POI Pulse December 22, 2014

What Binge-buying Means for Marketers – Research
Source: (Knowledge@Wharton December 17, 2014)

Whole sections of the population are consuming digital products and services in a “clumping” pattern that features extended periods of inactivity punctuated by short, intense buying bursts. Once marketers realize this – and they already have the data in hand to track it – they could mine a rich, new digital behavior vein, says Wharton marketing professor Eric Bradlow. He notes that a basic customer value measure for decades has been RFM segmentation (recency, frequency and monetary value). “My research … says that’s not a complete characterization…,” he adds. One more letter is needed: “I call that ‘C,’ which [stands for] clumpiness.” Learn more

ConAgra’s Rodkin Outlines Four-point Plan
Source: (Food Bus New December

ConAgra CEO Gary Rodkin outlined a four-point plan designed to make the business more competitive. This includes: narrowing the business segment’s focus; increasing speed of commercialization; improving customer service; and finally, better connect the business to address inflation associated increased commodity costs. Learn more
Achieve Greater Promotional ROI in 2015!

Budget now and Reserve your place for the POI Spring Summit “Collaborative Marketing to Execute at the Rate of Change” Summit – Predicting promotional outcomes in-Store, online, and everywhere!”
Teams who have registered include:

Topco, Organic Valley, Morton Salt, Danone, Energizer, Red Bull, MillerCoors, Keurig Green Mountain, Norseland, Walgreen’s, JM Smucker. DPSG, Windsor Foods, Bush Brothers, Pinnacle Foods, Kellogg’s, Johnson & Johnson, JBSS, Musco Olives, Unilever, Del Monte, Popcorn Indiana, Post Foods, Starbucks, Giant Eagle, Hormel Foods, PepsiCo, Ainsworth Pet, Grupo Bimbo, Dean Foods, 7-Eleven, and many more. April 12-14, 2015 — Learn more

Increased Spending Influenced by Promotions-Study
Source: (Inmar Analytics December 19, 2014)

In addition to hunting for retailer mark-downs, shoppers are actively seeking out coupons — with 60 percent of shoppers planning to look online for coupons for holiday gifts and 61 percent planning to do the same using store circulars and/or newspapers.

While spending is expected to be up for the 2014 holiday shopping season, there is an element of controlled exuberance, of practicality, characterizing the planned spending. Shoppers surveyed indicated – in significant proportion – their collective intent to give consumables and recipient-redeemable gifts. Learn more

Executing Remains Critical Regardless of Channel
Source: Reuters December 18, 2014)

The Christmas rush is exposing the limitations of internet-only retailers as surging orders cause delivery delays, allowing Europe’s shops to fight back with “click and collect” services and more in-store theater. Learn more

POI Leads with Global Summit in Geneva
Source: (Promotion Optimization Institute 2015)

There was nothing like the Promotion Optimization Institute 6 years ago, nor today in North America. Now POI is leading the way for TPM/TPO, Pricing, Retail Execution, and Collaborative Marketing in Europe. Following the 2015 POI Spring Summit in April in Chicago, IL, we will be in Geneva, Switzerland in May for The “POI Collaborate Globally and Execute Locally” Summit. As you make your plans to attend the POI April TPM-TPO-Collaborative Marketing Summit in Chicago, advise your Global peers of your experience with POI, as they can now benefit from the experience. Learn more – POI Chicago POI Geneva, Switzerland

Oracle’s Winners of 4th Annual CG Awards
Source: Oracle December 18, 2014)

During the CG General Session at OpenWorld 2014, Oracle awarded five consumer goods companies with Oracle Consumer Goods Industry Excellence Awards including Pepsi Frito-Lay for Comprehensive Trade Promotion Management (please note, they were not allowed to be mentioned in the press release.) The award winners announced in the press release include:

Business Transformation in the Cloud Award: Arcor, Buenos Aries, Argentina
Innovation Lifecycle Management Award: ConAgra Foods, Omaha, Nebraska
Demand-Driven Operations Award: MOM Brands, Lakeville, Minnesota
Retail and Consumer Insights Award: Procter & Gamble, Cincinnati, Ohio
The CG awards program recognizes consumer goods companies that use Oracle technology solutions and adopt industry best practices to help them drive innovation and grow their businesses. Congratulations to our key customers for being recognized for industry excellence. Read more

Candidates Gained Collaboration Skills w/ POI SJU
Source: (POI CCM at SJU December 3-4, 2014)

The program began by exploring how organizations develop and implement a collaborative culture and strategy. Next, core functional areas of business were explored -from forecasting, trade marketing, to merchandising, pricing, supply chain and predictive analytics- providing candidates a solid understanding of each function and how it contributes to internal alignment, and trading partner collaboration success.

CCM graduates and candidates included sales, marketing and merchandising executives from Walgreens, Norseland, Inc., Pinnacle Foods, 7-Eleven, ESM Ferolie, Hormel, Delhaize America, Keurig Green Mountain, Wakefern, Campbell Soup, and Continental Mills, and others. Learn more

Gain the Full Benefits of Membership at POI Now

Join as a member of POI this month, and receive a complimentary pass to the POI Collaborate Globally, and Execute Locally Summit, Geneva, Switzerland, May 12-13, 2015. Reach Mike Kantor, CEO and Founder at POI for more information, or to present, attend, or sponsor the POI Global Summit at mkantor@p-o-i.org

In 2014 we celebrated the graduation of the first Certified Collaborative Marketers via the POI Certified Collaborative Marketer (CCM) program. Enroll now for the next orientation on June 10-11, 2015. Additionally, our leading research, and summits achieved record participation, engagement, and recognition.

I am thankful for everyone who has led, participated, and made the business case for TPM-TPE-TPO projects, as well as many of you making the effort to get to POI Summits and learn with the best. You have all contributed to our record attendance at each successive event. I appreciate the notes on how we are exceeding expectations, plus your candid letters on what else you need from POI at the Summits, and throughout the year.

In 2015, we are raising the bar once again, and looking forward to a sensational year with you. As we continue to make history together, and build the future of Collaborative Marketing with you, I am confident we have the right foundation, plus make the right improvements for exceptional service and results. This year we are adding a third Summit (in addition to April in Chicago, and November in Dallas) in Geneva, Switzerland. Several of you have already communicated this to your European counterparts, and we anticipate making a difference there too!

Leaders who present and participate at POI are driving business change with their teams, and partners throughout our industry. I am proud of our collective accomplishments, thankful for the support of members/ sponsors, and excited to achieve greater collaborative results in 2015, and beyond. Consider joining as a member of POI, and if you have not participated at one of our events plan on joining us in April!

Each year, POI is proud to work with Family Promise of Bergen County, NJ preparing/bringing meals, and hope for many people and families throughout the area. I love hearing when many of you share with me your charitable efforts along with your great companies, and it continues to be one of the best examples of how our industry collaborates, and serves local and global consumers.

Thank you for your continued support, as the POI team is excited to serve its members and the community at large in the coming year.

Have a sensational week with family, Merry Christmas, and Happy New Year!

Michael Kantor
CEO & Founder
Promotion Optimization Institute, LLC
mkantor@p-o-i.org
www.POInstitute.com