Strengthening our Walmart and Insights Expertise
Simpactful is thrilled to expand our consumer and shopper insights expertise with our new Senior Consultant, Allisha Watkins. Watkins brings over 15 years of CPG marketing, insights, strategy, and executive management experience. She is highly skilled in leveraging consumer and shopper insights to identify and solve strategic business opportunities through connected commerce, delivering breakthrough thinking and retail growth. Most recently, Watkins was the Marketing Team Lead for Mars Wrigley Confectionery responsible for the entire $1B brand portfolio from strategy to execution at Walmart Inc, Sam’s Club, and Jet. Her contributions also include developing ecommerce strategy, ROI measurement scorecard platform for all shopper efforts and leading agency/ media RFP’s and efficiencies. Watkins is excited to bring her wealth of knowledge and experience to other partners in the industry.
Understand the “Why” Behind Shopping
Watkins believes one of the biggest challenges for brands is truly understanding how to derive insights from data and drive that through execution at the retail level, where conversion happens. What this means is that companies need to shape and deliver relevant, meaningful experiences for shoppers instead of letting the data live in a pretty PowerPoint. As Watkins explains, “one of the things I see happening too often is that marketing will dive right into the tactics. While it’s not a terrible approach, there’s no “why” behind it. It’s like flying blind.” Watkins goes further to say the “why” is the purpose behind the “what”. Start with “why is the shopper doing XYZ?” and then develop a solution based brand strategy that begins and ends with the shopper mindset and behavior. At the end of the day, the shopper is in control of our sales performance. Understanding the data and insights will help us be smarter about where we are spending our dollars.
Contact us to learn how Watkins and Simpactful can help your organization engage with Walmart, Sam’s and Jet, and to find the magic insights from shopper data and put those insights into action.
Proven | Connected | Results
Meet Simpactful - a CPG/Retail consultancy firm built for today’s challenges, with a team of experienced leaders from both CPG and Retail firms.
Our experience spans functions - Sales, Marketing, Consumer Research, Human Resources, Product Supply - and all retail channels including eCommerce, Food, Drug, Mass, Club, Dollar, C Stores, and more