Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Shopper marketing at Colruyt

        Vlerick marketing showers

            28/6/2011
Colruyt Group




    Together, we create sustainable added value
    through value driven craftsmanship in retail
2
Colruyt
                    18.000 m³ goods
                        every day               14.700 employees




    222 s...
Our strategy…


    On top of our lowest price guarantee for each product at every moment, we
    want to inform our custo...
Shopper marketing at Colruyt :
           insight driven




5
Shopper data



             From Figures to Insights, to actions…



      Sales                          Nielsen
       ...
Shoppermarketing at Colruyt = more than marketing at the
                 point of purchase…


    Assortment             ...
Assortment choices




                         Exclusif buyers ?
                          Brandlovers ?
                ...
New assortment : does it attract extra buyers ?




9
Price-elasticity




10
Placements : balance between ‘hot’ and ‘cold’ spots




                            Hot


                            Hot
...
In-store, yes
     But according to
      DNA Colruyt




12
Promotions ?
     Categorie uplift or only substitions ?

                            pasen




13
14
       promoties

      degustaties




     Selectie voor u

     Laagste prijzen


     dienstbaarheid
Shoppermarketeers …

     1.   Empathy – Knowledge in strategy of the retailer
             DNA of Colruyt


     2.   Obj...
Shoppermarketing at Colruyt

     •   Knowledge
     •   Large scope
     •   Impact
     •   Fascinating




16
We’re looking for new colleagues
       Karel.dewilde@colruyt.be




17
Upcoming SlideShare
Loading in …5
×
Upcoming SlideShare
Luc Desmedt at the Marketing Shower
Next
Download to read offline and view in fullscreen.

0

Share

Ann Guillemyn at the Marketing Shower

Download to read offline

  • Be the first to like this

Ann Guillemyn at the Marketing Shower

  1. 1. Shopper marketing at Colruyt Vlerick marketing showers 28/6/2011
  2. 2. Colruyt Group Together, we create sustainable added value through value driven craftsmanship in retail 2
  3. 3. Colruyt 18.000 m³ goods every day 14.700 employees 222 shops 250.000 tickets Every day 3 million extra 56 million leaflets cards each year 3
  4. 4. Our strategy… On top of our lowest price guarantee for each product at every moment, we want to inform our customers in a certain way: – Efficient: • Inform our customers well, inform the right customer • Making sure they obtain a maximal benefit – Sustainable: • We only send leaflets to customers who choose to receive them (opt-in) – Servicable: • Helping our customer choose • Helping them gain time = DNA COLRUYT 4
  5. 5. Shopper marketing at Colruyt : insight driven 5
  6. 6. Shopper data From Figures to Insights, to actions… Sales Nielsen Market Extra data Gfk Suppliers research … 6
  7. 7. Shoppermarketing at Colruyt = more than marketing at the point of purchase… Assortment Pricing Activation Channel 7
  8. 8. Assortment choices Exclusif buyers ? Brandlovers ? Switchers ? 8
  9. 9. New assortment : does it attract extra buyers ? 9
  10. 10. Price-elasticity 10
  11. 11. Placements : balance between ‘hot’ and ‘cold’ spots Hot Hot Hot Hot Hot 11
  12. 12. In-store, yes But according to DNA Colruyt 12
  13. 13. Promotions ? Categorie uplift or only substitions ? pasen 13
  14. 14. 14 promoties degustaties Selectie voor u Laagste prijzen dienstbaarheid
  15. 15. Shoppermarketeers … 1. Empathy – Knowledge in strategy of the retailer DNA of Colruyt 2. Objectif & consistent Stick to your story ! You win some & you lose some 3. Dataknowledge Retailer is in the drivers seat, but wants a co-pilote Category Management is more than shelvingprojects… 15
  16. 16. Shoppermarketing at Colruyt • Knowledge • Large scope • Impact • Fascinating 16
  17. 17. We’re looking for new colleagues Karel.dewilde@colruyt.be 17

Views

Total views

2,724

On Slideshare

0

From embeds

0

Number of embeds

1,638

Actions

Downloads

9

Shares

0

Comments

0

Likes

0

×