Discussion guide for the 2-17-2011 RetailNet Group shopper marketing breakout session

2. 1. Where are your shoppers shopping?
– Shi3s
– Alterna7ves
2. What is their decision process?
– Shi3s
– Alterna7ves
3. How are you organized/resourced?
4. What is disrup7ng your work?
5. How does all of the above impact how you do:
– Messaging
– Merchandising
– Ac7va7on
6. Key takeaways – where to op7mize, and where & how fast to
differen7ate?

12. CATEGORIES:
Retailer specific: amazon, Best Buy
Media partners: Elle, Mens Health
Local: Vancouver, malls
Social: facebook, myshopanion
Offers: couponsherpa
Scanners: redlaser, barcode hero
Search: shopsavvy, google shopper
Geo: aisle411, fastmall
Lists: groceryIQ
Reward: shopkick
12

13. • Channels
• Pure plays
• Mul7‐channels
• Migra7ng categories – speed
• Online
• mobile

20. • ‘demographics’‐ genera7onal, adop7on, urban
• Insights
• Shi3ing points of influence
• Media consump7on
• Impact of recommenda7ons
• Impact of loca7on
• What is impulse?
• Digitally enabled trip
• Concierge‐ing

23. fast toys electronics
RATE OF CHANGE
frozen baby
moderate
high medium/low
STORE DEPENDENT
What is the rate of change in your category? Your op7ons:
How retailer‐dependent are you? ‐ op7mize in your posi7on
‐ differen7ate in your posi7on
‐ move posi7ons

24. Our objec7ve is to:
Our role in the organiza7on is to:
We are accountable for:
Our focus is:
Our available resources are:
We are constrained by:
What we have found that works is:
What we have found that doesn’t work for us is:
The insights that we hold dear are:
The way we divine insights is:
We are experimen7ng with:
We are excited about:

27. My Company
Is Doing This:
• Integrated
• Transparent
• Social
• Personalized
• Targeted
• Local
• Contextual

29. • Products/loca7on
• Product info
• Recommenda7ons, referrals
• Tailored incen7ves
• Seek feedback
• Adver7sing (targeted)
• Currency
• ‘loyalty’ management
• Customer service
• Tracking