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Executives from Weis Markets and quantitative shopper intelligence provider Spire LLC will deliver a presentation, “Holiday Shopper Playbook: Best Practices Driving Shopper Engagement” at the St. Joseph University Food Industry Summit 2013. Brian Holt, VP of marketing & advertising for Sunbury, Pa.-based Weis Markets, and Megan Margraff, chief analytic officer at Monroe, Conn.-based Spire will share presenting duties on Thursday, March 7 at 11:45 a.m. on the university’s campus in Philadelphia.
The presentation will cover two key topics: Which ad strategies drive the strongest shopper engagement during the holiday season, and using targeted core shopper activation to engage shoppers during the holiday season.
Margraff will share best practices gleaned from an in depth analysis of holiday ads run across Spire’s comprehensive retailer network. Employing advanced analytics leveraging loyalty card data, the analysis covers at a range of metrics across the spectrum of loyal shoppers: Core, Opportunity, and Fringe shoppers. The analysis will take an in-depth look at driver categories along such dimensions as Lift, Engagement, Basket Spend, Traffic and Post-Holiday Spend.
Holt will review Weis’ holiday strategy, providing an overview of the grocer’s Weis Preferred Shopper Gold Card program, which provides the most relevant offers to its highest-spending customers.
This presentation will also examine the household impact of different tactics such as direct mail, e-mail and Catalina programs.
Food Industry Summit 2013 is a marketing conference that gives attendees the opportunity to network and learn from a wide variety of industry peers in one day.