• Activity optimization: The process of improving efficiency and effectiveness of a sales rep’s visit & task activities by analysing and optimizing key elements such as priority, order and duration.

• Ambient: Refers to products that can be stored at room temperature and do not require refrigeration or freezing, such as dry goods or shelf-stable packaged foods.

• API (Application Programming Interface): A set of rules and protocols that allow different software applications to communicate and exchange data, enabling integration and interaction between various systems in the consumer goods industry.

• Asset: Any merchandise or promotional items, including fridges, gondolas, gantries and stands, that has value to an organization and need to be tracked.

• Assortment: A group of products eligible for sale at a particular store or group of stores, optimised to protect margins and meet local demand.

• Attribute: A characteristic or feature of a retailer, such as location, footfall, size or competitive presence, that can be used to drive eligibility and targeting of field activity.

• Available to promise (ATP): The process of checking inventory availability to fulfil customer orders, based on real-time inventory levels, production schedules, and customer demand.

• Availability: The state of a product being accessible and ready for purchase by consumers, often influenced by factors such as inventory levels, manufacturing capacity, and delivery logistics.

• Audits: The process to ensure that products are displayed correctly on the shelf, that customers can find them, and they appear in the most appealing way possible. Audits are typically performed on a periodic basis to make sure that the product is always available and managed consistently on the shelf.

• Augmented Reality: An approach that superimposes a computer-generated image of items, such as a product, promotion or merchandising equipment, into a customer’s view of the real world. This makes it easier to bring brand and promotional concepts to life and engage customers.

• Batch No.: A unique identifying number assigned to a specific group of products manufactured together during a particular production run or process.
• Barcode: A unique identifier, on a product, or its outer package that can be scanned to return its details and allow for ordering and or stock management. In data management it can be referred to as the EAN code, or UPC number, and can come in 3 different lengths – depending on data schema chosen.
• Baselines: Refer to the volume of product that consumers purchase in the absence of a promotion. This often comes from the loyal brand consumers who buy the same items week in and week out whether there is a promotion or not. Baselines provide the best understanding to the underlying health and trends of a brand.
• Bill of Material (BOM): Often referred to as a deposit product that is associated/related to the product being purchased, e.g. Pallet, Case, Bottles
• Bill Back: A type of trade promotion where the manufacturer provides a discount or payment to the distributor or retailer for selling their product.
• Bill To: The party that is responsible for payment of the invoice for goods or services received.
• Branding: The process of creating a name, design, or symbol that identifies and differentiates a product from other products.
• Brand Detailing: The process of seamlessly sharing the right brand content across different channels. It helps to ensure that brand information and content follow consistent best practices and can be used in various rich-media formats, making it more engaging for customers. By collaborating smoothly with customers and getting feedback, brands can make real-time improvements to their content and continue enhancing it. The goal is to create and maintain compelling and cohesive brand materials that resonate with consumers, foster recognition, and ultimately elevate your overall brand experience.
• Brick & Mortar: Traditional physical retail stores or businesses with physical locations where customers can purchase products directly in the consumer goods industry.
• BIMBO (Browse In-Store, On Mobile, Buy Online): A consumer behavior trend where shoppers browse products in physical stores, research on mobile devices, and ultimately make the purchase online, highlighting the integration of offline and online shopping experiences in the consumer goods industry.
• B2B (Business-to-Business): Refers to commerce between businesses, such as a manufacturer selling to a wholesaler or a wholesaler selling to a retailer.
• B2C (Business-to-Consumer): Refers to commerce between a business and individual consumer, such as a retailer selling directly to a customer. This is sometimes referred to as DTC (Direct-to-Consumer).
• Break-Even Point: The point at which revenue, at a company, brand or promotion level, equals its costs, resulting in neither profit nor loss.
• BYOD (Bring Your Own Device): A policy allowing employees in the consumer goods industry to utilize their personal devices, like smartphones or tablets, for work tasks, creating a challenge between convenience and security concerns.
• Budgets & Funds: Manage your consumer goods budget and funds with ease, ensuring that you’re always making the most of your resources.
• Bulk Barcode QR Scanning: A technology-enabled process that allows multiple barcode QR scans to be performed simultaneously or in rapid succession, improving efficiency and accuracy in inventory management and order processing in the consumer goods industry.
• Business Analytics: The process of using data analysis and statistical methods to gain insights, make data-driven decisions, and improve business performance.
• Business Intelligence: The collection, integration, and analysis of data to provide actionable insights and facilitate decision-making processes
• Buyer: A person or organization responsible for purchasing goods at either the retailer (B2B) or consumer level (B2C).
• BOPIS (Buy Online, Pick Up In-Store): A retail fulfillment strategy that allows consumers to purchase products online and then pick them up from a physical store, providing convenience and flexibility in the consumer goods industry.
• BORIS (Buy Online, Return In-Store): A consumer retail practice that enables customers to return products purchased online at physical store locations, offering convenience and reducing return shipping hassles in the consumer goods industry.
• Bundling: The practice of offering multiple products together at a discounted price during a promotion, to drive sales of related or complementary products.

• Call Optimization: The process of improving efficiency and effectiveness of a sales rep’s visits by analysing and optimizing key elements such as priority, order and duration.
• Cash & Carry (C&C): Route to market where products are sold to retailers who generally collect the goods as part of their restocking.
• Cash Flow: The amount of cash or cash equivalents that flow in and out of a business over a period of time, often used as a measure of financial health.
• Category Management: The process of managing a group of products as a single strategic business unit, often based on customer needs or market trends. Category Management is the primary platform from which brand owners interact with retailers. Category Management provides the language, process framework, and metrics for communicating all strategic and tactical recommendations to the retailer.
• Chilled: Products that require refrigeration or cold storage to maintain their quality and safety, typically below 8°C.
• Claim: A formal request made by a policyholder or customer to an insurer or supplier for compensation due to a loss or damage covered under a policy or agreement.
• Claimant: The individual or entity submitting a claim for reimbursement or compensation.
• Claim Denial: A decision by the insurer or supplier to reject a claim, typically due to non-compliance with policy terms, exclusions, or insufficient documentation.
• Claim Rejection: The refusal to process a claim due to errors or omissions in the submission, such as incorrect information or missing documentation.
• Click & Collect: A retail service that allows consumers to purchase products online and then collect them from a physical store, combining the convenience of online shopping with the speed of in-store pickup in the consumer goods industry.
• Competitive Analysis: The process of researching and analysing a company’s competitors, often to identify strengths, weaknesses, opportunities, and threats.
• Compliance: The process to ensure that products and promotions are displayed correctly in store, as per the agreed trade terms. Compliance audits are typically performed on a periodic basis to ensure ongoing adherence.
• Consumer: A person who purchases and uses goods or services for personal use or consumption.
• Consumer Behavior: The actions and decisions of individuals and households when purchasing and using products and services.
• Consumer Goods Analytics: A data-driven approach to help consumer product companies leverage their vast data sets and make better decisions that protect margins and drive business growth.
• Consumer Goods Cloud Platform: A cloud-based platform that helps consumer goods companies manage their sales, marketing, and customer service operations in one centralized system.
• Consumer Packaged Goods (CPG): Products that are consumed regularly and quickly, such as food, beverages, and personal care items.
• Contactless Delivery: A delivery method where products are delivered to customers without any physical contact, reducing health risks and enhancing convenience during the delivery process.
• Contactless Payment: A payment method that allows customers to make transactions by tapping their payment cards or mobile devices on a contactless-enabled reader, providing a quick and secure payment experience.
• Contactless Pickup: A retail service that allows customers to order products online and pick them up from a designated location without physical contact.
• Convenience: Products that are easy and convenient to use, prepare, or consume, often marketed towards busy or on-the-go consumers.
• Cost of Goods Sold (COGS): The direct costs associated with producing or purchasing a product, including materials, labor, and overhead.
• Crates: Reusable containers made of plastic or wood that are used for storing and transporting products in the consumer goods industry.
• Curbside Pickup: A retail service that enables customers to place orders online and pick up their purchases from designated curbside locations outside the store, providing a convenient and contactless shopping experience.
• Customer: A person or organization that purchases goods or services from a business or retailer.
• Customer Relationship Management (CRM): The process of managing and analysing customer interactions and data throughout the customer lifecycle, often with the goal of improving customer retention and satisfaction.
• Customer Segmentation: The process of dividing a market into groups of customers with similar needs, preferences and characteristics, and targeting each group with a specific trade marketing strategy.
• Cut-Off: The latest point in time by which an order must be placed to ensure it can be fulfilled by a certain date or time.

• Deductibles: The amount a policyholder must pay out-of-pocket before an insurer or supplier begins to pay for covered losses.
• Delivery Day: pre-defined day/days to which a retailer has been allocated as the day that their orders will be delivered, often used in conjunction with a defined route, and telesales call day/cut off time.
• Delivery Manifest: a document used by delivery drivers as proof of the total weight of goods loaded on their vehicle to show compliance with local regulations such as VOSA/traffic police in the UK.
• Delivery Note: A document (digital or paper) that specifies the products and quantities to be delivered, along with information such as delivery address, delivery instruction, delivery time window, preceded by a GRN, and followed by an invoice/credit note.
• Delivery Point: This has dual meaning, it can be the physical location at an outlet where the delivery is made, or simply an alternative term for ‘Ship To’.
• Demand Planning: A function within a business that takes data from various sources, such as sale history, customer future sales forecasts, promotional uplift – to predict manufacturing and logistics requirements to satisfy demand and minimise out of stock.
• Demonstrator: A specific role in a business that will engage directly with the consumer to inform them about a manufacturers products, this can include tastings for food and beverage, or show how a product works and its benefits such as consumer electronics.
• Depot: A location from where the delivery of goods are planned, picked and delivered to service a defined geography of customers. Sometimes referred to as a plant, or warehouse.
• Digital Asset Management (DAM): The process of efficiently managing, organising and executing digital assets, from watermarked photos to branded promotional content, to streamline workflows and enhance collaboration.
• Digital Badges: Virtual credentials or visual representations earned by consumers as recognition of their achievements or engagement in loyalty programs, gamification, or other online activities in the consumer goods industry.
• Digital Breadcrumbs: Digital traces left by consumers as they interact with online platforms, websites, or applications, enabling businesses to understand user behavior and optimize their marketing strategies.
• Direct Store Delivery: When manufacturers bypass retail distribution centers and bring their products straight to the point of sale in store.
• Discounts: A reduction in the price of a product or service provided to the customers, often used as a marketing strategy to increase sales.
• Display: a generic term for a range of different in outlet features where the consumer selects a product from, i.e. chiller, shelf, aisle end cap, gondola, etc.

• Display Allowance: A fee or financial support given to retailers by manufacturers to ensure that promotional products are displayed in a prominent position within the store, enhancing visibility and sales potential.

• Distribution Channel: The path that a product takes from the manufacturer to the end consumer, often involving intermediaries such as wholesalers, retailers, and distributors.
• Distributor Management System: DMS, an IT system, is often supplied by a manufacturer for use in a market where it does not trade directly with the end customers to be used by its locally appointed distributors. The system acts as a mini ERP for each distributor, allowing the distributor to order stock from the manuafcturer, transfer stock between manufacture, warehouse locations and delivery vehicles, and provide a complete OTC order to cash solution for the distributors.
• Draught: a categorisation of products where the consumer is served the product from a container in a ready to consume package, i.e. drinks from a BIB and geg, into a glass.
• Driver: A specific role that is responsible for the delivery of orders and the collection of returns between a distribution depot and a retailers.
• Docking: a term used for when a delivery driver can deliver/collect goods at warehouse, and onto which dock at that warehouse the goods will load/unload, usually with a time window.

• E-commerce: The buying and selling of products or services online, often through a website or mobile app.

• EDI (Electronic Data Interchange): A computer-to-computer communication system that enables the exchange of business documents, such as orders, invoices, and inventory data, in a standardized electronic format, facilitating seamless and efficient transactions in the consumer goods industry.

• Endcap: A display shelving unit located at the end of an aisle in a retail store, often used to showcase featured or promotional products to attract customer attention and drive sales.

• Endless Aisle: A retail strategy in the consumer goods industry that allows customers to access an extended range of products beyond what is physically available in-store through digital kiosks or online platforms, enhancing the shopping experience and increasing sales opportunities.

• ERP (Enterprise Resource Planning): A software system that integrates various business processes and functions, such as accounting, inventory management, human resources, and sales, into a single unified platform for improved efficiency and decision-making in the consumer goods industry.

• Experiential Marketing: A marketing approach that focuses on creating immersive and interactive brand experiences to engage customers emotionally and build stronger brand loyalty.

• Facings: Terminology used to describe the number instances of a particular product are expected to be displayed on a shelf, often agreed with a grocer and part of a compliance metric, such as share of shelf.

• FMCG (Fast-Moving Consumer Goods): Refers to products with high turnover and rapid sales, such as food, beverages, toiletries, and other everyday consumables, typically sold at a low price point and requiring frequent replenishment.

• Features: Characteristics or functionalities of a product that provide benefits to customers and differentiate it from competitors’ offerings in the consumer goods market.

• Field Reps: Also known as field representatives or sales representatives, they are individuals who work on behalf of consumer goods companies to establish and maintain relationships with retailers, promote products, and gather market insights in the field.

• Field Teams: Groups of employees or representatives from a consumer goods company who work in the field, visiting retail locations, conducting product demonstrations, managing sales, and collecting data to support sales and marketing strategies.

• Food Services/ Food Service Channel: A distribution channel that provides prepared food and beverages, often in restaurants, cafes, hotels, or other establishments, to cater to customers’ dining needs in the consumer goods industry.

• Forecasting: The process of using historical data, statistical models, and other analytical methods to predict future trends and patterns in demand, supply, sales, or other relevant metrics for a product or market. Forecasting helps consumer goods manufacturers make informed decisions about inventory management, production planning, promotions, marketing strategies, and other key areas of operation.

• Franchise: a class of outlets not owned by a group, but where franchisee’s pay to be part of the group, use their buying, and use their branding, In CG, this encompasses certain grocer brands, and also certain restaurant chains – note franchisees may have some level of autonomy to purchase branded products where the contract allows.

• Freight Forwarder: A company that arranges and coordinates the shipment of goods from one place to another, often using multiple carriers and modes of transportation.

• Frozen: A description of products that can be sold at a frozen temperature, used in conjunction with Ambient/ Chilled/ Frozen.

• Fulfilment: The process of delivering a product or service to a customer, including order processing, inventory management, picking and packing, shipping, and tracking. Fulfilment can be managed in-house or outsourced to third-party logistics (3PL) providers, and is a critical part of the customer experience and supply chain efficiency.

• Gap: The difference between the current state of a business process or performance and the desired state, often indicating areas that need improvement or optimization in the consumer goods industry.

• Geofencing: A location-based marketing strategy that uses GPS or RFID technology to trigger notifications or promotions when a consumer enters a defined geographical area, typically around a store or point of sale.

• Geotagging: The process of adding geographic location metadata, such as latitude and longitude coordinates, to media like photos or videos, allowing them to be associated with a specific location.

• GCP (Google Cloud Platform): A suite of cloud computing services provided by Google, offering storage, analytics, machine learning, and other tools to businesses, including those in the consumer goods industry, to leverage advanced technology for their operations.

• GDM (Glass Door Merchandiser): A type of refrigerated display unit with glass doors, commonly used in retail points of sale to showcase and preserve beverages, attracting customer attention and encouraging purchases in the consumer goods industry.

• Global Location Number (GLN): A unique identification number used to identify physical or legal locations, such as warehouses, retail stores, or business entities, in the consumer goods industry for efficient and accurate data exchange.

• Gondola: A free-standing shelving unit used in retail stores to display products, often consisting of several adjustable shelves to showcase merchandise in the consumer goods industry.

• Goods Receiving Note (GRN): A document used to record the receipt of goods at a warehouse or receiving location, providing essential details such as the quantity, quality, and condition of the received products in the consumer goods industry.

• Google Play Store: An online platform provided by Google for Android users to discover, download, and install mobile applications, games, and digital content.

• GPS Location Tracking: A technology that utilizes Global Positioning System (GPS) to monitor and record the real-time geographical position of assets, vehicles, or personnel.

• Grocer: A retailer or store that specializes in selling food and other consumer goods, typically in a supermarket or grocery store format.

• Gross Margin: The difference between a company’s revenue and the cost of goods sold, often expressed as a percentage of revenue.

• GS1: A global non-profit organization that develops and maintains standards for identifying, capturing, and sharing product information and supply chain data in the consumer goods industry.

• Head Office: The central administrative and managerial center of a company or organization in the consumer goods industry, responsible for strategic decision-making, coordination, and oversight of various operations and branches.

• High-Speed Retail: A retail concept that leverages cutting-edge technology and automation to streamline the shopping experience, enabling faster transactions and reducing waiting times for customers.

• Hybrid Commerce: A business model that combines elements of both online and offline retail channels to provide customers with a seamless and integrated shopping experience. Hybrid commerce can include strategies such as buy-online-pickup-in-store (BOPIS), ship-from-store, showrooming, and allows customers to choose the most convenient and personalized way to interact with a brand or product. Hybrid commerce also requires coordination and alignment between different teams and systems, and can offer benefits such as increased sales, reduced costs, and better customer insights.

• Image Recognition: The process to analyse how prominently a brand is displayed on store shelves compared to competitors. It involves tracking things like where the product is placed, how much space it gets, and how it stands out. Through systematically measuring and responding to this intelligence, companies can make sure their products are always present for shoppers and have a better chance of selling, strategically enhancing their product’s overall visibility and market share.

• Impulse Purchase/Buy: An unplanned buying decision made by a consumer, often triggered by promotional displays, attractive packaging, or enticing product presentation.

• In-Store Fulfilment: A retail strategy where online orders are processed and fulfilled from physical stores, providing customers with faster delivery options and optimizing inventory management.

• In-Store Merchandising: The art of displaying and arranging products in a retail store to attract customers, increase sales, and enhance the overall shopping experience.

• ISPU (In-Store Pick Up): A retail service that allows customers to purchase products online and pick them up at a nearby physical store, providing convenience and faster order fulfillment.

• Integrated Supply Chain: A coordinated and seamless network that connects all stages of the consumer goods production, distribution, and retail process to optimize efficiency, reduce costs, and enhance visibility.

• Inventory Management: The process of controlling the amount, timing, and location of inventory, often to minimize costs and maximize sales.

• Inventory Turnover: A financial metric that measures the number of times a company’s inventory is sold and replaced over a specific period, indicating how effectively goods are managed and sold to generate revenue.

• Inventories & Stock: The amount of finished goods and raw materials that a company has on hand, which can be tracked and managed through various inventory management systems.

• Invoices: Documents that itemize and record the goods or services provided by a manufacturer or distributor to a retailer and the corresponding payment obligations.

• iOS: A mobile operating system developed by Apple Inc. for its mobile devices, including iPhone, iPad, and iPod Touch, providing a platform for various applications and services.

• Joint Business Planning (JBP): A collaborative process between consumer goods manufacturers and retailers to align their business objectives, strategies, and resources and jointly plan for growth and profitability.

• Journey Optimization: The process of analyzing and improving the customer journey to enhance their overall experience with a brand or product in the consumer goods industry.

• Key Account Management (KAM): A strategic approach to managing relationships with a company’s most important customers or accounts, typically those that generate the highest revenue or strategic value. Closely aligned with Joint Business Planning, KAM involves identifying and understanding the account’s specific needs, goals, and challenges, developing win-win trade plans, and building long-term partnerships based on trust, communication, and value creation.

• Labor Compliance: Ensuring adherence to local and international labor laws and regulations within the consumer goods industry to protect the rights and welfare of workers involved in production and supply chains.

• Latest Current Estimate (LCE): The most up-to-date and accurate prediction or assessment of a specific value, cost, or timeline in the consumer goods industry, used for decision-making and planning purposes.

• Lead Time: The amount of time between placing an order and receiving the product, often influenced by factors such as production time, shipping time, and customs clearance.

• Load: A group of orders for a range of customers allocated to delivery vehicle/driver and delivery day for fulfilment. Often created within defined parameters, such as total weight, space on the vehicle, vehicle size or product mix when the load is allocated to a multi-temp vehicle.

• Load Planning: The process that is gone through to define which orders will be allocated to load, and allow for warehouse picking of the orders for the allocated vehicle/driver.

• Loan: An agreement on an amount of trade with a customer, over an established period of time, often contracted – can be financial or for capital equipment, such as coolers, coffee machines etc.

• Location Based Services: Consumer goods companies use Location Based Services (LBS) to provide personalized and targeted marketing, promotions, and navigation assistance to customers based on their real-time geographic location.

• Logistics: The process of planning, implementing, and controlling the movement and storage of goods, often involving transportation, warehousing, and inventory management.

• Lot No.: A unique identification number assigned to a specific batch or lot of products, enabling traceability and quality control in the consumer goods industry.

• Manifest: A document associated with delivery drivers. Details the total amount of volume, weight etc that has been loaded to a vehicle to allow for compliance checks by the police or for vehicle standards agencies. The details would be country specific to meet local legislation etc.

• Manufacturers Recommended Price (MRP): A price that the manufacturer could recommend retail outlets to sell a product to the consumer – interchangeable with RRP.

• Margin Compression: The reduction of profit margins due to factors such as competition, cost increases, or price pressure.

• Margin Control: An essential tool for businesses to monitor, calculate and optimize the margin of their products and services, ultimately ensuring profitability.

• Market Research: The process of collecting and analysing data about customers, competitors, and market trends, often used to inform product development, marketing strategy, and sales forecasting.

• Marketing Mix: The combination of product, price, promotion, and place (distribution) that a company uses to achieve its marketing objectives.

• Maximum Order Quantity: a maximum quantity parameter that cannot be exceeded when placing an order, often used to ensure the transaction is not an accidental over input entry or to manage the impact on stocked quantity of an SKU or SKU’s.

• Maximum Order Value: The maximum financial parameter that cannot be exceeded when placing an order, often used to ensure the transaction is not an accidental over input entry or to manage financial risk.

• Merchandiser: An individual responsible for managing and promoting the display and sale of products in retail stores, ensuring they are presented attractively and effectively to drive sales in the consumer goods industry.

• Merchandising: The process of promoting and presenting products in a retail environment to maximize their sales and appeal to customers. Merchandising involves various activities such as product selection, pricing, placement, packaging, signage, and promotion, and requires a deep understanding of customer preferences, market trends, and sales data.

• MSO – Merchandising Service Organization: A Merchandising Service Organization (MSO) is a third-party company that provides specialized merchandising services to consumer goods companies, helping them optimize product displays, conduct market research, and improve visibility in retail stores.

• Merchandising Software: Merchandising software helps consumer goods companies efficiently plan, execute, and analyze their product assortments, promotions, and displays in retail stores to optimize sales and customer experience.

• Minimum Order Quantity: The smallest amount of a product that a supplier or manufacturer is willing to produce or sell at a given time.

• Minimum Order Value: The minimum financial parameter that needs to be met when placing an order, often used to ensure the transaction is large enough to make the rest of the business process’s financially viable to complete the order.

• Mobile Retail Execution: Mobile Retail Execution is a strategy in the consumer goods industry that involves using mobile technology and applications to optimize retail operations, enhance sales performance, and improve overall efficiency in the field.

• Moving Annual Total (MAT): A measurement used in the consumer goods industry to calculate the total sales of a product or service over the past 12 months, providing a comprehensive view of its performance and trends.

• mPESA: A mobile-based digital payment system in Kenya, widely used in the consumer goods industry and beyond, allowing users to transfer money, pay bills, and make purchases through their mobile phones.

• Multi-Temp: Refers to refrigerated vehicles or storage units equipped with multiple temperature zones to transport or store different types of consumer goods requiring various temperature conditions for preservation.

• Net Promoter Score (NPS): A measure of customer loyalty and satisfaction, often based on a survey question that asks customers how likely they are to recommend a company or product to others.

• NPD (New Product Development): The process of creating and introducing new products or services into the market to meet consumer needs and enhance a company’s offerings in the consumer goods industry.

• Objective: A specific and measurable goal or target set by a company or individual within the consumer goods industry to achieve desired outcomes or performance results.

• Off Day Delivery: A service offered by logistics providers to deliver consumer goods on non-standard delivery days, such as weekends or holidays, providing customers with flexibility and convenience in receiving their orders.

• Off Invoice: Refers to additional charges, discounts, or promotional allowances that are not included on the invoice itself but are separately negotiated or deducted, often applied in the consumer goods industry for specific deals or agreements.

• Offline Phone App: A mobile application that can be used without an internet connection, allowing users to access certain features even when they’re not connected to the internet. This is an essential feature in the Consumer Goods industry where there is not always connectivity, such as in the cellar of a bar or the storeroom in a supermarket.

• Off Sale: Refers to the retail sale of alcoholic beverages for consumption off-premises, typically in liquor stores or supermarkets, in the consumer goods industry, where customers purchase and take the products home for consumption.

• Offline Tablet App: A software application designed to operate on a tablet device without the need for an internet connection.

• Off Trade: Refers to the distribution and sale of alcoholic beverages, such as beer and spirits, for consumption off-premises, typically in retail stores or supermarkets, in the consumer goods industry.

• Omnichannel Retail: Omnichannel retail refers to a seamless shopping experience where consumers can interact with a brand through multiple channels (online, mobile, in-store) with consistent and integrated services, offering a cohesive and personalized shopping journey.

• On-Demand Workforce: The on-demand workforce refers to a flexible labor pool consisting of temporary or freelance workers who are engaged by companies as needed, allowing businesses in the consumer goods industry to adapt quickly to fluctuating demands and efficiently manage specific projects or tasks.

• On Invoice: Refers to additional charges or promotional discounts included on the invoice itself, often applied to specific products or quantities, in the consumer goods industry.

• Online Marketplace: A website or platform that allows multiple vendors to sell products or services to consumers, often facilitating transactions and handling payment processing.

• On-Shelf Availability (OSA): On-Shelf Availability (OSA) is a measure used in the consumer goods industry to assess the percentage of time a product is available and accessible to customers on store shelves, ensuring that popular items are adequately stocked and reducing potential lost sales due to stockouts.

• On-Time Delivery (OTD): The percentage of orders that are delivered by the promised date or time, often used as a measure of supply chain performance.

• On Trade: Refers to the distribution and sale of alcoholic beverages, such as beer and spirits, to establishments that serve them for immediate consumption on their premises, like restaurants, bars, and hotels, in the consumer goods industry.

• Order Capture: The process of capturing and recording customer orders to efficiently manage sales and inventory in the consumer goods industry. This is often carried out offline by a field sales rep.

• Order to Cash (OTC): The end-to-end process that starts with receiving a customer order and concludes with collecting payment, encompassing all steps in between, such as order processing, fulfillment, and invoicing, in the consumer goods industry.

• Order Fulfillment: The process of receiving, processing, and delivering customer orders, often involving multiple steps such as picking, packing, and shipping.

• Order Predictions: Advanced analytics algorithms that use machine learning and historical data to forecast and predict future customer demand, allowing field sales reps to suggest orders that increase customer value, optimize inventory management and streamline supply chain operations.

• Outlet: A retail store or location that sells branded products directly to consumers, typically offering discounted or clearance items from the consumer goods industry.

• Out-of-Home (OOH): Refers to advertising or promotions targeting consumers while they are outside their homes, such as billboards, transit ads, and digital screens in public spaces, to reach a wider audience in the consumer goods industry.

• Out-of-Stock (OOS): A situation in which a consumer good is temporarily unavailable for purchase due to lack of inventory. OOS can result in lost sales, reduced customer satisfaction, and brand damage, and is often caused by supply chain disruptions, forecasting errors, or unexpected demand spikes.

• Packaging: The materials and design used to protect and contain a product, often designed to appeal to consumers and convey information about the product.

• Pallets: Flat structures used for transporting and stacking goods in the consumer goods industry, enabling efficient handling, storage, and distribution during the supply chain process.

• Par Level: The minimum quantity of a product that a business or retailer should maintain in stock at all times to ensure there are no stockouts and to meet customer demand in the consumer goods industry.

• Payments & Collection: The process of managing the payment and collection of funds from retailers or distributors for goods sold.

• Perfect Store: A retail concept that refers to an optimized store layout and visual merchandising strategy in the consumer goods industry to create an ideal shopping environment, enhancing the customer experience and maximizing sales potential.

• Photo AI: Photo AI refers to the use of artificial intelligence and image recognition technology in the consumer goods industry to analyze product images, improve visual search capabilities, and streamline inventory management processes by automating product identification and categorization.

• Photo Reporting: Photo Reporting in the consumer goods industry involves capturing and sharing visual data, usually through images or videos, to provide real-time insights into field operations, merchandising compliance, and store conditions, enabling better decision-making and performance tracking.

• Picking Document: A document that details the products and quantities of products that need to be picked in a warehouse to go on a load for delivery.

• PICOS (Picture of Success): A visual representation or set of key performance indicators that define the ideal performance and execution standards for a product or promotion in the consumer goods industry, providing a benchmark for success and alignment with business objectives.

• Planogram: A visual representation or diagram that displays the optimal arrangement of products on retail shelves or displays, designed to improve product visibility, accessibility, and sales in the consumer goods industry.

• Planogram Compliance: The extent to which retail stores adhere to the prescribed planograms, ensuring proper placement and arrangement of products on shelves and displays, maximizing sales and enhancing the overall shopping experience for customers.

• Plant: A physical facility or location where manufacturing, production, or processing of consumer goods takes place, encompassing machinery, equipment, and resources required for the production process.

• Point of Sale (POS): The physical or virtual location where a customer makes a purchase transaction for goods or services in the consumer goods industry, such as a retail store, supermarket checkout, or online shopping cart.

• Point of Sale Material (POSM): A description of a range of items used to support the sales of products e.g. posters, shelf talkers, price labels, promotions displays, branded garments, signage etc.

• Porterage Agreement: A contract or arrangement between a manufacturer or supplier and a retailer, outlining the responsibility for transportation and delivery costs of goods in the consumer goods industry.

• Pre-Sales: The phase of the sales process where businesses engage with potential customers to understand their needs, provide information about products or services, and build relationships before finalizing a purchase in the consumer goods industry.

• Previous Purchased Quantity (PPQ): The quantity of a product that a customer has purchased in previous transactions, used for demand forecasting and to offer personalized recommendations in the consumer goods industry.

• Price Marked Pack (PMP): Describes when packaged goods have a specified retail selling price printed on to the packaging of the goods that consumer can see.

• Pricing: The process of setting the value of a product or service in the marketplace based on factors such as production costs, competition, and consumer demand.

• Price Look Up (PLU): Price Look Up (PLU) is a standardized code used in retail to identify and track fresh produce items at checkout, enabling accurate pricing and inventory management for fruits and vegetables.

• Primary Logistics: The initial stage of the supply chain process that involves the movement of raw materials, components, or finished goods from the point of origin to the manufacturing or production facility in the consumer goods industry.

• Private Label: Products that are manufactured or sourced by a retailer and sold under the retailer’s own brand name.

• Product: Refers to the goods or services that are produced and sold by a company in the consumer goods industry

• Product Development: The process of researching, designing, and testing new products, often with the goal of meeting customer needs or addressing market trends.

• Product Information Management (PIM): Solutions designed to manage the data required for the marketing and sale of products. It enables businesses to handle product data and digital assets in a centralized platform, which becomes the single source of truth. This provides a consistent and accurate view of product data, helping businesses to streamline their processes and improve their time-to-market.

• Production Forecasting: The process of predicting the required quantity of goods to be produced based on historical data, market trends, and demand projections in the consumer goods industry, helping companies plan their production schedules efficiently.

• Product Lifecycle: The stages that a product goes through from introduction to withdrawal, often including development, introduction, growth, maturity, and decline.

• Product Line: A group of related products that a company offers, often targeting a specific market segment or customer need.

• Product Placement Strategy: A deliberate approach used by consumer goods companies to integrate their products or brands into various forms of media, aiming to increase brand visibility and consumer engagement.

• Promotion Planning & Execution: The process of creating and implementing strategies to increase consumer demand for products with trade investment.

• Product Quality Check (Best Before): The evaluation of a product’s freshness, taste, and safety, indicated by the “Best Before” date on consumer goods’ packaging, ensuring consumers receive products at their best quality and taste before the specified date.

• Product Recommendations: AI-driven suggestions for related or complementary products to increase sales and customer satisfaction.

• Promotion Claim: A formal request for reimbursement or compensation by a retailer or distributor for costs incurred during a promotional activity, such as discounts, rebates, or marketing expenses.

• Promotion Compliance: The process when promotional activities align with planned trade investments. It involves tracking and verifying that promotional resources are used as intended, targeting the right audience and delivering the desired outcomes. By maintaining promotion proof of compliance in trade spend, companies can optimize their investments, maximise profits, and foster mutually beneficial partnerships with retailers. 

• Promotion: The discounts, activities and merchandising used to promote a product or brand, often including advertising, sales promotion, and public relations.

• Proof of Delivery: A requirement for physical evidence that a delivery has been made e.g. a picture, customer signature, or combinations thereof.

• Proof of Purchase: Documentation or evidence, such as a receipt or invoice, that confirms the acquisition of a product or service in the consumer goods industry, often required for warranty claims, returns, or other customer support purposes.

• Quantities: The numerical measurements or counts of units, items, or products in the consumer goods industry, used for inventory management, production planning, and sales forecasting purposes.

• Quantitative Research: A data-driven research approach used in the consumer goods industry to gather and analyze numerical data for insights into consumer behavior and market trends.

• Quantity on Hand (QOH): In consumer goods, Quantity on Hand refers to the total number of products or items available in inventory at a specific time, providing insight into current stock levels.

• Quarantine: The isolation or holding of goods in a designated area to ensure they meet regulatory requirements or quality standards before being released for distribution or sale in the consumer goods industry.

• Quality Assurance: A proactive approach to ensure consumer goods’ consistent quality through systematic checks, testing, and adherence to industry standards throughout the manufacturing process.

• Quick Consumer Surveys: Brief and targeted surveys conducted by consumer goods companies to gather valuable feedback on products, marketing strategies, and customer satisfaction.

• Quick Response (QR) Inventory Management: A method employed by consumer goods retailers to optimize inventory levels and restocking, minimizing stockouts and reducing carrying costs.

• QSR (Quick Serve Restaurants): A segment of the foodservice industry known for its fast and convenient service, offering quick, on-the-go meals and beverages to customers in the consumer goods industry.

• Quota Sampling: A method of selecting a representative sample of consumers for research or surveys, ensuring diverse demographics are included, reflecting the broader target market accurately.

• Ready To Drink (RTD): Beverages that are pre-mixed and packaged for immediate consumption without the need for additional preparation.
• Rebate: A partial refund or discount given to consumers after the purchase of a product, often used as a promotional tool to incentivize sales.

• Recommended Retail Price (RRP): a price that the manufacturer could recommend retail outlets to sell a product to the consumer – interchangable with (MRP)

• Re-Distribution: The process of moving goods from central warehouses to regional or local distribution centers to optimize inventory levels and ensure timely delivery to retailers or consumers.

• Requests & Disputes: The process of managing requests and disputes related to product returns, damaged shipments, pricing discrepancies, and other customer complaints to maintain customer satisfaction and brand loyalty.

• Remote Order Pickup In-Store (ROPIS): A retail service that allows customers to place online orders and collect their purchases at a designated location within the store, enhancing the convenience of shopping for consumer goods.

• Repack: The process of taking products out of their original packaging and placing them into new packaging, often for promotional purposes or to meet specific retail requirements.

• Research Online, Purchase Offline (ROPO): A consumer behavior trend where customers research products or services online but make their final purchase in physical brick-and-mortar stores, showcasing the impact of digital marketing on in-store sales for consumer goods.

• Retail: The sale of products or services to consumers through physical or online storefronts.

• Retail Activity Optimization (RAO): RAO in the consumer goods context refers to the strategic process of maximizing retail performance and efficiency through data-driven insights and intelligent planning of store activities.

• Retail Audit: A systematic inspection and evaluation of various retail operations, including merchandising, inventory levels, pricing, and promotional activities, to ensure compliance with company standards and optimize performance.

• Retail Collaboration: A cooperative approach where retailers and suppliers work together to share information, plan promotions, and optimize processes, leading to improved supply chain efficiency and enhanced customer satisfaction.

• Retail Connectivity: The seamless integration of various technologies and systems within a retail environment, enabling real-time data sharing, efficient inventory management, and streamlined operations for a more connected shopping experience.

• Retail Execution: The process of implementing retail strategies, such as merchandising, promotions, and pricing, in physical stores to drive sales, enhance customer experience, and achieve brand objectives effectively.

• Retail Execution Software: Technology solutions that empower consumer goods companies to streamline and optimize retail activities, such as inventory management, sales tracking, and compliance monitoring, to enhance retail performance and efficiency.

• Retail Fulfilment: The process of efficiently and accurately fulfilling customer orders, from receiving the order to picking, packing, and delivering the products, ensuring a seamless shopping experience and customer satisfaction.

• Retail Merchandising: The strategic planning and implementation of product displays, promotions, and pricing in physical and online stores to attract customers, boost sales, and enhance the overall shopping experience.

• Retail Task Management: The process of organizing and delegating various store-related tasks, such as restocking shelves, conducting audits, and setting up displays, to ensure efficient operations and optimal customer experience.

• Retail Workforce Management: The strategic planning and coordination of employees’ schedules, tasks, and performance to optimize productivity, minimize labor costs, and enhance customer service in a retail environment.

• Retail Workforce Management Software: A digital tool that helps retailers efficiently manage employee scheduling, performance, and tasks to enhance workforce productivity and operational efficiency in the consumer goods industry.

• Retrospective: An analysis of past sales and marketing data to evaluate the effectiveness of strategies and campaigns, helping to inform future decision-making.

• Returnable Products: Items that can be returned to the retailer or manufacturer for a refund, exchange, or credit, typically within a specified period and under certain conditions.

• Returns: The process by which consumers return purchased goods to the retailer or manufacturer, often due to defects, dissatisfaction, or excess inventory.

• Routes: A predetermined path for sales reps to follow during their visits to retail locations, ensuring efficient and effective coverage of accounts.

• Route Optimization: A process in the consumer goods industry that uses algorithms and data analysis to determine the most efficient and cost-effective routes for delivery trucks or sales representatives, optimizing logistics and reducing transportation expenses.

• Route To Consumer (RTC): The approach and pathways through which a company ensures its products reach the end consumer, focusing on optimizing distribution, sales channels, and consumer engagement strategies.
• Route To Market (RTM): The strategy and process used by a company to deliver its products or services to the end consumer, encompassing distribution channels, sales tactics, and logistical considerations to maximize market reach and efficiency.

• Salesforce CG Cloud Interoperability: The ability of the Consumer Goods Cloud platform to seamlessly integrate with other Salesforce products and third-party software.
• Sales Forecasting: The process of estimating future sales based on historical data, market trends, and other factors, often used to inform production planning and inventory management.
• Schedule Optimization: The process of efficiently managing and arranging tasks, activities, or workforce schedules to maximize productivity and minimize costs in the consumer goods industry.
• Secondary Logistics: The process of distributing goods from regional warehouses or distribution centers to retail outlets, ensuring timely and efficient delivery to meet consumer demand.
• Segment: A distinct group of consumers within a broader market, identified based on shared characteristics or behaviors, used to tailor marketing strategies and product offerings.
• Sell In: Term used to describe product sales data for business to business transactions, i.e manufacturer to retailer, distributor to retailer, or manufacturer to distributor.
• Sell Out: Term used to describe product sales data for the consumer point of purchase, i.e EPOS data from tills.
• Share of Display: The proportion of a retailer’s display space allocated to a particular brand or product, indicating its visibility and prominence compared to competitors.
• Share of Shelf: The percentage of shelf space that a brand or product occupies in a retail store, reflecting its availability and competitiveness within the category.
• Share of Shelf Intelligence: Refers to analyzing how prominently a brand is displayed on store shelves compared to competitors. It involves tracking things like where the product is placed, how much space it gets, and how it stands out.
• Share of Store: The proportion of a store’s total sales or space that a particular brand or product line captures, indicating its dominance and presence within the store.
• Ship to: An ERP term used to uniquely identify where goods are to be delivered to, used in conjunction with Sold to, and Bill to.
• Showrooming: A shopping behavior where consumers visit physical retail stores to examine products in person but make their purchases online to find better deals or discounts.
• Slow Moving Consumer Goods (SMCG): Branded goods that have a slow frequency of purchase, such as consumer electronics
• Software as a Service (SaaS): A cloud computing model where software applications are provided over the internet on a subscription basis, eliminating the need for local installation and maintenance.
• Sold to: An ERP term used to uniquely identify the party that ordered the goods, typically used with complex customer relations i.e large groups, with central purchase, and central billing functions, used in conjuntion with Ship to and Bill to
• Staff Scoring: A process that assesses the performance and efficiency of retail staff based on predefined criteria to optimize workforce productivity and customer service in the consumer goods industry.
• Stock In Hand: Available quantity of stock at the current moment in time.
• Stock Room: A designated area within a retail store or warehouse used for storing excess inventory or products not currently on display, ensuring efficient replenishment and organization.
• Store Assembly: The process of organizing and arranging consumer goods within a retail store to create an attractive and functional display that maximizes sales and enhances the shopping experience for customers.
• Store Demos: In the context of consumer goods, store demos refer to live demonstrations or product samples offered to shoppers within a retail store to showcase the features and benefits of a product, encouraging purchase and engagement.
• Store Fixtures: Store fixtures are the displays, racks, shelving units, and other physical structures used in retail stores to organize and showcase merchandise, enhancing the shopping experience and optimizing space utilization.
• Store Loyalty: The degree of commitment and repeat patronage exhibited by customers towards a particular retail store due to positive experiences, personalized services, and rewards programs.
• Supply Chain: The network of businesses and organizations involved in the creation and delivery of a product or service, often including suppliers, manufacturers, distributors, and retailers.
• Survey: A method of collecting data from consumers or retailers to gather insights on preferences, behaviors, and satisfaction related to products and services.
• Sustainability: The practice of meeting the needs of the present without compromising the ability of future generations to meet their own needs, often including environmental, social, and economic considerations.
• Sustainably Distributed Consumer Goods (SDCG): A a new model that can help the consumer goods industry reduce its waste with democratized data, real-time visibility of stock levels, segmented accounts, trade promotions with positive impact and sustainable distribution on every channel.

• Tasks: Tasks refer to a specific action or assignment that needs to be completed by a sales rep as part of a retail visit.

• Task Management: The process of planning, organizing, and tracking tasks and activities within a retail setting to ensure efficient execution, timely completion, and overall productivity.

• Telesales: Telesales is the remote, phone-based capturing of sales orders. 

• Total Experience: A total experience strategy allows a CG company to see immediate results on a unified platform.

• Trade Promotion Optimization (TPO): A data-driven approach to managing and improving promotional activities to maximize ROI and enhance brand awareness.

• Trade Promotion Management (TPM): The process of planning, executing, and analyzing promotional campaigns to achieve business goals and increase sales, while staying within budget and complying with industry regulations.

• Ullage: The empty space between the top of a liquid product and the container’s top, commonly seen in bottles or cans of beverages to prevent spillage during transportation.

• UPC (Universal Product Code): A barcode used to identify and track products, often used in retail and inventory management.

• Unit of Measure (UOM): A standardized quantity or scale used to quantify and compare the volume, weight, or size of consumer goods, facilitating uniformity in inventory management, purchasing, and sales tracking.

• Van sales: The distribution method whereby a manufacturer will bypass Retailer Distribution Centres to deliver stock directly to retailers. It’s important to keep this process streamlined with an end-to-end platform.

• Vendor: A company or individual that supplies products or services to another company or individual.

• Visits: The planned interaction with a sales rep and a customer account that includes a series of visit tasks, such as a retail audit, promotion compliance audit, store survey, planogram check, retail order and return.

• Warehousing: The storage and handling of products in a warehouse or distribution center, often involving inventory management, order fulfillment, and transportation.

• Warehouse Management Systems (WMS): Software applications used to efficiently manage and control warehouse operations, including inventory management, order fulfillment, and logistics, to optimize warehouse productivity and accuracy.
• White Spot: A specific area or location within a retail store that lacks product placement or display, often resulting in missed sales opportunities.

• Wholesaling: The sale of products or services to other businesses, often in large quantities and at a discounted price.

• Zero-based Budgeting: A powerful tool that Consumer Products companies can use to be more purposeful about commercial spend investments and ensure that desired returns are being met. ​In zero-based budgeting, funding is based on justified costs for the upcoming period, regardless of the previous period’s budget. Rather than making adjustments to a previous budget, each function creates a budget from scratch (“zero”).

Thanks for taking the time to read through our Consumer Goods Glossary, we hope it was helpful in navigating the often confusing and complex terminology in the industry. If you’re looking for a comprehensive solution that includes many of the capabilities discussed here, be sure to check out our website homepage for more information. Our platform offers a range of features to help you streamline your operations and achieve success in the competitive Consumer Goods market.