Shopper Marketing - May 2017 - 91

MOST READ on P2PI.org
Walmart Huddles with Brands for 'Game Time'

Walmart teamed with multiple manufacturers to leverage its
"Game Time" platform in a variety of ways throughout football
season. Mars Inc., Anheuser-Busch, Kellogg Co. and PepsiCo were
among the partners.

CVS Promises 'Better, Faster' Cold and Flu Relief

CVS/pharmacy highlighted the peak of cold and flu season with a
comprehensive campaign inviting shoppers to "get back to better
faster." In stores, supporting P-O-P materials employed a unifying
light blue color.

Target Chooses 'Well' for the New Year

Target zeroed in on wellness as the theme for its New Year's
campaign, dedicating its back-of-the-store seasonal department
to "well chosen" items it described as "all sorts of good stuff."

MUST READS on P2PI.org
Shopper Marketing Trends Report 2017

INDUSTRY REPORT

From pricing, Amazon and e-commerce to organizational education
and Millennials, our panel weighs in on important topics related to
shopper marketing - and see our survey results.

Meeting the
OMNISHOPPER Challenge

Meeting the Omnishopper Challenge

Shoppers are evolving - but are CPG marketers
keeping up? In a benchmark research study, Nielsen's

Shoppers are evolving - but are CPG marketers keeping up? In a
benchmark research study, Nielsen's "Shopper Essentials Suite"
compares online and offline shopping behaviors, providing insights for
strengthening omnichannel strategies.

"Shopper Essentials Suite" compares online and
offline shopping behaviors, providing insights for
strengthening omnichannel strategies.
EXECUTIVE SUMMARY

Written by the Institute in
collaboration with Nielsen

n

Today's consumers are omnishoppers - they blend channels and shop
fluidly according to their unique needs, presenting both a challenge
and a range of opportunities to marketers.

n

Offline behavior doesn't necessarily translate online - how shoppers
shop certain categories in brick-and-mortar stores often differs vastly
from how they shop them online.

n

One size does not fit all - these omnichannel differences vary
drastically from category to category, especially across planning
behavior and marketing touchpoints.

ImpulseBehavior
BehaviorOnline vs. Offline
Change Change
in BrandinPlanning
How does influencer interaction change
Online vs. B&M
Department
Level
Snacks
Department
online vs. offline?
+11.8%
n

IN-STORE

ONLINE

ONLINE

5.0%

Grocery
+7.9%
+6.9%HH Care

4.6%

41% less
4.4%
+2.8%
+1.4%
1.9%
women's shaving
FEW BRANDS IN MIND
NO BRAND PLANNING
-1.3%
Pet Care
Snacks

PLANNING BEHAVIOR

Granular insights matter - a measurable and actionable categorylevel understanding of omnichannel shopping behavior is the key to
success in the omnichannel environment.

MORE IMPULSE

+3.9%

Personal Care
BRAND PLANNED

-1.5%
-4.4%

Accessed from the home page via the "Tools" tab, the 2017 edition
of our glossary (underwritten by Menasha) offers nearly 800 shopper
marketing-related terms and is a valuable resource for Institute
sports drinks
members and the path-to-purchase community.

A supplement to Shopper Marketing magazine

Health
Fresh

SNACKS

FOOD

TOTAL

Frozen

IN-STORE

-9.4%
-10.2%

-1.9%

62% more

Path to Purchase Glossary

-18.9%

Members: Do You Need Site Help or Access?

As a member of the Path to Purchase Institute, your company has access to
the more than 100,000 images and 14,000 articles available on P2PI.org. Call
Stacy Stiglic at (773) 992-4414 and she can set up your account in just a few
minutes. Stacy can also field any of your P2PI.org-related questions.

INSTITUTE UPDATE | p2pi.org 3


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Table of Contents for the Digital Edition of Shopper Marketing - May 2017

Contents
Shopper Marketing - May 2017 - Intro
Shopper Marketing - May 2017 - 1
Shopper Marketing - May 2017 - 2
Shopper Marketing - May 2017 - 3
Shopper Marketing - May 2017 - Contents
Shopper Marketing - May 2017 - 5
Shopper Marketing - May 2017 - 6
Shopper Marketing - May 2017 - 7
Shopper Marketing - May 2017 - 8
Shopper Marketing - May 2017 - 9
Shopper Marketing - May 2017 - 10
Shopper Marketing - May 2017 - 11
Shopper Marketing - May 2017 - 12
Shopper Marketing - May 2017 - 13
Shopper Marketing - May 2017 - 14
Shopper Marketing - May 2017 - 15
Shopper Marketing - May 2017 - 16
Shopper Marketing - May 2017 - 17
Shopper Marketing - May 2017 - 18
Shopper Marketing - May 2017 - 19
Shopper Marketing - May 2017 - 20
Shopper Marketing - May 2017 - 21
Shopper Marketing - May 2017 - 22
Shopper Marketing - May 2017 - 23
Shopper Marketing - May 2017 - 24
Shopper Marketing - May 2017 - 25
Shopper Marketing - May 2017 - 26
Shopper Marketing - May 2017 - 27
Shopper Marketing - May 2017 - 28
Shopper Marketing - May 2017 - 29
Shopper Marketing - May 2017 - 30
Shopper Marketing - May 2017 - 31
Shopper Marketing - May 2017 - 32
Shopper Marketing - May 2017 - 33
Shopper Marketing - May 2017 - 34
Shopper Marketing - May 2017 - 35
Shopper Marketing - May 2017 - 36
Shopper Marketing - May 2017 - 37
Shopper Marketing - May 2017 - 38
Shopper Marketing - May 2017 - 39
Shopper Marketing - May 2017 - 40
Shopper Marketing - May 2017 - 41
Shopper Marketing - May 2017 - 42
Shopper Marketing - May 2017 - 43
Shopper Marketing - May 2017 - 44
Shopper Marketing - May 2017 - 45
Shopper Marketing - May 2017 - 46
Shopper Marketing - May 2017 - 47
Shopper Marketing - May 2017 - 48
Shopper Marketing - May 2017 - 49
Shopper Marketing - May 2017 - 50
Shopper Marketing - May 2017 - 51
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Shopper Marketing - May 2017 - 53
Shopper Marketing - May 2017 - 54
Shopper Marketing - May 2017 - 55
Shopper Marketing - May 2017 - 56
Shopper Marketing - May 2017 - 57
Shopper Marketing - May 2017 - 58
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Shopper Marketing - May 2017 - 60
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Shopper Marketing - May 2017 - 89
Shopper Marketing - May 2017 - 90
Shopper Marketing - May 2017 - 91
Shopper Marketing - May 2017 - 92
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
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http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
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http://www.nxtbook.com/nxtbooks/ptp/sm_201312
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http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
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http://www.nxtbook.com/nxtbooks/ptp/sm_201308
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http://www.nxtbookMEDIA.com