Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

Cracking the Digital Code: Understanding Where and When to Engage

Date and Time: 
Thursday, September 28, 2017 - 1:00pm to 1:45pm
Understanding the Shopper

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.
Laura Wallace Houghton

Speaking at this Session

Laura Wallace Houghton

Laura Wallace Houghton

Director, Digital Shopper Marketing Capability, Shopper Marketing
The Coca-Cola Company

Laura Wallace Houghton has more than 21 years in advertising and marketing uncovering and turning consumer insights into award-winning, actionable marketing strategies for companies such as Sony, Target, Lowe’s, Nikon and The Coca-Cola Company. Prior to joining The Coca-Cola Company, Houghton worked for Kirshenbaum Bond and Partners and McCann NY before joining BBDO and 360i, where she began her work on social efforts for The Coca-Cola Company. In 2011, Houghton was hired by The Coca-Cola Company to run social media for their sparkling brands. During that time she oversaw efforts for Coca-Cola’s Polar Bear Super Bowl, the launch of Share a Coke in the U.S., as well as the #AmericaIsBeautiful Super Bowl and Olympic campaigns. Houghton then joined the commercial and franchise leadership team to oversee digital shopper marketing in order to guide the strategies and capabilities utilized to engage shoppers using digital along the path to purchase. 

When not at work, Houghton spends her time with her two sons and is an avid cook, athlete, wine enthusiast and traveler.