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SM as Strategic Capability: Booz 2009 240
A 7-step roadmap for effective shopper marketing 1. Understand your corporate and marketing strategies 2. Determine who to play with 3. Understand retailers‟ business situation 4. Understand retailers‟ objectives and strategies 5. Understand your shoppers 6. Develop shopper marketing strategy as part of account plans 7. Execution and measurement. 241 Source: Desmedt, Luc ‘ Seven steps toward effective shopper marketing’; in ‘Shopper Marketing: How to increase purchase decisions at the point of sale’, Markus Stahlberg Ed, Ville Maila, 2010 Pgs 21-27
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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
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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
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 222 and 223: Measure types: Retailer business me
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 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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