Shopper marketing in de praktijk13-6-2013 Shopper marketing in de praktijk 1
Inhoud1.Kennismaking met Popai2.Shopper insights / theorie3.Shopper journey & Touch points4.Boodschap, middelen en design5...
1.Kennismaking met Popai13-6-2013 Shopper marketing in de praktijk 3
Postionering Popai Benelux“Popai is de enige internationale ( 44 landen )shopper marketing at Retail organisatiedie zich z...
Doelstelling Popai Benelux“Tijdens deze journey kijken wij naar het gedrag van de shopper en op welkewijze het gedrag door...
2.Shopper insights13-6-2013 Shopper marketing in de praktijk 6
13-6-2013 Shopper marketing in de praktijk 7Wat is er nu feitelijk gewijzigd ?
De techniek in Retail en het shopper gedrag zijn gewijzigd !13-6-2013 Shopper marketing in de praktijk 8
Multi channelOriëntatie13-6-2013 Shopper marketing in de praktijk 9
Consument ende shopper ?13-6-2013 Shopper marketing in de praktijk 10
Ik wil genotIk wil gemakIk wil gewinIk wil het nuZo niet ? ga ik naar eenander13-6-2013 Shopper marketing in de praktijk 11
Seduce meHelp meGuide me13-6-2013 Shopper marketing in de praktijk 12
Zintuigen13-6-2013 Shopper marketing in de praktijk 13
Kijken13-6-2013 Shopper marketing in de praktijk 14
13-6-2013 Shopper marketing in de praktijk 15Eye tracking & neuroscience
13-6-2013 Shopper marketing in de praktijk 16Benedenooghoogte
13-6-2013 Shopper marketing in de praktijk 17180 Graden
Average reach height : 180-220 cm.Average eye height : 120-160 cmAverage grap height : 80-120 cm.Average bend height : 80 ...
13-6-2013 Shopper marketing in de praktijk 19
Ruiken13-6-2013 Shopper marketing in de praktijk 20
13-6-2013 Shopper marketing in de praktijk 21
Horen ?13-6-2013 Shopper marketing in de praktijk 22
23Shopper marketing in de praktijk13-6-2013
Voelen13-6-2013 Shopper marketing in de praktijk 24
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Proeven13-6-2013 Shopper marketing in de praktijk 26
27Shopper marketing in de praktijk13-6-2013
3.Shopper journey & Touch points13-6-2013 Shopper marketing in de praktijk 28
13-6-2013 Shopper marketing in de praktijk 29Shopper insights.Retail or brandactivities.Message &Touchpoints.
Shopper insightsPre-Store13-6-2013 Shopper marketing in de praktijk 30
13-6-2013 Shopper marketing in de praktijk 311.Retail activiteiten; Pre Store > boodschap & touch points
32Shopper marketing in de praktijk13-6-2013Shopper insightTo (Store)
13-6-2013 Shopper marketing in de praktijk 331.Retail activiteiten; To Store > boodschap & touch points
34Shopper marketing in de praktijk13-6-2013Shopper insightsIn-Store
13-6-2013 Shopper marketing in de praktijk 351.Retail activiteiten; In Store > boodschap & touch points
13-6-2013 36Shopper marketing in de praktijkShopper insightsPost-Store
13-6-2013 Shopper marketing in de praktijk 371.Retail activiteiten; Post Store > boodschap & touch points
AanrijdzoneLandingzoneWandelzoneEntreezoneOriëntatiezoneLoopzoneShop zone 1e,2e, 3e lijn afdelingBetaalzoneUitgangzone13-6...
13-6-2013 Shopper marketing in de praktijk 397.
4.Boodschap, middelen en design13-6-2013 Shopper marketing in de praktijk 40
13-6-2013 Shopper marketing in de praktijk 41Type boodschap ?
13-6-2013 Shopper marketing in de praktijk 42
43Shopper marketing in de praktijk13-6-2013
4413-6-2013 4413-6-2013 Shopper marketing in de praktijk
4513-6-2013 4513-6-2013 Shopper marketing in de praktijk
4613-6-2013 Shopper marketing in de praktijkWat is de boodschap ?
5.Voorbeeld Food Retail13-6-2013 Shopper marketing in de praktijk 47
13-6-2013 Shopper marketing in de praktijk 48Roadmap
13-6-2013 Shopper marketing in de praktijk 49
Merk, Formule en Strategie13-6-2013 50Shopper marketing in de praktijk
Formule’s13-6-2013 51Albert Heijn SupermarktenAH XLAH to goAlbertGall & GallEtosBol.comShopper marketing in de praktijk
13-6-2013 Shopper marketing in de praktijk 52Traffic !!
Sales !!
!13-6-2013 54Shopper marketing in de praktijk
13-6-2013 Shopper marketing in de praktijk 55To & instoremedia mix
13-6-2013 56Shopper marketing in de praktijk
13-6-2013 Shopper marketing in de praktijk 57
4. To-store en instore media mix13-6-2013 58Shopper marketing in de praktijk
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13-6-2013 Shopper marketing in de praktijk 60
Shopper marketing in de praktijk 6113-6-2013
13-6-2013 Shopper marketing in de praktijk 62Roadmap
Television / RadioOutdoor / National PressConsumer PublishingSampling / EventsPoint ofSalePoint of SaleSampling / EventsCo...
Promise & concepting > Everything with the colour blue is ….new !!
13-6-2013 Shopper marketing in de praktijk 65To & instoremedia mix
6.Creatieve communicatie in Retail13-6-2013 Shopper marketing in de praktijk 70
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Conclusie13-6-2013 77Shopper marketing in de praktijk
Conclusie13-6-2013 78Shopper marketing in de praktijk
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Promotion13-6-2013 85Shopper marketing in de praktijk
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13-6-201389Shopper marketing in de praktijk
Shopper marketing -In-store: Interactive Mirrors13-6-2013 Shopper marketing in de praktijk 90
Shopper marketing – To-store Interactive window/mirror13-6-2013 Shopper marketing in de praktijk 91
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13-6-2013 110Shopper marketing in de praktijk
Verleiding in Retail ?13-6-2013 Shopper marketing in de praktijk 111
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VIRTUAL TABLECLOTH VISUALIZES MENUSELECTION13-6-2013 Shopper marketing in de praktijk 122
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128 Shopper marketing in de praktijk13-6-2013
7.The future of retail13-6-2013 Shopper marketing in de praktijk 129
13-6-2013 Shopper marketing in de praktijk 130Online expectations,Offline experience
13-6-2013 Shopper marketing in de praktijk 131Online expectations !
13-6-2013 Shopper marketing in de praktijk 132Offline experience !
so…. the best way to predictthe future is toCO-CREATE …. it !13-6-2013 Shopper marketing in de praktijk 133
Shopper marketing marcom
Shopper marketing marcom
Shopper marketing marcom
Shopper marketing marcom
Shopper marketing marcom
Shopper marketing marcom
Shopper marketing marcom
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Shopper marketing marcom

  1. 1. Shopper marketing in de praktijk13-6-2013 Shopper marketing in de praktijk 1
  2. 2. Inhoud1.Kennismaking met Popai2.Shopper insights / theorie3.Shopper journey & Touch points4.Boodschap, middelen en design5.Voorbeeld Food Retail6.Creatieve communicatie in Retail7.The future of Retail13-6-2013 Shopper marketing in de praktijk 2
  3. 3. 1.Kennismaking met Popai13-6-2013 Shopper marketing in de praktijk 3
  4. 4. Postionering Popai Benelux“Popai is de enige internationale ( 44 landen )shopper marketing at Retail organisatiedie zich zonder winstoogmerk,actueel en relevant beweegt in het totale speelveld van deconsumer & shopper journey,van smart Phone tot en met de display,In food en in non-food Retail ”.Noot; Mass media nemen we mee maar heeft niet onze focus13-6-2013 Shopper marketing in de praktijk 4
  5. 5. Doelstelling Popai Benelux“Tijdens deze journey kijken wij naar het gedrag van de shopper en op welkewijze het gedrag door middel van communicatie positief beïnvloed kan worden”.Door kennis te verzamelen, vermeerderen en te verspreiden in dit speelveld,willen wij onze leden helpen met het versterken en verbeteren van hunbusiness model”!13-6-2013 Shopper marketing in de praktijk 5
  6. 6. 2.Shopper insights13-6-2013 Shopper marketing in de praktijk 6
  7. 7. 13-6-2013 Shopper marketing in de praktijk 7Wat is er nu feitelijk gewijzigd ?
  8. 8. De techniek in Retail en het shopper gedrag zijn gewijzigd !13-6-2013 Shopper marketing in de praktijk 8
  9. 9. Multi channelOriëntatie13-6-2013 Shopper marketing in de praktijk 9
  10. 10. Consument ende shopper ?13-6-2013 Shopper marketing in de praktijk 10
  11. 11. Ik wil genotIk wil gemakIk wil gewinIk wil het nuZo niet ? ga ik naar eenander13-6-2013 Shopper marketing in de praktijk 11
  12. 12. Seduce meHelp meGuide me13-6-2013 Shopper marketing in de praktijk 12
  13. 13. Zintuigen13-6-2013 Shopper marketing in de praktijk 13
  14. 14. Kijken13-6-2013 Shopper marketing in de praktijk 14
  15. 15. 13-6-2013 Shopper marketing in de praktijk 15Eye tracking & neuroscience
  16. 16. 13-6-2013 Shopper marketing in de praktijk 16Benedenooghoogte
  17. 17. 13-6-2013 Shopper marketing in de praktijk 17180 Graden
  18. 18. Average reach height : 180-220 cm.Average eye height : 120-160 cmAverage grap height : 80-120 cm.Average bend height : 80 cm.Walking : Right turn, first quick, than slowBewegen13-6-2013 Shopper marketing in de praktijk 18
  19. 19. 13-6-2013 Shopper marketing in de praktijk 19
  20. 20. Ruiken13-6-2013 Shopper marketing in de praktijk 20
  21. 21. 13-6-2013 Shopper marketing in de praktijk 21
  22. 22. Horen ?13-6-2013 Shopper marketing in de praktijk 22
  23. 23. 23Shopper marketing in de praktijk13-6-2013
  24. 24. Voelen13-6-2013 Shopper marketing in de praktijk 24
  25. 25. 13-6-2013 Shopper marketing in de praktijk 25
  26. 26. Proeven13-6-2013 Shopper marketing in de praktijk 26
  27. 27. 27Shopper marketing in de praktijk13-6-2013
  28. 28. 3.Shopper journey & Touch points13-6-2013 Shopper marketing in de praktijk 28
  29. 29. 13-6-2013 Shopper marketing in de praktijk 29Shopper insights.Retail or brandactivities.Message &Touchpoints.
  30. 30. Shopper insightsPre-Store13-6-2013 Shopper marketing in de praktijk 30
  31. 31. 13-6-2013 Shopper marketing in de praktijk 311.Retail activiteiten; Pre Store > boodschap & touch points
  32. 32. 32Shopper marketing in de praktijk13-6-2013Shopper insightTo (Store)
  33. 33. 13-6-2013 Shopper marketing in de praktijk 331.Retail activiteiten; To Store > boodschap & touch points
  34. 34. 34Shopper marketing in de praktijk13-6-2013Shopper insightsIn-Store
  35. 35. 13-6-2013 Shopper marketing in de praktijk 351.Retail activiteiten; In Store > boodschap & touch points
  36. 36. 13-6-2013 36Shopper marketing in de praktijkShopper insightsPost-Store
  37. 37. 13-6-2013 Shopper marketing in de praktijk 371.Retail activiteiten; Post Store > boodschap & touch points
  38. 38. AanrijdzoneLandingzoneWandelzoneEntreezoneOriëntatiezoneLoopzoneShop zone 1e,2e, 3e lijn afdelingBetaalzoneUitgangzone13-6-2013 Shopper marketing in de praktijk 38Touch points to & in store
  39. 39. 13-6-2013 Shopper marketing in de praktijk 397.
  40. 40. 4.Boodschap, middelen en design13-6-2013 Shopper marketing in de praktijk 40
  41. 41. 13-6-2013 Shopper marketing in de praktijk 41Type boodschap ?
  42. 42. 13-6-2013 Shopper marketing in de praktijk 42
  43. 43. 43Shopper marketing in de praktijk13-6-2013
  44. 44. 4413-6-2013 4413-6-2013 Shopper marketing in de praktijk
  45. 45. 4513-6-2013 4513-6-2013 Shopper marketing in de praktijk
  46. 46. 4613-6-2013 Shopper marketing in de praktijkWat is de boodschap ?
  47. 47. 5.Voorbeeld Food Retail13-6-2013 Shopper marketing in de praktijk 47
  48. 48. 13-6-2013 Shopper marketing in de praktijk 48Roadmap
  49. 49. 13-6-2013 Shopper marketing in de praktijk 49
  50. 50. Merk, Formule en Strategie13-6-2013 50Shopper marketing in de praktijk
  51. 51. Formule’s13-6-2013 51Albert Heijn SupermarktenAH XLAH to goAlbertGall & GallEtosBol.comShopper marketing in de praktijk
  52. 52. 13-6-2013 Shopper marketing in de praktijk 52Traffic !!
  53. 53. Sales !!
  54. 54. !13-6-2013 54Shopper marketing in de praktijk
  55. 55. 13-6-2013 Shopper marketing in de praktijk 55To & instoremedia mix
  56. 56. 13-6-2013 56Shopper marketing in de praktijk
  57. 57. 13-6-2013 Shopper marketing in de praktijk 57
  58. 58. 4. To-store en instore media mix13-6-2013 58Shopper marketing in de praktijk
  59. 59. 13-6-2013 Shopper marketing in de praktijk 59
  60. 60. 13-6-2013 Shopper marketing in de praktijk 60
  61. 61. Shopper marketing in de praktijk 6113-6-2013
  62. 62. 13-6-2013 Shopper marketing in de praktijk 62Roadmap
  63. 63. Television / RadioOutdoor / National PressConsumer PublishingSampling / EventsPoint ofSalePoint of SaleSampling / EventsConsumer PublishingOutdoor / National PressTV / RadioSource;Old situation New situationShopper marketing in de praktijk 6313-6-2013
  64. 64. Promise & concepting > Everything with the colour blue is ….new !!
  65. 65. 13-6-2013 Shopper marketing in de praktijk 65To & instoremedia mix
  66. 66. 6.Creatieve communicatie in Retail13-6-2013 Shopper marketing in de praktijk 70
  67. 67. 13-6-2013 Shopper marketing in de praktijk 71
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  73. 73. Conclusie13-6-2013 77Shopper marketing in de praktijk
  74. 74. Conclusie13-6-2013 78Shopper marketing in de praktijk
  75. 75. 13-6-2013 79Shopper marketing in de praktijk
  76. 76. 13-6-2013 80Shopper marketing in de praktijk
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  78. 78. 13-6-2013 Shopper marketing in de praktijk 82
  79. 79. 13-6-2013 Shopper marketing in de praktijk 83
  80. 80. 13-6-2013 84Shopper marketing in de praktijk
  81. 81. Promotion13-6-2013 85Shopper marketing in de praktijk
  82. 82. 13-6-2013 Shopper marketing in de praktijk 87
  83. 83. 13-6-2013 Shopper marketing in de praktijk 88
  84. 84. 13-6-201389Shopper marketing in de praktijk
  85. 85. Shopper marketing -In-store: Interactive Mirrors13-6-2013 Shopper marketing in de praktijk 90
  86. 86. Shopper marketing – To-store Interactive window/mirror13-6-2013 Shopper marketing in de praktijk 91
  87. 87. 13-6-2013 Shopper marketing in de praktijk 92
  88. 88. 13-6-2013 Shopper marketing in de praktijk 93
  89. 89. 13-6-2013 94Shopper marketing in de praktijk
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  102. 102. 13-6-2013 109Shopper marketing in de praktijk
  103. 103. 13-6-2013 110Shopper marketing in de praktijk
  104. 104. Verleiding in Retail ?13-6-2013 Shopper marketing in de praktijk 111
  105. 105. 13-6-2013 Shopper marketing in de praktijk 112
  106. 106. 13-6-2013 Shopper marketing in de praktijk 113
  107. 107. 13-6-2013 Shopper marketing in de praktijk 114
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  114. 114. 13-6-2013121Shopper marketing in de praktijk
  115. 115. VIRTUAL TABLECLOTH VISUALIZES MENUSELECTION13-6-2013 Shopper marketing in de praktijk 122
  116. 116. 13-6-2013 Shopper marketing in de praktijk 123
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  121. 121. 128 Shopper marketing in de praktijk13-6-2013
  122. 122. 7.The future of retail13-6-2013 Shopper marketing in de praktijk 129
  123. 123. 13-6-2013 Shopper marketing in de praktijk 130Online expectations,Offline experience
  124. 124. 13-6-2013 Shopper marketing in de praktijk 131Online expectations !
  125. 125. 13-6-2013 Shopper marketing in de praktijk 132Offline experience !
  126. 126. so…. the best way to predictthe future is toCO-CREATE …. it !13-6-2013 Shopper marketing in de praktijk 133
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