CPGs to Focus More On Brand Building in Stores
Three recent RetailWire articles covered the retailer/CPG connection:
Posted by Universal Ad
- CPGs to Focus More On Brand Building in Stores - 68% of CPG executives listed In-Store Marketing (also referred to as at-retail media, shopper media and shopper marketing) as their top area of focus in the New Year. Other areas of attention included Category Management (11%), Shopper Insights (10%) and Trade Marketing (10%). What do you think is driving the focus by the CPG industry on in-store marketing? What has been working in in-store media that could be built upon? What are the main hurdles impeding the CPG industry from improving in-store marketing?
- Schering-Plough Aims to Develop Custom Shopper Marketing Programs - In order to maintain the loyalty
of shoppers, the company plans to develop special promotions for them with the help of retail
partners.
As part of the process, trade relationships
will be taken beyond transactional conversations about price to a higher level
discussion about total value to the shopper. What do you think of this push to work
closer with retailers on "the last 10 feet of the marketing plan"? What are
some of the challenges of moving vendor/retail conversations towards "total
value to the consumer" over "price?"
- Cadbury Schweppes Plans to Collaborate with Retailers on Pricing and Promotions - Collaborative planning can deliver significant benefits to trading partners through better strategic pricing, product assortment and promotion optimization decisions. Trading partner trust built up through collaboration in space management and assortment planning can carry over to price and promotions. What do think of extending category management beyond space and assortment to pricing and promotions? What challenges do you see in suppliers and retailers collaborating around pricing and promotions at this level?
Posted by Universal Ad
Comments