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ShopperTech Update September 10, 2014 - Volume 5, Issue 12 |
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STI Social Media Groups | |
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Digital Solutions | |
Why CPG Companies Must Plan for a Digital Future
Consumer packaged goods (CPG) companies need to plan for a "1-5-10" market in the United States during the next five years, in which digital's current 1% penetration will likely expand to 5% and could accelerate to as much as 10% in short order, according to a new report from the Grocery Manufacturers Association (GMA).
The report, The Digital Future: A Game Plan for Consumer Packaged Goods, highlights how CPG companies can best position themselves for growth and unlock digital and e-commerce opportunities. It was prepared for GMA by the Boston Consulting Group (BCG), Google, and Information Resources, Inc. (IRI).
Digital penetration of 5% represents nearly one-half of total CPG growth during the next five years, meaning that companies without an effective digital capability risk stagnation, loss of share, and even shrinking sales...
read entire story |
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Trade Promotion | |
Top Five Mistakes Companies Make When Evaluating Trade Spend RO
By Rob York
There is a rigorous mandate within the consumer goods industry to control, manage, and evaluate the performance of trade funds, which are generally the second highest line item in the corporate budget, second only to cost of goods sold. Trade spend for most consumer packaged goods (CPG) manufacturers is closing in on 20 to 25% of annual gross company revenue. In addition, trade spend has become arguably the highest priority for the CPG industry as a whole. Thus, it's easy to see how even small improvements in trade spend performance will have a significant impact on earnings.
Here are the top 5 mistakes that companies make when evaluating trade spend ROI...
read entire story
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Expert Analysis | |
More Grocery Chains Discontinuing Loyalty Cards
Last summer Albertsons, Shaw's, Star Market, Acme and Jewel-Osco supermarkets did away with their loyalty programs. Most recently, Pathmark and Waldbaums - both grocery banners of A&P - have discontinued their loyalty cards. To maintain shopper loyalty, the chains will focus on everyday lower prices on staple items and specials listed in a weekly sales circular. Throughout the industry, loyalty memberships in grocery stores have decreased by about 1% since 2010.
Discussion Questions:
Do you expect more chains to discontinue their loyalty programs? Are frequent shopper cards becoming less important for retailers to maintain shopper loyalty? Have shopper opinions about the use of loyalty cards changed over time?
Here's what the experts have to say...
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LEAD Marketng Conference | |
Call for Speakers at the Fall
Virtual LEAD Marketing Conference
The 6th LEAD Marketing Conference, scheduled for Wednesday, Nov. 12, is now accepting speaker/sponsors.
This "virtual" conference for retailers and CPG manufacturers covers all aspects of Loyalty, Engagement, Analytics & Digital applications.
LEAD is the chance for top solution providers to speak with hundreds of manufacturers and retailers in supermarket, drug, mass, discount, convenience, and club channels. Speakers can present the ways in which their sophisticated marketing strategies and new and emerging technologies can engage shoppers, analyze their behavior, and enable trading partners to improve their operations.
Produced by the Shopper Technology Institute and CPGmatters, LEAD allows 500 industry professionals to attend without spending time away from the office. Reservations for speaking slots -- which sold out at our May conference -- will close on September 30.
For more information, call 216-534-9933, write to Linda@LEADMarketingConference.com or visit www.LEADMarketingConference.com/speakers-2014.html
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RECENTLY PUBLISHED | |
Shopper Technology Institute's Second Book,
New Directions in Shopper Technology
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.
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Shopper Technology Institute Sponsoring Members | |
PREMIUM MEMBERS
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Partners in Loyalty Marketing |
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AFS Technologies |
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Loyalty One/Precima |
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Video Mining |
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Vision Critical |
CORPORATE MEMBERS ALLIANCE PARTNERS
AMG Strategic Advisors IRI Center for Advancing Retail &
Coupon Factory Nuevora Technology (CART)
Gladson Newhook Marketing CPGmatters
Inmar Relational Solutions GS1
Intelligent Clearing Network SAP Saint Joseph's University
VSN Strategies
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