“We started really understanding where consumers were shopping,” said Ginny McCormick, VP of Integrated Media and Promotions at the Pawtucket, R.I.-based giant. “We’re now leveraging analytics to create a frictionless and relevant experience for the consumer.”
McCormick and her team’s results speak for themselves: The company has, during the last four years, incrementally grown sales by nearly $1 billion, hitting $5 billion in 2016 for the first time in its 93-year history. Digital is at the heart of such success. For instance, working with ad tech player Criteo, Hasbro is driving sales by advertising products—potential impulse buys, specifically—toward the end of the purchase path on major retailers’ sites. It’s an old brick-and-mortar, end-of-the-aisles merchandising trick given new life by data targeting.
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