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With interest in the usage of digital and electronic instore POP Using Considering 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Not much is being used - top 6 forms between 10% and 30%. Interest lies in the interactive stuff rather than funky projections and holograms. 252 N - 134
<strong>New</strong> and emerging instore marketing techniques (SM Survey) Q. Thinking about new/emerging in-store marketing techniques which of the following are you aware of and/or considering using? 80% 70% 60% 50% 40% 30% 20% 10% 0% Aware Considering For digital and electronic POP activations, the consideration rate is above the current rate of use, which is encouraging. Interest lies more in the interactive applications than in projections and holograms, although the latter are certainly considered to have „wow‟ factor and interruption capability. 253 N = 134
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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
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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
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 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: References PRIMARY REFERENCES • B
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