Daniel Cropsey

Pricing strategy is critical, especially in this economy. Thank you to Beth Horn for sharing her expertise on this important topic. #strategy #pricing #consumerinsights

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What does it take to win in #CPG? Circana’s CPG Growth Leaders report measures the omnichannel performance of more than 600 consumer packaged goods companies with sales greater than $100 million. 🚀 Get a copy of the 2023 U.S. CPG Growth Leaders report here 👉https://lnkd.in/g4BBBMfE

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Read the full article here: https://lnkd.in/gTy3wwum Brendan Light shares how virtual simulations allow shopper marketers to continuously present the optimal shopping experience and drive purchasing decisions in Retail Today’s Executive Roundtable.   Interested in learning more about Ipsos’ Virtual Experience capabilities? Let’s connect!   #IpsosVirtualExperience #ShopperInsights #Ipsos #Retail #Loyalty

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𝗔 𝗻𝘂𝗮𝗻𝗰𝗲𝗱 𝗖𝗣𝗚 𝗰𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗳𝗼𝗿𝗲𝗰𝗮𝘀𝘁 𝗳𝗼𝗿 𝟮𝟬𝟮𝟱 𝗶𝗻 𝘁𝗵𝗲 𝘁𝗼𝗽 𝟲 𝗘𝘂𝗿𝗲𝗼𝗽𝗲𝗮𝗻 𝗴𝗿𝗼𝗰𝗲𝗿𝘆 𝗺𝗮𝗿𝗸𝗲𝘁𝘀 based on 6 factors; in the final issue of the 2024 Demand Signals* Category Monitor: 💰 𝗜𝗻𝗳𝗹𝗮𝘁𝗶𝗼𝗻 𝘀𝗲𝘁 𝘁𝗼 𝗿𝗶𝘀𝗲 𝘁𝗼 𝟮.𝟳% 𝗯𝘆 𝗲𝗻𝗱 𝗼𝗳 𝗛𝟭 𝟮𝟬𝟮𝟱; COL crisis continues 🥈 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝘃𝗼𝗹𝘂𝗺𝗲 𝗴𝗿𝗼𝘄𝘁𝗵 𝗶𝘀 𝘁𝗵𝗲 𝗰𝗿𝘂𝗰𝗶𝗮𝗹 𝘁𝗵𝗲𝗺𝗲 as demand slows 🌟 𝗣𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻𝘀 𝗮𝘁 𝗮 𝟱-𝘆𝗲𝗮𝗿 𝗵𝗶𝗴𝗵 𝘄𝗶𝗹𝗹 𝗻𝗼𝘁 𝗰𝗿𝗲𝗮𝘁𝗲 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 𝗱𝗲𝗺𝗮𝗻𝗱 - so brand over-saturating shelves must look to the whole toolbox 🏪 𝗣𝗿𝗶𝘃𝗮𝘁𝗲 𝗟𝗮𝗯𝗲𝗹𝘀 𝘄𝗶𝗹𝗹 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗲 𝘁𝗼 𝗴𝗿𝗼𝘄 𝘆𝗲𝘁 𝗮𝘁 𝗮 𝘀𝗹𝗼𝘄𝗲𝗿 𝗿𝗮𝘁𝗲 despite retailer transformation strategies 🛒 𝗗𝗶𝘀𝗰𝗼𝘂𝗻𝘁𝗲𝗿𝘀 𝗴𝗿𝗼𝘄𝘁𝗵 𝘁𝗼 𝘀𝘁𝗮𝗹𝗹 as Supermarkets fight back comprehensively 💡 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 - 𝗯𝗲𝘆𝗼𝗻𝗱 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 - 𝗵𝗮𝘀 𝘂𝗻𝘁𝗮𝗽𝗽𝗲𝗱 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹 - to include Media & Promotion Effectiveness & Execution We may have got 6/6 predictions right for 2024. But we are not bringing out the champagne just yet! Happy Holidays to you from Circana

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Liz Buchanan <> The CPG View On this week's podcast, "Pioneering the Future of CPG Data," on The CPG View featuring Liz Buchanan, President, North America at NielsenIQ. Liz covers the following key points: 🎯 Leadership and Market Evolution: Liz emphasizes her transition to leading Nielsen IQ's North American business and the dynamic changes in the market, highlighting her extensive experience and the company's adaptive strategies. 🎯 Data Activation and Value: A major focus is on making data "activation ready" by ensuring it is comprehensive, granular, and useful for driving business outcomes, particularly in retail environments. 🎯 Customer-Centric Approach: Liz shares the importance of understanding and addressing customer needs through modern data access methods, personalized insights, and maintaining high standards of data stewardship and privacy. Tune in to gain insights on new data strategies, AI tools, and market trends shaping the CPG industry on The CPG View. 🚀🌟 Full Podcast Link (Apple, Spotify, Google, etc): 🎧 https://lnkd.in/eEqXpSB6 #ecommerce #digital #omnichannel #strategy #success #cro #ceo #leadership #cmo #cdo #retailecommerceclub #cpg #privateequity #playtowin #thecpgview

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I think the label "private brands" has been a misnomer for a while - they have as strong brand-building power as traditional "brands." Now consumers are choosing retailers because of the strength of PL brands, meaning retailers have even more power in trade. How can traditional CPG brands justify the price? Huge need for differentiated positioning, distinctive packaging, and outside-in innovation.

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🏢 Let's not forget about in-store retail which is still a huge part of a brands overall retail media strategy. Peter Crosby & I sat down with Jeffrey Bustos from the IAB and Michael Wessel Esq. from Kroger to talk about the latest in-store media playbook! Be sure to listen 🎧 #digitalshelf #content #retailmedia #instore #omnichannel

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For #CPG brands and #advertisers, #convenience stores offer a golden, if not fragmented, targeting opportunity. Luckily, emerging offerings like the Rippl data and media network are making it easier for brands to engage high frequency C-store shoppers in regional markets using deterministic purchaser data. Bridg Head of Partnerships Jared Luskin and Head of Business Development and Marketing Steven Dietch recently chatted with Jacqueline Barba at Path to Purchase Institute, along with PDI Technologies Brian Jefferson and Jeff Hassman and National Retail Solutions (NRS Plus) Suzy Silliman and Brandon Thurber about new approaches to #RMN advertising for C-stores, brands and advertisers. Top takeaways included: 👉 According to the 2024 Convenience Industry Store Count, 63% of C-store sites operate between one and 10 stores, with the vast majority of owners having just one store. This fragmented C-store landscape means CPG brands and advertisers need the right insights and targeting capabilities to reach consumers. 👉 C-store shoppers are highly engaged and community focused, often differing from national trends on brand rankings and item preferences. 👉 By partnering with National Retail Solutions (NRS) and PDI Technologies, Rippl aims to offer advertisers access to deterministic purchaser and SKU-level data across 50,000+ independent C-stores. 👉 By collaborating with Rippl, brands and advertisers can go beyond limited loyalty data to reach a range of shoppers based on actual purchase behavior insights. Read the full article for all the insights and contact us today to learn more about how Rippl provides a single point of access to a nationwide footprint of 100M+ unique shoppers across the U.S. in convenience stores and grocers such as Schnucks, Wegmans and Giant Eagle. https://lnkd.in/gGT-b28V

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Conscious shoppers are changing the balance of essential and discretionary purchases in the consumer basket; with profound impact on volume sales; and a new opportunity to drive category growth; from Circana's latest research study on Volume Growth. Essential items have split into a new category of items that consumers buy less, use less, stock up less, or find alternatives (not always Private Labels) - these items are still essential but the opportunity to re-engage shoppers is a huge opportunity to drive growth. https://lnkd.in/ejPMgExp

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With the acquisition of Nielsen's MMM by Circana, what does this mean for CPG brands? 1. Brands who were on Nielsen's MMM Its unclear how Nielsen's MMM will get, or will not, move to Circana's additive methodology. MMMs need to be calibrated and Circana will have a lot of work to DO to be able to see how to transition these.... should they take that route. Transitioning MMMs are hard, and explaining these numbers is even harder. 2. Brands who were on Circana/IRI MMM Likely, not much change. Whether IRI plans to use Nielsen model in the long term will be tested out for some smaller brands before they roll out more widely.... lets see. 3. Shop around These partnerships for enterprise clients are extremely long and expensive to setup. But given that you only have one vendor to pick from, its a good idea to shop around and see which other vendor can help with these transitions. I advise clients on picking the right vendor based on their business and needs. The idea that CPG brands need store level data to predict Marketing mix, while ideal, from a statistical point of view, is not that important to marketers. I have seen aggregated models do a fair job of measuring incrementality and ROIs. Most media is not run at store level, so why get stuck on these models. From a Promo POV, which is a significant investment, the Price and promo models, should be a better indicator of your trade investments. Would love to hear some thoughts on folks... #MMM #marketing #nielsen #circana

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New research from EMARKETER shows that while digital ad spending in the CPG sector will slow down a bit in the next couple of years, it will still grow faster than other industries. Here are some of the insights that I found most interesting and how I think CPG brands can better allocate their marketing & media budgets to win in 2025.     • This year, CPG brands are set to spend nearly $50 billion on digital ads, making up 16.5% of the total digital ad market. • This is a 16.6% increase from last year, making it the third fastest-growing industry in digital ad spend.  • However, the growth pace will slow to 6.1% in 2025 and 5.8% in 2026. CPG advertisers prefer display ads and mobile platforms, with 57.9% of budgets going to display and 69.3% to mobile.  • Toiletries and cosmetics still dominate, but beverages are growing fast. • Nonalcoholic drinks are expected to see a 27.4% increase in digital ad spending this year, with alcoholic drinks close behind at 22.1%.   These shifts highlight the challenges that CPG faces.   Slower population growth, grocery consolidation, and changing consumer habits have ended decades of steady growth. The pandemic and inflation have added pressure, making the industry spend more to get less.   To stay ahead, CPG companies need to change faster, especially in advertising. Digital now accounts for 75% of all ad spend, but CPG advertising is only 50% digital.   How can in4mation insights help drive better decision-making?   Your marketing efforts don't exist in isolation. Each one needs specific expertise to adjust and improve strategy.   Consider your media and marketing mix. Many things affect Return on Advertising Spend (ROAS), like the effectiveness of different media channels, geographical factors, seasonal trends, and the complex metrics of retail media networks.   Strong analytical methods, like Marketing Mix Modeling (MMM), are key to evaluating and improving your media and marketing tactics. Advanced MMM firms with effective tools can help you get accurate and detailed results quickly.   If you’re tackling issues related to media spending, let’s talk.    Read the full article, “CPG Ad Spending To Moderate In 2025” in MediaPost:

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As we're in the midst of fall, seasonal flavors like pumpkin spice still dominate, but consumer fatigue is becoming more noticeable. @[Circana](null)'s latest Growth Insights podcast offers timely insights for retailers navigating holiday trends. From maximizing weekday holidays to crafting enticing promotions, this episode is packed with strategies to boost sales, inspire repeat purchases, and enhance consumer experiences. Discover how your brand can tap into these seasonal trends: https://bit.ly/4f5PaT1

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Albertsons Media Collective is streamlining campaign performance analysis with a new API for near real-time data access and a partnership with TransUnion for cross-retailer measurement. These innovations simplify insights for advertisers. #RetailMedia #DataIntegration #PerformanceMarketing See the whole article at https://lnkd.in/eVngiqiC Progressive Grocer Path to Purchase Institute

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Johnson's Relative Weights is the most useful statistical tool available for Importance Indexing Brand Equity Measurement, Target Audience Segmentation, Marketing Mix Models, Advertising Campaigns, Content Marketing, Customer Journey-Mapping, Product Line Optimization. https://lnkd.in/e8aYTkyZ .

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Johnson's Relative Weights is the most useful statistical tool available for Importance Indexing Brand Equity Measurement, Target Audience Segmentation, Marketing Mix Models, Advertising Campaigns, Content Marketing, Customer Journey-Mapping, Product Line Optimization. https://lnkd.in/e8aYTkyZ .

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Johnson's Relative Weights is the most useful statistical tool available for Importance Indexing Brand Equity Measurement, Target Audience Segmentation, Marketing Mix Models, Advertising Campaigns, Content Marketing, Customer Journey-Mapping, Product Line Optimization. https://lnkd.in/e8aYTkyZ .

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