The growth of e-commerce and showrooming behaviors have made a differentiated store experience critical to brick-and-mortar survival. At the same time, brands need to deliver more personalized shopper engagement in order to fight fading brand loyalty and SKU proliferation. The two parties have similiar shopper-centric objectives, and are realizing that through collaborative data exchange, they […]
Local co-op marketing represents approximately $70 billion per year in manufacturer advertising dollars, yet according to a white paper released by The Local Search Association, over half of that funding goes unclaimed. Co-op marketing program is when a brand offers to subsidize the cost of an advertisement placed by a retail channel partner in order […]
As retailers become more sophisticated, data-driven buyers, they will only cooperate with the CPG manufacturers able to help them build a differentiated shopper experience. For shopper marketers, this means changing the way they not only design retail programs, but engage their partners in them. To win retailer support, shopper marketers must engage customers in collaborative […]
It’s nearly December and Medicare Annual Enrollment Period will soon be coming to an end, but for those looking to kick back their feet and breathe a sigh of relief, the marketing and sales work has only just begun! With the April release of the Final Rule by the Centers for Medicare & Medicaid Services […]
Collaboration is becoming critical to shopper marketing success and CPG revenue growth. Smithfield Foods evidenced this at the 2018 Path to Purchase Expo in a presentation they gave with agency partner, Edge Marketing. The seminar shared the story of how through strategic collaboration, Smithfield Foods’ shopper marketing department grew from the execution of only 12 […]
Though shopper marketing only recently entered the marketing mainstream, most CPGs recognize that it’s an important move away from short-term trade marketing to a more strategic marketing approach designed around building long-term brand, retailer and shopper value. Despite this recognition, spending on the practice has plateaued, as the recession halted early shopper marketing development and […]
“Ready – set – repeat!”…that seems to be the mantra of many shopper marketing teams as they methodically award funding to retail accounts with grandfathered budgets and “anniversaried” programs. While running the same predictable programs may have sufficed in the past, as private labels saturate the shelves and technology revolutionizes retail, brands must deliver programs that […]
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 […]
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 […]