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Counter Talk: Repave shoppers’ path to purchase

Balancing physical store experience with e-commerce, giving shoppers seamless access to the products they want and enhancing the overall shopper experience are universal challenges across the retail landscape. The Path to Purchase Expo, or P2PX, set to take place Oct. 2 to 4 at the Minneapolis Convention Center, champions shopper-centric thinking and practices that help define the ongoing evolution of consumer marketing and the overall shopping experience. Designed to serve the needs of retailers, brands and solution providers along the path to purchase, P2PX is the premier gathering within the shopper-centric community.

With more than 70 speakers, immersive symposia, an energetic exhibit floor and outstanding networking, this event is developed with the support of institute members who identify the industry’s hot topics. Keynote speakers and focused seminars go beyond insights to deliver strategies attendees can exercise in their own businesses.

Unique to P2PX are half-day symposia that take a deeper dive into some of the most pressing challenges, including:

  • E-Commerce Symposium: Engaging the Always On Shopper

  • When Women Lead: Breaking Barriers for Business Growth

  • PersonalizationIQ: Convergence of Persona-lization and Privacy

  • Digital Imperatives and Millennial Moms

  • The P2PX main stage features four keynote presentations on Wednesday and Thursday mornings.

  • The New Digital Imperative: Customer-Obsession Through Data-Led Personalized Experiences by Brendan Witcher of Forrester

  • Driving Sales in a Mobile World by Dave Sommer of Facebook

  • Pain Points and Millennial Moms Want Brands to Solve by Katherine Wintsch of the Mom Complex

  • Ahold Delhaize USA: Why ‘Better Together’ Should Matter to You by Whitney Hardey of Stop & Shop and John MacDonald of Giant Food

In the July issue of DSN editor-in-chief Seth Mendelson cautioned that the rules of retail have changed dramatically, and offering the basics is no longer enough. “Merchants who do not want to make the investment in their companies, because they either do not have the financial wherewithal, have no vision or do not want to take the risk, are in jeopardy of not surviving.”

This shared view is why DSN and its parent company Lebhar-Friedman have joined the Path to Purchase Institute’s parent organization, EnsembleIQ. Together, we provide insights and solutions across the retail landscape, and P2PX is a great introduction into what we have to offer.

P2PX offers up myriad solutions — some requiring little or no financial investment — for reaching shoppers and delivering a seamless experience, both in-store and online. Visit, download the brochure or scroll through offerings that will provide the solutions your business needs to stay profitable and relevant with shoppers. Over the course of two days, 10 seminar tracks will provide attendees with 35 seminar sessions to enrich their career education and to gain actionable insights to bring back to the office. Seminar tracks include Insights to Activation, Shopper Marketing Strategy, Retail Bricks & Clicks, P2P Disruption, The Future of Shopping, Loyalty & Personalization, AI, VR & Beyond, Omnichannel Solutions, So-Lo-Mo — social, local, mobile — and Building Your Brand.

The exhibit floor will feature more than 100 best-in-class solution providers and industry partners that can help turn insights into activation. New on the exhibit floor is the Thought Bubble stage that will showcase rapid-fire presentations on innovations, disruption and the evolving retail landscape. Attendees looking for more inspiration can browse the Design of the Times Gallery for what’s hot in in-store and digital activations.

See you in Minneapolis!

Joan Driggs is the managing director of the Path to Purchase Institute, a global member community serving the needs of brand manufacturers, retailers, agencies and the entire ecosystem of solution providers along the path to purchase.
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