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@ GlacierIE #shopperdna KEN HUGHES
KEN HUGHES 
@ GlacierIE #shopperdna KEN HUGHES
THE NEW CONSUMER DNA: 
THE DIGITAL NATIVE ADVANCE 
@ GlacierIE #shopperdna KEN HUGHES
THE BUILDING BLOCKS OF WHO WE ARE 
@ GlacierIE #shopperdna KEN HUGHES
THE BUILDING BLOCKS OF WHO WE ARE 
BECOMING 
AS CONSUMERS AND SHOPPERS 
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
DIGITAL IS WHO WE ARE … … NOT HOW WE SHOP 
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
HYPER-CONNECTIVITY 
SHARING 
EXPERIENTIALISM 
THE NEW CONSUMER DNA 
A ONE WORLD REALITY 
SELF-CENTRICITY 
PERSONALISATION ...
DNA 
igital ative dvance 
@ GlacierIE #shopperdna KEN HUGHES
DIGITAL NATIVE 
DIGITAL IMMIGRANT 
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
DIGITAL NATIVE 
DIGITAL IMMIGRANT 
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
LIFE 
B.G. BEFORE 
AFTER A.G. 
LIFE 
@ GlacierIE #shopperdna KEN HUGHES
Born fter oogle 
AA.GG. 
FIRST BORN 
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
DIGITAL 
NATIVE 
DIGITAL IMMIGRANT 
@ GlacierIE #shopperdna KEN HUGHES
WHAT ARE WE SELLING? 
@ GlacierIE #shopperdna KEN HUGHES
WHAT ARE WE SELLING? 
@ GlacierIE #shopperdna KEN HUGHES
WHAT ARE WE SELLING? 
@ GlacierIE #shopperdna KEN HUGHES
WHAT ARE WE SELLING? 
@ GlacierIE #shopperdna KEN HUGHES
WHAT ARE WE SELLING? 
@ GlacierIE #shopperdna KEN HUGHES
WHAT ARE WE SELLING? 
@ GlacierIE #shopperdna KEN HUGHES
WHAT ARE WE SELLING? 
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
PATH TO PURCHASE 
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
PERMANENT ABSOLUTE TRUSTED 
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
+ ≠ BRAND 
CONNECTIVITY 
@ GlacierIE #shopperdna KEN HUGHES
+ ≠ BRAND 
CONNECTIVITY 
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
WHAT ARE WE SELLING? 
@ GlacierIE #shopperdna KEN HUGHES
BRAND AS AN ‘EXPERIENCE CONDUIT’ 
HOW DO WE USE OUR BRANDS TO DELIVER THE KIND 
OF LIFE EXPERIENCES THIS GENERATION EXPECT...
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
@ GlacierIE #shopperdna KEN HUGHES
IF OMNI-CHANNEL IS 
A DISTRIBUTION 
STRATEGY IN YOUR 
BUSINESS, YOU ARE 
ALREADY BEHIND… 
@ GlacierIE #shopperdna KEN HUGH...
@ GlacierIE #shopperdna KEN HUGHES
@GlacierIE 
ken.hughes@glacier.ie 
@ GlacierIE #shopperdna KEN HUGHES
DAVID BERRY
© KKaannttaarr WWoorrllddppaanneell 
SHOPPING MISSIONS 
BECAUSE NOT ALL TRIPS ARE EQUAL
© KKaannttaarr WWoorrllddppaanneell
© Kantar Worldpanel 
AGENDA 
Big Trends 
Branded Growth 
Shopper Missions 
>
Change No change 
© Kantar Worldpanel 
Over the last 
5 years 
The average number of 
trips per household 
242 
(+7 trips)...
© Kantar Worldpanel
© Kantar Worldpanel 
Spending 
€104 per 
week 
1.6m 
Shoppers 
On 58 
items 
Across 
4.7 trips 
In 2 
different 
stores 
*...
To understand the 
drivers of brand growth 
© Kantar Worldpanel 
25+ countries, 79 categories, 15K+ 
brands, all channels,...
Likelihood of brand share ranking change 
© Kantar Worldpanel 
> = < 
28% 44% 28%
© Kantar Worldpanel 
How do brands really grow? 
INCREASING 
MENTAL 
& 
PHYSICAL 
AVAILABILITY 
REACHING AS MANY PEOPLE 
A...
© Kantar Worldpanel 
Bg20| Winners and Losers 
Share winners Share losers 
Based on absolute change for 6099 top 10 catego...
© Kantar Worldpanel 
27,617 grocery products 
available 
On average households 
purchased 75
© Kantar Worldpanel 
Any market growth is coming through For 
Tonight or Specific Journey missions 
For Tonight 
Specific ...
© KKaannttaarr WWoorrllddppaanneell 
Shoppers switch their spend from one 
mission to another 
Discounter 
Main Shop 
Disc...
ROI TakeHome Grocery, 52w to 14th Sept 2014 
© Kantar Worldpanel 
104 23 trips per year 
€79 per trip 
€1.76 per pack 
22 ...
ROI TakeHome Grocery, 52w to 14th Sept 2014 
© Kantar Worldpanel 
105 37 trips per year 
€14 per trip 
€2.10 per pack 
4 m...
© Kantar Worldpanel 
Solutions for tonight
ROI TakeHome Grocery, 52w to 14th Sept 2014 
© Kantar Worldpanel 
107 132 trips per year 
€18 per trip 
€1.59 per pack 
6 ...
© Kantar Worldpanel 
Solutions for 
tomorrow
ROI TakeHome Grocery, 52w to 14th Sept 2014 
© Kantar Worldpanel 
109 58 trips per year 
€18 per trip 
€2.23 per pack 
4 m...
© KKaannttaarr WWoorrllddppaanneell 
Sainsbury’s 
helping 
Specific 
Journeys
Aldi & Lidl maintain pressure Opportunity if our brands relevant 
© Kantar Worldpanel 
Insight Implication 
Importance of ...
NUALA O’DUFFY
ECR Europe 
Category Management 
& 
Shopper Marketing 
Benchmark Survey 
Online Survey of ECR Members in 14 countries 
Sep...
Survey Objective 
To bbeenncchhmmaarrkk tthhee rraattee ooff aaddooppttiioonn,, uussee ooff 
aanndd ttrreennddss iinn CCaa...
n= 
164 
14 countries participated. 
• Austria 4% 
• Baltics 3% 
• Belgium 2% 
• Cyprus 4% 
• Czech/Slovak 1% 
• France 15...
n= 
164 
Good mix of Company Types, Turnover 
and Management Level participated. 
n= 
164 
% % % 
Ireland: 
n = 24
n= 
164 
The Results
n= 
164 
Shopper Marketing is less resourced 
than Category Management 
How many Full 
Time Equivalents? 
% 
29
n= 
164 
Category Management role still mostly 
traditional functions of space 
planning, planograms and research. 
What f...
n= 
164 
Category Management is rated to be 
more mature in organisations than 
Shopper Marketing 
Rate the maturity 
of C...
n= 
164 
Analysis & Evaluation is the biggest 
training gap 
Does your 
company have 
need for training?
n= 
164 
No Big Problems! 
But Problems in Shopper Marketing are 
biggest. 
Not a Rate your Problem Big Problem 
Company o...
n= 
164 
More problems in Shopper Marketing in 
Ireland also. Number of Staff however 
biggest problem with Implementation...
n= 
164 
Category Management gets measured 
more. 
Which of the 
following does your 
company use to 
evaluate? 
% 
Only 3...
n= 
164 
Category Management also gets measured 
more than Shopper Marketing in Ireland 
but most criteria measured less t...
n= 
164 
Success of Projects rated average 
- regardless of size of company or if 
retailer/manufacturer. 
Below Expectati...
n= 
164 
We’re not yet geared up 
for the growth in Online… 
• 1 in 5 Category Managers 
conduct Online Shelf Management. ...
n= 
164 
A degree of optimism that things are 
improving… and both Manufacturers and 
Retailers agree. 
Strongly Disagree ...
n= 
164 
Irish less optimistic than Europe 
- and Manufacturers and Retailers* differ 
Strongly Disagree Strongly Agree 
I...
n= 
164 
Mostly, Irish findings same as Europe 
though numbers differ. 
Vs 
• We’re less optimistic that things are improv...
n= 
164 
Number of Staff biggest problem now in 
Ireland, ahead of Retailer Implementation 
Ireland 
2012 
Ireland 
2013 
...
n= 
164 
Category 
Management & 
Shopper Marketing 
Benchmark Survey 
2014 
Only 1 in 5 
Category 
Managers conduct 
Onlin...
n= 
164 
And Finally… 
Aitäh 
Cпасибо 
Danke 
Děkuji 
Dziękujemy 
Ευχαριστούμε 
Go raibh máith agat 
Grazie 
Merci 
Multum...
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Ken Hughes and morning presentations at ECR Ireland Category Management Shopper Marketing Conference 2014

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Influence the Shopper - Online and In-store / ECR Ireland Category Management Shopper Marketing Conference 2014

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Ken Hughes and morning presentations at ECR Ireland Category Management Shopper Marketing Conference 2014

  1. 1. @ GlacierIE #shopperdna KEN HUGHES
  2. 2. KEN HUGHES @ GlacierIE #shopperdna KEN HUGHES
  3. 3. THE NEW CONSUMER DNA: THE DIGITAL NATIVE ADVANCE @ GlacierIE #shopperdna KEN HUGHES
  4. 4. THE BUILDING BLOCKS OF WHO WE ARE @ GlacierIE #shopperdna KEN HUGHES
  5. 5. THE BUILDING BLOCKS OF WHO WE ARE BECOMING AS CONSUMERS AND SHOPPERS @ GlacierIE #shopperdna KEN HUGHES
  6. 6. @ GlacierIE #shopperdna KEN HUGHES
  7. 7. DIGITAL IS WHO WE ARE … … NOT HOW WE SHOP @ GlacierIE #shopperdna KEN HUGHES
  8. 8. @ GlacierIE #shopperdna KEN HUGHES
  9. 9. @ GlacierIE #shopperdna KEN HUGHES
  10. 10. @ GlacierIE #shopperdna KEN HUGHES
  11. 11. HYPER-CONNECTIVITY SHARING EXPERIENTIALISM THE NEW CONSUMER DNA A ONE WORLD REALITY SELF-CENTRICITY PERSONALISATION @ GlacierIE #shopperdna KEN HUGHES
  12. 12. DNA igital ative dvance @ GlacierIE #shopperdna KEN HUGHES
  13. 13. DIGITAL NATIVE DIGITAL IMMIGRANT @ GlacierIE #shopperdna KEN HUGHES
  14. 14. @ GlacierIE #shopperdna KEN HUGHES
  15. 15. DIGITAL NATIVE DIGITAL IMMIGRANT @ GlacierIE #shopperdna KEN HUGHES
  16. 16. @ GlacierIE #shopperdna KEN HUGHES
  17. 17. @ GlacierIE #shopperdna KEN HUGHES
  18. 18. @ GlacierIE #shopperdna KEN HUGHES
  19. 19. @ GlacierIE #shopperdna KEN HUGHES
  20. 20. @ GlacierIE #shopperdna KEN HUGHES
  21. 21. LIFE B.G. BEFORE AFTER A.G. LIFE @ GlacierIE #shopperdna KEN HUGHES
  22. 22. Born fter oogle AA.GG. FIRST BORN @ GlacierIE #shopperdna KEN HUGHES
  23. 23. @ GlacierIE #shopperdna KEN HUGHES
  24. 24. @ GlacierIE #shopperdna KEN HUGHES
  25. 25. @ GlacierIE #shopperdna KEN HUGHES
  26. 26. @ GlacierIE #shopperdna KEN HUGHES
  27. 27. @ GlacierIE #shopperdna KEN HUGHES
  28. 28. @ GlacierIE #shopperdna KEN HUGHES
  29. 29. DIGITAL NATIVE DIGITAL IMMIGRANT @ GlacierIE #shopperdna KEN HUGHES
  30. 30. WHAT ARE WE SELLING? @ GlacierIE #shopperdna KEN HUGHES
  31. 31. WHAT ARE WE SELLING? @ GlacierIE #shopperdna KEN HUGHES
  32. 32. WHAT ARE WE SELLING? @ GlacierIE #shopperdna KEN HUGHES
  33. 33. WHAT ARE WE SELLING? @ GlacierIE #shopperdna KEN HUGHES
  34. 34. WHAT ARE WE SELLING? @ GlacierIE #shopperdna KEN HUGHES
  35. 35. WHAT ARE WE SELLING? @ GlacierIE #shopperdna KEN HUGHES
  36. 36. WHAT ARE WE SELLING? @ GlacierIE #shopperdna KEN HUGHES
  37. 37. @ GlacierIE #shopperdna KEN HUGHES
  38. 38. @ GlacierIE #shopperdna KEN HUGHES
  39. 39. @ GlacierIE #shopperdna KEN HUGHES
  40. 40. @ GlacierIE #shopperdna KEN HUGHES
  41. 41. @ GlacierIE #shopperdna KEN HUGHES
  42. 42. @ GlacierIE #shopperdna KEN HUGHES
  43. 43. @ GlacierIE #shopperdna KEN HUGHES
  44. 44. @ GlacierIE #shopperdna KEN HUGHES
  45. 45. PATH TO PURCHASE @ GlacierIE #shopperdna KEN HUGHES
  46. 46. @ GlacierIE #shopperdna KEN HUGHES
  47. 47. PERMANENT ABSOLUTE TRUSTED @ GlacierIE #shopperdna KEN HUGHES
  48. 48. @ GlacierIE #shopperdna KEN HUGHES
  49. 49. + ≠ BRAND CONNECTIVITY @ GlacierIE #shopperdna KEN HUGHES
  50. 50. + ≠ BRAND CONNECTIVITY @ GlacierIE #shopperdna KEN HUGHES
  51. 51. @ GlacierIE #shopperdna KEN HUGHES
  52. 52. @ GlacierIE #shopperdna KEN HUGHES
  53. 53. @ GlacierIE #shopperdna KEN HUGHES
  54. 54. @ GlacierIE #shopperdna KEN HUGHES
  55. 55. @ GlacierIE #shopperdna KEN HUGHES
  56. 56. WHAT ARE WE SELLING? @ GlacierIE #shopperdna KEN HUGHES
  57. 57. BRAND AS AN ‘EXPERIENCE CONDUIT’ HOW DO WE USE OUR BRANDS TO DELIVER THE KIND OF LIFE EXPERIENCES THIS GENERATION EXPECT? EXPERIENTIAL VALUE @ GlacierIE #shopperdna KEN HUGHES
  58. 58. @ GlacierIE #shopperdna KEN HUGHES
  59. 59. @ GlacierIE #shopperdna KEN HUGHES
  60. 60. @ GlacierIE #shopperdna KEN HUGHES
  61. 61. @ GlacierIE #shopperdna KEN HUGHES
  62. 62. @ GlacierIE #shopperdna KEN HUGHES
  63. 63. @ GlacierIE #shopperdna KEN HUGHES
  64. 64. @ GlacierIE #shopperdna KEN HUGHES
  65. 65. @ GlacierIE #shopperdna KEN HUGHES
  66. 66. @ GlacierIE #shopperdna KEN HUGHES
  67. 67. @ GlacierIE #shopperdna KEN HUGHES
  68. 68. @ GlacierIE #shopperdna KEN HUGHES
  69. 69. @ GlacierIE #shopperdna KEN HUGHES
  70. 70. @ GlacierIE #shopperdna KEN HUGHES
  71. 71. @ GlacierIE #shopperdna KEN HUGHES
  72. 72. @ GlacierIE #shopperdna KEN HUGHES
  73. 73. @ GlacierIE #shopperdna KEN HUGHES
  74. 74. @ GlacierIE #shopperdna KEN HUGHES
  75. 75. @ GlacierIE #shopperdna KEN HUGHES
  76. 76. @ GlacierIE #shopperdna KEN HUGHES
  77. 77. @ GlacierIE #shopperdna KEN HUGHES
  78. 78. @ GlacierIE #shopperdna KEN HUGHES
  79. 79. @ GlacierIE #shopperdna KEN HUGHES
  80. 80. @ GlacierIE #shopperdna KEN HUGHES
  81. 81. @ GlacierIE #shopperdna KEN HUGHES
  82. 82. @ GlacierIE #shopperdna KEN HUGHES
  83. 83. @ GlacierIE #shopperdna KEN HUGHES
  84. 84. @ GlacierIE #shopperdna KEN HUGHES
  85. 85. @ GlacierIE #shopperdna KEN HUGHES
  86. 86. @ GlacierIE #shopperdna KEN HUGHES
  87. 87. IF OMNI-CHANNEL IS A DISTRIBUTION STRATEGY IN YOUR BUSINESS, YOU ARE ALREADY BEHIND… @ GlacierIE #shopperdna KEN HUGHES
  88. 88. @ GlacierIE #shopperdna KEN HUGHES
  89. 89. @GlacierIE ken.hughes@glacier.ie @ GlacierIE #shopperdna KEN HUGHES
  90. 90. DAVID BERRY
  91. 91. © KKaannttaarr WWoorrllddppaanneell SHOPPING MISSIONS BECAUSE NOT ALL TRIPS ARE EQUAL
  92. 92. © KKaannttaarr WWoorrllddppaanneell
  93. 93. © Kantar Worldpanel AGENDA Big Trends Branded Growth Shopper Missions >
  94. 94. Change No change © Kantar Worldpanel Over the last 5 years The average number of trips per household 242 (+7 trips) The average spend per trip for groceries €22 The average packs purchased per trip 13 Promotional support Extra 1.5% of grocery on deal
  95. 95. © Kantar Worldpanel
  96. 96. © Kantar Worldpanel Spending €104 per week 1.6m Shoppers On 58 items Across 4.7 trips In 2 different stores *CSO Ireland **ESRI Sep 2014 405m occasions to target
  97. 97. To understand the drivers of brand growth © Kantar Worldpanel 25+ countries, 79 categories, 15K+ brands, all channels, 3 to 12 year trends, ongoing project
  98. 98. Likelihood of brand share ranking change © Kantar Worldpanel > = < 28% 44% 28%
  99. 99. © Kantar Worldpanel How do brands really grow? INCREASING MENTAL & PHYSICAL AVAILABILITY REACHING AS MANY PEOPLE AS POSSIBLE: MORE BUYERS
  100. 100. © Kantar Worldpanel Bg20| Winners and Losers Share winners Share losers Based on absolute change for 6099 top 10 category brands in 79 categories across Europe 2012 versus 2008 ©Europanel
  101. 101. © Kantar Worldpanel 27,617 grocery products available On average households purchased 75
  102. 102. © Kantar Worldpanel Any market growth is coming through For Tonight or Specific Journey missions For Tonight Specific Journey Main Shop Replenishment % Sales Contribution % Change In Sales
  103. 103. © KKaannttaarr WWoorrllddppaanneell Shoppers switch their spend from one mission to another Discounter Main Shop Discounter Replenish Supermarket Specific Journey Supermarket Replenish Supermarket Main Shop
  104. 104. ROI TakeHome Grocery, 52w to 14th Sept 2014 © Kantar Worldpanel 104 23 trips per year €79 per trip €1.76 per pack 22 markets per trip Frozen Food Soft Drinks & Cupboard Fill Household Bakery Alcohol Healthcare Thursday / Friday / Saturday Core Family Groups
  105. 105. ROI TakeHome Grocery, 52w to 14th Sept 2014 © Kantar Worldpanel 105 37 trips per year €14 per trip €2.10 per pack 4 markets per trip Fresh Protein Chilled Convenience Bakery Household Soft Drinks & Savoury Snacks Healthcare & Toiletries Tuesday / Wednesday Larger, mature households or Pre Families
  106. 106. © Kantar Worldpanel Solutions for tonight
  107. 107. ROI TakeHome Grocery, 52w to 14th Sept 2014 © Kantar Worldpanel 107 132 trips per year €18 per trip €1.59 per pack 6 markets per trip Dairy Bakery Biscuits Fresh Protein Alcohol Chilled Convenience Monday / Tuesday Older Shoppers – Retired or Empty Nesters
  108. 108. © Kantar Worldpanel Solutions for tomorrow
  109. 109. ROI TakeHome Grocery, 52w to 14th Sept 2014 © Kantar Worldpanel 109 58 trips per year €18 per trip €2.23 per pack 4 markets per trip Alcohol Toiletries Confectionery & Snacks Biscuits Dairy Chilled Convenience Sunday / Monday / Saturday Younger groups – Pre Family or Young Family
  110. 110. © KKaannttaarr WWoorrllddppaanneell Sainsbury’s helping Specific Journeys
  111. 111. Aldi & Lidl maintain pressure Opportunity if our brands relevant © Kantar Worldpanel Insight Implication Importance of Shopper & Occasion Plans need to target who & how Growth of specific journey trips Right pack in the right place with right support Emergence of for tonight trips Link into relevant main meals
  112. 112. NUALA O’DUFFY
  113. 113. ECR Europe Category Management & Shopper Marketing Benchmark Survey Online Survey of ECR Members in 14 countries September 2014
  114. 114. Survey Objective To bbeenncchhmmaarrkk tthhee rraattee ooff aaddooppttiioonn,, uussee ooff aanndd ttrreennddss iinn CCaatteeggoorryy MMaannaaggeemmeenntt aanndd SShhooppppeerr MMaarrkkeettiinngg aaccrroossss EEuurrooppee aannnnuuaallllyy..
  115. 115. n= 164 14 countries participated. • Austria 4% • Baltics 3% • Belgium 2% • Cyprus 4% • Czech/Slovak 1% • France 15% • Greece 11% • Ireland 15% • Italy 6% • Poland 4% • Romania 12% • Russia 16% • Switzerland 5% • UK 1%
  116. 116. n= 164 Good mix of Company Types, Turnover and Management Level participated. n= 164 % % % Ireland: n = 24
  117. 117. n= 164 The Results
  118. 118. n= 164 Shopper Marketing is less resourced than Category Management How many Full Time Equivalents? % 29
  119. 119. n= 164 Category Management role still mostly traditional functions of space planning, planograms and research. What functions does Category Management conduct? 21% of Manufacturers, 31% of Retailers not doing Space & Range planning. % 92 92 63 75 63 33 46 38 12 46 42 8 25
  120. 120. n= 164 Category Management is rated to be more mature in organisations than Shopper Marketing Rate the maturity of CM / SM in your organisation? CM 7 32 18 10 33 40 41 SM 16 Shopper Marketin g Category Manageme nt %
  121. 121. n= 164 Analysis & Evaluation is the biggest training gap Does your company have need for training?
  122. 122. n= 164 No Big Problems! But Problems in Shopper Marketing are biggest. Not a Rate your Problem Big Problem Company on Scale 1-7 “Skills gap in Leading & Driving” integration “International , not local”
  123. 123. n= 164 More problems in Shopper Marketing in Ireland also. Number of Staff however biggest problem with Implementation 2nd. Rate your Ireland Not a Problem Big Problem Company on Scale 1-7
  124. 124. n= 164 Category Management gets measured more. Which of the following does your company use to evaluate? % Only 30% CM projects measure Ease of Shop / Shopper Satisfaction and 31% of SM projects do.
  125. 125. n= 164 Category Management also gets measured more than Shopper Marketing in Ireland but most criteria measured less than Europe. Which of the following does your company use to evaluate? Ireland Lower than Europe Only 25% CM projects measure Ease of Shop / Shopper Satisfaction and 22% of SM projects do.
  126. 126. n= 164 Success of Projects rated average - regardless of size of company or if retailer/manufacturer. Below Expectations Overall, how Above Expectations would you rate your success?
  127. 127. n= 164 We’re not yet geared up for the growth in Online… • 1 in 5 Category Managers conduct Online Shelf Management. • 19.3% of Manufacturers • 22.2% of Retailers • Below average scores : Strongly Disagree Strongly Agree Kantar predicts global FMCG Online will be 5.2% of sales by 2016 from 3.7% currently Kantar press release 2.3 3.0 2.6 June 2014 Ireland 1 in 4
  128. 128. n= 164 A degree of optimism that things are improving… and both Manufacturers and Retailers agree. Strongly Disagree Strongly Agree
  129. 129. n= 164 Irish less optimistic than Europe - and Manufacturers and Retailers* differ Strongly Disagree Strongly Agree Ireland *Low Base Retailers
  130. 130. n= 164 Mostly, Irish findings same as Europe though numbers differ. Vs • We’re less optimistic that things are improving. • We’re lower resourced in both SM and CM - hence it is a bigger problem than Retailer Implementation which is top European problem. (no 2 in Ireland) • Irish Category Managers do less Macro space planning, Promotion planning, Forecasting. • We’re more confident about out project success.
  131. 131. n= 164 Number of Staff biggest problem now in Ireland, ahead of Retailer Implementation Ireland 2012 Ireland 2013 Ireland 2014 Europe 2014 Category Management: FTE’s 0 - 2 - 43% 79% 47% Biggest Problem Retailer Imp. Retailer Imp. Number of Staff (R. Imp. #2) Retailer Implementation Optimised 27% 19% 8% 10% Shopper Marketing: FTE’s 0 - 2 - 62% 79% 55% % not doing 16% 16% 21% 15% Biggest Problem Retailer Imp. Retailer Imp. Number of Staff (R. Imp. #2) Retailer Implementation Optimised - - 8% 7%
  132. 132. n= 164 Category Management & Shopper Marketing Benchmark Survey 2014 Only 1 in 5 Category Managers conduct Online Shelf Management. 70% of CM and SM Projects don’t measure Customer Satisfaction/ Ease of Shop. 7% of FMCG companies don’t have a Full Time Equivalent in CM and 15% don’t have a SM FTE. Only 10% say CM is optimised in their Company and 7% say SM is. Success of CM/SM projects rated average – regardless of size of company or if retailer/ manufacturer.
  133. 133. n= 164 And Finally… Aitäh Cпасибо Danke Děkuji Dziękujemy Ευχαριστούμε Go raibh máith agat Grazie Merci Multumesc Paldies Teşekkür ederim Thank You A big Thank You to all those who completed this survey for ECR Europe. We hope you’ll agree it provides useful insights on Category Management and Shopper Marketing in Europe and it is of benefit to you and your Company. We plan to do this survey annually to monitor trends.

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