Editorial

cover

How to win at shopper marketing

As we move into the hyper-digital age, having simple and relevant programs is critical, argues editor Emily Wexler.

Upfront

RW-Models

RW&Co. suits up

Hoping to fill a gap in the mid-range fashion world, the retailer turns its attention to workwear.

Coors-1

Ahead of the pack

From Periscope to VR, check out some of the early brand adopters of hot new tech.

CHEESE_BOARD_Cracker Barrel

Cracker Barrel’s cheesy repositioning

The Kraft Canada brand is putting cheese at the heart of culinary experiences by deconstructing dishes.

Nike_AngusGlen_150410_0042-Web

Nike Golf’s premium play

The brand’s recent partnership with a Markham, ON golf club marks its first premium retail destination – with more to come.

shutterstock_12164122

Dad’s shopping habits by the numbers

Who is more concerned about price – mom or dad? The latter’s buying habits and preferences (and how some compare with mom’s) are revealed in a new Y&R study.

ModeloEspecial

Anheuser-Busch’s new brews

The Canadian arm of the beer giant is looking within its own roster of brands for ways to capitalize on changing tastes and trends.

Forum

credit - Seattle Municipal Archives

Betting big on shopper marketing

Seen some bad POS recently? Hunter Straker’s Sheri Pearson on moving away from high-volume-for-cheap initiatives, and how to think big-picture.

shutterstock_35052187

In defence of the flyer

ShopperDDB’s Jason Dubroy on why you should consider leveraging that age-old channel.

Back Page

shutterstock_96101450

Back page: The future of retail gone too far

Graphics co ImageThink and strategy envision a world where retail has tumbled deep (and we mean deep) into the rabbit hole.

Features

SP 300

Weekend reading: Brands tap into foodie culture

Why getting in with that trendsetting crowd means more than just posting tasty images of food porn.

fFASHION LIKE THE AD_ CeA

The next big things in retail

As omni-channel becomes the name of the game, and the lines between physical and digital blur, here are some trends to watch.

7A3T4632

Game on

Pan Am’s top marketer on the challenges of getting a nation excited for those other games.

D H0660

Weekend reading: Dairy Queen serves up 75 years

The iconic brand celebrates its sweet heritage, and uses product innovation to stay relevant in a crowded market.

Shopper Innovation Awards

Ice Truck_clip

Shopper Innovation Awards Grand Prix: Canadian Tire tests the limits

The famous Ice Truck takes the top prize, winning Canadians over by putting its battery through the ultimate test.

house

Shopper Innovation Awards: Tim Hortons joins the neighbourhood

To highlight how the QSR is part of people’s homes, it turned an ordinary house into a Tims overnight.

IKEA Quick and Easy

Shopper Innovation Awards: Ikea teaches interior decorating

The retailer’s short TV episodes about room makeovers and innovative samples helped drive store visits and sales.

Img3

Shopper Innovation Awards: Louisville Slugger hits a home run

To launch its premium bat in the dead of winter, the brand unveiled a batting-simulator game to virtually test their swing.

xbox

Shopper Innovation Awards: Xbox reveals mysterious consoles

The brand asked gamers to proclaim their support (and garnered pledges from more than 130,000 fans) to help unlock the consoles for a surprise.

Dark_Roast_5

Shopper Innovation Awards: Tim Hortons’ blind taste test

To launch its Dark Roast coffee, the QSR took the notion of “dark” seriously.

Img

Shopper Innovation Awards: Raising the Roof hits the streets

The lowly donation box was re-imagined by creating life-sized ones that featured emotional images of actual homeless people.

Bushels2

Shopper Innovation Awards: Bayer CropScience brews up a contest

To sell fungicide, the brand targeted wheat, barley, oat and soybean growers, focusing on how bushels become beer.

Img3

Shopper Innovation Awards: Sport Chek debuts a tech haven

Featuring digital projection, touch-screens and bar code scanners, the West Edmonton Mall marked the second wave of innovative retail space for Sport Chek.

Screen Shot 2015-04-09 at 1.33.04 PM

Shopper Innovation Awards: Canadian Tire gets tested for life in Canada

To reassert itself as the retailer with the best products suited for life here, it aimed to really prove its merchandise was up to the task.

Img5

Shopper Innovation Awards: Fido offers the whole kit and caboodle

To compete against other telcos’ prepaid offerings, Fido created unique packaging for the launch of the Fido All‐in-­one Prepaid Kit.

Jack Astor's 2

Shopper Innovation Awards: Jack Astor’s hires a potato salad pro

The restaurant jumped on board a Kickstarter phenomenon to bring a viral star to Canada.

WatchDogsImage

Shopper Innovation Awards: Ubisoft brings live action to fans

To promote its game Watch_Dogs, the gaming co brought the experience to life, putting consumers at the heart of the action.

PC_Writeup-1

Shopper Innovation Awards: Loblaw’s tailored loyalty program

The grocery retailer created a loyalty program, PC Plus, that gives points based on individual shopping habits.

cinema

Shopper Innovation Awards: Mazda drives a cinematic program

The “Mazda Massive Test Drive” app turned mobile phones into steering wheels, and the big screen into an interactive, first-person racing experience.

Kringl 1

Shopper Innovation Awards: Make-A-Wish brings Santa to life

Kringl: The Proof of Santa video app put the big guy right into the homes of kids.

Fridge_clip

Shopper Innovation Awards: Molson’s mobile fridge goes viral

The beer co’s now-famous fridge travelled the world, and generated buzz and sales at home.

Lucky Charms 3

Shopper Innovation Awards: Lucky Charms embraces self-expression

The General Mills cereal brand connected with consumers during Pride to encourage self-expression.

smileoften

Shopper Innovation Awards: Ikea sets the House Rules

Leo Burnett created a campaign for the furniture retailer that celebrated the rules that govern people’s homes.

SM

Shopper Innovation Awards: Corona ups the patio experience

The beer brand hit the patios in a big way to increase summer sales.

BOBC14397_SiaAwards2014-Dove_VisualComponents.indd

Shopper Innovation Awards: Dove brings women out of the shadows

In collaboration with Jean Coutu, the brand’s “Camera Shy” campaign in Quebec encouraged women to develop a positive self-perception.

pj_image2

Shopper Innovation Awards: Walmart’s flyer becomes wearable

The retailer created pajama flyers to make shopping even more convenient.

AlexKeith

Shopper Innovation Awards: Alexander Keith’s infuses new flavour

The beer brand created an infuser to allow its drinkers to experiment with their brew.

Screen Shot 2015-04-02 at 4.04.55 PM

Shopper Innovation Awards: SickKids reveals real superheroes

The Toronto hospital surprised a special patient during a movie screening to help drive donations for its foundation.

hungry

Shopper Innovation Awards: Loblaw and ConAgra get hungry for football

The retailer and the CPG co partnered for the Super Bowl to get consumers thinking about game-day meals.

Poise1

Shopper Innovation Awards: Kimberly-Clark strikes a new Poise

To stay ahead of its competition, the brand introduced the Poise Microliner, and partnered with a lifestyle show to reach its target.

selectSM

Shopper Innovation Awards: Ikea moves people to redecorate

The retailer and its agency turned functional moving boxes into actual-size replicas of Ikea’s furnishings.

Longos Customer Engagement project

Shopper Innovation Awards: Longo’s personalizes shopping trips

The retailer and its agency developed a digital and mobile loyalty program, tracking customer behaviour around content and conversion on recommendations.

kraft2

Shopper Innovation Awards: Kraft celebrates community pride

The CPG co launched its Celebration Tour and partnered with Loblaw to communicate with PC Plus members.

pogo1

Shopper Innovation Awards: Veg Food Fest changes minds

To disrupt traditional notions around veg food and culture, the brand and its agency aimed to demonstrate tastiness.

img4

Shopper Innovation Awards: Harley-Davidson floats a showroom

The motorcycle brand tapped into an opportunity to get its demo together in one place, and displayed bikes on a barge to get their attention.

Road Coaster_ 1

Shopper Innovation Awards: Chevrolet hits the road with a coaster

To showcase its cars, the brand created a game that used actual vehicles with modified pneumatic shocks to activate at the CNE and PNE.

SMF2

Shopper Innovation Awards 2015

Who was this year’s big winner? (Hint, it was a cool, hard-as-ice execution.)

273A0846

Shopper Innovation Awards Judges

Find out whose brains were behind this year’s deliberations.

Publisher's Note

shutterstock_177224675

Perk wars

Publisher Mary Maddever on how shopper marketing today straddles two worlds, and award-winning tactics in the space.

« Return to all magazine issues