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Featured Stories in Shopper Marketing
Mississauga, Ontario — As Kimberly-Clark launched U by Kotex Extra maxi pads in August 2013, it wanted its target audience of girls and young women to associate the brand with fashion.
Just as important, it wanted the campaign accompanying the launch in Canada to associate the brand with Loblaw Companies Limited, the largest food retailer in the country and parent company of the Loblaws, Real Canadian Superstores and Zehrs chains.
Erin Hunter joined Facebook in August 2012 as global head of CPG strategy. In the last year, Facebook has joined forces with Datalogix, Epsilon and other research and analytics firms in an effort to deliver more targeted advertising capabilities to its myriad marketing partners. Those efforts have paid dividends in the form of increased awareness and campaign ROI for CPG brands. Hunter recently sat down with Shopper Marketing to discuss Facebook as it relates to CPGs and the discipline of shopper marketing.
New York — Organizational structure in regard to shopper marketing may not look the same at any two companies – various job titles, reporting structures and scope of responsibilities exist – but it’s clear that for the leading-edge CPGs, shopper marketing has earned a definite seat at the table. That was one of the key findings in GfK’s “Futurescope 2013: Evolution of Shopper Marketing Organizations.”