Magazine article ADWEEK

The Road to Brandweek: Stellar Speakers to Share Their Insights on Marketing and Beyond

Magazine article ADWEEK

The Road to Brandweek: Stellar Speakers to Share Their Insights on Marketing and Beyond

Article excerpt

Adweek: How do you navigate marketing and advertising in the age of rapid consumer feedback that can be both good and bad?

Rassi: I think it's mainly good. The more we hear from customers, the more we can adjust to make sure we're offering the right things both in terms of the experience and from a marketing point of view. When we get feedback, it's also free insights we should use in a more real-time way. In the past, we may have relied on a survey you get back in six weeks. It's a gift when feedback is always-on. We can keep a pulse on what customers care about, how are we doing, what can we be doing better. ... It's a matter of embracing it and also figuring out where and how to react if there's a place that needs reacting to in a way that is true to who we are as a company.

What's the biggest buzzword in the industry today, and how is Kroger preparing for it?

Purpose is a really hot one. …

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