Plano, Texas — Dr Pepper Snapple Group has been involved with college football for the last 10 years through media buys and bowl game sponsorships, targeting college-aged Millennials. But in 2014, the manufacturer made a sizable bet by signing on as an official sponsor of the new College Football Playoff series.
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Fort Collins, Colo. — Otter Products, the manufacturer of several popular brands of protective cases for smartphones and tablets including OtterBox, rolled out its “OtterShop” at 950 Best Buy big-box stores and more than 300 Best Buy Mobile stores last summer. Created specifically for the consumer electronics retailer, Otter’s self-standing, permanent fixture is a departure from the temporary shippers it previously produced for the retailer.
While the path to purchase for even an everyday CPG item is no longer clear-cut, shopper marketers can expect an uncertain course for big-ticket items. When faced with needing to make a considered purchase – large and small consumer electronics, household appliances, furniture and more – shoppers are looking at a large investment of time and money; they may be unfamiliar with the brands offering what they need if it’s an item not purchased frequently; and they need to educate themselves to compare price, value, as well as touch and feel the item.