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Module 4: Content Coverage Touchpoint Marketing & Messaging 1. Instore touchpoints using the POP drivers 2. Mapping all touchpoints and points of engagement on the path to purchase 3. Determining communication messaging needs at each touchpoint 4. Prioritising the touchpoints based on category and channel 5. Determining an instore POP „picture of success‟ 6. <strong>New</strong> Concepts: POE (points of engagement), POP (point of purchase), Touchpoints,Picture of Success 7. Exercise: Mapping an instore Picture of Success for all points of engagement for Category X in Channel Y 96
Instore POP Drivers - Introducing RSVP3 Traditional „Category Management‟ sits in Range and Space, with a bit of Price Promo thrown in • Range • Space • Visibility • Price • Promotion • Persuasion Ranging and deletions strategy Space and layout – flows, adjacencies, planograms Visibility and merchandising – what to put w<strong>here</strong> POS optimisation including calls to action Price - pricing and promotion role and strategy Consumer promotion role and strategy Occasion-based marketing opportunity identification Persuasion and service – getting incremental sell, switch sell, upsell Shopper education tools
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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
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 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
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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
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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
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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
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Building Better Measurement: Booz 2
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8. Integrating Shopper Marketing Se
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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
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References PRIMARY REFERENCES • B
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New and emerging instore marketing
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