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Home entertainment category: Shopper Segment Y Catalogs, online Title Price Store Who has best deal? What‟s on offer? •Loyalty programs •Multibuys Price Available Is it at the advertised price? Do they have it in stock? Extremely highly planned, very hard to influence instore.
Wine hierarchy: Differs according to shopper level of involvement Occasion Who is buying Mood Location Trip Type Alcohol Wine Colour High involvement Med involvement Low involvement Region/ Variety Variety Price Price Price Variety Brand Brand Brand Need to quantify the segments to get dominant type. Even so, how do you talk to them all? 151
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Contents Day One 1. Integrating con
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But first, share your „homework
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The US view: similar „suspects‟
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Top 10 Australian best practice SM
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1. Integrating consumer, shopper an
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Introducing Key Retail Objectives
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IPI: Inter Purchase Interval The ti
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Basket Size How many items are in e
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AWOP: Average Weight of Purchase Re
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Which Retail Objectives do these ta
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What about this one? Palmolive Wint
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Introducing the 5-Way Multiple Freq
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Implications for Promotions The ret
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POP Quiz: Match the promo mechanic
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Marketing goals vs shopper & retail
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Exercise: Integrating shopper into
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Module 2: Content Coverage What is
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The story of Cat Man is part of the
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Retailing was evolving rapidly in t
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How could these increasingly domina
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In Europe, ECR identified four pill
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Nielsen refined this to 5 steps in
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Meanwhile, ECR has moved on: Demand
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8 step process revisited: Definitio
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Current Category Management Scope (
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We‟re going to cover both. Catego
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Brian Harris, „father of CatMan
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Shopper Marketing: some definitions
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Shopper Marketing status Key Takeou
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When does a consumer become a shopp
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Shopper Marketing Technologies are
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New technology uses in bricks and m
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Instore, there is interest in dynam
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Shopper Marketing Activity Types: B
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Different vehicles play different r
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Different vehicles different roles:
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Other types of vehicle selection co
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Exercise: Understanding Shopper Mar
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Module 3: Content Coverage The Shop
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While Instore P2P: different roles
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Path to Purchase: what shoppers lik
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The „first moment of truth‟ is
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Or the GFK Interscope „Web‟ 86
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Roles along whatever the „P2P‟
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Some examples: Prestore and instore
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Masterchef Australia: Coles Sponsor
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Exercise: Shopper Cycle and Dynamic
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Module 4: Content Coverage Touchpoi
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Range Ranging Strategy asks and sol
Page 100 and 101: Reach 1 5 9 13 17 21 25 29 33 37 41
Page 102 and 103: Space Management: Principles, Defin
Page 104 and 105: Primary vs secondary locations Prim
Page 106 and 107: Understand the whole store: POP str
Page 108 and 109: Prioritising points of engagement B
Page 110 and 111: What works for DVD category? What d
Page 112 and 113: Price and purchase decision hierarc
Page 114 and 115: Promotion objectives: what is the r
Page 116 and 117: Persuasion (store staff) Persuasion
Page 118 and 119: Combining instore drivers and out o
Page 120 and 121: Case Study: Target Super Valen Bowl
Page 122 and 123: Case Study: OfficeMax In Place Syst
Page 124 and 125: Instore POS to suit the retailer 12
Page 126 and 127: And with on-pack stickers 126
Page 128 and 129: Coca-Cola „360‟ activations of
Page 130 and 131: Kraft occasion based instore and ou
Page 132 and 133: Executed out of store and instore 1
Page 134 and 135: Uncle Tobys/Woolworths campaign:
Page 136 and 137: Coles Oats Season 2011 • Situatio
Page 138 and 139: Exercise: Touchpoint Messaging and
Page 140 and 141: 5. Shopper Behaviour Fundamentals S
Page 142 and 143: Core shopper behaviours: The 5Ws +
Page 144 and 145: Hows : some key concepts • Traffi
Page 146 and 147: Not one-size-fits-all for a categor
Page 148 and 149: Typical Xmas gift purchase decision
Page 152 and 153: How can you apply a purchase decisi
Page 154 and 155: Shopper „types‟ - a number of l
Page 156 and 157: Grocery shopper Who: Not just „MG
Page 158 and 159: Linking Consumer & Shopper Consumer
Page 160 and 161: Whys: Occasions = cross category ma
Page 162 and 163: International: SuperValu Holiday Jo
Page 164 and 165: Trip types vary by channel: Market
Page 166 and 167: Let‟s discuss some examples Occas
Page 168 and 169: Exercise #2: Shopper Behaviour Fund
Page 170 and 171: Module 6: Content Coverage Shopper
Page 172 and 173: Most powerful when data sources are
Page 174 and 175: Types of shopper research (selected
Page 176 and 177: Methodology Scope : Tailored, not o
Page 178 and 179: Instore marketing research: Two lev
Page 180 and 181: Need for channel and retailer speci
Page 182 and 183: Shopper Research Applications (1) T
Page 184 and 185: Insight or merely Information? •
Page 186 and 187: Complete the above. Exercise: Deter
Page 188 and 189: Shopper Research case studies
Page 190 and 191: Case Study: Home Entertainment Shop
Page 192 and 193: Case Study: Household Cleaning Port
Page 194 and 195: Case Study: POS execution in Cafes
Page 196 and 197: Case study: Impulse alcohol RTD - T
Page 198 and 199: Least Category shopper typology: Of
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Shopper segment quantification Segm
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Occasions vs trip types (missions)
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Retailer perceptions: Store, catego
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Quantified behaviours (eg Frequency
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Observations: Traffic hotspots COOL
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In-store influences on Purchase Ins
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212 Insight to application examples
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Some international activations base
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Exercise: Build a Shopper Insights
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Module 7: Content Coverage Measurem
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Activity effectiveness ratings: SM
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Measure types: Retailer business me
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Measurement types: Tangible vs Inta
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Measure Types: POP drivers (2) Pric
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Determine what your promotion/activ
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Outputs: what we did • Execution
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Outcomes What difference did the pr
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Building Better Measurement: Booz 2
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8. Integrating Shopper Marketing Se
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Setting up for success Shopper Mark
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SM as Strategic Capability: Booz 20
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Investment matrix: advertising and
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And a final word ... Learnings to D
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247 APPENDICES
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Glossary of Common Terms: F-N Term
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References PRIMARY REFERENCES • B
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New and emerging instore marketing
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