Creating value in-storewhy and how<br />Ppt by Asha Krishnan <br />IInd year MBA<br />Pondicherry University<br />
# Retail shelf will be the forward position in<br />the battle for consumer spending.<br /> #   Many brand owners have mis...
# When consumers feel pain in the pocketbook,<br />    they react differently inside the store.<br />Unfortunately, it is ...
Procter and Gamble, consistently utilizes shopper insights to create store solutions that successfully grow the objectives...
Understand differences between <br />consumers and shoppers<br />Then What’s the goal?<br />Leveraging on shopper insights...
<ul><li>same people, operating  in 2 different environments
subject to different environmental influences
Possessing different needs.</li></ul>Shoppers<br />shoppers<br />shopping behaviour, habits, and practices segment them<br...
3 must-knows for the brand <br />Leg 1<br />dynamics of the shopping environment   <br />what motivates and influences the...
LEG 1<br />Understanding  dynamics of the shopping environment<br />
#Merchandising logic in the form of category principles (e.g. vertical versus horizontal shelf arrangements by brand, scen...
Contd..<br /># Total store planning and  flow<br /># Packaging<br /># Multi-level communication<br /># Emotive and interac...
Understanding what motivates and influences the shopper<br />
#What drives the shopper to go to a store, and on what kinds of trips to the store is the brand likely to be purchased?<br...
#What are the current purchase drivers and barriers in-store?<br />#What information do shoppers seek in the store, specif...
#How do shoppers select and de-select options and what are the decision hierarchies?<br />#How do shoppers want to interac...
#How do shoppers orient themselves in the<br />     category? In the store?<br />
2nd Leg to unlocking in store value<br />Incorporating strategic objectives of the brand<br />besides understanding shoppe...
Promoting trial<br />Facilitating greater purchase frequency<br />Encouraging trade up<br />Adding or increasing margin va...
Summary<br /> Brands must get to know shoppers, not just consumers.<br />The store environment is a brand opportunity, not...
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brand managent-creating in store value

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how to profit frm undstng diff btwn shoppers n consumers- creating in-store brand value

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brand managent-creating in store value

  1. 1. Creating value in-storewhy and how<br />Ppt by Asha Krishnan <br />IInd year MBA<br />Pondicherry University<br />
  2. 2. # Retail shelf will be the forward position in<br />the battle for consumer spending.<br /> # Many brand owners have mistakenly treated the in-store experience as yet another operational function.<br /> And…<br />Whyit matters?<br />
  3. 3. # When consumers feel pain in the pocketbook,<br /> they react differently inside the store.<br />Unfortunately, it is this in-store decision<br /> moment that is chronically misunderstood<br /> and under-resourced.<br /># 70 percent or more of purchase<br /> decisions are made in-store<br />
  4. 4. Procter and Gamble, consistently utilizes shopper insights to create store solutions that successfully grow the objectives of their brands <br />
  5. 5. Understand differences between <br />consumers and shoppers<br />Then What’s the goal?<br />Leveraging on shopper insights<br />1<br />Optimization of Brand Value<br />
  6. 6. <ul><li>same people, operating in 2 different environments
  7. 7. subject to different environmental influences
  8. 8. Possessing different needs.</li></ul>Shoppers<br />shoppers<br />shopping behaviour, habits, and practices segment them<br />location, demographics, habits and practices their life often segment them<br />vs.<br />consumers<br />CONSUMERS<br />
  9. 9. 3 must-knows for the brand <br />Leg 1<br />dynamics of the shopping environment <br />what motivates and influences the shopper<br /> Leg 2<br />iii. Incorporating strategic objectives of the brand<br />
  10. 10. LEG 1<br />Understanding dynamics of the shopping environment<br />
  11. 11. #Merchandising logic in the form of category principles (e.g. vertical versus horizontal shelf arrangements by brand, scent, size, etc)<br />#Planned adjacencies and store layout both within and across the categories<br />#Category and brand sign-posting and way finding<br />
  12. 12. Contd..<br /># Total store planning and flow<br /># Packaging<br /># Multi-level communication<br /># Emotive and interactive communication- imagery, technology, or out-of-box displays<br />
  13. 13. Understanding what motivates and influences the shopper<br />
  14. 14. #What drives the shopper to go to a store, and on what kinds of trips to the store is the brand likely to be purchased?<br />#Is the category usually a destination, planned, unplanned, or impulse purchase and what drives that role?<br />
  15. 15. #What are the current purchase drivers and barriers in-store?<br />#What information do shoppers seek in the store, specifically?<br />
  16. 16. #How do shoppers select and de-select options and what are the decision hierarchies?<br />#How do shoppers want to interact with products? What interaction do they need?<br />
  17. 17. #How do shoppers orient themselves in the<br /> category? In the store?<br />
  18. 18. 2nd Leg to unlocking in store value<br />Incorporating strategic objectives of the brand<br />besides understanding shoppers, brands must also be clear about what they want to achieve with shoppers<br />
  19. 19. Promoting trial<br />Facilitating greater purchase frequency<br />Encouraging trade up<br />Adding or increasing margin variants<br />Motivating multi-product routines<br />Strategies for the brand<br />
  20. 20. Summary<br /> Brands must get to know shoppers, not just consumers.<br />The store environment is a brand opportunity, not just a point of tactical operations.<br />As the competition for share and loyalty continues to get more intense, brands that manage the shopper aspect of their brand differentiate and create meaningful value as a brand and retailer partner.<br />
  21. 21. References<br />Article<br />Understanding and Profiting from the Differences Between<br />Shoppers and Consumers - Kelly Crouch and Emily Grant<br />www.iStockphoto.com<br />
  22. 22. Leave your comments and criticisms below without fail<br />Thank you<br />

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