Last week, I had the pleasure of presenting at Path to Purchase Institute’s Future Forward conference alongside Bailey Conlon, Associate Director, Personalized Consumer Experiences at Clorox. Our joint session titled “Harnessing the Personal Touch: Engaging Consumers at Moments of Inspiration,” was met with overwhelmingly positive real-time feedback from Retailers & CPG Brand Marketers in attendance. 

In our session, we emphasized the crucial blend of AI capabilities and human creativity to create compelling personalized marketing campaigns that resonate with diverse audiences. Together, Bailey and I highlighted Clorox & Aki’s successful five-year partnership, showcasing how identifying moments of consumer inspiration has driven creative personalization tactics across various platforms, yielding significant results for Clorox. Attendees left our session with valuable insights into the impact of personalized marketing on consumer behavior, supported by engaging case studies illustrating the power of tailored messaging in boosting engagement.

Aki Future ForwardThank you to P2PI for having us, and to Bailey Conlon for joining me on the main stage.

In today’s fast-paced and competitive retail landscape, staying abreast of emerging trends, innovative technologies, and consumer behavior insights is crucial for retailers and CPG brand marketers to remain relevant and successful.

Aki - Caitlin Pearson

Drawing insights from diverse sessions and discussions with colleagues, including Aki’s very own P2PI 40 Under 40 recipient, Caitlin Pearson, we have distilled five thematic takeaways for our partners to gain a competitive edge.

1. Technology and Innovation
Welcome to the AI Revolution. Now is the time to embrace advancements in technology, such as artificial intelligence, data analytics, and ambient environments to enhance customer experiences and drive business growth. Retailers can leverage AI for personalized marketing campaigns and targeted messaging that resonates with consumers across various touchpoints.

2. Data-Driven Insights
Lean into available Insights Powerhouses. Bridge the gap between business needs and data science acumen to unlock transformative insights that inform strategic decision-making. By partnering with data science teams effectively, retailers and CPG brand marketers can harness data-driven insights to optimize business strategies and enhance ROI.

 3. In-Store Experience Optimization
Reinvigorate customer behavior engagement. Leverage in-store customer behavior data similar to e-commerce clickstream analysis to engage shoppers effectively within physical retail spaces. Retailers can measure store performance, personalize interactions, and drive conversions by understanding and responding to customers’ in-store actions.

4. Personalization and Engagement
Capitalize on moments of inspiration. Identify key moments when consumers are most inspired and craft personalized messages that resonate deeply with them. By employing innovative personalization techniques across marketing channels, retailers and CPG brand marketers can create meaningful connections with consumers, driving engagement and influencing behaviors.

5. Future Growth Strategies
Invest in audience segmentation. Utilize precision audience segments and addressable media powered by purchase data insights to predict trends, deliver relevant messaging, and unlock future growth opportunities. By leveraging data-driven audience engagement strategies, brands can tailor their communication to meet consumer preferences effectively.

Contact us for a personalized recommendation for your brand.

Risa Crandall, SVP CPG Strategy and Sales at Aki