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.