Lisa Reynolds is currently the Vice President, Brand Strategy and Campaign Solutions at Valassis, a leader in intelligent media delivery, providing over 15,000 advertisers proven and innovative media solutions to influence consumers wherever they plan, shop, buy and share. The Makegood recently spoke with Lisa about the announcement of Valassis’s Shopper Marketing Report.
The Makegood: Being a leader in intelligent media delivery, the announcement of Valassis’ Shopper Marketing Report is a very reliable source of data for marketers. Could you discuss what sort of information marketers can gather from this report, and what they can do with this information?
It’s important for marketers to learn as much about the buying behaviors of their consumers as possible to not only reach them, but to activate them. Marketers can gain insights into how consumers plan, shop, buy and share, and then use these insights to build effective marketing plans. As marketers we have to ask ourselves: What influences them? How do they prefer to receive offers and coupons? Are they digitally savvy? The key is making this data actionable.
The Makegood: Could you elaborate on what Valassis provides its clients? How has the company determined that delivering the right message involves blending various types of media?
Findings from the Valassis Shopper Marketing Report paint a picture of an increasingly savvy consumer adept at navigating both print and digital media. Eight in 10 consumers describe themselves as “promotion sensitive” or “price conscious.” While newspaper and mail remain the top two preferences to receive coupons, digital channels are growing at a rapid pace. Consumers have more choices than ever before available to them and are looking in multiple places for deals. Marketers need to take an omnichannel approach blending print and digital into their plans. By integrating online and offline data combined with powerful insights, Valassis offers clients precise targeting of their most valuable shoppers for unparalleled reach and scale across our Intelligent Media Delivery Network
The Makegood: Hispanic Shoppers are becoming more and more prevalent as a group with formidable buying power. How should marketers take this into consideration when creating their media blends? Is there a particular strategy that has worked more efficiently for Hispanic Shoppers?
To a higher degree than the general population, Hispanic shoppers use both print and digital coupons, frequent shopper cards and mobile savings apps and are highly influenced to seek out an online coupon. There are distinct complexities to reaching the Hispanic market in the digital arena. Generational preferences make Hispanic consumers complex to reach. It is important for marketers to overlay geography with behavioral and other shopper marketing intelligence to deliver relevant messaging in the right media channel.
The Makegood: Millenials are also accounting for a large percentage of the consumer spend. What about this group is different from both previous generations and the Hispanic Shoppers?
Millennials represent a large and influential consumer group and are proving to be savvy shoppers. While digital natives, 61 percent prefer to receive coupons by mail, leading the way among other generational groups. However, they also lead the way in their preference for downloadable, print at home and mobile coupons. They showroom to a much higher degree than others and require up to a third higher coupon value to engage. As marketers learn more about millennials, they will also learn what motivates them along their path to purchase
The Makegood: Do you project that the figures indicating a large growth in millennial and Hispanic spending will proceed in the coming years? Are marketers prepared to communicate with these markets?
Millennials and Hispanic shoppers are both important and growing segments of the population in terms of size, spend and influence. They are highly desirable target audiences that brands and retailers need to pay attention to and the first step is getting to know these consumers, understanding their media habits and buying behaviors, and what activates them.
The Makegood: Thank you, Lisa.