Innovation Redefined

In the world of shopper commerce, it’s always been important for brand marketers and retailers to maintain a steady pace of innovation that can keep them ahead of evolving consumer needs and drive ongoing product demand. Truth be told, however, the term “innovation” has been diluted somewhat over the years, and recently often has been used in reference to anything “new” or “different” that’s introduced into the marketplace to drive incremental sales or category share. But like so many other trends, that one changed in 2020, when the pandemic’s disruption escalated the need for innovation with objectives far beyond achieving sales goals to encompass more critical issues like responding to massive changes in consumer behavior, completely rethinking execution strategies, or even helping to keep channel partners in business. It was such an impressive year for innovation, in fact, that it inspired the Path to Purchase Institute to launch a new awards program that would recognize some of the people and companies that brought it to life. Over the next eight pages, we will introduce you to individuals across four key areas of the industry – Shopper Marketing, Merchandising, E-commerce and Insights – whose innovative thinking led to exceptional business success in 2020, as well as one retailer whose ongoing excellence made it fully equipped to meet the challenges of a year like no other. Welcome to the Industry Innovators 2021.Industry Innovators 2021Retailer: Kroger Shopper Marketing: Daniel Ingram, Anheuser-Busch InBev Merchandising: Elisa Gurevich, Bic E-Commerce: Greg Yeadon, Clif Bar & Co. Insights: Natalie Kinney, Butterball

Innovation Redefined

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