POI Pulse July 27, 2015 PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
|Trends & Developments
Nestle USA Putting a Fresh Spin on Frozen
“We still believe the frozen category in general is still a very rich and fertile category with lots of potential left in it,” said Jeff Hamilton, president of Nestle’s prepared foods division, in an exclusive interview at the July 22 grand opening of the company’s new R.&D. center dedicated to frozen and chilled foods. Learn more
CVS Experiment Scales Back Promotions for Data
The drugstore giant chose the week of July 12 to deviate from its usual offer of special coupons or promotions in printed circulars. They were betting that what they gained in data insight for the week would be worth the price of alienating some customers. Shopper response to the lack of promotions ranged from bewilderment to disappointment to some expressions of anger. Learn more
Join 300+ of Your Peers at POI Summit in Dallas!
More than 300 CPG Manufacturers and Retailers will join us —
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
Starbucks Caffeine-Based Currency
The program doles out “Stars” when users make purchases, creating a form of currency that works with Starbucks’ mobile app or loyalty cards. The company credited the effort with helping drive a 4% gain in customer traffic last quarter. Learn more
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
Can Jet Beat Amazon via Dynamic Pricing?
Jet uses a proprietary, dynamic pricing algorithm that finds savings on products in real time and shows customers how bundling items can bring costs down even further. Customers can acquire additional savings by waiving product returns or completing payment using preferred methods. Products ship free to shoppers once the order value hits $35. Learn more
Battle of the buy buttons: Meaning for Brands
Most of the major social players have made recent strides in this area in a bid to attract further investment from brands. Facebook has expanded testing of its buy button following a deal with e-commerce platform Shopify, while YouTube has rolled out TrueView for shopping to allow brands to add product listings alongside video ads. Learn more
I speak with many of you who have joined POI, or attended our unique and in depth summits are experiencing how your operations should be forming, and understanding/ improving trade promotion performance. You are achieving benefits for both your organization, and trading partner relationships. As POI continues to advance the agenda, it is important to revisit, and “check off” what we should be accomplishing, and how process still remains king! So, over the next two weeks (as you
have received your invitation, are registering, and making plans for the POI Fall Summit), perhaps meet with your teams to take stock of your trade promotion optimization journey. Here are a few items to check off your list to ensure (or identify for improvement/scale) that you are progressing as desired through your maturity process. Starting with Eight initial goals (not all will apply to your unique situation):
1. Generate an immediate improvement in overall trade spend efficiency for your organization.
Once you are able to internally agree and align on these goals, you can then move to ensuring you have a solid foundation across disciplines to move from TPM to TPO:
Most of you are clear on the fact that spending control and accountability is a critical success factor, accomplishing this via mastering and consistently performing the basics. Having defined a common language across sales, marketing, finance, supply chain, and IT to define roles and responsibilities. Once these basics are in place you’ll move on to ROI based planning by automating several manual tasks, standardizing and ensuring a closed loop process, and move from functional teams to process teams. Many at POI are maturing beyond this to include predictive trade planning by performing precise customer segmentation, and performance based resource pools, leading to better account profit planning.
I’m most proud that increasingly more of you are moving to performance driven Trade Promotion Optimization and becoming true process centered organizations. Our discussions include the design of new event types to drive consumer buying behavior, enabled through planning events at the store/consumer level. By now you are ready to develop retailer and consumer algorithms to continuously improve your outcomes.
Join us at the Promotion Optimization Institute as a member, and immerse yourself and your customer team or retail marketing team with continuous skills development, collaborative relationships, and practices via our Global Summits, Research, and our Curriculum/Certification, to achieve profitable growth.
We’re building the next great POI Fall Summit now, and trending towards another record attendance. See the preliminary agenda here, as you’ll identify why you need to join us in Dallas!
Have an outstanding week!
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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.