1. Vlerick Marketing Shower
-
Shopper marketing
June 28, 2011

2. Luc Desmedt
2

3. Consumer: difficult to reach and to influence…

4. Winning at the first moment of truth,
Winning at the Point-of-Sales

5. Retailers have become strong marketeers

6. Winning at the first moment of truth,
Winning at the Point-of-Sales

7. How to manage this
challenge

8. Managing sell-out
Manufacturer Retailer Shopper Consumer
Selling-in Selling-out Consumption
Key account TM/CatMan/ Marketing
management Shopper M…
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9. Developpement
Commercial
shopper
marketing
Business
development
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10. Category management…
Scanning Day-to-day
ÂÂ
CatMan Trade
1975
2000 Marketing
Category
Management 2006
Space 1989
Management
Collaborative
1985
CRM
Shopper
2005 Marketing
Today

11. CatMan/Trade/Shopper marketing
Shoppers
Category A
Category B
Category C Category management
Category D
Category E
Category …
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12. CatMan/Trade/Shopper marketing
Shopper Shopper Shopper
Segment Segment Segment
1 2 ….
Category A m
S a
Category B
h r
Category C o k
p e
Category D p t
e i
Category E
r n
Category … g
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13. 7 Guiding principles
2
3 retailers manufacturers 1
retailer manufacturer
objectives and objectives and
strategy strategy
4 shopper 5
6 category vision
price promotion assortment
in-store presentation in-store communication co-marketing
trade communication
7 implementation and evaluation
© Copyright, LD & Co 2011— confidential

14. Prerequisites
➲ Top management commitment & support
➲ Invest in the right organisation and the right data
➲ A dedicated team with the right skills
➲ Focus on the shopper and the retailer
➲ Optimal synergy between all the elements of the
commercial strategy
➲ Clear priority setting
➲ Pro-active – Fact based – complete approach
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15. www.ld-co.com
luc.desmedt@ld-co.com
+32478424013
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