An Overview of the  In-Store Marketing Institute August, 2009
What We Do… Research Education Facilitation The Institute mission: To serve our members and the retail industry by being t...
The Brands of the Institute www.instoremarketer.org
<ul><li>Who Is the Institute? </li></ul><ul><li>The In-Store Marketing Institute is more than 7,000 professionals from 500...
Who Is the Institute? Membership in the Institute has grown  dramatically since inception,  reflecting the growing need fo...
It’s a Resource Like No Other. 41,000+ images  of in-store marketing materials 4,000 case studies  ranging from co-marketi...
<ul><li>41,358 Images </li></ul><ul><li>25 Markets </li></ul><ul><li>Updated Daily </li></ul>
“ I’m on the site every day for one reason or another. Skimming through the pictures in the Image Vault puts me right in t...
How Engaging With the Institute Makes Me Feel connected smart resourceful wired prepared efficient have the edge powerful ...
THE RETAIL COMMISSION ON SHOPPER MARKETING <ul><li>Define retailer requirements - strategic, operational, organizational  ...
<ul><li>Retailers and manufacturers placing increasing emphasis on influencing the shopping experience – Result is rising ...
The emerging discipline of shopper marketing has the potential to increase sales, improve profits and build stronger brand...
<ul><li>Development of the retailer-centric philosophy on Shopper Marketing </li></ul><ul><li>Development, documentation a...
Consideration Elements- Shopper Marketing  <ul><li>Definitions and approaches vary </li></ul><ul><li>Retailers are beginni...
Consideration Elements- Shopper Marketing  <ul><li>Lack of clear objectives, expectations, and consistent measures </li></...
Shopper Marketing Principles <ul><li>Shopper and Consumer Focused </li></ul><ul><li>Retailer Sponsored and Enabled </li></...
<ul><li>An enhanced and more enjoyable shopping experience </li></ul><ul><li>Solutions to better satisfy needs – both func...
THE RETAIL COMMISSION ON SHOPPER MARKETING Questions: Call Steve Frenda, The In-Store Marketing Institute – 847.675.7400 e...
Institute Overview - August '09
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Institute Overview - August '09

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An overview of the In-Store Marketing Institute and Introduction to the Retail Commission on Shopper Marketing

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Institute Overview - August '09

  1. 1. An Overview of the In-Store Marketing Institute August, 2009
  2. 2. What We Do… Research Education Facilitation The Institute mission: To serve our members and the retail industry by being the leading media and content provider – Unwavering in our pursuit of best practices in Shopper Marketing Community Powerful and Nimble Industry Association Media Company Empowered By Our Community
  3. 3. The Brands of the Institute www.instoremarketer.org
  4. 4. <ul><li>Who Is the Institute? </li></ul><ul><li>The In-Store Marketing Institute is more than 7,000 professionals from 500 member companies, including: </li></ul><ul><li>Manufacturers </li></ul><ul><li>Retailers </li></ul><ul><li>Agencies </li></ul><ul><li>Research Companies </li></ul><ul><li>Display Design Firms </li></ul>
  5. 5. Who Is the Institute? Membership in the Institute has grown dramatically since inception, reflecting the growing need for resources on shopper marketing 1,500 2,200 3,400 5,100 7,200 2003 2004 2005 2006 2007 2008 500
  6. 6. It’s a Resource Like No Other. 49,234 2007 73,794 2008 Institute Member Website Monthly Article Views 2007 vs. 2008 49.8% Increase
  7. 7. It’s a Resource Like No Other. 41,000+ images of in-store marketing materials 4,000 case studies ranging from co-marketing concepts and product launches to sustainability insights and segmentation strategies Profiles of the top 50 retailers (with data on another 70 regional chains) covering store formats, private label and loyalty programs, vendor alliances, signage policies and promotional activity 200 research studies covering topics such as shopper insights, sales lift and industry practices, supplemented with more than 2,000 charts and graphs An unparalleled library of online seminars, tutorials, tactical primers and reference guides that have proven popular with industry newbies and veterans alike
  8. 8. <ul><li>41,358 Images </li></ul><ul><li>25 Markets </li></ul><ul><li>Updated Daily </li></ul>
  9. 9. “ I’m on the site every day for one reason or another. Skimming through the pictures in the Image Vault puts me right in the stores. I also learn a great deal listening to the presentations in the Lecture Hall.” “ The Institute has become a great asset. We like to see how other companies are approaching merchandising. Our Shopper Marketing group has grown dramatically both internally and externally utilizing this resource to round out our knowledge.” “ I love the Institute site. It is my one stop shop for sourcing a great deal of information about the retail industry. I’m continually updating my knowledge base about what our top retailers are doing.” What Our Members Say… “ The web site continually reminds me that I need to keep anchored in retail reality. I use the site to continually challenge my customers on what others are doing and what we can do better. I find information not captured anywhere else.”
  10. 10. How Engaging With the Institute Makes Me Feel connected smart resourceful wired prepared efficient have the edge powerful armed
  11. 11. THE RETAIL COMMISSION ON SHOPPER MARKETING <ul><li>Define retailer requirements - strategic, operational, organizational </li></ul><ul><li>to capitalize on the promise of Shopper Marketing </li></ul><ul><li>Integrate Shopper Marketing into current business practices </li></ul><ul><li>Establish new collaboration model for growth & shopper satisfaction </li></ul>Copyright 2009, The Partnering Group
  12. 12. <ul><li>Retailers and manufacturers placing increasing emphasis on influencing the shopping experience – Result is rising demand for new collaboration model </li></ul><ul><li>Develop a retailer driven platform for Shopper Marketing - Capitalize on the growing base of knowledge about shoppers and their behavior to enhance the shopping experience and improve business results </li></ul><ul><li>Leverage the willingness and energy of supplier partners to collaborate on and activate exciting new insight-based retail marketing programs </li></ul>Purpose Of The Commission Copyright 2009, The Partnering Group
  13. 13. The emerging discipline of shopper marketing has the potential to increase sales, improve profits and build stronger brand loyalty by transforming the way consumer product manufacturers and retailers communicate with their customers. But it will only realize that potential if manufacturers and retailers agree on the fundamental need to adopt a shopper-centric approach to marketing and merchandising, and develop collaborative business processes to make that happen. Much of the early momentum behind shopper marketing as been driven by product manufacturers, many of whom have undertaken the steps necessary to re-form their companies as shopper-centric organizations. But these efforts won’t be consistently fruitful unless the retail community also finds merit in shopper marketing. The industry encountered a similar watershed moment in the late 1980s, when the concept of “category management” promised to dramatically improve the manufacturer-retailer relationship – if both parties became equally invested in the practice. Recognizing the need to gain a deeper commitment from retailers, the In-Store Marketing Institute has joined forces with Dr. Brian Harris and The Partnering Group to create the Retail Commission on Shopper Marketing in spring 2009. Harris is credited with facilitating the adoption of category management as an effective business practice by enumerating the benefits it held for both retailers and manufacturers. The Coca-Cola Co., seeking to contribute to their retail partners' continued success and further the cause of shopper marketing, is generously sponsoring the Commission’s activities. A consortium of executives from 10 leading retailers, the Commission’s goal is to establish best practices and guidelines that will let retailers better envision – and achieve – the full benefits of collaborative shopper marketing. The efforts will result in a comprehensive white paper and corresponding presentation at the In-Store Marketing Summit in April 2010. Blueprint for a New Era: The Retail Commission on Shopper Marketing Copyright 2009, The Partnering Group
  14. 14. <ul><li>Development of the retailer-centric philosophy on Shopper Marketing </li></ul><ul><li>Development, documentation and dissemination to the industry-at- </li></ul><ul><li>large of a recommended Best Practices approach for Shopper Marketing </li></ul><ul><li>Detailed description of the capabilities required by retailers and </li></ul><ul><li>suppliers to successfully implement the recommended Best </li></ul><ul><li>Practices Shopper Marketing approach </li></ul><ul><li>A recommended roadmap for retailers and suppliers to follow to </li></ul><ul><li>successfully implement the Best Practices Shopper Marketing approach </li></ul>Planned Deliverables The Shopper Marketing Model: A White Paper Copyright 2009, The Partnering Group
  15. 15. Consideration Elements- Shopper Marketing <ul><li>Definitions and approaches vary </li></ul><ul><li>Retailers are beginning to think strategically about Shopper Marketing </li></ul><ul><li>Successful programs create synergistic consistent solutions through out the store </li></ul><ul><li>Organizational roles and responsibilities are evolving to enable Shopper Marketing </li></ul><ul><li>Linking Shopper and Consumer Insights to identify new innovative solutions </li></ul><ul><li>Supplier capabilities vary but many “get it”. </li></ul><ul><ul><li>Others are working hard to figure it out. </li></ul></ul><ul><li>Many early collaborative relationships have been “ad hoc” </li></ul><ul><ul><li>Lack of consistency in approach and methods that will work for large and small supplier partners </li></ul></ul><ul><ul><li>Most retailers are not organized to effectively leverage the supplier capabilities </li></ul></ul><ul><li>Most successful relationships </li></ul><ul><ul><li>Based on willingness to be flexible in achieving strategic intent of both organizations </li></ul></ul><ul><ul><li>Fully leverage collective capabilities to develop and act upon consumer / shopper insights </li></ul></ul><ul><ul><li>Clarity of objectives and measures of success </li></ul></ul>Current State Collaboration Copyright 2009, The Partnering Group
  16. 16. Consideration Elements- Shopper Marketing <ul><li>Lack of clear objectives, expectations, and consistent measures </li></ul><ul><li>Organizational constraints preventing the full use of joint capabilities </li></ul><ul><li>Disconnect between Shopper Marketing and Category Management and departmental silos </li></ul><ul><li>Trust between trading partners </li></ul><ul><li>People skills and Insight generation capabilities </li></ul><ul><li>Costs and resources </li></ul><ul><li>Shopper Marketing will become a strategic foundations of retailing integrating the in-store and out of store experience </li></ul><ul><li>The approach that will influence the total shopping process (pre, during, and post) </li></ul><ul><li>Product focused merchandising will continue to evolve to shopper solution marketing </li></ul><ul><ul><li>Merchandising and Marketing functions will become more integrated </li></ul></ul><ul><li>Demand creation through Shopper Marketing will become a centerpiece of the retailer / supplier relationship </li></ul>Success Barriers Future Continued… Copyright 2009, The Partnering Group
  17. 17. Shopper Marketing Principles <ul><li>Shopper and Consumer Focused </li></ul><ul><li>Retailer Sponsored and Enabled </li></ul><ul><li>Delivers Execution Excellence </li></ul><ul><li>Collaborative and Strategic Planning Process </li></ul><ul><li>Delivers Real Shopper Value </li></ul><ul><li>Creates Efficiencies and Improved Returns </li></ul>Copyright 2009, The Partnering Group
  18. 18. <ul><li>An enhanced and more enjoyable shopping experience </li></ul><ul><li>Solutions to better satisfy needs – both functional and emotional </li></ul><ul><li>Information and ideas – In-Store and Beyond </li></ul><ul><li>Increased value </li></ul><ul><li>Satisfied loyal shoppers </li></ul><ul><li>Enhanced and differentiated shopping experience </li></ul><ul><li>Brand Development </li></ul><ul><li>Improved business performance </li></ul><ul><li>Leverage and optimize collaborative relationships </li></ul><ul><li>A top management mandate for shared objectives </li></ul><ul><li>Unlocking brands at retail </li></ul><ul><li>Establishing a platform for uniqueness </li></ul><ul><li>Alignment of goals, objectives, and expectations </li></ul><ul><li>Focus of effort on programs that will be accepted and succeed </li></ul><ul><li>Appropriate brand positioning and loyalty </li></ul><ul><li>Improved performance results </li></ul><ul><li>Establish retail as a key part of the marketing mix </li></ul><ul><li>Best practice sharing </li></ul>Benefits For The Shopper, Retailers & Suppliers Shopper Retailers Suppliers Copyright 2009, The Partnering Group
  19. 19. THE RETAIL COMMISSION ON SHOPPER MARKETING Questions: Call Steve Frenda, The In-Store Marketing Institute – 847.675.7400 ext.178

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