Shopper Marketing - November 2013 - (Page 3)

Editorial Director Bill Schober, (773) 992-4430 Executive Editor Tim Binder, (773) 992-4437 Managing Editor Anne Downes, (773) 992-4432 Art Director/Production Manager Sonja Lundquist, (773) 992-4419 Contributing Editors Peter Breen, Emily Hatton, Rob Mahoney, Patrycja Malinowska, Samantha Nelson, Rebecca Susmarski Contributing Writers Dan Alaimo, Michael Applebaum, Joe Bush, Ed Finkel, Erika Flynn, Deborah Garbato, Chris Gelbach, Sharon Goldman, Laura Heller, Dawn Klingensmith, April Miller, Dan Ochwat, Lorna Pappas Publisher Chuck Bolkcom, (773) 992-4420; Associate Publisher Craig Hitchcock, (773) 992-4422; ADVERTISING SALES Rob Hanson, (773) 992-4423; Serving the Eastern United States, Canada, International Rich Zelvin, (773) 992-4425; Serving the Western United States Need help finding a supplier? We may be able to help. Send your email to shoppermarketing and be sure to include a daytime phone number. Shopper Marketing (ISSN 1040-8169) is published monthly by the Path to Purchase Institute, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731. Periodicals Postage Paid at Chicago, IL, and at additional mailing offices. POSTMASTER: Send address changes to Shopper Marketing, Creative Data Services, 440 Quadrangle Dr., Suite E, Bolingbrook, IL 60440. Entire contents copyright © 2013 by the Path to Purchase Institute. Canada Post International Publications Mail Product (Canadian Distribution) Sales Agreement No. 40025274. Return undeliverable Canadian addresses to: Station A, P.O. Box 54, Windsor, ON N9A 6J5 or Email: CHANGE OF ADDRESS and other circulation correspondence should be mailed to: Shopper Marketing, Creative Data Services, 440 Quadrangle Dr., Suite E, Bolingbrook, IL 60440, or email for customer service. (Include your address label with all correspondence.) WHERE TO WRITE: Please direct all letters to the editor and other business/advertising correspondence to: Shopper Marketing, 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731. ARTICLE REPRINTS & E-PRINTS: Contact Scott Easton at (773) 992-4421 or seaston@ NOTICE: The Path to Purchase Institute occasionally uses the logos of various companies in its marketing materials. These include promotional brochures for events such as the Shopper Marketing Expo, the Shopper Marketing Summit, the Design of the Times Awards and others. The use of these logos does not imply sponsorship or endorsement by the companies identified by those logos, unless specifically noted as such. Executive Director - Chief Executive Officer Peter W. Hoyt, (773) 992-4456 Managing Director - Chief Operating & Financial Officer Chris Stark, (773) 992-4444 Managing Director - Member Services & Events Maureen Macke, (773) 992-4413 Managing Director - Strategy & Development Steve Frenda, (773) 992-4461 Managing Director - Content & Editorial Bill Schober, (773) 992-4430 PRODUCTION Director - Production Ed Ward, (773) 992-4418 Art Director/Production Manager Sonja Lundquist, (773) 992-4419 MARKETING Director - Marketing & Communications Michele Weston-Rowe, (773) 992-4440 Senior Manager - Marketing & Communications Jenny Grady, (773) 992-4441 Manager - Audience Development Stacy Stiglic, (773) 992-4443 Art Director Stephanie Beling, (773) 992-4442 OPERATIONS Director - Finance & Accounting Mike Bernal, (773) 992-4445 Manager - H.R./Office Services Jeanine Caughlin, (773) 992-4447 Editorial and Executive Offices 8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731 PHONE: (773) 992-4450 FAX: (773) 992-4455 MEMBER DEVELOPMENT & SERVICES Managing Director - Member Development Chuck Billups, (773) 992-4462 Director - Member Development Pat Burke, (773) 992-4465 Manager - Member Development Quan Tran, (773) 992-4464 Marketing Analyst Carol Schiro, (773) 992-4463 Senior Coordinator - Member Services Cindy Hahn, (773) 992-4414 EVENTS & EDUCATION Manager - Events Peggy Milbrandt, (773) 992-4412 Sales Manager - Events Scott Easton, (773) 992-4421 Director - Education & Faculty Administration Ronit Lawlor, (773) 992-4415 P2PI.ORG Managing Director - Content Peter Breen, (773) 992-4431 Associate Director - Content Rob Mahoney, (773) 992-4434 Managing Editor - Content Patrycja Malinowska, (773) 992-4435 Associate Editor - Content Samantha Nelson, (773) 992-4436 Associate Editor - Content Rebecca Susmarski, (773) 992-4439 Associate Editor - Content Emily Hatton, (773) 992-4433 Senior Coordinator - Administrative Services Ann Estey, (773) 992-4448 PLATFORMS & PUBLISHING Managing Director Chuck Bolkcom, (773) 992-4420 Staff Accountant Sajan Kuriakose, (773) 992-4446 Director Craig Hitchcock, (773) 992-4422 INFORMATION TECHNOLOGY Director - Information Technology Jack Dare, (773) 992-4411 Dir. - Market Development & Sales Rob Hanson, (773) 992-4423 Dir. - Market Development & Sales Rich Zelvin, (773) 992-4425 CONTENTS 6 Increased Store Presence Novartis' Alcon talks to the shopper through its Eye Solution retail display program. 6 Solution Provider News 8 The View from OASIS 8 Awareness Through Mobile Tres Agaves Products turns to Silicon Valley startup Retailigence to fuel an advertising campaign that increases product awareness. SPECIAL REPORTS Personalized Marketing This bound-in supplement to Shopper Marketing magazine explores innovative content strategies. 16 Big Data, Part 1 In the first installment of a two-part article, we examine how data has the potential to bring the concept of "customer centricity" full circle for CPG marketers - from offline to online to in-store. 18 Who's Who in Shopper Insights Our fifth annual round of leading shopper insights executives includes expanded profiles of individuals from Mondelez International, Family Dollar, Kao, Unilever and Coty. 46 E-Commerce, Part 2 The second article in this two-part series examining the emerging e-commerce marketplace for consumer packaged goods focuses on developing a game plan that builds direct online transactions into CPGs' objectives. 56 Mobile Strategies, Part 2 This series examining mobile marketing strategies concludes by looking at some applications of content strategies, the various mobile tactics and what's to come in the years ahead. 10 Listen and React Popchips monitors social media, leading to an extensive partnership with pop singer Katy Perry. 11 'Retail Promo Guide' managing editor Patrycja Malinowska shares some key observations about the "Retail Promo Guide" insert contained in this issue. Popchips listens & learns, Page 10 12 Guerrilla Marketing SOL Elixirs LLC launches a guerrilla marketing campaign to increase awareness for its Solixir brand products. 14 Super Bowl Study Marketers may want to take a "staggered marketing communication approach" when it comes to Super Bowl promotions. 25 Guide to Providers A special advertising supplement features retail and shopper insight providers. 50 Global Case Study German retailer toom Der Baumarkt is featured in a case study pulled from the Path to Purchase Institute's "Global Perspectives on Shopper Marketing," which published in October. 52 In-Store Technologies 54 So-Lo-Mo A roundup of social, local and mobile marketing activity at retail from: * Publix Super Markets * Unilever's Lipton * Mondelez International * EBay's PayPal * Placecast * Funmobility * Socket Mobile * Walgreens * Dubblee Media 60 Gallery: DOT Gold The spotlight shines on a selection of gold winners in the Path to Purchase Institute's annual Design of the Times contest. 64 Ricci at Retail Joe finds that large displays offer variety: * Nabisco * Beneful * Sutter Home 64 Products: 65 Personnel Appointments 66 Institute Strategist Walmart gets patriotic with a "Saluting Heroes Together" campaign that garners support from manufacturers. Technology at retail, Page 52 http://www.P2PI.ORG

Table of Contents for the Digital Edition of Shopper Marketing - November 2013


Shopper Marketing - November 2013