Why is it so hard for a CPG company to become a digitally enabled organization? “If you have a 100-year-old company with process and culture, it’s really hard to change,” said Kellogg’s exec, Julie Bowerman, recently at GroceryShop. What are the biggest lessons to take from Kellogg’s progress with its digital transformation?
Digitization continues to upend the CPG business by enabling start-ups to launch businesses much more easily and faster than ever before, according to the global CMO for J&J. What advantages and disadvantages do larger CPG brands have competing against the new breed of digitally-supported startups?
How should CPG brands adjust to the changes in the traditional sell-in channel? The rise of pure-pay retailers and manufacturers selling brands directly to consumers is threatening the traditional go-to-market success of CPG vendors.
The Coca-Cola Co. recently rolled out a new digital signage system attached to endcaps located in the center store of supermarkets to deliver branded video and e-coupons to customers. What potential do you see in using digital signage to tailor content messaging at the store level?
The slow take-off in online grocery shopping in many Western markets is partly due to consumers remaining skeptical of product quality and convenience, according to a global study. Plus, internet delivery services remain expensive and difficult and the rise of discounters, with limited online options, has inhibited online shopping. What are the biggest impediments to online food retailing in the U.S.?
Fifty percent of Millennials are using self-checkout every time they shop in grocery stores and that presents a challenge for impulse purchases. Is the shopper mentality around self-checkout simply not conducive to impulse purchases?
Private label manufacturers can help grocery retailers boost sales of their store brands by working together on digital marketing programs. Are grocers missing an opportunity by not collaborating with their private label suppliers on digital marketing programs?
For the past six years, Dr Pepper Snapple Group has relied on a seven-stage category management process for space and assortments in stores. Now the beverage company wants to speed up the process. In what ways may new data collection technologies reshape the future of category management?
The front end of supermarkets has traditionally been a showcase for immediate consumption snacks and cold beverages that tempt shoppers, but fewer products – if any – are merchandised in self-checkout lanes. And shoppers are too busy scanning to pay attention to products on display. Does the price of fast checkout have to be impulse buys?
“We all look at trends on how to be predictive, but in this day and age, it’s not about trends. It’s about disruption.” That’s the view of Ann Mukherjee, SVP and chief marketing officer of PepsiCo’s Frito-Lay North America division. Is “disruptive” the right term to describe the approach required by marketers in the years ahead?
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