For our very first Brand Spotlight, we are excited to be welcoming Vandana Menon from the Pepsico team!
Vandana, please tell us a bit about yourself and your role?
I’m a Digital Product Manager at PepsiCo, where I lead capabilities for Walkers on *shopt to effectively engage our retailers. As a part of my role, I strive to make *shopt the ultimate go-to digital platform for retailers in Traditional Trade by enhancing engagement and delivering a seamless digital user experience with tailored product and display recommendations that not only grow our retailers’ CSN business but also strengthen their partnership with our brand.
How does your brand currently interact with convenience retailers?
Walkers connects with convenience retailers in three key ways: through *shopt, trade press forums, and our field sales reps. *shopt plays a central role in fostering this relationship by offering relevant product information, rewards, and solutions that resonate with retailers and add value to their day-to-day operations.
What’s changed in how you communicate with retailers over the last few years?
We’ve transitioned from traditional, one-way communication methods to a more dynamic and interactive digital-first approach. This shift has enabled us to engage directly with retailers, gather real-time feedback, and adapt quickly to their needs. It’s all about creating conversations that are responsive and meaningful, ensuring we’re available for our retailers and actively listen to them.
What is your brand ambition for the convenience channel?
Our ambition is to make Walkers the must-have snack brand for convenience stores. We want to simplify access to our products, stay ahead of emerging snack trends, and provide tailored support to our retail partners. By offering personalised stock and display recommendations across our channels, we aim to boost shopper satisfaction while helping retailers maximise their sales and shelf space.
You recently attended our Love *shopt event and met with retailers. What was your biggest takeaway?
The biggest takeaway was hearing directly about the everyday challenges retailers face, from managing stock levels to making the most of limited shelf space. These insights reaffirmed the importance of flexibility in our solutions—whether it’s adapting to different store formats or providing actionable recommendations. It was a reminder of how vital it is to stay in tune with their realities to deliver real value.
What’s been the most exciting initiative you’ve worked on in your role?
Revamping the Walkers hub on *shopt has been a highlight. It’s not just a digital facelift—we’ve added engaging contests and resources designed to genuinely support our retailers. Seeing the positive reception and increased engagement has been incredibly rewarding.
What can retailers expect from your brand in the next six months?
Retailers can look forward to more dynamic content, including engaging videos and detailed product information, along with more personalised rewards to strengthen their partnership with Walkers. We’re focused on making every interaction valuable and practical for their business.
You’re stranded on a desert island—what three things are you taking?
- A solar-powered music player
- A Swiss Army knife
- A bag of Walkers crisps and a can of Pepsi!
If you could choose any celebrity to endorse your brand, who would it be and why?
David Beckham (Proud that he is already associated with us 😊)! I have been his big fan since childhood and he’s an icon who bridges generations and embodies British culture, much like Walkers. His approachable yet aspirational image makes him a perfect fit for our brand.
What other brand in a different category do you admire, and why?
I’m a huge admirer of Apple. Their customer-centric approach and obsession with simplicity and innovation are truly inspiring. They’ve mastered the art of delivering exceptional user experiences and simplifying user journeys which is absolutely key to the success of any brand/product.
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