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Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
Marketing To The Evolving Shopper - FMI
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Marketing To The Evolving Shopper - FMI

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The Integer Group's Craig Elston, Senior Vice President, Insight & Strategy, and The Kellogg® Company's Jamie LaRue, Senior Director, Shopper Marketing, presented Marketing To The Evolving Shopper at …

The Integer Group's Craig Elston, Senior Vice President, Insight & Strategy, and The Kellogg® Company's Jamie LaRue, Senior Director, Shopper Marketing, presented Marketing To The Evolving Shopper at this year's FMI conference. As reported by Supermarket News, they discussed how "a gradually recovering economy is leading to changes in how consumers perceive branded products and convenience". You can download the presentation here to read more about the changes in consumers' mindsets and behaviors as a result of this recent economic shift.

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  • 1. 1
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 2. 2
 MARKETING
TO
THE
 EVOLVING
SHOPPER
 Jamie
LaRue
 
 +
 Craig
Elston


 The
Kellogg®
Company
 The
Integer
Group®
 11th
May
2010,
Las
Vegas 
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 3. 3
 ABOUT
US
 The Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and veggie foods. The Integer Group is one of America’s largest promotional, retail and shopper marketing agencies and a key member of the TBWA Marketing Services portfolio. The Integer Group resides at the Intersection of Branding and Selling™ and creates strategic marketing solutions for clients in categories that include beverage, packaged goods, telecommunications, fast food, home and shelter, and power sports. ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 4. 4
 Photo:
The
Kellogg®
Company
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 5. 5
 OUR
TOPICS
FOR
TODAY
 1  How
she
is
changing
 –  Components
of
value
 –  Two
meanings
of
convenience
 2  OpportuniVes
this
presents
 3  A
framework
for
thinking
along
a
Path
to
Purchase
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 6. 6
 Our
Studies
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 7. 7
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 8. 8
 THE
ANALYSIS
 Used
factor
analysis
to
idenVfy
the
underlying
dimensions
of
store
 choice:
Value
and
Convenience
 Trend
and
monitor
over
Vme
 Evaluate
the
relaVve
impact
of
the
in‐store
environment
and
 shopping
aids
on
store
choice
and
purchases
 
 

 8
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 9. 9
 THE
SHOPPER
CONTINUUM™
 Entering a store or Pre-Tail™ Web site Research,
word
of
 mouth,
trial
 Browsing,
 Retail
 comparing,
 researching
 and
selecVng
 items
 Using
the
 Post-Tail™ product
 Purchase moment = points of action, behaviors ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 10. 10
 1
 The
Components
of
Value
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 11. 11
 THE
COMPONENTS
OF
VALUE
 •  Offers
the
lowest
everyday
prices
 •  Provides
the
best
mix
of
price
and
quality
 •  A
place
with
fantasVc
customer
service
 •  Carries
high‐quality
brands
 •  Is
a
store
brand
I
trust
 •  Allows
me
to
save
as
much
money
as
possible
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 12. 12
 CONCERNS
ABOUT
VALUE
 +12%
 +6%
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 13. 13
 BUYING
PRIVATE
LABELS
 Source: The Checkout 2009, 2010; The Integer Group and M/A/R/C Research ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 14. 14
 ATTITUDES
ABOUT
NATIONAL
BRANDS
 APRIL 2010 SEPT 2009 Agree strongly Agree 79%
 84%
 56%
 64%
 52%
 54%
 46%
 9%
 37%
 43%
 4%
 39%
 26%
 22%
 23%
 21%
 21%
 14%
 Source: The Checkout 2009, 2010; The Integer Group and M/A/R/C Research ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 15. 15
 2
 Two
Meanings
of
Convenience
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 16. 16
 LOCATION
IS
A
DECLINING
MEANING
 •  Close‐by
and
 convenient
 •  Near
home
or
work
 Source: The Checkout 2009, 2010; The Integer Group and M/A/R/C Research ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 17. 17
 IN‐STORE
EASE
IS
GROWING
 •  Carries
things
I
need
 •  Easy
for
me
to
find
 the
things
I
need
 •  Quick
checkout
 •  Takes
credit
and
 debit
cards
 •  Easy
to
return
 products
 •  Has
a
loyalty
 program
 N = 1,122 ??? Source: The Checkout 2009, 2010; The Integer Group & M/A/R/C Research ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 18. 18
 CONVENIENCE
≠
NEARBY
 Source: The Checkout 2009, 2010; The Integer Group and M/A/R/C Research ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 19. 19
 THE
SHOPPER
CONTINUUM™
 Entering
a
store
or
 Pre‐Tail™
 Web
site
 Research,
word
of
 mouth,
trial
 Browsing,
 Retail
 comparing,
 researching

 and
selecVng
 items
 Post‐Tail™
 Using
the
 product

 Purchase
 moment
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 20. 20
 WHO’S
PICKING
UP
ON
THIS?
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 21. 21
 WHO’S
PICKING
UP
ON
THIS?
 Big
retailers:
15m
parking,
 store‐in‐a‐store,
self‐checkout
 Photo:
The
Integer
Group®
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 22. 22
 WHO’S
PICKING
UP
ON
THIS?
 Big
retailers:
15m
parking,
 store‐in‐a‐store,
self‐checkout
 Photo:
The
Integer
Group®
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 23. 23
 WHO’S
PICKING
UP
ON
THIS?
 Big
retailers:
15m
parking,
 store‐in‐a‐store,
self‐checkout
 Photo:
The
Kellogg®
Company
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 24. 24
 WHO’S
PICKING
UP
ON
THIS?
 Big
retailers:
15m
parking,
 store‐in‐a‐store,
self‐checkout
 Small
retailers:
Order
at
pump,
 free
WiFi,
drive‐throughs
 Photo:
warnout
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 25. 25
 WHO’S
PICKING
UP
ON
THIS?
 Big
retailers:
15m
parking,
 store‐in‐a‐store,
self‐checkout
 Small
retailers:
Order
at
pump,
 free
WiFi,
drive‐throughs
 Manufacturers:
On‐line
tools,
 meal
soluVon
apps,
Redbox
 DVDs,
picnic
packs

 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 26. 26
 WHO’S
PICKING
UP
ON
THIS?
 Big
retailers:
15m
parking,
 store‐in‐a‐store,
self‐checkout
 Small
retailers:
Order
at
pump,
 free
WiFi,
drive‐throughs
 Manufacturers:
On‐line
tools,
 meal
soluVon
apps,
Redbox
 DVDs,
picnic
packs

 Photo:
The
Integer
Group®
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 27. 27
 WHO’S
PICKING
UP
ON
THIS?
 Big
retailers:
15m
parking,
 store‐in‐a‐store,
self‐checkout
 Small
retailers:
Order
at
pump,
 free
WiFi,
drive‐throughs
 Manufacturers:
On‐line
tools,
 meal
soluVon
apps,
Redbox
 DVDs,
picnic
packs

 Partners:
Cart
manufacturers,
 card
issuers,
coupons,
apps

 Photo:
The
Integer
Group®
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 28. 28
 WHO’S
PICKING
UP
ON
THIS?
 Big
retailers:
15m
parking,
 store‐in‐a‐store,
self‐checkout
 Small
retailers:
Order
at
pump,
 free
WiFi,
drive‐throughs
 Manufacturers:
On‐line
tools,
 meal
soluVon
apps,
Redbox
 DVDs,
picnic
packs

 Partners:
Cart
manufacturers,
 card
issuers,
coupons,
apps

 Photos:
Cabco™
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 29. 29
 WHO’S
PICKING
UP
ON
THIS?
 Photo:
iTunes
 Photo:
iTunes
 Photo:
The
Integer
Group®
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 30. 30
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 31. Visa:
“Lunch”

  • 32. 32
 THE
SHOPPER
CONTINUUM™
 Entering
a
store
or
 Pre‐Tail™
 Web
site
 Research,
word
of
 mouth,
trial
 Browsing,
 Retail
 comparing,
 researching
&
 selecVng
items
 Post‐Tail™
 Using
the
 product

 Purchase
 moment
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 33. 33
 Photos:
iTunes
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 34. 34
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 35. 35
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 36. 36
 Photo:
The
Integer
Group®
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 37. 37
 Convenience
–
Overcoming
 Shopping
Hassles
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 38. 38
 HASSLES:
THE
FASTEST
WAY
TO
FAIL
 •  As
decisions
get
more
complex,
fuses
will
get
shorter
 •  Shoppers
will
leave
stores,
categories,
or
brands
if
their
 fuses
get
lit
 •  Brands
can
win
business
by
pre‐empVng
those
hassles
 and
smoothing
out
the
shopping
process
 38
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 39. 39
 Four
Common
Retail
Hassles
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 40. 40
 HASSLE
1:
LACK
OF
SERVICE
 Long
lines
destroy
saVsfacVon
 0
 Extremely
 
 
 Avg.
 
 4 Very 4
min.
 Minutes
in
Line 
 8 
 Somewhat 
 
 Not
very/Not
at
all 12 16 
 Home
 Imp. 

 Office 

 Supply Drug 
 Grocery
 
 
 Club
 
 
 
 Electronics Mass Department
 Source: The Checkout 2009; The Integer Group and M/A/R/C Research ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 41. 41
 HASSLE
1:
LACK
OF
SERVICE
 Long
lines
discourage
future
trips
 I
avoid
the
store
at
 21%
 all
Vmes
 I
only
go
to
pick
up
 specific
items
I
can’t
find
 19%
 43%
 elsewhere
 I
stop
going
 3%
 altogether
 Source: The Checkout 2009; The Integer Group and M/A/R/C Research ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 42. 42
 AVOID
THE
LINE
 Self‐checkout
is
only
one
 possible
soluVon
 Photo:
MobileContentToday
 42
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 43. 43
 AVOID
THE
LINE
 Self‐checkout
is
ony
one
 possible
soluVon
 Deliver
through
branded
 e‐commerce
 43
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 44. 44
 AVOID
THE
LINE
 Self‐checkout
is
only
one
 possible
soluVon
 Deliver
through
branded
 e‐commerce
 Or
third
party
 Photo:
The
Integer
Group®
 44
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 45. 45
 HASSLES
2
and
3:
STOCK
AND
PRICE

 Featured
products
need
to
be
in
stock
and
accurately
priced
 %
VisiVng
Store
Less
Due
to
 %
VisiVng
Store
Less

 Availability
Issues 
 Due
to
Incorrect
Pricing
 
 Electronics 
 36% 30% 
 Office
Supply
 35%
 26% 
 26%
 Department
 34%
 22%
 Home
Imp.
 28%
 Drug
 26%
 22%
 21%
 Mass
 22%
 19%
 Grocery
 19%
 24%
 Club
 18%
 Source: The Checkout 2009, 2010; The Integer Group and M/A/R/C Research ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 46. 46
 HASSLE
4:
UNCLEANLINESS
AND
CLUTTER
 Source:
2009
NACS
Emerging
OpportuniVes
in
Convenience
Retail
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 47. 47
 HASSLE
4:
UNCLEANLINESS
AND
CLUTTER
 Photo:
The
Integer
Group®
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 48. 48
 HASSLE
4:
UNCLEANLINESS
AND
CLUTTER
 Photo:
The
Integer
Group®
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 49. 49
 WHY
SHOPPERS
LEAVE
AISLES
EMPTY‐HANDED
 The
price
was
more
than
I
wanted
to
pay
 60%
 I
couldn’t
find
the
exact
item,
product
or
 56%
 size
I
was
looking
for
 I
couldn’t
find
the
specific
brand
I
was
 34%
 looking
for
 The
aisle
was
too
crowded/too
many
 16%
 people
in
the
aisle
 The
aisle
was
confusing/disorganized
 14%
 Over
35%
would
walk
 I
always
purchase
what
I
go
to
the
store
 out
because
of
poor
 12%
 looking
for
 cleanliness
and
cluqer
 The
aisle/store
was
dirty
 7%
 0%
 10%
 20%
 30%
40%
 50%
 60%
 80%
 0%
 20%
 40%
 60%
 70%
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 50. 50
 OVERCOMING
HASSLES
 Think
from
the
perspecVve
of
 the
Shopper
 Keep
things
clean
 Aid
the
navigaVon
 Build
upon
the
need
for
 convenience

 Photos:
ISMI,
The
Integer
Group®,
Planet
Retail
Ltd
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 51. 51
 WE’VE
COVERED
 1  How
she
is
changing
 –  Components
of
value
 –  Two
meanings
of
convenience
 2  OpportuniVes
this
presents
 3  A
framework
for
thinking
along
the
Path
to
 Purchase
–
The
Shopper
ConVnuum™
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 52. 52
 THE
SHOPPER
CONTINUUM™
 Entering a store or Pre-Tail™ Web site Research,
word
of
 mouth,
trial
 Browsing,
 Retail
 comparing,
 researching
 and
selecVng
 items
 Using
the
 Post-Tail™ product
 Purchase moment = points of action, behaviors ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 53. 53
 LONG‐TERM
QUESTIONS
 1  Will
the
value
factor
grow
or
level
off?
 2  How
will
convenience
expectaVons
evolve?
 3  How
fixed
or
mutable
are
shopping
styles?
 4  To
what
extent
will
technology
affect
habits?
 5  What
impact
will
mulV‐plasorm
experiences
have?
 ©
2010
The
Integer
Group®
and
The
Kellogg®
Company

  • 54. 54
 QUESTIONS?
 Jamie
LaRue
 Craig
Elston
 Senior
Director,
Shopper
MarkeVng
 SVP,
Insight
&
Strategy
 The
Kellogg®
Company
 The
Integer
Group®
 +1.269.66.7230
 +1.303.393.3474
 james.larue@kellogg.com
 celston@integer.com
 Download or subscribe to our presentations, white papers, and editions of The Checkout at www.shopperculture.com ©
2010
The
Integer
Group®
and
The
Kellogg®
Company


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