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What about this one? Palmolive Winter Campaign • Situation: Need to communicate that Palmolive Antibacterial Handwash is effective in protecting people from the germs common in winter months • Idea: „Protection from Winter Germs‟ • Activation: „Shelf back‟ necktag execution designed to fit within „clean store‟ guidelines but provide shelf standout. Other activations included sampling staff wearing scarves in-store talking to shoppers about the benefits of the product; in-store POS; ATL – print ads, TV 22
Retail goals can conflict with or complement each other You need to decide which of the retail goals you are trying to achieve with a given activity. You can‟t have them all at once. • Frequency and AWOP are often in conflict. A promotion aimed at increasing Average Weight of Purchase will often simply bring sales forward and decrease frequency unless it is married with a strategy to increase consumption. • AWOP and Basket Value often complement each other. By increasing the number of items, weight and / or value of the items, Basket Value increases. • Frequency and Inter Purchase Interval are flip sides – if you increase one you decrease the other • So, how do you work out how it all relates together? The retail multiple…
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‟
Page 8 and 9: Top 10 Australian best practice SM
Page 10 and 11: 1. Integrating consumer, shopper an
Page 12 and 13: Introducing Key Retail Objectives
Page 14 and 15: IPI: Inter Purchase Interval The ti
Page 16 and 17: 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
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
Page 36 and 37: The story of Cat Man is part of the
Page 38 and 39: Retailing was evolving rapidly in t
Page 40 and 41: 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
Page 50 and 51: Current Category Management Scope (
Page 52 and 53: We‟re going to cover both. Catego
Page 54 and 55: Brian Harris, „father of CatMan
Page 56 and 57: Shopper Marketing: some definitions
Page 58 and 59: Shopper Marketing status Key Takeou
Page 60 and 61: When does a consumer become a shopp
Page 62 and 63: Shopper Marketing Technologies are
Page 64 and 65: New technology uses in bricks and m
Page 66 and 67: Instore, there is interest in dynam
Page 68 and 69: Shopper Marketing Activity Types: B
Page 70 and 71: Different vehicles play different r
Page 72 and 73:
Different vehicles different roles:
Page 74 and 75:
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
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Prioritising points of engagement B
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What works for DVD category? What d
Page 112 and 113:
Price and purchase decision hierarc
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Promotion objectives: what is the r
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Persuasion (store staff) Persuasion
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Combining instore drivers and out o
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Case Study: Target Super Valen Bowl
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Case Study: OfficeMax In Place Syst
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Instore POS to suit the retailer 12
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And with on-pack stickers 126
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Coca-Cola „360‟ activations of
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Kraft occasion based instore and ou
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Executed out of store and instore 1
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Uncle Tobys/Woolworths campaign:
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Coles Oats Season 2011 • Situatio
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Exercise: Touchpoint Messaging and
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5. Shopper Behaviour Fundamentals S
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Core shopper behaviours: The 5Ws +
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Hows : some key concepts • Traffi
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Not one-size-fits-all for a categor
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Typical Xmas gift purchase decision
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Home entertainment category: Shoppe
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How can you apply a purchase decisi
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Shopper „types‟ - a number of l
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Grocery shopper Who: Not just „MG
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Linking Consumer & Shopper Consumer
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Whys: Occasions = cross category ma
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International: SuperValu Holiday Jo
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Trip types vary by channel: Market
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Let‟s discuss some examples Occas
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Exercise #2: Shopper Behaviour Fund
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Module 6: Content Coverage Shopper
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Most powerful when data sources are
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Types of shopper research (selected
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Methodology Scope : Tailored, not o
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Instore marketing research: Two lev
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Need for channel and retailer speci
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Shopper Research Applications (1) T
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Insight or merely Information? •
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Complete the above. Exercise: Deter
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Shopper Research case studies
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Case Study: Home Entertainment Shop
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Case Study: Household Cleaning Port
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Case Study: POS execution in Cafes
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Case study: Impulse alcohol RTD - T
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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
Page 216 and 217:
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
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
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Outcomes What difference did the pr
Page 234 and 235:
Building Better Measurement: Booz 2
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8. Integrating Shopper Marketing Se
Page 238 and 239:
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
Page 251 and 252:
References PRIMARY REFERENCES • B
Page 253 and 254:
New and emerging instore marketing
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