VP, Shopper Marketing
Promomagazine.com had a fascinating discussion with Shopper Marketing Fusion speaker, Jesse Spungin in February of this year. Here are a few excerpts that we thought were particularly timely.
PROMO: So ConAgra has embraced shopper marketing.
SPUNGIN: We used to call it customer marketing, but we changed the name a year ago to shopper marketing to be more in line with the industry standard. The one thing manufacturers and retailers can all agree on is the shopper. It's the common ground we can start with and put all the other issues aside, like fighting over trade dollars and slotting efficiency.
P: Is your customer shopping any differently in this economy?
s: In many ways. When gas prices were up, for example, the number of trips to retailers went down and so did the total basket ring. This crossed all income levels because people with higher incomes love great deals and people at lower levels need great deals. ConAgra has a diverse portfolio that has value, and that provides a big opportunity for us and for retailers.
P: Have you launched any value-driven products?
s: We launched Healthy Choice Fresh Mixers, a lunch product, last September. It's a great at-work option for $3.
P: What role did shopper marketing play in this?
s: It was part of the integrated plan. We understand who the shoppers are, and we developed customized programs for the launch at SuperValu [grocery retailer]. These included point-of-purchase communications, in-store shippers and other tactics that were different from what we did at Walmart. The Walmart shopper is different, so the messaging has to be different. The programs paid off with profitable results.
P: Is shopper marketing more important in a recession?
s: : In these times, there's a danger in pulling back on marketing. Now more than ever, you need your message to break through.We look forward to hearing from Jesse at this year's conference!
Shopper Marketing Fusion 2009