POI Pulse December 1, 2014 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
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Trends & Developments
Meijer Reaches Customers – Digital Promotion
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POI Perspective
I expect most of you enjoyed another delightful Thanksgiving Holiday with family to help them understand what we all do as “the math, science, and psychology behind Black Friday“! We perform the details behind the dash for deals at stores, or online, and why their buy makes good business sense. And, as consumers become more savvy, we are continuously improving as well – according to POIs most recent research here.
To better understand how the industry is maturing across TradePromotion Management (TPM), Trade Promotion Optimization (TPO),and Collaborative Promotion Optimization (CPO), the PromotionOptimization Institute (POI) with Gartner surveyed sales, marketing,and merchandising executives at leading Tier 1 and Tier 2 companiesin the fast-moving consumer goods (FMCG) industry. Several questions in this study are based on the POI/Gartner Promotional Collaboration Capability Matrix; this report shows companies that have charted their course and follows them on their progression in their TPM-TPO-CPO journey. The results illustrate that Retailers and Manufacturers are making strides and continuously improving their cultural, personnel, and technological capabilities in new ways. They’re becoming more predictive in their approach, and recognizing the critical need to analytically manage their businesses. This includes better forecasting (every day, and on promotion), to improved cross-functional capabilities, Centers of Excellence, and enabling technologies.
How are leading companies collaborating on promotion optimization? Creating higher levels of transparency with performance measurement and insights, is a topic on every trading partner’s agenda. Knowing how to create and sustain a collaborative culture capability (or the ability to collaborate) for most Retailers and Consumer Goods Manufacturers is the greatest challenge, and it takes time. What is most encouraging about our findings is more companies are taking the lead with collaborative promotion optimization, sharing Key Performance Indicators with their trading partners, and focusing on mutual wins. Today, more than 30% of the companies surveyed are doing this often or consistently.. Additionally, more companies today (two thirds of those surveyed) are moving in this direction, enabling collaboration through their ability to deliver clean data, plus a willingness to share that data, best practices, and taking any necessary action to improve mutual outcomes. Read the complete report here.
Reserve your place now for the POI Spring Summit “Collaborative Marketing to Execute at the Rate of Change” Summit – Predicting promotional outcomes in-Store, online, and everywhere!” Have a sensational week! |
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If you have a relevant opportunity, list it in POI Pulse, reach us at info@p-o-i.org
Adesso Solutions Client Effectiveness Manager Reporting to the Vice President, Client effectiveness, the Client effectiveness Manager will act as the primary client liaison to manage the relationships with the existing client base. The ideal candidate will have experience in account management and sales and have a proven track record for successfully attaining revenue objectives. In addition, significant experience within the North American CPG industry is a requirement. 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
Trade Marketing Manager Channel Marketing Manager The Company is the US importer / sales & marketing agent for an international food company (speciality cheese). The Company has a strong position as an importer of speciality cheese in the US, which makes them an attractive partner for other cheese manufacturers who are looking for stronger positioning for their brands in the US (they represent several international dairy/cheese companies). The Company has regional sales offices from coast to coast in the US as well as in Canada, with the corporate office in Darien, CT. To learn more, please contact: Amanda Bednar |
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Collaborative Marketing to Execute at the Rate of Change Summit April 12-14, 2014. View the preliminary agenda, and register here – https://poinstitute.com/