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Whys: Occasions = cross category marketing opportunities Christmas Gifting Seasonal Ethnic, religious and commemorative Valentines Day Summer – holidays, entertaining, at the beach Winter – eg „winter warmers‟, ski Events & Sporting Consumer Chinese <strong>New</strong> Year Olympics Entertaining: summer BBQ, Dinner Party, parties, having mates over (watch footy finals, other sporting events), quiet night in Cinco de Mayo (Mexico) Easter Autumn Anzac Day, <strong>Australia</strong> Day Mothers Day Spring St Patrick‟s Day Fathers Day Seasonal conditions: Hay fever, mosquitoes, cold & flu 4 th of July (US Independence Day) Halloween Bastille Day (France) F1 Grand Prix Footy Finals Meals: breakfast (at home, in transit), lunch (at home, lunchbox for school/work), dinner tonight, snacks, food to go (lunch on the run). Kids: back to school, summer holiday amusements & distractions Birthdays & anniversaries Cherry blossom festival (Japan) All Saints‟ Day (half of Europe, it seems!) 160
Occasion based displays in offpremise liquor stores 161
Page 2 and 3:
Contents Day One 1. Integrating con
Page 4 and 5:
But first, share your „homework
Page 6 and 7:
The US view: similar „suspects‟
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Top 10 Australian best practice SM
Page 10 and 11:
1. Integrating consumer, shopper an
Page 12 and 13:
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
Page 18 and 19:
AWOP: Average Weight of Purchase Re
Page 20 and 21:
Which Retail Objectives do these ta
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What about this one? Palmolive Wint
Page 24 and 25:
Introducing the 5-Way Multiple Freq
Page 26 and 27:
Implications for Promotions The ret
Page 28 and 29:
POP Quiz: Match the promo mechanic
Page 30 and 31:
Marketing goals vs shopper & retail
Page 32 and 33:
Exercise: Integrating shopper into
Page 34 and 35:
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
Page 42 and 43:
In Europe, ECR identified four pill
Page 44 and 45:
Nielsen refined this to 5 steps in
Page 46 and 47:
Meanwhile, ECR has moved on: Demand
Page 48 and 49:
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
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Reach 1 5 9 13 17 21 25 29 33 37 41
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Space Management: Principles, Defin
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Primary vs secondary locations Prim
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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 150 and 151: Home entertainment category: Shoppe
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 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
Page 200 and 201: Shopper segment quantification Segm
Page 202 and 203: Occasions vs trip types (missions)
Page 204 and 205: Retailer perceptions: Store, catego
Page 206 and 207: Quantified behaviours (eg Frequency
Page 208 and 209: Observations: Traffic hotspots COOL
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In-store influences on Purchase Ins
Page 212 and 213:
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
Page 224 and 225:
Measurement types: Tangible vs Inta
Page 226 and 227:
Measure Types: POP drivers (2) Pric
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Determine what your promotion/activ
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Outputs: what we did • Execution
Page 232 and 233:
Outcomes What difference did the pr
Page 234 and 235:
Building Better Measurement: Booz 2
Page 236 and 237:
8. Integrating Shopper Marketing Se
Page 238 and 239:
Setting up for success Shopper Mark
Page 240 and 241:
SM as Strategic Capability: Booz 20
Page 242 and 243:
Investment matrix: advertising and
Page 244 and 245:
And a final word ... Learnings to D
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247 APPENDICES
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Glossary of Common Terms: F-N Term
Page 251 and 252:
References PRIMARY REFERENCES • B
Page 253 and 254:
New and emerging instore marketing
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