Customer Relationship Management (CRM)

Making better use of retail data to reduce cycle times and inventory

In trade promotions management technology, integrated analytics tools that provide for precise tracking of promotions dollars are currently drawing the most attention from consumer goods (CG) companies, analysts say.

Business Intelligence (BI) wasn't the hottest topic of conversation amongst IT types in 2004, and to be perfectly honest, it likely won't be the belle of the ball in 2005 either.

Technology that helps consumer goods (CG) manufacturers manage promotions and get a clearer picture of consumers who use their products are the hot CRM items of the moment, say analysts, who also predict expanding investment in CRM technology by CG companies in 2005.

In an effort to assure customer satisfaction and ensure that its multiple brands remain competitive, H.J. Heinz created a customer relationship model called First Call.

In an effort to get closer to its customers, optimize its supply chain and become a low-cost supplier, Diageo North America tapped into a collaborative planning, forecasting and replenishment (CPFR) program with its distributors.

According to AMR Research, trade funds investments can account for 15 percent of a consumer goods (CG) company's revenue, and the total spent on advertising, marketing and promotions by CG companies is an estimated $250 billion annually.

The Customer Management Award is presented to a consumer goods firm for the successful execution of a sales and/or marketing effort throughout its entire customer base to achieve superior results.