Daily Field Reports
Whole Foods Presents a 'Mom-O-Rama' May 23, 2013
Whole Foods Market geared up for the May 12 Mother's Day holiday by hosting in-store "Mom-O-Rama" events on May 9. Staged at all stores, the events involved cooking demonstrations…
Best Buy Saves Earth May 23, 2013
Best Buy tapped into the April 22 observance of “Earth Day” by offering savings on relevant products. In stores, ceiling banners promoted 10% to 20% off major appliances and floor-care…
PetSmart Taps New CFO May 23, 2013
PetSmart has hired Carrie Teffner as chief financial officer. Teffner will replace current cfo Lawrence Molloy, who plans to resign June 3 but will remain with the company as a special advisor…
Walgreens Has a 'Happy and Healthy' Formula May 22, 2013
Walgreens released the second edition of its Happy and Healthy magazine in April, putting pop music star Fergie on the cover while introducing two new private labels.…
Bi-Lo Gets a Little Direction from Nabisco May 22, 2013
Bi-Lo Holding's Bi-Lo and Winn-Dixie chains joined with Mondelez International's Nabisco for a sweepstakes activating the manufacturer's sponsorship of musical group One Direction's…
Mini Melts Hit Walmart May 22, 2013
Mini Melts USA recently inked a deal with Walmart to place its ice cream vending machines in most U.S. stores in time for summer. Dispensing the manufacturer’s cryogenically frozen ice…
PepsiCo Sets the 'Stage' for Dollar General May 21, 2013
Dollar General and PepsiCo are conducting a "Share the Stage" sweepstakes that awards a trip to a Brad Paisley concert. Running April 22 to June 23 on a co-branded website (dgsharethestage.com),…
Target Styles with Young May 21, 2013
Target partnered with celebrity stylist Kate Young this spring for its latest limited-edition collection. Billed as the retailer’s first collaboration with a stylist, the collection encompassed…
Del Monte Gives Equal Time to Dogs, Cats May 21, 2013
Del Monte Corp. introduced a contest for dog owners and a sweepstakes for cat owners last week as part of an FSI event for its pet food portfolio.…
From the Glossary
Pantry load
A common store trip in which the shopper purchases a large number of grocery and general merchandise items to satisfy her needs ("load the pantry") over an extended period of time. Also c...
Special Reports
Retailer Receptivity to In-Store Tactics
The Path to Purchase Institute presents this guide — "Retailer Receptivity to In-Store Marketing Tactics" — as both a downloadable wall chart (see attached file at right) and a…
Special Reports
Harnessing Big Data
Meet "fully profiled" shopper Mary. Within a month's time, she buys a pair of running shorts online that reviewers say are non-chafing, and also 3 pounds of pasta at her local grocery…
Special Reports
Digital Shopper Marketers Survey 2013
CHICAGO — April Carlisle sees it as a paradox. Digital shopper marketing is the fastest growing area in the larger discipline of shopper marketing, yet it is perhaps the least understood by the…
News
Institute Seeks Global Shopper Case Studies
The Path to Purchase Institute is seeking case studies to be considered for inclusion in “Global Best Practices in Shopper…
Marketing Toolbox
Retailer Promotion Guide
The attached Retailer Promotion Guide from Shopper Marketing and the Path to Purchase Institute presents information on the key seasonal promotions of 10 leading retailers. Sponsored by…
Recent Promotional Activity
Hellmann’s Meijer 'Happy 100 Years' FSI
May 20, 2013
Unilever’s Hellmann’s joined with Meijer for a co-equity overlay (in Midwestern markets) that touted the brand’s 100th anniversry while presenting a recipe for "chicken pasta salad" from celebrity chef Mario Batali. Consumers were encouraged to "find these great ingredients at your local Meijer" and visit Hellmann's' Facebook page for additional recipes.
The FSI tied in to the manufacturer's concurrent co-op FSI event. (See Related Articles.)
Ahold Unilever Features
May 20, 2013
Ahold USA teamed with Unilever this week for a pair of promotions tying in to the manufacturer’s May 19 FSI event. (See Related Articles.)
Circular features at all three chains (running May 17 at Stop & Shop and Giant-Landover, May 19 at Giant-Carlisle) offered store loyalty cardholders $4 off the purchase of $15 in products from Unilever food brands such as Lipton, Wish-Bone, Breyer’s, Hellmann’s and Ragu. The deal also involved SKUs from store brands and other private labels such as Acadia and Nature’s Promise.
ShopRite Unilever Features
May 20, 2013
Wakefern Food Corp.'s ShopRite teamed with Unilever for a co-equity overlay running as part of the manufacturer's May 20 FSI event. (See Related Articles.) Both the FSI and a feature in the retailer's concurrent circular used a "Summer's Beautiful Beginnings" message to promise $5 off a future store receipt with purchase of $15 in products from Dove, Suave, Tresemme, Q-tips or Simple.
Nature Made Walgreens 'Now Sampling' FSI
May 19, 2013
Pharmavite’s Nature Made and Walgreens joined for a co-equity FSI (in some markets) promoting the availability of free samples of VitaMelts vitamins in stores on May 22-23 from 4-7 p.m. The FSI also contained a Walgreens-exclusive $4 coupon.
Next I-Seminar
The Next Gen Brand Experience: Mobile/Package Design Synergy June 13, 1:00 pm Central
Learn how mobile and package design can be merged at three key moments of contact: at home (ZMOT), in store (FMOT) and during product use (SMOT).
Upcoming Institute Events
- League of Leaders Spring Meeting June 18-19, 2013
- 2013 Shopper Marketing Expo October 8-10, 2013
- League of Leaders Fall/Winter Meeting December 10-11, 2013
Latest Job Listings
- Media Planner/Buyer Des Moines, Iowa · May 23, 2013
- Consumer Brand Manager, Licensed Brands (Paula Deen, Farberware) SF Bay Area · May 9, 2013






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