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Mary Sagripanti leads a team of marketing, sales and promotions professionals in developing multibrand, cross-company marketing programs for Kraft Foods retail partners. She recently discussed how insights drawn from consumer behavior at the pre-purchase phase are deployed into a winning shopper marketing initiative at retail.
eMarketer: How has the consumer’s path to purchase changed?
Sagripanti: The path to purchase is changing as more consumers are looking for savings and making decisions prior to going shopping. Advances in technology—retailer websites, mobile, social media, bloggers and Twitter—have made it easier and economic pressures have made it more necessary for shoppers to pre-plan their shopping trips. As a result, shoppers are identifying in advance what they’re going to buy, when they’re going to buy it and where they’ll buy it. It becomes important to reach shoppers with impactful communication before they even enter a store.
eMarketer: How has Kraft integrated digital elements into its shopper marketing programs at the pre-purchase, in-store and post-shopping phases to influence consumers?
“Kraft recognized that shoppers were going online prior to their trip to the store to find information and that we needed to leverage the digital space as part of a robust 360-degree marketing plan.”
Continues at: Kraft Foods Online & QR Codes.
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