The November e-issue of Shopper Marketing Magazine is now available.

1. Vol. 25, No. 11 • November 2012 / An Official News Publication of the
p2pi.org
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3. Vol. 25, No. 11 • November 2012 / An Official News Publication of the
p2pi.org
2013 Hall of Fame
Nominations
Shopper Marketing and the Path
to Purchase Institute are cur-
rently accepting 2013 Hall of
Fame nominations. Initiated in
1994, the Hall of Fame honors
three consumer product mar-
keting and retailing executives
each year for their achievements
in-store. To submit a retail or
brand executive for consider-
ation, complete the nomina-
tion form at P2PI.org/hof by the
end of November. Questions?
Contact editorial director Bill
Schober at bschober@p2pi.org
or (847) 675-7400, ext. 132.
Comings and Goings
Noteworthy personnel news in the
shopper marketing community:
n April Carlisle, formerly leader of
Procter & Gamble’s Shopper Mar-
keting Center of Excellence, has left
P&G for Arc Worldwide, the market-
ing arm of Leo Burnett. Her title at
Arc is senior vice president, custom-
er marketing strategy director.
n Lisa Klauser, a 2012 Shopper Mar-
keting/Path to Purchase Institute
Hall of Fame inductee, has left Uni-
lever, where she was vice president
of consumer & customer solutions. See Page 16
She is now president, consumer &
Pitbull Visits Walmart McCormick Feeds
shopper marketing, at Integrated
Marketing Services, a division of
Advantage Sales and Marketing.
n Jocelyn Wong, formerly group
vice president, shopper market-
ing, at Safeway, has moved to Fam-
Sheets contest goes viral, ‘exiling’ the musician to store in Alaska Consumers Targeted Ads
ily Dollar, where she is senior vice By Joe Bush Spice brand says it pays to reach
president, chief marketing officer.
n Margarita Rossi has left Johnson
New York — PureBrands LLC collaborated with Walmart on a social media-
focused campaign in the summer of 2012 that certainly delivered results, although
shoppers early on the path to purchase
& Johnson, where she was senior not necessarily the intended ones. By Dan Ochwat
director, global shopper marketing. The campaign for Sheets dissolvable energy strips put the spotlight on rapper Sparks, Md. — No naked chicken. It’s the McCormick
n Catherine Lindner has left Wal-
Pitbull, one of several celebrity co-founders of PureBrands. The partners chal- & Co. mantra, because retail shoppers in a rush will
greens, where she was vice presi-
lenged Facebook users and Walmart shoppers to get Pitbull to visit their local always buy their chicken and potatoes but sometimes
dent, retail marketing.
Walmart by totaling the most “Likes” through the “My Local Walmart” Facebook forget the flavoring, says Andrew Foust, digital busi-
applet. Walmart had sought to boost its local stores’ Facebook presence as well as ness development manager.
improve its connection to Hispanics, according to Erik Rosenstrauch, chief execu- Online, however, McCormick has found a shopper
tive officer for campaign creator Fuel Partnerships, Boca Raton, Fla. more open to planning meals and searching for new
Yet because the contest relied on social media, it was vulnerable to Internet recipes. “The digital consumer actually spends, on ag-
pranksters who were not Pitbull fans. An #ExilePitbull effort to hijack the contest gregate in a year, 20% more on flavor,” Foust says. “If you
and send him to a remote store on Kodiak Island off the coast of Alaska quickly look at an e-commerce buyer, they spend upward of 70%
spread on Twitter. The effort racked up more than 70,000 likes for the store dur- more. So we know these types of buyers are high-value
Retail Reinvention
ing the promotion – much more than the reported maximum of 1,500 for other consumers, and that’s why we look to invest in digital.”
Part 2 of our series focuses stores – and succeeded in its goal. Pitbull gladly went at the end of July, and the Working with ShopRite, Kroger and Winn-Dixie,
on the key barriers that promotion attracted much more media attention than anyone could have foreseen. McCormick is running a geo-targeted, online ad solu-
plague and impede The extra attention was a mixed blessing, says Andy Settler, Sheets vice presi- tion to help drive the more receptive digital consum-
collaborative efforts.
dent of sales and general manager. “What became the publicity was the prank, er to the store. Called “Lightbox,” the ad solution was
Page 24 See Sheets, Page 15 See McCormick, Page 14
Advertisement
Feature: On Site. An interview with
John Cochran, Senior
Retail Calendars
How they’re evolving — Page 7
Insight. Vice President of Sales
& Marketing, RockTenn
Pullout wall chart — Page 7 Merchandising Displays.
Institute Strategist — Page 42 See page 11.
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5. Editorial Director Bill Schober (ext. 132)
Executive Editor Tim Binder (ext. 149)
Managing Editor Anne Downes (ext. 160)
Art Director/Production Mgr. Sonja Lundquist (ext. 138)
contents
Contributing Editors Peter Breen, Rob Mahoney, Patrycja Malinowska,
Esther Han, Samantha Nelson, Kimberly Elsham
Contributing Writers Dan Alaimo, Michael Applebaum, Aaron Baar,
Joe Bush, Emily Chen-Bendle, Liz Crawford, Ed Finkel, Erika Flynn,
Deborah Garbato, Sharon Goldman, Laura Heller, Dawn Klingensmith,
8 Jockeying for Position
April Miller, Dan Ochwat, Lorna Pappas, Al Urbanski Jockey International set out to redefine
the Jockey brand with the launch of a
Managing Director – Platforms & Publishing Chuck Bolkcom
(847) 675-7400, ext. 118; cbolkcom@p2pi.org premium underwear line at Target.
ADVERTISING SALES
Jay Gould, (847) 675-7400, ext. 115; jgould@p2pi.org
Serving: AK, AR, AZ, CA, CO, HI, IA, ID, KS, MN, MO, MT, ND, NE, NM, NV, 8 Solution Provider News The “Man” goes to the store, Page 10
OK, OR, SD, TX, UT, WA, WI, WY
Rob Hanson, (847) 675-7400, ext. 116 ; rhanson@p2pi.org
Serving: CT, DE, MA, MD, ME, NC, NH, NJ, NY, PA, RI, VA, VT, WV 10 A ‘Most Interesting’
Rich Zelvin, (847) 675-7400, ext. 117; rzelvin@p2pi.org
Serving: AL, FL, GA, IL, IN, KY, LA, MI, MS, OH, SC, TN, Canada, International
Campaign SPECIAL REPORTS
Six years after its debut as a regional
7 Retail Calendars
Need help finding a supplier? We may be able to help. Send your email to shoppermarket-
ing@p2pi.org and be sure to include a daytime phone number.
effort, “The Most Interesting Man in the
Shopper Marketing (ISSN 1040-8169) is published monthly by the Path to Purchase World” campaign is still going strong for
Institute, 7400 Skokie Blvd., Skokie, IL 60077-3339. Periodicals Postage Paid at Skokie, IL
Dos Equis. Retailers are using shopper insights to refine
and at additional mailing offices.
their promotional calendars, going beyond seasonal
Postmaster: Send address changes to Shopper Marketing, P.O. Box 1763, Lowell, MA
efforts. And, the editors of Shopper Marketing and
11 Mars Explores With
01853-1763. Entire contents copyright © 2012 by the Path to Purchase Institute. Canada
Post International Publications Mail Product (Canadian Distribution) Sales Agreement No. the Path to Purchase Institute present a “Retailer
40025274. Return undeliverable Canadian addresses to: Station A, P.O. Box 54, Windsor,
ON N9A 6J5 or Email: cpcreturns@wdsmail.com
CHANGE OF ADDRESS and other circulation correspondence should be mailed to:
V-Store Promotion Guide” insert that details the monthly
activity for 10 major retailers.
Shopper Marketing, P.O. Box 1763, Lowell, MA 01853-1763, or call (847) 675-7400, ext. 165 Mars Chocolate North America is using
for customer service. (Include your address label with all correspondence.) 3-D computer renderings to simulate the
WHERE TO WRITE: Please direct all letters to the editor and other business/advertising
correspondence to: Shopper Marketing, 7400 Skokie Blvd., Skokie, IL 60077-3339.
shopping experience and conduct virtual
testing.
16 People to Watch
ARTICLE REPRINTS & E-PRINTS: Contact Scott Easton at (770) 888-8301 or seaston@ We profile up-and-comers at Clorox, Walgreens,
p2pi.org.
Procter & Gamble, Mead Johnson, Wilton Brands,
Notice: The Path to Purchase Institute occasionally uses the logos of various companies in its
marketing materials. These include promotional brochures for events such as the Shopper Marketing
Expo, the Shopper Marketing Summit, the Design of the Times Awards and others. The use of these
12 Bringing Data to Digital Kimberly-Clark and Campbell Soup.
logos does not imply sponsorship or endorsement by the companies identified by those logos, unless Kimberly-Clark is measuring the effect of
specifically noted as such.
print-at-home digital coupon campaigns
by using an analytics platform from
24 The Path to Retail Reinvention,
RevTrax. Part 2
This four-part series underwritten by RTC continues
Editorial and Executive Offices with a look at the key barriers that plague and impede
p2pi.org
7400 Skokie Blvd. Skokie, IL 60077-3339
Phone: (847) 675-7400
Fax: (847) 675-7494
28 So-Lo-Mo collaborative efforts.
A roundup of social, local and mobile
Executive Director – Member Development marketing activity at retail from:
Chief Executive Officer & Services
• Walgreens
30 Gallery: Design of the Times
Peter W. Hoyt (ext. 121) Managing Director – Strategic
Managing Director – Product Development • Twitter
Chief Operating & Financial Officer Chuck Billups (ext. 176)
• Idelle Labs’ Brut A sampling of the gold winners in the Path to
Chris Stark (ext. 197) Director – New Business
Managing Director – Development • Red Pepper Lab Purchase Institute’s annual Design of the Times
Member Services & Events Scott Taylor (203-505-0532) • Swirl Networks competition. The winners were announced at the
Maureen Macke (ext. 127) Marketing Analyst Shopper Marketing Expo in October.
Carol Schiro (ext. 154)
• Ozmott and MC Sports
Managing Director –
Strategy & Development Senior Coordinator – Member Services • Champs Sports
• Shoparoo
34 Feature: Procter & Gamble
Steve Frenda (ext. 178) Cindy Hahn (ext. 164)
Managing Director – • Endorse
Content & Editorial Events & Education
Bill Schober (ext. 132) Manager – Events • Giftly Global brand building officer Marc Pritchard
Peggy Milbrandt (ext. 141) shares details of P&G’s strategy for the London
Production Sales Manager – Events Olympics, the company’s “largest and most
Director – Production Scott Easton (ext. 119)
Ed Ward (ext. 144) ambitious marketing campaign” ever.
Director – Education & Faculty
Art Director/Production Manager Administration
Sonja Lundquist (ext. 138) Ronit Lawlor (201-297-1570)
Marketing P2PI.org
38 Ricci at Retail
Director – Marketing & Managing Director – Content Joe showcases effective displays for toothpaste,
Communications Peter Breen (203-852-8912) gum and antacid:
Michele Weston-Rowe (ext. 123) Associate Director – Content
Senior Marketing & Rob Mahoney (ext. 113)
• Concannon
Communications Associate Managing Editor – Content • Vita Coco
Julie Andrusyk (ext. 162) Patrycja Malinowska (ext. 142) • Staples
Marketing Analyst Associate Editor – Content
Meggie Smolen (ext. 165) Esther Han (ext. 145)
Art Director
Stephanie Beling (ext. 134)
Associate Editor – Content
Samantha Nelson (ext. 146)
39 Products: Popdesign.com
Associate Editor – Content
Operations
40 Personnel Appointments
Kimberly Elsham (ext. 140)
Director – Finance & Accounting
Mike Bernal (ext. 135)
popdesign.com
Manager – H.R./Office Services Managing Director –
Jeanine Caughlin (ext. 104)
42 Institute Strategist
Platforms & Publishing
Senior Coordinator – Chuck Bolkcom (ext. 118)
Administrative Services Dir. – Market Development & Sales
Ann Estey (ext. 173) Jay Gould (ext. 115)
A month-by-month rundown of some
Staff Accountant Dir. – Market Development & Sales noteworthy and unique seasonal programs
Sajan Kuriakose (ext. 133) Rob Hanson (ext. 116) developed by retailers.
Dir. – Market Development & Sales
Information Technology
Rich Zelvin (ext. 117)
Director – Information Technology London goes global, Page 34
Jack Dare (ext. 172)
SM1211_004_005toc.indd 5 10/18/12 10:49 AM

6. 6 Shopper Marketing november 2012
editorial
Bright, Shiny & Annoying editors’ observations of each chain’s recent
promotional practices, and while there are
no guarantees, we think you’ll find this to be
W
hen I started out in this business believe that the single most important helpful in doing some master planning for
in the 1980s, you still saw manual trend in shopper marketing right now the year ahead.
typewriters in editorial offices and is the development of digital coupons, The Institute is built upon the idea that
newsrooms. A lot of older writers and editors shopping lists and direct-to-card loy- more information fosters better communica-
resisted the transition to word processors by alty programs. But some of the hype tion among retailers, brands, agencies and
placing their Remington and Smith Corona is fatiguing even for this true believer. vendors. Keeping these plans under wraps
typewriters in front of their brand new (and Case in point: Last week, a digi- as “trade secrets” is counter to a spirit of col-
unplugged) computer monitors. Some were tal technology executive showed me laboration. Please send your comments, criti-
Korean War vets, and they resurrected an what has to be the umpteenth study cisms and suggestions for next year’s Guides.
Betty Crocker ... Just for U.
old army joke by calling themselves “Rem- claiming that 80% of shopping deci-
I
ington Rangers.” They would bully the I.T. sions are made at home. Of course, this comes offer on Betty Crocker specialty potatoes of n closing, we note
department (usually just one overwhelmed on the heels of the umpteenth study claiming $0.99. Thus, Chicagoland’s “coupon enthu- the passing on Oct.
kid back then) into not noticing and make that 70% of shopping decisions are made in siasts” discovered that they could “purchase” 6 of a dear friend,
the junior editors figure out workarounds. store. This madness must stop, so I’m split- a $0.99 product with a $1 coupon. For free, Bill Zurynetz. Bill was
They were interesting guys, full of colorful ting the difference and authorize all of you in other words, and in unlimited quantities the owner of the Lost
stories and a major pain in the tuckus. I saw to cite Schober’s Law – “75% of shopping deci- too. A few shoppers quickly cleaned out the Boys Con sor tium
no charm in the cliché of the crusty old Lud- sions are made somewhere.” shelves, in some cases, 50 boxes at a time. and, over the past two
dite back then, and I still don’t now. I’ve got Look, I’m impressed by “Big Data” and the Their slower compatriots meanwhile called decades, probably
more gadgets than I know what to do with notion that companies know 70,000 bits of them greedy. (Apparently, there’s no honor helped prepare more
and a crate full of broken monitors, antique information about me. But you lose me with among … coupon enthusiasts.) DOT and OMA entries than anyone else on
Palm Pilots and umpteen HDMI plugs. claims that you can predict what I’m going to Safeway isn’t saying if this was a computer earth. As a marketing staffer for POPAI and
Lately, though, technology “news” has be- buy. I must know at least 70,000 bits of infor- bug or human error. But imagine the look on a consultant for the Institute, it’s no exag-
come so hyperbolic that it’s becoming tech- mation about my wife and I still have trouble Ms. Crocker’s face if this deal had been offered geration to say that Bill was influential in the
noise. I worry when I meet people who say thinking up a birthday present every year. to Facebook’s 552 million daily active users. creation of many of the industry programs
they (a.) stood in line to buy an iPhone; (b.) we enjoy today. He was a positive voice for
I T
used real money to buy digital tractors for n mid-September, the Institute’s Steve he “Retailer Promotion Guide” that you’ll in-store marketing and he’s missed by every-
their digital farms; (c.) have 1,000 Twitter Frenda spotted a glitch in a Safeway “Just find nestled into this issue on page 7 is one at the Institute. To leave a memorial, visit
followers they think are real; or (d.) don’t be- For U” offer for Betty Crocker specialty po- decidedly non-digital. It’s made out of http://aloiafuneral.com/home.html.
lieve that “sponsored stories” on Facebook are tatoes at the Dominick’s chain in Chicago. a special medium (paper) that’s compatible
advertisements. Are we all early adopters or Here’s what went down: A $1 coupon was with pushpins, bulletin boards and most an-
just suckers? And should I start worrying or offered, but it didn’t limit the number of alog writing instruments (i.e., pens). We’re
hoping that Zynga/Groupon/Facebook/etc. is Bill Schober is editorial director of the
items that could be purchased. Just For U’s not billing this as a “calendar” per se because Path to Purchase Institute. He can be
or isn’t in my 401(k)? Then my head explodes. “Deal Match,” which honors prices on cer- we do not have the chains’ specific plans for reached via e-mail: bschober@p2pi.org
This magazine is avidly pro-So-Lo-Mo. I tain items at Target and Jewel, matched an 2013 in hand. Our listings are based on our or phone: 847-675-7400 (ext. 132).
Kendal King Group • Mark Weslar, Director Of • Shelley Pisarra, Director, • David Hanson, VP,
The League of Leaders is an exclusive organization of industry • Adam Herbig, Director, Customer Marketing Shopper Insights & Channel Planning
thought-leaders dedicated to advancing the understanding Environments, Exhibits Mosaic Marketing Tempt In-Store
of all marketing efforts that culminate at retail. & Events • Tim Hauser, SVP Procter & Gamble Productions
• Landon Nobles, COO • Aidan Tracey, CEO • David Grebert, Director, • Mike Draver, President
Kimberly-Clark Brand Building Integrated Time/Warner Retail
Acosta Marketing Church & Dwight Del Monte Foods Co. Great Northern MyWebGrocer Communications
Group – AMG Consumer Packaging
• Anne Jenkins, Corporate • Curt Alpeter, EVP
Sales & Marketing
• Dan Bracken, Director, • Steve Aleksich, Senior • Jennifer Marchant, VP,
• Lauren de Simone, SVP, & Display Strategy/Shopper Rand Diversified
Marketing Services Manager, Shopper Marketing Lead • Alec Newcomb, Chief Customer Marketing
Strategy Marketing • Patrick Graf, VP, Sales • Brian Mumau, EVP,
Clorox Co. Strategy Officer
• Mark Scott, EVP, Development • Anne M. Jones, VP, Business Development Triad Retail Media
• Sara Gilbert Leonard, • Catherine Tanner, Senior NBC Universal Studios
Marketing Service • Mike Schliesmann, SVP, Shopper Marketing & • Stuart Sklovsky, CEO • Greg Murtagh, CEO
Director, RCM, Walmart Manager, Shopper Business Development • Mike DuBoise, SVP,
Operations Marketing Business Unit Manager RichRelevance • Kinjal Patel, SVP,
• Colleen Schweichler, Strategic Customer Business Development
Anheuser-Busch Henkel North Kraft Foods Global • Diane Kegley, VP,
Director, Shopper Diageo Inc. Marketing & Category
• Patrick Arminio, Shopper Marketing America Development Marketing Ubisoft
• Dirk De Vos, VP, • Sue Carey Coyle,
Insights Manager • Henry Hendrix, Director, • Andrew Zeiger, General • Steve Carlin, Senior
• Chris Vickers Tucker, Commercial Planning Director of Customer Nestlé Global
Shopper Marketing & Manager Advertising Director, Shopper
• Tom Prestridge, Director, Director, Sales, and Activation Marketing • Joe Radabaugh,
In-Store Merchandising Marketing & Insights
Shopper Insight Shopper Engagement • Robert Fountain, Director, Divisional VP, Category RockTenn Merchan-
• Wendy Warus, VP of LG Electronics
dising Displays • Tony Key, SVP, Sales &
Arc Worldwide Coca-Cola Co. Commercial Planning • Carl Brown, Director, and Shopper Excellence
Sales, Winning In Store • Craig Gunckel, EVP & GM Marketing
• Nick Jones, EVP, • Elaine Bowers-Coventry, & Activation, On & Off Trade Marketing • Kristi Ross, Director
Retail Practice Lead Premise Hershey Co. of Marketing, Retail & • Jon Kramer, CMO • Andrew Simpson,
Group Director, Applied • Michael Depanfilis, VP, • Rachel Olson, In-Store
• Marie Roche, VP, Retail Planning, Shopper • Jonathan Nell, Director, Shopper Marketing, Associate Director, Retail
Shopper Marketing Marketing Manager RTC
Development Shopper Marketing, Nestlé-Purina & Shopper Marketing
Business Development • David VanderWaal, • Richard Nathan, CEO
• Nancy Gibson, Group North America Insignia Systems Inc. • Mike Scheu, Director, • Bruce Vierck, VP Unilever
Brown-Forman Corp. • Alan Jones, SVP, CPG & Director, In-Store • Dawn Hedgepeth,
• Christa Bryant, Director, Director, Applied Retail Dr Pepper Snapple Marketing, Home Shopper Marketing
Group Retail Sales Sabra Dipping Co. Shopper Marketing
Channel and Customer Planning, Shopper Appliances & Newell Rubbermaid • Ken Kunze, CMO
Development • Brant Burchfield, Director, • Jennifer Propsom, VP, Director
Marketing Entertainment • Lisa Gunther, VP, • Pete Loizzo, Director,
• Michael S. La Kier, Shopper Marketing Strategic Marketing Marketing • Marc Shaw, Director,
• Bob Krall, VP, MARS Advertising Inc. Sales Operations
Group Director, Shopper • Lon Johnson, Director, Integer Group Shopper Marketing U.S.
Channel Sales Director – • Fern Grant, SVP, Strategic • Elizabeth Ubell, VP,
Casual Dining Marketing Strategy & Shopper Marketing • Frank Maher, COO/Group Category Management Safeway Inc. Vestcom
Planning • Deb Fifles, VP, Consumer
Capability • Michael Treichler, VP, President (Midwest) International Inc.
Campbell Soup/
Shopper Marketing • Rob Rivenburgh, COO OfficeMax Inc. & Shopper Insights • John Lawlor, Chairman
Pepperidge Farm Colgate-Palmolive • Mike Sweeney, CEO • Chuck Luckenbill, VP,
• Mimi Dixon, Senior • Bill Bean, WW Director, MaxPoint Interactive • Steve Moylan, VP, & CEO
Energizer Holdings Integrated Marketing Visual Merchandising
Group Manager, Global Shopper Insights Inc. • Adam Fine, Senior Shopper Marketing • Jeff Weidauer, VP,
Services
Integrated Shopper & Trade Research • John Hill, VP, North • Valerie Bernstein, VP, Director of Shopper PepsiCo (Beverage)
Sara Lee Food & Marketing & Strategy
Marketing America, Energizer Marketing • Tracey Doucette, SVP, Beverage
• Barry Roberts, Director, Client Services Walgreen Co.
Personal Care • Gretchen Joyce, President Customer Strategy, Field • Patti Althoff, Director, • Geoff Sherman, Director,
• Ted Kantor, VP, Shopper Retail Shopper Solutions • Allison Welker, EVP, & Shopper Marketing
Insights & Marketing • Alyssa Topp, Senior Client Services Meijer Inc. Category Leadership Promotional Strategy
ConAgra Foods • Nicole Flavin,
Solutions • Tim Miller, Senior Director, Manager, Trade Marketing • Lanny Curtis, Director, Shopper Sciences Walmart Stores Inc.
Johnson & Johnson Senior Director,
• Chris McGown, Shopper Insights Frito-Lay Inc. Sales and Logistics Co. Shopper Marketing • Devora Rogers, Global • Ken Mantel, Senior
Drug/C&G/Dollar Director, Business
Senior Group Manager, • Rachael Norton, VP, • Stephen Springfield, • John King, Director • Michael Ross, VP, Director, Creative
Integrated Shopper Senior Director, Business Marketing, Consumer • Bryan Welsh, VP, Development
Shopper Marketing Specialty/Alternative Marketing, Strategic
Marketing Strategy & Analytics Channels Insights, Pricing Shopper Marketing Brand Activation
Sonoco CorrFlex
CROSSMARK PepsiCo (Quaker)
Capre Group • Jeff Swearingen, VP & JWT/OgilvyAction Menasha Packaging Co. • Philippe Erhart, Division Whirlpool Corp.
• Joe Crafton, President • Kristine Abrahamson,
• Anne Chambers, CEO GM, Customer Sales & • Scott McCallum, • Kerry Bailey, National VP, Sales • Michael Ledford, Senior
• Wayne Luciano, VP, Marketing Senior Marketing Director,
• Patrick Fitzmaurice, President, Shopper Director, Walmart/Sam’s • Jeff Tomaszewski, VP & Manager, Insights &
Marketing Club Customer Innovation
Principal GfK Marketing, North General Manager Strategy
Datalogix Inc. • Alison Chaltas, EVP, America • Will Phillips, National • Jackie Clifton, Senior • Kathleen Wolf, Senior
CatapultRPM Shopper Marketer, Starbucks Coffee Co.
• Rob Holland, GM, CPG Shopper & Retail Strategy Director, Supermarkets Manager, Consumer
• Peter Cloutier, President Kellogg Co. Quaker Foods • Deborah Hannah,
• Laurie Weisberg, VP, • Bill Romania, SVP • Daniel Cooke, Director, Shopper Marketing Strategy & Insights
• Joe Robinson, President, MillerCoors
Direct Sales Digital Shopper Marketing • Bryce McTavish, VP, Director
RPM Connect
Channel Marketing
SM1211_006_007edit.indd 6 10/18/12 10:44 AM

7. November 2012 Shopper Marketing
From 7
Shop th
per M e editor
Path a so
to P rketing a f
see urc n
the a hase In d the
Turning a Page “Re
tail ttach stitu
er P ed insert ,
ro
Guid mo :
te
on the e” tion
Calendar Retailers are using shopper insights to
refine their promotional calendars
B
By April Miller
etter shopper insights have helped retail calen- more meetings and may even be sharing insights that
dars evolve from being strictly season, holiday shape a store’s calendar.
and event (think summer, Christmas and Super Retailers reluctant to share their calendars can be chalked
Bowl) focused to those filled with tactical plat- up to a competitive marketplace. “The retail landscape is a
forms and programs that are aimed at offering solutions for first-mover game,” says Jeff Skolnik, executive vice presi-
shoppers based on their given mindset and needs through- dent and general manager, Blue Chip Retail Marketing.
out the year. “Everyone wants to be first to market with new product
With best-in-class retailers blending insights from POS, launches, first to market with key shopping periods and
loyalty cards, surveys and custom research, they have an first to market with new ideas. This environment is the
ongoing “360-degree database into the shoppers’ behavior,” reason that Christmas and winter holiday communication
says Alison Chaltas, executive vice president, shopper & re- starts before Halloween actually occurs.”
tail strategy, GfK. That enables retailers’ platforms and pro- Missed opportunities happen when retailers aren’t forth-
grams to be more targeted to individual shoppers and stores. coming with calendar details. Even the most strategic
Seasonality isn’t off the table since shoppers do tend to and creative campaigns won’t live up to their potential
have a similar frame of reference and purchase-driving if launched too early or too late. When retailers do share
behavior at certain periods throughout a year. Seasons, their entire planning calendar as early as possible, every-
holidays and events offer a starting point to form a cal- one involved then works “off the same information,” says
endar, but today retailers are offering more sustaining Skolnik, “and toward the same goals.”
Super Bowl at Safeway’s Vons
shopper programs that live beyond one sales period. “It’s Many retailers are tapping into the shopper insight re-
a more holistic way of viewing the seasons,” says Richard sources that an agency or a leading CPG is able to provide
Butwinick, president, MarketingLab, “as a way to reflect to identify new occasions and solutions around which to
organize programs, says Laura Moser, executive director,
retail strategy, G2. “The future is about defining events
between the Super Bowls and July 4th holidays that are
connective to targeted groups of shoppers, providing com-
petitive advantage to particular channels of trade.”
Citing the “Walk with Walgreens” program, Moser notes
that the drug channel is doing “an exceptionally great job of
developing programs that go beyond the season and bring
solutions that position the retailer as a health and wellness
partner” – both meeting shopper needs and leveraging
triggers that drive loyalty. Participants in Walgreens’ online
community are able to log their steps for rewards and cou-
pons, watch videos and learn about charity walks.
Chaltas finds that retailers are increasing their proprie-
tary seasonal promotions, such as Walmart with its “well-
ness” displays. “There is one with Merck on Claritin and
Coppertone that does a great job of flexing space based on
seasonal needs,” she says. “Claritin in the spring and fall.
Coppertone in the summer.”
Meijer used its back-to-school 2012 campaign to in-
crease enrollment in its mPerks mobile coupon program
Easter at Walgreens
and “establish Meijer as a solution-filled destination for
mom,” Butwinick says. BTS “This is the Year” messaging
their overall value proposition and points of dif- was used in-store, at events and on social media and its
ferentiation they want to communicate to the website. Those enrolled in mPerks could obtain various
shopper throughout the year.” coupons called “back to school bucks.” The BTS focus on
As retailers’ ability to deliver targeted messages low prices included clothes and school supplies as well
to individual shoppers increases, Jim Lucas, ex- as food through its Meijer Mealbox. In addition to being
ecutive vice president, global retail insight and a free meal planner, the online tool offers recipes, videos,
strategy, Draftfcb, expects that their ability to coupons and even wine pairings.
become more strategic and collaborative with A major challenge in the continued evolution of cal-
vendors “should increase dramatically.” If con- endars is how to make more refined and detailed ones –
version and redemption rates are boosted from focused on specific segments or shopper interest groups.
the laser-like targeting, it makes sense for retail- Large umbrella ideas, such as health and wellness, will
ers to collaborate with manufacturers to provide have to be drilled down to make the shopper insights ac-
relevant content for their shoppers, Lucas says. tionable. “A retailer may take the seasonal focus on health
While large retailers typically have two meetings and resolutions for the New Year,” Skolnik says, “and
per year for most manufacturers to discuss calen- overlay a better-for-you, gluten-free campaign targeted to
Back to school at Walmart dars, the preferred vendors are probably getting key categories.”
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8. 8 Programs Shopper Marketing November 2012
solution provider Jockey Reaches Its Target
news Exclusive line of premium underwear helps redefine the brand
By Joe Bush
K enosha, Wis. — Jockey Interna-
Advantage Taps Domier for tional launched a line of premium
Chief Executive Position underwear at Target last summer, ac-
Advantage Sales and Marketing complishing two goals in the process.
(ASM), Irvine, Calif., has named While securing national distribution
Tanya Domier as CEO, effective of its underwear at the mass merchant
Jan. 1, 2013. Domier, currently for the first time, it also redefined the
president and chief operating Jockey brand.
officer, will take over for current Target’s exclusive “JKY by Jockey”
CEO and founder Sonny King, comprises both upper and lower
who will transition to the role of executive chairman. undergarments designed to appeal
Domier has been with ASM since 1990, and under her to consumers younger than the tra-
leadership the company launched IN Marketing Ser- ditional target of the 136-year-old
vices, an experiential and shopper marketing agency. brand. With Target the focus from the
She also helped create a partnership with Walmart start, according to Jockey chief mar-
that focused on improving the in-store interaction be- keting officer Dustin Cohn, Dallas-
tween brands and shoppers. based retail marketing agency TPN
steered Jockey to a younger consumer
Synergistic to Launch Magazine ‘Outsert’: Syner- based on Target’s
gistic Marketing, New York, is building on its Product shopp er prof i le,
Movers services to launch a “Freestanding Magazine and then set about
Outsert” program that will deliver promotional adver- helpi ng Jockey ’s
tising and coupons via an “outsert” polybagged with design and packag-
subscription copies of various women’s magazines. ing teams innovate.
Meredith Corp. and its Better Homes and Gardens, Fam- “Qualitative, quan- Jockey launched an exclusive
ily Circle, Ladies’ Home Journal, Eating Well, Every Day titative, shopalongs underwear line at Target
with Rachael Ray, More, Family Fun, Fitness, Parents and and intercepts,” says stores, with space carved
Midwest Living are partners for the April 2013 launch. Sarah Cunningham, out for the JKY by Jockey
line. JKY is positioned as a
TPN vice president premium brand.
of account services.
“[Make] a pretty ro-
bust research plan.”
TPN also created
the campaign mes-
saging; it turned over all the P-O-P files to Target’s mer-
chandising team.
The “It’s Time to Change Your Underwear” campaign
was supported by a dedicated JKY by Jockey area in-store,
as well as by activity at Target.com, in the retailer’s circu-
lars and on receipts. The brand made 30-second commer-
cials for a digital campaign that was slated to begin in the
fall and includes a Facebook page and Facebook ad buys,
Peapod launches pickup service: Skokie, Ill.-based as well as a presence on YouTube, Twitter and Pinterest.
Peapod, an Ahold subsidiary, is piloting a “Peapod Key insights from the research included learning that
Pick-Up” service as an alternative to its home delivery the target consumer is male, 25 to 39 years old, and fashion
service. Shoppers who order groceries at Peapod.com conscious. Also, the research revealed that when people
can schedule pickup at a Stop & Shop location in shop for underwear, they like to touch the fabric, which is
Abington, Mass. (Ahold also owns Stop & Shop) and why many underwear sections of stores are littered with
at a dedicated Peapod Pick-Up location in Palatine, Ill. torn packaging, according to Cunningham. Finally, says
Another dedicated location is scheduled to open in De- Cohn, Jockey learned that a quarter of male shoppers in
cember in Deerfield, Ill. general leave stores frustrated, without making a purchase consumers will have to pay a premium for this product,”
A&P, Brookshire Choose NCiM for Events: Regional because they couldn’t find what they wanted. Cohn says. “Given it’s the highest quality that Target car-
grocers A&P and Brookshire Grocery Co. selected Pla- The result is a style with functional packaging that fea- ries, it’s important to reinforce to consumers the value
no, Texas-based Crossmark’s New Concepts in Market- tured openings for shopper fingers, color codes and silhou- based on these benefits.”
ing division to handle events in several markets. NCiM ettes for ease of navigation. A byproduct of the accessible Cohn says the ideation and selling to Target took four
will provide sampling programs for six A&P banners clothing, and no small consideration, is less cleanup in the months; another eight months was spent on production
in the Northeast, and 153 Brookshire stores in Texas, underwear section for retail associates. of the underwear and the packaging, and shipping to all
Lousiana and Arkansas. “Probably the most important piece was the packaging,” 1,760 Target locations.
Cohn says. “What the agency and Jockey created was a “Jockey’s a great iconic brand,” Cunningham says. “It
Hyper Marketing Buys European Agency: Hyper very premium, upscale package that also clearly commu- wasn’t just about selling product, it was about helping them
Marketing Inc. (HMI), Chicago, acquired integrated mar- nicates the product benefits and most importantly creates re-establish a relationship with not just Target but their
keting agency Acorn, Dublin, Ireland. HMI plans to ser- what we call a wayfinding system that provides navigation other customers as well. To get them to see them in a new
vice global clients in Europe through Acorn’s network. for consumers to quickly find what they’re looking for.” light, to look to Jockey as being an important partner in
Acorn will continue under its current moniker and will JKY by Jockey’s role at Target also figured into the prod- this category, and someone they’re going to look to, to help
partner with other marketing services within HMI. uct design, packaging and P-O-P equation, says Target bring them new ideas and new innovation for their own
spokesperson Evan Miller. Target previously had bargain shoppers.”
P-O-P Companies Change Names: Fort Worth-based underwear and a level up from bargain, but not a premium
May Advertising changed its name to May Group In- choice. “JKY fills a niche and helps differentiate us from
ternational. ... Consortium Cos., Hebron, Ky., is now competition,” says Miller. “Given Jockey’s market share and Brand: JKY by Jockey
Consortium 360. brand heritage, the partnership was a compelling reason for Key Insight: When people shop for underwear, they
us to develop an exclusive, differentiated product offering.” like to touch the fabric; a quarter of male shoppers leave
Ready-to-Eat Cereal is Top Coupon Category: Cou-
Cohn says the look and feel of JKY by Jockey was driven a store without purchasing, frustrated at having to search
pons.com, Mountain View, Calif., reports that ready-to- for their desired product.
as much by a shopper demographic as a shopper mindset.
eat cereal ranked as the most popular coupon category
“From a signage standpoint, this notion of an advanced Activation: Launch an exclusive premium line of un-
for Jan. 1 through Aug. 31, 2012, followed by household derwear at Target, with packaging that calls out benefits
stay-dry fabric and this modern fit along with this product
cleaning supplies and yogurt. The same three catego- and lets the shopper touch the product inside.
that stays bright and white was very critical as well because
ries topped the list for mobile coupons.
SM1211_003_008_014covProgram2.indd 8 10/16/12 8:54 AM

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SM1211_003_008_014covProgram2.indd 9
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10/2/12 11:32 PM

10. 10 Programs Shopper Marketing November 2012
Still Thirsty for Dos Equis
‘Most Interesting Man’ campaign shows staying power, connects digital with in-store
By Joe Bush
White Plains, N.Y. — “The Most Interesting
Man in the World” and “Stay Thirsty My
Friends” are instantly recognizable slogans
that speak to the original creativity as well
as the endurance of a multifaceted beer
campaign that is still going strong today
after humble beginnings as a regional TV,
radio and print effort in 2006.
Dos Equis’ “The Most Interesting Man
in the World” campaign, the brainchild of
New York-based agency Havas Worldwide,
This year’s Halloween effort,
is one of the most successful campaigns of
a “Masquerade” campaign
the past decade because the brand market- utilizing SnapTags, gives
ers chose to zig instead of zag. “While the consumers access to special
category convention relies on sophomoric offers, a sweepstakes and
unique content. Meanwhile,
humor, we speak to the aspirational nature its ”Most Interesting Man”
of our target,” says Nipa Parekh, Dos Equis character has made its way
senior brand director at Heineken USA. into stores, including a
“Dos Equis is the brand for those who want standee at CVS/pharmacy,
to complement its print and
to live a more interesting life. … The cam- TV activity.
paign and activation play into the ‘interest-
ing’ insight by providing stories, experience nament.” Dos Equis positioned
and inspirational fodder for conversation.” fans’ submissions in a NCAA bas-
In June of this year, Parekh replaced Paul ketball tournament-style bracket.
Smailes, who had guided the campaign Fan voting determined the win-
since 2009, when it first grew into a nation- ner, who received a Dos Equis
al effort. Smailes, who moved to Heineken’s billboard in his hometown featur-
global office to help guide its digital work, ing the winning catchphrase: “His
left behind an array of digital tools that French never needs pardoning.”
helped boost Dos Equis to the No. 6 selling Among its digital activity is a “Stay
imported beer in the U.S. in 2011. Thirsty My Friends” website where
The campaign has evolved since its in- consumers can submit toasts. Also,
ception, exploding along with YouTube Dos Equis operates an interactive
and Facebook. As of mid-September, the online community at MostInter-
Dos Equis Facebook page boasted more estingAcademy.com that connects
than 2 million fans, up from 1.8 million six consumers to interesting and daring real-life
months before. events like skydiving, butcher classes and
Dos Equis uses Facebook as its primary “Tough Mudder” races. Recently, users could
social media focus, employing features such submit entries into a “Stay Thirsty Grant” periods throughout the year. She says this hints to the answers through QR codes on
as “Legendary Fan Lines,” in which fans contest that awarded $25,000 to help the year’s “Most Interesting Academy” summer P-O-P materials.
create their own “Most Interesting Man” winner achieve his dream. program prompted shoppers in-store to This year’s Halloween effort, a “Masquer-
catchphrases. In March 2012, the brand The brand’s path to purchase strategy discover content and tips on the Academy ade” campaign utilizing Snaptags and Face-
hosted “The Most Interesting March Tour- is to connect these online presences to website via SnapTags from SpyderLynk, book, gives consumers access to special
on- and off-premise Denver, that appeared on P-O-P and pack- offers, a sweepstakes and unique content.
shopper activity, says aging. Smartphone-wielding shoppers were “The Dos Equis audience is savvy, so Spy-
Parekh, particularly able to get location-relevant information derLynk worked with the Dos Equis team
during key promotion about chefs’ recipes and add ingredients to build and deploy an action-rich mobile
onto their shopping lists, experience with multiple engagement and
and to win discounted conversion opportunities,” says Jane McPher-
culinary classes. son, SpyderLynk chief marketing officer.
On-premise (at bars The key metrics for the overall cam-
and restaurants), Dos Eq- paign’s performance are online and social
uis brand ambassadors media interactions as well as sales, PR im-
used an iPad application pressions and brand awareness. Parekh
to provide teasers about says there is no end in sight for the cam-
academy initiatives to en- paign. “We actively listen to the comments
courage people to visit the on our social media platforms as well as
website. monitoring the conversations and chatter
The in-store efforts on blogs and non-Dos Equis proprietary
have also included dedi- websites for us to understand how we can
cated aisle displays or always align the brand closer with our tar-
endcaps at Walmart and get’s needs and aspirations.”
CVS/pharmacy that de-
pict the campaign’s main
character, who has been Brand: Dos Equis
portrayed by actor Jona- Key Insight: The brand’s consumers
than Goldsmith since the are aspirational in nature and want to live
start. a more interesting life.
In other activity, Dos Activation: Use digital activations – in-
Equis’ 2011 Halloween cluding promotional websites, Facebook
program included an on- and YouTube – to complement TV/radio/
print advertising by providing stories,
line trivia contest about experiences and inspirational fodder to
the “Most Interesting Man” the target audience. Activate in-store with
Dos Equis’ digital properties include, clockwise
from top left: StayThirstyMyFriends.com and
that featured a different dedicated P-O-P that utilizes SnapTags to
MostInterestingAcademy.com in addition to a question each day of Oc- connect shoppers with digital elements.
dedicated Facebook page and its primary website. tober. The brand offered
SM1211_003_008_014covProgram2.indd 10 10/10/12 3:27 PM