Vice President, Shopper Marketing
Coca-Cola Refreshments

http://www.coca-cola.com

Q

How do shopper and digital marketing intersect?

A

Emerging shopper technologies are not an end unto themselves. Instead, digital capabilities are merely tools that can help organizations achieve a business objective. Given the speed with which these technologies are evolving, some retailers and manufacturers are feeling pressure to invest in trendy approaches.

One major intersection point of increasing importance is in the area of personalized shopper solutions. As technology and data mining capabilities improve, marketing is moving far beyond coupons that offer the same discount to everyone. Consider the airline industry model in which individuals may pay different fees for the same type of ticket. To successfully use this tactic in the retail arena, initiatives will need to combine data and insights to deliver a significant benefit. For example, if a shopper frequently purchases a particular snack and beverage, then the retailer can offer an incentive to purchase that combination together in the future. And, let’s say that shopper also is an American Idol fan. If the purchase enables the buyer to access information about the show that’s not available to the general public, the offer is considered even more valuable. As a result, the store drives sales and basket size while building a deeper emotional connection with the shopper.

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