Circana Unpacked

Add in-store displays to the list of CPG retail changes that have occurred throughout the pandemic. As retailers are clearing the aisles of displays to accommodate safe distancing, they’re also taking a hard look at both the number of items promoted as well as the categories that earn this valuable real estate. Join IRI’s Bill Ilaria, Principal of In-Store Solutions and Jim Danielson, Consultant, Client Insights, In-Store Solutions Group to learn how these changes are impacting in-store activity and competition. 

With more than half of Americans now making virtually all of their meals at home, creative, fun and nutritious cooking is at the forefront of consumers’ minds. Healthy, well-balanced diets, with a sprinkling of indulgence, is both an opportunity and challenge today. Join K2 President Kim Kirchherr and IRI’s own Chris Dubois, head of IRI’s Protein practice, as they discuss how the pandemic has challenged and changed home cooking.

Out-of-home advertising conjures images of billboards dotting the highway, but digital enablement is not only energizing billboards, it’s altering the entire out-of-home landscape, including in-store screens, audio and signage. Leslie Lee, vice president of marketing for Vistar Media and Shelly Murphy, principal with IRI’s Media Center of Excellence, share measurable strategies for retailers and brands to connect with consumers.

COVID-19 has spurred a surge in pet adoptions, which in turn is having a positive impact on sales of pet food and pet products. Given that many of these new pet parents are Millennials, we see that many pet parents extend their personal shopping preferences to their pets, both in products purchased to how they shop. Hannah Polk, registered dietitian and associate data product manager at SPINS, shares the attributes that pet parents shop for and the opportunities this presents for the pet market.

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IRI’s C-Suite Conversations series features C-level leaders and their strategies for managing through the COVID-19 pandemic. This fourth session features Stuart Aitken, chief merchant and marketing officer, The Kroger Company.

Here, Stuart speaks with Andrew Appel, president and chief executive officer, IRI, about his journey globally and to grocery retail, and how keeping the well-being of both Kroger associates and customers front and center of every decision turned into a blueprint for reopening America. Kroger shared its blueprint, which has supported businesses in the U.S. and internationally, helping to save lives and support economies. 

The degree of mobility varies market to market throughout the U.S. Holly Carlson, IRI’s Media Center of Excellence and Diane Perlman, chief marketing officer of Blis, a location-based data and analytics firm, and a partner of IRI’s, describe the connection between consumer sentiment and their actual behavior, and how brands are connecting with shoppers wherever they are. Learn strategies for generating messages that fit the moment and the location.

Not only do the recipes people seek offer insight into our pandemic behavior, they also are an opportunity for brands and retailers to connect with shoppers in meaningful ways. Holly Carlson of IRI’s Media Center of Excellence and Yuni Sameshima, CEO and co-founder of Chicory, a leading digital shopper marketing platform, talk about the insights behind shoppable recipes, the importance of an omnichannel marketing approach and how contextual marketing creates new ways of connecting with shoppers. 

Private brands gained significant share since the Great Recession of 2008-2010, and retailers have invested heavily in their own brand programs since then, creating tiers and unique products that make a retailer a destination for shoppers. But Kurian Thomas, IRI’s chief operating officer of retail, finds that current recession and health crisis is upending what we’d expect to see from store brands. This episode provides insight into pandemic behavior and what we can anticipate from private brands in the months to come.

Albertsons launched an IPO during a global pandemic, an economic recession and social unrest, all the while keeping the company focused and moving quickly on implementing safety protocols for employees and customers. The company also committed an additional $50 million for hunger relief. With its vision to be a locally great and nationally strong company, it is focused on leveraging its $60 billion in sales to support well-merchandised and well-run local stores underpinned by technology to support productivity. Vivek Sankaran, president and CEO of Albertsons Companies, talks about the pandemic trends likely to last, using technology to transform CPG retail and why nothing will replace listening to shoppers.

Sam Gagliardi, EVP e-commerce for IRI and Sucharita Kodali, VP and Principal Analyst, Forrester Research GET REAL in this episode about all things e-commerce.  Plenty of insights and implications are uncovered for marketers from: myths about e-comm penetration; which retailers are gaining share at Amazon’s expense; and the reality that online purchases are beginning to eliminate shopping because people aren’t re-shopping, they’re re-buying through auto-fulfillment, previous purchase conveniences and voice. Check out our [link to] “Potential Impact Of Reduced Unemployment Benefit Changes On Food & Beverage Spending” thought leadership mentioned in the episode.

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