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 […]
For the past several years, the shopper marketing conversation has been all about how brands can collect, manage and apply data to better connect with consumers. While this focus has worked to increase shopper insights, it has also prompted many companies to prioritize data quantity over quality. Rather than working to increase the scope of […]
Hyper-personalized shopping experiences are becoming the expected norm for consumers, prompting retailers and manufacturers to consider how they can integrate local factors like community, culture and language into their in-store marketing to create more relevant experiences that make their shoppers feel known and connected. While many retailers are sitting on troves of big data that […]
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 […]
While Medicare Advantage (MA) plans have long offered extra benefits, including dental, vision and hearing coverage, CMS released new guidance in April of this year that dramatically expanded the scope of supplemental benefits. Beginning coverage year 2019, plans for the first time can offer adult day care, alternative medicine, home aids and other services that […]
From cyber bullying to school shootings, the issues that today’s mom must tackle are more complex than ever before. At the 2018 Path to Purchase Expo, Katherine Wintsch, CEO & Founder of The Mom Complex, a market research group focused on helping brands understand moms, gave a keynote titled “Pain Points Millennial Moms Want Brands to […]
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 […]
The Back-to-School season is the second largest when it comes to spend, but takes first place when it comes to length, bringing challenges and variables that other seasons don’t need to worry about, such as different trends in product variations, fashion season changes, and unique shopping spikes within each category. Each year, Deloitte conducts a […]
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 […]
The 2019 Final Call Letter brought significant new changes to Medicare Advantage (MA) benefits in 2019, including the elimination of the meaningful difference requirements and benefit uniformity flexibility, as well as a reinterpretation of supplemental benefits. Combined, these changes offer the biggest opportunity to MAOs in years. In the past, supplemental benefits could only be […]