In: Retailing Tips|Last Updated:

Welcome back to the enthralling world of CPG Marketing Magic! In the first three columns, we delved into the captivating realms of CPG branding and packaging. In this month’s column, we’re ready to equip you with strategies that will not only catch the eye of retail buyers but also powerfully propel your inventory off the shelves.

So let’s uncover what it takes to move inventory in the dynamic CPG landscape.

The challenges of moving inventory: unveiling the obstacles

So far on our journey, we’ve guided you through the nuances of building a strong brand identity and crafting irresistible packaging. Now, it’s time to tackle the next challenge: moving inventory.

Imagine your product taking the spotlight on every shelf, aisle, and screen – that’s the goal we’re chasing. But reaching that goal comes with a few challenges along the way.

To stay prepared, here are three common bumps in the road you should be aware of when it comes to CPG marketing.

Fierce market competition

In the bustling world of consumer packaged goods, competition is always on the rise. Everywhere you turn, there’s another brand vying for the attention of both buyers and consumers. This cutthroat environment means your product needs …

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In: Retailing Tips|Last Updated:

Consumers have adapted their everyday routines to contribute to their overall wellness goals, and the personal care products they choose are a reflection of this. As they increasingly seek out brands that offer transparency, sustainability and inclusivity, Walgreens has stepped up with assortments that deliver them.

In this recent fireside chat, ECRM SVP of Retail Wayne Bennett and Cheryl Loeding, Senior Director, DMM – Personal Care for Walgreens, took a deep dive into how the retailer is helping its shoppers take a more holistic approach to their personal care regimens. Loeding also offered some recommendations for brands looking to get on the shelves at the retailer’s 9,000 stores.  

Watch the full video interview with Walgreens’ Cheryl Loeding

ECRM: Tell us a little bit about your role at Walgreens.

Loeding: As the DMM of personal care, my primary role is to develop and execute merchandising strategies to drive sales, profitability and overall business success within the personal care division, which at Walgreens includes hair care, oral care, shave, deodorant, bath and baby. And our purpose within the division is to create more joyful lives by providing everyone with the best personal care solutions that promote personal health and wellbeing.

ECRM: There’s

…
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The Power of Press Releases: A Guide for Emerging brands

In the fast-paced world of media, effective communication plays a pivotal role in gaining visibility and attracting attention. One powerful tool at the disposal of brad owners is the press release. A well-crafted press release can capture the interest of journalists, spark media coverage, and ultimately propel your business forward. In this article, we will delve into what a press release is, how to write one, and what to do with it to maximize its impact.

A press release is a written communication that announces newsworthy information about your business, product, service, or event. Its primary purpose is to generate media attention and coverage, helping you reach a broader audience. Press releases are commonly used to announce product launches and new research, partnerships, funding rounds, awards and significant company updates.

Crafting a compelling press release

Following are the steps you need to take to write an effective press release:

Start with a strong headline: Grab the attention of journalists by crafting a concise and engaging headline that highlights the most newsworthy aspect of your announcement. Keep it clear, compelling, and to the point.

Write a captivating introduction: Begin your press release with a compelling lead paragraph that answers the “who, …

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In: Retailing Tips|Last Updated:
RangeMe ‘Brings the Food Show’ to Maddie’s Market

IN BRIEF:

Maddie’s Market, an independent gourmet foods retailer in Highland Park, Ill., sought new pantry items for its assortment that were not available at local chains The retailer worked with RangeMe on a sourcing campaign that delivered product submissions from 320 qualified brands across several categories Owner Maddie Yastrow selected more than a dozen unique products for placement on its shelves, and is planning additional campaigns for the spring

“I never have to go to any food shows, because RangeMe brings the food shows to me.”

Madeleine Yastrow, Owner of Maddie’s Market, is not lying when she says this. As the first independent retailer to participate in a RangeMe sourcing campaign, she was able to evaluate more than 320 qualified brands, sample products from 86 of them and select more than a dozen for the shelves of her store – all without having to spend time away from her business. And as we all know, time is precious for an owner of an independent retail operation.

Indeed, Maddie is always on hand for her customers. If one of them mentions that she likes split pea soup, it’s available in Maddie’s Market the next day. That’s the kind of customer-first …

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5 Effective Strategies for Landing New Retail Accounts in Q4

To pitch or not to pitch… THAT is the essential sales question for food, beverage and taxable grocery brands during the months of October, November and December. We all know that the fourth quarter can be a season of high revenue for retailers and brands alike, but also understand that most wholesale buyers put a hard stop to bringing in new products once they’re sleeves are rolled up and heads down during the busy holiday season.

As a brand with limited time, money, and energy, what should you focus on during this time? If you’re itching to pursue more shelves during this season, use my five effective strategies for landing new accounts and executing your last chance pitch this month. 

1. Evaluate your product’s relevance for the holiday season before pitching

When it comes to gearing up for a busy sales season like the holidays, you’ve got to ask yourself: does your product scream festive cheer or year round staple? Seasonal relevance can greatly influence the success rate of a pitch to potential new accounts. 

At times you might feel that throwing in a red bow or adding a festive slogan to your product can be enough to make it …

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In: Retailing Tips|Last Updated:
Optimizing Packaging for Consumer Appeal and a Positive User Experience 

Welcome back to our consumer packaged goods (CPG) marketing series! In our previous posts, we gave an overview of the most important elements you need to know to influence retail buyers and break through the branding clutter. The first post was a step-by-step journey on how to leverage the power of strategic marketing to get your products onto retail shelves. The second explored how to use branding to create an emotional connection with your target audience and convey the value proposition of your product

In the third post in the series, we’re getting into the nitty gritty of package design and how digging deeper into the preferences of your audience can help ensure you have a product that merchandisers will want to invest in.

Let’s get started!

Why is packaging so important?

Packaging is more than just a protective covering for your product. It’s a powerful tool to attract consumers and, equally importantly, merchandise buyers who want to feature your product in their stores.

Quality packaging is a crucial factor to consider for your business because “52% of consumers say they would likely return to a business for another purchase if they receive products in premium packaging.”

In the competitive …

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