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.

Walgreens Flaunts New Loyalty Program

After more than a month of promotional buildup, Walgreens in mid-November launched myWalgreens, uniting the loyalty program’s debut with the rollout of a 30-minute “Pickup” service and an update to the retailer’s mobile application.

P&G Drops Holiday-Themed December FSI

Procter & Gamble welcomed the holiday season in the December edition of brandSaver by putting its household essentials front and center.

Experience personalization and customer engagement platform Manthan-RichRelevance is now helping Price Chopper Supermarkets drive highly personalized customer engagement. 

I am writing this Editor’s Note just after concluding the all-new, all-virtual Path to Purchase Digital Expo. When you participate in a three-day marketing conference as both a speaker and attendee and you wear sweatpants the entire time (even when dressed in formal attire from the waist up), your thoughts can tend toward the surreal.

Procter & Gamble brought a four-week “holiday rebate” program to Walgreens in November that promises a $10 store gift card with purchase of four qualifying products from some of the manufacturer’s personal care brands.

​​​​​​​Ferrara in August debuted the revitalization of its Keebler brand with a 360-degree marketing campaign that introduced a new brand promise, “Made with Magic, Loved by Families.”

Walmart is enjoying an exclusive launch window for Dollar Shave Club’s retail debut.

Sam’s Club is reigniting the ongoing fake celebrity feud between Ryan Reynolds and Hugh Jackman for a cause effort requesting shoppers to weigh in on whose side they’re on.

Authentic influencer content is one way Clorox Co.’s Burt’s Bees establishes trust with beauty and self-care shoppers, and the brand’s multiyear relationship with celebrity Jana Kramer provided the foundation needed to continue reaching Walmart shoppers during the COVID-19 pandemic.

BJ’s Wholesale Club has brought back its Thanksgiving-themed, bulk-purchase incentive dangling a free Butterball turkey, this year with a few new wrinkles.

Breaktime Media

The goal of the platform is to give CPGs an upscale storytelling environment with an opportunity to personalize product solutions for shoppers in real time.

Brands find ways to stay in the sampling game as the pandemic changes the rules.

​​​​​​​Amazon’s latest brick-and-mortar format is the closest the company has come to delivering a conventional grocery-store experience for shoppers.

Expanding its retail footprint, Drew Barrymore’s Flower Beauty cosmetics brand launched across more than 3,000 CVS Pharmacy stores and cvs.com on Oct. 22.

2020 Women of Excellence winners

The Path to Purchase Institute, in partnership with IN Connected Marketing, is proud to announce the winners of its fifth annual Women of Excellence Awards.

​​​​​​​Kimberly-Clark teamed with Target this summer for a program heralding the arrival of the manufacturer’s new Pull-Ups premium, plant-based training underwear line.

The revival of sampling at Whole Foods Market indicates a tentative return to relative normalcy as retailers and brands find creative solutions to adapt to pandemic-related safety concerns.

Albertsons Cos. is staging a continuity program at select chains awarding shoppers with stickers redeemable for cookware inspired by Fox Broadcasting Co.’s reality TV cooking show franchise MasterChef.

ShopRite is shining a spotlight on its cause efforts with multiple manufacturers through its pandemic-long “Essential Thanks” platform.

Natalie Shuman of Apeel Sciences

The Path to Purchase Institute shines a spotlight on one of its members, Apeel Sciences.

The dollar store chain is stocking exclusive SKUs from multiple manufacturers this fall.

Spectaculars from Mars Inc. and Hershey are expected in stores every September and October leading up to Halloween, and this year was no different despite the pandemic. Those types of displays and many others caught the eyes of Path to Purchase Institute editors this fall.

Summary articles showcasing the winners in the Path to Purchase Institute's annual Design of the Times competition.

Mars Wrigley Confectionery ran an omnichannel campaign at Walmart this summer reminding shoppers to "Live Summer to the Funnest" amid the COVID-19 pandemic.

The mass merchant is shining a spotlight on exclusive toys from ThreeSixty Group's FAO Schwarz and other brands as it prepares for an extended and unconventional holiday season. 

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