Shopper Marketing

Havas EHS is expected to enable Unilever brands to harness the power of consumer data to improve engagement with the right audience at the right time.

2012 was another exciting and transformational year in the consumer goods industry, from Kraft's new name to Kimberly-Clark's record-breaking digital marketing program. Join CGT as we revisit the most-read sales and marketing-centric headlines of the year.

Economic conditions and emerging technologies are forcing retailers to identify new ways to set themselves apart from the competition. Walmart, for example, stepped up supplier collaboration in more ways than one.

Mark Osborn of SAP details innovative ways in which consumer goods companies can capitalize on new market opportunities.

Members of CGT's TPM Share Group met in Orlando, Fla., during the Consumer Goods Business and Technology Leadership Conference on October 23, 2012. The group moved away from the recent TPO discussions, which are aspirational for most, and focused on more practical aspects of TPM execution. Here is a recap of the discussion.

For more than 30 years, trade promotions have been the "currency of the realm"; the way to get new items on shelves, to encourage retailers to advertise and display existing products and to fund price reductions. Over that same period, the industry has spent millions on improving the efficiency and effectiveness of these investments. While that remains important, we dont see trade promotion optimization as the answer. What we need is a new currency.

Members of the CGT Downstream Data Share Group met in Orlando, Fla., during the Consumer Goods Business and Technology Leadership Conference on October 23, 2012. In addition to continuing work on the use case matrix, the group tacked various topics including integration and use of non-POS data.

A recent Huggies marketing program realized a whopping 56 percent click-through and 55 percent e-mail open rate, which drove 630,000 visitors to Huggies' site. Social referrals amplified the campaign reach by about 700 percent, proving that consumers today seek advice from friends and peers for product insights and deals, before making purchase decisions.