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ROI driven communication
planning for Retail sector
Sergey Matveyuk
BrandScience, Analytics & Insights Director
March 21, ...
Retail market from media point of view
Retail market from media point of view
Top category since 2006 with ~14% of Ad Market
CE
22%
Clothes
18%DIY
13%
Auto
11%
F...
Retail market from media point of view
Very diverse by subcategories and regions (Ad Spends)
Consumer Electronics
Retail market from media point of view
With different communication rules
Cinema
Radio
Press
Outdoor
TV Nat
TV Reg
Consumer needs in retail
 CONSUMER
 PRODUCT
 EMOTIONAL
BENEFITS
RATIONAL BENEFITS
Differentiation from competitors
Imag...
Rules of communication for retail
Differentiation from competitors
Image
Smart consultants
Wide range of products / brands...
Russian consumers are very different
9 time zones
13 hours by plane…
6 days by train…
Impossible by car…
With different culture
18 250 GRP’s  month
Average t= 9°C
25 800 GRP’s  month
Average t= 2°C
31 600 GRP’s  month
Average t...
And changing population structure
0
10
20
30
40
50
60
0-15 16-30 31-55 56+
Mln.
2007
2011
2015
0%
Ready
to retire
Kids /
T...
At the same time new technologies are changing
world dramatically
At the same time new technologies are changing
world dramatically
TOP 5 countries by population
Everybody and everywhere c...
At the same time new technologies are changing
world dramatically
Monthly Reach of Internet achieved 70% in January 2013 (...
At the same time new technologies are changing
world dramatically
Tablets growth +366% (volume) +256,7% (value). Average p...
At the same time new technologies are changing
world dramatically
24.2 % of audience watch TV content via Internet (21.2 %...
New trends
appears each year
In 2014 in Russia will be sold
more than 2 miln Smart-TVs
Total Smart-TV market will
achieve ...
New trends
appears each year
Google Glass is an augmented
reality wearable computer with a
head-mounted display
New trends
appears each year
Additive manufacturing or 3D printing
is a process of making a three-
dimensional solid objec...
Which influence media
Traditional
Media
“New Media &
Touchpoints
Weeklyreach,%
0
25
50
75
100
2007 2012
0
10
20
30
40
50
6...
Retail market
Private labels
Mobile applications
On-the-Go price comparison
E-Commerce
And consumer
Today a person is subjected to more new
information in a day than a person in
the middle ages in his entire l...
And consumer
And consumer
became not just listener,
he starts to select and choose information
Decision making process not linear anymore
The consumer considers
an initial brands, based on
brand perceptions and
exposu...
It’s different for different retail categories
Grocery Cosmetics Clothes DIY CE
Research
Previous
experience
Impulse
And e...
Communication has to reflect all this changes
Communication has to reflect all this changes
From Monologue To Dialogue
From direct advertising To ecosystem
From media p...
Chosen strategy should meet business objectives
By focusing on needs of most
valuable customers based on
consumer segmenta...
Chosen strategy should meet business objectives
By focusing on needs of most
valuable customers based on
consumer segmenta...
Chosen strategy should meet business objectives
By focusing on needs of most
valuable customers based on
consumer segmenta...
Chosen strategy should meet business objectives
By focusing on needs of most
valuable customers based on
consumer segmenta...
Results forecasting is crucial
Results forecasting is crucial
As the marketplace becomes ever more complex and
competitive the need to maximise return on...
Ad campaign effectiveness evaluation
Creative materials testing (concepts,
spots, layouts)
What is the impact of each comm...
Our approach to marketing
effectiveness evaluation: …
Brand Health Monitoring
 Brand KPIs  Image  Change of attitude
Ad P...
…
Our approach to marketing
effectiveness evaluation:
It’s very important who work with data
As the marketplace becomes ever more complex and
competitive the need to maximise r...
Our beliefs
Use modern
Trends
Follow the
Consumer
Track Ad
investment
effectiveness
Modern Trends overview
Best cases pres...
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ROI driven communication for retail sector Slide 1 ROI driven communication for retail sector Slide 2 ROI driven communication for retail sector Slide 3 ROI driven communication for retail sector Slide 4 ROI driven communication for retail sector Slide 5 ROI driven communication for retail sector Slide 6 ROI driven communication for retail sector Slide 7 ROI driven communication for retail sector Slide 8 ROI driven communication for retail sector Slide 9 ROI driven communication for retail sector Slide 10 ROI driven communication for retail sector Slide 11 ROI driven communication for retail sector Slide 12 ROI driven communication for retail sector Slide 13 ROI driven communication for retail sector Slide 14 ROI driven communication for retail sector Slide 15 ROI driven communication for retail sector Slide 16 ROI driven communication for retail sector Slide 17 ROI driven communication for retail sector Slide 18 ROI driven communication for retail sector Slide 19 ROI driven communication for retail sector Slide 20 ROI driven communication for retail sector Slide 21 ROI driven communication for retail sector Slide 22 ROI driven communication for retail sector Slide 23 ROI driven communication for retail sector Slide 24 ROI driven communication for retail sector Slide 25 ROI driven communication for retail sector Slide 26 ROI driven communication for retail sector Slide 27 ROI driven communication for retail sector Slide 28 ROI driven communication for retail sector Slide 29 ROI driven communication for retail sector Slide 30 ROI driven communication for retail sector Slide 31 ROI driven communication for retail sector Slide 32 ROI driven communication for retail sector Slide 33 ROI driven communication for retail sector Slide 34 ROI driven communication for retail sector Slide 35 ROI driven communication for retail sector Slide 36 ROI driven communication for retail sector Slide 37 ROI driven communication for retail sector Slide 38
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OMD MD | PHD Group for Adam Smith conference 2013

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ROI driven communication for retail sector

  1. 1. ROI driven communication planning for Retail sector Sergey Matveyuk BrandScience, Analytics & Insights Director March 21, 2013
  2. 2. Retail market from media point of view
  3. 3. Retail market from media point of view Top category since 2006 with ~14% of Ad Market CE 22% Clothes 18%DIY 13% Auto 11% Food 9% Shopping Centres 7% Cosmetics 5% Internet-shops 4% Jewerly 4% Sports Goods 3% Distant Selling 2% Children's goods 1% Drugstores 1% 36 299 17 683 10 152 Retail Auto Finances
  4. 4. Retail market from media point of view Very diverse by subcategories and regions (Ad Spends) Consumer Electronics
  5. 5. Retail market from media point of view With different communication rules Cinema Radio Press Outdoor TV Nat TV Reg
  6. 6. Consumer needs in retail  CONSUMER  PRODUCT  EMOTIONAL BENEFITS RATIONAL BENEFITS Differentiation from competitors Image Smart consultants Wide range of products / brands Network Price
  7. 7. Rules of communication for retail Differentiation from competitors Image Smart consultants Wide range of products / brands Network Price Price / Product demonstration Short term actions Vendors co-promo Differentiation from competitors Seasonal peaks New outlet opening
  8. 8. Russian consumers are very different 9 time zones 13 hours by plane… 6 days by train… Impossible by car…
  9. 9. With different culture 18 250 GRP’s month Average t= 9°C 25 800 GRP’s month Average t= 2°C 31 600 GRP’s month Average t= 6°C 14 850 GRP’s month Average t= 3°C
  10. 10. And changing population structure 0 10 20 30 40 50 60 0-15 16-30 31-55 56+ Mln. 2007 2011 2015 0% Ready to retire Kids / Teens Middle aged Economically active The population of Russia is getting older, share of the most active audience is decreasing but the share of retirees is growing
  11. 11. At the same time new technologies are changing world dramatically
  12. 12. At the same time new technologies are changing world dramatically TOP 5 countries by population Everybody and everywhere can share the information 1 340 1 187 1 000 310 238
  13. 13. At the same time new technologies are changing world dramatically Monthly Reach of Internet achieved 70% in January 2013 (Russia 100К+ / 12+ y.o.), and about 95% for 18-35 TA Broadband and 4G development i-Choose generation want to get all here and now Download series Watch series on-line
  14. 14. At the same time new technologies are changing world dramatically Tablets growth +366% (volume) +256,7% (value). Average price decrease 24% (15 600 RUR) Smartphones growth +69% and +60% accordingly Audience in control on-the-go 24/7
  15. 15. At the same time new technologies are changing world dramatically 24.2 % of audience watch TV content via Internet (21.2 % previous year) 0.8 mln never watching TV Content is the king – consumer choose by himself where and when to watch preferable programs Source: Synovate Comcon (Russia 100К+ / 10+ y.o.)
  16. 16. New trends appears each year In 2014 in Russia will be sold more than 2 miln Smart-TVs Total Smart-TV market will achieve 3,5 mln
  17. 17. New trends appears each year Google Glass is an augmented reality wearable computer with a head-mounted display
  18. 18. New trends appears each year Additive manufacturing or 3D printing is a process of making a three- dimensional solid object of virtually any shape from a digital model.
  19. 19. Which influence media Traditional Media “New Media & Touchpoints Weeklyreach,% 0 25 50 75 100 2007 2012 0 10 20 30 40 50 60 2000  2013 2012- 48% 19% 13% 5% 9% 5% 2000  2013 Share of Ad Market Share of electronic media is growing while share of non-electronic decreases
  20. 20. Retail market Private labels Mobile applications On-the-Go price comparison E-Commerce
  21. 21. And consumer Today a person is subjected to more new information in a day than a person in the middle ages in his entire life
  22. 22. And consumer
  23. 23. And consumer became not just listener, he starts to select and choose information
  24. 24. Decision making process not linear anymore The consumer considers an initial brands, based on brand perceptions and exposure to recent touch points Consumers add subtract brands as they evaluate what they want After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey Ultimately, the consumer select a brand at the moment of purchase
  25. 25. It’s different for different retail categories Grocery Cosmetics Clothes DIY CE Research Previous experience Impulse And even within one category SME WG AV
  26. 26. Communication has to reflect all this changes
  27. 27. Communication has to reflect all this changes From Monologue To Dialogue From direct advertising To ecosystem From media plan To POE approach From short term To long term From promo / direct sales To environment building From product oriented To consumer centric
  28. 28. Chosen strategy should meet business objectives By focusing on needs of most valuable customers based on consumer segmentation
  29. 29. Chosen strategy should meet business objectives By focusing on needs of most valuable customers based on consumer segmentation By using relevant touch points for chosen TA segments on each stage of consumer journey 62% 60% 54% 59% 63% 72% 78% 82% 82% 84% 71% 66% 76% 72% 71% 69% 65% 64% 42% 41% M 12-17 W 12-17 M 18-24 W 18-24 M 25-34 W 25-34 M 35-44 W 35-44 M 45-54 W 45-54 TV Internet TV vs. Internet daily Reach (%) by TA segments
  30. 30. Chosen strategy should meet business objectives By focusing on needs of most valuable customers based on consumer segmentation By using relevant touch points for chosen TA segments on each stage of consumer journey By combination of traditional and special projects for strategy activation
  31. 31. Chosen strategy should meet business objectives By focusing on needs of most valuable customers based on consumer segmentation By using relevant touch points for chosen TA segments on each stage of consumer journey By combination of traditional and special projects for strategy activation With ROI analysis of each communication solution
  32. 32. Results forecasting is crucial
  33. 33. Results forecasting is crucial As the marketplace becomes ever more complex and competitive the need to maximise return on investment through efficient and effective marketing and advertising becomes increasingly critical. 4 departments support each stage of communication planning  Strategy planning dpt.  Market research  Media research  Econometric modeling Set of tools  Snapshot (Campaign analysis)  Brand Navigator (Tracking & Econometric modeling)
  34. 34. Ad campaign effectiveness evaluation Creative materials testing (concepts, spots, layouts) What is the impact of each communication channel to ad campaign recognition? Which ad materials are better working? Is there enough branding in the add? Our approach to marketing effectiveness evaluation: Key question?
  35. 35. Our approach to marketing effectiveness evaluation: … Brand Health Monitoring  Brand KPIs Image Change of attitude Ad Performance Monitoring  Ad awareness Liking What are the changes in brands’ positions? Which brand is the most effective in work with consumers? What’s the effectiveness of the media investments? (ROI Analysis) Key question?
  36. 36. … Our approach to marketing effectiveness evaluation:
  37. 37. It’s very important who work with data As the marketplace becomes ever more complex and competitive the need to maximise return on investment through efficient and effective marketing and advertising becomes increasingly critical. The BrandScience team has been developed to help marketers solve this problem, from regional and national markets through to global brands Russian BrandScience team consist of 22 employees:  6 have research background (4 COMCON, 2 TNS)  2 from client side
  38. 38. Our beliefs Use modern Trends Follow the Consumer Track Ad investment effectiveness Modern Trends overview Best cases presentations Consumer segmentation

OMD MD | PHD Group for Adam Smith conference 2013

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