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.

2. A SYNOPSIS OF THE 2012
SHOPPER MARKETING FORUM

3. 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.

4. THE PRESENTATIONS SPANNED
FROM RESEARCH-DRIVEN, TO
SPECULATIVE TO CASE STUDIES.
BUT ACROSS ALL OF THE SPEAKERS
THESE KEY THEMES EMERGED:
COLLABORATE
COORDINATE
WIN WITH EXPERIENCE (NOT PRICE)
LOCATION
MISSION
VISUAL OVER VERBAL
SELL IT. DON’T TELL IT.

5. COLLAB-
ORATE
#SMF12
COLLABORATE. THE NEW CREED OF
#SHOPPERMARKETING IS A CONTINUUM
STARTING WITH A RETAILER NEED STATE.
– LYNN NEAL, P&G
Image: In Spring 2011, H&M announced a collaboration with Swedish footwear company Hasbeens.

6. RETAILERS AND BRANDS
COLLABORATE
IN A WORLD OF PRODUCT CENTRICITY
THE OBJECTIVES BETWEEN THE
RETAILER AND MANUFACTURER
ARE DIFFERENT.
IN TODAY’S WORLD OF SHOPPER
CENTRICITY THE GOALS ARE THE
SAME – GROWTH AND ENGAGEMENT
OF THE SHOPPER.

7. A PARTNERSHIP BETWEEN
JOHNSON&JOHNSON AND
SHOPPERS DRUG MART LED
TO A CAMPAIGN TO RAISE
AWARENESS ABOUT EXPIRED
MEDICATION AND HOW TO
DISPOSE OF IT.
Image: Comstock images.

8. THROUGH COLLABORATION
THEY WERE ABLE TO:
CREATE A TRIP MISSION
• DISPOSAL OF EXPIRED MEDICATION
CREATE AN OPPORTUNITY
• EDUCATION AND PURCHASE NEW
MEDICATION
BE 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

9. BUT RETAILERS AND BRANDS
MUST ALSO COLLABORATE WITH
SHOPPERS.
COLLABORATION MUST ALSO
HAPPEN BETWEEN BRANDS,
RETAILERS AND SHOPPERS.
PEOPLE WANT RETAILERS AND
MANUFACTURERS TO SEE THEM
AND INVOLVE THEM IN THE BRAND.

10. DUCK TAPE
PROMS.
DUCK TAPE SAW WHAT THEIR
SHOPPERS WERE ALREADY DOING
WITH THEIR PRODUCT AND
CELEBRATE IT.
Image: http://shannayconnor.deviantart.com/art/Duck-Tape-Prom-Dress-162228037

11. SHARING TISSUES?
KLEENEX TOOK THE IDEA OF “CAN
YOU PASS ME A TISSUE?” AND
MADE KLEENEX SHAREABLE
ACROSS SOCIAL MEDIA

12. GOOGLE AND COCA-COLA
RE-IMAGINE “HILLTOP”
FOR A DIGITAL AGE.
http://www.youtube.com/watch?v=-w6cOoh_CJA&feature=player_embedded

13. COORDINATE
COORDINATING MESSAGES FROM OUT
OF STORE TO IN-STORE ALLOWS FOR
SHOPPERS TO BETTER RECEIVE THE
MESSAGE AND UNDERSTAND THE
TRIGGERS. BUT THIS IDEA OF
COORDINATION ALSO MUST EXISTS
INSIDE THE STORE.
Image: CORBIS

14. SHOPPER PROGRAMS ARE
MOST 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

15. IT’S NOT CLUTTER IF
IT’S COORDINATED
EACH TACTIC SHOULD HAVE A ROLE AND
THE MESSAGE SHOULD DRIVE SHOPPER
ACTIVATION 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

16. WIN WITH
EXPERIENCE,
NOT PRICE.
#SMF12
UWE STUECKMANN OF LOBLAW SAYS
MAKE SHOPPING EASY AND GET BACK
TO CORNER GROCER EXPERIENCE, AND
HELP THEM DISCOVER NEW THINGS.
#SMF12
INNOVATE! SAVE PEOPLE TIME & EFFORT
WITH PRODUCT & PACKAGING IDEAS
THAT CREATE EXCITEMENT IN THE
AISLES, PHYSICAL OR VIRTUAL.

17. WIN WITH
EXPERIENCE,
NOT PRICE.
BRANDS, RETAILERS AND AGENCIES ALL
SPOKE ABOUT THEIR CONCERNS WITH
PRICE WARS AND DISCOUNTS. RETAILERS
ARE LOOKING FOR INNOVATIVE AND
UNIQUE SELLING EXPERIENCES, NOT BUY-
GET PROMOTIONS.
BUT WHAT IS THE SHOPPER LOOKING FOR?

18. THE STRESS
OF CHOOSING
SHOPPERS ARE EMOTIONALLY
OVERLOADED AND ARE LOOKING FOR
SOMEONE TO MAKE SHOPPING EASY.
THIS MEANS SHOPPING WITH TRUSTED
CURATORS SUCH AS WHOLE FOODS
WHERE THEY BELIEVE THAT THE STORE
HAS ALREADY CHOSEN THE RIGHT
OPTION FOR THEM.

19. THE STRESS OF CHOOSING
http://www.ted.com/talks/sheena_iyengar_on_the_art_of_choosing.html

20. DR. KIT YARROW SPOKE ABOUT
THE TWO TYPES OF PURCHASES:
RATIONALIZED PURCHASES WHICH TEND
TO MAKE IT ON TO THE SHOPPER’S LIST.
EMOTIONAL PURCHASES THAT DON’T
LOGICALLY FIT WITH THE REST OF THE
SHOPPER’S HABITS. THESE INCLUDE
TREATS FOR FAMILY MEMBERS AND
FEEL-GOOD ITEMS.

21. Dr. Kit Yarrow
http://strategyonline.ca/2012/03/07/shopper-marketing-forum-day-one-recap/

22. LOCATION

23. LOCATION
WHETHER IT’S A BRAND’S LOCATION
IN THE WORLD OR LOCATION IN THE
AISLE, YOUR PLACEMENT IN THE
SHOPPER’S LIFE IS KEY TO BEING
TOP OF MIND AND GETTING INTO
THEIR BASKET.

24. A BRAND’S LOCATION
IN THE WORLD
LOCATION-BASED MARKETING IS
CHANGING THE PATH TO PURCHASE.
IN SOME CASES, MOBILE DEVICES ARE
ALLOWING PEOPLE TO REMOVE GOING TO
THE STORE FROM THE PATH TO PURCHASE.
IKEA AUGMENTED
REALITY APP THAT
ALLOWS YOU TO SEE
CATALOGUE ITEMS IN
YOUR OWN HOME

25. A BRAND’S LOCATION
IN THE WORLD
THIS MISSION-DRIVEN CAMPAIGN FOR
MINI HAD AN AVERAGE ENGAGEMENT
TIME OF 5 HOURS AND 6 MINUTES.
http://youtu.be/WMWu1h_6OfE

26. A BRAND’S LOCATION
IN THE WORLD
THE MOBILE PHONE HAS MADE THE
STORE POROUS. MOBILE’S
RELATIONSHIP WITH SHOPPER
MARKETING IS THREE-FOLD:
1. IT’S IN THE STREET WHERE IT’S ABOUT
CONNECTIONS AND CURIOSITY
THROUGH ALERTS AND SEARCH
2. IT’S AT THE STORE LEVEL WHERE IT’S
ABOUT LOYALTY AND STATUS
3. IT’S AT AISLE AND ON SHELF WHERE IT
INFLUENCES BUYING DECISIONS

27. A BRAND’S LOCATION
IN THE STORE
CENTRE STORE SALES ARE DECLINING
DUE TO:
• INCREASE IN QUICK TRIPS
• CHANNEL BLURRING
CENTRE STORE FOOTPRINT IS ALSO
SHRINKING AND WITH INCREASED
INNOVATIONS AND MORE SKUS ON THE
SHELF IT’S GETTING DIFFICULT FOR ITEMS
TO GET NOTICED ON SHELF

28. A BRAND’S LOCATION
IN THE STORE
SOLUTION:
CENTRE STORE PRODUCTS MUST BE WHERE
THE SHOPPERS ARE. THIS MEANS SECONDARY
DISPLAYS IN THE PERIMETER OF THE STORE
AND LOOKING FOR PARTNERSHIPS ON A
SHOPPER’S PATH.

29. A BRAND’S LOCATION
IN THE STORE
FIRST 1/3 OF THE STORE IS THE BEST
LOCATION – MORE SHOPPERS SHOP
HERE AND THEY SHOP SLOWLY
BECAUSE IT’S AT THE BEGINNING OF
THE TRIP.
Image: http://www.10qq.ca/2012/01/loblaws-produce.html

30. A BRAND’S LOCATION
IN THE STORE
END CAPS AT THE BACK OF THE STORE
ARE BETTER THAN END CAPS AT THE
FRONT OF THE STORE BECAUSE OF THE
WAY SHOPPERS WALK THE PERIMETER
AND BECAUSE THEY’LL SPEND MORE
TIME AT THE BACK OF THE STORE.
THIS PLACEMENT ALSO ACTS AS A
SIGNPOST REMINDING SHOPPERS TO
BUY AN ITEM EVEN IF THEY DON’T GO
DOWN AN AISLE.

31. A BRAND’S LOCATION
IN THE STORE
BE RELEVANT IN YOUR PLACEMENT.
BE RELEVANT WITH ADJACENCIES.
MAKE SURE PLACEMENTS AND PARTNERSHIPS
GET YOU INTO HIGH-TRAFFIC AREAS IN THE STORE.
WHEN YOU INCREASE RELEVANCE YOU DRIVE
ENGAGEMENT WHICH IN TURN DRIVES PURCHASE.

32. A BRAND’S LOCATION
IN AISLE
ONLY 29% OF SHOPPERS GO DOWN THE
AVERAGE CENTRE STORE AISLE.
DRIVE SHOPPERS TO SECTION WITH
RELEVANT ON-PACK COUPONS OR
SIGNAGE IN CATEGORIES THAT ARE
COMPLEMENTARY TO YOUR PRODUCT.

33. A BRAND’S LOCATION
IN AISLE
INNOVATION ITEMS SHOULD BE
PLACED IN THE MIDDLE OF THE
AISLE WHERE SHOPPERS FEEL
MORE COMFORTABLE STOPPING
AND SPENDING TIME WITH A BRAND.
Image: http://www.sandptnavsta.org/Historic-District/Buildings/Bldg-193/index.html

34. A BRAND’S LOCATION
AT SHELF
FOCUS ON PLACING POS AT “EYE LEVEL”
WHICH, FOR THE AVERAGE NORTH
AMERICAN FEMALE, IS 3.5 TO 4.5 FT
FROM FLOOR.

35. A BRAND’S LOCATION
AT SHELF
THE SAME MESSAGE
DELIVERED WITH
DIFFERENT TACTICS
CAN MAKE ALL THE
DIFFERENCE

36. A BRAND’S LOCATION
AT SHELF
POS SHOULD VARY BY STORE – IF IT
MAKES THE MESSAGE MORE RELEVANT.
FOCUS EFFORTS ON THE MOST
PRODUCTIVE STORES.
BE SIMPLE AND SPECIFIC IN YOUR ASK
TO RETAILERS TO ENSURE HIGHER
RATES OF COMPLIANCE.

37. MISSION
#SMF12
TRIP MISSION DEFINES
ENTIRE PATH TO PURCHASE
AND HOW THE SHOPPER
ENGAGES THE PRODUCT.
Image: http://janenation.com/blogs/reviews/archive/2010/06/28/grocery-shopping.aspx

38. SHE’S ON A
MISSION
STOCK UP IS 48% OF THE DOLLARS
SPENT BUT ON THIS SHOP SHE
“MOWS THE LAWN” AND GOES UP
AND DOWN EACH AISLE.
QUICK TRIP IS 51% OF DOLLARS
SPENT AND SHE JUST STAYS ON
THE PERIMETER.

39. SHE’S ON A
MISSION
SHOPPING PATTERNS ARE CHANGING:
QUICK TRIPS ARE BECOMING MORE
PREVALENT.
ON 50% OF SHOPPING TRIPS MOM IS
BUYING 5 OR FEWER ITEMS.
QUICK TRIP SHOPPERS ALSO SPEND
MONEY MUCH FASTER.

40. USE SHOPPERS’ KEY
DECISION POINTS AS
YOUR STARTING POINT:
WHAT TYPE OF MISSION ARE
THEY ON?
WHAT OTHER PRODUCTS ARE
A PART OF THIS MISSION?

41. VISUAL OVER
VERBAL
Image: http://en.wikipedia.org/wiki?File:Visualization_of_wiki_structure_using_prefuse_visualization_package.png
CC-BY-SA-3.0; Released under the GNU Free Documentation License.

42. RESPONDING TO THE
VISUAL OVER THE VERBAL
COMMUNICATION IS ABOUT
SYMBOLISM, STORIES, IMAGES AND
EXPERIENCES. IT’S NOT WHAT YOU
SAY ABOUT YOURSELF IT’S HOW
SHOPPERS LIVE YOUR BRAND.
Image: http://www.sociosemiotics.net/events/2009/visual-semiotics-society-facebook

43. RESPONDING TO THE VISUAL
OVER THE VERBAL
ON THE AVERAGE GROCERY SHOPPING
TRIP OF 20 MINUTES SHOPPERS ONLY
READ 8 WORDS.
SO DON’T SAY WITH WORDS WHAT YOU
CAN SAY WITH PICTURES.

44. http://youtu.be/D2FX9rviEhw
RESPONDING TO THE VISUAL
OVER THE VERBAL
ALLOW BRAND ASSOCIATIONS AND
FEEL-GOOD EXPERIENCES TO RUB OFF
ON YOUR BRAND. DON’T JUST SAY IT.

45. RESPONDING TO THE VISUAL
OVER THE VERBAL
PICTURES ARE EASIER TO READ WHEN
SHOPPERS ARE FURTHER AWAY (MEANING
WALKING DOWN THE AISLE OR
APPROACHING AN END-CAP) AND IN
SCANNING OR NOTING MODE.
THE AVERAGE SHOPPER DEVOTES 0.75
SECONDS NOTING A DISPLAY
THEY DON’T READ IN THIS MODE
THEY ARE SCANNING A WIDE AREA
THEY ONLY ABSORB MINIMAL, MACRO
INFORMATION

46. FOR EXAMPLE:

47. RESPONDING TO THE VISUAL
OVER THE VERBAL
IN-STORE COPY SHOULD BE RELEVANT FOR
THE MISSION AND THE OCCASION
USE KEY BRAND VISUAL CUES SUCH AS
COLOUR AND CONSTRUCT TO INCREASE
“NOTING” POWER.
USE A CLAIM ONCE THEY ARE AT THE
ENGAGEMENT STAGE TO OVERCOME
PURCHASE BARRIERS

48. RESPONDING TO THE VISUAL
OVER THE VERBAL
USE BLADES TO INCREASE “NOTING”
OF CATEGORY.
IT HELPS TO INCREASE SHOPABILITY
AS IT NARROWS DOWN THEIR
CONSIDERATION SET. BLADES ARE
SHOWN TO REDUCE THE AMOUNT OF
TIME SHE HAS TO SPEND AT SHELF,
WHICH THEN INCREASES THE AMOUNT
OF ITEMS BEING PURCHASED FROM
A CATEGORY.

49. THE BLADE EFFECT:

50. BUT CAN OUR EYES BE TRUSTED?

51. SELL IT.
DON’T TELL IT.
THERE IS A TIME FOR CREATIVE
MESSAGING AND A TIME FOR CLAIMS
OR SELLING LINES AND AT SHELF IS
WHEN YOU WANT TO DELIVER A CLAIM.
THIS IS THE MOMENT OF TRUTH –
YOU’VE DRIVEN SHOPPER TO A
PARTICULAR RETAILER, GOT THEM TO
PUT AN ITEM ON THEIR LIST AND DRIVEN
THEM DOWN THE AISLE NOW TELL THEM
WHY TO YOUR BRAND OVER THE
OTHERS ON SHELF.

52. BEFORE YOU CAN COMMUNICATE,
SOME THINGS NEED TO HAPPEN.

53. IN-AISLE,
IN-SECTION POS
WHAT TRIGGERS ACTION IN A
SHOPPER’S MIND?
SALES WILL INCREASE IF PRODUCTS
ARE IDENTIFIED AS “TOP SELLING”
SALES WILL ALSO INCREASE ON
PRODUCTS THAT ARE IDENTIFIED
AS “NEW”

54. IN-AISLE,
IN-SECTION POS
MESSAGES SHOULD BE APPROPRIATE FOR
THE MEDIUM
EMOTION-BASED CLAIMS WORK WELL IN FOOD
AND BEVERAGE CATEGORIES (AND WORK
WELL ON MOMS)
CLAIMS WORK WELL ON PACKAGING BUT
OFTEN GET CHALLENGED BY COMPETITORS –
SO LOOK FOR WRAPS AND ADDITIONS TO
PACKAGING THAT CAN BE EASILY REMOVED

55. TAKEAWAY
WHAT’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

56. TAKEAWAY
WHAT’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

57. THE SOLUTION IS TO
CREATE SHOPPER
MARKETING PROGRAMS
THAT DELIVER ON:
EXPOSURE
BREAKTHROUGH
DESIRE
ACTION

58. EXPOSURE
YOU MUST HAVE MULTIPLE,
COORDINATED AND RELEVANT
MESSAGES THROUGHOUT THE
STORE. THIS MEANS OUT OF AISLE
PLACEMENT THAT MAKES SENSE
ON A SHOPPER’S PATH.

59. BREAKTHROUGH
DISCOVER THE POINTS ON THE
SHOPPER’S PATH THAT ARE MOST
CRITICAL AND DEVISE A PLAN TO
OWN THOSE ONE OR TWO PATHS.
STEER SHOPPERS IN THE RIGHT
DIRECTION WITH SHAPES AND COLOUR.
SHOPABILITY PLAYS A BIG ROLE IN
PURCHASE. BLADES HAVE A POSITIVE
EFFECT ON MAKING THE SHOPPER
BELIEVE THAT THE PRODUCT WAS EASY
TO FIND.

60. DESIRE
PRICE DOESN’T NECESSARILY DRIVE
DESIRE: 50% OF THE TIME, THE SHOPPER
DIDN’T KNOW THE ITEM WAS ON DEAL.
DESIRE IS INSTEAD DRIVEN BY
RATIONALIZED PURCHASES – GETTING
ON THE LIST.
OR EMOTIONAL PURCHASES – MAKING THE
SHOPPER FEEL GOOD.

61. ACTION
UNDERSTAND WHAT THE MOTIVATING
MESSAGE IS AT THE POINT OF
PURCHASE. OFTEN IT’S NOT A CREATIVE
LINE, BUT INSTEAD, A CLAIM.

62. THANK YOU
THANKS FOR TAKING THE TIME TO READ
THROUGH OUR SYNOPSIS OF THE
SHOPPER MARKETING FORUM FROM
MARCH 6/7 2012 IN TORONTO.
GOT QUESTIONS? REACH OUT TO US.
WE’D LOVE TO CONTINUE THE
CONVERSATION.
JANINE FLACCAVENTO, PARTNER
LEAD PLANNER AND STRATEGY
FLACCAVENTOJ@MARS-PHILTER.CA