Winning at the Shelf

There is a new white paper at the Consumer Goods Technology site, useful, unfortunately requires registration. Not much depth but a good overview. At the end of the report there is, among the small company micro cases studies, a mention of Procter & Gamble and a short description of their standardizing mobile platforms. They also emphasize their 'moment of truth' classification of consumer interactions. Looked familiar. The paper was written by the O4 Corporation.

Also note a pie chart on page six of the report, which claims to show consumer reactions to out-of-stocks. It may be true on average, but consumer behavior depends heavily on the category and subcategory of product as well as other external variables of execution at individual retailers. A simple chart, which shows consumers reacting to out-of-stocks by buying the item elsewhere 31% of the time, is misleading.

Winning at the Shelf Mobile technology is transforming field execution for the world’s leading consumer products companies. In an increasingly tough marketplace, these companies are leading a revolution on the selling floor with new strategies that help create the perfect promotion, the perfect shelf, the perfect order and "win at the shelf"... ".

Overall the paper proposes a sensor-like interaction with store aisles, which is akin to the previous post here about need for better sensor integration and understanding.

More CGT white papers, which you can also get to after you register.