Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive
 

Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive

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Consumer Packaged Goods expert Bill Akins of Rockfish Interactive presents how the rise of retail micro marketing is revolutionizing how innovative customized packaging drives profits.

Consumer Packaged Goods expert Bill Akins of Rockfish Interactive presents how the rise of retail micro marketing is revolutionizing how innovative customized packaging drives profits.

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Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive Presentation Transcript

  • Packaging as a Cornerstone of Retail Evolution; enabled by CUSTOMPrint+
  • Typical Big Box CPG Team Structure Team Leader Admin. Asst. Director: Director: Sales Shopper Insights Manager Manager Sales Analyst Category Manager Category Analyst Supply Marketing Management National Account Director: Director: Category Chain Marketing Research Trade Promotions Supply Chain Manager Manager Manager Supply Chain Analyst Director: Finance
  • CPGs Thinking Like Startups
  • Rise of Retail Micromarketing Retailers Where This Plays a Vital Role:  Walmart - Marketing department thinking like IT key to managing the business  Target - Obviously marketing has always been key to the business  SAM’S CLUB - Membership data mining more critical  CVS - ExtraCare requires closer interaction with marketing team
  • “The amount of change in marketing over the past 3 – 5 years probably equals the amount of change over the past 30 years.” - Robert Liodice, CEO, Association of National Advertisers
  • Evolution of the Practice PAST Cornerstone Measurement Resources “Fact-Based Selling” PRESENT Category Measurement FUTURE EVOLUTION Insight Management Data Information Ranked Information Relationships Technology Human Capital
  • Evolution of the Practice [The Zero Moment of Truth is] a new decision-making moment that takes place a hundred million times a day on mobile phones, laptops and wired devices of all kinds. It’s a moment where marketing happens, where information happens, and where consumers make choices that affect the success and failure of nearly every brand in the world. *
  • Evolution of the Practice
  • Retail Evolution Retail 1.0 Retail 2.0 Retail 3.0 Supplier power Retailer power Shopper power Negotiation Information Distribution Shopping transformation Retail Evolution
  • Retail Evolution
  • Slide graphics courtesy of Milo - http://milo.com/blog/mobile-warming-hot-trends-in-mcommerce/?display=wide
  • Smart Phone Growth & Shopper Influence
  • Changing Packaging Interactions • Mobile barcode scanning TRIPLES on Black Friday • Paypal cites 310% increase in mobile shopping on Black Friday • 73% of mobile users prefer to use their smartphones for simple tasks rather than interact with an employee Sources: MobileMarketer, Paypal, Accenture
  • Augmenting Retail Reality
  • Group Clout
  • The Consumer
  • Purchase Decisions 75% of purchase decisions are made inside the store…not ahead of time. Stephen Quinn Wal-Mart CMO BBV Champion University
  • “Core” Groups Value-Price Shoppers Brand Aspirationals Price-Sensitive Affluents
  • Consumer Segmentation “Buzz” “Jill” “Ray” “Barry”
  • Consumer Segmentation Urban Trendsetters
  • Micromarketing Leadership Consumer Insights Competition Strategic Financial Planning Modular (Shelf Set/Planogram/Package) WAL-MART BUSINESS LEADERSHIP MODEL Promotion Item P&L Speed
  • Beyond the 4 P’s
  • Micromarketing Leadership
  • Beyond the 4 P’s
  • The Package
  • Affinity Marketing Utilizing “best in class” micromarketing tools, what if you could:  Tailor your products for each store?  Match preferences to local store demographics?  Support the local causes shoppers care about?
  • Affinity Marketing  Would shoppers feel that your brand is the preferred one for them?  What would that do for your sales ?  For your profits?
  • Affinity Marketing Some companies are already doing that: Retail-Ready Personalized Packaging (RRPP) • Customized down to neighborhood store level • Aligned with shopper interests, driving brand loyalty and purchase • Produced through continuous-process technology, eliminating the need for costly factory-line changeovers
  • Unlimited Messaging Potential Example – Heinz Ketchup
  • Measurable Response  Short-Run Campaigns  Mobilized Demographic – Save Consumers Keystrokes  Cross-Merch & Direct Mail  Overcome Rampant Theft and “Gaming” of System
  • Future CPG Packaging Environment Case to Pallet Tracking Database Unit to Case Tracking Variable Digital Print Variable-Content, Unit-Specific Tracking
  • Future CPG Packaging Environment Packaging to Digital Examples
  • Low-Hanging Fruit       Embrace social media Embrace mobile delivery of content as an extension of the package Tie-in with micromarketing tools to customize relevant packaging Collaborate between operations and sales/marketing Create retail partnership touch points in the digital space Don’t be afraid of transparency in a digital world – create a digital ecosystem
  • Digital Ecosystem
  • Thank You! To learn more contact: i. Joe Hattrup – President & CEO Joe.Hattrup@fastechgroup.com iii. Dave Carlos – VP Sales dcarlos@fastechgroup.com Bill Akins SVP Rockfish 479.790.3292 bill.akins@rockfishdigital.com