Shopper Marketing - September 2017 - 9

deal of store-brand products. By focusing on
a limited number of branded products, these
hard discounters can move a great deal of
merchandise and secure volume discounts
from manufacturers."
You should walk any U.S. Lidl or Aldi store
and apply the "Four C's" of display effectiveness to see how the "limited number of
branded products" are being deployed. The
lone national brand is there to "Command"
shoppers' attention and "Connect" with them;
however, the plethora of lower-priced store
brands crowded all around it "Conveys" a different message and thus, "Closes" the sale.
Whether national brands will continue to
matter or not will depend on whether other
CPG companies choose to follow Kraft Heinz's
lead. The good news is that I detect a greater sense of urgency from industry suppliers
in addressing the complexity of this issue.
Flip, for example, to the Menasha "Editors'
Choice" blurb on page 72 of this issue: The
company's focus this year is on "collaborative
discussions" aimed at getting in-store considerations a better "seat at the planning table."
Likewise, Jon Kramer, WestRock's VP-Marketing, sent out a note the other day sounding a similar theme. CPGs, he warned, need
to "go much farther back through the supply
chain to areas such as product development,
portfolio planning, packaging strategy and
fulfillment and move the conversation away
from price and back toward brand-building
engagement. Transforming the supply chain
is a complex undertaking. It requires far great-

er internal alignment than has traditionally
been exercised at most CPGs, with all organizational functions working in tandem toward
common goals. It demands more strategic
collaboration with key retailers (who themselves might have to be re-evaluated). And it
will require assistance from third-party suppliers that have both the capabilities and the
desire to be full business partners rather than
just commodity service providers."
If you've never bothered to walk a "trade
show" before, I'd suggest now is the time - and
P2PX is the venue - to start realigning priorities. And lest you think this show is nothing but
corrugate floorstands, here's a small sampling
of concepts you'll find on the P2PX show floor:
Artificial Intelligence (AI) Retargeting Modules;
Lapsed Shopper Programs; "Intelligent Offers"
digital solutions; software platforms for optimizing social media campaigns; Retail Attachment Scorecards; and "Instore Vision" apps.
One last thing about the exhibitors at our
shows: You're working with brands you can
SM
trust.
* According to Brandless.com, "BrandTax is the hidden
costs you pay for a national brand. We've been trained to
believe these costs increase quality, but they rarely do. We
estimate the average person pays at least 40% more for
products of comparable quality as ours. And sometimes
up to 370% more for beauty products like face cream.
We're here to eliminate BrandTax once and for all."

Bill Schober is editorial
director of the Path to Purchase
Institute. He can be reached via
phone: (773) 992-4430 or email:
bschober@ensembleiq.com.
SEPTEMBER 2017 SHOPPER MARKETING y

9


https://brandless.com/

Table of Contents for the Digital Edition of Shopper Marketing - September 2017

Contents
Shopper Marketing - September 2017 - Intro
Shopper Marketing - September 2017 - 1
Shopper Marketing - September 2017 - 2
Shopper Marketing - September 2017 - 3
Shopper Marketing - September 2017 - Contents
Shopper Marketing - September 2017 - 5
Shopper Marketing - September 2017 - 6
Shopper Marketing - September 2017 - 7
Shopper Marketing - September 2017 - 8
Shopper Marketing - September 2017 - 9
Shopper Marketing - September 2017 - 10
Shopper Marketing - September 2017 - 11
Shopper Marketing - September 2017 - 12
Shopper Marketing - September 2017 - 13
Shopper Marketing - September 2017 - 14
Shopper Marketing - September 2017 - 15
Shopper Marketing - September 2017 - 16
Shopper Marketing - September 2017 - 17
Shopper Marketing - September 2017 - 18
Shopper Marketing - September 2017 - 19
Shopper Marketing - September 2017 - 20
Shopper Marketing - September 2017 - 21
Shopper Marketing - September 2017 - 22
Shopper Marketing - September 2017 - 23
Shopper Marketing - September 2017 - 24
Shopper Marketing - September 2017 - 25
Shopper Marketing - September 2017 - 26
Shopper Marketing - September 2017 - 27
Shopper Marketing - September 2017 - 28
Shopper Marketing - September 2017 - 29
Shopper Marketing - September 2017 - 30
Shopper Marketing - September 2017 - 31
Shopper Marketing - September 2017 - 32
Shopper Marketing - September 2017 - 33
Shopper Marketing - September 2017 - 34
Shopper Marketing - September 2017 - 35
Shopper Marketing - September 2017 - 36
Shopper Marketing - September 2017 - 37
Shopper Marketing - September 2017 - 38
Shopper Marketing - September 2017 - 39
Shopper Marketing - September 2017 - 40
Shopper Marketing - September 2017 - 41
Shopper Marketing - September 2017 - 42
Shopper Marketing - September 2017 - 43
Shopper Marketing - September 2017 - 44
Shopper Marketing - September 2017 - 45
Shopper Marketing - September 2017 - 46
Shopper Marketing - September 2017 - 47
Shopper Marketing - September 2017 - 48
Shopper Marketing - September 2017 - 49
Shopper Marketing - September 2017 - 50
Shopper Marketing - September 2017 - 51
Shopper Marketing - September 2017 - 52
Shopper Marketing - September 2017 - 53
Shopper Marketing - September 2017 - 54
Shopper Marketing - September 2017 - 55
Shopper Marketing - September 2017 - 56
Shopper Marketing - September 2017 - 57
Shopper Marketing - September 2017 - 58
Shopper Marketing - September 2017 - 59
Shopper Marketing - September 2017 - 60
Shopper Marketing - September 2017 - 61
Shopper Marketing - September 2017 - 62
Shopper Marketing - September 2017 - 63
Shopper Marketing - September 2017 - 64
Shopper Marketing - September 2017 - 65
Shopper Marketing - September 2017 - 66
Shopper Marketing - September 2017 - 67
Shopper Marketing - September 2017 - 68
Shopper Marketing - September 2017 - 69
Shopper Marketing - September 2017 - 70
Shopper Marketing - September 2017 - 71
Shopper Marketing - September 2017 - 72
Shopper Marketing - September 2017 - 73
Shopper Marketing - September 2017 - 74
Shopper Marketing - September 2017 - 75
Shopper Marketing - September 2017 - 76
Shopper Marketing - September 2017 - 77
Shopper Marketing - September 2017 - 78
Shopper Marketing - September 2017 - 79
Shopper Marketing - September 2017 - 80
Shopper Marketing - September 2017 - 81
Shopper Marketing - September 2017 - 82
Shopper Marketing - September 2017 - 83
Shopper Marketing - September 2017 - 84
Shopper Marketing - September 2017 - 85
Shopper Marketing - September 2017 - 86
Shopper Marketing - September 2017 - 87
Shopper Marketing - September 2017 - 88
Shopper Marketing - September 2017 - 89
Shopper Marketing - September 2017 - 90
Shopper Marketing - September 2017 - 91
Shopper Marketing - September 2017 - 92
Shopper Marketing - September 2017 - 93
Shopper Marketing - September 2017 - 94
Shopper Marketing - September 2017 - 95
Shopper Marketing - September 2017 - 96
Shopper Marketing - September 2017 - 97
Shopper Marketing - September 2017 - 98
Shopper Marketing - September 2017 - 99
Shopper Marketing - September 2017 - 100
Shopper Marketing - September 2017 - 101
Shopper Marketing - September 2017 - 102
Shopper Marketing - September 2017 - 103
Shopper Marketing - September 2017 - 104
Shopper Marketing - September 2017 - 105
Shopper Marketing - September 2017 - 106
Shopper Marketing - September 2017 - 107
Shopper Marketing - September 2017 - 108
Shopper Marketing - September 2017 - 109
Shopper Marketing - September 2017 - 110
Shopper Marketing - September 2017 - 111
Shopper Marketing - September 2017 - 112
Shopper Marketing - September 2017 - 113
Shopper Marketing - September 2017 - 114
Shopper Marketing - September 2017 - 115
Shopper Marketing - September 2017 - 116
Shopper Marketing - September 2017 - 117
Shopper Marketing - September 2017 - 118
Shopper Marketing - September 2017 - 119
Shopper Marketing - September 2017 - 120
Shopper Marketing - September 2017 - 121
Shopper Marketing - September 2017 - 122
Shopper Marketing - September 2017 - 123
Shopper Marketing - September 2017 - 124
Shopper Marketing - September 2017 - 125
Shopper Marketing - September 2017 - 126
Shopper Marketing - September 2017 - 127
Shopper Marketing - September 2017 - 128
Shopper Marketing - September 2017 - 129
Shopper Marketing - September 2017 - 130
Shopper Marketing - September 2017 - 131
Shopper Marketing - September 2017 - 132
Shopper Marketing - September 2017 - 133
Shopper Marketing - September 2017 - 134
Shopper Marketing - September 2017 - 135
Shopper Marketing - September 2017 - 136
Shopper Marketing - September 2017 - 137
Shopper Marketing - September 2017 - 138
Shopper Marketing - September 2017 - 139
Shopper Marketing - September 2017 - 140
Shopper Marketing - September 2017 - 141
Shopper Marketing - September 2017 - 142
Shopper Marketing - September 2017 - 143
Shopper Marketing - September 2017 - 144
Shopper Marketing - September 2017 - 145
Shopper Marketing - September 2017 - 146
Shopper Marketing - September 2017 - 147
Shopper Marketing - September 2017 - 148
Shopper Marketing - September 2017 - 149
Shopper Marketing - September 2017 - 150
Shopper Marketing - September 2017 - 151
Shopper Marketing - September 2017 - 152
Shopper Marketing - September 2017 - 153
Shopper Marketing - September 2017 - 154
Shopper Marketing - September 2017 - 155
Shopper Marketing - September 2017 - 156
Shopper Marketing - September 2017 - 157
Shopper Marketing - September 2017 - 158
Shopper Marketing - September 2017 - 159
Shopper Marketing - September 2017 - 160
Shopper Marketing - September 2017 - 161
Shopper Marketing - September 2017 - 162
Shopper Marketing - September 2017 - 163
Shopper Marketing - September 2017 - 164
Shopper Marketing - September 2017 - 165
Shopper Marketing - September 2017 - 166
Shopper Marketing - September 2017 - 167
Shopper Marketing - September 2017 - 168
Shopper Marketing - September 2017 - 169
Shopper Marketing - September 2017 - 170
Shopper Marketing - September 2017 - 171
Shopper Marketing - September 2017 - 172
Shopper Marketing - September 2017 - 173
Shopper Marketing - September 2017 - 174
Shopper Marketing - September 2017 - 175
Shopper Marketing - September 2017 - 176
Shopper Marketing - September 2017 - 177
Shopper Marketing - September 2017 - 178
Shopper Marketing - September 2017 - 179
Shopper Marketing - September 2017 - 180
Shopper Marketing - September 2017 - 181
Shopper Marketing - September 2017 - 182
Shopper Marketing - September 2017 - 183
Shopper Marketing - September 2017 - 184
Shopper Marketing - September 2017 - 185
Shopper Marketing - September 2017 - 186
Shopper Marketing - September 2017 - 187
Shopper Marketing - September 2017 - 188
Shopper Marketing - September 2017 - 189
Shopper Marketing - September 2017 - 190
Shopper Marketing - September 2017 - 191
Shopper Marketing - September 2017 - 192
Shopper Marketing - September 2017 - 193
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201903
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201902
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201901
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201812
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201811
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201810
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201809
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201808
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201807
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201806
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201805
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201804
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201803
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201802
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201801
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201712
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201711
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201710
http://digital.shoppermarketingmag.com/nxtbooks/ensembleiq/sm_201709
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
https://www.nxtbook.com/nxtbooks/ptp/sm_201408
https://www.nxtbook.com/nxtbooks/ptp/sm_201407
https://www.nxtbook.com/nxtbooks/ptp/sm_201406
https://www.nxtbook.com/nxtbooks/ptp/sm_201405
https://www.nxtbook.com/nxtbooks/ptp/sm_201404
https://www.nxtbook.com/nxtbooks/ptp/sm_201403
https://www.nxtbook.com/nxtbooks/ptp/sm_201402
https://www.nxtbook.com/nxtbooks/ptp/sm_201401
https://www.nxtbook.com/nxtbooks/ptp/sm_201312
https://www.nxtbook.com/nxtbooks/ptp/sm_201311
https://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
https://www.nxtbook.com/nxtbooks/ptp/sm_201310
https://www.nxtbook.com/nxtbooks/ptp/sm_201309
https://www.nxtbook.com/nxtbooks/ptp/sm_201308
https://www.nxtbook.com/nxtbooks/ptp/sm_201307
https://www.nxtbookmedia.com