How to Optimize Product Placement on the Digital Shelf

ShopperTech Update October 12, 2016 - Volume 7, Number 13

In This Issue

E-COMMERCE: How to Optimize Product Placement on the Digital Shelf

SHOPPER MARKETING: Ten Guiding Principles of Customer Strategy

PROMOTIONS: Promotions Fail to Ignite Sales for UK Retailers

LEAD MARKETING CONFERENCE: Registration Now Open for Nov. 16 Virtual Event

STI MARKET WATCH

STI Social Media Groups

Quick Links

Shopper Technology Institute website

LEAD Marketing Virtual Conference

CPGmatters Ezine

E-COMMERCE

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" ...

read entire story

SHOPPER MARKETING

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...

read entire story

PROMOTIONS

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 ...

read entire story

LEAD MARKETING CONFERENCE

Registration Now Open for November 16 Virtual LEAD Marketing Conference

Online Event Begins at 10:00 a.m. ET --

Attend all day, or logon for the sessions that interest you

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

Sessions will include:

The Present and Future of Digital & Loyalty Marketing
Five Attributes for Delivering Best-in-Class Retail Execution
The Quantified Shopper View & the Rise of Performance Driven Merchandising
Effectively Measuring How Your Brand Is Performing Online
Digital Transformation in Consumer Products
Sales & Revenue Transformation Utilizing Historical Customer Data & Predictive Analytics
Optimizing Displays through In-Store Behavior Analytics

View the Conference Agenda,and REGISTER to attend LEAD on a complimentary basis.

MARKET WATCH

IGA Launches Online Grocery Ordering for Shoppers

Registration Opens for Next LEAD Marketing Conference

Global e-Commerce Grocery Market Grows 15 Percent

Half of Video Views Now on Mobile Devices: Study

GS1 Germany Collaborates with Digimarc for Invisible Barcodes

GROCERY STORIES BLOG

Grocery Stories to Entertain & Inform

GroceryStories.com is 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 on Grocery Shopping.

CLICK HERE to read these stories and subscribe.

STI PUBLICATIONS

Shopper Technology Institute's Latest Book,

The Little Book of Big Data

The Little Book of Big Data is the third book from the Shopper Technology Institute. The book is divided into four sections: Loyalty, Engagement, Analytics and Digital. Thought leaders have shared their insights and vision. Merchants and marketers will learn the essentials of Big Data and then move forward to understand the more complex
issues involved.

Click here to read samples and ordering information for the paperback and Kindle editions.

Shopper Technology Institute's Second Book,

New Directions in Shopper Technology

New Directions in Shopper Technology, 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.

Those changes-and others-are presented in this book. As well as reading about their area of expertise, progressive executives will gain a fuller understanding of the entire industry.

Click here to read sample chapters and view ordering information for the paperback and Kindle editions.

Shopper Technology Institute Sponsoring Members

PREMIUM MEMBERS