Andy Wells, head of growth marketing at DoorDash, shared the same principle in on-demand commerce. The brand uses data to understand “how the consumer has engaged with us, and then what’s the next best thing to put in front of them, to teach them about a new use case or a new opportunity to leverage DoorDash.”
Reckitt’s Elaine RodrigoDigitas’ Berger distilled the consumer side of the equation: ease is everything. Research that her agency just completed found that shoppers abandon programs that make them “do math.” Her advice: bake rewards into the native experience, so the value shows up before customers even think to ask.
“I think it’s so important to follow the data, what drives the outcome, and be able to be nimble enough to quickly adopt and change,” shared Carmen Gonzalez-Meister, general manager of food, beverage, and pet at Fetch. “So, if you’re trying to get a brand buyer to shop your entire portfolio, how do you get them to actually make that change?”
(L-R) Fetch’s Carmen Gonzalez-Meister, McDonald’s Allegra KrishnanExperiences need to impress Gen Z and Gen Alpha
It’s clear that younger generations are changing the loyalty game. “They want to be rewarded for everything they do, not just how they spend their money,” explained Gonzalez-Meister. “Gen Zs, especially, want to be rewarded for how they spend their time.”
Experiences matter more to the younger generation than points, shared Ulta Beauty’s Mahoney. However, they do “want to come to the stores” with their friends. And “we want the stores to become very much a destination.”
It’s this insight that is driving Ulta’s roadmap of in-store events, destination-style “eventing,” and built-in gifting moments aimed at what Mahoney calls “the next generation of consumer.”
Featured Conversation Leaders
- Jason Acker, VP of Media, Digital, and Consumer Data for Diageo, North America
- Melissa Berger, Chief Solutions Officer, Digitas
- Carmen Gonzalez-Meister, General Manager, Food, Beverage, and Pet, Fetch
- Allegra Krishnan, Chief Loyalty and Engagement Officer, McDonald’s
- Kelly Mahoney, CMO, Ulta Beauty
- Elaine Rodrigo, Chief Insights and Analytics Officer, Reckitt
- Zoë Ruderman, Chief Content Officer, ADWEEK
- Robin Triplett, VP, Integrated Marketing Experiences, Coca-Cola
- Andy Wells, Head of Growth Marketing, DoorDash