1.  Where are your shoppers shopping?    –    Shi3s    –    Alterna7ves 2.  What is their decision process?    –    Shi3s ...
CATEGORIES: Retailer specific: amazon, Best Buy Media partners: Elle, Mens Health Local: Vancouver, malls Social: facebook,...
•    Channels •    Pure plays •    Mul7‐channels •    Migra7ng categories – speed •    Online •    mobile 
•    ‘demographics’‐ genera7onal, adop7on, urban •    Insights •    Shi3ing points of influence •    Media consump7on •    ...
fast                  toys                    electronics      RATE OF CHANGE                                            f...
Our objec7ve is to: Our role in the organiza7on is to: We are accountable for: Our focus is: Our available resources are: ...
My Company                       Is Doing This: •    Integrated •    Transparent •    Social •    Personalized •    Target...
•    Products/loca7on •    Product info •    Recommenda7ons, referrals •    Tailored incen7ves •    Seek feedback •    Adv...
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
shopper marketing discussion 2-17-11 afternoon
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shopper marketing discussion 2-17-11 afternoon

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Discussion guide for the 2-17-2011 RetailNet Group shopper marketing breakout session

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shopper marketing discussion 2-17-11 afternoon

  1. 1. 1.  Where are your shoppers shopping?  –  Shi3s  –  Alterna7ves 2.  What is their decision process?  –  Shi3s  –  Alterna7ves 3.  How are you organized/resourced? 4.  What is disrup7ng your work? 5.  How does all of the above impact how you do:  –  Messaging  –  Merchandising  –  Ac7va7on 6.  Key takeaways – where to op7mize, and where & how fast to  differen7ate? 
  2. 2. CATEGORIES: Retailer specific: amazon, Best Buy Media partners: Elle, Mens Health Local: Vancouver, malls Social: facebook, myshopanion Offers: couponsherpa Scanners: redlaser, barcode hero Search: shopsavvy, google shopper Geo: aisle411, fastmall Lists: groceryIQ Reward: shopkick  12 
  3. 3. •  Channels •  Pure plays •  Mul7‐channels •  Migra7ng categories – speed •  Online •  mobile 
  4. 4. •  ‘demographics’‐ genera7onal, adop7on, urban •  Insights •  Shi3ing points of influence •  Media consump7on •  Impact of recommenda7ons •  Impact of loca7on •  What is impulse? •  Digitally enabled trip •  Concierge‐ing 
  5. 5. fast  toys  electronics  RATE OF CHANGE  frozen  baby  moderate  high  medium/low  STORE DEPENDENT What is the rate of change in your category?  Your op7ons: How retailer‐dependent are you?  ‐  op7mize in your posi7on  ‐  differen7ate in your posi7on  ‐  move posi7ons 
  6. 6. Our objec7ve is to: Our role in the organiza7on is to: We are accountable for: Our focus is: Our available resources are: We are constrained by: What we have found that works is: What we have found that doesn’t work for us is: The insights that we hold dear are: The way we divine insights is: We are experimen7ng with: We are excited about: 
  7. 7. My Company   Is Doing This: •  Integrated •  Transparent •  Social •  Personalized •  Targeted •  Local •  Contextual 
  8. 8. •  Products/loca7on •  Product info •  Recommenda7ons, referrals •  Tailored incen7ves •  Seek feedback •  Adver7sing (targeted) •  Currency •  ‘loyalty’ management •  Customer service •  Tracking 

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