Shopper Marketing, or in other words understanding how the consumer behaves as shopper and leverage that intelligence to improve his/her experience and increase sales, is a key element of the marketing strategy of any major company. Kellogg Company is the world’s leading producer of cereal and convenience foods. We interviewed Analia Benedetti, Senior Manager, Multicultural Marketing, Kellogg’s on her Multicultural Shopper Marketing Strategy.
Portada: How would you characterize Kellogg’s Multicultural shopper Marketing strategy?
Analia Benedetti, Senior Manager, Multicultural Marketing, Kellogg Company: “At Kellogg we believe that every shopper marketer needs to be strategic, needs to know the shopper and needs to have the right insights to assess the opportunity, develop a great strategy, and a execute a successful plan- Multicultural Shopper Marketing is no exception. We begin with key data and relevant insights and go the extra mile to understand and respect the unique characteristics between different shoppers and their cultural background. We don’t believe in the old “one size fits all” approach. Instead, we create programs that work for that specific shopper, in that specific retailer.”
How does Kellogg’s work with retailers to reach out to the Hispanic consumer, what tools do you have to maximize sales?
A.B.: “We have a strong collaborative approach and strongly believe in partnering with our customers to create and execute programs that will make an impact with their shoppers, while positively impacting their Sales. We have developed a complete set of traditional in-store and digital tools that enable us to impact on each one of the stages of the Path to Purchase.”
What role do co-ops play (where Kellogg’s partners with retailers for advertising /marketing efforts). Do you have an example of a recent co-op effort you did to attract the Hispanic consumer?
A.B.: “Co-ops are a one of our favorite ways to partner with retailers because it is meaningful to them and their shoppers. It shows our support & commitment to their multicultural consumer community and to our partnership. Hispanic retailers, in particular, design their programs with a strong community focus that coincides with our own approach to multicultural shopper marketing. This year, for example, we have participated in co-ops celebrating pretty much all Hispanic Holidays and festivities (5 de Mayo, Hispanic Heritage month etc).”
In-store signage: What impact does Kellogg have over in-store signage at retailers?
A.B.: “We have full control of our own POS of course. We favor a “Spanish Lead” bilingual approach to signage for our programs, respecting regional language nuances and other cultural considerations. We also customize our pieces to fit the needs of each one of our retailers and to honor their partnership and trust.”
In what way do you see Kellogg’s Multicultural shopper marketing evolving in 2015?
A.B.: “Our Multicultural Shopper Marketing is in constant evolution. We have a test, learn and scale approach and run post-analysis for each one of our programs to improve and are always looking for new opportunities that might arise. As a result, with each program we have seen more shoppers’ participation, and deeper engagement. For 2015, we see more mobile and digital being integrated into our Shopper offerings to connect with Multicultural Shoppers.”