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Read GROCERY STORIES.com, an amusing collection of news and views about the world of grocery, plus entertaining videos, the world's most challenging Grocery Trivia Quiz, and more. Recent stories include More Angst at  Checkout, Coupons Ain't What They Used to Be, and Trump and Clinton Talk Grocery Shopping,. CLICK HERE to visit the site, read these stories and subscribe.
Wednesday, Nov. 16th beginning at 10:00 a.m. ET
**Attend all day, or just log in for the sessions that interest you!**

Our 10th LEAD Marketing Conference is a virtual, online event that features some of the industry's most knowledgeable experts speaking on topics in the Loyalty, Engagement, Analytics and Digital areas.

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How to Optimize
Product Placement
On the Digital Shelf

By Jennifer Silverberg

In the brick-and-mortar world, retail shelf positioning has long been near the top of CPG manufacturers’ minds. That’s why they spend $500 billion each year to improve it. Every major CPG brand has executives and field teams that work to ensure the best possible placement on critical retail shelves. Brands want to realize the full value of the time and money spent on the design, artwork, and messaging on their product’s packaging.

In stores, we know that items placed at eye level in high traffic areas enjoy higher turnover than those on bottom shelves or tucked in the back of stores. In general, more facings lead to more awareness, which results in more sales. 

The same concept applies directly to placement on websites, or “digital shelves.” ...

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Ten Guiding Principles
Of Customer Strategy

By Thomas Ripsam and Louis Bouquet

The conventional approach to gaining customers,
which was based on picking a segment of purchasers
to target and developing products for that segment, is no longer enough for consumer packaged goods companies. A customer strategy goes further. It is the articulation of the distinctive value and experience your company will deliver to a chosen set of customers over three to five years, along with the offerings, channels, operating model, and capabilities you will need.

Ten principles are at the heart of any effective customer strategy...
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Promotions Fail to Ignite
Sales for UK Retailers

Do multi-buys impact sales?

A new study by IRI, a leading provider of FMCG
market intelligence and predictive actionable insight,
looked at the effectiveness of promotions and found
that reality does not match expectation when it
comes to sales. On average, a category will grow by
only 0.13% when on promotion. This is very low
compared to industry estimates that suggest a
promotion can help retailers grow a category by
much more than this.

IRI conducted a study of over 85,000 promotions in the UK to help answer the question ‘Do promotions really help retailers?’ and analyzed the results using statistical modelling. Of the  promotions analyzed, over half had a negative category impact.

According to the study, multi-buys are not working...
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