Promotion Optimization Institute

Optimizing sales, marketing, and merchandising strategies.

Home » Industry News » POI Pulse June 12, 2017

POI Pulse June 12, 2017

 

  

Ranking Top Personal Care Brands by Value

(Source: Drug Store News June 7, 2017)

 

WPP and Kantar Millward Brown’s latest BrandZ Top 100 Most Valuable Global Brands ranking is emphasizing customer connection. The top spot in the personal care category was L’Oréal Paris which BrandZ said grew its brand value 2% in the last year to $23.9 billion through efforts to focus on customers. Learn more

 

Emerging Trends to Transform Smucker Portfolio

Source: (FoodBizNews June 8, 2017)

To adapt to modern challenges in the marketplace, the
Orrville-based company has developed a roadmap that defines a path to profitable growth over the next three years.  “We will place increasing emphasis on key growth segments within existing and new categories and, thus, transform our portfolio over time.” Learn more

 

 

Join Church & Dwight, Cambell’s, Colgate-Palmolive,
Conair, Sears, Kellogg, Mondelez, Coca-Cola, Hershey, Johnson &Johnson, L’Oreal, Nestle, Dannon, Kimberly-Clark, PepsiCo, Sysco, RB, P&G, Pernod Ricard, Bimbo Bakeries,Goya, Mars, Ahold, Kraft Heinz, Unilever, Energizer, Edgewell, Constellation
Brands, Norseland, French’s, and others to learn and engage around critical in-store, Sales Force Automation, On Shelf Availability Strategies and Pricing Execution success cases, including: Manufacturers and Retailers can follow the links and register here

 

How to turn Online Data into a Pricing Strategy That Works Source: (Knowledge@Wharton June 6, 2017)

What we find is that there are some very strong signals
from that data. You only need a few things. If you look at how people monitor online, the frequency with which they monitor, that’s a very strong signal of their price elasticity.  Learn more

 

Enrollment for the Next Collaborative Marketing
Certification Class is Open  

Candidates include Nestlé, Keurig Green Mountain, KVAT, Topco, Johnson & Johnson, and others.  Your next chance to becoming a Certified Collaborative Marketer (CCM) begins December 13-14, 2017 at Saint Joseph’s University in Philadelphia, PA. Learn more and enroll today 

 

Weis Markets Enhances Promo Planning,
Forecasting
Source: (PG June 9, 2017)

Weis Markets can now optimize both base and promotional retails through real-time modeling and forecasting, while gaining insights into the impact of pricing activities on top- and bottom-line financials. Activating these insights within the system, Weis Markets now has the ability to create promotional events, including weekly circular ads, with a 360-degree view of the impact on individual category plans across every store, customers and baskets, in real time.
Learn more

 

Retailers Can Leverage Smart Phone Use
To Attract Shoppers, Study Finds

(Source: Innovative Retail Technologies June 5, 2017)

Retailers have a real opportunity available that they can
leverage in order to attract shoppers and boost sales, according to “the First Dibs Opportunity” study, which demonstrated that 47 percent of usage sessions started with no real aim and with no particular app in mind. Learn more

 

View the New POI Website and library of resources here:  www.POInstitute.com

 

Realizing Benefits from Trade Improvement:
ACH Food’s Transformation Trade Planning Journey

Hosted by Promotion Optimization Institute, sponsored
by Exceedra 

 

ACH Food has gone through a transformational program to reinvent business planning and trade management which included the implementation of an integrated business planning solution. This business transformation has touched all areas of people, process
and technology. Within the first year of going live, ACH has realized benefits in many areas including:

–  Strengthened customer relationships

–  Reduced planning lead time and manual effort through integrated systems

–  Improved visibility into the trade P&L for all functional areas.

In this session, you will learn details about:

–  ACH Food’s transformational journey

–  Benefits and roadblocks along the path

–  How to get your company prepared for success

Please register complimentary now!

 

3 Ways Retailers Can Use AI To Grow Their Revenue

(Source: Retail Touch Points June 6, 2017)

While AI feels futuristic because of examples like Watson, it’s actually not a new concept within retail. AI and machine learning technologies have been in the industry for years, and both have already made a huge impact. Platforms like Amazon and Jet.com have been using this technology on the back end to adjust prices, monitor demand and even encourage consumers to buy more. Learn more

 POI Perspective
 

Here at the Promotion Optimization Institute, we have, since our inception, committed personally, and passionately to create, and deliver the best, and most meaningful resources to help our growing community learn, and identify/implement growth opportunities. Although we gather at POI Summits, and at SJU for Certification, we are accessible throughout the year to each of you. We anticipate engaging with you around the following best practices as
well.

 

POI Guest Column:

What do current case studies with Crowdsourcing point to as achievable within a short amount of time?

 

CASE STUDY: ADULT BEVERAGE CATEGORY

Situation:

Significant opportunity to secure a larger share of display in the marketplace


Help distributors execute better against display objectives in the promotion planner through a routine measurement and correction program

 

Approach:

-Design it right up front Clearly define goals: (1) increase display compliance to promotion planner and (2)
increase share of display vs. competition

-Align on metrics: Display compliance on own brands

-Share of display versus competitive brands

-Align on key retailers and distributors

-Align promotional plans with routine in-store merchandising data collection

-Create a merchandising dashboard to continuously track and monitor key KPIs that drive success: display
compliance and display gap to competition.

Having more strategic and mutually beneficial conversations with retailers through appropriate use of a
common set of data.

 

Implementation plan for success Training with sales managers and with distributor partners

Aggressive but achievable roll out
1st Week: Data collection launch and Q/A

2nd Week: Sales

managers share exception reports with distributors
3rd Week: Distributors have opportunity to make corrections in store 4th Week: Re-audit to measure the improvement


Use dashboard to review weekly as a way to track and have a meaningful discussion with distributors Daily alerts   to direct distributors to most significant opportunities

Assess results and set goals for next month

Results:

2-month consecutive display compliance improvement, significantly above competition

4 of 5 distributors showing double-digit percentage increases in execution

Over 3,400 email alerts sent out in back half of 2016 for in-cycle corrections


Over 75% of sales managers and distributor employees logged into the Quri dashboard to review their data and opportunities

Dashboard and data routinely reviewed in meetings with distributors $13.9MM value capture opportunity identified over 2 months

Next Steps:

Find ways to fully integrate
merchandising data set into additional company processes and systems

Automate input and output of data between Quri and the manufacturer

Expand training and support for sales managers and distributor partners

Drive utilization of

Quri dashboard to above 90% from 75% in first 60 days

Expand program to other product segments

Learn more, including the supporting research in
the complete (complimentary) report here

Have a sensational week, and Happy Fathers Day!

Michael Kantor, CEO and Founder

Promotion Optimization Institute, LLC

                             

Sponsors of this week’s issue of POI Pulse


Spring Mobile                 


         

Sequoya     EY Logo 

                                                                                                            

 

Back at the Westin — Save the Date!

 

 

Career Opportunities

If you have a relevant opportunity, list it in POI Pulse, reach us at info@p-o-i.org 

 

Strategic Revenue Management Manager

Pharmavite

The Manager of Strategic Revenue Management supports the strategic revenue
management function, which seeks to maximize profitable revenue for the
portfolio while ensuring competitiveness in the market place.  Helps
to develop and execute portfolio pricing and promotional strategy across
the portfolio/channels/customers.  Establish and develop long-term
relationships with both internal and external customers. Learn more

 

Digital Analytics Manager, Europe

The Digital Commerce team is responsible for driving and influencing every
online sale of our brands either directly through accounts such as
Amazon, or indirectly with our account teams in Grocery, RTM and On
Trade. Our purpose as an industry leading team is to embed Digital
Commerce into the DNA of the business, delivering accelerated growth by
being relevant to today’s digital shoppers in key moments. Learn more

 

 

 

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Enroll now!
Next Classes are on December 13 and 14, 2017

Upcoming Events

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Realizing Benefits from Trade Improvement:
ACH Food’s Transformation Trade Planning Journey

Hosted by Promotion Optimization Institute

This business transformation has touched all areas of
people, process and technology. Within the first year of going live, ACH
has realized benefits in many areas. Register Complimentary Here

 

Virus-free. www.avg.com

 

 

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