The document discusses the role of a Visual Messaging Facilitator (VMF) who works with retailers to understand shopper behavior and develop in-store marketing strategies. A VMF's goals are to increase sales and brand awareness by connecting with shoppers along their purchasing journey. Effective strategies use shopper insights like most visits lasting 13 minutes and 80% of time spent looking for items. Actionable insights inform programs that resonate with shoppers and address their motivations, barriers, and reasons for purchase. Examples show how brands activate insights through tailored campaigns.

1. VISUAL MESSAGING FACILITATOR

2. WHAT IS VMF?
A cross-functional in-store marketing leader who
will strategically work with key stakeholders such as
merchandisers, buyers, and advertising departments
to connect shoppers and influence behavior
along the path to purchase to increase incremental
shopper revenue and build brand awareness.

3. WHY ISTHIS CRITICAL?
A rapid shift to a shopper-centric focus and
dramatic evolution of retail requires learning
strategies that help understand what this space is,
where it is going, and how to capture growth

4. VMF STRATEGY
• Understand your clients customer’s shopping behavior
• Ensure objectives tie into overall business goals
• Develop programs that are relevant and resonate
with shopper’s.
• Develop POVs based on shopper insights and
industry trends

5. SHOPPER BEHAVIOR
• Typical shopping visit lasts only 13 minutes.
• 80% of a shopper’s visit is spent looking for
items in a store.
• In grocery, as much as 30% of sales come
from endcap displays

6. • Shopping is an emotional and social
experience
• In-store strategies that take that into account
and consider the context of human behaviors,
capacities and preferences, will ultimately be
more effective and relevant - both to the
brand and to the shopper.
SHOPPER INSIGHT STRATEGY

7. ACTIONABLE SHOPPER
INSIGHTS
• Understand what inspires or is a barrier to shopper’s
actions.
• It is the intersection of consumer & shopper behaviors.
• Brings together the reasons a product or service is bought
from the category, and the reason an individual went to the
store to make a purchase.
• Answers the “So What” to validate program proposals.

8. Insight Activation
• Brand: Cole & Mason Derwent
• Key Insights: in the slow moving,
upscale salt and pepper grinder
category, half of consumers
indicated that upgrading to a finer
grinder was their main reason for
buying new product, and 96% said
they could be persuaded to
upgrade with the right sales pitch.
• Activation: The brand activated a
multi-channel campaign at Bed Bath
& Beyond during the 2014 holiday
season, employing digital
messaging and coupling as well as
in-store merchandising.

9. Insight Activation
• Brand: Beringer Vineyards
• Key Insight: Product sampling is
an effective method of attracting
new wine customers, but narrow
time windows and high cost make
it difficult to scale.
• Activation: The brand developed
flavor strips that give shoppers a
non-alcoholic way to sample wine
flavors at 70% lower cost per
engagement, and then partnered
with Kroger to launch taste
stations at more than 1,000 stores
in 20 states for 60-day trial.

10. CONSUMER INSIGHT
Insight: buyers want to
know more about the
differences between
various products and
marketing efforts don't
speak to these concerns
as directly or effectively
as they should
Solution: encourage
retailers to implement
programs messaging to
the health and safety
concerns that exists
among over 50% of
buyers