At the start of her career, Peri Mendelson stumbled across opportunities, not realizing they would shape her future. She began in sales at Del Monte Foods before moving to Nielsen, where she gained her analytical prowess.
The Path to Purchase Institute’s annual Design of the Times competition celebrates best-in-class shopper-facing marketing & merchandising, recognizing the crucial role retail activation plays in any successful shopper marketing initiative. On Oct.
Marketer: Mars Wrigley
Reggie Category: Innovative Commerce Marketing Campaigns (Silver)
The Walmart Snickers “Microgifting” campaign was designed to reverse declining Snickers sales at the nation’s largest retailer among shoppers under age 35.
Agency: Arc Worldwide
Effie Commerce & Shopper Category: Single-Retailer Program: Mass Merchants (Finalist)
By midsummer of 2018, MillerCoors’ beer sales were declining nearly 2% at major retailers across the U.S.
Marketer: Hershey Co.
Agency: TPN Retail
Effie Commerce & Shopper Category: Season/Event (Winner)
Hershey worked with Walmart to solve an Easter dilemma: Seasonal candy sales had been declining, but research showed that families hadn’t lost interest in the holiday.
Marketer: Procter & Gamble
Agency: Saatchi & Saatchi X
Effie Commerce & Shopper Category: Omnichannel Shopper Solution (Winner)
Procter & Gamble had a built-in audience for its Pampers Cruisers 360 brand at Walmart, but it needed to convert moms who were buying diaper pants