erywhere and providing a convenient shop-ping experience,” Campain says. “It was a great example of the brand team working with the local shopper marketing team, and working cross-functionally with Target to

Guide to P-O-P Design & Manufacturing

Page 17

Effie Award Winners Celebrated in MarchEffie Worldwide, in partnership with the Path to Purchase Insti-tute, will present the 2016 Shopper Marketing Effie awards on March 16 in New York. The ceremony is part of the Institute’s Shopper Marketing Celebration, which takes place from 7-9 p.m. at the Grand Hyatt New York in Midtown Manhattan. Sponsored by Menasha and Ansa, p o w e r e d by RSi, the Celebration includes presentation of the 2016 Shopper Marketing Hall of Fame class. Tickets to the black-tie-option-al event are included with registra-tion for the Shopper Marketing Sum-mit, March 15-17 at the same venue. For more information and to register, visit ShopperSummit.com. SM

Vol. 29, No. 2 • February 2016

The Shopping List

Page 12

Photo by Jennifer Stumbaugh

J&J Goes Circo-Exclusive at TargetManufacturer incorporates retailer’s private label into Johnson’s product sleevesBy Erika FlynnNew BruNswick, N.J. — Understanding that parents generally don’t think about baby skincare products individually but rather as part of a larger ritual, Johnson & Johnson wanted to make it easier for parents to find the best products when they shop at Target.

In an exclusive partnership, J&J rolled out colorful product sleeves that brought a unique design element to various Johnson’s baby products. The sleeves featured popular prints from Target’s Circo private label.

Targeting both design-savvy Millennial moms as well as gift-giving shoppers, the polka dot, chevron and stripe designs (based on the Circo baby patterns) were called out on an endcap solution that is “inspirational,” says Heather Campain, director of shopper marketing, J&J. The product launched in stores and on Target.com on Nov. 1, 2015, and was available until early January.

“Our partnership with Target’s Circo

brand provides moms with a full bath-time solution and makes it eas-ier to pair related skincare products with their coordinating patterns and colors,” says Kelly Fanning, senior brand manager, Johnson’s. Con-sumer and shopper studies also pro-vided insight as to what is important to new moms and gift givers. “Gift givers strive to find smart solutions for moms that can be customized and gifted at baby showers,” Fanning says. “We also know that when new moms shop and prepare for baby, design of products is increasingly important. By placing the Circo-designed products together on one endcap, we cre-ated a convenient one-stop shop for moms.”

“Our partnership with Target was highly collaborative – both brands are committed to supporting the well-being of families ev- See J&J, Page 10

I N M E R C H A N D I S I N G

I N M E R C H A N D I S I N G

PAGE 14

14

ick Price loved Reese’s peanut butter cups as a kid, but little did he know that he would spend his career marketing his favorite brand. Fresh out of college, the marketing major joined The Hershey Co. in 1982 and has since held a wide variety of roles, from research,

sales and marketing to advertising, merchandising and center-store evolu-tion before taking on his current role, which he assumed two years ago.

“There’s always been that psychology of the consumer/shopper that I love and trying to dig deep into how can we solve her problems – that’s where I am today,” he says, adding that he sees himself more as a consultant to retailers, trying to help solve shoppers’ problems and frustrations. The Merchandising Center of Excellence team was designed to do just that – solve shopper and retailer problems, with a focus on creating convenient, fun and engaging shopper experiences to re-energize the center store. As senior manager, Price oversees this group.

Knowing that trips to the store are declining, his team is working with retailers to find solutions that will make shopping more convenient and help build bigger baskets. The perfect example is the company’s gold stan-dard – s’mores one-stop-shop solution centers that merchandise Hershey bars, marshmallows and graham crackers. “Shoppers are time-starved, so when these are merchandised together, it’s a win-win-win,” Price says. “Retailers build bigger baskets, the shopper experience is enhanced and the items featured all produce sales growth.”

He says it’s critical that both his team and their retailer partners un-derstand the problem to be solved going into any project. “We then align upfront on the key deliverables and scorecard performance against aligned KPIs. It’s just about solving problems,” he reiterates. “If everyone doesn’t know the objectives up front, we’re going to have a hard time solving it and aligning on success metrics. And if we try to do it after the fact, we’ll be in trouble.”

Price says a POPAI study conducted in 2014 showed that while consum-ers have a love and passion for confection like no other category, there is a major disconnect. Shoppers reported their frustration in shopping for candy and rated it the worst in terms of shoppability and findability and very low in terms of inspiration. Since those insights were uncovered, Price’s team set out to change that and has found some recent successes.

With regard to organization structure, Price says the Merchandising Center of Excellence team represents the “voice of the shopper” and works collaboratively with the company’s shopper insights team to help solve shopper problems with a focus on creating an immersive and engaging shopper experience.

Collaboration with retailers will continue to be a key focus. Leveraging case study results that are grounded in shopper insights, the team has built a menu of proven in-store solutions and capabilities, he says.

CAREER ACHIEVEMENTIn partnership with Winn-Dixie, The Hershey Co. created its Hershey’s Candy Experience in late 2014 (see image on page 1). The concept replaced the traditional candy aisle at Winn-Dixie’s newly reno-vated store in Baton Rouge, Louisiana. The key focus, says Price, was to solve a shopper’s problem and retailer’s opportunity. “Seventy-six percent of shoppers aren’t happy with clutter in the candy aisle resulting in 25% of shoppers walking away without any confection in their basket,” Price says. “Our reimagined candy aisle addresses these challenges and makes candy shopping convenient and memorable.” This design moved the entire 24 feet of the candy aisle out of center store and into a more shoppable, convenient and visually appealing area that commands 27 by 27 feet of space. The permanent candy section proved successful, garnering positive consumer feedback and post-ing a 25% lift in confection category sales at this Winn-Dixie location. The solution is showcased in Hershey’s Customer Innovation Center and Price says retailers are lining up to consider this for their stores. “We’re seeing fantastic results from this, and it’s only just begun.”

THE HERSHEY CO.: RICK PRICE, Senior Manager, Merchandising Center of Excellence

RECENT ACHIEVEMENTFor retailers that don’t have adequate space to create a Candy Experience destination, Price says the company’s Branded Experience Pods can get them in the game. “This is the next evolution,” he says. “We talked to shoppers and we know they will pay full margin revenue for their favorite brands if we can help them find what they’re looking for and give them something more experiential.” Price says his primary interaction is with the shopper and working with the company’s shopper engagement team to find a solution for the particular retailer. These branded pods are not the full experience, he says. “Candy is a fun category and Hershey has fantastic iconic brands – the Reese’s, Kisses and Hershey’s brands have strong emotional connections. We’re always working to develop solutions leveraging these insights to surprise and delight the brand lovers. These branded pods bring that experience to life in the retail environment.”

Scores of consumer product manufacturers and retailers are represented in this year’s list of noteworthy merchandising professionals, all of whom are developing in-store solutions that stand up to the challenges of today’s dynamic retail environment.

IN MERCHANDISING

R

Photo by Jennifer Stumbaugh

Photo by Jennifer Stumbaugh

FEBRUARY 2016 SHOPPER MARKETING WHO’S WHO IN MERCHANDISING 15

7-ELEVENn Tom Burkemper,

Senior Director, Merchandising, Non-Alcohol Beverages Burkemper is the U.S. strategic business unit leader for 7-Eleven’s multibillion-dollar non-alcohol beverage portfolio. Categories include energy, soft drinks, waters, isotonics, juices, coffees, teas and functional beverages.

AACCO BRANDSn Gary Lazicki, U.S.

Marketing, Retail Merchandising Manager Lazicki leads the strategy and implementation of in-line category destinations as well as promotional product displays that incorporate shopper marketing and brand-based strategies for the school and office product portfolios.

n Ryan Tesiero, Senior Leader, Visual Display & Merchandising

ACE HARDWAREn Lorne Cohen,

Category Manager – International Cohen leads the category management strategy and execution across all categories for Ace International retailers. He is responsible for retail product recommendations, including optimal assortment, retail pricing and space management.

n Elyse Sanneman, Category Strategy & Operations Manager

n Andy Voelker, Director of Category Management & Retail Development

ACH FOOD COS.n Paul Rearick, R&D Packaging

Engineer

ADVANCE AUTO PARTSn Kevin Conniff, Vice President,

Visual Merchandising, In-Market Assortment and Transportation

AHOLD USA n Tonya Herring,

Senior Vice President, Merchandising, Non-Perishables Herring leads the merchandising teams to build programs that include optimal assortment, pricing strategies and space management.

ALCON LABORATORIES n Ashley Olson,

Manager, Displays & Special Packs Olson is responsible for point-of-sale displays and special packs from development to delivery to all key customers.

AMERICAN EXPRESSn Suzanne Burg, Senior Manager,

Marketing & CommunicationsBurg develops and launches merchant experiences that encourage point-of-purchase signage placement, improve merchant satisfaction and drive merchant and member engagement.

ASICS AMERICAn Casey Nolter,

Director of Retail Nolter is responsible for the strategic direction and tactical execution of retail for Asics in the Americas, including operations, real estate, merchandising, store design and talent.

AVERY PRODUCTSn Kimberly True, Director,

Visual Merchandising (See profile on page 61)

BBAYER HEALTHCARE n Peter Davidson, Senior Manager,

Visual Merchandising

n John Pender, Director, In-Store Merchandising

n Michele Smith, Senior Manager, Visual MerchandisingSmith is responsible for the design and development of secondary-placement displays for mass, drug and club retailers. Brands include Claritin, Miralax, Coppertone and Afrin.

BEAM SUNTORY n Jeanette

Koklamanis, Senior Procurement Agent (POS) Koklamanis is responsible for strategic sourcing by using a collaborated approach to deliver the best products at the best value. Her focus is on cost savings based on analysis and market intelligence.

BEHR PROCESS CORP.n Sarah Furnari, Vice President of

Retail Experience

BEIERSDORFn Kristine Koehler, Merchandising

Manager

BEST BUYn Chris Brandewie,

Director of Store Design Brandewie leads the creative design team focusing on store layout, architecture, displays and fixturing.

n Toni Engebretsen, Director, Visual Merchandising

BLUE BUFFALOn Craig Stankevich,

Senior Director, Channel Marketing Stankevich leads the marketing efforts for Blue Buffalo’s regional and independent retail accounts within the pet specialty channel, supporting stores with channel tools and merchandising solutions.

BOSE CORP.n John Devine, Senior Manager,

Merchandising

n Eric Green, Global Display Category Manager

BURT’S BEES nTheresa

Champaigne, Merchandising Manager Champaigne leads the development and implentation of all promotional merchandising for Burt’s Bees. She’s tasked with creating insights-based solutions that maximize brand impact at the point of decide.

n Tiffany Pieja, Merchandising Manager

CCAMPBELL SOUP/PEPPERIDGE FARM n Justin Cerritelli, Senior

Customer Development Manager, InnovationCerritelli works with the breakthrough innovation brand team, acting as the single point of contact to ensure all customer development aspects are incorporated into the commercialization process of Campbell’s new product launches.

n Chris Cogan, Senior Manager, MerchandisingCogan’s team strives to deliver on point-of-sale, retail shelving and other customer-related orders.

CENTRAL GARDEN & PET n Roger Mosshart,

Vice President, Retail Sales and Service Mosshart heads a team of merchandising professionals that works across diverse categories such as grass seed and nutrients with Pennington Seed, pet & wild birdfood led by the Kaytee brand, and a portfolio of brands in the weed and pest control category.

CLOROX CO.n Tim Roberts, National Retail

Operations Manager

WHO’S WHO IN MERCHANDISING16 SHOPPER MARKETING FEBRUARY 2016

COCA-COLA CO.n Pamela Basciani,

Group Director, Channel Planning and Development Basciani leads a team in driving the commercial strategy for the large store channel, identifying highest leverage opportunities for category growth and delivering shopper solutions for key consumption occasions and missions.

n Karyn Froseth, Vice President, Channel Planning and Development, SM Capability

n Oliver Merino, Group Director, Channel Planning and Development Merino leads the team responsible for developing commercial strategy and planning for convenience, drug and dollar stores channels across the Coca-Cola North America business unit.

n Mark Rohde, Group Director, Equipment & Commercialization Rohde leads a team responsible for the development and commercialization of Coca-Cola North America’s cold drink equipment portfolio including cold drink equipment commercial strategy, equipment development/design, graphics and features that engage shoppers.

n Richard Staten, Director, NRS Merchandising Solutions, Channel Planning & Development Staten leads Coca-Cola North America’s U.S. retail merchandising team with responsibilities for supporting commercial strategies across brands, channels, franchise partners and key customers as well as advancing a future state shopper-focused merchandising strategy.

CONAGRA FOODSn Rene Brignac,

Director of Retail Innovation Brignac leads the retail innovation team that drives ConAgra’s in-store strategy including innovation agenda and display execution at retail.

n Tim Brogan, Manager – Retail Innovation

n Jamie Hall, Manager – Retail Innovation

COTY U.S.n Dimitri Foutres, Senior Director,

Wall Strategy and Logistics Group

n Dana Ocampo, Manager, Visual Merchandising/Space Planning

CRAYOLAn Beth Ondush,

Manager, Merchandising Ondush manages the development and execution of point-of-purchase activity, both permanent and temporary, across key accounts and channels.

n Rick Stringer, Vice President of Customer Solutions (See profile on page 59)

DDICK’S SPORTING GOODSn Rick Neira, Director, Visual

Presentation & Store Environments

EEDGEWELL PERSONAL CAREn Natalie Mallone,

Merchandising & Display Manager, Wet Shave Mallone leads Edgewell’s U.S. wet shave in-store merchandising and display initiatives across all classes of trade.

n Davi Tash, Merchandising & Display Manager, Sun Care

FFOOD LIONn Karen Fernald,

VP of Fresh Category, Merchandising & Pricing

FOOT LOCKER n Brian Landman, Director,

Visual Merchandising, In-Store ExperienceLandman is responsible for the creative strategy for the Foot Locker and Kids Foot Locker brands.

GGARMIN INTERNATIONALn Ronnie

Lamendola, Senior Manager, Retail Marketing Lamendola oversees a retail marketing team that touches unique and custom retail merchandising initiatives from in-store and online merchandising in the USA and globally. He also leads Garmin’s Miami and Chicago storefronts merchandising activities.

GENERAL MILLSn Bob Myers, Director In-Store

Design/Special Pack

GLAXOSMITHKLINE n Margaret Farrell, Displays

Manager

n Stephen Kamp, Associate Director, Displays/Special Packs

GODIVA CHOCOLATIER n Jose Padron, Director of Visual

Merchandising

GOPRO n Gabriel Mendez, Senior Manager,

Global P-O-P Operations

H

HEINEKEN USA nSusan

Mastrogiacomo, Commercial Marketing Services Director Mastrogiacomo leads a team that is responsible for identifying and developing channel-relevant merchandise and displays in order to maximize brand impact at point of purchase.

HERSHEY CO.n Scott Dunkley, Director,

Merchandising Center of Excellence

n Rick Price, Senior Manager, Merchandising Center of Excellence (See profile on page 14)

n Frank Sheehe, Global Retail & Merchandise Manager

HUNTER DOUGLASn Maureen Marrone,

Director of Visual Merchandising

JJACK LINK’S n Kent Oakland, Packaging

Engineering Manager

JOCKEY INTERNATIONAL n Mark Fedyk, Chief Merchandising

Officer

JOHNSON & JOHNSON n Steven Hecht, Director, In-Store

Strategy & Innovation

KKELLOGG CO.n Jeanne Figo Comar, Director,

Packaging and Merchandising Design and Commercialization

n Megan Phelan, Senior Manager, Merchandising & Print Services

KEURIG GREEN MOUNTAIN n Don Collins,

Director, Merchandising & Retail Innovation Collins leads the in-store visual merchandising team and strategy across all U.S. channels, which includes creative and industrial design, brand shop innovation, secondary displays, POS and retail activation.

KIMBERLY-CLARK n Dayton Henderson, Senior

Director, Global Design

cont. on page 57

WHO’S WHO IN MERCHANDISING58 SHOPPER MARKETING FEBRUARY 2016

KRAFT HEINZ CO. n John Jaffke,

Senior Director, Sales Operations

n Diane Rogers, In-Store Merchandising Strategy Lead

LL’OREAL USAn Michael Arecchi, Vice President

of Merchandising

n Laurie Houlihan, Vice President, Promotional Development & Procurement, Consumer Products Division

n Christina P. Ragazzini, Director, Retail Innovation & Promotional Development

LG ELECTRONICS n Rachel Olson, Shopper Marketing

and Merchandising ManagerOlson is responsible for developing and implementing insights-based, breakthrough in-store experiences and solutions.

LOGITECH n Cynthia Bowens, Retail

Marketing Manager

MMARS CHOCOLATE U.S.n Adrienne Mattar,

Merchandising Manager, Merchandising Center of Excellence Mattar’s group is responsible for developing and executing pre-pack merchandising vehicles by collaborating with brands, sales associates and customers to identify and address display penetration barriers.

n Randall Rodriguez, Senior Merchandising Manager (See profile on page 57)

MEIJERn Dave Clark, Vice President,

Brand & Product Development

n Shelly Huisken, Director, Merchandise Presentation

n Nicole Laughlin, Vice President of Brand Development & Marketing

n Doug Robertson, Director, Merchandise Presentation

n Adam Whitney, Vice President, Merchandise Presentation and Pricing

MICROSOFT CORP.n Jason Floyd,

Director of Retail Digital Marketing and Visual Merchandising

n Timi Mafua, Acting Group Manager, Visual Merchandising

n Dwain (Jake) Jacobsen, Senior Retail Demo Manager

MONDELEZ INTERNATIONAL n Kelly O’Brien, Manager,

Merchandising Materials, In-Store Merchandising Center of Excellence

n Robyn Petroski, Senior Merchandising Manager, Shopper Merchandising Solutions Petroski leads a merchandising team responsible for the design, development and execution of temporary displays and POS.

n Steve Zoellner, Director, Shopper Merchandising Solutions Zoellner leads the strategic merchandising function, and his team is responsible for all designing and producing of Mondelez display material as well as all aisle-reinvention projects.

NNBC UNIVERSAL STUDIOS n Mary Khachikyan,

Director of New Release Planning Khachikyan is responsible for the new release procurement and production planning for Universal Pictures Home Entertainment.

NESTLE PURINA n Bill Kambol, Senior

Merchandising Display Specialist Kambol works directly with the marketing group to design, develop and implement in-store marketing solutions in the form of displays and special packs.

n Greg Norsworthy, Director, Retail Presentation, North America Norsworthy’s primary objective is to create enhanced shopping experiences at the category and brand level.

n Pam Venn, Senior Display and Merchandising Specialist

NESTLE USA n Thomas Kobayashi, Merchandise

Manager, Confections & Snacks Division

n Cory Wofford, Team Lead, Communications DepartmentWofford’s team collaborates and coordinates with the brand teams in determining the key priorities for Nestle’s retail sales teams that include selling and merchandising in stores across America.

NIKE INC.n Kenneth Edwards, Senior Visual

Manager

n Matt Kelly, Director, Global Procurement, Retail & Corporate Facilities Kelly’s mission is to maximize consumer impact by leveraging Nike’s suppliers and scale to help provide world-class experiences and environments.

PPEET’S COFFEE & TEAn Adam O’Connell, Director of

Visual Merchandising

PEPSICO n Karl Flowers,

Senior Manager, Small Format Merchandising Innovation, Frito-Lay

n Jim Ivy, Sales Strategy & Planning, Merchandising, Frito-Lay Ivy manages design and development for Frito-Lay’s permanent equipment solutions in the large-format channel.

n Brian Kelly, Senior Director of Merchandising & Execution Kelly leads the Merchandising Center of Excellence for the Pepsi Beverages Co. (PBC), PepsiCo’s beverage manufacturing, sales and distribution operating unit in the U.S., Canada and Mexico.

PETCO ANIMAL SUPPLIESn Tim Swanson, Vice President,

Visual Presentation

PETSMART n Shane McCall, Vice President,

Store Design and Visual Merchandising

PFIZER n Chris Beley, Display Team Lead

POST CONSUMER BRANDS n Steve Collette,

Visual Presentation & Merchandising Manager Collette leads the strategy and design of in-line merchandising as well as all displays in North America, driving consumer perception across Post’s full portfolio of brands.

WHO’S WHO IN MERCHANDISING60 SHOPPER MARKETING FEBRUARY 2016

PRICE CHOPPER SUPERMARKETS n Blaine Bringhurst,

Senior Vice President, Sales, Merchandising and Marketing

n Michael Cormier, Vice President of Corporate Brands

n Scott Evans, Group Vice President, Merchandising

PROCTER & GAMBLE n Andy Monaco, Operations

Leader, Health & Well-Being and Beauty, North America

n Don Overton, Pet Care Display Leader

RREEBOK INTERNATIONAL n John Lynch, Vice President,

Head of U.S. Marketing & Merchandising

SSABRA DIPPING CO. n Pete Loizzo, Director, Sales

Operations

SARGENTO FOODSn John Bottomley,

Senior Director of Retail Merchandising Bottomley is responsible for retail merchandising excellence across all channels of trade.

n Michael Sokol, Vice President, Sales Services

n Michael Vaszily, Director, Marketing and Merchandising

SC JOHNSON & SON INC.n Lute Rasavong, Director,

Sales Operations

SHERWIN-WILLIAMS CO.n Paul Cobb, Director, In Store

Marketing

SKULLCANDY n Jeff Chuh, Director of Retail

Product Marketing and Visual Merchandising

SONY ELECTRONICS n Anne Lips, Retail Marketing,

Visual Merchandising Manager

n Tony Shinker, Senior Manager, Retail Merchandising and Strategy Shinker leads and manages all retail merchandising and display initiatives, including strategy and development for Sony’s sound division.

STAPLESn Robert Madill, Vice President,

Visual Merchandising

STARBUCKS n Jennifer Berger, Vice President,

Global Creative Studios

n Kelly Marsh, Director, Shopper Innovation & Experience

n Jennifer Quotson, Vice President, Global Creative Studios

TTARGET CORP. n Sarah Arnold, Senior Director,

Divisional Merchandise Manager

n Erika Rinkleff, Manager – In-Store Marketing, New Formats Rinkleff’s focus is on the planning and implementation of the in-store experience of Target’s smaller format stores and other high-level innovation projects.

n Lisa Roath, Senior Director – Merchandising Strategy & Transformation

n Ted Smetana, Vice President, Merchandise Operations

n Bill Stafford, Senior Design Lead Stafford is responsible for the design of store environments and fixture and lighting development.

n Jen Theisen, Senior Fixture Designer Theisen is responsible for the design of fixtures and store environments for the health & beauty, electronics & entertainment and household commodities divisions.

TIMBERLAND CO. n Jackie LaLime, Senior Director,

North America Merchandising, Footwear & Apparel

TIME INC. RETAIL n Troy Stratton, Director of Retail

Operations & Display

TYSON FOODSn Katherine Tai, Manager,

Strategic Merchandising & Mix

UUNILEVER n Tom Gioielli,

Team Lead – U.S. Category Strategy Gioielli’s team develops and leads consumer and shopper insight-based assortment and shelving strategies for all of Unilever’s categories.

WWALGREEN CO.n Louis Dorado,

Director, Space Management, Visual Merchandising Dorado’s team brings to life planograms, floor-plan execution and promotional space at the more than 8,100 Walgreens stores.

n Mike Hattenschweiler, Director, In-Store Marketing Design

n Jim Jensen, Group Vice President, Well Experience Implementation & Space Planning Jensen is responsible for developing and leading store formats and the creation of new business programs. His team is also responsible for space planning relating to macro space allocation, category display plans and promotional activities.

WALMART STORESn Mark Brodeur, Senior Director

– Visual Merchandising / Merchandise Execution

n Paul Kilsch, Director, Apparel Visual Merchandising

n Barbara Magstadt, Senior Director, Visual Merchandising

n Steve Rogers, Senior Director, Visual Merchandising Marketing Rogers leads the visual merchandising services team and is responsible for in-store marketing programs for Walmart U.S.

WONDERFUL BRANDS n Dave Churchill, Vice President,

Merchandising

WORLD KITCHEN n Chuck Schneider, Senior

Director, Visual Merchandising

YYANKEE CANDLE CO.n Brian Chaisson, Director of

Merchandising and Promotions, Retail Stores

n Debbie Ter Doest, Vice President/GMM Retail Activation