The shopper is king. Is your business ready to serve?
This session explores the status of joint shopper marketing and information sharing in Europe and in the US. Using extensive research by the Grocery Manufacturers Association (US) and Deloitte we will focus on current shopper targeting practices on both continents and examine the growing sophistication of joint shopper marketing. You will see a project from ECR Greece and Athens University that developed new and innovative shopper services and hear TNS Germany’s breakthrough shopper insights. Also, an update on shopper marketing practices in Europe and a detailed look at future global directions.
Speakers:
• Introduction – Sjoerd Schaafsma, Unilever / Rita Marzian, Metro
• In store Shopper Insights – Emilie Coles, TNS
• Innovative Shopper Services – A. Theotokis, ELTRUN Research Centre /G Lostarakos, P&G
• Future directions Shopper Marketing – V. Belcher/B. James, Oxford Strategic Marketing
This report takes an in-depth look at Shopper Missions and examines shoppers’ behaviour across all missions in relation to frequency, patterns, channel, planning, spend and more.
A ‘mission’ is the original reason the shopper embarked on a particular shopping trip. It is not as effective to take a retrospective only look at what they ended up doing, therefore our research uses methodologies to establish the original reasons for their trip, and what they intended to buy. In this way we could establish what they had bought that they hadn’t intended to…and why.
We know that there are 100’s of possible reasons why people carry out a shopping occasion, but for the purpose of research it is necessary to classify these into certain groups. Taking into account the motives of shoppers when carrying out their food & grocery shop we have segmented them into three main mission types…
This report will:
-Identify & define the different Shopper Missions
-Look at frequency, and shopper types identified with the missions
-Find which channels are related with which missions
-See how spend varies across missions
-Investigate the differences in planning of individual items, meals, and shops
Path To Revolutionary Merchandising And Marketing DecisionsG3 Communications
Retailers are under pressure from all sides today, from the empowered consumer to increased competition. Leading retailers have joined the revolution to harness the power of their data assets to improve their merchandising and marketing actions that drive real business value.
Hear DemandTec, an IBM Company and a recognized Retailer discuss the revolution that is driving superior decisions across price, promotion, and assortment by introducing science to put the shopper at the center of each decision.
In this webinar you will learn the value of integrating your merchandising and marketing decisions, and effectively collaborating within your organization and with your manufacturer trading partners. We will discuss how to
Use shopper insights to make better merchandising decisions
Localize your assortment through optimization and collaboration
Deliver relevant, targeted promotions
Make pricing decisions that drive category and customer goals
Partner with your manufacturing partners across all your activities
Prove Your Advantage: TCO Sales and Marketing ToolsAlinean, Inc.
B2B Total Cost of Ownership (TCO) Sales Enablement Tools and Marketing Calculators are required to prove value, best competition and Fight Frugalnomics™.
This report takes an in-depth look at Shopper Missions and examines shoppers’ behaviour across all missions in relation to frequency, patterns, channel, planning, spend and more.
A ‘mission’ is the original reason the shopper embarked on a particular shopping trip. It is not as effective to take a retrospective only look at what they ended up doing, therefore our research uses methodologies to establish the original reasons for their trip, and what they intended to buy. In this way we could establish what they had bought that they hadn’t intended to…and why.
We know that there are 100’s of possible reasons why people carry out a shopping occasion, but for the purpose of research it is necessary to classify these into certain groups. Taking into account the motives of shoppers when carrying out their food & grocery shop we have segmented them into three main mission types…
This report will:
-Identify & define the different Shopper Missions
-Look at frequency, and shopper types identified with the missions
-Find which channels are related with which missions
-See how spend varies across missions
-Investigate the differences in planning of individual items, meals, and shops
Path To Revolutionary Merchandising And Marketing DecisionsG3 Communications
Retailers are under pressure from all sides today, from the empowered consumer to increased competition. Leading retailers have joined the revolution to harness the power of their data assets to improve their merchandising and marketing actions that drive real business value.
Hear DemandTec, an IBM Company and a recognized Retailer discuss the revolution that is driving superior decisions across price, promotion, and assortment by introducing science to put the shopper at the center of each decision.
In this webinar you will learn the value of integrating your merchandising and marketing decisions, and effectively collaborating within your organization and with your manufacturer trading partners. We will discuss how to
Use shopper insights to make better merchandising decisions
Localize your assortment through optimization and collaboration
Deliver relevant, targeted promotions
Make pricing decisions that drive category and customer goals
Partner with your manufacturing partners across all your activities
Prove Your Advantage: TCO Sales and Marketing ToolsAlinean, Inc.
B2B Total Cost of Ownership (TCO) Sales Enablement Tools and Marketing Calculators are required to prove value, best competition and Fight Frugalnomics™.
A Practical Guide to Market SegmentationResearchShare
There are ten basic steps in finding unique segments in your customer base. Segmentation can be created by looking at factors such as purchase history, industry, need, and behaviour. B2B International shares their segmentation methodology in this white paper.
As retailers struggle to meet the demands of increasingly savvy shoppers, they are weighing the benefits of making a host of changes to the store and the role of the store associate. Some retailers are successfully adopting solutions and strategies that are in line with shoppers’ preferences — but some are not, according to findings in a new study published by RIS News. This study was designed to leverage findings in the 2012 Shopper Experience study and compare with the responses of more than 40 retailers. . Key takeaways-
Where retail strategies and shopper preferences dovetail – and where retailers are not on the right track
How store associates can deliver a more positive shopper experience and improving customer service
Tactics for personalizing the in-store shopper experience
How retailers can maximize the mobility revolution for the store and associate
Intelligent retail business transformationKelvin Tai
“In the world of excess supply of goods, the customer has too much choice to choose from when they want to buy. Whether shopping for daily necessities or for fashion clothing, today’s empowered consumers are looking for clear and compelling differences among retailers. This challenges Retailer to develop a clear and compelling Branding Image and needs some measurable marketing tool to convert the store traffic into sales as well as they are able to proactively targeting their customer wants and needs to attract the return revisit.
Retailer should learn from Retail Bank which have started to build their “Card” system as their core competence from 80’s century. Prepaid Card solution would be the same “Card” weapons which are for Retailer to leverage. This book is to discuss why and how Retailer should use different type of prepaid card for different business needs.
How to Effectively Use Shopper Analysis in Retail BusinessCountBOX
Learn how you can build a complete shopper profile and analyze your customers using comprehensive suite of retail analytics tools to identify store traffic patterns, conversion rates, dwell times, demographic data and other key metrics.
State of Analytics: Retail and Consumer GoodsSPI Conference
There is little doubt that Business Analytics will become a core differentiator in consumer industries, but even though Retail and Consumer Goods companies view analytics as extremely strategic, they struggle to effectively leverage it across the enterprise. EKN has studied the adoption and impact analytics in these industries for the last 5 years, and this counterpoint presentation will summarize key trends in analytics and shares fresh 2016 data on the state of analytics. Presented by Joe Skorupa (Editorial Director, RIS News) & Gaurav Pant (Senior VP Research & Principal Analyst, EKN Research) at the 2016 SPI Conference.
Presentation from Retail’s BIG Show, January 15-17, 2017.
JASON CHEN, VP, Retail and Partnerships, WithMe
MINSON CHEN, Business Development Manager, Retail & Entertainment Vertical Business, Samsung Electronics America, Inc.
JOHN HAZEN, SVP, Direct-To-Consumer & Omnichannel, True Religion Apparel, Inc.
DAVID TAKEUCHI, Principal, Ernst & Young
A Practical Guide to Market SegmentationResearchShare
There are ten basic steps in finding unique segments in your customer base. Segmentation can be created by looking at factors such as purchase history, industry, need, and behaviour. B2B International shares their segmentation methodology in this white paper.
As retailers struggle to meet the demands of increasingly savvy shoppers, they are weighing the benefits of making a host of changes to the store and the role of the store associate. Some retailers are successfully adopting solutions and strategies that are in line with shoppers’ preferences — but some are not, according to findings in a new study published by RIS News. This study was designed to leverage findings in the 2012 Shopper Experience study and compare with the responses of more than 40 retailers. . Key takeaways-
Where retail strategies and shopper preferences dovetail – and where retailers are not on the right track
How store associates can deliver a more positive shopper experience and improving customer service
Tactics for personalizing the in-store shopper experience
How retailers can maximize the mobility revolution for the store and associate
Intelligent retail business transformationKelvin Tai
“In the world of excess supply of goods, the customer has too much choice to choose from when they want to buy. Whether shopping for daily necessities or for fashion clothing, today’s empowered consumers are looking for clear and compelling differences among retailers. This challenges Retailer to develop a clear and compelling Branding Image and needs some measurable marketing tool to convert the store traffic into sales as well as they are able to proactively targeting their customer wants and needs to attract the return revisit.
Retailer should learn from Retail Bank which have started to build their “Card” system as their core competence from 80’s century. Prepaid Card solution would be the same “Card” weapons which are for Retailer to leverage. This book is to discuss why and how Retailer should use different type of prepaid card for different business needs.
How to Effectively Use Shopper Analysis in Retail BusinessCountBOX
Learn how you can build a complete shopper profile and analyze your customers using comprehensive suite of retail analytics tools to identify store traffic patterns, conversion rates, dwell times, demographic data and other key metrics.
State of Analytics: Retail and Consumer GoodsSPI Conference
There is little doubt that Business Analytics will become a core differentiator in consumer industries, but even though Retail and Consumer Goods companies view analytics as extremely strategic, they struggle to effectively leverage it across the enterprise. EKN has studied the adoption and impact analytics in these industries for the last 5 years, and this counterpoint presentation will summarize key trends in analytics and shares fresh 2016 data on the state of analytics. Presented by Joe Skorupa (Editorial Director, RIS News) & Gaurav Pant (Senior VP Research & Principal Analyst, EKN Research) at the 2016 SPI Conference.
Presentation from Retail’s BIG Show, January 15-17, 2017.
JASON CHEN, VP, Retail and Partnerships, WithMe
MINSON CHEN, Business Development Manager, Retail & Entertainment Vertical Business, Samsung Electronics America, Inc.
JOHN HAZEN, SVP, Direct-To-Consumer & Omnichannel, True Religion Apparel, Inc.
DAVID TAKEUCHI, Principal, Ernst & Young
Top 5 Strategies for Retail Data AnalyticsHortonworks
It’s an exciting time for retailers as technology is driving a major disruption in the market. Whether you are just beginning to build a retail data analytics program or you have been gaining advanced insights from your data for quite some time, join Eric and Shish as we explore the trends, drivers and hurdles in retail data analytics
OmniChannel Retail Best Practices for Brands and RetailersStephany Gochuico
This research work provides retailers practical insights, real-world strategies, solutions, and recommendations to improve customer experience, increase business results and maintain competitive advantage in the retail industry.
CONTENTS
1. Why and what is OmniChannel Retail?
2. What are the consumer behaviours?
3. Who are the Best-in-Class OmniChannel Retailers?
4. What are the OmniChannel Challenges in France?
5. What are the OmniChannel Best Practices?
6. How to deal with Showroomers?
7. How to be successful in implementing OmniChannel?
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...Fashionbi
This publication offers you insights into:
-The most important findings from various surveys that were recently conducted on the changing behauviors of consumer
-Best Omni-Channel marketing practices of more than 60 famous brands and retailers.
-More than 25 successful future retail trends and opportunities in Fashion
SAS - Hortonworks: Creating the Omnichannel Experience in Retail webinar marc...Hortonworks
Only 23% of businesses can integrate customer insights in real-time. Learn how to change that. Join us to hear from industry experts on how to transform your organization’s data into the best omnichannel customer experience. Through this webinar, participants will hear how one retailer, with over 5 million customers and 750 brands, developed precise customer lifetime models using trusted data and delivered personalized promotions at scale. Through a single customer view and customer analytics, the retailer was able to quickly learn what changes needed to be made to improve the customer buying journey, and make those changes rapidly and effectively.
Presenters : Dan Mitchell, Director of Global Retail and CPG Practice at SAS, Eric Thorsen, VP Retail at Hortonworks
Download a full version of the report at:
www.psfk.com/report/future-of-retail-2016
Built on a robust study of trends and patterns in the market, the 6th edition of PSFK Labs’ Future of Retail report offers a directional playbook for brands and retailers – defining 10 pillars to build a modern and engaging shopper experience strategy and go beyond expectations to create an enhanced shopper experience and therefore, build value, drive sales, and boost loyalty.
Featured within the 80+ page report, readers can find:
- 10 actions every retailer can adapt to redefine the shopper experience
- 20 key trends driving change in the marketplace
- Future service concepts for top brands
- Perspectives from leading retail experts across the globe
If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com
Vol. 6 | Published November 2015
All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.
The Relevance of Retail Stores in an Omni-Channel WorldData N Charts
As online and offline merge in today’s commerce anywhere and everywhere world, what is the significance of the retail store as a customer touch point?
Read full report: http://www.data-charts.com/the-relevance-of-brick-mortar-stores-in-an-omni-channel-world/
This report will not only reveal that shoppers still prefer in-store to online experience, but also shed light on three key reasons why they prefer brick-&-mortar stores as well as offer a strategic guide on what retailers can do to improve the consumer’s store experience in return for their loyalty and word of mouth.
Key Questions Answered in the Report
Do omni-channel shoppers prefer to visit and buy from retail stores?
Why do store goers prefer brick-&-mortar to the online experience?
What is the role of retail stores to the omni-channel shopper?
How can retailers better serve shoppers to increase loyalty and word of mouth?
Report Table of Contents
I. Top stats from the report
II. Introduction
i. US omni-channel shopping hits tipping point in 2014
ii. Omni-channel gives consumers options when it comes to how they buy
iii. Consumers prefer buying in-store to all other omni-channel options
III. 3 reasons omni-channel consumers prefer physical stores
i. Stores provide emotional benefits that improve shopping experience
ii. Brand driven purchase decision
iii. Rise of webrooming - search online, buy offline
IV. Retail as an information hub on the path to purchase
i. Evaluating retail stores in a tech driven information age
ii. Retail stores act as information hubs across the consumer journey
iii. Using technology to fulfill the need for information
V. 3 ways stores can better serve omni-channel shoppers
i. Awareness Stage: Provide info to facilitate & improve store visits
ii. Influence Stage: Empower staff to educate shoppers & exceed expectations
iii. Conversion Stage: Prevent out-of-stock instances that disappoint consumers
VI. References
List of Charts
US omni-channel shopper growth by category, 2013 vs 2014
Global consumer shopping behavior by mode of purchase
Global consumer shopping preference by mode of purchase
US shopper preference for brick-&-mortar vs online by drivers
The growing influence of brand on purchase decisions
Trends in showrooming vs webrooming among US shoppers
Impact of online research on loyalty to brands & retailers
US shoppers looking for information by store visit state
US shoppers visiting stores for info by consumer journey stage
US shoppers reaction to lack of information during store visit
US shopper demands from retailer mobile apps
Online sources used to conduct pre-purchase research
Top info sought by US shoppers during pre-purchase research
Shopper expectation from retail staff during store visits
Customer expectations on mobile use among retail staff
Impact of inventory information on shopper store visits
Impact of out-of-stock inventory on shopper conversion
In 2017, more and more corporations are looking to reduce operational overheads in their enterprise data warehouse (EDW) installations. Hortonworks just launched Industry’s first turn key EDW Optimization solution together with our partners Syncsort and AtScale. Join Hortonworks’ CTO Scott Gnau to learn more about this exciting solution and its 3 use cases.
Presentation from Retail’s BIG Show, January 15-17, 2017.
MATEY ERDOS, President and CEO, Sundance Holdings Group, LLC
LAUREN HAYDEL, CEO and T-Shirt Folder, Fleurty Girl
DAVID LEVIN, President and CEO,Destination XL Group, Inc.
KEN NISCH, Chairman, JGA
Presentation from Retail’s BIG Show, January 15-17, 2017.
ROD SIDES, Retail, Wholesale and Distribution Leader, Deloitte LLP, Moderator
MIKE MAULER, EVP and President, GameStop International, GameStop Corporation
COLIN WATTS, Chief Executive Officer and Chief Health Enthusiast, The Vitamin Shoppe
In a webseminar for the Path to Purchase Institute, Copernicus' Jeff Maloy illustrated how to develop an actionable shopping occasion framework and activate against it to improve sales.
Bo4.5 ECR Europe Forum '08. Breakthroughs in understanding in-store behavio...ECR Community
Breakthroughs in understanding in-store behaviour
As in-store marketing grows in importance, the need to plan and evaluate becomes ever greater. This session introduces advances in the measurement of behaviour using observational techniques, loyalty cards and survey data. These collaborative initiatives allow in-store to be understood and optimised as an integral component of the marketing mix.
Speakers: Sandy Livingstone, BMRB ; Joan Francolini, Donna McCabe, Kraft Foods; Koos Berkhout, LMG; George Wishart, Nielsen.
Facilitated by Kantar.
A brand positioning summarises the complex package of rational and emotional benefits and personality traits that drive stand-out, choice and forge enduring customer relationships. If products are people then brands should be friends or lovers. This mini presentation summarises The Marketing Directors' approach to brand positioning. For help to build your brand, call us on +44(0) 1628 400699 or pop into our Marlow or London office.
ECR Europe Forum ‘08. The moment of truth – putting Category Management into ...ECR Community
The moment of truth – putting Category Management into action at store level
Category Management at all levels is important for collaborative success and always starts with a commitment from top management, both from the trade and supplier side. Category Management is not an academic process and doesn’t require a high level of competence – it is actually very basic. This crash course will help participants to understand Category Management issues and opportunities and explore them from project to process. It will cover effective POS, data analysis and tools, and focus on optimising price, assortment, promotions, place and space using a store action plan. Bestpractice experience will be highlighted.
Facilitated by Gordios Consulting
The consumer decision journey. McKinsey. Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
Consumers are moving outside the purchasing funnel - changing the way they research anb buy products. If your marketing hasn't changed in response, it should. - McKinsey, June 2009
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
2. Shopper Break Out Sessions
BO 1.5 - Shopper is King; is your business ready ?
BO 2.5 - Target Shoppers, Activate Insights
BO 3.5 - “Differentiate or Die”; Shopping driven solutions
BO 4.5 - What’s it worth ? Shopping Metrics
2
4. Creating Shopping Value
Usage Value Creation
1
Usage
Value
Shopping Missions
To
lt y
Shopper Segments
-S Store Choice
ya to
Lo re
CONSUMER
3 2
Transaction Store
Value In-Store Value
Category Management
Assortment
Merchandising
Shopping Value Creation
5. Today’s session:
Shopper is King; is your business ready ?
• Introduction – Sjoerd Schaafsma / Rita Marzian
• In store Shopper Insights – Emilie Coles
• Innovative Shopper Services – A. Theotokis /G Lostarakos
• Future directions Shopper Marketing – V. Belcher/B. James
• Q& A panel
5
7. Excerpts GCI Global Score Card (formerly ECR score card)
About Collaborative Shopper Value Creation:
Shopper Targeting Differentiated Solutions
Identifying clear joint shopper segments
Trading partners collaborate to create unique
by sharing strategies and information with
General solutions to meet targeted shopper needs,
Score
Meaning
the purpose of developing differentiated
creating a bond between the shopper, the store
solutions within the context of Joint
and the brand.
Business Plans.
The scope of the work has evolved to as many
Roll-out of Retailer and supplier share and align categories as needed to influence the behavior
implement market, shopper and consumer data to of the target shopper segment in the
3
ation identify and prioritise joint marketplace. The shopper recognizes the
started shopper/consumer segments unique attribute provided by the retailer's
solution.
Clearly defined joint shopper segments The retailer and manufacturer work jointly
agreed and used as the basis for making defined business plans to interact in a unique
Fully
decisions. Process in place to continuously way with a set of shopper segments to make
4 implement
ed improve shopper segment knowledge. them prefer the retailer as a provider for well
System infrastructure and organisation in defined shopper needs or occasions. The
place to track and monitor this work. result is a measurably more loyal shopper.
7
8. the shopper is king
using shopper understanding to maximise
category and brand success
May 2008
By: Emilie Coles, Director - TNS
20. we can use shopper insight to
influence all category levers…
merchandising/layout
packaging
range
shopper sales
NPD marketing insight
in-store brand price/promotion
activation
37. Stop working in silos…
consumer shopper
Marketing Sales
Packaging Merchandising
NPD Shopper! Range
Brand Price/Promos
activation
38. insight vs. information?
X
Information information information
Information information information
insight Information information information
Information information information
Information information information
Information information information
one true insight is more powerful than one hundred pieces of information
31
40. Get people to apply
How? learning
Simplify complex
ideas
use movies to
show what
actually happens
41. Summary
Understand the store environment to
maximise the shopper opportunity
Use shopper knowledge to influence all
areas of our business
Embed shopper knowledge into the
organisation
43. Value Creation beyond Price
The Case of Dynamic Pricing
George Lostarakos Aristeidis Theotokis
Customer Team Leader PhD Student - Researcher
Customer Business Development ELTRUN Research Centre
P&G Hellas Department of Management Science
and Technology
Athens University of Economics and
Business
45. Value Creation Beyond Price
Current trade Environment:
Shopper behavior changes
Loyalty in brands and stores is shrinked and
markets are commoditised.
Value is the difference between cost and perceived
benefit.
The project was aimed to:
Record current value creation practices
Map the local market
Analyze and align common business practices
Provide value creation guidelines
48. Value Creation Beyond Price
Value is not
necessarily
linked with price
in consumer
mind!
49. Value Creation Beyond Price
1. Current Business Practices
Interview with Retailers - Suppliers
2. Super Group with Consumers
Workshop with “innovative” consumers
3. Consumer Survey
50. Current business Practices- Industry
Consumer
After Sale
Research Brand Loyalty
Services
EDI Programs Sign
Free Sampling POS data posting
Out of Stock Shopping Direct mail Consumer
Projects Environment direct line
Loyalty cards
Consumer Innovation
Training Charity Category
Programs Consumer Management
Events
52. Current Business Practices - Retail
Safe & Clean Database Credit
Product Environment marketing Card
Assortment
value for category
POS data
money management
Proximity Service
In store
Environment Loyalty In store
cards communication
Quality of Fresh
Products
54. Super Group Methodology & Results
Methodology
Full day workshop with “special
trained” innovative consumers
Target: Generate Innovative ideas
Results
Up to 100 innovative ideas related
with improved shopper experience
Sorted by satisfaction rate and
implementation feasibility.
55. Super Group Results
• The possibility of get informed dynamically by a display for a
relevant promotion when buying a product.
• Dynamically reducing prices of products according to their
situation or expiry date (especially for fresh foods)
• Electronic tags in shelf that show clearly and dynamically
products’ prices
• An express super-market in store that sells only basic
products and can shop quickly
• An automatic vending machine in store that sells all basic
products and works 24h/day
• Being able during checkout to order products that I didn’t
found on shelf
58. What is Dynamic Pricing ?
Dynamic Pricing = Item-level Price Discrimination
A modern practice…
But also traditional…
59. Dynamic Pricing as an
Innovative Retail Service
Perishables discounting based on “sell by” date
Dynamic Pricing as a value adding consumer
service
Identify factors and situations that affect
consumer perceptions
Dynamic Pricing Project is funded by
Athens University
ICI- Unilever Research Grant of Economics
and Business
61. We ask consumers to choose…
Milk 1 Litre
We test…
• Different levels of
1,38€ 0,98 €
4 days 2 days
discount
– (30-50%)
Chicken Breast 500 gr
• Different days to expire
– ( 1-3 days)
• Different consumer
6€ 4,2€
4 days 2 days segments
– ( Price / Quality
Pre-cut salad 250 gr
consciousness)
• Different Countries
1,85€ 1,3€ – (Ireland and Greece)
4 days 2 days
65. Importance of Product Attributes
Price is not the most important
Expiration Date has importance for consumers
CSR and Quality Guarantees could enhance Dynamic Pricing
67. Determinants Of Consumer Reactions To Dynamic
Pricing
Category-related factors
Product Risk (functional, performance
and physical)
Stockpiling – Stop the aging process
(Category Characteristic
Situation-related factors
Shopping Trip Type
Day of the week Response to Dynamic Pricing
Consumer-related factors Buy the near-to-expiration-date
Price Consciousness Buy the “Fresh”
Quality Consciousness Other
Shopping Frequency
Average Shopping Quantity
Expiration Date Perceived Risk
Store-related factors
Store Trust
Store Loyalty
Brand-related factors
Brand Trust
Brand Loyalty
68. Enabling Technology
Intelligent Integration of Supply Chain Processes and
Consumer Services based on Unique Product
Identification in a Networked Business Environment
(EU FP6: ST-5-034957-STP)
69. Pilot Study
• Time: May- June 2008
• Retailer: METRO ( MyMarket) Greece
• Supplier: Vivartia /∆ΕΛΤΑ
• Category : Milk
70. A “Real-World” Case
Shelf-Talkers
Package with Sticker
MyMarket Store Sepolia,
Athens
Stickers with new barcode
71. Conclusions
Added value can be created beyond price if the
consumer needs is the centre of every stage of new
service design process
THINK SMART OR JUST LET
CONSUMERS DO IT FOR YOU
72. Thank you!
For more information and survey results:
www.eltrun.gr & www.smart-rfid.eu
lostarakos.g@pg.com a.theotokis@aueb.gr
George Lostarakos Aristeidis Theotokis
Customer Team Leader PhD Student - Researcher
Customer Business Development ELTRUN Research Group
P&G Hellas Department of Management Science
and Technology
Athens University of Economics and
Business
90. Dialogue & Co-operation is
Vital!
Q: Co-operation between manufacturers & retailers on Shopper Marketing…
is currently
• Some relationships are still too good 2.7
transactional – focus on deal vs. value add
will be
• Skills issue at both Account Manager & significantly
Buyer level better in 3 3.7
years
• In store activation - control vs. creativity 0 1 2 3 4 5
1 = Strongly disagree 5= strongly agree
Average Agreement Score*
“There’s a handful of retailers
who get this – they can see
the value of insights” Mfr “ Too often it’s linked to trading…IF we
hit our numbers, THEN we can do this
nice stuff together” Rtlr
* Source : The Journey To Strategic Shopper Marketing, OxfordSM May 2008