Dr. Pepper Snapple Group's Targeted Shopper Marketing Approach

This latest article in CPB Matters highlights a sophisticated targeting process Rob Colarossi, vice president of customer development for Dr. Pepper Snapple Group, implements in order to get a greater understanding of shopper needs. Colarossi states that partnering with retailers is extremely important because shoppers want customizable options. He mentions: 'One size for all does not fit anymore. National programs are not working anymore. The retailer wants {programs} that are customized. We've got to understand what's important to Kroger and what's important to Wal-Mart. They have platforms and are very clear about what they want to do.' Dr. Snapple Group recently partnered with Kroger for a direct mail campaign They targeted shoppers that had a higher propensity to buy the product. He then lists three criteria for choosing a retail partner:

• Do they have scalability?

• Do they truly understand consumer-centric marketing?

• Are they truly trying to build loyalty with their core shoppers?

Is your company taking advantage of partnerships with retail companies?