Digital Shelf Management with Mike Black

The CPG Guys Sri & PVSB are joined in this episode by Mike Black.

Mike explains the term DIVA

• Discoverable - being highly visible in retailer search results
• Informative - online, there is limitless real estate available to promote your brand
• Valued - investing in brand building to ensure brand preference can help stave off competitive threats
• Agile - adapt quickly to changes in both consumer behavior and macro issues

And Mike shares where to best bury a "dead body" on a PDP!

Mike answers these questions:

1. Talk to us more about the concept of digital shelf - why is this an important area that brands need to focus on?
2. Is digital shelf management something every company is doing well at this point - it seems like it would be a fundamental practice at this point, right?
3. Where do you see the biggest ROI in terms of managing the digital shelf? What really moves the needle?
4. Recently, you published some really interesting research on the impact of digital shelf performance, ie the impact, going out of stock and what it means for sales. Can you talk about some of that research bit?
5. I believe you are doing some research on the impact of ratings & reviews -- anything you can preview or share with us? 
6. You were pretty active this week in publishing some data out on retailer pricing competing - what were some of the key trends you saw from that? 
7. Not every retailer is trying to compete on price. Target good example 
8. What separates the brands that are using data well in their business from those who are just aren’t there yet?
9. You have been with Profitero for 3 years - what’s the biggest change you have seen in the market since the pandemic? 

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