Shopper Marketing - August 2016 - 135


of the shopper as much - that requires CPG marketing
research - but they'd better be very familiar with the
requirements at Walmart, Target and Walgreens... and
then go from there.
We're hearing that brands seem to be
encountering more damage to their P-O-P displays
than in years past? Is that your experience?
MARRONE: We've always experienced it, but I have not
seen a recent increase. Since they are permanent displays,
some go on a dedicated truck and are handled with kid
gloves - almost like furniture. But with other systems
we have, we'll go with a common carrier, and if I had to
guess, I would think it happens in transit. Generally, if it
arrives at the retailer in good shape, it stays in good shape.
ANDERSEN: It means that design teams have to be extra
thoughtful these days and account for factors such as duration, level of customer interaction, floor maintenance,
heat/humidity and intended uses. We were asked recently to design a Walgreens wine & spirits program around
a corrugate display that could support the weight of the

product for four months. Engineering came up with a
unique clip structure to handle that kind of sustained
load; design elevated the bottom of the display and specified a special coating so that floor maintenance wouldn't
impact the integrity of the display. Details matter.
MYERS: We're not experiencing that, but a lot of it is
built upon our excellent supply chain capabilities. We
have end-to-end touches that ensure we'll have good
quality on the front end and all the way until it hits the
retail floor.
RODRIGUEZ: We have not experienced that, but we do
constantly look to reinforce packaging materials to ensure we minimize in-transit damages.
STRINGER: No, I haven't and we track that. We've
done a lot of work around continuous improvement as it
makes its way through the supply chain, from our truck
to the customer's DC and to the store. It's one area where
I think Crayola has done a pretty good job.
SMITH: There could be an issue because as retailers have
had to cut back on labor, there's a lot of turnover in that
area. You have to be clever in your designs and account for

TECHNOLOGY
Have you integrated any of your
in-store displays with technology
(i.e., sensors) that delivers content to
shoppers while in purchase mode?
Yes
21.4%

How effective was this
content-delivery technology
at increasing sales?

Very effective
66.7%

No
78.6%

What was your primary
objective for doing this
technology integration?

Product education
66%
Somewhat
effective
33.3%

To increase
sales in the
short term
18%

To reach consumers with
out-of-home messaging
16%
Note: "To satisfy a retailer mandate" was asked but
received no mentions.
Source: P2PI.org/Shopper Marketing P-O-P Trends Survey (June 2016)

INSTITUTE ANALYSIS: Welcome to the future of P-O-P. This
question was asked in a way that was both broad ("technology," "sensors," etc.) and specific ("in-store display," "shopper in purchase mode") to tease out some huge possibilities:
What's the potential for one-to-one messaging between a
CPG brand and a chain's shopper inside the brick-and-mortar
environment?
This area is in its early stages of development and merits
an in-depth research effort of its own. But here are some
preliminary findings that should raise a few eyebrows:

* One in five of our respondents said they were already
experimenting with some form of shopper-content delivery
in-store.
* Two-thirds said that their experiments could be rated as
"very effective" from a sales building perspective.
* The broader purpose behind the experiments, however,
seems to be "product education." This is significant, as it
means that brands are starting to view in-store displays in
an omnichannel marketing context rather than merely as a
sales-closing opportunity. Stay tuned.

9



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
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