4. AGENDA
dialogue
questions
opinions
discourse
Success:
Failure: lecture
one way
nothing new
not provocative
snoozzzzze
4
5. QUIZ
1. What is your organiza+on’s defini+on of
shopper marke+ng? (what would your CEO say?)
2. What is your organiza+on’s expecta+on of
the output from shopper marke+ng? (what is
success and who defines it?)
3. How does your organiza+on go to market
with shopper marke+ng? (how are you organized?)
4. How does your organiza+on internally
manage shopper marke+ng? (what resources do you
own and what do you ‘borrow’?)
5
6. Organiza+onal Issues?
a) Inadequate resources: Real Issues:
‐ Insufficient funding, +me constrained, outspent by
compe++on, budget not balanced among Budgetary
marke+ng elements, staffing
‐ Lack of management/internal support
Alignment
b) Inadequate plan:
‐ Wrong audience, shallow insights, confusing
crea+ve/offer/program, wrong media/reach, Analysis
low ‘value’, program “lost in the cluber”
Ideation
c) Inadequate process/execu+on:
‐ No proven internal standard, lack of experience on
team, mul+ple agencies involved creates havoc
Process
6
10. Marke+ng
Shins
Mass Mass/Personalized Personalized
Message similarities differences preferences
Media broadcast mix on demand
consumer
shopper
10
11. before the store in the store post-purchase
shopp
Path to purchase
Points of influence and impact
Proven marke+ng tac+cs
12. before the store in the store post-purchase
shopp
96% researched online
80% bought at retail
Path to purchase
Points of influence and impact
Proven marke+ng tac+cs
13. Mul+‐Dimensional Planning
Brand Focus In-Home
• Home life & product Retail Partner
use ethnographies • Shopping behavior
• 1-on-1 interviews ethnographies
• Video diaries • Shopalongs
• In-store intercepts
Competitive Retail
Shopping Context
• Shopalongs for attitude
Business and behavior differences Unmet
Opportunities by channel Needs
Shopper Workshops
• Idea generation
• Concept development
• Idea validation 13
14. BJ’s Baby Care
Brand Focus In-Home
• Baby magazine, baby Retail Partner
care shopping list • Video shopalongs
• “Life with Baby” at BJ’s for baby care
photo album • In-store intercepts
Competitive Retail
Business Shopping Context Unmet Needs
Opportunities • Differences between No awareness of
Create baby care shopping baby at BJ’s, baby care SKU’s
section that grocery, mass & specialty led to perception
brings together BJ’s is not baby-
all mom’s baby centric and
care needs in mom’s multiple
one place Shopper Workshops shopping trips
• Development of “You Carry
the Baby, We’ll Carry the
Rest” 14
23. Current
Situa+on
Marketers are evolving….
‐ from marke+ng ‘around’ retail
‐ to marke+ng ‘to’ retailers
‐ to marke+ng ‘for’ retailers
‐ to marke+ng ‘with’ retailers
‐ to marke+ng to shoppers
23
24. Defini+on of Shopper Marke+ng
‘Shopper Marke+ng is:
understanding how one’s target consumers
behave as shoppers
in different channels and formats
and leveraging this intelligence
to the benefit of all stakeholders ‐‐ brands,
target consumers, retailers and mutual
shoppers.’
24
25. Defini+ons
• Compe++ve advantage via serving our customers
• Account‐specific programming
• Engage shoppers using retail as media
• The store is a place to win consumers
• Engage/transact/convert
• Create demand at retail
• Brand marke+ng in the retail environment
• Brand equity at the point of purchase
• Smarter sales organiza+on
• Process for collabora+on
• ‘ren+ng’ market share
• New part of the marke+ng mix
• Our way to get in the shopping basket
• Part of our customer in+macy strategy
25
27. in-laws are coming over husband has dandruff
cooking oil shampoo
Shopping trip:
30 minutes
oven is pre-heating
kids need baths
car is low on gas
can’t find cell phone
want to watch
Entourage
etc.
cold & flu pets 27
daughter has the sniffles cat came back home
31. STORE
in
enticement transaction
activation conversion
SHOPPING
out in
MODE
discovery trip
reputation destination
out
31
Where are your brand’s points of influence… points of impact?
33. Manufacturer
A FEW
Best Prac+ces
• All market research augmented to tab key retailer shoppers
• ‘Shopper marke9ng’ programs funded by marke9ng budgets
(5‐20% of total marke9ng budgets)
• Off the shelf in‐store marke9ng tools used sparingly
• Con9nued emphasis on equity
• Shopper marke9ng not a separate department
• More IMC, bigger ini9a9ves
• BeKer equipped, closer to the retailer
• Can clearly answer, “why us as a partner?” ‐ with a compelling case
33
36. “My observa9ons are that we are more and more about
strategic partnerships with vendors. As Best Buy focuses
on mee9ng customer needs, we need the right products
in store at the right 9me. You'll see for example that Best
Buy now carries Apple and Dell because that is part of the
product choice our customers want. Vendors support us
with products (some9mes exclusive to Best Buy),
marke9ng development funds, and periodic joint
marke9ng events and efforts. For us, it's about working
with vendors to meet our customer’s unique needs and
build rela9onships for the long term.”
Barbara Olson, VP Best Buy
36
41. Top 10 Trends
1. Three‐way arms race: marketers, retailers, shoppers
2. Shop+mizing: money & +me
3. Metering: visibility into and ac+ve mgmt of spending
4. Palm power: tech‐enabled shoppers
5. More compe++on: brands, imports, formats, services,
private label
6. Transparency: price = value (Progressive)
7. Ethonomics: people know how ‘good’ you are
8. Zappos‐iza+on: service = product
9. The new ‘search’ is ‘find’: savvy marketers know where I am
10. Rising expecta+ons: authen+city, availability, transparency
41
