This episode unveils PepsiCo's innovative 'pepviz' data initiative, offering a deep dive into how CPG giants are leveraging analytics to decode the elusive Gen Z shopper. Learn how to pinpoint Gen Z's unique purchasing behaviors, brand affinities, and digital influences to craft more effective marketing and product strategies.
Key takeaways
Gen Z prioritizes convenience, value, and sustainability, influencing CPG purchasing decisions across online and in-store channels.
Digital fluency and social media heavily influence Gen Z's shopping journey, necessitating personalized digital advertising and influencer strategies.
Gen Z's brand affinity is driven by alignment with values like social responsibility and environmental consciousness, differing from older generations.
PepsiCo's pepviz initiative demonstrates the power of data-driven insights to personalize marketing, product recommendations, and even product development for specific demographics.
In episode 465 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Ellen Webb, vice president of shopper analytics and insights at PepsiCo, a global leader in convenient foods and beverages with a portfolio of more than 500 brands. Listen in as Webb provides an overview of PepsiCo's pepviz data analytics initiative (0:55), what they're learning…
What does this episode say about retail & omnichannel?
Gen Z prioritizes convenience, value, and sustainability, influencing CPG purchasing decisions across online and in-store channels.
What does this episode say about analytics & attribution?
Digital fluency and social media heavily influence Gen Z's shopping journey, necessitating personalized digital advertising and influencer strategies.
What does this episode say about brand & content?
Gen Z's brand affinity is driven by alignment with values like social responsibility and environmental consciousness, differing from older generations.
What does this episode say about retail & omnichannel?
PepsiCo's pepviz initiative demonstrates the power of data-driven insights to personalize marketing, product recommendations, and even product development for specific demographics.
