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CX Journey, GMA Spending Booz & Co, Mobile Shopper Marketing POS

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  • 1. Shopper Marketing Excellence:Marketing effectively at the POSBarcelona, September 2009This document was prepared by Advisium Group staff. Thedistribution / quotation of this document is allowed but alwaysreferring to Advisium Group as the source of it.
  • 2. This document was prepared by Francisco Pestana at Advisium Group p. 2© Advisium Group. 2009.An effective approach to Shopper Marketing sets up the entire shopper experience to lead potentialshoppers to buy target products. The goal is to profit from every sales occasion and each opportunity topersuade potential shoppers before, during and after their purchase experience.Shopper Marketing ExcellenceKey elements for marketing effectively at the POSShopperInsightsIntelligenceShopperMarketingStrategyValuePropositionsper Shopper ClusterIn-storeShopperActionsShopperMarketingExcellence
  • 3. This document was prepared by Francisco Pestana at Advisium Group p. 3© Advisium Group. 2009.Key elements for marketing effectively at the POSHow can Advisium Group help you improve your Shopper Marketing?Agenda
  • 4. This document was prepared by Francisco Pestana at Advisium Group p. 4© Advisium Group. 2009.Key elements for marketing effectively at the POSWhy Shopper Marketing?• Marketing effectively at the point of sales (POS) = today’s strategic priority:– Need to communicate better with shoppers: Loss of efficiency of traditional marketing andcommunication means (Marcom as we knew it, seems to be doomed!)– Need to increase new products adoption and consumption rate: Larger number of productlaunches during the year… but lower success rates… while the customers, the channels andthe organization gets at least saturated (the innovation race is tough!)– Need to optimize Trade Marketing expenditure’s results : In-Store marketing spending haskept growing during the last 10 years, but not always coherently tied with the manufacturer’smarketing and communication strategy (most of the times, driven by a reactive approach toretailers’ demands!)– At every shopping occasion, there is a need to convince potential shoppers that yourproduct is the one that they MUST buy, since:>60% of a shopper’s purchasing decisions are actually made at the POS!
  • 5. This document was prepared by Francisco Pestana at Advisium Group p. 5© Advisium Group. 2009.• Product / branding positioningcommunication and awareness (i.e.ATL, BTL, online, WOM, retailerspublishing, …)• Targeted coupons (i.e. mailing,loyalty cards, internet, previouspurchases, fliers, inserts, …)• Shopping recommendations (i.e.internet forums, WOM, …)• Shopper’s mood• Shopping list• Consumers (non-shoppers)requests (i.e. your children’sfavorite cocoa powder)• Product / branding positioningcommunication and awareness (i.e.ATL, BTL, online, WOM, retailerspublishing, …)• Targeted coupons (i.e. mailing,loyalty cards, internet, previouspurchases, fliers, inserts, …)• Shopping recommendations (i.e.internet forums, WOM, …)• Shopper’s mood• Shopping list• Consumers (non-shoppers)requests (i.e. your children’sfavorite cocoa powder)• Type of shopping trip / occasion• Store specific positioning (i.e. bestperishables!, convenience, all-in-one, …)• Store specific lay-out• POS signage, displays, graphics• POS actions (sampling, events,contests, sidewalks)• Shelf layout, product placementand assortment• Product design, visibility, appeal,price, rebates, pack promotion, giftwith purchase …• In-store media (TV, radio, …)• Type of shopping trip / occasion• Store specific positioning (i.e. bestperishables!, convenience, all-in-one, …)• Store specific lay-out• POS signage, displays, graphics• POS actions (sampling, events,contests, sidewalks)• Shelf layout, product placementand assortment• Product design, visibility, appeal,price, rebates, pack promotion, giftwith purchase …• In-store media (TV, radio, …)• Product experience / gratification(Was the purchase worth?)• Emotional:- How do I feel about it?- Can I claim that it’s the best buy?- Did those important people for meliked it? Ate/used/shared it gladly?• Functional:- Did I like the product?- Was it great use / consumption?- Was it a valuable buy?- Can I access / profit frominteresting post-purchase services/ experiences (i.e. gifts, contests,service, information, …)?• Product experience / gratification(Was the purchase worth?)• Emotional:- How do I feel about it?- Can I claim that it’s the best buy?- Did those important people for meliked it? Ate/used/shared it gladly?• Functional:- Did I like the product?- Was it great use / consumption?- Was it a valuable buy?- Can I access / profit frominteresting post-purchase services/ experiences (i.e. gifts, contests,service, information, …)?Post-purchaseExperiencePre-purchase actBrand / Company’s Interaction Points with ShoppersShoppingExperienceKey elements for marketing effectively at the POSNeed to convince before, during and after every purchase experience
  • 6. This document was prepared by Francisco Pestana at Advisium Group p. 6© Advisium Group. 2009.Shopper Marketing Excellence approachShopperInsightsIntelligenceShopperMarketingStrategyValuePropositionsper Shopper ClusterIn-storeShopperActionsShopperMarketingExcellenceKey elements for marketing effectively at the POS
  • 7. This document was prepared by Francisco Pestana at Advisium Group p. 7© Advisium Group. 2009.Key elements for marketing effectively at the POSShopper Marketing StrategyThe first step to a Shopper Marketing Excellence is setting up a Shopper Marketing Strategy, which considersthe shoppers’ purchasing values, the sales channels’ / retailers’ own objectives and the company’s internalcapabilities.• Build efficient workflows which helpall the business areas to acceleratethe value offers time-to-market andthat offer specific answers to everyshopper segment - coordinatingmarketing, KAMs, RAMs, field force,trademarketing, logistics, R&D…(optimize the shopper offer funnel)• Define specific goals and plans todevelop internal competences toexcel in-store marketing andmerchandising capabilities toeffectively connect in-store activitywith the rest of the brandsmarketing / communication actions(ensure maximum consistency)External• Define shopper marketingstrategy based on theopportunities, needs andpossibilities for the business to set-up shopper marketing actionsconsidering every Key Accountand every product categoryrelevant to the target shoppersegments (top-down approach)• For every product, define targetshopper segments and channelsand specific goals for: visibility,customer growth/loyalty andinfluence on shopping attitudes /habits… (bottom-up approach)ShopperMarketingStrategyInternal
  • 8. This document was prepared by Francisco Pestana at Advisium Group p. 8© Advisium Group. 2009.Key elements for marketing effectively at the POSCluster Value PropositionsCluster analysis helps defining offers that target better the shopper attitudes towards specific products andcategories within a specific POS. General guidelines for product assortment, merchandising, price andpromotion policies per cluster are its most important outcome.ShoppingOccasions POS TrafficPost-purchaseexperienceShoppingFrequencyShopper’sTicket / BasketProductvisibility /placementProduct / BrandpositioningPOS ServiceLevels MerchandisingShopper attitudes,drivers and values CategoryperformanceShopperMarketingStrategyPOS typologyShoppersegmentsProduct rangeoptimal assortmentAnalyze tasks andoperationsperformed at thePOS in each cluster(i.e. sales,promotions, …)Analyze shoppersegments attitudes,values andpurchasing trendsat every POStowards thecategory, brands &product portfolioReview thestrategic fit ofevery product forevery shoppersegment in everyPOS typologyDevelop POS-Shopper clustermodelsDefine optimalassortment foreach POS-ShopperclusterTest +Optimize +Roll-Out +OptimizeDefineaccessoryservices foreach POS-Shoppercluster1234567Measureimpact of thevaluepropositions atevery cluster8Shopper Clusters Value Propositions ManagementContinuousfeedback loopShopper Clusters ModelingStore / shelveslayoutETC.
  • 9. This document was prepared by Francisco Pestana at Advisium Group p. 9© Advisium Group. 2009.Key elements for marketing effectively at the POSIn-store Shopper ActionsThe real impact of Shopper Marketing comes through the execution of in-store shopper actions. Every littledetail counts to profit from a continuous flow of potential buyers.Instore Marketing Set-Up ChecklistVery focused communication artworks /merchandising solutions with short, simpleand relevant messages; improving visibility,motivating visits and purchase acts, alwaysbuilding consistently on the brand’s corporateimagePromotions and optimal assortments that helpto profit from traffic generated by the category(particularly by competitors’ products) to pushyour products salesDetailed activity plan per KAMs / RAMs /trademarketers / fieldmarketers / merchandisersMeasurement, analysis, scorecarddevelopment and launch of actions to improveshopper marketing activities efficiencyDatabase build-up to help understanding theeffects on shopping behavior of thecustomers preferences, category dynamics,promotions, price policies and store assortmentsBecause EVERYTHING counts…
  • 10. This document was prepared by Francisco Pestana at Advisium Group p. 10© Advisium Group. 2009.To help the organization to improve the Shopper experienceKey elements for marketing effectively at the POSShopper Insights IntelligenceCollecting and understanding shopper insights closes the loop for accomplishing a Shopper MarketingExcellence. Data collection, research and analytic capabilities are critical to develop internal Shopper InsightIntelligence.• Adhoc interviews, surveys, focus groups,ethnographic research to understandshoppers psychology: attitudes,preconceptions before shopping experience,point of purchase decision triggers, behaviorsand perceptions about the POS and thecategory, post-shopping attitudes and reflections• Customers ticket analysis and identification ofbuying patterns• Competitors’ shopper marketing actions,clusters characterization, assortment• Tracking of company’s promotions results• Online buzz / WOM (i.e. Twitter, blogs, forums)• Fieldmarketers, merchandisers points of view/ observations / claims / recommendations• Other research methodologies (i.e.ethnography, heat mapping, cameras, shopperlabs, …)Sources of SHOPPER INSIGHTSProductDevelopmentMarketingCommuni-cationsMerchandisingActionsPromotionalCampaignsProductAssortment &FulfillingPricing& RebatesPoliciesPost-salesservice
  • 11. This document was prepared by Francisco Pestana at Advisium Group p. 11© Advisium Group. 2009.Key elements for marketing effectively at the POSHow can Advisium Group help you improve your Shopper Marketing?Agenda
  • 12. This document was prepared by Francisco Pestana at Advisium Group p. 12© Advisium Group. 2009.InnovationManagementMarketing &SalesStrategyBrandManagementMeasurement &OptimizationProductManagementCampaignsManagementSalesExcellenceShoppers &ConsumersRelationshipManagementShopper &ConsumerKnowledgeAdvisium Group has solid skills and knowledge to help your organization arrive to a Shopper MarketingExcellence state.How can Advisium Group help you improve your Shopper Marketing?Our expertise areas fit perfectly with the Shopper Excellence ModelShopperInsightsIntelligenceShopperMarketingStrategyValuePropositionsper Shopper ClusterIn-storeShopperActionsShopperMarketingExcellence
  • 13. This document was prepared by Francisco Pestana at Advisium Group p. 13© Advisium Group. 2009.How can Advisium Group help you improve your Shopper Marketing?A shortlist of our shopper marketing capabilities (non extensive)Focus AreaConsulting /AdvisoryInterimManagementShopper MarketingStrategyShopper ClustersModelingShopper InsightsResearchShopper Driven ProductInnovationShopper MarketingFieldforce ManagementShopper MarketingStrategy ImplementationShopper CampaignsManagementIn-store Optimal OffersDesignApproach Benefits• Develop and design products with improvedvisibility and attributes to foster impulse buying• Lead the product launch pipeline from insightsgathering to launch date (and post-launch)• Accelerated time-to-market product launch• Enhanced innovation tank capabilities• Improved success ratio probabilities• Launch in-store merchandising methods andactivities• Team management, motivation, tracking,measurement and reward• Add up to the organization’s management skills• Field marketing methodologies launched andfine tuned• Test, fine-tune and roll-out shopper marketingstrategies• Speed and cost effectiveness• Results commitment through provenexperience and track record• Campaigns conceptualization, launch, trackand optimization• Set-up and manage front / back-office circuitsand campaign support actions• Shoppers’ optimal experience and brand’sconsistency• Responsibility and accountability for results• Define shopper marketing strategy, specificgoals per brand, segment, account, …• Design efficient workflows and plans to developinternal competences• Solid growth axis and model• Decisions and actions led towards best choices• Improved efficiency of shopper marketingexpenditure• Perform shopper clusters analysis• Develop general guidelines for productassortment, merchandising, price andpromotion policies per cluster• Solid shopper marketing intelligence repository• Stronger input models for optimal offers /assortments design• Carry out adhoc interviews, surveys, focusgroups, ethnographic research to understandshoppers psychology• Analyze shopper quantitative data• Design optimal offer assortments, POPmaterials guidelines and promotions per POS12345678• Improved understanding of shopper behaviors,drivers and triggers• Enhanced offers to improve sales closeprobabilities at the POS
  • 14. http://www.advisium.netContact: Francisco Pestanaemail: fpestana@advisium.net
  • 15. This document was prepared by Francisco Pestana at Advisium Group p. 15© Advisium Group. 2009.

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