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Steve Frenda
Works at The Path to Purchase Institute
Attended University of Arizona
Lived in New York, NY
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Steve Frenda

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The mystery of the many SKUs. Have seen this 100+ times in presentations. More now than ever it reflects the collision of brick and mortar vs. ecomm. Who took it and where?
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Meg Kreuter's profile photoLarry Burns's profile photoMichael Edwards's profile photo
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99 cent ii diptychon is the name of the photo. I believe at one point it was the world's most valuable photo (the original version). The actual printed photo is massive and heavily digitally altered. This is not a random snap of a grocery store. 
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Lucky California - NorCal - A division of Savemart
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If you are a chain retailer, you may qualify to receive a "Scholarship" to the Retail Academy at the Shopper Marketing Conference and Expo held in Minneapolis in October.

The Retail Academy is an educational and networking program developed by the Path to Purchase Institute that offers retail leaders an unprecedented opportunity to gather innovative ideas, tools and contacts to drive a new era of collaborative manufacturer and retailer marketing.

You’re invited, to attend along with these and other leading retail chains who were represented in 2014, to send up to four senior-level marketing, merchandising, digital, loyalty or insights executives to be
included in this special industry initiative.

o Ahold USA
o Albertsons/Safeway
o Big Y
o Brookshire’s
o Best Buy
o CVS Health
o Dollar General
o Family Dollar
o Food Lion
o Giant Eagle
o Harris Teeter
o Kohl’s
o Marsh Supermarkets
o Meijer
o Office Depot
o Price Chopper
o Publix
o Roundy’s Supermarket
o SpartanNash
o Staples
o Supervalu
o Target 
o Unified Grocers
o Wakefern Food Corp.
o Walgreens
o Walmart
o Woodman’s
o Winco

The Retail Academy is made possible through the generosity of these leading industry organizations: Coca-Cola, Colgate-Palmolive. Edgewell Personal Care, E&J Gallo Winery, Heineken, Kellogg's and Oracle Data Cloud.

Guests of the Retail Academy enjoy:
o Two nights complimentary hotel accommodations
o VIP welcome reception
o All-access pass to the Expo exhibit hall & show floor
o Eight complimentary Expo seminar tickets
o VIP seating during both Expo keynote addresses
o VIP breakfasts and lunches 
o Full access to special VIP lounge on the Expo show floor
o Opportunity to explore leading-edge solutions during the Retail Review Board on October 13th.

For more information and to discuss your attendance, please contact:
Steve Frenda
Managing Director – Strategy & Development
(773) 992-4461  sfrenda@p2pi.org

The Path to Purchase Institute is a global association serving the needs of retailers, brands, agencies and the entire ecosystem of solution providers along the path to purchase. The Institute facilitates industry interaction and fosters best practices and a deeper understanding of all marketing efforts and touchpoints that influence
purchase decisions in-store, online or anywhere along the path to purchase.

The Shopper Marketing Conference & Expo is the largest shopper focused event in North America with 4,000 attendees.
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"Home Smart Home" Target Open House is a series of themed rooms. You begin by walking through a front door, where a smart doorbell and door lock are demo'd, then pass through a living room, bedroom, nursery, and outdoor area, each with three to five smart devices on display. 

Tablets in the center of each room invite you to press a button to initiate a typical usage scenario. In the nursery, tap to see how your smart home might help you out with your infant’s bedtime routine, for example. Or in the bedroom, tap the “Burglar!” button to watch as the system automatically sounds an alarm through your speakers and flashes your Philips Hue bulbs panic red. These effects are all automated and annotated with text that is beamed directly onto the plexiglass walls. 

The Target Open House exhibits are a bit overly sterile where the rooms feel a bit empty.

Seems like they are trying to imitate an Apple store, but with only about 40 items for sale from a variety of manufacturers in different rooms, it lacks some energy energy. Seems like the objective is to be educational and aspirational rather than sell the products... Strange vibe.

 The Open House isn’t even in the same space as the City Target, which is up one floor.  I paced off the space and I'd estimate it to be about 3,500 square feet.

The two salespeople I encountered were personable and seemed knowledgable, but trying to imagine a home wide solution is mind numbing. Check out the "top selling" items projected on the wall.

In summary, seemed as much a museum as a retail store. Credit to Target though, you have got to start somewhere.
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I think it's cool. my brother gnl computers. always said we would be able to communicate by any function in our homes and offices.
apple has no monopoly on this just bigger
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A mini case study on mobile marketing... seamless - resulting in a sale. Hats off to RB's Amopé, all*you magazine, Digimarc and Target for creating value in the mobile journey resulting in a sale. See the images in the sequence of this success.

In reviewing all*you magazine, a Time Inc. publication that is shopper oriented, I came across an ad for Amopé Pedi Perfect, which featured a message "Available at Target" and a notation utilizing the Digimarc app: "Scan here to Shop" --- Since my girlfriend had mentioned she wanted one of these devices (she probably wanted it for me), I was on the trail. 

I utilized the app which took me directly to the Target mobile site providing the opportunity to shop for several Amopé products. Once there I made the purchase and as you will see from the embedded images purchased the product, arranged for store pickup at my local Target store, and within an hour was advised that my item was available for pickup. 

This is several times I have used the Target "click and collect" ordering process and it works smoothly.

In summation... my reason for documenting this success is that while we all are convinced that mobile / e-Commerce can provide considerable value to the shopper, the success stories can be elusive. 

This was a journey where 4 companies worked seamlessly to deliver value to me, the shopper. Again, Kudos!
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Steve Frenda

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Join us at the Path to Purchase Leadership University (P2PLU) event on January 26 & 27 in Las Vegas.

We at the Institute wanted to make sure that you're aware of our upcoming Path to Purchase Leadership University (P2PLU) event on January 26 & 27 at the Green Valley Ranch Resort in Las Vegas.

With it being the New Year, it’s the perfect time reevaluate your team’s progress and ensure everyone is on track to meet your 2016 objectives.

Through this two-day event (comprised of two one-day courses), participants will learn effective methods for developing and executing shopper marketing strategies and programs, as well as gain a holistic understanding of both consumer and shopper behavior to drive engagement.

And now, P2PLU provides an even more prescribed ‘road map’ for success with the launch of its professional industry designation program.

By taking a sequence of courses and passing related assessments, members earn an official designation that identifies the level of training they’ve achieved. http://goo.gl/P9Wr1G

Everyone on your team could qualify for a P2P Practitioner designation by the end of Q1! Learn more about the professional industry designation levels here or check out our newly launched Leadership University Catalog here: http://goo.gl/NXn3ei

Take the first step and register for our premiere event in Vegas on January 26-27. http://goo.gl/U0LDYk

P2PLU Practitioner: Demonstrates a solid understanding of the organizational discipline of shopper marketing – from definitions to individual and organizational enablers – and a working knowledge of shoppers, their behaviors and key principles to engage them.

P2PLU Professional: Demonstrates an advanced understanding of and ability to apply all core path-to-purchase competency areas defined by the P2P Leadership University. Has proven the ability to apply ‘shopper-centric’ thinking, to uncover and apply shopper insights to strategic shopper initiatives, and to engage retailer partners in planning.

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CVS ups their personalization game in a big way... Industry leader? Kudos!

I for one was a person that bitterly complained for years that deciphering register receipts and their coupon offers at CVS was a lot like trying to digest the Dead Sea Scrolls. Yes, the register receipt offers still exist in this maturing loyalty program which is reported to have some 70 million card holders.

Well here's the big news IMO, they have surged forward and done a heck of a job many facets of this loyalty effort. CVS might end of standing for "Customer Virtual Savings".

There are 3 elements that I have seen change in 2015. (See images attached)

- Ripping a page from the Kroger book, they have launched an aggressive direct mail program. My "statement" this month arrived in my mailbox with a recap of my savings for the past year... impressive. In that same mailer, there was a 25% coupon for my entire next purchase. I'll admit I'm not a CVS stock up shopper, but the offer changed my behavior and resulted in a $68 tab that shifted some brand and pack size choices.

- Their app is as good as it gets. It now offers myWeekly Ad that targets some of the products I purchase. Additionally, there are other offers that are click-to-card that reflect some of my purchasing habits. I pay attention --- No pet or baby products in these offers. Also, my loyalty card bar code scans flawlessly every time and my Rx needs are effortless through the app and text messaging.

- Finally, I noted this week that they have changed their circular format to a tabloid 11x19 size that I saw for the first time with 8 pages. Last week the 11x11-ish circular had 12 pages. BTW, Walgreens 11x11 this week had 20 pages. You'll also note as you look at the images below that they are promoting their app heavily with a $5 ExtraBucks Rewards coupon when purchasing $15 of the featured products.
Again, congrats to CVS... I think they have moved to the front of the pack on linking analog / digital / mobile.

Steve F.
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My order from Jet.com. 5 items to meet the minimum free shipment requirement.

It's on it's way in 3 shipments!!!

One of the shipments had the notation: "Fulfilled by: A Jet Concierge found your item at Walmart" . See image of email.

This is unsustainable, but much damage can be done to existing retailers. Listen how Marc Lore, CEO describes the model - not intended to make money for five years when they reach $20B in sales.
goo.gl/Ch9TFp

If this "retailer" and others such as Boxed, Instacart, etc. prevail, there will be considerable destruction in the retail sector. I'm truly concerned about that. Not an outcome any of us want.
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Steve Frenda

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If you are a chain retailer, you may qualify to receive a "Scholarship" to the Retail Academy at the Shopper Marketing Conference and Expo held in Minneapolis in October.

The Retail Academy is an educational and networking program developed by the Path to Purchase Institute that offers retail leaders an unprecedented opportunity to gather innovative ideas, tools and contacts to drive a new era of collaborative manufacturer and retailer marketing.

You’re invited, to attend along with these and other leading retail chains who were represented in 2014, to send up to four senior-level marketing, merchandising, digital, loyalty or insights executives to be
included in this special industry initiative.

o Ahold USA
o Albertsons/Safeway
o Big Y
o Brookshire’s
o Best Buy
o CVS Health
o Dollar General
o Family Dollar
o Food Lion
o Giant Eagle
o Harris Teeter
o Kohl’s
o Marsh Supermarkets
o Meijer
o Office Depot
o Price Chopper
o Publix
o Roundy’s Supermarket
o SpartanNash
o Staples
o Supervalu
o Target 
o Unified Grocers
o Wakefern Food Corp.
o Walgreens
o Walmart
o Woodman’s
o Winco

The Retail Academy is made possible through the generosity of these leading industry organizations: Coca-Cola, Colgate-Palmolive. Edgewell Personal Care, E&J Gallo Winery, Heineken, Kellogg's and Oracle Data Cloud.

Guests of the Retail Academy enjoy:
o Two nights complimentary hotel accommodations
o VIP welcome reception
o All-access pass to the Expo exhibit hall & show floor
o Eight complimentary Expo seminar tickets
o VIP seating during both Expo keynote addresses
o VIP breakfasts and lunches 
o Full access to special VIP lounge on the Expo show floor
o Opportunity to explore leading-edge solutions during the Retail Review Board on October 13th.

For more information and to discuss your attendance, please contact:
Steve Frenda
Managing Director – Strategy & Development
(773) 992-4461  sfrenda@p2pi.org

The Path to Purchase Institute is a global association serving the needs of retailers, brands, agencies and the entire ecosystem of solution providers along the path to purchase. The Institute facilitates industry interaction and fosters best practices and a deeper understanding of all marketing efforts and touchpoints that influence
purchase decisions in-store, online or anywhere along the path to purchase.

The Shopper Marketing Conference & Expo is the largest shopper focused event in North America with 4,000 attendees. 
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Steve Frenda

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Mariano's latest... A supermarket experience like I've never seen - take a 40 photo tour.

A treasure hunt and spectacular sense of theater all in one - and the crowds - the energy is palpable.

- Fresh Smoothie Bar
- Custom Made Guacamole Bar
- Sushi Bar
- Oyster Bar
- Trail Mix Bar
- Meats Grilled to Order for No Charge
- Wine Bar
- Bakery Goods Beyond Compare with My Personal Favorite... Maple Bacon Long Johns
- etc. etc.

Kudos to Mariano's... I know how do they make it work financially? 
 
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Kroger launches eComm site at King Soopers in CO. Over 30,000 natural and organic items across the following categories.

- Pantry
- Vitamins & Supplements
- Beauty
- Natural Home
- Babies & Kids
- Pets
- Simple Truth

"Vitacost really just helps us fulfill that long tail of items that are smaller in some cases and on the King Soopers website now, you can pick up 25,000 to 30,000 additional SKUs than what you'd find in a typical Kroger store," stated COO Michael Ellis during Q&A on the earnings call.
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The acquisition not only provides Kroger with additional sku’s, it clearly demonstrates their desire to close the cap between online and brick and mortar. Another benefit is the company’s direct experience with home delivery. Most importantly (to me) is the access to new data that will provide them with a different view of the shopper and capitalize on pre/post shopping. It also enables them to look at shoppers that currently don’t visit Kroger, something that duhnhumby can’t do.
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  • The Path to Purchase Institute
    Managing Director, 2007 - present
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New York, NY - Tucson, AZ - Sandy, UT - Wayne, PA - Pleasanton, Ca - Long Grove, IL - Danville, CA - Palatine, IL
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Introduction

Above all, I care about family, friends, country and humanity. Additionally, being a part of the consumer goods industry and the Path to Purchase Institute is an integral part of my life. What do you need to know about me.

1. I care deeply about my family, friends and associates and their well being.

2. I’m a risk taker, I encourage failure if we are pushing the envelope.

3. I don’t take myself too seriously. I’m energized by conversations where someone takes a good humored “shot” at me. But beware, I do get even.

Education
  • University of Arizona
    BSBA Marketing, 1973
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