Shopper Marketing - October 2016 - 2
Shopper Marketing Welcomes Guffanti By Ed Finkel ChiCago - Shopper Marketing has a new publisher. Albert Guffanti, who spent most of the past decade as publisher of Consumer Goods Technology (CGT) and Retail Information Systems (RIS), assumed the role in September. The Path to Purchase Institute named Guffanti managing director, publishing and platforms, replacing Chuck Bolkcom, who left the Institute to join Menasha Packaging Corp. Guffanti will also serve as publisher of Store Brands magazine, one of the many brands under the EnsembleIQ umbrella. EnsembleIQ is the company created by the 2016 merger of the Path to Purchase Institute with what was Stagnito Business Information + Edgell Communications. As group publisher of tech-oriented CGT and RIS, Guffanti helped the CPG and retailer communities, respectively, navigate the technology implementations they needed to be successful, and he enjoyed building the respective communities and finding synergies between them. "The topic of using technology to further the business was very similar; it was almost like two sides of the same coin," Guffanti says. "In this world where the shopper is the center of the universe, See Guffanti, Page 28 P&G Dabbles Manufacturer leverages Olympic sponsorship for customer market effort with 11 regional chains By Dan Ochwat CinCinnati - As part of its global sponsorsh the Olympic Games in Rio de Janeiro, Proc Gamble executed its first 3-D virtual reality motional program, outfitting consumers with P&G-branded cardboard viewers and a chance to experience what it's like to train for the events of canoe slalom kayaking, BMX biking and mountain biking. P&G used the virtual reality (VR) component as a driver to 11 participating, regional grocery chains from June through the end of the Summer Games. In stores, shoppers could buy $30 worth of P&G products, submit their receipt via the mail and later rece free P&G-branded cardboard VR viewer. P&G then provided a link to access the VR conte was the only way to get a viewer; they we being sold or handed out in stores.