Join Us at These 2014 Institute Events

Path to Purchase GLOSSARY 2014 p2pi.org

Special Pullout! Guide to Merchandising Essentials Page 24

A Supplement to:

4 Rock

More in Store. Less Out-of-Pocket®.

A RockTenn display delivers more of the wow factor. Like with this award-winning pallet display that turns shoppers into stoppers and browsers into buyers for the Simply Asia®/Thai Kitchen® brands. As the leading producer of in-store displays, we bring you better insights, more innovative technologies and greater efﬁ ciencies than anyone else. Maybe we can help you stand out in store?

Kathy McGowan-Carnes | 855-229-2163 www.rocktenndisplays.com

57406_SM_Glossary_Inside_Cover_SimplyAsia_Ad_7x10_5_r1_Final.indd 1 11/25/13 5:17 PM p2pi.org

ockTenn is proud to sponsor a key part of P2PI’s ongoing educational programming, the 2014 Path to Purchase Glossary. In this, the Glossary’s fifth edition, you’ll find nearly 700 terms drawn from a variety of fields including Rproduct merchandising, consumer and trade promotion, digital marketing, e-commerce, display manufacturing, media advertising, research, packaging and retail design. The Path to Purchase Institute’s editors compile and write all the entries after fielding suggestions from the Institute’s brand, retailer, agency and vendor members. (RockTenn execs have recommended* many terms over the years. You should too.) In addition to this print version, the 2014 Glossary will be accessible on the Path to Purchase Institute’s websites at www.p2pi.org/glossary and www.shoppermarketingmag.com. It also will become part of the “Shopper Marketing Peter Breen App,” which can be downloaded at either www.apple.com/itunes or https://play.google.com/store. RockTenn supports initiatives like the Path to Purchase Glossary because we believe that education is foundational to all good customer relationships. That’s why we created the RockTenn Merchandising University. The curriculum is built around intensive, two-day sessions at our Winston-Salem, N.C., campus that offer brand and retail marketing executives a wealth of ideas that are ready for real-world implementation. Currently, we’re offering three tracks: n Merchandising Essentials, in which you’ll learn how to use the most effective, up-to-date techniques and processes. n The Retail Experience, in which you’ll discover how to align your customers’ needs with your shopper marketing programs. Tim Binder n Innovation Workshop, in which you’ll learn how to translate insights into P-O-P that stops shoppers and turns browsers into buyers. For a preview of RockTenn’s curriculum, please turn to the special “Quick Start Guide to Merchandising Essentials” inserted between pages 24-25 of this glossary. There’s also a “P-O-P Quiz” that I guarantee even veteran merchandising executives will find challenging. Enjoy the 2014 Glossary and, above all, learn from it.

Craig Gunckel Anne Downes Executive Vice President & General Manager RockTenn Merchandising Displays

* To suggest a term, visit www.p2pi.org/glossary-request

Path to Purchase Institute Managing Director, Platforms & Publishing Chuck Bolkcom, (773) 992-4420 Editorial and Executive Offices Rob Mahoney 8550 W. Bryn Mawr Ave., Suite 200 Director, Platforms & Publishing Chicago, IL 60631-3731 Craig Hitchcock, (773) 992-4422 Phone: (773) 992-4450 • Fax: (773) 992-4455 Director, Market Development & Sales (East) www.p2pi.org Rob Hanson, (773) 992-4423 Director, Market Development & Sales (West) PATH TO PURCHASE GLOSSARY Rich Zelvin, (773) 992-4425 Writers Peter Breen, Tim Binder, Anne Downes, Rob Mahoney, Patrycja Malinowska, William Schober Path to Purchase Institute Patrycja Malinowska Underwriter CEO & Executive Director RockTenn Peter W. Hoyt, (773) 992-4456 Art Directors COO & Chief Financial Officer Sonya Lundquist, Ed Ward Chris Stark, (773) 992-4444

We are proud to print this report entirely on Forest Stewardship Council™ certified paper. FSC™ certification ensures that the paper in this publication contains fiber from well-managed forests and other responsible sources that meet strict environmental and socioeconomic standards. William Schober Cover printed on Porcelain Gloss ECO paper. Body printed on Influence Gloss PCW paper. 4 PATH TO PURCHASE GLOSSARY

1-D BAR CODE ACCELERATED PURCHASE ACCRUAL FUND A one-dimensional represen- A specific goal set by a brand to Promotional payments that build tation of data, such as a UPC have shoppers and retailers buy up over time based on purchase (“universal product code”). a product faster than expected or volume and can be “redeemed” planned for. in a future period. 2-D BAR CODE A two-dimensional representa- ACCENT LIGHTING ACH tion of data in a geometric pattern A touch of lighting that is used Automated Clearing House. that is easy for mobile-phone cam- to emphasize part of a shopper eras to read. Code types include marketing display. ACRYLICS QR (“quick read”) and GS1 2D. Very popular display material ACCEPTABLE PRICE RANGE because it has half the weight Product prices that buyers and of glass but can withstand four shoppers are willing to pay. times the impact. It resists most cleaning agents. While it can be ACCEPTANCE scratched, polishing can remove The retailer’s agreement to sup- marks. Common uses in P-O-P: port a manufacturer’s marketing jewelry cases, lenses, edge-lit ac- program. cents and faux glass shelves. A ACCOUNT OPENER ACTION AISLE A-BOARD A premium or incentive offered A store aisle in which promo- A sign in which two sides are to a prospective buyer to secure tional items are displayed. Also joined at the top by a cross brace purchase. The term is used most referred to as a “power aisle.” to form an “A” shape. Often used commonly in the financial at curbsides or outside store services industry. entrances. ACCOUNT-SPECIFIC A-FRAME PROMOTION A style of display in which the Marketing activity that’s structure forms the shape of an “A.” customized by a product manufacturer for a specific retail partner. Typically used in reference to campaigns in which the retailer is not involved in development ACTION ALLEY but simply accepts the product A store’s main thoroughfare, manufacturer’s program. often the first sales area that customers see upon entering, and considered to be prime real estate for promotional merchandising. Originally used to denote Walmart’s power aisles, the term ABOVE-THE-LINE is now often used generally. The ADVERTISING alleys, in general, can be found up front, near checkout, or in the Any form of advertising for back of the store. which a commission or fee is paid to a recognized advertising agency operating on behalf of a client. The term most commonly refers to mass media advertising ACCRUAL through television, radio and Promotional allowances ac- print; it also is used to compare cumulated by manufacturers brand-building advertising strat- or suppliers for their retail or egies with sales-driving promo- wholesale customers. Typically tional tactics, or below-the-line calculated as a percentage of the advertising. product invoice price. PATH TO PURCHASE GLOSSARY 5

ACTIVATION ADD-ON ADVOCACY ADVERTISING (1) The implementation or Additional, secondary merchan- Ads supporting or opposing a execution of a marketing plan. dise that can be included in a sale. social or political issue. (2) A purchase action taken by a shopper that’s triggered by an ADI in-store marketing activity (dis- An acronym for “area of domi- play, discount, sign, promotion, nant influence,” which defines impulse, etc.). (3) The translation designated market areas based of shopper insights into action- on media coverage. able marketing activity. ADJACENCIES Product categories on-shelf or product departments located next to each other within a retail store.

ADVANCED PREMIUM An up-front reward or takeaway AFFIDAVIT presented to a new customer as Legitimate proof of posting by a means of generating goodwill the vendor that the advertiser’s ACTUAL WEEKLY REACH and enticing future purchases. message ran as scheduled. The number of people, con- AFFILIATED CHAIN firmed by audit, reached through ADVERTISED BRAND marketing activity. A nationally advertised brand. A group of non-competing stores operating under an alliance to ACV (ALL COMMODITY ADVERTISING ALLOWANCE benefit from volume purchasing VOLUME) A payment made by the product or to gain exclusive territorial The total annual dollar volume manufacturer to the retailer in rights to market certain products. in a given geography expressed exchange for delivering advertis- AFFILIATED RETAILER as a percentage (or share) of the ing opportunities to a specific total market for that commodity. product or brand. A retailer participating in an affiliated chain, or a retailer AD IMPRESSIONS ADVERTISING SPECIALTY participating with other retail- Historically used in TV and Inexpensive branded toys or ers in cooperative wholesale other mass media to express the gifts such as key rings, pens, purchasing. number of viewers exposed to an T-shirts, etc., used as premiums. AFFILIATED WHOLESALER advertising vehicle (one impres- Less commonly referred to as sion equals one view). “Unique “advertising novelty.” A wholesaler that hosts a group impressions” factors out multiple of affiliated retailers, or a whole- views by the same people. ADVERTISING saler who is a member of an affili- SUBSTANTIATION ated wholesaler group. AD REPRINT HOLDER A Federal Trade Commission AFFINITY MARKETING A frame or other device used to regulation that requires adver- encase reprints of circular pages tisers to document claims made The practice of marketing to the or other advertisements. These in ads. interests of specific demographic are typically displayed on table- or shopper groups. tops or stanchions. ADVERTISING WEIGHT The amount of media advertis- AFTERMARKET AD SLICK ing supporting a brand over a Secondary sales related to Product or promotion graphics particular time period, usually repairs, replacement parts or provided by marketers to retail- measured in gross rating points. additions to a primary piece of ers or publishers for reproduc- See GRP. equipment. Most commonly tion in ads. used to refer to the automotive ADVERTISING/MARKETING aftermarket, which covers all ADAPTIVE SELLING EFFECTIVENESS products and services that an A practice that encourages sales- An assessment of the impact automobile owner might buy. people to alter their interaction made by a marketing program, with the customer based on the measured by sales lift, brand nature of the selling situation. awareness levels and various other parameters. 6 PATH TO PURCHASE GLOSSARY

AGENCY OF RECORD (AOR) AISLE JUMPER ALLOCATION (OR An agency that has been desig- A wire extending above an open ALLOTMENT) nated as a marketer’s primary aisle that sometimes carries (1) Term for the designated quan- partner and often hired on re- branded flags and pennants. tity of merchandise made avail- tainer. able or sold to a specific market AISLE (OR CATEGORY) area or retailer; often reflects AGGREGATION REINVENTION a limited quantity, usually less Broadly defining and grouping a The process of using shopper than a full order. (2) The shelf or shopper segment under a univer- insights to improve the design, secondary display space desig- sal concept or theme. assortment, visual aesthetics and nated for a specific product. overall “shoppability” of an aisle AIDED RECALL or category. ALLOWANCE In measuring advertising recall, A payment or invoice discount a technique in which the inter- AISLE SIGNAGE given by a product manufacturer viewer prompts the respondent’s (See aisle directory.) Naviga- to a retailer as an incentive for memory with cues. (“Do you tional signage that designates the a variety of actions, including remember seeing any ads for aisle’s product assortment. Typi- prompt invoice payment, volume Coke?”) cally deployed as ceiling hangers purchase, and promotional or at aisle ends. activity such as temporary price AIR RIGHT DISPLAY reductions or circular ads. Some- A display hanging above shop- times delivered in the form of pers and product. free product, but more frequently a monetary transaction.

ALPHA/BETA TESTING A two-pronged method of testing a new product’s likelihood of success through internal (alpha) and marketplace (beta) tests. AISLE VIOLATOR A sign hanging ALTERNATIVE MEDIA perpendicular Term used to describe non-tra- AISLE to the shelf on ditional channels of advertising. A store corridor, flanked by which it is at- Its scope varies by the viewpoint fixtures carrying shelves of tached, thereby of the practitioner, but univer- product. sticking out sally is understood to exclude into (“violat- mass media advertising. In-store AISLE BLOCKER ing”) the aisle. marketing is still considered A movable merchandiser used to Most com- “alternative” in some marketing block a closed checkout lane. monly used to circles, although that opinion is identify rectan- gradually diminishing. AISLE DIRECTORY gular signs that span more than ALTRUISTIC DISPLAY Navigational signage that identi- one shelf width. fies the aisle’s product assort- A product display that contains ment. Usually suspended from ALIGNMENT products from outside parties the ceiling or attached to an The practice of visually grouping that did not pay for its manufac- end-aisle display. It sometimes store elements in a harmonious ture or placement. Also used to also carries brand-specific ad way. describe the inclusion of a non- messages. participating product within a ALL COMMODITY VOLUME store-wide seasonal program or See ACV. other campaign. AMBIENT LIGHTING The use of lighting to help create a particular atmosphere or mood within a store. PATH TO PURCHASE GLOSSARY 7

ANA Antitrust Act, which prohibits a AREA OF DOMINANT Association of National Advertis- wide range of actions that would INFLUENCE ers. result in restraint of trade of See ADI. commerce. (3) Robinson-Patman ANCILLARY BUSINESSES Act, also known as the Anti- ASM Secondary businesses that a Price Discrimination Act, which A common abbreviation for “As- retailer operates within the pri- prohibits manufacturers from sistant Store Manager.” mary retail operation (e.g., photo giving price discounts or other processing, optical, food court, preferential treatment to certain ASSEMBLY travel, gas stations, etc.). retailers when the result could be (1) The program through which restraint of competition. certain items are ordered to be ANCOVA shipped by a vendor to a ware- Stands for “Analysis of Covari- API house and then to a store. (2) ance.” These are terms added at Application programming Building a display from compo- the end of a research study that interface. nent parts. (3) The area of a look for any variability between P-O-P production facility de- the test group and control group APPLICATION voted to assembling and kitting over time. More often display components. called an ANDROID “app,” the ASSORTMENT DISPLAY An operating system for smart- term refers A product display designed to phones and tablet computers to software give customers a choice: color, developed by Google and the that helps a size or other variable. Open Handset Alliance. Android user perform runs on a wide variety of handsets one or more ATTACH-TO-MERCHANDISE specific tasks. DISPLAY Now used A display that attaches directly almost exclusively for software to the merchandise. The display that can be downloaded for use usually provides some necessary with smartphones. informational messaging.

APPLET A small computer application from manufacturers including that performs a specific task and HTC, Samsung, LG and Motorola. runs within the scope of a larger It is positioned as an alternative program. Applets are used to ex- to Apple’s iOS for iPhone, RIM’s tend the functionality of a larger, Blackberry and Microsoft’s Win- parent application. A common dows Mobile platforms. example is a game app inside a brand’s Facebook page. ANSI The American National Stan- APRON dards Institute. An area outside a gas station or ATTEND AND ASSIST (A/A) other retail outlet in which mer- Shorthand for the assignment of ANTITRUST LAWS chandise displays are placed. attending a store remodel/set up A series of Federal laws created to and assisting as required. establish fair trade practices and ARCH outlaw anti-competitive activity. Signage running above an aisle AUDIO SHELF TALKER The most important are: (1) Clay- from one gondola to another. A static sign attached to a shelf ton Act, which makes it unlawful enhanced by the addition of for a manufacturer to require customized audio capabilities, that a retailer not sell a compet- usually activated by push button ing product as a condition of any or motion detection. distribution deal, in cases where such actions lessen competition or create a monopoly. The act also places restrictions on other exclusive deals. (2) Sherman 8 PATH TO PURCHASE GLOSSARY

AUDIO-VIDEO DISPLAY AVAILABLE MARKET BACKBAR DISPLAY A product display enhanced by The number of consumers A display designed for use on the electronic components that pres- identified as having an interest counter or wall behind the bar in ents audio and/or video messages in a product or service, access to pubs, restaurants or other “on- to shoppers. its purchase and the financial premise” channels. means to purchase it.

AVERAGE TICKET (RECEIPT) The average dollar amount spent by a shopper.

AWARENESS The ability of consumers to remember information about a AUDIT brand, ad or promotion to which (1) A survey of store conditions, they were exposed. “Unaided usually conducted by third-party awareness” refers to the abil- BACKHAUL merchandising firms. Among ity to recall without assistance; A delivery truck drops off goods the more common tasks per- “aided awareness” refers to cases from Party A at a store or desti- formed are analysis of primary in which the consumer’s recall nation and then picks up items shelf position and conditions, was prompted. See Aided Recall from Party B for delivery during price checks, audit of competitor and Unaided Awareness. the return leg. Keeping trucks product sets, and checks for the full both ways lowers operational presence of specific secondary B costs. P-O-P displays and promotional B FLUTE CORRUGATED materials. (2) The process of ver- PAPERBOARD BACKLIT DISPLAY ifying retail compliance of shop- A specific wave shape (flute) in the per marketing activity through inner portion of combined cor- A display physical checks, typically in a rugated board. It measures 3/32 that utilizes representative sample of stores. of an inch. Considered the most a fluorescent Any observable condition can be common corrugate for P-O-P. bulb or other measured, including location, lighting system copy, display activity, out-of- BACK HAUL ALLOWANCE to illuminate a stocks, etc. (3) Customer profile (BHA) film transpar- and usage studies conducted via A fee charged by retailers to pick ency or graphic interviews with shoppers in or up shipments at the manufac- from behind. outside the store. turer’s distribution center. BACK-UP MERCHANDISE AUTHORIZED LIST BACK ORDER A surplus of product made Chain-approved vendors and A product currently not in stock available for restocking in-store products. but being reordered. displays.

AUTHORIZED STOCK ITEM BACKROOM (OR BACK BAIT AND SWITCH A product or SKU that has been OFFICE) Luring shoppers to a store with approved for merchandising by The non-sales storage area, ads for a low-priced product, a store’s corporate or wholesale usually in the back of the store, then attempting to sell them a buying headquarters. where shipments are received more expensive alternative once and overstock is kept; in cynical they get there. Widely considered AUTOMATIC DISTRIBUTION merchandising circles, the place to be an unethical practice. A process through which the where approved displays often retailer’s headquarters (or autho- go to die. BALANCE REWARDS rized wholesale grocer) approves The loyalty card program and delivers new products, deals BACK TAG launched by Walgreens in fall or special promotional stock to A product-identifier card for peg 2012. The retailer claims to have key stores without specific order hooks or spring-loaded shelves 85 million members. from store managers. that appears when the product is out of stock. BALER A machine that breaks down cardboard. PATH TO PURCHASE GLOSSARY 9

BANNER BASE WRAP BEST FOOD DAY (BFD) An in-store sign, A roll of paper or corrugate The day of the week a daily news- generally pro- featuring repeating graphics that paper usually carries its largest duced from satin, can be cut to various lengths and volume of retail grocery ads. poplin, poly-cot- used to decorate or conceal the ton and vinyl. bottom cases of a mass display. BIG DATA A somewhat nebulous term referring to the vast amounts of detailed, granular information about individual consumers, their behavior and their BANNER purchase habits that personal The name under which a retail technology now makes available chain operates; the name that ap- to marketers. pears on the outside of the store (e.g., Jewel-Osco is a banner of BELOW-THE-LINE BILLBOARD AB Acquisition). ADVERTISING A large outdoor advertising Marketing tactics that do not display. BANNER AD earn a commission for advertis- Ads placed alongside content dising agencies, and therefore are BILLBOARDING played on web pages, interactive viewed more as pass-through Creation kiosks or video screens, often expenses than revenue genera- of a large featuring dynamic graphics, user tors. They include P-O-P adver- branded interactivity and the ability to tising, direct mail and all types presence track the number of times the of consumer promotion. The through ad was viewed and clicked on by term has a somewhat negative a display viewers. connotation, in that it refers to or other tactics that focus on driving sales in-store BANNER AD IMPRESSIONS rather than building brands and, marketing The number of times a banner ad therefore, are not “strategic.” vehicle. is displayed for viewing on a web page, interactive kiosk or video BENCHMARK BIN system. A performance measurement or A merchandiser standard that future activity can that carries BAR CODE be measured against. loose or bulk A scannable line graphic on product. More packaging that contains a Uni- BENCHMARKING commonly versal Product Code and other (See Benchmark.) The process referred to as a identifying information. See by which companies, following “dump bin.” UPC. pre-established guidelines for disclosure, share best business BIODEGRADABLE BAR CODE SCANNER practices with other companies. A sustainable packaging/display A device that reads bar codes. Generally focusing on one aspect term. The ability of a material Portable versions are sometimes of business (credit procedures, to be broken down into simpler referred to as “handhelds” or distribution procedures, etc.). compounds by microorganisms. “wands.” BENCHMARKING STUDY BLACK FRIDAY BASKET RING A study that identifies per- The day after Thanksgiving; Somewhat muddled term for the formance measurements and considered to be the official start amount spent by a shopper or standards for a specific industry, of the holiday selling season. shoppers, apparently referring product category, or other group, to the accumulation of products thereby allowing individual BLADES and the sound of a cash register. entities to compare their perfor- Vertical signs mance with peers. used to draw shopper atten- BENTONVILLE tion to a specific Commonly used shorthand for section of an aisle. Walmart’s corporate headquar- See Aisle Violator. ters in Bentonville, Ark. 10 PATH TO PURCHASE GLOSSARY

BLISTER PACK BONUS PACK BRAND AFFINITY A package with a translucent, A special package that contains The goodwill that a brand has molded plastic casing that cov- additional product at no extra established among consumers. ers a product and is attached cost. to a piece of cardstock or other BRAND AMBASSADOR durable substrate. BOOK ENDS Someone who represents a brand Two TV ads, usually 15 seconds in a positive way, thereby serving each, that run at the beginning as an advocate. Typically, the and at the end of a commercial term is applied to an employee of break. a promotional/event marketing company who interacts with the BORROWED INTEREST public at special events, although PROMOTION it can be applied to celebrity en- A promotion that leverages the dorsers and even avid consumers recognition and impact of a well- (as in Facebook “fans”). known event or personality to gain shoppers’ attention. BRAND BLOCK BLITZ Merchandising practice in A coordinated, rapid rollout of a BOTTLE GLORIFIER which all of a brand’s SKUs are marketing program. This display highlights a single stocked contiguously on the bottle or bottles shelf, thereby creating a de facto BLOW MOLDING of liquor, wine billboard. Procter & Gamble’s Manufacturing process utilized or beer, often Tide is often noted for having one to produce lightweight, hollow placed behind of the strongest brand blocks in parts, ranging in size from small the counter in the packaged goods world. to relatively large. Hollow parts bars, restau- require less plastic, and conse- rants and pubs. quently shorter cooling time, Many feature producing a faster molding cycle. illumination and graphics to BODY COPY draw attention Informational text on a display and generate trial of the product or promotional piece; smaller in among bar patrons. See also size compared with a headline or Backbar display. subhead callout copy. BOTTLE HANGER BRAND EQUITY BOGO Also called a “neck hanger.” An The value of a brand as defined Abbreviation ad sign or tag that hangs around by consumer attitudes toward its for a “buy-one- the neck of a bottle. Largely seen stated attributes, product perfor- get-one” offer, in the wine and liquor industry. mance and perceived status. a type of price promotion in BOTTLE POURER BRAND EVANGELIST which the shop- A branded plastic or metal piece A customer who believes strong- per gets a second that fits over the top of a liquor ly in a product or service and (or third) item at bottle that usually limits pouring. volunteers to convince others special discount with purchase to use it. Evangelists do this out of the first. Often used to denote BRAND of personal enthusiasm and not a “buy-one-get-one free” offer, The trademarked name of a for money. (Affiliate marketing which technically is a BOGOF. product or group of products. involves incentivizing people to advocate on behalf of a product.) BOGOF BRAND ACTIVATION Apple “fanboys” are an example Abbreviation ASSOCIATION of brand evangelists. for “buy- Formerly the Promotion Mar- one-get-one- keting Association, a nonprofit BRAND MANAGER free.” organization for brand market- The person responsible for ers whose purview covers all planning and coordinating all consumer communication. marketing activity for a specific brand. PATH TO PURCHASE GLOSSARY 11

BRAND PAGE CANNIBALIZATION CAR TOPPER A microsite dedicated to a spe- An action that generates sales in A display designed to attach to cific brand and generally housed one respect by decreasing sales the roof of a vehicle that can be outside of the manufacturer’s in another. Examples include the used in a dealer showroom or for website. Examples include addition of new stores to a mar- street marketing. account-specific microsites ap- ket, thereby drawing away cus- pearing within retailers’ websites tomers from existing locations, and publicly visible Facebook or the launch of a line extension accounts. that attracts users of the flagship product. Also used in regard to BRIGHT IDEAS the potential for promotional A Walmart weekly program, tactics, such as coupons, to introduced in 2009, that makes reduce profits through their re- product sampling and dem- demption by loyal product users CARD-BASED MARKETING onstrations an integral part of who would have paid full price. A relatively archaic term for the the in-store experience. The practice of mining data collected CANVASS program is managed by Shopper through frequent-shopper cards Events LLC, Bentonville, Ark. The practice of visiting retail- to develop marketing efforts. ers in a particular market for a BROWN GOODS specific marketing purpose. CARDBOARD A term for consumer electron- Cardboard is a generic non- CAPACITY FIXTURES ics, especially smaller items like specific term for heavy duty clock radios. The term “white Displays designed to carry fast- paper-based product. Do not use goods” can refer either to bed- selling products. as a synonym for corrugated. room/bathroom linens or major kitchen appliances. CAPTIVE AUDIENCE CART ADVERTISING Consumers who, due to cir- Advertising messages delivered C cumstances of time and place, on shopping carts, ranging from C FLUTE CORRUGATE are almost print attachments to interac- A specific wave shape in the guaranteed tive media delivered via wireless inner portion of combined cor- to be exposed video screens. rugated board that measures to a market- 9/64ths of an inch in height. Used ing message. most widely for materials that Shoppers require increased strength. waiting in a checkout line, C-STORE for example, are considered by some marketers Commonly used abbreviation for to be a captive audience. convenience store. CART CORRAL CAPTIVE BRAND The fenced areas in store parking C&P A product line sold exclusively lots used to collect discarded Abbreviation for “convenience through one retailer whose shopping carts. The spaces often and petroleum” stores, the latter trade dress is not owned by that contain sign frames, canopies or of which does not sell additional retailer, or whose manufacturer other materials used by retailers merchandise. is not specifically contracted for branding and advertising. by that retailer (and therefore CAD (COMPUTER AIDED CART MULE DESIGN) doesn’t classify as private label). See Private Label. The motorized vehicles used to Computer software used widely collect shopping carts in a store’s for designing product displays parking lot. and other marketing materials. CART RAIL CAMPAIGN The area at or near a store en- A coordinated effort to market trance in which shopping carts a product, often including an are stored; often also used to overview of advertising sched- merchandise new, seasonal or ules and the various media and promotional merchandise. tactics to be employed. 12 PATH TO PURCHASE GLOSSARY

CART WRAP CASE RATE CASH REGISTER DISPLAY An ad printed on paper, light A calculation in which a brand’s A rack or other type of display de- cardboard or other material to annual marketing budget is di- signed to mount onto or sit near a wrap around a shopping cart. vided by the number of cases sold cash register. It typically is used to represent the level of support to merchandise high-impulse CARTWHEEL the product received. products like candy or cigarettes; A digital savings program also refers to a sign designed to launched by Target in spring CASE STACK mount onto the cash register. 2013 with technological support A mass display made up of from Facebook. Registered users stacked cases of product. The top CASH VALUE receive hundreds of in-store- cases in the stack are cut open The monetary value of a coupon, only discounts each month that to expose product and replaced required in some states. The can be redeemed at checkout with another open case as the amount is low enough (1/100th of through a single barcode pre- items sell down. Case stacks are a cent) to offer no real cash value. sented either as a printout or via often enhanced with additional mobile phone. P-O-P elements, including signs CASH WRAP set on top of the cases, affixed Alternative term for the check- CAS to poles near the cases (see Pole out area, used primarily in the Abbreviation for “computer- Topper), or with rolls of graphics United Kingdom. aided sign making.” (see Case Wrap) wrapped around the bottom cases. CATALINA MARKETING CASE ALLOWANCE A marketing service operating A payment or discount provided CASE STACKER in numerous supermarket and by a manufacturer to a retailer A plastic or rubber base used to drugstore chains that ties into based on the number of cases add support for a case stack. the store’s POS data to deliver purchased during a specified targeted coupons and other pro- period. motional offers in conjunction with register receipts. CASE CARD A header or CATALOG ITEMS riser attached Displays and other marketing to, or slotted materials made available by dis- into, a case play manufacturers or product of product to marketers for retailer orders on enhance its an ongoing basis. presence, or CASE STRIPS an easel card Cardboard or plastic materials CATEGORY ANALYSIS positioned on that snap into the graphics chan- An in-depth examination of a top of a case stack. nel of shelving units or food cases product category to ascertain the to present product information strengths, weaknesses and effec- CASE COUNT METHOD or a marketing message (see also tiveness of competing products. The practice of accepting a Channel Strips). wholesale delivery based on the CATEGORY CAPTAIN number of cases listed in the CASE WRAP A product manufacturer who, invoice rather than by an actual A roll of decorative paper or corru- through his size, market position count of the cases delivered. gate designed to surround the base or strength in delivering proven of a case stack display. Also known insights, is selected by the re- CASE DIVIDER as base wrap or pallet wrap. tailer to play a leading role in its A cardboard or plastic strip de- category management activity. signed to segment and organize products in display cases or freezers. The strip can carry a brand logo or other marketing message. Also known as “case organizer.” PATH TO PURCHASE GLOSSARY 13

CATEGORY DEVELOPMENT CAUSE MARKETING CHANNEL RED FUND A strategy in which the marketer The name Target has given to its Pooled money used to increase aligns with a non-profit charity in-store video network. sales at the category level rather or promotes a socially relevant than to boost an individual issue in order to foster goodwill CHANNEL STRIP brand. Through cooperative with consumers. Campaigns A piece of molding that slides marketing associations, catego- typically include fundraising into or over the front edge of a ries such as cheese, milk and activities or in-kind donation shelf, often used to communicate pork collect such funds to con- efforts. brand messages, price or other duct periodic promotions. information. CEILING CRASHER CATEGORY KILLER A display A somewhat outdated term used to sometimes identify retailers whose large foot- found in prints and focus on specific prod- convenience CHECK-INS uct areas — The Home Depot, Toys stores that “R” Us, Barnes & Noble — made suspends When a person “checks in” to a them dominant forces in those from the ceil- physical place (store, restaurant, categories and led to the demise ing to present the illusion that it concert, etc.), they are sharing of many independent retailers in is crashing through. their location with friends (or the market. The rise of Walmart, alerting a service) by text mes- however, has greatly reduced the CENTER OF EXCELLENCE saging or using a GPS-powered lethalness of most category killers. A special department through mobile application on a smart- which product manufacturers CATEGORY MANAGEMENT seek to identify, test and show- (AKA “CATMAN”) case best practices in marketing The practice of analyzing SKU and/or merchandising. selection, shelf merchandising, promotion and sales history CENTER STORE to improve the business per- Literally, the large middle por- formance of a specific product tion of a supermarket in which the majority of packaged goods phone. On some social net- are merchandised (in contrast working services, the check-in confirms the user’s presence in a specific place (e.g. retail sales floor), making the user eligible for a reward. Services that use check-ins include Shopkick, Foursquare, Google Latitude, Facebook and Gowalla. group. The function is the responsibility of a retailer’s CHERRY PICKERS category manager, with varying to the perimeter, which typically Shoppers with no brand or store levels of support provided by houses fresh-food departments). loyalty whose purchase plans are relevant product manufacturers. The term is also used to identify based solely on the promotions the categories and product mer- being offered at any given time. CATEGORY MANAGEMENT chandised there. SYSTEM CIGAR STORE INDIAN An in-line display designed to CHANNEL MARKETING Native American figurine seen outside of tobacco stores in the make a specific product category In the consumer electronics 1800s. Considered to be the first easier to stock and maintain and/ industry, advertising, promo- P-O-P display. POPAI uses the or easier to shop. tion and educational initiatives image for the statues awarded in that target value-added resell- CATEGORY REVIEW its OMA (Outstanding Merchan- ers, system integrators, original dising Achievement) contest. The periodic analysis of a prod- equipment manufacturers, dis- uct category in which a retailer tributors and other intermediate evaluates the existing planogram manufacturing and distribution to develop a more efficient and partners rather than end-user effective shelf set. consumers. 14 PATH TO PURCHASE GLOSSARY

CLEAN STORE POLICY COD COLLECTIVE BUYING SITE Term used to describe the pro- Abbreviation for “cash-on- Collective (also called group or fessed policy of some retailers to delivery,” in which the customer social) buying involves the offer of prohibit or severely restrict the pays for merchandise when it is a product or service at a reduced acceptance of vendor-supplied delivered instead of in advance. price if a minimum number P-O-P displays, in deference to of buyers agree to purchase it. easier store navigation and an CO-CREATION Group buying websites (most overall cleaner appearance. Collaborative shopper market- notably Groupon, LivingSocial, ing in which manufacturer and CLICKSTREAM ANALYSIS retailer work together to develop A study conducted to identify a mutually beneficial market- patterns in the way users “click ing plan from the outset, rather through” a sequence of Web or than modifying pre-existing mobile device pages while brows- programs (from one side or the ing for information. Often used to other) to fit the other partner’s gauge usability and engagement business needs. levels for a site or application. CO-EQUITY OVERLAY CLIP STRIP An add-on to a standard free- A trademarked standing insert in which the BuyWithMe, Google Offers and name owned product Facebook Deals) commonly offer by Clip Strip manufactur- a “deal of the day” that takes effect Corp. that has er provides once a predetermined number of become the key retailers people sign on to buy the product standard term with a free, or service. The purchaser prints for a merchan- co-branded a voucher that is then redeemed dising strip. secondary at the business. There are said ad promot- to be 500 group buying websites ing exclusive worldwide and more than 100 in deals or the United States alone. promotions. The SmartSource and Redplum CO-MARKETING CLOSURE RATE co-operative FSI programs both Strategic practice in which a re- The percentage of shoppers who run formal co-equity calendars. tailer and product manufacturer buy a product versus all those combine their marketing resourc- who enter a store or specific cat- COLLABORATION (IN es and insights to create exclusive, egory/department. If 100 shop- SHOPPER MARKETING) mutually beneficial programs. pers walk down the laundry care Mutually beneficial marketing It differs from account-specific aisle and 40 purchase a product, and merchandising activity con- programs, which typically involve the closure rate is 40%. ducted by retailers and product much less involvement from the manufacturers. The Retail Com- retailer; also sometimes used for CLOUD COMPUTING mission on Shopper Marketing collaboration between two prod- Internet-based computing in identified three levels of poten- uct manufacturers. which resources, software and tial collaboration: Strategic, information reside on a server Platform and Program. COMPARABLE STORE SALES and are provided, on demand, to computers and other devices. COLLABORATIVE The amount of total sales gener- These resources are sometimes MARKETING ated from stores that have been referred to as “the cloud.” A broad term used to describe open for at least one year, or long a wide variety of partnerships enough to make comparisons CLUB STORE — retailer and product manu- based on historical data. Typi- A retail channel in which chains facturer, product manufacturer cally expressed as a percentage charge annual membership and product manufacturer, increase or decrease, comparable dues and merchandise bulk etc. — who combine resources store sales exclude sales derived items at discount prices within to conduct mutually beneficial through acquisitions or newly a warehouse environment. The campaigns. opened stores and are often used three primary U.S. club stores by investors and analysts to de- are Costco, Sam’s Club and BJ’s termine a retailer’s overall health. Wholesale. Also known as same store sales. PATH TO PURCHASE GLOSSARY 15

COMPLIANCE CONTAINERBOARD CONVENIENCE STORE A 200-store chain approves or The materials that go into the (C-STORE) “accepts” an in-store marketing manufacture of containers or A small, easily shopped store that program from a CPG. Although boxes. They consist of facings merchandises an extensive assort- accepted chainwide, the display called linerboard and the inter- ment of high-volume products, was set up or “executed” in only vening fluting. such as cigarettes, beverages 140 of the chain’s stores. The com- and snacks, along with a limited pliance rate, therefore, is 70%. CONTEST selection of numerous other items. A popular promotion tactic in More than half of all c-stores sell CONFECTIONERY which entrants are required gasoline, and an increasing num- A class of products including to demonstrate a skill or talent ber offer fresh coffee and prepared- candy and other sugar-based (write an essay, take a photo, etc.) food options. C-stores range in sweets. and winners are selected based size from enclosed kiosks shopped on the merits of their entries. from the outside to 5,000-square- Although more complicated foot, full-service locations. Some than a game or sweepstakes, the supermarkets and other larger tactic is commonly used because retailers operate adjacent c-stores contest operators are legally to capture more convenience trips. allowed to require a product purchase before entry. See Game CONVENIENCE TRIP and Sweepstakes. Common shopping trip in which store selection is based over- CONTINUITY PROGRAM whelmingly on proximity and CONSUMER A long-term promotion designed required time within the store. Standard term for an individual to induce repeat purchase of who buys and uses products and a product CONVERSION services. Differs from a shop- by offering The act of turning shoppers into per in that the consumer is not ongoing buyers. actively considering a purchase. rewards. A retailer CO-OPERATIVE CONSUMER INSIGHTS promotion ADVERTISING (OR CO-OP ADVERTISING) Data-driven learning that leads designed The practice of sharing the costs to an actionable understanding to generate for mutually beneficial market- of overall consumer behavior repeat traffic ing activity among two or more and its impact on brand aware- by offering parties. ness, consideration, product new items in affinity and purchase intent. a set (dinner- ware, books) CORRUGATE CONSUMER INTERCEPT on a periodic basis. The material most often used A research practice in which in the production of (tempo- CONTROL STORE individuals are solicited in per- rary) promotional displays. It son to take surveys and provide In shopper marketing research, a is formed by gluing one or more information about their attitudes store in which standard condi- sheets of fluted medium to one or and behaviors. tions are maintained in order to more flat facings of linerboard. compare sales and other factors The size of the flute is typically CONSUMER PROMOTION with those from a test store. Con- designated by a letter name. See B-flute and C-flute. The name for a wide variety of trol stores are selected for their marketing activities whose goal similarities to the test stores. COST OF GOODS SOLD is to induce specific consumer CONTROLLED STORE TEST action. Among the more common All expenses related to the manu- consumer promotion tactics are A method of gauging the poten- facture, sales and distribution of P-O-P displays, coupons, sweep- tial success of a product launch consumer products. In the case stakes and events. or in-store marketing campaign of product manufacturers, it in- by testing in a small number of cludes all promotional allowances stores in which all potentially paid to retailers. Some companies influential circumstances are also classify the production and closely monitored. distribution of displays and signs as a cost of goods sold rather than as part of the marketing budget. 16 PATH TO PURCHASE GLOSSARY

COUNTER CARD COUPON PAD (OR COUPON CROSS-MERCHANDISE A standing TEARPAD) The practice of marketing or dis- sign used A pad of coupons that is glued playing products from different to deliver together for easy tear-off. categories or store departments advertising together to generate incremental messages, CPG purchase or, to a lesser degree, used most Commonly used acronym for often at “consumer packaged goods,” checkout or which encompasses a wide vari- other type ety of food, beverages and gen- of service counter. eral merchandise pre-packaged for sale to consumers. COUNTER MAT A mat used to present advertis- CPM (COST PER THOUSAND) ing messages at the point of sale. A standard currency rate in It protects the counter from the media advertising world, in looking worn. which advertisers evaluate costs by comparing the dollar amount improve the shopper experience. COUNTERTOP DISPLAYS required to generate 1,000 con- Product selection most often is Compact displays, typically car- sumer impressions. based on consumer usage pat- rying small amounts of product, terns reflecting either specific designed to fit on a store’s coun- CRM meal solutions (peanut butter, ter to drive impulse purchase Customer Relationship jelly and bread is an obvious ex- without impeding work activity. Management. ample) or a broader theme (such as the common seasonal group- CREATIVE BRIEF ing of outdoor grills, charcoal, A detailed document that consol- beer and marshmallows). idates input from all stakehold- ers to provide a specific direction CROWDSOURCING for a design team or other group The practice of making an open charged with a program’s devel- call to a broad community to opment and/or execution. solve a problem or test a product. Brand marketers use it to engage COUPON CROSS-CHANNEL with consumers through social A printed or digital voucher RETAILING media, and to gain deeper in- distributed to consumers as a A strategic initiative in which sights into consumer wants and purchase incentive by offer- the retailer attempts to present a needs. Technologies used include ing a stated price discount or consistent shopping experience e-mail, blogs and online forums. other type of deal. The discount in terms of marketing messages, For example, Doritos “fans” typically is redeemable only for pricing and customer service created and submitted their own specific products or brands iden- across all consumer communica- Super Bowl advertisements for a tified within the copy, although tions (i.e. brick & mortar, online, chance to win trips and cash. retailers sometimes offer cou- catalog, etc.). CUSTOMER-CENTRIC pons with broader redeemability (OR SHOPPER-CENTRIC) (such as “20% off any single item CROSS DOCKING in the store”). The coupon must A logistics term for transferring a A strategy in which store designs be submitted by the consumer at vendor’s product to store-bound and layouts, merchandising the time of purchase. trucks at the warehouse with- activity, product selection and/ out a lot of handling or lengthy or marketing initiatives are COUPON DISPENSER storage. developed to meet the needs of A small device specific consumer groups. that distributes CUSTOMER CENTRICITY coupons in store, most of- A term made popular by Best ten attached to Buy to express its strategy of shelves or cooler basing store design, merchandis- doors near the ing, marketing and even labor product in question. Sometimes strategies on the needs of specific activated via motion sensor. customer demographics. PATH TO PURCHASE GLOSSARY 17

CUSTOMER FIRST CUT CASE DATING The business mantra used by A shipping case in which the Term for a deferred billing Kroger to express its efforts to front portion has been torn off practice in which the retailer use a deep understanding of its (or “cut”), thereby exposing the isn’t required to pay for the shopper base as the foundation product and turning the case merchandise it receives for for all decision-making. into a merchandiser. Commonly several months, with no interest charged. CUSTOMER MARKETING The practice among product DAYS SALES OUTSTANDING manufacturers of devoting (DSO) personnel, money and other The average number of days it resources to the development of takes a company to collect rev- specific marketing and merchan- enue after a sale has been made. dising programs for key retailers, A low DSO number signifies that often in close collaboration with it takes a company fewer days those accounts. to collect the revenue; a high DSO number indicates that a CUSTOMER RELATIONSHIP company is selling its product to MANAGEMENT (CRM) found stacked together as case customers on credit, and taking Originally used specifically for stacks within aisles or on shelves more time to collect revenue. computer-based methods of (particularly in price-impact tracking customer interactions, stores where labor is more DEAL PACK the term now refers to the prac- scarce). Usually cut with box cut- A special package design, like tice of efficiently managing all as- ters, many now are designed to bonus packs, that typically pects of customer interaction and be self-opening. carries the marketers’ promo- the use of purchase history and tional pricing graphics. other data to develop targeted CUT IN marketing offers. The underlying The introduction of a new DEALER TIE-IN goal is to manage each customer product into the shelf set, which Local support by a retailer for based on individual preferences involves a change to the existing an advertiser’s promotional pro- and needs over time rather than planogram. A cut in usually oc- gram. Methods include in-store on isolated transactions or gen- curs between major shelf resets. display materials, cooperative eral behavioral assumptions. advertising, local contests, iden- CYBER MONDAY tification in media ads, etc. CUSTOMER The Monday after Thanksgiving, SEGMENTATION when e-commerce sales tradi- DEALER’S PRIVILEGE The practice of dividing a retailer’s tionally have spiked in a manner A sign with advertising on one shopper base (or a brand’s user similar to “Black Friday” at phys- side and just a service message base) into groups that reflect their ical stores. Many online retailers on the other, such as “We appre- demographics, lifestyle needs, have reacted to the phenomenon ciate your business.” purchase habits and shopping be- by conducting special sales that haviors in order to develop more day. DECAL effective methods of marketing A print that is enclosed between and merchandising and, ultimate- D a lamination film and pressure- ly, to engender deeper loyalties. DANGLER sensitive adhesive film with a mounted release liner. CUSTOMER-FACING A sign or small graphic attached to channels of shelving units with Any retail operation, technology, DEDICATED SPACE a thin strip service or program to which the of material. A company purchases space in a shopper is exposed. Often con- Also known store, where the space is used for trasted with “back-office” activity as shelf displaying that company’s product. “wobblers” due to their propensity to move with air currents. The term “ceiling dangler” is sometimes used to refer to signs hung from the ceiling. . 18 PATH TO PURCHASE GLOSSARY

DEMONSTRATION DESIGN FOR RECYCLING DIGITAL DISPLAY The practice of drawing atten- A design concept that encourages (BILLBOARD) tion to a product by showing how recycling by eliminating hazardous Devices that display advertis- it operates, what it can be used and non-recyclable components. ing-only messages via screens equipped with LED (light emit- DESIGNATED MARKET ting diode) or LCD (liquid crystal AREA (DMA) display) technology, often chang- A geographical area defined by ing, at predetermined times or the exposure of its population to through motion recognition the same media outlets, such as technology, to feature multiple TV and radio stations, newspa- brands. pers and other vehicles. Nielsen Media Research recognizes 210 DIGITAL MARKETING DMAs in the United States. They Any communication delivered for and/or what end result it typically are identified by the through a digital technology, in- delivers. Food sampling is a type largest city within them. cluding the Internet, networked of demonstration, especially place-based signage, in-store when it involves the preparation DIE-CUT INSERTS kiosks, personal shopping as- of featured recipes. Cardboard packaging elements sistants, videogames and mobile that precisely fit and thus protect phones. The goal, according to DEMONSTRATOR DISPLAY a part’s contour. the Digital Marketing Institute, P-O-P that shows how a product is to use such technology “to functions. DIGITAL ADVERTISING create integrated, targeted and NETWORK measurable communications A narrowcast network combin- which help to acquire and retain ing targeted entertainment and/ customers while building deeper or informational content with relationships with them.” advertising. Distributed through digital networks and/or screens DIGITAL SHOPPER MARKETING The practice of using digital communication channels such DEPARTMENT as the Internet or mobile phones Large areas within the store to deliver shopper-marketing dedicated to one product category or brand line and sometimes targeted to a specific demographic. These specialized areas include electronics, pharmacy, hardware, cosmetics, garden, in place-based, out-of-home pet, sewing, housewares, men’s consumer venues such as retail, apparel, shoes and furniture. transit, malls, grocery, health clubs, medical offices, gas sta- DEPARTMENT MANAGER tions, office buildings and hotels. The person in the department DIGITAL COUPON who is responsible for ordering product, conducting markdowns A promotional offer that is and performing other manage- integrated directly with a retail programs. (See Shopper Market- ment tasks. point-of-sale system for automatic redemption at checkout, thereby ing.) It can be used to directly DEPARTMENT STORE allowing pre-qualified consumers influence online purchases or to drive traffic to bricks-and- Large-scale stores, sometimes to accept the deal in some simple mortar stores. multi-level, offering a mix of manner. The most common con- merchandise focused on fashion, duits are store loyalty cards and apparel and home goods. smartphones. (As technology has improved, the term’s definition has narrowed to exclude digitally delivered coupons that must be printed and brought to a store.) PATH TO PURCHASE GLOSSARY 19

DIGITAL SIGNAGE DIPA DOLLAR STORE A flat-screen digital display. The Abbreviation for “dynamic image A small-footprint retailer offer- term covers both large screens provisioning applications,” soft- ing a wide variety of merchan- (usually mounted on walls or ware that controls digital signage dise but a limited number of ceilings) and small (a few inches content distribution, determin- SKUs in each. The name comes in size, attached at the shelf edge), ing, for example, which files will from the practice of selling as well as single-screen displays be played at what time and which all merchandise at $1 or less, and chain-wide narrowcast net- location, or what will be shown although few chains actually works. They offer information, on various portions of a particu- adhere to it. Once viewed with lar screen. disdain by product manufacturers as a place for diverted or DISPLAY ADVERTISING damaged product, the channel The placement of ads containing has produced two significant hypertext links on a website in players — Dollar General and order to drive traffic to another Family Dollar — whose size and online location. increasing sophistication have made them key accounts for a DISTRIBUTION CENTER/DC number of CPGs. A distribution center (also called a DC, fulfillment center, cross- DOS dock facility or break-bulk) is a Days of supply. warehouse or other specialized building stocked with goods for DSD redistribution to retail stores. Commonly used acronym for “direct-store delivery.” DIVERSION advertising copy, animation and/ An unscrupulous but fairly com- DUMP BIN or broadcast-quality content. mon practice in which a retailer A merchandiser Today, the screens are usually buys product in large volume that carries loose or programmed and networked from the manufacturer at a bulk product. See from a remote, central location. promotional price, then sells a also Bin. Also used synonymously with portion of it to other retailers or in-store TV; dynamic signage; sales channels at a profit. digital out-of-home media; and electronic signage. DIVISIONAL MERCHANDISE DVR MANAGER Abbreviation for DIRECT-STORE (OR DIRECT- A retail executive who oversees “digital video re- TO-STORE) DELIVERY (DSD) category buyers and coordinates corder,” offered by Process in which the product is merchandising activity across cable companies as delivered directly to individual multiple categories, depart- well as by TiVo. stores by a manufacturer’s field ments or divisions. representative rather than to a DWELL TIME distribution center. DSD vendors DLP How long a shopper often have an advantage when Abbreviation for “digital light lingers in front it comes to in-store execution processing,” the technology used of an in-store TV because they have the labor to in many video projectors. screen or sign, or set up programs, as well as more shops a specific personal relationships with store store or store area. personnel. DYNAMIC SCREEN ZONES DIRECT TO CARD The separate segments of screen Term used for a digital coupon space that feature different types or other offer that a shopper can of information. Typically three download to her loyalty card zones, comprising (1) full-motion for automatic redemption at content with (2) a news scroll checkout. along the bottom and (3) store specials listed in a panel along the right side. 20 PATH TO PURCHASE GLOSSARY

E EASEL CARD END-AISLE DISPLAY E-COMMERCE Flat signs or cards with a Alternative term for endcap or chipboard easel attached to the endcap display. Actions related to the buying or back, providing selling of products and services support for the ENDCAP over the Internet or other digital display to stand Merchandising space located medium. on a counter, perpendicular to and at the end of E-COUPON shelf or case store aisles, used to prominently stack. Also a display products on sale or other An electronically or digitally free-standing special items. Space allocation is transmitted discount offer. To floor unit of often negotiated between retail redeem, e- wood, plastic or buyer and product seller. End- coupons may metal to support caps are considered to be prime be printed, signs, large cards and frames. store real estate offering great loaded potential for incremental sales. directly onto ECR store loyalty Efficient Consumer Response ENDCAP DISPLAY cards or dis- (ECR) is a strategy in which a A singular product display built played via chain, distributor and vendors specifically for placement on a smartphone work together to take out cost store endcap, or a collection of screens at checkout. from supply chains. product and P-O-P materials set E-TAILING up to simulate a product display. EDGE CRUSH TEST Short for Electronic Retailing, A test of corrugated board to de- which encompasses a broad termine the force that will crush array of shopping transac- standard board while standing tions fulfilled directly through on its edge. The test measures e-commerce websites such as the stacking strength of corru- Amazon.com or mobile applica- gated boxes and fiberboard. tions designed for smartphones and tablet computers. EDI EAS Electronic Data Interchange, which involves transmitting in- Electronic Article Surveillance formation directly by standard- (EAS) uses se- izing computer formats. curity tags and special detec- EFT tion equip- Electronic Funds Transfer. ment. Systems installed at ELECTRONIC CRM entrances and (CUSTOMER RELATIONSHIP exits set off an MANAGEMENT) ENGAGEMENT alarm when the The use of websites, e-mails and Measure of a marketing vehicle’s tag passes through the equip- other digital communication ment without previously being ability to capture, then hold, the vehicles to conduct targeted attention of shoppers. deactivated. communication programs with key customers and prospects. ENTERTAINMENT TIE-IN The use of licensed imagery from ELECTRONIC PAPER (E-PAPER) popular film and television properties to gain additional exposure A technol- for and increased participation in ogy that a brand’s consumer promotion. imitates the appearance of conventional paper and ink using plastic film laminated to circuitry. E- paper is somewhat bendable. PATH TO PURCHASE GLOSSARY 21

ETHNOGRAPHERS EXCLUSIVE BRAND EYE-TRACKING In the shopper research con- A brand distributed through a sin- The use of specialized devices to text, they are usually graduate gle retailer but not directly owned follow and analyze the path that anthropology students who or manufactured by that retailer. a viewer’s eyes travel while ob- are trained to note aspects of Also known as a captive brand. serving an object or scene. Eye- the shopping experience such as needs, decision logic, brand/ EXECUTION channel/store selections, aisle The act of carrying out the vari- behavior, etc. They work on-site, ous aspects of an in-store mar- from videotape, via in-store fo- keting program. Most commonly cus groups and/or shop-alongs. used in reference to store-level execution of brand campaigns. ETHNOGRAPHIC RESEARCH The use of personal observation EXPANDABLE or video monitoring to study POLYSTYRENE (EPS) tracking research is often used to the behavior of shoppers as they Common name for this plastic gauge how quickly and effectively traverse the store; or the similar is Styrofoam. Usable at sub-zero proposed package designs, shelf observation of consumers in their temperatures; can expand or sets, print ads and other market- homes or other natural environ- blister at high temperatures. ing materials convey a desired ments. The analysis of informa- message. tion collected through such EXPERIENTIAL MARKETING techniques to gain better insights The practice of using various F into the consumer mindset. stimuli related to the five senses FACEBOOK ‘LIKES’ to immerse consumers in a A feature on Facebook that lets EVENT physical representation of the users connect to content posted A physical event used to activate brand message. on the social media site and be marketing programs and im- identified as a “fan.” Brand or EXPOSURE merse consumers in a branded retailer Facebook pages often experience. A multi-page FSI The act of a consumer being require a user to “Like” a page to program used to create maxi- presented with an opportunity access coupons, sweepstakes and mum impact for a promotion or to experience a marketing com- other special offers. product launch. munication. See Opportunity to See, Impression. FACING EVENT MARKETING Term for each EXTRACARE The practice of sponsoring or row of product staging physical events as a means The name of CVS/pharmacy’s stocked on a of engaging consumers, business loyalty program. shelf or dis- partners or employees through play. A brand’s EXTRUSION MOLDING activities relevant to the brand. strength at The process of pushing heated retail is often plastic through a die, which is cut based on the with the desired profile. (Think number of of the Play-Doh “Fun Factory.”) facings it com- Extruded parts are used when mands on the a shape with undercuts or long, shelf. Determining the number continuous straight lengths of of optimal facings for each SKU plastic are needed. Often called is a key component of planogram “profiles,” these are commonly development. EVERY DAY LOW PRICE used in shelf-edge signage ap- (EDLP) plications. FACTICE A retail policy in which products A giant replica are sold at a consistent low price bottle used most rather than being offered at fluc- frequently in the tuating price points through on- display of class and-off promotions. Walmart is cosmetics. considered to be the father — not to mention the king — of EDLP. 22 PATH TO PURCHASE GLOSSARY

FBO 5-BY-5 RULE FOUR-WAY The acronym for 7-Eleven’s The theory that a product in a A fixture that holds product on “First, Best, Only” merchandis- store should convey its value four sides. It is most commonly ing strategy, through which the proposition within five seconds convenience store chain strives from at least five feet away from to be First to market with a its position. Warehouse club product, offer the Best version of operator Costco is generally a product, or be the Only retailer credited with establishing the to stock the product. practice.

FEATURE FLOOR DECAL/GRAPHIC/ Term for the ad space given to a CLING product in the retailer’s circular, A plastic substrate that adheres typically negotiated between to floors (and is easily removed) buyer and seller and funded with on which advertising graphics trade promotion dollars. A key are printed. The tactic is used characteristic of a product or service that often is highlighted in marketing materials as a point of difference from the competition. found at Walmart, which uses FIELD REPRESENTATIVE numerous four-ways in its Action An agent working on behalf of a Alley merchandising plan. manufacturer who visits stores most often to draw attention to to deliver product, set up in-store a product in close proximity, but FOUR C’S marketing programs and per- is also utilized to direct shoppers A shorthand checklist for devel- form other tasks. from other areas of the store or oping and evaluating effective to communicate retail messages. P-O-P materials (formulated by FILL-IN TRIP MarketingLab president Richard One of the more common types FLOORSTAND (OR FLOOR Butwinick). The Four C’s are of shopping trips in which a DISPLAY) “command” attention, “connect” shopper visits a store in between A freestanding merchandiser with shoppers, “convey” key stock-up trips to replenish designed to sit directly on the information and “close” the sale. several items and/or buy some sales floor. additional products. FOUR P’S The key elements or ingredients FIRST MOMENT OF TRUTH of effective marketing, as postu- The now legendary phrase popu- lated by marketing professor E. larized by Procter & Gamble Jerome McCarthy in 1960. The CEO A.G. Lafley, who in a 2002 Four P’s are “product,” “place,” letter to shareholders defined it “price” and “promotion.” The as the moment “when consum- model is used widely to help plan ers stand in front of a store shelf new marketing programs. ... and decide whether to buy a P&G brand, or a competing FRANCHISEE product.” The phrase has been An independent storeowner who widely interpreted both as an has contractual ties to a retail affirmation for the importance chain. Based on the terms of the of in-store marketing and as an contract, the owner can operate endorsement for the store as a vi- relatively independently or be able brand-building medium. As required to follow fairly strin- such, it has become an oft-quot- gent guidelines for merchandised battle cry among industry FOOTFALL ing and marketing. For example, practitioners. Retail term that denotes the 7-Eleven requires its franchisees amount of store traffic within a to follow fairly regimented certain time frame. guidelines on product sourcing, planogramming and marketing, yet storeowners still maintain some operating autonomy. PATH TO PURCHASE GLOSSARY 23

FREESTANDING DISPLAY G GEO-FENCING Any display designed as a stand- GAME In marketing, the use of a vir- alone merchandising unit. tual perimeter around a specific A chance promotion that re- geographic location to facilitate quires participants to perform a FREE-STANDING INSERT (FSI) targeted and/or protected com- rudimentary task, such as enter- munication between electronic An ad inserted into Sunday ing a code online or scratching devices. The practice allows newspapers as a stand-alone off a card. It is unlawful to make marketers to send targeted piece (versus product purchase an entry a run-of- requirement, although the com- press ad). The mon practice of delivering codes FSI market and other necessary information is domi- on-pack often implies otherwise. nated by the SmartSource GENERAL MERCHANDISE (operated by Non-food packaged goods with News America relatively low price points and Marketing) communications to consumers high usage rates that are sold and Redplum within predetermined locations, through most mass-market re- (Valassis Inc.) such as a store or even specific tail channels. Categories include co-operative programs, which store aisle. It also may ultimately health and beauty care, cleaning run weekly insert programs be used to facilitate smartphone- products, stationery and toys. that offer category exclusivity based transactions. and national, regional or local GENERAL MERCHANDISE distribution. MANAGER GEO-SEGMENTATION/ GEO-TARGETING A retail employee in charge of FREQUENT-SHOPPER The practice of tailoring a product purchasing and category PROGRAM marketing message based on management for one or more A program that encourages shop- the recipient’s specific location, product categories or depart- pers to identify themselves dur- thereby making the message ments. (In this context, “general ing each trip (usually by swiping more locally relevant. Originally merchandise” is not confined to a card at checkout), thereby let- a term of art in direct-mail mar- non-food categories.) ting the retailer collect histori- keting, today it is commonly as- cal purchase data and develop GENERATION X sociated with digital marketing. personalized marketing offers. Consumers born after the Baby Normally used synonymously GLOBAL POSITIONING Boom ended, roughly from the with loyalty card program, SYSTEM (GPS) mid-1960s through the late although that term implies more A satellite-based navigation 1970s. Having witnessed the rise dedicated efforts to analyze and system that provides location- of cable TV, the home computer activate the data collected. specific information via receivers and the Internet as social and such as smartphones. Location- commercial tools, they have a FRONT-END based marketing platforms rely reputation for being independent The area including and surround- on GPS signals. and skeptical. Considered to be ing checkout — upfront, near the more racially, ethnically and entry doors — that attracts high GONDOLA culturally diverse than previous traffic volume and is therefore A secure shelving unit for stock- generations. considered a prime location for ing products that accommodates secondary merchandising. GENERATION Y shopping from at least two sides. It is the primary method of The demographic group born FSI merchandis- roughly between the late-1970s ing for most See Free-Standing Insert. to the mid- to late-1990s. This packaged generation is defined by their goods retail- increased use of and familiar- ers. It comes ity with new media and other in two stan- technology. This group has a dard sizes: reputation for being more peer- “high profile” oriented due to its fondness for gondolas are about 72-inches social networking. Also known high, while “low profile” gondo- as Millennials, Echo Boomers las stand about 48-inches high. and the Net Generation. 24 PATH TO PURCHASE GLOSSARY

GRAVITY FEED DISPLAY H IDENTICAL STORE SALES A display slant- HALF- The amount of total sales gener- ed or otherwise PALLET ated from stores whose operation designed so DISPLAY has not undergone any major that merchan- change during the reporting See Pallet dise automati- periods in question. Differs from Display. cally same store sales or comparable slides or is store sales in that it excludes pushed forward stores that have been relocated, as upfront expanded or otherwise altered items are removed from shelves. in a way that could significantly HBA (HBC) affect results. GROSS IMPRESSIONS Commonly used abbreviation Measure of the total audience IMPRESSION for “health and beauty aid,” for a marketing communication Unit of measurement in which used interchangeably with HBC without factoring out duplicate each exposure of a consumer (“health and beauty care”). impressions. to a marketing communication HEADER equals one impression. The GROSS RATING POINT (GRP) term implies actual viewership, A message board that sits atop a A unit of measurement for esti- but in fact only measures likely display, fixture or case stack to mating the audience exposed to exposure. communicate the primary points an ad through television, radio or of communication. Differs from a outdoor advertising. One point IMPULSE ITEM (PRODUCT) riser in that a header is typically equals 1% of the total potential A product that derives a sig- larger or more detailed. audience available through that nificant portion of its sales from medium. The “gross” portion unplanned purchases. Batteries, refers to the fact that multiple gum, magazines and other prod- exposures to a single individual ucts merchandised at checkout are not factored out of the total. are largely impulse items. The medium’s reach multiplied by the ad’s frequency equals GRP. IMPULSE PURCHASE Purchases made without prior GROUP PACKAGING/ planning or careful consider- SECONDARY PACKAGING HIGH LOW (OR HI LO) ation, often triggered by in-store A sustainable packaging/display The antithesis of EDLP, in which stimuli. The opposite of a term. P-O-P packaging that does certain products are marketed at planned purchase. not come in contact with the prod- relatively low discount prices for uct and can be removed without a short period while the rest of IMPULSE SALES affecting the product unit’s charac- the inventory remains at average Retail sales resulting from im- teristics. A toothpaste tube’s carton or above-average levels. The goal pulse, or unplanned, purchases and shipping case are examples. is to drive store trips for the ad- by shoppers. vertised deals, then make up the GROUPON profit margin on the purchase of The world’s largest “deal-of- other products. With the rise of the-day” website. For most of its Walmart and its EDLP strategy, history, the company has focused this strategy has largely fallen primarily on discounts from out of favor. local retailers and services, but it is gradually expanding to feature I national offers. ICM (INSTANT COUPON MACHINES) An automatic coupon dispenser attached to a retail shelf. PATH TO PURCHASE GLOSSARY 25

IN-AD COUPON IN-HOME USE TESTS (IHUT) IN-STORE COUPON A coupon placed in a retailer’s Observation of consumers at A coupon distributed within a circular or print ad, typically home, usually to gauge packaging store via shelf dispensers, kiosks, redeemable only at that retailer functionality and product usage POS systems, packaging or other for specific products and during a and performance. means. In-store coupons usually certain time frame. are instantly redeemable and IN-HOUSE sometimes specific to the retailer IN-MARKET TESTING A term used to describe a com- through which they are being The practice of conducting field pany that develops advertising or distributed. research within a fully function- other services internally rather ing store (as opposed to a lab or than contracting with outside IN-STORE MARKETING virtual environment). suppliers. All marketing activity carried out within a store, including tac- IN STORES NOW INJECTION MOLDING tics such as displays, merchan- A dedicated area on Walmart.com Process that pushes liquid plastic dising, media advertising promo- (http://instoresnow.walmart.com) that at high pressures and tempera- tions, sampling and coupons. showcases marketing programs tures into a machined, two-part Also, any marketing activity from various product manufac- mold. (Think model airplane parts designed to drive traffic to stores turers and brands. Placement on or any plastic to make specific purchases. “In Stores Now” is sold and main- toy that snaps tained by third-party supplier together.) As the IN-STORE MARKETING Triad Retail Media. plastic quickly INSTITUTE cools and See Path to Purchase Institute. solidifies, the mold is opened, IN-STORE MEDIA and the part is Broadly, any device within a ejected. This store that provides opportunities type of molding for retailers and product manu- is recommended facturers to present marketing not only for parts small and large, messages to shoppers. Such INCENTIVE but also for parts that are complex, devices include display graphics, An additional product, service and intricately configured. Com- shelf signs, coupon dispensers or other feature offered with mon uses in P-O-P: gravity feed and narrowcast TV and radio purchase of a product to trigger displays and wall merchandisers networks. More specifically, purchase. for mass cosmetics. however, the term is being used to identify advertising opportu- INCREMENTAL REVENUE IN-LINE nities that have brand-building (INCREMENTAL SALES) Within the standard shelf set or potential in addition to sales- Revenue gained from marketing planogram. driving functionality. (Note: the and merchandising activity that Path to Purchase Institute uses would not have been generated IN-LINE DISPLAY the term even more narrowly through the standard course of A merchandising unit designed to identify ongoing marketing business. to fit into or attach to a retailer’s programs that actively solicit larger shelf fixture or gondola. advertisers and guarantee mes- INFLATABLE DISPLAY saging opportunities.) A type of IN-PACK COUPON IN-STORE RADIO display A coupon included inside a that ships product’s package for use on a A proprietary audio feed piped deflated and subsequent purchase. into a store to enhance the shop- is filled with ping environment, often also used air or gas at IN-PACK PREMIUM to deliver promotional messages. the store to A toy or other premium included promote a inside a product’s packaging. product. Used as a purchase incentive. 26 PATH TO PURCHASE GLOSSARY

IN-STORE TV INTERACTIVE DISPLAY KEY PERFORMANCE A proprietary video feed distrib- A display that INDICATOR/KPI uted through strategically posi- invites and A statistic or data point used to tioned monitors that presents a often responds measure the success of a busi- variety of programming, including to interaction ness plan or marketing program. product information, recipe ideas, from shoppers Typical KPIs include incremen- paid advertising and entertain- via buttons, tal sales, redemption rates and ment shorts. The term has been touchscreens, new-customer acquisitions. criticized in some circles because functioning it implies that the medium can be product samples KITTING leveraged by advertisers, and will or other means. The act of putting in-store be used by shoppers, in a manner marketing materials together, as identical to broadcast TV. INTERCEPTS into kits. Interviews with shoppers and/or INSTANT COUPON retail personnel that usually occur DISPENSER either on the sales floor, at check- Machines af- out or in the parking lot prior to or fixed to store immediately after a store visit. shelves or fixtures for IOS distribution of Apple Inc.’s mobile operating coupons. Often system, which runs exclusively attached near on Apple hardware including related prod- iPhone, iPad and iTouch devices. ucts to help spur impulse sales. KMA IRI Acronym for “Kroger Marketing INSTANT GRATIFICATION Chicago-based syndicator of Area,” the designation the super- Tendency for consumers to scanner data and a shopping market chain gives to its regional prefer immediate rewards for research provider for packaged store groups. their actions rather than wait to goods marketers and retailers. receive promised benefits. Competes with Nielsen. KNOCKED-DOWN (KD) DISPLAY INSTANTLY REDEEMABLE ISLAND DISPLAY Displays that are shipped flat COUPON (IRC) A freestanding floor display that and generally independent of the A coupon available within the merchandises product on all ac- merchandise in consideration of store that can be redeemed for an cessible sides. freight costs and logistical issues. immediate purchase. Distribu- They must be assembled and tion vehicles include packaging J packed at the store. stickers, shelf dispensers, display J HOOK tearpads and checkout receipts. L A “J”-shaped hook extending LANDING PAGE INTEGRATED MARKETING from the shelf or pegboard from A web page on which a consumer The practice of planning and which merchandise is hung. “lands” after clicking on a hyper- developing all forms of market- Often used to spark impulse text ad or other link or scanning ing communication — advertis- purchase. a two-dimensional code (such ing, promotion, public relations, as a QR code). Landing pages customer marketing, etc. — in a JUST FOR U typically present a promotion or unified manner rather than in A digital savings program other marketing message. isolation. The goal is to create launched by Safeway in 2011. The program delivers personalized a clearer, more consistent and LAST THREE FEET more effective message with offers based on the shopper’s A term used for all in-store mar- maximum impact potential. own purchase history. It has keting that illustrates its general Practitioners also often advocate roughly 6 million members. proximity to the purchase deci- a media-agnostic approach to sion, but refers specifically to the campaign development in which K final step in the process when the marketing vehicles are selected KD shopper is considering a product for their potential effectiveness Abbreviation for “knocked on display. rather than because of any inter- down” display. nal preconceptions or prejudices. PATH TO PURCHASE GLOSSARY 27

LCD LICENSED PROPERTY LINE EXTENSION Acronym for Any of a variety of copyright- A product mar- “liquid crystal protected, registered or trade- keted under an display,” a marked properties whose affinity existing brand type of flat- among consumers can be lever- that offers a new panel display aged by marketers for promo- flavor, formula- or screen. tional activity. Examples include tion, scent, size Requires less or packaging power than a plasma screen, so shape to the it is more commonly used with portfolio. The battery-powered devices. product typically expands the LEADERBOARD brand’s presence In digital marketing, a large ban- in an existing ner ad that typically spans most category (as op- of the width of a web page. posed to a brand the National Football League’s extension), ide- Super Bowl, NASCAR, Disney ally to attract new users. It also Channel TV series and Holly- sometimes is used defensively to wood films released theatrically prevent the loss of brand sales to or on home video. Promotional competing products, even though rights are negotiated between it may result in cannibalization of the marketer and the property existing brand products. owner/licensor. A leaderboard is usually posi- LITHO-LAMINATING tioned prominently either directly LIFT Process in which a printed sheet above or below the page’s header. The sales or revenue increase of SBS board is combined with from an in-store marketing LED/OLED initiative that usually is short- Acronym for “light-emitting term or promotional in nature. diode/organic light-emitting Expressed as a percentage. Also diode.” Semiconductor diodes called “uplift.” that light up when electrified. Organic LEDs utilize organic LIMITED-ASSORTMENT compounds and are considered STORE more flexible. A retail outlet that merchandises a relatively small number of single-face corrugate to produce LENTICULAR product categories and/or SKUs a finished structural sheet ready A grooved sheet of plastic per category. Such stores usually for die cutting. containing light properties that focus on top-selling, high-turn products and emphasize price LOCATION-BASED APP value and shopping convenience. A mobile application for Inter- Aldi and Save-A-Lot are ex- net-enabled devices that employs amples of limited-assortment GPS tracking technology to iden- stores. tify the user’s whereabouts and deliver geographically relevant information. Popular examples include Foursquare, Shopkick and Checkpoints, which reward display different visuals at differ- users for “checking in” at specific ent light angles, often creating a locations and often present pro- three-dimensional effect. motional offers.

LICENSED PRODUCT A product whose name and packaging graphics leverage the established equity of a licensed property through a contractual agreement with the property owner/licensor. 28 PATH TO PURCHASE GLOSSARY

LOCATION-BASED LOYALTY PROGRAM MERCHANDISING STRIP MARKETING (LBM) Marketing activity designed to A long, narrow device made of The practice of targeting promo- establish and/or maintain loyalty plastic or metal with hooks or tional offers and other marketing to a brand or store by forging grooves used to merchandise in- messages to a recipient’s physical emotional connections with dividually wrapped packages of location, such as her proximity consumers. a product. The low-cost displays to a store or even a specific aisle are typically used to provide sec- within a store. If combined with LUG-ON ondary placement for relatively loyalty-card information or A sign or other P-O-P element small packages of high-volume other historical purchase data, that is at- product, and are often used to the practice makes consumer- tached to facilitate cross-merchandising specific targeting a possibility. a primary (such as batteries in the elec- The primary method of deliv- display, tronic toy aisle). Also commonly ery is a personal smartphone, typically to referred to as a “clip strip.” although in-store technologies add dimen- theoretically could also be used. sional pre- MICROSITE sentation A section within a larger website, LOCK BAR or highlight often with a slightly different A system that allows an entire specific in- URL, that contains specific con- high-ticket product package to be formation. seen and held while remaining safely secured to a fixture. M M-COMMERCE (MOBILE LOSS LEADER COMMERCE) A product offered to shoppers at The full shopping experience on cost or even below cost as a way a mobile device, including prod- of driving traffic to the store and uct selection, shopping basket, gaining additional, profitable payment, checkout and trans- purchases. fer of product or service from retailer to consumer. tent or a special theme. Retailers LOSS PREVENTION and brands typically build micro- The methodology a retail busi- MASS MERCHANT (MASS sites to house information related ness employs to curb physical MERCHANDISER) to short-term promotions. loss of property (from earth- A large-format store carrying a MILLENNIALS quakes, floods, hurricanes and wide variety of popular product so forth), reduction in inventory categories, typically at discount See Generation Y. (due to theft, damage, spoilage prices. The most common ex- and so forth), and loss of money amples are Walmart and Target. MOBILE due to clerical error or theft (em- A ceiling sign that ployee, customer, or vendor). Also MEDIA AGNOSTIC (MEDIA uses counter-bal- known as “LP” or “Security.” NEUTRAL) anced elements to A strategy in which media op- create motion in a LOYALTY CARD PROGRAM tions are evaluated on their abil- current of air. The retailer practice of providing ity to effectively reach the target discounts and other special offers audience rather than on any to regular shoppers. Participa- preconceived notions or institu- tion requires initial registration tional biases. MOBILE and continued activation, thereby APPLICATION/ allowing retailers to track be- APP havior going forward. The “card” A software applica- portion of the term is gradually tion designed for decreasing in importance as smartphones that alternative activation methods lets users perform are launched. Also known as specific tasks or frequent shopper program. access specific information. PATH TO PURCHASE GLOSSARY 29

MOBILE COUPON MODULAR DISPLAY NARROWCAST NETWORK A coupon offer delivered to a An audio or video feed of content mobile phone for redemption at created for delivery through the store, in most cases via either a a specific, closed network to a numerical confirmation code or a unique audience; a less contro- bar code. versial term for in-store TV.

MOBILE CRM NATIONAL ASSOCIATION The emerging practice of conduct- OF CONVENIENCE STORES ing traditional customer relation- (NACS) ship management activity via mo- A group for convenience store bile phones. With mobile media, owners and operators. marketers can communicate even more directly with customers, and A display whose components can NEAR PACK PREMIUM provide customers “anytime, any- be constructed or combined in An ad specialty where” access to their accounts multiple ways to produce differ- or other type and other information. ent sizes and shapes, thereby ac- of gift offered commodating the requirements free with prod- MOBILE DEVICE and/or needs of various retailers. uct purchase A wireless, portable (and often and typically handheld) device such as a media MOTION DISPLAY displayed near player, mobile phone, e-reader or A display the product tablet. that features or at checkout a moving to help influence the purchase MOBILE MARKETING component, decision. The emerging practice of usually delivering marketing messages battery-pow- NEAR-FIELD COMMUNICATION/NFC to “on the go” consumers via ered but portable media devices such as sometimes Short-range wireless technol- cell phones and personal digital requiring electricity. Used to ogy that facilitates secure data assistants. Also refers to an event attract more attention to the exchange between electronic marketing tour, especially one display. devices within close proximity. that features a branded vehicle. MULTIMEDIA MESSAGING NEAR PACK DISPLAY MOBILE WEBSITE SERVICE (MMS) A display made to merchandise a A website specifically designed to The standard way to exchange premium that will be given away be user-friendly on small-screen multimedia messages (typically with product purchase. It typi- mobile handsets. Mobile sites photographs) with a mobile phone. cally is placed near the product typically present simplified, less in question and delivers the graphically intensive versions of MYSTERY SHOPPER promotional message. their corresponding main web- A brand or retail representative sites by adjusting font sizes, page who visits a store anonymously NECK HANGER layouts, interactive features and to evaluate store conditions A P-O-P material other aspects. and customer service without that fits over the influencing the actions of store neck of a bottle to personnel. deliver a marketing message at N the shelf. Also NARMS called a bottle hanger. The National Association for Re- tail Marketing Services, the old name for The World Alliance for Retail Excellence & Standards. 30 PATH TO PURCHASE GLOSSARY

THE NIELSEN COMPANY NUTRITION LABELING OFF-PREMISE One of two leading auditing SYSTEM Term to describe sales of pack- services that collects point-of- An at-shelf food- aged beer, wine and liquor sales sale scanner data from retailers labeling pro- through retail stores at which to provide syndicated tracking gram developed they will not be consumed, as and analysis of product sales, by retailers to opposed to “on-premise” bars or market share and other perfor- help shoppers restaurants. The distinction is mance benchmarks. It also is the make better-in- significant in some states and in leading syndicator of audience formed, health- many local jurisdictions where measurement analytics for ier food choices. public policy limits access to television advertising and other It often consists alcohol. Also comes into play mass media. Through its Nielsen of color-coded in following local laws that af- In-Store division, the company or icon-bearing fect the permissibility of liquor will offer syndicated data on shelf signs or promotions targeted to store in-store audience levels and ad labels that point owners, club owners, bartenders, placement. out a product’s wait-staff, etc. specific nutritional attributes. NETWORK OPERATIONS The content is sometimes devel- OFFSET PRINTING CENTER (NOC) oped in conjunction with outside A method of printing on paper- The central office where a staff healthcare organizations and board and litho sheets in which controls a communications professionals. the image areas of aluminum network. plates are chemically treated to O accept ink and transfer it to a NEUROMARKETING OASIS rubber blank that transfers it to The practice of applying neuro- The Online Advertising Survey the final material. science to marketing, advertis- and Insights Service of the Path ing and product design through to Purchase Institute (formerly ON-PACK (PREMIUM) the measurement of emotional, the In-Store Marketing Institute.) A promotion or other marketing cognitive and physiological reac- message delivered on the product’s packaging; a free gift included as part of the product’s packaging.

The OASIS interface enables users to sort and filter the digital advertising running on select retailer websites by relevant criteria, view tions to stimuli. It employs such the ads and their presentation research methods as facial cod- context as they appeared, and ing, biometrics, electroencepha- output the ads for use offline. lography (EEG), facial electro- myography, functional magnetic OMNICHANNEL RETAILING resonance imaging (fMRI) and A strategy in which the retailer ON-PREMISE eye tracking. focuses on providing a consis- Term to describe beer, wine and liquor sales through channels of- NEUROSCIENCE tent, integrated shopping experience across physical stores, fering immediate consumption, The scientific study of the ner- websites, mobile devices and any such as bars and restaurants, as vous system to advance the un- other sales vehicle. opposed to “off-premise” sales of derstanding of human thought, packaged products in stores. emotion and behavior. ON-SHELF STUDIES Research conducted to assess whether a CPG’s merchandise is actually on a given shelf at a given store at a given time. The goal is to determine whether replenishment or out-of-stock issues at the store level are a major problem. PATH TO PURCHASE GLOSSARY 31

OOS OUT-OF-HOME ADVERTISING P Abbreviation for “Out of stock” A grab bag of media opportuni- P2P merchandise. ties that consumers encounter Shorthand for “Path to Purchase.” after leaving their house. The OPP (OPENING PRICE term covers place-based TV PACK-OUT DISPLAYS POINT) Displays that are folded flat for The lowest price offered in a shipment, but are included in the product category, which often same box as the merchandise serves as the consumer’s pur- and assembled in stores. chase entry point. PACKAGED GOOD (OR OPPORTUNITY TO SEE (OTS) PACKAGE GOOD) Refers to the shopper’s (or A consumer product pre- consumer’s) potential to view a packaged for sale at retail that marketing communication. A networks (in-store, in-office, is relatively small, carries a low shopper walking down a store transit), billboards, bus wraps unit price and is consumed on a aisle has an “opportunity to see” and a large number of other frequent basis. The term is used a particular shelf sign, but won’t vehicles. Technically, all forms of for all pre-packaged food and necessarily do so. The term is in-store marketing are “out-of- beverage, health and beauty, and often used interchangeably with home” advertising. general merchandise products. exposure and impression. It does not include, as examples, OUT OF STOCK apparel or consumer electronics. ORC/ORT A product is temporarily sold out Organized Retail Crime/Orga- and unavailable for purchase. PAID-OWNED-EARNED- nized Retail Theft. Theft gangs Products may be out of stock at SHARED MEDIA target household commodities the shelf or at other points in the A marketing conceit in which and consumer items that can be distribution channel. Often ab- consumer-facing media oppor- sold over the Internet or through breviated as OOS. tunities are identified either as fencing operations and flea mar- “paid” (TV advertising or online kets. Items at high risk include OVERHEAD MERCHANDISER display ads), “owned” (a brand’s OTC drugs, razor blades, camera A display that sits above a own website or delivery truck), film, batteries, videos, DVDs, checkout counter, allowing the “earned” (unsolicited product CDs, smoking cessation products cashier to reach the product reviews or Facebook posts) or and infant formula. without abandoning his position. “shared” by brand and a specific C-stores often use overhead mer- retailer (co-branded product ORGANIC SEARCH chandisers to stock cigarettes. REFERRAL displays or emails). OVER-WIRE (OR OVER-THE- A hyperlink referral to a website PAID SEARCH originating from the non-paid, WIRE) BANNER The use of paid listings that run “organic” search results of an A printed communication piece, in prominent positions on the online search engine such as often paper, that can be thrown search-results pages of Google, Google, Yahoo! or Bing. See also over a wire to display a market- Yahoo! and other search engines. Sponsored Search Referral. ing message on either side. The listings appear atop and OTC OVERLAY alongside the organic search results and are identified as Abbreviation for “over the coun- A secondary tactic included in a advertising. ter” medications, which require promotion to generate additional no prescription for purchase. awareness or participation, or to customize the promotion for a specific retail account.

OWN BRAND/OWN LABEL Product brands owned and marketed by retailers for sale in their own stores. Also known as store brand or private-label brand. 32 PATH TO PURCHASE GLOSSARY

PALLET DISPLAY PATH TO PURCHASE PDA A type of display built on stan- The route that shoppers take Abbreviation for “personal dard pallets for efficient shipping from discovery of a product/need digital assistant,” a device used and rollout to sales floors with to actual purchase of a product. by some shopper researchers minimal effort. Pallet displays May include several steps such as to quantify observations by: are typically pre-packed with consulting research or product scanning UPCs and/or record- product reviews on the Internet, discussing purchases and loyalty card and shrink ing products with their friends, data in order to track products wrapped being exposed to media adver- purchased, compared and/or for ship- tising, traveling to a store, and considered, and integrating and ping. Many examining the product on shelf organizing data on customer contain or display before buying. shopping behavior, purchases additional and interview responses. graphic PATH TO PURCHASE panels and INSTITUTE PDQ DISPLAY structural A global association serving the needs of retailers, brands, agencies, P-O-P firms, research elements for organizations and other solu- enhanced tion providers along the path product im- to purchase. The Institute is agery, brand committed to fostering best logos or other practices and the understand- A display messaging. ing of all marketing efforts that that facili- Some consist tates “pretty of a series darn quick” of stacked stocking at trays that p2pi.org the store by arriving pre-packed can be removed and discarded with product in a shelf-ready as product sells down. Full-size culminate at retail. To achieve its container. In Walmart’s par- pallets that display product on mission, the Institute provides lance, all shelf trays are PDQs. all four sides are most common, members with an ever-evolving especially in larger stores where variety of resources including PERIMETER floor space isn’t as tight, but half robust websites and databases of The borders of a store’s interior, pallets and quarter pallets are shopper marketing information, encompassing the walls and also commonly used. world-class publications, leading adjacent areas. In stores with a educational/business forums, racetrack layout, the perimeter PANTONE COLORS and groundbreaking research. A standardized color system for Formerly the In-Store Marketing printing patented by Pantone Institute. Inc. The Pantone Matching System (PMS) utilizes a palette PANTRY LOAD of standard colors that can be A common store trip in which mixed in precise combinations the shopper purchases a large to recreate a wide range of colors number of grocery and general consistently across different merchandise items to satisfy her printing presses and substrates. needs (“load the pantry”) over an extended period of time. Also is often the most heavily traf- called a stock-up trip. ficked area of the store. In the traditional supermarket format, PAY-PER-CLICK (PPC) the perimeter is the location for ADVERTISING fresh food and service depart- An Internet advertising model ments such as deli, bakery and popularized by larger search meat, and therefore has become engine sites such as Google and a shorthand way of referring to Yahoo! in which advertisers pay those departments. their host only when their ad is clicked. PATH TO PURCHASE GLOSSARY 33

PERMANENT DISPLAY PLASMA SCREEN POINT-OF-SALE (POS) A product A type of flat-panel display or Often used as an alternative display screen. Plasma screens are said term for point of purchase, designed to have better viewing angles although some practitioners to remain than LCD screens, but use make a distinction by using POS in use more power. in reference to checkout/cash anywhere register technology and P-O-P from three PLATFORM (IN SHOPPER for anywhere else in the store. months to MARKETING) multiple As used by the Retail Commis- POLE TOPPER years. As sion on Shopper Marketing, Signs communicating an ad mes- such, they the tangible, customer-facing sage that are mounted on paper typically representation of a retailer’s (or or plastic poles. The poles usually are made brand’s) go-to-market business out of more strategy. A traditional supermar- durable ket retailer (as an example) may materials such as plastic, wire, have platforms related to fresh wood and metal. These materials food, convenient pharmacy and also often give the display a more a friendly, helpful store environ- “premium” look. ment. Effective platform development includes the identification of PETG target shoppers and stores (and/ A low-cost substitute for poly- or departments), the creation of carbonate. It has higher impact key messages and themes, and are set at the floor by a corrugate strength than acrylic. PETG is an outline of objectives, perfor- pedestal or wire stand, with the available in clear and opaque mance goals and measures. product stacked around them. formulations and can be injec- They most commonly are used in tion molded, vacuum formed or PMA beverage merchandising. extruded. A PETG sheet is easily The Produce Marketing Associa- die-cut and is a good material for tion, a nonprofit whose goal is to POLYCARBONATE screenprinting. Common uses in enhance the marketing of pro- Another popular substitute P-O-P: lenticular signage, clear duce, floral, and related products for glass, polycarbonate has 45 shelving, lenses and signs. and services worldwide. times the high-impact strength of acrylic, is stain resistant, rigid, PLACE-BASED MEDIA POINT-OF-PURCHASE (P-O-P) and can withstand a wide range An out-of-home advertising The site of a consumer transac- of temperatures. However, it vehicle that delivers content tion, most commonly used to scratches more easily than acryl- created specifically for the venue denote the retail environment. ic. Common uses in P-O-P include and its unique audience. corner brackets, food containers POINT-OF-PURCHASE and unbreakable lenses. PLACEMENT ADVERTISING The set-up of a marketing pro- Marketing strategies and tactics POLYETHYLENE (PE) gram within a store; also refers executed within the store environ- The most frequently used ther- to the specific positioning of the ment, including (but not limited moplastic in the world. There are program. to) displays, signs and proprietary hundreds of formulations of PE audio and video networks. available, resulting in different PLANNED PURCHASE properties for different uses. The A purchase the shopper intended POINT-OF-PURCHASE varieties most commonly used to make before entering the store. DISPLAY in point-of-purchase advertising A product merchandiser de- are high density (HDPE), and low PLANOGRAM signed to hold product and influ- density (LDPE). Common uses in A schematic diagram used to ence purchase at retail. P-O-P include polybags, product direct the exact placement of facsimiles, flexible hinges, promo- specific SKUs on store shelves. tional flags and snap-to-fit parts. Planograms typically are created for product categories and sub- categories. 34 PATH TO PURCHASE GLOSSARY

POLYPROPYLENE POST-CONSUMER PRICE ELASTICITY A plastic material commonly MATERIALS The levels to which a product’s used in tire stands, shelves, bases Materials that have already price can be increased or decreased and other P-O-P materials. served their intended use and without negatively affecting long- have been recycled as a raw term sales or brand equity. material. PRICE FEATURE POST-INDUSTRIAL MATERIAL PLUS (PFP) Material that’s generated by The name used manufacturers, such as overruns by News Amer- or waste, and incorporated back ica Marketing’s into the manufacturing process. SmartSource co- op FSI program POLYSTYRENE (PS) POWDER COATING for its co-equity A versatile thermoplastic used in A type of coating that’s applied overlay program. foam packaging and plastic cups. as a free-flowing, dry powder. (See Co-Equity Common uses in P-O-P include The coating is typically applied Overlay.) signs, vacuum-formed trays, electrostatically and is then PRICE-IMPACT FORMAT menu-boards and shelves. Avail- cured under heat. Used to create able in three different grades: a hard finish on aluminum and A store whose marketing and general purpose polystyrene other metals. MDF board can be merchandising strategies center (GP); high-impact polystyrene powder coated by preheating the on discount pricing of high-vol- (HIPS); and high expandable board and making it conductive. ume consumables. Food 4 Less polystyrene (EPS). and SaveRite are examples of POWER WING price-impact stores. POLYURETHANE A product PRIMARY RESEARCH Often combined with other ma- display designed terials to produce a liquid foam to hang from a Data collected firsthand through that’s poured into rubber-lined store fixture, a new study, often to gather molds to make special parts and most often on insights that previously had not character shapes. Common uses the sides of end- existed in the marketplace. in P-O-P: dimensional signs, cap displays. See imitation wood, beer-tap knobs also Sidekick. PRIVATE LABEL and dimensional trim. A line of products exclusive to a PRE-CONSUMER MATERIALS single retail entity whose brand POLYVINYL CHLORIDE (PVC) Materials destined for disposal and trade dress is owned by that The most widely used member had they not been diverted from of the vinyl family. It is chemi- the waste stream for reuse or cally inert and resistant to water, recycling. corrosion, weather and dents. Common uses in P-O-P: graph- PREMIUM ics, price channels, edge molding A tangible item offered free with and banners. purchase of a specified product, used as an incentive to buy. POPAI Point of Purchase Advertising PRE-PACK DISPLAY International, a global trade One of the more popular display association for practitioners of types. A product merchandiser marketing at retail. that is filled with product at the plant and shipped as a single unit retailer (as opposed to an exclu- P-O-P PRODUCER rather than separately. The prac- sive brand). Private label prod- A company involved in the de- tice reduces labor demands at ucts are either manufactured sign, manufacture and supply of the store, and therefore generally by the retailer or outsourced to displays, signs and other in-store is believed to improve execution. another party. marketing materials to product Sometimes used synonymously manufacturers, retailers and with “shipper display,” although marketing agencies. that term usually denotes less elaborate, lower-cost units. PATH TO PURCHASE GLOSSARY 35

P.R.I.S.M. PROJECT IMPACT PURCHASE FUNNEL The more commonly used acro- Walmart’s multiyear chain A model that illustrates the nym for “Pioneering Research modernization initiative that in- “journey” a consumer takes for an In-Store Metric,” an volved nearly every aspect of the when deciding what to buy, ambitious research initiative store, from SKU counts, product beginning with awareness and undertaken in 2006 to develop assortments and category adja- concluding with the purchase. a formula for measuring store cencies to merchandising tactics, The model has multiple variants. in-store communications and customer services. Many aspects PURCHASE INFLUENCE have been reversed. A factor, either tangible or in- tangible, that affects a shopper’s PROMOTION ALLOWANCE decision to buy a product or not. A rebate, discount or other monetary reward given by a PURCHASE INTENT manufacturer to a retailer in ex- A consumer’s predisposition to change for special marketing or buy a product, or the likelihood merchandising consideration. In that she will buy. theory, they serve as reimburse- traffic at the category level us- ments for expenses incurred by PURCHASE TRIGGER ing sales data and other known the retailer when performing A stimulus that inspires a pur- variables. The Nielsen Company certain tasks. In practice, howev- chase decision. abandoned efforts to turn the er, they often have become “pay initiative into a commercially to play” charges for planogram Q viable service in late 2008. facings, secondary display space, QR CODE circular ads and other marketing Short for “quick response code,” PRODUCT INTRODUCTION activities. the term refers to a two-dimen- The first stage in a product’s life sional bar cycle, covering its announce- PROMOTION code or other ment to the marketplace and Marketing strategies and type of image initial period of availability. tactics whose goal is to directly that contains stimulate consumer action. In encoded data. PROGRAM (IN SHOPPER the retail community, a special Readable MARKETING) price offer. by smart- As used by the Retail Commis- phone apps, sion on Shopper Marketing, the PROMOTIONAL DISPLAY the codes marketing and merchandising A display produced and distrib- typically are campaigns through which a uted for use during a specific used to drive retailer (or brand) activates its time frame, often in conjunc- consumers to platforms in stores, circulars and tion with a particular consumer a specific website for information other marketing communica- promotion. about a product or promotion. tions on a long-term or short- PROXIMITY MARKETING term basis. A supermarket chain QUALITATIVE RESEARCH may execute a platform related The delivery of marketing mes- In broad terms, anecdotal re- to helping the community with sages to specific consumers with search. The analysis of narrative a “cash back” incentive program smartphones or other compat- feedback derived from a handful benefiting local schools. Pro- ible devices in a store or other of consumer focus groups is an grams will borrow many of the defined location. example of qualitative research. inputs from their corresponding PURCHASE BEHAVIOR platforms, but will drill down QUANTITATIVE RESEARCH to identify the specific tactics, The habits and tendencies exhib- In broad terms, data-driven categories and brands that will ited by a shopper when buying research. The analysis of scanner be utilized in each campaign. products. data to forecast sales is an example of quantitative research. PURCHASE DECISION The consumer’s act of choosing to buy a product. 36 PATH TO PURCHASE GLOSSARY

QUARTER-PALLET DISPLAY RADIO FREQUENCY REBATE A display whose footprint ac- IDENTIFICATION (RFID) A price discount offer in which commodates shipment and, if A technology in which the loca- the buyer is required to pay for desired, display on a quarter tion of a specific pallet, display, the product at full price, then pallet. Sometimes shipped four shipping case or individual SKU submit information by mail or to a pallet for use as a full pallet can be verified by an attached in some locations or to be broken data chip called an electronic down in others. product code. The chip emits radio waves that continuously QUICK TRIP broadcast its data to nearby read- A common trip in which shop- ers, which can be attached to a pers visit a store to purchase one door, forklift, shelf or handheld to three items that fill immedi- device. To date, the technology’s ate needs (such as that evening’s advancement in the retail indus- dinner). try has been driven largely by Walmart and its efforts to track online to receive money back. R product shipments to stores; The tactic is sometimes favored RACETRACK Walgreens has been testing its over immediate price discounts capabilities for determining in- because some consumers neglect store marketing effectiveness for to redeem the offers. several years. REBATE CATALOG RETAIL READY PACKAGING/ A collection of rebate offers and RRP related redemption information distributed in print and/or online form. The tactic is used extensively in the drugstore A continuous aisle that runs in a channel. circle or oval around the entire store with products merchan- RECLAIMED dised on either side. A specialized process of cleaning RACK and refurbishing a product for A shipping case that doubles as reuse. A floorstand, usually constructed display packaging and can be set of wire or metal, used for display- up on a retail shelf with minimal RECOVERED MATERIALS ing certain products or a group of labor and cost. Store associates related products. Waste materials and byproducts need only place entire trays of diverted from solid waste, includ- product on a shelf and do not ing post-consumer materials. have to handle individual SKUs. Some RRP designs also feature RECYCLABLE an easy-open “zipper” design The ability of a product to be that eliminates the need to use diverted from the solid-waste cutting utensils. Walmart uses stream. the term “Retail Ready Packag- ing.” Kroger and others use the REDPLUM term “Shelf Ready Packaging.” Name for one of the two weekly co-operative free-standing insert programs distributed nationally through Sunday newspapers and, to a lesser degree, direct mailers. Owned and operated by Valassis Inc. PATH TO PURCHASE GLOSSARY 37

RELATED DISPLAY RETAIL COMMISSION ON RFP A display or SHOPPER MARKETING More commonly used acronym other unit Sponsored by Coca-Cola and for “request for proposal,” a carrying run by The Partnering Group request by a potential client for different and the then-In-Store Market- suppliers to submit bids on a products ing Institute, a commission of project. Product manufacturers that have retailers and brands formed to often require RFPs from market- seasonal, enhance the shopping experi- ing agencies and P-O-P suppliers. functional ence, increase same-store sales or other and boost profit performance RFQ similarities. through the design of a next- Acronym for “request for quota- Also called a generation model for retailer/ tion.” Some use it as synonymous “cross-mer- manufacturer collaboration. with RFP (see above). chandising display” when the products being RETAIL LINK RISER promoted are from different Walmart’s online data informa- The topmost shelves of a gondola, categories or manufacturing tion network, a best-in-class often too high to be shoppable sources. system that gives product and frequently used to store vendors near real-time access to overstocks. A graphic panel or REMANUFACTURING sales data. card attached to the top of a When used in a sustainable pack- display. aging/display context, it is the dis- RETAILTAINMENT mantling of a product for cleaning Term for in-store events and ROLLBACK and repair for the same use. other marketing activities that A marketing term used by enhance the store experience Walmart to identify products RESERVE STOCK by entertaining shoppers. In the whose prices have been deeply Merchandise that is kept some- early 2000s, Walmart was en- discounted for periods of at least where other than the selling floor amored enough of the concept to 90 days and, most often, for six area and away from customers. seek trademark protection of the months or more. Items in the word (although its application rollback program are identified RESET was eventually denied). as such through signage, circular (1) A major change or revision to features and, occasionally, media an existing planogram, section, REUSE advertising. department or entire store under- Repairing, refurbishing, washing taken to accommodate new prod- or recovering worn products and ROTATIONAL MOLDING uct lines, packaging or fixtures, using for the same purpose. Manufacturing process used to or an improved configuration as produce hollow parts, ranging determined by the retailer. (2) REWARDS IN STORE in size from medium to large. The realigning or adjusting of dies A regular promotional program A common example is the “Big or tools during a production run; run by Ahold USA chains in Wheels” toy. In P-O-P applica- not to be confused with the opera- which shoppers earn discounts tions, a rotationally molded part tion setup that occurs before a off a future receipt when they can be hollow, making it light- production run. buy participating products in a weight for shipping yet structur- specified amount. The program ally sound for service on a sales RETAG most often features products floor. Sometimes, sand or water Changing shelf order tags on a from a single packaged goods is poured into the part on-site to shelf/fixture/display to conform manufacturer, and sometimes help anchor a display. The down- to a new system. limits the reward to purchases side is slow production cycles. made in a single category. ROUNDER RFID A circular fixture for clothing. See Radio Frequency Identifica- tion. 38 PATH TO PURCHASE GLOSSARY

S SEARCH ENGINE SEGMENTATION MARKETING (SEM) S HOOK The process of dividing a large The use of paid search, display A hook shaped like an “S” often group of shoppers into smaller advertising and other tactics used to hang merchandising groups of individuals sharing to guarantee prominent top- strips or other displays. common characteristics, usually of-page positioning in search in an effort to tailor market- SAME STORE SALES results for specific terms. ing and merchandising efforts The amount of total sales gener- more effectively to the needs of SEO (SEARCH ENGINE specific audiences. Segmenta- ated from stores that have been OPTIMIZATION) tions may employ geographic, open for at least one year or The practice of manipulating otherwise long enough to make demographic, behavioral/life- a website’s code in order to im- style, attitudinal, psychographic comparisons based on historical prove its visibility and page rank data. Typically expressed as a or other forms of data to separate in the search results of leading individuals into discrete groups. percentage increase or decrease, search engines such as Google, same store sales exclude sales Microsoft’s Bing and Yahoo. SELF-LIQUIDATING OFFER derived through acquisitions or A promotion that features some the opening of new stores and SEASONAL MERCHANDISE are often used by investors and sort of bonus, gift or special of- Products that exhibit higher analysts to determine a retailer’s fer that generates enough extra demand from shoppers and overall health. Also known as product sales revenue that it merchandising activity from re- “comparable store sales.” at least pays for the item itself, tailers during specific seasons of if not other promotional costs the year, such as back-to-school, SAMPLING as well. A display for which the Halloween or the holidays. Promotion- retailer is paying all or part of its cost. A premium offer in which al tactic in SEASONALITY which a full the consumer pays a nominal Measurement of the sales fluc- or smaller fee that covers the premium’s tuations at retail based on the version of production costs. time of year. the product SELF SHIPPER is given free SECONDARY DISPLAY to consum- Alternative term for pre-pack Placement of product in a loca- ers. Often shipper or shipper. tion separate from its primary used for shelf position; or, the actual dis- SELL DOWN new product launches to induce play on which a product receives trial. The gradual purchase of product the additional merchandising. from a display. SCAN DOWN SECONDARY RESEARCH SELL IN A price discount programmed into The analysis and synthesis of the retailer’s computer system The process of gaining retail existing data to inform new that automatically registers when approval to conduct an in-store learning. a product is scanned at checkout. marketing campaign. SECURITY SELL THROUGH SCAN-BASED TRADING AD WRAP The practice of withholding pay- The purchase of product by An advertise- shoppers, discussed in terms of ment for a product until it actu- ment placed ally is purchased in a store. quantity and duration; also used over the theft- synonymously with “sell down.” prevention SCANNING INVENTORY CONTROL CLIP security pedes- SELL SHEET tals located at Used to deter theft of expensive A printed sheet or brochure with store fronts. products by installing in front of detailed information about a packages. product’s available pack sizes, display options and promo- SEARCH tional offerings, typically used by The act of looking up specific product manufacturers to sell in information via online search en- programs to retailers. Also some- gines such as Google and Yahoo. times called a “one sheet.” PATH TO PURCHASE GLOSSARY 39

SEMI-PERMANENT DISPLAY SHELF READY PACKAGING/ SHOPPER INSIGHTS A product display designed to SRP Data-driven learning that leads remain in use from three to six See “Retail Ready Packaging.” to an actionable understanding months. These displays often of shopper behavior and pur- combine corrugate with more SHELF TALKER chase influences. durable materials such as plastic, A small acrylic or styrene. sign af- SHOPPER INTERCEPT fixed to a Research practice of interview- SHELF CHANNEL shelf edge, ing consumers before or after A recessed channel on the front typically their shopping trip (usually of store shelving units where used to outside the store) to gain an pricing labels or other messaging highlight understanding of their attitudes can be inserted. tempo- and behavior. rary promotions, new product SHELF EXTENDER introductions or other advertis- SHOPPER MARKETING A display or fixture attached ing messages. The use of strategic insights into to standard shelving units to the shopper mindset to drive increase available space on the SHIPPER effective marketing and mer- A display that includes pre- chandising activity in a specific packed merchandise and the dis- store environment. Key elements play structure all in one carton, of effective shopper market- usually designed for quick and ing include: an organizational easy set-up in the store. culture that embraces shopper insights as a key component of SHOP-ALONGS the marketing strategy; strong A popular research technique collaboration between retailer shelf or interrupt the aisle in an in which a trained moderator and brand marketer, in which effort to focus more attention on accompanies a consumer on a both sides work toward mutu- a product or product category. shopping trip to observe tenden- ally beneficial objectives; the cies and reactions to in-store development of programs that, SHELF LABEL stimuli. in addition to driving sales, A label placed on shelves or in shelf can build brand equity for both channels containing information SHOPFITTING/SHOPFITTERS product and retailer by engaging such as price, product size, bar The term, used primarily in the shoppers in relevant ways. codes or temporary sales offers. United Kingdom, for designing and building store interiors. The SHOPPER SEGMENTATION SHELF LIFE more common U.S. term is “store Techniques retailers use to The length of time a product can design.” identify key customer segments, safely remain on display before it usually with a special nomencla- spoils or deteriorates in quality. SHOPPABILITY ture. For example, until recently Evaluation of a store’s ability to Best Buy would target a soccer SHELF ORGANIZER satisfy shoppers by making their mom-type it named “Jill” and an A form of mat or base that ar- experience fast, easy, informa- affluent professional it named ranges products on shelves or tive and pleasant. “Barry.” CVS looks for “Sophie,” displays in an appealing, orga- an older empty nester; “Caro- nized way to make it easier to SHOPPER line,” a young, single working shop the category. A consumer who is actively woman; and “Vanessa,” who’s involved in considering products married with children. to purchase. Walmart doesn’t name names, but looks for “brand aspiration- SHOPPER-CENTRIC (OR als,” “price value shoppers” CUSTOMER-CENTRIC) and “trendy quality seekers.” A strategy in which store designs and layouts, merchandising activity, product selection and/ or marketing initiatives are developed to meet the needs of a specific consumer segment. 40 PATH TO PURCHASE GLOSSARY

SHOPPER SOLUTION SINTRA SLATWALL A marketing/merchandising Brand name for a rigid PVC (i.e., program that presents multiple plastic) sheet product used quite products as a holistic solution frequently in permanent display to shopper needs rather than and signage applications. Very individually or by category, such popular because it is offered in a as “Family Move Night” or “Cold wide variety of colors. The name & Flu Center.” is sometimes improperly used to describe any colored plastic sheet. SHOPPING ASSISTANT APP An application for smartphones SITE TO A wall display in which par- that offers utilities for on-the- STORE ticleboard or other paneling go shopping. Typical functions Term material is fitted with linear include store and product used by slots, facilitating the installation locators, bar code scanners that Walmart of bracketed shelves, hooks or link to product information or and other other devices on which to stock promotions, coupon search and retailers product. Slatwalls often have fulfillment, and price compari- for a ser- modular capabilities, allowing son tools. vice that them to be easily reconfigured lets shop- and/or changed out. Commonly SHORT MESSAGE SERVICE pers buy used to merchandise footwear. (SMS) products Service that enables the ex- online and pick them up at stores SLIDING change of text messages on a near their homes. A loss prevention term referring mobile device. The term “SMS” to the act of a cashier passing is often used as a synonym for all SKU merchandise around the cash types of text messaging. The more commonly used ac- register barcode scanner without ronym for “stock keeping unit,” actually scanning the item. SHRINK/SHRINKAGE a numerical identification tag The amount of merchandise given by a retailer to a specific SLIPPAGE lost due to shoplifting, employee product, brand, flavor, variety The tendency for consumers theft, spoilage or other factors and/or package size. Rhymes to fail to redeem a promotional after the retailer receives it. A with “flu.” offer for which they qualify. Mar- reduction in inventory due to keting plans will often include shoplifting, employee theft, SKU RATIONALIZATION a projected slippage rate. Most paperwork errors and supplier Taking a cold, hard look at the commonly used in the discussion fraud. sales and profit performance of of rebates, for which slippage specific products and deciding rates can be significantly (and SIDEKICK if they should continue to be profitably) high. A small display offered for sale in a store. The designed to hang systematic evaluation of product SLOTTING ALLOWANCE on the sides of an performance, usually intended A fee paid by a manufacturer to a endcap or fixture. to reduce the number of SKUs retailer to provide shelf space — Most sidekicks offered in a specific category. or, a “slot” — for a new product. ship prepacked for The payment ostensibly covers quick set-up. Many the administrative and labor-re- retailers have lated costs of adding a new item to permanent endcap the system, as well as the poten- hardware to house tial lost sales involved in making prepacked side- room for an unproven product. kicks from manufacturers. Some SMART POSTER sidekicks ship with Signage or collateral containing a a temporary base near field communication (NFC) that lets retailers use the display tag loaded with information as a floorstand. The term is often or a website link that an NFC- used synonymously with power enabled phone can read when in wing, although this term refers close proximity. primarily to larger displays. PATH TO PURCHASE GLOSSARY 41

SMARTPHONE SO-LO-MO SPLASH PAGE A mobile phone that can handle A digital marketing term that An introductory page that ap- data as well as voice signals, has blends pears as a precursor to a website’s advanced computing ability and the words home page and often involves a connectivity, and lets user install Social, marketing message. It appears and run advanced applications. Local and as an image the website is load- Mobile when discussing digital ing, and sometimes is used as SMARTPHONE APPS marketing strategy. an introduction to the site. Also Unique, referred to as “splash screen.” interactive SPECTACULAR smartphone A large display that frequently SPONSORED SEARCH software combines multiple display REFERRAL that provides formats (shippers, stacked mer- A hyperlink referral to a website some type of chandise, inflatables, signage, originating from within the paid functional lights, audio, etc.) and prod- “sponsored” search results sec- service. ucts to achieve greater impact. tion of an online search site such The “poster as Google, Yahoo! or Bing. Refer- child” of rals are generated by matching brand apps is Kraft Foods’ iFood Assistant, which delivers a “Recipe of the Day” to hundreds of thousands of users.

SMARTSOURCE Brand name for News America keywords entered in the search Marketing’s in-store media form to those purchased by business, which runs a national Spectaculars are commonly built advertisers. Sponsored refer- network of advertising opportu- around seasonal or event themes, rals are often measured both by nities for product manufacturers such as Halloween, the Super the number of times the links in supermarkets, drugstores, Bowl or the holidays, and are appear in search results and the dollar stores and mass mer- positioned in store lobbies or pe- number of times they are clicked chants. Also, the name for News rimeters due to the large amount by searchers. See also Organic America’s weekly co-operative of floor space they require. Search Referral and Paid Search. free-standing insert program. SPINNER RACK STANCHION SOCIAL MEDIA A freestand- A freestand- Digitally enabled networks that ing display ing sign frame let users communicate with that positions that allows for each other through text and products easily change- visual data. Although originally around a ro- able graphics launched as social facilitators, tating center and messages. some of the more popular pole, allow- services such as Facebook and ing shop- Twitter are emerging as effective pers to spin marketing channels. the display and shop all SOCIAL NETWORKS sides while Online groups of interconnected remaining users that can be leveraged by stationary. STANDEE marketers either to build com- A lifesize photographic cutout, munities of brand enthusiasts usually of a character or celeb- or attract potential customers. rity, mounted on a backer such as Leading social networks such corrugated. as Facebook (500 million-plus worldwide members) and MySpace have also become popular media for paid advertising. 42 PATH TO PURCHASE GLOSSARY

STAND-ALONE FSI STORE CHECK STRATEGY DEVELOPMENT A free-standing insert contain- A visit to a retail location to (IN SHOPPER MARKETING) ing ads for a single consumer observe general conditions and/ As used by the Retail Commis- product manufacturer that is or gather specific information. sion on Shopper Marketing, the distributed separately from the Often used in the context of mea- creation of a clearly articulated standard weekly co-op inserts. suring compliance for an in-store vision for shopper marketing Procter & Gamble distributes a campaign. that permeates from top man- monthly stand-alone FSI called agement throughout an organi- brandSaver through the Valassis STORE CLUSTERS zation and is incorporated into network. Groups of stores that cater to simi- all other business planning. lar shopper segments or have other STOCK KEEPING UNIT (SKU) compatible operating character- STREET MONEY A numerical identification tag istics, and therefore are managed Promotional allowances offered given by a retailer to a specific collectively by the retailer. directly to the retail store. product, brand, flavor, variety and/or package size. STORE OF THE COMMUNITY SUBSCRIBE & SAVE Walmart’s strategy of tailoring The name for an emerging e- STOCK-UP store layout and product selec- commerce loyalty program in A common store trip in which tion to match the needs of local which shoppers who sign up to the shopper purchases a large shoppers. receive automatic replenishment number of grocery and general of frequently (or periodically) merchandise items to satisfy her STORE WITHIN A STORE purchased products receive sig- needs over a period of time. Also Branded area nificant discounts and reduced known as pantry load. of a store de- shipping fees. signed as a dis- STORE BACK tinct shopping SUBSTRATE destination. It The base material upon which most common- printing may occur. Typical sub- ly is used to strates include paper, card stock identify literal and some plastics or metal. co-branding partner- SUSTAINABILITY ships, such as The develop- Dunkin’ Do- ment of envi- nuts restaurants inside Walmart ronmentally stores or Staples aisles in Stop & sound busi- A marketing “mindset” posited by Shop supermarkets; also often ness practices Procter & Gamble that champi- used interchangeably with and products. ons the idea of evaluating the ef- “vendor shop,” or to describe a Both the term fectiveness of all marketing plans retailer’s own merchandising ini- and the move- based on their ability to resonate tiative, like Best Buy’s Magnolia ment behind within the store environment. Home Theater departments. it have been driven largely STORE BRAND STRATEGIC by the actions COLLABORATION (IN of Walmart. SHOPPER MARKETING) As used by the Retail Commis- SWEEPING sion on Shopper Marketing, When thieves (often profession- the process through which a als operating in teams) “sweep” key manufacturer partner will merchandise off a shelf or simple help a retail partner develop its peghook into their pockets, bags overarching shopper marketing or specially made clothing. strategy (see Strategy Develop- ment). Such partnerships would imply an important, ongoing A private-label brand marketed role for the manufacturer in the under the retailer’s name; often retailer’s marketing and mer- used as a synonym for private- chandising activity. label brand. PATH TO PURCHASE GLOSSARY 43

SWEEPSTAKES TEARPADS TFT-LCD A chance drawing in which Small pads of coupons or An abbreviation for “thin film winners are selected at ran- product information that can transistor liquid crystal display,” dom from among all entrants. be torn-off as individual sheets. a technology used on interactive Very common promotion tactic touchscreen applications. that seeks to attract consumer attention through the allure of 30-30 RADIO the prize pool. Federal and state Co-operative advertising practice laws require that “no purchase in which a product manufacturer is necessary” to enter a sweep- will purchase 60 seconds of air stakes, which is why that phrase time and provide the second 30 typically is used so prominently seconds to a key retail partner free in marketing communication. of charge. Used as an incentive for retailer participation in the pro- SWEETHEARTING Also called “take-one pads,” gram, as well as to direct consum- A form tearpads are often attached to ers to a specific point of sale. of theft, displays or shelving near the whereby a products they promote. 30-DAY RULE cashier fails An FTC rule that requires sup- to charge or TEMPORARY DISPLAYS pliers to ship mail-in offers for rings up only Displays typically made of cor- which consumers have submit- one item of rugated board and designed ted payment within the time a multiple for a life span of one week to promised, or within 30 days if purchase three months. Most temporary a time is not specified. The rule for friends, co-workers and/or displays are produced from “E” requires suppliers to notify the customers. flute corrugate, which provides a consumer if a shipment cannot smooth surface for direct print- be made within the required T ing or applying a lithography time and offer an opportunity to TETHERS label. “E” flute also is easy to fold cancel the order. for assembly. Retractable tethers allow for 3-D SHOPPING display samples to be used and TEMPORARY PRICE ENVIRONMENTS tested while securing them to REDUCTION (TPR) retail fixtures, preventing theft. A price discount of short dura- The retractable feature brings tion most often facilitated by a the product back to its original product manufacturer’s trade display position after use. promotion funds. T-SCOPE RESEARCH 10 FOR $10 Shorthand for “tachistoscopic” Common promotional tactic research, a technique used to employed by supermarkets in re- measure packaging or advertis- cent years that offers a variety of ing recognition. A shopper is ex- packaged goods for $1 each when Realistic images of products posed to a series of scenes at brief 10 units are purchased. and store aisles projected onto time intervals (often less than large-screen displays to create an a second) and asked to identify TEST MARKET immersive “shopping” environ- what he or she saw. A limited, controlled geographi- ment. One of the oldest is Indi- TABLE TENT cal area in which a new product ana University’s Kelley School or marketing plan is launched as of Business Customer Interface A small sign an experiment. Results from the Laboratory. that ships flat launch are carefully monitored in but can be order to revise and develop plans THREE-WAY SELL DISPLAY folded in half for expansion into other markets. Allows product to be displayed to form a tent- from the front, left and right shaped display TEST STORE sides. for use on tables or countertops. A retail outlet used to test new Frequently used in bars and res- products, marketing concepts taurants to advertise temporary or merchandising strategies to drink or food specials. gauge their effectiveness. 44 PATH TO PURCHASE GLOSSARY

TIE-IN PROMOTION U VENDOR SHOP A single promotional event UNAIDED AWARENESS An area of the store devoted to a intended to encourage the sale of single brand or product vendor and Refers to the consumer’s ability more than one product or brand. featuring branded, vendor-specific to remember an advertising mes- An entertainment tie-in. displays and signs. Also referred to sage without prompts from an as a store within a store. interviewer or survey question.

UNPLANNED PURCHASE A purchase decided upon after entering the store. Although largely used synonymously with “impulse purchase,” the terms sometimes differ in the level of spontane- ity involved: a shopper who buys TIP-IN deodorant after in-store stimuli A pre-printed advertising page remind him that he needs some (or VENDOR-SUPPLIED or card inserted into a periodical that the product he usually buys is FIXTURES whose regular page size is larger. on sale) has made an “unplanned purchase,” while a shopper who Merchandising units provided TIP-ON buys an energy beverage for the to retailers by manufacturers or A coupon, sample or reply card first time after noticing a display distributors. glued by one edge to a page of ad- has made an “impulse purchase.” vertising. A special card attached VIOLATOR to a display to call attention to a UPC (UNIVERSAL PRODUCT (1) A sign sale or other feature. CODE) attached The unique number assigned to perpendicular TOUCHPOINT a product for identification pur- to the shelf, Any opportunity for a brand to poses, printed on the product’s thereby expose a consumer to the mar- packaging with an accompany- sticking out keting message. ing barcode so that it can be and “violat- optically scanned at checkout to ing” the aisle. TRADE PROMOTION automatically log the sale. Retail (2) A visual The name for a wide variety of point-of-sale systems align UPCs device affixed marketing activities that are with pricing information so the to packaging graphics used to funded by brand marketers in correct price will be charged promote a special feature. order to have their products (and recorded). VIP (VALUE IMPROVEMENT merchandised and promoted PROGRAM) by retailers, thereby increasing UPFRONT MARKET sales. Among the more common The annual spring period in An initiative launched in 2006 practices are feature advertis- which television networks sell by Ahold USA’s Stop & Shop and ing in weekly circulars, display advertisers air time for the fall Giant-Landover chains to move placement in stores, and tempo- season. Walmart has adopted the their pricing policy from high- rary price reductions. “upfront” concept in selling ad low to EDLP. space on Walmart TV. TRIGGERED CONTENT VIRAL MARKETING A special message or informa- V Leveraging the word-of-mouth nature of the Internet and other tion that overrides scheduled VALUE ADD content. Triggers may be the digital media to spread mar- An enhancement or addition to a selection of certain items off a keting communications from product or its presentation that shelf, the presence of shoppers, person to person. increases its value in the eyes of an RFID signal or smart card. the consumer and often is marketed as a free bonus.

VAR (VALUE-ADDED RESELLER) A VAR packages applications and services for re-sale. PATH TO PURCHASE GLOSSARY 45

VIRTUAL RETAILING/ VPI (VALUE PRODUCING WAREHOUSE CLUB SIMULATIONS/REALITY ITEM) A retail format in which shop- The use of computer-driven A Walmart program in which pers pay an annual membership store simulation technologies store managers, as well as cor- fee. Club stores cater to both to conduct market research porate executives, select which small business owners and and achieve other key business products with high sales potential individual consumers, offering a objectives. Practitioners are the chain will support with ad- wide variety of product catego- employing an array of tools that ditional merchandising activity. ries but limited SKU selection include: visually basic but highly Formerly called “volume produc- within them. These no-frills functional two-dimensional ing,” the program’s name was retail environments accommo- and video-based simulations of changed to reflect consideration date little in-store marketing. In shelf sets and small-scale store of products that also bring non- the U.S., three chains dominate: environments that can run on sales benefits, such as environ- Costco, Sam’s Club and BJ’s any computer; visually basic 3-D mentally sustainable items. Prod- Wholesale. simulations with predetermined uct marketers lobby extensively shopping paths and limited dura- to earn the designation. WAREHOUSE STORE tions that are online-compatible; Any large store that sells mer- intermediate 3-D simulations W chandise on oversized racks, giv- of product categories and store WALK-AROUND DISPLAY ing the impression that the cus- departments with high-resolu- A merchandiser holding product tomer is buying “direct” at lower tion graphics suitable for larger on four sides. Differs from a spin- prices. The format was pioneered screens; high-quality, full-store ner rack in its lack of mobility. and mastered by chains like The 3-D simulations with special Not accepted by many retailers Home Depot. Today, the format technology requirements. because of the large amount of is so ubiquitous that even luxury floor space it requires. goods are sold in this manner. VISUAL MERCHANDISING Arranging products in a manner WALL BANNER WARES that considers visual aesthetics A large sign hung in the center of a The World Alliance for Retail and/or merchandising effec- store or on a wall. Proper mount- Excellence & Standards. tiveness. Also known as “visual ing is essential so it does not shift Formerly called NARMS. presentation.” or rock with air movement and WATERFALLS distract shoppers below. VMI (VENDOR MANAGED A fixture in INVENTORY) WALL DISPLAY which the Letting a vendor or supplier have A display designed for attach- merchan- the authority to reorder or man- ment to a store wall or a wall dise slopes ufacture parts or products as (such as a slatwall) that itself is a or hangs needed. Some P-O-P producers product merchandiser. down maintain VMI relationships with at an angle, their clients for display programs creating lay- that take many years to deploy ers or tiers. and/or involve replacing parts in the field on an ongoing basis. WEB- BASED STUDIES Type of research that allows for quantitative feedback (numerical data) from larger sample sizes, used when a potential change is evolutionary and/or qualitative research has already been conducted. 46 PATH TO PURCHASE GLOSSARY

WHITE GOODS WORD OF MOUTH A term for either bedroom/bath- The spread of information about room linens or major kitchen a product or store through appliances. The term “brown common human conversation goods” refers to consumer elec- and interaction. The concept tronics, especially smaller items became a marketing “discipline” like clock radios. when companies began attempting to trigger word-of-mouth WHITE LABEL buzz about their products. Also Term for a product, service or known as “viral marketing,” es- system made by one company for pecially in the context of digital sale or license to other parties media. that are allowed to brand it as their own. WRAP AROUND Often called “base wrap,” a roll of WHOLESALE CLUB continuously printed materials Alternative term for “warehouse — typically on single-face corru- club.” gate — used to decorate a display. Base wrap is most commonly WIDGET used around beer case stacks. A specially coded “applet” that See Base Wrap. can be downloaded to a user’s computer desktop or embedded Z into a web page to provide a spe- ZERO MOMENT OF TRUTH cific function (such as weather (ZMOT) reports) or direct access to a A play on Procter website. & Gamble’s “First Moment of Truth” WINDOW DISPLAY and coined by Traditionally seen on urban de- Google, the term partment stores with pedestrian refers to all of the traffic. marketing stimuli to which a con- WING DISPLAY sumer is exposed A wing is a small, temporary online, at home, in display — sometimes called a transit or near/in- “sidekick” — that is mounted side a store before onto the side of an endcap. Some- the “First Moment” times wings are even attached at the shelf. to the sides of other wings. See Sidekick. ZONING Maintaining or housekeeping a WIRE FEET product set so that it conforms to At its simplest, two sections of the current planogram. straight wire, bent at an angle to form an interlocking base with four “legs” that insert into a rolled paper tube. Commonly used to hold up pole toppers.

WOBBLER Also called a “dangler,” a very small, lightweight sign that hangs from a shelf or wire. Join us at these p2pi.org 2014 Institute events.

February 2014 May 2014 25-26 | StratConn: Retail & Shopper Insights 13-14 | StratConn: Digital Shopper Marketing Retailers and manufacturers are eager for resources that StratConn will match providers of digital shopper marketing services offer fresh perspectives and insights to better resonate with qualified teams of executives from leading manufacturers, agencies with consumers. At StratConn: Shopper Insights, you’ll and retailers who are in search of digital solutions and platforms that have the opportunity to present your solutions to leading drive shopper impact and activation. This event focuses on connecting executives who are in search of a deeper understanding of buyers with sellers of tools and strategies for mobile marketing, social shopper psychology and behavior. engagement, sampling, couponing and digital media. The Westin O’Hare • Rosemont, IL The Westin O’Hare • Rosemont, IL www.stratconn.org www.stratconn.org

25-26 | Council on Shopper Insights & 13-14 | Council on Digital Shopper Marketing Council on Digital Shopper Marketing The Westin O’Hare • Rosemont, IL The Westin O’Hare • Rosemont, IL June 2014 March 2014 17-18 | League of Leaders Spring Meeting 24-26 | Shopper Marketing Summit The Westin O’Hare • Rosemont, IL A paramount industry conference where senior-level experts share knowledge and best practices to help August 2014 brands and retailers achieve new peaks of success along 26-27 | Council on Shopper Insights & the path to purchase. Council on Digital Shopper Marketing Renaissance Schaumburg Convention Chicago, IL Center Hotel • Schaumburg, IL www.shoppersummit.com October 2014 21-23 | Shopper Marketing Expo 25 | Shopper Marketing Effie Awards A three-day event filled with symposiums, seminars, exhibits and awards Produced in partnership with Effie Worldwide and held dedicated to integrating the wide variety of solutions, tools and expertise in conjunction with the Shopper Marketing Summit, the needed to influence decision-making along the entire path to purchase. Effies honor outstanding strategic shopper marketing Minneapolis Convention Center • Minneapolis, MN campaigns that engage the shopper and guide his or her purchase process. www.shoppermarketexpo.com Renaissance Schaumburg Convention 22 | Design of the Times Center Hotel • Schaumburg, IL The leading industry awards competition and ceremony held in www.effie.org conjunction with the Shopper Marketing Expo that celebrates the most inspiring and creative in-store activation tactics, displays and campaigns. 25 | Hall of Fame Induction Minneapolis Convention Center • Minneapolis, MN An induction ceremony held in conjunction with the www.dot-awards.com Shopper Marketing Summit honoring the shopper marketing industry’s best and brightest. 22 | Council on Shopper Insights & Renaissance Schaumburg Convention Center Hotel • Schaumburg, IL Council on Digital Shopper Marketing www.shoppersummit.com Minneapolis, MN December 2014 April 2014 9-10 | League of Leaders Fall/Winter Meeting 8-9 | Council on Shopper Insights The Westin O’Hare • Rosemont, IL Chicago, IL Throughout 2014 I-Seminars Industry webinar presentations. See the website for topics and schedules. www.p2pi.org/iseminars

A RockTenn display delivers more of the wow factor. Like with this award-winning ﬂ oorstand that turns shoppers into stoppers and browsers into buyers for the AXE ® brand. Maybe we can help you stand out in store?

57406_SM_Glossary_Back_Cover_Apollo_Ad_7x10_5_r1_Final.indd 1 11/25/13 5:18 PM