Large corporations attempting to provide intimate, small-scale experiences
Frito-Lay North America, a division of PepsiCo, Inc., Purchase, N.Y., is a multi-product company that sells about 18 million units a day. Frito-Lay’s marketing team is concentrating on providing individual customers with personalized experiences in order to increase sales velocity and further the company’s financial goals.
According to Jennifer Saenz, senior vice president and chief marketing officer of Frito-Lay North America, smartphones have altered consumer expectations about how firms that package goods should communicate with their customers. Ms. Saenz delivered a speech on April 18 in Las Vegas at Information Resources, Inc.’s Growth Summit.”We must anticipate customer needs and wants and recognize how technology is transforming the way people shop,” the speaker stated. Customers are searching for first-hand accounts of encounters.To be personal to someone is also to have paid attention and provided a solution that resonates with them.
However, listening is just one component of the problem. Per Ms. Saenz, marketing initiatives also need to be straightforward and frictionless.She claimed that “technology has made us fickle consumers.” Slow experiences are not well received. Sometimes, individuals care more about saving time than money.The hotel industry’s digital keys, which have expedited the check-in process, and Amazon Go retail locations, which remove numerous stages from the retail buying experience, are two successful and frictionless instances she mentioned.Businesses must use data to evaluate both overt and latent personal consumer traits in order to comprehend and respond to customer desires. They must also build marketing strategies that are in line with their strategic objectives.
She mentioned two Frito-Lay initiatives from the previous year that were centered around the company’s Tostitos and Cheetos brands. The Spotted Cheetah was the name of the company’s first pop-up restaurant concept.
“We discovered that Cheetos were being used as an ingredient through social listening,” Ms. Saenz stated. “It was evident everywhere—in sushi, salads, and other foods. We utilized that idea as inspiration to develop a restaurant concept in which Cheetos were a main element in every dish.
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The business made use of a celebrity chef as a partner, publicized the idea on social media, and launched the pop-up restaurant during New York Restaurant Week. Within less than seven hours of the dinner experience bookings opening, all 500 seats were taken, and a waiting list was established.
In response to public demand, Frito-Lay produced a digital cookbook that included recipes for every dish offered at the temporary eatery. Based on the brand’s social media activity, physical location, and e-recipe book, Ms. Saenz calculated that over 4 billion digital impressions were generated.
The official chip of the National Football League (NFL) is Frito-Lay’s Tostitos brand. The company named them Lucky Bags after the 19 designed chip bags that featured individual teams were produced to give football fans a more customized brand experience. Before the 2017–18 NFL season, a quick-reader code was given to product buyers, who could scan it to watch personalized content featuring their favorite team.
According to Ms. Saenz, the season saw the sale of 1.2 million Lucky Bags, over 6 million views of the custom content, and a 0.9% increase in Tostitos home penetration.She remarked, “You have to know what matters to customers.” Understanding the direct interaction with the customer is one thing, but you also need to comprehendwhat matters to customers in their daily lives. There are options you may not have known about if you are inquisitive and concerned about their concerns.