Media agencies are being forced to restructure their operating models as consumer goods companies launch enterprise-wide cost management and zero-based budgeting programs that demand transparency into planning, spending and performance. In the past, day-to-day agency activity was often veiled from the customer. The customer allotted the agency a certain amount of budget for a certain […]
The accelerating tech landscape has made it difficult for consumer goods companies to keep their analytics systems competitive and determine how to prioritize new investments amidst a plethora of growing options. To help CG’s make smarter analytics development decisions, we sponsored CGT and RIS’s 2018 Retail and Consumer Goods Analytics Study in conjunction with our sponsorship […]
Many brick-and-mortar retailers thought the growth of e-commerce would bring about the slow death of physical retail, but recent moves made by Amazon have proven this notion to be false. Through the introduction of two different physical stores, Amazon is showcasing that it’s not about waging war on in-store—it’s about expanding in-store capabilities to create […]
Dynamic market conditions are pushing consumer goods manufacturers to design more agile structures and capabilities in order to stay ahead of the game and fuel organic growth. One of the most effective methods manufacturers are adopting to foster agility is revenue management. While the concept of revenue management has been around a long time, it […]
Kroger ran their annual “Game Day Greats” campaign, but this time, with all new prizes, omnichannel tactics, and manufacturer participation. With Kroger’s Game Day Greats Instant-Win Sweepstakes program, shoppers can instantly win up to 23 food product prizes considered to be part of the game day greats collection. Products from popular brands like Pepsi, Goldfish, […]
Marketing spending has traditionally represented nearly $225 billion in annual expenditures by CPG manufacturers – 19.5% of total sales. While this figure has remained relatively static for the past 10 years, in early 2018, three prominent Fortune 500 CPGs – Kraft Heinz, Unilever and PepsiCo, announced plans to dramatically increase marketing spend as a means […]
The 2017 holiday season was one for the books, according to the National Retail Federation. Despite a record number of retail bankruptcies and store closures in 2017, the holiday season saw consumers come out in full force — both in-store and online. Sales numbers were up 11.5% from 2016. This increase is the largest jump […]
Kroger is the largest U.S. grocer and second largest U.S. retailer, but with enormous presence, comes enormous responsibility to drive the future of grocery. Fortunately, the mass supermarket chain is not disappointing, in fact, they’re exceeding on many accounts. In October of last year, they announced their “Restock Kroger Plan,” and while it’s only January, […]
Football event marketing normally makes up a significant portion of a shopper marketer’s program playbook as brands strive to execute programs that position their products as staples of the game day experience. With the Super Bowl just two months away and shopper marketers looking to strengthen their game day tactics, there is one company that […]
Holiday sales this season are expected to be the highest in history, but with consumers having a plethora of brick and mortar and e-tailers to choose from, understanding and addressing consumer expectations is key to capitalizing on this season’s anticipated success. To give retailers the insights they need to fine-tune their strategies and put their […]