If you work in or follow the US natural foods sector, or if you have an Internet connection, it is highly likely that you’ve run across the headline touting the downslide of the industry leading retailer, Whole Foods.Read more
Blog
Stroll a few aisles of the supermarket and you’ll witness a barrage of new CPG products introduced just in the past year. Walk trade shows like Fancy Foods and The Natural Products Expo and your head is sure to spin with an overwhelming volume of new brands hoping to become the next standout.Read more
In today’s world, where search is often the first step to a consumer’s online experience, the data and insights that brands and marketers can glean from that step is valuable.Read more
There’s a misconception that a digital presence for a CPG grocery product is not as important as one would be for an e-commerce brand or digital brand or service brand. This is simply not true and below I’ll give you four reasons why it’s absolutely necessary.Read more
“Story” and “storytelling” have been tossed around in marketing circles so long now that they’ve become too-easily accessed buzzwords used to add pseudo-intellectual sparkle to just about any marketing conversation. Concentric uses something called a brand story to help clients articulate their core attributes in an authentic tone of voice. It’s actually part of our strategic process doneRead more
Seems apropos right on the heels (tail?) of the Super Bowl to post about American marketing’s obsession with pets, especially dogs. Yet, we’ve been thinking about them all year long serving CPG brands in pet food, snacks, cat litter and dog gear/accessories. Last fall a post pointing out the rise of the dog social influencer, or “dogfluencer”Read more
The BOGO is the most pervasive discounting gimmick in the retail world over the past two decades—and especially in Grocery today. It is the default for “getting your product to really move” when your product isn’t moving. It’s such a common concept that major shoe retailers (I think most of them) have built entire “original” adRead more
Finding retailers is one of the toughest steps in launching a CPG product. Likewise, from the retail buyer’s perspective, meeting with thousands of prospective suppliers isn’t actually a picnic. But a new online platform is seeking to disrupt this traditional face-time intensive model and bring it into the digital age.Read more
If you could sit with a few of your customers and chat over coffee, what would you hope to get out of that conversation? Would you survey them for their income, zip code, number of kids and leave it at that? Or would you take the opportunity to get to know them more deeply? You’d doRead more
Concentric’s Bob Shaw, owner and President, was featured in Frozen & Refrigerated Buyer’s December 2016 issue. “Finding Win-Win,” a cover story by Denise Leathers, included Bob and two other experts discussing the current health of retailer-supplier relationships and what can be done to strengthen them. This issue was also made available as a special early editionRead more
