The customer journey is getting more complex and marketeers have difficulties proving the value of their efforts on the bottom line. Multichannel retailers and especially supermarkets still make most of their sales in their physical stores. This it is of strategic importance that they are able to measure and influence the effect of their online advertising on sales in these physical stores. But existing empirical research mostly focuses on advertising on secondary goods as consumer electronics, cars, insurances, banking and others. So what is the impact of online advertising for primary goods in food retail? And how does online advertising exactly influence visits to supermarkets?
Marcel works at Jumbo supermarkets as Managing Director of the business unit Smulweb. Smulweb.nl is the largest and best-known recipe website in the Netherlands. Before that, he was head of the online marketing department at Jumbo supermarkets. Every day he faces major online challenges in food marketing and e-commerce such as converting online communication to in-store traffic and sales, or proving the effectiveness and attribution values across multiple channels in the Jumbo media network.
Birgit Boing is a sociologist working at the intersection of Marketing & Technology since 2013, currently as Measurement Specialist at Google Amsterdam focussing on Brand Measurement and Omni-Channel solutions. Her goal is to drive best-in-class measurement capabilities to amplify the impact of integrated marketing.