Podcast Summary: The CPG Guys - "Seamless Omnichannel Digital Customer Experiences with Schnuck's Cristina Preston"
Introduction
In the June 25, 2025 episode of The CPG Guys, hosts Peter V.S. Bond and Shree Rajagopalan engage in a compelling discussion with Christina Preston, the Director of Digital Marketing at Schnuck Markets. Recorded live at the 2025 Digital Food and Beverage Summit in West Palm Beach, Florida, amidst the bustling environment of an active restaurant, this episode delves deep into the strategies and insights behind creating seamless omnichannel digital customer experiences in the competitive grocery retail sector.
Background and Setting
The episode opens with a brief introduction by Shree Rajagopalan, highlighting Christina Preston's role at Schnuck Markets—a prominent regional grocery retailer based in St. Louis, Missouri. Christina brings a wealth of experience in digital marketing, focusing on how her team at Schnuck navigates the evolving digital landscape to engage consumers both online and offline.
Personalization in Digital Campaigns and Privacy Concerns
A significant portion of the conversation centers around the role of personalization in digital marketing campaigns and how Schnuck balances this with privacy concerns.
[04:42] Christina Preston: "We have a really great robust loyalty program. All of our first-party data comes from our loyalty program. Customers are opting in, so there are no privacy concerns."
Christina emphasizes the importance of leveraging first-party data ethically, ensuring customers have control over their information. She highlights that personalization is essential for delivering relevant content without crossing into the realm of being intrusive.
[06:04] Peter V.S. Bond: "Consumers understand that they're willing to forego a measure of privacy if it means they're going to get relevant messages and relevant offers."
This sentiment underscores the delicate balance between personalization and privacy, with an emphasis on providing genuine value to customers.
Measuring Success: Key Performance Indicators (KPIs)
The discussion transitions to how Schnuck Measures the success of their digital initiatives. Christina identifies Cost Per Acquisition (CPA) as a critical KPI, alongside driving sales both online and offline.
[07:44] Christina Preston: "For us, pretty much across the board, it's cost per acquisition. We're driving sales whether it's online or offline."
She further explains the importance of internal benchmarks that surpass industry standards, ensuring that Schnuck remains competitive and effective in their marketing efforts.
Customer Acquisition and Long-Term Value
Christina touches upon the challenge of appealing to emerging generations whose shopping behaviors differ from their predecessors. She discusses the importance of fostering long-term customer relationships through personalized marketing and strategic partnerships.
[09:22] Christina Preston: "We're tracking to make sure that we're speaking to those customers in a personalized way that speaks to them."
Schnuck’s new partnership with DoorDash exemplifies their strategy to engage younger demographics through convenient digital avenues.
Creating a Seamless Omnichannel Experience
A core theme of the episode is the seamless integration of online and in-store experiences. Christina shares insights into how Schnuck utilizes technology to enhance the customer journey.
[20:06] Christina Preston: "We've got some great features within our app where that's item locators within the aisle. We also have digital shelf tags that help customers find items easily."
She emphasizes the use of geofencing and digital tools to assist customers in-store, ensuring that their digital experience complements their physical shopping.
Fostering a Culture of Continual Learning and Adaptability
With the rapid advancements in digital marketing technologies, fostering a culture of continuous learning within the team is paramount.
[12:33] Christina Preston: "We partner with our web dev team, have conversations about new AI capabilities, and encourage the team to try new things even if they might fail."
Christina highlights the importance of collaboration and experimentation, allowing the team to stay ahead of technological trends and adapt swiftly to changes.
Emerging Trends in Digital Marketing
Looking ahead, Christina identifies several emerging trends that are poised to impact the grocery industry significantly:
- Artificial Intelligence (AI) Integration: Moving beyond traditional SEO to incorporate AI-generated content and smarter search functionalities.
- Social Commerce: Leveraging platforms like TikTok and Instagram for shorter, more engaging advertising formats.
- Relational Marketing: Shifting from sales-focused messaging to emotionally driven, relational communications.
[21:42] Christina Preston: "AI is a given. Ensuring that your SEO is in tip-top shape is crucial, but now you've got to go a level deeper to appear in AI results."
Partnerships and Collaborations
Christina discusses the strategic importance of partnerships in expanding digital reach and enhancing marketing capabilities without overcomplicating their tech stack.
[24:11] Christina Preston: "Instead of onboarding new vendors, we grow with our existing partners, leveraging their enhancements to stay ahead."
This approach allows Schnuck to maintain a streamlined operations model while continuously upgrading their technological capabilities.
Evolving Role of Digital Marketing
The role of digital marketing at Schnuck is evolving towards more dynamic and emotionally resonant strategies. Christina anticipates a shift towards less traditional, more media-savvy approaches that align with how younger generations consume information.
[27:14] Christina Preston: "We're moving towards more media, social commerce, and relational marketing, speaking to customers based on their emotions and what they believe."
Conclusion
The episode wraps up with heartfelt thanks exchanged between Peter and Christina, acknowledging the insightful conversation and wishing her success in her upcoming panel at the summit. The discussion provides valuable takeaways for professionals in the CPG and FMCG sectors, emphasizing the importance of personalization, seamless omnichannel experiences, continuous learning, and strategic partnerships in the ever-evolving digital landscape.
Notable Quotes
- [04:42] Christina Preston: "Personalization is key... we provide value for our customers and how they shop."
- [12:33] Christina Preston: "We're not afraid to try something new and if it fails, it fails. That's okay."
- [20:06] Christina Preston: "These digital tools aren't just another app; they're assistants to help our customers."
- [27:14] Christina Preston: "We're focusing more on relational marketing, speaking to customers based on their emotions and beliefs."
Final Thoughts
This episode of The CPG Guys offers an in-depth look into the strategies employed by Schnuck Markets to deliver exceptional digital customer experiences. Christina Preston’s insights reveal a thoughtful approach to balancing personalization with privacy, leveraging technology for seamless omnichannel integration, and adapting to emerging digital trends. For anyone interested in the intersection of digital marketing and grocery retail, this episode serves as a valuable resource.