Personalizing the Grocery Shopping Experience

An interview with Albertsons’ Narayan Iyengar and Quotient Technology’s Mir Aamir

Author: Tricia Carr, eMarketer

July 5, 2017

Albertsons has access to a cornucopia of customer data through savings programs like just for U at its eponymous stores and Safeway as well as Acme’s MyMixx, which are integrated in each retailer’s mobile app. 

Behind the scenes, digital promotions technology provider Quotient helps the grocery store conglomerate use this data to engage with customers one-on-one through digital. eMarketer’s Tricia Carr spoke with Narayan Iyengar, senior vice president of digital marketing and ecommerce at Albertsons, and Mir Aamir, president and COO of Quotient, about the level of personalization that grocery shoppers expect in exchange for their loyalty.

eMarketer: What trends are driving an increased desire for personalization among your customers?

Mir Aamir: The No. 1 trend is changes in customer expectations. There is a strong desire from consumers everywhere for relevance and personalization. Their patience for messages or offers coming from any business that are not personalized is running very thin. Historically, grocery retailers and CPG [consumer packaged goods] brands have done mass marketing, like weekly flyers. The desire for personalization is not only a challenge, but a huge opportunity for them to capitalize on.

eMarketer: The right technology can help retailers personalize across multiple consumer touchpoints. What’s most important for Albertsons from a technology standpoint?

Narayan Iyengar: The technology infrastructure for marketers continues to evolve and transform dramatically. There’s data, big data, machine learning, all of that. But it’s also happening at the customer level in that everybody is looking at small screens, and that changes how they view the retail store and influences preshopping [before they get to store].

The North Star toward which all major grocers want to move is to have an integrated, end-to-end, seamless experience that addresses a majority of the customer journey—be it in-store or online, stock-up trips or quick trips, and no matter what type of customer you are. We want to be able to help everybody because we are a mass market company. Picking any one challenge and solving it is somewhat easier, but for a company with our scale, we have to solve all of them.

Aamir: To reinforce that point, about 97% of groceries are still purchased in-store. Even though the online piece is growing rapidly, it’s growing from a small base. Using digital to influence in the preshopping and planning stages to get a growing share of wallet and market of that 97% is very important.

QUOTIENT COMPLETES ACQUISITION OF CRISP MEDIA

MOUNTAIN VIEW, Calif., June 1, 2017 — Quotient Technology Inc. (NYSE:QUOT), a leading digital promotions, media and analytics company that connects brands, retailers and shoppers, today announced that it has completed its acquisition of mobile marketing and advertising company Crisp Media, Inc., which does business as Crisp Mobile.

The deal was announced on May 2, 2017. Details can be found on the original press release. Crisp Mobile’s platform seamlessly links data, personalized creative messages and analytics to drive in-store sales at specific retailers through interactive mobile advertising. Crisp’s advanced technology platform, combined with Quotient’s existing promotions and media offerings, better positions the combined company to take advantage of what’s expected to become a $19.0 billion shopper marketing market by 2020.[1]

For more information on Crisp Mobile, watch an introduction video and read about its mobile ads on Quotient’s blog.

About Quotient Technology Inc.

Quotient Technology Inc. (NYSE: QUOT) is a leading digital promotion, media and analytics company that connects brands, retailers and consumers. We distribute digital coupons and media through a variety of products, including digital paperless coupons, digital printable coupons, coupon codes and card-linked offers. We operate Quotient Retailer iQ™, a real-time digital coupon platform that connects into a retailer’s point-of-sale system and provides targeting and analytics for manufacturers and retailers. Our distribution network includes our flagship app and site, Coupons.com, as well as Grocery iQ™, our thousands of publisher partners and, in Europe, the Shopmium mobile app. We serve hundreds of consumer packaged goods companies, such as Clorox, Procter & Gamble, General Mills and Kellogg’s, as well as top retailers like Albertsons Companies, CVS, Dollar General, Kroger and Walgreens. Founded in 1998, Quotient is based in Mountain View, Calif. Learn more at Quotient.com, and follow us on Twitter @Quotient.

About Crisp Mobile

Crisp has over 15 years experience in delivering marketer content via mobile devices. Crisp’s exclusive focus on the retail and CPG markets means that only Crisp has both the deep vertical knowledge and the proven ability to activate shoppers on the device they use most often: their mobile phones. Crisp provides the industry’s first end-to-end mobile customer activation platform to deliver radically improved mobile experiences for shoppers and marketers alike. These unrivaled experiences, along with a proven ability to deliver results, have made Crisp a trusted partner to many of today’s largest retail and CPG brands.

Investor Relations Contact:
Stacie Clements
(650) 605-4535
ir@quotient.com

Media Contact:
Tessa Chen
(650) 396-8821
press@quotient.com

[1] “U.S. Brand Activation Marketing Forecast (2016-2020): Key Findings Report.” Association of National Advertisers and PQ Media, April 2016.

Quotient Signs Definitive Agreement to Acquire Crisp Mobile

Quotient Technology Inc., a leading digital promotions, media and analytics company that connects brands, retailers and shoppers, today announced that it has signed a definitive agreement to acquire Crisp Media, Inc., which does business as Crisp Mobile. A mobile marketing and advertising company, Crisp has a proven track record of delivering successful shopper marketing campaigns for consumer packaged goods brands (CPGs) and retailers. Crisp’s deep mobile media expertise, coupled with its advanced technology platform, complements Quotient’s existing promotions and media offerings and is expected to position Quotient to better take advantage of what’s predicted to become a nearly $19.0 billion market1 in the next few years.

“Crisp is a natural fit for Quotient as we expand our efforts in shopper marketing,” said Mir Aamir, President and Chief Operating Officer of Quotient. “We believe the power of our retail network and proprietary shopper data, combined with Crisp’s ability to create and deliver premium and effective mobile ads for CPG brands, puts us in a strong position as the industry rapidly shifts to digital. Additionally, Crisp expands and strengthens our ability to attribute media campaigns to in-store sales.”

Already, Crisp has strong relationships with leading ad agencies and CPGs in the US, working with them to drive in-store sales at specific retailers through interactive mobile advertising. Crisp’s platform seamlessly links data, personalized creative messages and analytics to reach the right shoppers at the right moment on their path to purchase. View the full release here: http://www.businesswire.com/news/home/20170502006647/en/

Crisp Mobile Attends The American Diabetes Association’s 15th annual Kiss a Pig Gala in Bentonville!

Dressed to impress, the Crisp team attended an exciting night out to support the American Diabetes Association at the 15th annual Kiss a Pig Gala in Bentonville. Voted the biggest charity gala in Arkansas, Crisp was thrilled to get involved and mingle with some of Bentonville’s finest industry leaders.

As a sponsor, Crisp helped to support research, information and advocacy programs for the more than 250,000 Arkansans and nearly 29 Million Americans affected by diabetes. Crisp’s sponsorship directly contributed to the one million dollars raised!

A Must Read- Marketing: CPG Article, “For CPGs, Recenter Mobile In Your Marketing Mix”

Time and again, industry experts assert that mobile is a critical component of the marketing mix. Yet for all of the years it’s been “the year of mobile,” only 3% of brands’ marketing mix was spent on mobile advertising last year. Yes, marketers are increasing their mobile ad spend, but there is still a lot of ground to gain to catch up to consumer adoption.

Investment in mobile as the driving force behind an audience-based approach can fuel real impact for brands today and set them up for success in the world of “connected everything” that’s soon to come. Not too long ago, when most internet use took place on a personal computer, search fast became the foundation upon which web-based activities took place. It’s becoming increasingly evident that the center of the next evolution of the web is, and will be, the mobile phone….

To read more click here.

Article written by Jennifer Lum, Columnist, Marketing:CPG

Crisp at Path to Purchase Expo 2016

After attending the 2016 Path to Purchase Expo in Chicago, we were thrilled to leave with new relationships and knowledge of the shopper marketing space.

We hope you were able to attend our sponsored track, “Leveraging Mobile” in which Jason Young, Crisp’s CEO, lead a seminar titled Insights into Mobile Shopper Marketing. Many thanks to our partners from Heineken and IRI that took the stage with us. If you missed it, feel free to check out our presentation here. 

 

 

At our booth this year, Crisp’s team members answered questions and connected with current and potential customers. We aimed to give attendees a clear understanding of Crisp’s MoCA platform, and how it benefits CPG & Retail marketers. Also, for the third year running, Crisp was thrilled to receive an Editor’s Choice award from the editors of Shopper Marketing Magazine, prominently displayed in front of our booth.

 

 

On Wednesday night, Crisp’s own Risa Crandall was selected as a winner in the first ever Women of Excellence Awards. The Institute recognized a selective group of female executives who have made an impact on the shopper industry. We were thrilled to be there to support Risa receiving this prestigious award!

 

With the very successful P2PX 2016 behind us, Crisp has teamed up with P2Pi to host its first iSeminar tomorrow, October 6th covering The Evolution of Shopper Marketing. This one-hour seminar will provide an in-depth look at how shopper marketers are responding and adapting to changes in the shopper marketing space. Be sure not to miss it, Click Here to Register!

As always, please contact us today if you would like additional information on Crisp.

Mobile Delivering Highest Incremental Sales Lift

A new marketing report from Nielsen Catalina Solutions was released last week that highlighted the effectiveness of mobile advertising making a greater impact than ever before. According to the report, mobile has the lowest frequency across all media, allowing marketers the option to buy more mobile and still expect strong returns. The report looked at return on ad spend for digital video, TV, cross screen media, and mobile for 450 CPG brands in the US concluded that, “Mobile drives the highest incremental sales per thousand impressions, at $26.52.” It also found, that cross-media advertising, once largely considered the most effective, does not drive a significant lift in return because only about 1-2% of audiences are exposed to synergistic cross-media campaign ads. The most crucial aspect to understanding this trend is in relation to all media types, mobile has the lowest effective frequency, meaning people have to be exposed the fewest amount of times before activation. The report verifies major findings for Crisp, The Mobile Shopper Activation Company, exclusively mobile focused reinforcing the ideas we have already pioneered.

To Learn More

CRISP MOBILE GOES TO PATH TO PURCHASE INSTITUTE’S SHOPPER SUMMIT

The Crisp team attended the Path to Purchase Institute’s Shopper Marketing Summit this past week in New York City, held at the beautiful Grand Hyatt. Crisp sponsored the “Insights to Activation” & “Loyalty & Shopper-Centric Strategies” tracks, hosted by our CEO Jason Young, and our SVP Managing Director, Risa Crandall. The tracks included a wide variety of retail and shopper marketing knowledge from leaders in the space. From the most detailed presentations on the Psychology of a Mom, a presentation on reinventing the infant and toddler aisle in a grocery store, to a broadened topic on the basics of Digital CRM for a multi-national retailer, Kellogg’s, working with the coupon provider Saving Star.

At Shopper Marketing Expo, we were able to grow our knowledge of the space, and develop deeper relationships with attendees and speakers. We found It to be an extremely educational and successful event, and look forward to attending and sponsoring again next year.

CRISP SUCCESSFULLY PARTNERS WITH RSi

As the leading mobile shopper activation company, we have partnered with Retail Solutions Inc. (RSi), a global retail analytics leader. Today announced an alliance that allows Crisp to add Ansa inside the mobile ad platform, Crisp MoCA, giving customers additional ways to target, optimize and measure mobile shopper and retail-based digital marketing campaigns. Ansa, the digital brand of RSi, enables shopper marketers, agencies and ad networks to cost efficiently measure the impact of digital marketing campaigns on stores sales automatically, every day for any store location.

Crisp uses over fifteen years of mobile technology development and marketing experience to drive results for CPG and retail marketers. “Our end-to-end mobile platform is designed specifically to activate shoppers to purchasing experiences, both in store and online,” says Jason Young, Crisp CEO. Today, mobile devices influence one-third of product purchases in stores, representing almost $1 trillion in sales. “Mobile’s rapid growth in shopper influence requires a robust suite of premium targeting, KPI optimization, and measurement capabilities. We couldn’t be more excited to partner with Ansa to bring new value for our customers.”

“Ansa is the most intelligent solution for closing the loop on digital media investments. Since the launch in 2014, we have serviced hundreds of digital campaigns at 35 of the top CPGs, empowering shopper marketers and CPG media planners to maximize spending efficiency, accelerate new items from day one, automatically optimize their campaign performance and continuously learn and improve beyond the click,” shares Michael Quinn, General Manager for Ansa at Retail Solutions Inc. “Mobile advertising is a growing element of the media mix and we’re absolutely thrilled to partner with Crisp, the leading provider in mobile shopper activation technology, to give shopper marketers a new level of in-store insights and tangible proof that their digital investments are generating significant returns.”

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The Mobile Shopper Activation Company

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