Radius shopper marketing intro


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Radius shopper marketing intro

  1. 1. SHOPPER$MARKETING$IN$SIX$STEPS$ EMEA$$ (Europe$Middle$East$Africa)$ $ New$York$–$San$Francisco$<$London$–$Dubai$
  2. 2. Workshop agenda 1. What is shopper marketing all about? 2. The retailer 3. Shopper Vs. Consumer 4.1. Shopper ergonomics 4.2. Shopper behaviour 5. Great shopper marketing 6. Shopper research Radius Global EMEA 2
  3. 3. 1.$What$is$shopper$ markeNng$all$about?$ Exploring how shopper marketing came about and clear definition
  4. 4. 70%$of$all$purchase$ decisions$are$made$at$ point$of$purchase?$ Who said that? Radius Global EMEA 4
  5. 5. 70% of all purchase decisions are made at point of purchase? How$true$is$this$statement?$ Where’s$the$evidence?$ Do$you$believe$that?$ Beer$50%$ Pre<loaded$brain$ Adver)sing. Social$media$ Brand.preference. Experiences. Healthcare$25%$ Radius Global EMEA 5
  6. 6. So what is the difference? Radius Global EMEA 6
  7. 7. Social media has empowered the consumer shopper !  They’re informed !  They get expert advice !  Their key influencers are… •  Mum (matriarch's) •  Friends and bloggers •  Product reviews online •  Blogs (private interest groups) …but their final decision is at PoP In-store or online Don’t&forget& a,ersales! Your last chance to influence Radius Global EMEA 7
  8. 8. What we used to do is now all online Radius Global EMEA 8
  9. 9. The Outernet is the new shopper and consumer world Radius Global EMEA 9
  10. 10. The Outernet is the new shopper and consumer world What we used to do is now all online Radius Global EMEA 10
  11. 11. What is shopper marketing? . Shopper.Marke)ng.uses. shopper.and.consumer..insights. to.engage.the.shopper.at.the. point.of.purchase.(‘moment.of. truth’)... . Radius Global EMEA 11
  12. 12. It is often a neglected part of marketing… Above.The. Line. Market. Targe)ng. Prefer. Awareness. Consumer. Marke)ng. Understa nding. Like. Purchase. Inten)on. Trial. Purchase$ f! oint!o e! P as Purch Shopper. Marke)ng. ‘the.point.of.purchase’.. Believab ility. Repeat. Loyalty. f! ent!o Mom th! Tru Radius Global EMEA Find$ Desire. Consumer. Marke)ng. 12
  13. 13. …it used to be about Distribu)on. Powerful. brands. Adver)sing. Radius Global EMEA 13
  14. 14. …shopper marketing has taken centre stage Brand. marke)ng. •  Brand. adver)sing. •  Distribu)on.. Category. management. •  Range. management. •  Segmenta)on. •  Consumer.needs. ECR.(efficient. consumer. response). •  Efficient.supply. and.demand. •  Cost.and.supply. processes. Shopper. marke)ng. Radius Global EMEA •  Marke)ng. at.the.point. of.purchase. 14
  15. 15. Social media is supplementing the mass media of the past Power.brands. could.dictate. sales. The.power. moved.to. retailers. Power.is.now.in. the.hands.of. consumers. Radius Global EMEA 15
  16. 16. Marketing has moved on too.. ATL.(above.the.line).dominated.with.TV.adverts.and. main.stream.media.. Media.became.fragmented.with.mul)ple.TV.channels. and.online. Retailers.became.expert.at.retail.marke)ng.and.learnt. to.influence.and.control.the.purchase.at.POP. Online.penetra)on.has.grown.along.with.online. shopping.from.home. Mobile.online.shopping.and.the.use.of.Apps.has.given. shoppers.greater.freedom,.control.and.choice.. Consumer.shoppers.now.research.online,.buy.or. review.offline.(in]store).and.may.return.to.buy.online.. WHAT’S$NEXT?$ Radius Global EMEA 16
  17. 17. New name, same issues, but in a changed environment The brand approach !  How can we maximise sales? !  How can we prevent my customers going to another brand/retailer? !  How can we gain new shoppers/consumers? The category management approach !  How can we meet consumer needs? !  What is the optimum range? !  How do consumers/shoppers segment the range? !  Where are the gaps and opportunities? !  How can we make it easier for shoppers to buy more? Shopper marketing !  How can we influence shoppers at point of purchase? !  Where and how best to allocate marketing spend? Radius Global EMEA 17
  18. 18. In theory !  Meet consumer/shopper needs and they will come (buy)? Desire$before$the$need$ !  …but do they realise/know? !  What of unknown/unmet needs? !  Where are the real opportunities? There’s.clearly.s)ll.a.need.for.adver)sing. and.promo)on,.only.in.different.forms.of. communica)on.and.integrated/connected.. across.several.new.and.different.channels. Radius Global EMEA 18
  19. 19. Shopper marketing has moved on too …before, it was a revelation that ‘above the line’ advertising and promotion was losing out to the ‘point of purchase’. The power had moved to the retailer as they became smarter at shopper marketing through their own brands, category management, more sophisticated in-store marketing, their own advertising campaigns and of course their online shopping. …but now shoppers are taking centre stage. Social media has given them the power of easy convenient connection. Access to information, product reviews and consumer experiences. Along with the recent economic pressures, this has spurned new shopping behaviours. The smart shopper can ignore traditional advertising messages and make better informed purchase decisions. Radius Global EMEA Evolu)on. •  ATL. POP. •  Retailer.marke)ng. •  Category.management. Shopper. •  Social.media. •  Informa)on,.product.reviews. Smart.shopper. •  Advert.immune. •  ROBO.behaviours. 19
  20. 20. Lets not fool ourselves, they’re still in-store The key is to understand how to get through to this new smart consumer, to understand the new shopper touch points and use that knowledge to influence the point of purchase. Consumers are still driven by brand loyalty, awareness and emotional attachments. Shoppers are still influenced by ATL advertising. They a r e p r e - l o a d e d w i t h b ra n d p r e f e r e n c e s , p a s t experiences and a ‘purchase decision narrative’, ready to find and select their chosen product. Shoppers (whether in-store or online/mobile), can and are influenced at the ‘point of purchase’, only their consideration routines and purchase route has changed. New.shopper.touch.points. •  Influence.POP. Drivers.are.not.changed. •  Brand.loyalty.and.awareness. •  Emo)onal.aaachments. Shopper. •  ATL.s)ll.influences. •  Pre]loaded.preferences. •  Purchase.decision.narra)ves. POP.is.in]store.and.online. •  New.considera)on.rou)nes. Radius Global EMEA 20
  21. 21. What is shopper marketing? . ..so,.shopper.marke)ng.is.about. understanding.the.new.shopper.and. using.that.knowledge.to.manage.the. marke)ng.mix.. . The.aim.is.to.affect.change.in.shopper. behaviour.with.the.objec)ve.of.driving. brand.consump)on... ! Radius Global EMEA 21
  22. 22. Shopper marketing applies to any environment where people make purchase decisions From banks, to burger bars, to bazaars… Banks. Radius Global EMEA Burger. bars. Bazaars. 22
  23. 23. END
  24. 24. Future lectures, workshops and training days !  Shopper Marketing Its claimed that 70% of decisions are now made at ‘Point of Purchase’. Understand how this works and what brands can do about this. How to best allocate advertising spend. !  Innovation & Product development With our training and workshops, clients have developed new and highly profitable products, solved business and team issues and have found profitable new product niches. !  Category Management Retailers used this to ranges to stock and their the product category. how to become the category captain. Radius Global EMEA decide on strategy for Understand r e t a i l e r ’s 24