The Path to Purchase Institute

Research Company/Group
Path to Purchase Institute (P2PI) offers consumer product marketing executives and brand managers a holistic, 360-degree view of the shopper journey. Covering all components of the omnichannel path to purchase — from in-store to digital — P2PI combines insights, research and inspiration to drive success and innovation for our executive audience. Tracking trends, spotlighting best practices and sharing the tools for success, P2PI is committed to serving the needs of consumer brand marketers, retailers, agencies and solution providers in the quickly evolving realm of commerce marketing. Our areas of focus include in-store experience/activations, digital commerce, retail media, brand marketing, consumer trends/shopper behavior, insights and analytics. Source

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Media Outlet details

Scope National, Trade/B2B
Language English
Country United States of America
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Beyond AI: The Smartest Brands Are Betting on the Aisle

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By Charlie Menchaca
| The Path to Purchase Institute
Marianne Lacle The way AI is reshaping product discovery dominated the conversation at the Path to Purchase Institute's Retail Media Summit last month. But the real reveal was that the store is still the most important engagement channel. Here's how brands can win the next era of retail media: Retail media is no longer the shiny new thing. It's a $70 billion-and-growing commerce capability, and the brands treating it like that are already pulling ahead.
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Big Y Launches Quirky Loyalty Rewards Campaign

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By Bridget Goldschmidt Verified
| The Path to Purchase Institute
New England grocery store chain Big Y Foods has rolled out “Free Finds You,” an integrated marketing campaign from The VIA Agency that celebrates loyalty rewards through bizarrely funny moments inspired by the thrill of unexpectedly getting something for nothing. Instead of focusing on discounts or points, the campaign focuses on the emotional payoff of discovering free products through myBigY Rewards.
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Blue Buffalo Helps Pet Parents Celebrate America's 250th

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By Erika Flynn
| The Path to Purchase Institute
General Mills' Blue Buffalo launched a dog-friendly fireworks experience and tips to help consumers ensure their dogs stay calm and comfortable during America’s 250th (or 1750th in dog years) birthday celebrations this summer. The brand partnered with Instacart for an exclusive summer offer to help pet parents stock up on food from the brand’s Love Made Fresh line and Nudges treats. From June 25 through July 17, shoppers can use the code "BLUE1750" to get $4 off a $20 purchase.
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Go Raw Tempts Consumers With 'Uncomplicate Snacking' Campaign

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By Erika Flynn
| The Path to Purchase Institute
Seed-based snack company Go Raw wants to help consumers when they're faced with myriad choices in the snack aisle. The 22-year-old brand's first national campaign is using humor to gain consumer attention, with extended efforts planned for the fall.
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Top Retail Media Stories From June 2026

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By Heidi Bitsoli
| The Path to Purchase Institute
Several retailers, brands and commerce marketing entities shared retail media-related research, collaborations and other news and perspectives in June. Some of P2PI’s notable headlines included: How Chewy Is Helping Brands Reach Pet Parents Earlier: For pet brands, it's important to educate shoppers who may not be actively browsing but may still be open to guidance when the right need emerges, according to the head of Chewy Ads.
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Bubly Uses Y2K Nostalgia for 'Melted Ice Pop' Campaign

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By Erika Flynn
| The Path to Purchase Institute
PepsiCo’s Bubly sparkling water is giving consumers a reason to take an ice-cold sip this summer. The brand is offering a new flavor, Melted Ice Pop, for a limited time — and taking fans back to their days of eating frozen ice pops. Bubly partnered with actor Chad Michael Murray for the Y2K-inspired social campaign. He stars alongside creator, podcast host and self-proclaimed 1990s and 2000s historian Erin Miller in a spot that brings consumers' first-crush fantasy to life.
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Ace Hardware Partnership Allows Brands to Better Manage Campaigns

| The Path to Purchase Institute
Most recent 7/7/2026 Ace Hardware Partnership Allows Brands to Better Manage Campaigns Ace Hardware is making it easier for brands to use Red Vest Media, its retailer media network. Through a collaboration via Pacvue’s integration with Epsilon, brands can now activate, manage and optimize Ace Hardware campaigns directly within Pacvue. This can be done from a single platform alongside existing investments across Amazon, Walmart and other major retail media networks.
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P2PI Opens Nominations for 2026 40 Under 40 Awards

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By Jacqueline Barba Verified
| The Path to Purchase Institute
The Path to Purchase Institute is once again honoring the next generation of leaders in commerce marketing for its fifth annual 40 Under 40 Awards. The program recognizes young professionals in omnichannel marketing, their contributions to the industry as well as their individual accomplishments. See who was recognized in 2025 Ideal candidates for the 40 Under 40 Awards meet the following criteria: They are shining stars at their company and in the industry.
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Top In-Store Experience Headlines From June 2026

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By Heidi Bitsoli
| The Path to Purchase Institute
Notable P2PI in-store headlines from June include an exclusive look at Target, new technology, and stars of sport and screen driving product discovery. Best Buy Gives Consumers Look at TV Technology: The retailer’s campaign brings RGB LED technology to life in stores. Harris Teeter Shoppers Embark on 'Aisle Adventures': The new experience includes ongoing product discovery content, influencer-led storytelling and broad assortment spotlights.
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How Brands Can Show Up Authentically During Cultural Moments

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By Charlie Menchaca
| The Path to Purchase Institute
Brad Godwin If your brand isn't involved in culture, you're living in the past. Just think of all the cultural moments that have taken over the popular zeitgeist in the first half of the year. From Bad Bunny's epic performance at the Super Bowl to Alysa Liu's gold medal-winning skate at the Winter Olympics, cultural events have dominated conversations and created connections far beyond the event itself. The FIFA World Cup is yet another cultural moment with wide-reaching implications.
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The Path to Purchase Institute Journalists

Barba, Jacqueline
Menchaca, Charlie