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 […]
Without the right tools, content and processes, healthcare sales representatives cannot perform to their maximum potential. The emergence of the omnichannel consumer has made many healthcare sales processes and tools outdated and ineffective. Most millennials don’t like to talk on the phone or even in person – they like to conduct their own online research […]
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 […]
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 […]
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 […]
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 […]
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 […]
While 2017 will certainly be filled with an array of unpredictable scenarios, there are seven trends that we can count on increasing in significance this year. These seven trends include: 1. Disruption No surprise here! Market disruption resulting from change in political leadership is likely to be the number one issue, requiring health insurers to […]
Though most insurers have been scanning documents and capturing data for many years, still vast amounts of paper continue to flow in and out of insurance companies. As we look out into the competitive landscape and understand emerging customer expectations, it is clear that significant opportunities remain to transform inbound and outbound paper documents into […]