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How to build an online retail offer – a guide for CPG teams

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I’ve blogged a few times about the increasingly urgent need to develop an online retail offer but I’ve yet to give clear guidance as to what CPG manufacturers should be doing. Let me be clear in this, I have no doubt that leading manufacturers are already thinking hard about this but my perception is that most of this thinking is being done in global and regional offices far from the action. So here is my view of what should be done to address the opportunities and threats that the inevitable growth of online sales present [Read more…]

How Retail Consolidation Wrecks Consumer Goods Markets

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I’ve been reflecting a lot on the similarities between the retail markets in Singapore and Australia. Both are dominated by two key retail players and both suffer similar issues as a result. Looking at these provides a great illustration of just how retail consolidation can wreck a consumer goods market. [Read more…]

What makes shoppers buy?

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In October last year I ran a workshop called “The Principles of Shopper Marketing” and it had the sub-title “A complete guide to turning shoppers into buyers”. I’m a little ashamed to say that subtitle wasn’t entirely true. The participants did get loads of good stuff: an integrated shopper marketing model; “how-to” guides for research, insight generation and shopper marketing strategy development PLUS we had a great time! But what one question I didn’t answer was “how do I turn my shoppers into buyers?” so let me answer it now. [Read more…]

Is it me or is consumer marketing getting really flaky?

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I meet a lot of marketers, responsible for a huge range of brands across some pretty diverse markets and after 20 years I’m beginning to worry.

As a practitioner in and observer of the consumer goods industry, I believe that despite recent improvements in performance, the industry continues to face some significant challenges: Input costs continue to escalate ahead of realized price points; the costs of effective media impressions continues to rise whilst trade consolidation pushes money into stores and quite frankly CPG is no longer the place to be if you are a ‘bright young thing’. [Read more…]