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© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
How to increase category
traffic using more
than just mere price
reduction
fo...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
Petcare at a glance
Big category with high potential for future growth
Source...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
Petcare is highly emotional
3
18% say,
that pets
are closer,
than friends
70%...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
We are facing a new shopping reality
4

Shopper reallocates budget among
cat...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
Too rational shopping behavior is harmful
both for retailer and supplier
5
Ra...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
Emotional component becomes critical
6
Educate
me!
Let me
help
others
Enterta...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
Balanced activation includes 3 main
components
7
Valuable
rational mechanics
...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL8
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
Valuable mechanics attract rational shoppers
9
Scratch cards: guaranteed priz...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
Emotional engagement gives shoppers more
than just shopping
Children art zone...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
Striking communication catches shoppers
on their way
11
OUT OF STORE – digita...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
Case study:
complex Petcare activation at OZON.RU
12
AdoptionDonation
Main
id...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
We enabled various components of shopper
journey to attract traffic to the ca...
© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL
Key achievements (4th -10th of October):
14
14500
tns of donated
pet food
137...
Thank you!
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4.4. Mars pet care ecr_2017

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Increasing category traffic

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4.4. Mars pet care ecr_2017

  1. 1. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL How to increase category traffic using more than just mere price reduction for ECR RUSSIA, 8th FEBRUARY, 2017
  2. 2. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL Petcare at a glance Big category with high potential for future growth Source of information: Nielsen Retail Audit, GFK HH panel It’s BIG RUB 165 bln. the size is comparable with Baby food, Water, Oil, Detergents It’s GROWING CAGR 2009-2016=15% Petcare is a part of core basket In each 2nd basket of a hypermarkets’ shopper and each 5th of a shopper in convenience. Petcare shoppers visit stores 25% more frequently and their FMCG spends are 17% higher. In Russia there are 47 mln. Pets, which is twice as much as the number of children under the age of 14 Consumption’s potential is huge Manufactured pet food occupies 50% of cats’ nutrition need , and only 10% of dogs’ one Petcare shopper is valuable for retailers
  3. 3. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL Petcare is highly emotional 3 18% say, that pets are closer, than friends 70% believe that pet is a family member 1 of 12 respondents celebrate birthday of their pet 72% of pet owners refer to themselves as «parents» in relation to pet 40% of families take their dog on vacation
  4. 4. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL We are facing a new shopping reality 4  Shopper reallocates budget among categories    Makes shopping more often while looking for valuable proposals Less stocking Less impulse and indulgence
  5. 5. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL Too rational shopping behavior is harmful both for retailer and supplier 5 Rationalization Less impulse purchases TPR becomes key factor for purchase/ choice of retailer’s shop Purchase delay or refusal Price wars Margin decrease Consumption freeze/decline Less tickets TPR=Temporary Price Reduction
  6. 6. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL Emotional component becomes critical 6 Educate me! Let me help others Entertain me! Inspire me!
  7. 7. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL Balanced activation includes 3 main components 7 Valuable rational mechanics Shopper’s emotional engagement Striking in-store communication
  8. 8. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL8
  9. 9. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL Valuable mechanics attract rational shoppers 9 Scratch cards: guaranteed prizes Return vouchers Cash back via SMS
  10. 10. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL Emotional engagement gives shoppers more than just shopping Children art zones Interactive displays On-line games In-store games Charity boxes
  11. 11. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL Striking communication catches shoppers on their way 11 OUT OF STORE – digital hub IN STORE
  12. 12. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL Case study: complex Petcare activation at OZON.RU 12 AdoptionDonation Main idea Test & Learn +
  13. 13. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL We enabled various components of shopper journey to attract traffic to the category LANDING PAGE E-MAILING BANNERS SOCIAL NETWORKS PRODUCT CARDS
  14. 14. © COPYRIGHT MARS INCORPORATED | CONFIDENTIAL Key achievements (4th -10th of October): 14 14500 tns of donated pet food 137 ths product cards’ uploads 65% of traffic from e-mail, hub-site, search 8 ths unique users saw Cat Leva 24 ths landing page views 490 ths unique users saw info on donation 10% earnings per customer growth
  15. 15. Thank you!

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