The CPG Guys Seamless Omnichannel Digital Customer Experiences with Schnuck's Cristina Preston
Jun 25, 2025
Cristina Preston, Director of Digital Marketing at Schnuck Markets, delves into the evolving landscape of grocery digital marketing. She discusses the pivotal role of personalization while navigating data privacy concerns. Cristina highlights the importance of customer feedback in shaping strategies and the necessity for partnerships in reaching consumers effectively. She also touches on emerging trends like authenticity in social commerce and the need for businesses to foster a culture of continuous learning to adapt to changing consumer behaviors.
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Balancing Personalization and Privacy
- Schnucks uses robust first-party loyalty data to drive personalization without privacy concerns.
- They balance personalization carefully to avoid appearing intrusive while enhancing the shopping experience.
Use Benchmarks and CPA KPIs
- Measure digital marketing success against both industry and higher internal benchmarks.
- Focus KPIs on cost per acquisition alongside sales impact, using impressions and engagement data for app features.
Community Pride Drives Loyalty
- Schnucks customers identify strongly with their local store, sharing personal shopping habits.
- This community connection fosters customer loyalty and personalized experiences.