Blog articles about Consumer Packaged Goods

Secrets to optimizing promotion strategies in 2024 

Secrets to optimizing promotion strategies in 2024 

By Jessica Edwards and Ricardo Rodrigues on April 15, 2024

What revenue management teams need to know about shifting consumer behavior in EU

After years of inflation, shoppers are becoming resistant to price increases. If you’re responsible for CPG / FMCG brands, you’ve likely seen consumers jump ship and are feeling the pressure to dial up promotions to increase sales this year.  

But promotions are expensive and can take a big bite out of your profits.   

So how can you create the right promotion strategy to entice consumers back to your brand, without sacrificing your bottom line? 

The key to optimal promotion strategies which drive incremental value is understanding and predicting consumer behavior. The SKIM revenue management practice recently conducted new research to explore these shifting price perceptions in Europe. 

Read on to learn these insights and uncover the promotional “sweet spot” that creates a win-win-win for your company, retailer and consumer.  

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AI + market research: 6 ways insights professionals are using AI today 

AI + market research: 6 ways insights professionals are using AI today 

By Katharina Graeser on February 28, 2024

How AI can enhance creativity, quality and efficiency in research now

Artificial intelligence is already redefining the norms of data collection and analysis. The technology is surely critical to the continued success of research professionals in delivering precise and actionable insights.  

However, what’s possible now? How and where can you tap into the power of AI to enhance research outcomes this year?  

In a recent webinar, SKIM’s AI expert Nino Hardt and FMCG Director Jessica Rainalter revealed six real-world examples of AI in practice across market research.  

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Unilever’s secret behind winning product claims and brand visuals

Unilever’s secret behind winning product claims and brand visuals

By Kelly Vrachimis on December 13, 2023

How to increase motivation with psychology

Are your product claims and visuals compelling enough to attract, connect and convert consumers?

At IIEX Behavior, Unilever Hair Claims Expert, Sophia Moghadam, shared how the company lifted its claims win rate by 30% by using a proven formula based on consumer psychology. In the session, she explained the revitalized process Unilever followed to improve the effectiveness of brand claims and visuals. Sophia was joined by SKIM’s Brand Communications Lead, Dr. Nikki Westoby, who revealed the secrets to crafting winning claims and the science behind the proven guidelines.

Read on to learn how Unilever used consumer psychology to create product content that converts, and get inspired for your brand communications.

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How KitchenAid revealed the “end-to-end” global consumer journey

How KitchenAid revealed the “end-to-end” global consumer journey

By Kelly Vrachimis on November 6, 2023

To achieve sales and marketing goals, brands need to know how customers make purchase decisions. But another key element of the consumer journey is often overlooked: the post-purchase experience. KitchenAid, a premium kitchen appliances brand, knew they needed to look beyond the point of purchase to uncover opportunities to build customer loyalty and grow their business globally. 

KitchenAid had previously done some shopper research focused on the US, but needed to expand their knowledge and action plans globally, and recognized that a lot has changed in the way people shop and use appliances since they did their initial research, pre-COVID. 

How could KitchenAid make sense of “messy” consumer journeys and experiences and uncover new opportunities to delight their customers?

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Generational insights that will impact your subscription marketing

Generational insights that will impact your subscription marketing

By Mike Mabey and Brady Silva on July 14, 2022

TLDR

  • Understanding generational differences in subscription behavior is critical to success with FMCG subscription marketing and channel strategy.
  • Millennials have more subscriptions than any other generation.
  • 80% of Millennials said they subscribed to make their life easier.
  • Millennials use introductory offers and often stick with a subscription after being gifted it.
  • Keeping Millennials requires a subscriber-centric strategy that includes a subscription hopping portfolio.
  • SKIM uncovered insights about subscription use, attitudes, and expectations with 16,000 consumer interviews in five countries.
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Product subscriptions: 3 surprising reasons behind consumer choices

Product subscriptions: 3 surprising reasons behind consumer choices

By Mike Mabey and Brady Silva on April 11, 2022

For CPG brands and retailers, the subscription model offers tremendous opportunities for recurring revenue and consumer connection. But what is fueling consumer choice in the subscription economy, specifically for FMCG products, and how can brands capitalize on it?

It’s tempting to assume that consumers choose product subscriptions primarily to save money (think Amazon’s Subscribe & Save). However, our Subscription Lifestyle research revealed otherwise: in almost every category, consumers, especially those with multiple subscriptions, valued other subscription benefits more than a lower price.

Do you know what drives consumer choice for product subscriptions in your category? Is it convenience, cost, quality, or surprise? Getting it right is critical for your Go To Market strategy.

Our latest research explored consumer behavior and attitudes towards subscriptions across a variety of CPG categories. The results have revealed some surprising factors driving consumer decisions in these categories.

Read on to learn what subscription benefits consumers value most and the marketing implications for your brand

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The subscription lifestyle opportunity: Create direct relationships with customers

The subscription lifestyle opportunity: Create direct relationships with customers

By Mike Mabey and Brady Silva on March 21, 2022

Have you ever opened your door and wondered: “What is in the package that just arrived?” Not since the early days of Netflix, when those red envelopes containing DVDs arrived in the mail, have so many consumers been confronted with a huge question mark at their doorstop.

This shopper phenomenon has been caused by an explosion in digitally enabled subscriptions for nearly every imaginable FMCG and Direct to Consumer category, combined with the popularity of Amazon Prime Subscribe and Save.

How is your company tackling the subscription economy? Do you know how the subscription lifestyle is impacting shopper journeys in your category?

Perhaps your team is already experimenting with a direct-to-consumer offer, or maybe you’re in the early stages of mapping out your subscription strategy.

Either way, it’s important to understand exactly how subscriptions are shifting consumer behavior and perceptions.

Read on for our latest insights on the ubiquity of the subscription lifestyle and five issues your team will want to address to succeed in this channel.

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Mastering consumer experiences using the power of emotions

Mastering consumer experiences using the power of emotions

By Bleona Bicaj on February 1, 2022

The role of empathy and surprise in consumer interactions

Market changes are constant and inevitable. Your competition isn’t slowing down, and you must react quickly and strategically. When information and innovation travel fast, the costs of a late response are high.

Like many marketers today, you’re forced to make fast decisions and quickly adapt brand strategies.

How can you ensure your communications, products, and services deliver on your brand promise – surprising and delighting consumers?

Mistakes may be inevitable when it comes to consumer experiences, but how can you best rectify them?

We recently conducted research to answer these questions and explore the role of emotions in consumer experiences and decision-making.

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Danone’s secret weapon for agile decision-making: Wargaming

Danone’s secret weapon for agile decision-making: Wargaming

By Sarah Raoufian on September 14, 2021

How can a global organization improve strategic decision-making, align all stakeholders around an action plan, and accelerate deployment?

These were the exact questions Danone faced last year in its plant-based acceleration unit of the specialized nutrition division.

As one of the top global food companies, adapting to changing consumer behavior is always a key challenge for Danone. Consumer demand was rising for plant-based products. Danone wanted to continue to grow infant nutrition by leveraging plant-based assets from the company. Danone’s global strategy and insights team saw an opportunity to use business wargaming to help accelerate strategic decision-making and growth for its plant-based portfolio.

Business wargaming is a data-driven, agile decision-making approach that helps companies make faster and more holistic and bold decisions.

I recently sat down with our clients at Danone to discuss their new approach for agile, cross-functional and collective decision-making. Read on to learn how Danone used business wargaming to transform strategic decision-making and lead the business into a promising new market. 

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How brands can apply decision-behavior theory to drive growth

How brands can apply decision-behavior theory to drive growth

By Marcel Slavenburg on August 28, 2020

Why do people choose one product or service over another? What needs or objectives are tapped into when you consider buying or recommending one brand over another?

Whether your brand targets consumers or professionals, understanding how decision behavior works and systematically applying its principles can help you build more effective strategies to drive customer acquisition, brand loyalty and continued growth.

We recommend you tap into “habitual” behavior to reinforce positive habits or break the ones that don’t benefit your brand and analyze “deliberate” behavior to assess how, where and when your brand can intervene.

Here we explain how decision-making works and the behavioral steps that are involved in making choices. Read on to learn how leveraging these insights to reinforce or disrupt habits can help your brand grow.

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