Wednesday Apr 04, 2012

Attend This Webcast To Learn How CG Manufacturers Are Stepping Up Their Efforts to Sell to Consumers

Going Direct to Consumer is top of mind with executives in the Consumer Goods (CG) industry today. But are companies ready to engage? Recently, the Economist Intelligence Unit (EIU) conducted research sponsored by Oracle to better understand how Consumer Goods companies are engaging directly with consumers today and in the future. The survey involved CG executives across the globe as well as in-depth interviews with corporate leaders in the industry to explore their direct-to-consumer initiatives. Some key findings include:

  • Pushing traditional media through new media channels is not enough to reach today's more plugged in, product-savvy consumer
  •  CG companies are experimenting with new ways to establish and enhance direct, two-way relationships with their target consumers across multiple channels to enhance brand loyalty and drive product sales
  • Survey respondents and other CG executives see their nascent e-commerce efforts as complimentary to, not competing with, existing retail channels.

This webinar will review the results of the research and panelists will discuss what CG companies worldwide are thinking as they deploy their direct-to-consumer strategies in an effort to engage directly with today's empowered consumer.

Tuesday Apr 03, 2012

Going Direct to Consumer in Consumer Goods – Live Webcast April 12

Going Direct to Consumer is top of mind with executives in the Consumer Goods (CG) industry today.  

Join our live webcast on Thursday, April 12 to learn what CG companies worldwide are thinking as they deploy their direct-to-consumer strategies in an effort to better engage with today’s empowered consumer. Hear Jon Copestake, Chief Consumer Goods Analyst of the Economist Intelligence Unit and Oracle to discuss the findings and industry trends. Some key findings include:

  • Pushing traditional media through new media channels is not enough to reach today’s more plugged in, product-savvy consumer
  • CG companies are experimenting with new ways to establish and enhance direct, two-way relationships with their target consumers across multiple channels
  • Survey respondents and other CG executives see their nascent e-commerce efforts as complimentary to, not competing with, existing retail channels.

Register to attend on April 12, 8:00 a.m. PT / 11:00 p.m. ET  

Tuesday Feb 28, 2012

Consumer Goods Companies Are Increasingly Going Direct to Consumers

 

Economist Intelligence Unit Survey Reveals Consumer Goods Companies are Experimenting More with Mobile and Social Media to Engage with and Sell Directly to Consumers

A recent study conducted by the Economist Intelligence Unit (EIU) and sponsored by Oracle Consumer Goods found that Consumer Goods (CG) companies are increasingly experimenting with new ways to establish and enhance direct, two-way relationships with consumers.

The report found that the use of social and mobile channels are increasingly helping CG companies become more comfortable with the direct-to-consumer selling model, with the number of companies selling products directly to consumers expected to increase from 24 percent to 41 percent over the next 12 months. In addition, 74 percent of CEO-level respondents say social media is a priority for increasing loyalty over the next 12 months.

Despite the growing social and mobile marketing trend, survey respondents and other CG executives see their nascent e-commerce efforts as complementary to, not competing with, existing retail channels, but are committed to expanding their direct-to-consumer strategies. A full copy of the results is available here: “New Directions: Consumer Goods Companies Hone a Cross-Channel Approach to Consumer Marketing” report

Read more perspectives about the study from Brandchannel and Oracle.

Friday Feb 17, 2012

Why Consumer Goods (CG) Companies Must Act More Like Retailers

Pushing traditional media through new media channels is no longer enough to succeed in today’s Consumer Goods market. A new approach is needed - one that puts brands wherever consumers are, in a way that encourages consumer participation. CG manufacturers need to increase their engagement with consumers and improve their direct-to-consumer initiatives. They are now aggressively exploring ways to integrate new channels and adopting strategies, processes, and technologies so they can act more like retailers.

Sponsored by Oracle, The Economist published an Economist Intelligence Unit report titled New Directions: Consumer goods companies hone a cross-channel approach to consumer marketing.  The study is the result of a global survey of 221 consumer goods (CG) executives.

Brandchannel, an online exchange dedicated to branding, wrote their perspective on the study:

Consumer Goods companies need to think and act more their retail partners as their participation in social media and online storefronts increase.  The Economist Intelligence Unit report, New Directions, sponsored by Oracle, reveals that 41% of respondents surveyed plan to sell products directly to consumers in 2012, a 24% increase over those currently offering direct sales.

“Consumer goods companies can no longer merely push traditional campaigns through new media channels to reach today's more product-savvy consumer. They need to integrate multiple channels to put brands where consumers are, in a way that encourages a more interactive relationship between consumer and producer, not passive consumption of marketing messages.”

Key findings include:

  • The social media opportunity is finally catching the attention of senior management: 74% of CEO-level respondents say social media is a priority for increasing loyalty over the next 12 months
  • Nearly a quarter of CG executives envisage direct-to-consumer replacing retail.
  • Nearly half of survey respondents and other CG executives see their nascent e-commerce efforts as complementary to, rather than alternatives to, existing retail channels

Another perspective on the same study can be found here.

Wednesday Feb 08, 2012

Consumer Goods Companies Hone A Cross-Channel Approach To Consumer Marketing

 

Consumer goods (CG) manufacturers are aggressively exploring ways to integrate new channels such as social media and mobile into the marketing mix to attract and engage consumers. However, they are not ready to abandon traditional approaches to consumer marketing. CG marketers say they want to increase engagement with consumers and improve their direct-to-consumer initiatives—but are they really ready to do so?

Perhaps CG companies looking to get closer to consumers ought to think more like retailers, which have made significant investments in understanding consumer behaviour and sentiment across physical and digital environments. New directions: consumer goods companies hone a cross-channel approach to consumer marketing, an Economist Intelligence Unit report sponsored by Oracle, draws on a survey of 221 CG executives as well as in-depth interviews with corporate leaders in the CG industry to explore the changing face of consumer marketing.

Wednesday Sep 07, 2011

Engage Shoppers Directly with Oracle CRM for Consumer Goods

Some of the major trends driving much of the innovation in Consumer Goods sales and marketing include the drive to engage with and potentially selling to evolving consumers, need to enable demand driven customer and category planning, and the goal to optimize retail and market execution.   

Watch this short video on Oracle’s latest sales and marketing innovations for Consumer Goods that enhance consumer-engagement processes and address these trends.  Includes a short preview demo by Oracle expert Angélique Moon of CRM Product Management for Consumer Goods.  

View an earlier webinar with Peppers & Rogers Group  Align Your Brand to What Consumers Demand.       Read more about Oracle’s solutions for Consumer Goods.

Friday May 20, 2011

Live Webcast: Align Your Brand to What Consumers Demand

Complimentary 1to1 Webinar Tuesday, May 24th | 2:00PM Eastern

Consumers are a fickle bunch, often swayed by flashy promotions and discounts. Additionally, advances in social networking and mobility have fundamentally changed the way customers behave. Fortunately, this transformation also opens the door to more direct relationships. Consumer packaged goods companies (CPGs) must engage consumers across channels and learn their underlying needs and preferences to create a connection that cements long-term loyalty and evangelism—and grows revenue.

CPGs must engage consumers based on their needs and preferences to create a connection that cements long-term loyalty and grows revenue. Our presenters will examine how to build consumer relationships and cut across channels.

Attendees of this exclusive webinar will also receive a complimentary copy of the new white paper by Peppers & Rogers Group, Social Loyalty: A New Way to Make Friends and Influence Business.

Tuesday Apr 19, 2011

Business Intelligence: Model Once, Deploy Everywhere

Our colleague, David Dorf, wrote an interesting post at the Insight-Driven Retailing Blog. You might find these insights useful in your industry, especially if you need insight across CRM and other information repositories.


Business Intelligence has really grown up over the last decade. It has expanded beyond simple reporting to include advanced analytics, alerting, forecasting, collaboration, and even knowledge management. For retailers, many of these functions exist within the enterprise, but they are typically not connected and rarely use common semantics.

CSA BI.PNGWorking with Chain Store Age, we did a survey to find out where retailers need the most help. The results show that consolidation, consistency, and simplification are the main priorities. Most retailers know they own the data to make the right decisions, but they are frustrated at not being able to easily access that information.

The best approach we've found is to model the data once, in a common information model that is comprehensive to the business. Then there are opportunities to deploy the model in different ways to support different functions. But if you don't have that common information model to begin with, you risk complications.

Oracle provides a common information model across disciplines such as finance, labor, and supply chain for its BI Apps. To that we're adding industry domains like merchandising and banking so its possible to combine ERP and industry data yielding a complete view of the business.

Below are links to more information and an upcoming webinar on the topic.

Survey Findings

Webinar: Simplifying Retail BI: How to model once, deploy everywhere, and separate the necessary from the nonsense (Tuesday, April 26, 2011; 2 p.m. ET/ 11 a.m. PT)

Chain Store Age Interview at NRF





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