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Marketing goals vs shopper & retail goals To get best traction, campaigns and promotions need to match back to shopper and retailer objectives. Consumer Shopper Retailer Past 24hour/7 day consumption Consideration set Brand preference Adoption scale Frequency Interpurchase interval Basket penetration Household penetration Switch vs incremental AWOP Spend Cross category purchase Category abandonment Time at shelf Hurdle rates Traffic/footfall Category growth GSR/NSR Transaction value Basket value Out of stocks Aisle abandonment Store dwell time
And a final thought ... • Herb Sorensen reckons the 3 shopping “currencies" are „time, money and angst‟ • He further thinks the game is about getting them to spend more in their existing time in store, rather than try to extend their time in store • This is in contrast to some of the supermarket retailers‟ thinking about putting milk at the back of the store to make shoppers spend more time in store, traversing more aisles What do you think? PAGE 31 Source: Sorensen, H: The Three Shopping Currencies, in ‘Shopper Marketing’, Markus Stahlberg Ed, Ville Maila, 2010 Pg63
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 22 and 23: 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 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
Page 76 and 77: Exercise: Understanding Shopper Mar
Page 78 and 79: Module 3: Content Coverage The Shop
Page 80 and 81:
While Instore P2P: different roles
Page 82 and 83:
Path to Purchase: what shoppers lik
Page 84 and 85:
The „first moment of truth‟ is
Page 86 and 87:
Or the GFK Interscope „Web‟ 86
Page 88 and 89:
Roles along whatever the „P2P‟
Page 90 and 91:
Some examples: Prestore and instore
Page 92 and 93:
Masterchef Australia: Coles Sponsor
Page 94 and 95:
Exercise: Shopper Cycle and Dynamic
Page 96 and 97:
Module 4: Content Coverage Touchpoi
Page 98 and 99:
Range Ranging Strategy asks and sol
Page 100 and 101:
Reach 1 5 9 13 17 21 25 29 33 37 41
Page 102 and 103:
Space Management: Principles, Defin
Page 104 and 105:
Primary vs secondary locations Prim
Page 106 and 107:
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 160 and 161:
Whys: Occasions = cross category ma
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
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 and 252:
References PRIMARY REFERENCES • B
Page 253 and 254:
New and emerging instore marketing
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