How Late-Night Munchies and Weather Cues Shape PepsiCo’s Retail Strategy

 How Late-Night Munchies and Weather Cues Shape PepsiCo’s Retail Strategy


Lay's chips

To meet U.S. consumers seeking new global flavors, Lay’s recently created tzatziki, masala, and honey butter potato chips.

Personalization at Scale 

Like other CPGs, PepsiCo regularly taps into consumer groups and feedback, social listening, and retailer data to understand shoppers and the role of food in their lives. 

Through partnerships with retail media networks and other digital platforms, PepsiCo is merging retailers’ first-party data with their own brand insights to personalize at scale and serve the consumers looking for convenient fulfillment like curbside pickup and grab-and-go. 

Such collaborations are improving ROI and delivering tailored experiences through the right products, placements, and promotions to exceed shopper expectations, says Keating. 

Making shoppers feel appreciated and understood requires robust shopper insights, and comprehensive point-of-sale and end-to-end activity data, she adds. As such, PepsiCo’s precision loyalty strategy, which provides recommendations and special offers relevant at that moment, is designed to address “the whole person, not just the shopper.” 

Last year, the company’s proprietary Consumer DNA (cDNA) customer data platform targeted specific audiences via digital channels and occasion-based personalized merchandising within the salty snacks and beverages categories to improve brand penetration. 

Using content for road trips, work lunches, school lunches, tailgating, and camping, they increased household penetration and media efficiency. They also gained a deeper understanding of the audience segments to pave the way for future personalization and expand its strategic communications approach with new assets for various occasions, she notes. 

The company is also taking steps to evolve its salesforce to focus on holistic activation calendars that are supported by consumer-centric promotions, both in stores and online, says Santee. 

“Looking beyond the walls of the retail space to the digital omnichannel world to gain a holistic view of how, when, and where shoppers will be next is crucial,” he says. ”We must [also] ensure that the product and shopping experiences they are offering align to provide a seamless customer experience.”



Source link

Fallon Wolken

Related post

Leave a Reply

Your email address will not be published. Required fields are marked *