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Best Practices for Achieving
Real-World Customer Planning

Customer planning can be challenging for sales departments. It is
where the greatest amount of variability exists because forecasts can
be subjective and/or based on gut instincts – even though many
organizations have invested in trade promotion management (TPM)
technologies as part of their ERP solutions to help drive reliability in their planning.

As is often the case, technology is not a silver bullet. To have accurate sales planning, organizations need to also invest in processes and people – more so even than the technology...
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STILL AVAILABLE: The Essentials of Shopper Technology, the Shopper Technology Institute's first book. Click on book cover at right to see samples, reviews, and ordering information for the hardcover, paperback, and Kindle editions.
New Directions in Shopper Technology is the second book from the Shopper Technology Institute. Building upon the foundations of last year's Essentials of Shopper Technology, the book is divided into five sections: Shoppers, Loyalty, Engagement, Analytics and Digital and contains 19 essays on how mobile marketing, social media, sophisticated analytics, Big Data and the like are continuing to evolve.

Click on the cover at left to see samples and ordering information for the paperback and Kindle editions.
Five Common Misconceptions
About CPG Loyalty Programs

The U.S. consumer packaged goods industry grew up during
the golden age of mass marketing: an age characterized by three television networks, less choice, and far fewer competitors for consumer mindshare. Marketers could expend the minimal effort necessary to keep their customers loyal, gearing their marketing dollars toward customer acquisition at the expense of customer retention. The notion that brands could actually nurture long-term customer relationships had yet to capture marketers’ attention.

But that golden age is now a distant memory, gone with the days of Mad Men. Today, relentless economic pressure, media fragmentation, private labels, and the explosion of digital and mobile channels will continue to bedevil CPG manufacturers...
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What Is Next for CPG
And e-Commerce?

Only 1% of last year's $666 billion in sales of consumer
packaged goods occurred online. However, that
percentage could increase to 5% by 2018 and 10% after that, says a report from the Grocery Manufacturers Association, Boston Consulting Group, IRI and Google. CPG companies that don’t become more actively involved in e-commerce could “risk stagnation, loss of share and even shrinking sales,” according to the report.

Discussion Questions:
Are the report’s predictions on target? What is preventing CPG companies from selling more online now? What needs to happen for them to take advantage of this growing channel?
Here’s what the experts have to say...
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Complimentary Registration
Now Available for Fall
Virtual LEAD Conference

The 6th LEAD Marketing Conference, scheduled for Wednesday, Nov. 12, is now open for registration. Attendance is complimentary for all industry executives.

This live online conference enables CPG manufacturers and retail executives to take part without spending time away from the office or incurring travel expenses, as they can attend the conference from the comfort of their office or home via steaming audio/visual.
Attend all day (from 10:00 a.m. - 4:00 p.m. EST) or just log in for the sessions that interest you. Even if you're unable to attend live, register and receive links to presentation recordings and PowerPoints.

Sessions scheduled for our sixth LEAD conference are:
Collaborating to Create 'The Voice of the Shopper' - Shopper insights and methodologies for manufacturers and retailers from Gordon Wade of the Category Management Association;
Winning at the Virtual Shelf: Why & How to Maximize Online Impact - Fresh data from leading retailers including Amazon, Walmart.com, Target.com and Instacart on how to maximize a brand's online presence, presented by Keith Anderson of Profitero;
Where Does the Power of Technology Reside? - How to meet customer expectations in today's newest reality, explained by Larry Burns of Start Sampling;
Maximizing Trade Spend ROI & Planning for Joint Business Planning - How manufacturers and retailers can collaborate to understand what promotions are the most profitable, as explained by Janet Dorenkott and Kristy Garrey of Relational Solutions;
Creating Collaboration under the Big Top - Gain insight into how integrated goals and predictive analytics can help better manage TPM with Joel Cartwright of AFS Technologies;
Is Mobile Marketing Working for CPG Companies? - The results of a national survey of CPG manufacturers reveal the benefits and challenges that companies face when deploying mobile marketing from Tanya Bhothinard of Partners in Loyalty Marketing.

CLICK HERE to register, or visit www.LEADMarketingConference.com for more info.