Consumer Engagement

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Consumer Engagement

Actionable information to help brands better engage with consumers across all channels and through every stage of the path to purchase. Topics include shopper marketing, consumer marketing, digital media, advertising and product information management.

Flattening the Funnel

I am writing this Editor’s Note just after concluding the all-new, all-virtual Path to Purchase Digital Expo. When you participate in a three-day marketing conference as both a speaker and attendee and you wear sweatpants the entire time (even when dressed in formal attire from the waist up), your thoughts can tend toward the surreal.

P&G, Walgreens Ask Shoppers to BYOG

Procter & Gamble brought a four-week “holiday rebate” program to Walgreens in November that promises a $10 store gift card with purchase of four qualifying products from some of the manufacturer’s personal care brands.

Experience personalization and customer engagement platform Manthan-RichRelevance is now helping Price Chopper Supermarkets drive highly personalized customer engagement. 

Walmart is enjoying an exclusive launch window for Dollar Shave Club’s retail debut.

​​​​​​​Ferrara in August debuted the revitalization of its Keebler brand with a 360-degree marketing campaign that introduced a new brand promise, “Made with Magic, Loved by Families.”

Authentic influencer content is one way Clorox Co.’s Burt’s Bees establishes trust with beauty and self-care shoppers, and the brand’s multiyear relationship with celebrity Jana Kramer provided the foundation needed to continue reaching Walmart shoppers during the COVID-19 pandemic.

Breaktime Media

The goal of the platform is to give CPGs an upscale storytelling environment with an opportunity to personalize product solutions for shoppers in real time.

Brands find ways to stay in the sampling game as the pandemic changes the rules.

The revival of sampling at Whole Foods Market indicates a tentative return to relative normalcy as retailers and brands find creative solutions to adapt to pandemic-related safety concerns.

Albertsons Cos. is staging a continuity program at select chains awarding shoppers with stickers redeemable for cookware inspired by Fox Broadcasting Co.’s reality TV cooking show franchise MasterChef.

Spectaculars from Mars Inc. and Hershey are expected in stores every September and October leading up to Halloween, and this year was no different despite the pandemic. Those types of displays and many others caught the eyes of Path to Purchase Institute editors this fall.

The dollar store chain is stocking exclusive SKUs from multiple manufacturers this fall.

Summary articles showcasing the winners in the Path to Purchase Institute's annual Design of the Times competition.

Mars Wrigley Confectionery ran an omnichannel campaign at Walmart this summer reminding shoppers to "Live Summer to the Funnest" amid the COVID-19 pandemic.

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