Shopper Marketing - August 2016 - 129


ALLOCATION
How do you allocate your
P-O-P display spending?

Temporary/promotional
60.3%

Do you plan to shift your P-O-P
spending by type of display?

If a secondary display opportunity
isn't available, and we can do only
one, we'll put more effort into:

Yes, by using
more signage
13.9%
Yes, shifting
from temporary
to permanent
16.7%

Permanent/ongoing
39.7%

Display
packaging
25.7%

Not shifting
our spend
69.4%

Note: "Shift from permanent to temporary"
was asked but received no mentions.

Digital initiatives
34.3%

Primary packaging
(label, bottle,
can, etc.)
2.9%

E-commerce
20.0%

Print in-store media
(coupon dispensers,
floor graphics, etc.)
11.4%

Electronic in-store media
(digital signs, TV networks, etc.)
5.7%
Source: P2PI.org/Shopper Marketing P-O-P Trends Survey (June 2016)

INSTITUTE ANALYSIS: Obviously, the ratio of temporary-topermanent display allocation will vary significantly by company, brand and even event to event. The first chart (above, left)
therefore should be viewed as merely providing a rough rule
of thumb for P-O-P spend: 2/3 temporary, 1/3 permanent. And
maybe more of a "guesstimate" than a rule.
Of more interest will be the "forced choice" chart (above,
right). If we hypothetically prohibit your brand from having any

BILL SMITH: It's more about how it's being spent as op-

posed to the total dollars. Everybody's cost per display
has gone up because everybody is having to spend more
on customization than they did before.
What's the single most important reason for using
P-O-P in your category?
RANDALL RODRIGUEZ: To bring our brands to life in

secondary display opportunities in-store, marketers say that
they'd either amp up initiatives along the digital path to purchase or redirect that spending toward e-commerce.
When a version of this "No Secondary Display Allowed"
question was asked 10 years ago, more than half of our
respondents said they'd first throw all of that effort into their
primary packaging.
Today, virtually no one would.

store; we want to match the "mental availability" we create through advertising with physical availability. We
want a world-class in-store experience that breaks down
the barriers of "Don't think of your product" or "Can't
find your product."
RICK STRINGER: For us, it's introducing the consumer
to a new product and driving conversion. Creating aisle
ambience through semi-perm and perm to help with

OUR VIRTUAL ROUNDTABLE
n

n
n

n

n

Steve Hecht, Senior Manager of Visual Merchandising Design,
Johnson & Johnson Consumer
Bob Myers, Director, In-Store Design Team, General Mills
Maureen Marrone, Director of Visual Merchandising,
Hunter-Douglas
Bill Smith, Principal, Display Coach LLC / 1996 Hall Of Fame Inductee
With P&G
Randall Rodriguez, Senior Merchandising Manager, Mars Chocolate
North America

n

Rick Stringer, Vice President of Customer Solutions, Crayola

n

Jill Andersen, Director of Marketing, Menasha

SURVEY METHODOLOGY
In June 2016, several hundred U.S.-based CPG merchandising executives were emailed a questionnaire to be
completed online.
The names were drawn from Shopper Marketing
magazine subscription and Path to Purchase Institute
membership lists, with an emphasis on those with director,
manager and vice president titles.
From those emails, 63 CPG marketing executives submitted full or partially completed surveys. Each respondent
was entered into a drawing for an Amazon Echo device.
The data was compiled and cross-tabulated by Irwin Broh
& Associates, Des Plaines, IL.

3



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

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
Shopper Marketing - August 2016 - 2
Shopper Marketing - August 2016 - 3
Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
Shopper Marketing - August 2016 - 6
Shopper Marketing - August 2016 - 7
Shopper Marketing - August 2016 - 8
Shopper Marketing - August 2016 - 9
Shopper Marketing - August 2016 - 10
Shopper Marketing - August 2016 - 11
Shopper Marketing - August 2016 - 12
Shopper Marketing - August 2016 - 13
Shopper Marketing - August 2016 - 14
Shopper Marketing - August 2016 - 15
Shopper Marketing - August 2016 - 16
Shopper Marketing - August 2016 - 17
Shopper Marketing - August 2016 - 18
Shopper Marketing - August 2016 - 19
Shopper Marketing - August 2016 - 20
Shopper Marketing - August 2016 - 21
Shopper Marketing - August 2016 - 22
Shopper Marketing - August 2016 - 23
Shopper Marketing - August 2016 - 24
Shopper Marketing - August 2016 - 25
Shopper Marketing - August 2016 - 26
Shopper Marketing - August 2016 - 27
Shopper Marketing - August 2016 - 28
Shopper Marketing - August 2016 - 29
Shopper Marketing - August 2016 - 30
Shopper Marketing - August 2016 - 31
Shopper Marketing - August 2016 - 32
Shopper Marketing - August 2016 - 33
Shopper Marketing - August 2016 - 34
Shopper Marketing - August 2016 - 35
Shopper Marketing - August 2016 - 36
Shopper Marketing - August 2016 - 37
Shopper Marketing - August 2016 - 38
Shopper Marketing - August 2016 - 39
Shopper Marketing - August 2016 - 40
Shopper Marketing - August 2016 - 41
Shopper Marketing - August 2016 - 42
Shopper Marketing - August 2016 - 43
Shopper Marketing - August 2016 - 44
Shopper Marketing - August 2016 - 45
Shopper Marketing - August 2016 - 46
Shopper Marketing - August 2016 - 47
Shopper Marketing - August 2016 - 48
Shopper Marketing - August 2016 - 49
Shopper Marketing - August 2016 - 50
Shopper Marketing - August 2016 - 51
Shopper Marketing - August 2016 - 52
Shopper Marketing - August 2016 - 53
Shopper Marketing - August 2016 - 54
Shopper Marketing - August 2016 - 55
Shopper Marketing - August 2016 - 56
Shopper Marketing - August 2016 - 57
Shopper Marketing - August 2016 - 58
Shopper Marketing - August 2016 - 59
Shopper Marketing - August 2016 - 60
Shopper Marketing - August 2016 - 61
Shopper Marketing - August 2016 - 62
Shopper Marketing - August 2016 - 63
Shopper Marketing - August 2016 - 64
Shopper Marketing - August 2016 - 65
Shopper Marketing - August 2016 - 66
Shopper Marketing - August 2016 - 67
Shopper Marketing - August 2016 - 68
Shopper Marketing - August 2016 - 69
Shopper Marketing - August 2016 - 70
Shopper Marketing - August 2016 - 71
Shopper Marketing - August 2016 - 72
Shopper Marketing - August 2016 - 73
Shopper Marketing - August 2016 - 74
Shopper Marketing - August 2016 - 75
Shopper Marketing - August 2016 - 76
Shopper Marketing - August 2016 - 77
Shopper Marketing - August 2016 - 78
Shopper Marketing - August 2016 - 79
Shopper Marketing - August 2016 - 80
Shopper Marketing - August 2016 - 81
Shopper Marketing - August 2016 - 82
Shopper Marketing - August 2016 - 83
Shopper Marketing - August 2016 - 84
Shopper Marketing - August 2016 - 85
Shopper Marketing - August 2016 - 86
Shopper Marketing - August 2016 - 87
Shopper Marketing - August 2016 - 88
Shopper Marketing - August 2016 - 89
Shopper Marketing - August 2016 - 90
Shopper Marketing - August 2016 - 91
Shopper Marketing - August 2016 - 92
Shopper Marketing - August 2016 - 93
Shopper Marketing - August 2016 - 94
Shopper Marketing - August 2016 - 95
Shopper Marketing - August 2016 - 96
Shopper Marketing - August 2016 - 97
Shopper Marketing - August 2016 - 98
Shopper Marketing - August 2016 - 99
Shopper Marketing - August 2016 - 100
Shopper Marketing - August 2016 - 101
Shopper Marketing - August 2016 - 102
Shopper Marketing - August 2016 - 103
Shopper Marketing - August 2016 - 104
Shopper Marketing - August 2016 - 105
Shopper Marketing - August 2016 - 106
Shopper Marketing - August 2016 - 107
Shopper Marketing - August 2016 - 108
Shopper Marketing - August 2016 - 109
Shopper Marketing - August 2016 - 110
Shopper Marketing - August 2016 - 111
Shopper Marketing - August 2016 - 112
Shopper Marketing - August 2016 - 113
Shopper Marketing - August 2016 - 114
Shopper Marketing - August 2016 - 115
Shopper Marketing - August 2016 - 116
Shopper Marketing - August 2016 - 117
Shopper Marketing - August 2016 - 118
Shopper Marketing - August 2016 - 119
Shopper Marketing - August 2016 - 120
Shopper Marketing - August 2016 - 121
Shopper Marketing - August 2016 - 122
Shopper Marketing - August 2016 - 123
Shopper Marketing - August 2016 - 124
Shopper Marketing - August 2016 - 125
Shopper Marketing - August 2016 - 126
Shopper Marketing - August 2016 - 127
Shopper Marketing - August 2016 - 128
Shopper Marketing - August 2016 - 129
Shopper Marketing - August 2016 - 130
Shopper Marketing - August 2016 - 131
Shopper Marketing - August 2016 - 132
Shopper Marketing - August 2016 - 133
Shopper Marketing - August 2016 - 134
Shopper Marketing - August 2016 - 135
Shopper Marketing - August 2016 - 136
Shopper Marketing - August 2016 - 137
Shopper Marketing - August 2016 - 138
Shopper Marketing - August 2016 - 139
Shopper Marketing - August 2016 - 140
Shopper Marketing - August 2016 - 141
Shopper Marketing - August 2016 - 142
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
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