While attending P2PX this week, I heard from guest speakers about the following topics.
NEVER UNDERESTIMATE THE POWER OF TRUE PERSONALIZATION
Brendan Witcher of Forrester notes that most companies are using the wrong data to drive their experiences. Rather than demographics or traditional segmentation, he advocates that marketers gather and use unique intel to create delight. One example: True & Co., an online bra seller, monitors the customer’s returns to serve that customer more relevant products in the future. Bra too tight? Underwire digs in? You’ll never see a style like that again. You can learn more about how True & Co. uses data below.
Full article from Business Insider
SCAN A COKE CAN TO ACCESS PROMOTIONS, PRIZES AND MORE
Bringing together physical and digital engagement is a key part of Coca-Cola's shopper strategy, according to April Carlisle, VP of Shopper Marketing. With the new Sip & Scan feature, shoppers can simply go to coke.com, scan the bottle and see the latest promotion (today, it's a football enter-to-win game). Coke sees this not just as a program, but a long-term shopper platform, and has even authored a software developer's kit so potential partners can help drive continued innovation.
Full experience from Coca Cola
BEWARE, MOMS NOW NEED SURVIVAL SKILLS TO GO SHOPPING
Katherine Wintsch of The Mom Complex notes a growing shopping trend among moms: survival shopping. A combination of life demands and cognitive overload means that modern moms struggle to envision—and purchase—beyond a 48-hour window. For marketers, it means more trips up for grabs, more immediacy and more need for in-the-now relevance. You can read more about moms' evolving needs (and Katherine's own shopping survival skills) here.
See more from Katherine Wintsch