POI seeks to serve its members by identifying strategic leadership focal points and streamlining critical leadership headlines on hot issues and emerging trends, while incorporating the 2019 benchmarking survey results. We look at both the successes and challenges in the promotion and distribution of consumer products, and then analyze them at global events and through written research, share groups, webinars, and advisory services. The focus areas of this survey were selected based on the summation of our beliefs about where the challenges exist today and a desire to socialize the topics and recommendations with industry leadership.
(We go deeper on the game changers in each respective section in the report)
– With the shifting CPG landscape there will be no new normal. The good news is that our world is innovating fast. We use new technological advances every day to make life easier. This leads us to have to take a continuous improvement approach to practices, technology, and skills at work and in our personal lives. Innovation means constant activation.
revenue. “Intelligence” and “whys” come from analytics and analytics from data. Again, data is foundational to this partnership and realizing mutual profitable growth.
– The lack of linkage between digital and traditional promotion is substantial. Integration of consumer and loyalty shopper data is helping to see who our target consumer is and cater store layouts, offers, promotions, etc. based on these preferences. Ensure your company is on a journey to ‘full integration,’ which will benefit you as the manufacturer and what you can share with your retail partners.
– The lack of connectivity between Trade Promotion Systems and Retail Execution Systems is severely impacting execution and revenue gains. Execution is everything, and the inability to pass promotion tactic changes to the field and monitor in-flight activity is costing manufacturers and retailers millions of dollars.
– Manufacturer concerns about the ability to drive profitable business with Amazon continues to increase dramatically year-over-year. The eCommerce journey is best not done alone. Our recommendation is that you network to understand and replicate what is working and also how to overcome obstacles with your peer-set.
Source: (Promotion Optimization Institute, Feb 25, 2019)
now with over 340 CPG/Retailer Peers, Chicago, April 3-5, 2019
Jonathan J. Nudi, president of North America Retail said, “This (Consumer First design) mindset favors speed over perfection, pitching business teams to be the fastest to the first dollar by launching products in the market and getting consumer feedback much earlier in the development cycle along multiple opportunities for iteration and improvement before a full-scale roll-out… Learn more
Join us for this complimentary webinar – Best Practices to Optimize ROI on Your Data, Analytics, and RGM Investment –
Source: (LinkedIn KFebruary 22, 2019)