Episode S3 · Ep 91 November 14, 2023 40 min 24s

#114 Driving Trial at Retail with Digital Rebates + Key Insights on Latest Natural Shopper Trends with Social Nature

From The Startup CPG Podcast Startup CPG

This episode was sponsored by RangeMe. Go to rangeme.com/startupcpg
This episode was sponsored by Floret. Go to tryfloret.com/startupcpg
This episode was sponsored by Cin7. Go to cin7.com/startupcpg

I’m so excited to have our friends at Social Nature back on the show! Today we get to chat with Annalea Krebs, founder and CEO of Social Nature, an all-in-one shopper marketing platform powered by 1 million natural shoppers. Because Social Nature has access to so much great data about natural shoppers, we’ve learned a ton here on the show from them about key trends in natural shopping and who the modern wellness consumer is. I’ve linked in the show notes our other episodes with Social Nature because they are jam packed with knowledge and always very popular. I’m really excited today to explore Social Nature’s new rebate program and what that means for brands driving trial at specific retailers, and I asked Annalea to come with updates on key trends they are seeing in their community, which are really fascinating.

Listen in as Annalea shares about:

Current top health goals for shoppers
Trends on where people are shopping from, including the breakdown on large scale retailers and natural retailers
Top product attributes shoppers are looking for
Social Nature’s recent B-corp certification and what that means
Social Nature’s new rebate model and how it helps brands drive trial at retail faster and with more data
Tips for making the most out of an in-store marketing campaign
And more!

Social Nature is a proud sponsor of Startup CPG.

Episode Links:

Social Nature website
Annalea’s LinkedIn
Join the Social Nature community as a consumer here
As a CPG Brand, learn more about Social Nature’s programs here or contact their team at [email protected]
Mentions: Olipop, GoPuff, NotCo NotMilk, Primal Kitchen
Learn from & get to know the Social Nature team:
- Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica Malach
- Episode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica Malach
- Overview of Digital Sampling with Social Nature founder Annalea Krebs
Episodes that mention Social Nature campaigns:
- Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)
- Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)

Show Links:

Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
Join the Startup CPG Slack community (15K+ members and growing!)
Follow @startupcpg
Visit host Jessi Freitag's Linkedin or website
Questions or comments about the episode? Email Jessi at [email protected]
Episode music by Super Fantastics

RangeMe Links