Path to Purchase Expo

September 26-28, 2017 | Donald E. Stephens Convention Center | Rosemont (Chicago) IL

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Stop Price Shaming

Date and Time: 
Wednesday, September 27, 2017 - 3:00pm to 3:45pm
Shopper Marketing Best Practices

From the CPG world to the world of electronics, brands and boardrooms are putting pressure on marketing and sales departments to limit or stop discounting. Meanwhile, today’s shoppers are shunning coupons and other traditional means of “selective” discounting that brands have used to reward loyal behavior in the past. While full price is great for the bottom line, price discounts can be the only way to cut through the clutter for products that are considered commodities. And, brands cannot forget, there are many Americans who rely on discounts to help them feed their families. Attendees will:

  • Learn how shopper marketers can respond to the pressure for less discounting while continuing to meet the needs of families who rely on it.
  • Discover which methods companies like PepsiCo have adopted to answer this paradox.
  • Explore whether this problem can be solved by marketing or if it needs to be answered at other places in the organization.
Katie Schiavone
Sarah Cunningham

Speaking at this Session

Sarah Cunningham

Sr. Managing Director, Client Services

Sarah Cunningham has more than 18 years of retail and brand marketing expertise, creating work for such iconic brands as Gatorade, American Express and Jockey. In her current role, she is responsible for strategy and integration for multiple client teams. Her leadership in building strategic solutions and cross-functional teams has helped major brands deliver robust omnichannel communication platforms, created breakthrough partnerships with top retailers Walmart and Target, and created innovative shopper experiences. Cunningham is a co-chair and leader of Omnicom’s CLOSE Regional Business Development Group, as well as a contributing member of the Network of Executive Women and the Path to Purchase Institute's League of Leaders. She was a member of the Institute’s 2016 “Women in Excellence” for her contributions to shopper marketing.

Katie Schiavone

Sr. Director, Shopper Marketing, NAN Brands & Gatorade
PepsiCo Demand Xcelerator

Katie Schiavone leads shopper marketing  programming within PepsiCo’s Demand Xcelerator team for North America Nutrition (NAN) brands and Gatorade/Propel. Shopper programs focus on translating brand innovation and promotion priorities at top retailers. Schiavone joined PepsiCo five years ago, leading Quaker shopper marketing efforts at Walmart, followed by a role in NAN sales leading strategic customer initiatives including breakfast and sports fuel reinvention at retail. Prior to PepsiCo she spent eight years at Saatchi & Saatchi X working on in-store category reinventions for Frito-Lay, Gerber Baby Food, and Millstone Coffee. She also worked on Quaker, Kroger, Walmart and various Procter & Gamble OTC brands while at Saatchi X. Schiavone has been included on the “Who’s Who” of Shopper Marketing list for several years and was in the first Women of Excellence in Shopper Marketing class awarded by the Path to Purchase institute. She graduated from the University of Colorado at Boulder and continues her post graduate studies through the Wharton e-learning MBA program.