Shopper Marketing What’s Working & the Road Ahead
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Transcript of Shopper Marketing What’s Working & the Road Ahead
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Shopper MarketingWhat’s Working & the Road Ahead
Summer 2012 Mediative.com
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PART I
Shopper Marketing It’s Official
Impact on Media Strategy Top 10 Countdown: What is Working
PART II
Where are we Headed? Consumers are smarter and always on
The purchase pathway has changedImpact on media strategy
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Five Years AgoNo retail media opportunities
No common name - POP advertising, at-retail advertising, etc.
Trade marketing lacked control over strategy, creative, timing and tracking
No dedicated expertise at agency
Digital Marketers could not directly impact the purchase pathway
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TodayEstablished media programs on NA’s leading retail sites
Shopper Marketing Industry
Established brand-building strategy
Media agencies restructuring internally to influence buying decisions
Fastest growing sector of ad spending (200% since 2008 and increasing 15% per year) *
* Source: Ad Age Insights Jan 2011, In-Store Marketing Institute
Quick stat: 83% of CPG companies surveyed expect to increase their shopper marketing
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Impact on Media StrategyClient education needed for mandate
Manage differentiation with trade marketing
Strategy shift from indirect contextual relevance to influence buying decisions
Move from awareness to impacting conversions
Created new objectives and more meaningful ROI vs. non-retail media
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TOP 10 COUNTDOWN
WHAT IS WORKING?
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10• E-Commerce sales will be doubling in 2010-2015
• 82% of internet users are online shoppers (18 million Canadians)
• 57% of internet users have made at least one purchase in the last year
Retail Audiences are Growing in Canada
eMarketer, February 2011
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9 Reach Audiences in Buying and Research Mode
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9
Offline Buyers • Brick &
mortar buyer only
• Almost no online research for in store purchases
• 15% of internet users
Online Shoppers• Conducts
online research prior purchase
• Mostly buys offline, in-store.
• 33% of internet users
Online Buyers• Extensive
Research online
• Buys select categories frequently in half the categories they research
• 31% of internet users
Online SUPER Buyers• Most frequent
online buyer• Researches
and buys across many different categories
• 21% of internet users
NPD Canadian E-commerce Report, July 2010.
9 Reach Audiences in Buying and Research Mode
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8 Impact Sales & Branding
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8 Measuring the direct sales impact online & in-store
(1) Retail Advertising Whitepaper, Mediative 2012
(Amazon, 2012)
1
1
1
(Smart Shopper Survey, 2011)
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8 Shopper Marketing is Good for Branding
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2012 retail email volume is forecasted to grow by almost 50% compared to 2010
More people with access to email anywhere (i.e. in-line at nearby grocery store or in mall)
Retailers are increasingly focusing on optimizing CRM with mobile marketing
7 The Almighty Inbox is Back
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6 Shopping tools guide consumers and positions brands as recommended products
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6 Recent shopping tools
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5 Increasing use of video to shop
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Retail is transforming from text and reading to viewing and experiencing
• 2 out of 3 of consumers agree; video is superior in building confidence towards purchase
• 2 out of 3 of consumers watch videos multiple times during their purchase consideration cycle
• Top video content wanted by consumers are short product demonstrations and quick objective reviews
Source: Invodo Whitepaper March 2012
5 Increasing use of Video to Shop
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4 Reach even larger audiences with In-Store Digital Signage
>> Digital in-store displays expected to triple by 2013
Source: iSuppli Corp. market research
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3 Mobile is Growing
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In Canada, 53%of smartphone owners used their phone for retail-related activities in a store
3 Reach Shoppers Anywhere, Anytime
(2012 Mobile Future in Focus, comScore)
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2 Rich, Creative Content Engages & Converts Shoppers
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2 Retail Splash Pages
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2 Retail Brand Stores
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2 Editorial Centre & Custom Content
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2 Inspire the Shopper & Watch them Convert
Consumers who visited retail shopping content pages were 73% more likely to complete a purchase compared to shoppers who visited product pages through traditional retail navigation
73%
More likely to complete a purchase
Walmart Canada, 6-week trailing average, multiple content projects (2012)
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1 Reaching Audiences who have clearly demonstrated their Intent to Buy
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1 Reach Shopper Audiences with Intent to Buy
Digital Moms
Connected Dudes
Toys, Kids & Baby
Health, Wellness & Grocery
Gadget Geeks
Gamers
Beauty
Household Packaged Goods
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They make more than 80% of household buying decisions
Reach 3.7 million women shoppers / mth
More than 2x AOL Lifestyle, Sympatico Lifestyle and Chateline combined
2.6x time spent vs iVillage Womens Network
1 Audience Reach at a Glance: How to Reach Digital Moms in Canada?
comScore December 2011
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“2012 will be an inflection point in retail, shopping, and paying.
You’re going to see more change in how consumers shop and pay in the next three years, than we’ve seen in the last 20 years.”
John Donahoe President and CEO, eBay (January 24, 2012)
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3 Key Forces of Change
1- Consumers are smarter and always on
2- Technology has disrupted the way we shop
3- Purchase pathway has changed
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1. Consumers are Smarter and Always On
• Half of Canada owns smartphones
• Consumers have specific expectations at each step of the purchase pathway
• Nearly half of shoppers are willing to use two or more technologies to shop (IBM Institute Oct 2011)
• Consumers are smarter and expect more
• They are empowered and demand more
• They want to be served (not sold to)
• They want personalization
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2. Technology has Disrupted the Way We Shop
– Location; ability to deliver offers based on purchase location proximity
– Information; on-demand and self-serve tools, learning, reviews and convenient information
– Personalization; data helps that customizes offers to individual consumer behaviours
– Social; consumers have access to trusted recommendations
– Mobile & tablet; instant access to rich information and apps anywhere on smartphones and tablets
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2- Technology has Disrupted the Way We Shop
2011• 20%-30% retail
visits from mobile devices
2014• More people
est. to access web on mobile than desktop
2016• Est. 1 billion
smartphone sales per year
Mobile: Game Changer
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Mobile Usage Insights
• The “Showroom Effect”: Consumers are increasingly using smartphones at POP to learn about products, compare products / pricing and reading reviews
2- Technology has Disrupted the Way We Shop
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3. The New Purchase Pathway
Seamless approach to purchase pathway simultaneously through all available shopping channels
Many customers, shopping across many channels – one channel per purchase
“We need to sell online”
“Customers will come to us”
Retail Outlook 2012, Deloitte Canada
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OmniChannel Shopper at a GlanceShopper IDs a
need
Research
Transaction
Post-
transaction
Digital Mom is on iPad; wants to buy her son
a PS3
Researches in-store and on mobile
She buys online
Home delivery
3. The New Purchase Pathway
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Impact on Media Strategy
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1- Deliver relevant messagingA) Location, location, location
83% of mobile users are looking for deals at nearby stores when shopping (comScore)
83%looking for deals when shopping
79% of consumers find location based alerts from retailers appealing (comScore)
79%Find location based alerts appealing
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B) Information
Retail sites are evolving to “kingdom of content”
Products will not sell themselves; Marketers need to provide info for immediate purchase decisions
Benefits
Lifestyle and context
Shopping tools
Comparison
Reviews
Video, and more…
1- Deliver relevant messaging
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C) Personalization
One message is not for all
Data gives marketers better signals as to when to communicate, what produce and which message
1- Deliver relevant messaging
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D) Social
Help consumers access social communities and uncover recommendations they trust
“1 out of 3 of people are more likely to buy a product if it is has a high number of likes”
8th Bridge Consulting, 2012
1- Deliver relevant messaging
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2- Understand the shopper buying cycle & channelsIn an OmniChannel world, each step of the purchase pathway is an opportunity to give the shopper what they need to make a buying decision
Shopper IDs Need
•Display advertising•Email promotion•Editorial feature•Social media post •Special offer in proximity to store•Lifestyle video
Research
•Product features and benefits•Video reviews, product comparisons•Personalized message based on historical data •Platform targeted msg (phone vs tablet)•Digital couponing•In-store digital networks•Social recommendations•In-store marketing event
Purchase Transaction
•Recommend related products or offers•Action oriented messaging “Buy now”, pre-order, 2 day delivery
Post-transaction
•Re-target for related products or offers