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Winning at the Moment of Truth: Five Pillars of CPG Brand Leadership In the mid-2000s, A.G. Lafley (former CEO of P&G) introduced the idea of “winning at the moments of truth” – those critical points when consumers decide to buy and when they experience a product at home. As Lafley put it, “The best brands consistently win two moments of truth: - The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or another. - The second occurs at home, when she uses the brand – and is delighted, or not.” In today’s retail landscape, brands face even more “moments” – from the zero moment of truth (online research before purchase) to the ultimate moment (when consumers share feedback). Over the next couple of weeks, with the help of my trusted editor [ OpenAI’s chatGPT ] I'll share my thoughts on how consumer brands can win these moments through leadership in five key areas: - Brand Strength, - Product Quality, - Retail Presence, - Social Responsibility, and - Customer Engagement. I'll examine each area with data-driven insights and case studies (as best as I can within LinkedIn's 3000 character limit), focusing on brands that sell through retail (FMCG, consumer electronics, etc.) and framed from a consumer’s perspective. The goal is an engaging narrative that reveals how smart leadership decisions shape our everyday shopping choices – and offers subtle takeaways for brand executives looking to lead in a retail-focused world. I’m looking forward to your feedback as this series rolls out!

Want real-time insights on retail execution and field sales performance? ?? Repsly empowers field teams worldwide with data and tools for success. Gain insights to drive impact, while easily assigning and tracking work in real time. With centralized team management, instant reporting, and seamless integrations, businesses of all sizes can scale smarter and win at the shelf. Take a tour of Repsly here?? https://lnkd.in/eQwRNNY6 #Repsly #RepslyZA #FieldTeamManagement #SalesSuccess #WinAtTheShelf

? Beauty is in the details… and your team’s success is too. ? In today’s fast-paced beauty industry, winning at retail requires more than just great products—it’s about execution and insight. Here’s how your field team can stay on top: ?? Track Out of Stocks: Don’t let empty shelves hurt your sales. Keep shelves full and your customers satisfied. ?? Educate Store Teams: Confident associates sell better. Give them the knowledge to boost your brand’s presence. ??? Ensure Perfect Shelf Placement: Visibility drives purchase. Make sure your products are always front and center. ?? Capture Competitor Intel: Knowing what your competitors are doing can give you the edge you need. Partner with Repsly to equip your team with real-time insights and tools to execute flawlessly in-store. Let’s make every store visit count. ?? #FieldTeamSuccess #BeautyBrands #PerfectShelf #RetailWin #HealthAndBeauty #Sephora #Ulta #Target #BeautyRetail

?? Spring is on its way, and brands are rolling out the red carpet for color! ?? We’re seeing some brilliant, bold displays hit the shelves, and we can’t get enough! Shoutout to our partners at Spindrift Beverage Co, Inc., ROAR Organic, La Colombe Coffee Workshop, and Siete Family Foods for creating vibrant, eye-catching setups that truly pop. Together, we’re making sure every product shines, just in time for the season. #PerfectShelf #RetailWin #SpringDisplays #ShelfPower #SpringIsHere #RetailExecution #CPGs #Grocery #Retail

Just back from Expo West —with apologies to Yogi Berra, I can’t help saying, “Nobody goes there anymore… it’s too crowded.” Crowded or not, I’ve been attending for a decade, and this year felt like a true return to form. After a few quieter shows, the Anaheim Convention Center was buzzing with activity once again. Yes, it’s hectic, but there’s a reason so many of us keep coming back. What I Enjoy Most It’s all about the in-person connections. This is the one place where everyone in the natural products industry gathers—old friends, new faces, customers, and colleagues. I usually spend my first day in the exhibit hall giving big Thank-Yous to the scores of customers we have exhibiting there, and meeting with business partners from across the industry - what a fantastic way to energize for the rest of the show! The energy is incredible, and it’s always fascinating to see the latest trends unfold in real time. Each year, I’m amazed by the innovations and newly expanded product lines. There’s a real sense of progress and creativity on display. What Could be Better Of course, with everyone under one roof, space gets tight. Navigating the aisles can be challenging, especially in Hall E. A booth layout that allows for more walking room would be a welcome fix. And how about some extra seating areas? With so many of us clocking 20,000 steps a day, it would be a relief to sit somewhere besides the floor. I’d also love to see an improved mobile app. A straightforward tool for planning your route—booth by booth—would make a huge difference. The current map and “connections” feature can be a bit clunky to use. Tips for First-Timers If you’ve never been, here are a few tips I’ve picked up over the years: - Wear the most comfortable shoes you can find – My OOFOS were a lifesaver. - Plan Your Must-See Booths – With thousands of exhibitors, there's just not enough time to 'wing it'. - Go light on the Samples – A little restraint helps both your stomach and your tote bag. - Plan your meet-ups for the morning – Crowds are full force by 10:00. - Bring Ibuprofen – Your back and knees will thank you. - Time Your Exit – Avoid those frustrating lines for shuttles and rides if you can. Final Thoughts A friend summed it up well: “I always dread coming to this — it’s so crowded and exhausting — but I’m always really glad I did because I see so many friends in the industry, and I always make new connections.” That’s the essence of Expo West—busy, vibrant, and worth every step. You’ll find new connections, rekindle old ones, and get an up-close look at the natural products world in all its variety. Yes, it can be tiring, but I’ll be back next year to soak it all in again.

Happy International Women's Day! ?? We appreciate the amazing women who keep our team running smoothly and make it a great place to work. We asked them some questions about their career to get to know them a little better... Here’s to celebrating women today and every day ?? #IWD2025 #RepslyZA #InternationalWomensDay Roelien Loots Cherése Fürstenberg Kayleigh Du Preez Ashleigh Stirrup Amarra Singh

?? Celebrating Women Who Lead ?? At Repsly, we’re honored to partner with incredible female-led brands like Hive Naturals. As we celebrate International Women’s Day, we want to recognize the inspiring women founders and leaders driving change in the retail industry. From empowering teams to creating real-time retail excellence, these women are shaping the future of retail, and we’re proud to stand beside them—today, and every day. To all the female-led brands and retail service organizations we’re privileged to work with: thank you for your leadership, vision, and dedication. Together, we’re winning at retail. #IWD2025 #WomenInRetail #FemaleFounders #Repsly #Partnerships #RetailExcellence

We're having an incredible time at Natural Products Expo! ???? This event is always a highlight for our team—and not just because of the amazing snacks (though we won’t say no to those! ??). It’s the chance to connect with our customers, discover innovative brands, and collaborate with industry leaders that makes it so special. The energy here is contagious, and we’re excited to see how the insights and conversations from this week shape the future of retail. ?? Here’s to making meaningful connections and continuing to win together! ?? #ExpoWest #RetailExecution #NaturalProductsExpo

?? Ready to stay ahead of the competition in 2025? ?? Our latest blog reveals how top CPG brands are harnessing the power of data and analytics to dominate in-store execution. Learn why metrics like pricing, availability, and promotion status are critical to success—and how cutting-edge tools like AI image recognition are transforming retail operations. Want to know what’s driving field team productivity and in-store experiences this year? Read the blog to discover how companies are turning data into a competitive edge: https://lnkd.in/eYwmqHeY #SuccessAtRetail #RetailExecution #ImageRecognition #CPG #FMCG #RetailTeams #RetailData

We love to see our partners thriving! Congrats to the Green Spoon Sales team!????