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The 2015 Retail Leader/Category Management Association Best Practices Awards honored best practices in collaboration across various categories. Award winners were honored at the CMA Leadership Meeting, Sept. 29 in Orlando, Fla.
“Retail Leader worked with the Category Management Association to develop this platform to shine a light on the key retailers, suppliers and service providers that work together to enhance our industry and help drive better efficiencies to be more competitive,” says Jeffrey Friedman, VP/Brand Director, Stagnito Business Information.
Category Management Association president Blaine Ross says, “We are proud to recognize these industry leaders for individual and team accomplishments at our 2015 Category Management Conference. These manufacturers, retailers and solution providers exemplify the spirit and goals of the association as we work to share information and best practices within the category management community.”
Collaborative Business Planning
Great American Milk Drive
Winners: MilkPep and Hyvee
Milk was among the most-requested items at the nation’s food banks, but when it comes to helping fight hunger, people rarely think of it. Winners launched The Great American Milk Drive, a national program that enables shoppers to donate milk to families in their own communities year-round via an innovative donation system that collects monetary donations from shoppers to fund vouchers for free milk—redeemable for any brand of milk, at any retailer across the country. This way, local food banks are able to provide the free milk in voucher form instead of having to store physical gallons onsite.
Winners: Johnson & Johnson, ShopRite, and Gladson
Johnson & Johnson partnered with retailer ShopRite to transform ShopRite’s gastrointestinal (GI) category to help alleviate the confusion shoppers face when searching for digestive health products. The results? ShopRite’s total GI category was up 13 percent in the impacted stores within the first 52 weeks of the program's rollout. When the digital promotions were promoting ShopRite exclusively, its GI category was up 20 percent, with a 23 percent increase in new shoppers to the ShopRite website.
LED Innovative Display
Winners: Wrigley, Mars, and Jewel
Recognizing a need to increase shoppers’ awareness of impulse products in the front end of the store, Wrigley and its parent company, Mars, developed an innovative LED display solution that was easy for retailers to integrate into their store plans and effective at increasing sales in the gum and mints category.