Data-driven shopper marketing brings people together. It's not just ad tech vendors.
Consider the recent campaign collaboration test between Mondelez, the shopping rewards app Fetch, and Albertsons Media Collective, the grocer's retail media business.
“I've always said that I think we need to change the title, because it's the old-fashioned Because it's not shopper marketing.”
Retail media expands to CTV
Shopper marketers are currently in a tough position as media campaigns extend beyond the point of sale.
Shopper marketing is no longer just about in-store ads, coupons, or even on-site search on a grocery store's site or app. Retail media is expanding into CTV, new mobile placements, and many other places where people don't necessarily shop.
Rather than just going to Google and running branded campaigns that reach audiences on the web, retail media networks are looking to resonate with shoppers off-site and in non-Shopping locations, Martin said. It is said that he is trying to The goal is to make these placements act like predictable performance media, just like when someone is actually on a retailer's site and approaching a purchase.
For example, shopper marketing is moving to CTV. CTV does not intuitively drive direct, measurable sales such as coupon deals.
CTV doesn't make sense for every brand or shopper's marketing campaign, Martin says. But when audience data is overlaid by partners like Albertsons and Fetch, CTV can become a much more useful channel for shopper marketing. “There is a time and a place for CTV expansion,” she says.
Data linkage
But branding media can also be a useful marketing channel for shoppers, even if your audience isn't aware of it.
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For example, one of the things Fetch will be able to do with its new partnership with Albertsons Media Collective is to customize and target ads to shoppers based on a broader view of an individual's shopping habits. said David Parisi, Fetch's general manager of restaurants and retail.
Albertsons has a very strong dataset based on what their loyalty members and customers purchase in their stores. However, Mr. Fetch may know if someone has never purchased Mondelez crackers before and would prefer a different brand of crackers. (The cracker segment was the guinea pig for a recent ad personalization test between Fetch and Albertsons).
“Technology focused on personalization continues to become increasingly important,” Martin says.
Customize and conquer
Even so, CTV branding campaigns may not work for shopper marketing purposes. But specific messages targeted at people known as category shoppers, who don't have any particular brand loyalty, can be relevant regardless of how far the ad placement is to the point of sale. there is.
For brands, this is both a challenge and an opportunity.
Mondelez can conquer its competitors' customer base in a more targeted way on platforms like Fetch, where people make purchase decisions based on transactions. The problem is, other brands can do the same.
This can be an uncomfortable situation for Fetch. When Fetch converted Mondelez conquest customers to Albertsons, it had to poach those shoppers from other brands and other retailers that were also Fetch partners.
But that's how shopper marketing works these days.
Parisi said of the potential backlash from retailers and brands, with Fetch's retail media programs turning one retailer's or brand's customers into marketing targets for another brand's shoppers. I'd like to think it's getting a lot of attention.”
His advice? “We encourage both consumer goods manufacturers and retailers to participate in any way they think will elicit the best response.”
