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The most trusted and reliable source of shopper marketing information and expertise.The Path to Purchase Institute is a global association serving the needs of retailers, brands, agencies and the entire ecosystem of solution providers along the path to purchase. It champions shopper-centric thinking and practice that help define the ongoing evolution of consumer marketing and the overall shopping experience.
Path to Purchase Institute At the Center of the Shopper Marketing Universe | p2pi.org
• A membership community of more than 400 companies representing over 12,000 consumer product brand marketers and manufacturers, retailers, agency executives and solution providers.
• The most comprehensive and up-to-date collection of shopper marketing information in the world.
• All the right tools, knowledge and expertise necessary to integrate and execute against today’s shopper marketing demands.
• The authoritative publication that covers retail marketing from insights to activations to executions.
• Delivered monthly to 18,000 qualified consumer product marketers, retail executives, agency professionals and others allied to the trade.
• The only information source of its kind for decision-makers who buy and specify shopper marketing solutions.
• The same stellar content from the print edition delivered in a mobile-friendly format with enhanced links and rich media interaction.
• Available each month for download in iTunes and Google Play stores.
• The Institute is constantly extending thought-leadership across the entire shopper marketing community via white papers, collaborative reports, article series and other industry publications.
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2017NDSNDSNDS
Vol. 30, No. 1 • January 2017
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GUIDE TO
Digital Shopper Marketing Providers
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Institute Brings Aboard McMahonCHICAGO — The Path to Pur-chase Institute has named Mike McMahon its new president and ex-ecutive director. He replaces Insti-tute founder Peter Hoyt, who became chief executive officer & presi-dent of the Institute’s parent com-pany, EnsembleIQ, in July.
“Handing off the director-ship signals signi� cant positive changes, both for the Institute and for EnsembleIQ,” Hoyt said. “With the Path to Purchase In-stitute joining EnsembleIQ’s in-tegrated cross-channel network of media and information re-sources, we now have a tremen-dous capacity to help people and their businesses succeed. [Mc-Mahon] is the perfect choice to lead that charge.”
McMahon most recently served in a senior role at Oracle Data Cloud. He has more than 20 years of consumer and shopper marketing leadership experience, including signi� cant tenures at ConAgra Foods (now Conagra Brands), Nestle and Alcone Mar-keting Group. McMahon was in-ducted into the Path to Purchase Institute/Shopper Marketing Hall of Fame in 2010. SM
2017 Hall of Fame Class to Be FinalizedCHICAGO — The Path to Pur-chase Institute in early Decem-ber was working to select three industry leaders for induction into the Shopper Marketing Hall of Fame in 2017. The selections are to be announced at P2PI.org by the end of December and in the February issue of Shopper Marketing. The 24th annual in-duction ceremony will be held in conjunction with the Shop-per Marketing Ef� e Celebration on Tuesday, March 28, in New York. Both events are part of the Shopper Marketing Summit. Registration for the 2017 Shop-per Marketing Summit opened in mid-December. SM
Goldfish Makes Moms ‘Smile’ Brand’s back-to-school program at Walmart o� ers lower prices as well as shopper solutionsBy Chris GelbachCAMDEN, N.J. — Gold� sh, a snack brand of Campbell Soup Co.’s Pepperidge Farm subsidiary, set out to make the back-to-school season at Walmart easier for families by providing healthy and affordable lunch and snacking options.
With its “Pack a Smile Every Day” program, Goldfish wanted to break through the in-store clutter of the season and reach Millennial moms effectively, says Julia Sanchez of The Mars Agency, Southfield, Michigan. The agency op-erates as Pepperidge Farm’s shopper marketing team, and Sanchez serves as director for its Walmart efforts.
One key component for success in this effort was to be a pricing leader, so Pep-peridge Farm opted for $5.98 “Rollback” pricing for Goldfish bulk packages. “Walmart was very happy with that and not only provided a very broad merchan-dising footprint for us, but also executed in-store signage with ‘Rollback’ messag-ing for us,” Sanchez says.
The program built upon the Gold� sh brand’s wholesome image. Pepperidge Farm partnered with Bolthouse Farms, another Campbell Soup Co. brand, on an in-store offer that enabled shoppers to save $1 on 10-ounce baby carrots or 11-ounce juice with purchase of a 30-ounce or larger package of Gold� sh crackers. The collaboration helped Gold� sh drive home the idea that moms could use the crack-ers to provide children a lunch solution that’s healthy while also saving money. The instant redeemable coupons (IRCs) were displayed on special Gold� sh half pallets created for the campaign by Chief Container, Acworth, Georgia.
The cross-aisle partnership with Bol-thouse Farms was an unusual one for
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RESEARCH REPORT: IN-STORE SAMPLING
A supplement to Shopper Marketing magazine
Sampling Sees Lift 20 Weeks OutLoyalty-card research finds that in-store sampling boosts sales long after the event, lifts established products, and increases basket size
EXECUTIVE SUMMARY• AKnowledgeNetworks/PDIstudyofin-storesamplingfoundsalesliftslastingas
longas20weeksaftertheevent.This,inturn,suggeststhatsamplingmaybefarmorecosteffectivethanpreviouslythought.
• Thestudyfoundthatsamplingnotonlyincreasedsalesofnewlylaunchedproducts,butlineextensionsandevenwell-establishedexistingproducts,aswell.
• Thestudyreportsthatsamplingcanhaveapositive“haloeffect”onrelatedmerchandise,liftingthesalesofnon-sampledproductswithintheparentbrand’sfranchise1.
• Thestudyindicatesthatsamplingcanrecruitnewbuyerstobothsampleditemsandbrandfranchiseitems.
• Preliminarydataalsoshowsthattheaverageshoppingbasketsizeofthetesthouseholds (those exposed to the sampling event) increased 10% over the average frequentshopperbasketoftheretailchain.
PRESENTS:
AUGUST/SEPTEMBER
2009
• A twice-weekly e-newsletter emailed to 11,000 brand marketing, retail and agency professionals.
Shopper Marketing Magazine Shopper Marketing Newswire
Digital Edition – Shopper Marketing Magazine
Custom Publishing
For membership information, please contact:
Stacy StiglicManager, Member Services(773) [email protected]
Steve FrendaManaging Director - Strategy & Development(773) [email protected]
Quan TranManager - Member Development (773) [email protected]
Patrick HareDirector - Member Development(773) [email protected]
Membership
Groups
Publications
The Retail Academy* is an industry initiative that enables unparalleled brand manufacturer and retailer collaboration in conjunction with the Shopper Marketing Summit and the Path to Purchase Expo.
The Forum of Merchandising Executives* unites brand manufacturers, retailers and merchandising firms to explore best practices, key issues and current obstacles to creating, distributing and measuring merchandising.
These Councils are action-oriented industry share groups that exist to discuss, debate and activate around key issues in the digital shopper marketing and e-commerce arenas.
*By invitation only.
League of Leaders* is an exclusive group of the industry’s most influential leaders who gather in an “open forum” atmosphere for the candid exchange of ideas, philosophies and strategies aimed at advancing the industry.
For advertising and sponsorship information, please contact:
• Professional development and training curriculum designed to accelerate peak performance for new and seasoned Institute members in shopper-related roles.
• Courses offered through public training events, private corporate training and e-learning.
• Applied learning that easily transfers to job responsibilities and success.
• A comprehensive, searchable shopper marketing database filled with articles, images, research studies, lectures, case studies and more.
• Shopper marketing glossary of terms.
• Special reports and feature content that help define the industry.
Member Website - p2pi.org
SM
Events RecognitionTools
Training
Path to Purchase Institute At the Center of the Shopper Marketing Universe | p2pi.org
Mar. 27-29, 2017Grand Hyatt Hotel, New York, NY ShopperSummit.com
An essential conference for senior leaders charged with unlocking shopper-centric growth through innovative path-to-purchase strategies.
StratConn: Digital Shopper Marketing May 4-5, 2017 Hyatt Regency O’Hare, Rosemont (Chicago), IL StratConn.org
Unique “speed-dating” style meetings that efficiently and effectively connect buyers and sellers.
Sept. 26-28, 2017 Donald E. Stephens Convention Center Rosemont (Chicago), IL Path2PurchaseExpo.com Through a robust educational conference program and trade show floor, the world’s largest gathering of shopper and retail marketing professionals integrates the wide variety of solutions and tools needed to influence decision-making along the path to purchase.
Hall of Fame Induction Mar. 28, 2017 Grand Hyatt Hotel, New York, NY ShopperSummit.com An induction ceremony at the Shopper Marketing Summit that honors three
deserving individuals who represent the industry’s best and brightest.
Shopper Marketing Effie Awards Mar. 28, 2017 Grand Hyatt Hotel, New York, NY effie.org Produced in partnership with Effie
Worldwide and held in tandem with the Shopper Marketing Summit, the Effies honor outstanding strategic shopper marketing campaigns that effectively engage the shopper and guide her purchase process.
P2PI’s Women of Excellence Sept. 26, 2017 Donald E. Stephens Convention Center Rosemont (Chicago), IL Path2PurchaseExpo.com
Recognizing a deserving group of female executives who have distinguished themselves in the industry through their leadership and involvement in influencing shoppers along the path to purchase.
Design of the Times Awards Ceremony Sept. 27, 2017 Donald E. Stephens Convention Center Rosemont (Chicago), IL dot-awards.com
Held in conjunction with the Path to Purchase Expo, this leading industry awards competition and ceremony celebrates the most inspiring and creative in-store activations, displays and campaigns.
Who’s Who Series Special features in Shopper Marketing magazine that showcase key individuals in the areas of shopper marketing,
merchandising, agencies, insights, digital shopper marketing and e-commerce.
Rich Zelvin Associate Publisher(773) 992-4425 [email protected]
Craig HitchcockAssociate Publisher(773) [email protected]
Albert GuffantiManaging Director & Publisher(973) [email protected]
Bill LittleDirector, Market Development & Sales(828) [email protected]
Serving you from the center of the shopper marketing universe.Mastering the path to purchase and building a sound shopper marketing strategy are critical to success for those who market at retail. That’s why thousands of consumer product marketers, agency executives, design firms, retailers and other industry partners count on the Path to Purchase Institute to meet their needs for shopper marketing insights and information.
We are the Institute. Join us.By joining the more than 400 companies that have become members of the Path to Purchase Institute, you’ll place yourself and your organization at the heart of the retail marketing community. Institute members support each other through participation in Institute initiatives, events, seminars and conferences to help build their competitive advantage.
Learn more by calling us today at (773) 992-4450 or visiting p2pi.org
Growing Institute Membership2003-2016
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20092012
2015
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Since its inception, the Institute has attracted more than 400 corporate memberships representing over 12,000 professionals who comprise the Institute community.
The Institute is comprised of manufacturers and providers of consumer products and services, retailers, agencies, design firms and other solution
providers devoted to success on the path to purchase and at retail.
Design Firms(P-O-P, Packaging,
Retail)
Other
Retailers Manufacturersand providers of
consumer productsand servicesShopper Marketing &
Other Agencies
Design Firms(P-O-P, Packaging,
Retail)
Other
Retailers Manufacturersand providers of
consumer productsand servicesShopper Marketing &
Other Agencies
Digital/Mobile/Other Path to Purchase Media,
Research/Insights, Consultants and others
allied to the field
Some of our 400+ Member Companies:
As of 1/11/17
