1. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 1
RETAIL BEST PRACTICES
[A l e x a n d r o s L . S i s k o s ]
MARCH 2, 2015

2. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 2
• At CROSSMARK, he oversees:
– Category & Shopper insights and
analytics
– Consumer & Marketing insights and
trends
– Analytics Strategy & Innovation
ALEXANDROS L. SISKOS
VP of Analytics & Insights Group
• He has 21+ yrs of experience in the designing,
building, implementing, executing, and
consulting of
- Business Intelligence and
- Category Management functions
• Across Retail, CPG and market research firms.

3. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 3
PRE-PURCHASE
PLACE OF PURCHASE
POST PURCHASE
SALES & MARKETING AGENCY
Headquartered in Plano, TX with offices throughout the U.S., Canada, Mexico, Australia, and New Zealand
Retailer
ConsumerBrand
Shopper

4. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 4
WHERE TO PLAY?
Everyday Plaza Strategies & Tactics

5. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 5
WHERE TO PLAY?
Everyday Plaza Strategies & Tactics
HOW TO WIN?
Tira a gol!

6. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 6
MEXICAN HOUSEHOLD PREFERENCES
CHANNEL GROWTH C-STORE GROWTH HOMES REACHED IN 2014

7. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 7
Convenience
Drug
Supermarkets $2MM+
Dollar Stores
Mass Merch
Supercenters
Warehouse Clubs
US RETAIL IS REDESIGNED FOR NEW TIMES
slower growth » smaller box » more consumables
U.S. Store Counts in 2014 vs Prior Year
Value & Convenience
69% + of
growth from
niche formats
Source: Nielsen TDLinx
2014

8. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 8
A QUICK SNAPSHOT
U.S. C-Store Facts & Figures
8%10%11%16%18%37%
3.5 minutes to complete a purchase
$695B in sales (2013 w/fuel $491.5b)
2.2M employees ($174.5b in US taxes)
4.0% of the $17.4 trillion U.S. GDP
Source: National Association of Convenience & Fuel Retailing

9. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 9
WHAT IS HAPPENING AROUND C-STORE
1/xth the size of the most common prototype
Source: Nielsen & Kantar Retail

10. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 10
SMALLER CONCEPTS | SMALLER MARKETS
Source: Nielsen & Kantar Retail

11. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 11
SHAKING UP THE BOX
Strategic location of promotion and pricing

12. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 12
2 m (3.2k)
4 m (6.4k)
5 m (8k)

13. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 13

14. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 14
CAN YOU GUESS THE RETAILER?

15. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 15
YOU CAN BELIEVE THIS…
First destination for shopper at c-stores
N=643,724 C-Store Patrons
12% 12%
11% 10% 10%
6%
5% 5% 5%
Fountain
Drinks
Salty
Snacks
Water
Sweet
Snacks
Candy
Sports
Drinks
Soft
Drinks
Hot
Beverages
Food
Service
Source: VideoMining Corp.

16. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 16
OR…YOU CAN BE A SHOPPING TRIP DESTINATION
CONVENIENCE TASTE/VARIETYSNACKING
INDULGENCE INGREDIENTSPREPARATION
FRESH/ORGANIC CONSUMER ELECTRONICS & SERVICESHEALTH & WELLNESS

17. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 17
OR…YOU CAN BE A SHOPPING TRIP DESTINATION
CONVENIENCE TASTE/VARIETYSNACKING
INDULGENCE INGREDIENTSPREPARATION
FRESH/ORGANIC CONSUMER ELECTRONICS & SERVICESHEALTH & WELLNESS

18. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 18
OR…YOU CAN BE A SHOPPING TRIP DESTINATION
CONVENIENCE TASTE/VARIETYSNACKING
INDULGENCE INGREDIENTSPREPARATION
FRESH/ORGANIC CONSUMER ELECTRONICS & SERVICESHEALTH & WELLNESS

19. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 19
OUR GREATEST ENEMY – OUT OF STOCKS

20. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 20
NEXT WORST ENEMY
Forgetting the basics

21. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 21
JUGADOR

22. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 22
HOW TO WIN?
Plaza-able >> Plaza-Jugador >> Plaza-GOL!
Organized
Consistent
Entertaining
Buzz-worthy
MEASURABLE
Competitive

23. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 23
DON’T MISS OUT
ON THE BASICS
Daily needs like Hot Tortillas
should be ALWAYS in-stock

24. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 24
IN-STOCK, BUT
STRATEGICALLY
PLACED
Be mindful of where the
customer expects to find it

25. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 25
USE THE RIGHT LEGO
Sell to the need, not your
perception of the need

26. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 26
EVERYTHING
COMMUNICATES
Clean, organized and in business

27. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 27
Without order Adjacencies without strategy
WATCH HER SHOP
There is a pattern in what
she does

28. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 28
“ZONES” IN STORES REMIND & DELIGHT HER

29. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 29
INVENTORY
CONTROLS
Add, delete, move the product out

30. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 30
Situation
• Mondelez needed FASTER speed to shelf
in the challenging C–store channel
Solution
• Execute “80 in 8”. 80,000 stores in 8 days!
Success
• Reached 80,102 stores in 8 days
• Gained 177,516 new points of distribution
• Nearly 50,000 displays placed; over 46,000 boxes of gum
ordered at retail and shipped into stores
“Thank you to all… neither sleet, nor rain, nor snow nor POLAR VORTEX
will keep our teams from executing with EXCELLENCE! Great job and I
look forward to seeing the final numbers!”
– Don Quigley
President, US Sales
Mondelez International
SPEED TO SHELF
Win every new item launch

31. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 31
NOT ENOUGH! LET’S DO 100,000+ STORES IN 10 DAYS

32. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 32
FRESH, CLEAN AND
ORGANIZED
Execution is paramount in fast food

33. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 33
SKY IS THE LIMIT
Buc-ee’s proved this point to large chains in the US

34. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 34
TAILOR TO THE
LOCAL DEMAND
Catering to higher
income customers

35. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 35
PROMOTION - CREATE ANOTHER SELLING OPPORTUNITY
Situation:
– Targeted retail stores around the top
200 Colleges
Solution:
– Incentivized to create the most unique
display
– 1-page sell sheet to drive incremental
sales and displays through hyper-local
programming
Successes:
– 400+ Displays Built
– 7,118 Product Packed out
– 105k Cases Sold
Chobani Back-to-School Snack Attack

36. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 36
Freestyle Dispenser
LEVERAGE YOUR
VENDORS
They have
something for you

37. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 37
SIMPLE & AFFORDABLE HYPERLOCAL TACTICS

38. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 38
LEVERAGE THOSE VENDORS EVERYWHERE!!
7-Eleven partner promotions

39. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 39
CONNECT WITH THE
COMMUNITY
Support a cause

40. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 40
EL CAMBIO - PON A CALENTAR A TUS SUSTITUTOS
¡¡Test and learn like a mad-person!!
Apartment complexes
Offering alternatives for handicap accessibility
College Campuses
Ohio Northern University
Source: Nielsen & Kantar Retail

41. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 41
OUT OF
STORE
MOBILE
SOCIAL/
DIGITAL
IN STORE
CONSUMER
WORD OF
MOUTH
PURCHASE
LA AFICIÓN
STAY CONNECTED: BE IN STEP WITH CONSUMERS EVERY STEP OF THE WAY
/U B I Q U I T O U S
360º
C O N T I N U O U S
24/7
D Y N A M I C
<:60/
TRADITIONAL
ADVERTISING

42. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 42
Innovation can and should come in all
shapes/sizes. It is not only “products,” it is
also “process,” smart, repeatable process.
INNOVATION IS EVERYONE’S RESPONSIBILITY
CREATE ACTIVATE ENGAGE MEASURE
YOU are the key to keeping OXXO ESSENTIAL!
Don’t keep your ideas to yourselves!

43. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 43
SAS EUCARISTW

44. C R O S S M A R K
M A R K E T I N G S O L U T I O N S G R O U P 44