CHICAGO — A collection of best practices in shopper marketing will be released at the Shopper Marketing Expo today.
Published by the Path to Purchase Institute, “Global Perspectives on Shopper Marketing” is a publication that features both large- and small-scale programs executed between November 2010 and February 2013.
Sponsored by he Coca-Cola Co., Geometry Global and Unilever, the 100-page book features 31 case studies from 18 different countries across six continents.
Each case study presents a diversity of objectives and success measures, strategies and tactics that represent the full spectrum of shopper marketing activation.
The case studies were selected based on a general call for entries to marketers and agencies all over the world. The Institute also directly solicited submissions for specific cases that had won awards in several prestigious industry programs, including the Cannes Lions and the Effies.
The goal of the publication is to foster a spirit of collaboration between retailers and manufacturers by showcasing the mutually beneficial success that can be gained through shopper marketing, according to Peter Hoyt, the Institute’s executive director and chief executive officer
The publication is released at a time when marketers are often focused on their own product categories, retail channels and geographic locations. But the search for best practices and fresh ideas should be much broader than that, Hoyt said.
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“Sometimes, the far better solution is an aisle, a store or maybe even a country away,” said Hoyt. “We're trying to give them that broader perspective.”
About 1,000 copies of the book will be sent to senior level retail executives around the world, compliments of the sponsors.
In January, copies will be made available for purchase directly from the Institute, while supplies last. The retail price will be $75.95 per copy.
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