Thinking / Pete McCoy
One of the newer resources Moroch has for its use with clients is its membership in the Path-to-Purchase Institute. Since Moroch became a member in February 2011, the Path-to-Purchase Institute (or P2P) has provided us many visuals, facts and perspectives that have helped us develop better ideas for our clients. A thought and action leader in promoting the understanding of shopper marketing as well as the intricacies of the path-to-purchase, P2P offers Moroch many interesting avenues for increasing our understanding of this dynamic area. Information can be accessed on their website in many ways and formats:
P2P tracks many major channels. Channels tracked include: convenience stores; drug; department; electronics; home centers/hardware; dollar stores; toy; mass merchandisers; office supply; specialty stores; pets; supermarkets and grocery; sporting goods; and warehouse clubs.
54 major retailers across a variety of channels and products are tracked. Information includes a continuous tracking of retailer programs and tactics, as well as detailed overviews of the retailers marketing strategy and approach.
Products tracked in detail include package goods (several categories); personal care; Services; seasonal; liquor; wine; hardware; toys; office supplies; OTC and medical; motion pictures; and home appliances.
A wide variety of marketers and manufacturers are tracked.
Tactics, promotions, and programs that are tracked include those related to cause/community; circulars; co-marketing; coupons, rebates, and pricing; cross merchandising; digital; displays and signs; entertainment tie-ins; ethnic; FSIs; games, contests, and sweepstakes; loyalty programs; media and advertising; packaging; premiums and incentives; private label; specific retailer campaigns; sampling; and sports sponsorships.
Trends and Seasonal
P2P tracks a variety of trends and seasonal programs. These include back-to-school; breast cancer awareness; Halloween; new product launches; summer holidays; winter holidays; Super Bowl; sustainability; and Thanksgiving.
The Institute offers a variety of other services and programs designed to improve their members understanding of shopper marketing. The Institute annually hold two major conventions – the Shopper Marketing Summit in the spring and the Shopper Marketing Expo in the fall. Both are structured to bring together experts from the manufacturer/marketer, supplier, and agency circles together to learn about best practices and emerging trends in the discipline.
Pete McCoy is a Research Director at Moroch. For more information about P2P, contact Pete. For insights on shopper marketing and research, follow Moroch on Twitter at @MorochAgency.