rdd associate learning academy · 2015-04-12 · case study examples getting started… ......

Collaborative Partnerships – Business Solutions Leadership - Breakthrough Results

RDD ASSOCIATES Perishables Expertly Merchandised

RDD Associate Learning AcademyEnterprise-wide Training, Education & Associate-development

April 13, 2015

1

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

What is RDD’s ASSOCIATE LEARNING ACADEMY?

An enterprise-wide training, education & associate -development process, that:

For every RDD position, identifies core skills, business processes / protocols, technology enablers and best business practices / solutions critical to delivering sales agency SERVICE EXCELLENCE

Provides a comprehensive portfolio of fundamental and advanced training/education modules facilitating associate development and building organizational capacity and performance

RDD Associates Core Leadership Strategy

Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES…

train, develop & reward VALUED ASSOCIATE RESOURCES… build momentum to ensure

FUTURE ENTERPRISE SUCCESS!



[II] Key

Elements & Topics

[III] Applications

&Utilization

[IV]Reference, Recap &

Next Steps

Key Considerations & Resources Methodology & Process Appropriate Documentation

Case Study Examples Getting Started… Building Usage

Recap Handouts & Reference Guide Next Steps & Timeline

[I]Course

Overview

Course Overview: Purpose / Rationale Learning Outcomes & Objectives

Key Discussion TopicsDIGITAL SHOPPER MARKETING at RDD



Emerging & expanding marketing techniques and digital toolbox to strategically engage targeted shoppers to impact purchase behaviors:

WINNING THE 1st MOMENT of TRUTH for RDD BRANDS

Expedite trial and build base volume for new products

Build base volume and loyalty among current consumers

Reward loyal brand shoppers

Up-sell shopper to larger transaction sizes

Incentivize & reward shoppers for purchasing synergistic brands

Establish connectivity (conversations) with brand purchasers for future engagement

Invest client’s brand funding in a more efficient and franchise-building vehicles



SUPERMARKET PARTNER

Clear Shopper Strategy,

Objectives and Metrics

ShopperMarketing Budget& Brand Funding

Understands Role of Shopper Insights

Receptive toInnovative

Shopper Solutions

1 2 3 4

1 2 3A 3B 4

CPG CLIENT (VENDOR) PARTNER

RDD ASSOCIATES SHOPPER MARKETING CAPABILITIES

Structureto Support

Shopper Marketing

5

Clear roles &responsibilities

within RDD

Activation of Resource Team to Support Retailer’s &

Client’s Programs

Strategic Client & Customer

Targeting to leverage RDD’s

Scale

Post Program Analyses to Gain

Insights & Sustain Partnerships

Best-in-Class Activation of Impactful Shopper & Customer Marketing Initiatives Require:

Alignment of RDD Shopper Marketing Resources with Retailer & Client Agendas…

Basic Fundamental Standard Emerging PremierInternalStructureSupporting Shopper

Marketing

Receptivityto ShopperMarketing

Seeking SynergisticSolutions

Loyalty Card -Shopper DataCollection and

Utilities

1A 1B 2 3 4 5

Actionable Shopper

Segmentation

Robust Engagement

Vehicles &Technologies



Shopper

Retailer

ShopRite Marketing - What’s Hot in 2015…

Club Sizes

e-commerceSRFH

Priv LblFresh Fds

DigitalCoupons

Health & Wellnesssolutions

FoodservPrep’d

Natural/Organics

Gas DiscPromo’s

SNAP & WIC

Website & Mobile Solutions

Multi-Cultural

PurposeMarketing

6

Extreme Value

PriceRite

SignatureEvents

In-StoreDemo’s

PPIdata



Shopper

Retailer

Ahold Marketing - What’s Hot in 2015…

Club Sizes

e-commercepeapodPrivate

Label

CSM/EYC DigitalOffers

Low-Caloptions Foodservice

Prepared

Natural/Organics

Gas Discounts

SNAP & WIC

Mobile AppsMulti-

CulturalPurpose

Marketing

7



RDD Shopper Marketing Solutions Model

8

STAKEHOLDER

VALUEPROPOSITION

(2 components for each)

1) SHOPPER (customer)

2) RETAILER

3) CLIENT (brand)

4) THEME (optional partner)

5) RDD (agency)

CORE ROI: Volumetric Financial Merchandising

HALO ROI: Emotional Socialization Philanthropic

In-StoreMobileDigital

Engagement(EzScan, Apps, QRC)

SynergyOffers

RDD Digital Shopper Marketing Solutions Model

RETAILER B2C

Website

CLIENT (CPG)B2C

Website

SOCIAL -MEDIA

Identifythru

LoyaltyCard

Info,Incentives

& Coupons

SHOPPER -SEGMENTS

Info, Purchase

Incentives &Rewards

In-storeDigital

Engagement(Catalina)

STRAT-TARGETING

Digital Coupons,

future savings & rebates

MobileIn-Store

VIRTUAL -MARKET

E-commerce(delivered or pick-up)

DIGITAL SHOPPER ENGAGEMENT TOOLBOX

Web Ads on

Retailer’sSite



• ShopRite EXCLUSIVE digital breakfast overlay shopper incentive enhancing

“June is Dairy Month” merchandising proposition at ShopRite

Situation – Among targeted “Top 30” shoppers, aspire to demonstrate

recognizable added promotional value on healthy favorite breakfast brands at ShopRite-Dairy, by capitalizing on “June is Dairy Month “ merchandising

Objective – Build transaction size through multi-category purchase by

incenting targeted “Top 30” shoppers to purchase milk, eggs and orange juice during one trip

Insights – “Top 30” segment predominantly “family” shoppers; breakfast

occasion still primarily sourced “at home”, 1st of the month pantry –load shopping behaviors; aggressive themed feature program driving dept sales

Strategy - Target 200,000 “Top 30” heavy breakfast item shoppers with

“ For You” e-mail offer and option to load-to-PricePlus card $3.00 instant savings on purchase of healthful breakfast favorites

Program – $3.00 instant shopper savings with purchase of 1-64oz carton

Farmland Skim Plus Milk, 1-59oz carton Fla Nat OJ or Grapefruit and 1 dozen Eggland’s Best Large Eggs… Requirement - must purchase all three products on same shopping trip; offer active May 31 – June 15, 2013; items feature promoted June 2-8, 2013

Results – ~ 5% participation rate, delivering 1,500 multi-

item transactions

10



Situation – NFL tailgating season offers terrific opportunity to leverage

RDD brand portfolio for a major thematic synergy promotion

Objective – Design & activate a digital tailgating promo at ShopRite that

targets & incentivizes shoppers to purchase participating RDD tailgating brands either via “ShopRite from Home” service or in-store

Insights – SR ‘s “Top from Home” and “Top 30” segments are primarily

“family” shoppers likely to “Tailgate at Home” ; digital program facilitates shopper promo across multiple brands in multiple perishable departments; ShopRite from Home segment growing & natural tie-in for “Tailgating at Home” theme

Strategy - 1) 10/5/13 targeted emails to 25,000 “Top from Home”

shoppers & 225,000 “Top 30” shoppers who historically purchase “tailgating” products; engage with “For You” email blast and option to “load to Price Plus Card” instant savings offers and to submit sweepstakes entry.2) Shopper Instant Savings Offer(s) available to load 10/5/13 thru 10/12/13; 3) Loaded Instant Savings Offer(s) must be redeemed by 10/12/13; 4) Participating sponsor brands may provide optional digital coupon offers

Program – $10 instant savings with purchase of $20 sponsor brands

using SR from Home ; OR $5 instant savings with purchase of 5 sponsor items; plus entry into “Tailgating at Home” sweepstakes; plus sponsor brands have option to offer a SR digital product coupon running 10/13 – 10/25/13

11

ALL*STAR TAILGATING AT HOME – Oct ’13

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=UUcOEmESuryF-M&tbnid=D21ghFW_CH8zKM:&ved=0CAUQjRw&url=http://www.ice.edu/about-us/ice-news-and-press/prestigious-culinary-school-and-ny-jets-offer-tail&ei=5zBMUpyLCsaErAf8iYGADA&bvm=bv.53371865,d.bmk&psig=AFQjCNE9pgbJ1K3qKOcLujk_V85FuZRcJg&ust=1380811313829275

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=UUcOEmESuryF-M&tbnid=D21ghFW_CH8zKM:&ved=0CAUQjRw&url=http://www.ice.edu/about-us/ice-news-and-press/prestigious-culinary-school-and-ny-jets-offer-tail&ei=5zBMUpyLCsaErAf8iYGADA&bvm=bv.53371865,d.bmk&psig=AFQjCNE9pgbJ1K3qKOcLujk_V85FuZRcJg&ust=1380811313829275



Situation – The St. Patrick’s Day timeframe offers an incremental sales

opportunity for the Baileys brand

Strategy – Utilize the holiday timeframe to leverage both the circular

and Shoprite.com to create an exciting consumer theme: “Celebrate this St. Patty’s Day at Shoprite.com by entering to win a VIP trip to Ireland, courtesy of Baileys Coffee Creamers”

Program – Ran March 8th through March 29th:

Front page week of 3/9 ad highlighting Baileys 16 oz at half price: 2/$3 Inside circular ad slick highlighting Baileys Trip Offer, new Baileys

flavors and a digital coupon available at Shoprite.com Shoprite digital E-Coupon for $1 off 2 (limit one for redemption) Shoprite.com advertisement highlighting the sweepstakes with a link

to the “landing page” for electronic entry

Prizes: Grand Prize: a 6-night, 7-day trip for 2 to Ireland

Twenty (20) First-Place Prizes: A branded Baileys gift pack:-A Baileys branded Contigo travel mug-A Baileys branded tote bag-Two (2) coupons for free Baileys Creamers

12

SHOPRITE - ST. PATRICK’S DAY– March 2014



13

SHOPRITE - ST. PATRICK’S DAY– May 2014Program Results: Baileys saw a volume increase of +26.5% vs YAG during the campaign period

This growth was greater than all other brands The contest drove strong interest among Shoprite consumers:

In total there were 2,323 entries into the contest (over 3 weeks) with 1,718 unique entries

A Grand Prize winner from New York was awarded, and accepted, the trip to Ireland

20 First-Prize winners have been selected and the fulfilment process is underway

The E-Coupon averaged over 2,000 downloads/day and had a 30% redemption rate

This was a highly successful promotion for the Baileys brand which helped to drive volume growth, as well as excitement for the brand!

26.5

15.8

(23.7)(20.8)

(30.0)

(20.0)

(10.0)

0.0

10.0

20.0

30.0

BAILEYS Creamers Total Coffee Mate Int'l Delight Private Label

% Volume Chg vs. YAG

TOTAL Wakefern RMA



New at ShopRite from HomePROGRAM OVERVIEW

ShopRite from Home has expanded their shopper engagement program with weekly “Splash Pages”

Incentive programs for SRFH purchases: Buy $X, Save $Y Splash pages have a tie-in theme (Seasonal, Holiday,

Solutions) ShopRite creates the artwork at no charge to vendors Actual cost based on unit fair share of the rebate

redemptions Four (4) mfr coupons posted on each splash page Excellent exposure for the brands: ShopRite.com, circular,

Splash page and email blast



2015 SRFH Theme CalendarWeek Of Theme Potential RDD Tie-Ins

Q3 2015 ShopRite from Home

4/5/15 Live Right Event Organic Valley Protein Shakes (CONFIRMED)

4/12/15 Home Run of Savings Bests, Bar S, Axelrod, Great American

4/19/15 Earth Day

4/26/15 Stock Up and Save

5/3/15 Cinco De Mayo Celebrations Campofrio Meats (CONFIRMED)

5/10/15 Mother's Day & Spring Celebrations Finlandia, Earthbound Farms, Pictsweet, Friendly's, Galbani

5/17/15 Memorial Day BBQFriendship, Axelrod, HVG Chunks, Cabot Chunks, Athenos, BelGioioso, Sorrento, Lindy's, Friendly's,

Great American

5/24/15 Outdoor Living & Entertaining

5/31/15 Easy Meals & Snacks Italian Village, Yummy, Athenos, BelGioioso, Finlandia, Brownie Brittle/Pasta Chips, OnCor, Cohen's

6/7/15 Health & Beauty Aid Stock Up Event Organic Valley

6/14/15 Parties for Dads and GradsBest Provisions, Great American, BelGioioso, Friendly's, Cabot Chunks, HVG Chunks, Axelrod,

Florida’s Natural

6/21/15 Backyard BBQ Best Provisions, Friendly's, HVG Chunks, Axelrod, Great American

6/28/15 Summer Fun Lindy's, Friendly's

Q4 2015 ShopRite from Home

7/5/15 Summer Can Can

7/12/15 Summer Can Can Florida’s Natural

7/19/15 Cool Off Multi Vendor Event Friendly’s, Lindy’s,

7/26/15 Sizzling Savings Bar S, Best

8/2/15 Food for Being Fit Churny Feta, Organic Valley Protein Shakes, Earthbound Farms, Florida’s Natural

8/9/15 Health & Beauty Aid Stock Up Event Organic Valley Protein Shakes

8/16/15 Meal Solutions Great America, Best Provisions, OnCor, Yummy

8/23/15 Back to School Savings Yummy, Eggland’s Best, Skim Plus, Organic Valley, Fiorucci, Finlandia, Florida’s Natural

8/30/15 Labor Day BBQ Stock UpGreat American, Best Provisions, BelGioioso, Axelrod, Brownie Brittle, Pasta Chips, HVG Chunks,

Cabot Chunks, Bar S, CampoFrio Meats

9/6/15 NYWFF

9/13/15 Fall Clean-Up

9/20/15 Fall Football Tailgate PartyGreat American, Best Provisions, BelGioioso, Axelrod, Brownie Brittle, Pasta Chips, HVG Chunks,

Cabot Chunks, Bar S, CampoFrio Meats, Tyson

9/27/15 Halloween Multi Vendor Event

Source: Price Plus InsightsStrictly Confidential / Property of Wakefern Food Corp

3/1/15 - 4 Grain Eggs Digital Coupon• $.50 off 4 Grain Eggs- $1.99 wpp (net retail w/digital coupon $1.49)• Ad feature: 3/1/15

• Expiration date: 3/14/15

• Downloads : 43,855

• Redemptions: 21,504

– Redemption Rate: 49% (Average Dairy front page digital coupon red rate: 48%)

• 99% of redemption was on promotional week 3/1

• Week of 3/1: Egg Category is up 6.1% ($164K) vs latest 4 week average

$75,998

$518,508

$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

01/18/2015 01/25/2015 02/01/2015 02/08/2015 02/15/2015 02/22/2015 03/01/2015 03/08/2015

Sale

s

Sales trend – Latest 8 weeks

Redeemers All

Promotional week:Redeemers represent 15% of

buyers & 15% of sales


4 Grain Eggs Digital Coupon•Promotion: 3/1 - 3/14/15, 2 Weeks•Pre Evaluation: 8/31/14 - 2/28/15, 26 Weeks

Week of 3/1: 21,504 4 Grain Digital Coupon Redeemers purchased & spent $76K on these sale items

• 62% (13,428 PPCs) of the customers were new item buyers vs. the prior 26 weeks.

• 4% (781 PPCs) of the customers were new to the category (33000-Eggs) vs. the prior 26 weeks.

•Volume was primarily sourced from Private label (48%) & Egglands Best (32%)

96%

4%

4 Grain Egg Redeemers

ExistingCategoryBuyers

NewCategoryBuyers

Source: Price Plus InsightsReport: Source of volumeNew vs 26 weeks


3,508,741All Shoppers

•$499M (+8.8%) Sales

•9.2M (+4.5%) Trips

•$54.11/Trip

•$142/PPC

21,504Redeemers

•$4.9M (+32%) Sales

•89K (+26%) Trips

•$55.14/Trip (+2% vs all)

•$227/PPC (+60% vs all)

18

Time frame:3/1-3/14/15 vs lySource: Price Plus InsightsNew: 3/1-3/14/15 vs fy14 and fytd w/e 2/28/15

•$4.7M (+31%) Sales

•$55.34/Trip

•$230/PPC (+62% vs all)

20,605

Like Shoppers & Redeemers

•$147K (+64%) Sales

•$49.10/Trip

•$173/PPC(+21% vs all)

850Redeemers new to the

Digital coupon center

•$7K (+100%) Sales

•$67.65/Trip

•$144/PPC

49 Redeemers

new to Digital coupon center

& SR

4 Grain Eggs Digital Coupon



RDD DIGITAL SHOPPER MARKETING SOLUTIONS STRATEGY & TARGETING MAP

Digital

Incentive

Coup Center (ROP)

Coup Ctr (For You)

Pre-Load to Card

Portfolio Savings

Catalina Rewards

Engage

Tools

Social Media

Retailer Seg. Prog’s

E-Mail Blast

Web Advertising

Print Tie-In

“Quick to Close” (Build Trial)

“Build the Base” (Build Frequency)

“Just Rewards” (Build Transaction Size)

Competitive Set

New Solution

Extend Franchise

Loyalists LoyalistsOccasionals OccasionalsLapsed

BRAND $ , % Est # Shp’s

UN , %

CATEGORY $ , % Est # Shp’s

UN , %

Fit &DeliciousDigital Marketing Support Strategy at ShopRite

• 1) ShopRite PPI Shopper Segmentation – Use PPI custom sort capabilities to identify target shoppers based on three (3) criteria:

• “Quick to Close” – likely early low-calorie beverage adaptors, driven by ShopRite PP shopper purchase history with Trop 50 (est. 300,000 active Trop 50 purchasers… identify top 75,000)

• “Just Rewards” – target loyal Florida’s Natural consumers for special offers on NEW, Fit & Delicious

• “Build the Base” – custom segmentation driven by shopper purchases of a market basket of low calorie food offerings across the entire store (suggest compiling a list of low calorie category leading sku’s; identify the top 100,000 calorie-conscious shoppers)

(No Charge to PPI Supplier Partners)

• 2) Price Plus Targeted E-mail Campaign - Introducing NEW, Fit & Deliciousto current Trop 50 shoppers:

• Two (2) flights targeting “Quick to Close” (timed pre-Easter and pre-Memorial Day)

• 75,000 each event; $.05 fee each E-Mail circulated (total $7,500)

• “Save $1.00 on NEW Fit & Delicious” digital coupon to E-mail recipients; click load-to-card (8 cents each; est 37,500 downloads total; $3,000 fee)

• Redemption Estimates – 9,375 (total) at $1.00 face value + $0.08 handling on actual redemptions (est $10,125)

Wakefern/ShopRite – April - October, 2015Florida’s Natural Fit & Delicious 60 Calorie Beverages, 59 oz pck


• 3) Price Plus Targeted E-mail Campaign - Introducing NEW, Fit & Delicious to loyal Florida’s Natural shoppers:

• One (1) flight targeting “Just Rewards” (timed “June is Dairy Month”)

• 50,000 circulation; $.05 fee each E-Mail circulated (total $2,500)

• “Save $1.00 on NEW Fit & Delicious” digital coupon to E-mail recipients; click load-to-

card (8 cents each YouTech; est 17,500 downloads total; $1,400 fee)


• 4) Price Plus Targeted E-mail Campaign - Introducing NEW, Fit & Delicious to Calorie-Conscious shoppers:

• One (1) flight targeting “Build the Base” (timed early May)

• 50,000 circulation; $.05 fee each E-Mail circulated (total $2,500)

• “Save $1.00 on NEW Fit & Delicious” digital coupon to E-mail recipients; click

load-to-card (8 cents each YouTech; est 4,500 downloads total; $360 fee)



• 5) Targeted Price Plus Digital Coupons - Save $1.00 on NEW, Fit &

Delicious at ShopRite

• Three (3) events, timed July, September & October, timed for non-promotion weeks

• Landing page option ($1,000 fee/event, total $3,000)

• Maximum 75,000 targeted circulation/event (combo “Quick to Close” and “Just Rewards”;

no circulation fees)

• $0.08 per coupon download fee (YouTech; est 15,000 downloads each; total $3,600)

• Est redemption 3,000 each event (est cost $1.00 face value + $0.08 handling $9,720 total)

• 6) Digital Savings Coupon - Save $1.00 on any 2 pck’s Florida’s Natural at

ShopRite

• One (1) event timed with regular feature (2/$5.00)

• Print circular ad to reference digital offer at SR.com (2/$4.00 with digital coupon)

• No download limit; $0.08 per coupon download fee (YouTech; est 100,000; $8,000 cost )

• Est redemption 30,000 - $1.00 face value + $0.08 handling (est $32,400)



2015 Field Test Business Plan

exclusively at ShopRite

Japan’s #1 selling smoked sausage

SCHAU ESSEN – Field Test Situation – NH Foods Ltd., the 4th largest meat packing firm in the world, and leading supplier in

Japan, markets the #1 premium smoked sausage in Asia - SCHAU ESSEN. They now choose to introduce the brand in U.S., beginning with a field test with a best-in-class supermarket chain for the 2015 peak smoked sausage selling season.

Insights - SCHAU ESSEN Premium Smoked Sausage has unique “ULTRA-PREMIUM” product attributes and is positioned in the “premium dinner sausage segment,” which is growing at 2 times the category, with its highest selling velocity is in the April-October BBQ season. While most premium offerings use chicken-based formulas, SCHAU ESSEN is made from 100% select imported fresh hams.

Strategy - Secure a chain-wide field test in ShopRite stores for the 2015 prime consumption season, and support with aggressive price-discount feature promotions, plus a broad portfolio off impactful shopper/digital marketing vehicles, unique to ShopRite.

Program - Two sku’s, line-priced. A variety of regular-feature and hyper half-price offers. Multiple digital coupon offers, with targeted email blasts and web-based advertising.

Projected Results – Projecting sales of 12,000 -17,000 cases at ShopRite during peak selling season, with retail sales approaching $600,000

26 Weeks EndingApril 12, 14

26 Weeks endingOct 12, 2014

Unit Sales 371,132 562,952

-

100,000

200,000

300,000

400,000

500,000

600,000PREMIUM SEGMENT UNIT SALES AT SR

26 Weeks EndingApril 12, 14

26 Weeks ending Oct12, 2014

Dollar Sales $1,781,434 $2,702,170

$-

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000PREMIUM SEGMENT DOLLAR SALES AT SR

27

What makes SCHAU ESSEN a differentiated, ULTRA-PREMIUM consumer offering…

CRITERIA SCHAU ESSEN Current offerings

ULTRA-PREMIUM

ingredients…

Fresh trimmings from 100%

select, lean, imported hams

Most brands either chicken-

based or mixed proteins

Authentic Old-world

Taste Experience…

Select, natural sheep casings for

genuine “SNAP” eating sensation

Either skinless, collagen or hog

casings

Superior manufacturing

standards…

Natural wood smoked for superior

taste & appearance

Most brands are lightly smoked

using a liquid process

Integrated Shopper

Marketing support…

Marketing program with 100%

utilization of ShopRite’s

marketing tools & vehicles

Untargeted & under-funded

shopper engagement

Flexible production &

logistics…

Manufactured locally & “just-in-

time” inventory for superior

service & freshness

Mass produced & inventoried

out-of-market area

Exclusivity with

ShopRite shoppers…

ShopRite exclusive

supermarket with SCHAU ESSEN

for 2015 selling season!

All brands available in all

outlets, including alternative

channels

SCHAU ESSEN – Field Test Shopper/Digital Strategy

• 1) ShopRite PPI Shopper Segmentation – Use PPI

database to identify “Quick-to-Close” target

shoppers based in actual purchases of premium smoked sausage in 2014…• Target brands include: Al Fresco, Aidell’s, Thin ‘n Trim & Johnsonville

• Identify ~50,000 based on PricePlus card purchases

• Further segment to identify “Digital-Savvy” shoppers vs. non-digital coupon users…

• Digital-Savvy’s (estimate 15,000) - to receive e-mail blasts, “For-you” digital offers, etc.

• Identify top 10,000 Digital-Savvy “Traditional Smoked Sausage” shoppers to fill-in with e-mails and offers when needed

• Non-digital coupon shoppers to be targeted with ShopRite/Catalina programs (estimate 35,000)

• Segmentation fee - $1,500 from Wakefern

Wakefern/ShopRite - May thru October, 2015

SCHAU ESSEN Premium Smoked Sausage (Classics & Special Longs); 11oz PK


• 2) Price Plus Targeted E-mail Campaign - Introducing NEW

SCHAU ESSEN exclusively at ShopRite• Two (2) flights (timed May (pre-Memorial Day) and July)

• Target “Quick-to-Close” Digital-savvy premium & traditional

smoked sausage shoppers

• Top 25,000 for each event; $.05 each E-Mail circulation fee

• Pre-Load “Save $1.00 on NEW SCHAU ESSEN Premium Smoked Sausage”

digital coupon to E-mail recipients (no coupon load fee)

• Redemption Costs - $1.00 face value + $0.08 handling on actual

redemptions (est $1,000)




• 3) ShopRite/Catalina Targeted Campaign - Introducing NEW

SCHAU ESSEN exclusively at ShopRite• Two (2) flights (timed May (pre-Memorial Day) and July)

• Target “Quick-to-Close” non-digital premium smoked sausage

shoppers

• Top 35,000 for each event; $.045 download fee for each printed

coupon (est $300 each)

• “Save $1.00 on NEW SCHAU ESSEN Premium Smoked Sausage” Catalina

coupon to recipients

• Redemption Costs - $1.00 face value + $0.08 handling on actual

redemptions (est total $3,000)



• 4) Targeted “for you” Price Plus Digital Coupons - Save $1.00 on

SCHAU ESSEN exclusively at ShopRite

• Two (2) events, May & September, timed with regular features promos ($3.99)

• Landing page option ($1,000 fee/event)

• 25,000 “for you” targeted “Quick-to-Close” shopper distribution per event

• $0.08 per coupon download fee (YouTech; est 6,250 downloads each)

• Redemption Costs - $1.00 face value + $0.08 handling (est $2,700 total)

• 5) Digital Savings Coupon - Save $.50 on SCHAU ESSEN exclusively at

ShopRite

• One (1) “October fest” event timed with hyper Price Plus feature ($2.99)

• Circular to reference digital offer at SR.com ($2.49 with Digital Coupon)

• No download limit; $0.08 per coupon download fee (YouTech; est 20,000)

• Redemption Cost- $.50 face value + $0.08 handling (est $2,900)



• 6) Targeted “ON STAGE” In-Store Demo’s – Try NEW

SCHAU ESSEN exclusively at ShopRite

• Two (2) flights, May & June, timed with features promos ($3.99 and

$2.99 PricePlus)

• Shared with another non-competing vendor; each demo 6 hours

• Target 150 stores with heavy smoked sausage consumption (PPI-

sourced)

• $115.00 est total cost per demo (billed by Wakefern); total cost $17,250

• Save $1.00 coupons distributed at demo’s; est. redemption cost – 35

coupons each at $1.00 face value + $0.08 handling (est $5,700 total)



Schedule customer/client

presentation(s) for June

Field activation at customer August or

September 2015

By 5/1/15 By 5/29/15 By 6/26/15 By 9/30/15

Work with RDD Business Insights to

prepare customer/client presentation for digital solution

Select 1 client and target customer to apply RDD Digital

Shopper MAP



Any Questions, Comments or Ideas?

Thank you for your participation!!!

moving forward… DIGITAL SHOPPER MARKETING at RDD

rdd associate learning academy · 2015-04-12 · case study examples getting started… ......

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