E N D - TO - E N D S T R AT E G I E S F O R D R I V I N G C O N S U M E R D E M A N D
INSIDE AMAZON VS. WALMART: CHALLENGES FACING EACH
PATH TO PURCHASE EXPO DIRECTORY: SEE BACK COVER
MUST-SEE P2PX EXHIBITORS
SOLUTIONS GUIDE: RETAIL EXECUTION
CMO of the YEAR Amit Shah helps transform customer relationships at 1-800-Flowers.com
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“A BEAUTIFUL NEW APPROACH TO MARKETING.” — COLORFUL ENGINEERING
We accelerate commerce and create a more vibrant, connected world by using colorful engineering to solve our clients’ most complex marketing problems and process challenges. We continuously ﬁnd a better way to create fast, quality experiences that touch people’s lives in new, creative and eﬀective ways.
Connect with us at Path To Purchase Expo P2PX|Booth 324
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Contents E N D -TO - E N D ST R AT E G I E S F O R D R I V I N G C O NS U M E R D E M A N D
P2PX Show Stoppers Editors reviewed the exhibitor roster for the 2019 Path to Purchase Expo and curated this special list of innovators.
CMO of the Year
Amit Shah leads 1-800-Flowers.com into the digital future while strengthening the emotional bonds its customers have with the company.
FORWARD NOVEMBER 13 – 14, 2019 | CHICAGO, IL
Amazon vs. Walmart
As the retail giants evolve and continually one-up the competition, they both face challenges as well.
A BOLD PATH
Path to Purchase Expo Directory
Flip over this issue for the official directory of the Path to Purchase Expo. The guide details the event’s agenda and provides listings of the show’s sponsors and exhibitors.
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VO LU M E 32 | ISS U E 1 0
Editor’s Note: Bill Schober
P2PI Member Spotlight: Nepa
Activation Gallery: Category Disruptors
Shopping with Steve: Meijer in Rolling Meadows, Illinois
Solutions Guide: Retail Execution
8 Winning at Target
A Mondelez International program at Target spotlights limited-edition Oreo “Game of Thrones” cookies and drives sales.
The parent company of the Path to Purchase Institute named Jennifer Litterick chief executive officer.
9 Skechers in Pet Stores 10 Effie Awards Petco for the first time is stocking shoes for humans as part of a cause-driven brand partnership.
Hair color brand Madison Reed, a digital native, is planning to franchise and aggressively expand its brick-and-mortar Madison Reed Color Bars.
Effie Worldwide opened entry into the 2020 Commerce & Shopper Effies competition – formerly the Shopper Marketing Effies.
Appointments/ Editorial Index
Retailer Intelligence: Bauer Media & Walmart 64
14 DOT 25-Year
Retrospective, Part 3
Leading up to November’s Path to Purchase Expo, we celebrate the “Best of the Best” from the first 25 years of the Path to Purchase Institute’s Design of the Times awards program.
Path to Purchase IQ (USPS 4568, ISSN 2688-4984 ) is published 11 times a year, by EnsembleIQ, 8550 W. Bryn Mawr Ave., Ste. 200, Chicago, IL 60631. Subscription rates: $125 for U.S. addresses; $190 for Canadian addresses; $275 for all other addresses. Single copies (pre- paid only): $20 in the U.S. Periodical postage paid at Chicago, IL 60631, and additional mailing addresses. Copyright 2019 by EnsembleIQ. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or information storage and retrieval system, without permission in writing from the publisher. Reprints, permissions and licensing, please contact Wright’s Media at email@example.com or (877) 652-5295. POSTMASTER: send address changes to Path to Purchase IQ, PO Box 3200, Northbrook IL 60065-3200.
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Editor-in-Chief Peter Breen, firstname.lastname@example.org
Walmart Steps Up
Executive Editor Tim Binder, email@example.com Managing Editor Charlie Menchaca, firstname.lastname@example.org Associate Director/Content Patrycja Malinowska, email@example.com Associate Editor/Content Cyndi Loza, firstname.lastname@example.org
B ILL SCHOB E R, E DITOR E ME RITUS
Associate Editor/Content Jacqueline Barba, email@example.com
One benefit of walking miles of aisles to report on the path to purchase was, ironically, a heightened empathy with store personnel. I say ironic because a lot of the concepts we track, be they risers & danglers or robots & drones, are designed to outperform and thus disintermediate some folks from their jobs. I wish I had a Buffalo nickel for every time I wrote about “P-O-P as a silent sales clerk.”
Early on, as I realized I was forced to reface almost every display for in-store images, I had two thoughts: (1) detailing an entire store must be a depressingly “Sisyphean” task for employees, and (2) an awful lot of shoppers are jerks. Joe Ricci had a gentle name for anyone who’d goof up a store display: “Retail Gnomes.” But I’m sticking with “jerk” for anyone who’d yank every toy off its peghook for kids to play with; slice open bags of rice, flour and potting soil; knock every product over for a laugh; and most despicably, go “Gallon Smashing.” Gallon Smashing is a YouTube “sport” where a shopper holds two gallons of milk, theatrically fake falls and splashes milk all over a store and often onto a clerk trying to help. Any human with a properly functioning soul would think about the person (very likely somebody’s mom) who’ll have to clean that up – but there you go. And yeah, sure: All teenagers behave like a-holes from time to time. But something about this prank crosses a line for me, and I think I discovered why in a YouTube comment: “Breaking social contracts is not cool. A supermarket places a ton of trust in people with food lying around, doors wide open. All kinds of [tampering] can happen. A stunt like this erodes trust and degrades society.”
Think about that: A social contract ... trust ... people ... society ... retail. Kudos to Doug McMillon for putting those concepts into action when he changed Walmart’s policies regarding shoppers who openly carry guns in stores. That move, along with others like reducing e-cigarette and ammunition sales, led Business Week to dub him the “Archetype of New-Age CEO.” That feels a little hyperbolic, but clearly McMillon, along with leadership at Kroger, CVS, Wegman’s and Walgreens, saw that absent legislative action in the wake of all the post-El Paso shootings, they’d have to step up on behalf of their rattled, frontline employees and reframe the social contract. “The status quo is unacceptable,” McMillon said, even if that means offending some jerks with guns (oops, my words, not his – I meant, opencarry-extremist shoppers). Good retailers understand a store’s special place within the fabric of society. Jody Kalmbach, VP, digital experience, at Kroger, summed this up beautifully earlier this year: “I say to the team all the time: ‘This is about food; this is about health; this is about how we come together as a family.’ To be successful in this space, you have to have the passion.” Virtually every retailer we’ve ever had on stage at our events has channeled some variation on this theme, and I’m going to go out on a limb and bet that Alyssa Raine, acting CMO & divisional VP, brand marketing, at Walgreens, will do the same later this month at P2PX. Granted, it’s a safe bet as the title of her presentation, “Combining Technology and the Human Touch to Improve the Customer Experience,” is something of a tip-off. See you there.
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Editor Emeritus Bill Schober, firstname.lastname@example.org Director – Production Ed Ward, email@example.com Creative Director Colette Magliaro, firstname.lastname@example.org Art Director Michael Escobedo, email@example.com CONTRIBUTING WRITERS Dan Ochwat, Erika Flynn, Ed Finkel, Michael Applebaum, Chris Gelbach, Dawn Klingensmith, Neal Lorenzi, April Miller
SALES & P2PI MEMBER DEVELOPMENT Executive Director Jennifer Litterick, 647.946.9219, firstname.lastname@example.org Vice President of Sales Karen Fenske, email@example.com Associate Brand Director Bill Little, 828.237.3350, firstname.lastname@example.org Associate Brand Director Steven Fryman, 773.992.4483, email@example.com Associate Brand Director Rich Zelvin, 773.992.4425, firstname.lastname@example.org Senior Director/Member Development Patrick Hare, email@example.com Director/Member/New Business Development Todd Turner, firstname.lastname@example.org Manager, New Member Development Katrina Lopez, email@example.com
ENSEMBLEIQ LEADERSHIP TEAM Chief Executive Officer Jennifer Litterick Chief Financial Officer Dan McCarthy Chief Innovation Officer Tanner Van Dusen Chief Human Resources Officer Ann Jadown Executive Vice President, Events & Conferences Ed Several
EDITORIAL AND EXECUTIVE OFFICES 8550 W. Bryn Mawr Ave., Suite 200 Chicago, IL 60631-3731 Phone: 773.992.4450 | Fax: 773.992.4455
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V ISIO N
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Mondelez Wins at ‘Game of Thrones’ Program spotlighting limited-edition Oreo cookies drives sales at Target BY C Y N D I L O Z A
The much-anticipated final season of HBO’s “Game of Thrones” series reportedly garnered an average of 44.2 million viewers per episode. Tying in to the buzz, Mondelez International teamed with Target to run a program spotlighting the manufacturer’s limitedtime, licensed Oreo SKU inspired by the fantasy drama. Mondelez rolled out Oreo “Game of Thrones” (GOT) cookies nationally in April just before the final season kicked off. The Oreo GOT SKU contained four embossed cookie designs, depicting the Night King, the leader of the “Army of the Dead” in the series, and insignias from the show’s “Great Houses” Lannister, Targaryen and Stark. The cookies were packed in mostly black-colored packaging depicting an Oreo logo designed to mirror the show’s main font and logo. “‘Game of Thrones’ … is one of the most talked-about TV shows of our generation,” says Mondelez’s Jennifer Mason, customer director, shopper marketing. “The hype before the finale
was immense. Oreo recognized that an opportunity like that does not come about every day.” When developing a Target-specific program to promote the GOT SKUs, the brand took into consideration the retailer’s digitally savvy Millennial shopper. “Target’s digital guest is 49% Millennial,” Mason says. “Millennials check their phones on average 250 times per day. With the large viewership of this property and its fan base being on social media a lot, we wanted to provide a fun digital engagement, driving awareness that the product was available at Target.” Running for seven weeks in April through the series finale in May, the program at Target focused on a two-pronged digital approach, enlisting the retailer’s in-house media company Roundel and Boston-based, shopper-engagement company Breaktime Media, which specializes in creating online content that connects consumers to brands. Leveraging the media company’s firstparty data, the brand worked with Roundel to target the right consumers with banner ads containing a “buy now” call to action that
directed shoppers to an Oreo portfolio product page on Target.com. Breaktime Media supported the program by creating an interactive, online content experience, which let consumers play “Game of Thrones” trivia, take a personality quiz, upload images of themselves to depict within a “face the dragon” frame, and click on an “add to cart” button to instantly add an Oreo GOT SKU directly to their Target. com shopping cart. In stores, Oreo GOT SKUs were merchandised near GOT apparel, within
aisles and on Target’s merchandising units that resemble a giant version of the retailer’s red shopping basket. “Oreo cookies can be an impulse purchase,” Mason says. “It’s on many lists, but displays were used to drive incremental purchase. These displays helped to garner further excitement for Target [shoppers], leading to even more consumers snatching them up.” The program proved to be successful, driving the brand’s highest online sales on one SKU at Target. “During the campaign, the Oreo GOT limited-edition cookies on Target.com sold 2½ times that of all of the other Oreo cookies on Target.com combined,” Mason says. “This was the number-one-selling SKU of all time in Target’s snack department … for a launch week.” The Breaktime engagement program also broke “almost every benchmark,” according to Mason. “Everything from overall engagement to uploading photos, social sharing and add to cart was done at phenomenally high rates,” Mason says. IQ
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Petco Sells Human Footwear from Skechers BY PAT RYC J A M A L I N O W S K A
Petco for the first time is stocking shoes for humans as part of a cause-driven brand partnership. The pet retailer has partnered with Skechers and its charitable footwear collection, Bobs from Skechers, to launch a coordinated line of footwear and Petco-exclusive collars, leashes and harnesses. In stores, the products are merchandised together on co-branded, two-sided corrugated floorstands that invite shoppers to “help us save the lives of dogs and cats, too.” “We’ve never sold human shoes at Petco before, but we think pet parents will love the ability to combine their own Bobs from Skechers styles with
matching collars, leashes and harnesses for the beloved pets, plus the feel-good opportunity to help shelter pets with each purchase,” Petco co-chief merchandising officer Alex Tomey said in a media release announcing the products’ launch. The merchandising effort is part of a multiyear partnership that kicked off in January, through which Skechers is supporting the Petco Foundation by slating 25 cents to the organization for each pair of Bobs From Skechers shoes sold in the U.S. (at Petco or elsewhere). “Petco’s strength as a leading national brand enables us to give back like never
Madison Reed to Franchise ‘Color Bars’ BY C Y N D I L O Z A
Hair color brand Madison Reed, a digital native, is planning to franchise and aggressively expand its brick-and-mortar Madison Reed Color Bars under a new joint venture with Ann Arbor, Michiganbased consulting firm Franworth. Madison Reed Color Bar franchises will mirror the company’s nine existing Color Bars operating in New York, the San Francisco Bay Area and the Dallas-Fort Worth metroplex. Under the agreement with Franworth, San Francisco-based Madison Reed will continue to own, grow and operate Color Bars in select cities and,
along with Franworth, develop best-inclass infrastructure to support future Color Bar franchisees. The company said it expects to have roughly 100 companyowned stores and 500 franchises – either sold or up-and-running – by 2024. After meeting the standard regulatory requirements, the joint venture will sell the first franchises later this year in November or December. The partnership makes Madison Reed the first digital native vertical brand to use the franchise business model as a growth
before,” Skechers president Michael Greenberg said in a media release announcing the partnership. “As a company that has already donated more than $3 million to save and support shelter pets, we wanted to find a partner that shares our ambitious animal welfare goals.” As part of the new alliance, Skechers helped kick off Petco’s summertime “Be a Lifesaver” fundraiser. Counter cards and co-branded take-ones invited shoppers to donate, adopt, foster or volunteer to “save animal lives in your community.” A dedicated Petco Foundation web page promised a free co-branded reusable tote with in-store donations of at least $10 and shares “lifesaving” adoption stories. A key focus was to inspire consumers to promote and celebrate the impact of fostering shelter pets. In-store events held on June 29 in partnership with local rescue organizations celebrated fosters while social media activity supported heavily throughout June – which the Petco Foundation designated “National Foster a Pet Month.” Activity culminated with a nationwide “Be a Lifesaver” adoption weekend on July 13-14 at participating stores. IQ
strategy to meet customer demand for local brick-and-mortar retail, according to a media release from the brand. “We have been trailblazers in ‘omnichannel retail,’” Amy Errett, chief executive officer and founder of Madison Reed, said in the release. “We are excited to announce that the next channel in our growth strategy is franchising, which unlocks the ability to scale physical retail like no other. To us, being omnichannel means we have a relentless drive to meet the needs of our customers wherever they are.” Launched in 2014, Madison Reed is known for its tech innovations, such as the first-ever chatbot to analyze selfies to suggest color matches, and an augmented reality tool that lets consumers virtually try on color shades via digital devices. The company was a finalist in former P2PIQ sister publication CGT’s 2017 “SMB Award” competition. IQ
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EnsembleIQ Has a New Chief Executive BY P2 P I STA F F
EnsembleIQ’s board of directors appointed Jennifer Litterick to the role of chief executive officer in September. Litterick previously served as EnsembleIQ’s chief commercial officer and president, North American retail vertical.
EnsembleIQ is the parent company of the Path to Purchase Institute and Path to Purchase IQ magazine. “We are fortunate to have someone of Jennifer Litterick’s caliber and experience step up to lead EnsembleIQ,” board member Mike Foster said. “We are at a pivotal moment, and during this time of transformation there is no better person to steer EnsembleIQ into renewed growth. Jennifer is a proven leader with extensive media experience, vision, industry knowledge and the ability to bring people together. She is a customer-focused communicator with natural leadership capabilities and a track record of strong execution. Furthermore, she has been on the executive leadership team for the past
two years and has successfully grown businesses in both Canada and the U.S.” This appointment followed the departure of David Shanker, who had been CEO since February 2018. Litterick joined Rogers Media, one of EnsembleIQ’s formative acquisitions, in 2009 as publisher of Canadian Grocer magazine. She later became group publisher for Rogers’ marketing and retail titles in 2013. She left the company to serve as a partner at strategic consulting firm Pinpoint Solutions Group, then returned to the frontlines of B2B media in 2017 with the newly established EnsembleIQ, where she became president, Canadian operations, and then president, North American retail vertical. “I am honored and excited to be at the helm of EnsembleIQ,” Litterick said. “I have had the privilege of working closely with the EnsembleIQ team of talented people and look forward to continuing our journey together as we execute our strategy and take advantage of the market opportunities ahead.” IQ
Entries Open for Commerce & Shopper Effie Awards BY P2 P I STA F F
Effie Worldwide is now accepting entries for the 2020 Commerce & Shopper Effies – formerly the Shopper Marketing Effies. The Commerce & Shopper Effies recognize the most effective integrated campaigns designed to engage shoppers and guide them through the purchase process. The program has been presented
in partnership with the Path to Purchase Institute since 2011. The 2020 competition boasts several new categories to reflect the ever-evolving marketing challenges across the consumer goods industry. The new categories are: • Brand Experience. This award will recognize work that brought a consumer brand, product or retailer to life through interaction with shoppers that influenced conversion. • Data-Driven. This award will honor brands and retailers using data, analytics and technology to identify and match the right shopper with the right message at the right time. • Media Innovation. This award will go
General Mills worked with ShopperWorks to win a 2019 Effie.
to brands and retailers that moved beyond conventional approaches to effectively engage with shoppers by creating a new channel or changing the way a particular media channel is consumed. For more information, including a complete list of 2020 Commerce & Shopper Effie categories and entry materials, visit Effie.org. Eligible campaigns will have run in the U.S. between Sept. 1, 2018, and Aug. 31, 2019. Entry deadlines run through Nov. 12, with exceptions including entries into the Seasonal category. IQ
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A Q&A with Sean Dunn, Chief Marketing Officer
Tell us about Nepa and the technology it uses. DUNN: Our path to purchase analytics solution helps clients understand today’s complex omnichannel shopper journeys and which touchpoints are most effective at driving conversion and brand strength. Nepa’s core technology, the Consumer Science Platform, connects shoppers’ physical and digital experiences as well as behavioral and attitudinal data at the individual shopper level. The actionable results improve shopper acquisition, retention and growth. We work closely with teams in shopper marketing, shopper insights, e-commerce, omnichannel, sales and related roles. Together we deliver profitable, strategic and tactical recommendations that help the world’s most respected businesses win with shoppers and grow categories.
How has your company used its P2PI membership resources? DUNN: We’ve attended P2PI events for many years as individuals and as a company. Our familiarity with the quality of the content and membership of the Institute led us to join as members this
year. We were proud sponsors of the P2P Summit in Fort Lauderdale in May. We engage at every level with our membership to connect with shopper marketers and shopper insights leaders who believe that better measurement and insight can fuel customer acquisition and growth. These connections allow us to challenge the industry and are a source for continual inspiration to improve our offer.
What are the latest disruptors most affecting your industry now? DUNN: 1. The linear path to purchase concept is outmoded for the vast majority of shoppers and trips. Instead, today’s omnichannel path is complex, iterative and interactive. It differs by shopper segment, motivation, trip mission and other factors. 2. CPG growth is largely being driven by e-commerce retailers/digital platforms, few of which share data or allow analytics on their data. This creates a major blind spot for clients. 3. There are dozens of touchpoints, including many beyond our clients’ control (and budget). Traditional marketing analytics approaches can’t capture the scope and granularity that today’s shopper marketing and insights professionals need and deserve.
Brands need the competitive advantage and accountability that comes from understanding which touchpoints matter most to shoppers and the bottom line. The challenges noted above make it impossible to use traditional analytical methods to understand the underlying dynamics and take action. That’s why we
collect data directly from shoppers and apply advanced deep learning techniques that make it possible for brands to understand, act and improve results across the entire shopper journey.
What are your predictions for the future of marketing? DUNN: There will be greater integration of physical and digital experiences. Another is the continued evolution of the retailer/ brand power dynamic. Retailers expect investments in their own media programs and platforms while brands are banding together across company lines to create effective campaigns. Finally, the growth of new marketing channels and tactics like influencer marketing create a need for new measurement standards. IQ
NOT A PATH TO PURCHASE INSTITUTE MEMBER? Join the 400+ companies who rely on the Path to Purchase Institute every day for strategies and best practices on succeeding in today’s chaotic consumer goods environment. For more information, contact Katrina Lopez at firstname.lastname@example.org.
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The Market is performance-driven commerce, made fresh! From media planning and buying, social marketing and search to data-inspired creative, we help your brand win. triadretail.com/market 12-13-P2PIQ_Mspotlight.indd 13 1 P2PIQ_FULL_PAGE_BLEED.indd
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DOT RETROSPECTIVE, PART 3
DOT 25-Year Retrospective For the past 25 years, the Path to Purchase Institute has recognized the very best in marketing and merchandising at retail through its Design of the Times awards program. In recognition of this milestone anniversary, the Institute this year is conducting a special three-part retrospective to celebrate the “Best of the Best” from the program’s first 25 years. In conjunction with executives from MarketingLab/SellCheck, we evaluated the top winners through the years to identify the in-store campaigns that represented truly breakthrough thinking and innovation, applying the “4 C’s” of effectiveness that MarketingLab devised in 2010. The groups also looked beyond the top winners to recognize other noteworthy campaigns. Please enjoy the third and final part of our presentation of the industry’s finest work of the last 25 years. We’ll then unveil the “Best of the Best” on Nov. 14 at the Path to Purchase Expo in Chicago.
The Children’s Place Back-to-School
Retail Category: Specialty Client: The Children’s Place Entrant: Meyers Size of run: 1,100 Won: Best of the Times 2015 Comment: From across the store shoppers can see the real product styled and grab one off the shelf for a closer look.
THE 4 C’S OF EFFECTIVE IN-STORE & DIGITAL ACTIVATION Command attention (let the shopper know your presence)
Connect with the shopper (be recognizable)
Shakers Vodka Floor Display
Retail Category: Liquor Client: Infinite Spirits Entrant: Global Marketing Group Size of run: 500 Won: Best of the Times 2005 Comments: The structure of this unit mimics the shape of the Shaker’s Penguin, and the powder-coated silver color also matches the bottle capsule. Removable shelves give the display flexibility.
(tell a story)
Close the sale (eliminate purchase doubt)
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Using the growing â€œfoodieâ€? trend, our team developed an impactful, artisanal cart for San Pellegrino that garnered them secondary placement in high traffic grocery departments.
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DOT RETROSPECTIVE, PART 3
Patron Margarita Station
Retail Category: Liquor Activation Tactic: Freestanding, Aisle, Shipper or Pallet – Permanent Client: The Patron Spirits Co. Entrant: Bish Creative Display Size of run: 434 Won: Platinum 2018 Comment: The consumer is instantly drawn to the product because of the combination of Patron’s colorful packaging and the sleek design of the display.
Uniroyal NailGard Tire Demo Unit
Category: Motor Vehicles & Parts Client: Michelin Americas Small Tires Entrant: Mirro Products Co. Won: Best of the Times 1999 Comment: To provide an attention-grabbing promotional vehicle, this display was designed to illustrate how the company’s tires prevent flats.
Virtual Boy Floor/Counter Displays
Category: Multiple Materials/Fixture Client: Nintendo of America Inc. Producer: Schutz International Production Run: 5,000 Won: Best of the Times 1996 Comment: This display, which creates a simulated video arcade environment in the retail arena, combines metal, injection-molded and vacuum-formed plastic and rubber components into a functional design.
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DOT RETROSPECTIVE, PART 3
Disney Publishing Permanent Spinner Rack
Client: Disney Publishing Worldwide Entrant: The Display Connection Inc. Won: Best of the Times 2000 Comment: As shoppers turn the display, characters at the top begin to move as a surprise and attention-grabbing element.
Rawlings Baseball Endcap Display
Category: Multiple Materials Fixture Client: Rawlings Co. Entrant: A.G. Industries Won: Best of the Times 1995 Comment: This display uses a gravity-feed system that is self-maintaining. Hang clips are attached to the gloves’ webs.
Mountain Dew Gravity Feed Floorstand
Retail Category: Convenience Activation Tactic: Aisle/Shipper/Pallet - Permanent Client: PepsiCo Entrant: NYSCO Products Size of run: 2,000 Won: Platinum 2017 Comment: The goal here was to develop floorstands that could be placed in as many potential retail spaces as possible.
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DOT RETROSPECTIVE, PART 3
The following is a full list of winners recognized in the September, October and November issues. YEAR
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2011 2012 2013 2014 2015 2016 2017 2017 2018 2018 2018 2018
Frank Mayer & Associates Inc. Nintendo of America Inc. Nintendo 3 System Interactive Demonstration Tower Henschel-Steinau Inc. Anheuser-Busch Inc. Michelob Golden Draft Floor Display AG Industries Rawlings Co. Rawlings Baseball Endcap Display Schutz International Nintendo of America Inc. Virtual Boy Floor/Counter Displays RTC Industries Inc. Baldwin Hardware Baldwin Showroom Program AG Industries Eastman Kodak Co. Kodak Picture Maker Mirro Products Michelin Americas Small Tires Uniroyal NailGard Tire Demo Unit The Display Connection Inc. Disney Publishing Worldwide Disney Publishing Permanent Spinner Rack (A Best of the Times winner was not selected this year.) Design Phase Inc. Buena Vista Home Entertainment Disney Kmart Endcap Everbrite LLC The Integer Group Molson Prestige Neon Frank Mayer & Associates Inc. MasterBrand Cabinets Inc. Thomasville Cabinets Sell Center Global Marketing Group Infinite Spirits Shakers Vodka Floor Display Design Phase Inc. Microsoft Corp. Xbox 360 Kiosk Program Mechtronics Corp. Schering-Plough Dr. Scholl’s Custom Fit Orthotics Kiosk Darko Inc. Fisher-Price Inc. The Smart Cycle A/C Powered Endcap Design Phase Inc. MTV Games Rock Band 2 Interactive Kiosk RockTenn Merchandising Displays Nestle Wonka Rolling Endcap (now WestRock) Meyers Positec Rockwell Interactive Endcap Great Northern Corp. PepsiCo Mountain Dew Cooler Door Bottle Pratt Industries Wakefern Food Corp. Locally Grown Produce In-Line Gondola Display Frank Mayer and Associates Inc. Nintendo of America Wii U Interactive Retail Display Program and AGI In-Store Design Phase Inc. The Walt Disney Company Disney Infinity Display Program Meyers The Children’s Place The Children’s Place Back-to-School Design Phase Inc. LG Electronics LG Best Buy TV Experience Wall WestRock Buena Vista Home Entertainment Walmart WOW Rogue One NYSCO PepsiCo Mountain Dew Gravity Feed Floorstand Bish Creative Display The Patron Spirits Co. Patron Margarita Station Innomark Communications HBO Game of Thrones Endcap Menasha Coty Inc. Sally Hansen + Crayola InstaDri Collection Rapid Displays AB InBev Stella Artois Holiday Door
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CMO OF THE YEAR 2019
FLOURISHING with FLOWERS
Amit Shah is leading 1-800-Flowers.com into the digital future while strengthening the emotional bonds that consumers have with the iconic retail brand. BY M I C H A E L A P P L E B A U M
Few marketers are in a better position than Amit Shah to exemplify that the more things change, the more they remain the same. “It is paradoxical that, in an increasingly digital world, we see many analog constructs having equal if not more relevancy,” he says. Shah would know, having spent the last decade working his way up the ranks at 1-800-Flowers.com to become chief marketing officer, where he’s now at the forefront of an ongoing transformation in the way that the iconic retail brand engages with its customers. Over the past 18 months, Shah has led the company further down the path of digital innovation while strengthening the brand’s emotional bonds with consumers through personalized, oneto-one interactions at scale. His major accomplishments include a slew of new e-commerce partnerships and a revamped mobile website that features an improved overall customer experience and expanded mobile payment options. In early 2019, 1-800-Flowers.com became one of the first retailers to operate on all five major voice and messaging platforms: Facebook Messenger, Google
Assistant, Amazon Alexa, Apple Business Chat, and Samsung Bixby. And yet, while the modes of communication may have changed, the brand’s focus on the tactile, evergreen nature of the gift-giving experience has remained intact throughout the digital evolution (along with the original toll-free-number in the company’s name, which Shah says is “sacrosanct” in the minds of consumers). “The question we keep coming back to is, why can’t an emoji replace a happy birthday gift of flowers?” explains Shah. The answer has to do with relationships – both the relationships that the brand has with its customers and the ones that customers have with their friends and family members. “Let’s say your aunt took care of you as a child and now she’s in the hospital. Most people want a physical expression of that gratitude,” says Shah. “We deal with all sorts of occasions that carry a deeply emotional journey. Customers want and expect brands like ours to be responsible and thoughtful participants in that journey.”
A POST-DIGITAL MINDSET By now, the ability to leverage digital capabilities in order to facilitate a better
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CMO OF THE YEAR 2019 customer experience is table stakes for most brands. Yet Shah sees signs that the broader culture is starting to tire of its obsession with technology, whether it’s the idea of retail stores taking digital “holidays” or consumers strictly monitoring their device usage. “We’re starting to move from a hyper-embrace of technology to a post-digital mindset in which there is a growing, underlying fear about how much of that interface is good for us,” he says. “Our customers are becoming a lot more thoughtful about the technologies that are being thrown at them.” For those reasons, Shah says that it’s critical for product innovation to be truly outward looking and focused on the consumer, and for marketing to have a strong emotional underpinning. “Even for direct response companies and rigorous programmatic marketers, getting that emotional journey right for customers is really important for building relationships. So is making sure that the emotional constructs you’re building reflect what your customers want, not necessarily what your products or services were originally intended for.” Among the things that loyal customers
About the Award Since 2014, the CMO of the Year award has been awarded annually to the executive who has made the greatest demonstrable impact on his or her organization through the implementation and successful use of new marketing strategies, technologies and/or processes. Each year, we solicit formal nominations from members of the Path to Purchase Institute community. Institute editors select no more than five finalists from among the qualified submissions to be considered in the official voting round, for which we enlist the experience and expertise of our Executive Council. The previous winners were Marie GulinMerle of Calvin Klein, Peter McGuinness of Chobani, Antonio Sciuto of Nestle Waters, Bruce Fleming of Church & Dwight, and Clive Sirkin of Kimberly-Clark.
Getting that emotional journey right for customers is really important for building relationships. So is making sure that the emotional constructs you’re building reflect what your customers want, not necessarily what your products or services were originally intended for. of 1-800-Flowers.com want are convenience and flexibility, attributes that have driven a number of digital innovations during Shah’s tenure. One of those is SmartMessage, an augmented-reality messaging feature leveraging Apple’s ARKit that was introduced last Valentine’s Day. The technology lets iPhone and iPad users on the 1-800-Flowers. com mobile app send customized AR photo and video messages to their sweethearts using a variety of filters. Another is SmartGift, a feature that allows the gift’s recipient to digitally “unwrap” the present for a preview, accept or exchange the item, then select a preferred delivery address and date. “We looked at a number of technologies and we felt SmartGift had a great approach to solving recipient preferences without knowing their physical address. It just relies on a cell phone or e-mail,” explains Shah. “SmartGift completely changes the traditional gifting flow and allows us to make more informed recommendations the next time that customer is shopping on the website.” It also deepens the well of data and insights that 1-800-Flowers.com can use for future marketing purposes in this highly competitive category. “Marketers often talk about an external feedback loop between branding and performance, but you can also have an internal feedback loop around how you collect and use data with customers,” says Shah. “Over time, it allows you to have a very deep advantage over competitors.” Still, he says that 1-800-Flowers.com “takes a very serious approach” to privacy. “When you collect or share data without customers’ knowledge or permission, it degrades the emotional connection you’re trying to build,”
says Shah. “We are privileged because we get to know about a lot of personal life events, so we put a lot of thought into how to become better stewards of customer data. What we’ve learned is that, as long as you’re using it in a very thoughtful manner, customers want to give you their data because they’re thinking it will help cut down clutter and interruptions.”
BECOMING A WELL-BEING ADVISOR The 1-800-Flowers.com business was founded in 1976. Parent company 1-800-Flowers.com Inc. went public in 1999 and has a long history of growth and expansion in the U.S. The current portfolio comprises approximately one dozen other well-known gifting and retail brands, including Harry & David, an omnichannel retailer of gourmet foods and gift baskets based in Medford, Oregon, as well as Cheryl’s Cookies and The Popcorn Factory in the Midwest. At corporate headquarters in Long Island, New York, Shah oversees a marketing department of about 100 employees who work on a number of individual entities and brands. As the company has evolved, 1-800-Flowers.com has taken a larger role in promoting the well-being of its customers. In the sympathy category, for example, it offers advice dealing with grief while leveraging partnerships such as a relationship with TV personality and musician John Tesh, whose bylined articles are featured on the website. It also provides a number of resources through a content marketing
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CMO OF THE YEAR 2019
From left to right: Amanda Mihok, product development & marketing manager, growth brands; Nicole Wenke, senior product manager, growth brands; Saloni Goyal, director of product, mobile; Sumantro Das, senior director, product and growth brands general manager; Amit Shah, chief marketing officer; Connor Bjarnason, product manager, mobile; Joseph Russotto, assistant manager, growth marketing; Paige Melley, marketing coordinator, growth marketing; Katherine Braver, assistant manager, growth marketing; Amber Hegel, manager, growth marketing; Brianna Forgione, coordinator, growth brands.
arrangement with Modern Loss, a bestselling book about grief that expanded into a blogging site populated by experts who tackle sensitive subjects like condolence etiquette. “What used to be a transactional exchange [giving gifts] has evolved into something much more experiential,” notes Shah. In a society with an aging Boomer population, it’s critical that 1-800-Flowers.com has become more relevant not just for times of happiness and celebration, but also the “Get Well” occasions and somber periods of mourning, Shah says. While marketing normally shies away from having delicate conversations with customers, the messaging around comforting
was a natural extension for the brand. “A couple of years ago, we made a decision to acknowledge the amount of loneliness in the world and that sympathy occasions were especially important, and we put out a series of campaigns that evoked the idea of sympathy and get well in a very thoughtful manner,” he says. “Our modes of cultural expression today are both more diverse and increasing,” says Shah. “Let’s say you have an office colleague whose father passed away. You know the family is of the Jewish faith, and [you learn] it is appropriate to send a basket of fruit on the day of sitting Shiva. This is part of how we’re educating the customer in this emotional journey. We connect with customers, then increasingly use digital
tools to engage with them on-the-go and deepen the relationship.”
GAINING THE GLOBAL PERSPECTIVE Throughout his life, Shah has had a number of personal and professional experiences that influenced his thinking on an international scale. He has worked at both small local digital startups in the U.S. and expansive global organizations like McKinsey. Back in 1999-2000, he received a Global Research Fellowship from the Thomas J. Watson Foundation, which allowed him to travel the globe to Nepal, Thailand, Northern Ireland, The Netherlands and Canada. “Growing up in India gave me a broad
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Georgia-Pacific Corrugated Displays
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CMO OF THE YEAR 2019
Our runners-up include execs from three challenger brands and one very familiar name
Vice President of Marketing and Strategy That’s How We Roll
Joseph has led the 2-year-old challenger company’s efforts to conceptualize, brand and launch two product lines: ParmCrisps and Thinsters, “simplified, better-for-you snacks” designed to fulfill the company’s mission of making the world “healthier, tastier, and a little more fun.” His strategic vision (shaped in part through stints working on Lay’s and Cheetos at PepsiCo and then at Kind LLC) helped the company fill a void within the snack food category with ParmCrisps, which targets consumers on the popular Keto diet who crave the crunch and salty flavor of chips. Joseph and his team created the brand and then championed the art behind its packaging, website and other marketing materials. Innovative marketing elsewhere has included a partnership between Thinsters and iconic rock ’n’ roll franchise The Grateful Dead.
John Mark Singleton
Vice President of Sales and Marketing Rudolph Foods Over his 15 years with the family-owned company, Singleton has helped continue the Rudolph family’s legacy in the snack food category by producing the world’s
“best tasting pork rinds,” expanding this traditionally Southern snack to consumers in other regions who were unfamiliar with it. By strategically positioning pork rinds as a high-protein, high-fat, low-carb alternative to other salty snacks, he effectively guided Rudolph’s Southern Recipe Small Batch brand toward sales and marketing tactics that have made them accessible for shoppers around the U.S. Using both traditional consumer broadcast media and geo-targeted digital marketing (as well as a fair share of encouraged word-of-mouth), Singleton has helped significantly expand the company’s consumer base, helping pork rinds to become among the fastest-growing segments of the salty snack aisle.
David VanderWaal Senior Vice President, Marketing LG Electronics USA
A 2015 inductee into the Path to Purchase Institute’s Hall of Fame, VanderWaal has been overseeing all advertising, consumer research, sponsorships, promotion, shopper insights and digital marketing initiatives for LG’s Home Entertainment, Home Appliance and Mobile Communications business units in the U.S. since May 2018. The company has effectively incorporated IoT-driven functionality into its home products, not only to improve performance but also to enhance their impact on owner lifestyles via services like installation oversight, automatic replenishment, problem troubleshooting, and “home entertaining”
assistance. LG also works closely with key retailer partners to enhance the shopping experience by bringing its products to life in-store. Elsewhere, LG’s recent “Life’s Good: Experience Happiness” marketing initiative is designed to help teens cope with the stress they feel during the school year.
Vice President of Global Marketing & Product Development House of Cheatham White not only leads global marketing but also product development, where she has created nine of the company’s 13 brands sold internationally. The portfolio is highlighted by Aunt Jackie’s Curls & Coils, the fastest-growing brand in the U.S. multicultural textured-hair care segment, according to IRI. (It’s also become a top overall beauty brand in South Africa.) White conceptualized the brand, led the product development and creative teams, and developed and executed a consumer engagement strategy that resulted in steady yearover-year growth (65% over 2018). She also led expansion of the brand’s retail distribution to Target, Walmart, CVS, Family Dollar, H-E-B, Kroger, Albertsons and other national accounts. White has helped transform the company’s business model, moving away from an emphasis on manufacturing to embrace a marketing-focused culture stressing consumer-centricity.
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CMO OF THE YEAR 2019 perspective of humanity, and I am fortunate to have been educated in two systems,” says Shah. He appreciates the contrast of having lived in Calcutta and, later while receiving his undergraduate degree at Bowdoin College, in the small town of Brunswick, Maine. Shah is a major proponent of a liberal arts education (he has a Master’s degree in Liberal Arts from Harvard University), which he credits with honing his ability to think critically and to learn. “That is probably the most important skill set for any marketer right now,” says Shah. “The only way to successfully co-exist with machine learning and AI is to make learning a very primal task. We used to hire mainly for IQ – who are the smartest guys in the room? Today, it’s a much more team-oriented workplace. A lot of interviews are about EQ (emotional quotient) and working well with others. In the last three or four years, I’ve started to hire more for ‘LQ.’ What’s your learning quotient? What is your ability to learn?” Shah believes that a company’s ability to cultivate agile, cross-functional teams depends heavily on leaders who can nurture all of these skill sets. “I advise younger people in marketing and leadership on how to build teams that straddle the traditional and emerging worlds,” he says. “Your external aspirations have to be equally realized internally. If you want to grow as a company in a complex and pluralistic world with many emerging skill sets, you need to hire and nurture the same things internally – build up that level of leadership and ability to provoke LQ. Those things are highly correlated.”
THE HOLISTIC APPROACH Shah’s holistic approach to marketing manifests itself in a number of ways. One is his view of the 1-800-Flowers. com brand as evolving past its identity as a pure direct marketer. Generally speaking, he says, the traditional dichotomy of brand building and directresponse marketing is rapidly eroding. “Any modern marketer is actually a combination of the two,” Shah says. “We
We used to hire mainly for IQ – who are the smartest guys in the room? … In the last three or four years I’ve started to hire more for LQ: What’s your learning quotient? What is your ability to learn? are brand builders but we are extremely thoughtful about how we do it efficiently.” Toward that goal, advertising for 1-800-Flowers.com is typically concentrated around the major holidays, when more than 50% of site traffic comes from mobile devices. The brand employs mobile display banners for prospecting and retargeting, as well as video advertising on multiple platforms. “We do both linear and addressable TV, but we do it in the times we think it makes the most sense,” Shah notes. “It’s important in a saturated digital environment to be targeted. That is our bias. You can achieve a lot of scale using [video ads on] YouTube, which brands may not think of for direct marketing campaigns but is actually mid-funnel in its media execution.” Shah is also forward-thinking in the way he has structured the marketing department. Unlike traditional organizations, 1-800-Flowers.com has established “a more modern growth stack” that spans major functions including brand marketing, product development and customer insights. In part, this is designed to address the desire for a continuous customer experience – from the time an ad is clicked to the time spent on a landing page, for example. He’s given a lot of thought on how to strike a balance between data and creativity. Companies, he says, increasingly
are automating the “orchestration” of marketing in order to free themselves up to be more creative. Still, he urges peers in the packaged goods industry to become more “analytically rigorous” in regard to data collection and ROI measurement. “A lot of the measurement and decisionmaking practices in advertising have become too familiar,” he explains, citing an example. “You need to rethink the best way to look at the response rate to display ads. You cannot produce better creative unless you understand some of the modern currency of measurement.” Marketers should ask deeper questions of their agencies and challenge both internal and external stakeholders about how to achieve better outcomes, he suggests. For too long, he says, marketers have been complacent about staying within the realm of “what is believable” versus “what is measurable.” “It doesn’t mean that only all that is measurable is what is effective. There are campaigns and ways of going to market that aren’t easily measured but are very effective and efficient. It comes down to your ability to out-learn your competitors. That is what differentiates you from others.” That is a gift any marketer would willingly accept. IQ
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As Amazon and Walmart evolve and continually one-up the competition, they each face their own challenges BY PAT RYC J A M A L I N O W S K A
Walmart and Amazon’s rivalry in their quests for omnichannel domination has the two retail giants matching each other step for step with new offerings and innovations. While Walmart commands the physical space and Amazon leads online, both are making serious efforts to build out areas where they are lacking. To avoid being squeezed in the middle, consumer goods companies have to develop differentiated strategies and capabilities even as the lines between instore and online continue to blur. Teams working with crucial distribution partner Walmart are challenged as the retailer itself hasn’t yet figured out exactly how to pursue the – in Walmart’s terms – “converged retail” future. Most sales still occur at brick-and-mortar, and the way brands budget, staff and engage with the mass merchant continues to be almost universally oriented much more toward that side of the business. “There’s a tension between the legacy brick-and-mortar business that is profitable, albeit not growing, and then there is the emerging (e-commerce) business that Marc Lore is leading that is absorbing budgets and yet is not profitable,” says Keith Anderson, SVP of strategy & insights, Profitero. Yet digital is increasingly influencing brick-and-mortar activity. As consumers go online to build shopping lists or find
the locations of items while in the store, the lack of a digital presence could have a significant impact on in-store sales. Chris Perry, VP of global executive education at Edge by Ascential, goes further to say that digital sales could impact what gets shelf space in the aisles as Walmart aggressively expands its pickup and delivery programs, turning stores into fulfillment centers. “What is winning online may very well in a not-so-distant future dictate what actually goes in store,” Perry says. “If you shift online ahead of everyone else, you may be the one that survives and gets incremental when other brands are delisted from in-store.” Already, Walmart is giving digital-native brands such as Harry’s (acquired by Edgewell Personal Care) and Native (bought by Procter & Gamble) prime retail space in the store based on what was a small business online as a way to capture niche differentiators. At Amazon, digital is a standalone strategy rather than an add-on, and there isn’t the same need for internal consensus building and alignment. Anderson posits the bigger challenge for brands working with Amazon is collaboration: “The way that Amazon is often characterized is a platform, not a partner the way that Walmart is. Amazon is automated and really efficient, but when you need to build a joint business plan and collaborate, Walmart is actually better equipped to partner.” While Amazon has begun to solicit deeper
“[For brands] it may literally be: I have an Amazon portfolio, I have a Walmart portfolio, I have a Target portfolio … and everyone else gets the base portfolio that is never promoted and available everywhere.” Chris Perry, Edge by Ascential
“Amazon is automated and really efficient, but when you need to build a joint business plan and collaborate, Walmart is actually better equipped to partner.” Keith Anderson, Profitero
relationships with the big manufacturers, it is a far cry from the kind of symmetrical organizational structure that you see in some cases between a broader Walmart team and Walmart’s organization. Relationships at Amazon are managed through the self-service Vendor Central portal rather than a buyer, and Amazon has technology- and analytics-driven processes for taking real-time action to change prices and apply different product designations that have a big impact on how visible and discoverable an item is to shoppers. “That isn’t something that happens during a line review or a top-to-top, it happens dynamically when the page is rendered every time a shopper goes to the Amazon site,” Anderson says. “They’re running the calculation to see, ‘Is this item profitable at this price?’ And if Amazon is going to lose money they just take down the listing or say this item is unavailable, and that is pretty different and pretty disruptive.” Drilling down to the specifics, Perry says that pack size is a big challenge for a brand working with Amazon as it relates to price: “The traditional one-unit products aren’t
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AMAZON VS. WALMART profitable to ship online and Amazon hasn’t quite figured out the right Prime Pantry or Fresh basket model yet.” Downward price pressure reaches across both Amazon and Walmart. Walmart generally commands a broader share of a brand’s sales yet routinely fields requests from the brands to raise prices because they worry a lower price on Walmart will jeopardize their sales on Amazon, according to a recent Bloomberg report
Amazon vs. Walmart:
Other Points of Comparison
Annual Sales Amazon posted $141.4 billion in North American sales in fiscal 2018 (ended Dec. 31, 2018). Walmart posted $331.7 billion in U.S. sales in fiscal 2019 (ended Jan. 31, 2019). Physical Footprint Walmart’s key advantage is its sprawling footprint of physical locations. In the U.S., the retailer operates 4,759 total units (as of July 31), while Amazon operates 481 Whole Foods Market stores and 41 other U.S. locations. Fulfillment Amazon this year has invested more than $800 million in one-day shipping for Prime members, offering discounts of up to 75% on warehouse storage fees in exchange for sellers storing more of their most popular products with the company. Walmart followed suit by unveiling free, one-day shipping that it is expanding to 75% of the U.S. population by the end of the year. The mass merchant also has made its entire store available for next-day delivery and is further leveraging its sprawling physical footprint for store pickup programs that Amazon cannot yet compete with. Growth by Acquisition Amazon’s 2017 purchase of Whole Foods gave the company its own chain of grocery stores.
Walmart’s highly publicized acquisitions of Jet, Hayneedle, Shoes.com, Moosejaw
citing a Walmart manager speaking anonymously. “There’s a sticky wicket that brands find themselves in when they’re doing business with Walmart and Amazon. The brand is challenged because in both cases they’re being pressured down on cost of goods,” says Symphony RetailAI CMO Kevin Sterneckert. Perry says one solution might be taking a channel-back strategy even further to
one that is more customer-specific. “It may literally be: I have an Amazon portfolio, I have a Walmart portfolio, I have a Target portfolio … and everyone else gets the base portfolio that is never promoted and available everywhere.” This would require a hefty investment, but would give brands a way to drive any particular retailer’s business without causing channel conflict or triggering brand value degradation within its broader portfolio. IQ
and Modcloth have demonstrated its commitment to becoming an e-commerce player, but they’ve come at a high cost. Walmart is now backpedaling and divesting some of these acquisitions.
to TJI Research, Amazon has upward of 400 exclusive brands, more than triple its number of private labels. Meanwhile, Walmart often gives standout secondary merchandising space along with marketing support to exclusive items. This year, the retailer notably launched three brands with P&G alone: Joy, Just. and Gleem, the last brand also facilitating direct-toconsumer sales from its own site.
Grocery In this category, Amazon lags behind Walmart with an estimated $20 billion in revenue last year (according to Moody’s Investors Service) compared to Walmart’s estimated $270 billion – some $49 billion of that online. Third-Party Marketplace Amazon has a big head start on Walmart when it comes to its third-party marketplace, but Walmart should be able to narrow that gap. While Amazon’s marketplace is much bigger, it has more issues with fraud and copy-cats. New Policies Amazon made grocery brands pay for Prime Day promotion losses to fund the “profitability gap” of each product Amazon purchased wholesale and sold on its own. Walmart, meanwhile, has toughened delivery requirements with its “on time, in full” program as it looks to cut inventory while meeting e-commerce demands. Exclusives Both retailers are pushing for more brands to create products to sell exclusively to provide differentiation. Amazon is offering incentives such as free marketing and preferential treatment in search results, as well as rapid customer feedback. According
Loyalty Programs One of Amazon’s most notable products is its Prime membership service. Walmart does not have a loyalty program but is attempting to compete with its unlimited delivery service. Ad Business Walmart is working to catch up with Amazon’s mature media business, recently pivoting on-site ad sales from WPP’s Triad to a self-serve mode via the internal Walmart Media Group in a model akin to Amazon’s. The move creates a new bucket of investment for shopper brand teams working with the retailer but targets also broader brand budgets. Meanwhile, Amazon’s ad revenues continue growing, with digital ad spend share expected to leap from 3% last year to 8% in 2023, according to Juniper Research. Latest Tech Acquisitions In April, Walmart acquired cloud-based ad serving platform Polymorph Labs. In May, Amazon said it would acquire Sizmek, one of the largest global ad servers other than Google’s. — Patrycja Malinowska
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PATH TO PURCHASE EXPO
Path to Purchase Institute’s editors reviewed the ranks of exhibitor and sponsors at this year’s show (Nov. 13-14 in Chicago) to curate this special list of innovations that will be demoed, displayed and available for evaluation. For more information about these and other companies to meet at Expo, flip this magazine over and check out the official show directory.
Ad Persistence (Tip of the Spear Technology Showcase) Ad Persistence’s Advertisement Sync Gateway is a cloud-based platform that provides the ad industry with an intelligent, bi-directional communication protocol dedicated to digital ad delivery and attribution and offers. The Direct to Consumer Advertisement Protocol is available today and designed to easily integrate into existing digital ad ecosystems.
Breaktime Media (Booth 134)
Aki Technologies (Booth 438) At a time when shoppers spend at least three hours a day on mobile devices, Aki helps marketers identify the moments when they’re most likely to capture mobile attention. Our AI-powered “Moment Marketing” science uncovers patterns in ad receptivity so marketers can cut through the noise to deliver more personal, relevant mobile ad experiences along the path to purchase. By reaching shoppers in the optimal moments — with the optimal message — Aki will help you get on the list, drive in-store traffic and sales, and increase orders.
Breaktime Media is showcasing a new personalization platform that serves content dynamically based on first-party shopper inputs. With brands looking to become more personalized and prescriptive with portfolio recommendations, the platform scientifically adapts in real-time to each individual’s needs, customizing the content, featured products and offers based on what the shopper is telling us at that very moment. Launched in May 2019, the personalization engine has been used successfully by CPGs including J.M. Smucker, Wells Enterprises and SC Johnson to successfully engage with shoppers in the pre-shop phase of the purchase journey.
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PATH TO PURCHASE EXPO ‘SHOW STOPPERS’
Brook & Whittle (Booth 132) As sustainability becomes an increasingly important initiative for many companies, Brook & Whittle has responded to the growing need for sustainable, recyclable and renewable labeling materials. The company has a process that allows it to provide vivid graphics on materials that can be recycled along with the plastic containers. This traditionally has been a challenge for the label manufacturing industry and has presented a barrier to CPG manufacturers to use without negatively impacting their brand graphics.
Coolio North America (Booth 304) An innovative display that lets brands temporarily, incrementally promote new refrigerated products and brands. The Coolio display consists of a high-end cooling unit and an interchangeable graphic panel system called FreshBoards. Custom-printed, high-impact corrugate panels and headers fit perfectly onto the Coolio unit to create a vertical, open-air cooler display with bright LED-lighted shelving, evenly chilled products inviting trial, and full-color graphics to effectively educate and communicate the brand’s message at point-of-sale — creating powerful connections with shoppers away from the cooler, on the perimeter.
Cyrano (Tip of the Spear Technology Showcase) Cyrano is a digital agent that transforms conversational commerce by combining artificial intelligence with emotional intelligence. Doing more than just recognizing what nouns and verbs are being used, Cyrano’s patent-pending approach to natural language understanding recognizes contextual and emotional patterns in words and phrases within a conversation. (P.S. Ask them about the company name.)
DXC Technology (Booth 506) DXC is a leading independent, end-to-end IT services company for managing and modernizing mission-critical systems and integrating them with new digital solutions to produce better business outcomes.
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PATH TO PURCHASE EXPO ‘SHOW STOPPERS’
hmt Associates (Booth 236) Playbook, hmt’s retail center of excellence, was developed by the agency’s team of experts, who translate brand and scale initiatives into turnkey, insights-based and shopper-focused campaigns that are easy and efficient to activate across the entire retail landscape (beyond the top 10 retailers). The playbook’s average track rate is a 5:1 ROI.
ElastiTag (Booth 230) It is proven fact that the power of scent influences consumer behavior. Brands can create a unique sensory experience for their consumers with a scented ElastiTag from Bedford Industries. Adding a scented coating to the ElastiTag lets shoppers experience a fragrance without having to open the product. Bedford can apply a Rub’nSmell varnish from Scentisphere over the entire tag or just on top of a specific design element. Many stock scents are available, but customized designs delivering a unique scent are also available.
Field Agent (Booth 554) Digital Demo by Field Agent mobilizes real shoppers in specific areas to buy, try, and write about a product, then share the article online. This creates both short- and long-term awareness and demand, and can even be applied to products outside the reach of traditional demos. Ultimately, Digital Demo can result in hundreds or even thousands of high-quality articles being written and/or shared online.
Eyeview (Booth 108) Eyeview’s Video Circular solution solves for print-circular distribution challenges by delivering real-time, weekly ad content through targeted, high-impact video ad units. This curated ad experience is personalized for each viewer with relevant, local offers and store map messaging, delivered across in-stream desktop, mobile/tablet and connected TV inventory. Units can leverage existing video creative or Eyeview can build assets completely from scratch. Most importantly, the V-Circular consistently drives incremental foot-traffic, sales lift and return on ad spend while driving increased shopper investment from vendors.
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IF YOU’RE NOT REACHING SHOPPERS IN THE RIGHT MOMENTS,
YOUR MOBILE ADS MIGHT AS WELL RUN ON THIS. You know you need to reach mobile consumers, but how do you build strong connections with an audience that isn’t always receptive to mobile ads? Moment marketing science helps you identify and target the moments when your mobile ads are most likely to get attention. The result? Greater impact, a more efﬁcient ad spend and a better ad experience for consumers. www.a.ki/shopper | email@example.com Moment Marketing Science
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PATH TO PURCHASE EXPO ‘SHOW STOPPERS’
Ibotta (Booth 148) Ibotta Insights is a full-service research partner leveraging the company’s database of 12 million-plus active users. The database boasts 100% buyer verification, omnichannel visibility and the ability to access low-incidence categories and product launches faster than competitors. Ibotta can help small businesses and established companies that need bespoke research or point-of-sale data.
Insignia Systems (Booth 216) Insignia is bringing its shopper knowledge and in-store expertise to the digital advertising space in a new way. In an exclusive partnership with IRI, the company has developed a proprietary targeting process that combines product, store and shopper information to identify consumers with the strongest propensity to buy a brand/product. The company is able to create, refine and target the right custom audience segments to deliver results.
inMarket (Booth 208) Using comscore-verified, real-time data from 50 million first-party integrations with the world’s most popular apps, inMarket identifies and engages consumers at every stage of the purchase cycle, providing brands with a dynamic, accurate and actionable measurement platform, inMetric. Powered by one of the largest verified networks of direct consumer connections in the U.S., inMetric brings unmatched clarity to every consumer’s path to purchase and is consistently cited by tier-1 publications like The Wall Street Journal, CNBC, and Business Insider.
Kantar Media (Booth 532) The Kantar Sales Performance Platform helps consumer goods companies throughout the commercial excellence journey, equipping them with recognized, best-in-class, cloud-based solutions to manage key sales processes and deliver against key growth pillars by enabling the automation of key commercial processes: TPx, retail execution and category management. The platform embeds insights and proven best practices to help speed up organizational readiness through a proven approach. As a result, CPGs can successfully bridge the gap between strategy and execution, enable effective ways of working across their organizations, and profitably grow.
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PATH TO PURCHASE EXPO ‘SHOW STOPPERS’
Meyers (Booth 122) Meyers will be joined in its booth by Touchcode, a technology company that empowers brands to give consumers interactive, exclusive experiences that help maximize customer lifetime value. Their smart packaging solution uses conductive ink to produce an invisible identification tag that can be printed on paper, cardstock, packaging, plastics or labels, connecting physical products to the digital world.
Myxx (Booth 558) Myxx is an intelligent marketing platform that dynamically connects brands and retailers to consumers through personalized “shoppability,” providing insights to help drive deeper funnel engagement, conversions and measurable sales lift across the path to purchase.
Prodege (Booth 138) Shoply is a new consumer-facing app powered by the Prodege Network that allows access to 100 million-plus registered consumers on the go while they’re shopping, both in-store and online. The app helps brands and retailers move product off the shelves without the need for coupons or discounts while providing significant insights into shopping behavior.
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PATH TO PURCHASE EXPO ‘SHOW STOPPERS’
PureRED (Booth 248) The offer management system offers a single source of truth that integrates multiple digital content editing tools into one platform. This provides the ability to create, edit, suppress, reject and approve promotional offers each week in real time, simplifying the offer management workflow to improve efficiency and save on proofing costs. It also saves time on offer creation by utilizing asset and pricing templates. Reduce wait times and promote collaboration between teams.
Quotient (Booth 126) Quotient eCommerce provides brands access to e-commerce marketing opportunities that are integrated with the company’s exclusive retail partner platforms. By providing access to real-time inventory bidding and transparent, by-retailer reporting including managed and self-service options, Quotient helps brands increase their digital shelf space by ensuring product placements appear in locations designed to optimize conversion. Through Quotient’s exclusive access to retailer media ad inventory and POS data, brand and retailer partners can drive shoppers through the purchase funnel from awareness to buying — all while directly measuring sales impact and informing future strategy.
Scentisphere (Booth 234) The Shopping Scenter Lift & Smell Blade uses a 3-D injection-molded format to provide interactive, sensorial signage durability for extended promotions and programs in-store. Fragrance is critical to the equity of home, personal and beauty care brands, and now naturally has become a critical component to consumer purchase decisions. The versatility and flexibility of the Shopping Scenter Lift & Smell format lets it be featured within endcap dress up kits and any display format including shelf strips, PDQs and floorstands.
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PATH TO PURCHASE EXPO ‘SHOW STOPPERS’
SmartCommerce (Booth 436) SmartCommerce has extended its Click2Cart technology beyond digital, letting brands drive repurchase directly from samples, coupons, product packaging, etc., using the simple Scan2Cart service. Brands can make it easy for shoppers to drop products directly into a preferred retailer’s cart, or they can present a choice of retailers that have the product in stock at that moment (stock status and price are continually updated). Consumers appreciate the opportunity to easily act immediately when they’re aware of running low on a product, saving time and bypassing distractions (and cross-selling) on the way to the cart.
Snipp Interactive (Booth 300) Snipp delivers an advanced level of basket analysis captured from first-party shopping data by SnippCheck, a receipt processing engine in POS devices tied to in-store promotions. This includes transcription (of a sample set of receipts from the Snipp program), brand identification, and categorization of receipts summarized in an interactive, dynamic report. This advanced report helps make sense of complex consumer behaviors and purchase patterns at the product, brand and category levels. This invaluable information can be turned into actionable insights as also help brands measure the effectiveness of marketing campaigns, enabling intelligent decision-making.
TPG Rewards (Booth 326) TPG’s Intelligent Packaging platform, powered by its TAP Technology, enables brands to transform their packages into an interactive product that provides true one-to-one connections, delivering entirely different consumer experiences throughout the product’s pre-sale, purchase and consumption lifecycle. TAP Technology helps brands understand usage patterns, both prepurchase and post-purchase customer behavior, in a way they never could before — providing true context for each connection. Kraft Heinz is currently leveraging the Intelligent Packaging platform for a national on-pack program at Walmart that triggers “content in context.”
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PATH TO PURCHASE EXPO ‘SHOW STOPPERS’
TwoFer Shelf Talkers (Booth 440) A disruptive retail shelf-edge technology that can positively impact a retailer’s bottom line and sustainability goals will be showcased. TwoFer’s linerless products provide twice the usable product-per-pound, offering half the shelf talker cost and half the environmental impact. Developed and patented by NAStar Inc., TwoFer’s recyclable back-to-back paper-based tag labels, without a silicone coated liner, provide film-like performance without curl, even in refrigerated use.
XPO Logistics (Booth 328) At XPO, automation is not just an experiment, it is a proven practice that enables customers to tackle the challenges of today while anticipating the roadblocks of tomorrow. The company’s booth will boast a new “Next Gen” exhibit that includes a virtual reality showcase of XPO’s automation deployments in action.
Volta Charging (Booth 228) Volta, a leader in developing innovative, highly used electric vehicle charging networks, is revealing a dramatic new electric vehicle charging station that cuts a slim, airfoil-like silhouette with a design focused on both user experience and community impact. Throughout the charging process, the station communicates real-time status using emotive and intuitive external lighting. A Volta trademark, the station incorporates high-resolution 55-inch displays to showcase content from sponsoring partners as well as community-oriented messages. The company’s media network becomes an increasingly valuable platform for brands looking to generate measurable brand affinity.
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Category Disruptors Every now and then, brands come along that significantly challenge and sometimes change consumer as well as shopper behavior. Here, Path to Purchase IQ’s editors present some brands that are trying to disrupt their categories and steal share from more wellestablished brands and products. Many more images for these category disruptors and others are showcased on the Path to Purchase Institute’s member website, P2PI.org.
Lady Gaga’s Haus Laboratories was the first major beauty brand to launch with Amazon as its exclusive retail outlet. Products rolled out in September after first becoming available for pre-order during the retailer’s Prime Day sales event in July. The products are also available via the brand’s own website. Haus Laboratories launched with a self-proclaimed focus on inclusivity that includes incorporating a diverse cast of models.
Cosmetic brands today offer a wide range of shades to match all kinds of complexions. That was not the case as recent as two years ago before singer-turnedbusinesswomen Rihanna’s Fenty Beauty launched under LVMH (Louis Vuitton Moet Hennessy). The brand all but broke the internet when it introduced 40 foundation shades at launch online and in more than 1,600 stores and 17 countries. Fenty Beauty raised the bar in beauty inclusivity, forcing all major brands like L’Oreal and smaller indie brands alike to follow its lead. Here, you can see a wide range of Fenty Beauty SKUs at Sephora.
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Procter & Gamble has introduced three Walmart-exclusive personal care brands this year: Joy shaving products, Just. feminine care products, and Gleem electric toothbrushes. Unlike with legacy manufacturer-supplied private labels, these launches have embraced a marketing model more akin to digitally native brands, boasting their own websites and social media accounts. And Gleem takes it a step further by actually facilitating direct-to-consumer sales via its website. The products get prime merchandising space and high visibility in stores. All three brands are competing in categories where P&G is already a leader, yet the partnership helps Walmart differentiate its product offering while giving P&G a way to drive the retailerâ€™s business without causing channel conflict or triggering price erosion within its broader portfolio.
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Electric toothbrush brand Quip entered a category that is well-entrenched by bigger brands. After launching as a subscription-based DTC brand, Quip, with the help of Insignia Systems, moved into 1,800 Target stores and gained major in-store marketing space, driving awareness and sales.
Welly Health PBC’s Welly products rolled out to Target’s 1,800-plus stores and Target.com in April 2019, encompassing 25 first-aid items ranging from flex-fabric bandages for fingers and toes to a travel-sized “human repair kit” containing bold-colored bandages, hand sanitizer and singleuse packets of antibiotic and hydrocortisone ointments. The brand aims to renew the category by blending function with fun and encouraging Millennials and Gen X-ers to turn their bandages into badges of honor.
Mark Anthony Brands’ White Claw has disrupted the alcoholic beverage category. The hard seltzer brand launched in 2016 as consumers became thirstier for lowcalorie, low-sugar alternatives. In September 2019, the brand confirmed a nationwide shortage in the U.S. due to its rising popularity and consumer demand. White Claw has spurred major and new brands to join in on the hype. Anheuser-Busch bought SpikedSeltzer in 2016 and also launched a spiked seltzer under its Natural Light brand.
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GOOGLE BUSINESS REVIEWS
Statement of Ownership, Management and Circulation
(Required by 39 U.S.C. 3685)
1. Publication Title: Path to Purchase IQ 2. Publication No.: 1040-8169 3. Filing Date: 10/1/19 4. Issue Frequency: Monthly except for July 5. No. of Issues Published Annually: 11 6. Annual Subscription Price: $125 7. Mailing Address of Known Office of Publication: EnsembleIQ, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731 8. Mailing Address of Headquarters or General Business Offices of the Publisher: EnsembleIQ, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 606313731 9. Names and Complete Address of Publisher, Editor and Managing Editor: Publisher, Peter Breen, EnsembleIQ, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731; Editor, Tim Binder, EnsembleIQ, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731; Managing Editor, Charlie Menchaca, EnsembleIQ, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731 10. Owner: EnsembleIQ, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731 11. Known Bondholders, Mortgagees and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages or Other Securities: None Avg. No. Copies Each Issue During Preceding 12 Months
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A. Total No. Copies (net press run) 22,914 B. Legitimate Paid and/or Requested Distribution; 1. Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541. 17,312 2.In-County Paid/Requested Mail Subscriptions stated on PS Form 3541. 0 3.Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Paid or Requested Distribution Outside USPS. 0 4.Requested Copies Distributed by, Other Mail Classes Through the USPS. 0 C. Total Paid and/or Requested Circulation 17,312 D. Nonrequested Distribution 1. Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541. 5,603 2.In-County Paid/Requested Mail Subscriptions stated on PS Form 3541. 0 3.Nonrequested Copies Distributed Through the USPS by Other Classes of Mail. 0 4.Non-Requested Copies Distributed Outside the Mail. 0 E. Total Nonrequested Distribution 5,603 F. Total Distribution 22,914 G.Copies Not Distributed 0 H.Total 22,914 I. Percent Paid and/or Requested 75.5%
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A roundup of technology-driven tools that drive consumer understanding, engagement and conversion on every step of the path to purchase.
Mars Inc.’s Uncle Ben’s is the first food brand to deploy a program using the visual search technology Google Lens, according to a media release. Android and iOS phone users with the Google Lens app simply open it and point the phone’s camera at an Uncle Ben’s item. The product will be recognized automatically and thereby unlock and deliver dynamic content to the user such as a recipe that uses that specific Uncle Ben’s product, nutritional information and cooking videos. Mars worked with Innit, a Silicon Valley-based company, to power and develop the content. Innit has created a food-specific digital mobile app and platform that helps users manage their meal prep and food, acting as a hub for the kitchen by helping them personalize meals, manage recipes, shop and even connect smart appliances. For the Uncle Ben’s promotion, consumers don’t need to be Innit users to access the Uncle Ben’s content, but Innit users do get more personalized results based on that user’s profile, such as if she is allergic to the item and more.
Dan Ochwat, a P2PI contributor for nearly two decades, has been on the lookout for digital path to purchase tools since 2011. Send comments and P2P Toolkit inquiries to firstname.lastname@example.org.
Leveraging the popularity of “The Goop Podcast,” Banana Republic announced it will partner with the Goop lifestyle brand founded by Gwyneth Paltrow to create a series of eight podcast shows called “Women on Top,” dedicated to highlighting women around the world working to make a positive impact on women’s culture. More than simply advertising or sponsoring the podcast, Banana Republic is the first outside partner to work with the Goop team to develop a specific podcast series. The “Women on Top” podcast will be found through The Goop Podcast channel. A representative at Banana Republic would not disclose how the company planned on promoting the series either through its social channels, digitally or in stores. Goop also works with Banana Republic to curate clothing items for sale online at the retailer’s website.
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Yum Brands’ KFC raised eyebrows when it stealthily announced a new gaming venture on Twitter, with a “KFC Gaming” handle and a trailer teasing content to come. Even more eyebrows were raised when the first release turned out to be an animated dating simulator game featuring an anime-version of Colonel Sanders. The brand worked with visual agency Psyop to develop the game called “I Love You Colonel Sanders,” which is free to play on the Steam video game platform. The object of the game is to be a successful business partner of the Colonel and “win his heart,” as well as to reach young consumers and garner some publicity. I’m excited to see what else KFC Gaming continues to develop.
Last spring, L’Oreal unveiled a direct-to-consumer hair color brand called Color&Co that asks consumers to visit ColorAndCo.com to get a live video consultation (or they can answer a quiz) to receive personalized treatment. The site generates a customized hair color for that shopper, adjusting tones and colors to create a unique color that can be ordered on the site and saved for reordering. The product is delivered with instructions on how to apply. In September, L’Oreal added to the consultation experience by employing augmented reality technology to overlay a virtual color onto a consumer using a camera phone or desktop camera – or the color can be virtually applied to a photo. In the spring, L’Oreal purchased Canadian company Modiface, a leader in AR and virtual try-on experiences in the beauty space.
Google’s Jacquard team originally worked with Levi’s to create a denim smart jacket with which technology-enabled threads connect and communicate to a user’s phone to control a phone call or music with the touch of a coat sleeve. Now, Jacquard announced a smart backpack with fashion brand Saint Laurent. The backpack is called Cit-e, and incorporates the Jacquard smart technology into a tag on the backpack and inside the straps. Users download the Jacquard mobile app, which syncs up with the backpack. Then certain gestures on the backpack, like a touch of a strap, enable the backpack wearer to pause, skip or find out the name of a song playing, for example. Other tools include assigning a gesture to power up Google Assistant to ask a question, or get updates on traffic and weather from Google Assistant. The backpack is available from the Saint Laurent site for $995.
Using a #TargetTalent tag to mark its partners, Target appears to be putting into motion a new influencer program, per posts on Instagram from several influencers who joined the team and from online content curator Tubefilter. The influencers will dole out exclusive content to their followers, and the list of participants so far include Ned Fulmer (who posted on Instagram his excitement for officially partnering with the retailer), Bobby Berk of the show “Queer Eye,” Parker Kit Hill, Laura Izumikawa, Lauren Giraldo, Maya Vorderstrasse and Elaine Welteroth.
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Pizza Hut has been leveraging its official NFL sponsorship through a rewards program and virtual game called “Hut Hut Win.” Consumers can register to play at HutHutWin.com, and for every $5 spent on pizza during the season, the consumer earns a game piece to play online that can result in instant prizes like merchandise, a trip to Super Bowl LIV, and unique experiences with NFL players such as a ping pong pizza party with Todd Gurley. This is Pizza Hut’s second year as sponsor of the NFL. For the opening night of the 2019 season, Pizza Hut used its Twitter channel to engage with fans to help choose an ultimate prize for the contest that resulted in tickets to the 2020 NFL Draft weekend.
Playing off the idea of Bitcoin digital currency, PepCoin is a new loyalty program from PepsiCo that rewards shoppers with cash back via Venmo or PayPal for purchasing a PepsiCo beverage and Frito-Lay snack together. Consumers scan specially marked packages with their mobile phones. Then, when enough rewards accrue to the $2 mark, that amount automatically transfers to the user’s Venmo or PayPal account. Consumers don’t need to download an app to play; they open their mobile browser to PepCoin.com to register and scan packages. While I would rarely stray from a Mountain Dew/Doritos combo, the promotion is a clever way to get shoppers to mix up combinations from the company’s large portfolio of nearly 70 drinks and snacks.
Puma opened a digitally enhanced flagship store in New York City backed by an internet of things platform that makes product in the store intelligent and trackable. The shoe company is adding digital smart labels to each product in the store, powered by Avery Dennison and its Janela solution. The items will additionally be connected to a cloud-based platform from a company called EVRYTHNG that manages and drives digital intelligence around the products. RFID tech is integrated into the product labels, too, helping to manage and optimize stock efficiencies as well as create potential around a future cashierless checkout option. Working with Zappar and Alternative Genius, the flagship store will also have QR codes on in-store displays that shoppers can scan with their phones using a Puma web app to unlock augmented reality experiences. For example, a code on an entrance sign births a virtual version of the Puma mascot to take a selfie with. In the basketball section of the store, each shoe has a code and unique experience. Earlier in the year, Puma launched a shoe called LQD CELL that has its own mobile app, allowing users to engage with the shoe by adding AR-based effects to it and playing interactive games tied to it.
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We give the consumer goods industry the confidence to make smarter business decisions, faster, to unlock growth in today’s disruptive retail environment.
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Shopping with Steve
Rolling Meadows, IL Steve Says:
I’ll begin with a brief history lesson about Meijer. It was founded in 1934 during the depression as a grocery store in central Michigan. In 1962, Meijer put a stake in the ground that ultimately redefined retail in the U.S., opening the first “supercenter” in this country. They combined a supermarket and a department store in one 180,000-square-foot building. According to Forbes, Meijer is the 19th largest privately held company in the U.S. with 242 stores across six upper Midwest states. Its operating philosophy is a thing of beauty: “Take care of your customers, team members and community … and all of them will take care of you, just like a family.” (Side note: Sam Walton opened his first supercenter in 1987.)
The seasonal Halloween department at Meijer is spectacular. The minidepartment was themed “Hallow & Hyde Co” and carried a more-than-full assortment of candy, scary outfits, gifts and garden gear.
Steve Frenda, a former EnsembleIQ advisor and longtime Path to Purchase Institute executive, has been a passionate retail watcher for more than four decades. Having worked as a retailer, for a brand manufacturer and in the infotech world, he is an authority on the entire path to purchase and its changing face. Contact Steve at email@example.com
The theme on the wall overlooking the pet department is “Pets are Family.” This large department is like putting a fullsize PetSmart inside the supercenter – 1,200 linear feet of shelf space, 20 shelf sets and 30 endcaps/pallet displays.
There’s no better place to continue the story of Meijer family values than in its stunning baby care department. In addition to the “Food,” “Feeding” and “Changing” mini-departments, the baby clothing area is colorful, well-stocked and impressive. Also, I took note of the “better for baby” products – Babyganics and Once Upon a Farm (refrigerated products).
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The collaboration with brands extends into the digital environment as well. Check out the Mrs. Meyer’s Clean Day page on Meijer’s website. At top left of this image, you can see that the effort also extends into the store with an endcap.
You can’t have a supermarket conversation today without discussing the perimeter perishable departments. Meijer’s produce, deli, seafood, meats and fresh bakery are beautifully designed and well-maintained, and they help create a wonderful experience.
With Meijer’s beer, wine and spirits department, I’ve never seen a better developed assortment of these products in a supermarket or supercenter. The area is integrated into the high-traffic grocery department, thereby delivering on impulse purchases with attractive displays.
Walking the store, I couldn’t help but notice a number of national brand and Meijer collaborations. One of the most impressive instances is the work done with Yankee Candle in candles, fragrances and giftware. This picture only shows about 50% of the space devoted to Yankee Candle products.
Across from the Halloween department is the Hyde St. Bake Shop, which carries a full assortment of themed kitchen ware. It’s difficult to walk down these main aisle exhibits without being lured to make a purchase.
In terms of digital and e-commerce efforts, Meijer has been on target in the past. Its mPerks program was the first major loyalty effort that didn’t use physical cards, rather shoppers had to register with their phone numbers. The retailer now offers both home delivery and pickup. Most recently, Meijer introduced “shop & scan,” which allows shoppers to scan their items through Meijer’s app and move quickly through a self-checkout lane.
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Path to Purchase Solutions Guide
Retail Execution The following is a comparison chart of 23 leading companies that provide solutions for executing and monitoring in-store sales and marketing activity to identify tasks and improve efficiency and performance at the store level.
CO M PA N Y / W E BS I T E
P L AT F O R M
K E Y C L I E N TS
U N I Q U E F E AT U R E S / B E N E F I TS
Accenture Cloud Retail Execution (ACRE)
• Henkel • Unilever
Built on the Salesforce platform, ACRE enables manufacturers to have the right product, at the right price, at the right time – thereby serving as the key to consumer brand loyalty.
AFS Retail Execution
• Carlsberg • Nestle • PepsiCo
With AFS RE/DSD, clients serve all channels through a single point of execution and administration, sharing common master data and a single integration source with the ability to deploy differentiated, guided selling/merchandising activities.
Channel Shaping Intelligent Application Suite, Retail Shelf Management Intelligent Application
• Kellogg’s • Newell Brands • Reckitt Benckiser
The platform aggregates and harmonizes retail data from different sources to help clients understand the complete path to purchase. Configurable analytics provide insights for better product category decisions, promotions impact and on-shelf availability.
• Energizer • Henkel • Procter & Gamble
Mobile Audits leverages crowdsourcing to provide visibility into stores and across the omnichannel landscape, collecting photos and information about displays, prices and other factors so brands can take control of their retail execution.
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CO M PA N Y / W E BS I T E
P L AT F O R M
K E Y C L I E N TS
U N I Q U E F E AT U R E S / B E N E F I TS
• Frito-Lay • Pfizer • Whirlpool
Gigwalk uses a field network of 1.5 million participants to help brands collect in-store data and execute tasks at scale.
• Citizen Watch • PepsiCo • Under Armour
GoSpotCheck is a cloud-based mobile and desktop platform that includes dynamic surveys, smart photo reporting, advanced analytics and automated issue resolution.
JDA Enterprise Store Operations
JDA Enterprise Store Operations optimizes back-office activities, freeing employees to focus on serving customers, growing sales and building the brand.
Sales Performance Platform
Did not provide
Kantar’s solution enables an end-to-end management process that allows CPG companies to improve shelf success rates and field force productivity, and also increase sales at a lower cost.
• Johnson & Johnson • Tyson Foods • Walmart
Nielsen Connect is an open, cloud-based technology platform that gives CPG manufacturers access to a wide range of data and analytic applications, helping to identify and address emerging trends, performance gaps and growth opportunities.
Oracle Sales Cloud for Consumer Goods
Oracle’s retail execution solution enables retail sales reps to plan and execute store visits using their tablet devices while online or in offline mode.
Indoor Positioning and Navigation
Did not provide
Oriient provides accurate indoor positioning, without hardware installation, to enable in-store navigation to products, locationbased promotions at shelf-level, analytics on the shopper’s journey, layout performance and operational efficiency.
• Dermalogica • Hallmark • Kimberly-Clark
Pepperi is designed for B2B sales, combining mobile CRM with mobile order-taking, retail execution, route accounting and B2B e-commerce into a single-commerce platform.
• Kraft Heinz Co. • L’Oreal • Vita Coco
Repsly’s platform provides merchandising, ordering, territory management and data analytics features to the appropriate teams to help maximize program execution, retail compliance and sales velocity.
• Acosta Sales & Marketing • Chobani • Colgate-Palmolive
A comprehensive field team solution help CPGs to analyze and optimize the full range of go-to-market and in-store execution activities to improve productivity while reducing labor and other costs.
Oriient IndoorGPS www.oriient.me
*Information compiled by Path to Purchase IQ
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T H E
2 0 1 9
G U I D E
R E T A I L
E X E C U T I O N
COMPANY PROFILE Our Capabilities Kantar Sales Performance Platform enables the automation of key commercial processes through end-to-end, dedicated solutions: Trade Promotion Management, Retail Execution and Category Management.
Benefits The Sales Performance Platform is designed to help you achieve more with less, sell more, sell smarter and be a better collaboration partner for your retailers. Win at the shelf across markets with proven scalable solutions that arm your organization to deliver successful go-to-market approach, from strategy to execution. Support better and faster decisions by leveraging contextual insights and prescriptive analytics on daily activities, from business planning to retail execution. Help your organization capitalize on internal knowledge and experience through embedded social collaboration tools and tailored learning interventions.
The Opinion of the Analysts Kantar Sales Performance Platform is prominently featured in the POI TPx and Retail Execution 2019 vendor panoramas, where it is rated “best-in-class” for Gamification, Analytics/Insight, Data Visualization, Desktop UX, HQ Analytics/Insights, Analytics Visualization, AI, and TPO Ergonomics.
What Makes Us Different
Kantar industry-dedicated Sales Performance Platform embeds insights and proven best-practices to help speed-up organizational readiness across developed and emerging markets through a proven approach.
As a result, CPG companies can successfully bridge the gap between strategy and execution, enable effective ways of working across their organization and profitably grow in today’s and tomorrow’s world.
At-A-Glance WHO WE ARE
PRODUCTS & SERVICES
Kantar is the world’s leading data, insights and consulting company. We understand more about how people think, feel, shop, share, vote and view than anyone else. Combining our expertise in human understanding with advanced technologies, Kantar helps the world’s leading organizations succeed and grow.
Sales Performance Platform, including: • Retail Execution • DSD & Van Sales • Trade Promotion Management • Category Management
Kantar Sales Performance Platform helps consumer goods companies throughout the commercial excellence journey by equipping them with recognized, best-in-class cloud-based solutions to manage key sales processes and deliver against key growth pillars: assortment, pricing, trade terms & promotions, channel and customer planning, retail execution, field force and distributor management.
54-60-P2PIQ_solutionGuide.indd 56 Kantar_Profile Page.indd 1
• All CPG sectors
KEY EXECUTIVES • John Wilson – Executive VP North America, Trade Optimization • Alan Miller – VP Sales, Trade Optimization • John Barry – CEO, Consulting Americas
Suzana Dias Group Solutions Director, Consulting Division, Kantar T + 39 051 8658611 M + 39 3483422309 firstname.lastname@example.org
• Top manufacturers in the global CG industry
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ai15706931899_AdNew.pdf 1 10/10/2019 09:39:50
Sell more, sell smarter and be a better collaboration partner.
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T H E
2 0 1 9
G U I D E
R E T A I L
E X E C U T I O N
COMPANY PROFILE Our Capabilities StayinFront provides mobile, cloud-based field force solutions, analytics and advanced image and video recognition solutions for both the traditional modern trade. Our award-winning retail execution solution, StayinFront TouchCG®, provides a complete retail execution and Direct Store Delivery/Van Sales solution to enable teams and managers to complete their work more efficiently and effectively. StayinFront PitchBook® is a unique selling tool that enables field reps to take fact-based information, along with marketing, promotional and other sales aids, to create a compelling and engaging sales presentation for store managers and buyers. StayinFront Insight® is a powerful, cloud delivered, all-in-one retail execution data warehouse and business intelligence solution that brings together all the critical data sources for your teams to be able to understand what is happening in your retail channels. 20:20 Retail Data Insight leverages the power of Electronic Point
of Sale (EPoS) data to provide detailed insights on what is driving, or holding back, product sales at the store shelf and the actions needed to resolve issues and improve performance. StayinFront Digital is an advanced digital merchandising and image recognition solution that enables reps to capture data points across all their products – as well as their competitors’ – and extract actionable insights to drive sales performance at the SKU, brand and category levels.
What We Do
What Makes Us Different
For almost two decades, StayinFront has focused on developing technology that helps mobile sales representatives in the life sciences and consumer goods industries to do more, know more and sell more in every customer visit.
StayinFront provides flexible, cost-effective and easy-to-maintain mobile cloud solutions for consumer goods organizations. Built from the ground up on an enterprise grade platform, our system supports thousands of users around the world, in multiple languages across all routes to markets. Our clients range in all sizes, from small
independents to some of the largest, leading consumer goods organizations in the world. Our software is fully configurable with out-of-the box functionality and can be tailored to specific roles and workflows. providing end-to-end support services from training and data configuration, to implementation, hosting and ongoing support.
At-A-Glance WHO WE ARE
StayinFront is a leading global provider of mobile, cloud-based field force effectiveness and customer relationship management (CRM) solutions for consumer goods and life sciences organizations.
We are a global business and our technology experts provide bestin-class technology and unparalleled support for companies of all sizes, ranging from small and medium-sized companies to Fortune 100 organizations.
PRODUCTS & SERVICES
• • • • • •
StayinFront TouchCG® StayinFront PitchBook® StayinFront Insight® StayinFront Admin Portal 20:20 Retail Data Insight StayinFront Digital
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• • • • • • • • • •
Advantage Solutions Colgate Palmolive Ferrero General Mills Kellogg’s Kimberly-Clark L’Oréal MARS Mondelēz International Procter & Gamble
• Manufacturers • Distributors • Brokers
• Thomas Buckley – CEO • Anthony Bullen – Executive Senior Vice President and CTO
CONTACT Ken Arbadji email@example.com 973-461-4800
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Enabling The Digital Transformation of Consumer Goods Retail Execution
Best-in-Class mobile application for the field with full functionality for merchandising, route accounting, order entry and in-store selling.
Analyze data from multiple sources and deliver actionable KPIs and dashboards.
Capture more data points across all companyâ€™s products - as well as your competitorsâ€™ products.
StayinFront 20:20 RDI Analyzes POS data to direct field teams to the stores and activities that will generate the greatest ROI.
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P L AT F O R M
K E Y C L I E N TS
U N I Q U E F E AT U R E S / B E N E F I TS
• 3M • Hanesbrands • Levi Strauss & Co. • Mattel • Reckitt Benckiser
The solution helps optimize POS data by transforming it into actionable insights that drive measureable sales and profit growth. The platform delivers on-shelf availability, promotion execution, media spend analytics, demand signal repository and replenishment.
• Jennie-O • Kimberly-Clark • King’s Hawaiian
Selling 360 provides professionally designed, fact-based selling presentations that include up-to-date sell sheets and reports that account managers can create within minutes and share with their grocery partners at the store and headquarters level.
SAP Sales Cloud for Retail Execution
• Bose Corp. • Henkel • Whirlpool Corp.
SAP Sales Cloud for Retail Execution allows manufacturers of consumer goods to deliver the right product, in stock, at the right time, with store visit execution.
Field Service Management Application
• Coca-Cola • Hunt’s Brothers Pizza
Spring Global’s field services solution offers a complete library of packaged applications to support efficiency in sales, van sales, merchandising and data insights.
Did not provide
StayinFront is a mobile, cloud-based field force solution offering analytics and advanced image and video recognition solutions. The solution is focused on retail execution and improving in-store selling and efficiency.
CRM for SYSPRO
Companies have been interested in knowledge management for decades. SYSPRO has evolved content management technology to make the utilization of knowledge an important business tool.
Trax Retail Execution
• Coca-Cola Co. • Henkel
Trax Retail Execution is a computer vision-powered instore execution solution that provides CPG companies a comprehensive, real-time view of store and field performance across all retail channels.
Integrated Sales & Marketing Platform
Wipro’s integrated sales and marketing platform is focused on driving better insights, thus bringing together the various sales and marketing streams that graduate someone from knowing a consumer to sensing and proactively driving consumer behavior.
Zebra SmartLens automatically senses and records the location and movement of virtually everything in the store (merchandise, associates, assets); the SmartLens analytics engine then turns the data into easy-to-read actionable intelligence that lets users react in real time to maximize sales, reduce shrink and operational costs, and provide your shoppers with a superior omnichannel experience.
CO M PA N Y / W E BS I T E
Zebra Technologies* www.zebra.com
SmartLens/ Zebra Smart Store
*Information compiled by Path to Purchase IQ
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Solution Provider News activation including fabrication, installation, maintenance and hardware/software operation, as well as measurement, selling and account management.
IBM Intros Integrated Supply Chain Suite IBM launched the IBM Sterling Supply Chain Suite, which is embedded with Watson AI, IBM Blockchain and open to developers. It enables manufacturers, retailers and other businesses to integrate critical data, business networks and supply chain processes while capitalizing on the benefits of technologies like AI, blockchain and IOT. The goal is to help organizations make their supply chains smarter, more efficient and better able to make decisions to adjust to disruptions and opportunities. Current IBM Sterling clients include Adidas and Whirlpool Corp.
News America Marketing to Pilot In-Store Media Network News America Marketing this winter is piloting its own digital in-store media network. Participating grocery stores include Albertsons Safeway, Southeastern Grocers and Weis Markets. With its new digital in-store tools and end-to-end activation services, News America Marketing is making it easy for brand and retail partners to create and test new shopping experiences not previously possible. Large-format screens strategically placed in hightraffic areas right at the store entryway and in-store windows will pilot different applications of digital in-store media. The company will handle all aspects of the
Salesforce Unveils Consumer Goods Cloud Salesforce launched Consumer Goods Cloud, a product that enables consumer goods companies to drive revenue growth and maximize ROI through improved retail execution capabilities. Retail execution – the act of getting the right products to the right stores at the right times – is vital to the success of CG companies, as 95% of CPGs are sold in physical stores. The Consumer Goods Cloud enables reps to use AI (Einstein Vision for the cloud) to optimize key tasks such as compliance and product placements; drive higher revenues through better promotion execution and order management; and elevate the in-store experience for the end consumer.
Quotient’s Ahalogy Launches CPG Influencer Marketing Tool Quotient’s Ahalogy brand unveiled Rising Keywords, a social media feature for its Muse platform that predicts future trends on social platforms. CPG and retail marketers can use data from influencers as part of the tool to help plan future social campaigns as well as more accurately position and promote their
brands digitally. The new feature within Muse pulls category trends and influencer data powered by Ahalogy’s network of premium content creators. Top keywords on social media platforms are most often associated with trends that dramatically increase over specific timeframes. Ahalogy’s Muse top keyword algorithm is now enhanced to provide more specific and unique keywords related to future trends.
Ripple Street Debuts Multi-Brand Sampling Solution Consumer experience platform Ripple Street is rolling out Pool Party, the first multi-brand sampling solution that directly connects brands and their consumers via in-home parties. Consumers opt in to receive Ripple Street’s monthly Pool Party packs with occasion-based themes and samples ranging from New Year/New You to Summer Grilling and Back to School. Pool Party gives advertisers a front-row seat for engaging with shoppers who are genuinely excited to see, touch, taste and share their products with friends and family members. Participating brands can expect to drive trials, product reviews and increase purchase intent by more than 30%, according to Ripple Street. IQ
Send your solution provider news – new products, projects, programs and technologies – to Charlie Menchaca at firstname.lastname@example.org.
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Personnel Appointments BRAND MARKETERS Beyond Meat, El Segundo, California Sanjay Shah, former senior vice president of energy operations at Tesla, was named chief operating officer at plant-based product company Beyond Meat. Shah is responsible for the company’s global operations and production. He has more than 25 years of experience in operations, manufacturing, engineering and supply chain management. From 2011 to 2018 Shah held a variety of leadership roles at Amazon, increasing in responsibility over time, including vice president of North American fulfillment centers. Shah was instrumental in launching numerous new fulfillment centers during his tenure, implementing robotics technology, and achieving structural cost improvements through process and tools automation. RETAILERS Bed Bath & Beyond, Union, New Jersey Mark Tritton, former executive vice president and chief merchandising officer at Target, was named Bed Bath & Beyond CEO. He succeeds interim CEO Mary Winston. His immediate focus is on accelerating the company’s ongoing business transformation. This includes improving the omnichannel experience
for consumers, enhancing the merchandise assortment and reviewing the company’s cost structure and asset base. Tritton has more than 30 years of experience in the retail industry. BJ’s Wholesale Club, Westborough, Massachusetts Lee Delaney, executive vice president, chief commercial officer, was promoted to president. He leads BJ’s retail, e-commerce and membership operations in addition to his current responsibilities for merchandising, supply chain and marketing. He continues to report to CEO Christopher Baldwin. Prior to joining BJ’s in 2016, Delaney was a partner in the Boston office of Bain & Company, and a leader in the firm’s consumer products practice. Kroger, Cincinnati Kroger subsidiary Food 4 Less/Foods Co. named Nancy Lebold vice president of
merchandising. She joined Kroger with 26 years of experience in the grocery retail industry for WinCo Foods, most recently as senior vice president of operations. Lebold succeeds Mike Servold, who was promoted to vice president of operations of Kroger’s Atlanta division. SOLUTION PROVIDERS inMarket, Los Angeles Former 101 Ventures CEO Bill Sussman was named inMarket President. Based out of the company’s Bentonville, Arkansas, office, Sussman oversees sales, marketing and overall market-facing strategy for the organization. Prior to 101, Sussman led Collective Bias from growth stage through acquisition as their president and CEO, was vice president of retail development at Nickelodeon, and was the general manager of Walmart and Sam’s Club for Triad Digital. IQ
Editorial Index 1-800-Flowers.com................................. 22 Ad Persistence.......................................... 34 A. G. Industries.......................................... 18 Aki Technologies...................................... 34 Amazon.com...................................... 31, 44 Banana Republic ..................................... 48 Bauer Media Group................................. 63 Bish Creative Display.............................. 16 Breaktime Media..................................8, 34 Brook & Whittle........................................ 35 Children’s Place, The............................... 14 Coolio North America............................ 35 Cyrano......................................................... 35 Disney Publishing Worldwide.................................................. 18 Display Connection Inc., The............... 18 DXC Technology....................................... 35 Edge by Ascential.................................... 31 Effie Worldwide........................................ 10 ElastiTag...................................................... 36 EnsembleIQ............................................... 10
Eyeview....................................................... 36 Fenty Beauty............................................. 44 Franworth......................................................9 Freeosk........................................................ 36 Global Marketing Group....................... 14 Google......................................................... 49 Goop............................................................ 48 House of Cheatham................................ 28 Haus Laboratories................................... 44 hmt Associates......................................... 36 IBM................................................................ 61 Ibotta........................................................... 38 Infinite Spirits............................................ 14 inMarket...................................................... 38 Insignia Systems............................... 38, 46 Kantar Media............................................. 38 LG Electronics........................................... 28 L’Oreal.......................................................... 49 Madison Reed..............................................9 Mark Anthony Brands............................ 46 MarketingLab/SellCheck...................... 14 Mars Inc....................................................... 48 November 2019
Meijer........................................................... 52 Meyers......................................................... 14 Michelin Americas Small Tires............ 16 Mirro Products Co.................................... 16 Mondelez International...........................8 Myxx............................................................. 39 Nepa............................................................. 12 News America Marketing..................... 61 Nintendo of America.............................. 16 NYSCO Products....................................... 18 Path to Purchase Institute.................... 10 Patron Spirits Co., The............................ 16 PepsiCo................................................ 18, 50 Petco...............................................................9 Pizza Hut..................................................... 50 Procter & Gamble.................................... 45 Prodege....................................................... 39 Profitero...................................................... 31 Puma............................................................ 50 PureRED...................................................... 40 Quip.............................................................. 46 Quotient.............................................. 40, 61
Rawlings Co............................................... 18 Ripple Street.............................................. 61 Rudolph Foods......................................... 28 Saint Laurent............................................. 49 Salesforce................................................... 61 Scentisphere............................................. 40 Schutz International............................... 16 Shopkick..................................................... 63 Skechers.........................................................9 SmartCommerce..................................... 42 Snipp Interactive..................................... 42 Symphony RetailAI.................................. 32 Target................................................8, 46, 49 That’s How We Roll.................................. 28 TPG Rewards............................................. 42 TwoFer Shelf Talkers............................... 43 Volta Charging.......................................... 43 Walmart........................................ 31, 45, 63 Welly Health PBC..................................... 46 XPO Logistics............................................ 43 Yum Brands ............................................... 49
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Bauer Leverages Influencers for Exclusive Walmart Magazine BY PAT RYC J A M A L I N O W S K A
Bauer Media Group teamed with the influencers behind the popular “Whoa, Wait. Walmart?” Instagram microblog to launch a shoppable magazine exclusively for the retailer. “Partnering with influencers is a strategy to bring new users into the magazine category,” says project lead Melissa Meredith, vice president of sales and shopper marketing at Bauer. “They’re content creators and voices that people really trust so we wanted to test that in a magazine and partner with our biggest customer, Walmart.” Dubbed Whoa, Wait., the multifaceted lifestyle publication launched across all Walmart supercenters and Neighborhood Market stores in early September, following a survey of hundreds of Walmart shoppers. Products featured in the magazine are available at Walmart and the content was overseen by influencers Bethany Halford and Amanda Jerkins, whose Instagram account focuses on fun Walmart finds across a variety of categories and boasts a mostly female following of more than 300,000. “Everything is chosen by Bethany and Amanda,” Meredith says. “We feel like we want to stay very true to that because that’s what they do online. The advertorials, though, those are things that Bethany and Amanda help collaborate on and that we can place adjacent to relevant editorial.” The Walmart shopper marketing community has been very receptive to the magazine, Meredith says, with ad sales maxing out early in the process and pushing the issue’s final page count
from 96 to 104. Among the inaugural advertisers were Clorox Co., Bayer, GSK’s Flonase, Markwins Beauty Brands’ Physicians Formula, DeMert Brands’ Not Your Mother’s, Procter & Gamble’s Align, Henkel’s Persil ProClean and Unilever’s Suave. Relevant advertorials and editorial pages include a call out for Walmart’s Online Grocery Pickup service. “We can collaborate with teams here on where this goes and what works best. I really want people to think of it as something that’s living and breathing, especially from an advertiser perspective,” Meredith says. Some advertisers have taken advantage of QR code Click2Cart technology Bauer is testing from Atlanta-based SmartCommerce across several beauty
pages in the magazine. Additionally, a partnership with Shopkick offers a $5 incentive for shoppers who download the mobile application using an exclusive promo code and walk into stores within seven days. “The QR code or potentially a text add-to-cart function is really important because we want people to be able to purchase and not get frustrated. Everyone knows it might be buried on Walmart. com,” Meredith says. “Our plan is to expand the QR codes into other sections of the magazine and then to partner with Shopkick in a bigger way … working with Bethany and Amanda to get some of that engagement around the Shopkick offers but also partnering with some of the advertisers in the magazine to create some sort of Shopkick ecosystem around the magazine when it’s in stores.” Walmart has been supportive on both the merchandising and marketing side of the partnership. “Bethany and Amanda used their connections with people at Walmart and their suppliers to get samples of what would be in stores in the fall for the first issue,” Meredith says. “We were also invited to Walmart’s Saturday morning meeting – where Bethany and Amanda were interviewed by the social media team and did Walmart radio spots.” The influencers also leveraged their pre-existing relationship with celebrities Kristen Bell and Dax Shepard to include an interview about the exclusive Hello Bello line they launched at Walmart in April. In stores, the magazine is stocked upfront alongside Meredith Corp.’s People magazine on the impulse checkout racks as well as in the back of the store in the magazine section of the entertainment department, where it is supported with “New at Walmart” signs. The inaugural issue will be on sale through November and the spring issue will drop in February 2020, after which the magazine will publish on a regular quarterly cadence. Price testing is ongoing to determine if the current $9.99 price point – on the lowest end of Bauer’s price range for a perfect bound matt format publication – is right for the price-conscious Walmart shopper. So far, sales have been outpacing Bauer’s typical special interest publications. IQ
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Be Path to Purchase IQ
Path to Purchase Expo Directory
Aki Technologies..............................................................................................37 Arc USA Chicago...............................................................................................25 Catalina................................................................................................................33 Georgia-Pacific..................................................................................................27 Great Northern..................................................................................................15 Green Bay Packaging......................................................................................19 Innomark............................................................................................................. 17 Kantar............................................................................................................ 56-57 Kinter....................................................................................................................47 Meyers.................................................................................................................... 5 Propac Agency..................................................................................................41 Quad....................................................................................................................... 2 Quotient.............................................................................................................. 11 StayinFront.................................................................................................. 58-59 TPN.......................................................................................................................... 7 Triad.......................................................................................................................13 Valassis Digital...................................................................................................21
(Pages numbered from back cover) Capgemini........................................................................................................... 5 DXC Technology................................................................................................ 9
Prevedere Software................................................................................. 17 StayinFront........................................................................................................19
UpClear........................................................................................................ 11 Valassis Digital.................................................................................................... 2
prepared Delivering the nuanced insights and proprietary shopper research needed to thrive in todayâ€™s CPG and Retail industries.
DISCOVER WHAT YOUâ€™VE BEEN MISSING. November 2019
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A BOLD PATH
FORWARD NOVEMBER 13 â€“ 14, 2019 | CHICAGO, IL
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Building a Bolder Path Forward Welcome to the 2019 Path to Purchase Expo (P2PX), a reimagined event for an industry that itself is in the midst of unprecedented change. We’re delighted that you’ve decided to join us and hundreds of other industry professionals looking for the inspiration needed to succeed in today’s evolving retail marketplace. This year’s reimagined P2PX is designed to create a more conducive environment for presenting the three key components that have made the event so successful over the last 28 years: an agenda that delivers empowering, actionable learning from key industry leaders and innovators; a eclectic exhibit hall showcasing unique, businessdriving solution providers offering a variety of products and services; and a close-knit community of path to purchase professionals looking to make connections and share their experiences with fellow attendees. All three components will take place within one intimate, all-inclusive campus setting to keep the energy, the learning and the networking flowing from start to finish. We’ve also expanded the agenda, shortening the length of some sessions and adding others (check out the new 15-minute talks in the Learning Pods). We appreciate the commitment you’ve made to break away from your work stations for a couple of days; this year, more than ever, we want to make sure you won’t waste a minute of your precious time. What’s more, veteran Expo attendees will be able to make some new discoveries at the Technology in Action, Powered by CGT Lab, a new concept at the show that introduces the thought leaders, solution providers and practitioner community from the formerly
Table of Contents
04 P2PX Sponsors
stand-alone Consumer Goods Sales & Marketing Summit, an annual conference for IT-focused consumer goods executives hosted by Consumer Goods Technology magazine. (Most of you should already know that CGT recently merged with Shopper Marketing to spawn Path to Purchase IQ. If you didn’t, flip this directory over and give our new publication a look.) That influx includes a Tip of the Spear Technology Showcase of emerging tools from startup companies that can help brands strengthen engagement with consumers, their collaboration with retailers, or their internal efficiency across the enterprise. Meanwhile, veteran attendees of CGSM can now supplement the experiences they’ve had at past conferences with more content, more solution providers, and a lot more networking-worthy industry colleagues from which to choose. Of course, there’s no point in breaking away from the office for a few days if you can’t have some fun, too, so we hope you’ll capitalize on the receptions and other networking events we’ve sprinkled across the agenda to indulge in a little down time — and there will be no better place to do that than in the P2PX Spa Experience (also part of “The Campus”). We’d also suggest you schedule a few social activities of your own with the new colleagues you’re sure to meet while you’re here. That’s if you can find any extra time. We’ve worked hard this year to pack the Expo schedule with everything you might need to make your experience as productive, as informative, as worthwhile as possible. We hope we’ve succeeded. If there is anything more that we can do, please let us know.
08 The Campus
10 The Campus Exhibitors
12 P2PX Show Information
14 P2PI’s Women of Excellence
18 Learning Agenda
28 Exhibitors by Solution
34 Exhibitors & Sponsors by Name
IN PATH TO PURCHASE IQ (FLIP SIDE)
14 Design of the Times Retrospective
34 Show Stoppers
64 Ad Index Peter Breen Editor-in-Chief
Karen Fenske Vice President of Sales
Patrick Hare Senior Director, Member Development
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P2PX Sponsors EVENT SPONSORS
SUPPORTING INDUSTRY PARTNERS
An official event of the
The Path to Purchase Institute is a global association serving the needs of retailer, brands and the entire ecosystem of solution providers along the path to purchase. It champions shopper-centric thinking and practice that help define the ongoing evolution of consumer marketing and the overall shopping experience. Learn more at p2pi.org. path2purchaseexpo.com
A division of
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Agenda-at-a-Glance P2PX is all about you!
DOWNLOAD THE P2PX APP TO CUSTOMIZE YOUR DAY!
WEDNESDAY, NOVEMBER 13 8:00 AM - 5:00 PM 8:30 AM - 9:30 PM
10:00 AM - 10:30 AM
ALL CONTENT IS LOCATED ON THE P2PX CAMPUS!
P2PX Campus Open (Registration & Badge Pickup) KEYNOTE ADDRESS: Alyssa Raine, Walgreens Sponsored by: Quad Learning Lab East ORGANIZATIONAL ALIGNMENT
Learning Lab West THE FUTURE OF SHOPPING
Quad Keynote Theater OMNICOMMERCE EXCELLENCE Host: TPN
Building a Best-in-Class E-Commerce Capability
Say More with Less: How CVS is Rethinking the Store Experience
The Wild West of E-Commerce: How to Survive & Thrive Taming the Future through Technology
10:15 AM - 11:00 AM
10:40 AM - 11:25 AM 10:45 AM - 11:00 AM
Tech Lab TECHNOLOGY IN ACTION
The Coca-Cola Way of Shopper Marketing 2.0
The Blurred Lines of Retail: Embracing the Opportunity
Accelerating New Brands through E-Commerce DATA POD: The Power of Retailer Location Data
TECH POD: Using Augmented Reality to Communicate to Your Shopper
Disruptor Journey: True&Co
11:00 AM - 11:30 AM 11:15 AM - 11:30 AM 11:30 AM - 1:00 PM 11:35 AM - 12:05 PM 12:00 PM - 6:00 PM 12:15 PM - 1:00 PM
DATA POD: How Digital Video Drives In-Store Dollars and Foot Traffic
TECH POD: Better Predictions Through Better Testing P2PX Campus Lunch
Building Distruptive Retail Experiences: The Case of Cannabis
Creating Multi-Dimensional Organizational Transparency
Amazon Recap & Predictions: What Does the Future Hold?
Moving at the Speed of Success
P2PX Spa Experience Sponsored by: inMarket, Monroe Boardrooms 3-5 Evolving Role of Shopper Marketing Agencies
First Purchase in an Omnichannel World
12:15 PM - 12:30 PM
TECH POD: Leveraging Voice on the Path to Purchase
DATA POD: Data Just Got Real
12:45 PM - 1:00 PM
TECH POD: Leveraging the Cloud to Transform Your Business
DATA POD: Leveraging Verified Buyers & Geolocation to Improve Impact
1:30 PM - 2:00 PM 2:00 PM - 2:45 PM
Learning Lab East BEST IN CLASS SHOPPER ENGAGEMENT
Learning Lab West TECHNOLOGY INNOVATION Host: Menasha
Quad Keynote Theater OMNICOMMERCE STRATEGY
Tech Lab TECHNOLOGY IN ACTION
Digital Loyalty in Brick & Mortar Retailing
The Pixar Theory & the Coming Waves of Technology
From Cookies to Context: Meaningful Connections for Engaged Shoppers
Win the Omnicommerce Battle by Being Shopper-Centric
Nerdy Nibbles Sponsored by: Catalina
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Agenda-at-a-Glance 2:10 PM - 2:55 PM
How to Engage and Not Engage Your Shopper
“Future-Proofing” Your Brand in the Retail Environment
Retail Intel: Progress Reports on 5 Top Chains
Executive Insights: Ten Success-Driving Trends for 2020
3:05 PM - 3:35 PM
Conversational Commerce: Creating an Authentic 1:1 Conversation with Customers
Hacking Retail and Cross-Industry Innovation
Retail E-Commerce Marketing for CPGs
What’s the Real Problem with Personalization?
3:45 PM - 4:30 PM
Leveraging Occasions to Drive Relevant Connections with Consumers
Evolving Your Brand Execution Strategy
4:30 PM - 5:00 PM 5:00 PM - 7:00 PM
P2PX Campus Happy Hour P2PI’s Women of Excellence Awards Reception, Quad Keynote Theater Sponsored by: FCB/RED & IN Connected Marketing
THURSDAY, NOVEMBER 14 8:00 AM - 2:00 PM 8:00 AM - 9:00 AM 8:00 AM - 1:00 PM 8:15 AM - 9:00 AM
9:30 AM - 10:00 AM
Sales & Marketing Report Panel Discussion
ALL CONTENT IS LOCATED ON THE P2PX CAMPUS!
P2PX Campus Open (Registration & Badge Pickup) P2PX Continental Breakfast P2PX Spa Experience Sponsored by inMarket, Monroe Boardrooms 3-5 KEYNOTE ADDRESS: Rainn Wilson & Shabnam Mogharabi, SoulPancake Sponsored by: Quad Learning Lab East SHOPPER STRATEGIES
Learning Lab West INSIGHTS & ANALYTICS STRATEGIES Host: SRAX SHOPPER
Quad Keynote Theater RETAILERS AS MEDIA COMPANIES
Celebrating 25 Years of DOT Excellence
Finding Your Customers in The 2020 New Data Economy
Retail Media: Navigating the Evolving Landscape The Packaging Waste Imperative: Solutions for a New Age
9:35 AM - 10:15 AM 10:10 AM - 10:40 AM
How to Drive Profitable Sales with Waste
Reaching Ahold Delhaize Brands
The Anatomy of Irresistibility
10:20 AM - 10:50 AM
Disruptor Journey: NomNomNow DATA POD: How to Better Navigate the Digital Shopper Marketing World
10:45 AM - 11:00 AM 10:50 AM - 11:20 AM
Primo Water: How a Challenger Brand is Winning at Retail
Turning Measurement Results into Performance Improvement
12:15 PM - 1:00 PM 12:15 PM - 1:00 PM
Growing Teavana at Target with a Tea Party
Using Behavioral Research to Optimize New Products
The Next Shift in Supply Chain Operating Models
Best Practices for Working Successfully with Retail Media
Embracing Technology Innovation
KEYNOTE ADDRESS: Brendan Witcher, Forrester Research Sponsored by: Quad P2PX Grab n Go Lunch path2purchaseexpo.com
Retailer Media Platform: Kroger Precision Marketing
DATA POD: Linking Content to E-Commerce
11:15 AM - 11:30 AM 11:30 AM - 12:00 PM
Tech Lab TECHNOLOGY IN ACTION
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EAST LEARNING LAB
DONâ€™T MISS THESE SPONSOR EXPERIENCES
inMarket Media 208
TECH LEARNING POD
Innomark Communications 116
Insignia Sytems Inc 216
TIP OF THE SPEAR
TECH LEARNING LAB
DATA LEARNING POD
WEST LEARNING LAB 550
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KNOCK. Partner with the company that delivers digital innovation for the world’s most demanding enterprises, and open the door to your future potential. Digital transformation by DXC Technology. dxc.technology/digitaljourney
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The Campus Exhibitors BOOTH COMPANY
104............................................................. News America Marketing
306.................................................................................. Coinstar LLC
116......................................................... Innomark Communications
326..........................................................................TPG Rewards, Inc.
330........................................................................ Pinpoint Data, LLC
132.............................................................................Brook & Whittle
332.................................................................... Ansa powered by RSi
434................................................................. Trans World Marketing
136................................................................................. GroundTruth 138......................................................................................... Prodege 140...................................................................................... Fandango 148............................................................................................. Ibotta 200...............................................................................TLC Marketing 208........................................................................................ inMarket 216................................................................... Insignia Systems, Inc. 226.......................................................................................... Valassis 228.............................................................................. Volta Charging 230......................................................ElastiTag - Bedford Industries 234................................................................................. Scentisphere
436........................................................................... SmartCommerce 438...........................................................................Aki Technologies 440................................................................ TwoFer(R) Shelf Talkers 500................................................................The Krazy Coupon Lady 502..........................................................................................UpClear 504............................................................................ DXC Technology 506...................................................................................... Prevedere 508..................................................................................... Capgemini 510....................................................................................StayinFront 512...........................................................................................Pactera
236.............................................................................. hmt Associates
530................................................................... M.A.S. Industries, Inc.
240......................................................................... Macaroni Kid, LLC
554.................................................................................... Field Agent
300.......................................................................... Snipp Interactive
560.................................................................................. Freeosk, Inc.
304...................................................................Coolio North America
Monroe Boardroom 2.............................................The Mars Agency
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Important P2PX Show Information What’s Happening on The Campus?
Stay Informed. Download the P2PX App Spnsored by:
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Wellness is often overlooked, and we want you to revitalize your mind, body and soul. Whether you’re a relaxation expert or overdue for a “treat yourself” day, you deserve to unwind and destress. We know how important wellness is for a balanced life, so inMarket is hosting a complimentary spa experience for all you hardworking folks attending P2PX. Wednesday, November 13, 12PM - 6PM & Thursday, November 14, 8AM - 1PM. Visit the inMarket Spa in Monroe Boardrooms 3-5.
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Take a break from all the learning to enjoy some Chicago inspired treats at Catalina’s Nerdy Nibbles Dessert Experience on Wednesday, November 13 at 2:00 PM. on The Campus
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CELEBRATION P2PI’s Women of Excellence Awards is the only program that recognizes female brand marketers, retailers, technology specialists, agency executives and solution providers for their contributions to success along the path to purchase. See page 15 for more information about the Women of Excellence Ceremony to be held Wednesday, Nov. 13 at 5pm. in the Quad Keynote Theater, sponsored by FCB/RED and IN Connected Marketing
SHOW STOPPERS Path to Purchase Institute’s editors reviewed the ranks of exhibitors at this year’s show to curate a special list of must-see innovations that will be demoed, displayed and available for evaluation. See page 34 in the November issue of Path to Purchase IQ (by flipping over your Show Directory) to see the list of can’t-miss exhibitors.
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Important P2PX Show Information Can’t Miss Content PRE-EVENT SHARE GROUPS New for most P2PX attendees, our pre-event share groups provide a forum for industry practitioners to discuss the key challenges they’re facing and the solutions they’ve identified as they seek to build enterprise excellence in key functional areas.
Tip of the Spear Technology Showcase
The Data & Analytics Share Group, facilitated by EY, provides a forum for consumer goods executives to share best practices around the use of data analysis to address critical business challenges. It will meet on Tuesday, Nov. 12 at 2pm.
The Revenue Growth Management Share Group, facilitated by subject matter experts at UpClear, was created to share best practices in revenue growth management and commercial strategy, using trade promotion management and trade promotion optimization as the foundation. It will meet on Tuesday, Nov. 12 at 4:15pm. NOTE: Both share groups are exclusive to professionals from consumer goods and retailer companies.
The pace of technology is moving fast, making it hard for consumer goods companies to stay ahead of trends. Visit the Tip of the Spear Technology Showcase on the Campus Floor where technology commercializer i2i Labs presents a showcase of emerging technologies from innovative startups for attendees to experience and evaluate up close.
On-Site Podcasts Design of the Times 25th Anniversary Retrospective
For the past 25 years, the Path to Purchase Institute has recognized the best in marketing and merchandising with its Design of the Times awards program. In recognition of this milestone anniversary, and in conjunction with MarketingLab/SellCheck, we’ve conducted a retrospective to celebrate the “Best of the Best” from the program’s first 25 years. We also looked beyond the top winners to recognize other noteworthy campaigns. See page 14 in the November issue of Path to Purchase IQ (by flipping over your Show Directory) to see a full list of these merchandising classics. In a special presentation on Nov. 14 at 9:30 am, we’ll showcase five campaigns determined to represent the finest examples of marketing and merchandising at retail, and select one as the best program of the DOT’s first 25 years.
“In a world where marketing + technology collide, two heroes will rise to make sense of it all — one podcast at a time.” Mo + Jo’s Epic Tech Talks is a conversation between two regular guys who work in the Marketing Tech industry. Mo works on the Tech side, Jo works on the Agency side — together they demystify big tech and share an unfiltered POV on what matters ... and what doesn’t. They keep things funny, informative and irreverent. And they’ll be podcasting live from The Campus throughout the event.
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Congratulations! The P2PIâ€™s Women of Excellence awards recognize female brand marketers, retailers, agency executives and solution providers for their significant contributions to success along the path to purchase. The Institute is pleased to partner with the Network of Executive Women (NEW) to announce the winners from this yearâ€™s list of nominees in four categories: Collaboration, Innovation, Leadership and Rising Star.
Women of Excellence Awards Reception November 13, 2019 | 5pm-7pm Quad Keynote Theater
Tickets are required and may be purchased at Registration.
In partnership with:
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2019 Nominees COLLABORATION Veronica Aquino IN Connected Marketing Rachel Bateast The Mars Agency Courtney Becker Insignia Systems Rebecca Bemrich Reynolds Consumer Products Lesley Bender Chewy Sheila Bonner Keurig Dr Pepper Kelly Burt Quad Sheena Chadha Power Supplements Laura Dickey LALA, US Anita Fredrick Saatchi & Saatchi X Laura Furnald IN Connected Marketing Rebecca Gillespie VizSense Molly Hollenkamp IN Connected Marketing
Traci Schwinnen Abbott Nutrition Leigh Suresky Brandshare Candie Velasco IN Connected Marketing Kate Whatley Social Forces Olivia Wong TPN
LEADERSHIP Nicole Aragi TWINOAKS Kandi Arrington The Mars Agency Lorran Brown Cosby Bacardi USA, Inc. Joanne Caines Menasha Packaging Canada LP Jeanne Collins Quotient Technology
Tammy Teague Key Food Stores Co-Operative Nicole Trudo MOjO Marketing Julia Werb Upfield Lauren Wright Mondelez International Debbie Zefting Barilla America
Whitney Cooper Kellogg Co.
Yolanda Angulo Mondelez International
Sarah Cunningham TPN
Sara Bafundo TPN
Emily Curry Johnson & Johnson
Sheila Bijoor Quotient Technology Inc.
Jessica Fair JM Smucker Co
Christie Ciccolone Nestle Coffee Partners
Kerry Farrell Eversight
Olivia Cookfair IN Connected Marketing
Kristine Glancy Insignia Systems
Dorothy Daniel Nestle Waters North America
Rhonda Hiatt CLEAR M&C Saatchi
Jessica Koop VizSense
Heidi Hinkle Vargas Bacardi USA, Inc.
Pamela Lazakis IN Connected Marketing
Lea Kauling IN Connected Marketing
Kelly Marcin IN Connected Marketing
Melissa King Lucky’s Market
Libby McCorry IN Connected Marketing
Lisa Kinney Albertsons
Alexandra McDade Bimbo Bakeries USA
Alma Klein Arc Worldwide
Linda Miller Quad
Mandi Kleppel HMT Associates
Alison Nelson Insignia Systems
Sheila Lukaszewski Kimberly Clark Corp
Lucy Nicholls Eversight
Darcy McNair The Mars Agency
Christine Piston Bimbo Bakeries USA (Acelerada)
Tonia Entous Pharmavite Meggie Giancola Valassis Regina Haley IN Connected Marketing
RISING STAR Lauren Averill IN Connected Marketing Jordan Brainard MOjO Marketing Caitlin Burg 3M
Colleen Kelly TPN
Kelly Kachnowski The Mars Agency
Suzanne Kempf Nestle Coffee Partners
Christa Klausner TPN
Anne Martin Mondelez International
Dianne Le Avocados From Mexico
Jen Mason Mondelez International
Liz Mayer JM Smucker Co
Ariel McHoney Coca-Cola
Katie McCoy Coca-Cola
Jeannette Murphy HMT Associates
Susan O’Neal Dabbl
Jamie Olson Blue Chip Worldwide
Sara Rossio PowerReviews
Alicia Mosley Tyson Foods
Ashley Ryon Quotient Technology Inc.
Jana Rivet U.S. Display Group
Mindy Stone Mondelez International
Lynn Murphy Eversight
Bailey Taylor Saatchi & Saatchi X
Stacy Schubert Meyers
Stacy Vossberg Insignia Systems Inc.
Kelly Ravestijn IN Connected Marketing
Taylor Wilson Eversight
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Keynotes Hosted by
Walgreens: Combining Technology and the Human Touch to Improve the Customer Experience
My Life as an Actor and Entrepreneur & “Finding Your Why”
Digital Mastery: A Roadmap for Transformation in the Age of the Customer
Wednesday, November 13, 2019 8:30 AM - 9:30 AM
Thursday, November 14, 2019 8:15 AM - 9:00 AM
Thursday, November 14, 2019 12:15 PM - 1:00 PM
Acting CMO & Divisional VP, Brand Marketing, Walgreens
Today’s consumers are rapidly evolving in how they self-identify, communicate, connect, and shop given advancements in technology. Yet core human needs, such as the desire to be part of a community and to be seen and loved for who you are, have not changed. That is why forward-thinking companies like Walgreens are accelerating transformation through leveraging their scale, their deep roots in local communities, their human touch, and their equity in health, to better meet the needs of today’s consumers. In this presentation, Acting Chief Marketing Officer Alyssa Raine will discuss: • How Walgreens is keeping its customers front and center as it continues to innovate • The retailer’s vision for the future as a onestop-shop for health, wellbeing and beauty needs • How the company is leveraging today’s digital tools to better meet the needs of consumers and build loyalty through personalized experiences • The power, timeliness and also the timelessness of a story
Actor (“The Office”) & Co-Founder, SoulPancake
General Manager, SoulPancake
For nearly a decade, Rainn Wilson endeared himself to millions on the hit television series “The Office” earning three Emmy nominations for his portrayal of Dwight Schrute. Join Wilson in this special Path to Purchase Expo presentation as he draws on the offbeat genius behind his on-screen characterizations, showing how creativity isn’t simply for artists — it’s for everyone. In this warm, anecdote-filled talk, he’ll touch on another subject in which he (and Dwight) are well-versed: office culture. Wilson serves as an amiable guide through the corporate struggles, teamwork challenges, human triumphs, and very real “personalities” that define the workplace. Joining Rainn at the end of his talk will be Shabnam Mogharabi, general manager of SoulPancake, a media company and creative content studio they co-founded, to lead the P2PX audience through an interactive exercise around joy, purpose and gratitude: “Finding Your Why.”
Vice President / Principal Analyst, Digital Business Strategy, Forrester Research
For brands to succeed in the dynamic world of commerce today, they must transform to both meet the needs of their customers and compete against an ever-growing lineup of competitors. But change is difficult, complex, and often hard to define. As such, a solid strategy for change requires a roadmap – a clear understanding where the company sits today, the North Star vision of where the company needs to be tomorrow, with a defined path to evolve from the former to the latter.
In this session, Forrester Vice President/ Principal Analyst Brendan Witcher will discuss: • What drives strategic digital transformation, and what must be addressed to achieve success • How companies tie a roadmap for change to the specific needs of their customers • Which tech investments leading brands are making today to future proof themselves for tomorrow
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Learning Agenda Wednesday, November 13, 2019 10:00AM-10:30AM Track: Omnicommerce Excellence Location: Quad Keynote Theater Hosted by: TPN The Wild West of E-Commerce: How to Survive & Thrive in Omnichannel Retail • Whitney Cooper, Director, Omnichannel & Emerging Delivery Platforms, Kellogg Company The world of omnichannel retail continues to change at a break neck pace. Hear from Kellogg’s director of omnichannel and emerging delivery platforms Whitney Cooper, on best practices navigating the “Wild West” of omnichannel. Expect practical advice in areas such as retail partnerships (JBP/crossfunctional collaboration, content) and internal change management, as well as tips and watch-outs from lessons learned the hard way.
Track: Organizational Alignment Location: Learning Lab East Building a Best-in-Class E-Commerce Capability • Peter Tunkey, VP, Capre Group • Leslie Myrie, Director, Capre Group With change happening at such an accelerated pace in e-commerce, many companies struggle with where they should invest for long-term advantage. In a recent study of leaders from over 25 companies representing nearly 60% of e-commerce sales, Capre Group explored best practices in building capability for this changing environment. Four strategic imperatives form a roadmap to best-in-class e-commerce capability. Learn how e-commerce leaders build best-in-class e-commerce capabilities to win now and in the future.
Track: The Future of Shopping Location: Learning Lab West Say More with Less: How CVS is Rethinking the Store Experience for Shoppers & Brand Marketers • Marcy Brewington, Director, In-Store Marketing Strategy, CVS Health
• Dana Stotts, SVP, Strategic Director, Arc Worldwide When it comes to retailers, there aren’t many brands that have taken more drastic stances than CVS. From tobacco-free stores to eliminating retouching of models in their marketing communications, CVS has established itself as a brand that helps their customers on the path to better health. But what about their manufacturer partners? How does CVS effectively maintain its own brand voice while also allowing the brands they sell to connect to their shoppers? It all starts with creating the right messaging strategy and design system that allows for this, and comes to life by adhering to this all the way to in-store execution.
10:15AM-11:00AM Track: Technology in Action, Powered by CGT Location: Tech Learning Lab Taming the Future Through Technology • Shelly Palmer, CEO, The Palmer Group How do you see the future? While many companies struggle to react to the everchanging business landscape, successful ones know that tomorrow will look nothing like today, and they embrace the emerging technologies that are available to them. Shelly Palmer, CEO of The Palmer Group, will discuss how to leverage emerging technologies such as machine learning, 5G, AI, open-source software, best-in-class marketing technology (martech), and associated data science technologies to help you prepare for tomorrow and be ready for whatever comes next.
10:40AM-11:25AM Track: Omnicommerce Excellence Location: Quad Keynote Theater Hosted by: TPN Accelerating New Brands Through E-Commerce • Laura Lisowski Cox, CEO & Founder, Oars + Alps • Rami Odeh, VP, Digital Commerce, Velocity Commerce Group • Joe Scartz, Chief Digital Commerce Officer, Velocity Commerce Group
The evolution of the changing, “fast and fluid” shopper has led to a disconnect between shopper priorities and many CPG brands. This, coupled with the changing face of retail and the rise of e-commerce in CPG lays the foundation for this presentation, where CMO of emerging brand Oars & Alps along with Velocity’s commerce experts will explore how successful brands and retailers are responding. In this case study session featuring specific Amazon examples from this direct-toconsumer (DTC) launch, hear about new ways that consumers are shopping and the new types of demands they are placing on brands.
Track: Organizational Alignment Location: Learning Lab East The Coca-Cola Way of Shopper Marketing 2.0 Moderator: April Carlisle, VP, Shopper Marketing National Retail Sales, The CocaCola Company • Dana Barba, AVP, Shopper Marketing, The Coca-Cola Company • Tammy Brumfield, AVP, Shopper Marketing Large Store West, The Coca-Cola Company • Jennifer Hale, AVP, Shopper Marketing, Convenience Retail Channel, The Coca-Cola Company • Stacy Jackson, AVP, Shopper Marketing, Kroger, The Coca-Cola Company • Rachel Smith, AVP, Shopper Marketing, Drug/Value, The Coca-Cola Company • Joe Vizcarra, GVP, Shopper Marketing, Walmart & Sam’s Club, The Coca-Cola Company The Coca-Cola Company continues to accelerate growth as a total beverages company with their “Beverages for Life” strategy. Shopper marketing is a critical capability the company embraces and invests in to enable this growth. The Coca-Cola Shopper Marketing Leadership Team will share how they are building on best practices to build joint equities with key customers, build new capabilities in omnicommerce shopper marketing, and how they are working towards a 2020/2025 Vision. This panel discussion will be led by April Carlisle and will feature her executive leadership team.
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Enabling The Digital Transformation of Consumer Goods Retail Execution
Best-in-Class mobile application for the field with full functionality for merchandising, route accounting, order entry and in-store selling.
Analyze data from multiple sources and deliver actionable KPIs and dashboards.
Capture more data points across all companyâ€™s products - as well as your competitorsâ€™ products.
StayinFront 20:20 RDI Analyzes POS data to direct field teams to the stores and activities that will generate the greatest ROI.
visit our booth #510 and learn more about how we can help your field teams:
Do More email@example.com
Know More www.stayinfront.com
Sell More 973.461.4800
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Learning Agenda Wednesday, November 13, 2019 Track: The Future of Shopping Location: Learning Lab West The Blurred Lines of Retail: Embracing the Opportunity
Learning Pod: Data The Power of Retailer Location Data
• Tina Manikas, President, FCB/RED • John Kenny, Chief Strategy Officer, FCB/RED
InMarket and Path to Purchase Institute have entered into a new partnership to provide exclusive consumer foot traffic reports to P2PI members. These reports will focus on trip frequency, consumer loyalty and dwell time at 30 major retail chains in the U.S., including Walmart, Kroger and Publix. In this session, inMarket will detail how the consumer data was collected, how it’s presented for P2PI members, and how brands and agencies of all kinds can use the data in order to make strategic business decisions and even impact the effectiveness of a variety of purchase driven initiatives.
Delivery services, digital assistants with voice skills, payment schemes and shopper apps are all changing the nature of our relationships with brands and even the act of shopping. This session is about understanding the myriad transformational services and technologies that are blurring the lines between traditional retail and what most of us would consider “services.” With digital assistants poised to make more and more buying decisions on our behalf and delivery services literally fitting in between our relationship with retailers and brands, we now can imagine a world where services, brands, retailers and others are all compellingly equipped to provide for our needs and wants, and in new ways. These developments matter because shoppers now have more choices and options than ever before. If retail is a dance that retailers have traditionally led, it now seems that brands and services are equally capable of leading, maybe even more capable than retailers.
10:45AM-11:00AM Learning Pod: Technology Using Augmented Reality to Communicate to Your Shopper • Brian Hutchinson, Director, Shopper Marketing, Georgia-Pacific Whether it’s an in-store display or an e-commerce package, there is a limit to what you can communicate to your shopper. There is only so much graphic real estate, but brands have so much more to say. Shoppers are saying that they want engaging experiences. Augmented Reality is here, and the technology is changing more and more. This presentation is going to look at a casestudy of the first display to engage shoppers through augmented reality — without the use of an app.
• Cameron Peebles, CMO, inMarket
11:00AM-11:30AM Track: Technology in Action, Powered by CGT Location: Tech Learning Lab Disruptor Journey: True&Co • Michelle Lam, Co-Founder & President The San Francisco-based lingerie company launched in 2012 to solve one of women’s most misunderstood tasks: finding the correct bra size. As the first retailer in the intimate apparel industry to utilize an algorithmic “fit quiz,” True & Co. recommends bras based on the individual’s body and preferences — and utilizes consumer feedback to build better bras for diverse body types. Co-founder and President Michelle Lam will explain how True&Co.’s focus on personalization and customer data has made it “the Netflix of bras” for more than 7 million women and attracted the attention of traditional apparel maker PVH Corp.
Learning Pod: Data Art Meets Science: How Digital Video Drives In-Store Dollars and Foot Traffic • Risa Crandall, VP, Sales, Eyeview It’s no secret that people love video content. In 2019, US adults spent an average of 22% of their day watching video. Imagine if you could use your most powerful branding tool to drive measured sales lifts across all of your retailers and products at scale? Join Risa Crandall, VP Brand Partnerships, to get a sneak peek of new data showcasing how Eyeview helps CPG and retail marketers drive measurable, incremental sales online and offline by creating and delivering millions of datadriven personalized videos locally, to consumers at national scale.
11:35AM-12:05PM Track: Omnicommerce Excellence Location: Quad Keynote Theater Hosted by: TPN Amazon 2018-2019 Recap & Predictions: What Does the Future Hold? • Andrea Leigh, VP, Client Services, Ideoclick
11:15AM-11:30AM Learning Pod: Technology Better Behavior Predictions Through Better Behavior Testing • Jonathan Asher, EVP, Explorer Research Behavioral science is a popular topic for shopper researchers. However, too often
the “real” behavioral aspect is missing from this science, and the insights obtained do not always accurately predict in-market behavior. “In-situation” life-size testing is crucial for gauging how shoppers will actually behave as it includes marketplace conditions that influence shopping behavior. By combining this real shopping behavior with state-of-the-art science (eye-tracking, facial coding, implicit testing), actionable insights are uncovered that will grow your business.
Life with Amazon in 2018 and 2019, for manufacturers, has not been dull. And the future looks no different. Managing change effectively with Amazon is the difference between thriving, surviving and complete failure. Andrea will apply her deep Amazon expertise to a session that explains what they’ve been up to (in advertising, private
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Learning Agenda Wednesday, November 13, 2019 label, and annual negotiations, among other areas), predict what’s coming down the pipeline, and provide practical and proven strategies for brands to win in this ever-changing landscape.
Track: Organizational Alignment Location: Learning Lab East Creating Multi-Dimensional Organizational Transparency • Laura Dickey, Sr. Shopper Marketing Manager, LALA, US • Olga Yurovski, Founder/CEO, Shopperations Research & Technology, LLC At LALA, U.S., producer of top quality dairy brands, shopper marketing is not an afterthought, but a strategic growth enabler and a core marketing capability. Laura Dickey, senior. shopper marketing manager will share the story of how her nimble, ambitious and resourceful team partners across the matrix create radical transparency and go to market faster than ever. Learn why and how LALA embedded shopper marketing into the company’s S&OP process. See what role marketing digital process transformation played in enabling multi-dimensional transparency with sales, brands, finance and agency partners. Understand LALA’s approach to building a “Total Marketing System of Record” to get a real-time, panorama view of their brands’ multichannel activations.
Track: The Future of Shopping Location: Learning Lab West Building Disruptive Retail Experiences for New Industries: The Case of Cannabis • Andrew Lytwynec, VP, US Strategy, Canopy Growth Corp. Behind the scenes with Tokyo Smoke: Join Lacey Norton, vice president, retail, and Andrew Lytwynec, vice president, US strategy, as they discuss navigating the intersection of brand and retail in a net new industry: cannabis. In late 2018, cannabis was legalized across Canada, and soon to
will be in new markets (like the U.S. and beyond). Learn how retailer and brand Tokyo Smoke (a Canopy Growth company) is leading the charge in this new eco-system and how they are establishing brand trust and loyalty in an emerging market, carving out new paths to purchase and creating instore and online experiences that educate and delight.
purchases” and, in turn, use these real customer experiences to create demand for products online. The presentation will feature a case study showing how a leading brand is rethinking costly, imprecise methods for generating newproduct trial and purchase, choosing instead to meet today’s shoppers exactly where they are.
Track: Technology in Action, Powered by CGT Location: Tech Learning Lab Moving at the Speed of Success
Track: Organizational Alignment Location: Learning Lab East The Evolving Role of the Shopper Marketing Agency
• Sandeep Dadlani, Chief Digital Officer, Mars Incorporated Mars Incorporated has undertaken a digital transformation designed to equip its associates with the “digital armor” they need to move 100 times faster, allowing them to work more efficiently, avoid technical risks and pursue new growth opportunities. In this fast-paced session, Dadlani — Path to Purchase IQ’s 2019 CIO of the Year honoree — will outline the steps the company has undertaken to reposition itself as a fast-moving consumer goods organization focused on effectively solving the changing needs of consumers and retail customers.
12:15PM-1:00PM Track: Omnicommerce Excellence Location: Quad Keynote Theater Hosted by: TPN Gaining ‘First Purchase’ in an Omnichannel World • Josh Bruns, Associate Director Shopper Marketing, Kraft Heinz • Rick West, CEO, Field Agent Traditional methods for driving newproduct trial and purchase, including retailtainment and product sampling, are losing influence as more consumers shop online and use delivery/pickup instead of walking in-store. In this presentation, Field Agent CEO Rick West and Josh Bruns from Kraft Heinz will describe how brands can incentivize shoppers to make “first
Moderator: Steve McGowan, RVP, Shopper Marketing & Strategic Partnerships, Mondelez International • Abbey Ash, Partner, Director of Shopper Marketing, Phoenix Creative Co. • Lisa Norat, SVP, Business Leadership, MT Associates • Amy Stockwell, Account Director, Mondelez, Geometry Global • Nicole Trudo, President, MOjO Marketing. The role of agencies is changing dramatically as the landscape has changed. New technologies and the need for speed force brands and retailers to become nimbler than ever. Datadriven planning, digital communication, artificial intelligence, automation and other new tools give brands innovative ways to engage with shoppers and have uncovered different needs and solutions from their partner agencies. Additionally, the dynamic and evolving retail/customer landscape requires a different type of support and solutions and agency needs and requirements. All of this, coupled with the zero-based budgeting and limited resources means everyone needs to be working harder, smarter and more efficiently. Shopper marketing industry veteran Steve McGowan, RVP at Mondelez International, will lead a panel of his agency partners in exploring the new role that shopper marketing agencies should play.
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Learning Agenda Wednesday, November 13, 2019 Track: The Future of Shopping Location: Learning Lab West Retail Re-Emerging
buyers and buyers into loyal fans. Catalina is seriously redefining how to see and use buyer data. So should you.
• Leon Nicholas, VP, Retail Insights & Solutions, WestRock
Retail has re-emerged from a period of retrenchment as more differentiated, digitized and convenient than at any time in its history. This session will review core strategies that are working and how suppliers can collaborate in this new era of brick-and-mortar differentiation. We will explore: merchandising engagement and relevance; digital activation; from store to distribution center; and driving traffic through services merchandising.
12:15PM-12:30PM Learning Pod: Technology How to Leverage Voice on the Path to Purchase • Bree Glaeser, Director of Innovation, Voice Practice Lead, The Mars Agency While many brands have been trying to crack the code on voice shopping, we will share what it looks like at the forefront. Over the first half of 2019, we’ve partnered with leading brands to pilot new voice-shopping engagement approaches. We will share how to leverage these tactics for your own brand, what results you can expect, as well as how these point toward the future state of voice shopping and what’s next on the horizon.
Learning Pod: Data Data Just Got Real • Stan Turek, VP/GM, Catalina HUB360 Imagine having a 360-degree view of 85 million households and their buying behaviors. Then imagine having a real-time, self-serve portal that allows you to track your shoppers’ path to conversion across multiple channels at the UPC level — literally at your fingertips. Stop dreaming and check out Catalina’s Hub360, which is providing retailers and brands access to real-time data for insights that convert shoppers into
Learning Pod: Technology Leveraging the Cloud to Transform and Reimagine Your Business • Kris Baritt, Technical Director, Office of the CTO, Google Cloud The retail industry is going through a transformation driven by customers who expect a seamless experience between online and in-store and are looking for services that can make recommendations to help them find what they need. Retailers generally have cloud initiatives across three areas: new workloads, migration from on-premise to the cloud, and fullscale digital transformations. Google Cloud brings value along the spectrum from a reliable infrastructure to leading data analytics capabilities and a culture of innovation.
Learning Pod: Data Leveraging Verified Buyers & Geolocation to Improve Impact • Dave Schaff, Ibotta Sometimes it’s challenging to identify the impact of one merchandising strategy versus another. Join us to learn more about how Ibotta Insights leverages verified buyers and geolocation to better understand the impact of merchandising, packaging and in-store tactics along the path to purchase.
1:30PM-2:00PM Track: Best-in-Class Shopper Engagement Location: Learning Lab East Digital Loyalty in Brick & Mortar Retailing • Andrew Locke, VP Managing Director, Response Labs • Donald Taylor, Loyalty Campaign Manager, Hannaford/Ahold Delhaize Hannaford Supermarkets, a leading “every-
day-low-price” (EDLP) Ahold Delhaize supermarket chain in the northeast, overcame multiple obstacles to enter the customer-centric loyalty marketspace. Creating value for the customer while holding true to a “no card, no gimmicks” brand promise, Hannaford launched My Hannaford Rewards in early 2018 and have not looked back. By not rushing to market, thoughtfully building architecture, and establishing internal and external CRM partnerships, Hannaford was able to launch one of the first 100% all-digital supermarket loyalty programs in the nation.
Track: Omnicommerce Strategy Location: Quad Keynote Theater From Cookies to Context: Meaningful Connections for Engaged Shoppers • Nicole Robbins, Amazon Shopper Marketing Manager, The Clorox Company • Matthew Tilley, Sr. Director, Marketing, Valassis Digital Recent years have brought radical social and technological changes, causing consumers to think, live and decide differently. Add the explosion of media influences and old purchase journey models just don’t hold up. To ensure a brand engages shoppers, marketing approaches must be reimagined to meet the needs of today’s active, demanding and evolving consumer. This presentation offers advice on turning these changes into opportunities.
Track: Technology Innovation Location: Learning Lab West Hosted by: Menasha The Pixar Theory & the Coming Waves of Technology • Tom Edwards, Chief Digital & Innovation Officer, Epsilon Culture is technology and technology is culture. The talk explores the coming waves of technology and its impact on consumer behavior. We will use three filters to navigate the narrative. These filters are empower, exponential and enhanced. Each lays the
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Learning Agenda Wednesday, November 13, 2019 foundation for how consumers will evolve from their mobile device as their primary interaction point with technology to their environment adapting to them. Edwards will discuss proprietary research that points towards a specific date in time when we will see multimodal interfaces at scale. The talk ends with the new marketing 4 P’s that are enhanced for the age of intelligence.
Track: Insights & Analytics Location: Tech Learning Lab Shopper 2.0: Win the Omnicommerce Battle by Being Shopper-Centric • James Sorensen, EVP, Kantar E-commerce is growing faster than other channels, but online sales remain low because brands are focused too much on the retailer and technology and not enough on the shopper. This presentation will explore the lessons learned from Shopper 1.0, and how to avoid the mistakes of the past by removing barriers along the omnicommerce shopper journey.
2:10PM-2:55PM Track: Best-in-Class Shopper Engagement Location: Learning Lab West Path to Purchase Audit: How to Engage & Not to Engage Your Shopper • Jennifer Mason, Customer Director, Shopper Marketing, Mondelez International • Josh Ginsberg, EVP, Breaktime Media Shoppers are now exposed to over 5,000 ads each day. That number is only growing as the connected consumer spends more and more time on their devices. In this session, Mason and McGowan from Mondelez and Ginsberg of Breaktime Media will examine the entire purchase journey and audit what is working and what is not. They will look through a variety of lenses with a focus on true consumer engagement and putting the needs of the shopper first. This will be a noholds-barred session where the audience will be asked to participate and provide feedback on the audit.
Track: Omnicommerce Strategy Location: Quad Keynote Theater Retail Intel: Progress Reports on 5 Top Chains
Track: Technology in Action, Powered by CGT Location: Tech Learning Lab Executive Insights: Ten Success-Driving Trends for 2020
• Tim Binder, Executive Editor, Path to Purchase IQ • Cyndi Loza, Associate Editor, Content, Path to Purchase Institute • Charlie Menchaca, Managing Editor, Path to Purchase IQ • Patrycja Malinowska, Associate Director, Content, Path to Purchase Institute • Jacqueline Barba, Associate Editor, Path to Purchase Institute
• Riddhi Sheth, Director of Customer Success, North America, Prevedere
In this session, join Path to Purchase Institute’s editors as they present uncensored, up-to-the-minute updates on the go-to-market activity of the most important players in today’s volatile retail marketplace, including Walmart, Kroger, Walgreens, CVS and Lowe’s.
Track: Technology Innovation Location: Learning Lab West Hosted by: Menasha Taking Steps to “Future-Proof” Your Brand in the Retail Environment • Stacey Andrade, Senior Brand Manager, P&G Fabric Care Growth • Stefanie Detwiler, SVP, Regional Sales Manager, News America Marketing • Tracey Koller, EVP, Chief Retail & Merchandising Officer, News America Marketing Procter & Gamble’s Fabric Care brand and News America Marketing share its innovation journey from the past 6 months where it piloted and engaged with shoppers in unique ways at the shelf. Together with News America and key retail customers, P&G embarked on several innovative tests with a focus on scalable technology possibilities and shopper engagement by tpurposefully testing both “now” and “near” technologies. Attendees will hear about why innovation in-store is so important and where the speakers see opportunity for brands to expand in retail POS communication. Attendees will learn more on how to “future-proof” in the ever-changing retail environment.
The last few years have been tough for the consumer goods industry, with McKinsey finding the median revenuegrowth rate for large companies slowing to 1.2% in 2018. More than ever before, leaders need access to forward-looking economic insights to successfully navigate the turbulent waters that may lie ahead. In this session, Sheth will provide a macroeconomic view of the consumer goods industry, with a special look at the leading indicators of industry health. She’ll also highlight a report from Prevedere and Coresight Research that identifies 10 trends reshaping the market.
3:05PM-3:35PM Track: Best-in-Class Shopper Engagement Location: Learning Lab West Conversational Commerce: Creating an Authentic 1:1 Conversation • Ginger Guthrie-Wilson, Director, Shopper Marketing, Ferrara Candy Co. • Leigh Suresky, Senior Account Director, Brandshare • Jason Sinclair, VP, Digital Media, Brandshare Learn how Butterfinger moved to the forefront of sampling innovation by integrating conversational commerce (through a QR code) into its omnichannel marketing strategy for the relaunch of its reformulated iconic bar with premium ingredients and innovative packaging. Learn how the brand reimagined sampling as a brand experience to engage and activate consumers across multiple touchpoints on the path to purchase journey; leveraged digital technology to create dynamic 1:1 conversation with consumers; and educated shoppers and extended brand engagement through conversational commerce.
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Learning Agenda Wednesday, November 13, 2019 Track: Omnicommerce Strategy Location: Quad Keynote Theater Retail E-Commerce Marketing for CPGs • Paul Koop, Team Lead & GM–Albertsons, Quotient • Brian Messerschmitt, VP Shopper & National Marketing, Albertsons Cos. • Ken Platt, Managing Director, E-Commerce, Quotient Grocery e-commerce is the fastestgrowing product category online in the U.S. Amazon dominates today, but major mass and grocery retailers are experiencing faster growth, leveraging their category expertise, networks of stores and sales data. In this burgeoning but developing channel, many CPG marketers seek new insights on the products, strategies, best practices and ROI that can be realized from a retailer’s e-commerce media offerings. In this presentation, senior executives from Albertsons Cos. and Quotient Technology will review the integrated e-commerce solutions they have implemented together, and how they work for consumers and marketers.
Track: Technology Innovation Location: Learning Lab West Hosted by: Menasha Hacking Retail & Cross-Industry Innovation • Manolo Almagro, Managing Partner, Q Division Retailers and brands are rethinking everything to keep up with the pace of changing consumer behavior. To accelerate these initiatives, they are hacking retail by looking outside the industry for innovation, as well as using the growing number of “retail as a service” technologies. In the next 24 months 5G, intelligent connectivity and breakthroughs in emerging tech will bring new opportunities for seismic change on a global scale, transforming several different industries all at once.
Track: Technology in Action, Powered by CGT Location: Tech Learning Lab “What’s the Real Problem with Personalization?” • Jesse Blount, VP-Client Strategy, Quad • Peggy Munnagle, VP-Client Strategy, Quad This session will identify the real gaps between interest and readiness when it comes to advanced personalization in today’s retail landscape. The presentation will examine trends and data related to gaps in technology, analytics and content.
3:45PM-4:15PM Track: Best-in-Class Shopper Engagement Location: Learning Lab East Leveraging Consumer & Shopper Insight to Drive Relevant Connection • Elaine Bragg, VP, Executive Creative Director, TPN • Cynthia Liu, Marketing Director, Partnerships & Occasion Marketing, The Hershey Co. As the experience economy has changed consumer expectations, relevance relies on connecting products to the organic occasions occurring in their everyday lives. Incremental growth hinges on identifying consumption/eating and cultural occasions that provide new opportunities for core brands. The Hershey Co. recognized one such occasion, back-to-school, as rich new territory for its 125-year-old iconic brand Hershey’s. This presentation will cover the strategic approach to winning in this space and the importance of connecting consumer and shopper insights to deliver on both emotional and functional needs.
Track: Technology Innovation Location: Learning Lab West Hosted by: Menasha Evolving Your Brand Execution Strategy • Regina Bailey, Senior Director of Retail & Category Strategy, Menasha In today’s fast-paced, technology-driven retail landscape, disruption is becoming the norm rather than the exception. Is your brand execution strategy getting twisted in the resulting cyclone? In this session, Bailey will discuss how brands can respond to disruption and consistently win in their categories by using data and analytics. By looking at the recent evolution of brands and trends in the marketplace, she’ll lay the foundation for an understanding of how new channels and new technologies have changed consumer and shopper behavior, and how brands can leverage category data to determine where best to invest their merchandising dollars.
3:45PM-4:30PM Track: Technology in Action, Powered by CGT Location: Learning Lab East Sales & Marketing Report 2019: Tools of Engagement Moderator: Peter Breen, Editor-in-Chief, Path to Purchase Institute Panelists: Ian Tyndall, Senior Director, Senior Director, Digital Marketing and Advanced Analytics Delivery, Altria • Other panelists to come CGT/Path to Purchase IQ’s 14th Annual Sales & Marketing Report examined the various tools that consumer goods companies are implementing inside and outside their organizations to build better relationships with retailer partners and stronger bonds with consumers. Using the report as a starting point, a panel of industry thought leaders will offer their perspectives on the key technologies that are driving success in today’s omnichannel marketplace.
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Learning Agenda Thursday, November 14, 2019 9:30AM-10:00AM Track: Shopper Strategies Location: Learning Lab East Celebrating 25 Years of DOT Excellence • Peter Breen, Editor-in-Chief, Path to Purchase Institute • Rich Butwinick, President, MarketingLab/ SellCheck
will answer many of the questions brand marketers have been asking.
Track: Insights & Analytics Strategies Location: Learning Lab East Hosted by: SRAX Shopper Finding Your Customers in the 2020 New Data Economy • George Stella, VP, SRAX Shopper
For the past 25 years, Path to Purchase Institute has been recognizing the very best in marketing and merchandising at retail through our Design of the Times awards program. In recognition of this milestone anniversary, the Institute this year conducted a special retrospective to celebrate the “Best of the Best” from the program’s first 25 years. In conjunction with executives from MarketingLab/SellCheck, we evaluated the top winners through the years to identify the in-store campaigns that represented truly breakthrough thinking and innovation, applying the “4 C’s” of effectiveness that SellCheck devised in 2010.
Our industry is riddled with challenges. Data accuracy is at an all-time low. Consumer sentiment about online privacy is on the rise. Regulations around data and audience targeting is upon us. How will shopper marketers gain 360-degree, omnichannel insights along the consumer journey to find their online grocery pick-up customers, their Millennial Mom shoppers, and others, in this rapidly intensifying environment? In this session, attendees will learn how to prepare their brands (or clients) for the new data economy.
Track: Retailers as Media Companies Location: Quad Keynote Theater Who’s Who in Retail Media: Navigating the Evolving Landscape
Track: Technology in Action, Powered by CGT Location: Tech Learning Lab The Packaging Waste Imperative: Solutions for a New Age
• Chris Perry, VP Global Education, Edge by Ascential
Moderator: Werner Graf, Chair, P2PI Advisory Board Panelists: Meghan Stasz, Vice President of Packaging and Sustainability at the Grocery Manufacturers Association • Other panelists to come
The emergence of national retailers as digital media operators has added a new wrinkle to the shopper marketing world. Retailers are scrambling to build effective platforms that can attract both new shoppers and additional brand marketing dollars, and consumer brands are striving to assess the growing opportunities with key retail partners and rethink their overall media strategies accordingly. With top retailers jockeying for brand marketer attention as they build-out programs, and with brand marketers still debating internally about the effectiveness of retail media platforms, there is plenty of confusion in the marketplace. This session will provide a candid, objective overview of the current landscape that
9:35AM - 10:15AM
The modern age of grocery packaging delivered tremendous convenience for consumers and favorable scale economics for product manufacturers. But it also placed an undeniable burden on the environment — of which younger consumer generations are keenly aware. Realizing this tectonic shift in consumer attitudes toward sustainability, today’s CPGs are attacking the issue with vigor. This panel will examine the initiatives already underway and the steps CPGs must still take to address evolving consumer expectations and environmental necessity.
10:10AM - 10:40AM Track: Shopper Strategies Location: Learning Lab East How to Drive Profitable Sales with Waste • Marie-Agnes Daumas, Head, Retail Shopper Marketing, TerraCycle • Michael Waas, Global VP, Brand Partnerships, TerraCycle Waste is not waste when it has a meaningful value for consumers, and when it drives sales & profits for companies and increases stock prices for investors. The marketplace has changed and margins and categories are under pressure. Driving profitable sales now requires an extra level of value strategies. Creating in-store and on-line foot traffic shopper programs around an empowering behavior like recycling waste to benefit families and communities engages people in the same environment where purchases occur and drive brands’ favorability. Following a transformative strategic approach is critical to ensuring the success of these purposeful waste-based shopper programs to drive profitable sales.
Track: Retailers as Media Companies Location: Quad Keynote Theater Retailer Media Platform: Ahold Delhaize • Mark Williamson, VP, Head of Media Partnerships Peapod Digital Labs, an Ahold Delhaize Co. Peapod Digital Labs was established to help Ahold Delhaize USA optimize its omnichannel customer value proposition across the company’s six local retail brands. Before the end of 2019, the retailer will launch an integrated omnichannel platform that provides consistency across all local brands in terms of functionality and services while maintaining the uniqueness of each individual banner.
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Learning Agenda Thursday, November 14, 2019 Track: Insights & Analytics Strategies Location: Learning Lab East Hosted by: SRAX Shopper The Anatomy of Irresistibility • Lauren Hawes, SVP Director, Strategy, Arc Worldwide • Tanner Van Dusen, Chief Innovation Officer, EIQ We’re in an era where shoppers have never been harder to reach, win or retain. People have the power to resist brands and retailers like never before. The winners are those who create commerce experiences that are truly “irresistible.” With this new reality, Arc & EnsembleIQ conducted a research study focused on dissecting “irresistibility.” This presentation will cover the study’s key learnings including 1) uncovering the universal language shoppers use to describe “irresistibility,” 2) defining the associations and attributes driving an irresistible purchase and 3) measuring the importance different factors have in creating a shopping experience that is wholly irresistible.
Track: Technology in Action, Powered by CGT Location: Learning Lab East Disruptor Journey: NomNomNow • Wenzhe Gao, Chief Technology Officer, NomNomNow Founded in 2015, NomNomNow homedelivers meals for dogs and cats made with fresh, restaurant quality ingredients that are tailored to meet the specific nutrition needs of each pet. Wenzhe Gao, co-founder and chief technology officer at NomNomNow, will describe how the company went from a side project operated out of a San Francisco studio to a national, vertically integrated pet health company.
10:45AM-11:25AM Track: Technology in Action, Powered by CGT Location: Tech Learning Lab What’s the Next Shift in Supply Chain Operating Models? • Narayan Tripunithura Mahadeva, Director, Americas Consumer Industries & Retail, DXC Technology
Business models in the consumer packaged goods industry are rapidly transforming and becoming more consumer-centric. To support this, supply chain operating models need to be more dynamic and agile fundamentally shifting from today’s “inside out” model designed around the company to an “outside in” model that responds directly to changing consumer buying patterns and behaviors. This session will highlight how CPG companies can harness the power of big data, artificial intelligence and advanced analytics to transform supply chain models from “inside out” to “outside in” and future-proof their solutions for tomorrow.
10:45 AM - 11:00 AM Learning Pod: Data How to Better Navigate the Digital Shopper Marketing World • Michael La Kier, Chief Digital Strategist, MarketingLab When it comes to connecting with shoppers via digital shopper marketing brands have an overwhelming amount of options. social, mobile, e-mail and digital all operate in unique ways. There are hundreds of potential partners with no easy way to assess opportunities. Is it frustratingly hard to make the right choice? Making sense of all this is critical to ensure marketing is efficient and effective. This presentation offers a proven system to find, fully evaluate, and keep up-to-date on digital shopper marketing partners and their capabilities.
10:50 AM - 11:20 AM Track: Shopper Strategies Location: Learning Lab East Primo Water: How a Challenger Brand Is Winning at Retail • Matt Sheehan, President & CEO, Primo Water Corp. • Ged King, Head of Marketing, Primo Water Corp. Primo Water’s daring challenger brand marketing strategy has disrupted the home drinking water category. In this session, hear how this purpose-driven brand is inspiring
healthier lives through its innovative dispensers and bulk water offerings, its bold brand messaging and its breakthrough retail activation programs. Primo Water CEO Matt Sheehan will talk about the challenger brand principles and how Primo has brought them to life at retail.
Track: Retailers as Media Companies Location: Quad Keynote Theater Retailer Media Platform: Kroger Precision Marketing • Lindsay Pullins, Director, Product Strategy & Innovation, 84.51˚, Kroger Precision Marketing • Michael Schuh, Director, Product Strategy & Innovation, 84.51˚, Kroger Precision Marketing As the second-largest grocery retailer that harnesses a vast first-party dataset, Kroger is connecting brands directly with customers to create engaging moments that drive meaningful value for advertisers. Two years into the journey, Kroger Precision Marketing is focused on leveraging customer data, predictive analytics, and marketing strategies to drive innovation and transparency in media. Discover what lies ahead for KPM across media channels, targeting optimization and measurement.
Track: Insights & Analytics Strategies Location: Learning Lab West Hosted by: SRAX Shopper How Tyson Turned Measurement Results into Performance Improvement • Alicia Mosley, Director, Shopper Marketing, Tyson Foods • Elana Rakitin Kipp, VP, Client Services, IN Connected Marketing • Rick Abens, CEO & Founder, Foresight ROI, Inc. A common challenge in shopper marketing is knowing what and how to measure performance. Yet an even more daunting challenge is how to share and apply the results to change future behavior and get better results. Tyson has an effective process to share their measurement results with stakeholders to align on a common action plan. This drives a common
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Learning Agenda Thursday, November 14, 2019 Track: Shopper Strategies Location: Learning Lab East Growing Teavana at Target with a Tea Party
Track: Insights & Analytics Strategies Location: Learning Lab West Hosted by: SRAX Shopper The Why Behind the Buy: Using Behavioral Research to Optimize New Products
• Cortne Younk, Manager, Shopper Marketing – Target, Nestle Coffee Partners • Kerry Lyons, CEO, Ripple Street • Gail Baumgart, Senior Manager, Category Development, Nestle Coffee Partners
• Sarah Tomasaitis, Associate Director, Consumer Insights, Mars Wrigley Confectionery • Gram Bowsher, VP, Client Services, NAILBITER
How could Teavana build on the brand’s success at Starbucks Cafes to enable consumers to enjoy the delicious, vibrant flavor experience of their favorite Teavana blends at home? By launching super-premium packaged teas for at-home occasions. With six new and differentiated hot tea sachets for at-home consumption and an existing line of ready-to-drink craft iced teas, Teavana had some lofty goals: build awareness, trial and basket among new tea guests and drive super-premium trade up at Target. To do it, they cultivated a community of tea-drinking, Target-shopping consumers and activated them to drive trial, reviews and more.
Each year, 95% of all new product launches in the CPG industry fail. Mars Wrigley, in partnership with NAILBITER, found a better way to optimize innovation performance postlaunch by revealing how shoppers engage with new products at shelf. Using in-store behavioral observation at scale via Videometrics, NAILBITER uncovered insights on shopper behavior in the market. The ability to see how consumers shop and make purchase decisions allowed Mars Wrigley to make agile in-market changes to optimize new launches. Mars Wrigley would like to showcase how behavioral research can help you think smarter about your new product launches.
11:15AM - 11:30AM
Track: Retailers as Media Companies Location: Quad Keynote Theater Retailer Media Platform: Albertsons
Learning Pod: Data Linking Content to E-Commerce: The CPG Opportunity
• Brian Messerschmitt, VP Shopper & National Marketing, Albertsons Cos. • Paul Koop, Team Lead & GM–Albertsons, Quotient
Track: Technology in Action, Powered by CGT Location: Tech Learning Lab Embracing Technology Innovation • Trent Carrender, Co-Founder, i2i Labs • Becca Shaddox, Chief Operating Officer, i2i Labs
understanding and realistic objectives based on clear knowledge of historical results, leading to agreement on what to do next
10:50AM-11:30AM Track: Technology in Action, Powered by CGT Location: Tech earning Lab What’s the Next Shift in Supply Chain Operating Models? • Narayan Tripunithura Mahadeva, Director, Americas Consumer Industries & Retail, DXC Technology Business models in the consumer packaged goods industry are rapidly transforming and becoming more consumer-centric. To support this, supply chain operating models need to be more dynamic and agilefundamentally shifting from today’s “inside out” model designed around the company to an “outside in” model that responds directly to changing consumer buying patterns and behaviors. This session will highlight how CPG companies can harness the power of big data, artificial intelligence and advanced analytics to transform supply chain models from “inside out” to “outside in” and future-proof their solutions for tomorrow.
11:30 AM - 12:00 PM
• Jennifer Silverberg, CEO, SmartCommerce Your brands are touching consumers in all the right places — social, websites, influencers, events, chatbots, etc. —and your content is doing a great job of creating purchase interest and intent. The only thing missing is a path to purchase that’s lightweight enough for CPG. In this session, Silverberg will share new data (gleaned from observing over 7 million consumers shopping from CPG brand touchpoints over the last year) that helps define the surprising opportunities most brands are missing, and the simple changes that can unlock significant online volume from real consumers.
The growth of retail media is driven by retailers’ need to stay competitive by leveraging their own sales data and media assets together with digital media capabilities to drive measurable sales for their CPG partners, and for themselves. But for many retailers, developing or acquiring the technologies and expertise to succeed is difficult. Quotient has worked to fill this need, bringing exclusive end-to-end retail digital media solutions to major retailers, including Albertsons Cos. In our presentation, we will provide a guide for CPG marketers to help better understand the intricacies of retail media solutions and answer common questions.
The obstacles to driving real transformative innovation are often created more by a company’s culture and structure than they are by any lack of technology capabilities. And even the most advanced tools for retailer collaboration and consumer engagement are worthless if the organization isn’t prepared to fully implement and embrace them. Trent Carrender and Becca Shaddox of i2i Labs, the technology commercializer that staged the Tip of the Spear Technology Showcase, will examine the primary roadblocks companies face as they seek to develop the quickness, decisiveness, and willingness to take risks they need to become true agents of innovation.
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Exhibitors by Solution
PLANNING YOUR BOOTH VISITS
The following pages are designed to improve and customize your Path to Purchase Expo experience. Refer to them to easily and efficiently find solution providers in your key areas of need and clearly understand their main areas of expertise. Show Stoppers: In addition to these category listings, the editors of Path to Purchase IQ have reviewed the exhibitor ranks to compile a special list of innovations that will be demoed, displayed or available for evaluation during the show. You can find those on page 34 of the opposite (flip) side of this booklet.
CATEGORIES Agencies/Marketing Services: Full-service agencies that provide strategic shopper marketing expertise and/or tactical execution capabilities, as well as service providers offering solutions for various aspects of shopper marketing program development. Digital/Retail Media Platforms: Solution providers that operate unique digital platforms and destinations that are designed to attract a consumer/shopper audience and deliver brand marketing messages and promotional offers.
Digital Marketing/Social Media Activation: Solution providers with various tools and services that deliver marketing messages and promotional offers to consumers/shoppers through various digital media channels. Enterprise Excellence: Solution providers delivering expertise in such missioncritical business needs as revenue growth management, retail execution, AI-driven analytics, digital transformation, IT services and management consulting. Incentives: Solution providers who offer platforms and tools that drive engagement
and sales through the use of promotions such as loyalty programs, coupons, rebates, cash rewards, third-party prizes and others. In-Store Media: Solution providers who offer unique opportunities to engage with brickand-mortar shoppers through syndicated or regularly scheduled promotional tools such as shelf signage, digital advertising, themed display opportunities and other programs. P-O-P Displays/Services: Solution providers involved in the design, manufacture and distribution of product displays and signage that engage consumers and drive sales in the brickand-mortar retail environment. P-O-P Specialty & Printers: Solution providers involved in the manufacture of unique in-store marketing materials or printing services for various types of P-O-P signage. Shopper Insights/Research/Loyalty: Solution providers offering services for the collection, processing, synthesis and/or analysis of shopper/consumer data to help brands uncover actionable insights.
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MON ROE BOA RD
Exhibitors by Solution
EAST LEARNING LAB 200
inMarket Media 208
Agencies/ Marketing Services
Brook & Whittle Ltd............................... 132 Pressure-sensitive and shrink-sleeve labels for many of the nation’s leading brands.
1 TECH LEARNING POD
Innomark Communications 116
MAIN ESCALATORS Insignia Sytems Inc 216
TIP OF THE SPEAR
TECH LEARNING LAB
DATA LEARNING POD
6 13 14
PureRED................................................. 248 Digital content creation at the scale, speed and precision that large enterprise retailers and consumer marketers require.
4 13 8 0
The Mars Agency....... Monroe Boardroom 2 Full-service strategic agency combining “the smartest humanity with the latest technology.”
Quad....................................................... 324 Marketing solutions provider with a strong print foundation and integrated capabilities.
hmt Associates...................................... 236 Shopper-focused brand engagement agency delivering insights, strategies and big ideas.
SellCheck................................................ 238 Proprietary tool for evaluating advertising and shopper marketing concepts to provide clear direction for brands.
TLC Marketing.......................................200 Global marketing promotions agency with 25-plus years of success in driving consumer behavior, including sales and loyalty.
WEST LEARNING LAB 550
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Exhibitors by Solution Digital Marketing/ Social Media Activation
EAST LEARNING LAB
Digital/Retail Media Platforms
inMarket Media 208
Digital Marketing/Social Media Activation
Aki Technologies...................................438 AI-powered science uncovers patterns in ad receptivity to deliver timely, relevant marketing messages to mobile consumers.
TECH LEARNING POD
Innomark Communications 116
Insignia Sytems Inc 216
TIP OF THE SPEAR
TECH LEARNING LAB
DATA LEARNING POD
6 13 14
4 13 8 0
Eyeview..................................................108 Data-driven, personalized videos that drive measurable, incremental sales online and offline. Macaroni Kid, LLC..................................240 Geo-targeting of local influencers with relevant, actionable messaging for shopper marketing campaigns.
Ansa, powered by RSi...........................332 Daily store-level sales data brought to life to deliver insights on the in-store effectiveness of digital shopper marketing campaigns.
SmartCommerce ...................................436 Links messaging to constantly updated retailer data to turn brand assets into direct e-commerce response points via direct-tocart technology.
WEST LEARNING LAB 550
Digital/Retail Media Platforms
inMarket................................................ 208 Verified, real-time data from 50 million firstparty integrations identifies and engages consumers at every stage of the purchase cycle.
Quotient................................................ 128 Uses proprietary data and tools to target audiences and optimize performance for digital coupons and ads.
Breaktime Media...........................................134 Custom digital content promoted to 36 million consumers, activated in-store or with any digital tactic.
The Krazy Coupon Lady....................... 500 Online and app properties with a combined 50 million views per month to strategically promote brand messaging.
Valassis.................................................. 226 Data, tools and expertise to help brands anticipate consumer intent, inspire action and create demand.
GroundTruth......................................... 136 Combines proprietary technology with predictive targeting products to precisely reach mobile users.
Myxx...................................................... 558 Intelligent marketing platform connecting brands and retailers to consumers through personalized â€œshoppability.â€? path2purchaseexpo.com
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Exhibitors by Solution Enterprise Excellence EAST LEARNING LAB
Capgemini...............................................508 Global leader in IT consulting, technology services and digital transformation.
inMarket Media 208
DXC Technology.....................................504 End-to-end IT services for managing and modernizing mission-critical systems with new digital solutions.
TECH LEARNING POD
Innomark Communications 116
Insignia Sytems Inc 216
TIP OF THE SPEAR
TECH LEARNING LAB
Pactera.................................................... 512 Customized end-to-end solutions to help CPGs thrive in a world of emerging technologies and customer expectations.
DATA LEARNING POD
Prodege................................................... 138 New Shoply app offers a next-generation approach to retail with in-store shopping solutions for marketers, strengthened by powerful insights. StayinFront............................................. 510 Mobile, cloud-based field force effectiveness and customer relationship management solutions for consumer goods organizations.
Field Agent..............................................554 Crowdsources on-demand workers to equip brands and retailers with fast, accurate retail information.
UpClear....................................................502 Revenue management enterprise software to support sales planning, trade promotion management, analytics, and optimization.
WEST LEARNING LAB 550
XPO Logistics..........................................328 Global logistics company offering e-commerce fulfillment, reverse logistics, factory, and aftermarket support, packaging and labeling, distribution and managed transportation.
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Exhibitors by Solution Incentives Fandango.............................................. 140 Experiential rewards provider for movie ticket purchases.
EAST LEARNING LAB
In-Store Media 4 10 8 10
inMarket Media 208
Pinpoint Data........................................ 330 Data management, barcoding and family code management to improve the quality of data and coupon offers.
TECH LEARNING POD
Innomark Communications 116
Insignia Sytems Inc 216
TIP OF THE SPEAR
TECH LEARNING LAB
In-Store Media Coinstar LLC.......................................... 306 In-store coin-counting service with accompanying AdPlanet digital advertising platform.
DATA LEARNING POD
News America Marketing.................... 104 Marketing vehicles delivering access to 60 million consumers at home, on the go, and 60,000 grocery, drug and dollar stores.
TPG Rewards......................................... 326 End-to-end services for custom-tailored loyalty and promotional programs.
Volta Charging...................................... 228 Nationwide network of electric vehicle chargers that incorporate digital displays for store-based advertising.
WEST LEARNING LAB 550
P-O-P Displays/Services Coolio North America...........................304 Display products and creative merchandising solutions for refrigerated categories and brands. Freeosk...................................................560 Smart sampling kiosks in 1,300 stores at leading retailers to drive trial and build relationships.
Innomark Communications................. 116 In-house design, engineering, printing, manufacturing, and fulfillment of visual marketing solutions.
Meyers....................................................122 Designs and manufactures innovative signage, temporary and permanent displays, labels, and cards to support retail marketing.
Insignia Systems....................................216 In-store signage, custom displays, on-pack solutions and digital advertising supported by dedicated account management.
Trans World Marketing.........................434 Designs, develops and executes in-store displays, environments, branded category management systems and applied technology solutions.
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Exhibitors by Solution P-O-P Specialty & Printers EAST LEARNING LAB
P-O-P Specialty Printers
Shopper Insights/ Research/Loyalty ENTRANCE
inMarket Media 208
ElastiTag (Bedford Industries).............230 Unique hang tags custom-designed to meet client requirements for new product launches, point-of-purchase coupons, product details and cross-merchandising programs.
TECH LEARNING POD
Innomark Communications 116
Insignia Sytems Inc 216
TIP OF THE SPEAR
TECH LEARNING LAB
DATA LEARNING POD
TwoFer Shelf Talkers............................ 440 Shelf-edge technology providing ecological, economical, recyclable back-to-back shelf labels with half the environmental impact at half the cost.
Scentisphere..........................................234 Various scent sampling solutions to help stop, hold, and engage consumers within every media to increase awareness, recall, response rates, sales and ROI.
M.A.S. Industries, Inc............................530 Custom specialty screen and digital printing delivering competitive pricing, quality products and responsiveness.
Shopper Insights/ Research/Loyalty
Ibotta......................................................148 Shopping rewards app ideal for generating new customers, bigger baskets, and more trips on a 100% pay-per-sale platform.
WEST LEARNING LAB 550
Kantar Media.........................................532 Global data, insights and consulting company combining human understanding with advanced technologies. Snipp Interactive...................................300 SaaS-based loyalty programs and promotions using engagement solutions that generate unique first-party data.
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Exhibitor & Sponsor Alphabetical Listing Aki Technologies
375 Alabama St., Suite 480 San Francisco, CA 94110 415-624-3253 www.a.ki, firstname.lastname@example.org Imagine you could predict at which moments your audience was most likely to respond to your mobile ads. That’s what Aki Technologies does. Our AI-powered moment marketing science uncovers patterns in ad receptivity so you can deliver more timely and relevant marketing messages to mobile consumers. We help you reach your audience during the moments they’re most likely to respond to your messages so you can improve awareness, engagement, foot traffic and sales. Moment marketing is a cost-effective and consumer-friendly approach to mobile advertising. Stop by our booth or visit www.a.ki to learn more.
Ansa, powered by RSi
100 Century Center Court, Suite 800 San Jose, CA 95112 650-390-6100 www.ansainside.com, email@example.com Ansa, powered by RSi, brings daily store-level sales data to life, delivering insights on the in-store effectiveness of digital shopper marketing campaigns at the nation’s leading retailers. By partnering with leading media providers and agencies, Ansa provides intelligence across the campaign lifecycle by planning and targeting smarter, optimizing in real-time based on performance, and delivering insights to fine-tune strategies for future programs. We’ve helped over 150 of the world’s largest CPGs and their brands close the loop between online advertising and in-store sales. Understand sales lift and receive learnings for every campaign.
46 Waltham St., Floor 4 Boston, MA 02118 617-686-9181 www.breaktimemedia.com, firstname.lastname@example.org Breaktime Media provides custom digital content that is promoted to an audience of 36 million and can also be activated in-store or with any client digital tactic. Shopper marketers, consumer promotion managers, brand teams and their agencies from CPGs such as Mondelez International, Unilever and General Mills work with Breaktime to educate, inspire and convert shoppers both in-store and online. All programs are 100% performance-based, guaranteeing action and engagement against our customer’s digital goals nationally or at a retail-specific level. Recent sales results have shown our clients upwards of $3.00 returned for every dollar spent.
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Brook & Whittle Ltd.
20 Carter Drive Guilford, CT 06437 920-492-1340 brookandwhittle.com, email@example.com Brook & Whittle Ltd. is one of North America’s leading sustainable labeling solutions providers. Producing pressure-sensitive and shrink-sleeve labels for many of the nation’s leading brands, the company serves multiple consumer markets, including personal care, beverage, food, nutraceuticals, wine & spirits and household chemicals. The company’s rapid growth can be attributed to its world-class staff of employees and its commitment to sustainability, print innovation and the latest technology advancements.
Capgemini 508 79 Fifth Ave., #300 New York, NY 10003 212-314-8000 http://www.capgemini.com, firstname.lastname@example.org A global leader in consulting, technology services and digital transformation, Capgemini is at the forefront of innovation to address the entire breadth of clients’ opportunities in the evolving world of cloud, digital and platforms. Capgemini enables organizations to realize their business ambitions through an array of services, from strategy to operations. Sponsor: Technology in Action
200 Carillon Parkway St., Petersburg, FL 33716 727-579-5000 https://www.catalina.com, email@example.com Catalina is a recognized leader in highly targeted, personalized digital media that drives, tracks and measures sales lift for leading CPG retailers and brands. Powered by the richest shopper database in the world, Catalina’s mobile, online and in-store networks personalize the consumer’s path to purchase, delivering $7.9 billion in relevant consumer value each year. Based in St. Petersburg, FL, Catalina has operations in the United States, Europe and Japan. To learn more, please visit www.catalina.com or follow us on Twitter @Catalina. Sponsor: Nerdy Nibbles
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Exhibitor & Sponsor Alphabetical Listing Coinstar LLC
Coolio North America
1800 114th Ave. SE Bellevue, WA 98004 800-928-2274 www.coinstar.com, firstname.lastname@example.org Coinstar helps retailers drive traffic, generate revenue and increase profits by providing a hassle-free coin-counting service where consumers already shop. Coinstar options include: Coins for cash, No Fee eGift cards, and charity donations. Coinstar also offers an in-store digital advertising platform. AdPlanet transforms shoppers into buyers by allowing companies to reach consumers with the right messaging where they make their purchase decisions.
3179 Mainway Burlington, Ontario L7M 1A6 Canada 905-331-9497 https://coolionorthamerica.com/, email@example.com We are the exclusive North American distributor of Coolio Displays, committed to developing innovative display products and creative merchandising solutions for refrigerated categories and brands. Coolio North America is a subsidiary of R. Jones Print and Display. With a visionary creative team and more than 140 years of combined experience in production techniques, both R. Jones and Coolio North America provide innovative point of purchase products and creative merchandising solutions for the world’s leading brands and retailers in multiple categories.
1775 Tysons Blvd. Tysons, VA 22102 773-671-5370 http://www.dxc.com DXC Technology, the world’s leading independent, end-to-end IT services company, manages and modernizes mission-critical systems, integrating them with new digital solutions to produce better business outcomes. The company’s global reach and talent, innovation platforms, technology independence and extensive partner network enable more than 6,000 private and public-sector clients to thrive on change. Sponsor: Technology in Action
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ElastiTag (Bedford Industries) 230 1659 Rowe Ave. Worthington, MN 56187 507-376-4136 www.elastitag.com, firstname.lastname@example.org Capture your customer’s attention and move more products off the shelf with the one-ofa-kind ElastiTag from Bedford Industries. This innovative hang tag engages the consumer, enhances the overall appeal of your brand and is custom-designed to meet your brand’s requirements and objectives, including: new product launches, pointof-purchase coupons, product details and cross-merchandising. Our special elastomer loop grips the product and stays in place, allowing tagging of uniquely shaped items. The Elastitag Marquee offers even more possibilities, with shaped tags and targeted placement on products. The shape and design of your Marquee is limited only by your imagination.
5 Times Square New York, NY 10036-6530 212-773-3000 http://www.ey.com/consulting, email@example.com EY’s better-connected consultants help clients navigate the Transformative Age. We ask better questions to help find answers to some of the world’s toughest challenges by connecting with each other, EY clients, market influencers and strategic alliances globally to help build a better working world. The better the question. The better the answer. The better the world works. Sponsor: Technology in Action
33 East 33rd St. New York, NY 10016 646-430-3777 www.eyeviewdigital.com, firstname.lastname@example.org Eyeview is a performance video company that drives measurable, incremental sales online and offline by creating and delivering millions of data-driven, personalized videos locally to consumers at a national scale. Eyeview applies machine learning and decision-making algorithms built specifically to drive business objectives across retail, e-commerce and CPG, closing the loop between brand communication and consumer action. Headquartered in New York City with offices in Los Angeles and Chicago, Eyeview serves the nation’s top brands, including Stop & Shop, Clorox, Nestle, Duracell, Campbell Soup, Walgreens, CVS, Meijer, Lowe’s, Bayer and Office Depot.
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Exhibitor & Sponsor Alphabetical Listing Fandango 140 407 N Maple Drive, Suite 300 Beverly Hills, CA 90210 310-954-0278 www.FandangoRewards.com, email@example.com Our mission is to deliver fans the best movie experience across the total movie lifecycle — anywhere, anytime — and create a platform that will generate value for partners: fans, studios, exhibitors, tech platforms and brands.
875 N Michigan Ave Chicago, IL 60611 312-425-5000 https://www.fcbred.com/, Fcb.firstname.lastname@example.org Top-ranked in brand engagement, connected commerce and shopper marketing agency, FCB/RED believes every touchpoint is an opportunity to build a brand and change shopper behavior. We approach the ever-growing complexity of modern commerce through a proprietary strategic model we call FCB/RED Shopping Systems. We created this model of interconnected commerce and communications to make the buy better for brands, consumers and shoppers. Sponsor: Women of Excellence
2429 N Gregg Ave Fayetteville, AR 72703 479-966-9573 fieldagent.net, email@example.com Field Agent crowdsources the smartphones of more than two million on-demand workers across the U.S. and six other countries to equip brands, retailers, and other businesses with retail information, shopper insights, and digital marketing services. Through the Field Agent app, we mobilize real shoppers to furnish companies with fast, affordable, reliable retail audits, mystery shops, market research, and digital product demonstrations.
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Freeosk 560 325 N La Salle Drive, Suite 525 Chicago, IL 60654 312-357-5326 www.thefreeosk.com, firstname.lastname@example.org Freeosk is the leading interactive product discovery platform for speeding the connection between brands and consumers. We operate over 1,300 smart sampling kiosks in today’s most well-known and beloved retailers. Our omni-channel touch point with consumers generates the largest set of real-world intent signals, allowing brands and retailers to build their own long-lasting relationships.
GroundTruth 136 1 World Trade Center, Floor 60 New York, NY 10007 516-528-5401 www.groundtruth.com, email@example.com GroundTruth is the leading location platform for driving visits. Using its proprietary Blueprints technology along with predictive targeting products, GroundTruth is able to precisely reach mobile users in the real world and influence business performance. Since 2009, GroundTruth’s focus on scale and accuracy has allowed it to capture two out of three smartphone users in the U.S. and more than 30 billion global physical visits annually. Learn more at www. groundtruth.com.
335 Treeworth Blvd. Cleveland, OH 44147 216-369-0109 hmtassociates.com, firstname.lastname@example.org hmt is the shopper-focused brand engagement agency. Dedicated to delivering unparalleled engagement at every touchpoint, connecting consumers’ hands, hearts and minds with brands is the core of everything we do. Through our proprietary FOURmula, we humanize data to create eye-opening insights, spot-on strategies and big ideas that inspire consumers to buy, guests to embrace, and fans and followers to share. And with client partnerships that date back to 2002 (did we mention the average client/agency relationship is only 3-5 years?), the results speak for themselves.
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Exhibitor & Sponsor Alphabetical Listing Ibotta 148 1801 California St., Suite 400 Denver, CO 80202 303-593-1633 www.cpg.ibotta.com, email@example.com Ibotta is the No. 1 shopping rewards app in the U.S. We are the most efficient way to generate new customers, bigger baskets and more trips, all on a 100% payper-sale platform. In addition, our receipt capture and loyalty card data from 100-plus retailer integrations capture every transaction, providing robust purchase insights to help you understand how top of funnel media translates to in-store sales.
420 Distribution Circle Fairfield, OH 45014 888-466-6627 www.innomarkcom.com, firstname.lastname@example.org Innomark delivers visual marketing solutions that attract attention, engage shoppers and convert sales. Our mission is to create retail experiences that connect brands and consumers through effective visual communication. In-house design, engineering, printing, manufacturing and fulfillment guarantee excellence from concept to completion. Our Retail without Boundaries (RwoB) division adds powerful strategy, technology and retail environment capabilities. This team specializes in creating meaningful experiences at the intersection of the digital and physical worlds. These collective capabilities allow Innomark and RwoB to develop impactful solutions IN Connected Marketing that motivate purchase and facilitate lasting connections between brands and consumers. 333 Ludlow St., 4th Floor Stamford, CT 06902 203-847-6400 www.inconnectedmarketing.com, email@example.com Insignia Systems 216 IN Connected Marketing is leading the retail and shopper evolution 8799 Brooklyn Blvd. through what we call “Connected Commerce.” We know “buy Minneapolis, MN 55445 moments” can happen anywhere, no matter where the consumer 763-392-6200 journey leads. Our hyper-connectivity to retailers and a $12 million insigniasystems.com, firstname.lastname@example.org investment in data and proprietary tools allow us to connect real-time Insignia Systems is a leading provider of in-store and historical location data, past purchase behavior, online media and digital marketing solutions. Our products consumption, and your own data to build true lifestyle shopper are used by national brand teams, shopper personas. We can target shoppers with unmatched, personally marketing teams, emerging brands, agencies and thousands of relevant shopper communications across every media channel to retailers across the country to provide a wide variety of shopper truly impact how, where and why they find, buy, and love your brand. engagement tactics. Our portfolio consists of all types of in-store Sponsor: Women of Excellence signage, custom displays, on-pack solutions and digital advertising. Every program is supported by a dedicated account management team to ensure the highest quality execution and most programs can inMarket 208 be completed in six weeks or less. 10549 Jefferson Blvd. Culver City, CA 902932 310-392-0500 Kantar Media 532 www.inmarket.com, email@example.com Via del Lavoro 47 Winner of the 2019 Digiday Award for Best Casalecchio di Reno BO 40033 Mobile Marketing Platform, inMarket is the Italia 39 0518658611 leader in digital advertising for the physical https://consulting.kantar.com, firstname.lastname@example.org world. Using comScore-verified, real-time data from 50 million firstKantar is the world’s leading data, insights and party integrations with the world’s most popular apps, inMarket consulting company. We understand more about identifies and engages consumers at every stage of the purchase how people think, feel, shop, share, vote and cycle and creates exciting experiences that drive huge campaign ROI view than anyone else. Combining our expertise for the world’s top brands. Founded in 2010, the company has offices in human understanding with advanced in New York, Bentonville and Chicago, and is headquartered in Los technologies, Kantar’s 30,000 people help the Angeles. For more information, visit www.inmarket.com or follow on world’s leading organizations succeed and grow. Twitter at @inMarket_Media. Sponsor: Technology in Action Sponsor: Spa Experience
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Exhibitor & Sponsor Alphabetical Listing The Krazy Coupon Lady
M.A.S. Industries, Inc.
1028 S. Bridgeway Pl STE 200 Eagle, ID 83616 https://thekrazycouponlady.com, email@example.com As the No. 1 influencer in the country, our readers’ intent-to-purchase and conversion rates are high. Our web and app properties receive close to 50 million views per month. We partner with various CPG & retail brands, shopper marketing teams and agencies to strategically promote directly through our site and app.
1050 Pilgrim Road Plymouth, WI 53073 800-528-1931 www.mas-ind.com, firstname.lastname@example.org M.A.S. Industries, Inc., is a custom specialty screen and digital printing company committed to your success. As our partner, you are assured of competitive pricing, quality products and responsiveness to your needs. As a G7 Master Qualified Printing Company, we’re an industry leader in color management. You will see color consistency regardless of the printing method or the substrates being printed on.
Macaroni Kid, LLC
7 Tradesmans Path Bridgehampton, NY 11932 631-726-1412 https://www.macaronikid.info, email@example.com Macaroni Kid has the unique ability to geo-target influencer messaging for shopper marketing campaigns. With our model, we have more than 500 local Macaroni Kid Publishers across the U.S. who reach local readers; 90% of our readers live within 10 miles of their influencer. This has two advantages: First, since they are neighbors, there is more influence. Second, our readers can actually purchase the product at their local retailer. As one client put it, “There’s nothing more wasteful then having influencers tell moms in California to visit their local Publix!”
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The Mars Agency
Monroe Boardroom 2
25200 Telegraph Road Southfield, MI 48033 248-936-2200 themarsagency.com,NewBusiness@TheMarsAgency.com The A-to-V Commerce Company. From Autonomous to Voice and everything in between, we’ve spent 45-plus years revolutionizing relationships on every side of commerce — finding growth opportunities through consumers, shoppers and customers — and everywhere. We unleash the smartest humanity and latest technology to deliver better decisions, greater experiences and stronger results.
1645 Bergstrom Road Neenah, WI 54956 920-751-1000 www.menashapackaging.com, firstname.lastname@example.org Menasha Packaging Company is a privately held, family-owned company and a subsidiary of Menasha Corporation. Menasha Packaging is a leading provider of packaging and merchandising supply chain solutions for both in-store and online. With a network of retail and design centers, sales service centers, corrugated and paperboard manufacturing plants and fulfillment facilities located throughout North America, the company’s mission is to help its customers protect, move and promote their products better than anyone else. Visit our website at www.menashapackaging.com. Sponsor: Technology Innovation Track Host
Meyers 122 7277 Boone Ave. North Minneapolis, MN 55428 612-801-6987 www.meyers.com, email@example.com Meyers is a Minneapolis-based print services company that designs and manufactures innovative signage, temporary and permanent displays, labels and cards to support retail marketing. We also feature a 50,000-square-foot assembly, kitting and pack-out area where we specialize in getting promotions manufactured, assembled and delivered to hundreds or thousands of locations on time, every time with zero defects. Meyers is also known for its integrated software solutions, which facilitate fulfillment of in-stock, custom-printed and print-on-demand items. These solutions provide visibility to your organization for all orders and integrate seamlessly with your internal and/or third-party systems where necessary.
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Exhibitor & Sponsor Alphabetical Listing Myxx 558 122 E. Chatham St. Cary, NC 27511 919-592-6203 www.myxxsolutions.com, firstname.lastname@example.org Myxx is an intelligent marketing platform that helps brands and retailers survive and thrive in e-commerce. Myxx dynamically connects brands and retailers to consumers through personalized “shoppability,” providing unique insights to help drive deeper funnel engagement, conversions and measurable sales lift across the path to purchase (and repurchase). Experience Myxx first-hand at www.myxxrecipes. com or learn more at www.myxxsolutions.com.
News America Marketing
1185 Ave. of the Americas New York, NY 10036 212-782-8000 http://www.newsamerica.com, email@example.com For more than 30 years, News America Marketing has been a partner for growth to top CPG brand marketers by helping them reach over 60 million of their customers at home, on the go, and in some 60,000 grocery, drug and dollar stores across North America. Today, we are forging partnerships with state-of-the-art technology and marketing companies and building a seamless intelligent activation ecosystem that delivers performance for brands, growth for retailers, value to shoppers, and a platform for innovators.
Pactera 512 14980 Northeast 31st Way Redmond, WA 98052 425-233-8578 www.pactera.com, firstname.lastname@example.org Pactera offers customized end-to-end solutions for our CPG clients to help them thrive in the rapidly changing world of emerging technologies and customer expectations. Our clients trust us as a digital transformation and robust delivery partner as they navigate the challenges and opportunities brought about by a world dominated by data, artificial intelligence, machine learning and modern infrastructures. We are a 30,000-plus employee organization with presence across 38 offices in the U.S., Europe and Asia-Pacific. Our clients include more than 100 Global 500 companies ranging from electronics and software to CPG, food & beverage, travel & hospitality, retail and logistics. Sponsor: Technology in Action
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339 Somerset St. North Plainfield, NJ 07060 908-756-9400 www.Pinpoint-Data.com, email@example.com Pinpoint Data is the leading expert on data management, barcoding and family code management for the promotions industry. Our integrated services help you improve the quality of your data and the coupons you distribute. Each of Pinpoint Data’s products (CouponChek, Barcode Wizard, Family Code Manager, Product Data Dispatcher, Family Code Data Center, and Promotion Manager) produce and deliver an accurate, high-quality, user-friendly, innovative and cost-effective service to manufacturers, retailers and their agents.
Prevedere 506 5201 Great America Parkway, Suite 460 Santa Clara, CA 95054 888-686-7746 http://www.prevedere.com, firstname.lastname@example.org Prevedere provides consumer packaged goods and retail leaders with future category, segment and product demand insights by using machine learning with global economic and consumer behavior data. Sponsor: Technology in Action
Prodege 138 100 N Pacific Coast Highway, 8th Floor El Segundo, CA 90245 424-397-2002 www.prodege.com, email@example.com Prodege is an internet and media company, operating on web and mobile with an audience of over 100 million members. With the launch of our new app, Shoply, we offer a next-generation approach to retail with in-store shopping solutions for marketers, strengthened by powerful insights, resulting in an improved experience and more engaged consumers. Our first-party data and omnichannel solutions focus on measurable engagement and a KPI-driven approach to driving response for CPG and shopper marketers.
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The path to purchase has become inďŹ nite. We map the journey and give you back control.
Shopper Journey AscendanceTM from EIQ Insights & Innovation shows you how your customers navigate the omnichannel experience and empowers you with a strategic plan to inďŹ‚uence behavior. Partner with us to master your view and elevate your performance. firstname.lastname@example.org 34-44-P2PX_exhibit listing.indd 41
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Exhibitor & Sponsor Alphabetical Listing PureRED 248 2196 W Park Ct Stone Mountain, GA 30087 770-498-4091 www.purered.net, email@example.com PureRED is a leading marketing service and technology partner to 14 of the 25 largest retailers and consumer brands. Our 500-plus experts work at an astonishing speed to create and deliver digital content at the scale, speed and precision that large enterprise retailers and consumer marketers require. Founded in 1967, PureRED has been creating marketing solutions for some of the largest retail and consumer companies in the world for 52 years. Our job has been to drive buying decisions by creating and implementing compelling content that connects with consumers in the way they shop today. Sponsor: Welcome
Quad 324 N61W23044 Harry’s Way Sussex, WI 53089 888.782.3226 quad.com, firstname.lastname@example.org Quad is a leading marketing solutions provider with a strong print foundation, dedicated to creating a better way. With an integrated offering, Quad helps clients reduce complexity and eliminates the need to use multiple agency and vendor partners while increasing process efficiencies and marketing-spend effectiveness. Welcome Sponsor: Keynote Theater
Quotient 128 400 Logue Ave. Mountain View, CA 94043 650-967-4720 http://quotient.com, email@example.com Quotient is a leading digital promotions, media and analytics company that delivers personalized digital coupons and ads — informed by proprietary shopper and online engagement data — to millions of shoppers daily. We use our proprietary promotions, media, audience and analytics platforms and services to seamlessly target audiences, optimize performance and deliver measurable, incremental sales for CPG and retail marketers. Quotient serves hundreds of CPGs and retailers nationwide, executes 70% of digital coupon redemptions in the U.S., and can target a verified buyer audience of 100-plus million through our exclusive retailer partnerships that together have $150 billion in retail sales. Sponsor: Keynote Theater
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Repsly 77 Summer St., Floor 2 Boston, MA 02111 617-356-8125 www.repsly.com, firstname.lastname@example.org Repsly is a retail execution software that empowers CPG teams to achieve peak performance in the field. It is the only retail execution solution to centralize brand sales, field activity and in-store data, connecting store-level activities with their impact on sales. Sponsor: Technology in Action
97 Old Route 6; Unit 2 Carmel, NY 10512 845-225-3600 www.scentisphere.com, email@example.com Scentisphere is the leader in scent marketing and activation solutions, servicing the global consumer packaged goods, mass and fine fragrance industry. We help provide various scent sampling solutions to help stop, hold and engage consumers within every media, helping to increase awareness, recall, response rates, sales and ROI for brand’s marketing communications.
SellCheck 238 701 North Washington Ave., Suite 500 Minneapolis, MN 55401 612-248-8538 www.sellcheck.com/, firstname.lastname@example.org SellCheck uses behavioral science and shopper marketing principles to evaluate advertising and help brands increase their conversion. Reports are delivered in just 48 hours. The evaluations provide clear direction on how to improve as well as a go/no-go recommendation on going to market. Over 750 brands including Procter & Gamble, Mondelez International and Walgreens pre-qualify their ads with SellCheck. Sponsor: Design of the Times Retrospective
75 5th St NW, Suite 2000 Atlanta, GA 30308 800-571-3520 smartcommerce.co, email@example.com SmartCommerce helps CPG companies dramatically accelerate e-commerce by replacing old-school “where to buy” with a single click that sends products all the way into retailer carts. Linking brand products to constantly-updated retailer data, Click2Cart eliminates the friction and dead ends that have limited CPG e-commerce potential, turning CPG websites, ads, social media, videos, etc. — even packaging — into direct e-commerce response points, driving millions of dollars of products into retailer carts. Sponsor: App
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Exhibitor & Sponsor Alphabetical Listing Snipp Interactive
219 Dufferin St, Unit 208B Toronto, Ontario M6K 3J1, Canada 888-997-6477 www.snipp.com, firstname.lastname@example.org Snipp is a global loyalty and promotions company with a focus on creating meaningful brand relationships through engagement solutions that generate unique first-party data. We bring together a modular SaaS technology suite and best-in-class marketing expertise to help our clients increase sales, retain customers and build robust, proprietary data sets that enable intelligent decisionmaking. Our receipt processing engine is the market leader for receipt-based purchase validation, and SnippLoyalty is the only unified loyalty solution in the market for CPG brands. We are proud to power three of the five largest multichannel brand loyalty programs in North America.
456 Seaton St. Los Angeles, CA 90013 479-903-5063 https://srax.com, email@example.com SRAX Shopper is a data-driven technology company that is leading the way into the new data economy with our permission-first BIGtoken data platform. Create 360-degree, full consumer journey insights and custom audiences around attributes like online grocery shoppers or Millennial moms and activate in a future-proof, regulatory-compliant manner for your brands. Permission-first, consumer-powered, accurate data means higher performance and efficiency. The largest global CPG companies are utilizing our nextgeneration media and data activation, insights and offer delivery products to drive results. Sponsor: Insights & Analytics Strategies Track Host
StayinFront 510 107 Little Falls Road Fairfield, NJ 07004 973-461-4800 www.stayinfront.com, firstname.lastname@example.org StayinFront is a leading global provider of mobile, cloud-based field force effectiveness and customer relationship management solutions for consumer goods organizations. Companies of all sizes use StayinFront software to streamline sales operations and reduce the complexity, time and expense associated with field efforts. StayinFront products are seamlessly integrated to provide companies with timely, accurate field data and actionable insights, enabling field reps and management to “Do More, Know More and Sell More.” Sponsor: Technology in Action
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60 Hudson St., #1809 New York, NY 10013 512-672-9444 https://www.tlcmarketing.com/Market/us, email@example.com TLC Marketing is a global marketing promotions agency with 25plus years of success in driving consumer behavior, including sales and loyalty, for the biggest brands worldwide by rewarding their consumers with meaningful experiences tailored to their lifestyle and personal interests. Their focus is not on just plain rewards, but creating rewarding moments — moments that connect brand and consumer in a strong, lasting emotional bond.
29 Broadway, Suite 1400 New York, NY 10006 800-838-4550 tpgrewards.com, firstname.lastname@example.org TPG Rewards is a marketing technology company that develops loyalty and promotional programs for some of the largest consumer packaged goods companies in the world. TPG’s capabilities range from custom-tailored platforms that validate and reward purchase, sweepstakes, content dissemination and proprietary rewards. TPG has pioneered and developed TAP Technology, the most robust NFC chip technology, to assist clients with both “compliance” and “consumer marketing” programs. Brands engage TPG for its 360-degree capabilities, which include sales-driving marketing analysis, concept ideation and program execution through the company’s tech platforms and, importantly, its second-to-none customer service and compliance.
225 N Michigan Ave., Suite 2310 Chicago, IL 60601 312-396-0206 https://tpnretail.com, email@example.com TPN is a creative commerce agency that exists to Make the Buy Happen for some of the most iconic retailer, technology and CPG brands in the world. We leverage technology, creativity, human understanding and data-driven insights to create connected experiences that drive sales and build brand commitment. Sponsor: Omnicommerce Excellence Track Host
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Exhibitor & Sponsor Alphabetical Listing Trans World Marketing
360 Murray Hill Parkway East Rutherford, NJ 07073 201-559-2001 https://transworldmarketing.com, firstname.lastname@example.org For over 50 years, Trans World Marketing (TWM) has provided leadership in the design, development and execution of in-store displays, environments, branded category management systems and applied technology solutions. We “connect the dots” between strategy and brand development with creative solutions that demonstrate our Design Think approach. TWM is creating dramatic and cost efficient in-store experiences for some of the world’s most recognized brands, many with a global reach. Our ability to build a brand at retail encompasses everything from a simple counter display through a complete retail store environment.
TwoFer Shelf Talkers
2348 Pinehurst Dr. Middleton, WI 53562 608-831-9600 www.twofershelftalkers.com, email@example.com A novel retail shelf-edge technology providing ecological, economical, recyclable back-to-back shelf labels with half the environmental impact at half the cost to the retailer than the shelf label it replaces. Recyclable back-to-back paper-based tag labels, without a silicone coated liner, provide film-like performance without curl, even in refrigerated use. Increase printing efficiency with high-speed duplex printing. Store labor savings is realized with half the labels to peel and no silicone liner to discard. Transportation costs are reduced by 50% with half the weight and the cost to ship finished tags to individual stores.
UpClear 502 151 W 19th St. New York, NY 10011 212-989-5000 http://upclear.com, firstname.lastname@example.org UpClear provides revenue management enterprise software, supporting sales planning, trade promotion management, analytics and optimization to consumer goods manufacturers and distributors. We serve 65-plus clients in over 25 countries across North America, Europe, Africa, and Asia from our locations in New York, London, Paris, Hong Kong and Australia. Sponsor: Technology in Action
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3020 Carrington Mill Blvd., Suite 300 Morrisville, NC 27560 800-916-9960 www.valassis.com, email@example.com Valassis is the leader in marketing technology and consumer engagement. We work with over 60,000 companies and brands in a wide array of industries, partnering to anticipate consumer intent, inspire action, and create demand.
155 De Haro St. San Francisco, CA 94103 888-264-2208 www.voltacharging.com, firstname.lastname@example.org Volta Charging operates a nationwide network of electric vehicle chargers that incorporate digital displays. We install these place-based media stations in high-traffic locations along the path of entry to retail and partner with forward-thinking advertisers to sponsor the service and capture the attention of all consumers walking into the store. By combining a green amenity with out-of-home media, Volta also helps retailers and brands demonstrate their commitment to sustainability.
4035 Piedmont Parkway High Point, NC 27265 336-207-7741 xpo.com, email@example.com XPO is a top global logistics company. We run our business as one, highly integrated network of people, technology and physical assets in 30 countries, with approximately 100,000 employees and 1,537 locations. We use our network to help customers manage their goods efficiently throughout their supply chains. We provide a range of supply chain services, including highly engineered solutions and high-valueadd contract logistics. We perform e-commerce fulfillment, reverse logistics, factory and aftermarket support, packaging and labeling, distribution and managed transportation. We have a strong franchise in each of our service offerings, including leading positions in fastgrowing areas like e-fulfillment.
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