The CPG Guys
Consumer Motivations With NielsenIQ’s COO Tracey Massey
Mar 22, 2025
Tracey Massey, COO at NielsenIQ, shares her extensive expertise in consumer intelligence. She discusses her career journey from Mars to NielsenIQ and highlights leadership principles that foster growth. The conversation dives into evolving shopping habits, especially among Gen Z, emphasizing their preference for in-store experiences. Tracey also reveals insights into the rise of private label brands and the importance of authenticity in brand interactions, painting a vivid picture of current consumer motivations and market trends.
47:06
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Quick takeaways
- Retail media is essential for engaging consumers effectively in an omnichannel environment, influencing brand visibility and performance.
- Understanding Gen Z's distinct shopping habits, blending digital and in-store experiences, is vital for brands to optimize their marketing strategies.
Deep dives
The Rise of Retail Media
Retail media is increasingly recognized as a key channel for brands looking to connect with consumers and drive measurable performance during the purchasing process. It allows brands to target specific audiences based on their shopping behaviors across various platforms, including on-site, off-site, and in-store channels. This evolution is essential as brand marketers are urged to incorporate retail media strategies effectively into their marketing budgets to foster growth in today's omnichannel landscape. Leading industry experts emphasize that understanding how to leverage retail media can significantly enhance brand visibility and consumer engagement.
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