One-day workshop for Category Directors, Category Managers, Shopper Marketers and Customer Managers
Retailers around the world are asking suppliers for Digital and Social (D&S) tactics and strategies to activate brands, leverage price, merchandising, range/assortment, and promotion. B4P works globally and in ANZ with suppliers to anticipate and respond to retailers’ demands by identifying best-practice via benchmarking.
B4P’s 2013-4 research into 19 medium to large FMCG suppliers in Australia/New Zealand revealed that resources are now committed to D&S but with an over-focus on ATL and the consumer, with the shopper still relatively ignored for D&S activation. Yet, the opportunity to help shoppers find, choose, buy and share has been identified by strategic suppliers around the world. Budgets and people are already being dedicated to this important new way of growing categories.
Category Managers, Strategists and Shopper Marketers need to be in the loop on global best-practice and local executions of all D&S tactics at the point of purchase for the shopper. And they need the capability to use these in their category plans, range reviews, and to grow the category holistically, in a way that is integrated with ATL and BTL.
“I had no idea that my role was best practice” - Pernod Ricard
“We’ve already booked a meeting to get started on our Point of Sales Digital strategy…” - Frucor