An overview of the In-Store Marketing Institute and Introduction to the Retail Commission on Shopper Marketing

1. An Overview of the In-Store Marketing Institute August, 2009

2. What We Do… Research Education Facilitation The Institute mission: To serve our members and the retail industry by being the leading media and content provider – Unwavering in our pursuit of best practices in Shopper Marketing Community Powerful and Nimble Industry Association Media Company Empowered By Our Community

3. The Brands of the Institute www.instoremarketer.org

5. Who Is the Institute? Membership in the Institute has grown dramatically since inception, reflecting the growing need for resources on shopper marketing 1,500 2,200 3,400 5,100 7,200 2003 2004 2005 2006 2007 2008 500

6. It’s a Resource Like No Other. 49,234 2007 73,794 2008 Institute Member Website Monthly Article Views 2007 vs. 2008 49.8% Increase

7. It’s a Resource Like No Other. 41,000+ images of in-store marketing materials 4,000 case studies ranging from co-marketing concepts and product launches to sustainability insights and segmentation strategies Profiles of the top 50 retailers (with data on another 70 regional chains) covering store formats, private label and loyalty programs, vendor alliances, signage policies and promotional activity 200 research studies covering topics such as shopper insights, sales lift and industry practices, supplemented with more than 2,000 charts and graphs An unparalleled library of online seminars, tutorials, tactical primers and reference guides that have proven popular with industry newbies and veterans alike

9. “ I’m on the site every day for one reason or another. Skimming through the pictures in the Image Vault puts me right in the stores. I also learn a great deal listening to the presentations in the Lecture Hall.” “ The Institute has become a great asset. We like to see how other companies are approaching merchandising. Our Shopper Marketing group has grown dramatically both internally and externally utilizing this resource to round out our knowledge.” “ I love the Institute site. It is my one stop shop for sourcing a great deal of information about the retail industry. I’m continually updating my knowledge base about what our top retailers are doing.” What Our Members Say… “ The web site continually reminds me that I need to keep anchored in retail reality. I use the site to continually challenge my customers on what others are doing and what we can do better. I find information not captured anywhere else.”

10. How Engaging With the Institute Makes Me Feel connected smart resourceful wired prepared efficient have the edge powerful armed

13. The emerging discipline of shopper marketing has the potential to increase sales, improve profits and build stronger brand loyalty by transforming the way consumer product manufacturers and retailers communicate with their customers. But it will only realize that potential if manufacturers and retailers agree on the fundamental need to adopt a shopper-centric approach to marketing and merchandising, and develop collaborative business processes to make that happen. Much of the early momentum behind shopper marketing as been driven by product manufacturers, many of whom have undertaken the steps necessary to re-form their companies as shopper-centric organizations. But these efforts won’t be consistently fruitful unless the retail community also finds merit in shopper marketing. The industry encountered a similar watershed moment in the late 1980s, when the concept of “category management” promised to dramatically improve the manufacturer-retailer relationship – if both parties became equally invested in the practice. Recognizing the need to gain a deeper commitment from retailers, the In-Store Marketing Institute has joined forces with Dr. Brian Harris and The Partnering Group to create the Retail Commission on Shopper Marketing in spring 2009. Harris is credited with facilitating the adoption of category management as an effective business practice by enumerating the benefits it held for both retailers and manufacturers. The Coca-Cola Co., seeking to contribute to their retail partners' continued success and further the cause of shopper marketing, is generously sponsoring the Commission’s activities. A consortium of executives from 10 leading retailers, the Commission’s goal is to establish best practices and guidelines that will let retailers better envision – and achieve – the full benefits of collaborative shopper marketing. The efforts will result in a comprehensive white paper and corresponding presentation at the In-Store Marketing Summit in April 2010. Blueprint for a New Era: The Retail Commission on Shopper Marketing Copyright 2009, The Partnering Group

19. THE RETAIL COMMISSION ON SHOPPER MARKETING Questions: Call Steve Frenda, The In-Store Marketing Institute – 847.675.7400 ext.178