CPGMatters writes that Diageo is increasingly working with its retailer-customers on shopper marketing programs, especially to better understand how consumers shop the spirits category in the store.
“People are on autopilot when they’re shopping for, maybe, bread or other grocery staples,” said Shawn Fitzgerald, Diageo’s director of shopper planning. “But [spirits] are a more engagement-oriented shopper experience.”
“We had a tendency to focus on the big events, Fitzgerald added. “But the reality is that those occasions are the minority of the occasions. There are a lot of other, more frequent occasions that happen throughout the year.” Continue reading
The Wall Street Journal reported on January 31 that mobile and online are the “be-all and end-all” to reach customers. Bob Phibbs, who recently researched the subject, calls that assessment exaggerated.
Mobile is evolving at a pace that makes desktop e-commerce look glacial. But does it deserve to be crowned the “wave of the future” as many claim? What’s the killer app?
Mobile succeeds for shoppers when it is more convenient than alternatives. Consider accessing product information, wayfinding and offers, and it often beats other platforms. It is more accessible than a PC, more self-aware than a map, and less likely to be forgotten than paper coupons. Continue reading