Shopper Marketing - May 2018 - 3

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
Bill Baumann, Director of Sales
(609) 610-5400, bbaumann@ensembleiq.com
(Serving the Southern United States)
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)

CONTENTS
4 Editorial: Bill Schober
6 Solution Provider News
6 P2PSummit: Meijer

Meijer is handling the accelerating pace of change
in retail by focusing on three things: customers,
convenience and content, says vice president of
digital shopping & e-commerce Art Sebastian.

8 P2PSummit: RangeMe
and Brandless

Consumer behavior is shifting from brand
loyalty to trend loyalty, and online platforms
like RangeMe and Brandless are disrupting the
"broken" shopper model to capitalize on that.

11 WPP Checkout: Target

Target used to think of its shopper as a
suburban soccer mom and tailored all of its
programs to her. Analyzing data has changed
that model, according to Target Media Network
vice president David Peterson.

11 WPP Checkout: Google

Retail's winners and losers aren't obvious.
Traditional brick-and-mortar retailers have
made comebacks, while celebrated digital
companies have failed. Google executive
Kiran Mani says that companies with strong
fundamentals and a willingness to experiment
are most likely to succeed.

22 Feature:

Influencer Marketing

SPECIAL REPORTS

With influencer marketing on the
rise, we asked six firms in the space
to discuss its impact and the trends
fueling it (such as artificial intelligence).
Read our virtual roundtable discussion.

12 Hall of Fame Q&A:
Jamie Sohosky

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
Managing Director - Community Development
Steve Frenda, (773) 992-4461
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

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 Jacqueline Barba (224) 632-8214

EVENTS & EDUCATION
Senior Vice President, Events & Conferences
Maureen Macke, (773) 992-4413
Director - Professional Development Paige Berrigan, (843) 816-3113
Director - Events Peggy Milbrandt, (773) 992-4412
Meeting & Events Associate Kelly Doering (773) 992-4408
Director - Education & Faculty Administration
Ronit Lawlor, (773) 992-4415

MARKETING
Manager - Marketing & Events
Stacey Bobby, (773) 992-4423
Manager - Marketing & Events
Courtney Hofbauer, (224) 632-8215
Art Director Stephanie Beling, (773) 992-4442

AUDIENCE DEVELOPMENT
Director of Audience Engagement Gail Reboletti
Audience Engagement Manager Shelly Patton

Jamie Sohosky is responsible for envisioning,
enabling and delivering the end-to-end customer
experience strategy for Walmart. She recently sat
down with Shopper Marketing to discuss her career
and March induction into our Hall of Fame.

24 So-Lo-Mo Central

A roundup of social, local and mobile
marketing activity at retail from:
* Chico's FAS
* Twitter
* SmartCommerce
* Pinterest
* Nike, Snapchat and Darkstore
* CraveLabs and LiveRamp
* FoodLogiQ and Testo
* Viber and Sprinklr
* Gourmia

16 Retail is Dead -

Long Live Retail!
Recognizing that old models are no longer working
and aware of the promise that lies in the next
generation of physical stores, FCB/RED is calling for
a wholesale change in the evolution of retail store
environments. The special report will examine what
the future looks like for brick-and-mortar stores.

9 P2PSummit: Edelman

Drawing from his company's "Trust Barometer"
and "Earned Brand" studies, Edelman's Jamie
Kieffer paints a picture of an environment in which
trust in institutions is at an all-time low while
expectations for brands have never been higher.

10 P2PSummit: Walgreens

and WSL Strategic Retail
From a retail perspective, it's imperative to
rethink loyalty. And Walgreens' CMO says
today's loyalty currency is trust.

10 WPP Checkout: Kantar

It is generally accepted among CPG
manufacturers that advancements in
technology have shifted the control from
marketers to consumers, but now they need to
prepare for a new shift in which shoppers are
relinquishing their power to algorithms.

27 Activation Gallery:
March Madness
Review

32 Shopping With Steve

P2PI's Steve Frenda, a passionate retail
watcher for more than four decades, gives us
a look at the challenger brands at Heinen's in
Barrington, Illinois.

33 Personnel Appointments
34 Institute Strategist

Coca-Cola Co.'s Diet Coke kicked off the
new year by launching four new flavors and
debuting redesigned, taller 12-ounce cans that
rolled out to stores in January.

ART/PRODUCTION
Director of Production Kathryn Homenick

ENSEMBLEIQ
EXECUTIVE LEADERSHIP TEAM
Executive Chairman Alan Glass
Chief Executive Officer David Shanker
Chief Financial Officer Richard Rivera
Chief Brand Officer Korry Stagnito
President, Enterprise Solutions Terese Herbig
Chief Digital Officer Joel Hughes
Senior Vice President, Innovation K. Tanner Van Dusen
Chief Human Resources Officer Jennifer Turner

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:

Station A, P.O. Box 54, Windsor, ON N9A 6J5 or
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CHANGE OF ADDRESS and other circulation
correspondence should be mailed to: Shopper
Marketing, Computer Fulfillment, PO Box 261,
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WHERE TO WRITE: Please direct all letters
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correspondence to: Shopper Marketing, 8550 W.
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REPRINTS, PERMISSIONS AND LICENSING:
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NOTICE: The Path to Purchase Institute
occasionally uses the logos of various companies
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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

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

Contents
Shopper Marketing - May 2018 - Intro
Shopper Marketing - May 2018 - 1
Shopper Marketing - May 2018 - 2
Shopper Marketing - May 2018 - Contents
Shopper Marketing - May 2018 - 4
Shopper Marketing - May 2018 - 5
Shopper Marketing - May 2018 - 6
Shopper Marketing - May 2018 - 7
Shopper Marketing - May 2018 - 8
Shopper Marketing - May 2018 - 9
Shopper Marketing - May 2018 - 10
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