Case Study: Dr Pepper Snapple Group achieves stronger male shopper engagement with Loyalty360

Dr Pepper Snapple Group - Customer Case Study

In a Loyalty360 case study, Dr Pepper Snapple Group faced the challenge of outdated shopper marketing that largely targeted “shopper moms” while male participation in grocery shopping was rising. DPSG needed to understand contemporary male shopping motivations and behaviors so it could engage men effectively rather than rely on stereotyped, female-focused briefs.

Loyalty360 documented DPSG’s multi‑phase research — a knowledge audit, online discussion boards and a 25‑minute survey (1,512 men vs. 513 women) followed by cluster analysis that produced four male segments (Traditional Tim, Passionate Phil, Reliant Raymond, Deal‑Loving Dan). Using these insights, DPSG shifted to targeted tactics (pre‑store promotions, prominent in‑store displays, TV/tech engagement, samples, loyalty offers and LTOs) and prioritized Passionate Phil. Measurable findings from the Loyalty360 study informed the strategy — male shoppers rose from 17% (1986) to 32% (2013), average male shopping time grew to 5.25 hours/week (2013 vs. 4.48 in 2003), and 75% of men rejected traditional gender roles — enabling DPSG to create gender‑neutral communications and new merchandising opportunities to better capture male share of wallet.

Dr Pepper Snapple Group