We just concluded the Successful POI European Summit, taking place on the SS Rotterdam!
Great job with the POI Summit in Rotterdam! Our team that joined you have several take-aways that we will be putting into practice now. Thank you for your hard work to bring value to all delegates. We look forward to our US team attending in NJ and Dallas.”
“This is my 3rd time attending the POI European Summit, and it continues to grow with great content and learnings, networking, and new Delegates. I attended the POI Summit in Brussels in 2016, and knew then that this group was committed to building a thriving community focused on profitable growth!”
“Thanks to you and your POI Team! You continue to advance the agenda, and bring the right experts who are achieving success along their RGM and Promotion Optimisation journey. The Nomad Foods, JDE Coffee, and Keynotes were deep and meaningful. We will bring more team members next year”
“We had a great time at #POIEurope19http://bit.ly/POIRotterdamSummit2019
The Promotion Optimization Institute (POI) brings together manufacturers, retailers, solution providers, analysts, academics and other industry leaders where they share best practices with focus on the customer/shopper through sales, marketing and merchandising strategies.
Here are my key learnings;
– AI-driven Trade Promotion Management technologies will provide you with highly tailored outcomes (price, promo, assortment strategies) to drive substantial improvements in ROI – Speed of adopting technologies is essential to be ahead of competitors
– Know the importance of what your customer needs vs what your customer wants
– You typically only need 5-10% of your data organized to start, the rest follows your priority use cases – Work in agile sprints with a test-and-learn mindset. Set yourself interim milestones, embrace “failure”, and adapt based on what you learn
– When starting a project, set KPIs and always keep them in mind along the journey
– Communicate closely with your markets and try to truly understand them of what works and what actually holds them back. They are your brand ambassadors
– Make your best better. What’s your USP? Make it even better. Then be faster to keep up with technologies, do it sooner and more often.
Tessa de Bruijn, Brand Communications ASICS EMEA
Join POI next at our inaugural Canadian Summit
with over 150 cpg and Retailer peers
with over 150 cpg and Retailer peers
http://bit.ly/POI_CanadianSummit2019on June 12-13, 2019, then the POI Northeast Regional Summit, then the Fall Annual Summit in Dallas in Novemberhttps://poinstitute.com/events/.
Intersted in Retail Execution Excellence?
More information about upcoming 2019 POI events can be found at: http://poinstitute.com/events/
Have a sensational week!
Mike Kantor, CEO and Founder, POI mkantor@p-o-i.org
Reach Joanie at Jhampto@p-o-i.org for your complimentary pass.
Reach us with any needs, questions, or requests to further engage with POI at:
PamBrown@P-O-I.org
MKantor@P-O-I.org
PamBrown@P-O-I.org
MKantor@P-O-I.org
Industry News
PepsiCo’s Data-Driven Future Focus
Source: (Mktg Dive May 15, 2019)
The new in-house PepsiCo team is focused on CRM, digital, data management, shopper marketing and ad tech, all areas where data plays a key role. As such, the move can be seen as an attempt by PepsiCo to strengthen its first-party database, which has been a focus of the company of late as it ramps up its e-commerce sales. Learn more
Join 150+ CPG/Retailer peers at the POI Canadian Summit-
June 19-20, 2019 in Toronto
Manufacturers & Retailers: Contact Joanie Hampton at Jhampto@p-o-i.org for your complimentary pass
Already Registered for POI Canada: Atterra Canada, Canadian Tire Corp., Staples Canada, Sofina Foods, J & J, Coca-Cola, Upfield Foods, General Mills, Ocean Spray, Wellness Foods Canada, Clif Bar, P & G, Nestle Waters, Wells Enterprises, McCain Foods, Bag Balm, Kraft Heinz, Dare Foods, Unilever, SC Johnson, GSK, Kruger Products, Edgewell, Nestle, Sanofi, Tiger Brands, Maple Leaf Foods, Philip Morris Int’l, Church & Dwight, Smucker Foods, Fiera Foods, Materne, PepsiCo, Ricola, Tree of Life, Bimbo Bakeries, Kimberly Clark, Edgewell, Dr. Oetker, Agropur, High Liner Foods, Campbell’s, Clover Leaf Foods, The Clorox Company, Conagra and more. Register Here
Google Moves into Amazon Marketplace’s Turf
Source: (CSA May 14, 2019)
Surojit Chattarjee, Google VP of product management explained how Google is creating a new, frictionless shopping experience “In addition to helping drive online sales, Google is also taking steps to help increase retailers’ brick-and-mortar sales. Google is streamlining the process for retailers to offer buy-online-pickup-in-store services by directly connecting ads on the site to product landing pages and local inventory feeds”. Learn more
Advance your Skills and Career as a Collaborative Marketer!
Scholarship Available! reach jhampto@p-o-i.org
Next Orientation Class – June 19-20, 2019 Details Here
Agile in the Consumer-Goods Industry
Source: (LinkedIn May 16, 2019)
This is what we call “Brand Management 2.0.” Most brand-management functions and decisions will be made collaboratively by these cross-functional teams (called squads) that are brought together to quickly and efficiently achieve specific marketing goals, such as the marketing of a new campaign or new outreach on social media. Brand managers often play team lead roles. Learn more
Walmart US eCommerce up by 37%
Source: (Yahoo Fin May 16, 2019)
Grocery is the area where Walmart has excelled, with first-quarter results showing that “online grocery remains a meaningful contributor to e-commerce growth,” according to Brett Biggs, Walmart’s chief financial officer… The speedy delivery effort continues with Walmart WMT, +2.59% announcing next-day delivery earlier this week.
Halo Top Taps Pop-up Drive-thrus
Source: (Mktg Dive May 15, 2019)
The digital and in-person elements will likely drive brand awareness at both busy physical locations, as well as online. The “virtual” drive-thru allows Canadians that won’t be near the pop-up locations to partake in the promotion and learn more about the newer ice cream brand. Learn more
POI Fall Annual Summit, November 6-8,. 2019, Dallas, TX
Diageo Exec on Market Disruption
Source: (Mktg Week May 13, 2019)
Andrew Geoghegan, Diageo’s Global Head of Consumer Planning & Customer Marketing Centre of Excellence said….”it’s important that marketers think beyond the idea that disruption is reliant on advanced technology and disintermediation – connecting consumers and suppliers directly at scale. Marketers can be left scratching their heads about what it might mean for them beyond ecommerce.”
Hormel & Bimbo Combine Marketing Efforts
Source: (Grocery Biz May 13, 2019)
A spokesperson for the campaign, which kicks off this week, said the partnership includes online platforms in the form of an exclusive partner website and a digital catalog, plus social media postings and shared media designed to help participating retailers engage and interact with customers. Learn more
The Promotion Optimization Institute Names the Top Retail Execution and Monitoring Vendors for 2019 in Annual Report Source: (Markets Insider – markets.businessinsider.com)
“As the retail environment shifts, CPG manufacturers will need to execute effectively across both physical and digital stores and to do this Retail Execution Solutions will need to evolve,” said Pam Brown, Chief Commercial Officer, POI. “Today’s CPG manufacturers will need more than share of shelf and pricing to compete. They will also need AI/ML, RAO, gamification, digital content management and other capabilities based on market demand.” Learn more
POI members: Access full report here
Kroger to Invest in ‘next gen’ CPG Brands
Source: (Food Navigator May 15, 2019)
“One of the largest data-driven investment vehicles focused on consumer brands,” PearlRock Partners will leverage Kroger’s merchandising capabilities and predictive analytics capabilities of 84.51° along with Lindsay Goldberg’s 20-year track record of investing in small companies, said Stuart Aitken, Kroger’s SVP of alternative business and CEO of 84.51°. Learn more
Whitepaper: How AI enables Revenue Growth Management
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