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Combining Technology and Purchase Behavior to Build Brand Loyalty

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La presentazione di S. Glass Senior Vice President Brand Development - Catalina Marketing US al Convegno "Marca e strategie di loyalty".

La presentazione di S. Glass Senior Vice President Brand Development - Catalina Marketing US al Convegno "Marca e strategie di loyalty".


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  • 1. Combining Technology and Purchase Behavior To Build Brand Loyalty Presented by Sharon Glass© 2012 Catalina Confidential
  • 2. Unleashing the Power to Know, Engage and Activatethe shoppers that matter most.
  • 3. Building Brand Loyalty with Catalina Most sophisticated and largest behavioral ad targeting system in the world Integrated, multi-channel solutions enable you to acquire, retain and maximize the most valuable consumers Unparalleled expertise designing, testing and improving campaigns based on consumer purchase dynamics 3© 2012 Catalina Confidential
  • 4. Leveraging Technology and Purchase Behavior to Build Brand Loyalty Find the Shoppers Motivate Them To Build Loyalty Who Matter Most Buy Your Brands With Multimedia Engagement© 2012 Catalina Confidential
  • 5. The Same Demographics: Women Age 35 to 44 Household Income €20,000 to €35,000© 2012 Catalina Confidential
  • 6. The Same Demographics Women Age 35 to 44 Household Income €20,000 to €35,000 Same “HOT” Bag© 2012 Catalina Confidential
  • 7. The Same Demographics Different Shopping Behaviors© 2012 Catalina Confidential
  • 8. Demographic Targets Can Miss Half of A Brand’s Shopper Base 53% of brand volume comes from outside of demographic target for ten top CPG brands Source: Deconstructing Demographics, 2012 Catalina© 2012 Catalina Confidential
  • 9. Advertising drives awareness. Advertising to the right consumers, drives activation.© 2012 Catalina Confidential
  • 10. Do Demographic Targets Find The Consumers That Are Truly Valuable to Your Brands? 53% of the brand’s volume is Brand Demographic Target: Women age 25 to 54 outside of the demographic target. % of Brand Volume Sourced Outside of Target Frozen Dinner 60% Mayonnaise 60% Brand Demographic Cereal 58% Volume Target Canned Soup 58% Packaged Cheese 53% Yogurt 50% Cookies 49% Soft Drink 49% Demographic-based media plans are Tomato Sauce 49% inefficient in reaching the most Salty Snacks 44% valuable brand and category consumers.© 2012 Catalina Confidential 1
  • 11. Same Demographic Profile, Different Values to Your Brand Brand Spending and Brand Media Exposure Index of Heavy and Light Buyers to Average Buyer Heavy Light Buyers Buyers Value to Brand 483 8 Exposure to Brand Media 133 95 Some buyers are worth much more… Why do we treat them the same?© 2012 Catalina Confidential
  • 12. Less than 4% of Shoppers Generate 80% of Dollars for most Brands in USA % Shoppers Driving 80% of Sales Value Across Countries Laundry Cola Detergents Toothpaste Italy 14% 8% 9% France 6% 6% 13% Germany 4% 4% 5% Source: Discovering the Pivotal Point Consumer 12© 2012 Catalina Confidential
  • 13. Leveraging Technology and Purchase Behavior to Build Brand Loyalty Find the Shoppers Motivate Them To Build Loyalty Who Matter Most Buy Your Brands With Multimedia Engagement© 2012 Catalina Confidential
  • 14. Levels of Loyalty Committed to Your Brand and Buys No Others Likes Your Brand Best but… Switches for Savings or Not Loyal to Any Brand Loyal to Competitive Brands© 2012 Catalina Confidential
  • 15. Growth Strategies by Levels of Loyalty Retain Committed to Your Brand with loyalty rewards and compliance programs and Buys No Others Maximize Likes Your Brand Best but… with tactics that drive use, Switches for Savings purchase frequency and units per trip Not Loyal to Any Brand Acquire Loyal to Competitive through selective trial programs Brands© 2012 Catalina Confidential
  • 16. Combining Technology and Purchase Behavior to Build Brand Loyalty All Purchases in In the Past 3 Years Store Product Purchased On the Web On the Go© 2012 Catalina Confidential
  • 17. Engaging Consumers In the Store
  • 18. Building relationships is about courtship.Listening, entertaining, involving, listening, beinginteresting, listening, being responsive.Too many companies focus onshort-term ROI over ROR: return-on-relationships.Petri Darby, APR, director of marketing, communications and digital strategyMake-A-Wish Foundation of America
  • 19. Leveraging Technology and Purchase Behavior to Build Brand Loyalty Find the Shoppers Motivate Them To Build Loyalty Who Matter Most Buy Your Brands With Multimedia Engagement© 2012 Catalina Confidential
  • 20. USA Marketing Investment Trend 2012 More focus on Brand Equity & Shopper Loyalty. Proliferation of touch-points. Point Shifts to Digital and % of Chg Shopper Marketing. Allocation of 2012 ‘12 Marketing Investment Plan vs.’10 Amplified focus Digital Marketing 7.2 +3.3 on Measurement, Shopper Marketing 5.8 +1.6 Shopper Analytics, Consumer Promotion 11.6 (0.2) & Financial Return. Traditional Advertising 25.5 (0.9) Trade Promotion 49.9 (3.8) Source: Marketing spend study fielded October 2011 by Kantar Retail. 60+ respondents across variety of CPG compaines.© 2012 Catalina Confidential
  • 21. Digital connections have changed how we: Find Obtain Solutions Choose Brands Value
  • 22. Digital Reaches an Incremental Audience1/3 of digital coupon users have not opened a Sunday newspaper in at least 6 months.Digital Drives Trial 53% of shoppers redeeming a digital coupon were buying the product for the first time compared with 32% redeeming FSI coupons.
  • 23. Engaging Consumers On the Web
  • 24. Engaging Consumers On the GoMobile AppsLoad to CardTargetedShareable Offers Location-Based Offers
  • 25. Engaging Consumers at every pointon the path to purchase
  • 26. Page ▪ 26© 2012 Catalina Confidential
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  • 30. Combining Technology and Purchase Behavior to Build Brand Loyalty Page ▪ 30

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