Vantage Point

Trade promotion management and optimization is a big challenge faced by all consumer-packaged goods (CPG) companies due to the complexity of tasks involved in the trade promotion lifecycle.

It will take smart bets and consistency for brands to earn their consumers’ business and keep them coming back for more.

Packaged goods companies need to build a deeper level of interaction with consumers through personalized offerings and improved omnichannel experiences. An effective product information management system can help.

Brands must be ready for convenience to be redefined, local to go hyper-local, and tech to take the lead.

A consumer goods industry now focused on building better shopping experiences shouldn’t underestimate the impact of delivering the right product, at the right price, on time.

In the post-digital era, hyper-personalized, instantaneous digital experiences will increasingly provide competitive advantage for consumer goods brands looking to deliver relevance at scale.

As private label penetration grows, national brands should consider unique loyalty-building programs

Will the California Consumer Privacy Act impact your business next year? Now's the time to find out.

Chief marketing officers must free themselves from organizational shackles and devote more time to creating new relevance at scale.

However exhilarating, advertising creative is a means to an end. Real marketing success is a story told in numbers. But which numbers matter most today? 

By shifting from modeling to an AI-infused, data-driven approach to planning, consumer brands can innovate faster and, eventually, be able to predict category and shopper trends.

To stay close to retail accounts and ahead of the competition, savvy CPGs are adopting a cyclical execution framework that centralizes integral data sources into a single system.