Kelly Solomon, chief digital marketing officer at Revlon, offered the brand perspective, explaining that convenience also means offering product assortments and routines.
“We build those routines into kits or bundles to make sure that when you are running through a CVS, grabbing whatever you need, that it is very easy and convenient to grab that product or gift,” Solomon shared.
Leveraging shopper data
A retailer like CVS sits on large amounts of data, and Solomon wants the full picture when it comes to informing a marketing decision with a retailer.
“We don’t just want to understand how one marketing channel is performing, how digital is performing, how the stores are performing. No, we want it all together. We really want that end-to-end view,” Solomon said.
Reisner agreed, saying data can influence several decisions like “channel selection, timing, and evolving messaging.”
“What we’ve all been talking about is aligning to not just the right audience, but aligning to the right trip mission,” Reisner added.
