The majority of millennials (72%) seek experiences over material objects: motivating beverage brands like Perrier to test out-of-home, multi-sensory marketing to effectively target a mobile generation of consumers, says CEO of Kinetic Worldwide North America, David Krupp.
The majority of millennials (72%) seek experiences over material objects: motivating beverage brands like Perrier to test out-of-home, multi-sensory marketing to effectively target a mobile generation of consumers, says CEO of Kinetic Worldwide North America, David Krupp. “They [millennial consumers] are literally giving us the roadmap for what their expectation is,” Krupp told BeverageDaily. According to Krupp, mobile technology continues to transform the way consumers interact with brands, especially their shopping behaviors.“We have sort of democratized approach where everyone can have access to information, everybody can partake in commerce at any time that they want,” he said. Due to this instantaneous access to information and abundance of choice, consumers are able to “curate their own worldview” which can be a huge opportunity or setback for brands depending on their ability to engage with their consumer in a meaningful way, Krupp added. To reach their target consumer a brand needs to have consistent brand messaging across all channels, both online through e-commerce and in-store retail.
“They [millennial consumers] are literally giving us the roadmap for what their expectation is,” Krupp told BeverageDaily. According to Krupp, mobile technology continues to transform the way consumers interact with brands, especially their shopping behaviors. “We have sort of democratized approach where everyone can have access to information, everybody can partake in commerce at any time that they want,” he said. Due to this instantaneous access to information and abundance of choice, consumers are able to “curate their own worldview” which can be a huge opportunity or setback for brands depending on their ability to engage with their consumer in a meaningful way, Krupp added. To reach their target consumer a brand needs to have consistent brand messaging across all channels, both online through e-commerce and in-store retail. “We’ve always taken the view that if the elements aren’t working together then what you’re promoting out of store isn’t going to be aligned with what you actually want to sell in store,” he said. “Brands that have had the benefit of loyalty don’t necessarily have it in the same way anymore.” Perrier’s interactive reinvention ;Perrier, for example, sees itself as the “originator of the sparkling water trend” in the US where it hit the market in 1976. However, the brand has had to update its consumer image with its latest push being “The Perrier Flavor Studio” launched in July 2017 in New York City in partnership with Kinetic Worldwide.
Source: https://www.beveragedaily.com
