Ann Guillemyn at the Marketing Shower

Shopper marketing at Colruyt Vlerick marketing showers 28/6/2011

Colruyt Group Together, we create sustainable added value through value driven craftsmanship in retail2

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

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

Shopper marketing at Colruyt : insight driven5

Shopper data From Figures to Insights, to actions… Sales Nielsen Market Extra data Gfk Suppliers research …6

Shoppermarketing at Colruyt = more than marketing at the point of purchase… Assortment Pricing Activation Channel7

Assortment choices Exclusif buyers ? Brandlovers ? Switchers ?8

New assortment : does it attract extra buyers ?9

Price-elasticity10

Placements : balance between ‘hot’ and ‘cold’ spots Hot Hot Hot Hot Hot11

In-store, yes But according to DNA Colruyt12

Promotions ? Categorie uplift or only substitions ? pasen13

14 promoties degustaties Selectie voor u Laagste prijzen dienstbaarheid

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

Shoppermarketing at Colruyt • Knowledge • Large scope • Impact • Fascinating16

We’re looking for new colleagues Karel.dewilde@colruyt.be17

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Ann Guillemyn at the Marketing Shower

by marketmomenta on Jul 01, 2011

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Ann Guillemyn at the Marketing Shower — Presentation Transcript