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.
If you didn’t attend, the following recap might be classified as “the next best thing to being there.” But it’s a far cry from the experience enjoyed by the more than 1,200 industry professionals who were there not only to hear the presentations live but to interact with the speakers, to meet with more than 75 solution providers, to learn from each other at networking events – even to throw paper airplanes with a TV star. (To understand what that means, you did have to be there.)
Detailed recaps of the keynotes and other key sessions are available (as noted below) on P2PI.org. Path to Purchase Institute members can also listen to full audio-enabled presentations from more than half the agenda as part of their member benefits.
Combining Technology and the Human Touch to Improve the Customer Experience
Alyssa Raine, Walgreens
Technology can lead to a lack of empathy, which in the healthcare industry can make consumers feel alone in their wellness journeys. To counter this, Walgreens uses empathy as an organizing principle in its health-related programs, employing technology to bring people closer to the solutions that will help them the most and personalization to deliver messaging based on context and individual motivators. “You can’t just send out one marketing message,” said Raine, who closed her presentation with a quote from entertainer Lady Gaga: “Kindness heals the world. … It’s what keeps us healthy.” [Complete recap on P2PI.org]
How CVS Is Rethinking the Store Experience
Marcy Brewington, CVS Health & Dana Stotts, Arc Worldwide
CVS continues to enhance its store experience using a slew of initiatives and even some new formats. Most recently, the retailer has focused on using in-store signage to help shoppers find what they need more efficiently as well as elevate “better for you” options that are available to them. To identify the optimal strategy, CVS and Arc Worldwide conducted research that led to a program delivering a clear journey and a shoppable environment for shoppers while providing a branded experience for its consumer goods partners. [Complete recap on P2PI.org]
Building a Best-in-Class E-Commerce Capability
Leslie Myrie & Peter Tunkey, Capre Group
Investing in e-commerce capabilities will accelerate both top and bottom-line growth for brands. Among the strategic imperatives needed to establish a winning e-commerce business model are prioritizing investments in analytics and insights, building retail partnerships “beyond the algorithm,” and ensuring that e-commerce strategies are flexible enough to prepare for the future.
Accelerating New Brands Through E-Commerce
Laura Lisowski Cox, Oars + Alps; Rami Odeh & Joe Scartz, Velocity Commerce Group
As consumer willingness to experiment grows, direct-to-consumer sales are rising across a wide range of categories. Yet even the most successful direct-to-consumer brands ultimately should expand distribution through retailer partnerships that can provide critical competencies (such as Amazon’s extensive data tools) that will inform their businesses as well as drive incremental sales.
The Coca-Cola Way of Shopper Marketing 2.0
April Carlisle, Dana Barba, Tammy Brumfield, Rachel Smith & Joe Vizcarra, The Coca-Cola Co.
Coca-Cola has more than 50 shopper marketers on its team that represent more than 50 brands and execute more than 50 campaigns per retailer. Among the successful programs outlined by the team members were experiential events at Publix; soccer-related efforts at 7-Eleven, Walmart and Sam’s Club; a military-themed effort at Dollar General; and a hyper-focused media plan at Target.
Amazon: Recap & Predictions
Andrea Leigh, Ideoclick
It’s getting increasingly difficult and expensive to build a business on Amazon. Leigh recommends that brands make packaging e-commerce-friendly and experiment with smaller teams focused on specific business areas – like the Alexa team or the healthcare team – as a way to start building up the partnership. For the future, she predicts a spinoff of the AWS advertising operation to avoid antitrust concerns, better integration across the Fresh/Prime Now/Go/Whole Foods platforms, more brick-and-mortar acquisitions, and a move toward voice becoming the new search.
Creating Multi-Dimensional Organizational Transparency
Laura Dickey, LALA, US & Olga Yurovski, Shopperations
Shopper marketers must take proactive steps to teach the c-suites at their organizations about the importance of the discipline and work more closely with the sales function. Dickey outlined LALA’s shopper marketing journey, explaining the lessons she learned along the way – which also included gaining credibility by proving how shopper marketing drives sales, hiring analytics talent, claiming a seat at the planning table and automating the planning and collaboration processes.
Gaining ‘First Purchase’ in an Omnichannel World
Josh Bruns, Kraft Heinz & Rick West, Field Agent
To help a new salad dressing stand out at Walmart, Kraft Heinz leveraged Field Agent for a digital demo that communicated the product’s point of difference, created the desired behavior by getting shoppers to look for the item in stores, and offered a platform for shoppers to become ambassadors. The program generated thousands of purchases in two months: 96% were first-time buyers, 85% planned to repurchase and 30% shared a product review online.
The Evolving Role of the Shopper Marketing Agency
Steve McGowan, Mondelez International with Abbey Ash, Phoenix Creative Co.; Lisa Norat, HMT Associates; Amy Stockwell, Geometry Global & Nicole Trudo, MOjO Marketing
Path to Purchase Hall of Fame 2020 inductee McGowan gathered representatives from the four shopper marketing agencies on his team to discuss how they work together on Mondelez’s programs. Among the benefits of collaboration are access to bigger and better ideas, as well as to different data and resources. Although there sometimes can be an overlap of roles, there also is greater opportunity to fill in potential gaps. Each agency is able to bring its “diverse expertise” to the table, McGowan said. [Recap on P2PI.org]
The Blurred Lines of Retail: Embracing the Opportunity
Tina Manikas & John Kenny, FCB/RED
To move beyond retail’s transactional nature and drive stronger engagement with shoppers, brands should take lessons from the video game world and turn their offers into playful, entertaining experiences.
Creating an Authentic 1:1 Conversation
Ginger Guthrie-Wilson, Ferrara Candy Co.; Leigh Suresky & Jason Sinclair, Brandshare
Ferrara’s Butterfinger brand reimagined product sampling as a premium brand experience by integrating conversational commerce (through QR codes) into its omnichannel marketing strategy. The execution created experiential moments that provided high value and utility between the brand and its active shopping audience.
Evolving Your Brand Execution Strategy
Regina Bailey, Menasha
To respond effectively to disruption, brands should first build slack and flexibility into their workflow to offset volatility. They also should refuse uncertainty by investing in information (data and analytics), unlock complexity by bringing in new specialists with insights, and test and experiment to tame ambiguity.
Pixar Theory and the Coming Waves of Technology
Tom Edwards, Epsilon
As technology evolves, the traditional “Four P’s” of marketing (product, price, place and promotion) with consumers at the center will give way to four tech-driven priorities: “planning” for data and AI, “predictive” APIs, “proxy” web and “pervasiveness” of new tools. Technology can be evaluated by what “empowers” consumers, delivers “exponential” ease and convenience, and “enhances” the line between physical and digital realities.
How to Engage (and Not Engage) Your Shopper
Jennifer Mason, Mondelez International & Josh Ginsberg, Breaktime Media
The most effective consumer engagement activations inspire passion, which can be accomplished by making a connection between existing properties and audiences. Or they provide authenticity through real stories or cause marketing tie-ins. They also can deliver personalization through purchase-based offers and deep targeting, or step into “the shopper’s shoes” by presenting helpful insights or useful partnerships. Also effective are value exchanges such as retail-specific offers and recipes.
Retail Intel: Progress Reports on 5 Top Chains
Tim Binder, Cyndi Loza, Charlie Menchaca, Patrycja Malinowska & Jacqueline Barba, Path to Purchase Institute
Institute editors offered an analysis of key business activity at Walmart, Kroger, Walgreens, CVS and Lowe’s, sharing their insights on both corporate-level strategy and in-aisle tactics gleaned from store visits. The team shared best practices for brands to collaborate and succeed at each retailer using the information available to Institute members on P2PI.org.
Meaningful Connections to Engage Shoppers
Nicole Robbins, Clorox Co. & Matthew Tilley, Valassis Digital
Consumer demands are changing and a brand’s approach to driving meaningful shopper engagement must shift as well. Brands must respect and value consumers as individuals rather than just data points; move from tracking the shopper journey to anticipating it; be respectful of the journey by providing a curated set of options depending on where shoppers are in the buying cycle; and take the friction out of shopping by making it as easy as possible to complete a purchase.
Leveraging Insight to Drive Relevant Connection
Elaine Bragg, TPN & Cynthia Liu, Hershey Co.
A shopper insight about a particular behavior complemented a consumer insight about emotions and led Hershey in 2019 to alter its flagship chocolate bar for the first time in 125 years. The company replaced the Hershey name on each section of the bar with one of 25 different emojis for a multiyear “Share a Smile” platform launched during back-to-school season. [Complete recap on P2PI.org]
Hacking Retail & Cross-Industry Innovation
Manolo Almagro, Q Division
Keeping abreast of cross-industry innovation is important because true breakthroughs often first take place outside the consumer products industry. Among the future trends identified by Almagro were connected surfaces, social shopping, fulfillment and retail “as a service,” “headless commerce” (no boundaries between front- and back-end systems) and “virtual product shots” (Target has already asked suppliers to switch from photographs to 3-D models by 2023).
Retail E-Commerce Marketing for CPGs
Paul Koop & Harrison Sebring, Quotient
More than 50% of all ad dollars in the U.S. (representing over $100 billion) was spent on digital for the first time in 2019. Consumers are not only shopping in a non-linear way, they’re using different types of media and platforms to plan, comparison shop, research, browse and pay. E-commerce solutions should help brands and retailer partners effectively market their products as search increasingly shifts away from general search engines like Google and Bing toward retailer platforms.
Leon Nicholas, WestRock
Paper packaging company WestRock isn’t fretting over what many once feared was an approaching “retail apocalypse.” Retail is changing and more consumers are shopping digitally, but that means in-store merchandising matters even more today than it did before, according to Nicholas. The paradigm for growth in the next decade will be leveraging brick-and-mortar stores to drive shopper conversion by focusing on more differentiation, contextualization, convenience and digital enablement.
Disruptive Retail Experiences: The Case of Cannabis
Lacey Norton, Canopy Growth Corp.
An early physical presence was instrumental in the smooth integration of Canopy’s Tokyo Smoke cannabis store before recreational pot became legal in Canada last year. Prior to legalization, Canopy first opened coffee shop-like stores designed to educate and build a sense of community among potential cannabis consumers. These shops illustrate what Canopy hopes the post-legalization Tokyo Smoke will become the “Apple of Cannabis” that delivers a brand and a community, not just a store.
Taming the Future Through Technology
Shelly Palmer, The Palmer Group
Advanced 5G wireless technology may or may not actually happen – and, if it does, it won’t necessarily be a mainstream consumer technology but could be useful in hospital rooms, recording studios or other environments that need such streaming capabilities. Palmer also shared his thoughts on other trendy technologies (augmented reality, machine learning, deep fakes, voice) including social media video app TikTok, which he recommended should be download by every marketer ”immediately” to understand how and why it’s become so addictive among consumers.
Disruptor Journey: True & Co.
Michelle Lam, True & Co.
The industry-disrupting lingerie company launched in 2012 to help women find bras made to fit their bodies – not a model’s body or some idealized version of what a woman’s body should be, explained Lam. To inform its mission, the brand became the first in the intimate apparel industry to create an algorithmic “fit quiz” to better understand both body needs and shopper preferences. More than 7 million women have now contributed some 200 million data points, allowing True & Co. to develop products and services that truly fulfill consumer need.
Moving at the Speed of Success
Sandeep Dadlani, Mars Incorporated
Mars has undertaken a corporate-level transformation to equip its associates with the “digital suit” they need to move 100 times faster. As part of this “DigitalMars journey,” the company has delivered educational content to more than 41,000 employees, hired more than 50 senior executives, and implemented more than 40 ongoing artificial intelligence projects. Among the unique opportunities made possible by machine learning are cameras that inspect M&M’s on the production line to ensure that the same number of yellow and green candies are in each bag.
The Impact of Package Design on In-Store Behavior
Paul Nowak, Quad
Product packaging is critical for driving awareness, engagement, consideration and purchase, and eye tracking can provide the statistical support designers need to understand which areas of the package attract the most attention. Meanwhile, emotion tracking provides a second set of data that explains how consumers react. Coupled with online surveys and prompts, these two tracking methods can help brands develop new techniques and strategies for communicating with shoppers online.
Digital Loyalty in Brick & Mortar Retailing
Andrew Locke, Response Labs & Donald Taylor, Hannaford/Ahold Delhaize
After Hannaford suffered a data breach in 2008, the grocer wanted to turn a negative into a positive. Therefore, its existing loyalty program took a backseat for a few years before the retailer relaunched it as My Hannaford Rewards. The down time let Hannaford observe shopper behavior, thereby gaining an understanding of the one-to-one interaction that builds relationships and transcends digital and physical platforms. “Retailers aren’t trying to get into loyalty, they’re trying to get back to it,” Taylor said.
“Future-Proofing” Your Brand in the Retail Environment
Stacey Andrade, Procter & Gamble; Stefanie Detwiler & Tracey Koller, News America Marketing
Brands should use their in-store investments to help shoppers plan and execute tasks. To drive conversion, they can use data to customize and optimize their campaigns. Brands need to continuously learn, becoming flexible and agile enough to disrupt the status quo. [Complete recap on P2PI.org]
Shopper 2.0: Win the Omnicommerce Battle
James Sorensen, Kantar
E-commerce shoppers are forced to interact with a lot more touchpoints than in-store shoppers, which can cause frustration and hinder e-commerce growth, said Sorensen, who shared insights and advice on how to remove the barriers shoppers face in their omnicommerce journeys. One tip was to give online shoppers context: a two-ounce box of Kellogg’s Frosted Flakes cereal on a table next to a spoon gives shoppers a better understanding of product size than a product image alone.
Sales & Marketing Report: Tools of Engagement
Dwan White, House of Cheatham; Werner Graf, (Formerly) Mindtree
Succeeding in today’s marketplace requires brands to have a deep understanding of consumers so they can develop products and services that truly meet their target’s needs, according to White, who as House of Cheatham’s CMO is personally involved in product development. Success now also requires CPGs to transform their packaging operations to establish environmentally sustainable practices that address the socially conscious demands of younger generations, according to Graf.
Keynote: Finding Your Why
Rainn Wilson & Shabnam Mogharabi, SoulPancake
Younger generations have lost faith in their government and their institutions, and people in general are more anxious, lonely and depressed than they’ve ever been. That’s why leading with purpose is vitally important, both for individuals and for brands. From their own experience nurturing the purpose-driven content developer SoulPancake, Wilson and Mogharabi shared advice for brands aspiring to bridge the “purpose gap.” [Recap on P2PI.org]
How to Drive Profitable Sales with Waste
Marie-Agnes Daumas & Michael Waas, TerraCycle
In response to the current disposability crisis, many brands are committing to making their packaging recyclable by specific deadlines. To both strengthen their initiatives and drive ROI, TerraCycle recommends establishing a relationship with a “ready retailer” partner and engaging shoppers in meaningful, emotional ways that can stand the test of time.
Finding Customers in the New Data Economy
George Stella, SRAX Shopper
The new data economy is upon us and brands need to be on the right side of history. Incomplete, inaccurate data is prevalent and regulations about data are increasing. Consumers care about their information, so brands must develop a plan to become future-proof. There are many hard questions about data that brands must ask their partners to protect themselves.
Using Behavioral Research to Optimize New Products
Sarah Tomasaitis, Mars Wrigley Confectionery & Gram Bowsher, Nailbiter
Shoppers make decisions in a matter of seconds. Uncovering what’s happening in those seconds and how to respond requires brands to rethink how they gather consumer data. Mars Wrigley and Nailbiter conducted research to gain a closer look into how consumers shop and make purchase decisions. This allowed the CPG to make agile changes in-market to optimize product launches.
Turning Measurement Results into Performance Improvement
Alicia Mosley, Tyson Foods; Elana Rakitin Kipp, IN Connected Marketing & Rick Abens, Foresight ROI
Tyson has developed a successful framework it believes can help other brands. It first identified the most impactful measurement types, data and metrics, and then determined a best practice process to align all stakeholders. Finally, Tyson applied the insights it gained to drive behavioral change and improve performance.
How a Challenger Brand Wins at Retail
Annie Asebrook, Primo Water & Matt Goldfarb, SFW
Tapping into growing consumer concern over both the safety of drinking water and the need for proper hydration, challenger brand Primo Water doubled its rate of new-household penetration by positioning itself as a “daring protector” working on behalf of the consumer. Primo also leveraged influencers to drive traffic to a redesigned website by challenging them to improve their own lifestyles by adding Primo dispensers to their homes.
The Anatomy of Irresistibility
Lauren Hawes, Arc Worldwide & Tanner Van Dusen, EnsembleIQ
Marketers should strive to make their brands “irresistible” – achieved when a shopper’s actual feelings equal their desires. Arc Worldwide has developed a way for brands to check the irresistibility level of their product categories at www.arcww.com/irresistibility.
Growing Teavana at Target with a Tea Party
Cortne Younk & Gail Baumgart, Nestlé Coffee Partners; Kerry Lyons, Ripple Street
The tasting experience was critical in developing the shopper marketing plan for Teavana at Target, where the goal was to drive traffic, awareness, trial and super-premium trade-up. Therefore, in addition to deploying bottle neck hangers, sampling stations, search ads plus social media and influencer support, Teavana leveraged Ripple Street’s consumer community to host tea parties.
Who’s Who in Retail Media
Chris Perry, Edge by Ascential
In evaluating the potential impact of retailer media platforms, consumer product manufacturers should consider that retailers have unique data ecosystems and are closest to the point of purchase. Perry compared the capabilities and offerings of “retail media rock stars” Walmart, Amazon, Kroger, Target, Instacart and Peapod, detailing the unique benefits of working with each – such as Kroger’s paid search placement capability via the “start my cart” section within a shopper’s cart.
Retailer Media Platform: Kroger Precision Marketing
Lindsay Pullins & Michael Schuh, Kroger Precision Marketing
Kroger Precision Marketing is able to use first-party data to target different messages to different shoppers. For example, the platform can identify a shopper who’s never purchased a brand and curate a deep offer to drive purchase, or reward a purchase from a shopper who is very loyal to the brand. Tools available to brands also include video, influencers, display and native ads, and push notifications.
Retailer Media Platform: Ahold Delhaize
Linda Crowder, Peapod Digital Labs
With chains spread across multiple regions working differently online, digital media has been a bit disjointed at Ahold Delhaize, Crowder acknowledged. But this will change as Ahold develops “one singular digital site” powered by Peapod Digital Labs, which will serve as a one-stop shop for online opportunities for brands looking to enhance their reach across banners, personalize messaging to target shoppers or develop a more omnichannel effort.
Retailer Media Platform: Albertsons
Dan Massimino, Albertsons Companies & Paul Koop, Quotient
There are more than 90 omnichannel touchpoints that Albertsons can activate to engage with shoppers along their path to purchase. The top performing vehicles are digital marketing, Just for U promotions, performance search and product placement, and in-store signage, according to Massimino. By using a combination of these tactics, brands can gain a “big win” at the retailer, he suggested.
Disruptor Journey: NomNomNow
Wenzhe Gao, NomNomNow
NomNomNow is adding an exceptionally modern twist to the massive and growing pet industry by delivering healthy pet food through an on-demand, zero-waste, direct-to-consumer service. The company caters to a growing number of consumers who are not only conscious of what they put in their own bodies, but also what they give their pets. The company operates a data-driven technology platform rich with millions of pet insights that will grow even more personalized as it gains more data.
The Next Shift in Supply Chain Technology
Narayan Tripunithura Mahadeva & Vivek Soneja, DXC Technology
CPGs can harness the power of big data, artificial intelligence and advanced analytics to future-proof their solutions as consumer expectations continue to evolve and impact the traditional supply chain. Many companies are gaining “consumer intelligence” from advanced data to better understand and target consumers, while developing, maintaining and managing their own agile internal platforms.
Embracing Technology Innovation
Trent Carrender & Becca Shaddox, i2i Labs
The obstacles to driving real transformative innovation are often created more by a company’s culture and structure than they are by any lack of technology capabilities. To get beyond organizational roadblocks, innovation should be treated as a separate operation that can gain “small wins” through nimble projects that will earn support upward through the company. Finding ways to incentivize innovative thinking is another effective method of encouraging change.
Executive Insights: Ten Success-Driving Trends
Riddhi Sheth, Prevedere
With economic growth slowing and a suspected recession looming, Prevedere’s research finds that the industry suffering the most is manufacturing. Fortunately for CPGs and retailers, consumers are still healthy and buying, and the weakest signals in the economy are taking place in areas that don’t greatly impact consumer products. Signals are likely to change, however, so the industry should keep an eye on key economic indicators such as wages, consumer sentiment, job openings and overtime hours throughout 2020.
Celebrating 25 Years of DOT Excellence
Rich Butwinick, MarketingLab/SellCheck & Peter Breen, Path to Purchase Institute
A panel of judges selected five historical Design of the Times winners as “Best of the Best” across the awards program’s 25 years. They were: the Wonka Rolling Endcap from Nestle/WestRock (2010); the SmartCycleA/CPowered Endcap from Fisher-Price/Darko Inc. (2008); the Stella Artois Holiday Door from AB InBev/Rapid Displays (2018); the LG Best Buy TV Experience Wall from LG Electronics/Design Phase (2016), and the campaign selected as “Best of the Best of the Best,” the Dr. Scholl’s Custom Fit Orthotics Kiosk from Schering-Plough/Mechtronics (2007). Institute members can visit P2PI.org to read case studies on the winners.
A Roadmap for Transformation in the Age of the Customer
Brendan Witcher, Forrester
Consumer product manufacturers must challenge long-held assumptions and “transform your organization as much as you transform the technology that you’re buying and using” to keep pace with rapidly changing consumer expectations, said Witcher. The industry veteran outlined a number of investments that companies should make, such as teaming with “third party connectors” that help traditional brands obtain customer insights and data that they themselves often lack and acquiring data and analytics tools to help guide decisions, create “individualized” shopper experiences and set the table for future artificial intelligence capabilities. [Full article on P2PI.org]