Shopfloor executive summary impulse session rogil & brand image_in-store communication in pharmacies (ref 20011)
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Shopfloor executive summary impulse session rogil & brand image_in-store communication in pharmacies (ref 20011)

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Shopfloor executive summary impulse session rogil & brand image_in-store communication in pharmacies (ref 20011) Shopfloor executive summary impulse session rogil & brand image_in-store communication in pharmacies (ref 20011) Presentation Transcript

  • In-­‐store  communication  in  pharmacies Observations,  do’s  &  dont’s,  perception www.shop!loor.be Shop%loor  EXECUTIVE  SUMMARY  -­‐  2011,  n°  200jeudi 13 octobre 11
  • Shop8loor.be,  monitoring  the  path  to  purchase Scope  of  observations Sources  of  information Produced  insights ๏ Players ๏ Desk  &  web  research ๏ Standard ‣ Retailers  &  stores ‣ Brands ๏ Weekly  store  checks ‣ Consumers  &  shoppers ๏ Retailers’  panel ๏ Topics ๏ Brands’  panels ‣ Store  concept  &  merchandising ๏ Tailor-­‐made ‣ Brand  &  sales  activation ๏ Consumers  surveys ‣ In-­‐store  communication ๏ Shoppers  safari ๏ Channels ‣ Food mostly  in  Belgium  ... ‣ Multimedia ‣ Pharma ...  but  also  in  foreign   ‣ DIY  &  gardening countries shopFloor.be@gmail.com http://www.linkedin.com/in/shopFloorbe http://www.twitter.com/shopFloor www.shop!loor.bejeudi 13 octobre 11
  • 3 Where  do  we  start  from  ? ๏ Rise  of  OTC  &  paraphamacy ๏ Multi-­‐channel  competition ๏ Shift  marketeers  from  food  to  pharma,  e.g.  private   label  @Multipharma ๏ Sales  &  brand  activation  techniques ๏ Evolution  of  shopping  process  towards  fmcg’s  ?! ๏ Impulse  purchases  ? ๏ Pharmacist   =  shop  managers  ? www.shop!loor.be Shop%loor  EXECUTIVE  SUMMARY  -­‐  2011,  n°  200jeudi 13 octobre 11
  • 4 Some  8igures  about  in-­‐store  communication 12% 25% Average 20  promo  in-­‐store  media 63% (40  Stores  Q2&3/2011) Displays Counter  displays Others www.shop!loor.be Shop%loor  EXECUTIVE  SUMMARY  -­‐  2011,  n°  200jeudi 13 octobre 11
  • 5 Perception  of  pharmacist  vs  in-­‐store  com’ Impact  on  sales  ? Feeling  about  QUANTITY Feeling  about  MATCH  vs  store  format 10% 20% 15% Very  good 28% Very  good 46% Good Good Average Average 15% Bad 31% Bad Very  bad Very  bad 20% 26% 90% Yes Feeling  about  QUALITY No 16% 13% 5% Very  good Good 22% 35% Average 49% Bad 35% Very  bad 25% Reasonable Important Limited www.shop!loor.be Shop%loor  EXECUTIVE  SUMMARY  -­‐  2011,  n°  200jeudi 13 octobre 11
  • 6 Perception  of  pharmacist  vs  in-­‐store  com’ Price  cut Promo  mechanics  ? 1+1,  2+1  ... Sample %  free Goddies Purchase  frequency Contest 2% 9% 14% 40% 16% 19% www.shop!loor.be Shop%loor  EXECUTIVE  SUMMARY  -­‐  2011,  n°  200jeudi 13 octobre 11
  • 7 In-­‐store  communication Key  success  factors Branding ๏ Brand/product  recognisable  ? 10 key success Readability ๏ Easy  to  understand  ? factors Shoppers  Flow ๏ Can  shoppers  see  it  ? Shoppability ๏ Fluent  transformation  process  ? In-­‐store  events ๏ Impacting  shopping  experience  ? Customisation   store  format/ ๏ Adapted  to  store  ? retailer Contribution  to   category   ๏ Cross  sales  ?    Upsales  ? management 360°  integration ๏ Coherent  with  other  communication  channels  ? Mktg  &  Sales  sync ๏ Marketing  &  Sales  in  the  same  direction  ? Execution ๏ Good  concept  +  bad  execution  =  potentially  inefFicient Shop%loor  EXECUTIVE  SUMMARY  -­‐  2011,  n°  200jeudi 13 octobre 11
  • 8 Do’s  &  don’ts   based  on  instant  observation  ! Shop%loor  EXECUTIVE  SUMMARY  -­‐  2011,  n°  200jeudi 13 octobre 11
  • 9 Do’s  &  don’ts   based  on  instant  observation  ! Shop%loor  EXECUTIVE  SUMMARY  -­‐  2011,  n°  200jeudi 13 octobre 11
  • 10 Do’s  &  don’ts   based  on  instant  observation  ! Shop%loor  EXECUTIVE  SUMMARY  -­‐  2011,  n°  200jeudi 13 octobre 11
  • Thanks  for  your  attention   Contact  &  information   Vincent  De  Coster  +32  475  86  50  34 shopFloorbe@me.com http://www.linkedin.com/in/shopFloorbe http://www.twitter.com/shopFloor www.shop!loor.be Shop%loor  EXECUTIVE  SUMMARY  -­‐  2011,  n°  200jeudi 13 octobre 11