Shopper Marketing - January 2016 - 42


2016
Annual survey/report scrutinizes Walmart, top retailers
while taking the temperature of path-to-purchase marketing

W
2016
By Tim Binder

hen the editors of Shopper Marketing and the Path
to Purchase Institute met in
mid-September to set the
course for our Trends 2016 survey, we knew we
would include a handful of budget/funding
questions as usual. And there are always important questions to ask about in-store/brickand-mortar versus digital and e-commerce.
But our recent experiences conducting
these surveys have told us that some of the
most intriguing results have come when we
ask the CPG/brand marketing executives we
survey to rate the retailers.
Participants are guaranteed anonymity
when responding (save submitting their email
addresses if desired for a chance to win an
Apple Watch Sport), so we believe we're getting honest responses. And participants are
42

y SHOPPER MARKETING JANUARY 2016

directed to only answer for the retailers they've
worked with in the last year.
Our Trends 2016 effort - fielded from Oct.
22-30, 2015 - garnered 121 fully completed and
75 partially completed surveys. And 62 of the
respondents identified "shopper marketing" as
their primary job function/area of responsibility.
In the survey, we had the participants rate
10 major retailers on their willingness to collaborate, their business prospects heading into
2016, and their success in building alternative
fulfillment models.
Additionally, we asked which digital elements (from a list of 10) those same retailers
typically request/prefer - from digital coupons
and promoting on the chain's website to working within the chain's mobile app and paid
search.



Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
Shopper Marketing - January 2016 - 13
Shopper Marketing - January 2016 - 14
Shopper Marketing - January 2016 - 15
Shopper Marketing - January 2016 - 16
Shopper Marketing - January 2016 - 17
Shopper Marketing - January 2016 - 18
Shopper Marketing - January 2016 - 19
Shopper Marketing - January 2016 - 20
Shopper Marketing - January 2016 - 21
Shopper Marketing - January 2016 - 22
Shopper Marketing - January 2016 - 23
Shopper Marketing - January 2016 - 24
Shopper Marketing - January 2016 - 25
Shopper Marketing - January 2016 - 26
Shopper Marketing - January 2016 - 27
Shopper Marketing - January 2016 - 28
Shopper Marketing - January 2016 - 29
Shopper Marketing - January 2016 - 30
Shopper Marketing - January 2016 - 31
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Shopper Marketing - January 2016 - 33
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Shopper Marketing - January 2016 - 35
Shopper Marketing - January 2016 - 36
Shopper Marketing - January 2016 - 37
Shopper Marketing - January 2016 - 38
Shopper Marketing - January 2016 - 39
Shopper Marketing - January 2016 - 40
Shopper Marketing - January 2016 - 41
Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
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Shopper Marketing - January 2016 - 46
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Shopper Marketing - January 2016 - 49
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Shopper Marketing - January 2016 - 54
Shopper Marketing - January 2016 - 55
Shopper Marketing - January 2016 - 56
Shopper Marketing - January 2016 - 57
Shopper Marketing - January 2016 - 58
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Shopper Marketing - January 2016 - 60
Shopper Marketing - January 2016 - 61
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Shopper Marketing - January 2016 - 63
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Shopper Marketing - January 2016 - 142
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