The presentation from Chicago AMA's SIG event on April 19th on "Shopper Marketing – Consumer Packaged Goods" is now available to preview.

1. SHOPPER MARKETING
April 19, 2012

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3. Agenda
• Shopper Marketing definition
• OgilvyAction’s Approach to Shopper Marketing
• Why Shopper Marketing is More Important Than Ever
• Best in Class case studies
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4. SHOPPER MARKETING
DEFINITION

5. Industry Definition of Shopper Marketing
All marketing stimuli, developed based on a deep
understanding of shopper behavior, designed to build brand
equity, engage the shopper and lead him / her to make a
purchase.
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6. OgilvyAction’s View of Shopper Marketing
Brand affinity = awareness and interest
Brand transaction = intent and purchase
The goal of shopper marketing is to be present with an activation voice at
all relevant points of contact along the shopper’s journey, to drive intent
and purchase all the way to the final second.
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7. Brand Affinity becomes Brand Transaction by
triggering Action Points along the path to purchase.
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8. We believe consumer and shopper mindsets are interwoven.
Consumer Mode Shopper Mode
Audience Who she is How she shops
Task Get in her mind Get in her cart
Story Reason to buy Reason to buy right now
Content Emotion leads, practical Practical leads, emotion
benefits support validates
And that the role of communication differs based on what mindset she’s in
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9. Some think about the path this way
Pat h t o Purchase
And while a linear path to purchase helps us organize…
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10. …We understand that today’s journey to purchase is more
complex and dynamic.
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11. We know our target is in Shopper mode
anywhere and everywhere.
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12. And while much of in-store behavior is ‘auto-pilot’, shoppers
are becoming more engaged outside of the store.
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13. Because the shopper’s journey is more dynamic, where and
how we intercept her is more important than ever.
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14. That’s why we believe that store back is really shopper back.
Understanding shopper’s behavior beyond the store and
activating at the right interception point is critical to shopper
marketing success.
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15. WHY SHOPPER MARKETING
IS MORE IMPORTANT THAN
EVER

16. Shoppers Have Become More Savvy
• During the economic downturn shoppers learned to be less impulsive
and more frugal and these behaviors have persisted over time
– In 2010, 78.3% of consumers said they used coupons regularly in
2010, up 14.7% from pre-recession levels
– Digital coupon usage grew 41% in 2010
• Shoppers are doing their homework before they go shopping
– More than 81% of shoppers conduct research before they go
shopping, typically for an hour or longer
– 4 out of 5 smartphone owners use their phones to check
inventory, look up product info and find special offers
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17. The Shopper Makes a Majority of Her
Decisions in Store
• 59% of brand selections are made in store
- Shoppers typically enter the store with a set of products and brands in
their consideration set and then make their final decision at shelf
• 85% of shoppers perceive in-store factors as more influential than
out-of-store marketing
• 77% of shoppers enter the store without a detailed shopping list
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18. Q&A
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19. THANK YOU