Has Omnichannel Retailing Changed Traditional Trade Promotion Management Practices?

The editors at CGT Magazine asked the top Trade Promotion Management solution providers to weigh in on omnichannel retailing. Our own Rick Pensa had this to say in the magazine’s February issue: Q: HOW HAS THE MOVE TO OMNICHANNEL RETAILING CHANGED TRADITIONAL TRADE PROMOTION MANAGEMENT PRACTICES AT CONSUMER GOODS COMPANIES?  I think omnichannel retailing has forced Consumer Goods companies to really re-think their go-to-market strategies.  The path to purchase is hardly a straight line anymore. Traditional opportunities such as store circulars and display programs are still important, and still effective among certain customer sets. But there are new vehicles to integrate and measure. The trade promotion management playbook manufacturers have relied upon for decades has to change. When it comes to Amazon, it’s impossible to manage that partnership using spreadsheets – there too much big data. Yet companies insist they can push a square peg through a round hole. Omnichannel retailing is forcing manufacturers to integrate digital and traditional promotions to fully understand ROIs. That is a challenge if your company is still relying on spreadsheets.  Consumers are tech savvy, so I’m always baffled as to why so many CG manufacturers are slow to adopt technology.  Q: ARE TRADE PROMOTION MANAGEMENT SOLUTION VENDORS HELPING CONSUMER GOODS COMPANIES ADDRESS THESE NEW CHALLENGES? Data is the new currency; and a TPM solution empowers CG companies to manage, mine and analyze real-time data in one place. In today’s omnichannel landscape, retailers are under a lot of pressure to drive in-store traffic and optimize shelf space. Manufacturers armed with fact-based data and what-if scenarios derived from a trade promotion management solution will be...

Health-Ade Follows Its Gut and Selects CPGToolBox Trade Promotion Management

Kennesaw, GA (February 22, 2018) – Top quality kombucha Health-Ade has chosen CPGToolBox Trade Planner as its Trade Promotion Management (TPM) solution.  Based in Los Angeles, Health-Ade brews 14 flavors of their bubbly, probiotic kombucha that are available on their e-commerce site as well as at retailers nationwide. With CPGToolBox Trade Planner, Health-Ade will have the ability to plan, execute and analyze all aspects of the TPM cycle on a lightning fast solution built on the secure Salesforce platform. The Health-Ade team will be armed with better analytics, meaningful data reports, and real-time insights to drive more effective forecasting and promotional activities. “We are thrilled to add Health-Ade to our growing roster of natural and organic clients,” says Rick Pensa, CEO of CPGToolBox.  “They are a growing brand that appreciates the valuable insights that come from managing trade spend in a closed-loop system rather than spreadsheets.” About Health-Ade Launched in 2012, Health-Ade kombucha is brewed, bottled, and produced in an all-glass process.  Non-GMO project verified, and certified organic, kosher, vegan, and gluten-free, Health-Ade heavily supports the REAL FOOD movement, and is actively expanding their reach to become a valuable national brand.  At Health-Ade, the goal is to expand kombucha beyond the realm of health enthusiasts and into the mainstream, so everyone has access to its benefits.  For more information, visit health-ade.com. About CPGToolBox CPGToolBox is a North American business and ISV partner of Salesforce.com dedicated to bringing relevant sales and marketing tools to the Consumer Goods industry. The CPGToolBox Trade Planner™ in the cloud eliminates all related IT hardware, software, infrastructure costs and maintenance concerns. The solution can be deployed...

Nature Nate’s is Sweet on the CPGToolBox Trade Planner Solution

Kennesaw, GA (January 19, 2017) – CPGToolBox has been selected as the Trade Promotion Management (TPM) solution for Nature Nate’s Honey Co., producer of 100% pure, raw, and unfiltered honey. The Texas-based company will leverage the cloud-based CPGToolBox Trade Planner solution to better manage trade spending activities with retailers across the country. The partnership with CPGToolBox will empower Nature Nate’s with a cloud-based TPM solution to better forecast volume, improve promotional outcomes, and drive profitable collaborations with retailers.  CPGToolBox Trade Planner will provide the honey company with the workflow, metrics, business logic, and analytics needed to gain quick insight into the effectiveness of every promotion. “Our new partnership with Nature Nate’s is really exciting,” says Rick Pensa, CEO of CPGToolBox.  “I’m confident Nature Nate’s will find the transition from spreadsheets to a true TPM solution beneficial as they continue to expand their product assortment and company footprint.”  About Nature Nate’s Since 1972, Nature Nate’s has been dedicated to offering honey as nature intended – 100% Pure, Raw & Unfiltered. Arriving in its most natural form, this honey is closest to its original provision from the hive. Nature Nate’s adheres to strict quality-control standards, sourcing honey from trusted beekeepers and minimally processing it to ensure the honey retains all its natural benefits. Nature Nate’s promises an undivided commitment to providing the highest quality product to you and your family’s dining table – a farmer’s market quality honey, available year-round. For more information, visit www.naturenates.com  About CPGToolBox CPGToolBox is a North American business and ISV partner of Salesforce.com dedicated to bringing relevant sales and marketing tools to the Consumer Goods industry. The...

CPGToolBox Earns “Above Average” Rankings Amongst Veteran TPM Solution Providers

Kennesaw, GA (November 1, 2017) – CPGToolBox, a global Trade Promotion Management (TPM) solution provider serving the Consumer Goods (CG) industry since 2012, earned “above average” assessments amongst two dozen veteran TPM systems evaluated by The Promotion Optimization Institute (POI).  The trade organization released its POI TPx Vendor Panorama 2017 to offer CG manufacturers an overview of the leading TPM companies and their products. CPGToolBox received “above average” scores in key categories including TPM functionality, configurability and product aptness and flexibility.  The POI report card also gave CPGToolBox “above average” marks for possessing an in-depth understanding of the industry and having the ability to translate that knowledge into comprehensive TPM functionality CG manufacturers need. POI cited CPGToolBox as “an excellent transition from spreadsheets” and noted the company’s hands-on work with clients during implementation as a core strength.  POI also recognized CPGToolBox’s recent Promotion Calendar enhancements. Rather than planning from scratch, manufacturers can clone a single event, or the entire calendar, as well drag, drop, and stretch a promotion using hovers.  The platform’s step-by-step, tutorial-driven capabilities, known as GPS for TPM, was also called out for directing users through each step of building, managing, and settling a promotion. “Our ability to improve platform features and continuously introduce new functionality has CPGToolBox well positioned in the global marketplace,” says Rick Pensa, CEO of CPGToolBox. “As a service-driven company, we are most proud of delivering personalized support and guidance to manufacturers who know moving off spreadsheets will improve promotional outcomes.” About Promotion Optimization Institute POI brings together manufacturers, retailers, solution providers, analysts, academics, and other industry leaders with the specific objective of...

It’s the End of the Month…

It’s the end of the month and you need volume…lower the price.  It’s the start of the month and you need profit…raise the price.  In the beverage business, these types of scenarios can be monthly occurrences. When this happens, are all the stake holders – sales, finance, trade promotion managers – scrambling to see if they can make it work?  Does it become chaotic with spreadsheets scattered across the desk and on the wall?  In the end, does anyone know if money was made or lost? As a beverage manufacturer and distributor, can you relate to this level of chaos?  It’s the same across carbonated beverages, water, juice, or coffee. There is a way to eliminate these issues and get answers to the following questions at a moment’s notice: How much money did we make? CPGToolBox can provide reports and scorecards that outline results from previous promotions. Different retailers, the same retailer, last year or last month.  Just point and click. Can we afford to do this promotion again? CPGToolBox allows you to look at any settlement management to determine balance of budget for the year. There are also reports to quickly view the ROI. Does it make sense to feature cans or 2-Liters? CPGToolBox outlines the results of any package promotions previously conducted. You can view cost, lift, the raw dollars spent, and what promotions are upcoming on the calendar. The answers are right at your fingertips with CPGToolBox.  The Salesforce-based platform can provide you and your company with money savings in the form of time, ROI evaluation, dollars spent on a specific promotion, and settlement management.  Free...