As shoppers do more of their shopping online, the e-commerce channel needs to keep up with the changing demands of shoppers and evolving channel capabilities. Many suppliers have become very adept at delivering category management initiatives for bricks and mortar stores. Unfortunately, when it comes to online or e-commerce, this can be an afterthought. The...
How do you grow an agile CPG business? Ever wondered if your organisation is a little too tactical with Shopper Marketing? Or needs a longer-term category vision? Do those marketing targets need a new business strategy? Do your structures and processes have to be more agile to allow you to grow? You may already know...
In a white paper, to be published later this year by Big River Solutions, we interviewed a number of CPG Category leaders across a wide range of FMCG manufacturers and asked them to describe their view of the Category world. The results have given us a fascinating insight into best practice, operational pinch points and...
Marrying Category Management, Shopper Marketing and Promotional Marketing is the key to optimising brand and category success, argues David Edwards of Big River Solutions. Let’s liken marketing to putting up a tent. The job is easier when every person in the construction team knows what the end goal should look like if all individuals involved...
Part 1 – Category Development the blue box In the first article in our series, we consider the blue sector, which is Category Development. To quote Henry Ford – “If you always do what you’ve always done, you’ll always get what you’ve always got.” This is a quote I love and for me highlights the...
Last Sunday I was in a place that was rammed. It was heaving, the noise electric and the smell was one of adrenaline filled excitement… I wasn’t part of a football crowd having watched my team win, nor at a rail station in a rush hour, or even on a budget airline line having just...
For many years reports have been published indicating that Shoppers are more ‘market and product savvy’, that they understand the true value of everything. Today the consumer intuitively knows what is a good deal and when an interesting proposition has limited value. As a consequence product life cycles are becoming shorter with the buyer’s experience...
In today’s world, online shoppers are time poor and information-rich The shopper is struggling to prioritise from New York to Moscow, Beijing to Sydney, Johannesburg to Tokyo. We are told that globally we have never had it so good, that the global population has never been so well off. Still, in this recession, household disposable...
Can a worldwide shopper marketing strategy change anything? Is shopper marketing working? With consumer good manufacturers and suppliers demanding more return from the investment, supermarkets are searching for reasons to deselect products to satisfy a declining consumer demand. How effective is your shopper marketing strategy? Products that are perceived to be outdated, expensive, trivial or...
A shepherd through today’s digital realities.
Lead by Muhammad Khaliq.