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.

Shopper Marketing

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  • People to Watch 2021

    Our annual showcase this year shines the spotlight on 12 individuals nominated by their respective companies’ representatives in the Institute’s Commerce Executive Network.
  • P&G's May FSI Celebrates Moms, Olympics

    Procter & Gamble marked the May 9 observance of Mother's Day and activated its sponsorship of the Olympic Games in its latest edition of "brandSaver."
  • CVS Invests in Men's Grooming

    CVS Pharmacy is growing its footing in an emerging category with the recent launch of its first men's grooming private label, Goodline Grooming Co.  Available in stores and online, Goodline Grooming Co.
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  • Analysis: Retailers Prep as Shoppers Return to Stores

    ChaseDesign sees retailers rethinking their aisles to better connect with post-pandemic shoppers.
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  • People to Watch 2021: Van Morris

    While studying marketing and management at Florida Atlantic University, Van Morris learned the different aspects of the “5 P’s” and how crucial it is to implement the process efficiently to drive business.
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  • People to Watch 2021: Catie Hoffman

    Finding a passion around food as both an essential need and something that consumers have an innate emotional connection with, Catie Hoffman entered into the world of food marketing while at St. Joseph’s University.
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  • People to Watch 2021: Hannah Manchester

    A native of Bentonville, Arkansas, Hannah Manchester understands what the growth of Walmart has meant to her hometown. She watched it happen during her younger years, and when it came time to go to college, she looked no further than the business school in which the Walton family had invested so much.
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  • People to Watch 2021: Rielly Whims

    ​​​​​​​Since her college days at Michigan State, Rielly Whims has been fascinated by the grocery shopping experience. She likes to explore new stores and discover products on-shelf, walk every aisle and take pictures to better understand each retailer’s strategies.
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  • People to Watch 2021: Bronica Banks

    Grown up in Reno, Nevada, Bronica Banks knew she wanted diversity from her college experience, so she chose to go across the country to Clark Atlanta University in Georgia.
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  • People to Watch 2021: Olivia Zabrodsky

    ​​​​​​​Olivia Zabrodsky has always had a passion for the art of storytelling and the way it can influence and inspire people. She studied marketing and theatre at Case Western Reserve University.
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  • People to Watch 2021: Michael Fulton

    ​​​​​​​After completing St. Joseph’s University’s food marketing cooperative program, Michael Fulton found his passion: working in the CPG industry with an eye on healthcare.
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  • P&G, Amazon Align on Sustainability

    Procter & Gamble is sending members of its P&G Good Everyday consumer rewards program to Amazon in honor of the April 22 observance of Earth Day.
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  • Filippo Berio Drives In-Store Purchases During Pandemic

    ​​​​​​​Filippo Berio USA had been planning a media campaign for April 2020, but it had to change plans when the COVID-19 pandemic hit. The company pushed the effort back to July to let the initial period of uncertainty and panic buying calm down.
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  • Albertsons Celebrates All Moms

    The retailer took its recurrent, seasonal incentive program with American Greetings up a notch at some chains in advance of Mother’s Day, adding more digital support and a new CPG partner to provide a sweet incentive.
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  • Transforming the Shopper Experience

    ​​​​​​​We may not realize it, but how we shop is being transformed. In fact, 75% of us are reporting shifts in our shopping behaviors over the past year.
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  • Stop & Shop Layers Digital onto Circular Strategy

    As the future of traditional circulars continues to evolve in an increasingly digital retail environment, Ahold Delhaize’s Stop & Shop has been testing a different type of “digital circular,” using targeted, mobile web and in-app ads to promote weekly top deals and provide product recommendations.
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  • Target's Newest Exclusive Aims to Sustain Humanity

    The mass merchant is stocking an exclusive, sustainable personal care line co-created by actress and talk-show host Jada Pinkett Smith.
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  • Pringles Gets in a Pickle at Dollar General

    The dollar store chain is carrying new and exclusive "Deep Fried Pickle"-flavored potato crisps from Kellogg Co.'s Pringles.
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  • Music to Their Ears

    Music stars have proven to be great brand ambassadors who can drive massive sales. Nashville-based Taillight has the experience and expertise to pair the right musical artist with your brand and take it to the next level. Find out more by viewing our latest infographic.
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  • Costco, P&G Recycle for Earth Month

    Procter & Gamble tied in to Earth Month in April to draw attention to sustainable packaging available exclusively at Costco.
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  • Walmart Stages a Movie Night with 'The Croods'

    Walmart tied in to Universal Picture’s Feb. 23 home video release of DreamWorks Animation’s "The Croods: A New Age" by stocking an exclusive film bundle containing a branded water bottle and 35-piece puzzle.   
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  • Olay Promises 'Brighter Skin' at Target

    Procter & Gamble's Olay is using a sponsored Facebook update to tout the availability of its new "Brightening + Vitamin C" collection at Target. 
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  • 2021 Product of the Year Winners

    Meet the 2021 winners of the largest consumer-voted award for product innovation. For consumers, the Product of the Year seal serves as a guide to the best products in the market, and for manufacturers, it's a powerful marketing message proven to increase trial, awareness, distribution and sales.
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  • Walmart, Cheerios Seize More 'Moments of Good'

    General Mills’ Cheerios brought its Effie Award-winning “Moments of Good” platform back to Walmart to tie in to February’s designation as Heart Health Month.
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  • 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.
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  • Nabisco Brings 'Trick Shot Challenge' to Walmart

    Mondelez International's Nabisco recently used a walmart.com home page display ad to invite the retailer's shoppers to join its “Trick Shot Challenge” awarding a grand-prize $50,000.
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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.