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More Relevant and Effective Marketing Strategies through Shopper Segmentation
- Rob Colarossi, VP of Customer Development, Dr Pepper Snapple Group
- Brian Higdon, Manager, Client Service, dunnhumby USA - Kroger
Today's retail environment demands a better understanding of the shopper than ever before. Many factors -- including lifestyle, disposable income, family composition, health-consciousness can influence a shopper's purchase decisions. And because shopper needs vary greatly and change constantly, traditional 'formulaic' marketing approaches may no longer be relevant or effective.
By working in partnership with retailers to overlay shopper data with our consumer data, we're creating targeted shopper marketing programs that build loyalty and drive traffic. With this targeted process, we can gain a thorough understanding of which segments have the greatest long-term value to both the Retailer and Dr Pepper Snapple Group, how each segment responds to promotion and new products introduced, and whether each segment has become more or less 'loyal' over time.
- Gain a deeper understanding of your shopper and obtain insights into overall category and align with retailer's most valuable shopper.
- How to develop 3 year custom strategic business plans with your account that can accelerate category revenue and profit
- Bring insights to life with account's shopper to build loyalty and increase traffic
- Measurement utilizing customized shopper scorecards
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