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THE NEW RETAIL<br />
SHOPPER INNOVATION AWARDS 2013<br />
What makes people buy what <strong>the</strong>y buy? With store aisles packed with products vying<br />
for attention, innovative shopper marketing can mean <strong>the</strong> difference between a<br />
passerby and buyer.<br />
As brands put more focus on <strong>the</strong>ir retail presence and <strong>the</strong> path to purchase – and as<br />
mobile and social affect that journey – manufacturers, retailers and <strong>the</strong>ir agency partners<br />
have stepped up on <strong>the</strong> innovation and collaboration front.<br />
Unveiled at an award show during strategy’s Shopper Marketing Forum on March 5 at<br />
<strong>the</strong> Hilton in Toronto, <strong>the</strong> inaugural Shopper Innovation Awards celebrates breakthrough<br />
programs from brands and retailers that really challenge <strong>the</strong> shopper marketing status quo<br />
and show <strong>the</strong> way forward.<br />
From out-of-<strong>the</strong>-box retail to CSR-centric programs, here are <strong>the</strong> ideas and executions<br />
that swayed <strong>the</strong> industry, and shoppers.<br />
Cases edited by Jennifer Horn.<br />
26 www.strategyonline.ca