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Retail indaba y&r shopper marketing presentation aug 2013
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Retail indaba y&r shopper marketing presentation aug 2013

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Transcript

  • 1. MICHELLE VAN TROTSENBURG BUSINESS UNIT DIRECTOR SHOPPER CONVERSION MARKETING THE SHOPPER JOURNEY
  • 2. Over 1785 Malls in SA SOURCE: PRIMEDIA LIFESTYLE
  • 3. Total Retail Sales of R633 billion in 2012 Estimated that 60%-70% was generated at shopping centres SOURCE: PRIMEDIA LIFESTYLE
  • 4. Monthly Foot Count of 18 Million people per month on average SOURCE: PRIMEDIA LIFESTYLE
  • 5. NUMBER OF SHOPPING CENTRES PER COUNTRY 2011 SOURCE: PRIMEDIA LIFESTYLE
  • 6. MALL RATS
  • 7. HIGH COMPETITION FOR SHARE OF WALLET
  • 8. THE ABILITY TO PREDICT SHOPPER BEHAVIOR HAS BECOME A REALITY
  • 9. THIS IS WHERE MANY SHOPPING TRIPS START
  • 10. ACCOMPANY THE SHOPPER THROUGHT THE JOURNEY
  • 11. THE SHOPPER
  • 12. YOUR SI@NAGE IS IN MY WAY!
  • 13. SHOPPER DOESN’T WANTED TO BE DISRUPTED, EXICITED, DELIGHTED, ENGAGED IN EVERY AISLE
  • 14. OFFER SHOPPER SOLUTIONS • Provide shopper value • Facilitate decision-making • Improving the ease of shopping
  • 15. NORDSTROM Shoes for sale in Nordstrom, identified by Pinterest popularity. Photo courtesy of Nordstrom SOLUTION: IMPROVING THE SHOPPING EXPERIENCE
  • 16. UNLEASH THE KID IN ME
  • 17. START MARKETING TO SHOPPERS EVEN BEFORE THEY GET IN TO STORE
  • 18. Outer Window Signage In-Store Signage Menu Board Signage THE RIGHT MESSAGE AT THE RIGHT PLACE AND THE RIGHT TIME!
  • 19. OUT OF STORE (ON ROUTE)
  • 20. IN STORE – DISTINATION AISLE & CROSS CATEGORY
  • 21. CROSS CATEGORY COMMUNICATION
  • 22. CROSS CATEGORY COMMUNICATION
  • 23. SHOPPER ACTIVATION CAN’T BE DONE BY THE MANUFACTURE/RETAILER ALONE
  • 24. SHOPPERRETAILER BRAND WIN WIN WIN
  • 25. CAMPBELL’S NEW SHELF SYSTEM BEFORE AFTER • Declining sales • Alphabetical planogram of cans on shelf • Gravity fed merchandiser • Face cards enhance navigation • Habitual items separated at bottom
  • 26. FURTHER ENHANCEMENTS Reduced shop time from 58 to 8 seconds
  • 27. CATEGORY SOLUTION WIN WIN WIN
  • 28. WALMART SWIFFER RETAIL COLLABORATION WALMART SHOPPER: Older, Suburban, wants driven Seeks simplicity in her shopping. Make it easier to find a better clean – we listened to you!
  • 29. WALMART SWIFFER RETAIL COLLABORATION
  • 30. GIVE ME REASONS TO VISIT YOUR STORE
  • 31. FEBREEZE HOME COLLECTION WITH WALMART
  • 32. CLOSE THE LOOP
  • 33. CONSISTENCY • Availability rules • Visit stores • Compliance checking • Partner with your retailers • Cut back on promotions
  • 34. EVERY DECISION BEGINS & ENDS WITH THE SHOPPER
  • 35. PACK IT HIGH SELL IT CHEAP!!
  • 36. Thank you! @Michelle_VanT #YRShopper

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