Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

Understanding Immediate Consumption Shopping Trips to Activate the C-Store Shopper

Date and Time: 
Thursday, September 28, 2017 - 3:00pm to 3:45pm
Retail Bricks & Clicks

The convenience channel is fragmented, crowded and cluttered. But with 150,000+ locations, it’s an essential CPG class of trade that is too often neglected with regard to shopper marketing strategy and planning. In this session, learn how a leading beverage company has optimized its c-store strategy, plus hear from an agency and marketing services provider that are laser-focused on small format. Attendees will:

  • Connect the immediate consumption shopper need, the shopper occasion and the shopper trip type in the c-store channel.
  • Learn how to activate against shopper segmentation and purchase triggers to drive incremental sales at the c-store point of purchase.
  • Hear an example of a successful shopper campaign in a fragmented retail channel with effective shopper activation and incremental sales.


Chuck Billups
Jon Richman
Richard Moulton

Speaking at this Session

Chuck Billups

Chuck Billups

SVP, Brand Advertising & Retail Strategy
PRN - Stratacache

Chuck Billups leads advertising sales and retail strategy and accounts at PRN – the shopper marketing, media and monetization division of Stratacache. He has 20 years of deep experience in shopper and brand marketing, advertising sales, research product development and retail strategy from Procter & Gamble, The Path to Purchase Institute, PRN and HarlandClarke. Billups holds a bachelor’s in history from the University of Pennsylvania and an MBA from Michigan’s Ross School of Business. 

Richard Moulton

Richard Moulton

Director, Shopper Marketing: Walmart, West Grocery & C-stores
Dr. Pepper Snapple Group

Richard Moulton leads shopper marketing initiatives at Walmart, club, convenience, grocery and managed services. He has worked in the CPG industry for more than 20 years in sales, brand and shopper roles. Moulton is passionate about creating and executing best-in-class programming that ultimately converts shoppers into buyers. He holds a bachelor’s in marketing from the University of Iowa and an MBA from Marquette University.

Jon Richman

Jon Richman

VP, Director of C-Store
IN Marketing Services

Jon Richman’s background is a well-balanced mix of c-store shopper/retail marketing, account leadership and hands-on experience with activation, branding, shopper insights and strategy development. Several of his key achievements are: building and launching multiple brands in the c-store channel, creating award-winning business building activation programs and developing go-to-market and best practices strategy for his clients in the c-store channel. His c-store client list has included DPSG, Heineken USA, 7-Eleven, Pilot Flying J, Kool Aid, Capri-Sun, Sparkling ICE, V8, Oberto, Kraft Foods (Planters, Corn Nuts, Oscar Mayer), Frito-Lay, Mondelez (belVita, Chips Ahoy, Oreo, Ritz, Wheat Thins) and Ferrara (Trolli).