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Success Spotlight: ConAgra Gets Results by Understanding Shoppers’ New Media Habits


Carl EdstromCarl Edstrom

Posted on Wednesday, April 10th, 2013

Retailers and marketers increasingly rely on digital media to reach consumers, but it is impossible to effectively interact with consumers without understanding how they use social, mobile and online media. As technology continues to rapidly emerge, marketers must grasp how consumers use digital media while shopping.

During our Summit breakout session, Liz Mohr, Director of Shopper Insights for ConAgra Foods, and I, will highlight ConAgra’s vastly effective retailer-specific digital marketing campaign that stimulates increased trips and basket sizes. I will present SymphonyIRI research that segments shoppers according to their use of technology, particularly during their shopping trips. Liz will detail how companies can create and execute segmentation and activation strategies based on shoppers’ online behaviors that yield better results. We hope attendees will walk away with insights on each shopper segment’s unique characteristics, and better understand how this information allows marketers to implement successful digital campaigns and earn stronger ROI.

You can join @Symphiri on Twitter for a conversation on new media habits of today’s shoppers by using #sigsummit.

The 2013 SymphonyIRI Group Summit will take place at the Wynn Las Vegas from April 15-17, 2013. You can find out more information on the agenda, speakers and breakout sessions as well as sign up to attend here: www.cpgsummit.com.

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