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MasterChef Learnings and Omnichannel Strategies at P2PI LIVE

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Jennifer Maune and Chris Bedford

Influencer and “MasterChef” finalist Jennifer Maune put on a cooking demonstration during the day two keynote address at P2PI LIVE & Expo.

The point was to show how getting the proper mix in cooking can be like putting together the perfect recipe for a marketing strategy.

Presenting alongside Pathformance COO Chris Bedford on Thursday in St. Louis, Maune also detailed how she “partners with brands that make sense to me and my audience. I really relate to brands like Martha Stewart.”

Ultimate satisfaction comes when “I share a product that improves the quality of life [of her worldwide audiences] and they apply it to their homes,” she said.

To that end, Maune is preparing to soon launch her own seasoning brand called Heritage.

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Ibotta's Anna Schroeder and Kenvue's Matt Fantazier

Following Maune’s demonstration, Kenvue and Ibotta executives took the stage to discuss their partnership.

Matt Fantazier, head of integrated media at Kenvue, and Anna Schroeder, SVP of client partnerships at Ibotta, discussed how shoppers engage digitally before visiting stores:

  • 75% of shoppers who utilize digital offers are looking for those offers ahead of their in-store shopping trips.
  • 57% of all in-store grocery shoppers say they are using a digital device before their trip to help aid in their shopping journey.
  • Customer conversions increase 40% with a digital experience both before and during an in-store shopping trip.

With the help of Ibotta, Kenvue is able to reach digitally savvy shoppers, cut through the clutter, strengthen against switching behaviors and deliver value at scale.

Fantazier said he expects the continued convergence of partnerships going forward. “No one has all of the solutions,” he said. Also, he expects data partnerships will become a bigger deal.

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