Trade promotions have been a mainstay of the CPG and retail landscape for a number of years, but satisfaction has been decreasing. Manufacturers and retailers have been increasingly concerned about the effectiveness of trade promotions at the same time as trade spend budgets have been creeping up. Shoppers, especially younger shoppers, are showing a greater appetite for personalized offers that are delivered digitally. So are personalized offers the remedy for ineffective trade promotions?
Click on the screen below to view this presentation by Graeme McVie of Precima, recorded during the May 2017 Virtual LEAD Marketng Conference:
MID-JUNE ISSUE Volume 13, No. 12
PRODUCTS & SOLUTIONS
MEAL KIT INSIGHTS
Campbell Aims to Gain Tech and Shopper Insights From Chef’d Investment
Sales and Revenue Transformation Utilizing Historical Customer Order Data & Predictive Analytics
In this session, Vik Mehta, Founder/Managing Pricipal of eMoksha Consulting, discusses how B2B/B2C businesses can apply predictive analytics strategies to historical customer orders to create tremendous value. He also demonstrates how
“actionable data” is more meaningful than “big data” in this context.
The presentation covers:
How retailers and e-commerce businesses can achieve revenue growth from historical sales orders
Identification of unique customer signals and behaviors hidden in sales orders.
Discussion of growth strategies such as customer retention, predicting/preventing customer churn, gaining lost customers and cross-selling/up-selling.
Realigning sales teams towards sales quality rather than quantity utilizing customer value scoring.
Click on the screen below to view this presentation:
BOOKS FROM THE SHOPPER TECHNOLOGY INSTITUTE
The Little Book of Big Data - Published in 2016, STI's third book is divided into four sections: Loyalty, Engagement, Analytics and Digital. Thought leaders have shared their insights and vision. Merchants and marketers will learn the essentials of Big Data and then move forward to understand the more complex issues involved. This book is available in both paperback and Kindle editions.
STILL AVAILABLE: STI's first book,The Essentials of Shopper Technology, is a unique collection of essays that describe the latest tactics and applications which engage and motive shoppers, and enable trading partners to improve their operations. It outlines the challenges facing merchants and marketers today, and presents ways in which retailers and CPG manufacturers can embrace new technologies and solutions as true agents of change.
STI's second book, New Directions in Shopper Technology, builds upon the foundations of The Essentials of Shopper Technology and looks at how mobile marketing, social media, Big Data, sophisticated analytics and the like are continuing to evolve. Those changes - and others - are presented in this book. As well as reading about their area of expertise, progressive executives will gain a fuller understanding of the entire industry.
Grocery Stories to Entertain & Inform
GroceryStories.com is a light-hearted and amusing collection of news and views about the world of grocery, plus grocery trivia questions, videos, tweets and more.
Click Here to read the latest story, "Are Snacks Becoming Creative...or Weird?".