A Whole New Generation: Marketing the Pepsi Way

Last week, a bunch of Tealeaf folks attended Econsultancy's Peer Summit in Chicago. I was particularly impressed with the PepsiCo keynote, presented by Senior Manager of Digital Communications Joshua Karpf. PepsiCo is truly making strides in understanding their market by interacting directly with their customers—a large part of which are the younger generations whose day-to-day lives are increasingly "digital." Because they've taken the time to understand this behavior, PepsiCo is able to impact the customer experience in real-time on mobile devices. Joshua described a use case where, by combining social media and the mobile channel, they are driving grocery store customer loyalty through Foursquare offers. Not only do shoppers get an initial offer upon check-in, they can also unlock additional discounts while at the register. Since the mobile Internet is thriving, all brands need to start thinking about the future of the mobile experience. Customer experience is no longer confined to a desktop and the new cross-channel experience is no longer limited to the web and contact center; it now includes mobile, social media and location-based services. Is your business ready for this new era of online experience?