Achieving Success at the Shelf
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This document provides an overview of achieving success at retail shelves. It discusses analyzing different consumer segments, shopper attitudes and behaviors, the evolution of retail channels, being more strategic with trade spending, and the need for analyzing performance at different levels. It emphasizes having the right technology and tools to enable accurate, real-time analysis across sales, spending, planning and profitability. Integrating these tools into ERP and demand planning systems is becoming essential for manufacturers.
Achieving Success at the Shelf
- 1. Achieving Success at the Shelf
- 2. Welcome & Housekeeping Attendees are in Listen-Only Mode Type your Questions or Technical Difficulties into the Chat Box on the Left Hand Side of the Screen You Must Dial-in by Phone to Hear Todays Conversation: (866) 740-1260 Code: 3547026
- 3. Meet Todays Presenters Laura Smith Michael Cross Director of Customer Relations Product Marketing Manager
- 4. Success at the Shelf Consumer Segments Shoppers Attitudes & Behaviors Channel Evolution Be More Strategic with Trade Spend Analyzing and Acting
- 5. Consumer Segments Silent Generation Pre 1945 Generation Baby Z Boomers 1990s Your Go 1946-1964 To Market Plan Generation Millennials X 1980s-2000s 1960s-1980s
- 6. Consumer Segments Silent Generation Pre 1945 Ethnicity Baby Generation Boomers Z 1946-1964 1990s Your Go Male To Market Female Plan Generation Millennials Geography X 1980s-2000s 1960s-1980s
- 7. There is a lot of Money Up for Grabs Silent Generation Pre 1945 Generation Baby Z Boomers 1990s Your Go 1946-1964 To Market Plan Generation Millennials X 1980s-2000s 1960s-1980s
- 8. Consumer Segments Shoppers Attitudes & Behaviors Channel Evolution Be More Strategic with Trade Spend Analyzing and Acting
- 9. Todays Shopper: Shopping Attitudes Price Sensitive, But Selectively Willing to Pay More More Health Conscience Wants Solutions, Not Products Convenience is Key Local, Fresh, Ethnic Made in the U.S.A. Luxury for Less Technology is an Enabler Value is King
- 10. Todays Shopper: Smart Living Create Consideration Sets Less Brand Loyalty Search for Quality Within Price Range Allocate Spend Turn to Technology & Social Media for Help Plan in Advance Less Channel Loyalty Online is Fine
- 11. Packaging User In store feature & Circulars Group On experience display Preferred products Label reading Loyalty programs Blogs Newspaper ads Facebook Samples & trial sizes Healthy choices Digital ads Helping the Targeted email Smart Living needy Mobile coupons Word of mouth Sale price Environment friendly Family favorite Extreme or normal couponing Television BOGOs Twitter programming TV & radio YouTube Comparing advertising Every day low price prices Rebates
- 12. Consumer Segments Shoppers Attitudes & Behaviors Channel Evolution Be More Strategic with Trade Spend Analyzing and Acting
- 13. Evolution of the Retail Shelf
- 14. Evolution of the Retail Shelf
- 15. Evolution of the Retail Shelf
- 16. Evolution of the Retail Shelf
- 17. Think of the Permutations Product + Segments + Retailer Options
- 18. Think of the Permutations
- 19. Consumer Segments Shoppers Attitudes & Behaviors Channel Evolution Be More Strategic with Trade Spend Analyzing and Acting
- 20. Negotiate Slotting & Fees Convince Retailers to Covert Slotting, Fines and Fees into other Trade Spend Activity Be Prepared to Show Retailers the Lift They Should Receive Tie as Closely into the Retailers Strategies as Possible
- 21. Buy into Loyalty Programs: Fuel Perks Shoppers View Loyalty Programs as a Means to a Better Price Fuel Perks May Have Greatest Appeal of All Fuel Discounts are Viewed as Being Worth More than Price Discounts
- 22. Buy into Loyalty Programs: Fuel Perks
- 23. Develop a Targeted Strategy for Displays Create Displays that Grab Attention Consider Building Around a Theme Build in Sale Price Research Retailers: Who has the Space & the Best Placement Options Measure Your Success!
- 24. Place More Emphasis on Scan Deals Know Savings Will Go to the Consumer Only Spend on What You Sell Encourage Tighter Forecasting Easily Executable
- 25. Align TPM Tactics & Marketing Activities
- 26. Align TPM Tactics & Marketing Activities Alignment!
- 27. Remember the Retail Experience Varies! Center Shelf vs. Perimeter Aisle Size New Product Availability Breadth of Selection Fresh & Local Subject Matter Experts Entertainment
- 28. Understand Position Vs. Private Label Quality User Segments Pricing Purchase Frequency
- 29. Consumer Segments Shoppers Attitudes & Behaviors Channel Evolution Be More Strategic with your Trade Spend Analyzing and Acting
- 30. Analysis is Needed on Different Levels
- 31. Analysis is Needed on Different Levels Sales Spend Planning Profitability
- 32. Analysis is Needed on Different Levels Sales Promotion Spend Age Trial Balance Planning Deductions & Charge-Backs Profitability
- 33. Analysis is Needed on Different Levels Sales Promotion Spend Age Trial Balance Planning Deductions & Charge-Backs Profitability Dashboard Customized Analysis
- 34. Accurate Data, Real-Time Information and Integration into ERP and Demand Planning is Becoming a MUST!
- 35. Enabling Analysis: TPM Tools Technology is Needed to Take us to the Next Level.
- 36. Enabling Analysis: TPM Tools
- 37. Enabling Analysis: TPM Tools Software-as-a-Service Means a Solution For Manufacturers of All Sizes No Upfront Costs or Ongoing Maintenance Intuitive & User-Friendly Modular It Grows With You
- 38. Enabling Analysis: TPM Tools Your TPM System
- 39. TPM Central Repository Trade Promotion Demand Planning Optimization ERP Financials TradeInsight SaaS Sales Planning Sales Forecasting Promotion Execution Deduction Reconciliation Analytics, Dashboards & Reports Retail Distributor Syndicated Consumption Data Data Data
- 40. Lets Take Some Questions!
- 41. Next Up In The CPG Online Learning Series
- 42. Thank You & Connect With TradeInsight Follow us on Twitter: @Tradeinsight Join our LinkedIn Group: TPM - Secret to Success Like us on Facebook