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PATRICIA GARRY
ECR CATMAN & SHOPPER
MARKETING AWARD 2014
BRINGING RED BULL CLIFF DIVING TO
LIFE IN STORE
Patricia Garry
TESCO CATEGORY OBJECTIVES
1.ENGAGE & EXCITE SHOPPERS IN STORE & AT THE
SHELF
2. DRIVE FOOTFALL / INCREASE PENETRATION
3. D...
TOP 2 TOP MATERIAL
NEW
IMAGE
UTLISING AN EVENT TO DRIVE CATEGORY ACTIVITY
DRIVE
FOOTFALL
ENGAGE & EXCITE
WIN & BUY
TICKETS
EVENT EXPERIEN
TURNING BRAND LOVE TO CAN LOVE
ONLY
€4
• Red Bull Cliff Diving 4 pack exclusive to
Tesco*
• Very strong promotion price of...
ONLY
€4
BUY TICKETS:
WIN TICKETS
FOR THE PROMOTIONAL PERIOD. ROI ONLY
BRING THE CATEGORY ALIVE!
MAIN SHELF SECONDARY
THE CLIFF DIVING OCULUS CONVOY
BUILDING EXCITEMENT FOR TESCO SHOPPERS
TESCO SHOPPERS DIVING IN!!
SUCCESS IMAGE
RESULTS
€4
Customers +11%
Penetration +53%
Volume +486.2%
ON GOING PERFORMANCE
Spend per
customer
+5.9%
Frequency +6.1%
TOP TIP
KATHRYN DODD
ECR CATMAN & SHOPPER
MARKETING AWARD 2014
MOTHER & BABY
EXPERIENTIAL ACTIVITY
A SHOPPER MARKETING INITIATIVE
ENHANCING THE SHOPPER JOURNEY IN
THE LAUNDRY AISLE
WHAT IS THE MOTHER & BABY
PROGRAMME?
Insight: Skincare & allergies are a core consumer need and even more so in the
world ...
OUR BRANDS
COMFORT PURE & PERSIL NON BIO
Comfort Pure is
 The No:1 Brand in the sensitive skin category
 It’s leading brand choice ...
THE ISSUE
THE GOOD
Great brands in
laundry portfolio
for sensitive skin
Solid ATL support
Great distribution
across retailers of
the...
THE BAD
Comfort Pure &
Persil Non Bio in
2013 were in
decline
People’s
perception of the
functional benefits
of the brands...
THE BAD
From a category perspective:
• Volume & value were in decline
• Increased promotional activity was driving
value d...
WHO ARE WE TALKING TO?
OUR TARGET SHOPPER
Mums-to-be in
their 3rd
Trimester
Female
Shoppers
between the age
of 20-44years
old
New Mums
with young...
SHOPPER INSIGHTS
Pregnancy is a time
that shoppers re-
evaluate their choice
of washing
detergents & fabric
conditioners
Once the
baby is b...
CHALLENGES
RETAIL ENVIRONMENT – PRICE -
COMPETITORS
OPPORTUNITIES
3 KEY AREAS FOR MOTHERS WITH
NEW BORNS
Mother & Baby
Platform
Advice/Education &
Useful Tips
Importance of
Branded Product...
WHAT DID WE WANT ACHIEVE?
• Drive heightened awareness of our brands and
their functional benefits for sensitive skin
• Dr...
THE CONCEPT
Objective:
Taking the 3 key areas that expectant Mothers rely on, we want to be part of
an educational event that offers a...
Structure of the Event:
Invite a dermatologist to discuss:
• New borns sensitive skin & how Mum can best care for it with ...
THE ACTIVITY
Complimentary
Coffee Morning in
Foyer Area
Brand
Ambassador on
hand to explain
event & had out
free goodie ba...
ADDITIONAL SUPPORT
DIGITAL
With digital activity, we tapped into the fact that our target audience spend 2-3 hours
a day online researching b...
IMAGES FROM STORES
IMAGES FROM STORES
RESULTS
• Sales for Comfort Pure grew by 38%
• Sales for Persil Non Bio grew by 27%
• Versus the average price promotions ...
RESULTS
•
• We created a strong platform for retailers to offer to
their shoppers
• The activity helped retailers see:
1) ...
RESULTS
• The Mother & Baby Programme now has a clear
direction to meet the programme’s objectives.
• We have a clear offe...
Staff commented that there
was a high conversion rate
of those who actually
purchased Persil Non Bio
after receiving the g...
FURTHER OPPORTUNITIES
The Shopper is not always the consumer!
After evaluating the activity, one resounding common trend t...
EVOLUTION OF THE ACTIVITY
Radio
Press
Social Media
Collaboration
with Partners
In Store
Midwives
TOP TIP
Invest in Shopper Insights & Research –
this is what will ultimately achieve
retailer buy in & internal support fr...
BARRY CARTY
ECR CATMAN & SHOPPER
MARKETING AWARD 2014
11/14/2014 65
“Category Management with a Can Do attitude”
Barry Carty Category Manager
BWG FOODS
From complexity to compl...
11/14/2014 66
11/14/2014 67
11/14/2014 68
11/14/2014 69
11/14/2014 70
11/14/2014 71
11/14/2014 72
11/14/2014 73
11/14/2014 74
11/14/2014 75
11/14/2014 76
11/14/2014 77
11/14/2014 78
11/14/2014 79
Get involved in standards programme - criteria !!!
It must be automated
User friendly
Easy to share informat...
11/14/2014 80
11/14/2014 81
11/14/2014 82
11/14/2014 83
Start with the “NAME”
CatManCanDo wanted to give it life
We don’t use the word compliance
– retailers view i...
11/14/2014 84
11/14/2014 85
What does “SORT” do
Compares range on
planogram to EPOS sales of
each retailer
Identifies lines not sold on ...
11/14/2014 86
Makes it easy for retailers….
Provides a 1 pager of
lines to delete
Provides a 1 pager of
lines to buy-in
Th...
11/14/2014 87
Resources behind….
CatManCanDo has invested
100K into “SORT”
Designated person and web link
to deal with all...
11/14/2014 88
SALES DIRECTORS
11/14/2014 89
11/14/2014 90
Health & Beauty
Hot Beverages
Cereals
Biscuits
Wine
Dairy wall
Impulse confect
Impulse minerals
Petfood
Baby...
11/14/2014 91
Chilled Convenience
Sauces
Soup
Paperware
Home bake
Oils
Jams
Canned fish
Take home soft drinks
Condiments
C...
11/14/2014 92
Target strategic groups of retailers
Support sales teams
Attend cluster meeting
Remove myths
Show clear bene...
11/14/2014 93
11/14/2014 94
Retailer feedback !!
“Is there really
a difference if
the product is
200g instead
of 300g”
11/14/2014 95
Retailer feedback !!
“If I have the
same product
in a different
flavour what’s
the problem?”
11/14/2014 96
11/14/2014 97
“Category Management with a Can Do attitude”
11/14/2014 98
11/14/2014 99
11/14/2014 100
Supplier collaboration….
The highest performing
categories are the ones that
suppliers have collobortated o...
11/14/2014 101
11/14/2014 102
SPAR +15%
11/14/2014 103
EUROSPAR +5%
11/14/2014 104
MACE +4%
11/14/2014 105
11/14/2014 106
Ciaran Price Bunclody said
“ With everything that goes on in a shop its hard to find
time to manage the ran...
11/14/2014 107
Gerry Gray SPAR Barrack Street said
“SORT has help me improve range in my store, old
habits die hard and it...
11/14/2014 108
“SORT” has helped me to manage the range I have in store,
between checking in deliveries, cleaning, serving...
11/14/2014 109
What has “SORT” achieved ?
Improved ranging in store
Revolutionised how
compliance is viewed in the
indepen...
11/14/2014 110
What has “SORT” achieved ?
In conjunction with standards
programme - created a
compliance function that ver...
11/14/2014 111
Shopper wins !!!!
Correct range in store
Product availability
enhanced in stores that
use “SORT”
Easier for...
11/14/2014 112
11/14/2014 113
Use
collaboration
to get you
from
complexity to
compliant…
11/14/2014 114
“Category Management with a Can Do attitude”
Thanks for listening ;-)
REBECCA LYONS
ECR CATMAN & SHOPPER
MARKETING AWARD 2014
Private & Confidential – property of Mars Inc. for internal purposes only.
Bringing the Emotion of Pet Ownership to the
Pe...
Private & Confidential – property of Mars Inc. for internal purposes only.
Petcare is a Category Built on Love
Private & Confidential – property of Mars Inc. for internal purposes only.
Majority of Pet Owners describe themselves as P...
Private & Confidential – property of Mars Inc. for internal purposes only.
64% of Households own
a Pet
Majority being fami...
Private & Confidential – property of Mars Inc. for internal purposes only.
Category Context
Private & Confidential – property of Mars Inc. for internal purposes only.
Irish shoppers had changed their behaviour as a...
Private & Confidential – property of Mars Inc. for internal purposes only.
In order to understand the new Irish Petcare sh...
Private & Confidential – property of Mars Inc. for internal purposes only.
Shopping Behaviour Video
Source: Irish Petcare ...
Private & Confidential – property of Mars Inc. for internal purposes only.
There is a disconnect between the emotional bon...
Private & Confidential – property of Mars Inc. for internal purposes only.
Tesco were suffering Value declines and needed ...
Private & Confidential – property of Mars Inc. for internal purposes only.
Solution for Tesco: Positive Disruption in Aisl...
Private & Confidential – property of Mars Inc. for internal purposes only.
Trial Parameters
Trial Period:
18th November 20...
Private & Confidential – property of Mars Inc. for internal purposes only.
Tesco Naas Video
Private & Confidential – property of Mars Inc. for internal purposes only.
Created a bespoke layered solution including fi...
Private & Confidential – property of Mars Inc. for internal purposes only.
Capping shelf solution to hide overstock shelf ...
Private & Confidential – property of Mars Inc. for internal purposes only.
Additional Care & Treat signage that will stand...
Private & Confidential – property of Mars Inc. for internal purposes only.
The results from the trial were extremely posit...
Private & Confidential – property of Mars Inc. for internal purposes only.
Next Steps
Store manager feedback from Tesco Na...
Private & Confidential – property of Mars Inc. for internal purposes only.
Top Tip – Be Insight Led & Future Proof your co...
STEPHEN RUST
Sum up with 6
thoughts on
influencing the
shopper in store
Thought 1….
Shopper & Category marketing
delivers commercial results - FACT
Thought 2…
It is all about
‘INSIGHT’
Thought 3…
Collaborative Marketing to influence
shopper is still difficult, but worth it…
The journey to influencing the shopper…
CFO
Retail & Supplier
Brand Owners
NAMs
& Buyers
Store
Managers
Shopper
The ideal….
Insight
Collaborative Team
Design solution
Action
Shopper
Thought 4…
Need special type of people
to ‘make it happen’
Thought 5…
Creative & Scalable Shopper Engagement
is a continuous build
Creativity
Scalability
Final thought…
Measure relentlessly for
improvement
6 Summary thoughts…
1. Shopper & Category marketing delivers results - FACT
2. It is all about ‘INSIGHT’
3. Collaborative ...
Thank You
Stephen Rust
Stephen@i4pconsulting.ie
+353 (0)1 6875776
+353 (0)87 2881776
www.i4pconsulting.ie
@Stephen_i4P
PLEASE VOTE
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014
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CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014

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CatMan Awards at ECR Ireland Category Management Shopper Marketing Conference 2014

  1. 1. PATRICIA GARRY ECR CATMAN & SHOPPER MARKETING AWARD 2014
  2. 2. BRINGING RED BULL CLIFF DIVING TO LIFE IN STORE Patricia Garry
  3. 3. TESCO CATEGORY OBJECTIVES 1.ENGAGE & EXCITE SHOPPERS IN STORE & AT THE SHELF 2. DRIVE FOOTFALL / INCREASE PENETRATION 3. DRIVE VOLUME
  4. 4. TOP 2 TOP MATERIAL NEW IMAGE
  5. 5. UTLISING AN EVENT TO DRIVE CATEGORY ACTIVITY DRIVE FOOTFALL ENGAGE & EXCITE WIN & BUY TICKETS EVENT EXPERIEN
  6. 6. TURNING BRAND LOVE TO CAN LOVE ONLY €4 • Red Bull Cliff Diving 4 pack exclusive to Tesco* • Very strong promotion price of only €4 FOR THE PROMOTIONAL PERIOD. ROI ONLY • The 4 pack was the key to getting tickets to the event…
  7. 7. ONLY €4
  8. 8. BUY TICKETS:
  9. 9. WIN TICKETS FOR THE PROMOTIONAL PERIOD. ROI ONLY
  10. 10. BRING THE CATEGORY ALIVE! MAIN SHELF SECONDARY
  11. 11. THE CLIFF DIVING OCULUS CONVOY
  12. 12. BUILDING EXCITEMENT FOR TESCO SHOPPERS
  13. 13. TESCO SHOPPERS DIVING IN!!
  14. 14. SUCCESS IMAGE
  15. 15. RESULTS €4 Customers +11% Penetration +53% Volume +486.2%
  16. 16. ON GOING PERFORMANCE Spend per customer +5.9% Frequency +6.1%
  17. 17. TOP TIP
  18. 18. KATHRYN DODD ECR CATMAN & SHOPPER MARKETING AWARD 2014
  19. 19. MOTHER & BABY EXPERIENTIAL ACTIVITY A SHOPPER MARKETING INITIATIVE ENHANCING THE SHOPPER JOURNEY IN THE LAUNDRY AISLE
  20. 20. WHAT IS THE MOTHER & BABY PROGRAMME? Insight: Skincare & allergies are a core consumer need and even more so in the world of baby care. Mums are therefore more than ever looking to purchase products especially tailored for sensitive skin. The Mother and Baby Programme: Encompasses activities that target women in their third trimester ensuring that Persil Non-Bio and Comfort Pure are the first laundry brands that pregnant women engage with and purchase as a result. Purpose: To drive awareness of the skin care credentials of both Persil Non-Bio and Comfort Pure amongst the target markets to drive new users to both brands.
  21. 21. OUR BRANDS
  22. 22. COMFORT PURE & PERSIL NON BIO Comfort Pure is  The No:1 Brand in the sensitive skin category  It’s leading brand choice for Mums with young babies & children  Lower fragrance level than the rest of the range  It’s: Hypoallergenic & Dermalogically Tested Persil Non Bio:  Is suitable for children with sensitive skin as it’s formulated with:  Lower fragrance levels  A milder Surfactant System  No enzymes
  23. 23. THE ISSUE
  24. 24. THE GOOD Great brands in laundry portfolio for sensitive skin Solid ATL support Great distribution across retailers of the products
  25. 25. THE BAD Comfort Pure & Persil Non Bio in 2013 were in decline People’s perception of the functional benefits of the brands were unclear Mother & Baby Programme had been in place for a number of years but what was it achieving?
  26. 26. THE BAD From a category perspective: • Volume & value were in decline • Increased promotional activity was driving value decline • Less brand loyalty amongst shoppers
  27. 27. WHO ARE WE TALKING TO?
  28. 28. OUR TARGET SHOPPER Mums-to-be in their 3rd Trimester Female Shoppers between the age of 20-44years old New Mums with young babies & toddlers
  29. 29. SHOPPER INSIGHTS
  30. 30. Pregnancy is a time that shoppers re- evaluate their choice of washing detergents & fabric conditioners Once the baby is born, they purchase twice as much detergent & fabric conditioner An increase in the number of shoppers buying fabric conditioner for sensitive skin in the young family category SOME INTERESTING FACTS...... 45% of women see a change in their skin during their 2nd trimester Mums-to-be are more likely to buy reputable brands to use on their baby’s skin & are willing to pay more 33% notice a skin reaction
  31. 31. CHALLENGES
  32. 32. RETAIL ENVIRONMENT – PRICE - COMPETITORS
  33. 33. OPPORTUNITIES
  34. 34. 3 KEY AREAS FOR MOTHERS WITH NEW BORNS Mother & Baby Platform Advice/Education & Useful Tips Importance of Branded Products to ensure reliability Our target shopper spends up to 2-3 hours a day online researching brands Forums to learn & sample useful brands
  35. 35. WHAT DID WE WANT ACHIEVE? • Drive heightened awareness of our brands and their functional benefits for sensitive skin • Drive trial of Comfort Pure & Persil Non Bio & increase loyalty base of Mums-to-be to drive frequency of purchase • Increase sales in the category through this in store activity • Enhance the shopper journey & add value behind what we are communicating
  36. 36. THE CONCEPT
  37. 37. Objective: Taking the 3 key areas that expectant Mothers rely on, we want to be part of an educational event that offers advice & useful tips & demonstrations to Mums, enhancing their shopper journey in store Advice Useful Tips Demonstrations Theme of Event: Sensitive Skincare
  38. 38. Structure of the Event: Invite a dermatologist to discuss: • New borns sensitive skin & how Mum can best care for it with reputable brands • The changes that Mums-to-be will experience with their own skin • Q&A session to allow shoppers liaise with the dermatologist A complimentary goodie Bag for each guest with a range of products for sensitive skin – something for Mum & Baby Brand Ambassador to demo how to use Persil Non Bio & Comfort Pure in the correct way & show the stain removal power even of non bio!
  39. 39. THE ACTIVITY Complimentary Coffee Morning in Foyer Area Brand Ambassador on hand to explain event & had out free goodie bags Dermatologist in aisle to give advice on sensitive skincare queries
  40. 40. ADDITIONAL SUPPORT
  41. 41. DIGITAL With digital activity, we tapped into the fact that our target audience spend 2-3 hours a day online researching brands & looking for information on brand as well as retailer websites & social media Collaborated with our digital partners to tap into the large database of Mums-to-be EU MOM had to drive awareness
  42. 42. IMAGES FROM STORES
  43. 43. IMAGES FROM STORES
  44. 44. RESULTS • Sales for Comfort Pure grew by 38% • Sales for Persil Non Bio grew by 27% • Versus the average price promotions we saw a 17% increase in sales during the Mother & Baby activity • Post the activity we continued to see an uplift with base sales +8% vs. the pre period (6wks) • We overachieved on our KPIs engaging with over 12,000 shoppers
  45. 45. RESULTS • • We created a strong platform for retailers to offer to their shoppers • The activity helped retailers see: 1) An uplift in sales 2) Increase conversion into the laundry category 3) Add value to the category & shopper proposition 4) An increase in penetration • Dunnes 6% • SuperValu: 5% • Tesco: 3%
  46. 46. RESULTS • The Mother & Baby Programme now has a clear direction to meet the programme’s objectives. • We have a clear offering to retailers for their shoppers in store • We differentiated ourselves from our competitors by offering something beyond a price point to our shoppers
  47. 47. Staff commented that there was a high conversion rate of those who actually purchased Persil Non Bio after receiving the goodie bags Customers were really pleased by the drinks and cupcakes available to them. Many commented that it was a lovely greeting on arrival to store Consumers gave excellent feedback & were delighted on the goodie bags with free samples to trial FEEDBACK ON ACTIVITY Staff mentioned that a lot of first time Mums visited the activity saying that they were keen to learn about baby skincare and detergents that are kind to skin.
  48. 48. FURTHER OPPORTUNITIES The Shopper is not always the consumer! After evaluating the activity, one resounding common trend throughout was the number of older shoppers engaging with the dermatologist in aisle Older shoppers interacted with the activity for 2 main reasons: • They too suffered from sensitive skin & are looking for reputable products to use • Many were grandparents with the responsibility of being the main carer for their grandchildren during the weekdays – they hold the purchasing power!
  49. 49. EVOLUTION OF THE ACTIVITY Radio Press Social Media Collaboration with Partners In Store Midwives
  50. 50. TOP TIP Invest in Shopper Insights & Research – this is what will ultimately achieve retailer buy in & internal support from your team Get Creative in the aisle!
  51. 51. BARRY CARTY ECR CATMAN & SHOPPER MARKETING AWARD 2014
  52. 52. 11/14/2014 65 “Category Management with a Can Do attitude” Barry Carty Category Manager BWG FOODS From complexity to compliant…
  53. 53. 11/14/2014 66
  54. 54. 11/14/2014 67
  55. 55. 11/14/2014 68
  56. 56. 11/14/2014 69
  57. 57. 11/14/2014 70
  58. 58. 11/14/2014 71
  59. 59. 11/14/2014 72
  60. 60. 11/14/2014 73
  61. 61. 11/14/2014 74
  62. 62. 11/14/2014 75
  63. 63. 11/14/2014 76
  64. 64. 11/14/2014 77
  65. 65. 11/14/2014 78
  66. 66. 11/14/2014 79 Get involved in standards programme - criteria !!! It must be automated User friendly Easy to share information with retailers Confidence in the information Updated regularly
  67. 67. 11/14/2014 80
  68. 68. 11/14/2014 81
  69. 69. 11/14/2014 82
  70. 70. 11/14/2014 83 Start with the “NAME” CatManCanDo wanted to give it life We don’t use the word compliance – retailers view it as negative Emphasise sales function to our retailers and sales teams for buy in Focus on ranging words when communicating to retailers But ultimately !!!!
  71. 71. 11/14/2014 84
  72. 72. 11/14/2014 85 What does “SORT” do Compares range on planogram to EPOS sales of each retailer Identifies lines not sold on the planogram to that store Recommends lines to delete that are not on the planogram Retailers are provided a score on their range compared to the planogram
  73. 73. 11/14/2014 86 Makes it easy for retailers…. Provides a 1 pager of lines to delete Provides a 1 pager of lines to buy-in The sales teams provide retailers on their scores on a weekly basis
  74. 74. 11/14/2014 87 Resources behind…. CatManCanDo has invested 100K into “SORT” Designated person and web link to deal with all queries Updated every Thursday for downloading by Sales team Link with our on-line ordering system to make improving range easier Sales teams measured on the region performance to maximise effectiveness
  75. 75. 11/14/2014 88 SALES DIRECTORS
  76. 76. 11/14/2014 89
  77. 77. 11/14/2014 90 Health & Beauty Hot Beverages Cereals Biscuits Wine Dairy wall Impulse confect Impulse minerals Petfood Babycare Crisps n Snacks Bagged sweets Household Meal SolutionsImpulse ice cream
  78. 78. 11/14/2014 91 Chilled Convenience Sauces Soup Paperware Home bake Oils Jams Canned fish Take home soft drinks Condiments Canned Veg Ambient Juice
  79. 79. 11/14/2014 92 Target strategic groups of retailers Support sales teams Attend cluster meeting Remove myths Show clear benefits to retailers
  80. 80. 11/14/2014 93
  81. 81. 11/14/2014 94 Retailer feedback !! “Is there really a difference if the product is 200g instead of 300g”
  82. 82. 11/14/2014 95 Retailer feedback !! “If I have the same product in a different flavour what’s the problem?”
  83. 83. 11/14/2014 96
  84. 84. 11/14/2014 97 “Category Management with a Can Do attitude”
  85. 85. 11/14/2014 98
  86. 86. 11/14/2014 99
  87. 87. 11/14/2014 100 Supplier collaboration…. The highest performing categories are the ones that suppliers have collobortated on Crisps n snacks 22% pts Impulse minerals 10% pts Ice cream 28% pts Above the average compliance. This process has full retailer buy-in and the standards programme s to maintain it
  88. 88. 11/14/2014 101
  89. 89. 11/14/2014 102 SPAR +15%
  90. 90. 11/14/2014 103 EUROSPAR +5%
  91. 91. 11/14/2014 104 MACE +4%
  92. 92. 11/14/2014 105
  93. 93. 11/14/2014 106 Ciaran Price Bunclody said “ With everything that goes on in a shop its hard to find time to manage the range and you rely very much on your staff. SORT has enable me to be very clear to staff on what to bring in and what to delete from our shelves, its now a continuous process throughout the year and not one looked at every January while we are quiet”
  94. 94. 11/14/2014 107 Gerry Gray SPAR Barrack Street said “SORT has help me improve range in my store, old habits die hard and it made me question lines I would previously though sold. I have got a lot of good feedback from customers which gave me the motivation to keep going with other categories”
  95. 95. 11/14/2014 108 “SORT” has helped me to manage the range I have in store, between checking in deliveries, cleaning, serving on the tills, staffing and managing customers it provides me a simple solution to ranging in store that I otherwise might not get around to. It helps me to get the most out of my shelves… Ciaran o Shea MAXOL/MACE Dooradoyle Limerick
  96. 96. 11/14/2014 109 What has “SORT” achieved ? Improved ranging in store Revolutionised how compliance is viewed in the independent sector Improved sales and distribution for the categories in “SORT” Help drive and maximise retailer sales
  97. 97. 11/14/2014 110 What has “SORT” achieved ? In conjunction with standards programme - created a compliance function that verifies planogram range and visual layout Enhanced supplier relationship, the highest performing categories are the ones that suppliers have worked with us on Crisps n snacks 22% pts Impulse minerals 10% pts Ice cream 28% pts Going back to basics- making the fundamentals works best
  98. 98. 11/14/2014 111 Shopper wins !!!! Correct range in store Product availability enhanced in stores that use “SORT” Easier for the consumer to shop due to greater planogram compliance
  99. 99. 11/14/2014 112
  100. 100. 11/14/2014 113 Use collaboration to get you from complexity to compliant…
  101. 101. 11/14/2014 114 “Category Management with a Can Do attitude” Thanks for listening ;-)
  102. 102. REBECCA LYONS ECR CATMAN & SHOPPER MARKETING AWARD 2014
  103. 103. Private & Confidential – property of Mars Inc. for internal purposes only. Bringing the Emotion of Pet Ownership to the Petcare Aisle in Tesco Mars Ireland and Tesco Shopper Marketing Project
  104. 104. Private & Confidential – property of Mars Inc. for internal purposes only. Petcare is a Category Built on Love
  105. 105. Private & Confidential – property of Mars Inc. for internal purposes only. Majority of Pet Owners describe themselves as Pet Lovers or Devotees and are highly emotionally connected to their Pets. The Pet DevoteeThe Pet Lover 40% DOGS 45% CATS 55% DOGS 35% CATS Source: Irish Petcare Shopper Research June 2013 Source: Waltham HAI Research Our pets make us smile – and interacting with pets helps people enjoy happier and healthier lives. Two thirds of Irish Dogs sleep indoors. 60% of Owners treat their pets to let them know they love them.Two-Thirds of owners feel sorry for their pets if it doesn’t like what they have bought.
  106. 106. Private & Confidential – property of Mars Inc. for internal purposes only. 64% of Households own a Pet Majority being family Group of 2+ Our Love of Pets translates into a High Spend & High Value Category. 1.7M mouths to feed Worth over €148M with an above average basket spend Irish Petcare expected to grow over next 4 years 26% - Cat44% - Dog 130.6 130.8 131 131.2 131.4 131.6 2014 2015 2016 2017 2018 2019 Dog and Cat Food Dog and Cat Food Source: Irish Pet Ownership Survey 2010 Source: Kantar World Panel, Take Home, Total ROI 52w/e 30th March 2014 YoY Source: Euromonitor 2014 sales projections.
  107. 107. Private & Confidential – property of Mars Inc. for internal purposes only. Category Context
  108. 108. Private & Confidential – property of Mars Inc. for internal purposes only. Irish shoppers had changed their behaviour as a response to the economic downturn with value growth hard to come by. Source: Kantar 2012 Source: AC Nielsen Total Scantrack MAT trended Sept 2012 to Dec 2013 5 Grocery Shopping Choices Trade Down To Own Brand Shop More Often Shop To A Budget Buy on Promo Shop More In Discounters
  109. 109. Private & Confidential – property of Mars Inc. for internal purposes only. In order to understand the new Irish Petcare shopper Mars undertook a Shopper Insight Project. In-Store Observation & Shopper POV Tracking Shopper Path- Tracking In- Store, Aisle & Aisle-End All Shopper Survey at Store Exit on Rates of Purchase National Shopper Location of Purchase Diaries National Shopper Feeding Diaries over 4 weeks National Shopper Attitudinal Survey to Pet Feeding In-Depth Qualitative Exploration with Shoppers Accompanied Shops & In- Depth Interview In-Store
  110. 110. Private & Confidential – property of Mars Inc. for internal purposes only. Shopping Behaviour Video Source: Irish Petcare Shopper Research 2013
  111. 111. Private & Confidential – property of Mars Inc. for internal purposes only. There is a disconnect between the emotional bonding of owning and feeding a pet and the purchase of pet food. ‘She was looking at me with big, brown, sad eyes’ ‘I fed her as I was guilty we had no evening walk and as a reward for tricks’ ‘The dog got leftovers and I didn’t want the cat to feel left out’ ‘After a long walk I gave her a treat’ Source: Irish Petcare Shopper Research 2013
  112. 112. Private & Confidential – property of Mars Inc. for internal purposes only. Tesco were suffering Value declines and needed a solution to deliver growth. • Collaborated on a Category (non-branded) solution that will: • Highlight range • Drive shopper engagement • Encourage shoppers down the aisle Challenges: Shoppers, Value, Share Solution: Category Approach
  113. 113. Private & Confidential – property of Mars Inc. for internal purposes only. Solution for Tesco: Positive Disruption in Aisle and Shopper Engagement. Insights: • Shoppers are not walking down the Petcare aisle and when they do they are not engaging with it. • There is a disconnect between the emotion of owning a pet and the purchase of pet food. • Care & Treats have the highest potential for incremental purchase. Solution:  Navigational Category Signage in warm colours with pet imagery to encourage shoppers into the aisle.  Additional Care & Treat signage that will stand out and draw the shopper to the Care & Treats sections.
  114. 114. Private & Confidential – property of Mars Inc. for internal purposes only. Trial Parameters Trial Period: 18th November 2013 to 30th Mar 2014 Analysis to Prior Period and YAGO Trial Store Tesco Naas Control stores: 3515TULLAMORE SQUARE 3644CLAREHALL EXTRA 3665ARKLOW SQUARE 3683FINGLAS CLEARWATER 3695ARDKEEN 5297CLONMEL SQUARE 5428WEXFORD SQUARE 5790MAYNOOTH EXTRA 5794DROGHEDA EXTRA 5963DOUGLAS EXTRA 6397PORTLAOISE1 6398BALBRIGGAN1
  115. 115. Private & Confidential – property of Mars Inc. for internal purposes only. Tesco Naas Video
  116. 116. Private & Confidential – property of Mars Inc. for internal purposes only. Created a bespoke layered solution including fixed equipment as well as visual signage.
  117. 117. Private & Confidential – property of Mars Inc. for internal purposes only. Capping shelf solution to hide overstock shelf from view while still allowing staff access and improving look of aisle.
  118. 118. Private & Confidential – property of Mars Inc. for internal purposes only. Additional Care & Treat signage that will stand out and draw the shopper to the Care & Treats sections.
  119. 119. Private & Confidential – property of Mars Inc. for internal purposes only. The results from the trial were extremely positive Source: DH CC L19 WE 30th Mar v YAGO • Value up 8.7% pts vs control • Spend per Customer up 3.17% pts vs control •Customers up 5.56% pts vs control • Increased share of Kids Choice & Mainstream shoppers • Signage delivers on objectives around highlighting range, shopper engagement and encouraging shoppers down the aisle. • Dog C&T Value up 12.6% pts vs control • Cat C&T Value up 2% pts vs control
  120. 120. Private & Confidential – property of Mars Inc. for internal purposes only. Next Steps Store manager feedback from Tesco Naas has been positive. Working with Tesco on logistics of progressing a further roll out.
  121. 121. Private & Confidential – property of Mars Inc. for internal purposes only. Top Tip – Be Insight Led & Future Proof your concept Be Insight Led • Quality Insights inspire quality ideas. • Insights support credible sell ins for you and your retail partner. Future Proof • Get close to the marketing guidelines of your retailer – ensure your design fits their personality. • Make it flexible – planogram flows change, your concept needs to retain relevance through multiple reviews. And finally… Keep the Momentum • Keep communication open and frequent. • Have a robust critical path with inspiring milestones.
  122. 122. STEPHEN RUST
  123. 123. Sum up with 6 thoughts on influencing the shopper in store
  124. 124. Thought 1…. Shopper & Category marketing delivers commercial results - FACT
  125. 125. Thought 2… It is all about ‘INSIGHT’
  126. 126. Thought 3… Collaborative Marketing to influence shopper is still difficult, but worth it…
  127. 127. The journey to influencing the shopper… CFO Retail & Supplier Brand Owners NAMs & Buyers Store Managers Shopper
  128. 128. The ideal…. Insight Collaborative Team Design solution Action Shopper
  129. 129. Thought 4… Need special type of people to ‘make it happen’
  130. 130. Thought 5… Creative & Scalable Shopper Engagement is a continuous build Creativity Scalability
  131. 131. Final thought… Measure relentlessly for improvement
  132. 132. 6 Summary thoughts… 1. Shopper & Category marketing delivers results - FACT 2. It is all about ‘INSIGHT’ 3. Collaborative Marketing is difficult, but WORTH IT 4. Need a special type of person to ‘MAKE IT HAPPEN’ 5. CREATIVITY + SCALABILITY is a continuous build 6. MEASURE RELENTLESSLY for improvement
  133. 133. Thank You Stephen Rust Stephen@i4pconsulting.ie +353 (0)1 6875776 +353 (0)87 2881776 www.i4pconsulting.ie @Stephen_i4P
  134. 134. PLEASE VOTE

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