubborn acne items that were featured in the livestream saw a 20% lift in sales, and 20% of the buyers were new to the acne category. Walmart Connect media generated a ROAS of $18.64 on featured items and a 29% new buyer rate, equating to 152,231 new buyers.

28 l Nov/Dec 2023

PACKAGING Campaign: Dia de los Muertos 2022 - Create Your

Calavera Literaria with Victoria

Brand: Victoria (Constellation Brands) Agency/Solution Provider: Upshot

In Mexico, Dia de los Muertos (Day of the Dead) is a time to rejoice and honor loved ones who have passed on. But in the U.S., the holiday tends to get overtaken by a sea of spooky imagery, as it comes right on the heels of Halloween.

Victoria beer wanted to give its core audience of firstgeneration Mexican-American men a new and more authentic reason to celebrate Dia de los Muertos in 2022. And with good reason: 59% of Hispanics seek out brands that acknowledge their culture’s unique traditions.

Building on its Mexican heritage and strong ties to the Hispanic community, Victoria came up with the idea to leverage calaveritas literarias — a holiday tradition of creating short, playful expressions of deep and complicated feelings, often directed toward the deceased. Interactive limited-edition packages of Victoria beer featured colorful skull imagery that helped to illustrate the concept, forming the centerpiece of the program.

A QR code linked to a microsite that allowed users to customize one of the calaveras options, choosing from an array of illustrations and messages while deciding whether to add a loved one’s name in personal tribute. These became shareable images that connected Victoria beer drinkers to their celebrations with friends and families as part of their rich Mexican roots.

Dollar sales of Victoria beer saw a 51.9% increase over the previous year during the two-month program.

Consumer engagement also exceeded expectations, with the customizable packages and microsite producing an average engagement time of 1:03 and engagement rate of 64.23%.

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Chicago, IL 60631-3731 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing E Publisher

No. Copies of Single Issue

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Bi-monthly

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(Do not leave blank. If the publication is owned by a corporation, give the name and address of the corporation immediately followed by e.

the names and addresses of all stockholders owning or holding 1 percent or more of the total amount of stock. If not owned by a corporation, give

Total Nonrequested Distribution (Sum of 15d (1), (2), (3), and (4))

the names and addresses of the individual owners. If owned by a partnership or other unincorporated firm, give its name and address as well as those f.

of each individual owner. If the publication is published by a nonprofit organization, give its name and addre Full Name

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16

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11. Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages or If none, check box -------->

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17. Publication of Statement of Ownership Publication of the Statement of Ownership for a Requester Publication is required and will be printed in the

Nov-23

issue of this publication.

18. Signature and Title of Editor, Publisher, Business Manager, or Owner 12. Tax Status

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o Has Changed During the Preceding 12 Months

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(Publisher must submit explanation of change with this statement)

form or who omits material or information requested on the form may be subject to criminal sanctions (including fines and imprisonment) and/or civil

PS Form 3526, July 2014(Page 1 of 3 (Instructions Page 3)) PSN 7530-01-000-9931 PRIVACY NOTICE: See our privacy policy on www.usps.com 13. Publication Title

sanctions (including civil penalties).

14. Issue Date for Circulation Data Below

Path to Purchase IQ

Oct-23

15 Extent and Nature of Circulation a.

Total Number of Copies

(Net press run)

Average No. Copies Each Issue

No. Copies of Single Issue

During Preceding 12 Months

Published Nearest to Filing Date

15,835

13,309

8,784

6,942

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quests from recipient, paid subscriptions including nominal rate subscript

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Date

09/28/2023

The purpose, function, and nonprofit status of this organization and the exempt status for federal income ta

PS Form 3526-R, July 2014 (Page 3 of 4)

2023

Winners

The Path to Purchase Institute is proud to showcase the winners of its eighth annual Women of Excellence Awards. The program recognizes female commerce marketers from CPG brands, retailers, agencies and solution providers for their achievements in influencing shoppers along the path to purchase.

B Y E R I K A F LY N N

The 2023 Honorees are: EXECUTIVE OF THE YEAR (page 31) Katie Williams, Haleon BUSINESS EXCELLENCE (page 32) Melissa Berger, Digitas Colleen DeVos, Arc Worldwide Meghan Howard, Chicory Kristin Issler, The Mars Agency Jaclyn Nix, CitrusAd Robyn Petroski, Mondelez International Trina Rizzo, InMarket Sejal Sheth, GE Lighting, a Savant Co. Angie Smith, Campbell Soup Co. Christine Wanta, Procter & Gamble Patricia M. Ziegler, formerly of Scotts Miracle-Gro INDUSTRY IMPACT (page 37) Kristi Argyilan, Albertsons Cos. Melissa Gonzalez, MG2/The Lionesque Group Elizabeth Johnson, Pathformance Cristina Marinucci, Mondelez International Jill Smith, Kroger Precision Marketing/84.51 Rachel Tipograph, MikMak Katie Williams, Haleon

30 l Nov/Dec 2023

THANKS TO OUR JUDGES! TECHNOLOGY (page 40) Melissa Burdick, Pacvue Katherine Magann, Vestcom Sanela Odzic, Mars Adenike Olaleye, Ahold Delhaize’s Giant Food Noa Reikhav, Skai Jacqueline Rice, Dollar General

Yolanda Angulo Director, Customer Marketing Mondelez International

INNOVATOR (page 43) Genna Carlson, Arc Worldwide Emily Gibbons, 84.51 Amy Hintz, Jack Link’s Julianne Hudson, VMLY&R Commerce Steffanie Magnus, Dreyer’s Grand Ice Cream Kylissa Ward, Shipt

Kina Demirel Managing Director Mimeda

MENTORSHIP (page 46) Angela DiLemme, Inmar Intelligence’s Aki Technologies Christiana DiMattesa Houser, Under Armour Renee Martin, Arc Worldwide Jamie Olson, Blue Chip Rene Robers, Heineken USA Susan Sanderson, Party City Holdings Inc. Cynthia Ward, Tag Worldwide, Americas

Chrissy Arsenault Director, Marketing Aker BioMarine ASA Heather Collins Chief Client Officer PureRED

Amy Lanzi Chief Executive Officer, North America Digitas North America Julia Miller Group Vice President Commerce Media, The Mars Agency Allisha Watkins Co-Founder & Chief Sales Officer Paradox The winners were honored at an awards ceremony on Nov. 8 at P2PI LIVE & Expo in St. Louis.

EXECUTIVE OF THE YEAR KATIE WILLIAMS

U.S. Chief Marketing Officer Haleon

Katie Williams joined GSK Consumer Health in November 2020 as the U.S. chief marketing officer. She was charged with helping steward the marketing organization to a standalone consumer health business. Haleon was created in 2022 to unlock the full potential of one of the world’s largest consumer health businesses — and the separation from GSK enabled Haleon to pursue its ambition of delivering better everyday health with humanity and unlocking a growth strategy rooted in purpose.

For Haleon, that meant combining its trusted science with deep human understanding to help make healthcare more achievable, more inclusive and more sustainable for millions of consumers around the world. For Williams and her team, it meant focusing on unlocking richer consumer experiences and brand building through modern marketing mediums and methods, and translating that to how Haleon’s brands come to life in social, digitally across retailer and owned platforms, and in-store.

With the same title but now under the Haleon umbrella since July 2022, Williams has seen success at delivering the company’s growth ambition while advancing its purposedriven commitments. In the first year, it launched several initiatives, including Theraflu’s “Rest and Recover” program — which drove awareness to the lack of paid sick leave that too many Americans face, and a micro-grant program to help bridge that gap for families in need.

In September, the company launched its “Believe My Pain” initiative, a partnership with Advil, Black Health and Morehouse College Medical School designed to increase awareness of the disparities of pain treatment among Black and brown populations. Williams’ team also jointly developed an educational program to help support the next generation of health care providers.

Consumer health care is a dynamic space, notes Williams.

“If you layer on top of that the type of organizational transformation Haleon has undertaken, you can imagine every day is unique,” she says.

Given the complexity of today’s marketplace, the list of partners and stakeholders has expanded significantly. “In the past, a typical marketer may have spent much of their

“Every day requires new partners and new capabilities, and that’s something that personally drives me.”

time with traditional agency, media and cross-functional partners,” Williams says. But there is nothing traditional about the marketplace today, she adds, between the expansion of retailers as media partners, technology and data as a key unlock to optimizing marketing effectiveness, and establishing personal relationships with consumers. “And building new capabilities to further streamline the path to purchase, like leveraging AI to advance creative optimization. Every day requires new partners and new capabilities, and that’s something that personally drives me,” Williams notes.

Ahead of a highly anticipated music tour this summer, Williams and her team started to see through social listening that fans were organically packing Haleon products as part of their concert-going essentials and sharing their recommendations on Instagram and TikTok. The team coordinated a cross-brand product delivery of Tums, Advil, ChapStick, Emergen-C and Flonase in a clear, stadium-approved pouch to media and influencers who were attending the show. The reaction was extremely positive and the pouch was praised for its utility and ingenuity.

What’s more, Haleon garnered more than 3.1 million social impressions from influencers and media like People, Elite Daily, Bustle and others.

P2PI.com

BUSINESS EXCELLENCE

MELISSA BERGER

Executive Vice President of National Strategic Growth and Solutions Digitas Melissa Berger continues to have a significant impact on Digitas’ growth and development. Berger and her team created a proprietary tool called Connect IQ that assesses a brand’s presentation and its connections to consumers’ lives.

By evaluating four categories — intimacy, resonance, availability and utility — it reveals untouched revenue for brands compared to the competition. Crossfunctional teams assess more than 60 pieces of criteria. The teams identify any missed connection opportunities against Digitas’ financial model to determine market share gaps and revenue opportunities, and create a roadmap with a path to action for brand evolution.

Under Berger’s leadership, more than 17 Connect IQ studies have been presented to clients across industries, which translates to a prospect-to-pitch rate of 63%.

Connect IQ has been cited as an industry-leading competitive assessment tool.

Berger is also charged with helping the agency’s cross-capability teams develop proprietary growth tools and strategies across capabilities. She has co-led Publicis Groupe’s CRM Center of Excellence — a collective of individuals from agencies across Digitas’ holding company that creates storytelling, packaging, products and growth strategies for Publicis.

She has more than 20 years of experience in multichannel marketing and strategy, including CRM, digital, marketing technology, customer segmentation and strategic planning. A member of the Digitas North America team for nearly seven years, she assumed her current post as executive vice president of national strategic growth and solutions in early 2022.

MEGHAN HOWARD

Chief Revenue Officer Chicory

Meghan Howard is responsible for Chicory’s growth plans and revenue operations, overseeing the sales, account management, strategic partnerships and marketing teams. Since joining the company in late 2018 as vice president of sales, she has grown the sales and account management teams while also increasing revenue by nearly 10 times.

As part of her growth plans, Howard also designed and successfully implemented a Sales Planner team, which helps create strategies to reach potential customers and drive more sales. During this time, Chicory reached its highest annual revenue year to date under her leadership and has been honored by Inc. 5000 as one of the fastest-growing companies in the nation and the Northeast.

Howard developed sales strategies for two new Chicory products over the past six months. Applying her customer-centric, audience-driven approach, she dedicated specific sellers and resources to each product to gain traction. As a result of her efforts, both products are entering new phases of marketability and Chicory has added several new clients to its roster.

Howard was promoted to her current position as chief marketing officer in January 2023, making her the first woman to join Chicory’s C-suite. In May, she added both the strategic partnerships and marketing teams under her umbrella. She spent more than 15 years at Valassis Digital in a variety of roles before joining Chicory.

32 l Nov/Dec 2023

COLLEEN DEVOS

Executive Vice President, Account Director Arc Worldwide Colleen DeVos joined Arc Worldwide in early 2016 as part of the Epsilon acquisition and became instrumental in integrating the more than 200 Epsilon employees across five markets into the business. She built the team she now leads for Kraft Heinz, as well as the Power of One model composed of Arc Worldwide, SaatchiX and Starcom, supporting Kraft Heinz in the strategic development and execution of omnichannel plans across more than 50 brands and all classes of trade.

In 2021, Heinz Art of the Burger, an award-winning program that reframed summer grilling, delivered double-digit growth. It also became the single largest retail execution in the CPG brand’s history.

This year, Kraft Heinz launched its first-ever shoppable, live TikTok cooking program through a partnership with TikTok and Gopuff. More than 125,000 people joined the TikTok live, Gopuff sold out of products, and overall Kraft sales were up 10% during the five-day promotional period. Product sales were up 7% for the featured products.

DeVos’ work has led to 60% growth in agency revenue on Kraft Heinz over the past three years.

In 2022, DeVos also led Hewlett-Packard’s first-ever retail activation, Plant a Tree with HP. She was invited to speak at HP’s company-wide sustainable impact summit this year because of the work she led to influence HP’s retail go-to-market strategy for sustainable impact.

DeVos, who assumed her current post as executive vice president, account director in June, has more than 25 years of experience working in commerce marketing from the agency side, effectively helping clients transform their commerce capabilities.

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BUSINESS EXCELLENCE

JACLYN NIX

Executive Vice President, Media Sales and Operations CitrusAd

KRISTIN ISSLER

Executive Vice President, Client Leadership The Mars Agency Kristin Issler was instrumental in gaining the Mars Inc. business for The Mars Agency in 2020, including the Mars Wrigley, Mars Petcare, Mars Food and Mars Wrigley ice cream brands. It was the height of the pandemic and she set up an agency support model, hiring 100 new team members and seamlessly transitioning the client’s portfolio from the previous agency. Her work led to a swift expansion into Canada as well as e-commerce operations.

More recently, Issler helped secure the shopper marketing business at AnheuserBusch, building out a still-growing support team of 25 positions and extending the agency’s responsibilities into aspects of the brewer’s trade promotion activity. She also leads the BlueTriton business, making her overall portfolio represent approximately 30% of the agency’s total business.

Serving as executive vice president, client leadership since she joined in October 2017, Issler’s responsibilities have helped foster the cultural environment that recently earned the agency “Best Places to Work” honors from both Ad Age and Inc. She actively contributes to Mars Wrigley’s global efforts in conjunction with the international team. As a member of the Global Executive Leadership Team, she is instrumental in helping guide the agency’s overall strategic direction while personifying its standards and best practices beyond client leadership to scoping, financial management, reporting and internal relationship-building.

Issler recently added WeLead, an initiative dedicated to growing and developing talent and leadership skills across the agency with a particular focus on women and DEI, to her work. She spent nearly nine years at Catapult prior to joining The Mars Agency, and more than five years at Dexter Shoe Co. 34 l Nov/Dec 2023

As head of media business for Mi9 Retail until she joined CitrusAd in May 2020, Jaclyn Nix managed Mi9’s media sales business, was responsible for new business development and partnerships, and led the integration of CitrusAd into Mi9’s retailer software, ultimately positioning her to help launch CitrusAd U.S. Named senior vice president, media sales and operations, when she joined in 2020, Nix was instrumental in helping facilitate the transition of what was formerly the Mi9/MyWebGrocer grocery media network to what is now GroceryOne. She unites retailers on the GroceryOne Retail Media Hub, giving CPG companies one platform to seamlessly access performance-based media and track sales in real time.

Her contributions have led to business expansion, helping brands reach more than 15,000 stores and $330 billion in retail sales. She and her team utilize the platform’s analytics to optimize retail media campaigns with insights into keyword performance, ROAS and more. She has not only helped build and grow GroceryOne, but has advanced key retail media networks, including Target’s Roundel, Gopuff and others, growing revenue year over year for the past three years.

Promoted to her current post in November 2021, Nix supports sales and operations teams to drive top-line revenue and cost efficiencies both internally and for CitrusAd’s retailer partners. CitrusAd’s rapid expansion required her to build out and mentor sales teams, and she has successfully led both her team and key retailers to see 500%-1,000% year-over-year quarterly growth.

ROBYN PETROSKI

Director, Shopper Merchandising Solutions and Point of Sale Mondelez International Robyn Petroski started her tenure at Mondelez as a merchandising manager in 2012. She had spent more than 15 years in the filled POS business at Kraft Foods, Cadbury Adams, Coty Prestige and Unilever Cosmetics, among others. In April 2022, she was tapped to assume leadership of the entire POS business, including filled, permanent, temporary and corrugate, and was promoted to director of shopper merchandising solutions.

Over the past year, Petroski has made a demonstrable impact on the Mondelez business. She manages a $60 million budget and has grown her team from three to 10. She has driven $5.3 million in cost savings, beating target by 425%, and drove waste down to 2%. She has also reduced SKUs by 17% and executed a $100 million request for proposal, securing $7 million in savings.

Petroski was instrumental in developing a POS structure that has saved 5,000 direct-store-delivery labor hours annually, which helped reduce cost more than 8% and has been adopted as the global Mondelez design.

She has also developed a new process with the sales team, which now has tools to manage the budget and understand the P&L impact. Her guidance driving innovation in the team has secured an incremental $10 million budget as well as tests at several major retailers. A digital endcap test at Walmart drove an incremental sales lift of 5.4% and resulted in a rollout of the digital endcaps to 200 stores.

CONGRATULATiONS TO OUR VERY OWN, 2023 WOMEN OF EXCELLENCE AWARDS WiNNER, ROBYN PETROSKi! The Path to Purchase Institute's Women of Excellence Awards program recognizes female brand marketers, retailers, agency executives and solution providers for their achievements in influencing the commerce marketing industry along the path to purchase.

ROBYN PETROSKi Director SMS/POS US Commercial Planning & Insights

MONDELĒZ APPLAUDS YOU AND ALL THE iNCREDiBLE, STRATEGiC WORK YOU DO!

© Mondelēz International group

BUSINESS EXCELLENCE

TRINA RIZZO

Chief Revenue Officer InMarket Trina Rizzo’s more than 20 years of sales experience has spanned from publisher at Conde Nast to technology firms Travelzoo and MaxPoint. Leading and mentoring teams with an appetite for helping build a company’s revenue from the ground up, her passion for the ad-tech industry led her to InMarket, which she joined in August 2017 to head up its sales efforts.

In fewer than five years, she was promoted three times, ultimately being named to her current post of chief revenue officer and playing a pivotal role in the company’s exponential growth to more than $100 million annually. She has rapidly expanded the InMarket sales team and training program across the media, measurement and programmatic disciplines, and added new sales functions — including sales architects and vertical market practice leaders across CPG, adult beverages, retail, pharma and dining — to support growth.

Rizzo’s focus on key accounts and creative program development include the creation of new tentpole events, immersive creative and insights packages, such as lapsed/lost, LTV (Lifetime Value) and Journeys, which allow brands to connect with consumers by leveraging InMarket’s unique intent, location and transactional data. Her ability to partner with clients and work collaboratively with InMarket’s internal creative team has resulted in a record number of awards for digital marketing excellence across a variety of categories.

InMarket was ranked among the fastest-growing technology companies in North America on the Deloitte Technology 500 list for the past two consecutive years, achieving 483% growth over the measured period.

SEJAL SHETH

Former Vice President, E-Commerce GE Lighting, a Savant Co. Sejal Sheth leveraged 19 years of classical CPG sales and marketing experience to help GE Lighting drive considerable incremental growth in its digital sales channels. After spending nearly 15 years at J.M. Smucker, she joined GE Lighting in October 2020 and was its vice president of e-commerce until August of this year.

Sheth was recruited by GE Lighting to create, define and execute a long-term vision, strategy and roadmap for accelerating online sales as well as omnichannel sales by enabling critical capabilities. Her leadership helped grow the company’s eIQ and drove a digital-first mindset within fulfillment, innovation, marketing and sales. She leveraged customer insights to drive audience targeting strategies and promotional focus that attracted customers at the right points of entry. As a result, ROI from media partnerships improved by four times.

Sheth recently led a co-marketing effort with Cync and Amazon that sold through in two weeks — which was three weeks ahead of the forecast — and the campaign was picked up for a spot during “Thursday Night Football.”

While at Smucker’s, first in category and shopper insights and then e-commerce sales, Sheth was instrumental in driving growth capabilities within category management, shopper marketing and e-commerce.

Sheth now serves as vice president, digital commerce and media, at retail growth agency Harvest Group.

36 l Nov/Dec 2023

ANGIE SMITH

Director, E-Commerce Center of Excellence Campbell Soup Co. Angie Smith joined Campbell Soup Co. in July 2021 as the senior team lead for its E-Commerce Center of Excellence. Since then, she has developed tools and capabilities that have resulted in this fiscal year reporting a 22% year-over-year increase in e-commerce sales, with unit growth up 6%, share gains at more than one full point, digital penetration of 10.2% percent, and digital shelf health up eight points year over year.

Smith’s work has included leveraging insights and market data to develop a multiyear e-commerce capabilities roadmap and investment approach that aligns with a three-year strategic glide path. She has also conducted marketplace assessments and benchmarking for company performance assessments in e-commerce, opportunities versus peer competitors, and cross-category best-in-class e-commerce suppliers.

Named to her current post of director of e-commerce this past July, Smith has also led strategic initiatives and piloted tests-andlearns with new partners and capabilities, which drove optimizations on investments in retail media, content development, ratings and reviews syndication, and digital shelf KPIs. She also set the groundwork for a new way of looking at e-commerce share of the digital shelf, with SKU segmentation and keyword optimization at the center of the strategy.

Focusing on e-commerce measurement, she and her team are utilizing new data sources (such as Profitero, Luminate, EMI, etc.) to more accurately present the impact of their work and the investment in the business. She is looking toward strategic development, capabilities advancement and future iterations of Campbell Snacks’ e-commerce roadmap in the coming year.

INDUSTRY IMPACT CHRISTINE WANTA

Enterprise Shopper Marketing Stewardship Capability Leader Procter & Gamble An eight-year veteran of Procter & Gamble (P&G), Christine Wanta took on a newly created role last year as the company’s stewardship leader for brand activity across retailers. She has since led the establishment and execution of new stewardship standards across the shopper marketing organization to mitigate financial, information security and reputational risks that are part of the current business landscape.

Wanta was formerly a customer team lead administrator, and once in her new role, she designed and implemented an organizational structure to establish clear stewardship roles and responsibilities. She also led a network of 25 brand activity stewardship managers to gain insights on best practices that were shared across the organization and to deliver continuous access to the latest stewardship policies and guidance. Her Stewardship Guide — which helps the more than 120 shopper marketers understand and implement standards and processes regardless of experience level — has become a consistent and effective resource for upskilling and training stewardship across customer teams. Additionally, she designed a “Health Check” process and executed more than 30 sessions to provide one-on-one support for each team.

Wanta’s improvements to customer team stewardship are critical to P&G’s long-term success and have mitigated risk and protected value leakage for its more than $500 million in brand activity investments.

PATRICIA M. ZIEGLER

Former Senior Vice President, Chief Marketing Officer and Business Unit Lead Scotts Miracle-Gro When Patricia Ziegler was named senior vice president and chief marketing officer at Scotts Miracle-Gro in May 2022, she began a reorganization of the marketing department to establish a flatter and leaner team to empower its associates, foster collaboration and shorten decision-making time.

She led the spring 2023 lawn and garden season efforts with a first-ever kickoff program designed to drive massive impact and achieve the company’s business goals. Working with agency partners, the team launched a “Daylawn Savings Event” that gave consumers the biggest promotional deals of the season all tied around daylight savings. The concept of “more daylight, more savings” became a rallying cry for the company, and retail partners leaned in to activate with Scotts.

The company achieved nearly all of its stretch goals and was able to load inventory into retail stores earlier than ever before, securing nearly double the floor space. A dedicated media plan helped drive traffic and early-season awareness for the category despite challenging weather in the northern states, and early breaking markets in the Deep South saw massive POS lifts on the promotional SKUs. The event created an immeasurable amount of internal buzz and mojo at the company, which inspired and motivated the entire organization.

Ziegler also oversaw the launch of two new advertising campaigns for the company’s biggest brands — “Scott for Scotts” for the Scotts brand, and “All You Need to Know to Gro” for the Miracle-Gro brand.

KRISTI ARGYILAN

Senior Vice President, Retail Media Albertsons Media Collective In 2022, Kristi Argyilan led the launch of Albertsons Cos.’ retail media network, Albertsons Media Collective, helping to grow marketing partners’ businesses through data-informed insights and transparent measurement methodologies that leverage the retailer’s 34 million weekly customer base and first-party data.

Understanding that standardization will enable the industry to manage campaigns across platforms and drive outcomes with greater efficiency, Argyilan and her team launched a formal coalition of advertisers, agencies and retail media networks to address the critical pain points advertisers face and develop mutually agreed-upon standardization guidelines.

Under her direction, Albertsons Media Collective developed a standardization proposal encompassing four priority areas — product specifications, performance measurement, third-party verification and capabilities — that are intended to reset the current guidelines implemented by retail media stakeholders.

In just more than a year, Argyilan formed strategic partnerships to advance Albertsons Media Collective’s targeting, engagement and measurement capabilities. Working with industry partners like Omnicom Media Group, she’s also driving first-to-market solutions to reach shoppers with tailored CTV messaging. And with Pinterest and LiveRamp, she’s making strides toward creating a privacy-conscious third-party space for brands to better connect the dots between their first-party data and customer engagement through a clean room prototype.

Argyilan has held her current post as senior vice president of retail media since July 2021.

P2PI.com

INDUSTRY IMPACT

MELISSA GONZALEZ

Principal MG2/The Lionesque Group Retail strategist Melissa Gonzalez is a principal at global architecture and design fi rm MG2 and founder of strategy and design studio The Lionesque Group.

She is a former Wall Street executive and a seasoned entrepreneur, having worked with CPG brands and retailers to leverage forward-thinking consumer insights with innovative strategy from concept through implementation.

Gonzalez continually pushes the boundaries of experiential retail and has pioneered the integration of physical environments and cutting-edge technologies, helping established brands such as Nordstrom and Victoria’s Secret, and digital-first natives such as Burrow and Kizik.

She is the author of “Pop-up Paradigm: How Brands Build Human Connections in a Digital Age,” and was named one of “10 New York Executives to Watch in 2023” by New York Business Journal. Last year, Women’s Wear Daily called her one of “25 Most Influential Women Leaders of 2022.”

Gonzalez has presented at Shoptalk, Shoptalk Europe, Future Forward, World Retail Congress, NRF’s Retail’s Big Show, Retail Innovation Conference and Expo, and Vogue Business Summit. She is a moderator for brand panels or one-on-one conversations and a regular commentator for Cheddar News, where she recently recorded a feature on the future of retail. She is also the creator and host of the podcast “Retail Refined,” which explores the future of retail and in-store technology.

ELIZABETH JOHNSON

CEO Pathformance

Elizabeth Johnson is CEO of Pathformance, a position she has held since joining the company in May 2016. Under her leadership, the company is creating innovative solutions that leverage proprietary data and technology to provide effective and efficient marketing solutions for the industry. Her background spans time as a brand marketer to agency leader, and she uses her expertise to ensure her team makes an instrumental impact when working with brand and ad-tech clients.

Johnson’s impact extends beyond her role at Pathformance. She has been instrumental in changing the way brands and ad-techs think about every marketing campaign. She consistently challenges the status quo, leading to the creation of proprietary software, algorithms and tools that allow marketers to measure and analyze campaigns in a consistent way. She also played an integral part in the creation of PathX by Pathformance. PathX software includes unique ways to analyze digital shelf analytics, consumer and competitor trends, as well as manage inventory.

Johnson often participates in speaking engagements, share groups and industry conferences. She actively shares insights via social media with the CPG industry, and through her platform as a member of the Marketing Program Advisory Board for the University of South Florida Muma College of Business, she advises professors and college leadership on industry trends.

Under her leadership, Pathformance has been ranked in the Inc. 5000 fastestgrowing companies the past two years.

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CRISTINA MARINUCCI

Global Head of Shopper Excellence, Senior Director of Insights & Analytics Mondelez International Cristina Marinucci’s Path To World Class Shopper (#P2WCS) initiative is a strategic roadmap to transform Mondelez into a shopper-centric organization with three key components: process enhancement, tools development and people empowerment. By redefining existing biorhythms, deploying new omnitools and implementing customized capability development programs, she has created an ecosystem that revolves around shoppers and consumers, focused on joint value creation for the company and its customers.

Marinucci has been at Mondelez since early 2021 after nearly six years at Johnson & Johnson and, before that, at GlaxoSmithKline, Analytic Partners, Reckitt Benckiser, Mars, Pernod Ricard and IRI. Her omnichannel thinking and passion for building new capabilities in digital commerce have led to a number of successful initiatives, including targeted trainings both internally and externally, as well as thought leadership distinction on various projects, including emerging fulfillment types (clickand-collect and self-checkout), eCDT pilots (online category decision tree), 5S Digital Sales Conversion Framework (sales purchase funnel from “see” to “select”), and a Global ePPA playbook and virtual testing of e-packs.

Her work also focuses on raising the bar on how to define and measure elevated shopping experiences to grow categories through incremental snacking occasions, delight shoppers and drive loyalty to retail partners through innovative omniexperiences. She has evolved all existing shopper methodologies and frameworks to be inclusive of the holistic shopper journey, including trip missions, hot-zone optimization and path to purchase.

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INDUSTRY IMPACT

TECHNOLOGY JILL SMITH

Vice President of Sales Kroger Precision Marketing/84.51° Jill Smith joined Kroger Precision Marketing (KPM) in late 2018 as director of agency partnerships with more than 14 years of account management experience, most notably at NBCUniversal Media and News America Marketing. Charged with building KPM’s agency team and influencing external partnerships, she was instrumental in the development of its agency go-to-market strategy and maturity of selling practices.

Smith designed, executed and delivered a plan to bring a non-endemic product offering to life — a first of its kind for KPM that elevated senior relationships across all agency holding companies to create unique commercial models and business offerings.

She has created the right autonomy with her leaders to enable each to run their business and utilize her on priority initiatives.

Smith has been invited to speak at national industry events with agency and brand partners. She shares insights about how grocery data is helping brands and agencies unlock attributable sales, adjusting tactics and introducing new touchpoints to help shoppers navigate the new shopping landscape, and streaming TV as the next frontier of commerce.

In 2022, Smith was selected by the Cincinnati USA Regional Chamber to participate in WE Lead, a 10-month executive leadership development experience for high-potential, goal-oriented women who are actively preparing for the next level of their career.

RACHEL TIPOGRAPH

Founder and CEO MikMak

Following her three-year tenure as Gap’s youngest-ever global director of digital and social media, Rachel Tipograph traveled the world for 100 days before launching her company MikMak in September 2014. Her vision for MikMak was to help product manufacturers and CPG companies understand their consumers’ online behavior, determine the best use of marketing dollars and drive online sales.

MikMak has grown into a leading e-commerce acceleration platform for multichannel brands. In February 2023, it acquired its first company, Swaven, a global e-commerce enablement and analytics software company. Their combined strength and capabilities led to the release of MikMak 3.0 in June.

Tipograph is both a leader and mentor in the industry. Through the Exceptional Women in E-Commerce Mentorship Program, she elevates women in e-commerce and democratizes career development for women everywhere. She also participates in Adweek’s Executive Mentor Program through which mid- to senior-level marketers are paired with some of the world’s top CMOs and C-suite members for 1:1 mentorship to accelerate their career goals.

Tipograph also created and is an active member of the MikMak Mental Health + DEI Coalition. The coalition was formed to reduce stigma and increase open conversations around mental health, mainly due to the COVID-19 pandemic and racial inequality in the U.S. She has been named to Forbes “30 under 30 Who Are Changing The World,” Fast Company’s “The Most Creative People in Business,” Adweek’s “The Young Influentials Shaping Business and Culture,” Entrepreneur’s “50 Most Daring Entrepreneurs” and “100 Women of Impact” and Inc.’s “Female Founders 100.” She was also inducted into the “Advertising Hall of Achievement” by the American Advertising Federation.

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MELISSA BURDICK

President Pacvue

Melissa Burdick is the president of Pacvue, a company she co-founded in early 2018. Under her leadership, the company turned into a leading commerce accelerator with more than 200 employees, and with revenues tripling each year following launch. That company was acquired by retail growth platform and data company Assembly in 2021.

Burdick leveraged her experience to hire top talent, consistently launch first-to-market solutions with retailers, and build a company culture of constant innovation.

Prior to Pacvue, Burdick spent 10 years at Amazon, where she was a key player in the development of the Amazon ads business that is now the benchmark of success in retail media. She was an early leader of the Amazon Media Group, launching the first vendor display video ad and helping create e-commerce ads, custom marketing programs for brands, and sponsorships that monetized Amazon’s programs such as Family, Student, Prime, Studios and Fresh.

Burdick’s commitment to innovation continues to propel Pacvue to lead the industry in technology advances that billion-dollar brands leverage to make data-driven decisions and gain a competitive advantage. In March, she spearheaded the company’s introduction of the industry’s fi rst commerce acceleration platform that gives businesses more tools to optimize campaigns and streamline workflows.

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TECHNOLOGY

SANELA ODZIC

Global Director, Digital Commerce Technologies Mars

KATHERINE MAGANN

Director, Business Delivery Planning Vestcom Katherine Magann owns business delivery planning for Vestcom’s IT department, managing its Analyst and Test Engineer teams. She has collaborated to onboard some of the largest and most complex customer data solutions in the company’s history and, more recently, was pivotal in executing a new business pilot for a largescale national retailer account.

She led the cross-functional team to coordinate development efforts amid ongoing discovery, and from pilot to rollout oversaw 140 development enhancements, ensuring the team successfully completed them on schedule. She also plays a critical role in internal updates, and has been instrumental in the successful migration from Workfront to DevOps and adaptation to the Agile methodology across some of the company’s teams, with others still in progress.

During her tenure, she has led customer data solutions that have doubled the number of stores supported to 60,000 sustained store deliveries, week over week, while achieving more than 98% on-time delivery for customers, year over year. She has also been instrumental in the delivery of new business projects for customer-specific software development platforms.

Magann has been at Vestcom since 2018 and has more than 20 years of experience in retail strategy, category management, product management and IT projects. In 2014, she was named a Progressive Grocer Top Women in Grocery winner. She serves as co-chair of Vestcom Women United ERG, committed to cultivating an inclusive environment that supports the women of Vestcom in achieving their personal and professional goals through connection, collaboration and education.

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Sanela Odzic was a key technology lead in reimagining the M&M’s digital experience, most notably by transforming the brand’s website from a purely transactional e-commerce experience hosted on an outdated external technology platform to an affordable, scalable, global directto-consumer technology platform for all of Mars’ DTC brands.

The new platform went live across 14 countries in March 2023 with record results. The launch featured a CPG industry-first headless platform with a 100% composable microservices architecture. Today, the M&M’s website is optimized for mobile, introduces several new e-commerce features, and showcases the new identity and purpose of the M&M’s brand.

Odzic introduced the platform and product, letting brands focus on their key differentiating traits (i.e., the possibility to configure an M&Ms gift on MMs.com, including colors, images and packaging). It offers a tailored user experience and, from the onset, helped technical and non-technical stakeholders understand the more sophisticated engineering practices that Mars and its partners can adopt.

The platform team continues to add new DTC capabilities to drive growth.

Since the launch, performance results of the site versus last year include a 134% increase in traffic, average order volume up 9%, a 22% increase in revenue and an increase in site performance that is exceeding targets on both desktop and mobile.

Odzic has been on the Mars team since 2020. Her 25-plus-year career includes retail and CPG, offline and online, business and tech.

ADENIKE OLALEYE

Senior Manager of E-Commerce Merchandising Ahold Delhaize – Giant Food One of Giant Food’s key brand differentiators and growth drivers is meal solutions. Adenike Olaleye has embraced the challenge of making its e-commerce channel a stronger meal solution experience as the senior manager of e-commerce merchandising. She created new ways to discover and engage with the retailer’s meal assortment by developing a dedicated virtual aisle, repurposing existing technology to offer a one-click recipe purchase experience, and organizing content under new sections by prep speed and meal type.

Olaleye formed new partnerships with local vendors to bring additional sandwiches, salads, wing trays and more to the assortment offering. Her focus on improving all aspects of Giant Food’s meals operation also led to her strengthening the technology in its e-commerce warehouses, including a project to link deli and bakery scales to the same technology platform as its brickand-mortar stores in order to improve item and price accuracy while reducing maintenance time. She has worked to present mouth-watering images and content to customers by organizing “storm-the-store” sessions with Giant’s digital image technology partner, and has driven improvement in other key metrics, like profit margin and shrink from the work. The renewed experience continues to encourage new selling ideas.

Olaleye’s initiatives have led to significant growth online, with both customer impressions and sales up more than 30% during key periods.

INNOVATOR NOA REIKHAV

Vice President of Product Skai Noa Reikhav has been instrumental in leading the charge in developing Skai’s award-winning retail media technology solutions since she became vice president of product in October 2021. She has more than doubled the size of the business and advanced the ability for retail media advertisers to overcome their biggest challenges and scale their campaigns.

Reikhav’s background in communication, brain science and psychology has helped her understand both the consumer mindset and how marketers work in order to invent technology that is both highly effective and efficient in reaching new consumers. With no formal training in coding or engineering, she is a selfmade product expert.

Under her leadership, Skai’s retail media business has grown by more than 100% over the past two years, she secured Amazon Ads Advanced Partner status, and has pioneered innovative features that help retail media advertisers make better decisions, drive performance and stay in line with industry changes.

Two examples of her work include Skai’s Competitive Insights features that give customers the ability to analyze competitors’ share of voice as well as their own, right down to the brand, keyword and product level; and Search Term Analysis, which helps clients reduce unnecessary spend by 40% in the first month on average.

Reikhav has spent more than seven years with the company, shaping its product roadmap and leading more than 100 indirect reports.

JACQUELINE RICE

Director, Data Science & Analytics Dollar General Dollar General built its retail media network from the ground up. As director of data science and analytics, Jacqueline Rice has worked to build an analytics data layer, leaning heavily into the design of the data model, including table structure and grain, naming conventions, and authoring code logic for complex derivations for the past two years.

She collaborated with the retailer’s data engineering team to understand complex coupon data and develop code logic to determine offer type for the first time in Dollar General’s history, which now helps inform not only analytics, but also auditing needs. She also explores its first-party identity resolution partner data, uncovering and correcting data issues across key tables as well as documenting explanations for others to reference.

Rice led the coordination with Databricks and Dollar General IT (DGIT) to provide functionality that is crucial to the data science team. She worked with management consultants and Dollar General’s data architect to establish recommendations and guidance that will set technology foundations to enable data science work, such as access to Gitlab code management, differentiated data environments and the development of production data pipelines.

She has helped upskill six new team members on the decision science team, documenting models, processes and “how to” steps for new hires and business partners to reference as needed, and managed the customer-derived attributes process alongside the Dollar General IT team.

GENNA CARLSON

Senior Vice President, Account Director Arc Worldwide Genna Carlson joined Arc Worldwide in June 2021 and led the development of a proprietary e-commerce content audit that drives strategy across many of the agency’s clients, giving them a tool to increase conversion through a commerce lens. She has also identified new opportunities for evolution in the way Arc services its e-commerce client partners — and the entire Publicis Groupe umbrella — and has created new connections among Publicis entities.

Working across agencies such as Sapient and Razorfish, she identified resources, best practices and talent in order to build new functions for Arc. Teams are now structured to deliver on the needs for constant innovation within e-commerce, while building the training on metrics and methodologies to ensure they have access to the same ever-evolving knowledge base.

In 2022, Target wanted to refresh a seasonal tentpole program. Carlson drove the efforts to shift from seasonality to a program rooted in gender neutrality. This first-ever execution for client Unilever at Target married both companies’ values, led to double-digit ROI and became an annual platform.

Untold Beauty is an award-winning program she also spearheaded for Unilever at Walgreens that drove increased positive sentiment through representation and the amplification of multicultural voices who share their love for Walgreens, Unilever products and the importance of celebrating every kind of beautiful. Resulting in doubledigit growth in core subcategories, the platform will expand over the next three years to include all Walgreens categories and brands.

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INNOVATOR

EMILY GIBBONS

Vice President, Science & Technology, Commercial Insights & Loyalty 84.51 Emily Gibbons manages the commercial insights product portfolio and roadmap, and she leads the technical delivery for commercial insights products across the agency’s product, engineering and data science teams. She oversaw the building of a data science package library along with APIs that deploys the packages into 84.51 Collaborative Cloud for client use and were paired with resources designed to meet the needs of novice data science teams.

This supports the growth of 84.51’s Cloud proposition, which the agency expects to more than double in size this year, and can be linked to the increased speed-to-value creation and improved ability for CPGs to capitalize on the expanding applications of data science to support business strategy.

Gibbons also led the charge in the development of Kroger Precision Marketing’s Audience API, which enabled companies to drive insights to activation. She is passionate about helping CPG companies embed data science into their organizations, and she consults on how to transform their use of data and science to influence decision-making, creating a culture of measurable ROI around the use of data.

Gibbons advanced 84.51’s consulting solutions by driving scalability of its insight platforms, resulting in a savings of 2,000 hours of data science resources through automation efforts and an expected time savings of 2,400-2,600 hours in coming years.

AMY HINTZ

E-Commerce Marketing Manager, Retail Media Jack Link’s Amy Hintz has been instrumental in helping build and execute Jack Link’s vision for an integrated approach to retailer media, shopper marketing and omnichannel customer programs in the past year. Several of her programs included always-on sponsored product campaigns, drive-time on-site and off-site display, and beta-driven cross-category campaigns.

A co-branded media campaign activated on Instacart with the Jack Link’s brand and an alcoholic beverage brand was created to build cross-category display and product ads on Instacart. The blending of a highly regulated category (BevAlc) with the high-growth meat snacks category to reach a very closely aligned consumer target was a recipe for success.

Hintz brought teams together across the brands and Instacart to help build new capabilities for cross-category measurement on the platform. Targeting was not only accurately leveraged, but data could be measured and reported postcampaign. Results showed that blending complementary cross-brand terms led to a 54% lift in new-to-brand across the campaign for this first-ever cross-category/ cross-brand campaign with alcohol and food that was tested on Instacart.

She also led the development of the company’s digital/omni-analytics, which includes tracking online ad attribution with in-store attributed data modeling for Walmart and Amazon activations. Jack Link’s has deployed retail media strategies across 18 of its largest customers, with positive ROI/ROAS across all campaigns.

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JULIANNE HUDSON

Senior Vice President, Marketing Science VMLY&R Commerce With a research background, Julianne Hudson joined VMLY&R Commerce in June 2021 as a strategy director. She helped lead the revamp of its research practice with the delivery of turnkey, human-centered learnings applied to shopper behaviors at speed and scale. She was then tapped to co-lead the department and support the integration of the agency’s strategy and research practices across the U.S. Hudson now supports all VMLY&R Commerce’s U.S. clients. She leads efforts to accelerate adoption of its proprietary Growth Audience and Moments Mapping products across traditional CPG and service categories, hospitality and automotive to enable greater personalization with the agency’s creative output, leading both strategy and data. Her multidisciplinary approach enables brands to right-size their investment by calibrating the specific opportunities across all commerce levers, while also assisting with sell-in to retailers.

Hudson and her team wanted to drive repeat purchases for client Oreo by creating more special moments for the brand.

Identifying a back-to-school opportunity and capitalizing on what sneakerheads have termed “Oreo sneakers,” they partnered with Target. Anyone wearing Oreo sneakers could scan for a coupon, redeemable at any Target location or online at Target.com.

The result was an 85% conversion rate (scans versus redemption), and a 64% sales increase versus the prior year.

Hudson is also the architect and manager of an innovation task force, and led the advancement of a new trend-spotting innovation tool that enables more unique category- and brand-specific insights for clients to harness in strategic planning.

INNOVATOR

MENTORSHIP STEFFANIE MAGNUS

Director of Commercial Strategy, Shopper Marketing and Digital Transformation Froneri U.S. – Dreyer’s Grand Ice Cream Steffanie Magnus has been the director of commercial strategy, shopper marketing and digital transformation since May, charged with providing the structure and vision of key initiatives while offering direction for her teams. She has the ability to dive into large amounts of data, extract the most meaningful pieces and draw insightful conclusions. She is incisive, pragmatic and processes information in an external way, which offers others a window into her line of thinking and elevates the collective knowledge of the broader team.

Magnus also understands how to leverage the expertise of different functional areas from brand marketing to sales, digital and beyond. She ensures collaborations between teams by “telescoping up” to connect the dots between different areas and align individual efforts behind a shared vision and goal.

Her commitment to taking business challenges seriously, without taking herself too seriously, makes for a good innovator and leader. She delivers business results and expands the definition of omnichannel marketing across the industry.

Magnus spent time at Google, Livescribe, Procter & Gamble and Nestle in marketing, brand management and innovation roles before joining Froneri U.S. – Dreyer’s Grand Ice Cream in August 2020 as head of sales, e-commerce and retail marketing. She most recently served as the company’s director of e-business and digital transformation.

KYLISSA WARD

Senior Director, Shipt Media Operations Shipt With more than 15 years of client and agency experience, Kylissa Ward has evolved Shipt’s retail media presence from the ground up. Her strategy fuels business growth for the company’s brands and advertisers, and she has helped make Shipt an established retail media network and partner of choice.

Ward collaborated with the company’s engineering and product teams to develop key Shipt innovations, such as its machine learning algorithm that powers sponsored products, allowing the dynamic placement of CPG-sponsored product ads using purchase signals to optimize ad placements. The result is helping brands maximize spend, drive higher conversion by more than 55%, increase engagement and show consumers more relevant content.

By leveraging third-party integrations with partners such as Criteo and CitrusAd, Ward has grown display capabilities by 300%, doubled on-site search inventory and launched off-site ad placements, increasing engagement by more than 24% for brand partners and driving 25% incremental revenue for Shipt.

She has built relationships with Meta to launch its first off-site ads, leveraging Shipt’s first-party data to serve personalized ads and help brands reach consumers with the right messaging at the right time.

Through the implementation of ad-tech solutions, Shipt has fully modernized its retail media network to scale with the business’s future and deliver long-term growth. Her leadership in these efforts has made Shipt a trusted source with brands and the retail media industry.

CHRISTIANA DIMATTESA HOUSER

Senior Director Marketing, DTC Channels & Experiences Under Armour

Christiana DiMattesa Houser is committed to fostering growth and development of women. As senior director of marketing, DTC channels and experiences at Under Armour, she has fostered an culture of empathy, growth and transparency.

DiMattesa Houser is a catalyst for not just allowing women to leverage their individual leadership styles in the workplace, but celebrating them. These efforts are clearly measured in her top-performing annual teammate engagement scores year over year.

She creates spaces within the organization to mentor and form genuine relationships, and she takes the time to understand others’ passions and expose them to new and undiscovered opportunities. Her openness to discuss challenges she has faced in her career builds a bridge among junior talent and senior leadership.

With a majority of Under Armour’s teams being a melting pot of personality types, work histories and experience levels, DiMattesa Houser builds opportunities for crossfunctional learning across teams. She hosts a weekly Channels + Experiences meeting, where more than 15 teammates share their latest projects and areas where they need support — which presents opportunities for collaboration as well as a place to be seen, heard and have contributions acknowledged.

She has also built quarterly and annual recognition programs across her team.

As peer-nominated programs, the awards recognize the attributes of accountability, teamwork and humility in the workplace.

She believes the best work comes from teammates who feel they have true equity in the workplace.

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MENTORSHIP

ANGELA DILEMME

Regional Vice President, Eastern Sales Aki Technologies, the Media Division of Inmar Intelligence Angela DiLemme sets a high bar for personal character and leads by example. As a regional vice president at Aki Technologies, she actively supports team members through both formal training and informal coaching. She created inspirationfocused, judgment-free weekly team meetings in addition to always having an open-door policy for daily one-on-one conversations.

Along with achieving multimillion-dollar revenue growth, DiLemme has been committed to fostering the growth of women throughout her career by championing their learning and development. She leverages her business acumen and agile leadership abilities to recruit, build, motivate and retain high-performing sales teams while creating a culture of inclusion and continual development. Her 13-member team, with more than half being women, contributes the largest majority of annual revenue across the Aki sales team.

For more than three years before joining the company in early 2021, DiLemme provided one-on-one coaching for young professionals, aimed at helping college students and new graduates identify goals, overcome barriers and develop leadership skills as they transition from campus to the business world. She currently sits on the board of numerous charities and growth organizations, including After-School All-Stars’ New York Chapter, where she provides support in strengthening the connection between home and school for 1,800 local middle school students.

DiLemme’s mentorship skills were nurtured during her 24 years at News America Marketing.

RENEE MARTIN

Senior Vice President, Group Creative Director Arc Worldwide Renee Martin is a senior leader for the Arc Worldwide Molson Coors business, leading a creative team of 15 that is predominantly female and exceeds client and industry benchmarks for diversity. Not only does she consistently challenge the norm, but she pushes her business, her projects and her people forward, with valuable contributions to teach and grow the next generation of the industry.

One of the ways she does that is through The Pencil Project, a six-credit course at Chicago State University (CSU) that evolved from a two-week advertising bootcamp. Leo Burnett and Arc brought the program to CSU and in the past three years, it has grown from an informal program to a permanent part of the school curriculum. The Pencil Project provides educational and mentorship opportunities to college students.

Martin is an executive sponsor charged with mentoring diverse, nontraditional talent. She was instrumental in building a roadmap for the program and works to ensure it caters to the diverse needs of the student population. She teaches and provides 1:1 guidance to help the students build the skills they need to succeed in an agency environment.

In her current role since November 2021, when she joined Arc after more than 16 years at Aisle Rocket, Martin prioritizes her team’s professional growth and actively seeks to expand members’ perspective and grow their skill sets.

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JAMIE OLSON

President Blue Chip

Jamie Olson has served as Blue Chip’s president since August 2021, but the 17-year veteran is also known as the “president of the people,” with her open-door policy and deep belief in the power of shared experiences and open communication. Her mentor mindset focuses on cultivating the curiosity and interests of her mentees at Blue Chip and throughout the industry.

Olson has been instrumental in fostering an inclusive environment where women are not only valued, but also empowered to express their perspectives — which has positively shaped and elevated the agency’s DE&I efforts, nurturing and empowering a multitude of strong voices within the organization.

Dr. Valerie Williams-Sanchez was hired in January 2022 to lead the agency’s DE&I efforts, marking her first agency post.

Through her mentorship, Olson supported Williams-Sanchez’s transition and worked with her to ensure the development of robust DE&I efforts, spanning strategic planning, creative development and execution, employee recruitment and education, vendor relationships and more.

BCAT, the Blue Chip Advisory Team, was born of a discussion between Olson and one of her mentees, Katey Rybski. As an agency that prides itself on a culture of empathy that drives positive change, Rybski recognized that employees needed more of a voice regarding the future of Blue Chip. A conversation about Rybski’s goals and areas of opportunity transformed into this group, whose ultimate function is that of a “mentor engine,” providing a system that encourages listening and collaboration with leadership, effectively arming its members with the qualities of a good mentor.

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MENTORSHIP

RENE ROBERS

Senior Manager, E-Commerce Heineken USA Rene Robers embraces the mantra of “be who you needed when you were younger,” and practices a servant leadership approach. She is the senior manager of e-commerce at Heineken, the role she stepped into in early 2021 after four years in customer marketing at the company.

Robers has made it her mission to engage and support women who are rising in their careers and seeking opportunities for growth. She helped build a summer intern program, developed a cross-functional curriculum, and facilitated mentorships for new team members to expand their networks and enrich their experiences while at the company.

As Board Chair of Heineken’s Women’s Leadership Forum (WLF), she serves as both a mentor and mentee, leading continuous improvement for the mentor experience and leveraging feedback and survey results. Across the partner employee resource groups in 2023, she helped expand the WLF mentor program to include a mentoring opportunity that comprised members of the Black Employee Resource Group (BERG) and the Hispanic Resource Group (HOLA).

Outside of work, she is a co-founder of the University of Cincinnati’s Friends of Communication. She led the team that created its foundation, focused on building its mentoring program and aligning alumni with students, and was its first president from 2015-2018. She remains involved in mentoring and fundraising activities.

Robers also served on the board of NextUp (formerly Network of Executive Women) in Cincinnati, serves on the board of Portaluca Boutique within Dress for Success, and is the current president of the Junior League of Cincinnati.

SUSAN SANDERSON

Senior Vice President, PCHI Enterprise Brand Marketing Party City Holdings Inc. Being a mentor to others is something Susan Sanderson takes very seriously. She acknowledges the women in her career who provided guidance and opportunities, and she wants to pay it forward to other women as they navigate their careers. She joined Party City Holdings Inc. (PCHI) in June 2020 as vice president of brand management and was named to her current post of senior vice president, PCHI enterprise brand marketing, just one year later.

Sanderson shares her knowledge of career and life lessons through formal oneon-ones with her direct reports and skip-level meetings with her entire team. She never puts a limit on the number of women she coaches, and her reach is broad across the organization, helping women from different departments and divisions.

Her passion for mentorship and professional development are seen through her open-office meetings and her introduction of Personal Branding workshops to the PCHI organization. The open-office meetings occur three to four times per week and allow the team to share projects they’re working on, get real-time feedback and ask questions in a supportive, safe space where everyone can share their thoughts and perspectives.

The Personal Branding workshop idea is a passion project of Sanderson’s. She has honed her own personal brand and understands the value that has for one’s career. She is now introducing the concept of personal branding to other women.

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CYNTHIA WARD

Former Chief of Staff, Channel Activation Tag Worldwide, Americas Cynthia Ward joined Tag Americas nearly seven years ago and most recently served as chief of staff, channel activation. As an advisor to the Americas COO for Sourcing and Channel Activation, she worked on strategic campaigns for global CPG and retail brands. She was a positive influencer and teacher for Tag Americas and its Shopper Center of Excellence, Channel Activation team of 180 employees, which is composed of more than 50% women.

Ward understands the unique challenges faced by women in their personal and professional lives, and she consistently leads by example, demonstrating the importance of integrity, resilience and continuous learning.

In the past few years at Tag, she developed and launched a Peer Mentoring program with the intent to improve peer-to-peer relationships and lend support across accounts.

She has also spearheaded an Aspiring Leaders program, which includes an internal training program curriculum to equip participants with the knowledge and skill sets to grow in their careers. A series of “Wellness Wednesday” monthly events focus on creating an environment of wellness, and her Shopper Academy training program (with training sessions conducted by industry leaders) helps further shopper marketing expertise in the Channel Activation division. Ward also instituted a Sustainability Group, giving women opportunities to learn about sustainable practices at Tag and sustainable packaging and net-zero carbon emission goals within the shopper industry.

Ward recently left the company to start her own marketing execution consulting business, Tier 1 Solutions. She will serve as its founder and CEO.

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SPECIAL REPORT

Contextual Commerce Shopper Study Our proprietary research examines opportunities for brands to influence in-the-moment buying decisions in the grocery category, including via online recipes.

In collaboration with

BY J EN NY REB HOLZ

A

s the evolution of the shopping journey continues and CPG brands look for ways to meet consumers’ needs in real time in the midst of daily living, contextual commerce offers opportunities for authentic engagement. But how viable are these in-the-moment shopping opportunities in the grocery category?

The Path to Purchase Institute’s September 2023 “Contextual Commerce Shopper Study,” conducted in collaboration with Chicory, gathered responses from 1,000 household purchase decision-makers (ranging in age from 18-56) who self-reported shopping online for groceries once a month or more often. In fact, they shopped relatively frequently, with 69% of respondents reporting that they shopped online for groceries at least once a week, while more than half shopped online at least weekly for prepared food or beverages. Furthermore, respondents anticipate shopping online more often for groceries and prepared food and beverages over the next six months.

Looking closer at online purchasing habits, around half of consumers acknowledged making one or more online purchases via contextual commerce in the past few months. While 89% referenced direct purchases through a retailer or brand website or app, 52% said they used varying forms of contextual commerce. This includes 23% who purchased directly via social media and 22% who shopped through a content website or blog.

52 l Nov/Dec 2023

Some respondents referenced making purchases within video games or streaming platforms (17%), through a smart device such as a Smart TV or Smart Fridge (12%) or via a voice assistant like Alexa (11%).

These habits are consistent across Gen Z, Millennials and Gen X consumers, reflecting opportunities for brands to connect with a wide spectrum of shoppers and influence their in-the-moment buying decisions.

This report offers insights on leveraging contextual commerce in the grocery category to influence the path to purchase.

Shopper Engagement with Contextual Commerce When it comes to exploring digital resources for purchase inspiration, survey respondents referenced Amazon followed by retailer or brand websites/apps. Around half of shoppers noted browsing content/lifestyle websites or blogs for inspiration at least some of the time. Looking deeper into browsing habits, nearly 1 in 5 shoppers admitted frequently clicking on

How Often Do You Look for Purchase Inspiration on These Digital Platforms?

Rarely or never

Some of the time

Amazon 6%

27%

Retailer or brand’s website/app 6% Social media

Most of the time

43%

40%

26%

All of the time

24% 43%

42%

11% 24%

9%

Product review site

50%

34%

13% 3%

Content/lifestyle website or blog

49%

39%

10% 2%

Path to Purchase Institute and Chicory “Contextual Commerce Shopper Study” (September 2023)

product links or ads they come across online or via social media.

Products that fit a specific need (57%) or that offer a promotion or sales price (57%) most often drive the click response. Other motivators include introductions to new and unique products (42%), attractive product images or videos (41%) and previously considered products or brands (39%).

With contextual commerce aimed to leverage in-the-moment purchases, approximately 7% of respondents said they make purchases most or all of the time. However, 44% said they make impulse purchases some of the time, demonstrating a segment to gain traction with and opportunities for more sales conversion. A few factors rise to the top as drivers for impulse shopping, including a product fitting a specific need (49%), something unique and eye-catching (40%) or the convenience of purchasing the product online (37%). When aligning marketing strategies with key target demographics, keep in mind the convenience of purchasing online serves as a more impactful driver for Gen Xers and Baby Boomers.

Examining contextual commerce habits across CPG categories, our survey found that online shoppers engaged in more purchase activity through content/lifestyle websites or blogs compared to social media. Still, respondents said they use social media platforms once a day or more often — with 70% active on Facebook and 64% on YouTube. Gen Z reports higher levels of daily usage across all platforms, except Facebook.

While they may not be engaging in contextual commerce at high rates on social media yet, they are consuming social content.

This means brands need to explore ways to entice purchasing. No matter the contextual commerce channel, the fashion and apparel category currently ranks highest among purchase activities while respondents referenced consumable items as the least often purchased.

What keeps consumers from making contextual commerce purchases? Whether via social media or content/lifestyle websites or blogs, trust and familiar habits present barriers to success. The largest percentage of respondents noted data privacy concerns, followed by the preference to shop directly with retailers or brands. Respondents also referenced a lack of trust in the brands or products they come across on social platforms and the ability to find a better price elsewhere.

How Often Do You Click on a Product Link or Ad While Browsing Online or on Social Media?

52%

25% 16% 2%

5% Never

Rarely

Some of the time

Most of the time

All of the time

Path to Purchase Institute and Chicory “Contextual Commerce Shopper Study” (September 2023)

How Often Do You Purchase Products in the Moment When You Come Across Them When Browsing or on Social Media?

44% 36%

13%

Never

Rarely

Some of the time

6%

1%

Most of the time

All of the time

Path to Purchase Institute and Chicory “Contextual Commerce Shopper Study” (September 2023)

Contextual Commerce in Grocery While this survey ranks the grocery category last based on respondent feedback on current contextual commerce habits, relevant opportunities exist for increased engagement. Why? Because of online recipes.

When looking for recipes or meal inspiration, consumers seek information online. However, their resources vary. Many begin with a general internet search, but food blogs or recipe sites, YouTube, Facebook and Pinterest top the list of go-to resources. Connecting shopping needs to recipe searches, the survey delved deeper to understand how consumers evaluate recipes based on ingredient needs. Respondents demonstrate some flexibility with 58% saying they often or always look for recipes that use some of the ingredients they have on hand while being open to buying others. Meanwhile, other

P2PI.com

SPECIAL REPORT

How Often Do You Discover Recipes or Meal Inspiration Through the Following?

Never

Food blogs or recipe sites YouTube Facebook

18%

Often

28% 30%

13% 13% 48%

24%

9%

18%

10%

68%

5%

12%

4%

13%

11%

5% 1%

14%

13%

4% 1%

76%

12%

82%

Snapchat

5%

12%

32%

70%

Twitter (X)

15%

22%

24%

Newsletter

9%

20%

15%

28%

6%

19%

34%

46%

Reddit

11% 23%

19%

17%

8%

22%

33%

40%

Instagram

Always

34% 14%

25%

TikTok

Grocery retailer’s website

Sometimes

12%

23%

Pinterest

Brand’s website

Rarely

7% 7%

4% 1%

6% 4% 1%

Path to Purchase Institute and Chicory “Contextual Commerce Shopper Study” (September 2023)

shoppers (37%) consider a recipe regardless of the number of ingredients they need to purchase.

Browsing and shopping behavior reiterate ample opportunity for more contextual commerce success in the grocery category.

With 48% of respondents confirming they enjoy browsing for recipes or looking for meal inspiration in their downtime, brands and retailers can make contextual connections. Furthermore, 36% of shoppers said they reference online recipes while they are shopping to make sure they are purchasing the proper ingredients and 34% often use recipes to generate their grocery shopping lists.

From an awareness perspective, over half of the shoppers surveyed said they enjoy seeing links and ads for grocery items when viewing recipes online and are open to purchasing those items. Still, they are more likely to buy the product on their next trip to the grocery store (36%) compared to completing

the purchase online (17%). When it comes to clicks, 45% of shoppers said they click on links or ads for grocery items within online recipes at least occasionally — and 35% did so rarely, highlighting an opportunity to better connect with these consumers to increase engagement.

Looking at sales conversion, 2 in 5 shoppers have purchased grocery items online directly through an online recipe in the past few months. However, consumers are still more likely to shop in-store for the ingredients needed for the online recipe.

In both cases, they reference a willingness to buy ingredients from a new or different brand. Furthermore, recipes influence the purchase of complementary items, such as cookware. This includes 65% of online shopping and 58% of in-person grocery shopping. In particular, Gen Z and Millennials report higher incidences of these supplementary purchases.

Factors that influence online grocery purchases via an online

How Often Do the Following Phrases Describe You When Looking for Recipes or Meal Inspiration Online?

Never

Rarely

Sometimes

I look for recipes that use a precise list of ingredients I already have. 8%

Often

14%

I look for recipes that use some of the ingredients I already have, but I’m open to buying other items as well. 1% 7% I look for inspiration, regardless of the number of ingredients I may need to buy. 4% Path to Purchase Institute and Chicory “Contextual Commerce Shopper Study” (September 2023)

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Always

42% 34%

19%

32% 42%

40%

8% 16%

28%

9%

SPECIAL REPORT

Recipe Behavior: How Well Do the Following Statements Describe You? Does not describe me at all

Describes me a little

Describes me somewhat

I enjoy browsing recipes or looking for meal inspiration in my down time. 7%

Describes me very well

19%

26%

Describes me extremely well

30%

18%

I often reference online recipes while I’m grocery shopping to make sure I’m getting all the ingredients I need for a particular meal.

18%

20%

26%

26%

10%

I use online recipes to help create my grocery shopping lists.

15%

23%

26%

24%

10%

I often search for recipes while shopping in my local grocery store based on ingredients I come across in the store.

40%

25%

20%

10% 5%

Path to Purchase Institute and Chicory “Contextual Commerce Shopper Study” (September 2023)

recipe include being more convenient than going to a store (38%), the recipe clearly showing how to use the item (34%) and a product being unique or interesting (31%). When asked to consider the benefits of purchasing a grocery item directly through an online recipe, respondents continuously reference ease, speed and convenience. They acknowledge this path to purchase saves steps, streamlining the shopping and cooking process. Furthermore, it eliminates the

Which Statement Best Describes You When Looking at Recipes Online?

I enjoy seeing links or ads for specific grocery items needed for the recipe and am open to considering purchasing them online.

17%

I enjoy seeing links or ads for specific grocery items needed for the recipe and am open to considering purchasing them when I next visit the grocery store.

36%

I don’t usually pay much attention or notice links or ads for the specific grocery items needed for a recipe when I come across recipes online.

34%

I find the grocery links or ads in online recipes annoying, and they take away from my browsing experience.

13%

Path to Purchase Institute and Chicory “Contextual Commerce Shopper Study” (September 2023)

need to remember all of the ingredients and avoids the product scavenger hunt at the grocery store.

“You get the exact ingredients you need without having to go back and look at the recipe again,” said one respondent. “You don’t need to take a picture or write everything down, and you are less likely to forget something.”

Another shopper added, “It saves me time from having to write down a recipe and all the ingredients, get in the car, go to the grocery store, and then try to find the items. I like to know they’re being delivered to me, or I can pick them up directly.”

Results also matter to many recipe browsers, so they see the benefit of purchasing the specific products used by the author of the recipe. They want their time in the kitchen to yield the same exact results.

While some respondents haven’t made purchases linked to recipes, they seem open to the concept. “This is a novel approach that I hadn’t encountered before,” said one respondent. “Being able to purchase the groceries I need through online recipes makes it easy and shows the many different brands available.”

How Many Times Within the Past 3 Months Have You Purchased an Ingredient Online for a Recipe You Found Online?

60%

Purchased online through an online recipe

Purchased in my local grocery store

30%

28%

Never

Once or twice

9%

3%

10%

3-6 times

7+ times

Never

Path to Purchase Institute and Chicory “Contextual Commerce Shopper Study” (September 2023)

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Once or twice

34% 26%

3-6 times

7+ times

Driving Grocery Sales and Brand Awareness B Y M E G H A N H O WA R D

New research from Chicory and the Path to Purchase Institute validated that as shopper behaviors have evolved, in-recipe, contextual commerce is a major growth opportunity for the grocery industry.

Online grocery shopping is now deeply ingrained in the routines of consumers. An impressive 7 in 10 shoppers engage in online grocery shopping on a weekly basis. They no longer rely solely on traditional in-store experiences or manual mealplanning tools. Eighty-two percent to 85% of consumers browse food blogs and recipe sites for meal inspiration or reference online recipes while shopping, with more than one-third doing so often or always.

Brands and retailers are using contextual commerce to capitalize on these consumer trends, successfully reaching grocery shoppers off-platform and driving brand loyalty. Here’s how …

Targeting shoppers using relevant content and offerings Personalization matters: more than 30% of Gen Z (and 26% of Millennials) said they were more likely to click a link if it was personalized to their browsing or shopping history.

However, there’s an assumption that you need consumer data for personalization. In reality, effective personalization focuses on the relevance of the content surrounding the ad and the ad itself, ensuring the message resonates with the viewer’s current — not past — behaviors.

Leveraging contextual commerce, brands and retailers can deliver highly relevant, curated meals or product bundles to convenience-seeking consumers. This alleviates the consumer from the burden of meal planning and promotes larger basket sizes. We discovered that 65% of online shoppers (and 58% in-person) buy complementary items when shopping for ingredients for a recipe, like a cupcake tin alongside baking ingredients — and this is more common among Gen Z and Millennials.

Simplifying the online shopping experience Ease and convenience are the top reasons why people shop online, and nearly three-fourths of shoppers care about the ease of completing a transaction. The right contextual commerce platform will guarantee a simple add-to-cart and checkout process for your customers — one that seamlessly extends your brand’s digital experience.

The top reason consumers don’t shop online is that they

prefer to shop in-store (41%), but another 12% are deterred by fears of online data security issues. Invest deeply in building customer trust through a strong digital presence, and when mapping out your advertising plan, prioritize privacy-conscious advertising strategies, like contextual commerce, which uses zero first-party data to target consumers.

Tapping into the meal-planning mindset Contextual commerce allows brands to engage shoppers right before the point of sale when they’re in an active mindset.

This mindset is key to driving conversions. Fifty-two percent of consumers have recently made one or more online purchases via contextual commerce.

Unlike impulse purchases in other shopping verticals, grocery items are usually bought as part of a larger shopping trip, making it imperative to reach shoppers when they’re thinking about their entire list or gathering meal inspiration.

In doing so, brands can influence purchases both online and in-store — 78% of consumers report that they are more likely to buy a brand in-store after seeing it in an in-recipe ad.

Driving Sales and Awareness Using Contextual Commerce Contextual commerce drives purchases and builds brand affinity. After seeing a contextual commerce ad, 78% of consumers remember the brand the next time they’re shopping and consider purchasing from that brand. Furthermore, 79% say that contextual commerce ads positively impact their perception of the brand, validating the effectiveness and nonintrusive nature of contextual advertisements.

To learn more about contextual commerce and how Chicory can help your brand reach ready-to-buy shoppers, visit Chicory.co.

About the Author As the chief revenue officer (CRO) at Chicory, the leading contextual commerce advertising platform, Meghan Howard is responsible for formulating and executing the company’s growth strategies and overseeing revenue operations. Howard brings approximately 20 years of experience to the role, having previously served as Chicory’s vice president of sales and account management for more than four years, and having cultivated her career at Valassis.

P2PI.com

SPECIAL REPORT

Impact of Seeing an Ad for an Ingredient Within an Online Receipe Very negative impact

Somewhat negative impact

No impact

Having a positive overall impression of the brand. 2% 3%

16%

Remembering the brand name next time you are grocery shopping. 2% 4%

16%

Considering purchasing from that brand next time you are grocery shopping. 1% 5%

16%

Somewhat positive impact

Very positive impact

41%

38%

45%

33%

49%

29%

Path to Purchase Institute and Chicory “Contextual Commerce Shopper Study” (September 2023)

Why Are You Interested/Not Interested in Purchasing a Grocery Item Directly Through an Online Recipe?

Get exactly what you need to make the recipe Item is new/unique or hard to find in my local store

Prefer in-store shopping to see/feel the product

55%

Easy/convenient

25%

Data security/privacy concerns

12%

Want the item immediately/don’t want to wait for shipping

12%

Want to shop around for the best price/don’t trust it’s the best price

10%

11%

Good price/better value 5%

Lack of trust in recipe author/ purchasing via links or ads

Path to Purchase Institute and Chicory “Contextual Commerce Shopper Study” (September 2023)

Even with consumers open to in-recipe contextual commerce, a variety of factors deter shoppers. First and foremost, 43% of respondents said they prefer to shop for groceries in the physical store. This is especially true for Gen Z and Baby Boomers. Some respondents noted an immediate need that couldn’t wait for shipping (34%) and others referenced not being ready to make the recipe (30%). In addition, high delivery or service fees (31%) also deter online purchasing decisions. Respondents’ comments also reiterated

What Encouraged You to Purchase an Ingredient Online, Directly Through an Online Recipe?

38%

More convenient than going to the store The recipe clearly showed me how I could use the item

34% 31%

Item was unique or interesting I wasn’t sure I could find it in my local grocery store

26%

I was already considering purchasing the item

26%

I could order the item for delivery from my local grocery store

26%

Item was recommended by the recipe author

24%

I was already familiar with the brand or product

23%

I could order the item for curbside pickup at my local grocery store

22%

Seamless purchase experience It was a new brand or product I hadn’t heard of before Given choice of retailers to purchase from

20% 16% 13%

Path to Purchase Institute and Chicory “Contextual Commerce Shopper Study” (September 2023)

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41%

8%

trust issues, from data security to not wanting someone to select grocery items for them.

As brands and retailers look to convert grocery sales via contextual commerce, respondents revealed important considerations. Ease of completing the transaction topped the list (70%) followed by shipping speed (65%), having the lowest price (63%) and being a trusted brand (63%).

When it comes to brand awareness, in-recipe contextual commerce makes an impression.

The majority of shoppers said this contextual connection creates a meaningful impact on their brand perception and their willingness to purchase the brand in the future. This is particularly true for Millennial and Gen X shoppers.

Enhancing the Contextual Commerce Experience As brands and retailers look for ways to increase sales via contextual commerce, experience matters.

In addition to leveraging ease and convenience and finding a way to resolve the factors deterring consumers, there are opportunities for deeper connections.

Survey respondents consistently said they experience enjoyment and satisfaction with online recipe engagement — and tapping into the positive emotional association provides the opportunity for brands to better connect with consumers and influence buying decisions.

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