Coca Cola is stepping up their creativity game and getting serious about digital transformation. To help drive their digital transformation mission, Coke recently hired its first Digital Marketing Officer, David Godsman, who is responsible for overseeing the transformation of customer experience, operations, new business and culture. As part of the customer experience transformation, Godsman and […]
With forces like 3G pushing CPGs to examine costs, revenue growth management is a hot topic today in the consumer goods industry. One of the key areas CPGs are putting under the scope is trade spend. As part of the cost-cutting initiative, 3G cut the Heinz trade budget by 25% and is now ready to […]
Back-to school is the second largest shopping season for retailers, following closely behind Christmas. While some shoppers and retailers may believe that back-to-school shopping is primarily comprised of pencils, binders and notebooks, the retailers who find the most success extend the scope of back to school readiness far beyond classroom supplies. Out of the 77 […]
Retailers and consumer brands deploy promotions every day in the form of circulars, coupons, FSI’s, direct mailers, digital offers and more. While promotions are becoming better personalized and more multi-touch, the ability to measure the effectiveness of them remains weak. The main reason promotional analysis is limited is due to the amount of data that […]
Funding of shopper marketing and trade promotion is increasing, but with varied results, putting the pressure on shopper marketers and trade promotion managers to be performance-based. To achieve this, a greater focus on the elements of execution and the collection of insights into what is happening at the store level is required. In a publication […]
The growth of digital technology adoption has shaken every industry, but few industries have been impacted as deeply as consumer goods. Cited as one of the ‘least digital’ industries, with only $47 million spent on digital investments in 2014, the industry has been challenged to make the necessary shifts required to stay competitive and relevant […]
The CPG industry is in a state of turbulence. Smaller, more tightly focused companies are emerging and outpacing the larger players. Digital technologies are creating new ways for CPGs to connect with consumers. Center store is shrinking as consumers shift to produce-dominated diets. Online retailers like Amazon are delivering levels of service personalization and convenience […]
Over the past several years, sales have declined across the largest CPG companies at a startling rate. According to Nielsen, the 20 largest consumer packaged-goods companies suffered from flat sales last year, while smaller ones posted sales growth of only 2.4%. In order to address diminishing sales and evolving consumer shopping behaviors, CPGs have had […]
When e-commerce first came to light, many believed it was the beginning of the end for Brick-and-Mortar retail locations. As time has gone on, however, we’ve found that e-commerce is only eliminating the retailers resistance to reshape the design and functionality of their in-store experience to account for online consumer behaviors. While large department store […]
Major advancements are being made in collaborative technology, marketing automation and data-driven marketing, yet oddly the processes that drive shopper marketing remain antiquated. Shopper marketers carry brilliant ideas, market intelligence and customer insights, yet struggle to actualize their ideas due to the intense manual labor required of their jobs and lack of workflow technology. With […]