Path to Purchase NOW Series 2021
Understanding Today's Shopper to Drive Tomorrow's Success
The Institute's unique Path to Purchase Now webinar series examines some of the critical ways brands and retailers must rethink their existing strategies to address the dramatic changes in shopper behavior that have taken place in recent years.
Leveraging Retail Media Networks
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The massive shift to online grocery shopping in 2020 has put an even brighter spotlight on retail media networks, which brands are now viewing as more than just a vehicle for shopper marketing. Key retailers such as Walmart, Kroger, Target and Albertsons are designing these networks to also help brands influence product preference and build demand among consumers farther up the purchase funnel, as well as to round out and improve their traditional media plans. This panel discussion will examine how brands are unlocking the full potential of retail media networks to drive success both online and in the physical store.
- Aaron Kechley, General Manager, Media & Data at Inmar Intelligence
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John Ostman, Sr. Director eCommerce & Digital Strategy, Jack Link's Protein Snacks
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Brian Messerschmitt, VP, CPG Media & Marketing, Albertsons Companies
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Jennifer Reiner, Sr Director Omnichannel Marketing and eCommerce at Del Monte Foods, Inc.
Transforming the In-Store Experience
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The role of the traditional brick-and-mortar store was in a state of flux even before the coronavirus pandemic wreaked havoc on traditional shopper behavior. With online shopping now growing exponentially and the motivations for in-store trips evolving in various ways, the need to reinvent the store has become more important than ever. This panel discussion will examine some key ways in which the concept of retail is changing to meet evolving shopper demands.
Best Practices in ROI Measurement
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What are the best ways to measure the impact of shopper marketing? What metrics should be used? What data sources can be tapped? How can shopper marketing success best be measured accurately against other media in the marketing mix?
An illustrious panel of industry practitioners will use their experience and expertise to answer those and other questions around the long-challenging — and ever-evolving — need to effectively measure the full impact of shopper marketing on brand success. Attendees will gain actionable advice on:
- accurately measuring both short-term and long-term results.
- measuring the more intangible benefits of shopper marketing (like return on retailer relationship).
- evaluating activity on emerging retail media platforms.
- identifying partners and processes that will drive more effective, cost-efficient measurement strategies.
Cause Marketing in the Age of Authenticity
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As consumers have become increasingly concerned about the world around them, their expectations for brands to do likewise has grown as well. That trend was never clearer than it was in 2020, when the COVID-19 pandemic and the intense social debates taking place elsewhere made it more critical than ever for brands to communicate with consumers in meaningful ways. This panel discussion will examine the power of cause marketing in the post-pandemic world and offer some best practices for brands looking to establish an authentic voice for the marketplace.
Making Actionable Sense Out of Retail Media
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With the massive shift toward online grocery shopping taking place in 2020, retail media networks have emerged as a critical tool in the brand marketing arsenal, as well as a vital avenue for retailer growth. As leading retailers continue to build out the overall capabilities of their networks, they’re increasingly adding off-platform opportunities that will drive shoppers to their websites. And the off-platform world of shopper engagement includes a variety of third-party tools that brands can employ to win over shoppers long before they get to retailer.com — or can help drive them there.
This panel discussion will examine how leading brands are utilizing third-party tools to strengthen their retail media activation by reaching shoppers off-platform in relevant ways that drive engagement and, ultimately, sales.
Emerging Options for Product Sampling
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The Covid-19 crisis dramatically changed shopper behavior and forced brands to reconsider their traditional methods of product sampling, which historically has relied heavily on face-to-face interaction and open-air product. This panel discussion will assess the current state of product sampling and examine how brands should reconsider their past practices to meet changing shopper behaviors and retail realities.
Connected Commerce: Planning for Success with Omnichannel Shoppers
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In the changing world of commerce, consumers expect a seamless experience regardless of whether they are making purchases from their device, computer, or in a brick-and-mortar store. This panel discussion will discuss the importance of connected commerce as well as the data, tracking and technology needed to ensure marketers are aligning their messaging, goals and objectives for a successful omnichannel experience.
