Blog Packaged goods on the move. Five trends that can impact their future.
By Karen Post, The Branding Diva®
Power packaged-good brands have earned a place in marketing history. Once an industry where brands were built with 30-second TV spots, and where generations of families passed down the trusted brand; today it is a whole new ball game. Shelf space is expensive and limited and consumers have over 3000 choices every time they enter a store. Their brains have limited attention and their hearts even less loyalty.
To compete and win, CPG marketers must embrace a new world of connecting to consumers and buyers. The days of pure hard selling are now balanced with conversations that offer help, education, and category expertise. Instead of buying your way into their minds, the CPG company must think about earning attention and deserving loyalty. Disruption is now annoying and engagement is how you build lasting relationships.
Below are five trends cited by in an Information Resources, Inc. (IRI) report on CPG;
followed by some commentary reflecting real-world market observations and idea opportunities.
1) Trip-Based Merchandising
2) Solutions Merchandising
3) Sustainability
4) Merchandising as an Educational Platform
5) High-Tech Merchandising
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