Packaging as a Cornerstone of Retail Evolution;
enabled by CUSTOMPrint+
Typical Big Box CPG
Team Structure
Team Leader

Admin. Asst.

Director:

Director:
Sales

Shopper Insights

Manager

Manag...
CPGs Thinking Like
Startups
Rise of Retail
Micromarketing
Retailers Where This Plays a Vital Role:
 Walmart
-

Marketing department thinking like IT ...
“The amount of change in marketing over
the past 3 – 5 years probably equals the
amount of change over the past 30 years.”...
Evolution of
the Practice
PAST

Cornerstone

Measurement

Resources

“Fact-Based Selling”

PRESENT

Category Measurement

...
Evolution of
the Practice

[The Zero Moment of Truth is] a new decision-making moment that takes place
a hundred million t...
Evolution of
the Practice
Retail Evolution

Retail 1.0

Retail 2.0

Retail 3.0

Supplier power

Retailer power

Shopper power

Negotiation

Informat...
Retail Evolution
Slide graphics courtesy of Milo - http://milo.com/blog/mobile-warming-hot-trends-in-mcommerce/?display=wide
Smart Phone Growth
& Shopper Influence
Changing Packaging
Interactions
• Mobile barcode scanning TRIPLES
on Black Friday
• Paypal cites 310% increase in
mobile s...
Augmenting
Retail Reality
Group Clout
The Consumer
Purchase Decisions

75% of purchase decisions are made
inside the store…not ahead of time.
Stephen Quinn
Wal-Mart CMO
BBV ...
“Core” Groups

Value-Price Shoppers

Brand Aspirationals

Price-Sensitive Affluents
Consumer
Segmentation

“Buzz”

“Jill”

“Ray”

“Barry”
Consumer
Segmentation

Urban Trendsetters
Micromarketing
Leadership
Consumer Insights
Competition
Strategic Financial Planning
Modular (Shelf Set/Planogram/Package)...
Beyond the 4 P’s
Micromarketing
Leadership
Beyond the 4 P’s
The Package
Affinity Marketing
Utilizing “best in class” micromarketing tools, what if you could:

 Tailor your products for each sto...
Affinity Marketing

 Would shoppers feel that your brand is the
preferred one for them?
 What would that do for your sal...
Affinity Marketing
Some companies are already doing that:

Retail-Ready Personalized Packaging (RRPP)

• Customized down t...
Unlimited Messaging
Potential
Example – Heinz Ketchup
Measurable
Response
 Short-Run Campaigns
 Mobilized Demographic –
Save Consumers Keystrokes
 Cross-Merch & Direct Mail
...
Future CPG Packaging
Environment
Case to
Pallet Tracking

Database

Unit to
Case Tracking

Variable Digital
Print

Variabl...
Future CPG Packaging
Environment

Packaging to Digital Examples
Low-Hanging
Fruit








Embrace social media
Embrace mobile delivery of content as an extension of the package
Tie...
Digital Ecosystem
Thank You!

To learn more contact:
i.

Joe Hattrup – President & CEO
Joe.Hattrup@fastechgroup.com

iii. Dave Carlos – VP S...
Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive
Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive
Upcoming SlideShare
Loading in …5
×

Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive

942 views

Published on

Consumer Packaged Goods expert Bill Akins of Rockfish Interactive presents how the rise of retail micro marketing is revolutionizing how innovative customized packaging drives profits.

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

  • Be the first to like this

No Downloads
Views
Total views
942
On SlideShare
0
From Embeds
0
Number of Embeds
376
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive

  1. 1. Packaging as a Cornerstone of Retail Evolution; enabled by CUSTOMPrint+
  2. 2. Typical Big Box CPG Team Structure Team Leader Admin. Asst. Director: Director: Sales Shopper Insights Manager Manager Sales Analyst Category Manager Category Analyst Supply Marketing Management National Account Director: Director: Category Chain Marketing Research Trade Promotions Supply Chain Manager Manager Manager Supply Chain Analyst Director: Finance
  3. 3. CPGs Thinking Like Startups
  4. 4. Rise of Retail Micromarketing Retailers Where This Plays a Vital Role:  Walmart - Marketing department thinking like IT key to managing the business  Target - Obviously marketing has always been key to the business  SAM’S CLUB - Membership data mining more critical  CVS - ExtraCare requires closer interaction with marketing team
  5. 5. “The amount of change in marketing over the past 3 – 5 years probably equals the amount of change over the past 30 years.” - Robert Liodice, CEO, Association of National Advertisers
  6. 6. Evolution of the Practice PAST Cornerstone Measurement Resources “Fact-Based Selling” PRESENT Category Measurement FUTURE EVOLUTION Insight Management Data Information Ranked Information Relationships Technology Human Capital
  7. 7. Evolution of the Practice [The Zero Moment of Truth is] a new decision-making moment that takes place a hundred million times a day on mobile phones, laptops and wired devices of all kinds. It’s a moment where marketing happens, where information happens, and where consumers make choices that affect the success and failure of nearly every brand in the world. *
  8. 8. Evolution of the Practice
  9. 9. Retail Evolution Retail 1.0 Retail 2.0 Retail 3.0 Supplier power Retailer power Shopper power Negotiation Information Distribution Shopping transformation Retail Evolution
  10. 10. Retail Evolution
  11. 11. Slide graphics courtesy of Milo - http://milo.com/blog/mobile-warming-hot-trends-in-mcommerce/?display=wide
  12. 12. Smart Phone Growth & Shopper Influence
  13. 13. Changing Packaging Interactions • Mobile barcode scanning TRIPLES on Black Friday • Paypal cites 310% increase in mobile shopping on Black Friday • 73% of mobile users prefer to use their smartphones for simple tasks rather than interact with an employee Sources: MobileMarketer, Paypal, Accenture
  14. 14. Augmenting Retail Reality
  15. 15. Group Clout
  16. 16. The Consumer
  17. 17. Purchase Decisions 75% of purchase decisions are made inside the store…not ahead of time. Stephen Quinn Wal-Mart CMO BBV Champion University
  18. 18. “Core” Groups Value-Price Shoppers Brand Aspirationals Price-Sensitive Affluents
  19. 19. Consumer Segmentation “Buzz” “Jill” “Ray” “Barry”
  20. 20. Consumer Segmentation Urban Trendsetters
  21. 21. Micromarketing Leadership Consumer Insights Competition Strategic Financial Planning Modular (Shelf Set/Planogram/Package) WAL-MART BUSINESS LEADERSHIP MODEL Promotion Item P&L Speed
  22. 22. Beyond the 4 P’s
  23. 23. Micromarketing Leadership
  24. 24. Beyond the 4 P’s
  25. 25. The Package
  26. 26. Affinity Marketing Utilizing “best in class” micromarketing tools, what if you could:  Tailor your products for each store?  Match preferences to local store demographics?  Support the local causes shoppers care about?
  27. 27. Affinity Marketing  Would shoppers feel that your brand is the preferred one for them?  What would that do for your sales ?  For your profits?
  28. 28. Affinity Marketing Some companies are already doing that: Retail-Ready Personalized Packaging (RRPP) • Customized down to neighborhood store level • Aligned with shopper interests, driving brand loyalty and purchase • Produced through continuous-process technology, eliminating the need for costly factory-line changeovers
  29. 29. Unlimited Messaging Potential Example – Heinz Ketchup
  30. 30. Measurable Response  Short-Run Campaigns  Mobilized Demographic – Save Consumers Keystrokes  Cross-Merch & Direct Mail  Overcome Rampant Theft and “Gaming” of System
  31. 31. Future CPG Packaging Environment Case to Pallet Tracking Database Unit to Case Tracking Variable Digital Print Variable-Content, Unit-Specific Tracking
  32. 32. Future CPG Packaging Environment Packaging to Digital Examples
  33. 33. Low-Hanging Fruit       Embrace social media Embrace mobile delivery of content as an extension of the package Tie-in with micromarketing tools to customize relevant packaging Collaborate between operations and sales/marketing Create retail partnership touch points in the digital space Don’t be afraid of transparency in a digital world – create a digital ecosystem
  34. 34. Digital Ecosystem
  35. 35. Thank You! To learn more contact: i. Joe Hattrup – President & CEO Joe.Hattrup@fastechgroup.com iii. Dave Carlos – VP Sales dcarlos@fastechgroup.com Bill Akins SVP Rockfish 479.790.3292 bill.akins@rockfishdigital.com

×