Oak Brook, Ill. — Armed with the insight that paint shoppers are looking for a style-inspired, personalized experience rather than a traditional trip to the hardware store, Ace Hardware set out to reinvent the paint departments of its locally owned stores. The retailer unveiled its new Paint Studio in more than 3,200 locations across the country in May, supported by its largest-ever advertising campaign.
Want more? All content in the 20+ years of Shopper Marketing is available to members of the Path to Purchase Institute at www.p2pi.org.
Featured Stories in Shopper Marketing
Englewood Cliffs, N.J. — National Collegiate Athletic Association corporate partner Unilever tapped into the popularity of the NCAA’s Division I men’s basketball tournament with a spring campaign that encouraged men to “Step Up Their Pre-Game.” The retail program, leveraging high-profile head coach Shaka Smart of Virginia Commonwealth University, urged men to consider the importance of their grooming routines.
Generation Z, the only generation to have lived its entire life with the Internet, is already driving changes in retail strategy and execution. Born approximately from the early to mid-1990s to the present, this cohort of consumers is causing marketers to adjust their lenses and understand where the generation is heading.