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Filling the competitive in-home knowledge void: retailer advertising and promotion
With shoppers making fewer trips and impulse purchases, the need to influence them earlier and more frequently in the purchase decision-making cycle is critical for sales success. To accomplish this, consumer packaged goods (CPG) retailers and manufacturers are increasingly using cooperative advertising and promotion programs that target shoppers at home when they are most likely to be planning shopping trips and creating lists. As retailers, understanding what your competition is planning for in-home is just as essential to staying competitive as what’s happening in-store.
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Melitta launches Keurig killer
JavaJig is the name of a clever little item from Melitta that enables owners of single serve coffee makers to avoid the expense of prefilled cups.
Plenty of consumers love their Keurig machines – 1.4 million of them were sold by parent company Green Mountain Coffee Roasters the third quarter ended June 23 – but those darn K-cups are pricy. For example, Target featured a Keurig machine on the cover of its circular this week with a promotional price of $10.99 for an 18 count pack of Folgers or Millstone brand K-cups. That works out to 61 cents a cup.