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XU MKTG 640: Consumer-Centric Category Management

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The Use of Digital Media to engage shoppers and grow categories presented by Russ Shirley and Ike Brunner.

Contact information:
Russ Shirley
russ.shirley@patronsvoice.com
https://twitter.com/russ_shirley

Ike Brunner
Ike.brunner@patronsvoice.com

Learn more about Russ and Ike here: http://digitaldonewright.com/about/

Published in: Education, Business, Technology
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XU MKTG 640: Consumer-Centric Category Management

  1. 1. MKTG 640: Consumer-Centric Category Management ! Russ Shirley & Ike Brunner, Ph.D.
  2. 2. About us
  3. 3. Behold the digital marketing contradiction and conundrum SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  4. 4. “Which one area do you think will be the most important to marketers in the next 3 years?” SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  5. 5. “How well equipped do you feel to execute the following?” SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  6. 6. 34% of all marketers state companies will succeed without a digital marketing approach? SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  7. 7. What is the most important concern or issue for marketers today? SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  8. 8. What is the most important concern or issue for marketers today? SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
  9. 9. Discussion: Social media in consumers’ path to purchase Tell us about your social media use Have you ever used a QR code?
  10. 10. Tesco Homeplus Virtual Subway Store in South Korea SOURCE: http://www.youtube.com/watch?v=nJVoYsBym88 SOURCE: http://www.telegraph.co.uk/technology/mobile-phones/8601147/Tesco-builds-virtual-shops-for-Korean-commuters.html
  11. 11. Discussion: Social media in consumers’ path to purchase Consumer insights from popular social media sites (Facebook, Twitter, Google+, Pinterest)
  12. 12. Discussion: Social media in consumers’ path to purchase Shopping apps (Shopkick, Checkpoints, Ibotta, Grocery iQ, Target)
  13. 13. Discussion: Social media in consumers’ path to purchase New digital shopping tools (Flipboard Catalogs or Pinterest rich pins) ! • Crowdsourcing (https://getontheshelf.walmart.com/about)
  14. 14. Consumer insights from popular social media sites (Facebook, Twitter, Google+, Pinterest) SOURCE: http://www.youtube.com/watch?v=EGjNm8ILoUU SOURCE: http://www.cspnet.com/industry-news-analysis/marketing-strategies/articles/associated-wholesale-grocers-launches-social
  15. 15. Group Activity: Review  local  health-­‐focused  grocery  chain  websites  &  social  media  for  consumer  insights • Whole  Foods  Cincinna0   • EarthFare  Dayton   • Jungle  Jim’s Objec<ves  to  be  presented  to  class:   • Review  for  consumer/brand  engagement   • Iden0fy  consumer  insights  to  be  gained  from  these  channels   • Determine  how  insights  can  be  used  by  category  managers
  16. 16. Group Activity: Review  three  examples  of  mobile  shopping  apps   • Shopkick   • IboGa   • Grocery  iQ Objec<ves  to  be  presented  to  class:   • Summary  of  app’s  u0lity/func0onality   • How  brands  can  use  for  consumer  insights   • Ways  these  insights  can  feed  category  strategies  &  tac0cs
  17. 17. Shopkick’s iBeacon’s trial at Macy’s SOURCE: http://www.youtube.com/watch?v=c3h0eKGfUfI SOURCE: http://techcrunch.com/2013/11/20/shopkick-rolls-out-ibeacon-enabled-shopping-alerts-with-shopbeacon-with-macys-as-its-first-trialist/
  18. 18. Addi0onal  content  around  category  management  and  social  media: •ConvenienceStoreNews’s  ar0cle  on  how  to  leverage  social  media  for  compe00ve  edge:   hGp://www.csnews.com/ar0cle-­‐ using_social_media_for_a_compe00ve_edge-­‐6343.html   •Chicago  Tribune’s  ar0cle  on  new  technologies  being  used  in  the  retail  shopping  space:   hGp://www.chicagotribune.com/business/sns-­‐rt-­‐us-­‐retail-­‐ tracking-­‐20131114,0,279562,full.story   •Supply  Chain  Na0ons’s  ar0cle  on  the  impact  of  social  media  on  supply  chain   management:  hGp://blog.jda.com/the-­‐impact-­‐of-­‐social-­‐media-­‐on-­‐the-­‐supply-­‐chain-­‐is-­‐ there-­‐one/   •Case  study  of  how  Hunt  Brothers  Pizza  uses  social  media  for  consumer  insights  and   category  management:  hGp://www.cspnet.com/category-­‐management-­‐news-­‐data/ foodservice-­‐news-­‐data/ar0cles/hunt-­‐brothers-­‐leverages-­‐social-­‐media,  hGps:// www.facebook.com/HuntBrothersPizza

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