Top digital executives at Kroger and Ahold Delhaize discussed narrowing their sizable reach by leveraging data, predictive analytics and the use of their digital platforms during morning sessions on the final day of the Path to Purchase Expo in Chicago.
An introduction to Path to Purchase Analytics, a new discipline that locates the shopper at the heart of the insights process, providing a view across all the channels shoppers use to research, move towards, and complete a purchase.
The German liqueur brand has teamed with location data provider Foursquare to run a Halloween-themed campaign that lets mobile users see "Darke Spirits" in augmented reality.
The formula for success at 162-year-old Klein Tools includes a mobile-first marketing strategy, a strong micro-influencer campaign, and a sales-driving digital photography partnership.
Though Influencer Marketing is hardly new, marketers continue to rely heavily on surface-level, publicly available metrics like follower count and engagement rate.
Aldi is shining a spotlight on a new, ongoing program that highlights low-priced and deeply discounted SKUs.
Items that are "Aldi Savers" are among the hard discounter's "lowest of our low prices," the retailer claims on its U.S. website.
Path to Purchase IQ looks at emerging technologies that will be showcased next month at the Consumer Goods Sales & Marketing Summit. This week: Zeg.ai's 3D technology for e-commerce.
The grocer significantly expanded the availability of "Food Lion to Go" this summer as parent company Ahold Delhaize focuses on growing individually branded pickup and delivery services across banners.
