We had a great time at the Category Management & Shopper Insights Conference in Nashville! Cathy Allin, Decision Insight’s President and CEO, had an opportunity to speak with a few manufacturers about the impact of eCommerce on today’s shopper and how manufacturers and retailers are collaborating to better understand that shopper and optimize online sales and shopper satisfaction.
During the conference, Craig Hodnett, SVP at Decision Insight and longtime Category Management thought leader, was honored to share the dais with Darlene Ampe, Director of Category Leadership for Bel Brands USA. In their session, “How Bel Brands Reimagined the Snack Occasion for eCommerce,” Darlene and Craig told the story of how Bel Brands embraced the advantages of the digital channel by reframing the Snacking occasion.
While snack products are limited to a physical category location in brick & mortar (i.e., dairy, center store, frozen, etc.), online those boundaries are largely erased. Working with Decision Insight, Bel Brands tested new promotional solutions in a virtual eCommerce environment. Using DI’s Digital.IQ online Test and Learn methodology, Bel was able to develop best practices to grow sales – and shopper satisfaction – without using the Price lever.
If you’re interested in learning more about Bel Brands’ eCommerce test and “Reframing the Snacking Occasion,” contact Leslie Downie at Decision Insight.
To read more about Decision Insight’s Digital.IQ research, click here.