Johnson & Johnson was featured in a Super Session Panel at CMA’s 2019 Annual Conference. During the session, Cristina shared J&J’s experience with Digital CDTs vs. Brick & Mortar CDTs and why Digital CDTs are necessary, as the channels clearly work in different ways. After vetting 10 suppliers, J&J chose to partner with Decision Insight to develop a unique retailer-specific eCommerce shopper-based taxonomy (click-path). Tactical initiatives were also developed, such as new product page content, product assortment, and merchandising elements that are making a difference with retail partners. Now this presentation has been expanded into a full webinar presented by CMA/SIMA.
Webinars, Papers, and Articles
We leverage the key elements within each phase of the CatMan/ECL 5D Process to generate ROI for both retailer and manufacturer. This White Paper outlines how we can help you get started on the road to success in all 5D steps.
Using our proprietary Test and Learn Digital.IQ™ research platform to drive data-informed strategic direction with market-proven shopper research allows companies to thrive in the eCommerce marketplace.
The Category Management Process is different online, where the physical restrictions of the store are removed and shoppers have a different set of priorities. Category and Shopper Strategies – such as CDTs, Merchandising, and Packaging – need to be customized for the eCommerce channel. This presentation addresses adaptations for principles that move the needle differently in eCommerce, including examples from research Decision Insight has conducted in these areas.
Bel Brands will shares how they embraced the advantages of the digital channel by reframing the Snacking occasion. In the store, snack products are limited to the physical location of their “category,” i.e., dairy, center store, frozen, etc. By testing new promotional solutions in a virtual eCommerce environment, Bel was able to develop best practices to grow sales and shopper satisfaction without using the Price lever. Presentation by Darlene Ampe of Bel Brands and Craig Hodnett of Decision Insight from the 2018 CMA Annual Conference.
Alex Sodek, our Chief Research Officer, is quoted in an article published in Hub magazine how J&J effectively used both our quantitative and qualitative findings to make better merchandising decisions in the Pediatric OTC aisle.