Shopper marketers and their agency partners are navigating treacherous seas as two “money oceans” – retail/trade (below the line) and media (above the line) – converge, according to Omnicom's Bryan Gildenberg.
Our 25th annual survey finds the outcomes produced by the pandemic, although precipitated by negative circumstances, have ultimately created an industry better equipped to confront the future without fear.
Executive of the Year finalists discussed the advantages of having women in leadership positions and shared advice for their peers during the Path to Purchase Institute’s 2020 Women of Excellence awards ceremony last November.
2020 was a strange year: frightening, chaotic and full of disruption, both professionally and personally. At times, just making it through the day felt like a tremendous victory.
Yet the industry did more than just make it through.
A roundup of technology-driven tools that drive consumer understanding, engagement and conversion on every step of the path to purchase.
In mid-December, Walmart tested TikTok’s new “shoppable product experience” feature, enabling TikTok users to shop fashion items during a one-hour livestream.
General Mills’ Cheerios partnered with Walmart last spring to run a cause campaign benefitting military families and veterans within the retailer’s communities by raising funds for nonprofit Operation Homefront.
You surely aren’t going to find “International Talk Like a Pirate Day” on the promotional calendar of any retailer, and probably not “National Popcorn Day” nor “World Vegan Day” either. Yet brands and retailers are leveraging these micro-holidays in stores and beyond.
Brands are preparing for what appear to be permanent changes in traditional behavior
The COVID-19 pandemic triggered wild shifts in consumer behavior, forcing brands and retailers to adapt to drastically altered shopping preferences, supply chain upheaval, mandated changes to store operations and
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.
When I heard the news that Citigroup had become the first major financial institution in the U.S. to name a woman, Jane Fraser, as its CEO, I was thrilled. These “firsts” – the women who are first through the door of the top office in their industry – are always a cause for celebration.