With $2 trillion in CPG revenue at stake, marketing expenditures are increasingly scrutinized for their return on investment. Although in-store activity is essential for capitalizing on impulse purchases, shoppers are increasingly turning to digital to plan their grocery trips. This session will urge shopper marketers to think outside the constraints of analog tactics and rethink the role of digital in driving shopper behavior. The speaker will outline best practices for targeting consumers early in the purchase funnel with digital tactics that not only inspire but convert to purchase.

Attendees will:

• Learn the value of marketing to consumers at the earliest stage in their path to purchase, when brand awareness is lowest and consumers are most impressionable.

• Understand how to harness and capitalize on insights from micro-moments to inform marketing strategy at all levels of the conversion funnel.

• Learn the importance of visual innovation in driving consumers from early consideration through final purchase.