Shopper Marketing - June 2017 - 40
WHO'S WHO | IN DIGITAL MARKETING TO SHOPPERS
reaching consumers creates unique challenges
in the space, Saghir says. As rapid change continues, structuring the organization to think
about digital differently can only help facilitate
the innovation needed to keep up with the
changing environment, he says. He and his
team collaborate with its partner agencies and
the entire marketing department on a daily
basis to make that happen.
When it comes to digital innovation, it's a
fine line determining how to operate in a way
that allows for flexibility while still driving the
business forward. Sabra promotes a culture of
continuous improvement while taking a few
risks. To Saghir, that's crucial. "In this fast-moving digital age, no organization that I know
of has truly figured it out," he says. "It's the
strength and conviction of our company culture to 'fail forward,' There's no secret sauce
- we're all trying to figure it out."
The second year of the company's "Unofficial
Meal" campaign launched this spring with even
greater digital integration than in its 2016 debut.
It's based around those informal moments when
friends and family are able to talk and connect
over food and drink. "It's our belief that Sabra
has such a place in that idea that food connects
people because we're the type of product that
is meant to be shared," Saghir says. He thinks
the best campaigns offer ongoing communication. This year's effort features a greater focus
on its strong fan base, influencers and a larger
shopper sweepstakes with clay bowls created
by artisans from across the country.
Another evolution Saghir points to is the
y SHOPPER MARKETING JUNE 2017
intersection between the shopper marketing
and digital teams. The two are intertwined,
and rightfully so, he says, to ensure the least
amount of communication gaps. Both teams
can then "be firing on all cylinders," he says.
"We want to be absolutely sure everyone is
on the same page so as the world evolves, we
don't have any breakdowns on how we operate, or different theories or capabilities."
For Saghir, one of the fastest-growing and
most exciting channels is online grocery. He
predicts it's where digital marketing is headed
and is "the next true big arena" while click-andcollect is the next big trend in disruption. "This
is a shift in shopper behavior," he says. "It's one
of those things that you don't need a crystal
ball to see where the future is heading." He
thinks most brands still look at digital very superficially and everyone still is busy interrupting
shoppers on that part of the path to purchase.
"When you talk about being omnichannel
and truly utilizing the digital touchpoints, it's
all very integrated," he says. "Consumers don't
care and don't differentiate, and neither should
brands. It's not about interrupting; it's about integrating."
Saghir's job is also his passion. As the main
cook and grocery shopper in his household, he's
been using online grocery exclusively for the
past six months. In this digital age, he believes,
it's the new way of living. "It's not just a series
of cool gadgets and technologies; it's a shift in
society and culture. And it all boils down to full
immersion. If you're going to learn about it, the
best way to do that is to live it."