Shopper Marketing - January 2018 - 54

54 TRENDS 2018

SHOPPER MARKETING JANUARY 2018

Retail Trends

Are you changing the way you
label products to be more
"transparent"?
YES

INSTITUTE ANALYSIS:
We sensed there would
be plenty of "yes"
responses here, giving
what we learned at
P2PI's TransparencyIQ
event in October. For
those who answered
yes, we followed up
with a question asking,
"Why?" Here's some of
what we learned:

60%

NO

40%

Have you tried to create a
new holiday or occasion for
your product?

" Because it's what shoppers want."
" Consumer demands, retailer demands and industry groups (natural
product enforcement)."
" FDA requirements."
" Making sure we are compliant with industry best practices."
" To be more shopper-focused."
" Our company already adopted new nutritional facts panels across
many of our products ahead of schedule, and we were the first to support GMO labeling."
" This is big for us. It's been a consumer trend but is now a main-stream
retailer trend as well."

INSTITUTE ANALYSIS:
One of our P2PI editors
noticed this trend and
asked us to include it on
the survey. Half of our
respondents confirmed
her observations. For
those answering "yes,"
we asked them for
examples. Here are
some:

YES

47.1%

NO

52.9%

" Connecting to the customer cause."
" 'Contra' season."
" National 'X' Day."
" Day of the Dead and Father's Day holidays - the at-home brunch
occasion."
" Holiday booing to include buying treats for pets, Christmas stockings
for pets."
" Micro seasons (Valentine's Day, Mother's Day, national craft month)."
" Soccer."
" We saw white space around the soup occasion for broth, so we
created a soup platform."
" Summer."
" Usage occasions like hydration, after-school snack, home
entertaining, etc."

Are you developing any
strategies for reaching
shoppers who are using
digital assistants
(Alexa, Google Home,
Dash Button, etc.)?

INSTITUTE ANALYSIS:
While the "no"
responses still
outnumber the "yes"
ones, understand that
brands are starting to
move in this direction
and experiment with
Alexa skills and beyond.
Here's how some of
the "yes" respondents
described what they are
doing:

YES

39.1%

NO

60.9%

" We're in the early stages of testing impulse in this environment."
" We evaluated Alexa skills and are still considering, but it's not a top
priority."
" We're experimenting with voice."
" How we look at the total path to purchase is a focus for us."
" It is very early in the game, but we want to understand the path to
purchase for both new buyers and existing buyers via voice ordering."
" We're starting to work on this with Target."
" We are behind the times when it comes to this."
" We are developing voice strategies for four of our brands using the
Alexa platform."
" We were the first CPG to have an Alexa skill, and we have
implemented several Dash buttons."

If a private-label product mimicked your
brand's trade dress, would your company:
Sue them for infringement

INSTITUTE ANALYSIS:
This is not a new
trend, but rather one
we've seen for years.
And obviously, some
categories (e.g., OTC)
witness this more
than others. Here are
selected thoughts from
our respondents:

63.9

Do nothing because our
litigation has failed
in the past

4.9

Do nothing because we
don't want to rock the boat

13.2

Do nothing because it
doesn't really impact us
that much in the long run
10

" Collaborative categorization helps shopper navigation."
" It depends on how closely it is mimicking our packaging."
" It happens all the time. Some retailers are more aggressive than others."
" Most brands have little power, other than mentioning it to the merchant
team and asking them for more placement on branded side of counter."
" Stealing our assets is not kosher."
" We always defend our brands to extremes."
" We are protective of our trade dress and have successfully defended it."

18
0

" Brand equity is priceless and will be protected by any means."

20

30

40

50

60

70

" We have had this done to us in the past, and we still need to maintain
a good relationship with the retailer so we prefer to come out with
new innovation which changes our package. It takes nine months for
the private label to catch up."
" We monitor this closely and enforce our trademarks and intellectual
property aggressively. There is no free ride."



Table of Contents for the Digital Edition of Shopper Marketing - January 2018

Contents
Shopper Marketing - January 2018 - 1
Shopper Marketing - January 2018 - 2
Shopper Marketing - January 2018 - Contents
Shopper Marketing - January 2018 - 4
Shopper Marketing - January 2018 - 5
Shopper Marketing - January 2018 - 6
Shopper Marketing - January 2018 - 7
Shopper Marketing - January 2018 - 8
Shopper Marketing - January 2018 - 9
Shopper Marketing - January 2018 - 10
Shopper Marketing - January 2018 - 11
Shopper Marketing - January 2018 - 12
Shopper Marketing - January 2018 - 13
Shopper Marketing - January 2018 - 14
Shopper Marketing - January 2018 - 15
Shopper Marketing - January 2018 - 16
Shopper Marketing - January 2018 - 17
Shopper Marketing - January 2018 - 18
Shopper Marketing - January 2018 - 19
Shopper Marketing - January 2018 - 20
Shopper Marketing - January 2018 - 21
Shopper Marketing - January 2018 - 22
Shopper Marketing - January 2018 - 23
Shopper Marketing - January 2018 - 24
Shopper Marketing - January 2018 - 25
Shopper Marketing - January 2018 - 26
Shopper Marketing - January 2018 - 27
Shopper Marketing - January 2018 - 28
Shopper Marketing - January 2018 - 29
Shopper Marketing - January 2018 - 30
Shopper Marketing - January 2018 - 31
Shopper Marketing - January 2018 - 32
Shopper Marketing - January 2018 - 33
Shopper Marketing - January 2018 - 34
Shopper Marketing - January 2018 - 35
Shopper Marketing - January 2018 - 36
Shopper Marketing - January 2018 - 37
Shopper Marketing - January 2018 - 38
Shopper Marketing - January 2018 - 39
Shopper Marketing - January 2018 - 40
Shopper Marketing - January 2018 - 41
Shopper Marketing - January 2018 - 42
Shopper Marketing - January 2018 - 43
Shopper Marketing - January 2018 - 44
Shopper Marketing - January 2018 - 45
Shopper Marketing - January 2018 - 46
Shopper Marketing - January 2018 - 47
Shopper Marketing - January 2018 - 48
Shopper Marketing - January 2018 - 49
Shopper Marketing - January 2018 - 50
Shopper Marketing - January 2018 - 51
Shopper Marketing - January 2018 - 52
Shopper Marketing - January 2018 - 53
Shopper Marketing - January 2018 - 54
Shopper Marketing - January 2018 - 55
Shopper Marketing - January 2018 - 56
Shopper Marketing - January 2018 - 57
Shopper Marketing - January 2018 - 58
Shopper Marketing - January 2018 - 59
Shopper Marketing - January 2018 - 60
Shopper Marketing - January 2018 - 61
Shopper Marketing - January 2018 - 62
Shopper Marketing - January 2018 - 63
Shopper Marketing - January 2018 - 64
Shopper Marketing - January 2018 - 65
Shopper Marketing - January 2018 - 66
Shopper Marketing - January 2018 - 67
Shopper Marketing - January 2018 - 68
Shopper Marketing - January 2018 - 69
Shopper Marketing - January 2018 - 70
Shopper Marketing - January 2018 - 71
Shopper Marketing - January 2018 - 72
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
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com