In this episode of BRAVE COMMERCE, Luke Kigel, Kimberly-Clark North American Vice President of Digital Marketing & Consumer Experience, joins hosts Rachel Tipograph and Sarah Hofstetter to offer insights into the evolving landscape of marketing and consumer behavior within the CPG industry.
As the conversation begins, Luke reflects on his transition from the customer side back to the supplier brand side. One key theme throughout the interview is the emphasis on consumer-centricity. Luke stresses the importance of understanding and meeting the needs of consumers, who are ultimately people seeking meaningful experiences with brands. He also discusses the challenges of bridging the gap between different marketing disciplines and ensuring a unified brand experience across various touchpoints.
Collaboration emerges as a critical factor in navigating these challenges, with Luke advocating for partnership and open communication across functions. He acknowledges the difficulty of implementing consumer-centric strategies within large organizations but emphasizes the need for alignment and shared understanding of goals. Luke also highlights the role of processes and ways of working as enablers for effective collaboration.
The conversation extends to the rise of retail media and the changing dynamics between brand manufacturers and retailers. Luke emphasizes the importance of understanding consumer behavior and building direct relationships with consumers, regardless of the channel or platform. He predicts a continued shift towards personalized and integrated experiences driven by deeper consumer insights.
As the discussion concludes, Luke reflects on the future of consumer behavior and the evolving relationship between CPG companies and commerce. He shares a personal anecdote about the changing nature of the purchase journey, emphasizing the importance of product consideration and the role of social media in brand building.
Key takeaways:
● Embrace industry disruption and adapt to changes like retail media and connected commerce
● Stay adaptable and responsive to changing consumer needs
● Acknowledge the inverted marketing funnel and focus on product consideration and post-purchase experiences
Hosted on Acast. See acast.com/privacy for more information.
Wes Schroll, CEO & Founder of Fetch Rewards, discusses building a company from a small startup to a certified unicorn
Mondelez’s Jie Cheng on different eCommerce adoption & maturity dynamics across global markets
The First Anniversary of BRAVE COMMERCE and season 2 kick off!
How to be agile in the fashion industry during this constantly changing commerce environment
Sargento’s Chris Houser on the evolution of the grocery industry into eCommerce
Brigitte King from Colgate-Palmolive, maps out frameworks for strong leadership in the digital space
Nestle’s Neel Arora discusses building longstanding strategy post the eCommerce penetration burst
Carolyn Brown of ABInBev on innovation and inspiration in the beer & spirits industry
The J.M Smucker Company’s Charlene Zappa on integrating consumer behavior into every step of your brand’s strategy
Founder and CEO of Hint, Inc. on developing the qualities of a successful entrepreneur
Spin Master's Laura Henderson on the explosive growth of the toy industry
Gopuff's Daniel Slotwiner on following the data to find success
Conagra's DeLu Jackson on winning share of stomach
CEO of MilkPEP Yin Woon Rani in the leap from marketing to CEO
Author Brad Stone on the power of Amazon's advertising platform
The power of social for brand building with eos Products CMO Soyoung Kang
PepsiCo's Shyam Venugopal and Emily Frankel on using the evolution of digital media as motivation to innovate
DICK'S Sporting Goods CEO and President Lauren Hobart on omni-channel transformation
How to grow eComm knowledge org-wide with Simple Mills' Todd Hassenfelt
Reckitt's GM of US Nutrition Amardeep Kahlon talks creative bravery and frictionless commerce
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlström
B2B Agility™ with Greg Kihlström
The Goal Digger Podcast