With digital marketing taking off in several new directions, retailers need to move faster to take control of the customer experience, a speaker told members of the National Grocers Association during their annual convention in Las Vegas.
"Think how different the consumer experience will be if you take personalization to another level," John Phillips, SVP, customer supply chain and global go-to-market, for PepsiCo, said. "That's where independents can make a difference because you know more about your customers than the chains."
Digital has changed the way consumers access and use information, Phillips said, "and the online guys are figuring out ways to develop customer loyalty and intimacy. So you have to figure out how you can compete for your share of online purchases."
GPS technology that has made location applications possible "make it easy to create a convergence between the physical and digital worlds," Phillips added, "so you've got to figure out how to take your box and get into ecommerce to personalize the experience and grab shopper loyalty. The challenge is to figure out what frameworks you can use to drive sales at the point-of-purchase."
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