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.

Who's Who Merchandising 2020

Who's Who in Merchandising 2020

More than 100 execs are represented in this year’s list of noteworthy merchandising professionals. See who made the cut.

The Retail Media Play

As retailer-operated media platforms grow in number and prominence, manufacturers must decide how best to use them — and who should pay the tab.

Target is tying in to February's designation of Black History Month by shining a spotlight on a unique assortment of SKUs that aim to amplify the heritage, legacy and impact of the African-American community.

Dollar General joins other retailers drumming up support for PepsiCo's new Mtn Dew Zero Sugar beverage.

The Path to Purchase Institute is delighted to announce that Stephen McGowan, RVP of Shopper Marketing & Strategic Partnerships for Mondelez International, is the first inductee into its Hall of Fame for 2020.

The regional grocer is aiming to lure shoppers to its revamped mobile app through a sweepstakes that kicked off on Super Bowl Sunday and awards a lifetime of free groceries.

The Path to Purchase Institute is delighted to announce that Jennifer Reiner, Senior Director of Omnichannel Marketing & E-commerce at Del Monte Foods, is the second inductee into its Hall of Fame for 2020.

Featuring in-depth profiles from three leading companies.

In Path to Purchase IQ’s annual Trends Report, we asked respondents to rate nine retail digital media platforms based on their relative strengths in effective targeting, performance measurement, ROI, data sharing, sales growth and creative freedom.

​​​​​​​Campbell Soup Co. pooled its shopper marketing dollars with its media spend this holiday season, leveraging a sponsorship with Hallmark Channel parent company Crown Media to earn prime merchandising space in Walmart’s Action Alley.

​​​​​​​Here we provide a brief overview of the entire agenda from the Path to Purchase Expo – the Path to Purchase Institute’s flagship event – which took place Nov. 13-14 in Chicago.

This spring, Path to Purchase Institute debuts i3, a new annual event focusing on the outstanding progress being made in the ever-changing retail market. This experience encourages cross-disciplinary collaboration, introduces new /emerging technologies, and shares cutting-edge case studies.

After more than 38 years, Mitchell retired from day-to-day operations at the end of 2019.

A group of leading executives are devoting their time, expertise and passion for the industry to serve as official advisors for the Path to Purchase Institute as it seeks to develop new and better ways to serve members.

A roundup of technology-driven tools that drive consumer understanding, engagement and conversion on every step of the path to purchase. Coca-Cola made it official: I’m a loyal fan, according to an email from their Digital Programs website.

​​​​​​​Major retailers’ brick-and-mortar stores were decked out with holiday P-O-P materials as usual in 2019 (and Path to Purchase Institute members can visit P2PI.org to see much of that activity), but our editors decided to showcase digital activation in this month’s Activation Gallery.

Connie Buffone has led teams in product development/brand management and trade shows for Playtoy, Irwin Toy and Loblaw Brands. She has been with Spin Master for 17 years.

​​​​​​​Margi Vagell has been with Lowe’s since 2009. She has served in various leadership roles across departments including store merchandising, pricing and promotions, enterprise analytics and online merchandising and marketing for Lowes.com.

Known for its strong cult-like following and shopper loyalty, Texas-based grocer H-E-B is betting that enthusiasm will translate from its grocery aisles into its new beauty aisles.

​​​​​​​The roles of shopper marketing agencies are evolving as the landscape of new technologies and consumer desires and expectations continue to dramatically shift, according to a panel of speakers at Path to Purchase Expo.