A collection of news, articles and other featured content about Omnichannel.


  • Introductions Are in Order

    I’d like to use some space here to introduce everyone to a couple of new initiatives that the Path to Purchase Institute will be rolling out this month. We hope you’ll be as excited about participating in them as we are about bringing them to our industry.
  • Entries Now Open for New OmniShopper Awards Program

    The a​​​​​ll-new Path to Purchase Institute program celebrates the year’s best Digital, In-Store and Collaborative and Direct-to-Consumer commerce marketing activations.
  • Forrester to Address 'Omnichannel Customer Obsession' at Digital Shopper Commerce Forum

    During the Path to Purchase Institute’s first Digital Shopper Commerce Forum June 15-16, Forrester’s Scott Compton will examine the need for brands and retailers to embrace omnichannel shopper engagement.
  • King's Hawaiian Turns Grocery Perimeters into 'Flavortown'

    The Path to Purchase Institute speaks with Raouf Moussa, Vice President of Sales & Trade Marketing at King’s Hawaiian, to get the details on an innovative omnichannel shopper marketing campaign that the brand is launching on May 1.
  • Keeping Consumers Engaged Online Post-Pandemic

    ​​​​​​​The world has changed in just about every imaginable way over the past year. One way that is particularly relevant to retailers and marketers is the dramatic shift to e-commerce, says PepsiCo's Kate Garner.
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  • History in the Remaking

    I remember my path to purchase history fairly well, so I don’t have to worry about repeating it.
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  • Shopper Marketing in an Age of Confluence

    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.
    a man wearing a suit and tie smiling at the camera
  • Responding to the Online Shopping Shift

    Analyzing data from pandemic holidays past can help brands successfully navigate the shopping shift online.
  • Brown-Forman Gives ‘Cheers’ to Stay-at-Home Hosts

    To leverage the increase in online purchase and home delivery of alcohol, Brown-Forman revamped one of its websites to provide information for novice hosts.
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  • Retail Media: Bob Evans Picks Winning Sides

    Bob Evans Farms undertook its first-ever integrated shopper marketing campaign to spotlight dinner sides for the holidays.
  • Ibotta Recruits CPGs to Treat Walmart Shoppers

    Nine months prior to Thanksgiving, mobile rewards platform Ibotta saw an opportunity to advance its mission of making every purchase rewarding while also helping Walmart shoppers during what was shaping up to be a difficult year.
  • Expo Panel: Technology Enablers Along the Path

    From image optimization to robotic process automation, speakers at the Path to Purchase Institute's sixth and final "Community Gathering" shared their insights on today's emerging technologies, technological needs and key digital trends.
  • Mars Wrigley Brings Fun to Walmart

    Mars Wrigley Confectionery ran an omnichannel campaign at Walmart this summer reminding shoppers to "Live Summer to the Funnest" amid the COVID-19 pandemic.
  • Expo Panel: The Future of the Store

    Speakers at the Path to Purchase Institute's fifth "Community Gathering" discussed ways the store has changed and will continue to change as a result of the COVID-19 pandemic.
    The Future of the Store panelists
  • Expo Panel: The Omnichannel Experience

    Panelists at the Path to Purchase Institute's fourth "Community Gathering" discussed how building an omnichannel experience became exponentially more important in 2020.
  • Expo Panel: Best Practices for Converting Shoppers

    Becoming nimbler and more flexible is vital because it's the pace of change, rather than the changes themselves, that has been so surprising, according to a panel of industry experts speaking at Path to Purchase Institute’s third "Community Gathering."
  • Reimagined P2PX Brings the Learning Home

    Path to Purchase Expo has been completely reimagined as a digital event to unlock the Path to Purchase Institute’s newest capabilities while meeting the evolving needs of today’s marketing professionals.
  • How to Plan for an Atypical Holiday Season

    To succeed in the final quarter of 2020, during one of the strangest year on record, sharp adjustments are necessary to align with changes in consumer behavior.
  • Study: Consumers Hungry for Digital Shopping Experiences

    Per a new global survey of more than 2,500 consumers, 30% of U.S. respondents would like to see retailers offer mobile payments in the near future, followed by mobile app orders and scannable barcodes.
  • SE Grocers Doubles Down on Omnichannel Marketing

    Marketing tech company Eagle Eye Solutions will help Southeastern Grocers gain shopper data efficiently and use it to create more revenue opportunities, decrease marketing costs and incentivize shopper loyalty.
  • COVID-19-Induced Digital Retail Trends

    While physical stores are limited by legal restrictions and social distancing concerns, retailers are turning to digital technologies and strategies to weather the pandemic.
  • PepsiCo Debuts Two DTC Sites

    The beverage giant positioned the launch of the websites, PantryShop.com and Snacks.com, mainly as a response to pandemic buying habits.
  • Catalina Debuts Cross-Solution In-Store Partner Media Network

    The open-ecosystem platform delivers greater value to retailers, CPGs and shoppers.
    Catalina In-Store Partner Media Network
  • Trends 2020: Retail Digital Media Platforms

    In Path to Purchase IQ’s annual Trends Report, we asked respondents to rate nine retail digital media platforms based on their relative strengths in effective targeting, performance measurement, ROI, data sharing, sales growth and creative freedom.
  • P2PX 2019: Snackable Show Insights

    ​​​​​​​Here we provide a brief overview of the entire agenda from the Path to Purchase Expo – the Path to Purchase Institute’s flagship event – which took place Nov. 13-14 in Chicago.
  • Hindsight in 2020

    Procter & Gamble’s Charmin has been playing with a robot that delivers a replacement roll of toilet paper to consumers who might be in urgent need of such services. Such is the state of the consumer goods industry these days.

A collection of news, articles and other featured content about Omnichannel.