News Briefs

05/10/2022

Lululemon Strengthens Marketing Mix Measurement

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Lululemon storefront

Lululemon Athletica Inc., is looking to bolster its marketing mix measurement, leveraging a more holistic approach to better understand which strategies are most effective and reaching consumers no matter where they are. To do so, the company has tapped Nielsen as its preferred marketing mix modeling provider in the U.S. and Canada. 

The technology will allow Lululemon to analyze the performance of its marketing investments in order to optimize strategies and adjust budgets accordingly. The company will be able to measure the impact of several online segments, including search, display, video and social, as well as offline and external efforts like in-store promotions and macro market trends and the competitive landscape. 

Along with helping Lululemon find the optimal channel mix to balance its short-term sales goals and long-term brand growth, the company can lean on this technology to get a deeper understanding of which marketing decisions are driving ROI in sales, customer acquisition, and site traffic. 

Dave Suwanski, vice president of the marketing mix product at Nielsen, stated that advertisers today must have confidence in their data and measurement in order to improve the effectiveness and ROI of their marketing spend. 

"We are pleased to work with Nielsen, in tandem with our teams, as we quantify the effectiveness of our marketing initiatives," said Justin Richmond, chief digital analytics officer at Lululemon. "Nielsen's experience in brand marketing outcomes and measurement will aid us in ensuring we are adding value to new and existing guests with resonant messaging."

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05/09/2022

Jesse Yeung Named EnsembleIQ VP of Marketing

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Jesse Yeung headshot

CGT parent companyEnsembleIQ has named Jesse Yeung vice president of marketing. In the newly created position, Yeung will be responsible for EnsembleIQ’s marketing strategy including brand marketing, marketing communications and marketing operations that fuel audience engagement, revenue and business growth.

Yeung has had a long career at Informa Connect. Most recently, he was the marketing director where he was responsible for leading an integrated marketing strategy for digital and event brands in the restaurant, foodservice, catering, grocery, meetings, and special events industries. 

[Read more: RIS Parent EnsembleIQ Investing in Membership and Subscriptions With New Hire: Craig Lowe]

A strategic and data-driven marketer, Yeung has extensive audience development, demand generation, content marketing, and event marketing expertise supporting business-to-business content and event brands. Earlier in his career, Yeung was with Penton.

“We are fortunate to have Jesse to lead our marketing efforts. He brings a wealth of experience in the business-to-business foodservice, grocery, and meetings/events industries to this important position. Jesse’s role is vital to increasing awareness of EnsembleIQ and our properties in retail, healthcare, and hospitality,” said Joe Territo, executive vice president, content and communications, EnsembleIQ.

This article first appeared on the site of sister publication RIS. 

05/09/2022

B&G Foods Boosts Manufacturing With Growers Express Acquisition

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green giant frozen foods

Food manufacturer B&G Foods aims to beef up its supply chain capabilities and offset inflation woes through the acquisition of Growers Express’ frozen vegetable manufacturing operations.

Growers Express manufactures, produces, packages, and sells frozen vegetable products under the Green Giant brand, and the purchased assets include inventory, equipment, a sublease for a portion of a manufacturing facility in Yuma, AZ, and a lease for a warehouse facility in San Luis, AZ.

As part of the acquisition, B&G Foods also repurchased the master license agreement for certain Green Giant products and will assume responsibility for the administration of related sublicense agreements.

Approximately 155 employees will also become B&G Foods employees.

[See also: What’s the First Step to Supply Chain Resilience?]

Casey Keller, B&G Foods president and CEO, said Growers Express has been a key partner for a number of years, and increasing the variety and volume of Green Giant products produced at internal manufacturing facilities are expected to reduce inefficiencies, costs, and supply chain risk for certain items.

“We also believe that this acquisition will enhance our innovation efforts for the Green Giant brand and improve our speed to market for new innovation,” Keller added.

Terms of the deal weren’t disclosed.

B&G Foods is based in Parsippany, NJ, and includes such brands as Back to Nature, B&G, B&M, Bear Creek, Cream of Wheat, Crisco, Dash, Green Giant, Las Palmas, Le Sueur, Mama Mary’s, Maple Grove Farms, New York Style, Ortega, Polaner, Spice Islands, and Victoria in its portfolio.

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05/05/2022

Publicis Group Acquires e-Commerce Platform Profitero

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puzzle pieces showing merger and acquisition concept

Publicis Groupe will be acquiring Profitero, an SaaS global ecommerce intelligence platform that provides services to more than 4,000 brands and 70 million products on more than 700 retail websites. 

The purchase will allow users to leverage predictive intelligence to deliver improved product experiences, optimize content, increase organic search results, compare competitor pricing, monitor product availability, and track consumer ratings. 

According to the company, Profitero will enable brands to track their performance compared with competitors across dozens of metrics, including paid and organic search placement, product content, pricing, stock availability, and reviews. Additionally, users can manage ad placement while leveraging Publicis Groupe’s consulting, design, engineering, and marketing services. 

Profitero will remain a product-focused company within Publicis, led by CEO Bryan Wiener and president Sarah Hofstetter. Wiener will report to Publicis Groupe chairman and CEO Arthur Sadoun.

Sadoun stated that adding Profitero to its portfolio allows the company’s clients to capture an “unfair share of the exponential growth in online sales” by optimizing their online product catalog with Profitero, maximizing their online spend with CitrusAd, and leveraging the scale of Publicis Media. 

Wiener stated the partnership marks the best of both worlds “as we retain our entrepreneurial spirit as a product-led organization while benefiting from the Publicis Groupe's diverse capabilities and scale.”

05/05/2022

Levi's Pilots Two Online Features to Prevent Returns

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Levi's new see it in my size offering

Levi Strauss & Co. is piloting two new capabilities on the Levi’s website to prevent online returns stemming from size and fit issues, while promoting an inclusive experience.

The new See It In My Size featurehelps shoppers to better relate to who is modeling products through authentic and inclusive representation, while the new What’s My Size? pilot is a sizing tool recommendation algorithm.

“One of our key innovation priorities is to enhance the online shopping journey and create truly personalized, seamless experiences for our consumers,” said Lara Lasisz, direct-to-consumer innovation lead at LS&Co. “With online shopping, one of the biggest obstacles the industry faces is how to transfer the fitting room experience to a digital environment. We’re dedicated to finding the right technology that will help our fans find the perfect fit from the start.”

See It In My Size

Often, retailers’ product pages feature one model for each product, lacking a diverse preview of sizes and body types. With Levi’s new featureonce consumers click the See It In My Size button on the website, they can select their size and an image of the garment will appear on a person more similar to their size, height, body shape and/or skin tone. This experience aims to cultivate an inclusive experience and give consumers a more accurate preview of the item.

To gather all the necessary images, the Levi’s team organized several initiatives with both employees and micro-influencers. Earlier this year, the retailer launched a companywide contest asking employees across the globe to submit photos in specific Levi’s products that would be featured on the website. The team also conducted photo shoots with micro-influencers across Northern California, the U.K. and Brussels, as well as a pop-up in North Carolina, to get a robust photo library across a diverse range of sizes.

The See It In My Size pilot is available on the desktop now in the U.S. and will be available across Europe — including France, the UK, Germany, Netherlands and Spain — in the coming month.

What’s My Size?

The pilot of What’s My Size? recommendation algorithm allows consumers to click a button and add their height, weight, and gender. From there, the algorithm will recommend the best size to select. After the consumers does this once, the recommendation will follow the consumer throughout their shopping journey and suggest the best size for each product being viewed.

What’s My Size is available on the desktop in six countries in Europe (France, Germany, the UK, Netherlands, Spain and Italy) and will be available on the U.S. mobile app in June 2022.

This article first appeared on the site of sister publication RIS. 

04/29/2022

Mars Using AI to Innovate With Plant-Based Ingredients

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Mars brand storefront

Mars, Incorporated is diving into the plant-based space, leveraging deep AI insights to discover new ingredients. 

The company has entered into a multi-year agreement with PIPA LLC, which powers LEAP, allowing Mars to use biomedical databases and pipelines to design new products and address the growing consumer demand for healthy foods, beverages, and dietary supplements. 

LEAP will be available to Mars associates over the next two years. They can use the platform to accelerate discovery when compared to more traditional methods of ingredient identification and screening. Using AI and bioinformatics, the tech can help predict connections between foods and microbes and diseases to better inform product development. 

[Read more: Mars' VP, Demand Analytics Named 2022 Visionary]

For example, the tech created the model that helped Mars develop the RENALTECH diagnostic tool that predicts kidney disease in cats.

Nici Bush, VP, of innovation, science and technology at Mars said that PIPA is an important research collaborator for Mars. “Their science and technology strengths will translate into business impact, opening doors for Mars and the wider food industry."

Dr. Abigail Stevenson, VP of the Mars Advanced Research Institute (MARI), said the technology will allow them to create new products and services that improve the lives of people and their pets. 

"By joining forces with Mars, we are placing AI at the center of food, nutrition, and health,” said George Nikolaou, VP of product at PIPA. “We are bringing to fruition new methods for science discovery that mean business teams empowered by AI can unlock novel, high-quality insights faster and more cost-effectively than previously imagined."