Shopper Marketing - July 2017 - 9

Keeping track of the many
vendors and services
on the digital side of
shopper marketing is
challenging. Companies
constantly come and go
through acquisitions; the
underlying technologies
are dynamic and
changeable; every venture
believes its special capabilities justify a listing under every category.
Chiefmartec.com's just-released (above) marketing technology chart, for example,
now sports more than 5,000 logos. Comprehensive? I guess. Overwhelming? For sure.
To avoid a similar fate, the Institute's editors, our subject matter experts and the
advising executives from almost a dozen CPG companies that helped create our 2017
Digital Shopper Marketing Landscape all recommended that we tighten it up. We
focused on major players and tried to list them in their primary area of specialization
(check it out here). This isn't a directory of every conceivable digital vendor and
service; it's a reference doc and conversation starter about this constantly evolving
discipline.
We expect feedback from companies that think they were underrepresented, so shoot your
questions, complaints and suggestions to DSMlandscape@p2pi.org and we'll update this project at
reasonable intervals.
A final word of thanks to the folks at RevTrax for their support.

cream bar packages conspicuously wedged
into the middle of Aldi's less-than-iconic
Sundae Shoppe, Pueblo Lindo and Belmont
brands. Finally, in the cereal aisle, I encountered an entire section of what I thought were
Rice Krispies, Raisin Bran, Honey Bunches of
Oats and Honey-Nut Cheer... wait... no... huh?
Well, yes and no. Strategically deployed at
floor level, beneath this wall of what turned
out to be lookalike Millville brand packages,
was one, lonely facing of Cheerios. "Stack 'em
low, they don't go." Jawohl.
Look, I'm no James Comey but even I can tell
when I'm getting played. Look up "trade dress
infringement" on the P2PI.org website and
you'll see that about 11 years ago, Procter &

Gamble forced some private label distributors
to redesign their packages after some, let's say,
similar emulations. Considering all the concern
rightfully expressed about Amazon's ability to
undermine branding power - (do an Amazon
search for "macaroni and cheese" and the obvious top choice is... wait for it: "Pasta Roni")
- I wonder how long the national brands (well,
at least the cereal folks) will put up with this
SM
shelving legerdemain from Aldi. 	

Bill Schober is editorial
director of the Path to Purchase
Institute. He can be reached via
phone: (773) 992-4430 or email:
bschober@ensembleiq.com.
JULY 2017 SHOPPER MARKETING y

9


http://www.P2PI.org

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

Contents
Shopper Marketing - July 2017 - Intro
Shopper Marketing - July 2017 - 1
Shopper Marketing - July 2017 - 2
Shopper Marketing - July 2017 - 3
Shopper Marketing - July 2017 - Contents
Shopper Marketing - July 2017 - 5
Shopper Marketing - July 2017 - 6
Shopper Marketing - July 2017 - 7
Shopper Marketing - July 2017 - 8
Shopper Marketing - July 2017 - 9
Shopper Marketing - July 2017 - 10
Shopper Marketing - July 2017 - 11
Shopper Marketing - July 2017 - 12
Shopper Marketing - July 2017 - 13
Shopper Marketing - July 2017 - 14
Shopper Marketing - July 2017 - 15
Shopper Marketing - July 2017 - 16
Shopper Marketing - July 2017 - 17
Shopper Marketing - July 2017 - 18
Shopper Marketing - July 2017 - 19
Shopper Marketing - July 2017 - 20
Shopper Marketing - July 2017 - 21
Shopper Marketing - July 2017 - 22
Shopper Marketing - July 2017 - 23
Shopper Marketing - July 2017 - 24
Shopper Marketing - July 2017 - 25
Shopper Marketing - July 2017 - 26
Shopper Marketing - July 2017 - 27
Shopper Marketing - July 2017 - 28
Shopper Marketing - July 2017 - 29
Shopper Marketing - July 2017 - 30
Shopper Marketing - July 2017 - 31
Shopper Marketing - July 2017 - 32
Shopper Marketing - July 2017 - 33
Shopper Marketing - July 2017 - 34
Shopper Marketing - July 2017 - 35
Shopper Marketing - July 2017 - 36
Shopper Marketing - July 2017 - 37
Shopper Marketing - July 2017 - 38
Shopper Marketing - July 2017 - 39
Shopper Marketing - July 2017 - 40
Shopper Marketing - July 2017 - 41
Shopper Marketing - July 2017 - 42
Shopper Marketing - July 2017 - 43
Shopper Marketing - July 2017 - 44
Shopper Marketing - July 2017 - 45
Shopper Marketing - July 2017 - 46
Shopper Marketing - July 2017 - 47
Shopper Marketing - July 2017 - 48
Shopper Marketing - July 2017 - 49
Shopper Marketing - July 2017 - 50
Shopper Marketing - July 2017 - 51
Shopper Marketing - July 2017 - 52
Shopper Marketing - July 2017 - 53
Shopper Marketing - July 2017 - 54
Shopper Marketing - July 2017 - 55
Shopper Marketing - July 2017 - 56
Shopper Marketing - July 2017 - 57
Shopper Marketing - July 2017 - 58
Shopper Marketing - July 2017 - 59
Shopper Marketing - July 2017 - 60
Shopper Marketing - July 2017 - 61
Shopper Marketing - July 2017 - 62
Shopper Marketing - July 2017 - 63
Shopper Marketing - July 2017 - 64
Shopper Marketing - July 2017 - 65
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Shopper Marketing - July 2017 - 71
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Shopper Marketing - July 2017 - 76
Shopper Marketing - July 2017 - 77
Shopper Marketing - July 2017 - 78
Shopper Marketing - July 2017 - 79
Shopper Marketing - July 2017 - 80
Shopper Marketing - July 2017 - 81
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Shopper Marketing - July 2017 - 83
Shopper Marketing - July 2017 - 84
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Shopper Marketing - July 2017 - 89
Shopper Marketing - July 2017 - 90
Shopper Marketing - July 2017 - 91
Shopper Marketing - July 2017 - 92
Shopper Marketing - July 2017 - 93
Shopper Marketing - July 2017 - 94
Shopper Marketing - July 2017 - 95
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