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Measure types: Retailer business measures Business Level • Gross Margin • Rolled up margin • Fifth margin (includes store margin and terms, nett of waste) • GMROI – occasionally (internal measure) • ROCE • ROI is internal • Down to 3 decimal points! Store Level • Achieve Sales targets (sales per metre, GP per metre) • Achieve GP%, shrinkage targets • Achieve Wage Spend targets • Out of stocks • Customer Service • OH&S Manufacturers invest in retailers, not the other way around. 222
Measurement types: Promotions Sales Sales volume & value uplifts/decline Baseline vs on-promotion sales Category growth value / volume, residual effects Market Market share changes Cannibalisation rates Product/brand switch Behaviour AWOP Day and time of purchase shifts Purchase and re-purchase frequency
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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
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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
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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
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
Page 210 and 211: In-store influences on Purchase Ins
Page 212 and 213: 212 Insight to application examples
Page 214 and 215: Some international activations base
Page 216 and 217: Exercise: Build a Shopper Insights
Page 218 and 219: Module 7: Content Coverage Measurem
Page 220 and 221: Activity effectiveness ratings: SM
Page 224 and 225: Measurement types: Tangible vs Inta
Page 226 and 227: Measure Types: POP drivers (2) Pric
Page 228 and 229: Determine what your promotion/activ
Page 230 and 231: 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
Page 247 and 248: 247 APPENDICES
Page 249 and 250: 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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