Mccp shopper marketing insights june 2011

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Mccp shopper marketing insights june 2011

  1. 1. Pioneering Shopper MarketingUnderstanding, Insights &OpportunitiesMCCP is an independent Strategic Planning& Insight agency based in Ireland working onleading local and international brands Finding the difference that makes the difference
  2. 2. MCCP is pioneering understanding andinsight into Shopper MarketingIn May, MCCP co-hosted a collaborative industry discussion withleading brand and marketing experts on new shopper insights andopportunities for brands. Finding the difference that makes the difference
  3. 3. 1. What MCCP did in preparation? Talked to 14 leading marketing experts to identify:•What is shopper marketing?•The role it plays in theirbusiness?•What their challenges are?•What are the learnings? Finding the difference that makes the difference
  4. 4. 2. What MCCP did in preparation? Accompanied shops Home Online surveyethnography Shopper Insights Local shopper Best- Global trends Finding the difference that makes the difference
  5. 5. What are theMarketing Community saying? finding the difference that makes the difference
  6. 6. “We are talking about it, but we are notcompletely clear on what we are talking about!” Finding the difference that makes the difference
  7. 7. 1. Confusion over what it means “It‟s marketing to the consumer in a shopping environment” “It‟s the “Its only money spent relevant to on in store impulse activity & purchases” POS” Finding the difference that makes the difference
  8. 8. 2. Mixed levels of understanding on where itfits in Who does it / owns it? Trade Marketing? Consumer Marketing? Commercial..... Finding the difference that makes the difference
  9. 9. 3) Lack of evidence & fear of unknown There don‟t appear to be any best in class examples of what works No definitive measures in place Finding the difference that makes the difference
  10. 10. 4) Lack of internal prioritising & commitment „Not seen as glamorous as consumer marketing & not built into peoples KPI‟s so usually avoided‟ „We put the consumer at the centre of everything we do - why should we change? „Senior mgmt are We have still so much not championing it to learn about the consumer, let alone within the the shopper‟ organisation‟ Finding the difference that makes the difference
  11. 11. 5) Lack of knowledge; trends or real insights about ‘The Shopper’ „We‟d love to know what really makes them tick‟Awareness thatshopper is in adifferent frame ofmind to consumer butafter that …? Finding the difference that makes the difference
  12. 12. 6) Lack of Resource: People & Money “Shopper Marketing would require more manpower, which requires more €,which just isn‟t there” Finding the difference that makes the difference
  13. 13. What Now?finding the difference that makes the difference
  14. 14. The big multinationals are embracing it “We have changed our company Vision to include the shopper...now Consumer, Shopper, Retailer” Finding the difference that makes the difference
  15. 15. A change in mind-set is required, shoppermarketing can give you an edge as a marketer The mindset is different in shopping mode versus consumer mode Championing the marriage between both is key Finding the difference that makes the difference
  16. 16. How can we succeed? „We are probably already doing it to, without really thinking about it‟ To succeed we need to understand the shopper more and generate a way of marketing to them Finding the difference that makes the difference
  17. 17. “The best way to understand shopper behaviour isto develop empathy for them, that involvesspending time with them in their lives and on theirshopper journey”Jim Figura, Colgate –Palmolive‟s global VP Finding the difference that makes the difference
  18. 18. Let‟s not forget... Human Consumer Shopper Finding the difference that makes the difference
  19. 19. 1. The shopper has becomemission focussed 22% - 56% 56% 44% 71% Finding the difference that makes the difference
  20. 20. 2. The shopper journey is now more complex 2. 1. Need PurchaseIdentified 3. Need Fulfilled Finding the difference that makes the difference
  21. 21. 3.More rational shopper behavioursDeal Scrutinising Store Carouseling List Complying Scale Purchasing Shop Type Separation Finding the difference that makes the difference
  22. 22. 3. But are Emotional and Irrational as people1. Role fulfilment Budget Best Finding the difference that makes the difference
  23. 23. 3. But are EMOTIONAL and Irrational as people2. Family health & well being Finding the difference that makes the difference
  24. 24. 3. But are Emotional and Irrational as people3. Purveyor of home happiness Finding the difference that makes the difference
  25. 25. 3. But are Emotional and Irrational as people4. Experimenting and Creativity Finding the difference that makes the difference
  26. 26. Starts earlier than storeBack 2 School Planning Back 2 School Finding the difference that makes the difference
  27. 27. 4. And household shopping is consideredmundane for most “Mundane “A chore”and boring” “An evil “A dreaded necessity” experience” Finding the difference that makes the difference
  28. 28. 5. Boredom = Low Involvement Processing• ALPHA MODE = High involvement• BETA MODE = Low involvement Finding the difference that makes the difference
  29. 29. 6. Success = ticking both rational and emotional needs Aisle Ends Price Flashing (BOGOFs, extra free) In Foyer DealsRational(Beta - lowinvolvement) Helpful and Packaging Relevant Relevant Ideas innovation messaging InspirationEmotional(Alpha -highinvolvement Finding the difference that makes the difference
  30. 30. For more shopper insights, trends andopportunities for your business… …Please contact: Kay McCarthy: 086 1722612, kay@mccp.ie Shane Doyle: 086 0281446, shane@mccp.ie Susan Kelly: 086 7827178, susan@mccp.ie www.mccp.ie Twitter: @MCCPIreland MCCP is a leading independent brand and communications strategic planning, consumer/shopper insight agency. Finding the difference that makes the difference

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