The Branded Pantry

Welcome to ShelfSnap.  After months of investigation, experimentation, negotiation and development ShelfSnap has launched! (more…)

• Housing prices off another 9% in September (more…)

In part one of my Shopper Marketing review, we discussed definitions, benefits, progress and some of the hurdles standing in the way of even the most advanced practitioners.   The two central hurdles commonly acknowledged are in-store execution and the measurement and compliance confirmation of that execution. (more…)

I have written several times about Shopper Marketing as one of the big movements affecting both the increasing complexity of the trading partner interface and the flight of dollars away from traditional brand and banner building media. 

The roots of Shopper Marketing began in the 1990’s with Procter’s “first moment of truth” efforts or “Hello Consumer, meet shelf!”  Shopper Marketing growth continues to accelerate.   Number studies indicate compelling potential gains.  Perhaps the most complete study is offered in the 2008 GMA/Deloitte Shopper Marketing Study.  Shopper Marketing drives top line growth in a mature industry.  It helps trading partners build and sustain brand AND banner equity while traditional marketing media continue to falter.  (more…)

A Supermarket News quoting an IRI study listed some interesting consumer trends.  Consumers were visiting Supercenters 5.5% more often, Dollar Stores 4% more often, and traditional Supermarkets 2% less often than was the case a year ago.  And this was before the full impact of the current credit crisis was known/understood (many would argue this has yet to happen).  (more…)

Supermarket News reported in an early August post that CPG companies “are still making minimum  investments  in RFID technology to satisfy their retail business partners demands” and are “becoming increasingly skeptical about the benefits this technology offers.” (more…)

A Progressive Grocer article on September 1, 2008 gives some additional insight about the collection techniques that Nielsen will use in trying to connect the stimuli that a consumer is exposed to in-store and their reactions.  (more…)

The association recently interviewed Branded Pantry Blogger Mike Spindler about the evolution of the in-store environment.  The interview is repeated here. (more…)

Plan, Do, Measure….That is the mantra of the In Store Implementation Share-group, and has been in one, shape or form the tactical basis of every effective management technique for many years.  (more…)

I have written extensively about the underlying product information challenges facing the companies attempting to inform consumers about eating more healthy through simplified labeling.   (more…)