Faites vos jeux: McCormick bets on micro-moments

Brian Carruthers

McCormick, the seasonings company, has acquired a detailed understanding of the consumer journey in order to know which micro-moments to target.

The consumer journey is like a game, according to Emmeline Mettavant of The Value Engineers. There are players (or brands), there are rules, there are limited resources, there are winners and losers. "But if you don't know the rules you don't know where to place your bets."

In the case of McCormick, the seasonings company, knowing the rules has meant acquiring a detailed understanding of the consumer journey in order to know which micro-moments to target. "We used the consumer journey to capture new growth opportunities," she told the MRMW Europe conference (Berlin, November 2017).

Research undertaken for four McCormick...

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