#bridgethorn

[storiesaremylife]

Blackthorn Names

"What's your middle name?" Cress asked suddenly, unable to take the silence anymore. James looked up, arching an eyebrow at her. "It's for my notes."

     She didn't miss the way the corner of his mouth twitched, as though he was fighting a smile. "It's Arthur."

     "James Arthur Blackthorn? How... antiquated."

     James looked back down at the bike. Cress figured she should not have found the way his hands moved, long fingers quick and precise, as fascinating as she did. Heat rushed to her cheeks and she was not entirely sure why. "My father had an uncle," he said softly. "His name was Arthur."

     "I thought you said all the Blackthorns before you father's generation died before you were born."

     "They did."

     Oh. Cress tapped her pencil against her notebook. "So, are you all named to honor someone?"

     "For the most part," James said, grunting as he pulled hard on the wrench. He's good with his hands... shut UP Cressida! "Andy and Cori are named after my grandparents: Andrew and Eleanor Blackthorn, John and Cordelia Carstairs. I'm for Sadie's father and dad's uncle. Claire is for Aunt Clary and my Aunt Livvy who died. And then Cris is for Tia Cristina and Uncle Ty." He finally looked back up at her. The low light made his eyes seem a soft brown, maybe even hazel.

     Cress realized that was a lot of loss in one family. "Your father is a strong man," she said softly. James's eyes shuttered.

     "He is."

     "I can see where you get it now."

     James choked. If she didn't know better, Cress would have sworn she saw a faint blush stain his cheeks.

[gillyroze]

#ecommerce Round Table: NAM roles & brand manager roles will have to evolve to keep up with what is happening in the ecommerce & online channel. #FMCG #grocery

#ecommerce Round Table: NAM roles & brand manager roles will have to evolve to keep up with what is happening in the ecommerce & online channel. #FMCG #grocery

#ecommerce Round Table: NAM roles & brand manager roles will have to evolve to keep up with what is happening in the ecommerce & online channel. #FMCG #grocery

source https://twitter.com/Bridgethorne/status/1006529735902617600

[opticien2-0]

FMCG suppliers need to recognise nuances of e-category management to capture shoppers across all channels 

With online sales growth outpacing bricks and mortar and research showing that up to 70% of in-store sales are influenced by an online and mobile retailer search — the so-called ‘e-commerce halo effect’ – FMCG suppliers need to be addressing their e-category management strategy because it influences the shopping experience across all channels not just online.

A new White Paper from category and shopper management specialists Bridgethorne entitled Winning Online By Embracing E-Category Management also says that not enough suppliers are recognising how much e-category management differs from conventional category management and are therefore failing to build an optimum e-category capability.

“We can see that suppliers are failing to extend their category management skills to e-commerce, meaning that they are not building insights from online shopper behaviour in order to understand shoppers, retailers and categories more fully,” explains Clare Adames, Head of e-commerce at Bridgethorne.

“Success in the e-commerce space requires adapting to a different selling environment. Retailers will also be looking to their suppliers to demonstrate a clear understanding of online insight and shopper behaviour and how to grow their category online.”

This, adds Adames, demands a greater focus on defining online categories, category insights and the importance of optimising your ‘digital shelf’, all of which are as pertinent to existing products as they are to new product development.

“For example, 70% of people now access the Internet via mobile and this is growing at an exponential rate. Research shows that 56 % of consumers have used a mobile device to research products at home, 38% have used a mobile device to check inventory availability while on their way to a store and 34% have used a mobile device to research products while in a store. If the imagery and content of your products are not mobile friendly, then you are not ready for ecommerce,” continues Adames.

“Having an e-category management strategy in place where you work closely with the retailer will improve the user experience, making it easier for shoppers to find, select and buy your products. This will deliver the growth the retailer is seeking. Suppliers need to ensure they are not late to the party on this, with those who embrace this likely to gain an early mover advantage.”

Copies of the White Paper are available free of charge by emailing clare.adames@bridgethorne.com

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