On-demand Webinar: The End of the Endless Aisle: Applying Category Management Principles to the Online Channel

© 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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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

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