POI Pulse August 10, 2015 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
|Trends & Developments
Grounds for Excitement – Center Store
Diet Pepsi’s Aspartame-Free Launch Includes NFL
Join 300+ of Your Peers at POI Summit in Dallas!
More than 300 CPG Manufacturers and Retailers will join us —
Reynolds, Diageo, MillerCoors, Ruiz Foods, Edgewell, Grainger, Borden Dairy, Idahoan, Wrigley, Jack Links, Post Foods, Deli Express, Ruiz Foods, Hershey’s, Lidl, Pernod Ricard, AB Inbev, Tree Top, Storck USA, Bellisio Foods, Bimbo, Kind, Whole Foods, Ahold USA, JBSS, AAFES, DairyPure, Mondelez, Mars, PepsiCo, McCormick, Starbucks, Pinnacle Foods,Coca-Cola, Food Lion, Nestle, Kimberly Clark, Red Gold, DPSG, Johnson & Johnson, Perfetti Van Melle, Kraft Foods, Pictsweet, Hormel, Clorox, Tyson, Kellogg’s, Dannon, 7-Eleven, JM Smucker, Church & Dwight, Busch Bros.,Topco, Keurig Green Mountain, Hillshire Brands, Giant Eagle, Jarden, Musco Family Olive, ConAgra, Windsor Foods, Ainsworth Pet Nutrition, Del Monte, Rich Products, Mckee Foods, SC Johnson, Novartis, and many others. By now you should have received your invitation. If not, reach me today at firstname.lastname@example.org
How Effective Has Personalization Been So Far?
More CCM Candidates w/ POI SJU
CCM graduates and candidates included sales, marketing and merchandising executives from Starbucks, Ahold USA, Walgreens, Norseland, Inc., Pinnacle Foods, 7-Eleven, ESM Ferolie, Hormel, Delhaize America, Keurig Green Mountain, Wakefern, Campbell Soup, Mondelez, Continental Mills, and others. Learn more
Integrated TPM – Enhancing Trade Promotion Mgt.
The case study reveals how a top global consumer packaged goods (CPG) manufacturer effectively manages trade promotions in a method that was once only thought to be a theoretical necessity. For the first time, innovative technology is enabling true alignment across Finance, Sales, Marketing, Category/Brand Management and Demand Planning.
POI Global Summit is Set for Belgium Brussels
Post Maneuvers to Mitigate Egg Crisis
Guest Column – Accenture
Many consumer goods companies are just skimming the surface of consumer data. Explore reasons to delve deeper to get to value.
Companies have begun to realize that macro segments no longer exist. We have shifted from a world where a grocery store might have five customer segments to a world where Netflix has 76,000 micro genres of films. Data about consumers has never been more available and abundant, and the technology to make sense of it has never been more mature. Taking full advantage requires more than just ‘big data’ – it’s about taking analytics, and even consumer interactions, to a new level of granularity, then bringing it back up to a level that’s actionable at scale. Such micro segmentation can allow companies to create net new value – just look at the original content Netflix has produced in the past few years based on consumer analytics.
Making sense of massive amounts of data can be daunting, but not so much when you take it piece by piece. Begin by taking your consumer information and breaking it down to the most granular level possible. This dissection might include looking at trade promotion data, transactional data, social media data and even in-store data on the consumers that are shopping there. This is the first step to capturing extraordinary insights into the consumer.
Store clustering is one way to imagine this concept. In the past, CPG companies would cluster stores by size, demographic and geography. That approach works well for a regional media buy, but it doesn’t answer the question of, “what promotion should I run in a given store at a particular time?” Granular data helps CPG companies learn who is consuming the product and how they behave. Behavior may be very different among consumers in the same size store with a similar demographic, or it may be very similar to the behavior of consumers shopping nearby at different format. By breaking down the data to a micro level, CPG companies can begin to assemble demand-driven store clusters that tie specifically to what consumers are buying and consuming.
Rebuilding granular data into something of more value has impacts on social engagement, dialogue marketing, shopping list management, mobile ordering and more. It can help brands to step away from large-scale promotions and move toward customized journeys that add value at every touch point. And data is not the only thing that will go molecular – fragmented customer interactions will create a new opportunity for engagement as the Internet of things grows. This newfound granular layer of detail will usher in a new era in brand strategy, consumer engagement and service delivery for years to come, but only for the companies who are ready. Learn more
Reach me with questions, and have a sensational week!
POI Pulse is read by over 3,500 Retail Merchandising and CPG Marketing Executives.
|Sponsors of this week’s issue of POI Pulse –
If you have a relevant opportunity, list it in POI Pulse, reach us at email@example.com
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
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
POI Fall Summit 2015
Collaborative Marketing to Supercharge Profitable Growth Summit November 4-6, 2015
View the preliminary agenda, and register here.