After a year-plus of being shut in, consumers are ready to travel again and intend to look good while doing so. To serve this emerging need while still catering to those seeking contactless retail experiences, MAC Cosmetics has opened a new specialty concept store.
In an effort to better connect with Gen Z consumers, Idahoan Foods dove into TikTok with a campaign that not only educated consumers about how to enjoy its products, but also developed a unique music beat and choreographed dance known, naturally, as “the mashed potato dance.”
As we exit the pandemic, we tapped into the power of the CGT/RIS Executive Council for a look at today’s new consumer, as well as insight into how both brands and retailers can transform them into loyal buyers through technology.
A convergence of factors such as accelerating digital transformation, the crumbling of the
cookie due to privacy regulations, evolution of marketing from campaigns to continuous
communication, and trade channel fragmentation, is forcing marketers to re-evaluate their
Vikram Somaya had been in his role as chief data and analytics officer at PepsiCo for just over six months when the pandemic struck. But while he may have been new to the industry, his diverse background has proven to be a unique and valuable resource for the company.
Many consumers know what PepsiCo is, and what it does, but they may not know why they do it. According to Jeff Swearingen, SVP-Demand Accelerator, PepLabs & GBS, “What I would tell them is that at PepsiCo, we really exist to create smiles.” Here, he tells CGT why.
In the past three years, the hard seltzer market has grown tenfold, from ten brands in 2018 to now more than 100 brands, with one brand rising to the top: White Claw. Here's how its growth could have been predicted with AI visual intelligence.
In expanding its digital strategy, Movado Group accelerated sales on its flagship Movado.com e-commerce site, recording more than 250% growth in the first quarter of 2021 vs. the prior-year period. It also reported stronger relationships and loyalty across brands.
With the marketing landscape becoming more complex and brands requiring sharper insights to navigate this terrain, marketing mix modeling needs to evolve in order to offer brands reliable and robust decision-making support. Here's how.
Brands are increasingly leveraging data to inform personalization in digital marketing, but they run into challenges. This is because data science capabilities are required, whereby collecting, organizing, and analyzing data is a holistic process instead of just a means to an end.
With today’s channel and media fragmentation, consumer goods brands can’t rely on gut instincts to get their marketing mixes right. And as these channels grow (and budgets shrink), properly leveraging the power of analytics is what’s separating the winners from the losers.
Ocean Spray’s Jamie Head, David's Bridal’s Lizzy Ellingson, and Forrester Research’s Brendan Witcher debate five tech-powered strategies that will deliver success if delivered effectively. Hear what they had to say.
Consumer data is the lifeblood of the consumer goods industry, fueling a brand’s ability to meet today’s sky-high — and ever changing — expectations. But what are some of these new sticky behavior shifts, and what should CGs know about the data trends that can truly measure and forecast impact?