Shoppers’ use of digital throughout their grocery shopping journey has resulted in a path to purchase that is increasingly more complex and nonlinear. The million dollar questions for marketers are knowing which digital touchpoints are the most effective and at which stage along the path to purchase to engage shoppers. The Coca-Cola Company conducted research to help answer these questions in order to better engage shoppers in this complex digital world. Attendees will:
- Learn that mobile is the primary platform to engage shoppers.
- Discover that the foundational digital engagement mediums remain most effective.
- Understand that Millennials and GenX behaviors are more alike than one thinks.