Path to Purchase Institute
At the Center of the Shopper Marketing Universe | p2pi.org
• A membership community of more than 400 companies
representing over 12,000 consumer product brand
marketers and manufacturers, retailers, agency
executives and solution providers.
• The most comprehensive and up-to-date collection of
shopper marketing information in the world.
• All the right tools, knowledge and expertise necessary
to integrate and execute against today’s shopper
• The authoritative publication
that covers retail marketing from
insights to activations to executions.
• Delivered monthly to 18,000
qualified consumer product
marketers, retail executives, agency
professionals and others allied to
• The only information source of its
kind for decision-makers who buy
and specify shopper marketing
• The same stellar content from the
print edition delivered in a mobile-
friendly format with enhanced links
and rich media interaction.
• Available each month for download
in iTunes and Google Play stores.
• The Institute is constantly
leadership across the
entire shopper marketing
community via white papers,
collaborative reports, article
series and other industry
Vol. 30, No. 1 • January 2017
See Goldfish, Page 10
CHICAGO — The Path to Pur-
chase Institute has named Mike
McMahon its new
president and ex-
He replaces Insti-
tute founder Peter
Hoyt, who became
chief executive officer & presi-
dent of the Institute’s parent com-
pany, EnsembleIQ, in July.
“Handing off the director-
ship signals signi� cant positive
changes, both for the Institute
and for EnsembleIQ,” Hoyt said.
“With the Path to Purchase In-
stitute joining EnsembleIQ’s in-
tegrated cross-channel network
of media and information re-
sources, we now have a tremen-
dous capacity to help people and
their businesses succeed. [Mc-
Mahon] is the perfect choice to
lead that charge.”
McMahon most recently
served in a senior role at Oracle
Data Cloud. He has more than 20
years of consumer and shopper
marketing leadership experience,
including signi� cant tenures at
ConAgra Foods (now Conagra
Brands), Nestle and Alcone Mar-
keting Group. McMahon was in-
ducted into the Path to Purchase
Institute/Shopper Marketing Hall
of Fame in 2010. SM
2017 Hall of Fame
Class to Be Finalized
CHICAGO — The Path to Pur-
chase Institute in early Decem-
ber was working to select three
industry leaders for induction
into the Shopper Marketing Hall
of Fame in 2017. The selections
are to be announced at P2PI.org
by the end of December and in
the February issue of Shopper
Marketing. The 24th annual in-
duction ceremony will be held
in conjunction with the Shop-
per Marketing Ef� e Celebration
on Tuesday, March 28, in New
York. Both events are part of the
Shopper Marketing Summit.
Registration for the 2017 Shop-
per Marketing Summit opened
in mid-December. SM
Brand’s back-to-school program
at Walmart o� ers lower prices
as well as shopper solutions
By Chris Gelbach
CAMDEN, N.J. — Gold� sh, a snack brand
of Campbell Soup Co.’s Pepperidge
Farm subsidiary, set out to make the
back-to-school season at Walmart easier
for families by providing healthy and
affordable lunch and snacking options.
With its “Pack a Smile Every Day”
program, Goldfish wanted to break
through the in-store clutter of the season
and reach Millennial moms effectively,
says Julia Sanchez of The Mars Agency,
Southfield, Michigan. The agency op-
erates as Pepperidge Farm’s shopper
marketing team, and Sanchez serves as
director for its Walmart efforts.
One key component for success in this
effort was to be a pricing leader, so Pep-
peridge Farm opted for $5.98 “Rollback”
pricing for Goldfish bulk packages.
“Walmart was very happy with that and
not only provided a very broad merchan-
dising footprint for us, but also executed
in-store signage with ‘Rollback’ messag-
ing for us,” Sanchez says.
The program built upon the Gold� sh
brand’s wholesome image. Pepperidge
Farm partnered with Bolthouse Farms,
another Campbell Soup Co. brand, on an
in-store offer that enabled shoppers to save
$1 on 10-ounce baby carrots or 11-ounce
juice with purchase of a 30-ounce or
larger package of Gold� sh crackers. The
collaboration helped Gold� sh drive home
the idea that moms could use the crack-
ers to provide children a lunch solution
that’s healthy while also saving money.
The instant redeemable coupons (IRCs)
were displayed on special Gold� sh half
pallets created for the campaign by Chief
Container, Acworth, Georgia.
The cross-aisle partnership with Bol-
thouse Farms was an unusual one for
What area of your organi-
zation still needs a better
understanding of shopper
marketing and its role?
Which touchpoint is most
important in your digital
is the biggest pain
to work with?
Which retailers have
the most dynamic
Complete Trends coverage, including
our virtual roundtable discussion
See Goldfish, Page 10
SM1701_C1_006_013programs.indd 1 12/13/16 1:54 PM
RESEARCH REPORT: IN-STORE SAMPLING
A supplement to Shopper Marketing magazine
Sampling Sees Lift
20 Weeks Out
Loyalty-card research finds that in-store
sampling boosts sales long after the event,
lifts established products, and increases
• A Knowledge Networks/PDI study of in-store sampling found sales lifts lasting as
long as 20 weeks after the event. This, in turn, suggests that sampling may be far
more cost effective than previously thought.
• The study found that sampling not only increased sales of newly launched products,
but line extensions and even well-established existing products, as well.
• The study reports that sampling can have a positive “halo effect” on related
merchandise, lifting the sales of non-sampled products within the parent brand’s
• The study indicates that sampling can recruit new buyers to both sampled items
and brand franchise items.
• Preliminary data also shows that the average shopping basket size of the test
households (those exposed to the sampling event) increased 10% over the average
frequent shopper basket of the retail chain.
• A twice-weekly e-newsletter
emailed to 11,000 brand
marketing, retail and
Shopper Marketing Magazine Shopper Marketing Newswire
Digital Edition – Shopper
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The Retail Academy* is an industry initiative that
enables unparalleled brand manufacturer and retailer
collaboration in conjunction with the Shopper
Marketing Summit and the Path to Purchase Expo.
The Forum of Merchandising Executives* unites brand
manufacturers, retailers and merchandising firms to
explore best practices, key issues and current obstacles
to creating, distributing and measuring merchandising.
These Councils are action-oriented industry share groups
that exist to discuss, debate and activate around key issues
in the digital shopper marketing and e-commerce arenas.
*By invitation only.
League of Leaders* is an exclusive group of the industry’s
most influential leaders who gather in an “open forum”
atmosphere for the candid exchange of ideas, philosophies
and strategies aimed at advancing the industry.