Epsilon PeopleCloud Assistance from Publicis Aids Smucker's in Identifying Consumers and Customizing Messages to Suit Them
** here's a refreshed spin on the article **
Wander down the store aisles, and you might not think much of The J.M. Smucker Company. Yet, they're bustling behind the scenes, hungry for a bigger piece of the pie. With fierce competition, they aim to capture more market share. It's all about finding ways to become more on-point with their consumer base, as Jessica Fair, Smucker's director of integrated consumer experience, explains.
To achieve this, Smucker leverages audience management platforms as part of a broader strategy. Here's how they make their brands more attuned to the masses:
Palace of the People's Fancy
Smucker zeroes in on diverse audiences, from families with tykes to millennials and Gen Z. This approach allows them to tailor promotions that resonate with their targets, thanks to the data crunching capabilities of audience management platforms.
Showcasing in Unconventional Venues
Expanding into markets like convenience stores demands precision. With audience insights as their trustworthy compass, Smucker ensures its products are stocked where its key customers set foot. This tactic relies on dedicated sales teams and commercial process enhancements, particularly for snacks.
Spicing up the Menu
Audience management helps Smucker test and unveil a variety of new product flavors, fostering repeat purchases and intriguing new consumers through targeted campaigns.
Maximizing Ad Dollars
Smucker deploys substantial ad budgets, using audience platforms to fine-tune media buys and creative content. This approach increases brand trial and household penetration for the core lines.
Shelf Space Battles
Audience data guides where and how products are displayed in stores for optimal visibility among probable customers. This move encourages impulse buys.
Streamlining the Game
For its sweet baked snacks division, Smucker is streamlining commercial processes and assigning dedicated sales teams. These teams rely on audience insights to craft effective pricing and distribution strategies.
Continuous Improvement
Smucker routinely reviews its product ranges and commercialization strategies, employing audience data to foster quick responses to market shifts and boost competitiveness.
The results? Uncrustables, for instance, has racked up 11 straight years of double-digit sales growth. Their secret? Targeted strategies aimed at household penetration and market segment growth. By becoming more pertinent to a broader audience, Smucker expands its market share and snags buyers across generations.
In the pursuit of growth, The J.M. Smucker Company leverages technology by employing data-and-cloud-computing solutions in their audience management platforms, tailoring their business strategies and finances to cater to diverse consumer segments, such as families with children, millennials, and Gen Z. To bolster this approach, Smucker employs technology to optimize media buys, creative content, and pricing strategies, ultimately maximizing their returns in the competitive business landscape.
