Editor's Note: P2PX speakers focus on better shopper targeting

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Editor's Note: P2PX speakers focus on better shopper targeting

By Seth Mendelson - 11/15/2019
Michael Schuh, Kroger Precision Marketing director of product strategy and innovation,
Michael Schuh, Kroger Precision Marketing director of product strategy and innovation,

Targeting shoppers. 

That is what executives from Ahold Delhaize and Kroger told attendees on Thursday at the Path to Purchase Expo in Chicago is extremely important as they seek to hold on to and expand their shopper base. 

Extremely true and probably the key to survival as we get ready to enter the third decade of the 21st Century. The truth is that winning shoppers’ hearts and minds has always been vital to the success of any retail. But with options expanding at a breathtaking rate, retailers need to be a lot more aware of what they trying to do to keep consumers interested in their brand and stores. 
 

[Path to Purchase Institute members can access more than 1,800 shopper marketing and technology insight articles, more than 14,000 marketing and merchandising images, and detailed retailer profiles — including operations and strategy info. See profiles for Kroger and Ahold Delhaize on p2pi.org.]

Linda Crowder, sales team lead, Peapod Digital Labs, an Ahold Delhaize company
Linda Crowder, sales team lead, Peapod Digital Labs, an Ahold Delhaize company

Ahold’s presentation detailed its efforts to better streamline its digital into one universal platform to better target shoppers, Kroger met audience members head on with one question: “What data are you using to drive effectiveness in your media campaigns?”

Consumers know that they have more choices than ever. Retailers must react in a way that convinces these shoppers that their stores are right for them. 
 

[Path to Purchase Expo is a three-day dynamic learning event produced by the Path to Purchase Institute, focused on omnichannel shopper marketing strategies and technologies throughout the supply chain. It includes educational learning labs and innovative product and service exhibitions. Learn more at p2pi.org.]
 

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