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

1. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts
The Shopper Marketing
Revolution
Toby Desforges

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. Original sources of competitive advantage
Developing
powerful
brands
Drive depth
of
distribution

4. Today media is personal

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. 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. 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. 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. 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. Consumers and shoppers are different

11. Consumer behavior is a cycle
OccasionsExperience
Needs and
desires
Availability
to consume

12. Shoppers make products available to consume
Availability to
consume
Purchase
Shopper’s
needs
Outlet selection
Product
Selection
Solution location
Shopper’s
interpretation

13. It is becoming increasingly hard to separate the
consumer and the shopper world

14. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts
The Shopper Marketing
Revolution
What is shopper marketing and
what it is not?

15. This not shopper marketing!

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. Marketing to shoppers must be integrated into the
work we do

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. 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. Integrating shopper marketing makes in-
store investment work
Shopper
behavior
Consumer
priorities
Channel
priorities
Marketing
mix
Investment

21. Understand how shoppers really behave
Purchase
Shopper’s needs
Outlet selection
Product
Selection
Solution location
Shopper’s
interpretation

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. 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. 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. 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. 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