Shopper Marketing - December 2017 - 3

PUBLISHER Mike McMahon
(773) 249-6778, mmcmahon@ensembleiq.com
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
PRODUCTION DIRECTOR Ed Ward
(773) 992-4418, eward@ensembleiq.com
ART DIRECTOR/PRODUCTION MANAGER Sonja Lundquist
(773) 992-4419, slundquist@ensembleiq.com

CONTRIBUTING EDITORS

Peter Breen, Cyndi Loza, Nidhi Madhavan,
Patrycja Malinowska, Samantha Nelson

CONTRIBUTING WRITERS

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

SALES

Rich Zelvin, Associate Publisher
(773) 992-4425, rzelvin@ensembleiq.com
(Serving the Eastern United States, Canada, International)
Craig Hitchcock, Associate Publisher
(773) 992-4422, chitchcock@ensembleiq.com
(Serving the Western United States)
Bill Little, Director - Market Development & Sales
(828) 237-3350, blittle@ensembleiq.com
(Serving the Southern United States)

CONTENTS
4 Editorial: Peter Breen
8 Solution Provider News
8 Educating at the Shelf

Raley's is meeting the shopper's need for
nutritional information by launching "Shelf
Guide" through a partnership with Label
Insight. Shelf Guide eschews existing labels and
standards in favor of fresh research.

10 Getting Friskies

Purina and PetSmart, Page 10

Nestle Purina Petcare enlisted celebrity cats for
recent account-specific campaigns at Kroger
and PetSmart promoting the launch of Friskies
gravy products.

SPECIAL REPORTS

14 Retail Intimacy 2.0:
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

President & Executive Director Mike McMahon, (773) 249-6778
Managing Director - Community Development
Steve Frenda, (773) 992-4461

P2PI.ORG

Managing Director - Content & Editorial Bill Schober, (773) 992-4430
Associate Director - Content Patrycja Malinowska, (773) 992-4435
Senior Editor - Content Samantha Nelson, (773) 992-4436
Associate Editor - Content Cyndi Loza, (773) 992-4439
Associate Editor - Content Nidhi Madhavan, (224) 302-4145

EVENTS & EDUCATION

SVP, Events & Conferences Maureen Macke, (773) 992-4413
Director - Professional Development Paige Berrigan, (843) 816-3113
Senior Manager - Events Peggy Milbrandt, (773) 992-4412
Manager - Event Production & Marketing
Stacey Bobby, (773) 992-4423
Meeting & Events Associate Kelly Doering (773) 992-4408
Director - Education & Faculty Administration
Ronit Lawlor, (773) 992-4415

Tomorrow's Consumer,
Today's Win
Marketers must adapt quickly and follow the
consumer in every aspect of life, but many companies
just aren't paying close enough attention to shifting
trends nor re-engineering themselves to be as nimble
as this new world requires. Sponsored by Catapult.

Art Director Stephanie Beling, (773) 992-4442

MEMBER DEVELOPMENT & SERVICES

Managing Director - Strategy, Member Development
Joan Driggs, (224) 632-8211
Director - Member Development Patrick Hare, (773) 992-4465
Director - Member Development Gloria Graham (224) 404-1884
Manager - Member Services Stacy Stiglic, (773) 992-4414

CUSTOM MEDIA

VP, Custom Media Pierce Hollingsworth

AUDIENCE DEVELOPMENT

Director of Audience Development Gail Reboletti
Manager - Audience Development Jeffrey Zabe

Speaking at the Path to Purchase Expo, a
Nielsen executive shared research on emerging
trends and industry challenges in seizing the
"omnishoppertunity" as marketers follow
shoppers across platforms.

23 Guide to E-Commerce
An advertising supplement.

44 DOTs: Best

of the Times/
Platinum Winners
We showcase the four entries that
earned top honors in the Path to
Purchase Institute's 2017 Design of the
Times competition.

18 Who's Who in E-Commerce

Our report recognizes more than 200 brand and retail
executives, with expanded profiles of individuals
from Bayer HealthCare, Bic, Campbell Soup and
Coca-Cola.

46 So-Lo-Mo Central

A roundup of social, local and mobile
marketing activity at retail from:
* Morinaga America
* Mars Inc.
* Bodega AI Inc.
* Standard Cognition
* Facebook
* Google and Levi Strauss & Co.
* 8i
* Lowe's
* Lionsgate and Unity Technologies

40 Women of Excellence:

'Collaboration' Honorees
At P2PI's Women of Excellence reception in
September, 12 women were honored, including
three in the Collaboration category:
* Karen Sales, Albertsons Cos.
* Barbara Hennessey, Heineken USA
* Kristi Running, General Mills

49 Ricci at Retail

MARKETING

Director - Marketing & Communications
Michele Weston-Rowe, (773) 992-4440

11 The 'Omnishoppertunity'

Joe spotlights ...
* Crayola
* Crayola and Sally Hansen

10 Frigo at Jewel

Saputo Inc. has worked with Jewel on in-store
events featuring a celebrity chef and food
educator that complement an integrated
campaign, which leverages recipes and online
engagement.

11 K-C, Walmart Share Data

While most brands and retailers still don't want to
share data, Vantage helped Kimberly-Clark and
Walmart combine theirs to develop targeted ads.

49 Personnel Appointments
50 Institute Strategist

Best Buy gained a valuable ally in its quest to
dominate the burgeoning smart home market
when it partnered with smart home service
provider Vivint.

ART/PRODUCTION

Director of Production Kathryn Homenick

ENSEMBLEIQ CORPORATE OFFICERS
Executive Chairman Alan Glass

Chief Operating Officer and Chief Brand Officer Rich Rivera
Chief Financial Officer Len Farrell
Chief Business Development Officer &
President, EnsembleIQ, Canada Korry Stagnito
Chief Customer Officer/President of Enterprise Solutions Ned Bardic
Chief Digital Officer Joel Hughes
President & Executive Director, P2PI Mike McMahon

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 ©
2017 by the Path to Purchase Institute. Canada Post
International Publications Mail Product (Canadian
Distribution) Sales Agreement No. 40025274.
Return undeliverable Canadian addresses to:

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.


http://www.P2PI.ORG http://www.P2PI.ORG

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

Contents
Shopper Marketing - December 2017 - Intro
Shopper Marketing - December 2017 - 1
Shopper Marketing - December 2017 - 2
Shopper Marketing - December 2017 - Contents
Shopper Marketing - December 2017 - 4
Shopper Marketing - December 2017 - 5
Shopper Marketing - December 2017 - 6
Shopper Marketing - December 2017 - 7
Shopper Marketing - December 2017 - 8
Shopper Marketing - December 2017 - 9
Shopper Marketing - December 2017 - 10
Shopper Marketing - December 2017 - 11
Shopper Marketing - December 2017 - 12
Shopper Marketing - December 2017 - 13
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