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Vol. 31, No. 12 • December 2018

Coming in January: Trends 2019 Report

CHICAGO — Shopper Marketing and the Path to Purchase Institute conducted our annual Trends survey in late October. Results will be published in the January 2019 issue of Shopper Marketing and online. Among the topics addressed on the survey are working with Walmart and Amazon, working with retailers’ digital ad platforms, and the lack SM of women in the c-suite.

P2PSummit, May 15-17, 2019

CHICAGO — The Path to Purchase Summit will take place May 1517 in Fort Lauderdale, Florida, at the Marriott Resort Harbor Beach. The event is an annual gathering of retailers, consumer goods marketers, agency executives and solution providers united in their interest and passion for shopper engagement along the ever-evolving path to purchase. At the event and in partnership with P2PI, Effie Worldwide will present the winners of the 2019 Shopper Marketing Effie Awards. Additionally, P2PI will honor its three 2019 Hall of Fame inductees. For more information, visit Path2PurchaseSummit.com. SM

Platinums &

WHO’S WHO IN E-COMMERCE PAGE 16

PAGE 44

Best of the Times LEADERSHIP PAGE 8

P2PI honored 12 Women of Excellence in October at the Path to Purchase Expo. Here we profile the Leadership honorees.

ACTIVATION GALLERY

New Product Launches

Page 50


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

CONTRIBUTING EDITORS

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

CONTRIBUTING WRITERS

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

SALES

Albert Guffanti, Vice President, Publisher (973) 607-1301, aguffanti@ensembleiq.com Rich Zelvin, Associate Publisher (773) 992-4425, rzelvin@ensembleiq.com

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

PATH TO PURCHASE INSTITUTE / MEMBER DEVELOPMENT & SERVICES President Terese Herbig, (773) 992-4438 Senior Director – Member Development Patrick Hare, (773) 992-4465 Director – Member and New Business Development Todd Turner, (571) 395-7846 VP - Member Services Jennifer Zannelli, (773) 992-4444 Manager, New Member Development Katrina Lopez, (813) 713-4301 Executive Advisor, EnsembleIQ + P2PI Steve Frenda, (773) 992-4461

P2PI.ORG

Managing Director – Content & Editorial Bill Schober, (773) 992-4430 Editor-in-Chief, Consumer Goods Technology Peter Breen, (973) 607-1300 Associate Director – Content Patrycja Malinowska, (773) 992-4435 Associate Editor – Content Cyndi Loza, (773) 992-4439

CONTENTS 4 Editorial:

Peter Breen

6 Solution

Provider News

6 Primo Water Campaign

Primo’s Seedy Joints campaign gets the male target audience to consider its options when it comes to procuring drinking water and move past the feeling of “our tap water is fine.”

Primo Water, Page 6

SPECIAL REPORTS

7 Overcoming Obstacles

8 DOTs: Best of the Times/

In his P2PX presentation, WestRock’s Leon Nicholas said retailers must customize their offerings and approaches to suit customers’ preferences.

Platinum Winners

We showcase the five entries that earned top honors in the Path to Purchase Institute’s 2018 Design of the Times competition, including the display designated the Best of the Times.

7 Artificial Intelligence

In his P2PX presentation, Integer’s Craig Elston said that artificial intelligence will continue to become more of a central part of commerce.

16 Who’s Who in E-Commerce

Our report recognizes more than 250 brand and retail executives, with expanded profiles of individuals from Walmart, Mondelez International, MillerCoors, Acelerada and more.

12 So-Lo-Mo Central

A roundup of social, local and mobile marketing activity at retail from: • Snapchat and Amazon • Nordstrom and Something Navy • Gap Inc.’s Hill City • Pinterest • Float Hybrid • Apple and Shazam • Amazon and Amazon Scout • Google • Nordstrom and Nordy Club • Standard Cognition

44 Women of Excellence:

‘Leadership’ Honorees At P2PI’s Women of Excellence reception in October, 12 women were honored, including three in the Leadership category: • Liz Mayer, J.M. Smucker Co. • Julie Quick, Shoptology • Julie Lynn York, Brown-Forman

21

Associate Editor – Content Jacqueline Barba, (224) 632-8214

Guide to E-Commerce

EVENTS & EDUCATION

An advertising supplement.

Meeting & Events Associate Kelly Doering, (773) 992-4408

48 Shopping With Steve

Director – Events Peggy Milbrandt, (773) 992-4412

P2PI’s Steve Frenda, a passionate retail watcher for more than four decades, gives us a look at Hy-Vee in Robbinsdale, Minnesota.

Director – Education & Faculty Administration Ronit Lawlor, (773) 992-4415

MARKETING

Manager – Marketing & Events Stacey Bobby, (773) 992-4423

50 Activation Gallery:

Manager – Marketing & Events Courtney Hofbauer, (224) 632-8215

2018 New Product Launches

Art Director Stephanie Beling, (773) 992-4442

53 Personnel Appointments 54 Institute Strategist

AUDIENCE ENGAGEMENT

Director of Audience Engagement Gail Reboletti Audience Engagement Manager Shelly Patton

PROJECT MANAGEMENT/PRODUCTION/ART Vice President, Production Derek Estey Shopping With Steve, Page 48

Creative Director Colette Magliaro Custom Content Director Darren Ursino

ENSEMBLEIQ CORPORATE OFFICERS Executive Chairman Alan Glass Chief Executive Officer David Shanker

Chief Operating Officer & Chief Financial Officer Richard Rivera President, Path to Purchase Institute Terese Herbig Chief Digital Officer Joel Hughes Chief Innovation Officer Tanner Van Dusen Executive Vice President, Events & Conferences Ed Several

Shopper Marketing (ISSN 1040-8169) is published monthly by EnsembleIQ, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731. Periodicals Postage Paid at Chicago, IL, and at additional mailing offices. POSTMASTER: Send address changes to Shopper Marketing, Computer Fulfillment, PO Box 261, Lowell, MA 01853. Entire contents copyright © 2018 by the Path to Purchase Institute. Canada Post International Publications Mail Product (Canadian Distribution) Sales Agreement No. 40025274. Return undeliverable Canadian addresses to:

Amazon partners with Good Housekeeping to launch a curated showroom/popup store at Mall of America in Minnesota for the 2018 holiday season.

Station A, P.O. Box 54, Windsor, ON N9A 6J5 or Email: cpcreturns@wdsmail.com CHANGE OF ADDRESS and other circulation correspondence should be mailed to: Shopper Marketing, Computer Fulfillment, PO Box 261, Lowell, MA 01853, or email ensembleiq@e-circ.net for customer service. (Include your address label with all correspondence.) WHERE TO WRITE: Please direct all letters to the editor and other business/advertising correspondence to: Shopper Marketing, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731.

REPRINTS, PERMISSIONS AND LICENSING: Contact Wright’s Media at ensembleiq@ wrightsmedia.com or (877) 652-5295. NOTICE: The Path to Purchase Institute occasionally uses the logos of various companies in its marketing materials. These include promotional brochures for events such as the Path to Purchase Expo, the Shopper Marketing Summit, the Design of the Times Awards and others. The use of these logos does not imply sponsorship or endorsement by the companies identified by those logos, unless specifically noted as such.


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SHOPPER MARKETING DECEMBER 2018

EDITORIAL

Working Through Proper Channels “Buy Now” buttons on digital display ads have become so commonplace that I rarely notice them anymore. That wasn’t the case even a few years ago, when the internet’s strengths as an advertising medium and a sales channel were all too often considered separately, leading many advertisers to run pure branding campaigns as they’d always done through mass media. It took some more time for packaged goods marketers to respond accordingly to the fact that potential sales were literally just a couple of clicks away. Now for some reason, I’ve been noticing digital ads more often lately. Maybe it’s because they’ve become so relentlessly intrusive: It’s hard not to notice when the product spotlighted on your Facebook feed is the same one whose website you visited one minute earlier. (But that’s a topic for another day.) Another reason might be the diversity of sales channels that brands are promoting these days. Most digital ads still connect consumers with the usual retailer suspects (a recent ad for Unilever’s Dove [at right] from an entertainment website offered three choices: Walmart, Target and Walgreens). But a growing number are increasingly giving would-be shoppers more modern alternatives. A mobile ad from Nestle Purina (far right) dangling discounts on a bulk purchase through home delivery service Instacart also caught my attention recently – filling my iPhone screen entirely, such as it did.

1010DATA • Frank Riva, VP, Demand Generation & Growth Marketing ABBOTT LABORATORIES • Steven Higgins, Senior Director, Sales Development & Shopper Marketing • Mandy Jones, Senior Customer Marketing Strategic Accounts AKI TECHNOLOGIES • Matt Knust, VP, Sales • Scott Swanson, CEO ALBERTSONS COS. • Karl Meinhardt, VP, Social & Digital Marketing • Karen Sales, VP, Digital Partnerships & Shopper Marketing • Ryan Voorhees, VP, Integration BAYER HEALTHCARE • Sean Gaffney, Senior Manager, Shopper Marketing • Eileen Wolfe, Senior Manager, Shopper Marketing Insights, Digital & Execution BEIERSDORF • Rodney Waights, VP, Shopper and Customer Marketing BIGELOW TEA CO. • Christopher Costello, VP, Sales & Marketing • Frank Coughlin, Director, Retail Sales • Missy Hackett, Shopper Marketing Manager BROWN-FORMAN CORP. • Mary Beth O’Mara, Channel Portfolio Manager

And then there are the steady moves into direct-to-consumer selling, among the latest being Procter & Gamble’s new “Razor Maker” effort (below), which lets consumers design their own handles to be manufactured via 3D printing at a Boston factory – and perhaps, someday, in their own homes? (That’s surely a topic for another day.) It seems as if the consumer goods marketpl ace now h a s more channels than DirectTV. And while that’s a great development for on-the-go, convenience-hungry consumers, it’s a nightmare for brands trying to plot a comprehensive yet cost-effective marketing strategy. Trying to be all places at all times sure can be a budget buster. The solution, at least strategically, is to stop looking at the various sales channels that are now available and focus more on the one all-important common denominator across all channels: the consumer.

• Mike Schliesmann, SVP, The League of Leaders is an exclusive Business Unit Manager organization of industry thought-leaders GROUNDTRUTH dedicated to advancing the understanding of • Mark Fleisch, VP, all marketing efforts that culminate at retail. CPG & Healthcare • Sarah Ohle, VP, COTY US FCB/RED • Julie Lynn York, Group Marketing Insights • Nigel Stokes, Global Sales • Tina Manikas, President Manager, Portfolio & HALLMARK CARDS Partnership Marketing • Curt Munk, Executive CVS HEALTH • Patrick Gahagan, VP, Planning Director • Matthew Dacey, VP, CAMPBELL SOUP/ Category Management PEPPERIDGE FARM Loyatly & Personalization FOOD LION • Tina McGuire, Marketing • Diana Haussling, Senior • Grant Violanti, • Neil Norman, Director, & Visual Merchandising Director, Shopper Senior Director, Loyalty Customer Loyalty & Director Engagement & Activation & Personalization Shopper Marketing THE HERSHEY CO. • Megan Hennigan, DEL MONTE FOODS FRESH DIRECT • Jeff Harsh, VP, Team Leader, • Jennifer Reiner, Director, • Sonia Dalvi, Customer Engagement Shopper Marketing Omnichannel Marketing Senior Director, • Bob Koenig, Customer CATALINA & E-Commerce Shopper Marketing Sales Executive, Kroger • Marta Cyhan, CMO • Carie Mesing, VP, DURACELL • David Nolen, Senior • Amy Fitzgerald, VP, • Joe Cerone, Team Leader, Merchandising Director, Category Retail Innovation NA Merchandising Strategy Insights GENERAL MILLS CHURCH & DWIGHT • Peter Gorzkowski, • Bob Myers, Director, INMAR • Dan Bracken, VP, Director, Shopper In-Store Design & • Wes Horvath, VP, Consumer Engagement Marketing Strategic Events Manufacturer Solutions • Heather Oppel, Strategic THE CLOROX CO. E&J GALLO WINERY • Dave Momsen, SVP, Events Logistics Manager • Lauren Ehreth, Shopper • Beth Orozco, Business Development • Jay Picconatto, Marketing Manager Senior Director, INNOMARK Marketing Director, Shopper Marketing • Sharon McKnight, VP COMMUNICATIONS Shopper Marketing EDGE MARKETING • Steve Zick, EVP Intel Corp. THE COCA-COLA CO. • Tammy Brumfield, AVP, • Liz Fogerty, SVP, Strategic GEORGIA-PACIFIC • Renee Novello, Director, • Sam Atchison, Senior Shopper Marketing West Planning & Insights Shopper Marketing & Manager, Channel • Allison Welker, EVP & GM Global Retail Marketing • April Carlisle, VP, Marketing & Customer Shopper Marketing, EDGEWELL PERSONAL IOVATE HEALTH Development National Retail Sales CARE SCIENCES • Laura Knebusch, VP & • Doug Middlebrooks, • Natalie Paniccia-Mallone, GM, Napkin Category INTERNATIONAL INC. AVP, Shopper Marketing, Senior Manager, • Brian Cavanaugh, CMO National Convenience Merchandising & Display, • John Pfalzgraf, Director, • Jason Prowse, Category Consumer Knowledge Retail Wet Shave & Consumer Insights GEORGIA-PACIFIC Manager COLGATE-PALMOLIVE CO. • Minna Raffin, Director, CORRUGATED Marketing Strategic • Jairo Garcia, Shopper JACK LINK’S • Brian Hutchinson, Director, Planning Marketing Director, • Jeff Kjome, Director, Shopper Marketing • Jonathan Rhyan, Senior Walmart Shopper Marketing & GLAXOSMITHKLINE • Joanne Murphy, Director, Shopper Marketing Retail Activation Manager, Suncare • Mary Beth Barrett, Shopper Marketing THE J.M. SMUCKER CO. Director, Shopper ENERGIZER HOLDINGS CONAGRA BRANDS • Matt Allen, Marketing • Cass Harris, Brand • Bob Waibel, Senior Manager, Manager NA & Shopper • Margherita Farrell, Senior Director, Shopper Marketing Manager Displays/Special Activation Shopper Marketing Packs, Sales Operations • Jessica Fair, Director, EPSILON CATAPULT Omnichannel Customer CONSTELLATION GREAT NORTHERN • Brian Cohen, COO Marketing BRANDS INSTORE • Dale Stratton, VP, • Heidi Froseth, EVP, JOHNSON & JOHNSON • Pat Graf, VP, Display Commercial Insights National Shopper • Stephanie Hayes, Director, Sales Development Commerce Leader Consumer Promotion

“There is only one channel. Everything else is just process,” was the notion offered by Christopher Devous, vice president of information technology at lifestyle apparel maker The Antigua Group, while leading a discussion at CGT’s League of Leaders meeting in October. Devous was outlining the need for consumer goods companies to align newer e-commerce capabilities with their traditional brick-and-mortar practices, but he took the concept at least a few steps further by proposing a future in which consumers won’t just receive products straight from the factory but will work directly with the product designers themselves. (Now that could be a topic for another decade.) The underlying idea here is to realign traditional go-tomarket strategies, to move from efficiency-driven, productcentric organizations designed for the effective production and retail distribution of mass quantities to insights-driven, consumer-centric operations built to respond to true consumer demand – with the agility to continue changing right along with those demands. To do so, consumer goods companies must confront what many industry experts acknowledge is the greatest challenge they’ve ever faced: rethinking and restructuring every aspect of their organizations without damaging the traditional activities that still drive the vast majority of their businesses. In terms of the current conversation, it requires them to continue driving growth through existing channels while successfully adopting new channels – and, as the case may be, ultimately moving beyond channel-focused operations entirely. That’s an incredibly tall order. But it sure does provide a SM lot of topics for another day.

MASSIMO ZANETTI BEVERAGE USA • Brian Kubicki, VP, Marketing JOHNSONVILLE SAUSAGE • Susan Lambert, Director, • Dan Baltus, Customer Shopper Marketing & Insights Manager Customer Insights • Joe Bourland, Director, • Dena Soulakis, Shopper Strategic Insights & Marketing Manager Analytics • Stephanie Plehn, Shopper MATERNE GOGO SQUEEZ • Joe Kasinskas, Marketing Manager Senior Director, KELLOGG CO. Customer Marketing • Aaron Elleman, MATTEL Senior Director, • Meredith Jang, Senior Shopper Marketing Director, Advanced • Deb Hannah, VP, Analytics, Shopper Shopper Marketing, Insights & Marketing Scale Promotions • Pamela Velarde, Director, KEURIG DR. PEPPER Customer Marketing • Kellie Ebert, Director, MEIJER Channel Marketing • Diane Boeskool, Customer • Amber King, Senior Marketing Manager Shopper Marketing • Lanny Curtis, Director, Manager Customer Marketing KIMBERLY-CLARK • Michael Ross, VP, • Aaron Gretebeck, Marketing Senior Manager, Shopper Marketing COE MEREDITH • Christine Austin, Customer • Sheila Lukaszewski, Marketing Director Senior Director, Shopper Engagement • Holly Oakes, Customer Marketing Director/Brand LALA U.S. Director, News & Sports • Vanessa Carlson Bueno, • Eric Szegda, VP, Senior Director, Retail Marketing Shopper Marketing • Shaun Nichols, CMO MILLERCOORS • Sherry Courtney, LG ELECTRONICS Senior Marketing • Stewart Henderson, Manager, Large Format Senior Manager, • Jovina Young, Director, Shopper Marketing Channel Marketing, • Rachel Olson, Small-Format Senior Shopper Marketing Manager MOET HENNESSY USA • Stacy McMillan, • Dave VanderWaal, VP, Director, Customer & Marketing, LG USA & Shopper Marketing, Canada National Accounts MARS PETCARE • Kyle Yearick, VP, • Todd Stone, National Trade Marketing Accounts Manager MOMENTUM MARS WRIGLEY WORLDWIDE CONFECTIONERY • Shaun Brown, SVP, • Lena Lewis, Director, Growth & Innovation Shopper Marketing & Consumer Promotions • Heather Campain, U.S. Shopper Marketing Leader

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

MONDELEZ INTERNATIONAL • Stephen McGowan, RVP, Shopper & Consumer Activation • Michael Tilley, Biscuit Lead, Shopper Marketing & Strategic Partnerships

PFIZER • Jennifer Holahan, Senior Director, Shopper & Category Insights to Activation

PHILIPS CONSUMER LIFESTYLE • Keri Dreyer, THE NATURE’S BOUNTY Shopper Marketing CO. PINNACLE FOODS • Charles Meyer Hanover, • Stephen Chriss, VP, Director, Consumer Marketing Activation Insights • Alan Creveling, Director, NESTLE USA Shopper Marketing • Alex Placzek, Director, • Nicole Pavlica, Director, Shopper COE Integrated Marketing NESTLE-PURINA PROCTER & GAMBLE • Anthony Dimattia, • Matt Barresi, Director, Director, Shoppper Brand Operations & and Ecomm Shopper Marketing • Christina Lawrence, VP, • Jody Johnson, Shopper Marketing Shopper Marketing • Jason Vita, Director, Leader North America Shopper Marketing PURERED PEPSICO (BEVERAGE) • George Russell, CEO • William Langford, QUOTIENT Senior Director, Sales • Chad Summe, • Esperanza Teasdale, SVP & General Manager, Senior Director, US Sales Shopper Marketing • Jason Young, PEPSICO (FRITO-LAY) SVP Media & GM, Crisp • Dana Lawrence, Senior RAKUTEN Director, Marketing, INTELLIGENCE Shopper Marketing Programs & Digital Media • Shannon Boren, Director, Sales • Jeff Swearingen, SVP, • Jaimee Minney, VP, Marketing & Analytics Marketing & PR PEPSICO (QUAKER) SC JOHNSON & SON • Jackie Clifton, Director, • Andrew Frailing, Director, PepsiCo Shopper Marketing, Walmart Inc. Shopper Marketing Customer Team SHOPTOLOGY • Charlie Anderson, CEO • Katie Schiavone, Senior Director, Shopper • Julie Quick, SVP, Head of Marketing, NAN Brands, Insights & Strategy Gatorade & Propel STARBUCKS COFFEE CO. PERNOD RICARD USA • Holly Hayes, Shopper • Megan Taves, Director, Marketing Manager Customer Solutions, • Kelly Marsh, Director, Chains Shopper & Seasonal Scale Marketing (TLA)

TEMPT IN-STORE PRODUCTIONS POWERED BY QUAD GRAPHICS • Michael Draver, SVP, Sales THE MARS AGENCY • Jason Hittleman, Chief Of Staff • Robert Rivenburgh, CEO, NA TPN • Sarah Cunningham, Senior Managing Director, Client Service & Development • Christy O’Pella, Senior Managing Director, Dallas TRACYLOCKE • Hugh Boyle, CEO • Michael Kelly, Communications Director TYSON FOODS • Alicia Mosley, Director, Shopper Marketing • Christopher Witte, VP, Total Store Leadership UNILEVER • Kevin Flagg, Senior Director, Shopper Marketing VALASSIS DIGITAL • Tom Dolan, SVP, CPG & Retail • Jason Kaplan, Executive Director, Shopper Marketing & CPG VERVE • Sandy Carvalho, Senior Director, Corporate Marketing • Erin Madorsky, Chief Revenue Officer • Rachel Pasqua, VP, Global Marketing & Creative WESTERN UNION • Tonya Johnson, Marketing Director


6

PROGRAMS

SOLUTION PROVIDER NEWS Clavis Insight is Now Edge by Ascential

London-based Ascential plc has launched Edge by Ascential, a data, insights and advisory service for brand manufacturers and retailers. With foundational elements and experts from Brand View, Clavis Insight, One Click Retail and PlanetRetail RNG, Edge by Ascential provides its customers – more than 500 of the world’s leading brands and retailers – with comprehensive and actionable e-commerce-driven data, insights and solutions to measure performance and drive sales. The solutions for brands and retailers include weekly, daily and real-time digital shelf performance metrics as well as monitoring of price movements, promotions, availability, product content changes and new product listings. Edge by Ascential has more than 400 employees in 10 offices across North America, Europe and Asia.

Quotient Acquires Elevaate

Quotient Technology, Mountain View, California, announced it has acquired U.K.-based Elevaate, which has an in-market technology platform that drives e-commerce sales through sponsored search and product ads on retailers’ e-commerce properties and elsewhere on the web. The acquisition enables Quotient to help its retailer partners boost e-commerce media and sales at a time when shoppers are initiating more of their trips directly on retailer websites. Elevaate’s technology platform matches brand product ads with relevant contextual placements mapped throughout the e-commerce purchase process. Proprietary algorithms, flexible bidding models and rich analytics allow brands to optimize their programs to drive sales performance. This new capability in Quotient’s media solutions enables CPG brands to shift their search budgets to a higher performing medium directly tied to product sales.

SHOPPER MARKETING DECEMBER 2018

Primo Turns Its Target Away From Tap Water By Neal Lorenzi

WINSTON-SALEM, N.C. — Just how safe is it to drink tap water? That is the question posed by Primo Water in its Seedy Joints marketing campaign, which asks consumers to consider their options when it comes to procuring drinking water. The goal of the campaign is to get people to think through all their choices, says Matt Sheehan, Primo CEO. “We don’t want consumers to just drink more water – we want them to drink better water. The perception that ‘our tap water is fine’ is something that I, personally, and Primo, as a company, hope to change.” With that goal in mind, the company, which sells water dispensers and bulk w ater s olut ion s, launched a campaign based on signage with new dispenser packaging, 3-D instore signage and omnichannel messaging in its 7,500 retail locations. The campaign’s primary target is young people, especially those Primo Water used consistent messaging and creative for its Seedy Joints campaign, calling attention to the current state of infrastructure and making consumers think about how tap water might travel to their homes.

RangeMe Launches Industry Insights Tool

San Francisco-based RangeMe is offering an exclusive look at retail buying trends before they hit shelves though its Industry Insights tool. Unlike other data sets available to CPG suppliers for purchase, RangeMe Industry Insights are based on what retail buyers are actively seeking in real time to purchase for their shelves six to 12 months out. It allows suppliers to better identify opportunities to position their products, both on RangeMe and off; make informed, strategic business decisions around key product points like packaging size or pricing; and target and refine their most promising new product ideas. Using Industry Insights, RangeMe Premium subscribers can break down the intricacies of product performance by margins, MSRPS, packaging type, certifications and search terms.

Kinter Builds Second Warehouse

Kinter is building a second, 68,000-square-foot warehouse near the same site as its initial Waukegan, Illinois-based warehouse. This will bring its total warehouse space to 183,000 square feet. The company broke ground in September and expects the new warehouse to be completed and ready for business in spring 2019. Send your solution provider news – new projects and programs with brands and retailers – to Charlie Menchaca at cmenchaca@p2pi.org.

who are male and earn a higher income. The company’s market testing found that consumers are more confident in bulk water (as opposed to tap water) to provide the quality of water they want. “This was a huge insight for us at Primo,” says Ged King, chief executive officer of SFW Agency, which worked with Primo Water on the campaign. “Our challenge with this campaign is focused on pushing consumers to consider multi-gallon water and dispensers as an alternative to tap.” Based on insights from customer research, Primo Water developed different versions of new signage for Primo exchange racks and bottle return centers. Using receptivity testing, it chose the three best options and installed them in retail stores. The displays call attention to the current state of infrastructure and makes consumers stop and think about how tap water might travel to their homes. “Using market testing with two test periods before launch, we found that the Seedy Joints signage ‘crushed it’ in both initial purchase performance and led to the highest percent lift in exchange water,” says Chad Alger-Hardt, Primo vice president of sales. Greensboro, North Carolina-based SFW Agency worked with Primo on the Seedy Joints signage, a 30-second TV spot and a new dispenser packaging design. The campaign also is being executed across digital, TV, radio, direct mail

and out-of-home advertising. “We had a campaign that we and Primo are really proud of,” King says. Seedy Joints signage was unveiled on a regional basis in November 2017, which drove double-digit growth leading to a greater than 30% return on investment. As a result, the company rolled out the program nationally in spring 2018. Primo measured the success of the campaign by comparing units sold per week in each of the test markets to units sold per week in the control market, according to AlgerHardt. “The impact associated with the Seedy Joints campaign saw enough percentage lift to see an ROI and clearly SM provided a rationale for expanding the program.” BRAND: Primo Water KEY INSIGHT: The target market of young men who earn a high income is insecure about the quality of tap water. If you get them to think through their choices, their perceptions of “our tap water is fine” can be changed. ACTIVATION: An integrated campaign included creative signage in stores, new packaging and omnichannel messaging in 7,500 retail locations.


PROGRAMS

DECEMBER 2018 SHOPPER MARKETING

7

Retailers Must Suit Their Customers’ Preferences By Suzy Frisch

housing market. Pressure from soaring health care costs – which will increase by $1 trillion in the next five years – ultimately will chip away at spending, too. Plus, it’s no secret that consumers enjoy shopping online. These days, 45% of household members belong to Amazon Prime, Nicholas noted. This service and digital shopping in general is convenient, adds value and hits the right price point, and it doesn’t ask consumers to make tradeoffs between these benefits. Two other challenges facing retailers: Customers know they are valuable to brick-and-mortar stores, which makes them more confident and demanding. And though shoppers still patronize stores, they WestRock’s Leon go to fewer of them and build deeper conNicholas presents in October during the nections with their favorites. This trend rePath to Purchase Expo. flects the general fragmentation of American society by wealth, education, ideology and more, Nicholas said. The end result means that customer loyalty and dollars-per-trip now are key metrics and vital focus areas for retailers. “Shoppers today are making more trips to fewer retailers more often. That’s the new calculus,” Nicholas said. “If you drive dollars per trip, you win in today’s retail environment.” So how does retail compete? It’s critical for retailers to truly know the shoppers they do have. To secure – and keep – consumers’ allegiance, retailers must customize their offerings and approaches to suit customers’ preferences. There are four distinct ways retailers should approach their marketing and merchandising to meet those objectives, according to Nicholas:

Minneapolis — To be successful in brick-and-mortar retail, retailers must find ways to meet consumers where they are through tempting engagement, customization and differentiation. So said Leon Nicholas, vice president of retail insights and solutions at WestRock and former chief insights officer at Kantar Retail, speaking at the Path to Purchase Expo in October. Though all is not lost in in-person retail, he says, there still are obstacles to overcome. While the economy continues to hum, prompting high consumer confidence, cracks have started to emerge in the

Attract. Deploy what you know about your customers to draw them to your store. Then attract them to the aisles with three-dimensional, sensory displays. At Target, Harry’s introduced its shaving products with an oversized razor and blades that encouraged shoppers to touch and experience the items. Within weeks of the execution, the displays boosted sales to 50% of handles sold at Target. Engage. Entice customers with interactive, digital modules that give shoppers opportunities to try out a new product or learn more about coming features. Nicholas cited the example of Nintendo Switch displays with custom designs for five different retailers. Each had unique ways to encourage consumers’ exploration of its capabilities. Execute. As retailers face more difficult hurdles, execution is even more important than ever. Merchandising needs to be simple, easy to scale, and flexible to fit the space and promotion. That increases speed to market, reduces program costs, and helps retailers easily promote products across multiple channels. Measure. Brick-and-mortar retailers need to be like digital players and use data to their advantage. By measuring all manner of factors and coupling that learning with point-of-sale information, retailers now have ways to assess the return on investment from their shopper marketing. They’ll know specifically what messages or approaches work best with Latina women or Caucasian men, in specific seasons or geographies, and then be able to execute the most effective programs for various customers. “Measurement is very important because it can create an ecosystem that looks at the shopper, the shelf, the display, and is ultimately able to determine what the conversation looks like,” Nicholas said. “Is the merchandising successful in attracting and engaging? Did they buy? It creates a dashboard of what works. This is the future of execution.” SM

Exec: We’ve Reached Tipping Point With AI By Suzy Frisch

Minneapolis — Evolving from the visions of science fiction buffs and technology wizards to the marketplace, artificial intelligence has firmly planted its roots in society. Thanks to the emergence of smart speakers, robots, drones and smart assistants, people are getting increasingly comfortable with incorporating artificial intelligence in their lives. As consumers get accustomed to speaking with purpose to devices, artificial intelligence will continue becoming more of a central part of commerce. Its utility and ability to save people time makes AI appealing for consumers and subsequently for brands as a marketing tool, according to Craig Elston, global chief strategy officer at The Integer Group. Elston presented research from Integer’s study about artificial intelligence called “Embracing the Machines: AI’s Collision with Commerce” at the Path to Purchase Expo in October. In the near future, AI will make its presence known in the way we browse, purchase and pay for items, or even call to arrange appointments. In fact, Gartner estimates that by 2020, artificial intelligence bots will power 85% of customer service interactions. AI also is on the cusp of making a big splash in the economy. It has the potential to double annual economic growth by 2035 in 12 developed economies that, together, generate more than half of the world’s economic output, according to Accenture and Frontier Economics. “We’ve reached the tipping point. The change now is about commercialization,” Elston said. “AI is really starting to influence behavior and shopping behavior.” Already one in 10 American households have a smart home device – 11% are on Team Alexa and 4% Team Google – with the technology becoming ever more useful. In early 2016, smart speakers had about 135 skills, such as reporting the weather. By fall 2018, they offered more than 40,000. And the more they can do, the more we use them. So what do retailers and brands need to know and do to prepare for a world of AI? There are plenty of oppor-

tunities, with consumers generally Integer’s Craig Elston feeling optimistic and excited about shares his thoughts on using the technology, Elston said. how artificial intelligence Already one-third of shoppers are will affect retail going open to letting AI make purchase forward. decisions for them today. Key drivers for shopping with AI include saving money and finding the best deals (78% and 74%), while 55% aim to save time and 42% want their questions answered. Overall, consumers are most excited to use AI to find deals, remind them when household items are running low, compile shopping lists, and make purchasing suggestions, Elston says. They are less interested in having AI automatically buy staples or perishables they usually purchase, and it goes too far if AI technology proactively orders items it thinks consumers might like. Currently, the biggest share of voice shopping includes groceries at 20%, entertainment at 19%, electronics at 17% and apparel at 8%. Brands that will succeed with AI must go beyond the wow factor to make the technology 40,000 skills for its smart devices, 60% have zero reviews. useful. For example, Tide created an Alexa skill that al- In fact, there is only a 6% chance a person continues to use lows users to ask for step-by-step advice for removing a voice app after two weeks, Elston noted. tough stains – a natural extension of its brand. Sephora’s To make sure your skill doesn’t find itself in the dustbin Virtual Artist app allows consumers to virtually try on of history, ensure that the AI features add value for conmakeup, turning browsers into shoppers. sumers. And create a roadmap for people to find them. As companies start implementing AI features, it’s impor- “It’s very challenging. But if they don’t get discovered, they tant to make sure consumers can easily find and use them. don’t get used,” he said. “If you create something best-inSM It’s already a challenge. Though Amazon boasts those class, you still have to drive people there.”


8

SHOPPER MARKETING DECEMBER 2018

DOT Platinum Winners Five entrants were identified as Platinum award winners in the Path to Purchase Institute’s 2018 Design of the Times competition, with a Stella Artois Holiday Door display from Rapid Displays earning the “Best of the Times” distinction during an October awards presentation held in conjunction with the Path to Purchase Expo. Here, we showcase each of the Platinum winners.

Stella Artois Display Named Best of the Times By Ed Finkel

Stella Artois Holiday Door

MINNEAPOLIS — Anheuser-Busch InBev launched an in-store campaign RETAIL CATEGORY: Supermarket/Grocery for its Stella Artois beer during the 2017 holiday season that paid homACTIVATION TACTIC: Freestanding, Aisle, Shipper or Pallet – Temporary age to the brand’s heritage and craftsmanship. Stella Artois was originally CLIENT: AB InBev, New York brewed to celebrate Christmas. ENTRANT: Rapid Displays, Chicago AB InBev turned to Rapid DisINTRODUCTION DATE: Nov. 18, 2017 plays, Chicago, to create an eyeSIZE OF RUN: 2,504 catching, nostalgic endcap to attract and activate shoppers in nearly 2,500 stores nationwide. In stores for six weeks, the 6-foot-high, 3-foot-wide, 18-inch- gium, so every year we like to tell deep display also caught the eye of judges in the various aspects of this story in new, Path to Purchase Institute’s annual Design of the different and exciting ways,” Rudolph Times competition, which awarded the Stella says. “We worked closely with a wide variety of retailers to get these pieces in display Best of the Times for 2018. “This was Stella’s marquis in-store presenta- market supporting features and beertion for the holidays,” says Alan Foshay, Mid- of-the-month across the U.S.” These rewest/Eastern vice president for Rapid Displays. tailers included Kroger, Safeway, Publix, “This was available for any distributor of Stella Total Wine, Meijer, Hannaford, H-E-B to get placed in stores. It was offered as a promo- and Vons. The holiday door concept worked so tion at no charge, and the placement rate was well that some chains ordered additionexceptional.” Stella and AB InBev wanted a display struc- al sizes and versions to fit their in-store turally sound enough to hold 6-, 12- and environments, says Foshay, who adds 24-packs, designed for flat-pack shipment and that Rapid kept the displays within ease of assembly in the field, and with special the cost constraints requested by features – like a garland and a lamppost – that AB InBev. Rudolph preferred not to diswere “trying to be as authentic as we could to close total budget, “but we althe European vibe of Stella,” Foshay says. At holiday time, Stella widens its usually nar- ways invest most heavily in row consumer target and geographic focus, says the holiday timeframe as Michael Rudolph, senior brand manager. “Dur- December is our No. 1 ing the holidays, we feel like everyone should month – unusual for upgrade their normal beer choice and give their a beer brand,” he says. The campaign ran friends and family the most premium beer in the U.S. If we had to pick a target occasion, it in November a nd would be those who are home and hosting for December 2017, the holiday season, picking up drinks for their during which time holiday parties, or just wanting to treat them- “sales and share were up and we reached an selves at their local bar or restaurant.” The display, which also contained a special all-time high in share holiday gift pack with a corked 750-milliliter for the brand in the fibottle and two limited-edition holiday chalices, nal weeks of Decemwas the centerpiece of a “full 360 campaign” ber,” Rudolph adds. that incorporated new digital and social con- In addition to sales tent, and included a public relations push led and share, Stella defined sucby model and author Chrissy Teigen that gained cess based on overall “brand earned media, as well as cross-merchandising health.” Stella used Mother New York offers with charcuterie and deli trays, wine and as lead vendor, FCB for trade, Vaynerother regional selections. “Stella Artois was originally brewed for the Media for digital, and 3PM for public relations, SM holidays as a gift to the town of Leuven Bel- Rudolph says.


10 DESIGN OF THE TIMES | PLATINUM WINNERS

SHOPPER MARKETING DECEMBER 2018

Sally Hansen + Crayola Insta-Dri Collection RETAIL CATEGORY: Drug ACTIVATION TACTIC: National/Regional In-Store Campaign CLIENT: Coty Inc., New York ENTRANT: Menasha, Neenah, Wisconsin INTRODUCTION DATE: July 10, 2017 SIZE OF RUN: 6,100 COMMENT: The objective here was to launch a partnership collection between Crayola and Coty’s Sally Hansen brand to increase sales for its Insta-Dri nail polish line. The shelves were spaced for maximum visibility of the product, and a separate counter unit allowed for secondary placement.

Patron Margarita Station RETAIL CATEGORY: Liquor ACTIVATION TACTIC: Freestanding, Aisle, Shipper or Pallet – Permanent CLIENT: The Patron Spirits Co., Southlake, Texas ENTRANT: Bish Creative Display, Lake Zurich, Illinois INTRODUCTION DATE: Feb. 1, 2018 SIZE OF RUN: 434

Oreo Mint Hot Chocolate at 7-Eleven

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. Each shelf level includes a graphic with a premium recipe, which could be captured by snapping a pic or by taking booklets which included several recipes.

RETAIL CATEGORY: Convenience ACTIVATION TACTIC: Freestanding, Aisle, Shipper or Pallet – Temporary CLIENT: Mondelez International, East Hanover, New Jersey ENTRANT: Phoenix Creative Co., St. Louis CO-ENTRANT: Menasha, Neenah, Wisconsin INTRODUCTION DATE: Nov. 1, 2017 SIZE OF RUN: 7,000 COMMENT: By prominently placing the floorstand out-of-aisle and utilizing high-impact graphics with strong appetite appeal, the display was visually disruptive. To communicate the morning day part, the display utilized large eye-catching graphics of Oreo cookies and chocolate adjacent to 7-Eleven’s signature hot beverage cup.

Harry’s Dude and Dog Endcap RETAIL CATEGORY: Mass Merchandisers ACTIVATION TACTIC: Endcap CLIENT: Harry’s, New York ENTRANT: WestRock, Atlanta INTRODUCTION DATE: Feb. 26, 2017 SIZE OF RUN: 1,876 COMMENT: Harry’s witty and fun illustrative guy is brought to life to capture the shoppers’ attention and connect them with the warmth and relatability of the Harry’s brand. Harry’s likes to let its product speak for itself, and the endcap allows it to do just that.


RETAIL REIMAGINED WestRock was honored with a record-breaking 31 awards at this year’s Design of the Times, including a Platinum Award for Harry’s “Dude and Dog” endcap featured in Target stores across the nation. This marks the second year in a row that WestRock has earned more awards than any other entrant. We attribute this success to our insights-driven concept development that optimizes the effectiveness and efficiency of your promotional supply chain, resulting in solutions that drive in-store conversion and enhanced shopper experiences.

Attract. Engage. Execute. Measure.

westrock.com ©2018 WestRock Company. WESTROCK, WestRock and Design, and the WestRock Logo are trademarks owned by WestRock Company. All rights reserved. Any product names, brands and logos shown are property of their respective owners. Use of third party product names, brands or logos is for identification purposes only and does not imply endorsement.


12

SHOPPER MARKETING DECEMBER 2018

SO-LO-MO Central

Dan Ochwat, on the So-Lo-Mo beat since 2011, served as an editor of Shopper Marketing for nine years. Send comments and So-Lo-Mo news to solomo@p2pi.org.

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

SOCIAL

In late September, Snapchat announced a visual shopping tool in testing that enables Snapchat users to buy items on Amazon using a smartphone’s camera while in Snapchat. The Snapchatter aims the camera at a product’s bar code or a item itself (like a tennis shoe), and if it’s recognized, an informational card pops up showing that item on Amazon with a link to buy through the Amazon app on the user’s phone or through a mobile-optimized window. Visual search and shopping has been available in other formats like Pinterest, but this development is between Buying via Snapchat and Amazon exclusively. Snapchat.

Arielle Charnas, fashion Instagram influencer and writer of an online style blog called Something Navy, has been elevated to headline her own exclusive brand at Nordstrom called Something Navy. Fashion is a major category in the influencer market, especially on Instagram, but this is perhaps the first case of an influencer getting her own collection in the vein of, say, a major designer like Vera Wang partnering with Kohl’s. On the day of the launch, it was reported that Something Navy fans crashed the site in the first hour. Nordstrom ran a YouTube spot announcing the partnership and there were Exclusive brand. promotional posts on Instagram and over social media.

Supporting the launch of its new men’s athletic and leisure brand called Hill City, Gap Inc. has rolled out a chatbot to gather feedback on the clothes from men who sign up to be their “Wear Testers.” If selected, the men will engage with the artificial intelligence-powered chatbot as it inquires about his lifestyle, what types of clothes he wants to wear, his size and fit of clothes, and what he’s bought in the past. Curated items from the Hill City brand are sent to that Wear Tester, who will continue offering feedback on how he likes the clothes. Men signed up over Facebook or Twitter. Gap has a women’s brand in Athleta, so Hill City enters as Hill City the male counterpart. ‘Wear

Testers.’

Pinterest made two announcements that effectively widen its Pinterest service. First, the discovery platform announced it has opened evolves. its content marketing API to third-party influencer marketing platforms, giving influencers and the brands they’re partnering with a look at monthly views, followers, impressions, click-throughs and saves. This transparency will help brands find the most effective Pinterest influencer for them and helps influencers to better connect with brands. Pinterest also announced it has opened up its shopping tool, Shop the Look pins, to small and midsize businesses. Before, only large companies partnering with Pinterest had access. Shop the Look pins are offered to fashion and home decor companies and within a visual post, white dots highlight items like a purse or maybe a couch inside a photo that can be clicked and direct a Pinterest user to a link to buy.


DECEMBER 2018 SHOPPER MARKETING

LOCAL

FloatIQ asks questions.

San Franciscobased Float Hybrid, a digital agency that brings innovative digital experiences to retail, announced a new tool called Float IQ, a software that asks shoppers or store staff questions in a quiz-like fashion to personalize and recommend products. The software can be integrated into a brand’s mobile app to communicate with shoppers that way, or the software can be integrated and used through Float’s kiosk or touchscreen systems. Ghirardelli used Float IQ to ask a series of questions about dark chocolate and taste to pinpoint a personalized, recommended flavor of dark chocolate based on its wide variety. Ray-Ban leveraged the software to ask retail staff select questions based on weekly sales and shopper demographics that then delivered recommended assortments for specific stores based on individual store profiles.

Ad-free Apple has acquired Shazam. location-based mobile app Shazam. The music app gives users the ability to identify the artists and songs playing near them. Apple says the app has more than 1 billion downloads, and the company will now offer Shazam ad-free. However, Shazam has been more than a music app over the years, having worked with Gimbal Inc. to communicate with Bluetooth beacons as well as working with brands to use the app to scan logos on in-store signage or in TV ads to receive product and campaign information. It worked with companies such as McCormick & Co. and Johnson & Johnson.

SO-LO-MO CENTRAL 13


14 SO-LO-MO CENTRAL

SHOPPER MARKETING DECEMBER 2018

MOBILE

Amazon unveiled a new discovery feature for buying home products on the mobile phone or tablet called Amazon Scout. The visual tool is almost like a board of items and is similar to a tool that apps such as Stitch Fix employ for users to rate items with a thumbs up or down. That rating helps customize and recommend products for each individual user to view based on that user’s preferences and profile. It’s certainly a fun way to browse products, rating items and having those ups or downs immediately update discovery results in real time to develop a more finite search. Amazon didn’t publically announce the new tool, but I did receive an email on the feature and it Scouting via appeared as a section on the Amazon site. Amazon.

Google’s Google unveiled new display ads in time for the holiday shopping video ads. season, per a recent Google Ads blog post. The post says that nearly two-thirds of shoppers rely on video for inspirational gift ideas, with 90% of them pointing to videos on YouTube. The data comes from a new Google/Ipsos holiday shopping survey. Google launched a new shopping ad called “Video to Showcase Shopping,” its first retail search ad leveraging video. The ad is an extension of its Showcase Shopping ads that enable brands and retailers to include multiple images into one ad. The post also nodded toward Google expanding its shoppable ads that include tags to buy.

Enhancing its loyalty program, Nordstrom has launched Nordy Club, a loyalty club that includes the usual point-based system accruing toward rewards as well as moneyoff when buying. Additionally, Nordy Club members who use the Nordstrom app will have access to a much more The Nordy personalized experience. Within the app, Nordy Club members engage Club with a dashboard to check the status of points, gain access to exclusive and app. items for members only, instantly see items to redeem points and manage points. There are four levels to the Nordy Club based on how much that user spends, and benefits increase at each level before topping off at the last level with access to invite-only events and to Nordstrom’s stylists.

SO-LO-MO SPOTLIGHT

Standard Cognition Tests Cashierless Store By Dan Ochwat

SAN FRANCISCO — Built to demonstrate the company’s AI-based, overhead camera system as a means to power an autonomous shopping experience, Standard Cognition opened the first cashierless store in its hometown of San Francisco in September. The 1,900-square-foot store is located at 1071 Market Street and beat trailblazer Amazon.com’s opening of an Amazon Go location in the city by more than a month.

Open to the public, albeit with limited hours, the store is similar to a c-store with snacks and household items. Shoppers download the Standard Market mobile app for iPhone and Android, check in through the app, shop and leave. While this sounds similar to Amazon Go and other cashierless concepts, there are differences. Standard

Market uses only overhead cameras to track and communicate with the shopper’s phone. The cameras are enabled with artificial intelligence vision, watching what that shopper picks up and puts back, as well as tracking insights such as whether the shopper reads the nutrition label or the branding. “We can make the computer really, really smart and not on only what it sees but interpreting what it sees,” says Evan Shiue, director of strategy and growth, Standard Cognition. Amazon Go differs by using shelf sensors that combine with overhead cameras. Standard Market also doesn’t use any facial recognition technology or track any biometric information. “The company went out of its way to be privacy forward,” says Shiue. Instead, when a shopper enters the store and checks in through the app, a color flashes on the phone and the cameras bind that color to that shopper and marks the shopper as “shopper 1.”

Standard Market has 27 cameras placed in the store. “If you compare that to the other platforms out there, almost assuredly that’s on the lower end,” Shiue says. “Why that’s important is as we work with retailers we want to be a light touch solution.” Shiue spent time at Walmart and PepsiCo before joining Standard Cognition. “Coming from Walmart, where you have 5,000-odd stores, with some of the stores being 100,000-square-foot supercenters, it’s nearly impossible to go in and rip out all of the shelves and install hundreds if not thousands of cameras overhead efficiently and cost effectively,” Shiue says. “With that in mind, we built a tech around a store, whereas Amazon built a store around their tech.” Standard Market’s hours and product assortment intend to grow over the year but San Francisco might be its only location. The store’s main goal is to showcase Standard Cognition’s tech for potential retailers. The company has four customers, recently naming Paltac Corp. in Japan, a wholesaler of health and beauty products, to bring autonomous shopping of its goods to 3,000 stores in Tokyo by 2020.


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SHOPPER MARKETING DECEMBER 2018

WHO’S WHO in E-Commerce

Our report recognizes more than 250 brand and retail executives who are making notable contributions in the area of e-commerce.

Photo by Joshua Duke

WALMART U.S.: TOM WARD, Senior Vice President, Digital Operations

T

om Ward began working for Asda, Walmart’s British arm, in various field and home officebased roles mostly focused on operation. He moved to the U.S. in 2013 to work in the international business segment supporting the development teams and learning more about the various segments and operating models around the Walmart world. He moved to the U.S. segment in 2014 to work on the development of the central operations function for Walmart Neighborhood Market and eventually expanded to supercenters. Ward’s previous roles gave him the opportunity to support the creation of a foundation to accelerate Walmart’s e-commerce online grocery business quickly.

Texas. This store allows shoppers to go online and place their order just like any other store but then goes beyond that. When shoppers are ready to collect their groceries, they simply drive up to the AJAX unit and scan their order confirmation at the ATMlike screen – a crane system then recovers their order automatically and presents it to them in the aperture. Once they have all their items – including fresh and frozen – they are good to go. They really enjoy the speedy convenience.

Please describe your current job responsibilities and the function of your team. WARD: I’m currently responsible for the online gro-

within the marketing department to ensure we represent the various and ever-improving propositions to our shoppers in new and innovative ways. For example, during the launch and ongoing expansion of our online grocery delivery program, we use welcome bags that even include a mini online grocery delivery toy car.

cery business for Walmart U.S. – pickup and delivery. My team has end-to-end responsibility for the online grocery website, application, roadmap and field execution. We also lead the e-commerce automation initiatives in stores and field-based sites like the standalone pickup and automated stores. The team develops the tech roadmap for the online grocery business. We lead online grocery’s web merchandising, in-store tech and the field operations for both pickup and online grocery delivery. Can you share a recent example of your team’s work in e-commerce that stands out? WARD: The launch of our AJAX 2.0 site in Sherman,

How does your team engage with Walmart’s shopper marketing team? WARD: Our team partners with various functions

For small and emerging brands, is going beyond basic product information to provide enhanced content worth the investment? WARD: Rich content data is becoming increasingly

more important to our shoppers. For brands who wish to sell their items online, the better the imagery, description and information, the better the shoppers’ experience will be as they interact with those items as they can make more informed choices.

How can all brands, in general, take better advantage of the opportunities in e-commerce? WARD: We find that our shoppers want to have seam-

less access to our products and great prices – be that in store, online for curbside pickup or for home delivery. For Walmart, that journey begins with great in-stock as the items our online shoppers buy are subsequently picked from the same shelf as our physical shoppers. So what matters most in-store is what matters most online for us. What can consumers expect in the near future for the Walmart Grocery website (grocery.walmart.com)? WARD: We are always releasing new features to both the

online grocery website and application. Some great recent examples include the development of a smarter favorites engine which helps surface items our shoppers have told us they love when they are on Rollback or highlight seasonal campaigns at key moments in the year to remind them of items they may need during back to school, for example. We are also testing our smart substitution model, which helps make great personalized choices for shoppers when items are out of stock in the store. We know shoppers love to browse the extensive assortment on Walmart.com and shop the millions of items available. We are also very conscious that they want to save time when shopping for food and consumables on our online grocery site. We continue to aim to make these transitions more seamless in the future to bring ultimate convenience to them. — Institute Staff


SAVE THE DATE

Where leaders collaborate to meet the challenges of the evolving retail landscape and honor the best

of the best at the Shopper Marketing Celebration.

May 15-17, 2019

Fort Lauderdale, FL. Path2PurchaseSummit.com An official event of:

Produced by:


18 WHO’S WHO IN E-COMMERCE

ICON KEY Institute member

7-ELEVEN LYANN FORTNER, Associate Product Manager, E-Commerce Fortner has been with 7-Eleven since 2011. She understands first-hand the changing retail environment for CPGs and competing in the e-commerce marketplace. REBECCA TROUTMAN, Director of E-Commerce Troutman has been an innovation and thought leader within the organization for 14 years. With key success in development and scaling of the Amazon Locker, KeyMe, Micro Market and Delivery platforms, as well as piloting several initiatives including a better-for-you food line, she is now tasked to build out the retailer’s e-commerce strategy and goto-business plan which will include a phased approach over the next year. RICK VERGARA, Senior Product Manager, E-Commerce Vergara manages all aspects of 7-Eleven’s entrance into the grocery e-commerce space including product assortment, merchandising, inventory and logistics. 7-Eleven stores are now live on both Amazon and eBay marketplaces.

A ACELERADA (BIMBO BAKERIES USA) OMAR HAQUE, Vice President/ General Manager & Head of E-Commerce See profile on page 39 JAMES HASLETT, E-Commerce Manager of Key Accounts Haslett is responsible for the development of strategic e-commerce customers including Peapod, Fresh Direct, Jet and startups GoPuff & Boxed. NIKKI LANG, Director of National Customers, E-Commerce Lang is focused on leading relationships with priority customers and collaborating to develop the ecommerce infrastructure of the organization through strategic initiatives.

SHOPPER MARKETING DECEMBER 2018

ASHLEY MORMAN, E-Commerce Manager of National Accounts Morman is responsible for creating a unique strategy for key e-commerce customers and implementing those tactics to drive conversion and generate demand for bread and baked goods in brick-and-mortar “click and collect” and pure-play models. CHRISTINE PISTON, Acelerada E-Commerce Analyst Piston manages the creation, organization and distribution of digital content, and oversees e-insights on product performance. She partners closely with both e-commerce customer account and traditional marketing teams to develop the bestin-class digital shelf. MEGHANA RAJAGOPAL, Director, E-Commerce Marketing

AHOLD DELHAIZE J.J. FLEEMAN, Chief Commercial Services and Strategy Officer/ Executive Vice President

ALBERTSONS JON ADAMS, Senior Director, E-Commerce National Operations KARLI ANDREW, E-Commerce Sales Merchant Andrew is currently utilizing her past Amazon Fresh operations experience and Albertsons’ Own Brands brand and category experience to work with her teammates in developing the retailer’s e-commerce function, specifically around merchandising and customer satisfaction. LOUISE GERBER, Senior Director, E-Commerce Operations ANDREW MANGANO, Director of E-Commerce Analytics and Strategy STEPHANIE URTEAGA, Director, E-Commerce Product Management

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

ALLEGIANCE RETAIL SERVICES PATTY YOUCHOCK, Director, Advertising & Marketing

ANHEUSER-BUSCH

BED BATH & BEYOND

GUILHERME LEBELSON, Global Vice President of E-Commerce Lebelson leads the ecommerce organization for AB Inbev establishing the company’s online footprint in more than 20 countries in five continents by developing relationships with all major online retailers and investing, acquiring or organically creating startups in the data, digital marketing and e-commerce space.

ERICA D’ALOIA, Senior Site Optimization Analyst D’Aloia is responsible for identifying business opportunities, diagnosing website problems and assessing risks using analytics to help make data-driven decisions. She collaborates cross-functionally for testing and enhancing the website’s features to increase conversion and customer experience.

B

BEIERSDORF

BANK OF AMERICA KARLI KUHN, Vice President, Senior E-Commerce Product Consultant

BAYER CONSUMER HEALTH ALANA JOY FELDMAN, Assistant Manager, Digital Merchandising & E-Commerce Feldman is currently leading the end-to-end e-commerce strategy for the Dr. Scholl’s brand. BRANDON HILL, Manager, E-Commerce/ Omnichannel Hill manages the Walmart e-commerce business (Walmart.com, Online Grocery Pickup, Jet.com and SamsClub.com) across the entire Bayer portfolio of brands. He is responsible for developing innovative solutions to simplify the shopping experience and drive omnichannel growth. LISA KELLER, Manager, E-Commerce/ Omnichannel – E-Commerce Retail Media Lead Keller coordinates, monitors and evaluates media strategies and campaigns executed across various retailer-owned media platforms. She leads the collaborative relationship between brand, e-commerce, partner agencies and retailers to drive positive outcomes, delivering upon established KPIs. GABE MATTINGLY, Vice President, E-Commerce Consumer Health Mattingly leads e-commerce for the company. His team drives best-in-class solutions across capabilities, supply chain, content, sales, demand activation, business intelligence, business development and category. LEIGH PETER, E-Commerce Marketing and Merchandising

SARAH POMPOSELLO, Team Leader, E-Commerce Pomposello drives the e-commerce channel strategic direction and leads an e-commerce dedicated and cross-functional team. She is responsible for driving online sales, share growth and owning relationships for key pure play customers.

BEST BUY ANASTASIA BENZ, E-Commerce Director CORY EHLERS, Director of E-Commerce LISSA GATZ, Vice President, E-Commerce Category Management ANGELA MATTOX, Senior Director, E-Commerce Digital Marketing ALLISON PETERSON, President, E-Commerce

BIC JUSTIN ODOM, Director, E-Commerce

BISSELL HOMECARE SARAH BASHAW, Digital Marketing Associate Director, Digital Content and E-Commerce

BLUE BUFFALO CHRIS GREENE, Vice President, E-Commerce

BLUE DIAMOND GROWERS JONAS PARETZKIN, Director of E-Commerce and Retail Stores Paretzkin is responsible for the e-commerce and retail store businesses in North America and building capabilities in international markets.

BOZZUTO’S STEVE METHVIN, Vice President – E-Commerce/Retail Technology


WHO’S WHO IN E-COMMERCE 19

DECEMBER 2018 SHOPPER MARKETING

C CAMPBELL SOUP/ PEPPERIDGE FARM MARK EDMONSON, Director, E-Commerce Brand Marketing Edmonson leads marketing strategy and planning for eight grocery categories to drive toward accelerating the company’s e-commerce presence. He also leads best-in-class content and visual strategies and partners cross-functionally to develop an enterprise process for content development, measurement and optimization. NATHAN SCHWEDERSKE, Vice President, E-Commerce NATASHA VITALE, E-Commerce Category Strategy Lead JOSEPH VIZCARRA, Customer Sales Lead, Omnichannel – Walmart STEPHANIE WOOD, Director, E-Commerce Business Development, Omnichannel

CANON USA GARY PAVAN, Director, Digital Marketing and E-Commerce

CHOBANI MICHELE MCNAMARA, Vice President, E-Commerce McNamara is responsible for setting Chobani’s growth strategy behind e-commerce. With nearly a decade of experience in the space, her passion is driving brand discoverability through meaningful content while delivering a shortened consumer journey.

CHURCH & DWIGHT MICHAEL MURPHY, E-Commerce Strategy Manager FRANK ROSARIO, Retail E-Commerce Manager Rosario manages retail brick and mortar ecommerce initiatives and has more than 15 years of experience in developing and executing digital marketing and e-commerce strategies for consumer brands. His experience includes development and management of D2C and B2B-facing digital experiences. He leverages emerging digital media to increase brand awareness, foster consumer engagement, enhance market position and drive sales.

Photo by Brian Morrison

MILLERCOORS U.S.: SARA WELCH GOUCHER – E-Commerce Marketing Lead

T

he grocery e-commerce landscape fascinates Sara Welch Goucher. There are several layers of complexity in grocery e-commerce that she did not encounter in the world of selling diapers and paper towels during her previous online roles. This drew her to explore a new arm of CPG. Why the beer industry specifically? Goucher jokes that she is a glutton for punishment. Within a regulated industry that varies state to state, the challenge of growing the e-commerce business at scale is that much more rewarding. Describe your current job responsibilities and the function of your team. GOUCHER: To increase awareness of buying beer online,

deliver an optimal consumer experience across channels, provide thought leadership in digital and e-commerce to our retailers, and increase the e-commerce organizational IQ at MillerCoors to impact how we plan and invest as a business in perpetuity. All in all, sell more beer when and how consumers want it. How does your organization promote digital innovation? GOUCHER: I have been very pleased to step into a culture that

embraces innovation, digital innovation and tech experimentation so pervasively. There is definitely a “fail fast” attitude that is supportive of iterative test-and-learns to find new and more meaningful ways to deliver growth. This is most pronounced through our own digital incubator. This team helps us source, build, or license tech to solve business problems. Can you share a recent example of your e-commerce team’s work that stands out? GOUCHER: In the short time my team has been in place, we

accounts. We help to bring new perspectives on how to drive demand, deliver one-to-one personalization and evaluate an end-to-end customer experience to get to a minimal viable solution at retail when building programs. We work with this team on co-creating best-in-class omnichannel programs customized for each retailer. What digital devices and services do you use most often, and how much of an omnichannel shopper are you? GOUCHER: My Amazon Echo Show is on multiple times

throughout the day – primarily for recipes and music. It is very rare for me to be in a physical store. Whenever I have a customer service issue – I turn to Twitter versus any other service to get my problem resolved. It is an amazing case study to watch the speed and manner in which companies handle issues differently in social media. Finally, my husband and I just bought our first house. We have been leveraging the AR functionality of furniture store apps. How can brands, in general, take better advantage of the opportunities in e-commerce? GOUCHER: By pestering the status quo. The brands that

re-evaluate building and creating affinity to their brand through the lens of launching today would by default make vastly different decisions to maximize the lifetime value of their shopper base. Would you have made the package that way if you started the business today? Would you spend that much in TV if you started today? The answer is likely no. Where do you see e-commerce headed in the next few years? GOUCHER: I had a manager once tell me “this is the slowest

How does your team engage with MillerCoors’ shopper marketing team members? GOUCHER: Our teams are interconnected and serve as an

pace of change you will experience in your lifetime.” This resonated with me because it serves both to motivate and to humble. In other words, there are several paths we could see the market go, and if I was clairvoyant, I would be making my living in other ways. That doesn’t change the fact that we must place bets and thus make calculated decisions to better position our businesses to benefit. In the next few years, I think it’s obvious that voice commerce will become a bit more ubiquitous with how we shop.

extension of the shopper or customer marketers at various

— Institute Staff

have launched several solutions and programs to determine what is most meaningful and scalable for this category in omnichannel to replicate quickly. As a result, we are seeing strong double-digit growth.


20 WHO’S WHO IN E-COMMERCE

CLIF BAR CHRISTINE CHUN, Vice President of E-Commerce Chun provides strategic vision and leadership to drive Clif Bar & Co’s business and brands through ecommerce channels, inclusive of pure play, brick & click/omnichannel and direct-to-consumer experiences.

CLOROX LYNE’ BROWN, Vice President, E-Commerce ANNE ZYBOWSKI, Team Leader, Omnichannel Retail Zybowski is responsible for developing partnerships and driving test-and-learn pilots with strategic brick-and-click customers and leading the development of omnichannel strategy and capabilities.

COCA-COLA VU HOANG, E-Commerce Project Manager Hoang leads e-commerce content and digital shelf strategy for the company. His work includes improving traffic and conversion across the Coca-Cola portfolio as well as supporting the syndication and management of content with CSPs and customers. LOUIS MUSHOCK, Account Executive Mushock is responsible for maintaining and growing Coca-Cola’s business on Amazon. com. He leads efforts across many cross-functional teams to ensure the successful execution of customer operations. IRENE SHTRULIS, Senior Marketing Manager, E-Commerce Shtrulis is responsible for the innovation, development and execution of e-commerce shopper marketing strategy across the portfolio of Coca-Cola brands for Coca-Cola North America pure-play and multichannel customers. TODD SKIDMORE, Senior Manager, E-Commerce Skidmore leads the direct-to-consumer e-commerce strategy, marketing, platform development and overall business in North America.

SHOPPER MARKETING DECEMBER 2018

MATTHEW TARALLO, Director of E-Commerce Revenue Growth Management Tarallo and his team lead the development and implementation of the company’s customers’ annual business plans, franchise and commercial leadership, and pricing architecture across its e-commerce customers. KATIE TIEMAN, Director, E-Commerce Strategy & Planning Tieman is responsible for developing and driving the overall strategy for Coca-Cola to capture digital commerce growth. MATTHEW WEMPLE, Senior Manager, E-Commerce Business Development Wemple works on the company’s e-commerce business development team leading new commercial relationships with emerging e-commerce players and innovating digital efforts with retail and foodservice customers. THURMAN WILLIAMS, Director of E-Commerce, Business Development Williams is responsible for driving revenue and first-mover advantage by exploring commercial opportunities with emerging and traditional retailers that lead to strategic partnerships, while also developing capabilities internally across retail sales.

COLGATEPALMOLIVE SAMANTHA BOULUKOS, Director, E-Commerce Boulukos leads the company’s U.S. e-commerce business, including setting priorities, collaborating with marketing, sales, supply chain, etc., to develop products and enhanced marketing materials for e-commerce sites as well as growing sales with eRetailers. JAAP ELEKAN, Associate Customer Development Manager – Amazon Elekan is responsible for driving strategic growth across multiple brands and categories on Amazon. His innovative thinking and adaptability to change are helping him succeed every day. VIVEK RASTOGI, Associate Director – Amazon, Team Leader

COMBE JASON FRIEDLANDER, Senior Vice President and General Manager, E-Commerce, Media & Analytics

CONAGRA BRANDS JILL KRISTLE, Manager, Digital Marketing KELLY MILLER, Associate Director, Digital & E-Commerce

CONSTELLATION BRANDS WAYNE DUAN, Vice President of E-Commerce Duan is leading the company’s e-commerce growth agenda across beer, wine & spirits to further propel its market leadership. His team oversees the e-commerce activities in sales, category management, marketing, strategy, business development and digital shelf catalog management.

CONTENT26 DAVID ZIMMERMAN, Enterprise Sales Director

COST PLUS WORLD MARKET DIANE BURNETT, Senior Director, Digital Marketing

D DANONE NORTH AMERICA ANNA TARNAWSKA BERLIN, Director, E-Commerce Berlin is responsible for the company’s overall e-commerce and marketing strategies as well as building its internal capabilities. On a dayto-day basis, she oversees paid and organic search, and works with the teams to develop content and programs to drive traffic and sales with retail partners.

DAS COS. ROSS SACHS, E-Commerce and Communications Director – Marketing & Digital Solutions

DEAN FOODS ASHLEY KARLSTROM, Brand Manager Karlstrom leads ecommerce channel marketing execution for all Dean Foods brands including DairyPure and TruMoo. She has implemented new internal processes, partnerships and content focused on creating world-class online brand experiences.

ERIC LONG, Vice President, Digital Product – New Technology

NEHA MALIK, Director of E-Commerce Malik leads the development and overall execution of modern commerce, vision and the roadmap of Dean Foods through strategic initiatives including development, management and implementation for the company’s e-commerce strategy, advancing new capabilities and driving retailer partnerships.

CRAYOLA

DEL MONTE FOODS

MELISSA OLDENBOURG, Senior Director of E-Commerce

COSTCO MIKE PARROTT, Senior Vice President, U.S. E-Commerce

COTY US

JASON EASTMAN, Vice President, E-Commerce Eastman has spent the last 24 months leading the formation of the company’s e-commerce business unit (direct-to-consumer and retail). During this time the team has been focused on growing faster than the market, enterprise capability development and filling out the organization.

CVS HEALTH HEIDI RAYDEN, Senior Director, Omnichannel Digital MARYALYCE SAENZ, Senior Director, Omnichannel Merchandising and Category

JENNIFER REINER, Senior Director, Omnichannel Marketing & E-Commerce Reiner develops integrated marketing communication plans and builds functional and organizational capability. She is directly responsible for shopper marketing, digital, consumer promotions, Del Monte Kitchens, creative services, agency management and e-commerce.

DOMINO FOODS TOM GOULD, Director of Consumer Marketing

DYSON KARTHIK IYER, Vice President – Digital and Direct, Americas

Cont. on page 37


the 2019

A special supplement to

guide TO E-COMMERCE COMPANIES

Featuring in-depth profiles from leading companies, including: • Ahalogy

• Green Bay Packaging

• Menasha

• Edge by Ascential

• Label Insight

• The Mars Agency


The Guide to E-Commerce • 2019

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AHALOGY.COM

AHALOGY MUSE™ Data-Driven Ideas Lead to Higher-Performing Content Ahalogy Muse™ is an influencer marketing soft ware platform designed to help leading brands and retailers connect consumer passion to purchase. Muse makes it easy for users to discover emerging trends in their category, plan ahead with data-driven ideas, and track performance in real-time once a campaign goes live. Powered by a network of 5,500+ premium content creators across the web, the tool is powered by influencer performance data—across their original content and billions of social media posts. The tool includes first-of-a-kind brand safety features, such as: •

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Ahalogy is a Quotient brand and the market leader in trend-driven influencer content and social media marketing. Located in Cincinnati, OH—the brand marketing capital of the world—Ahalogy’s clients include over 100 major brands, with a heavy focus in CPG and Retail.

• Muse – category trend data soft ware

Bob Gilbreath, GM, Ahalogy & VP of Social Platforms, Quotient

INDUSTRIES SERVED

• Measurement solutions powered by Quotient

Ahalogy’s premium network of influencers represents expertise across categories, including: • Food & Drink

• Beauty

• CPG

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• Entertaining

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• Brandables – premium influencer content • Tri-Verified – third-party verification to validate page views • 100% paid media execution across social channels

Kristin Dehmer, Director of New Product

CONTACT Samantha Miller Marketing Lead samantha@ahalogy.com


The Passion to Purchase Platform

I N C O L L A B O R AT I O N W I T H : O U I ™ B Y Y O P L A I T Ž & S A LT Y C A N A R Y S A LT Y C A N A R Y. C O M Copyright (c) 2018 Quotient Technology Inc. All Rights Reserved. Quotient, the Quotient logo, Quotient Retailer iQ, Ahalogy, Aha!ogy, and Muse are trademarks or registered trademarks of Quotient Technology Inc. and its subsidiaries in the United States and other countries. Other marks are the property of their respective owners. We do not make any guarantees regarding outcomes or that this product will meet your company's unique needs.


The Guide to E-Commerce • 2019

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EXPERTISE Our solutions enable the world’s top brands and retailers to maximize revenue growth, optimize product listings, increase sales faster than the category and the competition, and drive margin growth with pricing and promotions.

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• Edge Market Share (formerly One Click Retail)

Michael Lisowski, President

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• Edge Retail Insight (formerly PlanetRetail RNG)

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The Guide to E-Commerce • 2019

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G R E E N B A Y PA C K A G I N G SMARTER E-COMMERCE SOLUTIONS

GBP.COM

INNOVATIVE DESIGN SOLUTIONS FOR E-COMMERCE Green Bay Packaging (GBP) creates the perfect balance between function and design for your e-commerce projects. Your products will visually engage the customer and promote your brand upon arrival. In an evolving market, GBP’s e-commerce solutions will ensure a positive customer experience from start to finish. We understand the demands of the e-commerce supply chain and offer extensive equipment with a diverse amount of assets that turn a great concept into reality.

SUPPLY CHAIN PERFORMANCE TESTING Quality and service are a way of life at Green Bay Packaging. By providing extensive onsite testing resources, it allows our customers the flexibility to adapt their packaging to meet the ever-evolving shipping requirements of e-commerce. Our capabilities range from ISTA 1A to 6A including testing for Amazon, UPS and FedEx.

QUALITY MATERIALS AND PRODUCTS Green Bay Packaging produces a wide variety of flutes and board grades for an assortment of single and doublewall combinations to meet the rigors of any e-commerce supply chain. We are vertically integrated with 35 manufacturing facilities throughout the United States, we can produce anything from large and small brown e-commerce boxes with a variety of printing combinations of direct or indirect printing. Our goal is to help our customers drive sales and enable them to achieve the best packaging solution. Our decentralized philosophy leads to improved speed to market and packaging designs that will stand up to the rigors of any e-commerce supply chain.

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Green Bay Packaging (GBP) specializes in graphic packaging, shipping containers, folding cartons and POP displays. GBP provides turnkey solutions that include high-end internal graphics for e-commerce packaging, fulfillment, co-packing and logistics. Decentralized management structure results in unparalleled speed to market.

• High-end Graphic Printing including Digital, Multi-Color Direct Print, Pre-Print and Litho Label Laminating

Will Kress, President & CEO

EXPERTISE

• Graphic & Structural Design

Green Bay Packaging’s expertise lies in helping clients enhance brand recognition through innovative solutions and unmatched production capabilities. Specialized equipment allows us to manufacture unique solutions for E-commerce that combine a shipping container with eye-popping graphics for an enhanced customer experience.

• E-Commerce packaging with ISTA Certifications • Temporary, Semi-Permanent & Permanent POP Displays, Signage and Retail Ready Packaging • Traditional Shipping Containers & Folding Cartons • Fulfillment, Contract Packaging & Full-Service Logistics Management

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Bryan Hollenbach, Executive Vice President Rick Luftman, Vice President, National Sales & Marketing Chris Cummings, National Sales Manager

CONTACT Catharine Rathbone E-Commerce Solutions Manager crathbone@gbp.com 630.849.8192


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The Guide to E-Commerce • 2019

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

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The Guide to E-Commerce • 2019

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YOUR CHALLENGES ARE UNIQUE… YOUR SOLUTIONS SHOULD BE AS WELL!

ONE NETWORK HELPING YOUR BRANDS WIN AND MAINTAIN CATEGORY LEADERSHIP…ONLINE AND IN-STORE Menasha brings together three critical strategic areas and develops integrated solutions that eliminate supply chain complexity, optimize total network cost, and engages your consumers with the brands and categories you represent. Brand Building & Control initiatives are enabled by our network of state of the art printing technology that supports late stage customization, on demand solutions, and personalized graphics: • • • • • •

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Late stage customization Personalization Digital print technology Consumer experience Total subscription solutions Category/Shopper insights

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We work with our customers to uncover the specific problems that are creating barriers for their brands to grow in this rapidly evolving environment.

• • • • •

Menasha has an integrated approach to e-commerce that addresses these evolving challenges. We work with our customer brand, supply chain, procurement and packaging development teams to develop customized packaging and supply chain solutions that positively impact the collective KPI’s of the organization.

Enables all selling models Cost optimized shipping components/structure Efficient product manipulation (bulk/singles) Automation to reduce labor and increase efficiencies Scalable supply chain solutions

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AT-A-GLANCE WHO WE ARE

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Menasha’s retail & category insight teams leverage insight and knowledge to help our customers’ brands secure and maintain category leadership positions within the retail & online supply chains where their brands are sold. We leverage our North American network of material and service facilities to deliver customized packaging, merchandising, and supply chain solutions, at the lowest total landed cost, with executions that engage shoppers and help your brands win!

Brand Building & Control Solutions: Online solutions that drive brand enhancement and customer engagement

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Menasha’s North American Footprint of Material Manufacturing, Assembly, and Sub-Assembly Customization Centers Provides: • Customized e-commerce Packaging, Merchandising & Supply Chain Solutions • Retail and Category Insight Teams at Channel Leading Brick & Mortar and Online Retailers • Customized In-Store Packaging, Merchandising, & Supply Chain Solutions • Customized Materials Handling Solutions

• • • •

Food Personal Care Household Products OTC (Over-The-Counter) • Beauty & Cosmetics

KEY EXECUTIVES

• • • •

Confections Beverage Pet Nutraceuticals

• Electronics

Jason Rottier, Director of E-Commerce Peter Furtado, Director, Amazon Wes Jones, Director of Retail Kerry Bailey, Director, Walmart/Sam’s Club/Jet.com, Bentonville Campus

CONTACT John Van Driest Director of Marketing & Communications john.vandriest@menasha.com 920.751.1447


Full Spectrum of E-Commerce Solutions Brand Building & Control • Late stage customization/ personalization • Digital and new print technologies • Consumer experience based • Total subscription solutions • Category/shopper insights

Adaptable Supply Chain • Enables all selling models – wholesaler, third party retailer, consignment, directto-consumer • Cost optimized shipping components/structure • Efficient product manipulation (Bulk, Singles) • Automation to reduce labor and increase efficiencies

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Learn more at menasha.com/onlinesolutions

Purposeful Packaging

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The Guide to E-Commerce • 2019

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THEMARSAGENCY.COM

CREATE. IMPACT. The way we see it, it’s the end of commerce as we know it. Every commonly held strategy, position and belief is in flux. Clients need business partners who can ideate smarter, move faster, try harder, think more holistically and make an impact on their business, every day. For us, impact is everything. It reinforces agency value. It shows personal care. It builds client trust. We do whatever it takes to drive growth. And that’s what we create – impact. .

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AT-A-GLANCE OUR CULTURE

E-COMMERCE SERVICES

KEY EXECUTIVES

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SPOTLIGHT:

‘SHOPPER MARKETING’ SPECIAL REPORTS The writers and editors of Shopper Marketing supplement monthly feature articles, reports and campaign stories with a variety of bonus content. Some of the content is produced in collaboration with sponsors. Among the special reports …

ANNUAL WHO’S WHO ■

Who’s Who in Merchandising, February 2018

Who’s Who in Shopper Marketing Agencies, April 2018

Who’s Who in Digital Shopper Marketing, June 2018

Who’s Who in Shopper Marketing, August 2018

People to Watch, September 2018

Who’s Who in E-Commerce, December 2018

REPRESENTATIVE SPECIAL REPORTS ■

Mastering Retailer Ad Platforms, August 2018

Voice Assistants and Shopping, July 2018

Shopper Marketing Effies, June 2018

The Evolution of Retail Environments, May–July–September 2018

Under the Influence: Influencer Marketing Virtual Roundtable, May 2018

Data Design: Finding Order in the Chaos, April 2018

Urban Shoppers and Store Formats, March 2018

Zero-Based Budgeting, February 2018


REPRESENTATIVE WALL CHARTS, ETC.

ANNUAL SURVEYS ■

Trends Report, January 2018

WHITE PAPERS ■

E-Commerce Intelligence, August 2018

The Retailer Receptivity Guide, December 2017

Digital Collaboration Playbook, October 2017

Retail Promo Guide, September 2017

Digital Shopper Marketing Landscape, July 2017

Data’s Digital Divide, October 2018

EXPERTS THAT DRIVE EDITORIAL EXCELLENCE Each member of the Shopper Marketing editorial staff is steeped in experience serving the industry. Month after month, they deliver editorial excellence and unprecedented access to shopper marketing thought-leaders.

Bill Schober

Peter Breen

Tim Binder

Charlie Menchaca

Patrycja Malinowska

Cyndi Loza

Jackie Barba

Managing Director, Content and Editorial 25+ years with P2PI bschober@ensembleiq.com (773) 992-4430

Editor-in-Chief, Consumer Goods Technology 15+ years with P2PI pbreen@ensembleiq.com (973) 607-1300

Executive Editor, Shopper Marketing 9+ years with P2PI tbinder@ensembleiq.com (773) 992-4437

Managing Editor, Shopper Marketing 2+ years with P2PI cmenchaca@ensembleiq.com (773) 992-4432

Associate Director, Content, P2PI.org 8+ years with P2PI pmalinowska@ensembleiq.com (773) 992-4435

Associate Editor, P2PI.org 4+ years with P2PI cloza@ensembleiq.com (773) 992-4439

Associate Editor, P2PI.org In 1st year with P2PI jbarba@ensembleiq.com (224) 632-8214


Don’t miss these other upcoming Industry Guides appearing only in Shopper Marketing magazine in 2019.

Digital Shopper Marketing January 2019

P-O-P Design & Manufacturing February 2019

Digital Incentive Platforms June 2019

Shopper Marketing Agencies September 2019

Insights, Data & Analytics October 2019

E-Commerce December 2019

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


WHO’S WHO IN E-COMMERCE 37

DECEMBER 2018 SHOPPER MARKETING

E E.T. BROWNE DRUG ROB CIAFFAGLIONE, Director of E-Commerce Ciaffaglione is responsible for leading the development and execution of the e-commerce channel strategy for the Palmer’s skincare and haircare brand.

E. & J. GALLO JENNIFER BURROUGHS, Account Manager, E-Commerce

KATE GRITSCH, Manager, E-Commerce Sales

KAREN MIZELL, Director, Digital and E-Commerce Sales Photo by Steve Hockstein

LINDA PALUS, Director of E-Commerce Palus leads the company’s direct-to-consumer e-commerce initiatives. In addition, she is developing its MarTech and data marketing roadmap and strategies to build a 360-degree view of and one-to-one relationships with consumers. BRITTANY STORY, Senior Manager, E-Commerce Sales

GREG YAUNEY, Analytics & Capabilities Manager

F FERRERO USA JASON ADAMSKI, North American Consumer Connections Lead

G GENERAL MILLS RICHARD GENTNER, E-Commerce Manager For the past four years Gentner has led the company’s e-commerce capability development for North America. Key responsibilities are base content management and analytical roadmap development. He’s been with General Mills for 20 years.

MONDELEZ INTERNATIONAL: ALISTER GREENWOOD,

Head of Global E-Commerce Insights

A

lister Greenwood’s previous roles have prepared him for his current e-commerce job by their unique experiences yet comparative focus on the consumers’ needs. Before coming to Mondelez, Greenwood worked for a major personal care retailer, several CPG food and beverage manufacturers, and also a global research agency that gave him a more holistic perspective.

integrated into the broader digital ecosystem and there is a greater focus on user experience and exploration. As a “mobile-first” market, users spend more time clicking, interacting and exploring products. Retailers have responded to this by including personalization via user experience and entertainment to create a more engaging online shopping experience.

Describe your current role and the function of your team. GREENWOOD: I lead the global e-commerce insights agen-

How can brands, in general, take better advantage of the opportunities in e-commerce? GREENWOOD: For CPG brands there is the perpetual chal-

da at Mondelez, which comprises research, insights and analytics. I work with a talented team across our key regions and markets to develop our capabilities and competitive advantage by understanding shopper behavior on the digital path to purchase, building a performance management framework (harnessing our data and analytics) and developing learning agendas that prioritize local needs. Can you describe your view of e-commerce developments in the overall industry? GREENWOOD: There has been an incredible amount of

change in e-commerce in a short space of time and very differing journeys of evolution across the biggest markets. We first started looking at the impact of e-commerce upon the UK market more than 10 years ago, a home-delivery model dominated by the big grocery retailers. France, also dominated by grocery retailers, saw the high cost of home-delivery fulfillment in the UK and prioritized a click-and-collect model with a greater assortment of private label brands to boost margins. The U.S. model is on a different trajectory, dominated by Amazon and heavily influenced by Amazon Prime free two-day delivery. Given the variability of population density and the regionality of retail in the U.S., building an extensive home delivery e-commerce network is a hugely expensive undertaking. The game has changed now with Amazon’s purchase of Whole Foods, and the rapid response of Walmart, Target and Kroger with a focus on click-and-collect to make use of the differentiated assets – stores. There is also the development of “concierge-fulfilled” e-commerce pure players like Instacart and Shipt, which provide further choice and additional competition. Convenience, assortment and speed remain the focus within U.S. e-commerce. What else is out there? GREENWOOD: The Chinese e-commerce market is more

lenge of “mental and physical availability” in e-commerce – standing out within a digital shelf that may not conform to traditional merchandising and where most shoppers do not venture past the first page. Understanding and investing in search is crucial for brands. For instance, consumers use Google search differently than Amazon search. The returns we see are healthy, and combined with high loyalty and conversion e-commerce provides as much a brand-building platform as a way to advertise and be found. How do you keep an ear to the ground in such an everchanging digital landscape? GREENWOOD: I read as much as I can and I rely on about

10 different trusted publications. I also follow key influencers, connect with peers across the globe and attend relevant conferences to try to keep up to speed. What are the current and upcoming challenges or disruptors to e-commerce? GREENWOOD: Supply chain costs and inefficiencies as well

as complexity of getting to the right pack types at the right price points. The ever-increasing competition for traffic and precariousness of retailer margins are significant challenges for e-commerce. Where do you see e-commerce headed in the next few years? GREENWOOD: A world where a more seamless connected

user experience exists. From checking emails or connecting socially to browsing a more curated personalized experience, to searching and purchasing in a connected and seamless digital journey. I think it’ll look a lot more like the Chinese e-commerce market. — Institute Staff


38 WHO’S WHO IN E-COMMERCE MATTHEW KARSCHNIK, E-Commerce Global Capability Lead TYLER KEEHR, E-Commerce Marketing Associate Keehr executes marketing strategies across Amazon Fresh and FreshDirect retailer platforms. He supports business analysis by summarizing data, trends and marketing performance, and performs quality assurance on campaigns and monitors competitive activity to identify gaps and opportunities. BRIAN WESTINER, Senior Category Development Manager Westiner leads General Mills’ digital shelf optimization team. He is responsible for the development and execution of e-commerce category management and merchandising strategies, integrating shopper insights, digital analytics and userexperience design.

GEORGIA-PACIFIC JEREMY DOBBIE, Director of Digital Marketplace TAMIKA MCCOGGLE, Senior Manager, Digital & E-Commerce Marketing RAHUL SARASWAT, Senior Manager, E-Commerce Business Effectiveness Saraswat is the e-commerce business effectiveness lead for both consumer (retail) and professional (B2B) divisions, in charge of executing e-commerce capabilities such as digital content management, digital shelf management, digital marketing, consumer reviews, search optimization, and fulfillment for retail partners and distributors. SHALIN SHAH, Vice President, Omnichannel and E-Commerce Shah is vice president of omnichannel and ecommerce at GP PRO, responsible for leading capabilities within the company’s e-commerce and omnichannel customers where he has helped to drive strategies resulting in more than $100 million in revenue. BRETT VETTER, E-Commerce Director

GIANT EAGLE DAN MAGRISH, Director of E-Commerce Marketing Magrish leads e-commerce marketing for Giant Eagle, responsible for marketing strategy and execution supporting grocery pickup and delivery, gift cards and other emerging offerings at the chain’s more than 200 supermarket locations and online platforms.

SHOPPER MARKETING DECEMBER 2018

GLAXOSMITHKLINE STEVE KINSEY, Senior Manager, E-Commerce Strategy Kinsey is responsible for the company’s ecommerce marketing and strategy in the U.S. This includes driving online brand growth with partner agencies and retailer media platforms, identifying new vendors and technologies, and defining and training on best practices. AMY LABROO, Director of Digital Marketing & Omnichannel Labroo has more than 15 years of experience and expertise leading digital, e-commerce and omnichannel strategy for various industries. She leads digital for GSK’s U.S. CHC, focusing on mobile-first, consumer-obsessed, data-driven digital marketing.

GOODYEAR TIRE & RUBBER AARON BUNDSCHUH, Director, Interactive Marketing & E-Commerce

H HAIN CELESTIAL JULIE BOWERMAN, Senior Vice President, Digital Engagement & E-Commerce Bowerman recently joined the company to lead and build the transformation of Hain’s online transaction and brand digital experiences. She has more than 20 years of CPG experience in a variety of marketing, commercial and digital roles. She previously worked at Coca-Coca and built its U.S. e-commerce business.

HASBRO PATRICK MERRIAM, Director, E-Commerce Technology NATHAN PENDLETON, Senior Manager, E-Commerce, Walmart U.S.

HEB GROCERY JAG BATH, Chief Digital Officer GARY HUDMAN, Director of E-Commerce Merchandising KEDAR PATEL, Director of E-Commerce

HENKEL TIM BLACHOWSKI, Director of E-Commerce

JAMES FERNANDEZ, E-Commerce National Account Manager Fernandez delivers profitable growth to the retail organization through the online pure play channel and develops best-in-class ecommerce content for national online retailers.

HOME DEPOT

LAURA HYLAND, Vice President, E-Commerce U.S. Hyland leads the growth of the company’s e-commerce business in the U.S. Her focus has been on sales growth, developing e-commerce capabilities, building a team from the ground up, advancing organizational eLearning, and fostering new partnerships.

HY-VEE

HERSHEY BEVON DORMER, Senior Associate Manager, E-Commerce, Amazon CARRIE LATHROP, Senior Manager, Holistic Captaincy & Business Intelligence Lathrop is pioneering the advancement of category management in an omnichannel world, bridging shopper experiences across channels and devices for the company’s retail partners. She also leads a team focused on advancing digital analytics and measurement across the company. MEGAN PANTALONE, Digital Commerce Manager, Owned Solutions Pantalone develops and manages a holistic enterprise strategy across direct-toconsumer, marketplace and B2Bowned digital platforms. She recently worked to develop and execute a best-in-class cold chain fulfillment solution that enhanced consumer experience and drove share and revenue three times over the previous year within the digital confection category. JESS STEPHENS, E-Commerce Manager, Business Intelligence

HILL’S PET NUTRITION FRANCESCA HAHN, E-Commerce Director Hahn leads the company’s U.S. e-commerce business including developing eRetailers, partnering with omnichannel customers, driving a superior experience online to the pantry, and building its capabilities to win tomorrow.

RANJEET BHOSALE, Director, E-Commerce Online Analytics & Business Intelligence

HONEY BAKED HAM EVANA OLI, Director of Omni & New Channels

MATT LUDWIG, Chief Information Officer and Executive Vice President, E-Commerce

J J.M. SMUCKER DAN COOKE, Vice President, E-Commerce Cooke leads e-commerce strategy, sales and capability enablement for the company’s vast portfolio of food, beverage and pet brands. His responsibilities include pure play, brick and click, direct to consumer and B2B sales, marketing and fulfillment solutions. JESSICA FAIR, Director, Omnichannel Customer Marketing Fair’s passion for shopper marketing started 12 years ago and has evolved with enhanced connected commerce capabilities. She is responsible for leading a team of shopper marketers focused on driving omnichannel strategies across all classes of trade.

JACK LINK’S PAUL WATSON, National Sales Manager, E-Commerce Watson is responsible for the e-commerce channel and is the team lead for strategic leadership, planning, vision, P&L and execution. He doubled e-commerce revenue contribution and increased market share by executing against strategic pillars of sustainable economics, e-commerce packaging, improved supply chain efficiencies and joint business plans.

JOHNSON & JOHNSON ASHLEY KENNEMER, Shopper Marketing Manager Kennemer is responsible for developing and executing insightdriven shopper marketing activations for the company’s beauty portfolio at Walmart. She strives to deliver innovative, omnichannel programs that drive sales and elevate the shopping experience.


WHO’S WHO IN E-COMMERCE 39

DECEMBER 2018 SHOPPER MARKETING

K KELLOGG CHRIS BRANTLEY, Senior Manager, E-Commerce, Club Channel KATIA COLSTON, E-Commerce Sales Lead Colston has full channel P&L responsibility on the e-commerce business development and account management team, heading e-commerce customer partnerships, channel marketing and sales strategy development, annual strategic joint business planning, digital 4P excellence and performance measurement and automation for the full Kellogg’s brand portfolio for North America with West Region retailers that include Albertson’s, Meijer, H-E-B and Hy-Vee. TRAVIS COLVIN, Director, E-Commerce Business Development Colvin is responsible for identifying and executing new business development opportunities designed to generate profitable share growth in the online grocery category. His key areas of focus include opportunity sizing, strategy development and capability building across the enterprise, including digital shelf, PPA, measurement and analytics. WHITNEY COOPER, E-Commerce Sales Lead, Walmart U.S. Cooper joined the company in 2016 leading shopper marketing strategy and activation at Walmart for frozen foods and digital activation strategy for snacks and morning foods. In 2017 she was promoted to her new role where she leads its e-commerce business at Walmart, including Walmart.com, Jet.com and online grocery pickup activation. ANDREW FREEMAN, Global Director, E-Commerce Capability Freeman is a technology evangelist with more than 15 years of experience in e-commerce across sales, marketing and operations. He is responsible for developing global strategies to help drive digital transformation and sales innovation through technology. ALLISON GRIM, Senior Manager, E-Commerce, Kroger Grim’s career spans retail management, customer marketing and account management. She is currently responsible for leading the company’s e-commerce business at Kroger. Leveraging insight and analytics, she devises strategy with a cross-functional team to accelerate Kellogg e-commerce performance.

Photo by David Fonda

ACELERADA: OMAR HAQUE, Vice President/GM

& Head of E-Commerce

O

mar Haque’s career has encompassed all things digital. He’s been in the e-commerce space since Webvan – the “original” online grocery startup founded in the mid-1990s. His career has taken him from J.P. Morgan to Scholastic. Prior to being recruited to Acelerada, Haque spent five years as head of global ecommerce at Colgate-Palmolive. He was the first full-time e-commerce employee there and was responsible for creating the company’s e-commerce strategy, roadmap and execution plan. “I love starting things and being at the forefront of a change,” Haque says. As the vice president and head of e-commerce at Acelerada – a standalone business unit of Bimbo Bakeries/Grupo Bimbo with brands such as Sara Lee and Entenmann’s – Haque says he’s focused on disruption. He and his team manage all e-commerce and digital, everything from supply chain and marketing to insights and start-up partnerships. “We are not selling bread online,” Haque says. “We are driving growth.” Any recent example of this growth? HAQUE: Our launch on Boxed.com with Entenmann’s Little

Bites muffins. We went from the first meeting to going online in a matter of weeks, something that can take months in traditional CPGs. Does Acelerada work with Bimbo’s shopper marketing team? HAQUE: It depends on the customer and can be slightly dif-

ferent based on the pure plays and click-and-collects. Overall, the great thing about Acelerada is that we have our own team and we manage our own budgets – trade, digital, shopper marketing. That makes us nimbler than the traditional side of business. How can other brands take better advantage of e-commerce opportunities? HAQUE: You need to start thinking about it right from re-

How is Acelerada encouraging innovation? HAQUE: By creating a “safe zone” for associates to experi-

ment and try different things and not be afraid to fail. What does that look like in practice? HAQUE: We have a failure competition where we monetarily

reward failure. This is very important to us. If you are not failing, you are not taking enough risks and not trying to innovate. Culture is a great motivator for you. How so? HAQUE: We spend 30% or more of our time with our co-

workers, so it better be a great culture you experience. That was one of my apprehensions when I was leaving the managing-with-respect culture of Colgate-Palmolive. I feel lucky and blessed to have joined a great culture here known for being deeply humane. Are there lessons you learned early in your career? HAQUE: You can’t do it alone or with a “B” team. Never

suffer in silence, get people smarter than you, and don’t be afraid to ask for help. How do you stay plugged in to an ever-changing digital landscape? HAQUE: Talking with my peers is the best way. There are 10-

15 of us who pretty much grew up in CPG e-commerce, and we frequently and informally exchange notes and ideas. Also, travels across the globe. Finally, I talk to and observe my kids, ages 11 and 16, and how they interact with technology. What disruptors do you see facing the industry? HAQUE: From a technology perspective, voice and artificial

intelligence will be the biggest game changers on how shoppers’ shop and find products. What else are you watching? HAQUE: Online grocery is still in the nascent stages in the

search and development and innovation labs. E-commerce is not just a down-stream sales thing. Think about it in every aspect of the commercialization process from product development, packaging and supply chain.

U.S. and we have a long way to go before catching up to Western Europe. Also, the speed of last-mile fulfillment is going to get faster. Digital native shoppers are used to instant gratification and whoever can crack the code for faster delivery (under 30 minutes or so) profitably and sustainably will be the winner in the online grocery space.

Anyone you see doing this well? HAQUE: Procter & Gamble with Tide Pods. They were al-

Any parting advice? HAQUE: Don’t overthink. If you have 50%-80% of the data,

most made for e-commerce and are so much easier to ship than liquid detergent.

that’s good enough, just pull the trigger. — April Miller


40 WHO’S WHO IN E-COMMERCE JILL ROURKE, Manager, E-Commerce, North America Rourke leads shopper marketing for all Kellogg’s brands on Amazon, focusing on building multi-brand programs from insights to drive efficiencies and the ultimate goal of sales. She imparts the importance of selection, digital shelf and the right KPI to drive ultimate success. ANDY ROWLES, Senior Manager, E-Commerce Sales Rowles has put more than 23 years of experience in the CPG industry to work by developing the Kellogg’s portfolio with pure play startups. He has built the business and the relationships with the likes of Boxed.com, Jet.com, GoPuff.com and most recently JD.com.

SHOPPER MARKETING DECEMBER 2018

tive relationships across e-commerce partners, and optimizing content, marketing and supply chain capabilities to meet the needs of its shoppers and retail partners.

KIMBERLY-CLARK SARA GILBERT LEONARD, E-Commerce Lead – Adult and Feminine Care SANELA ODZIK, Senior Manager, Global E-Commerce Capability

KAMELA WARREN, Senior Manager, E-Commerce

VICTORIA TYLINSKI, Director, E-Commerce IQ With more than 10 years of CPG experience, Tylinski leads the e-commerce IQ team, which identifies and develops capabilities and tools to drive e-commerce growth, including search, content and data/reporting. She creates and oversees the company’s e-commerce vision, strategies, plan development and targets for business units, and with her team, leads retail partners in developing ecommerce strategy and execution.

KEURIG DR PEPPER

KIND

SHEILA BONNER, Vice President, Shopper Marketing, Insights and Merchandising

BRIAN DUDZINSKI, Director, E-Commerce With more than six years of experience, Dudzinski leads the e-commerce sales channel for the company. Through digital story telling and data-driven decision-making, his efforts have elevated it to a leadership position in the space.

TONY SHIAVONE, Senior Manager, E-Commerce

DENISE CRAWFORD, Senior Director, E-Commerce Sales Operations Strategy Crawford leads the commercial sales operations e-commerce team for the KDP Warehouse Direct and DSD portfolio of brands. She is commercializing a strategy to unlock complex distribution and licensing agreements for the DSD portfolio to make the full portfolio available online anytime, anywhere. JAMIE DOOLEY, E-Commerce Sales Vice President PATRICK MINOGUE, Senior Vice President of E-Commerce BRIAN POTTS, Sales Vice President, E-Commerce, Amazon CAMBRIE ROSSI, Manager, E-Commerce Marketing

PAMELA THOMPSON, E-Commerce Manager

KROGER MATT THOMPSON, Vice President, Digital Business

L L’OREAL VIVIANNA BLANCH, Vice President, Integrated Consumer Communications, L’Oreal Paris

HAYLEY THEALL, Associate Manager, Omnichannel Marketing

MARY FOX, Senior Vice President of E-Commerce, Category Management, Business Development and Future of Retail

JAMIE DOOLEY, E-Commerce Sales Vice President

PAT FRANQUELIN, Vice President, E-Commerce

KIDS II

ELLEN HAWES, Director, E-Commerce and Digital Strategy

MIKE HORNIGOLD, Vice President, Global E-Commerce and Asia Hornigold is responsible for leading the global transformational change of a brick-and-mortar-first company to an e-commerce-first company, including developing its ecommerce strategy, leading its global e-commerce sales organization, opening and building more collabora-

JUSTINE KAZAN, Director, E-Commerce Kazan manages the development and performance of digital shelf tools, playbooks and roadmaps to increase performance and drive sales goals. She has a proven track record in meeting retailer needs and supporting long-term performance across all digital KPI’s.

GEOFF MEADE, Assistant Vice President, E-Commerce Strategy and Operations Meade is responsible for the e-commerce channel strategy, sales planning and content syndication across the company’s mass beauty division. MIKAEL NOLEAU, Director of E-Commerce and Omnichannel DANIELLE ROSE, Vice President of Global E-Commerce, Urban Decay ELLEN SUH, Director of E-Commerce RACHEL WEISS, Vice President, Digital Innovation & Entrepreneurship

M MAGID GLOVE & SAFETY AUSTIN GABOR, E-Commerce Marketplace Strategist ROB STANLEY, E-Commerce Strategist Stanley leads e-commerce strategy, sales and capability enablement for the company’s vast portfolio of PPE through online channel marketplaces. His responsibilities include marketing, content development, supply chain and project management.

MARS WRIGLEY CONFECTIONERY ANDREW CAPRON, Vice President, New Transactions Capron’s team is responsible for expanding the reach and conversion of the company’s brands by creating brand transactions in new places. To make this happen the team thinks about how its brands can be relevant to consumers in unexpected places in both the physical and digital world and create solutions to meet those moments. BILL DILLON, Senior Manager, E-Commerce/Digital Markets HEIDI MACKEY, Senior Category Manager HANNAH MCKEE, Shopper Marketing Manager SONIA SETHI, Digital Commerce Acceleration Director, Americas Sethi is focused on accelerating the company’s digital transformation by building organizational capability across digital marketing, operations, analytics and talent development, with an emphasis on Amazon, omnichannel and D2C. PETER STRONG, Customer Business Leader, Digital Commerce Strong and his team partner with leading retailers to accelerate confectionery sales online by leading the charge to be digital first.

MASCO TANUJA SINGEETHAM, Vice President, Digital Marketing Singeetham is responsible for leading and driving digital marketing, social media, CRM, promotions and e-commerce initiatives for the Behr and Kilz paint and primer brands.

MASSIMO ZANETTI ROD RICKMAN, Senior Manager, E-Commerce Rickman leads the strategy and development of the ecommerce channel. Brands include Chase & Sanborn, Chock full o’Nuts, Hills Bros. Coffee, Hills Bros. Cappuccino, Kauai Coffee, MJB Coffee and Segafredo Coffee.

MASTER LOCK MARTI GAHLMAN, Director, Digital Strategy & Web Services

MATTEL HADI ABRISHAMCHIAN, Head of Amazon U.S. Customer Marketing Abrishamchian directs Amazon U.S. shopper marketing and strategic sales planning across Amazon Toys & Games and Baby GLs for all Mattel and Fisher-Price brands. DENNIS CHUNG, Senior Director of E-Commerce

MCCORMICK AND CO. BRIAN FREDERICK, Director of E-Commerce Frederick has more than 16 years of experience driving marketing and sales initiatives. He creates optimized interactions with customers and prospects in the ever-evolving digital environment by leveraging data and user experience. He and his team have been paramount in developing a multichannel digital approach in the company’s integrated digital/ecommerce program. JACKIE LOGAN, E-Commerce Manager

MEIJER JUSTIN SESSINK, Director, Digital Shopping & E-Commerce Sessink leads the digital shopping & e-commerce team. As digital continues to play an important role in customers’ lives, he is responsible for developing more ways for customers to shop with Meijer, which include home delivery, curbside pickup and more.


WHO’S WHO IN E-COMMERCE 41

DECEMBER 2018 SHOPPER MARKETING

MILLERCOORS SARA WELCH GOUCHER, E-Commerce Marketing Lead See profile on page 19 SHELDON KAIL, Director, E-Commerce Solutions Kail leads e-commerce category solutions. He is the architect of the company’s e-commerce strategy and developed the base set of tools and customer solutions to help retailers grow the size and value of their online beer business. JESSICA OWENS, Chain Sales Manager, E-Commerce

MOEN NICK MARPLE, Senior Director, Digital Commerce Strategy and Account Management

MOET HENNESSY USA ISABELA GABALDON, E-Retail Manager, Southeast Region KERRI LACAPRA, E-Retail Manager, National Accounts LaCapra is at the leading edge of the National Accounts team’s digital commercial strategy, internal literacy and business development. She is ultimately responsible for growing the MHUSA online footprint and visibility, digitally engaging shoppers and growing region sales in this high potential channel. KYLE YEARICK, Vice President, Trade Marketing

MONDELEZ INTERNATIONAL CHRIS BUTLER, Head of E-Commerce North America ANDREW FELDMAN, Senior E-Commerce Marketing Manager Feldman leads e-commerce search marketing for Mondelez where he oversees paid and organic efforts across all its retail partners. He previously held progressive e-commerce roles at RB and Mars Chocolate. ALISTER GREENWOOD, Head of Global E-Commerce Insights See profile on page 37 SHEERA HOPKINS, E-Commerce Shopper Marketing Hopkins leads e-commerce shopper marketing and media for the organization, driving traffic and sales with retail partners. She specializes in developing best practices for ecommerce advertising strategies and conversion media.

Photo by Steve Hockstein

You’ve Got a Friend (in E-Commerce)

J

By Ed Finkel

im Morgan and Calvin Lammers do not work for the same company, yet they talk at least once a week about e-commerce. That type of interaction is vital in a small, fast-changing field, they say. It’s a crucial piece in navigating the e-commerce channel, says Lammers, director of e-commerce at Spindrift Beverage Co. Morgan agrees. “For the longest time, everyone was selfish with that information,” says Morgan, head of e-commerce at Vita Coco. “If you wrote a book about e-commerce today, it would be outdated by the time it got published. This is the only way – to pick people’s brains.” Lammers started at Spindrift in 2017 and has developed the company’s e-commerce presence virtually from scratch, he says. He handled e-commerce at Bai Brands and Kind after working in merchandising for J.Crew and Amazon subsidiary Quidsi. Morgan has been with Vita Coco since 2016, and during that time the company has increased its focus and resources on e-commerce, moving the function from sales to marketing. Morgan rose to his current position in March 2017 and previously worked for Heineken and Diageo, among others. The pair met through mutual colleague John Denny, now vice president of e-commerce and digital marketing at CAVU Venture Partners. When Morgan reached out, Calvin had no qualms. Their friendship deepened when they realized they both not only have Type 1 diabetes but also use the same New York doctor. “If you need advice on building a diabetesfocused e-commerce site, let us know,” Morgan quips. “When I got into this e-commerce role, I realized there’s a lot of information you don’t have, especially vis-a-vis large vendors like Amazon Marketplace,” Morgan says. “There’s not one source of information to guide you and help you understand whether you’re doing the right thing or not. I reached out to pretty much every thought leader in the visual commerce space.” To take full advantage of e-commerce opportunities, Lammers recommends using it as a launch pad or test channel

for innovations. “It is a great opportunity for brands to see the potential or upside of a new flavor or new line,” he says. “The route to market is so much quicker for that channel, as are the insights or data you’re able to gain. These are massive, crowded categories. Having the ability to navigate [ecommerce] disrupts legacy brands.” E-commerce might seem daunting to brands that haven’t invested, but they need to realize it’s not a niche or a trend, Morgan says. “This is a new reality,” he says. “The longer you delay, the more you hurt yourself. Brands who get in early in a category, it’s hard to knock them out (given how algorithms are based on past searches). The way to win three years from now is to win today.” Vita Coco’s recent wins in the e-commerce space have included using Amazon as an innovation platform to test new ideas, which resulted in a successful launch of an MCT oil product. “It’s a category that’s big online, it’s not necessarily in brick-and-mortar, and we put media behind it,” Morgan says. “We quickly got a top five item out of it.” Secondly, the company launched an Amazon-exclusive organic coconut water that’s secured about 45% of the market, larger than the next five brands combined, he says. Spindrift took about eight months from starting its e-commerce effort to a “go live” date on Amazon, getting its ducks lined up with regard to operations, supply chain, finance and other internal systems, Lammers says. Since the “go live” in January, the brand has worked closely with Amazon Media Group and Amazon Advertising, strategically marshaling limited resources and seeing “a ton of success over the past 10 months,” he says, “to the point where we have the thirdbest-selling water SKU. To see that rapid growth, it’s teeing us up to go big in 2019.” Going forward, both Morgan and Lammers expect shipping and “last mile capabilities” to be a prime area of focus, especially with the Whole Foods-Amazon integration. “Everything is just about how to get shipped in the fastest period of time possible,” Morgan says.


42 WHO’S WHO IN E-COMMERCE JEFF JARRETT, Vice President, Global Head of E-Commerce Under Jarrett’s leadership, Mondelez has become the global online snacking leader with No. 1 brands in key markets around the world, growing at more than 40% per year. He has 20-plus years of digital and e-commerce experience building brands, driving innovation and delivering profitable growth. He also led digital transformation and e-commerce at Kimberly-Clark. CONNOR MORHARDT, E-Commerce Sales Business Leader KATRINA PLUMMER, E-Commerce Marketing Lead, Confections Plummer is building best-in-class ecommerce marketing capabilities through content, search and activations. She partners with the company’s retail customers to drive a seamless brand experience as consumers migrate to explore and buy online.

N NESTLE-PURINA NATHAN MARAFIOTI, Group Director, E-Commerce Marafioti has spent the past five years working in an e-commercefocused role and the last 18 months at Nestle-Purina. Knowing how different pieces of a larger organization (such as sales, marketing, media, manufacturing/supply, shopper marketing, etc.) work together within a strategic framework has helped him to gain alignment as he works to integrate ecommerce into a global manufacturing and marketing organization.

NEWELL BRANDS DON BRETT, Global Vice President of E-Commerce DALE EDMAN, Vice President of E-Commerce – Outdoor and Recreation, Fishing LEANNE HEIDENBERG, Associate Manager, E-Commerce Trade Marketing – Home Fragrance VIVEK KUMAR, Director, E-Commerce (Direct to Consumer) PATRICK LIVINGSTON, Director, E-Commerce – Home Fragrance KACIE MCKEE, E-Commerce Trade Director – Food JEREMY SILKOWITZ, Senior Manager, E-Commerce – Baby & Parenting

SHOPPER MARKETING DECEMBER 2018

NORTHERN TOOL & EQUIPMENT NATE MILLER, Vice President, E-Commerce Marketing & Web Design

O OFFICE DEPOT JAMIE COLUMBUS, Vice President, E-Commerce RICHARD POLLY, Vice President of Customer Experience KHALID SALEEM, Vice President, Digital Business Platforms & E-Commerce Development MARK SYCHTERZ, Senior Product Manager, E-Commerce

P PEPSICO BAVAN SARVENDRAM, Head of E-Commerce, North America GIBU THOMAS, Senior Vice President, Head of Global E-Commerce

PFIZER FARA POPE, Director, Sales Strategy, E-Commerce DANIEL SPINDLER, Senior Manager, E-Commerce Digital Shelf Marketing & E-Category Management MARK STEVENS, Director of E-Commerce

PHARMAVITE JAY NIKOLICH, Divisional Vice President, E-Commerce Nikolich currently leads the development of e-commerce and digital capabilities for Pharmavite’s portfolio of brands, including Nature Made vitamins. His team is responsible for evolving the company’s digital strategy and infrastructure based on current and emerging retail landscapes.

PRESTIGE BRANDS MARK KARLAN, Director of Digital Marketing

PROCTER & GAMBLE KANISHKA DAS, Global E-Business Research Leader

JORDAN DENTON, Shopper Insights Leader, Amazon Customer Team Denton uncovers and activates powerful shopper and user experience insights that drive strategy, deliver breakthrough shopping experiences, and optimize initiatives for CPG at the largest e-commerce retailer in the industry. ASHLEY DIAMOND, P&G Walmart Team Associate Director – Omnichannel Business KRISTIAN GATEWOOD, Director, Amazon Customer Team CHRISTI GEARY, Associate Director, North America Omni Retail Innovation Insights Leader Geary builds the business via strategic shopper analytics and insights, innovative digital and e-commerce capabilities and integrated selling stories across the North America brand portfolio with a specific focus on emerging omni retailers, shoppers and technology. BRUCE LUX, Global Digital & E-Commerce Marketing Leader KATY MOEGGENBERG, Digital Marketing/ E-Commerce Leader, Global Moeggenberg leads a global organization of more than 50 analysts and in addition serves as an advisor to senior P&G leadership on e-commerce/digital strategies. Prior to this position, she served in a number of roles as an embedded analyst across global businesses and obtained three U.S. patents for her innovation work. COLLEEN PARKER, Brick and Click E-Commerce & Digital Strategy

R RALEY’S SUPERMARKETS MIKE MOLITOR, Vice President of E-Commerce & Loyalty

RB SHERILYN GARRARD, Direct-toConsumer E-Commerce, Operations Manager LAUREN TONKIN, Team Leader, Direct-to-Consumer E-Commerce Tonkin is responsible for end-to-end operations, sales and marketing for RB Health websites such as Mucinex, Airborne, K-Y, Clearasil and Schiff. Her team manages the entire user journey from user experience/user interface and content creation to acquisition and retention.

REMY COINTREAU USA HEATHER BERGSTEIN, Senior Director, E-Commerce Bergstein leads e-commerce strategy and initiatives, focused on driving the e-commerce business across the Remy portfolio of brands, developing channel-specific activation strategies and programs, cultivating retailer relationships and driving innovation through new partnerships, retail channels and ecommerce opportunities.

REYNOLDS CONSUMER PRODUCTS BRANDI PITTS, Vice President, Marketing & E-Commerce Pitts is responsible for the e-commerce vision and growth strategy for the Reynolds Wrap and Hefty brand portfolios. She leads the organization’s online retail strategy, digital marketing, content development and innovation roadmap.

ROBERT BOSCH POWER TOOLS SONESH SHAH, Vice President, Brand Marketing and Digital Shah leads the brand marketing and digital organizations at the company. In this role, he drives the transformation of the business into one that is more user-focused and digitally savvy.

ROYAL CANIN ANDRIANA THRO, E-Commerce National Accounts Director Thro drives evolution in the company’s digital approach, focusing on developing and implementing strategies to deliver profitable growth for its veterinary and retail businesses.

S SABRA DIPPING RYAN SAGHIR, Director of Integrated Marketing Saghir leads the integrated marketing function at the company (a PepsiCo-Strauss joint venture) where he drives omnichannel communications across PR/influencers, digital and social media as well as experiential to ensure the seamless delivery of the Sabra brand story.


WHO’S WHO IN E-COMMERCE 43

DECEMBER 2018 SHOPPER MARKETING

SARGENTO FOODS

STONEWALL KITCHEN

CAMI SCHENCK, Senior Marketing Manager – Media & Digital

IAN MARQUIS, E-Commerce Manager Marquis leads the e-commerce team at the company in developing and deploying innovative digital strategy using Salesforce Commerce Cloud, Marketing Cloud and Einstein AI, driving cutting-edge customer experience and data-driven ROI.

SC JOHNSON & SON ANDREW FRAILING, Director, Shopper Marketing, North America Frailing leads the North America shopper marketing organization. With more than 10 years of brand building and commercialization experience, he and his team are responsible for building dynamic and engaging retail activation strategies to drive growth for SCJ and its retail partners.

SCOTTS MIRACLE-GRO BILL LITFIN, Global Director, Digital and Content MATTHEW TAYLOR, Director, E-Commerce Sales and Marketing ANNE VILLARREAL, Shopper Marketing Manager Villarreal is responsible for understanding the shopper path to purchase, in an e-commerce world. Her focused attention and insight-driven approach to the e-commerce space has resulted in noteworthy results. She serves on P2Pi’s E-Commerce Council.

SHERWIN-WILLIAMS MEGHAN VICKERS, E-Business Marketing Director

SODASTREAM OLIVIA ALVAREZ, Senior Director, E-Commerce and Digital Alvarez leads all U.S. e-commerce activities, including SodaStream’s Amazon and direct-to-consumer team. This includes digital marketing, promotions, assortment and merchandising.

JANINE SOMERS, Director of Marketing and Direct-to-Consumer Sales

SUNDIAL BRANDS RYAN DAHLSTROM, Senior Director of E-Commerce Dahlstrom is responsible for accelerating the growth of the company’s e-commerce business through development of new capabilities, improved consumer experiences, and exploration of new strategic initiatives.

T TIME INC. RETAIL, A DIVISION OF MEREDITH CORP. AMY MANDELBAUM, Marketing Director HOLLY OAKES, Brand Director Oakes is responsible for the creation and implementation of customerspecific programs for all brands in the Time Inc. portfolio, which includes People, Time, InStyle and Sports Illustrated. Retailers of focus are Walmart, Target, Kroger and Safeway/Albertsons.

TOM’S OF MAINE MICHAEL LETARTE, Shopper and Customer Marketing Manager

TOPPS CO.

KRISTIN KUSNIERZ, Shopper Marketing Manager TIM MADIGAN, Vice President, E-Commerce During his time with the company, Madigan has built an e-commerce sales team, a digital content marketing ecosystem and a center of excellence for retailers and distributors who are now doing e-commerce. He is currently developing the capability to connect with consumers through emerging digital channels. KELLY STOCK, Shopper Marketing Manager Stock leverages the company’s leading shopper insights to align with Kroger’s needs, showcasing the right marketing mix including the new evolving digital landscape to seamlessly integrate into relevant executions to achieve successful KPIs. Leading the marketing plan creation, execution and budget management, she works closely with sales, marketing and category management team members to surpass the expectations of Kroger, surprise and delight target shoppers and ultimately influence their purchase behavior.

U UBISOFT BRENDA PANAGROSSI, Vice President, Digital Sales and E-Commerce

UNILEVER BOB BOWMAN, Global E-Commerce Innovation & Strategy Director MICHELLE CRACRAFT, Amazon Performance Marketing Manager

SPINDRIFT

CHRISTOS PAIZIS, Associate Brand Manager, E-Commerce

ALLISON HENRY, Online Personalization Manager, Digital Operations

STANLEY BLACK & DECKER BRIAN KOSTER, Vice President of Digital Excellence

TISH TORRES, E-Commerce Sales & Marketing, Lead

WALGREENS SARAH MAHOLM, Senior Manager, E-Commerce Merchandising LINDSAY MIKOS, Director, Omnichannel Strategy & Programs

WALMART TOM WARD, Senior Vice President, Digital Operations See profile on page 16

WD 40 AARON BERT, Director of Customer Marketing SHANNON EDWARDS, WD40 Brand Manager PAIGE PERDUE, Senior Director, Digital Marketing & E-Commerce Perdue has held various marketing positions in her 24 years at the company. Since 2007, her focus has been on driving its digital initiatives for all brand websites, social media, CRM, e-commerce and mobile.

WILTON INDUSTRIES

V

MATT EARLEY, Shopper Marketing Manager, Walmart Earley is responsible for marketing Tyson Foods’ family of proteincentric brands at Walmart through Walmart Online Grocery Pickup, in-store support, digital efforts and Walmart.com.

STEVE HENIG, Vice President, Digital Commerce & Analytics Henig is currently responsible for digital commerce, digital marketing and data analytics, enabling the retailer to pivot to a greater emphasis on digital marketing and expansion of e-commerce sales. As e-commerce sales are critical for food retailers in the future, strong digital credentials will be important for retailers to maintain connections to its customers.

WEIGHT WATCHERS

JEFFREY HECKMAN, Director, New Product Development & E-Commerce Marketplace

TYSON FOODS

WAKEFERN FOOD

JENNA SPIVAK EVANS, Search Strategy & E-Commerce Product Innovation Manager

EVAN HERRON, Manager – E-Commerce

CALVIN LAMMERS, Director of E-Commerce See profile on page 41

W

VERIZON

VITA COCO JIM MORGAN, Head of E-Commerce See profile on page 41

SAMANTHA RAPOPORT, Director of E-Commerce

CHERYL BERSIN, Senior E-Commerce Manager, Integrated Marketing

WONDERFUL CO. ARSELIE MILLER, Senior Manager – Business Development & E-Commerce

WORLD KITCHEN PENNY POWELL, Director, E-Commerce


44 Julie Quick, left, and Julie Lynn York pose with their Leadership awards during the Path to Purchase Institute's Women of Excellence reception on Oct. 3 in Minneapolis. Liz Mayer, who was also honored in this category, was unable to attend the reception.

LEADERSHIP Liz Mayer,

L

Consumer Experience Lead, The J.M. Smucker Co.

iz Mayer began her career in a co-marketing position at an agency working on the Kimberly-Clark business. That work fueled her passion for understanding how a partnership between a retailer and brand helps build affinity with the shopper in a mutually beneficial way. A brief stint in banking gave her experience with brand strategy, media, creative and the holistic marketing process. Missing the CPG world, she joined the J.M. Smucker Co. in 2007 and has spent time in various consumer promotions and brand strategy roles before eventually taking the charge to build and lead its shopper marketing discipline. She is one of the Path to Purchase Institute’s Women of Excellence honorees in the “Leadership” category.

What are your current responsibilities? MAYER: As part of our transformation to become a world-class marketing organization, we’ve developed consumer engagement “pods” aligned to our strategic business units (pet food & treats, coffee and consumer foods) that place the consumer at the center of everything we do. We’re transitioning from a discipline-centric approach to a collaborative, more data-driven approach where creative, technology and media come together to build greater consumer engagement. I lead the consumer engagement team for the coffee business in addition to the omnichannel customer marketing team (formerly shopper marketing), which is responsible for delivering marketing activations to grow brands and categories in partnership with our customers across all channels. 

What are some of the changes in shopper marketing you’re most proud of? MAYER: Having a high-performing team that shared a passion for the shopper and driving change as I built the discipline from scratch was critical. We ultimately evolved our approach from being focused on ad hoc sales support to programs that deliver on brand objectives while strengthening relationships with our retailer partners. The team gained an important seat at the table with our customers and brand strategy and sales teams, but most rewarding is watching the people who have been on the journey since day one grow personally and professionally.

What is a true leader? MAYER: People who roll up their sleeves to understand what’s on the hearts and minds of their team and key constituents. They listen, they fit their style to what is needed to drive resonance, they’re inspirational and intentional. They take action. They hold themselves to the highest level of accountability, and they are self-aware. I would love to deliver on all of these, but most critical is ensuring I’m self-aware. Being clear on where my strengths, weaknesses and tendencies are in relation to situations I encounter is critical, especially in a time of great change.

Share a time when you were pushed to be a strong leader. MAYER: Building the shopper marketing discipline required me to be a marketer and a sales person. I had to get sales, brand strategy and marketing communications teams aligned to believe in a vision and that meant changing their minds and behaviors without having tangible activations and results to share. That was hard, but encouraging a team motivated to keep swimming was harder. I had to inspire change within the organization and provide a strong base of support to my team and be their voice. I had to develop them beyond on-the-job learning. Embracing an attitude of service to my team was critical – and it meant empowering and enabling the team to deliver great work and getting out of the way.

What motivates you in terms of the shopping experience today and where it’s heading? MAYER: My muse is my current situation. As a mom of two young kids, the shopping experience must add value for me. It has to be easy for me when I’m in a hurry and intriguing to me when I want to explore. With the evolution of retailers as publishers and media platforms, shopper marketing is no longer about one experience in the store or targeting coupons, but rather driving omnichannel experiences and engagement with shoppers in a dynamic retailer ecosystem. It requires business acumen, analytical capabilities, cross-functional partnerships, marketing communications/digital expertise, and a thick skin. Building our team and talent to meet these new demands is very exciting.

UPCOMING: The Innovation and Collaboration award winners will be featured in January and February, respectively. The Rising Stars were featured in November.


46 WOMEN OF EXCELLENCE

SHOPPER MARKETING DECEMBER 2018

Julie Quick,

J

Senior Vice President, Head of Insights and Strategy, Shoptology

ulie Quick was a child of retail. Her parents owned retail stores, and as a result, she has been watching shopper behavior since the age of 2. She entered college as an engineering major with the objective of leaving her retail background behind and finding her true life’s work.

While she dabbled in other industries, ultimately her passion and natural intuition for the CPG industry and retail kept pulling her back. Having spent the last 30 years on the agency side of the business, perhaps her greatest adventure was cofounding Shoptology in early 2013. She is one of the Path to Purchase Institute’s Women of Excellence honorees in the “Leadership” category.

What are your current responsibilities? QUICK: I help Shoptology’s clients build a bridge between what their businesses need and what shoppers need. A big part of my role is finding that great marriage, and I think magical results happen if you give shoppers just the right inspiration, when they want to receive it and when they’re ready to buy.

You’re one of the pioneers in insights and strategy in this space. How so? QUICK: That comment makes me sound much smarter than I am. But I do think it’s important to codify anything I learn. If I can give others a process or path to follow, they’ll go much faster and further than I ever have. “Trailblazer” is a term we should all embrace. It’s not just about going somewhere new, but enabling others to go with you. If we can establish a framework or model and codify our thinking, the next person won’t have to worry about construction but can concentrate on content. That’s what really pushes things a lot further.

What qualities do you believe constitutes a true leader, and which of these do you aspire to employ in your daily work? QUICK: My personal mantra is “you are what you do, not what you say you’ll do.” Ideas and plans are easy in our industry given there are countless marketing opportunities to be had. But making things happen – actually bringing ideas into reality – is a mark of true leadership. I hope my passion for getting things done shows up every day.

Julie Lynn York,

J

Please share a time when you were pushed to be a strong leader. QUICK: Starting Shoptology certainly put my leadership mantra to the test. Everything had to be created from scratch, including teams, marketing philosophies and client relationships. There weren’t existing functions that could just run on autopilot. That lesson of constantly creating – and recreating when necessary – taught me a lot about leadership, accountability and how everything and everyone has to integrate to work well. Part of being a leader is understanding the bigger picture, how everything works together and what your role is in the total outcome. It definitely widened my aperture of how I thought about my work and how that impacted everything else.

What excites you most about where shopper marketing is heading? And technology? QUICK: Shopper marketing has always been a big sandbox to play in, with lots of marketing options within our realm. In the age of e-commerce, our ability to create “buy moments” is exploding. Today’s shopper marketers aren’t just creating campaigns, they’re creating virtual retail every time they bring together marketing influence, the shopper and transaction technology. I think that’s really cool. There are so many things available to us today if we think about shopper marketing as influencing purchase and connecting with the shopper in a way that makes purchasing more inspired, easier or more rewarding. It has greatly opened up the possibilities of what we can define as part of our home.

What motivates you most in terms of the future of shopping? QUICK: People spend a lot of their precious resources on shopping – time, money, energy. Those are all things we have a finite amount of. I know I want to make that time satisfying, smart, productive, even joyful – a part of my life that I feel good about. Shouldn’t we all want to give that same experience to other shoppers? That’s my goal.

Group Manager, Partnership Marketing, Brown-Forman Beverages

ulie Lynn York has held leadership positions in shopper marketing on both the agency and manufacturer sides of the business throughout her career. Her path was somewhat nontraditional, as she double-majored in business and psychology in college and has since had insurance, financial, nonprofit, account management and new product development experience. But she has leveraged strengths from each of those areas and thrives on the opportunities that come with being a cross-functional team member as the head of partnership marketing. She is one of the Path to Purchase Institute’s three Women of Excellence honorees in the “Leadership” category.

What does your role in partnership marketing entail? YORK: I work across our entire portfolio and secure and leverage our outside partner opportunities. The focus is for the Brown-Forman brands to deliver an equity fit, to provide an integrated marketing effort and to deliver on sales performance.

What is changing? YORK: We’re currently evolving the partnership marketing area. I’ve had this position with other accountabilities since I joined the company in 2007, but now we’re evolving it to more of a Center of Excellence where I have the opportunity to share this out and educate and elevate what partnership marketing is across the organization. That’s pretty exciting. It was always viewed as more tactical in nature, but now it’s being viewed as a strategy and form of differentiating who we are based on how we build those partnerships and how we go to market.

What are the qualities of a true leader? YORK: Leaders embody a combination of qualities that make each one unique. I strive to be a principal leader – making decisions and having my actions be guided by both the company’s and my

own personal values, which is really important when we’re working with external partners. I believe in transparency, appreciation of differences and individuality, and supporting the risk and innovation that is needed to do something different and unique. On a personal level, I want to be that individual who has a “can-do” attitude and shows up with the glass half full as we collaborate.

How has your background prepared you for today? YORK: I’ve had the opportunity to understand, develop and implement marketing initiatives that involve partners, and it’s the cross-functional team part that really works for me. I sit in a group that brings together sales and marketing, translating ideas to clients and back to Brown-Forman in its three-tier distribution system, as well as understanding the different needs and legalities in beverage alcohol and non-beverage alcohol.

What milestone experiences show your leadership acumen? YORK: I was the first female and youngest ever executive director of the Saint Paul Festival & Heritage Foundation (Winter Carnival.) I had to learn a lot and I had to learn it fast, so that developed my leadership style partially because I had an executive board of directors. I could learn so much from so many different people. I was also given the opportunity to run the Pillsbury bakeoff with its national scope and longstanding history – the year Pillsbury was being acquired by General Mills – and finally, launching the Center of Excellence versus running a department within Brown-Forman as an established organization looks to be a real opportunity as well.

What motivates you most in terms of the shopping experience? YORK: Discovering the new opportunities or ways of going to market and engaging those shoppers and consumers. I’ve seen a lot of new tactics launch, some of which have been wildly successful and others not. What I find exciting is leveraging these new tactics and techniques to be part of an overall integrated marketing strategy, not just having them be a tactic and then solving for the business challenge. For me it’s all puzzle pieces, and I love it.


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DISCOVER WHAT YOU’VE BEEN MISSING.

www.ensembleiq.com/BeInnovative


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SHOPPER MARKETING DECEMBER 2018

SHOPPING WITH STEVE

Steve Frenda, executive advisor for EnsembleIQ and the Path to Purchase Institute, has been a passionate retail watcher for more than four decades. Having worked as a retailer, for a brand manufacturer and in the infotech world, he is an authority on the entire path to purchase and its changing face. Contact Steve at sfrenda@ensembleiq.com.

Hy-Vee in Robbinsdale, Minnesota FRENDA: There is no shortage of customers looking for a prepared dinner, and Hy-Vee has essentially established part of its store as an elegant food court. Beyond that, I witnessed impressive Fresh Bakery, Chophouse Meats and Fresh Seafood counters and the Charcuterie (deli).

FRENDA: The pharmacy/health and beauty department is one of the center store areas that has been transformed into a wonderful experience. It is more befitting of a department store setting.

FRENDA: A spectacular array of products resides in the Health Market. The department spans two aisles and includes Women’s Health, Men’s Health and Children’s sections. The signage shows Hy-Vee’s commitment to its customers’ health.

FRENDA: The baby, pet and greeting card/floral departments are far more experiential and asymmetrical than any we would typically see in a supermarket. Without a doubt, this creates an emotion of caring and results in loyalty and bigger basket sizes.

FRENDA: Once you pass the Starbucks near the entrance, you can’t miss one of the several eating areas. Take note of the background. That’s a full bar with multiple TVs showing sports.

Steve Says:

While traveling recently in Minnesota, I had to visit one of Hy-Vee’s newer stores. The chain consists of approximately 250 stores, and the ones in Minneapolis have received high praise for delivering a superior shopping experience. I’ll tell you, the praise is justified. The store in Robbinsdale was something special. The perimeter is a core focus. Themed mini-restaurants with ample seating space all seemed packed the evening I was there. I’d even go as far as to say the store has a leg up on Wegmans and Mariano’s, which are accepted as the standard. And while I have been critical of supermarkets for being slow in making the center-store departments more experiential, Hy-Vee is making strides.


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SHOPPER MARKETING DECEMBER 2018

ACTIVATION GALLERY New Product Launches Racks in Publix stocked the line of ready-to-drink iced teas created through a partnership between Starbucks’ Teavana and Anheuser-Busch InBev.

Target teamed with cookbook author and model Chrissy Teigen to launch an exclusive kitchen and tabletop collection called Cravings by Chrissy Teigen. The line received the spotlight on endcaps in the kitchen department.

Lowe’s supported the launch of Nest Labs’ Nest Hello video doorbell with an upfront endcap that also merchandised the compatible Yale smart lock and other Nest products.

Unilever’s Knorr promoted new “one skillet meal starters” via Walmart’s instore sampling program (handled by Advantage Solutions). Sampling station signage invited shoppers to “turn organic ancient grains into delicious meals.”


ACTIVATION GALLERY | NEW PRODUCT LAUNCHES 51

DECEMBER 2018 SHOPPER MARKETING

Southeastern Grocers’ WinnDixie stocked new thin bites from Mondelez International’s Oreo on floorstands that encouraged shoppers to “try them today.”

L’Oreal debuted its L’Oreal Paris Age Perfect moisturizer at Walgreens, promoting the product on smaller endcaps in the beauty department.

Path to Purchase Institute members can view more new product marketing images in the image vault at P2PI.org.

More images at P2PI.org

Procter & Gamble’s Secret supported its launch of Freshies deodorant at Walmart with an inline glorifier while also claiming secondary merchandising space with a sidekick.

Procter & Gamble gave Lowe’s an exclusive laundry detergent SKU called Tide Heavy Duty. The retailer carried the product on an up-front quarter pallet with custom “designed for Lowe’s pros” messaging.


52 ACTIVATION GALLERY | NEW PRODUCT LAUNCHES

SHOPPER MARKETING DECEMBER 2018

Sam’s Club supported the launch of Procter & Gamble’s Pantene foam conditioner by sampling the product through Freeosk kiosks, while also using the secondary merchandising opportunity to stock bottles of its “sheer volume” shampoo and “moisture renewal” conditioner.

Two brands left little doubt about their “new” status at Walgreens. Henkel Corp.’s Schwarzkopf promoted its Keratin Color product on the security pedestals via Storeboard Media, while Mars Inc.’s Wrigley’s Extra debuted its chewy mints product on floorstands.

Target invited shoppers to “detox” their hair with new charcoal SKUs from Procter & Gamble’s Pantene, Head & Shoulders and Herbal Essences. At Meijer, shelf trays used an “Activate Your Deepest Clean” message to stock the new charcoal SKUs.


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DECEMBER 2018 SHOPPER MARKETING

PERSONNEL APPOINTMENTS BRAND MARKETERS Coca-Cola, Atlanta

Brian Smith has been named president and chief operating officer, effective next year. He will report to James Quincey, the company’s CEO. Smith is a 21-year Coca-Cola veteran who currently serves as president of the company’s Europe, Middle East and Africa group. John Murphy, who is president of the company’s Asia Pacific group, will become executive vice president and chief financial officer in March, following the retirement of Kathy Waller.

RETAILERS

Lowe’s, Mooresville, North Carolina

Tiffany Mason, Lowe’s senior vice president, corporate finance and treasurer, was named interim chief financial officer. She will serve in the chief role until incoming chief financial officer David Denton’s current company CVS Health closes its acquisition of Aetna. Mason joined Lowe’s in 2006 and has served in various leadership roles, including vice president, investor relations, and director, external reporting and accounting policy.

businesses, restructuring debt and developing entrepreneurial executives, Sokol is focused on accelerating Catalina’s emergence as a digital leader that sits squarely at the intersection of marketing, analytics and technology. Sokol’s extensive expertise leading technology and consumerfocused companies spans operations, sales and marketing, and finance across a wide variety of markets, including the U.S., Europe, China, Japan, Australia and Latin America.

CloudRaker, Montreal

Kris Matheson was named executive director, shopper marketing. With more than 15 years of experience in marketing and retail, Matheson has worked at Traffik, ICF Olson, Barrows,

Deere

Knopf

Mason

and Artisan where he helped brands such as Molson Coors, Loblaws, Pepsico, Lego, Walmart, Nestle and Best Buy grow and transform in the face of emerging retail commerce challenges.

Displaydata, Bracknell, U.K.

Matheson

Smith

Sokol

to improve store operations and associate productivity while driving an enhanced consumer experience. In the long term, Barton plans to hone in on strengthening direct sales, consulting efforts and channel distribution.

NCR Retail veteran Bill Barton was named Displaydata senior vice president of sales. In the role, Barton and his team strives to ensure that Displaydata’s industry-leading electronic shelf labels are fulfilling their commitments

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

Petco, San Diego

Sales leader and retail veteran Justin Tichy was named Petco’s chief stores officer. He will oversee all operations and execution for Petco’s more than 1,500 retail locations across the U.S. and Puerto Rico. Tichy brings to Petco more than 25 years of experience leading high-energy, results-oriented teams and driving transformative growth at large, industry-leading retail organizations, including Best Buy, Target and Walmart. Most recently, he served as president of sales at Confie, one of the largest privately-held insurance brokers in the nation.

Publix, Lakeland, Florida

Kevin Murphy, currently senior vice president of retail operations, will become the grocer’s new president effective Jan. 1. Murphy began his career as a front service clerk in Margate, Florida, in 1984. After working in several roles, he was promoted to store manager, Jacksonville division district manager, Atlanta division regional manager, Miami division vice president, and then his current role in 2016.

Raley’s, West Sacramento, California

Keith Knopf was appointed president and CEO. Knopf has served in an executive position since joining the organization in 2015, beginning as chief operating officer and expanding his role to president over a year ago. Michael Teel, owner of Raley’s, will continue as board chairman.

Walmart, Bentonville, Arkansas

Kieran Shanahan was named senior vice president of e-commerce retail for everyday living, Tom Ward was promoted to senior vice president of digital operations, and Andrea Albright is replacing Al Dominguez as SVP of snacks, beverage and impulse. Both Shanahan and Ward helped expand the online grocery business in their previous roles as VP of online grocery and VP of digital operations, respectively. They began their careers at Walmart’s UK arm Asda. Albright was most recently was vice president of home office human resources.

SOLUTION PROVIDERS Ad-Juster, San Diego

Emily Deere, formerly of ARS National Services, was named Ad-Juster chief technology officer. She is responsible for the execution of Ad-Juster’s technology and engineering team. Deere also leads the development of Ad-Juster’s data and analytics platforms for the digital advertising industry, focusing on building solutions that meet new challenges and changing needs as the industry develops.

ShopperMarketingMag.com The new and improved ShopperMarketingMag.com

THE SITE PROVIDES EASY ACCESS TO:

provides a deep dive into the world of shopper

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

forward and intuitive. ■

Catalina, St. Petersburg, Florida

Former Amtrak chief financial officer Gerald “Jerry” Sokol Jr. was named Catalina CEO. With his diverse experience transforming

SM1804_023ad_SMmagsite.indd 1

Industry and Path to Purchase Institute news. Special reports, including trends surveys and expert roundtables. People profiles, including various Who’s Who reports. Commentary from P2PI’s editors.

So-Lo-Mo Central: social, local and mobile marketing activity at retail. Case studies focused on brand and retailer programs. Topical white papers and supplier guides.

3/2/18 2:32 PM


54

SHOPPER MARKETING DECEMBER 2018

INSTITUTE STRATEGIST More info at

Amazon Powers Curated Showroom E-commerce giant partners with Good Housekeeping at Mall of America for 2018 holiday season By Patrycja Malinowska

Amazon took showrooming to a new level by partnering with Hearst Corp.’s Good Housekeeping magazine on a popup store for the 2018 holiday season. Located in the Mall of America in Bloomington, Minnesota, the 2,800-square-foot store is set up like a house, with more than 100 items displayed within vignettes for various rooms to help shoppers visualize the products within their own homes. Amazon powers the purchases, which are made using Amazon SmileCodes and shipped directly to shoppers’ homes. Price signs placed near each item available for purchase depict the codes as well as product details. Shoppers center the visual pattern of the code within the frame of the Amazon mobile application’s SmileCode Scanner function to be taken seamlessly to the directly associated Amazon.com product detail page. They can then add the item to their cart and check out as usual. Walking into the showroom, on the left hand side sits an entr y way with white columns and a red door outfitted with a fall wreath. The m a i n item of interest for purchase is a Ring video doorbell and its accompanying floodlight camera, synched to employee phones to let them see who’s at the door and demonstrate the products’ use. Next alongside the left perimeter is a living room scene set with seating, shelving, side tables and a faux fireplace. Items available for purchase include a big screen Samsung TV, iRobot Roomba, The Good Housekeeping Christmas Cookbook, and both an Amazon Echo and Echo Show. In the back left corner sits a kitchen complete with cabinets and counters as the setting for an impressive array of appliances and kitchen tools, two working Moen faucets – including one operating on a motion sensor – mobile phones set up to try ShopWell personalized grocery shopping and more Good Housekeeping cookbooks. A refrigerator invites shoppers to look within to view a Casabella Guac-Lock container, while a dining room

table with an autumnal place setting showcases multiple Riedel wine glasses. In the other corner, a bathroom scene includes a Simplehuman voice activated waste bin as well as Poo-Pourri toilet spray. Circling back toward the front of the showroom alongside the other perimeter, the bedroom vignette presents luxury items including Marriott hotel signature sheets as well as Fishers Finery silk pajamas and eye masks. A nearby easel sign promotes a long-running “Dream Big Sweepstakes” awarding $100,000. Consumers enter from Jan. 31, 2018, to Jan. 31, 2020, on a dedicated Hearst Corp. webpage. Next, a vanity scene is dominated by skin care SKUs from Beiersdorf’s Eucerin and Procter & Gamble’s Olay. It also displays artisanal Me to We jewelry and another Amazon product, the Echo Spot. Returning toward the entryway, a gift set table display corrals a cornucopia of products, from World Blend tea and Good Hurt Fuego hot sauce to a BPA-free feeding set from Thinkbaby. L’Oreal’s Garnier commands half of the space with a variety of SKUs. Employees dressed in lab coats also

hand out Garnier Whole Blends repairing mask samples. A Casabella upright sweep set sits behind the table display. A variety of toys are also showcased on low table displays and on the floor in the center of the showroom, providing children easy access to out-of-the-box items they can try out. The section also includes a Cybex baby seat with Sensorsafe technology. Brands such as Whirlpool Corp.’s Affresh, Dyson, Double Insight’s Instant Pot, Sears’ Kenmore, Microsoft, Nestle’s Nespresso, OtterBox, Panasonic, Thinkbaby, Tile and Vitamix are also among those in the mix. New products will be introduced throughout the season. Most items included in the highly rationalized assortment are the sole ones in their product category. Instead of choosing between brands or price levels, shoppers are only presented items that tested best out of thousands reviewed by GH Lab scientists, chemists and engineers – who are introduced with statistics, Q&As and social media names on signs positioned throughout the showroom. Online, Amazon.com is hosting a Good Housekeeping “boutique” stocking GH-tested products including recommendations not seen in the brick-and-mortar store. SM

Editorial Index Companies named in the editorial columns of this issue are listed below. 3P M . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 AB InBev . . . . . . . . . . . . . . . . . . . . . . . 8, 50 Advantage Solutions . . . . . . . . . . . . . . .50 Amazon.com . . . . . . . . . . . . . . . 12, 14, 54 Apple. . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Bimbo Bakeries USA . . . . . . . . . . . . . . . .39 Bish Creative Display. . . . . . . . . . . . . . . .10 Brown Forman. . . . . . . . . . . . . . . . . . . . 46 Coty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Edge by Ascential . . . . . . . . . . . . . . . . . . .6 Effie Worldwide. . . . . . . . . . . . . . . . . . . . .1

Elevaate . . . . . . . . . . . . . . . . . . . . . . . . . . .6 FCB. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Float Hybrid . . . . . . . . . . . . . . . . . . . . . . .13 Gap. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12 Google. . . . . . . . . . . . . . . . . . . . . . . . . . . .14 Harry’s. . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Hearst Corp. . . . . . . . . . . . . . . . . . . . . . . .54 Hershey Co. . . . . . . . . . . . . . . . . . . . . . . .10 King Soopers . . . . . . . . . . . . . . . . . . . . . .32 IBM . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8, 9 Innomark . . . . . . . . . . . . . . . . . . . . . . . . .12

International Paper. . . . . . . . . . . . . 13, 14 Jack Links . . . . . . . . . . . . . . . . . . . . . . . . .30 Henkel. . . . . . . . . . . . . . . . . . . . . . . . . . . .52 Hy-Vee. . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Integer Group, The . . . . . . . . . . . . . . . . . .7 J.M. Smucker Co., The. . . . . . . . . . . . . . 44 Kinter. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 L’Oreal . . . . . . . . . . . . . . . . . . . . . . . . . . . .51 Lowe’s . . . . . . . . . . . . . . . . . . . . . . . . 50, 51 Mars. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .52 Meijer . . . . . . . . . . . . . . . . . . . . . . . . . . . .52

Menasha . . . . . . . . . . . . . . . . . . . . . . . . . .10 MillerCoors . . . . . . . . . . . . . . . . . . . . . . . .19 Mondelez International . . . . . . 10, 37, 51 Mother New York. . . . . . . . . . . . . . . . . . . .8 Nestle Purina . . . . . . . . . . . . . . . . . . . . . . .4 Nest Labs . . . . . . . . . . . . . . . . . . . . . . . . .50 Nordstrom . . . . . . . . . . . . . . . . . . . . 12, 14 Path to Purchase Institute. . . . . . . . . . . .1 Patron Spirits Co., The . . . . . . . . . . . . . .10 Phoenix Creative Co. . . . . . . . . . . . . . . .10 Pinterest . . . . . . . . . . . . . . . . . . . . . . . . . .12

Primo Water. . . . . . . . . . . . . . . . . . . . . . . .6 Procter & Gamble . . . . . . . . . . . . 4, 51, 52 Publix . . . . . . . . . . . . . . . . . . . . . . . . . . . .50 Quotient . . . . . . . . . . . . . . . . . . . . . . . . . . .6 RangeMe. . . . . . . . . . . . . . . . . . . . . . . . . . .6 Rapid Displays . . . . . . . . . . . . . . . . . . . . . .8 Sam’s Club . . . . . . . . . . . . . . . . . . . . . . . .52 SFW Agency . . . . . . . . . . . . . . . . . . . . . . . .6 Shazam . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Shoptology. . . . . . . . . . . . . . . . . . . . . . . 46 Snapchat. . . . . . . . . . . . . . . . . . . . . . . . . .12

Southeastern Grocers. . . . . . . . . . . . . . .51 Spindrift Beverage Co. . . . . . . . . . . . . . .41 Standard Cognition . . . . . . . . . . . . . . . .14 Starbucks . . . . . . . . . . . . . . . . . . . . . . . . .50 Target . . . . . . . . . . . . . . . . . . . . . . . . 50, 52 Unilever. . . . . . . . . . . . . . . . . . . . . . . . 4, 50 VaynerMedia . . . . . . . . . . . . . . . . . . . . . . .8 Vita Coco. . . . . . . . . . . . . . . . . . . . . . . . . .41 Walgreens . . . . . . . . . . . . . . . . . . . . 51, 52 Walmart . . . . . . . . . . . . . . . . . . . 16, 50, 51 WestRock . . . . . . . . . . . . . . . . . . . . . . .7, 10


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Shopper Marketing - Dec 2018  

Shopper Marketing - Dec 2018