With e-commerce now a standard shopping tool for all product categories in every retail channel, the need to provide consumers with seamlessly integrated brand experiences has become more important than ever. Yet function-specific organizational structures and rigid budgeting practices often make it difficult for brands to provide a consistent experience across all the shopper touch points now needed to effectively drive purchase decisions.
Subject matter experts from Mars Wrigley, Mars Petcare, Henkel and The Mars Agency recently came together in a special webinar to outline three recent programs conducted at Walmart and Target in which they successfully worked through legacy obstacles to develop effective, multi-touch connected commerce solutions that influenced shoppers across all relevant stages of their purchase journeys.
Kandi Arrington, SVP, Customer Development, The Mars Agency
Raquel Crocker, Director of Sales, Beauty – Target, Henkel
Meghan Heltne, VP, Customer Development, The Mars Agency
Taylor Lewis, Director, Customer Development, The Mars Agency
Olivia Till, Shopper Marketing Manager, Mars Wrigley
Alicia Wieburg, Senior Omni Marketing Manager, Mars Petcare
Kandi Arrington sets the stage by outlining the changes to both shopper and retailer expectations that now require brand organizations to take a “one team, one plan” connected commerce approach to retail marketing activation.
Henkel Beauty & Target
Raquel Crocker and Meghan Heltne describe how Henkel Beauty used a connected commerce approach to effectively launch a Color Boost innovation at Target.
Skittles Gummies Launch at Walmart
Olivia Till and Taylor Lewis outline how an omnichannel mindset ensured a seamless shopper experience for the exclusive launch of new Skittles Gummies at Walmart.
Mars Petcare’s ‘Extend a Paw’ at Walmart
Alicia Wieburg explains how engaging the retail partner early in the planning process created a snowball effect that inspired cross-functional support and omnichannel excellence for the purpose-driven Extend a Paw campaign at Walmart.
For the full session, watch the video below.
Courtesy Path to Purchase Institute