Archive for March 2015

More real-time mobile offers inside a retail store

No big surprise here. Based on a recent survey, MediaPost announced that 45% of consumers want real-time mobile offers while they are inside a retail store. So it’s not quite the majority, but it’s close. I’m somewhat surprised so many consumers want to be bombarded with messages while shopping. I guess if the messages have a coupon to save you money, sure, bombard away… The most surprising trend is that acceleration of mobile promotion adoption by consumers. It’s happening faster than most analysts expected…

P&G shifts focus to sampling to drive household penetration and new trial

In a big splash article in AdAge, found here, P&G CEO announced a shift in strategy to focus more on sampling for many of its key brand franchises. He cited a loss in market share as well as a huge opportunity to increase the number of households that haven’t yet used many of P&G’s leading consumer brands. Sampling is a go-to strategy for most CPG marketers, and P&G has certainly done this for a long time. What’s new is that they are talking about spending less on traditional media and shifting that budget to digital channels and activities like sampling.

Promotion CRM and what it means for progressive data-driven brand marketers

In a recent RevTrax blog post, found here, we spoke about the power of promotion CRM for brands and the implications of smarter coupons tracked at the household level for both better consumer research and insights as well as better retailer collaboration. If brands, for the first time, now know which offers specific households are redeeming at specific retailers, this data opens up a ton of additional marketing and targeting opportunities, as well as activation opportunities between brands and those key retailers. Read on…

JCPenney Poor Q4 Results Blamed on Ron Johnson

It seems people love to hate JCpenney these days, blaming the lack of recovery in performance on “the prior strategy” of Ron Johnson, who tried to transform the company by eliminating coupons, deals and discounts and good with an everyday low price. The logic was sound. Except I’m guessing nearly impossible to pull a 180 in a company’s merchandising strategy from hi-Lo (promotional) to EDLP (everyday low price). Retraining the entire generation of customers was a near impossible feat.