Download - TMC Shopper Marketing Trends 2015

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 domesAc markets

1. Retail globaliza.on and concentra.on process will con.nue


•  The fight will be at the POS according to Nielsen

2. Private labels will con.nue to be a major threat to FMCG

•  Over 30% in developed naAons

•  16% global

•  SAll below 7% in LaAn 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 acAve life style, in store promoAons and amount of opAons available.


4. Purchasing decisions at POS are growing in relevance

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

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

•  Higher relevance of availability, product exhibiAon, temperature, in-‐store locaAon of the freezer and customer saAsfacAon.


5. Increase frequency of Out of Home Consump.on


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 Ame spent in this secAon.

•  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 sensi.ve 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 “beher prices” to a more conscious, opinion based and friendly experience. Sharing opinions about products and services is now a criAcal influencing factor to make a purchase decision


8. Ac.ve Shoppers in a Social Commerce


9. BIG DATA will con.nue to drive BIG CHALLENGES

•  No doubt that amount of informaAon about shopper habits, behaviour and paherns will conAnue growing in the following years

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

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

•  Trade and Shopper MarkeAng spend conAnues to increase as % of total markeAng budget.

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

o  LaAn America is sAll behind (between 40-‐50% of total markeAng budget) but growing fast.


10. Trade and Shopper Marke.ng Spend will con.nue growing

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