promotion

Prediction: Beacons will forever change how Consumers interact with CPG and Retail Brands in 2015

My view is that there is far too much upside to the utilization of beacons in stores and elsewhere to not maximize their impact on the way consumers shop.  At least there is upside for CPG and retail brands.  There is a great article in MediaPost by Katy Keim diving into the topic of the […]

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FREE WEBCAST: IDC CPG Sales & Marketing Report

Consumer goods (CG) manufacturers tell us that their top three business initiatives are expanding their geographic reach, improving customer acquisition and retention, and introducing new products and services. In each of these initiatives, sales and marketing plays a fundamental role in serving the retailer and the consumer who is now connected, informed, and ready to […]

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50%+ of Millennials plan to CPG shop on Thanksgiving Day in the U.S. What is happening to Holidays?!

Perhaps I am too old.  Or perhaps I just don’t realize that for many people, holiday shopping has become a way to celebrate the holidays.  I suppose that may not be a bad thing.  For me, Thanksgiving Day has always been a lazy day to overeat and spend time with those I love.  However, with […]

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10,000 Retail CPG merchants globally are accepting the online currency Bitcoin. Really?!

I’m impressed that 3+ million people supposedly have Bitcoins.  I have yet to see any mention of them on any eCommerce site.  However, perhaps I simply haven’t been looking.  What do you think of virtual currency?  Competitors, both real and virtual?  Investment markets globally?  Forex? Bitpay: Thousands of merchants now accept virtual currency Bitpay says […]

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Share of P&G Digital Marketing Spend Between 25-35% In the U.S.

According to Advertising Age, P&G is directing as much as 35% of its marketing budget to digital media, beyond the estimated 20%-25% share that is typically found at most other CPG companies. As marketing budgets continue to tighten and the need to put deep shopper and consumer insights at the center of operations intensifies, it […]

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PHIL LEMPERT VIDEO: A perfect storm in CPG / Retail trade promotions in 2013

Phil Lempert, a true SupermarketGuru (SupermarketGuru.com) states f ood price hikes that grow dollar sales but impede unit volume force manufacturers to promote in order to move units.  It's a costly way to retain or grow share.  Trade spend is...

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Trade promotion summit – good materials online

 IBM was a sponsor and presenter last month at the Promotion Optimization Institute's important industry event The "Predictive: Path to Promotion Optimization Summit.  POI is the key industry body in the world of trade promotion for cons...

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IBM publishes Trade Promomtion Optimization white paper

 IBM has released just TODAY a new white paper on Trade Promotion Optimization.  This paper shares the insights of IBMers working with consumer products companies around the world with a common focus on Trade Promotion Optimization transforma...

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Who Do You Love More – M or R ?

  Most of us like coupons, or a price reduction at the grocery or retail store, especially for the things we want to buy anyway.  Most of the time that discount is paid for largely by the company who designs and manufactures packaged food, beverage, paper, personal care, or related products.   Let’s call them ‘M’.   M ‘spends’ a lot of money for that – discounts which add up to the equivalent of 10% to 20% or even more of revenue, depending on what data source you look at.  M must love you; that is a lot of investment they are throwing out to shoppers and consumers, albeit broadly and without distinction.  The retailer – let’s call them R - helps by making extra space, or advertising the sale in their weekly circular, but most of the ‘money’ comes from M.  So maybe M loves you more than R. Or maybe not.  Recently I received an envelope from the retailer where I do most of my shopping.  I wasn’t too excited, expecting it to be another version of R’s weekly circular or maybe highlighting some particular items from M companies on sale to everybody.  But lo and behold it was a offer for me and me alone.  The envelope held sixteen separate coupons for items which I had purchased at the store in the past, some recently and some a few months prior.  Of the sixteen, six were for R brand or private label and the other ten were for goods from a number of different M companies.    Food, juice, fresh vegetables, toothpaste, canned goods, a deli product, a cleaning product and other things were all included. I was touched.  R had obviously taken data gleamed form my loyalty card, done the work to get support from a number of M companies, and then sent a truly meaningful offer just for me.   Now, I suppose that the M companies are footing part or most of the bill for the coupon discounts, so they still love me and I appreciate that.  But R made it all happen.  And R is offering me coupons for their own brands too.   That got me thinking.  R is now able to show their love for me as an individual.  Maybe you get these coupons and your local R loves you too, for the person that you are. Recently I have been using those loyalty points programs with a couple of M companies.  But that is a hassle, since I need to find these complicated codes and type them in manually.  I know that M is trying to deepen our relationship but it feels a bit difficult.  Plus, the relationship is still built around their product(s) and not about me in all my dimensions as a buyer of goods.  Contrast that to R who made it easy for me.  I did nothing differently but R is showing how much more they love me now.  They even brought M along for the date.   And the relationship is centered around me.  So maybe R loves me more.  But wait.  Maybe M truly does love me more, but they just can’t show it since so many other things intervene.  I’m so conflicted.  Love deserves reciprocation but I have only so much economic loyalty to throw around and I’m feeling confused about how to allocate it.  So who do you think loves you best, M or R?  And who do you love more? 

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IBM at the “Predictive” Path to Promotion Optimization

  IBM will participate in and present at the "Predictive" Path to Promotion Optimization Summit  taking place November 6-8 in Chicago.  This will include findings from our upcoming Chief Marketing Officer Study, which is t...

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