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Welcome to 2013
    The glorious summer of 2012 is over and we have all taken
    a collective deep breath and asked ‘so, what next?’

    Post-Olympic blues, EuroZone crisis, technological convergence
    & EcoEthic shoppers among many other topics are weighing on
    our minds... but what on earth does it all mean?                  Darren Keen
                                                                      Managing Director
                                                                      MARS London
    In the next few slides we cut through the jumble of ideas and
    reveal what will really affect shoppers in the UK and Europe in
    the coming year and how we, as Shopper Marketers, can make
    the most of the future.

    Read on and enjoy!




1
10. BEHAViOURAL
                                                               ECONOMICS




                                       7. Click & Collect     11. IT’S ALL
1. Value Resizing    4. NEW AMAZONIA
                                                              ABOUT ME




2. High Street 2.0    5. Peer Group       8. BOG’WIF         12. Sandwich
                         Shoppers                                Spread




3. LIKE BRANDS…      6. From A-List      9. There can       13. The Shopper
  ONLY BETTER           to C-list        only be one             Legacy
1. Value Resizing




After three years of recession-driven   In 2013 we will see shoppers become        Shoppers will positively react to
aggressive discount messaging,          loyal to brands and retailers that offer   Value Resizing propositions ranging
shoppers have become numb to its        a great value price tag AND a relevant,    from genuine efficacy innovation and
affects and expectant of competitive    more imaginative experience.               usage format enhancements to smart,
pricing both off and online.                                                       simple rewards that make a small but
‘Low price’ now only serves as the                                                 genuine difference to their everyday
battleground baseline.                                                             lives.




  3
2. HIGH STREET 2.0




Ethical shopping has been slowly          The continuing high cost of fuel and      Engaging shoppers with distinct local
crushed by the economic downturn          food inflation (driven by increasing      or regional campaigns and activations
– BUT localization has and will grow as   food production raw materials) will       will become more commonplace and
smaller baskets, shorter journeys and     sharpen shopper’s reluctance to travel    will motivate them to choose brands
local produce are all seen as the best    to complete bigger, less frequent shops   that contribute to a well needed close-
way to regular shopping thriftiness.      and help support the ever-growing         to-home feel-good factor.
                                          awareness and management of food
                                          wastage in the home of which the IDG
                                          has reported currently stands at 14%.




   4
3. Like brands. only better.




Continuing retailer commitment to          Throughout 2013 shoppers will further        Brands will not only need to continue
private label will make brands reassess    increase their trust – and therefore their   to engage shoppers both from
their shopper marketing strategies as      loyalty – in private label as retailers      a quality perspective but also look
they are forced to compete even more       extend their own ranges, create new          to enhance cross category and occasion
aggressively in environments owned         non-banner ones and undertake                based offerings through new brand-
by what are now effectively #2 and #3      new own-label strategies including           partnerships to reinforce the added
‘competitor’ brands.                       provenance messaging and celebrity           experiential value of their offering.
                                           endorsement that were, until now, the
                                           preserve of brand leaders. 




  5
4. NEW AMAZONIA




Since it’s launch in 1998 amazon.com          In 2013 amazon will signpost some           FMCG brands need to non-negotiably
has, each year, played a bigger part          pivotal changes in their relationship       develop shopper strategies that will
in our shopper lives – offering more          with shoppers – being more connected,       embrace the Amazon platform as a key
categories, greater choice, better targeted   more tailored and offering a huge range     channel and engage opinion formers
recommendations, easier ways to pay           which includes core grocery products at     who will influence millions of shoppers
for and receive goods.                        attractive prices and new, alternate ways   over the forthcoming 12 months.
With the convergence of technologies          to shop.
and the continued march into grocery
we will see a fundamental step-change
to how they effect shopper’s lives.


   6
5. PEER GROUP SHOPPERS




The evolution of online purchase          Next year, due to exploding connectivity,   Clever brands (and retailers) need
behaviour and the increasing              we will see shoppers use social network     to embrace this change, showing
ubiquity, penetration and capability      platforms in real time, exploiting price    confidence in their brand values and
of smartphones has given shoppers         comparison sites, product reviews and       empowering consumers with the price,
the impetus to trust themselves and       peer group recommendation while in          peer group opinion and provenance
their peer group more than brands and     store more than ever before.                information that will sway shopper
retailers. This is magnified further by                                               purchase behaviour and be present
the parallel loss of faith in banks and                                               with the right digital platform messages
corporate institutions throughout the                                                 at the point of buying.
recession.


   7
6. FROM A-LIST TO C-LIST




Driven by the inspirational brilliance of    Shoppers will no longer entertain the      Move over Peaches and Rooney, clever
the 2012 Olympians and Paralympians,         positive notion of indulged footballers,   brands, with deeper pockets will have
2013 will see a recalibration of celebrity   soap stars and big brother contestants     the ability to leverage Bradley Wiggins,
culture in the UK.                           persuading them to buy brands. The         Ellie Simmonds and friends whilst
                                             A-List will be replaced by CREDIBLE        lesser budgets can succeed by focusing
                                             role models – the new C-list – who have    upon credible personification of their
                                             striven for and spectacularly achieved     brands using local achievers or up-
                                             during 2012, earning themselves the        and-coming ‘cre-lebrities’ to drive
                                             genuine respect of a nation in the         engagement and loyalty.
                                             process.


   8
7. CLICK & COLLECT




Considered the broad compromise             In 2013 Click and Collect will offer     Brands that actively drive shoppers
solution between digital-shopping           retailers ROI rationalisation on their   to Click & Collect formats will benefit
convenience and retailer-delivery           digital platform investment and          from increased shopper spend.
complexity, Click & Collect will continue   shoppers will have an enhanced, more     To do this they must add value through
to grow across the continent and            convenient shopper experience that       instant reward and rapid post-shop
become a major new shopper trend            works for them.                          experiences.
in the UK.




   9
8. BOG’WIF




The uptake of Wi-Fi and in particular       Shoppers, now expectant of fast speed      2013 will see brands and retailers alike,
broadband at home has become the            access at home, will start to demand       grasping the nettle and providing
norm. But, the availability of fast speed   similar service levels on-the-go. Whilst   Wi-Fi across retail and entertainment
connections away from home has been         the uptake of 4G will gain traction        venues as an instant enticement and
patchy and often non-existent at best.      towards the end of 2013, an opportunity    pre-purchase reward. Expect to see
Retailers and brands, until now, have       exists for brands and retailers alike      smart brands and retailers not blocking
been slow to see the provision of Wi-Fi     to provide fast-access as a credible       the practice of show-rooming but
as a simple value add for their shoppers.   incentive.                                 providing access in a bid to push instant
                                                                                       incentives and reasons to drive footfall.




  10
9. THERE CAN BE ONLY ONE




Driven by the phenomenal uptake of         Laptops have become tablets and tablets      Retailers and brands need to develop
tablets, and in particular, iPad sales,    are shrinking to also be our phones.         strategies that cover the entire shopper
purchases online via mobile devices        With the uptake of devices such as the       journey on one device. From providing
continue to follow unparalleled growth.    Kindle Fire, Samsung’s Note and the          simple shopping list generators and
As devices continue to become more         newly shrunk iPad Mini, the shopper’s        self scanning apps through to post
powerful, the number of devices that       assistant for browsing on the sofa to        purchase loyalty incentives, single
shoppers use to assist and do their shop   the one checking prices in store are the     device campaigns will encourage
is reducing.                               one and same. Coupled with the faster        both frequency and long term loyal
                                           connection speed, NFC and instant            behaviours for retailers and brands.
                                           coupons, the power of the mobile-
                                           shopper reaches even greater heights,
                                           from the initial trigger to search through
                                           to purchase and sharing the experience.
  11
10. BEHAVIOURAL ECONOMICS




Behavioral Economics will be the latest     By merging the rational nature of pure     Brands need to seek a deeper
buzz ‘methodology’ to be adopted in         economics with the irrational behaviour    understanding of what choice, brand-
shopper marketing. It won a Noble Prize     of distinct shopper groups. Behavioral     ownership and rationalization mean
10 years ago and has taken a little time    Economics has brought a sense of reality   to a shopper and how we can use these
to filter down to the shopper marketing     and humanity to the clinical world of      disciplines to directly effect the way
community but will have a massive           economics with the necessity of making     shoppers behave across all purchase
impact on the understanding                 marketers engage in an additional          environments.
of shoppers.                                process to deliver shopper focused,
                                            insight rich campaigns... that have more
                                            impact and appeal to shoppers and a
                                            bigger ROI for brands and retailers.

  12
11. IT’S ALL ABOUT ME




For the past decade online retailers      Whilst personalisation has been            2013 will see a greater use and value put
and their brick and mortar counterparts   centered on email, online and couponing,   upon shopper data as platform cohesion
with sophisticated shopper behavioural    social media activity coupled with         allow marketers to run campaigns to
insights, have been offering shoppers     a combination of location-based mobile     deliver instant loyalty and switching
increasingly accurate personalised        services and action data now offers        tactics, “live” location based promotions
offers and experiences based on click-    retailers and brands the opportunity       and even UK trials of individual pricing
through or regular purchase behaviour.    to communicate with shoppers in-store      in-store.
                                          on a true one-to-one basis.




  13
12. SANDWICH SPREAD




The engine room of the UK economy        2013 will see the start of the mildest of    Brands that offer light-at-the-end-of-
is feeling the squeeze like no other     recoveries in confidence within this group   the-tunnel solutions and incentives will
experienced in decades. Having kids      as boredom and the perceptive grip of        win if they can deliver activity that can
later, career focused necessity plus     recession begins to loosen supported by      help meet the tired need-states of the
ageing parents has, over the past five   increasingly forward-looking media-led       Sandwich Generation.
years, meant for 35-55 year olds the     perspectives for 2014 & 2015.
good life has become the tough life...
With little prospect of salvation.




  14
13. THE SHOPPER LEGACY




The 2012 Olympic games was an            A handful of brands - both sponsors and    The exploitable shopper legacy will be
unquestionable success both in the       guerrilla - exploiters - helped prompt     where feel-good meets togetherness as
UK and across the world and has          a unique and meaningful way for family     brands create and deliver unique, new
genuinely inspired, brought together     and friends to enjoy coming together for   experiences for shoppers to enjoyably
and engendered national pride to         all too infrequent shared experiences.     connect with those they are closest too.
a level in a way that few predicted.     The opportunity to be the catalyst
The challenge in 2013 is for brands to   remains in 2013.
continue to engage shoppers with the
same sentiment.




  15
Follow us
https://twitter.com/wearemarslondon
www.marslondon.co.uk/blog
www.marslondon.co.uk

MARS London
230 City Road | London | EC1V 2TT
+44 (0) 20 3119 3200

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Shopper Marketing: 13 Trends for 2013

  • 1.
  • 2. Welcome to 2013 The glorious summer of 2012 is over and we have all taken a collective deep breath and asked ‘so, what next?’ Post-Olympic blues, EuroZone crisis, technological convergence & EcoEthic shoppers among many other topics are weighing on our minds... but what on earth does it all mean? Darren Keen Managing Director MARS London In the next few slides we cut through the jumble of ideas and reveal what will really affect shoppers in the UK and Europe in the coming year and how we, as Shopper Marketers, can make the most of the future. Read on and enjoy! 1
  • 3. 10. BEHAViOURAL ECONOMICS 7. Click & Collect 11. IT’S ALL 1. Value Resizing 4. NEW AMAZONIA ABOUT ME 2. High Street 2.0 5. Peer Group 8. BOG’WIF 12. Sandwich Shoppers Spread 3. LIKE BRANDS… 6. From A-List 9. There can 13. The Shopper ONLY BETTER to C-list only be one Legacy
  • 4. 1. Value Resizing After three years of recession-driven In 2013 we will see shoppers become Shoppers will positively react to aggressive discount messaging, loyal to brands and retailers that offer Value Resizing propositions ranging shoppers have become numb to its a great value price tag AND a relevant, from genuine efficacy innovation and affects and expectant of competitive more imaginative experience.  usage format enhancements to smart, pricing both off and online. simple rewards that make a small but ‘Low price’ now only serves as the genuine difference to their everyday battleground baseline. lives. 3
  • 5. 2. HIGH STREET 2.0 Ethical shopping has been slowly The continuing high cost of fuel and Engaging shoppers with distinct local crushed by the economic downturn food inflation (driven by increasing or regional campaigns and activations – BUT localization has and will grow as food production raw materials) will will become more commonplace and smaller baskets, shorter journeys and sharpen shopper’s reluctance to travel will motivate them to choose brands local produce are all seen as the best to complete bigger, less frequent shops that contribute to a well needed close- way to regular shopping thriftiness. and help support the ever-growing to-home feel-good factor. awareness and management of food wastage in the home of which the IDG has reported currently stands at 14%. 4
  • 6. 3. Like brands. only better. Continuing retailer commitment to Throughout 2013 shoppers will further Brands will not only need to continue private label will make brands reassess increase their trust – and therefore their to engage shoppers both from their shopper marketing strategies as loyalty – in private label as retailers a quality perspective but also look they are forced to compete even more extend their own ranges, create new to enhance cross category and occasion aggressively in environments owned non-banner ones and undertake based offerings through new brand- by what are now effectively #2 and #3 new own-label strategies including partnerships to reinforce the added ‘competitor’ brands. provenance messaging and celebrity experiential value of their offering. endorsement that were, until now, the preserve of brand leaders.  5
  • 7. 4. NEW AMAZONIA Since it’s launch in 1998 amazon.com In 2013 amazon will signpost some FMCG brands need to non-negotiably has, each year, played a bigger part pivotal changes in their relationship develop shopper strategies that will in our shopper lives – offering more with shoppers – being more connected, embrace the Amazon platform as a key categories, greater choice, better targeted more tailored and offering a huge range channel and engage opinion formers recommendations, easier ways to pay which includes core grocery products at who will influence millions of shoppers for and receive goods. attractive prices and new, alternate ways over the forthcoming 12 months. With the convergence of technologies to shop. and the continued march into grocery we will see a fundamental step-change to how they effect shopper’s lives. 6
  • 8. 5. PEER GROUP SHOPPERS The evolution of online purchase Next year, due to exploding connectivity, Clever brands (and retailers) need behaviour and the increasing we will see shoppers use social network to embrace this change, showing ubiquity, penetration and capability platforms in real time, exploiting price confidence in their brand values and of smartphones has given shoppers comparison sites, product reviews and empowering consumers with the price, the impetus to trust themselves and peer group recommendation while in peer group opinion and provenance their peer group more than brands and store more than ever before. information that will sway shopper retailers. This is magnified further by purchase behaviour and be present the parallel loss of faith in banks and   with the right digital platform messages corporate institutions throughout the at the point of buying. recession. 7
  • 9. 6. FROM A-LIST TO C-LIST Driven by the inspirational brilliance of Shoppers will no longer entertain the Move over Peaches and Rooney, clever the 2012 Olympians and Paralympians, positive notion of indulged footballers, brands, with deeper pockets will have 2013 will see a recalibration of celebrity soap stars and big brother contestants the ability to leverage Bradley Wiggins, culture in the UK. persuading them to buy brands. The Ellie Simmonds and friends whilst A-List will be replaced by CREDIBLE lesser budgets can succeed by focusing role models – the new C-list – who have upon credible personification of their striven for and spectacularly achieved brands using local achievers or up- during 2012, earning themselves the and-coming ‘cre-lebrities’ to drive genuine respect of a nation in the engagement and loyalty. process. 8
  • 10. 7. CLICK & COLLECT Considered the broad compromise In 2013 Click and Collect will offer Brands that actively drive shoppers solution between digital-shopping retailers ROI rationalisation on their to Click & Collect formats will benefit convenience and retailer-delivery digital platform investment and from increased shopper spend. complexity, Click & Collect will continue shoppers will have an enhanced, more To do this they must add value through to grow across the continent and convenient shopper experience that instant reward and rapid post-shop become a major new shopper trend works for them. experiences. in the UK. 9
  • 11. 8. BOG’WIF The uptake of Wi-Fi and in particular Shoppers, now expectant of fast speed 2013 will see brands and retailers alike, broadband at home has become the access at home, will start to demand grasping the nettle and providing norm. But, the availability of fast speed similar service levels on-the-go. Whilst Wi-Fi across retail and entertainment connections away from home has been the uptake of 4G will gain traction venues as an instant enticement and patchy and often non-existent at best. towards the end of 2013, an opportunity pre-purchase reward. Expect to see Retailers and brands, until now, have exists for brands and retailers alike smart brands and retailers not blocking been slow to see the provision of Wi-Fi to provide fast-access as a credible the practice of show-rooming but as a simple value add for their shoppers. incentive. providing access in a bid to push instant incentives and reasons to drive footfall. 10
  • 12. 9. THERE CAN BE ONLY ONE Driven by the phenomenal uptake of Laptops have become tablets and tablets Retailers and brands need to develop tablets, and in particular, iPad sales, are shrinking to also be our phones. strategies that cover the entire shopper purchases online via mobile devices With the uptake of devices such as the journey on one device. From providing continue to follow unparalleled growth. Kindle Fire, Samsung’s Note and the simple shopping list generators and As devices continue to become more newly shrunk iPad Mini, the shopper’s self scanning apps through to post powerful, the number of devices that assistant for browsing on the sofa to purchase loyalty incentives, single shoppers use to assist and do their shop the one checking prices in store are the device campaigns will encourage is reducing. one and same. Coupled with the faster both frequency and long term loyal connection speed, NFC and instant behaviours for retailers and brands. coupons, the power of the mobile- shopper reaches even greater heights, from the initial trigger to search through to purchase and sharing the experience. 11
  • 13. 10. BEHAVIOURAL ECONOMICS Behavioral Economics will be the latest By merging the rational nature of pure Brands need to seek a deeper buzz ‘methodology’ to be adopted in economics with the irrational behaviour understanding of what choice, brand- shopper marketing. It won a Noble Prize of distinct shopper groups. Behavioral ownership and rationalization mean 10 years ago and has taken a little time Economics has brought a sense of reality to a shopper and how we can use these to filter down to the shopper marketing and humanity to the clinical world of disciplines to directly effect the way community but will have a massive economics with the necessity of making shoppers behave across all purchase impact on the understanding marketers engage in an additional environments. of shoppers. process to deliver shopper focused, insight rich campaigns... that have more impact and appeal to shoppers and a bigger ROI for brands and retailers. 12
  • 14. 11. IT’S ALL ABOUT ME For the past decade online retailers Whilst personalisation has been 2013 will see a greater use and value put and their brick and mortar counterparts centered on email, online and couponing, upon shopper data as platform cohesion with sophisticated shopper behavioural social media activity coupled with allow marketers to run campaigns to insights, have been offering shoppers a combination of location-based mobile deliver instant loyalty and switching increasingly accurate personalised services and action data now offers tactics, “live” location based promotions offers and experiences based on click- retailers and brands the opportunity and even UK trials of individual pricing through or regular purchase behaviour. to communicate with shoppers in-store in-store. on a true one-to-one basis. 13
  • 15. 12. SANDWICH SPREAD The engine room of the UK economy 2013 will see the start of the mildest of Brands that offer light-at-the-end-of- is feeling the squeeze like no other recoveries in confidence within this group the-tunnel solutions and incentives will experienced in decades. Having kids as boredom and the perceptive grip of win if they can deliver activity that can later, career focused necessity plus recession begins to loosen supported by help meet the tired need-states of the ageing parents has, over the past five increasingly forward-looking media-led Sandwich Generation. years, meant for 35-55 year olds the perspectives for 2014 & 2015. good life has become the tough life... With little prospect of salvation. 14
  • 16. 13. THE SHOPPER LEGACY The 2012 Olympic games was an A handful of brands - both sponsors and The exploitable shopper legacy will be unquestionable success both in the guerrilla - exploiters - helped prompt where feel-good meets togetherness as UK and across the world and has a unique and meaningful way for family brands create and deliver unique, new genuinely inspired, brought together and friends to enjoy coming together for experiences for shoppers to enjoyably and engendered national pride to all too infrequent shared experiences. connect with those they are closest too. a level in a way that few predicted. The opportunity to be the catalyst The challenge in 2013 is for brands to remains in 2013. continue to engage shoppers with the same sentiment. 15