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.

Lowe's Brings New York Fashion Week Home

Lowe's teamed with multiple designers during this year's unconventional New York Fashion Week to spotlight chic and affordable home decor and furnishings available at the home improvement chain.

Holiday Shopping: 2020 Insights from Aki

Holiday shopping this year won’t be exactly what you’d expect, according to research from Aki Technologies and TapResearch.

2020 Guide to Shopper Marketing Agencies

This edition features in-depth profiles from 11 leading companies.

The mass merchant teamed with Walt Disney Co. to roll out an exclusive collection of licensed toys, collectibles and apparel inspired by the mega media conglomerate's Star Wars: Galaxy’s Edge themed land. 


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

Get a grasp on how Best Buy's in-store strategy has evolved since it reopened its doors amid the COVID-19 pandemic.

The diffusion brand Glamsquad sells exclusively at CVS, GSQ by Glamsquad, and CoverGirl are partnering on curated beauty looks incorporating products from each brand.

Walgreens and dietary supplement producer Pharmavite unveiled an exclusive partnership that offers a vitamin subscription service through the drug chain’s website.

Walmart earlier this year became the exclusive brick-and-mortar retailer for Lola feminine care products.

Costco is once again running a September bulk-purchase incentive with Procter & Gamble, this time leveraging QR codes to add an in-store digital element to the proceedings.

Nominated by their respective companies’ representatives in the Path to Purchase Institute’s League of Leaders, these rising stars are making a name for themselves by doing work for their brands that is worthy of attention.

We present 29 best-in-class campaigns from this year’s Reggie and Effie awards programs.

Leanne Hug was business-minded from an early age. Her mom, who had a 30-year career at Hanes, worked from a home office and instilled in her a curiosity about corporate life.

Becoming nimbler and more flexible is vital because it's the pace of change, rather than the changes themselves, that has been so surprising, according to a panel of industry experts speaking at Path to Purchase Institute’s third "Community Gathering."

BJ's Wholesale Club once again tied in to back-to-school cause efforts from manufacturers such as General Mills, but it was its own P-O-P materials that led the seasonal activity this year.

We present 29 best-in-class campaigns from this year’s Reggie and Effie awards programs.

Karsin Bailey has always liked to plan ahead, and while the path to where she is now wasn’t clear from the start, she believes she found her way to shopper marketing because it’s a discipline in which planning is essential.

Marketer: Diageo North America Agency: Arc Worldwide Reggie Category: Shopper Marketing or Retailer-Specific Marketing Campaigns (Bronze) March is typically one of the lowest sales, traffic and volume months for spirits makers, thanks in large part to March Madness and St.

Marketer: Diageo North America Agency: Arc Worldwide Reggie Category: Shopper Marketing or Retailer-Specific Marketing Campaigns (Gold) The summer entertaining season presents unique challenges for spirits makers, including a primary competitive threat from beer, which generates 40% of its

Brittany Anderson didn’t know that she had roots in the cheese industry until she accepted her first job out of college at DCI Cheese Co.

Marketer: MillerCoors 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: Mars Wrigley Agency: Integer/TBWA 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.

Marketer: Campbell Soup Co. Agency: Spark Foundry Worldwide, The Mars Agency Reggie Category: Innovative Commerce Marketing Campaigns (Bronze) While 95.8% of all U.S.

Whitney Arthur likes to approach her work with an investigative lens.

Marketer: Target Agency: Wasserman Reggie Category: Experiential Marketing Campaigns (Silver) With “Target Wonderland,” an interactive holiday shopping experience in New York City, Target sought to simplify holiday shopping, improve brand sentiment and create a new “best of” holiday e

Marketer: Mondelez International Agency: Phoenix Creative Reggie Category: Partnership Marketing Campaigns (Bronze) In 2019, household penetration of Mondelez International’s Trident gum was not keeping pace with the growth of the gum category at Dollar General.

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