Synopsis 2012 Shopper Marketing Forum
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Synopsis 2012 Shopper Marketing Forum

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If we could summarize the event into three words, it would be: Insight. Idea. Impact. ...

If we could summarize the event into three words, it would be: Insight. Idea. Impact.

Each speaker at this year’s Shopper Marketing Forum – whether they were a retailer, brand or agency – spoke to these three words.

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Synopsis 2012 Shopper Marketing Forum Synopsis 2012 Shopper Marketing Forum Presentation Transcript

  • A SYNOPSIS OF THE 2012SHOPPER MARKETING FORUM
  • IF WE COULD SUMMARIZE THE EVENTINTO THREE WORDS, IT WOULD BE:INSIGHT. IDEA. IMPACT.EACH SPEAKER AT THIS YEAR’SSHOPPER MARKETING FORUM –WHETHER THEY WERE A RETAILER,BRAND OR AGENCY – SPOKE TO THESETHREE WORDS.
  • THE PRESENTATIONS SPANNEDFROM RESEARCH-DRIVEN, TOSPECULATIVE TO CASE STUDIES.BUT ACROSS ALL OF THE SPEAKERSTHESE KEY THEMES EMERGED:COLLABORATECOORDINATEWIN WITH EXPERIENCE (NOT PRICE)LOCATIONMISSIONVISUAL OVER VERBALSELL IT. DON’T TELL IT.
  • COLLAB-ORATE#SMF12COLLABORATE. THE NEW CREED OF#SHOPPERMARKETING IS A CONTINUUMSTARTING WITH A RETAILER NEED STATE.– LYNN NEAL, P&GImage: In Spring 2011, H&M announced a collaboration with Swedish footwear company Hasbeens.  
  • RETAILERS AND BRANDSCOLLABORATEIN A WORLD OF PRODUCT CENTRICITYTHE OBJECTIVES BETWEEN THERETAILER AND MANUFACTURERARE DIFFERENT.IN TODAY’S WORLD OF SHOPPERCENTRICITY THE GOALS ARE THESAME – GROWTH AND ENGAGEMENTOF THE SHOPPER.
  • A PARTNERSHIP BETWEENJOHNSON&JOHNSON ANDSHOPPERS DRUG MART LEDTO A CAMPAIGN TO RAISEAWARENESS ABOUT EXPIREDMEDICATION AND HOW TODISPOSE OF IT.Image: Comstock images.
  • THROUGH COLLABORATIONTHEY WERE ABLE TO:CREATE A TRIP MISSION• DISPOSAL OF EXPIRED MEDICATIONCREATE AN OPPORTUNITY• EDUCATION AND PURCHASE NEW MEDICATIONBE MUTUALLY BENEFICIAL:• IT CONNECTED WITH RETAILER’S BUSINESS (ALLOWING THEM TO TAKE CREDIT FOR SOMETHING THEY ALREADY OFFERED)• WAS EASILY TRANSLATED INTO ACTION• MET A SHOPPER’S NEED
  • BUT RETAILERS AND BRANDSMUST ALSO COLLABORATE WITHSHOPPERS.COLLABORATION MUST ALSOHAPPEN BETWEEN BRANDS,RETAILERS AND SHOPPERS.PEOPLE WANT RETAILERS ANDMANUFACTURERS TO SEE THEMAND INVOLVE THEM IN THE BRAND.
  • DUCK TAPEPROMS.DUCK TAPE SAW WHAT THEIRSHOPPERS WERE ALREADY DOINGWITH THEIR PRODUCT ANDCELEBRATE IT. Image: http://shannayconnor.deviantart.com/art/Duck-Tape-Prom-Dress-162228037  
  • SHARING TISSUES?KLEENEX TOOK THE IDEA OF “CANYOU PASS ME A TISSUE?” ANDMADE KLEENEX SHAREABLEACROSS SOCIAL MEDIA
  • GOOGLE AND COCA-COLA RE-IMAGINE “HILLTOP” FOR A DIGITAL AGE.http://www.youtube.com/watch?v=-w6cOoh_CJA&feature=player_embedded  
  • COORDINATECOORDINATING MESSAGES FROM OUTOF STORE TO IN-STORE ALLOWS FORSHOPPERS TO BETTER RECEIVE THEMESSAGE AND UNDERSTAND THETRIGGERS. BUT THIS IDEA OFCOORDINATION ALSO MUST EXISTSINSIDE THE STORE.Image: CORBIS  
  • SHOPPER PROGRAMS AREMOST EFFECTIVE WHEN:• MULTIPLE ELEMENTS ARE USED IN AND OUT OF STORE TO INCREASE REACH• IN-STORE POS IS TIED TO MESSAGING OUT OF STORE• MESSAGING IN-STORE IS RELEVANT TO THE SHOPPER BASED ON MISSION AND OCCASION
  • IT’S NOT CLUTTER IFIT’S COORDINATEDEACH TACTIC SHOULD HAVE A ROLE ANDTHE MESSAGE SHOULD DRIVE SHOPPERACTIVATION AGAINST THAT ROLE.IT’S A BREADCRUMB TRAIL:• THE ROLE OF FLYER IS TO GET YOUR PRODUCT ON THE LIST• IN-SECTION POS IS TO ENCOURAGE TRIAL AND PURCHASE• AT-SHELF POS MUST CONVINCE THEM TO BUY YOU OVER THE COMPETITION
  • WIN WITHEXPERIENCE,NOT PRICE.#SMF12UWE STUECKMANN OF LOBLAW SAYSMAKE SHOPPING EASY AND GET BACKTO CORNER GROCER EXPERIENCE, ANDHELP THEM DISCOVER NEW THINGS.#SMF12INNOVATE! SAVE PEOPLE TIME & EFFORTWITH PRODUCT & PACKAGING IDEASTHAT CREATE EXCITEMENT IN THEAISLES, PHYSICAL OR VIRTUAL.
  • WIN WITHEXPERIENCE,NOT PRICE.BRANDS, RETAILERS AND AGENCIES ALLSPOKE ABOUT THEIR CONCERNS WITHPRICE WARS AND DISCOUNTS. RETAILERSARE LOOKING FOR INNOVATIVE ANDUNIQUE SELLING EXPERIENCES, NOT BUY-GET PROMOTIONS.BUT WHAT IS THE SHOPPER LOOKING FOR?
  • THE STRESSOF CHOOSINGSHOPPERS ARE EMOTIONALLYOVERLOADED AND ARE LOOKING FORSOMEONE TO MAKE SHOPPING EASY.THIS MEANS SHOPPING WITH TRUSTEDCURATORS SUCH AS WHOLE FOODSWHERE THEY BELIEVE THAT THE STOREHAS ALREADY CHOSEN THE RIGHTOPTION FOR THEM.
  • THE STRESS OF CHOOSINGhttp://www.ted.com/talks/sheena_iyengar_on_the_art_of_choosing.html
  • DR. KIT YARROW SPOKE ABOUTTHE TWO TYPES OF PURCHASES:RATIONALIZED PURCHASES WHICH TENDTO MAKE IT ON TO THE SHOPPER’S LIST.EMOTIONAL PURCHASES THAT DON’TLOGICALLY FIT WITH THE REST OF THESHOPPER’S HABITS. THESE INCLUDETREATS FOR FAMILY MEMBERS ANDFEEL-GOOD ITEMS.
  • Dr. Kit Yarrowhttp://strategyonline.ca/2012/03/07/shopper-marketing-forum-day-one-recap/
  • LOCATION
  • LOCATIONWHETHER IT’S A BRAND’S LOCATIONIN THE WORLD OR LOCATION IN THEAISLE, YOUR PLACEMENT IN THESHOPPER’S LIFE IS KEY TO BEINGTOP OF MIND AND GETTING INTOTHEIR BASKET.
  • A BRAND’S LOCATIONIN THE WORLDLOCATION-BASED MARKETING ISCHANGING THE PATH TO PURCHASE.IN SOME CASES, MOBILE DEVICES AREALLOWING PEOPLE TO REMOVE GOING TOTHE STORE FROM THE PATH TO PURCHASE. IKEA AUGMENTED REALITY APP THAT ALLOWS YOU TO SEE CATALOGUE ITEMS IN YOUR OWN HOME
  • A BRAND’S LOCATIONIN THE WORLDTHIS MISSION-DRIVEN CAMPAIGN FORMINI HAD AN AVERAGE ENGAGEMENTTIME OF 5 HOURS AND 6 MINUTES.http://youtu.be/WMWu1h_6OfE
  • A BRAND’S LOCATIONIN THE WORLDTHE MOBILE PHONE HAS MADE THESTORE POROUS. MOBILE’SRELATIONSHIP WITH SHOPPERMARKETING IS THREE-FOLD:1. IT’S IN THE STREET WHERE IT’S ABOUT CONNECTIONS AND CURIOSITY THROUGH ALERTS AND SEARCH2. IT’S AT THE STORE LEVEL WHERE IT’S ABOUT LOYALTY AND STATUS3. IT’S AT AISLE AND ON SHELF WHERE IT INFLUENCES BUYING DECISIONS
  • A BRAND’S LOCATIONIN THE STORECENTRE STORE SALES ARE DECLININGDUE TO:• INCREASE IN QUICK TRIPS• CHANNEL BLURRINGCENTRE STORE FOOTPRINT IS ALSOSHRINKING AND WITH INCREASEDINNOVATIONS AND MORE SKUS ON THESHELF IT’S GETTING DIFFICULT FOR ITEMSTO GET NOTICED ON SHELF
  • A BRAND’S LOCATIONIN THE STORESOLUTION:CENTRE STORE PRODUCTS MUST BE WHERETHE SHOPPERS ARE. THIS MEANS SECONDARYDISPLAYS IN THE PERIMETER OF THE STOREAND LOOKING FOR PARTNERSHIPS ON ASHOPPER’S PATH.
  • A BRAND’S LOCATIONIN THE STOREFIRST 1/3 OF THE STORE IS THE BESTLOCATION – MORE SHOPPERS SHOPHERE AND THEY SHOP SLOWLYBECAUSE IT’S AT THE BEGINNING OFTHE TRIP.Image: http://www.10qq.ca/2012/01/loblaws-produce.html  
  • A BRAND’S LOCATIONIN THE STOREEND CAPS AT THE BACK OF THE STOREARE BETTER THAN END CAPS AT THEFRONT OF THE STORE BECAUSE OF THEWAY SHOPPERS WALK THE PERIMETERAND BECAUSE THEY’LL SPEND MORETIME AT THE BACK OF THE STORE.THIS PLACEMENT ALSO ACTS AS ASIGNPOST REMINDING SHOPPERS TOBUY AN ITEM EVEN IF THEY DON’T GODOWN AN AISLE.
  • A BRAND’S LOCATIONIN THE STOREBE RELEVANT IN YOUR PLACEMENT.BE RELEVANT WITH ADJACENCIES.MAKE SURE PLACEMENTS AND PARTNERSHIPSGET YOU INTO HIGH-TRAFFIC AREAS IN THE STORE.WHEN YOU INCREASE RELEVANCE YOU DRIVEENGAGEMENT WHICH IN TURN DRIVES PURCHASE.
  • A BRAND’S LOCATIONIN AISLEONLY 29% OF SHOPPERS GO DOWN THEAVERAGE CENTRE STORE AISLE.DRIVE SHOPPERS TO SECTION WITHRELEVANT ON-PACK COUPONS ORSIGNAGE IN CATEGORIES THAT ARECOMPLEMENTARY TO YOUR PRODUCT.
  • A BRAND’S LOCATIONIN AISLEINNOVATION ITEMS SHOULD BEPLACED IN THE MIDDLE OF THEAISLE WHERE SHOPPERS FEELMORE COMFORTABLE STOPPINGAND SPENDING TIME WITH A BRAND.Image: http://www.sandptnavsta.org/Historic-District/Buildings/Bldg-193/index.html  
  • A BRAND’S LOCATIONAT SHELFFOCUS ON PLACING POS AT “EYE LEVEL”WHICH, FOR THE AVERAGE NORTHAMERICAN FEMALE, IS 3.5 TO 4.5 FTFROM FLOOR.
  • A BRAND’S LOCATIONAT SHELF THE SAME MESSAGE DELIVERED WITH DIFFERENT TACTICS CAN MAKE ALL THE DIFFERENCE
  • A BRAND’S LOCATIONAT SHELFPOS SHOULD VARY BY STORE – IF ITMAKES THE MESSAGE MORE RELEVANT.FOCUS EFFORTS ON THE MOSTPRODUCTIVE STORES.BE SIMPLE AND SPECIFIC IN YOUR ASKTO RETAILERS TO ENSURE HIGHERRATES OF COMPLIANCE.
  • MISSION#SMF12TRIP MISSION DEFINESENTIRE PATH TO PURCHASEAND HOW THE SHOPPERENGAGES THE PRODUCT.Image: http://janenation.com/blogs/reviews/archive/2010/06/28/grocery-shopping.aspx  
  • SHE’S ON AMISSIONSTOCK UP IS 48% OF THE DOLLARSSPENT BUT ON THIS SHOP SHE“MOWS THE LAWN” AND GOES UPAND DOWN EACH AISLE.QUICK TRIP IS 51% OF DOLLARSSPENT AND SHE JUST STAYS ONTHE PERIMETER.
  • SHE’S ON AMISSIONSHOPPING PATTERNS ARE CHANGING:QUICK TRIPS ARE BECOMING MOREPREVALENT.ON 50% OF SHOPPING TRIPS MOM ISBUYING 5 OR FEWER ITEMS.QUICK TRIP SHOPPERS ALSO SPENDMONEY MUCH FASTER.
  • USE SHOPPERS’ KEYDECISION POINTS ASYOUR STARTING POINT:WHAT TYPE OF MISSION ARETHEY ON?WHAT OTHER PRODUCTS AREA PART OF THIS MISSION?
  • VISUAL OVERVERBALImage: http://en.wikipedia.org/wiki?File:Visualization_of_wiki_structure_using_prefuse_visualization_package.pngCC-BY-SA-3.0; Released under the GNU Free Documentation License.  
  • RESPONDING TO THEVISUAL OVER THE VERBALCOMMUNICATION IS ABOUTSYMBOLISM, STORIES, IMAGES ANDEXPERIENCES. IT’S NOT WHAT YOUSAY ABOUT YOURSELF IT’S HOWSHOPPERS LIVE YOUR BRAND.Image: http://www.sociosemiotics.net/events/2009/visual-semiotics-society-facebook
  • RESPONDING TO THE VISUALOVER THE VERBALON THE AVERAGE GROCERY SHOPPINGTRIP OF 20 MINUTES SHOPPERS ONLYREAD 8 WORDS.SO DON’T SAY WITH WORDS WHAT YOUCAN SAY WITH PICTURES.
  • http://youtu.be/D2FX9rviEhwRESPONDING TO THE VISUALOVER THE VERBALALLOW BRAND ASSOCIATIONS ANDFEEL-GOOD EXPERIENCES TO RUB OFFON YOUR BRAND. DON’T JUST SAY IT.
  • RESPONDING TO THE VISUALOVER THE VERBALPICTURES ARE EASIER TO READ WHENSHOPPERS ARE FURTHER AWAY (MEANINGWALKING DOWN THE AISLE ORAPPROACHING AN END-CAP) AND INSCANNING OR NOTING MODE.THE AVERAGE SHOPPER DEVOTES 0.75SECONDS NOTING A DISPLAYTHEY DON’T READ IN THIS MODETHEY ARE SCANNING A WIDE AREATHEY ONLY ABSORB MINIMAL, MACROINFORMATION
  • FOR EXAMPLE:
  • RESPONDING TO THE VISUALOVER THE VERBALIN-STORE COPY SHOULD BE RELEVANT FORTHE MISSION AND THE OCCASIONUSE KEY BRAND VISUAL CUES SUCH ASCOLOUR AND CONSTRUCT TO INCREASE“NOTING” POWER.USE A CLAIM ONCE THEY ARE AT THEENGAGEMENT STAGE TO OVERCOMEPURCHASE BARRIERS
  • RESPONDING TO THE VISUALOVER THE VERBALUSE BLADES TO INCREASE “NOTING”OF CATEGORY.IT HELPS TO INCREASE SHOPABILITYAS IT NARROWS DOWN THEIRCONSIDERATION SET. BLADES ARESHOWN TO REDUCE THE AMOUNT OFTIME SHE HAS TO SPEND AT SHELF,WHICH THEN INCREASES THE AMOUNTOF ITEMS BEING PURCHASED FROMA CATEGORY.
  • THE BLADE EFFECT:
  • BUT CAN OUR EYES BE TRUSTED?
  • SELL IT.DON’T TELL IT.THERE IS A TIME FOR CREATIVEMESSAGING AND A TIME FOR CLAIMSOR SELLING LINES AND AT SHELF ISWHEN YOU WANT TO DELIVER A CLAIM.THIS IS THE MOMENT OF TRUTH –YOU’VE DRIVEN SHOPPER TO APARTICULAR RETAILER, GOT THEM TOPUT AN ITEM ON THEIR LIST AND DRIVENTHEM DOWN THE AISLE NOW TELL THEMWHY TO YOUR BRAND OVER THEOTHERS ON SHELF.
  • BEFORE YOU CAN COMMUNICATE,SOME THINGS NEED TO HAPPEN.
  • IN-AISLE,IN-SECTION POSWHAT TRIGGERS ACTION IN ASHOPPER’S MIND?SALES WILL INCREASE IF PRODUCTSARE IDENTIFIED AS “TOP SELLING”SALES WILL ALSO INCREASE ONPRODUCTS THAT ARE IDENTIFIEDAS “NEW”
  • IN-AISLE,IN-SECTION POSMESSAGES SHOULD BE APPROPRIATE FORTHE MEDIUMEMOTION-BASED CLAIMS WORK WELL IN FOODAND BEVERAGE CATEGORIES (AND WORKWELL ON MOMS)CLAIMS WORK WELL ON PACKAGING BUTOFTEN GET CHALLENGED BY COMPETITORS –SO LOOK FOR WRAPS AND ADDITIONS TOPACKAGING THAT CAN BE EASILY REMOVED
  • TAKEAWAYWHAT’S DRIVING SHOPPERS?• THEY ARE DOING MORE FILL-IN SHOPS THAN STOCK-UP SHOPS• THEY’RE NOT GOING DOWN EVERY AISLE SO THE CENTRE OF STORE IS SUFFERING• 50% OF SHOPPING TRIPS RESULT IN PURCHASE OF 5 OR FEWER ITEMS
  • TAKEAWAYWHAT’S DRIVING SHOPPERS?• NO MATTER HOW MUCH SIGNAGE IS IN STORE, ON POST-SHOP INTERVIEWS SHOPPERS ONLY SAW 1-2 ELEMENTS WITHIN A CAMPAIGN• IN A 20-MINUTE SHOPPING TRIP, SHOPPERS ONLY READ 8 WORDS
  • THE SOLUTION IS TOCREATE SHOPPERMARKETING PROGRAMSTHAT DELIVER ON:EXPOSUREBREAKTHROUGHDESIREACTION
  • EXPOSUREYOU MUST HAVE MULTIPLE,COORDINATED AND RELEVANTMESSAGES THROUGHOUT THESTORE. THIS MEANS OUT OF AISLEPLACEMENT THAT MAKES SENSEON A SHOPPER’S PATH.
  • BREAKTHROUGHDISCOVER THE POINTS ON THESHOPPER’S PATH THAT ARE MOSTCRITICAL AND DEVISE A PLAN TOOWN THOSE ONE OR TWO PATHS.STEER SHOPPERS IN THE RIGHTDIRECTION WITH SHAPES AND COLOUR.SHOPABILITY PLAYS A BIG ROLE INPURCHASE. BLADES HAVE A POSITIVEEFFECT ON MAKING THE SHOPPERBELIEVE THAT THE PRODUCT WAS EASYTO FIND.
  • DESIREPRICE DOESN’T NECESSARILY DRIVEDESIRE: 50% OF THE TIME, THE SHOPPERDIDN’T KNOW THE ITEM WAS ON DEAL.DESIRE IS INSTEAD DRIVEN BYRATIONALIZED PURCHASES – GETTINGON THE LIST.OR EMOTIONAL PURCHASES – MAKING THESHOPPER FEEL GOOD.
  • ACTIONUNDERSTAND WHAT THE MOTIVATINGMESSAGE IS AT THE POINT OFPURCHASE. OFTEN IT’S NOT A CREATIVELINE, BUT INSTEAD, A CLAIM.
  • THANK YOUTHANKS FOR TAKING THE TIME TO READTHROUGH OUR SYNOPSIS OF THESHOPPER MARKETING FORUM FROMMARCH 6/7 2012 IN TORONTO.GOT QUESTIONS? REACH OUT TO US.WE’D LOVE TO CONTINUE THECONVERSATION.JANINE FLACCAVENTO, PARTNERLEAD PLANNER AND STRATEGYFLACCAVENTOJ@MARS-PHILTER.CA