"Shopper Marketing - Consumer Packaged Goods" Presentation 041912
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Transcript of "Shopper Marketing - Consumer Packaged Goods" Presentation 041912
SHOPPER MARKETINGApril 19, 2012
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Agenda• Shopper Marketing definition
• OgilvyAction’s Approach to Shopper Marketing
• Why Shopper Marketing is More Important Than Ever
• Best in Class case studies
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SHOPPER MARKETING DEFINITION
Industry Definition of Shopper Marketing
All marketing stimuli, developed based on a deep understanding of shopper behavior, designed to build brand equity, engage the shopper and lead him / her to make a purchase.
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Brand affinity = awareness and interest
Brand transaction = intent and purchase
The goal of shopper marketing is to be present with an activation voice at all relevant points of contact along the shopper’s journey, to drive intent
and purchase all the way to the final second.
OgilvyAction’s View of Shopper Marketing
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Brand Affinity becomes Brand Transaction by triggering Action Points along the path to purchase.
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Consumer Mode
Who she is
Get in her mind
Reason to buy
Emotion leads, practical benefits support
Audience
Task
Story
Content
Shopper Mode
How she shops
Get in her cart
Reason to buy right now
Practical leads, emotion validates
And that the role of communication differs based on what mindset she’s in
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We believe consumer and shopper mindsets are interwoven.
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Some think about the path this way
And while a linear path to purchase helps us organize…
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…We understand that today’s journey to purchase is more complex and dynamic.
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We know our target is in Shopper mode anywhere and everywhere.
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And while much of in-store behavior is ‘auto-pilot’, shoppers are becoming more engaged outside of the store.
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Because the shopper’s journey is more dynamic, where and how we intercept her is more important than ever.
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That’s why we believe that store back is really shopper back.
Understanding shopper’s behavior beyond the store and activating at the right interception point is critical to shopper
marketing success.
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WHY SHOPPER MARKETING IS MORE IMPORTANT THAN EVER
Shoppers Have Become More Savvy
• During the economic downturn shoppers learned to be less impulsive and more frugal and these behaviors have persisted over time
– In 2010, 78.3% of consumers said they used coupons regularly in
2010, up 14.7% from pre-recession levels
– Digital coupon usage grew 41% in 2010
• Shoppers are doing their homework before they go shopping
– More than 81% of shoppers conduct research before they go shopping, typically for an hour or longer
– 4 out of 5 smartphone owners use their phones to check inventory, look up product info and find special offers
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The Shopper Makes a Majority of Her Decisions in Store
• 59% of brand selections are made in store
- Shoppers typically enter the store with a set of products and brands in their consideration set and then make their final decision at shelf
• 85% of shoppers perceive in-store factors as more influential than out-of-store marketing
• 77% of shoppers enter the store without a detailed shopping list
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Q&A
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THANK YOU