Shopper Marketing - August 2016 - 137


ADMIRE
Whose merchandising do you admire most?
1: Procter & Gamble
2: Coca-Cola
3: Anheuser-Busch InBev
4: Hershey
5: (tie) Colgate, Johnson & Johnson, Samsung, Nike, L'Oreal,
Mars/M&M's, General Mills
Source: P2PI.org/Shopper
MarketingHaving
P-O-P Trends
Survey
(June 2016)
INSTITUTE
ANALYSIS:
a big
P-O-P
footprint means you tend
to get noticed. But if you can execute consistently with high-quality
merchandising vehicles, you tend to be admired.

store to the center store, but we have no mechanisms to
help the retailer accomplish that. So by drilling down
to store-level customization, you're able to tap into their
community and/or regional strategy of merchandising.
You're able to overlay and build a stronger plan for them.
Have you experimented with smart displays and
in-store sensors that deliver digital content to
shoppers while they're in purchase mode?
RODRIGUEZ: Yes. It allows consumers to interact with
our products in a way that truly captures the essence of
our brands.
STRINGER: Not yet. The closest we've come is through
Cartwheel. That has been a good experience. It just
helps us drive a trip to the aisle.
HECHT: None as of yet. We do skin analysis for sun
care, but that's not really a "smart" display. I've worked
on LCD touchscreens, but that doesn't really qualify,
does it? I've seen demos on that kind of stuff, but we
haven't incorporated it yet.

Where's the market headed in 2017?
MYERS: We know that footprints are shrinking in-store
and we need to bring them different solutions. We keep
talking about challenges in the center store but have not
done anything as radical as what pet food has done in
their category. Bread did it; coffee and the beverage industry have done it too, but it's been stagnant within
primary foods categories. I think that's our new green
field site. That's where we can build something very different and tie it into the total store.
RODRIGUEZ: As we look ahead, we hope to create additional points of disruption and connections to brand experiences that leverage digital content and social media.
HECHT: Nothing but sky! Even when Walmart tried
their clean store, they had to bring merchandising
back eventually. It's nice to have it somewhat clean in
the aisles, but P-O-P will not go away. Things might
change with smart displays, but you'll still need the
P-O-P vehicle there. I can't imagine it's ever going to
go away.
n
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Table of Contents for the Digital Edition of Shopper Marketing - August 2016

Contents
Shopper Marketing - August 2016 - bellyband1
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