With trade promotions accounting for 15% of the typical CPG manufacturer's budget, implementing the right mobile strategy is more important than ever. Capturing field-level intelligence and tracking store-level compliance is crucial to prove the value of promotion dollars.
Technology providers have adapted by including mobility in enterprise applications, then seamlessly integrating retail execution with Trade Promotion Management (TPM) and business intelligence.
"This approach provides a bi-directional flow of intelligence," says Chris Rice, Senior Vice President of Industry Strategy at AFS Technologies. "It serves as a driver, prompting store-level activities to increase sales and upsell opportunities. The sales team is simply more educated to execute at a higher level."
He says the focus is shifting to retail activity optimization, which relies on advanced analytics to send the field force to the store locations that will yield the greatest return on their time and efforts...
Most retailers are operating under the assumption that there is still a sharp line between local businesses and global or web-based enterprises. The breakdown goes something like this: Local businesses, whether part of a chain or a typical "mom and pop" operation, specialize in personal service. Larger businesses and web retailers focus on offering wide selection and competitive prices, particularly on commodities.
But consumers have abandoned that perspective. They want it all from everyone, and retailers must shift their thinking to keep up...
Digital technologies and related tactics are the key to creating more engaging and personalized experiences for grocery shoppers in the future. That notion, presented by the Food Marketing Institute (FMI) at its recent trade show, will have implications for retailers and food makers whose products will be on the shelves. For now, however, retailers and shoppers have differing perceptions on customer centricity, says a study released at FMI Connect in Chicago.
The Retail Experience of the Future (RETF) exhibit, which debuted at the show, provided attendees with a preview of how current research, trend analysis and future-focused leaders suggest the world of food retail is expected to change in the next ten years. Included were ideas for enhancing the shopping experience and adapting effectively to the changing landscape...
New Directions in Shopper Technology, the second book from the Shopper Technology Institute. Building upon the foundations of last year's Essentials of Shopper Technology, the book is divided into five sections: Shoppers, Loyalty, Engagement, Analytics and Digital and contains 19 essays on how mobile marketing, social media, sophisticated analytics, Big Data and the like are continuing to evolve.
Those changes-and others-are presented in this book. As well as reading about their area of expertise, progressive executives will gain a fuller understanding of the entire industry.
Click here to read sample chapters and view ordering information for the paperback and Kindle editions.
