The Shopper Marketing Revolution

1,930
-1

Published on

I travelled to Ireland last week to speak at the Shopper Marketing Conference 2013 about some of the key themes held in “The Shopper Marketing Revolution” Here is the deck from the day and if you haven't got your copy yet, what are you waiting for? http://sqz.co/s7J2EeK

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,930
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
210
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

The Shopper Marketing Revolution

  1. 1. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts The Shopper Marketing Revolution Toby Desforges
  2. 2. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts The US$ 200 billion dollar crime and how it happened Why market to shoppers?
  3. 3. Original sources of competitive advantage Developing powerful brands Drive depth of distribution
  4. 4. Today media is personal
  5. 5. Retail – the biggest business on the planet? Source: Deloittes Global retail report/Wal-Mart annual reports/press reports/7 and I holdings reports 600 650 700 750 800 850 900 950 1000 1050 1100 2000 2010 Billions Top 10 retailer's sales 0 50 100 150 200 250 300 350 400 450 2000 2010 Billions WalMart's sales
  6. 6. For many, retail spend is the largest cost after cost of goods Top 250 companies turnover US$ 3.12 trillion* Global promotions expenditure US$ 312 billion Global profit US$ 202 billion* * Source Deloittes – “Global Powers Of The Consumer Products Industry 2013”
  7. 7. 70% of promotions lose money – US$ 212 billion could be wasted every year Source: Manufacturer data & analysis, Nielsen Data, (CAS GMBH)/ Analysis/Trade Insight Trade global spend survey/ Deloites Manufacturer : Win Retailer: Lose Manufacturer : Lose Retailer: Lose Manufacturer : Win Retailer: Win Manufacturer : Lose Retailer: Win 60% 10% 15% 15% 31% of CPG companies cite poor compliance as a key issue*
  8. 8. The consumer goods industry could almost double its profits by investing effectively in-store -250 -200 -150 -100 -50 0 50 100 150 200 250 Industry profit Wasted in-store expenditure Billions The industry wastes nearly as much money in retail as it earns in profit 202 billion (212 billion) * engage analysis based on Deloittes – “Global Powers Of The Consumer Products Industry 2013”
  9. 9. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts Cats don’t buy litter but men buy perfume Consumers and shoppers, what’s the difference now and how will it change?
  10. 10. Consumers and shoppers are different
  11. 11. Consumer behavior is a cycle OccasionsExperience Needs and desires Availability to consume
  12. 12. Shoppers make products available to consume Availability to consume Purchase Shopper’s needs Outlet selection Product Selection Solution location Shopper’s interpretation
  13. 13. It is becoming increasingly hard to separate the consumer and the shopper world
  14. 14. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts The Shopper Marketing Revolution What is shopper marketing and what it is not?
  15. 15. This not shopper marketing!
  16. 16. What is shopper marketing? “The systematic application of elements of the marketing mix to affect positive change in shopper behavior in order to drive consumption of a brand”
  17. 17. Marketing to shoppers must be integrated into the work we do
  18. 18. Consumer goods companies must focus on three elements required to drive growth Create desire to consume the brand Maximise the opportunity to purchase the brand Motivate retailers to support the brand
  19. 19. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts Join the revolution Practical steps can you take to incorporate shopper thinking into your way of working
  20. 20. Integrating shopper marketing makes in- store investment work Shopper behavior Consumer priorities Channel priorities Marketing mix Investment
  21. 21. Understand how shoppers really behave Purchase Shopper’s needs Outlet selection Product Selection Solution location Shopper’s interpretation
  22. 22. Prioritize the right channels Focus investment on the stores where you can influence shopper behavior Purchase Shopper’s needs Outlet selection Product Selection Solution location Shopper’s interpretation
  23. 23. Find the activities that count Focus investment on activities that influence shopper behavior Purchase Shopper’s needs Outlet selection Product Selection Solution location Shopper’s interpretation
  24. 24. Five questions that guarantee improvements in RoI What consumption opportunities exist? Which shoppers will support these? Where can you influence these shoppers? What is required in-store? What investment is needed?
  25. 25. Join the revolution Start with the five-step model Start understanding shoppers Set key performance indicators Start measuring Challenge working practices Be ready for tomorrow
  26. 26. Find out more in “The Shopper Marketing Revolution” “For those on the fast track of modern business (The Shopper Marketing Revolution) is a must read.” Paco Underhill Author of Why We Buy: The Science of Shopping “Invaluable to the careers of very many of the marketing professionals in the industry." Herb Sorensen Author of Inside the Mind of the Shopper Available now on Amazon! http://sqz.co/Yn6f3MC

×