# Rethinking Retail Reach: IGA’s Blueprint for Smarter Shopper Marketing (Michael La Kier, Vice President, Brand Development at IGA, INC. )

Page: https://stenobird.com/podcast/the-cpg-view-6029523/rethinking-retail-reach-iga-s-blueprint-for-smarter-shopper-marketing-michael-la-kier-vice-president-brand-development-at-iga-inc
Text version: https://stenobird.com/podcast/the-cpg-view-6029523/rethinking-retail-reach-iga-s-blueprint-for-smarter-shopper-marketing-michael-la-kier-vice-president-brand-development-at-iga-inc.md
Podcast: [The CPG View](https://stenobird.com/podcast/the-cpg-view-6029523)
Published: 2025-12-04T19:19:26+00:00
Episode link: https://podcasters.spotify.com/pod/show/thecpgview/episodes/Rethinking-Retail-Reach-IGAs-Blueprint-for-Smarter-Shopper-Marketing-Michael-La-Kier--Vice-President--Brand-Development-at-IGA--INC-e3bt057
Audio file: https://anchor.fm/s/da4fa968/podcast/play/112148071/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2025-11-4%2F5997144d-7a14-cb85-c33d-aee1b70d8001.m4a
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Duration seconds: 1475

## Resource

You’ve worked on some of the most iconic consumer-loved brands—how do you translate that big-brand thinking into IGA’s decentralized, independent retail model? How has your direct marketing mindset influenced the way IGA approaches shopper insights, loyalty programs, and CRM in today’s fragmented retail environment? What role does storytelling play in building richer customer relationships across IGA’s network of stores, especially when trying to drive both local and national relevance? With so much focus on digital innovation and shopper experience, how is IGA evolving its in-store programs to align with online expectations and behaviors? From your experience, what’s the most overlooked opportunity for brand and shopper marketing leaders to create more profitable customer relationships in today’s CPG-retail ecosystem?

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