As digital channels grow and the forms of available engagement across them, so too does digital data. This exponential growth of digital data is forcing consumer goods organizations to make rapid strides in their data analytics capabilities. While CGs are doing their best to keep pace, many are struggling to keep up with data-driven marketing […]
At the 2017 Shopper Marketing Summit, Amy Hahn, Senior Vice President of Marketing for Ahold Delhaize, presented “Bringing Fresh Inspiration Every Day.” In her presentation, she discussed one of the most significant ways in which Ahold Delhaize is delivering on their initiative to deliver fresh inspiration daily to their customers—personalized content. “It’s a huge, huge […]
According to Forrester, cross-channel retail sales in the US alone will be nearly $2 trillion by 2018. While there’s no question that delivering a strong cross-channel experience is paramount for retail success, only 5% of marketers rate themselves as “very much set up” to effectively orchestrate cross-channel marketing activities, according to an Econsultancy Cross-Channel Marketing […]
Shopper marketing is evolving into a strategic priority of consumer product goods manufacturers and is expected to increase 5.8 % to $18.6 billion over the next four years, outperforming the growth of total brand-focused spending, according to a report by the Association of National Advertisers (ANA). The ANA report, conducted in April 2016 with market […]
“The point of purchase is no longer in-store.” We’ve all heard this many times over and while many believe this statement is a reference to the e-commerce movement, in reality it is a reference to the changing path to purchase as a result of the new information access digital has created. People spend a great […]
A Strategy& survey reveals that there is a select group of CPG shopper marketing leaders that are capturing more influence with retailers and better return on their shopper programs. How is this group achieving these results? By more closely aligning their initiatives with trade promotion activities. In most cases, shopper marketing naturally complements trade and […]
The world’s first-ever “smart” hairbrush has arrived. Keratese, in partnership with Withings, announced the Keratase Hair Coach, powered by Withings. Developed in collaboration with L’Oreal’s Research and Innovation Technology Incubator, the brush features Withing’s advanced sensors and L’Oreal’s signal analysis algorithms to score the quality of hair and track the effects of different hair care […]
Trade spend is the second largest line item of profit & loss for CPG manufacturers—it can be a manufacturers greatest revenue driver….or it’s greatest sales profit diminisher, dependent on a CPG’s ability to effectively manage overhead costs. In order to fully leverage the profit potential of trade promotions, CPGs must address the following internal process […]
There’s a tremendous wave of change heading toward the retail business environment that will turn today’s approaches and strategies in completely new directions, impacting everything from store design to communication with consumers. The name of this new wave? Living Services. While there was the desktop Web wave of the 1990s and the mobile wave of […]
Hyper local intelligence is being used by CPGs to optimize brand and retail performance. Brands are working to know their consumers in the context of their environment by understanding the trending topics of their neighborhood and the product inventory and sales data of the stores within their neighborhood. They are studying their consumers at the […]