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Ensure presentation
- 1. ENSURE PRESENTATION By: Jeremy Vargo,Brittany Case, Michelle Christabelle, Rachel Gilbert
- 2. Who is theShopper Caregiver is a family member or paid helper who regularly looks after a child or a sick, elderly, or disabled person
- 3. Who is theShopper Caregiver is a family member or paid helper who regularly looks after a child or a sick, elderly, or disabled person 33% of caregivers are between 18 and 34 years old
- 4. Who is theShopper Caregiver is a family member or paid helper who regularly looks after a child or a sick, elderly, or disabled person 33% of caregivers are between 18 and 34 years old 87% are under 55 years old
- 5. Who is theShopper Caregiver is a family member or paid helper who regularly looks after a child or a sick, elderly, or disabled person 33% of caregivers are between 18 and 34 years old 87% are under 55 years old Adults 55+ are growing 3 times the rate of population Need for caregivers will nearly triple
- 6. Positional Returning Customers WillFollow the Path to Purchase Path to Purchase 1. Create Demand 2. Choosing An Outlet 3. Navigating the Store 4. Making a Selection
- 7. Path to Purchase •Caregivers • To stay fit and healthy/help maintain their health • Care recipients • Health care professionals • Wal-Mart, Kroger, Target, Costco, CVS, Sam’s Club • Retail Partners of Abbott Nutrition • Multiple packages per trip • Do not go back until it’s finished • Stores that are easy to navigate • One stop • Variety • Proximity to home • Health products, prescriptions, food supplies, personal needs • Build eye catching point of purchase displays • In-store promotion • Anticipate running out of product • Proper product placement • Eye-level • Point-of- purchase displays • IRC • Buy a brand that has the best deal • Buy a product that offers the highest nutrition content • Flavor • Well-known brand • Price Creating Demand Choosing an Outlet Navigating the Store Making a Selection The Shopper Path to Purchase
- 8. The Shopper Pathto Purchase Creating Demand Shoppers: caregivers
- 9. The Shopper Pathto Purchase Creating Demand Shoppers: caregivers Needs & motivation for nutrition: to stay fit and healthy/help maintain care receivers’ health 87% responded “I want to buy products that offer the best nutrition
- 10. The Shopper Pathto Purchase Creating Demand Shoppers: caregivers Needs & motivation for nutrition: to stay fit and healthy/help maintain care receivers’ health 87% responded “I want to buy products that offer the best nutrition Who influence their needs? care recipients
- 11. The Shopper Pathto Purchase Creating Demand Shoppers: caregivers Needs & motivation for nutrition: to stay fit and healthy/help maintain care receivers’ health 87% responded “I want to buy products that offer the best nutrition Who influence their needs? care recipients Choosing an outlet
- 12. The Shopper Pathto Purchase Creating Demand Shoppers: caregivers Needs & motivation for nutrition: to stay fit and healthy/help maintain care receivers’ health 87% responded “I want to buy products that offer the best nutrition Who influence their needs? care recipients Choosing an outlet Navigating the store
- 13. The Shopper Pathto Purchase Creating Demand Shoppers: caregivers Needs & motivation for nutrition: to stay fit and healthy/help maintain care receivers’ health 87% responded “I want to buy products that offer the best nutrition Who influence their needs? care recipients Choosing an outlet Navigating the store Making a selection
- 14. Marketing Opportunity: 1 Printed on box “visit www.ensure.com to join our loyalty program and get $1 off your next purchase”
- 15. Marketing Opportunity: 1 Printed on box “visit www.ensure.com to join our loyalty program and get $1 off your next purchase” 60% of shoppers own smart phone and more than half using it during shopping
- 16. Marketing Opportunity: 1 Printed on box “visit www.ensure.com to join our loyalty program and get $1 off your next purchase” 60% of shoppers own smart phone and more than half using it during shopping QR codes on inside of boxes
- 17. Marketing Opportunity: 1 Printed on box “visit www.ensure.com to join our loyalty program and get $1 off your next purchase” 60% of shoppers own smart phone and more than half using it during shopping QR codes on inside of boxes Account set-up Receive $1 off coupon
- 18. Marketing Opportunity: 1 Printed on box “visit www.ensure.com to join our loyalty program and get $1 off your next purchase” 60% of shoppers own smart phone and more than half using it during shopping QR codes on inside of boxes Account set-up Receive $1 off coupon Scan QR code for each purchase of Ensure Each time a QR code is scanned consumers receive $1 off coupon
- 19. Marketing Opportunity: 1 Printed on box “visit www.ensure.com to join our loyalty program and get $1 off your next purchase” 60% of shoppers own smart phone and more than half using it during shopping QR codes on inside of boxes Account set-up Receive $1 off coupon Scan QR code for each purchase of Ensure Each time a QR code is scanned consumers receive $1 off coupon After 5 codes entered, coupon for free box
- 20. Marketing Opportunity: 1 Allows Abbott access to consumer details and demographics through personalized profile consumers set up on website Benef its
- 21. Marketing Opportunity: 1 Allows Abbott access to consumer details and demographics through personalized profile consumers set up on website Ensure no longer becomes an option – it becomes automatic Loyalty program drives repeat purchases Benef its
- 22. Marketing Opportunity: 1 Allows Abbott access to consumer details and demographics through personalized profile consumers set up on website Ensure no longer becomes an option – it becomes automatic Loyalty program drives repeat purchases 77% are actively seeking information on caregiving Tips for caring available through loyalty program Benef its
- 23. Point of PurchaseDisplay End cap display in Wal-Mart
- 24. Point of PurchaseDisplay End cap display in Wal-Mart Display loyalty program
- 25. Point of PurchaseDisplay End cap display in Wal-Mart Display loyalty program Near grocery section of the store vs. the pharmacy portion of the store 75% caregivers are buying their care receivers’ groceries
- 26. Point of PurchaseDisplay End cap display in Wal-Mart Display loyalty program Near grocery section of the store vs. the pharmacy portion of the store 75% caregivers are buying their care receivers’ groceries Caregivers are quick shoppers
- 27. Point of PurchaseDisplay End cap display in Wal-Mart Display loyalty program Near grocery section of the store vs. the pharmacy portion of the store 75% caregivers are buying their care receivers’ groceries Caregivers are quick shoppers If its not easy to find they wont buy it
- 28. Critical Communication Touch points Retail Caregivers see loyalty program opportunity
- 29. Critical Communication Touch points Retail Caregivers see loyalty program opportunity Caregiver chooses Ensure over competing brands
- 30. Critical Communication Touch points Retail Caregivers see loyalty program opportunity Caregiver chooses Ensure over competing brands Placement in store
- 31. Critical Communication Touch points Retail Caregivers see loyalty program opportunity Caregiver chooses Ensure over competing brands Placement in store Digital Website must be attractive and simple
- 32. Critical Communication Touch points Retail Caregivers see loyalty program opportunity Caregiver chooses Ensure over competing brands Placement in store Digital Website must be attractive and simple Keeps consumer coming back
- 33. Critical Communication Touch points Retail Caregivers see loyalty program opportunity Caregiver chooses Ensure over competing brands Placement in store Digital Website must be attractive and simple Keeps consumer coming back Consumer can manually enter QR code rather than scan it if preferred
- 34. Convincing the Retailer Increasing not only brand loyalty but retail loyalty Point of purchases displays provide ease of navigation
- 35. Convincing the Retailer Increasing not only brand loyalty but retail loyalty Point of purchases displays provide ease of navigation Flow of shopping trip for caregiver
- 36. Convincing the Retailer Increasing not only brand loyalty but retail loyalty Point of purchases displays provide ease of navigation Flow of shopping trip for caregiver Automatic purchase
- 37. Convincing the Retailer Increasing not only brand loyalty but retail loyalty Point of purchases displays provide ease of navigation Flow of shopping trip for caregiver Automatic purchase One stop shop