POI Pulse June 9 2014 POI
June 9, 2014
PUBLISHED BY PROMOTION OPTIMIZATION INSTITUTE
Visit www.P-O-I.org
View the Preliminary Agenda Here
Trends & DevelopmentsRedefining what Change Means at Walmart Source: (Retailing Today June 6, 2014) Walmart envisions a future where it is uniquely positioned to win at the intersection of digital and physical. To do so, McMillon and other top executives described how the company is making acquisition and investments in its Global eCommerce organization and big data analytical capabilities even as it continues to expand its worldwide physical footprint. Learn more P&G to Buy 70% of Digital Ads Programmatically Procter & Gamble wants to buy 70% to 75% of its U.S. digital media programmatically by the end of this year, according to people briefed on the company’s plans. P&G, which sells most of its products via retailers and needs more time and advanced analytics to know whether its digital ads are producing sales. Learn more You’ll Achieve More at the POI Summit in Dallas! Your next opportunity to learn, network, and advance at the POI Fall Summit is November 2-4 in Dallas, TX. The agenda will once again be advanced (view the preliminary agenda here). View the preliminary agenda here, and make your plans now to attend, as the POI April 2014 Summit was sold out! Teams Taking advantage of early registration include: Topco Members Honored for Marketing Source Grocery: (HQ June, 2014) ”Our award winners are true leaders in marketing store brands,” said Chris Hooks, Topco Vice President, Center Store. “They have successfully demonstrated, using a variety of new and innovative marketing methods, how to effectively market corporate brands and drive sales.” Learn more POI TPO Challenge: Make Each Dollar Count Five different solutions providers were given historical sales data from actual retailers and CPG companies, which they used to predict and optimize promotional outcomes. The five were given wide latitude in interpreting the data, determining its relevance and deciding what kinds of promotions were indicated. Learn more Candidates Gain Collaboration Skills w/ POI at SJU If you plan to contribute more effectively, lead a customer team, or retail marketing team, you need to know all sides of the desk, and the CCM educational curriculum is the proven experience to ensure you’re skills are current. Enroll today! Trading partners are coming to POI at SJU to learn the skills necessary, and be certified to collaborate effectively… The next orientation begins December 3-4. Learn more, and enroll today! |
Today, brands are achieving great success with mobile commerce. I’ve reviewed several successful initiatives, and some that have missed the mark. Although it’s important to get started with these initiatives, it is equally critical to understand the state of your mobile universe today. Specifically, how much traffic on your website is actually from mobile devices? Are your trading partners mobile? You should also be aware of your competition’s proficiency with mobile. Becoming familiar with these basic elements will help you, and your teams justify the expense of moving to a mobile, and a build a sound Omni-channel marketing plan for success. Bear in mind that your internal retail execution, and external customer facing apps and analytics will be serving two diverse groups, yet both should be tied to your social strategy as well. For your customers, consider apps that drive results across brand awareness, entertainment (games), and relevant/timely offers. If you are tying this in to a loyalty program, make sure you enable customers to manage their account (on their device), so they will be ready to take advantage of real-time offers. These three elements are foundational when you begin to analyze the impact of your efforts. A sound mobile strategy, and implementation is one more touch point with customers that build not only loyalty, but RELIANCE. Years ago, we had a retail environment where customers relied on a retailer for service, solving a unique need, and was available to help the shopper achieve their goals. Last week I spoke with Fred who is 81 years old, and owns a small grocery nearby. Fred says he still comes in to work because he has a few customers that still rely on him for their needs. I’ll delve more into the concept of reliance, but for now, the concept of Fred’s relationships enabled through mobile, then connected through purchases, and profitability will have us all beginning these projects with the end in mind — It always will be the customer! Join today as a member of POI. Have an outstanding week! |
 POI Pulse is read by over 3000 Retail Merchandising and CPG Marketing Executives. Sponsor of this week’s issue of POI Pulse – To advertise, reach us at: mkantor@p-o-i.org or call 914-319-7309 |
Career OpportunitiesIf you have a relevant opportunity, list it in POI Pulse, reach us at info@p-o-i.orgKeurig Green Mountain Trade Marketing Manager – Away From Home ChannelThe Trade Marketing Manager for the Away From Home Channel (Foodservice, Office Coffee Service, Hospitality, and Convenience Stores) serves as the conduit between Trade Marketing and Field Sales in providing guidance and training on effective management of trade spend within budgets and ensuring compliance in the Trade Promotion Management (TPM) system. The Trade Marketing Associate regularly collaborates with Finance on the trade spend accrual and Sales Planning to develop guidelines for effective promotional programs and helps to develop and deliver the messages to the sales team. UTZ Quality Foods
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