POI Pulse November 30, 2015 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
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| Trends & Developments
Integrating Stores and e-commerce is Key
Source: (Fortune November 27, 2015) There’s been a lot of talk about the growing irrelevance of Black Friday as a shopping event. Retail CEOs aren’t buying it. Target, which has equipped hundreds of storesto help ship items and to facilitate pick-up of online orders, said that by 6 p.m. on Thanksgiving, the number of orders placed for pick-up was up 35% from a year earlier. Walmart U.S. Chief Merchant Steve Bratspies told Fortune that customers did “a lot of cross-channel shopping,” meaning they alternated between online and in-store buying. Learn more
Coca-Cola Exchanges Christmas Ad with Festive Customized Bottles
Source: (The Drum November 25, 2015) Marketing for the Christmas themed bottles will include print and out-of-home advertising with new images of Santa; the modern day image of which Coca-Cola was largely responsible for popularising. The promotional drive will accompany its iconic Christmas is Coming campaign which is now in its 20th year. Learn more
Enroll Today and Become Certified as a Collaborative Marketer w/ POI at Saint Joseph’s University
Source: (Next Orientation is December 16-17, 2015) During this 16-week self directed program, expert faculty expose participants to the key management levers that drive organizational success. The program begins by exploring how organizations develop and implement strategy. Then, core functional areas of business are explored – from sales to marketing, to supply chain and finance -teaching candidates a solid understanding of each function and how it contributes to trading partner collaboration success. Learn more and enroll today View the Preliminary Agenda for the POI Spring Summit in Chicago… If your Journey includes Advanced Analytics, the Destination is POI Chicago! Your next opportunity to learn, network, and advance at the POI Spring Summit is April 10-12 in Downtown Chicago, IL. The agenda will once again be advanced, so make your plans now to attend, as the POI April 2015 Summit was sold out! More than 250 CPG Manufacturers and Retailers will join us — JM Smucker, Mars, EJ Gallo, MillerCoors, Shopko, Edgewell, Wrigley, Ahold USA, Mondelez, Mars, PepsiCo, Starbucks, Pinnacle Foods,Coca-Cola, Food Lion, Kimberly Clark, Johnson & Johnson, Perfetti Van Melle, Kraft Heinz, Hormel, Clorox, Tyson, Kellogg’s, 7-Eleven, JM Smucker, Church & Dwight, Busch Bros.,Topco, Keurig Green Mountain, Jarden, Musco Family Olive, Windsor Foods, Ainsworth Pet Nutrition, Del Monte, Hy-Vee Stores, Red Bull, Rich Products, Vitamin Shoppe, and many others. For more information, reach me today at mkantor@p-o-i.org
Center Store Factors Heavily in Fresh Market Plan
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POI Perspective
First Annual POI TPx and Retail Execution Survey to Close.
First of all a heartfelt thanks to those who took the time to complete the survey. Also, a nudge of encouragement to those who didn’t or had intended to but got caught up in the recent U.S. holidays. The POI is delighted to have completed this first iteration of a survey that we are confident will yield substantial insights over many years to come. Here is the link if you can complete the survey now.
What the survey told us is that there are several topics where improvement is needed relative to the promotion and distribution of consumer goods in the marketplace (here is a summary of a few examples):
1. Manufacturers are still not positioned where they need to be to be good collaborative partners to their retailers. This may be because they don’t have the right people to operate technology, or it also may be because there people don’t have the right technologies that will allow them to move beyond transactional and into being more analytical. The upshot is that manufacturers’ who responded to the survey say they are not happy with their ability to manage promotions or to execute activities at the store level. Also, there is significant evidence that there is slippage between what is agreed-upon at the headquarters level and what gets executed at the store level, or in another words, compliance issues.
2. Another very telling finding of the survey is that solutions focused on managing trade promotion or retail execution are often being deployed but solution or service providers are not necessarily facilitating the transfer of best practices. This is not to say that they do not provide such practices, but that the expectations of the manufactures far exceeds what is actually being delivered in terms of best practices.
3. The third major factor that we are seeing has to do with change management. The issue is that before, during, or after a technology appointment there is not a sufficient focus on change management. As a result, users of the technology, which in this case often means the field force, may not feel like they fully understand how to use it. This may explain why the perception is that they are not particularly skilled at using the technology. It is essentially the proverbial chicken and egg problem.
4. The fourth significant finding from the survey is that manufactures are experiencing challenges justifying or building a business case for investment either to deepen their trade promotion capabilities or to acquire new ones. During the most recent POI Board Meeting we discussed this finding and determined that it would be a good project to establish a set of parameters and tools that can help those who are working to build a justification or business case for investment in enabling technology. We expect to publish results in coming months and may very well tap the expertise of our readership to validate what the POI board comes up with or to find other ideas that are useful. Stay tuned for more on this later.
Over the course of the next year we will touch each of these topics more deeply and include quantitative data, charts and details to help you better understand the depth and significance of some of these opportunities. This is the stated purpose of the POI – and more specifically the reason why we are doing this annual survey. So, please take a moment to complete the survey by going here. We thank you in advance (you’ll get a complete copy of the report, plus other benefits), and look forward to working together to improve all aspects of the promotion and distribution of consumer goods.
Here’s to putting in place everything required for a more profitable and successful 2016!
Dale Hagemeyer, Partner, POI POI Membership
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If you have a relevant opportunity, list it in POI Pulse, reach us at info@p-o-i.org
Dean Foods Sr. Financial Analyst, Revenue Mgmt Provides highly complex and comprehensive analysis on items related to Dean Foods’ product pricing strategies. Conducts statistical based analyses of price lists, architecture and price strategy, promotions strategy and effectiveness, and/or trade operations within the branded and private label portfolios. Analyzes market trends, product volume, margin and competitive prices, and/or promotional tactics and strategies and provides recommendations to management. Learn more
Schwans Consumer Brands Director Digital Marketing Director, Digital Marketing
The Director, Digital Marketing is responsible for developing the vision, strategies, goals and objectives that when executed will accelerate Schwan’s capabilities in digital marketing and dramatically enhance consumer engagement with our brands. Learn more |
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