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.

Virtual Roundtable: Rethinking Shopper Engagement During the COVID-19 Crisis

Join a panel of experienced industry thought leaders as they examine how leading brands and retailers are confronting the current climate by addressing the immediate needs of shoppers and retailers in a lively, interactive virtual roundtable that will include audience Q&A.

COVID-19: How is the Pandemic Impacting Shopper Engagement?

Please take a moment to share your perspectives on the impact the COVID-19 pandemic is having on the ability of brands to work with retailers and engage with shoppers.

The historic COVID-19 crisis has the consumer packaged goods industry reprioritizing the present and bracing for a ‘new normal’

Proprietary research from the Path to Purchase Institute finds many shoppers still relying on preferred brands and retailers and looking for good prices before buying the products they need to face the COVID-19 crisis.

While many shopper marketing programs are being scrapped or put on hold in response to the coronavirus pandemic, Best Buy has quickly rolled out its own COVID-19-inspired promotional efforts.

Walgreens has introduced a “drive-thru shopping” service during the COVID-19 crisis.

Path to Purchase IQ looks at emerging technologies. This week: CrowdRelief’s community aid platform.

Walgreens sent emails to registered consumers on the morning of March 16 with a subject line of “Our commitment during COVID-19: Helping you stay safe, healthy & calm.”

Lowe's Coronavirus

CEO Ellison details keeping consumers and staff safe while replenishing in-demand products.

Before supermarket operations were flipped upside down due to the spread of COVID-19, regional grocer H-E-B celebrated the launch of a new book aimed at empowering young girls, "The Nuff," in a big way with an exclusive launch window.

Target is expanding a pilot program with Boar’s Head Brand to add premium deli meats, snacks, cheeses and grab-and-go options to up to 200 more stores by the end of the year.

CVS Pharmacy is in the early stages of a “full redesign” of its in-store signage guided by a governance strategy that balances brand- and CVS-driven communication in each of its more than 9,000 stores.

Procter & Gamble amplified its latest brandsaver FSI with a bulk-purchase incentive grounded in strong in-store support at BJ’s Wholesale Club.

Mars Wrigley Confectionery’s Orbit gum brand brought a national sweepstakes to Walgreens stores that planned to award a trip to Los Angeles to attend a live taping of ABC-TV series "The Bachelorette."

Goya Foods Coronavirus response

With the financial impact of COVID-19 looming, Goya Gives steps up to help.

The mass merchant is continuing to team with partners that can diversify and specialize its product assortment with exclusive brand launches.

Physicians Formula negotiated a dedicated endcap for its Organic Wear cosmetics line in Walmart’s beauty department while launching a spinoff Organic Wear skin care lineup exclusively at the mass merchant.

Innomark Communications

The New Jersey-based venture will leverage the company’s prepacked display capabilities to serve the CPG market.

Starbucks has been taking major policy measures as fear of the coronavirus heightens.

The duo launched a football-themed mobile game at the SEC Championship Game in December that drove trips by promising participants a deal on Dr Pepper SKUs.

Sephora has temporarily suspended all beauty services and classes at its stores due to concerns about the new coronavirus (COVID-19)

Despite growing consumer demand, a lack of clear regulation is keeping traditional players out of the market.

Target is stocking a new, exclusive line of textured hair care products targeting Gen Z multicultural women from Unilever’s Sundial Brands subsidiary. Emerge products recently rolled out to Target stores and Target.com, encompassing six moisture-rich SKUs to cleanse, hydrate, treat and style cur

Throughout the year, and especially during the winter cold and flu season, displays promoting and stocking over-the-counter (or non-prescription drugs) are prevalent in mass, drug, club and grocery stores.

An interview with Steve McGowan, RVP, Shopper Marketing and Strategic Partnerships at Mondelēz International, one of three 2020 inductees into the Path to Purchase Institute Hall of Fame.

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