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CPG Brands Are Lagging
On POS Data Analytics
By Eric Green
In today’s CPG environment, the playing field is far
from even. At one end of the spectrum are CPG
brands that have chosen to ignore the point-of-sale (POS) data being shared by their key retailers, even though this data is more readily available today than ever before. At the other end are category leaders, riding the wave of increased data accessibility in retail, and who have become adept at using POS data to drive decision making and strategy.
Despite this disparity and the gulf between the good and the bad, there is a tacit acknowledgement by nearly all CPG brands that they should be doing more to leverage data...
Given the changing competitive landscape that is spilling over from the brick and mortar to online channels, it is especially important for grocery retailers to develop capabilities for understanding the in-store behavior of their shoppers. Technologies that anonymously track shoppers using video or mobile sensing can help in optimizing almost all aspects of store design, merchandising and marketing. In essence, these new technologies enable traditional grocery retailers to have the same level of understanding about their shoppers as online retailers such as Amazon...
Whether you are working with online or in-store retailers, the ultimate goal of category management remains the same: Close collaboration with retailers to maximize profitability and shopper satisfaction. Creating that “win-win-win” for your brand, your retail partner, and your shopper is just as relevant and essential in e-commerce as it is in a traditional store...