I once received a phone call from an old friend who emphatically presented the merits of collaborating with him on a project his company was spearheading within our industry. For 20 minutes, he presented a binder full of reasons why it would (in his opinion) be good for me to invest my time, energy, and creativity in his initiative.  After laying out the pitch I asked him a simple question: “Would you like to better understand my thoughts?” My old friend paused and replied, “Ummmm, sure, that would be a good idea Dan. Tell me what you are trying to accomplish these days?” We both started ..read more

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 p ..read more

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 ..read more

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 ..read more

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 ..read more

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 an ..read more

Historically, I would spend hours preparing to moderate roundtable discussions with diverse groups of senior executives. I would present emerging trends, new research, best practices, and lots of provocative questions meant to elicit personal reflection and engagement within the forum community. I mistakenly believed my role was to be the primary educator and inspiration of the gathering, but quickly realized that the participants contributed a collective insight that was far more valuable than any personal contribution.  This is the power of your brain trust. Some of the wisest leaders I ..read more

ECRM & RangeMe SVP of Retail Wayne Bennett held a virtual fireside chat with Jake White, Vice President of Merchandising, Consumer Health and Wellness | Supplemental Benefits at CVS Health to discuss its omnichannel approach, innovations in its assortments, shifts in consumer behavior post-pandemic and how the chain seeks to become “the front door to healthcare in America.” White also shares why emerging brands should want to do business with CVS, as well as recommendations on what they need to have in place before approaching its buyers. Read full Q&A below! Full video interview wit ..read more

Fair Trade month is observed in October to raise awareness about fair trade practices and products. It’s a time to celebrate ethical and sustainable shopping and support products that prioritize fair wages, safe working conditions, and environmental responsibility. When products are sold as Fair Trade Certified, a fraction of the sale returns to the producer communities as Community Development Funds. These funds allow farmers and workers to invest in development projects that address their community’s greatest needs, such as water, education, housing, and healthcare. Fair trade empowers produ ..read more

In today’s hyper-competitive market, product discovery is often more challenging for emerging brands than the production process for its products. While large retailers and e-commerce giants have typically been the avenues of choice, independent retailers are increasingly becoming a viable and rewarding alternative.  Unlike large chains, independent retailers offer a unique mix of benefits to brands. They are often more receptive to novel products, allowing new market entrants an opportunity to showcase their innovative ideas without the barriers often presented by larger retailers. Indep ..read more