Registration for Shopper Tech's 3rd Annual LEAD (Loyalty-Engagement-Analytics-Digital applications) Marketing Conference in Chicago, Sept. 19-21 is now open, and is complimentary for qualified retailers and manufacturers. Hear speakers from Google, Ahold, dunnhumby, J&J, Bi-Lo, Coca Cola, Supervalu & more. Click here for more information.
The retail/CPG industry has a compliance problem. That isn't news. So why does so much of the talk focus on measuring compliance in the stores? At some point, the focus has to shift to solving the compliance conundrum over the long haul. To maximize profitability, sustainable compliance is what the industry should be striving for throughout a planogram's lifecycle.
There are significant advantages to taking a sustainable compliance approach. A benchmark study from the National Association of Retail Marketing Services (NARMS) found that retailers who achieve compliance can realize a 7.8% increase in annual sales - that translates to $3.8 million for a 200-store chain - and an 8.1% lift in profit. While that data may be 10 years old, retailers today are finding they can still achieve similar gains by addressing compliance over the long term...
Four Best Practices to Improve CPG Creative Online
As consumer packaged goods (CPG) marketers continue to include online vehicles as a storytelling tool, it is vital for them to gather information on how to most effectively communicate their message to get their products noticed and drive brand preference.
Online couponing is red-hot right now and may immediately drive new purchases. However, if you are a CPG trying to get consumers to change brands, is online couponing the best way to showcase your product? Which are the most effective creative tactics?
Yahoo!'s recent study "CPG Creative Best Practices Online" examined nearly 500 CPG campaigns and 40 different creative tactics to see how those tactics correlate with driving stronger ad breakthrough (how consumers process the ad and associate it with the brand) and persuasion (if the advertising changes consumer's desire to purchase the product).
The study yielded the following Best Practices to improve CPG creative online...
How to Plan, Execute and Deliver the Right TPM Solution
Adopting a Trade Promotion Management (TPM) solution isn't just about budgeting and tracking how trade dollars are being spent. A comprehensive TPM solution ultimately transforms the way businesses go-to-market. Companies need to:
Understand key business practices of any selling organization
Connect planning and forecasting with trade promotion management
Leverage TPM as a critical component of the go-to-market strategy.
Join us on Sept. 28 at 2:00 p.m. EDT for a special webinar from the Shopper Technology Institute and Trade Insight Powered by MEI. Jesse Edelman of ArchPoint Consulting will share insight into the critical challenges facing a sales organization, the essentials of a disciplined selling process, and how TPM can become a true selling tool for an organization.
Spire, a provider of quanitative shopper intelligence, is latest sponsoring member to join the Shopper Technology Institute (STI).
The company provides actionable shopper analytics to leading retailers and manufacturers. Spire uses proprietary loyalty card purchase data from over 30 million households combined with integrated data sources, and applies cutting-edge analytical processes to deliver unique and meaningful shopper insights.
"These insights fuel actionable growth strategies and impactful marketing activation that result in dramatically improved business performance for clients," said company officials.
"We're pleased to welcome Spire as our 22nd sponsoring member," said John Karolefski, executive director of STI. "Their expertise in analyzing the most granular data and their ability to provide companies with meaningful marketing insights makes Spire a valuable addition to the institute."
Best Ways to Fix Poor Planogram Compliance
Four Best Practices to Improve CPG Creative Online
