The agenda is complete, and focused on the distribution and promotion of Consumer Goods at Retail. Next week, 202 Delegates will find the ideas,
suggestions and support (including the latest research, and best practices) that will help you with the challenges you face every day with Trade Marketing and Retail Execution – to have the right product
in the right place at the right price, at the right time for your shared Shopper/Consumer. There’s still room for 8 more Retailers and Manufacturers. Learn more, and register now!
P&G Overhauls its Marketing- Irresistible Superiority
Source: (Marketing Week April 27, 2017)
P&G is looking to “raise the bar” with its marketing by setting new benchmarks on what makes for a high-quality campaign, which includes the rule that a campaign must drive growth for at least a full year. Learn more
Peapod Girds for Battle vs Competition
Source: (Chicago Tribune, April 27, 2017)
This growing competition will test Peapod’s respected
operational prowess and its ability to effectively deliver online orders to customers. Peapod also will be pressed to sharpen and boost its marketing efforts as it tries to become known for more than its signature pea green delivery trucks. Marketing chief Bienkowski
adds that “word of mouth” references remain Peapod’s most effective way of attracting new customers. Learn more
Walmart’s Evolving World – Groceries
Source: Grocery HQ, May 1, 2017)
“Walmart bases their decisions on data and
consumer-driven insights,” says Linda Lauschke, vice president, sales – Walmart account at Wells Enterprises, the Le Mars, Iowa-based
manufacturer of Blue Bunny brand ice cream. “They provide a wealth of information through Retail Link, and encourage us to develop initiatives utilizing this data and identifying trends to drive Blue Bunny growth. By doing this, we can ensure that our customers have
their favorite products available in their Walmart stores, one store at a time.” Learn more
Enrollment for the Next Collaborative Marketing
Certification Class is Open
Your next chance to becoming a Certified
Collaborative Marketer (CCM) begins June 14-15, or December 13-14, 2017 at Saint Joseph’s University in Philadelphia, PA. Achieving the CCM allows you to think differently, and gain essential skills sought after by your company, and other successful CPG/Retail executive team leaders. Learn more and enroll today
AI – Improving the Consumer Experience
Source: (Strategy& Business May 1, 2017)
With its ability to enable personalization and customization at scale, AI can be a powerful differentiator for consumer-facing businesses. It
improves precision and speed-to-market, and increases and enhances the potential for interactions, engagement, and transactions. Learn more
Big Food Co.’s Take on Challenges of Center Store
Source: (Wall Street Journal April 30, 2017)
Big companies such as Unilever PLC and Nestlé SA said in April that North America food sales are underperforming as customers avoid the center aisles of grocery stores.
Mark Clouse, Chief Executive of Pinnacle Foods Inc., which sells Duncan Hines cake mixes and Vlasic pickles, said no one factor alone was
driving the industry’s woes, and he was optimistic about early sales figures from April. “But I think it will be a tough environment” this year, he said.
Companies like Hershey and PepsiCo Inc. said they are working with retailers to be creative. “That’s a conversation we’ve been having with some of the retailers, to say ‘how can we help you rethink the center store so that we can bring growth back,”
said Pepsi Chief Indra Nooyi on a conference call last week, when it reported declines in its Quaker Foods division. “Our hope is that with the rejuvenation of the center store, our categories will grow,
too.” Learn more
POI Guest Column: Advancing with Personalized Offers with Integrated
Now is the time for retailers and manufacturers to start taking steps towards personalized offers. The
competition is already moving forward and they are not about to reverse course. Shoppers’ expectations for personalization are only going to increase. Trade promotion performance is largely not improving. The retailers and manufacturers that will win are those that are bold enough to start the journey in a meaningful way, are willing to start the soonest, and are most open to learning rapidly. Enabling your trade
promotions with integrated causal data and finding a partner to help you along the journey. Here’s why Retail Velocity is worth further investigation:
1. Experience over decades with data from key, as well as not-so-key, retail banners (not only in understanding data feeds, but coaching consumer goods companies on where to find such feeds).
2. Provides fast and easy deployment of turnkey applications and processes designed specifically for specific commercial use cases – no ETL required as it is embedded within solution.
3. Willingness and ability to embed the data/insights in your existing commercial systems. That means you can choose Retail Velocity as a
unified analytics platform or just take a data feed into an existing TPM, retail execution, or other system. It all depends on your needs now and over time.
4. Expertise with data sets, such as inventory and replenishment data,
which the traditional DSR players do not offer.
5. Ability to leverage existing OEM relationships with vendors such as SAP. In point of fact, Mr. Timo Wagenblatt, Head of Consumer Industries
at SAP, when describing the role of the Retail Velocity within SAP TPM said:
“Our Retail Velocity partnership is a key component of what SAP is
calling its ‘Trade Management Revolution.’ The data streaming services of Retail Velocity will allow our joint customers to leverage POS and inventory data as well as any other causal factor in trade promotion planning and assortment decisions. This will ultimately facilitate significant improvements in joint business planning with all retail and
6. Understanding of, and willingness to, enrich causal data with any other 3rd party causal factor such as weather, census data, consumer
confidence index, etc.
7. Proven ability to overlay hierarchies/taxonomies onto data at the store level.
8. Ability to align all departments on a universal analytics platform which innately generates consensus on the validity of analytics and
shortens time to execution driven by the analytics.
9. In summary, Retail Velocity is solely focused on providing robust, Integrated Causal Data in support of TPM. Ergo, it isn’t just a product for them, but a passion. For more information, please reach out to:
10 Proven ability, over the course of 22 years, to acquire, cleanse, harmonize, and store data from most any source. This effectively reduces the “noise” from the data
If you have a relevant opportunity, list it in POI Pulse, reach us at firstname.lastname@example.org
Strategic Revenue Management Manager
The Manager of Strategic Revenue Management supports the strategic revenue
management function, which seeks to maximize profitable revenue for the
portfolio while ensuring competitiveness in the market place. Helps
to develop and execute portfolio pricing and promotional strategy across
the portfolio/channels/customers. Establish and develop long-term
relationships with both internal and external customers. Learn more
Digital Analytics Manager, Europe
The Digital Commerce team is responsible for driving and influencing every
online sale of our brands either directly through accounts such as
Amazon, or indirectly with our account teams in Grocery, RTM and On
Trade. Our purpose as an industry leading team is to embed Digital
Commerce into the DNA of the business, delivering accelerated growth by
being relevant to today’s digital shoppers in key moments. Learn more
Next Classes are on June 14 and 15, 2017