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SOLVING THE PUZZLE: SECURING BUY-IN FROM RETAILERS FOR
BRAND PROGRAMS
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TODAY’S PRESENTERS
David Hargreaves
Chief Client Officer
Snipp Interactive
Radek Meljon
VP, Sales
Snipp Interactive
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We can take brands along
the full continuum from a
single promotion to an
ongoing loyalty initiative.
FROM PROMOTION TO LOYALTY
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IT’S NEARLY
ALWAYS A MISSTEP
TO BRING IN A
NATIONAL
PROMOTION AND
BELIEVE THAT
YOU’LL WOW THE
GUEST.
Heidi Froseth, Senior VP
and Team Lead at Catapult
The Harvard
Business Review
identified the top
concern brands
get from their
sales reps as: “The
retailer is raising
the bar for brands.”
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5 RETAIL EXPECTATIONS SHAPING BRAND STRATEGIES
EXCLUSIVITY & UNIQUENESS
ACCOUNT SPECIFIC CONTENT
RETAIL CALENDAR RELEVANCE
MOBILE INNOVATION IN-AISLE
ADHERING TO CLEAN STORE POLICIES
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EXCLUSIVITY AND UNIQUENESS
YOU HAVE TO BRING A
DIFFERENT MINDSET TO
TARGET…YOU CANNOT
SIMPLY CHECK OFF A BOX
ALONG WITH THE REST OF
YOUR RETAIL CUSTOMERS.
FIND WHERE THE SYNERGIES
ARE BETWEEN THE TWO
SHOPPER MARKETING
ORGANIZATIONS AND
YOU’LL BE ABLE TO CREATE
SOMETHING GREAT.
Joe Robinson, President
of Catapult
WE BELIEVE THAT OUR
SUPPLIERS’ BEST
INVESTMENT FOR OUR
CUSTOMERS IS AN
INVESTMENT IN PRICE,
NOT AN INVESTMENT IN
CO-OP ADVERTISING OR
A TEMPORARY
DISCOUNT.
Deisha Barnett,
Walmart Spokesperson
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ACCOUNT SPECIFIC CONTENT
DRIVE PEOPLE BACK TO THE STORE
DATA ON CONSUMERS
RETAILERS ARE IN CONTROL
GIVING CONSUMERS WHAT THEY WANT
WHY IS
ACCOUNT
SPECIFIC
REWARDS
SO KEY?
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EXAMPLES OF ACCOUNT SPECIFIC REWARDS
Store gift cards (Target Gift Cards, Walmart Gift Cards)
Private label brand
merchandise
Retail
Loyalty points
Media & Content(Such as Vudu @ Walmart)
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IRISH SPRING
• $5 Walmart gift
card bonus
reward
• Vudu movie
downloads
$5
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STARBUCKS @ WALMART
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MANUFACTURERS
MUST ALIGN
THEIR BRAND MESSAGING TO A
RETAILER LED
EVENT.
Lynn Cross, Account
Director and Kroger
Team Lead at Catapult
SEASONALITY
DEMOGRAPHICS
SCHEDULING AND VENDOR
COMPLEXITIES
COST/BENEFIT ANALYSIS
FACTORS TO CONSIDER
RELEVANCE TO RETAIL CALENDAR PERIODS
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KEY RETAIL CALENDAR PERIODS BY SALES VOLUME IN 2015
Thanksgiving Day $1.8 billion
Cyber Monday $3.07 billion
Black Friday $10.4 billion
Other Key Spending Periods
Back to School $70 billion
Halloween $74 billion
Valentines Day $19 billion
Easter $16 billion
Holiday Period (November + December Total) $626 billion
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KINGSFORD CHARCOAL
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MOBILE INNOVATION IN-AISLE
Apps Vs. App-free
Mobile Solutions
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Pros of App-Free
Quick to Market (and for consumers to
engage with)
Compatibility
Findability
Flexibility
Reach
Shareability
Pros of Apps
Notifications
Audience
Good for
gamification
No connection
requirementX
MOBILE – APP OR APP-FREE SOLUTION?
Unique data
Unique data
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SHAZAM IMAGE
RECOGNITION AT TARGET
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THE IMPORTANCE OF
NIMBLE TECHNOLOGIES
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RECEIPT COUNT AND VALUE BY
LOYALTY MEMBER
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Target
Walmart
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“SO THE CHALLENGE
BECOMES, HOW DOES
A BRAND STILL MAKE ITSELF AVAILABLE TO
TRAFFIC IN THE STORE
THAT MAY NOT BE
GOING DOWN MY AISLE.
Michael McMahon,
Executive Vice President of
Shopper Solutions at
Alcone Marketing Group
CLEAN STORE POLICIES
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DRIVING TRAFFIC AMIDST CLEAN STORE POLICIES
Retail Assets
“Look Left”
Interactive Packaging
Mobile Mania
%
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HEINEKEN GIFT XCHANGE
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SUMMARY
CHALLENGE YOUR OBJECTIVES
THINK INSIDE THE BOX
SPEND SMART$