Archive for CPG

Mobile coupon usage on the rise

With almost 100 million people using mobile coupons, it’s clear the trend has continued for mobile adoption and overall adoption of coupons in general. The story and study by media post and Koupon Media shares some interesting insights. It’s not as simple as people using paper less and mobile more. People are using coupons more in every vehicle. Mobile is growing for coupons albeit at a rate less than mobile advertising or commerce ironically. One needs to ask why…

Trend for purchase-based data appetite continues among marketers

In a recent article by AdAge, a variety of companies shared their approach and desire to use purchase-based data to enhance targeting of digital ads, specifically by CPG brands. Epsilon, Acxiom, Datalogix among others are referenced. Lots of talk around high-level trends, but not as much discussion around what specific data is being used, where it comes from and how marketers are using it. Devils always in the details.

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…

Ahold shares new strategy in the grocery industry

The CEO of Ahold, a major international grocery store retailers, had a very informative interview with McKinsey. Dick Boer, CEO of Ahold, talks about how grocery retail needs to evolve with the current needs of shoppers. Ahold is an international portfolio of grocery retail banners that have a very local community presence. Operating such a retail model is challenging, especially when more and more packaged goods can be purchased by consumers online and elsewhere. The interesting strategic focus is on fresh foods, leveraging the grocer’s key strength with perishable goods. It’s hard to get right but represents clear opportunity for grocers. Check out the full interview for more details.