In episode 465 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Ellen Webb, vice president of shopper analytics and insights at PepsiCo, a global leader in convenient foods and beverages with a portfolio of more than 500 brands. Listen in as Webb provides an overview of PepsiCo’s pepviz data analytics initiative (0:55), what they’re learning about the Gen Z shopper (2:10), and how PepsiCo is engaging this younger demographic to engender customer loyalty (5:10).
In addition, Webb offers details into how the food and beverage company shares data insights with its retail partners (6:50), the level of collaboration between PepsiCo’s analytics team and brand marketing (8:20), and data collection and utilization processes from its retail partners (9:35). She discusses providing personalization and data privacy to consumers (11:45) as well as PepsiCo’s use of artificial intelligence, machine learning and other technology to help field teams execute on analytical insights (13:20). Lastly, Webb forecasts customer behavior and demand levels (16:10).
Ellen Webb …