9 minute read
P2PI Member Spotlight
by ensembleiq
Member Spotlight
A snapshot of industry leaders from the P2PI member community
JOSEPH VIZCARRA
Group Vice-President, Customer Marketing, Walmart team Coca-Cola Co.
Biggest challenge right now: One of the biggest challenges for me currently is balancing our internal and retailer priorities in terms of timing, consumer trends, marketing investments and forward-looking opportunities. There’s an abundance of great ideas and solutions coming from both Coca-Cola and our retailers, and the hardest part is to determine which initiatives provide the largest business opportunities. This isn’t limited to only short-term results, but also thinking through strategic long-term ventures that we can build out with a three- to five-year vision.
Solution for others facing the same challenge: As a company whose purpose is to “Refresh the World. Make a Difference,” we are always looking for new and innovative ways to get consumers to sample. With all the safety restrictions over the past few years, we’ve had to adjust our sampling strategies and are always searching for more options to get our products in more people’s hands.
New marketing tactic that you’re planning to keep in
your toolbox for the future: We have tried so many tactics, it’s hard to narrow in on just one. I’d say anything that is mobile-based and incorporates those apps or media that people are using every day. Make it simple and don’t ask consumers to create accounts, log in, create profiles, etc. The simpler, the better.
Best advice you received in your career: When presenting a proposal or solution, always think through and be prepared to address the difficult questions. You can’t be over-prepared.
Memorable aha moment in your career: So many aha moments and still learning every day. I can say that I have learned that good ideas can come from anywhere, so don’t be afraid to look outward for input.
What you are watching or reading right now: I’m engaged in anything related to design thinking. Training, books, TED Talks. It’s a fantastic capability to use to drive business growth. What are your summer plans? Spending time with family, hopefully on a beach somewhere with no internet access. But just getting back to normal a bit and enjoying the summer.
MATT ALLEN
Senior Manager, Commerce Marketing The J.M. Smucker Co.
Biggest challenge right now: Supply chain issues are keeping us on our toes. Managing media and promotions to match items with healthy inventory is an ongoing challenge.
Solution for others facing the same challenge: Using real-time inventory levels via API to reflect available product in ads. This allows us to highlight only products that are on store shelves nearby by geofencing ads and serving up based on mobile GPS location of consumers.
New marketing tactic that you’re planning to keep
in your toolbox for the future: Shoppable ads are delivering a great consumer experience and delivering great return on ad spend right now. They allow consumers to shop in the moment without leaving the content they are enjoying.
Best advice received in your career: Don’t get hung up on your job description. A team player that is willing to do whatever needs to be done will always be in demand.
Memorable aha moment in your career: When I switched from healthcare to CPG food. I realized marketing skills are truly transferable across any industry. You don’t have to be a product expert to be a marketing expert. The product knowledge can be gained along the way.
What you are watching or reading right now:
“Undone” on Amazon Prime. Truly original fiction with great story writing and rotoscope animation that gives it an interesting twist.
What are your summer plans? Taking the family to find a quiet getaway on the beach. We love South Carolina and Georgia coastal areas. IQ
Author’s Corner
A Q&A with Hana Ben-Shabat, a Gen Z expert who is helping to figure out how retailers can connect with this unique generation
BY AMY BAXTER
Hana Ben-Shabat
Gen Z is a generation like no other, according to author Hana BenShabat, who has become an expert in this upcoming cohort of culture creators, employees and consumers. Ben-Shabat is the author of “Gen Z 360: Preparing for the Inevitable Change in Culture, Work, and Commerce.” Path to Purchase IQ caught up with her to discuss the ins and outs of Gen Z and how retailers can connect with this unique new sector of consumers.
P2PIQ: Of the three areas mentioned in your book title — culture, work and commerce — where will Gen Z have the biggest impact to make changes?
Ben-Shabat: I don’t believe that it’s possible to pick one area over the other because we are not comparing like for like. I do see a trajectory, however, to how their impact is and will be felt.
At this point, we are experiencing their e ect mostly on our culture because this e ect can come from almost every Gen Z’s age-group; younger and older. Their e ect on the workplace and the consumer market will be increasing gradually as more Gen Zers join the workforce and increase their income.
So, a few words on culture: Gen Z is creating a culture of radical inclusivity and willingness to challenge authority. They are vocal about di erent causes. From racial and social justice to climate change, Gen Zers are using their technological know-how and entrepreneurial air to create movements and mobilize their peers and members of older generations to act. In addition, Gen Zers are launching a new age of creativity. This is a generation that wants to be the producer-user, they don’t want to just be an audience. We see that every day on TikTok, other social media platforms and blogging platforms. And perhaps, more importantly, the culture they are creating is being trickled up and adopted by other generations, which is why it’s so critical that we understand them better.
P2PIQ: Where are we right now in terms of Gen Z’s coming of age? What economic power do they currently have and how will it change soon?
Ben-Shabat: There are 78 million Gen Zers in the United States between the ages of 6 to 24, which means that we have about 28 million Gen Zers over the age of 18. Their economic power is quite impressive. With 13.6 million Gen Zers already in full-time and parttime employment, 43% generating income from side hustles and many receiving allowances from parents — Gen Zers disposable income in 2021 reached $360 billion. As more
The list of expectations Gen Zers have from retailers and brands is long. They value authenticity. They are looking for inclusivity in products (for example, size inclusivity in apparel, or color shades in beauty, genderneutral products) and they want to see inclusivity in advertising (real people or use of trusted social media influencers).
Gen Zers join the workforce each year (they expect to account for 30% of the workforce by 2030), this gure is expected to grow, making them an important customer segment.
P2PIQ: Here’s a big question for the retail industry: What do Gen Z consumers want from retailers?
Ben-Shabat: The list of expectations Gen Zers have from retailers and brands is long. They value authenticity. They are looking for inclusivity in products (for example, size inclusivity in apparel, or color shades in beauty, gender neutral products, etc.) and they want to see inclusivity in advertising (real people or use of trusted social media in uencers). Having experienced a global recession in childhood and, most recently, the e ects of the global pandemic, Gen Zers grew up to be extremely cost conscious. Therefore, a ordable prices and value for money are extremely important to them. But value is only part of the equation, Gen Zers are values-driven consumers and they want to support retailers and brands that share those values. Finally, Gen Zers — being the true “digital rst” generation — expect technologydriven, smooth shopping experiences both online and instore. Think the immediacy of Amazon deliveries, the frictionless experience of Uber and the personalization of a service like Net ix.
P2PIQ: Should brands align themselves with causes and values that speak to Gen Z? What’s the danger in doing so?
Ben-Shabat: As mentioned earlier, Gen Zers are values-driven consumers. They care about a host of causes from climate change to social and racial justice to women’s empowerment. Nike has become a favorite of Gen Zers partially because of their willingness to take a stance on issues of race and inclusivity. There is always a risk of alienating part of your customer base when you align with one cause or another. I believe that it makes sense if a cause you choose is aligned with your core values as a retailer and if you do it authentically. Taking a stance for
Hana Ben-Shabat is one of the Featured Authors in our 2022 Book Club, which is currently reading “Gen Z 360: Preparing for the Inevitable Change in Culture, Work, and Commerce.” Sign up (it’s free!) to be part of our Book Club and you’ll get access to our exclusive Meet the Author virtual coffee hour event — June 16 at 2 p.m. EDT — where you’ll get to listen in while we pick her brain and then take part during an interactive Q&A. Visit PathtoPurchaseIQ.com/bookclub to join us and get on the list.
the sake of taking a stance could easily back re.
P2PIQ: What’s your advice to retailers that want to capture more of the Gen Z audience?
Ben-Shabat: It’s all about discovery and personalization. Remember that your real competition is the online world, and I am not referring to e-commerce. Gen Zers who grew up with technology at their ngertips got accustomed to the discovery aspect of social media and to the personalization of the various platforms online. They expect the same when they come to your stores. Designing stores that promote discovery and deliver personalization is key to attract Gen Z. Why would anyone come to a store if it’s much more fun to scroll through a TikTok feed or play in the metaverse? IQ
WHAT WE’VE ALREADY READ …
Author: Paco Underhill
This book explores the changes in how we produce, harvest and distribute food — and how this is our chance to do better, for ourselves, our children and our planet. From indoor farming to grocery stores’ repurposed parking lots to food influencers, the future of food is here and faster than you think.
Author: Doug Stephens
This book provides a comprehensive and surprising vision of how the COVID-19 crisis reshaped every aspect of consumer life, including the very essence of why we shop. Above all, it provides an inspirational and actionable future vision for any business leader looking not only to survive but thrive in a very different post-pandemic retail world.
