PepsiCo worked with a C-store chain to develop a targeted promotion for Pepsi Mango.
Shifting Consumer Behavior
Core to the success of the Pepviz framework is its ability to help PepsiCo identify shifting consumer behavior trends across channels, in turn enabling retail partners to better understand shoppers, their preferred products, and the ideal methods for both digital and in-store engagement.
For example, they’ve recorded quick trips growing across all channels as consumers clamor for grab-and-go options and same-day consumption items.
“Quick trips touch all retailers and are not exclusive to C-stores,” Garner notes, “meaning the competition to capture these consumers is strong.”
This past year, the company has also focused Pepviz research around how shoppers are engaging with online and in-store purchase decisions, as well as the type of marketing touchpoints retailers should consider to appeal to shoppers who grow even more tech-savvy by the day.
Moving forward, they’ll continue to lean-in on insights that can help retailers better understand how new technology is changing omnichannel shopper behavior and disrupting the traditional in-store shopping journey.
As part of its efforts to provide further value, PepsiCo has been building out its public-facing support, developing thought leadership for the Pepviz.com website, which Garner says has recorded a 10% increase in traffic this year. Some retail partners that have leveraged Pepviz have subsequently sought partnerships on new projects as well.
“Since the start of Pepviz, we’ve worked to remain agile, scale with the industry, and stay on top of the latest consumer behavior trends,” Garner stresses. “We are continuing to drive success for our partners through our data-rich insights and analytics and are always looking for opportunities to expand and drive sustainable growth where it makes sense.”
As PepsiCo moves into the new year, the company is honing in on the shifting needs of consumers stemming from economic pressures, as well as the changing roles that retail channels play in their lives. Agility will be key for both suppliers and retailers to adapt to these changing needs and preferences, Garner notes — a capability the consumer goods industry has fortunately gained in the past few years.
“Fast and accurate data will be key, and retailers need to understand the driving factors behind each consumer segments’ shopping behavior and how to seamlessly cater to their unique paths to purchase.”