When we took the time to look at the transformation of the food and beverage industry earlier this summer, we asked a crucial question—can food and beverage companies bridge the gap between online and offline marketing?
While we offered a few examples of companies succeeding in engaging with increasingly digital consumers from the offline space—the “Share a Coke” campaign and the “PepsiMoji” campaign—the truth is that many companies haven’t figured out how to establish a personal connection with their consumers.
Personalization is a critical success factor that players of all sizes are attempting to incorporate into their products and business models. However, they haven’t yet hit the magical formula, as the concept of mass marketed F&B often comes across as the opposite of personalized.
These campaigns, however, have been available for years. You may not recall or recognize them because they are almost a standard. For food and beverage companies to truly capture digital consumers, personalization must run deeper.
Written by Erin Stavi
Erin Stavi is a Food & Beverage Senior Customer Success Manager at Signals Analytics, a Decision Science as a Service company, that enables global organizations to continuously experience the “aha moment” through Signals Playbook™, a cloud-based analytical intelligence platform that transforms the world’s unconnected data into actionable insights to enhance customer experience, optimize product portfolio health and propel innovation. Erin is a seasoned partner to Food & Beverage companies, devoting years to working hand-in-hand with leading F&B companies such as Kellogg and MillerCoors. She has a background in market research/analytics with a passion for growth and hunger for winning consumer preference.