This document discusses four critical platforms for in-store leadership: sustainability, innovation, efficiency, and measurement. It provides details on developing leadership in each area, including identifying solutions, leveraging technology, streamlining processes, and using data to continuously refine performance. Effective execution across these platforms can help define category leadership and differentiation.

1. In-Store Leadership: A Discussion
December, 2010

2. Four Critical Platforms
sustainability innovation
efficiency measurement
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3. Sustainability
Importance
• Key Initiative for Top Retailers
• Important to Shoppers
• Leadership Void Creates Opportunity
- Category Differentiator
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4. Sustainability
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5. Sustainability
Identify leadership platform
Develop solutions
Leverage with customers
Communicate to consumers / shoppers
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6. Sustainability
Execution Platform
• Material selection
• Commercialization
• Measurement
• Messaging
• Go-to-Market Strategy
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7. Four Critical Platforms
sustainability innovation
efficiency measurement
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8. Innovation
Importance:
• The industry leader
• “Go-To supplier for top retailers
• Retail theater / shopper engagement
• Less focus on price as differentiator
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9. Innovation
What it Takes:
• Define Industry Thinking
• Live on the Edge
• Take Risks
• Understand it .. Develop it .. Evangelize it
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10. Innovation
What it Takes:
• Understand shopper behavior
• Drive retail insights into activation
• Leverage technology where appropriate
• Deliver bundled solutions
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11. Innovation
Understanding Shopper Behavior
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12. Innovation
Are Shoppers Engaged?
Is the Offer Working?
Off-Shelf vs On-shelf?
Which Message Sells Best?
Does Location Drive ROI?
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13. Innovation
VideoCams Record Shopper Traffic
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14. Innovation
VideoCams Record Engagement
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15. Innovation
VideoCams Record Engagement
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16. Innovation
Real-time data for
desktop analysis & action
TRENDS
TRAFFIC
CONVERSION
DAYPART
STORE vs TIME
DWELL STORE
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17. Innovation
Leverage Technology
E-FISH-iency ®
shopper targeting tool
Los Angeles DMA:
465,000 Patients
with Heart Issues
Wal-Mart Stores
Source: SDI Patient View™
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18. Innovation
Leverage Technology
E-FISH-iency ®
shopper targeting tool
Store Overlay
Wal-Mart Stores
Source: SDI Patient View™
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19. Innovation
Leverage Technology
E-FISH-iency ® 906
shopper targeting tool
fish where
the fish are 930
Wal-Mart Stores
Source: SDI Patient View™
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20. Four Critical Platforms
sustainability innovation
efficiency measurement
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21. Efficiency
What it Takes
• Scale: concept-to-checkout capabilities
• Full range of solutions
• Shopper, Retailer and Brand expertise
• Strategic Partnerships
• De-Complexed Process
More in Store. Less Out-of-Pocket.
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22. Efficiency
“De-Complex” the Process
Display Template Pre Order Late Stage
Format Based on - Product Mix Custom Parts/ Kits
- Channel - Confirm Customization Need - Based on Retailer Promotion
- Display Location - Common Part Template Inventory - Graphic/Promo Development
- Display Type - Library - Min/max - Pre-Approved Graphic Elements
Retail Team Order
''On Line'’ Order Form
Confirm Order Manufacture / Pack Ship / Best Method Order Recap
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23. Four Critical Platforms
sustainability innovation
execution measurement
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24. Measurement
What it Takes
• Understanding / Insights
• Concept Validation
• Continuous Refinement
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25. Measurement
Promotion Analysis
Pre-planning of
Promotion
future promotion
Compliance Point of Sale In Store
Data Data Photo Audit
Database to analyze by:
Brand Retailer Category Report of
what works best
where & when
Messaging Channel Display Type
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26. Summary
Process in place
• To define category leadership / differentiation
sustainability innovation
execution measurement
• Can provide a clear roadmap and plan of attack
• Commitment & partnership critical
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