During the webinar, moderated by Advantage Digital Commerce Director of Business Development Chelsea Vorpahl, the Advantage leaders addressed these key questions about today’s omnichannel marketplace: Gruber was joined by Andrew Keenan, vice president, retail sales operations Michael O’Donnell, senior vice president, Central Region and Dwayne Drummonds, vice president, Walmart & Sam’s division, all with Advantage Sales and Marisa Goldstein, senior director, e-commerce for Sage Tree, an Advantage Digital Commerce agency. But now, that data must be layered with other information, such as state unemployment rate, shoppers’ financial security state of mind, and the walk rates by category in the neighborhood. The way brands and retailers think about shelving and marketing strategy must become more localized based on traditionally used factors such as shopper demographics, store size, income, education, ethnicity and household size, she said. “And we need to address duplication of products on the shelf, with more representation needed for items with high walk rates.” “The industry must start looking at categories in terms of walk rates - not just those walking in the store but those who leave if the product they want is out of stock,” Gruber noted. Optimizing assortment online and in stores will mean striking a new balance as new variables come into play, including shoppers switching retailers and brands due to safety issues and out-of-stocks. And despite some websites crashing and an inability to schedule pickups, click-and-collect service still had a satisfaction rate of more than 80%.”
“As of April, there has been a 183% increase in online trips for food products compared to pre-pandemic, with click-and-collect seeing a 60% increase in trips. “ retailers were not prepared for shoppers’ larger baskets and the surge in click-and-collect and delivery services,” Gruber noted.
The supply chain is being tested and will continue to be tested, Gruber said, as challenges with sourcing and manufacturing capacity linger and retailers shift away from their pre-pandemic focus on limiting days of supply and minimizing the cost of inventory. To successfully navigate the “perfect storm” created by the nation’s health crisis, financial crisis and supply chain crisis, brands must reconsider nearly every aspect of their go-to-market strategy, according to a panel of retail sales and execution and e-commerce experts at “Optimizing Online and Offline Shelves,” a webinar hosted by Advantage Digital Commerce.Īs pandemic-fueled uncertainty dominates the consumer’s mindset and drives new shopping behavior, consumer packaged goods companies must rethink the traditional fundamentals of manufacturing, assortment and sales, according to Advantage Sales’ Jennifer Gruber, vice president, analytics, insights and intelligence.
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