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On-demand Webinar: The End of the Endless Aisle: Applying Category Management Principles to the...
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© CLAVIS INSIGHT BEST PRACTICES IN ONLINE CATEGORY MANAGEMENT DANNY SILVERMAN, GLOBAL HEAD OF BUSINESS CONSULTING SERVICES Webinar February, 2015
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© CLAVIS INSIGHT
BEST PRACTICES IN ONLINE CATEGORY MANAGEMENTDANNY SILVERMAN, GLOBAL HEAD OF BUSINESS CONSULTING SERVICES
WebinarFebruary, 2015
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THE INDUSTRY STANDARD FOR ONLINE STORE AUDIT AND ANALYTICS FOR CPG/FMCG
MANUFACTURERS
Technology visits online stores globally
Audit & Analysis of everything the shopper sees
Delivering ROI through actionable insights
BROUGHT TO YOU BY CLAVIS INSIGHT
Danny Silverman is Global Head of Business Consulting Services for Clavis Insight. Danny is a global CPG / FMCG eCommerce business strategy and sales expert with over 10 years of industry experience. Throughout his career, he has helped brands enhance equity and drive sales at online retailers with data driven insights and experience informed action.
TODAY’S PRESENTER
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TODAY’S DISCUSSIONBEST PRACTICES IN ONLINE CATEGORY MANAGEMENT
No longer “if” or “when,” but “how”CPG play books are being writtenConstant innovation and new technology driving shopper behavior shifts Industry in turmoil for foreseeable future
ROGER’S TECHNOLOGY ADOPTION CURVE:CPG ECOMMERCE IS TIPPING
PUSHRetailer persuaded by manufacturer to stock product
Customer likely to make purchase decision that day
In-store promotion and trained sales force push the product
STACK ‘EM HIGH AND LET ‘EM FLY!
PULLRetailer purchases
stock from manufacturer
driven by demand
Consumers research and seek a category or
product
Set Up Item
IN A ‘PULL’ ENVIRONMENT, CATEGORY SPECIFIC BEST PRACTICES FOR ITEM SET-UP ARE CRITICAL
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‘RIGHT’ ASSORTMENT
Non-hazmatOptimal case pack – FFP?Depth vs. BreadthHigh involvement; discretion; daily usageNew, low supply, niche; long-tail and hard-to-findUnderstood in business planning and product life cycleFunded
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MENU PLACEMENT IS CRITICAL
DISCOVERABILITY VIA SEARCH
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PROMOTION: FROM RETAILER, TO SOCIAL
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3,364 21
385 8
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AND…ENGAGING CONTENT
Take a LEADERSHIP Role
eCommerce is Tipping –
ACCESS THE FULL PRESENTATION
Danny SilvermanGlobal Head
Business Consulting Services
CLICK HERE TO VIEW THE RECORDING AND FULL PRESENTATION
