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