Shopper Marketing - May 2018 - 4

4

SHOPPER MARKETING MAY 2018

EDITORIAL

Cognitive Dissemblance

Considering that I'd just taken a morning commute through
the looking glass of the information economy, I began writing
with some trepidation about several features within this relatively short but info-heavy issue. On page 22, we offer up one
of our very popular virtual roundtable discussions on - gulp -
"influencer marketing": what it is, how to find influencers, how
artificial intelligence (AI) may make it even mo ... never mind
- let's move on.
Next, on page 12, we have an exclusive interview with one
of the industry's most important people, Jamie Sohosky. It's
all about how her company, Walmart, is monitoring, analyzing
and reshaping virtually every aspect of every shopper's journey
in order to ... um ... shhhh.
Instead, please take a good hard look at the special report
on page 16, "The Evolution of Retail Environments, Part One:
Retail is Dead - Long Live Retail!" Granted, that title sounds like
a concept album from Spinal Tap, but what you'll find is the first
installment in a three-part deep dive into the future of this business. I'm not a big fan of most "future of retail" pitches; I've had
to sit through too many slide shows full of hang-glider-accessory
outlets in Zurich and duct tape pop-up stores in Times Square.
But in this article, done in collaboration with the folks at FCB/
RED and its environmental design firm, Chute Gerdeman, the focus is on shopper-marketing-relevant retail concepts that may
"survive & thrive" in the coming years, reinventing themselves,
for example, into extensions of online delivery and subscription
buying. Part two, which will appear in our July issue, will take
things even further by discussing the possible resurgence of
CPG brand power in this brave new environment.
Finally, let me point you to the top of page 32 where you'll
find a photo of our newest columnist, Steve Frenda, and more
importantly (because several people asked) his beloved dog
and chief navigator, "Ralph." This month, Steve shares his
thoughts on "challenger" brands - upstart or "ankle-biter"
brands that, much like Facebook, are coming up with ways to
change their world - and ours.

I

f there's been one constant during my two decades-plus of writing about shopper, in-store and
point-of-purchase marketing, it's the notion that
this business can somehow trick, compel or otherwise mesmerize people into buying things they didn't
want to buy. I mostly hear this claim from media types
looking for grocery-story angles beyond the gardenvariety, thumb-on-a-scale expose, but relatives,
friends, cocktail party acquaintances and even job interviewees have shared similar suspicions.
Claiming that "the devil made me do it" comes in
handy, I suppose, when confronted by a significant
other shaking her head over your shopping cart full of
Twinkies, Cap'n Crunch and chocolate milk. But honestly, if P-O-P actually had such super-powers of persuasion, the SIC codes for the underlying businesses
would be valuing them in the trillions of dollars.
No, for that kind of mega-money, power and influence, look instead toward the "FANG" companies*
- Facebook, Amazon, Netflix and Google - and Facebook, in particular. The social media giant's supposed
Svengali-like abilities have been much in the news
in the wake of the Cambridge Analytica scandal. The
claim is that Mark Zuckerberg's network allowed the
British political data-mining firm to scrape off the info
on 87 million users in order to trick, compel and otherwise mesmerize them into voting for someone they
didn't want to vote for.
Sound familiar? I suppose I should take the allegations
more seriously because, clearly, Facebook is. So seriously,
in fact, that in an ironic twist, the digital powerhouse has
been deploying that most analog of ad mediums - transit billboards - to warn users not to believe everything
on Facebook. On the very day that I wrote this essay, my
commute began at the Chicago Transit Authority's Western platform with Facebook warnings about clickbait and phony
users, and ended at the CTA's Cumberland stop with even more
admonitions, this time against fake news and spam.
In between - and I kid you not - I had to board a train car that

DISTINGUISHED FACULTY
* Christopher Brace, Founder &
CEO, Syntegrate Consulting
* Rich Butwinick, Owner/President,
MarketingLab/SellCheck
* Brian Cohen, COO,
Epsilon Catapult
* Heidi Froseth, EVP, National
Shopper Commerce Leader,
Epsilon Catapult
* Sarah Gleason, Director,
OxfordSM
* Wendy Liebmann, Founder,
CEO & Chief Shopper,
WSL Strategic Retail

INSTITUTE
FACULTY
* Rick Abens, CEO & Founder,
Foresight ROI
* Kris Abrahamson, VP, Client
Leadership, The Mars Agency
* Neil Ackerman, Senior Director,
Global Supply Chain Advanced
Planning & Innovation,
Johnson & Johnson
* Courtney Jane Acuff, VP of Product
& Marketing, ItemMaster
* Bill Akins, Chief Client Officer,
Rockfish Interactive
* Christopher Almeida, Senior
Director, Front Store Marketing
& Store Experience, CVS Health
* Keith Anderson, SVP, Strategy &
Insights, Profitero
* Charlie Anderson, CEO,
Shoptology
* John Anton, VP, GM Ace Business
Unit, Valspar Corp.
* Christian Ardito, Senior
Marketing Manager, Soup &
Broth Activation, Campbell
Soup/Pepperidge Farm
* Kevin Baartman, VP, Information
Services, Lund Food Holdings
* Katherine Bailey Doyle, Group
Manager, National Shopper
Marketing, The Clorox Co.
* Susan Barkalow, Director of
Shopper Marketing,
Mars Chocolate US
* Andrew Barker, Senior Director,
Shopper Marketing,
Dr Pepper Snapple Group

* Stephen McGowan,
Director, Shopper Marketing,
Mondelez International
* Sarah Ortman, Associate
Director, National Shopper
Marketing, The Clorox Co.
* Julie Quick, SVP, Head of Insights
& Strategy, Shoptology
* Michael Tilley, Biscuit Lead,
Shopper Marketing &
Strategic Partnerships,
Mondelez International
* Scott Young, Global CEO,
PRS IN VIVO
* Janet Barker-Evans, SVP,
Executive Creative Director,
Epsilon Catapult
* Brandon Barr, Director of Retail
Marketing & Insights, Duracell
* Kelly Bartell, VP, Creative
Director, Epsilon Catapult
* Gina Bates, Brand Manager,
eCommerce/Multi-Channel
Shopper Marketing,
Kimberly-Clark
* Ken Bausch, VP, eCommerce &
Digital Marketing, Welspun USA
* Bill Beck, Senior Director
of Marketing,
Whirlpool Corporation
* Michael Becker, Co-Founder,
Managing Partner & North
American CEO, mCordis
* Wendyjean Bennett, Senior
Director, Media & Experiential
Marketing, Tyson Foods
* Dedra Berg, Senior Director of
Marketing, Smithfield Foods
* Beck Besecker, Co-Founder &
CEO, Marxent Labs
* Geoffrey Betrus, Team Leader,
Johnson & Johnson
* Elaine Bragg, VP, Executive
Creative Director, TPN
* Donna Bressler,
Senior Account Director, I BU,
IN Connected Marketing
* Jen Brevick, Group Director,
eCommerce Licensing,
The Coca-Cola Company
* Greg Brewer, Managing Director,
Nestle-Purina

* Shaun Brown, SVP,
Growth & Innovation,
Momentum Worldwide
* Chris Bryson, Founder & CEO,
Unata
* Raymond Burke,
E.W. Kelley Professor of
Business Administration,
Indiana University
* Jack Burns, Corporate Manager,
Store Projects, Ace Hardware
* Tony Bynum, Director, Client
Innovation & Program Strategy,
RTC
* Kendal Callender, Director,
Shopper Marketing,
Albertsons Companies
* Heather Campain, Head
of Shopper Marketing, US,
Johnson & Johnson Sales
* Chris Cancilla, EVP, Chief Creative
Officer, Arc Worldwide
* David Cardona, Director of
Shopper Marketing, CAS &
Multi-Cultural Capabilities,
The Clorox Co.
* Emily Carpin, Commercial
Marketing Director, Bourbon
Portfolio, Beam Suntory
* Ken Cassar, Principal Analyst,
Slice Intelligence
* Anne Chambers, CEO,
Capre Group
* Greg Chambers, Group Director,
Digital Innovation,
The Coca-Cola Company
* Oyvind Christensen, Founding
Partner, Flow Insights
* Shelley Christianson,
Senior Manager, Shopper
Insights, The Hershey Co.
* David Ciancio, Principal,
Peak Loyalty
* Dale Clark, Senior Director,
Sales Strategy & Shopper
Engagement, The Hershey Co.
* Bill Clifford, Chief Revenue
Officer, SessionM
* Scott Cole, Principal Consultant,
Capre Group
* Linda Crowder, Senior Director,
Peapod Interactive,
Ahold Delhaize
* Sonia Dalvi, Director, Consumer
Journey/Integrated Marketing
Communications, Chobani
* Marie-Agnes Daumas,
Director, Shopper Marketing
Center of Excellence, NA,
Colgate-Palmolive Company

* FANG being a coinage of market analyst Jim Cramer of CNBC.

was completely plastered with advertising, both inside and out,
from Google's parent Alphabet. The message was the polar opposite of Facebook's: "Make Google read it ... dial it ... open it
... do it." Trust us, in other words, for anything and everything.
* Sarah Davis, SVP, Executive
Creative Director,
Epsilon Catapult
* Matty de Castro, Head of
Industry, CPG, Facebook
* Karen Doan, Senior Shopper
Marketing Manager,
Tyson Foods
* Tom Dolan, SVP, Enterprise
Solutions, Valassis Digital
* Meggie Dvorak, Senior Account
Executive, Valassis Digital
* Ross Ely, President & CEO,
ProLogic Retail
* Debra Eskra, VP, Media COE, IRi
* Liza Etu, Senior Shopper
Marketing Manager,
The Coca-Cola Company
* James Fraser, GM, NA,
Mosaic Shopper
* Glenn Frazier, Sales,
The Hershey Co.
* Andrew Freeman, Shopper,
Trade, & National Accounts
Marketing Problem Solver,
Campari America
* Beth Freeman, Commercial
Marketing Manager,
Heineken USA
* Tracy Frisbie, Shopper Marketing
Director, Constellation Brands
* Michele Fuhs, Department
Manager / Head of Premium
Retail Experience, BMW
* Sam Gagliardi, Head of
E-Commerce (SVP), IRi
* Dave Geren, VP,
SFW Marketing
* Brett Gerstenblatt, VP, Executive
Creative Director, CVS Health
* Bridget Gilbert, Research
Director, Geometry Global
* Bob Gilbreath, CEO/Co-Founder,
Ahalogy
* Byron Gilstrap, Director,
eCommerce Capability,
The Coca-Cola Company
* Jody Goehring, VP, Product,
RetailMeNot
* Jason Goldberg, SVP, Commerce
& Content, Razorfish
* Ethan Goodman, SVP, Shopper
Experience, The Mars Agency
* Alister Greenwood, Head of
Global eCommerce Insights,
Mondelez International
* George Hamilton, Director,
Walmart Foods, Unilever

* Sheryl Hannam, Shopper
Marketing Manager,
Mars Chocolate US
* Mark Hardy, CEO,
InContext Solutions
* Michelle, Harmon-Madsen,
SVP, Brand Partnerships,
Fresh Direct
* Neil Helsper,Senior Creative
Director, Upshot
* Megan Hennigan, Senior
Manager Shopper Experience,
Beverages, Campbell Soup/
Pepperidge Farm
* Ines Henrich, VP, Client Service,
IN Connected Marketing
* Mark Herbek, Executive Research
Home Improvement Council,
Partner, Cleveland Research
* David Hewitt, VP, Consumer
Experiences, Razorfish
* Rhonda Hiatt, Executive
Director, Strategy & Experience,
Clear
* Joy Ho, Marketing Manager,
Fresh Direct
* Kevin Hoppe, Senior Manager,
Shopper Marketing,
Kellogg Company
* Laura Houghton, Director,
Digital Shopper & Capability,
The Coca-Cola Company
* Tiffany Huey, Director, Shopper
Marketing, Starbucks Coffee
* Ron Hughes, Senior Manager,
Shopper Strategy & Innovation,
The Coca-Cola Company
* Chris Hunt, VP, Client Services,
Epsilon Catapult
* Nicole Hutcheson, Director,
Shopper Strategy & Innovation,
The Coca-Cola Company
* Kyle Ingram, Group Account
Director, The Integer Group
* Frank Jimenez, President,
Zoetic Retail
* Zach Johnson, Director of
Advertising Sales, Amazon.com
* Todd Johnson, Senior National
Account Manager, i-Health
* Richard Jones, E-Commerce
Lead, Mars Chocolate US
* Derek Joynt, EVP, General
Manager, The Mars Agency
* Bruce Katsman, VP,
Starbucks Coffee
* Jason Katz, SVP Strategy,
eCommerce, Geometry Global

* Leah Key, Director, Digital
Media, The Mars Agency
* Ged King, CEO, SFW Marketing
* Meredith Kiss, Commercial
Marketing Manager,
Heineken USA
* Dan Kitrell, VP, Account
Solutions, Kantar Media
* Lisa Klauser, President,
Consumer & Shopper Marketing,
IN Connected Marketing
* Lionel Knight, SVP, Planning,
Upshot
* Kevin Kolman, Grill Master,
Weber-Stephen
* Ken Krasnow, VP,
OmniChannel Marketing,
Henkel North America
* Jessica Krauser,
Marketing Director,
Two Labs Pharma Services
* Joe Lampertius, Global CEO,
Grey Worldwide
* Eric Le Blanc, Senior Director,
Tyson Foods
* Lena Lewis, Director,
Shopper Marketing and
Consumer Promotions,
William Wrigley Jr. Co.
* Steve MacKinnon, Associate
Managing Partner, IBM Watson
* Sara Manke, Director, Insight &
Strategy, The Integer Group
* Anne Martin, Customer Director,
Shopper Marketing,
Mondelez International
* Kane McCord, COO, ibotta Inc.
* Hannah McKee, Shopper
Marketing Manager, Kroger &
Meijer, Mars Chocolate US
* Erik McMillan, CEO, Shelfbucks
* Karl Meinhardt, VP,
Social & Digital Marketing,
Albertsons Companies
* Steve Miller, Director of Marketing
and CRM, Jo-Ann Stores
* Brian Monahan, Head of Vertical
Strategy, Pinterest
* Matt Moog, CEO, PowerReviews
* Timothy Moore, SVP,
Group Creative Director,
Epsilon Catapult
* Kyle Morich, Consultant,
Capre Group
* Gregg Morrison, General
Manager, Touchpoint 360
* Curt Munk, Executive Planning
Director, FCB/RED

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.
* Tom Murray, EVP, Sales,
SavingStar
* Fred Musnicki, SVP, Niven
* Peter Naumann, SVP, Trade
Strategy Optimization,
Kantar Media
* West Naze, VP, CPG & Shopper
Marketing, Eyeview
* Ryan Neely, Director of Digital,
SFW Marketing
* Heather Nichols, Senior Director
Business Development,
Inmar Inc.
* Andrew Nodes, Vice President,
Retail Accounts, Instacart
* Jeff Nowak, President & CEO,
Rocket Man Digital
* Tina Odom, Senior Shopper
Marketing Lead, Unilever
* Jennifer Olliges, SVP,
Director Business Leadership
and Integration,
Momentum Worldwide
* Armand Parra, Director, Insight
& Strategy, The Integer Group
* Chris Perry, Senior Director of
eCommerce, Kellogg Company
* Jay Picconatto, Marketing
Director, Shopper Marketing,
General Mills Inc.
* Matt Pierre, Director of
eCommerce, General Mills Inc.
* Cheryl Policastro, Managing
Director, Planning, TPN
* Michael Pollack, SVP, Digital,
News America Marketing
* Ram Rampalli, Global Head of
Content Acquisition,
Walmart Stores Inc.
* Nikkia Reveillac,
Associate Director,
Consumer & Market Insights,
Colgate-Palmolive Company
* Jonathan Rhyan, Senior Shopper
Marketing Manager, Suncare,
Edgewell Personal Care
* Melinda Rickert, Customer
Director of Shopper Marketing,
Mondelez International
* Amanda Rosen,
Group Senior Account Director,
IN Connected Marketing
* Steven Roth, Group Product
Manager, Google Shopping,
Google Inc.
* Stacey Rubin, SVP, Client
Services, Epsilon Catapult

* Michael Rudolph, Senior
Brand Manager, Stella Artois,
Anheuser-Busch
* Robert Ruijssenaars, Senior
Director, Shopper Marketing,
E&J Gallo Winery
* Chris Russell, Group Director,
Shopper Insights,
The Coca-Cola Company
* Kara Russo, VP, Retail
Consultancy, The Mars Agency
* Kristen Sabol, VP, Client
Leadership, The Mars Agency
* Karen Sales, VP of Digital
Partnerships & Shopper Marketing,
Albertsons Companies
* Joe Scartz, Chief Digital
Commerce Officer, TPN
* Carrie Schaefer, Managing
Director, vrios agency
* Wes Schroll, Founder & CEO,
Fetch Rewards
* Michele Shiroma, VP, Client
Services, IN Connected Marketing
* Jennifer Silverberg, CEO,
SmartCommerce
* Danny Silverman, CMO,
Clavis Insight/One Click Retail
* Matt Silvestri, Account Director,
The Integer Group
* Brian Sobecks,
Senior Digital Innovator,
The Kraft Heinz Company
* Paul Soldera, Director of
Research, Purchase Point
* Catherine Spencer, Senior Shopper
Marketing Manager, Pfizer
* Mark Staples, Associate Director,
Kellogg Company
* Anne Stephenson, Partner,
Explorer Research
* Jeremey Sudduth, Buyer, OTC,
Walmart Stores Inc.
* Elishaa Summers, Account
Executive, Mars Chocolate US
* Rob Sundy, Senior Director,
Brands & Marketing Services,
Whirlpool Corporation
* Bill Sussman, Supplier
Community, President & CEO
* Dan Swendsen, eCommerce
Manager, Jack Link's

* Julian Tan, Director,
Visual Merchandising,
Bayer HealthCare
* Tiffany Tan Kohler,
Associate Director, Marketing,
The Clorox Co.
* Christina Tazza, Retail Strategist,
Grey Worldwide
* Kelley Thornton, CEO,
Purchase Point
* Chris Timmins, Director of
Marketing, Responsive Retail,
Intel Corporation
* Bob Tomei, President, IRI
Consumer & Shopper Marketing,
IRi
* Jason Tripicchio, Director of
Sales, Club & Drug Channels,
The Lindt & Sprungli Group
* Elizabeth Tung, Associate
Director, National Shopper
Marketing, The Clorox Co.
* James Urich, Trade Marketing
Manager, Anheuser-Busch
* Bob Waibel, Senior Director,
Shopper Marketing,
Conagra Brands
* Julie Walker, Senior Consultant,
The Mom Complex
* Brian Wallach, VP, AOL
* Andy Walter, Board Director
& Strategic Advisor,
AJW-Advisory LLC
* Duncan Wardle, Founder,
id8&innov8
* Jeff Watters, President & CEO,
Ainsworth Pet Nutrition
* Katherine Wintsch, Founder &
CEO, The Mom Complex
* Ed Wogan, VP, Sales, TempAlert
* Kim Yansen, Customer VP,
Sales, Value Channel,
Mondelez International
* Jason Young, SVP/Media,
Quotient
* Brooke Zec, Senior Manager
Consumer Activation,
Johnson & Johnson
* Debbie Zefting, Director,
Shopper Strategy &
Engagement, Barilla America

Distinguished Faculty and Institute Faculty are the highestrated speakers, based on a 4-point scale, by past attendees of
our various speaking engagements. Distinguished faculty have
consistently scored high at four or more events. Faculty have
scored high, presenting at least once.


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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
Shopper Marketing - May 2018 - 11
Shopper Marketing - May 2018 - 12
Shopper Marketing - May 2018 - 13
Shopper Marketing - May 2018 - 14
Shopper Marketing - May 2018 - 15
Shopper Marketing - May 2018 - 16
Shopper Marketing - May 2018 - 17
Shopper Marketing - May 2018 - 18
Shopper Marketing - May 2018 - 19
Shopper Marketing - May 2018 - 20
Shopper Marketing - May 2018 - 21
Shopper Marketing - May 2018 - 22
Shopper Marketing - May 2018 - 23
Shopper Marketing - May 2018 - 24
Shopper Marketing - May 2018 - 25
Shopper Marketing - May 2018 - 26
Shopper Marketing - May 2018 - 27
Shopper Marketing - May 2018 - 28
Shopper Marketing - May 2018 - 29
Shopper Marketing - May 2018 - 30
Shopper Marketing - May 2018 - 31
Shopper Marketing - May 2018 - 32
Shopper Marketing - May 2018 - 33
Shopper Marketing - May 2018 - 34
Shopper Marketing - May 2018 - 35
Shopper Marketing - May 2018 - 36
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