Ann Guillemyn at the Marketing Shower

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Ann Guillemyn at the Marketing Shower

  1. 1. Shopper marketing at Colruyt Vlerick marketing showers 28/6/2011
  2. 2. Colruyt Group Together, we create sustainable added value through value driven craftsmanship in retail2
  3. 3. Colruyt 18.000 m³ goods every day 14.700 employees 222 shops 250.000 tickets Every day 3 million extra 56 million leaflets cards each year3
  4. 4. Our strategy… On top of our lowest price guarantee for each product at every moment, we want to inform our customers in a certain way: – Efficient: • Inform our customers well, inform the right customer • Making sure they obtain a maximal benefit – Sustainable: • We only send leaflets to customers who choose to receive them (opt-in) – Servicable: • Helping our customer choose • Helping them gain time = DNA COLRUYT4
  5. 5. Shopper marketing at Colruyt : insight driven5
  6. 6. Shopper data From Figures to Insights, to actions… Sales Nielsen Market Extra data Gfk Suppliers research …6
  7. 7. Shoppermarketing at Colruyt = more than marketing at the point of purchase… Assortment Pricing Activation Channel7
  8. 8. Assortment choices Exclusif buyers ? Brandlovers ? Switchers ?8
  9. 9. New assortment : does it attract extra buyers ?9
  10. 10. Price-elasticity10
  11. 11. Placements : balance between ‘hot’ and ‘cold’ spots Hot Hot Hot Hot Hot11
  12. 12. In-store, yes But according to DNA Colruyt12
  13. 13. Promotions ? Categorie uplift or only substitions ? pasen13
  14. 14. 14 promoties degustaties Selectie voor u Laagste prijzen dienstbaarheid
  15. 15. Shoppermarketeers … 1. Empathy – Knowledge in strategy of the retailer DNA of Colruyt 2. Objectif & consistent Stick to your story ! You win some & you lose some 3. Dataknowledge Retailer is in the drivers seat, but wants a co-pilote Category Management is more than shelvingprojects…15
  16. 16. Shoppermarketing at Colruyt • Knowledge • Large scope • Impact • Fascinating16
  17. 17. We’re looking for new colleagues Karel.dewilde@colruyt.be17

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