Although there have been tremendous advances in the
capability of analytic solutions, many CPG manufacturers and retailers continue to adopt
“one-size-fits-all” strategies for national marketing, merchandising, pricing
and other plans.
I’ve just completed an article that appeared in AdAge this week, “A Prescription for
Resuscitating Growth for CPG Companies,” which notes that the recent recession
caused shoppers to dramatically rethink how they research, purchase and use CPG
products. CPG performance leaders are
taking advantage of this “rethink” to adjust the value proposition of all the
products they offer, with an eye toward dramatic levels of customization.
This highly granular approach may result in higher costs
short term, but the long-term ROI and competitive advantages far outweigh the
initial price tag. I’ve outlined a five
step approach to achieving the “perfect store,” one where every shopper feels
like the shopping experience was created just for him or her.
Read my entire article at: http://adage.com/cmostrategy/article?article_id=144299