firstmovr

💫 𝗜𝗦 𝗬𝗢𝗨𝗥 𝗟𝗘𝗔𝗗𝗘𝗥𝗦𝗛𝗜𝗣 𝗟𝗘𝗚𝗘𝗡𝗗𝗔𝗥𝗬? A "legendary" example of omnichannel category management leadership and brands designing for incrementality is this General Mills' Box Tops for Education campaign activation at Walmart as we kick off Back To School 2024-25 (can you believe it's almost the new school year already?! 😩) In this campaign, if you buy 4 participating items from General Mills brands, you're eligible for $4 in bonus box tops. And it never hurts to have John Legend as a celebrity partner! Why is this cool? 👉 It's designed to build bigger baskets in the short-term with a stock-up and cross-selling offer across multiple General brands serving Back To School missions. 👉 It's designed to drive loyalty in the long-term by a) getting in the cart and establishing routines at a critical seasonal behavioral inflection point and b) reinforcing the "good" that General Mills is doing for not just your kids, but all kids and their education. 👉 It promotes a compelling value and call-to-action without necessarily discounting the product to impact profitability and channel dynamics. 👉 It allows consumers to actively vs. passively participate in the charity/cause campaign. 👉 General Mills implements a full-funnel messaging approach with the call to action included in all media all the way to the PDP. 👉 It prompts an offsite visit allowing General Mills to collect important participating consumer data to help engage with them further in the future. 👉 It shows consistency over the years in a marketplace of shiny objects, unicorns and digital ADD that they stay committed to their corporate and category charity commitments. Kudos to the General Mills team and all involved stakeholders for this execution, one of many we're continuing to capture in our firstmovr Growth Genome Omni Catman Playbook. Keep up the amazing work, first movers!

🤔 𝗛𝗢𝗪 𝗪𝗘𝗟𝗟 𝗗𝗢 𝗬𝗢𝗨 𝗧𝗘𝗟𝗟 𝗬𝗢𝗨𝗥 𝗣𝗥𝗢𝗗𝗨𝗖𝗧 𝗖𝗛𝗔𝗡𝗚𝗘 𝗦𝗧𝗢𝗥𝗬? As a former brand manager and eCommerce leader in charge of innovation and launching innovation online, I'm often surprised by a) how many brands don't communicate their renovations or product transitions at all on the PDP and b) the range of different approaches brands have taken when they do communicate these product changes. I recently did a spirit walk on the digital shelf as part of our ongoing refreshes to our firstmovr Growth Genome Omni Catman playbook to see some of the latest and greatest practices and wanted to share a snapshot of just some what I saw. The best product change stories include all of the following (often in one image): ✔ VISUALIZE THE PRODUCT TRANSITION ➕ EXPLAIN THAT THEY MAY RECEIVE EITHER ➕CLEARLY IDENTIFY OLD VS. NEW ➕ AFFIRM NEW PRODUCT PROPOSITION ➕ EXPLAIN WHY YOU MADE THE CHANGE ➕COMMUNICATE THE CHANGE BEFOREHAND 🙌 I want to commend Beth Russo and the team at Revlon and Jill Rourke and the team at Wellness Pet Company for some of the best-in-class product change storytelling thus far! Keep up the amazing work, first movers!

🛒 𝗕𝗨𝗜𝗟𝗗𝗜𝗡𝗚 𝗕𝗔𝗦𝗞𝗘𝗧𝗦 𝗔𝗡𝗗 𝗠𝗘𝗠𝗢𝗥𝗜𝗘𝗦: In walking the digital shelves, we're always on the lookout for cool examples of omnichannel category management leadership and brands designing for incrementality, which we keep adding to our firstmovr Growth Genome Omni Catman Playbook and trainings. I am so pleased to have stumbled upon this awesome activation from Nestlé at Target through which shoppers can receive a $20 Visa Prepaid Card when they purchase $40 of Nestle brand items. Why is this cool? 👉 It's designed to build bigger baskets across multiple Nestle brands that compliment one another for full meal / snack solutions. 👉 It's designed to drive new occasions / trips by pairing those multiple brands around everyday summer moments. 👉 It's creating value for shoppers under inflationary and economic pressures. 👉 It's providing a "gift" card to drive a future purchase, BUT gives the shoppers flexibility to use the card on other brands/purchases (not just Nestle and not just at Target). 👉 It links offsite from Target to Nestle to remove that process/tech/friction from a Target management POV. 👉 There's a redemption limit so that this doesn't become a retail arbitrage situation with 3rd party sellers. Kudos to the Nestle team and all involved stakeholders for this execution! Keep up the amazing work, first movers!

🤖 𝗪𝗔𝗦 𝗔𝗜 𝗜𝗡𝗩𝗜𝗧𝗘𝗗 𝗧𝗢 𝗧𝗛𝗜𝗦 𝗠𝗘𝗘𝗧𝗜𝗡𝗚? It really should've been invited so that you can tap its full potential for your digital commerce strategy. But it's not too late! Don’t miss our first virtual event, The AI Playbook for Digital Commerce, from 12:00 - 2:00 PM ET TOMORROW WEDNESDAY July 24 powered by the AI Commerce Collective, including industry giants Vizit, firstmovr, MikMak, Profitero, and Salsify. Gain exclusive access to real-life examples and expert tips for integrating AI solutions across your commerce tech stack and more! 👉 Register for FREE here: https://lnkd.in/epA4sVrm Hope to see you all there! #ai #digitalshelf #marketplaces #digitalcommerce #retail #omnichannel #cpg

♣ ♦ ♥ ♠ 𝗜'𝗟𝗟 𝗠𝗔𝗧𝗖𝗛 𝗬𝗢𝗨𝗥 𝗢𝗙𝗙𝗘𝗥 𝗔𝗡𝗗 𝗥𝗔𝗜𝗦𝗘 𝗬𝗢𝗨 𝗔𝗡𝗢𝗧𝗛𝗘𝗥 𝗗𝗘𝗔𝗟! Earlier this week, the always astute Dean McElwee posted insightful commentary on algorithmic price matching and Target's recent preemptive Circle Week promotional event ahead of Amazon Prime Day that may have prompted select price competition and lost buy boxes (see Dean's post here: https://lnkd.in/ecm7eS2z) This price and promo matching topic is one of my personal favorites, and so, I fell down a bit of a rabbit hole ( 🤓 nerd alert!), digging deeper into some of the competitive situations I saw taking place during this major event week. One that caught my attention was this Amazon Prime Day offer on leading diaper brand SKUs. Amazon already had the best price per count BEFORE and AFTER their Prime Day offer of $30 credit when you bought $90 VS. Target's everyday price and their Buy 2, Get a $15 gift card offer. However, Amazon didn't stop there. They [strategically or algorithmically?] matched Target's offer, too! This equated to a total credit of $45 when you bought $90 worth of participating SKUs for one of the best values on diapers in recent history (excluding select Costco offers and "crazy coupon mom and dad" wizardry). While I'm all for value to the shopper, when you're already delivering superior value, why lose the margin (and likely significant profitability and commercial viability long-term) when you don't have to? I fear that this lost margin by the retailer only comes back to bite the #cpg brands later, am I right? This also opens up an interesting question around real value vs. perceived value from a shopper perspective? 🤔 What do you think?! *Disclaimer: Pricing is at the sole discretion of the retailer. #primedaymademebuyit

🎉 𝗧𝗛𝗘 𝗣𝗥𝗜𝗠𝗘 𝗗𝗔𝗬 𝗣𝗔𝗥𝗧𝗬'𝗦 𝗡𝗢𝗧 𝗢𝗩𝗘𝗥! I know it's sad that Amazon Prime Day is over 1) because of the many weeks and months of event lead-up planning and 2) because now we have to analyze how we did. But you don't have to cry for long. Your initial performance snapshot (good or not) isn't indicative of how much better it can get post-event if we follow-up with an effective lead-out strategy. We put together a short macro list of activities (among a longer list we have from best practices collected from all of your first movers out there) you can do AFTER the event itself to make it even more successful. 📈 Evaluation: Review your results across campaign types and optimize toward performance, where still active. Be sure to assess ROAS and other critical campaign metrics by objective and tactic to determine success and incrementality. 🛒 Conversion: Identify audiences for remarketing and leverage available display retargeting tactics and post-event coupons or offers to capture shoppers that are still looking for deals and/or who didn’t purchase during the event. 👟 Momentum: Leverage onsite coupons, paid search and display, as well as offsite media to maintain your earned visibility and search/sales rank. With your new-to-brand shoppers, lean in on incrementality opportunities by shifting content and activation to drive repeat purchases, stock-up and/or cross-selling. It’s not time to cry yet, first movers! Get out an play in the water! We can make even more of Prime Day and don't forget, Prime Big Deal Days is just a few months away! #primedaymademebuyit

🚀 𝟱... 𝟰... 𝟯... 𝟮... 𝟭... 𝗟𝗔𝗨𝗡𝗖𝗛! Our very own Chris Perry had an amazing time on the CPG Launch Leaders podcast series geeking out with Darcy Ramler and Allan Peretz at Bold Strategies, Inc.! They covered some crucial ground on how brands can achieve SMARTER growth in eCommerce by focusing on the "how" and "why" behind their strategies. Listen in to hear about leveraging consumer data, making the most of ratings and reviews, and building a robust eCommerce game plan. If you're looking to sharpen your approach, this episode is for you! Catch the episode here on: 🎙Apple https://lnkd.in/gKpm3bz9  🎙 Spotify https://lnkd.in/grmrt4EE #ecommerce #omnichannel #CPG #CPGLaunchLeaders #growthstrategy #podcast #BoldStrategies

🤞𝗙𝗜𝗡𝗚𝗘𝗥𝗦 𝗖𝗥𝗢𝗦𝗦𝗘𝗗! Well, it's Amazon Prime Day #2!  What can you do now besides crossing your fingers, throwing a coin in a fountain, and saying a few hail Marys? Well... actually a lot. You don’t have to sit idly and wait to see what happens (Not that I think any of you aren't hustling right now. We put together a short macro list of activities (among a longer list we have from best practices collected from all of your first movers out there) you can do during the event itself to make it as successful as possible. 🗣 Communication: Stay connected with your Vendor Manager about your promotion performance. ✅ Management: Audit your promotion and performance status in real-time. 🔑 Awareness: If not already done, integrate event-related keywords into your paid search campaigns. And amplify your event promotions with “last-minute” self-serve media, brand social and/or email blast support. 🛒 Conversion: Link your “last-minute” traffic support to your optimized PDPs or brand stores to increase portfolio cross-selling and highlight your deal ASINs on the main landing page. Also, prep for retargeting campaign capabilities to convert high-intent and undecided shoppers. Lastly, prep for coupons to support shoppers who missed the event. It’s not too late to still make an impact! Let’s bring it home, eVengers! We've got Prime Big Deal Days to start prepping for haha! #primedaymademebuyit

Our latest CPG Launch Leaders podcast episode features the insightful Chris Perry from firstmovr, discussing how brands can drive smarter growth in e-commerce. Us as we explore the importance of understanding the "how" and "why" behind e-commerce strategies. Learn about optimizing consumer interactions, harnessing the power of ratings and reviews, and crafting a comprehensive growth plan. This episode is packed with valuable takeaways for any brand looking to enhance e-commerce strategy. Catch the episode here on Apple https://lnkd.in/gKpm3bz9 or Spotify https://lnkd.in/grmrt4EE CPG Launch Leaders is hosted by Allan Peretz and Darcy Ramler and presented by Bold!

🥊 "𝗣𝗔𝗖𝗞"-𝗜𝗡𝗚 𝗔 𝗣𝗨𝗡𝗖𝗛 𝗢𝗡 𝗣𝗥𝗜𝗠𝗘 𝗗𝗔𝗬... It's always cool to see what leading brands are doing during Amazon Prime Day to engage their shoppers with meaningful offers WITHOUT prompting price matching or other channel conflicts. 🏛 Pricing is at the sole discretion of the retailer (or their algorithm). Period. ☝ However, that doesn't mean that brands don't unintentionally cause pricing changes through promotions on like-for-like assortment across retailers that can be matched in a price spiral to the bottom. So we either need to 1) be uber-maniacal about channel promo planning so not to trigger the domino effect 2) leverage strategic promotional structure that isn't comparable like-for-like on assortment across multiple retailers 3) promote strategic and unique/exclusive assortment by retailer that isn't comparable like-for-like across multiple retailers OR 4) do nothing intentional and hope for the best (i.e. livin' on a prayer!) 🙌 Great work to these leaders and many others leveraging #3 above to participate within Prime Day promo requirements to engage the Prime shopper without causing channel conflict in the short and long-term. #primedaymademebuyit