Simpactful Brand and Retailer Experts Weigh-in
OUR RETAIL PRACTITIONERS
OUR BRAND PRACTITIONERS
Rich Shea, Former Kroger Senior Director Health and Beauty Care and Non-Food Merchandising:
“You need to demonstrate the incrementality of your brands’ revenue to that retailer. That is usually derived from a combination of sales data and brand loyalty/switching data. In addition, if your brand had a cost increase and it was passed through, show what happened to the Loyal Shoppers. How did they react? Do they switch, downsize, stay consistent etc. In all likelihood, another cost increase is not out of the realm of possibility in these volatile times.”
Jennifer James, Former P&G Executive, Insights & Market Understanding:
“Consider 1) Consumer Mindset: In times of uncertainty, consumers often seek out the familiar and appreciate trusted brands. 2) Scrimp-Splurge Behavior: Consumers will look to both save money and to treat themselves in other ways. Make sure your brand is well designed to accommodate both. 3) Framing Value: knowing that consumers might be thinking more about value during inflationary times, consider what product categories or brands might signal price anxiety and which ones can tolerate it better.”
Paul Beahm, Former Walmart SVP and GMM – Health & Wellness Operations:
“Highlight your marketable point(s) of difference and how those meet consumer desire or wants across innovation, packaging, and consumer usability.”
Mike Tolkowsky, Former Mars Global VP, Strategic Revenue Management:
“Set up your Holistic Retailer Value Proposition to answer the following questions: What are you doing to drive category growth (vs simply brand/share growth)? Are margins competitive/accretive to the category for retailers? How easy is brand proposition or program of sale incentives for retailers to execute? How is your brand helping retailers to differentiate themselves from competitors?”
Heather Burgess, Former Amazon Executive:
“Understand your buying audience at a deep level including how they are measured and rewarded. Analyze your business and the overall category through the lens of that scorecard, with an eye towards each lever you can pull to reduce cost, simplify operations, or drive topline growth. Inflationary cycles are normal and the best brand partners deliver wins in all three areas.”
Dee Blair, Former GSK Director of Sales:
“In today’s dynamic environment, brands need to analyze both traditional and shopper data sets. It’s important to know traditional metrics: sales, margin, rankings, share of space, velocity, etc. and now it is increasingly important to know shopper loyalty, exclusivity, share of requirements and demographic trends. Information is abundant. Those that can extract data and convert it into a compelling category story will be trusted and valued.”
To learn more about how Simpactful experts from both the brand and retailer sides of the CPG desk can help you, contact the Simpactful team today at contact@simpactful.com or 925-234-6394. Visit www.simpactful.com
Simpactful Brand and Retailer Experts Weigh-in On
Our Retail Practitioners
“You need to demonstrate the incrementality of your brands’ revenue to that retailer. That is usually derived from a combination of sales data and brand loyalty/switching data. In addition, if your brand had a cost increase and it was passed through, show what happened to the Loyal Shoppers. How did they react? Do they switch, downsize, stay consistent etc. In all likelihood, another cost increase is not out of the realm of possibility in these volatile times.” – Rich Shea, Former Kroger Senior Director Health and Beauty Care and Non-Food Merchandising
“Highlight your marketable point(s) of difference and how those meet consumer desire or wants across innovation, packaging, and consumer usability.” – Paul Beahm, Former Walmart SVP and GMM – Health & Wellness Operations
“Understand your buying audience at a deep level included how they are measured and rewarded. Analyze your business and the overall category through the lens of that scorecard, with an eye towards each lever you can pull to reduce cost, simplify operations, or drive topline growth. Inflationary cycles are normal and the best brand partners deliver wins in all three areas.” Heather Burgess, Former Amazon Retail and Procter & Gamble Marketing Executive
Our Brand Practitioners
“Consider 1) Consumer mindset: In times of uncertainty, consumers often seek out the familiar and appreciate trusted brands more. 2) Scrimp-Splurge Behavior: Consumers will look to both save money and to treat themselves in other ways. Anticipate these and make sure your brand is well designed to accommodate both. 3) Framing value: knowing that consumers might be thinking more about value during inflationary times, consider what product categories or brands might signal price anxiety and which ones can tolerate it better.” – Jennifer James, Former P&G Executive, Insights & Market Understanding
“Set up your Holistic Retailer Value Proposition to answer the following questions: What are you doing to drive category growth (vs simply brand / share growth), are margins competitive/accretive to category for retailer? How easy is brand proposition or program of sale incentives for retailers to execute? How is your brand helping retailer to differentiate itself from its competitors?” – Mike Tolkowsky, Former Mars Global VP, Strategic Revenue Management
“In today’s dynamic environment, brands need to analyze both traditional and shopper data sets. It’s important to know traditional metrics: sales, margin, rankings, share of space, velocity, etc and now it is increasingly important to know shopper loyalty, exclusivity, share of requirements and demographic trends. Information is abundant. Those that can extract data and convert it into a compelling category story will be trusted and valued.” – Dee Blair, Former GSK Director of Sales
To learn more about how Simpactful experts from both the brand and retailer sides of the CPG desk can help you, contact the Simpactful team today at contact@simpactful.com or 925-234-6394. Visit www.simpactful.com
