5 rules for FMCG category marketing

 In Australia, NewZealand
I am old enough to remember doing warehouse withdrawals by hand. Heavens.
Then we had early data managers automate the process, an evolution that pottered on for 25 years, through  to category management based on scan data, some of which can dive remarkably deep.
However, we ain’t seen nothing yet!.
The combination of retail data, personal card data, social media and the proximity capabilities of mobile applications will set off another revolution promotional and sales strategies.
Some of the technology is becoming pretty standard, the components of so called Big Data,  and there is plenty around to tell you what to do, like this McKinsey article.  Allen Roberts – Read more…

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