Reprint: As seen in https://tbtech.co/innovativetech/artificial-intelligence/how-ai-can-put-brands-back-on-top
In the face of competition from private label, new brands and online fulfilment, which is stressing margins, consumer brands will need new ways to work with retail partners to optimise allocation and replenishment, says Alex Barnes from antuit.ai.
Reprint: As seen in https://consumergoods.com/revenue-growth-management-driving-innovation-and-roi
Revenue Growth Management (RGM) is the focal point of centralizing analytical horsepower for CPG companies today. RGM teams serve as the bridge that connects traditionally siloed business units of Sales and Marketing with data driven insights. As a result, sales and marketing professionals rely on RGM to drive ROI discovery in upstream planning by unlocking account sales activation, while finding ways to counter-balance account investment trade-offs using consumer centric, demand shaping models and forecasting.
Many of my colleagues have recently posted articles on Consumption Sensing, a forecasting approach that focuses on anticipating consumer demand. This approach has become even more vital during the pandemic as consumers’ needs and shopping behaviors change dramatically. But the new challenges don’t stop there.
Many forecasts, especially historical-based forecasts, were rendered useless during this pandemic, forcing many to rely on manual intuition for the foreseeable future. But from any disruption comes the next generation. In this special podcast, Joe Vernon, Capgemini America Retail and CPG Transformation Leader and Siva Lakshmanan, antuit.ai EVP Forecasting & Digital Supply Chain, discuss next-generation forecasting, Consumption Sensing, and how it detects consumer behavior shifts much more quickly and accurately than traditional methods.
Over recent months, the global pandemic has shifted the rules of engagement for everyone, both professionally and personally. For many retail companies, doors continue to remain closed, demand for products continues to fade, and consumers are now categorizing products into either ‘essential’ or ‘non-essential’ buckets. Some Consumer Products companies (CPG) seem to be benefiting during this time as they continue to manufacture ‘essential’ products and distribute them effectively across all channels, including ecommerce. However, as the world starts to see the light at the end of a pandemic tunnel, how will this shift their CPG pricing strategy?
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