Shopper Marketing

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Shopper Marketing

A collection of articles, case studies and other information that can help consumer goods companies develop better strategies for marketing to shoppers. Topics include information about in-store marketing, retailer collaboration, e-commerce and direct-to-consumer marketing.

Planting the Seed

Retailers, large CPGs and challenger brands are jumping on the plant-based food bandwagon, raising the bar on product quality and marketing strategy.

Ice Breakers Pairs Mints With Masks During Pandemic

The brand of the Hershey Co. created a lighthearted campaign that initially thanks consumers for wearing a mask when around others, but also cautions them to think about the possibility of the consequences of their own bad breath.

CVS Pharmacy recently gave its deodorant aisle a minor facelift that elevates natural and organic brands as the retailer continues focusing on wellness trends and expanding its better-for-you offerings.

ShopRite is heavily promoting the Bowl & Basket national brand-equivalent packaged foods private label it began rolling out in November 2019.

​​​​​​​The Path to Purchase Institute has assembled its most impressive collection of thought leaders ever to reflect on the impact the COVID-19 crisis will have on shopper engagement.

Kroger and Vibenomics

The solution provider will bring its audio out-of-home advertising marketplace to more than 2,300 of the retailer’s locations.

Smartphone-wielding shoppers can now scan the yellow coupons H-E-B commonly places throughout stores to redeem at checkout via the recently revamped My H-E-B mobile app.

The exclusive Baby Blue brand spans dry and wet food as well as treats specifically for puppies and kittens.

Walgreens is suspending distribution of its Sunday print circular as of June 7 due to “consumer behavior shifts” brought on as a result of COVID-19.

The grocer has had to rethink in-store events that typically aim drive in-store traffic in light of COVID-19, including this month’s grilling-themed "Chop and Shop" event.

Sheltering-in-place consumers are trying out new products and brands to help alleviate boredom. Brands that can leverage the power of novelty have an opportunity to convert new loyalists to the cause.

The drugstore chain has removed all tester bottles of sunscreen, fragrances, cosmetics and other personal care items.

CVS Pharmacy's new wellness private label expands the retailer's hollistic wellness offerings and creates better product transparency for shoppers.

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