10-Nov-2010
Delhaize & Kraft Highlight Insights from Using Test & LearnTM To Measure Shopper Momentum Initiatives
During a general session presentation titled Innovation Collaboration: Everyone Wins When Retailers and Manufacturers Align to Innovate, Patrick O’Reilly, President and Chief Operating Officer, APT, Charlie Davis, Vice President of Innovation, Delhaize Group, and Nick Sorvillo, Senior Vice President Customer Insights, Kraft Foods discussed the role of innovation and manufacturer/retailer collaboration in executing world-class Shopper Marketing at this year's GMA Shopper Momentum conference.
Conference attendees were presented with real world case studies from Kraft and Delhaize about how to minimize risks and measure the incremental sales and margin impacts of Shopper Marketing innovations in a rapid fashion to determine what is working, what is not, and what could work if it were fine-tuned. The presentation highlighted how to align innovation efforts across trading partners, detailed best practices in evaluating and targeting programs to maximize ROI, and delved into how to perform collaborative in-market testing of programs with trading partners.
This year's Grocery Manufacturers (GMA) Shopper Momentum Conference focused on merchandising, sales, and marketing strategies in the consumer packaged goods industry. APT's solutions enable consumer products manufacturers and their retail trading partners to determine the incremental performance impact of a wide array of shopper focused initiatives and optimally select the mix of in-store marketing tactics that drive the greatest lift in category and brand sales. APT's solutions are widely used across both the manufacturer and retailer sides of the trading relationship, allowing both partners to collaborate around an aligned approach that builds trust and maximizes value.
To learn how APT’s Software-as-a-Service solutions empower the world’s most successful companies to make decisions with confidence, contact us at cbaker@predictivetechnologies.com.
About Kraft Foods
Kraft Foods (NYSE: KFT) is one of the world's largest food and beverage companies, with annual revenues of more than $34 billion. For over 100 years, Kraft has offered consumers delicious and wholesome foods that fit the way they live. Kraft markets a broad portfolio of iconic brands in 155 countries, including seven brands with revenue of more than $1 billion, such as Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Post cereals; Nabisco cookies and crackers; Jacobs coffees and Milka chocolates. Kraft became a fully independent company on March 30, 2007, and is listed in the Standard & Poor's 100 and 500 indexes. The company is a member of the Dow Jones Sustainability Index and the Ethibel Sustainability Index. For more information, visit the company's website at kraft.com.
About Delhaize Group
Delhaize Group is a Belgian international food retailer present in six countries on three continents. At the end of the second quarter of 2010, Delhaize Group’s sales network consisted of 2,740 stores. In 2009, Delhaize Group posted EUR 19.9 billion (USD 27.8 billion) in revenues and EUR 514 million (USD 717 million) in net profit (Group share). At the end of 2009, Delhaize Group employed approximately 138,000 people. Delhaize Group’s stock is listed on Euronext Brussels (DELB) and the New York Stock Exchange (DEG).
About Applied Predictive Technologies
APT is the world leader in helping organizations harness the potential of Test & LearnTM, a powerful fact-based approach for choosing, targeting, and tailoring strategic and tactical actions for maximum impact and profitability. More than 50 Global 2000 leaders have licensed APT's Test & LearnTM software, including Publix, Starbucks, Kraft, Wells Fargo, Holiday Inn, Staples, Lowe's, Victoria's Secret, and Toronto Dominion. APT has offices in London, San Francisco, Taipei, and Washington, D.C. For more information, please visit www.predictivetechnologies.com.
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