TMC Shopper Marketing Trends

TOP 10 SHOPPER MARKETING

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TOP 10 Shopper Marketing Trends

• Wal-Mart accounts for 8% of US retail sale

• Tesco 13% of UK sales.

• Both 30% grocery sales in domestic markets

1. Retail globalization and concentration process will continue


• The fight will be at the POS according to Nielsen

2. Private labels will continue to be a major threat to FMCG

• Over 30% in developed nations

• 16% global

• Still below 7% in Latin America


3. ROPO: Research online, purchase offline

• 49% of Consumers Surveyed Say Smartphones Have Changed the Way They Shop;

• 88% Use the Internet to Research Online, Purchase Offline (ROPO). This behavior is seen in 9 out of 10 people in 11 of 12 countries

• Influence of Social Media Highest in China

Source: DigitasLBi Global Survey 12 markets in 2014.

• Depending on the category, between 30% and 80% of FINAL purchasing decisions are made at the point of sale (POPAI Consumer Buying Habits Study 2014).

• These are rates are constantly growing as a consequence of active life style, in store promotions and amount of options available.


4. Purchasing decisions at POS are growing in relevance

http://www.popai.com/

• The rise of Breakfast, growing in relevance vs other meals

• Higher relevance of smaller and more convenient formats for immediate and on the go consumption

• Higher relevance of availability, product exhibition, temperature, in-store location of the freezer and customer satisfaction.


5. Increase frequency of Out of Home Consumption


6. Convenience is KING: smaller, cold and ready to drink!

Source: TMC USA 2014.

• Increased relevance of Channel / Account Strategy and Plans

• Reinforced strategic role of Minimarkets and C-Stores

• Growing health and wellness awareness: natural, high quality produce and fresh food and drinks are now one of the most important determining factors in what and where shoppers buy.

• Retailers will dedicate higher space for water, natural juice and tea. Longer time spent in this section.

• Increase in the number of retailers offering Natural Juice freshly made at the moment or during the day with private label.


7. Healthier and price sensitive shoppers

• Internet and Social networks have changed the way people shop with friends

• The group-buying experience that started with Groupon has evolved from simply “better prices” to a more conscious, opinion based and friendly experience. Sharing opinions about products and services is now a critical influencing factor to make a purchase decision


8. Active Shoppers in a Social Commerce


9. BIG DATA will continue to drive BIG CHALLENGES

• No doubt that amount of information about shopper habits, behaviour and patterns will continue growing in the following years

• Generate relevant insights to drive better products and services is the challenge for the consumer industry and retailers

• Shoppers will continue sharing their information if they are able to perceive the benefits in return.

• Trade and Shopper Marketing spend continues to increase as % of total marketing budget.

o In USA it already represents between 50-60% of total marketing budget of top 10 Consumer Good industries.

o Latin America is still behind (between 40-50% of total marketing budget) but growing fast.


10. Trade and Shopper Marketing Spend will continue growing

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TMC Shopper Marketing Trends

Marketing

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