Esperanza Teasdale, Senior Director of Shopper Marketing at PepsiCo, described how her company reengineered the shopper marketing function during her keynote presentation to Argyle’s CMO membership at the 2017 Leadership in Digital Marketing Forum in New York City on October 12. In her presentation, “Efficient Localization: Shopper Marketing as a Sales Growth Platform,” Teasdale explained how PepsiCo revamped its shopper marketing function to improve the application of consumer insights at a store level and create customer-specific strategies that were executed at a local level.
According to Teasdale, digital marketing empowers businesses to provide consumers with one-of-a-kind shopping experiences. As such, companies that effectively deploy digital marketing campaigns may be better equipped than others to drive sales growth.
At PepsiCo, the business uses digital marketing to generate interest in a wide range of food and beverage products. The company wants to connect with consumers on a sensory level, Teasdale said, to ensure it leads consumers to purchase its products from grocery and convenience stores.
“We help drive trips to the store, getting those feet from the street into your store,” she noted.
However, the retail landscape can be tough to navigate, even with all of the digital technologies available to marketers today. If marketers understand the true value of the digital tools at their disposal, they can use these tools capture their target audience’s attention.
“There’s so much complexity in the retail landscape. A lot of differentiation is required to capture trips and people,” Teasdale indicated.
For many businesses, custom digital marketing campaigns are ideal. These campaigns enable marketers to promote a brand’s products and services to specific groups of consumers and may drive immediate and long-lasting sales growth.
“It is really important to understand how digital is working across the path to purchase. If you understand how digital works at different paths to purchase, you can solve for different challenges.”
Comparatively, some companies emphasize localized digital marketing campaigns to address the needs of consumers in specific cities and towns. These campaigns may help an ordinary brand extend its national or international reach over an extended period of time.
There is no one-size-fits-all approach for all digital marketing campaigns, Teasdale said. Instead, marketers must remain flexible and evaluate all of their options to determine how to customize or localize various digital marketing efforts.
“The idea of customizing is difficult when you’re looking at different retailers,” Teasdale pointed out. “It’s difficult to balance the need for customization and localization.”
Furthermore, marketers must account for the increasing urbanization that is taking place among consumers.
No longer are consumers buying assorted items in bulk. Conversely, many consumers are moving to cities and making small, frequent purchases, and brands must tailor their digital marketing strategies accordingly to connect with these consumers.
“You’re seeing a lot more urbanization,” Teasdale stated. “The trips are getting smaller. People are buying less, and they’re probably traveling less to make purchases.”
With the right digital marketing campaigns in place, businesses can deliver sensory and human experiences and engage and inform consumers. To create these campaigns, marketers must understand all aspects of the path to purchase.
“The idea of customizing is difficult when you’re looking at different retailers. It’s difficult to balance the need for customization and localization.”
Ultimately, the path to purchase varies based on a brand, its industry and its target audience. But a massive amount of data is available to all brands that can be used to understand why consumers may select one product over another, and brands must be able to optimize the value of this information consistently.
“It is really important to understand how digital is working across the path to purchase. If you understand how digital works at different paths to purchase, you can solve for different challenges,” Teasdale noted.
Providing consumers with timely, relevant and accurate information is paramount, particularly when it comes to digital marketing. If marketers collect consumer data, they can learn about their respective businesses’ target audiences and provide consumers with unforgettable digital experiences.
“We want to reach the shopper and engage them in a contextually relevant moment. And we want to engage them at the right time,” Teasdale indicated. “In order to engage the shopper digitally, we need to understand everything about the shopper. … There’s so much data out there, which means targeting individual customers is really possible.”
Deep data analysis is essential for marketers who want to use digital to accelerate sales growth. If marketers can mine consumer data and retrieve insights from it, they can uncover assorted consumer patterns and trends. Then, marketers can use these insights to engage and inform consumers across digital, leading to long-lasting customer partnerships and increased sales.
“We all have a lot of data, and it’s a matter of mining it and analyzing it at the right time. And when you do this successfully, you drive conversion,” Teasdale pointed out.
Passionate about People and Accelerating Results. Transformational business executive with 20+ years of expertise with strong strategic, creative and analytical skills who drives for results, admires creativity and cherishes people.