More Retailers Take Shopper Marketing Reins

SKOKIE, Ill. — Retailers are taking more ownership of shopping marketing activities once considered the province of brands, according to Peter Hoyt, executive director and chief executive officer, Path to Purchase Institute here, who spoke during an SN webinar.

“Shopper marketing was a brand-driven phenomenon,” Hoyt said. “But in the recent past, we’ve seen more and more retailers embrace the notion that they can leverage all this energy to differentiate the shopping experience. So where retailers are clear in their own identity, I would encourage them to start thinking a lot about which brands align with their shoppers or values.”

The webinar outlined four effective brand-retailer campaigns that won Shopper Marketing Effie Awards from Effie Worldwide and the Path to Purchase Institute. These campaigns included Gatorade G Series Fit Launch at Walgreens, Swiffer Aisle Reinvention at Wal-Mart [4], Walk With Walgreens and Walmart/Procter & Gamble “Family Movie Night.”

Read more: SN [5] Shopper Marketing Report: The Millennial Shopper [5]

Each of these campaigns “equally addressed the business objectives of the retailer, as well as of the brands involved, in ways that go well beyond short-term sales lifts,” said Peter Breen, managing director, content, Path to Purchase Institute, who also spoke during the webinar. “They tried to improve shopper perception about the retailers and the brands and thereby change shopping behaviors.”

Hoyt and Breen will present on this topic at the Path to Purchase Institute’s annual Shopper Marketing Expo, Oct. 16-18 at Navy Pier in Chicago. The event will include a wide range of educational sessions, an exhibit floor, an awards program and a “Retail Academy” initiative aimed at encouraging retailers to fully leverage shopper marketing.

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