Marketing

Planet Retail’s new report looks at six key developments that will shape the world of private labeling in 2012 and beyond.

Although value remains paramount, many shoppers will continue to treat themselves in the grocery department. Today’s customers are savvy, well informed and have higher expectations of grocers; many are proud to be frugal and expect retailers to help them save money. These shoppers are trading up or down whenever they want, armed with information and empowered by price transparency. They expect retailers to listen to their views and react accordingly.

Kathy Oneto
Vice president, brand strategy
Anthem Worldwide
San Francisco

Kathy Oneto has more than 15 years of marketing and business management experience. Working for branding and design firm Anthem Worldwide, Oneto’s client list includes Chevron, Diamond Foods, Peet’s Coffee & Tea, Safeway and Seagate. Oneto also compiles “Sightings,” Anthem’s quarterly publication examining global trends in marketing, innovation, branding and design.

September’s RAMA CMO Summit offered senior retail marketing executives an opportunity to discuss and debate a variety of topics, network with peers and find ideas to use back at the office.

The theme for the summit was “Curating (and Conquering) the Digital Frontier” — quite appropriate, given that senior marketing leaders are continually challenged to use the right mix of media and digital tools to connect their brands to the consumer.

Retailers competing for customers and facing declining profit margins have increasingly turned to loyalty and rewards programs in recent years. But as these offerings grow more ubiquitous, once-unique programs can get lost in a sea of relative sameness.

Rewards and advertising company Cardlytics has a platform that allows retailers take their offers straight to consumers’ online bank accounts. The creators of the program say it has the potential to revolutionize the rewards industry because it benefits participating banks, retailers and consumers.