Insights from P2PX 2019: 9 Strategies to Implement Now

Attendees of the 2019 Path to Purchase Expo in Chicago last month were treated to the wisdom and insights of more than 75 industry thought leaders and professionals from the event’s multiple stages. Here are nine strategic tips they received to bring back to the office and begin implementing immediately.Shopper marketers must take proactive steps to teach the c-suites at their organizations about the importance of the discipline, and to work more closely with the sales function. (Laura Dickey, LALA, US and Olga Yurovski, Shopperations) Aligning your marketing agencies and services to work collaboratively helps drive bigger, better ideas while pooling resources and identifying potential capability gaps. Each agency brings something different to the table. (Steve McGowan, Mondelez International)To move beyond retail’s transactional nature and drive stronger engagement with shoppers, brands should take lessons from the video game world and turn their offers into playful, entertaining experiences. (Tina Manikas and John Kenny, FCB/RED)Marketers should stop focusing solely on their own categories because great innovation is happening outside the consumer goods industry. (Manolo Almagro, Q Division)The combined use of eye- and emotion-tracking techniques can help brands effectively identify packaging designs that will drive awareness, engagement, consideration and purchase — and can also help them determine optimal strategies for communicating with shoppers online. (Paul Nowak, Quad)Tapping into the social zeitgeist in relevant ways can help brands make strong connections with consumers, as Primo Water did by positioning its home dispensers as a “daring protector” when healthy water consumption became top of mind. (Annie Asebrook, Primo Water and Matt Goldfarb, SFW)Marketers should strive to make their brands “irresistible” — achieved when a shopper’s actual feelings equal their desires. Arc Worldwide has developed a way for brands to check the irresistibility level of their product categories at arcww.com/irresistibility. (Lauren Hawes, Arc Worldwide and Tanner Van Dusen, EnsembleIQ)Retail media networks are effective engagement tools because they are closest to point of purchase. "Retail media rock stars" such as Walmart, Amazon, Kroger, Target, Instacart and Peapod all offer unique benefits and capabilities that should be explored. (Chris Perry, Edge by Ascential)Even the most successful direct-to-consumer brands ultimately should expand distribution through retailer partnerships that can provide critical competencies (such as Amazon’s extensive data tools) that can inform the business as well as drive incremental sales. (Laura Lisowski Cox, Oars + Alps; Rami Odeh and Joe Scartz, Velocity Commerce Group)

Insights from P2PX 2019: 9 Strategies to Implement Now

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