With CPG/FMCG eCommerce passing the so-called tipping point, online is having a major impact for CPG/FMCG manufacturers, with sales growing much faster than in-store revenues, and the web having an ever greater influence on traditional brick and mortar sales. “Set it and forget it” is no longer sufficient to compete online. To achieve success, manufacturers need to ensure that they are applying best-in-class techniques to reach consumers online. From the largest manufacturers, to the smallest, online-only brands, early adopters have reshaped the landscape by focusing on elements that influence purchase decisions to grab more than their fair share. View The End of the Endless Aisle: Applying Category Management Principles to the Online Channel and learn: - The underlying dynamics that make managing the online channel radically different from brick and mortar - How to map Category Management principles to online levers - Techniques to achieve Best in Class Online Category Management

1. © CLAVIS INSIGHT
BEST PRACTICES IN ONLINE CATEGORY MANAGEMENT
DANNY SILVERMAN, GLOBAL HEAD OF BUSINESS CONSULTING SERVICES
Webinar
February, 2015

2. 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
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BROUGHT TO YOU BY CLAVIS INSIGHT

3. 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

4. 4
TODAY’S DISCUSSION
BEST PRACTICES IN ONLINE CATEGORY MANAGEMENT

5. No longer “if” or “when,” but
“how”
CPG play books are being
written
Constant innovation and new
technology driving shopper
behavior shifts
Industry in turmoil for
foreseeable future
ROGER’S TECHNOLOGY ADOPTION CURVE:
CPG ECOMMERCE IS TIPPING

6. PUSH
Retailer 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!

7. PULL
Retailer 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-hazmat
Optimal case pack – FFP?
Depth vs. Breadth
High involvement; discretion; daily usage
New, low supply, niche; long-tail and hard-to-find
Understood in business planning and product life cycle
Funded

9. 9
MENU PLACEMENT IS CRITICAL

10. DISCOVERABILITY VIA SEARCH

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PROMOTION: FROM RETAILER, TO SOCIAL
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AND…ENGAGING CONTENT

13. Take a LEADERSHIP Role
eCommerce is Tipping –

14. ACCESS THE FULL PRESENTATION
Danny Silverman
Global Head
Business Consulting Services
CLICK HERE TO VIEW THE RECORDING AND FULL PRESENTATION