Published 12 times a year, Shopper Marketing covers retail marketing from insights to activation to execution. Issues include case studies, discussion-oriented features, channel and category reports, and news on the latest research, retail media technologies, packaging innovation and displays. It serves those shaping the in-store and shopper marketing industry.
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Featured Stories in Shopper Marketing
You’d expect maybe a cereal, beverage or candy brand to be a perfect partner for the release of an animated film like “Rio 2.” But Western Union?
Seeing a connection between the movie’s family theme and the payment service provider’s target consumer and core money transfer service, Western Union teamed with Twentieth Century Fox for the April release of Blue Sky Studios’ “Rio 2.”
Glendale, Calif. — Nestlé USA is partnering with 41 Superior Grocers stores in the Los Angeles area to help Hispanic consumers “Set the Table” for healthier, balanced meals through a nine-month bilingual campaign that began in April. Simultaneously, the campaign partners will provide $50,000 to 10 local Boys & Girls Clubs with predominantly Hispanic membership to educate their members on healthy eating.
Every marketer needs to be strategic, but none more so than those working with small budgets. “With all the tactics and tools out there, it becomes a trial on what’s going to work for your objectives,” says Chris Costello, national sales manager-retail at R.C. Bigelow Inc. (aka Bigelow Tea). “That’s the hardest thing we’re facing. We don’t have the luxury like some of these larger CPGs that can do everything.”