July 2017 SPECIAL REPORTS 38 Marketing to Home Improvement Shoppers Operating in our tech-laden world, marketers see hardware stores and home centers as rapidly changing but opportunity-rich environments. 44 OMA Award Winners We showcase the 2017 Display of the Year, Budget Award and Creative Award winners from Shop!'s Outstanding Merchandising Achievement awards competition. Shopper Marketing Hall of Famer Joe Ricci provides commentary. CONTENTS 58 Activation Gallery: P-O-P International 72 Ricci at Retail Joe spotlights ... n Tostitos n Pepsi and Tostitos n Budweiser/Bud Light and Nabisco 74 Activation Gallery: Retailer Spotlight n n n n Walmart Notables Target Notables Kroger Notables 7-Eleven Notables 84 Personnel Appointments 86 Institute Strategist 52 So-Lo-Mo Central A roundup of social, local and mobile marketing activity at retail from: n Colgate-Palmolive n PepsiCo/Frito-Lay n Facebook n Albertsons and Coca-Cola n Shopkick n UPS and Zebra Technologies n Mobiquity Networks and LiveRamp n McDonald's n Maritz Motivation Solutions and TPG Rewards Spotlight on four retailers, Page 74 As Mars Inc.'s caramel-filled M&M's hit shelves, the manufacturer focused heavily on mass merchants, giving Meijer an early launch window and Walmart an extensive P-O-P program.