League of Leaders explores retailer digital media platforms during annual meeting
The Path to Purchase Institute, a member-based community for consumer goods professionals, hosted its 10th-annual League of Leaders meeting on June 3-5 in Chicago, bringing together some of the industry’s most prominent professionals.
At the meeting, Mark Williamson, vice president of Ahold Delhaize USA’s Peapod Digital Labs, outlined his company’s activity in the growing marketplace of retailer-operated digital media platforms. Ahold Delhaize launched Peapod Digital Labs in May 2018 to drive digital and e-commerce innovation across the company, which includes the Stop & Shop, Food Lion, Giant Food, Hannaford and Giant/Martin’s supermarket chains, along with online grocery retailer Peapod.
“For both retailers and consumer product manufacturers, retailer media platforms represent a dynamic opportunity to engage with consumers at critical moments in their path to purchase journey,” said David Shanker, executive director of the Path to Purchase Institute and CEO of EnsembleIQ, which also owns and operates Store Brands. “We are excited to help our members tackle this evolving, increasingly important aspect of retailer-manufacturer collaboration.”
Williamson joined executives from the Coca-Cola Co., SC Johnson, Del Monte Foods, Starcom, Valassis Digital and other industry-leading companies on the meeting’s agenda, which also featured workshops on employee motivation and the evolving definition of a “shopper marketer.”