Shopper Marketing - August 2017 - 77
NORMAN: The collaboration between Food
Lion and its vendors to connect with shoppers based on their behaviors to influence
purchase decisions and create loyalty.
Photos by Michael LoBiondo
supported shopper marketing and digital
events focused on offering additional value
to our customers.
What is one of the team's main
NORMAN: Leading shopper marketing and
loyalty programs that are consistent with the
company's strategy and are data-driven to
ensure they're engaging for our consumers.
How do you and your organization define
What has been your biggest professional
NORMAN: Coming out of a fresh category
manager role into a new loyalty and shopper marketing role. Food Lion was one of
the first grocers to introduce a loyalty card
to customers more than 20 years ago.
What has changed since then?
NORMAN: While we've been leveraging the
transactional-level data insights for decades
to better meet consumer needs, it wasn't until the last few years that we started investing
more heavily and fully leveraging our marketing budgets, talent, systems and capabilities
AUGUST 2017 SHOPPER MARKETING y