CPG Brand & Retailer Collaborations Create a Win-Win-Win

Posted Friday, March 13, 2015

Dr Pepper's campaign character, Larry Culpepper, shops for at Walmart for Cheez-Its for the playoff party [PHOTO: mobile marketer]
Dr Pepper's campaign character, Larry Culpepper, shops for at Walmart for Cheez-Its for the playoff party [PHOTO: mobile marketer]

Retailers are stepping up their game to create new “win-win-win” marketing strategies by partnering with CPG brands to give their customers more value at the point-of-purchase and making it easier for them to buy. Retailers are becoming brands in their own right and are more in tune with “their” shoppers than ever before. They also have the advantage of being able to compare how brands are doing at the store level and how effective their marketing is (or isn’t.) Brands can help retailers because they understand their product category and are typically marketing powerhouses themselves.

The shift is that CPG brands need to work with retailers, and even other CPG brands, to co-create custom programs that fit the retailer’s brand and targeted shopper. One size marketing campaign, so to speak, does not fit all retailers. 

Several CPG brands are indeed not only collaborating with the retailers but are joining forces with other brands in an effort to

Read More

Tags: KDM POP Solutions Group , Shopper Marketing , Target , Walmart

Comments (0)

Walmart’s 5 Principles of Shopper Marketing

Posted Friday, October 24, 2014

Walmart Endcap POP Display | KDM
Walmart Endcap POP Display | KDM

The shopper marketing principles laid out by the late Sam Walton, Founder of Walmart, are still relevant today:

“The secret to successful retailing is to give customers what they want”.

These words are still guiding the principles used in Walmart’s approach to shopper marketing. While attending the Shopper Marketing Expo in Minneapolis this week we had the pleasure to hear Walmart’s new SVP of Creative, Andy Murray’s keynote. The goal for Walmart’s Retail Moment of Truth is to increase trips and increase bucket size. Mr. Murray laid out 5 principles of shopper marketing that must all work together in order to meet these two goals.

Walmart's 5 Principles of Shopper Marketing:

  1. Price and Value- 80% of Walmart shoppers use their mobile device while shopping for things like price comparisons and checking for promos. An example of how Walmart is addressing this is their new “Walmart Savings Catcher” app. Which he stated, has

Read More

Tags: KDM POP Print Solutions , Path to Purchase Institute , Walmart

Comments (0)

Lawn & Garden Retail Marketing Trends

Posted Monday, April 14, 2014

IMAGE SOURCE: The Home Depot
IMAGE SOURCE: The Home Depot

No One Wants Plastic Flowers and a Concrete Lawn ~ 

Power equipment and consumables, such as fertilizer, seeds, and mulch remain top revenue items for lawn and garden retailers. However, consumers are spending more leisure time outdoors and immersing themselves in nature and organic lifestyles. They are investing in patio furniture, grills and accessories to personalize these spaces, fueling a record growth in demand for these items. According to the Garden Media Group’s 2014 Garden Trends Report they predict several consumer trends for retailers to watch and capitalize on in 2014:

  • Decorating the yard with accessories like birdfeeders and throw pillows to make it personable
  • Creating composts is the new recycling
  • Growing more produce at home to be used for smoothies, hops for home brewing and grapes to make homemade wine
  • Decorating with more houseplants in offices, schools and hospitals (see our Retail Design Trends blog regarding the use of plant life in retail

Read More

Tags: home improvement , retailers , Walmart

Comments (0)

Is Showrooming an Insurmountable Threat to Retailers?

Posted Friday, September 27, 2013

KDM custom merchandising display
KDM custom merchandising display

Have you ever visited a store and saw a product you liked, but then purchased it online (usually at a lower price) instead of from the store? That’s called "showrooming". With 106 million people in the U.S. owning a smartphone, consumers can now shop in a brick-and-mortar store with the internet immediately accessible. As a result, retailers are concerned that showrooming will drive more and more customers to leave stores without a trip to the cash register.

A study on the subject released this month by Columbia Business School and Aimia, a company that builds retail loyalty programs, sheds light on how consumers are actually using their mobile devices in-store, and what strategies retailers should consider to engage these mobile-assisted shoppers (M-Shoppers). The study examined 3,000 consumers in the US, UK and Canada.

Sample findings from the study:

  • 21% of all consumers are M-Shoppers, using their mobile device to help them with their purchase decision
  • Only

Read More

Tags: eCommerce , interactive marketing , KDM Merchandising Solutions , KDM POP Print Solutions , KDM Retail , Kroger , showrooming , Walmart

Comments (0)

Key Trends for Grocery Retailers & Wholesalers

Posted Wednesday, May 08, 2013

submitted by Barry Hogan, Retail Specialist, KDM POP Solutions Group ~ 

We serve some of the nation’s largest supermarket and grocery retailers. We like to keep a finger on the pulse of this industry and often ask what our clients see as emerging trends. While there is a lot of variance in the responses, many can be bucketed into four common themes: grocery customers want value and they use technology to find it. On top of that, competition is evolving and capturing market share - both online and via their own brick-and-mortar stores.

Consumers Want Value
Since the recession of 2008, shoppers have become more price conscious. They’re working harder for less money and are focused on stretching every dollar to the max. Low price is important, but it’s not the end of the value conversation. Consumers are also looking for more variety and placing increased emphasis on locally-sourced items. They want better quality, including items that are more organic and healthy. They&

Read More

Tags: eCommerce , grocery , interactive marketing , KDM , KDM POP Print Solutions , market-wise , millennials , private label , supermarket , Trouble in Aisle 5 , Walmart

Comments (0)