MICHELLE VAN TROTSENBURG BUSINESS UNIT DIRECTOR SHOPPER CONVERSION MARKETING
THE SHOPPER JOURNEY
Over 1785 Malls in SA
SOURCE: PRIMEDIA LIFESTYLE
Total Retail Sales of R633 billion in 2012
Estimated that 60%-70% was generated at shopping centres
SOURCE: PRIMEDIA LIFESTYLE
Monthly Foot Count of
18 Million people per month on average
SOURCE: PRIMEDIA LIFESTYLE
NUMBER OF SHOPPING CENTRES PER COUNTRY 2011
SOURCE: PRIMEDIA LIFESTYLE
MALL RATS
HIGH COMPETITION FOR SHARE OF WALLET
THE ABILITY TO PREDICT SHOPPER BEHAVIOR HAS
BECOME A REALITY
THIS IS WHERE MANY SHOPPING TRIPS START
ACCOMPANY THE SHOPPER THROUGHT THE JOURNEY
THE SHOPPER
YOUR SI@NAGE IS IN MY WAY!
SHOPPER DOESN’T WANTED TO BE DISRUPTED, EXICITED, DELIGHTED, ENGAGED IN EVERY
AISLE
OFFER SHOPPER SOLUTIONS
• Provide shopper value
• Facilitate decision-making
• Improving the ease of shopping
NORDSTROM Shoes for sale in Nordstrom, identified by Pinterest popularity. Photo courtesy of Nordstrom
SOLUTION: IMPROVING THE SHOPPING EXPERIENCE
UNLEASH THE KID IN ME
START MARKETING TO SHOPPERS EVEN BEFORE THEY GET IN TO STORE
Outer Window Signage
In-Store Signage
Menu Board Signage
THE RIGHT MESSAGE AT THE RIGHT PLACE
AND THE RIGHT TIME!
OUT OF STORE (ON ROUTE)
IN STORE – DISTINATION AISLE & CROSS CATEGORY
CROSS CATEGORY COMMUNICATION
CROSS CATEGORY COMMUNICATION
SHOPPER ACTIVATION CAN’T BE DONE BY THE
MANUFACTURE/RETAILER ALONE
SHOPPER RETAILER BRAND
WIN WIN WIN
CAMPBELL’S NEW SHELF SYSTEM
BEFORE AFTER
• Declining sales
• Alphabetical planogram of cans
on shelf
• Gravity fed merchandiser • Face cards enhance navigation • Habitual items separated at bottom
FURTHER ENHANCEMENTS
Reduced shop time from 58 to 8 seconds
CATEGORY SOLUTION WIN WIN WIN
WALMART SWIFFER RETAIL COLLABORATION
WALMART SHOPPER: Older, Suburban, wants driven
Seeks simplicity in her shopping.
Make it easier to find a better clean – we listened to you!
WALMART SWIFFER RETAIL COLLABORATION
GIVE ME REASONS TO VISIT YOUR STORE
FEBREEZE HOME COLLECTION WITH WALMART
CLOSE THE LOOP
CONSISTENCY • Availability rules
• Visit stores
• Compliance checking
• Partner with your retailers
• Cut back on promotions
EVERY DECISION BEGINS & ENDS WITH
THE SHOPPER
PACK IT HIGH SELL IT CHEAP!!
Thank you!
@Michelle_VanT #YRShopper
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