POI 2018 TPx Panorama Released – Announces Best in Class!
Source: (Crossroads – NBC News 8-27-2018)
“Consumer buying behavior and the market landscape have dramatically changed in the last few years, which is further fueling a necessary but profound paradigm shift in the CPG ecosystem that calls for manufacturers and retailers to understand not only the consumer but pricing, trade deals, and digital marketing offers in today’s retail marketplace,” said Pam Brown, Chief Commercial Officer of the POI. “What we have found and reported in this year’s report is that vendors have upped their game and are offering predictive analytics, AI, machine learning, in-flight promotion tracking and other leading-edge capabilities that will help drive efficiency and trade.” Learn more, and access the report here
Coca-Cola’s 4-Point Digital Transformation Plan Source: (The Drum August 23, 2018)
Mariano Bosaz, VP Digital Transformation said, digital transformation “enables us to extend the experience that goes the product, we can beat the real thing using augmented reality”. He said this is now possible because “people are open to share data in exchange for better experiences”. Learn more
Unilever’s Focus on Global E-Commerce Source: (GC News August 23, 2018)
Unilever has a growing global e-commerce business, which in 2017 accounted for about 4%, or 2.11 billion euros (US$2.41 billion), of total company sales of 53.68 euros ($61.68 billion). “We are actively driving e-commerce sales in 39 markets,” the company says in its 2017 annual report. “Our focus is to build a balanced e-commerce business model, growing across e-retailers, bricks-and-mortar online sales and direct-to-consumer businesses.” Learn more
POI Retail Execution Summit in NY/NJ September 26/28 See the updated agenda, and join Wakefern, Energizer, Edgewell, Dannon, Nestle, Campbell, Pfizer, Unilever, Conagra,Colgate, L’Oreal, DPSG, Mars, Kind Snacks, New Belgium, Kellogg’s, J&J, Mondelez, Kimberly Clark, DSM Brands, Giant Eagle, Red Bull, Pinnacle Foods, Starbucks, Walgreen’s, Crayola, Clif Bar, Cargill, Hormel, Del Monte, PepsiCo,Church & Dwight, Colgate-Palmolive, Coca-Cola, Constellation Brands, RXBAR, Ajinomoto Windsor Foods, Rich Products, Sprout Foods, Meijer, Deoleo Bertolli, Nature’s Bounty, Blue Buffalo, Bellisio Foods, Sprout Organic, Atkins, Hallmark, and more!
P&G to Target Millennials Source; (Fortune August 23, 2018)
Yes, it’s true: In an attempt to lure in younger customers, consumer products producer Procter & Gamble Co. has filed for trademarks of LOL, NBD, and other phrases common to the millennial lingo, Bloomberg reports. Learn more
Häagen-Daz Reimagining the Brand Source: (Mktg Week August 23, 2018)
Häagen-Daz admits the brand’s version of luxury had started to feel “unapproachable and unattainable”, especially with disruptive new brands entering the market, but a new marketing strategy aims to build a more personal connection with customers. Learn more
November 7-9, 2018
Join us for a Celebration, POI’s 10th Year Anniversary, with 300+ CPG and Retailer peers! Attendees include: Colgate-Palmolive Maple Leaf Foods, Nestle, Starbucks, Church & Dwight, Kellogg, Tree House Foods, Pharmavite, Duracell, Energizer, Keurig, Dr. Pepper, 7-Eleven, Tillamook, Constellation Brands, Bimbo Bakeries, PepsiCo, Bush Brothers, Sargento, Rich Products, Bellisio Foods, Massimo Zanetti, DPSG, Deoleo Bertolli, Musco Family Olive, Daisy Brand, AAFES, Johnsonville, Kimberly Clark, Ajinomoto Windsor, Walgreen’s, Blue Buffalo, Pinnacle Foods, California Olive Ranch, Del Monte Foods, Mondelez, ConAgra, Palmero Villa, Novartis, J&J, Red Bull, Hormel, Clif Bar, Crayola, Cargill, Brown Forman, Campbell Soup,and more!
Retail Execs: Omni-Commerce Future Source: (Winsight, August 22, 2018)
“We see e-commerce migrating to omni-commerce as a loyalty play to use and turn loyalty on its head in the future,” said Lowe, Pres.Lowe’s Foods, adding that from an e-commerce perspective, “like anything else, it’s about turns.The total baskets go up and the total yield goes up, so we’re very pleased.” Learn more
Scholarship opportunities available!
“I truly enjoy meeting as a group and learning from the professors and colleagues at the POI Certified Collaborative Marketer program at Saint Joseph’s University.
Thanks for putting this certification program together, it’s fantastic!” said Veronica Escalante, Customer Development Manager, Sprout Foods, Inc Learn more
Pepsi to Grow its e-Commerce Business Source: (DigiDay August 21, 2018)
As food and beverage products grow their reach on Amazon and other e-commerce marketplaces, brands are increasingly getting into direct-to-consumer relationships. According to eMarketer, food and beverage is the fastest-growing category on Amazon’s U.S. store; sales increased 40 percent year over year. PepsiCo’s e-commerce business in 2017 generated approximately $1 billion in annualized retail sales. Learn more
Webinars:
Visit POI for more webinars and past events:
If you missed this live webinar, click here to access recording
The POI Names Pam Brown as Chief Commercial Officer!
Source: (Promotion Optimization Institute July, 2016)
With new CCO Pam Brown, POI builds on its leadership adding industry expertise in eCommerce, analytics, and consumer goods. Additionally, POI Advisory Board Adds New Members: Lisa Malleus, Head of ecommerce Digital Solutions at Mondelēz International, and Lisa Henriksen, most recently serving as Senior Vice President of Marketing and Customer Engagement at Meijer. Learn more
CPG’s Landscape is Dynamic and Shifting
What Are You Doing to Proactively & Agilely Prepare Your Organization to Lead & Win? -Pam Brown, CCO, POI
Consumer buying behavior and the market landscape have dramatically changed. Manufacturers and retailers across the ecosystems are working to understand the consumer, pricing, trade deals, digital marketing offers including digital exchange, shipping, hybrid direct to consumer, etc.
Meanwhile, vendors have upped their game and are offering predictive, AI, machine learning, in-flight promotion tracking and other leading-edge capabilities, that will help manufacturers and retailers partner to drive efficiency and effectiveness of trade.
Lines are blurring: channel or ecosystem; marketing spend or traditional trade? These are complex enough paradigm shifts, and then we have to deliver on the critical question our C-Suite wants answered–How do we roll all of this data up into one version of the truth for the Enterprise, so we can keep our finger on the pulse of the business?
Additionally, leadership and the organization want visualization through dashboards with drill downs. Here is the good news, best in class capabilities are available from our industry vendors.
The POI research team evaluated 23 leading vendors to help our manufacturer and retail partners understand technology and related service options that can help them improve promotional outcomes and drive profitable growth.
The POI 2018 TPx Vendor Panorama focuses on Trade Promotion (TPx) inclusive of trade promotion management (including ROI), trade promotion optimization, trade promotion effectiveness and trade promotion analytics. We also talk about data management and the services that can help tame the data beast. Yes, you are not alone. Most companies are struggling with the same questions: How do we lasso all the data together, cleanse, harmonize, stage, visualize etc.?
As you read this article, if you feel like you wish you had some help along this complex journey, POI is here to help.
POI 2018 TPx Vendor Panorama:CLICK HERE
POI Summits: Multiple times a year POI brings together manufacturers, retailers and vendor leaders to work through the dynamic CPG opportunities & challenges together. Sharing between the manufacturers and retailers is exceptional. You just can’t take this journey alone. Join the CPG thought leadership movement:
“Congratulations on another terrific and successful event! POI has become one of the industry’s leading events that truly makes a difference and can impact what CPG manufacturers need to do today! I found all of the sessions I attended to be very informative and overall very well done.” Denny Belcastro, VP, Kimberly-Clark
Gaining Competitive Advantage with Exceptional Retail Execution, September 26-28, 2018 in Morristown, NJ. Learn Sales Effectiveness Strategies & Revenue Management
Collaborative Marketing Driven by Data Analytics, November 7-9, 2018 in Dallas, TX. Topics: Trade Promotion efficiency and effectiveness, ROI, Trade Optimization, Revenue Gross Management (RGM), eCommerce, Advanced Analytics including AI and much more.
Included at the Dallas summit is an additional networking & learning opportunity:
Pre-Conference Workshop (Wed. Nov. 7th 3-5 pm CDT) Moderated by POI and Strategy&. (Space limited)
Insight Delivery via Revenue Management Concepts & Analytical Platforms:
-The impetus for change that is driving Revenue Management within Fast Moving Consumer Products companies
-A look at the benefits and value realized across all departments within the organization
-Redesigning business processes to leverage AI for profitable growth
-How to overcome data standing in the way of arriving at the key promotional insights
-Detail of the metrics necessary to make key brand, category plan and promotion improvements
What are you doing to proactively and agilely prepare your organization to lead and win? Come join us…
3 Things Walmart Wants You to Know
Source: (Motley Fool August 21, 2018)
“Our omnichannel initiatives are contributing to comp sales growth and providing customers with new levels of shopping convenience,” said CEO Doug McMillon. Walmart executives refer to their collective e-commerce initiatives as a “digital transformation,” and that term aptly describes its aggressive investments in this niche. Learn more
Amazon’s Ripple Effect on Grocery
Source: (NYTimes August 21, 2018)
The $13.4 billion Amazon /Whole Foods Market deal shook the grocery world, setting off a frenzy of deals and partnerships that continues to intensify. Traditional retailers pursued digital technology, and online companies reconsidered their relationship with brick-and-mortar retail. Learn more
Nestle Using AI to Boost Wellness Program
Source: (Ad Age August 23, 2018)
Consumers send in photos of their plates of food via a smartphone chat application and the program’s AI pushes them to round out their meals with Nestle’s nutrient-boosted green teas and milk products. Learn more
CPG Companies Bridging the Digital Divide
Source: (Food Biz August 22, 2018)
“How we market our brands is getting much more targeted,” said Ellen Siebenborn-Forsyth, VP U.S. Grocery for General Mills, Inc. “It’s amazing how fast things are changing,”. She said C.P.G. companies are getting more adept at using search optimization to reach consumers and are becoming “exponentially better” at targeting digital offers. Learn more
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