Radius shopper marketing intro

EMEA$$(Europe$Middle$East$Africa)$$New$York$–$San$Francisco$<$London$–$Dubai$

SHOPPER$MARKETING$IN$SIX$STEPS$

Radius Global EMEA 2

Workshop agenda

1. What is shopper marketing all about?

2. The retailer

3. Shopper Vs. Consumer

4.1. Shopper ergonomics

4.2. Shopper behaviour

5. Great shopper marketing

6. Shopper research

1.$What$is$shopper$markeNng$all$about?$

Exploring how shopper marketing came about and clear definition


70%$of$all$purchase$decisions$are$made$at$point$of$purchase?$Who said that?


70% of all purchase decisions are made at point of purchase?

How$true$is$this$statement?$

Where’s$the$evidence?$

Do$you$believe$that?$ Beer$50%$

Healthcare$25%$

Pre<loaded$brain$Adver)sing.

Social$media$Brand.preference.

Experiences.


So what is the difference?


Social media has empowered the consumer shopper

!  They’re informed

!  They get expert advice

!  Their key influencers are… •  Mum (matriarch's)

•  Friends and bloggers

•  Product reviews online

•  Blogs (private interest groups)

…but their final decision is at PoP

In-store or online

Your last chance to influence

Don’t&forget&a,ersales!


What we used to do is now all online


The Outernet is the new shopper and consumer world


The Outernet is the new shopper and consumer world

What we used to do is now all online


What is shopper marketing?

.

Shopper.Marke)ng.uses.

shopper.and.consumer..insights.

to.engage.the.shopper.at.the.

point.of.purchase.(‘moment.of.

truth’)...

.


Market.

Targe)ng.

Awareness.

Understa

nding.

Believab

ility.

Desire.Find$

Purchase$

Like.

Prefer.Consumer.

Marke)ng.

Shopper.

Marke)ng.

Consumer.

Marke)ng.

Purchase.

Inten)on.

Repeat.

Loyalty.

Point!of!

Purchase!

Moment!of!

Truth!

Trial.

Above.The.

Line.

It is often a neglected part of marketing…

‘the.point.of.purchase’..


…it used to be about

Distribu)on.

Adver)sing.

Powerful.

brands.


…shopper marketing has taken centre stage

Brand.

marke)ng.

• Brand.adver)sing.

• Distribu)on..

Category.

management.

• Range.management.

• Segmenta)on.

• Consumer.needs.

ECR.(efficient.

consumer.

response).

• Efficient.supply.

and.demand.

• Cost.and.supply.processes.

Shopper.

marke)ng.

• Marke)ng.

at.the.point.

of.purchase.


Power.brands.

could.dictate.

sales.

The.power.

moved.to.

retailers.

Power.is.now.in.

the.hands.of.

consumers.

Social media is supplementing the mass media of the past


Marketing has moved on too..

ATL.(above.the.line).dominated.with.TV.adverts.and.

main.stream.media..

Media.became.fragmented.with.mul)ple.TV.channels.

and.online.

Retailers.became.expert.at.retail.marke)ng.and.learnt.

to.influence.and.control.the.purchase.at.POP.

Online.penetra)on.has.grown.along.with.online.

shopping.from.home.

Mobile.online.shopping.and.the.use.of.Apps.has.given.

shoppers.greater.freedom,.control.and.choice..

Consumer.shoppers.now.research.online,.buy.or.

review.offline.(in]store).and.may.return.to.buy.online..

WHAT’S$NEXT?$


New name, same issues, but in a changed environment

The brand approach

!  How can we maximise sales?

!  How can we prevent my customers going to another brand/retailer?

!  How can we gain new shoppers/consumers?

The category management approach

!  How can we meet consumer needs?

!  What is the optimum range?

!  How do consumers/shoppers segment the range?

!  Where are the gaps and opportunities?

!  How can we make it easier for shoppers to buy more?

Shopper marketing

!  How can we influence shoppers at point of purchase?

!  Where and how best to allocate marketing spend?


In theory

!  Meet consumer/shopper needs and they will come (buy)?

!  …but do they realise/know?

!  What of unknown/unmet needs?

!  Where are the real opportunities?

Desire$before$the$need$

There’s.clearly.s)ll.a.need.for.adver)sing.

and.promo)on,.only.in.different.forms.of.

communica)on.and.integrated/connected..

across.several.new.and.different.channels.


Shopper marketing has moved on too

…before, it was a revelation that ‘above the line’ advertising and promotion was losing out to the ‘point of purchase’.

The power had moved to the retailer as they became smarter at shopper marketing through their own brands, category management, more sophisticated in-store marketing, their own advertising campaigns and of course their online shopping.

…but now shoppers are taking centre stage. Social media has given them the power of easy convenient connection. Access to information, product reviews and consumer experiences. Along with the recent economic pressures, this has spurned new shopping behaviours.

The smart shopper can ignore traditional advertising messages and make better informed purchase decisions.

Evolu)on.

•  ATL.

POP.

•  Retailer.marke)ng.

•  Category.management.

Shopper.

•  Social.media.

•  Informa)on,.product.reviews.

Smart.shopper.

•  Advert.immune.

•  ROBO.behaviours.


Lets not fool ourselves, they’re still in-store

The key is to understand how to get through to this new smart consumer, to understand the new shopper touch points and use that knowledge to influence the point of purchase.

Consumers are still driven by brand loyalty, awareness and emotional attachments.

Shoppers are still influenced by ATL advertising. They are pre-loaded with brand preferences, past experiences and a ‘purchase decision narrative’, ready to find and select their chosen product.

Shoppers (whether in-store or online/mobile), can and are influenced at the ‘point of purchase’, only their consideration routines and purchase route has changed.

New.shopper.touch.points.

•  Influence.POP.

Drivers.are.not.changed.

• Brand.loyalty.and.awareness.• Emo)onal.aaachments.

Shopper.

• ATL.s)ll.influences.• Pre]loaded.preferences.• Purchase.decision.narra)ves.

POP.is.in]store.and.online.

• New.considera)on.rou)nes.


What is shopper marketing?

.

..so,.shopper.marke)ng.is.about.

understanding.the.new.shopper.and.

using.that.knowledge.to.manage.the.

marke)ng.mix..

.

The.aim.is.to.affect.change.in.shopper.

behaviour.with.the.objec)ve.of.driving.

brand.consump)on...

!


Shopper marketing applies to any environment where people make purchase decisions

From banks, to burger bars, to bazaars…

Banks.Burger.

bars.Bazaars.


Future lectures, workshops and training days

!  Shopper Marketing

Its claimed that 70% of decisions are now made at ‘Point of Purchase’. Understand how this works and what brands can do about this. How to best allocate advertising spend.

!  Innovation & Product development

With our training and workshops, clients have developed new and highly profitable products, solved business and team issues and have found profitable new product niches.

!  Category Management

Retailers used this to decide on ranges to stock and their strategy for the product category. Understand how to become the retai ler ’s category captain.

Radius shopper marketing intro

Marketing

Transcript of Radius shopper marketing intro