I help brands overcome the challenges of digital commerce through strategy, capability and advantage creation. Digital Commerce Leader | Speaker | Thought Leader | Consultant | Advisor | ex Borough Councillor
A DIFFERENT APPROACH TO PORTFOLIO I am often heard saying “if you focus on satisfying consumer needs, customer missions and shopper journeys price becomes less of a deciding factor.” This is a perfect example of that philosophy. For years many manufacturers resisted creating cross-category tie-ins. A number of justifications were given as to why, the most rational of which was that ‘the likely sales wouldn’t justify the required space on retailer shelves.’ The justifications though do not change the fact that there is a consumer need or a customer mission to satisfy. The great thing about digital commerce is that it is possible to launch niche products and build a scalable and sustainable market for them. Here is an example of exactly that from The Coca-Cola Company Customers mix #coke , Sprite and other drinks with vodka, rum, bourbon and other spirits. If they do it themselves then there is likely to be a market for pre-made drinks, that can (potentially) be priced at a premium. The premium is justified by the convenience, by the pack format, by the hybrid nature of the product and by the combined quality of both ‘mixed’ products. Customers that buy this product won’t be doing so because of price. They will buy because their consumer needs and customer missions and shopper journeys are being met. #digitalcommerce #ecommerce #retail #cpg #cpgindustry #cpgbrands #fmcg #fmcgproducts #fmcgindustry #digital #strategy #digitalstrategy
This month Absolut Vodka & SPRITE will become part of our alcohol-ready-to drink (ARTD) portfolio in GB, as part of an agreement between The Coca-Cola Company and Pernod Ricard which was announced last year. The relationship brings together two iconic brands with global footprints, premium vodka, ABSOLUT, and the much loved lemon-lime sparkling soft drink, Sprite. Absolut Vodka & SPRITE joins Jack Daniel’s and Coca-Cola and Jack Daniel’s Coca-Cola Zero Sugar, to help drive growth into the £540m ARTD category in GB and will roll out into wholesale and convenience in February and then nationwide across grocery from Spring. Read more here: https://bit.ly/3vWsByW Please Drink Responsibly #WeAreCCEP #CCEPPortfolio #Innovation #AbsolutVodka #SPRITE #CCEPGB
Business Lecturer | Business Consultant | Gen AI Enthusiast
8moThank you for this Gregor. This is a perfect example of using an obvious day to day pattern to elevate the brand. Apart from increase in sales, these sort of experiments will lead to improve the brand image. Rather than competing on price and small tactical activities, these sort of trials will help to register the brand in your shoppers mind and increase trails.