shopper marketing 4 - grocery manufacturers association | gma
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Shopper Marketing 4.0Building Scalable Playbooks that Drive Results
Shopper Momentum 2010
1Booz & Company
Key themes to share this morning
Drivers of shopper marketing’s rapid growth within advertising
and promotions mix
1
Expanding set of platforms for shopper marketing along the path
to purchase
2
Implications for building world class capabilities in shopper
marketing
4
Best fit of platforms with marketing objectives: from awareness to
action to loyalty
3
2Booz & Company
Shopper marketing playbook expanding
Shopper marketing: building insights about consumers when they are in shopping mode and applying these insights to influence their purchase decisions
BrandedExperiences
PromotionsEffectiveness
Category Leadership
Actionable insights to influence
category growth
Get beyond price to communicate targeted
equity messages
Build direct to consumer relationships with shoppers
to reinforce core equity messages Mobile Apps
In-Store Events
Thematic WebContent
Customized Displays
Packaging
Targeted Couponing
Shelf/Planogram
Store Layout
EventsCalendar
3Booz & Company
Expected Change in Advertising & Promotions MixAverage Annual Growth over Next 3 Years
28%
40%
28%
16%
10%
-10%
-18%
-24%-7%
-13%
Trade Promotions
Traditional Media 9%
Consumer Promotions -3% 3%
Digital Media -3% 36%
Shopper Marketing 55%
Driving rapid growth within advertising & promotions mix
Note: Digital Media is average of: mobile marketing, paid search, internet brand advertising, social media, owned media; Traditional Media is average of: TV, Print, and other paid media
Dec >5%Dec 0-5%Inc 0-5%Inc >5%
4Booz & Company
High shopper engagement before the store
25%25% 25%
18% 15% 13%
14% 13% 11%
36%
Home/Household
Good
39%
Food and Beverage Products
7%
Health/Beauty
Products
43%
8%8%
Time Spent Preparing for Shopping Trip(Women Only)
No Time
< 15 Minutes
15–30 Minutes
30–60 Minutes
> 1 Hour
5Booz & Company
High shopper engagement before the store
25%25% 25%
18% 15% 13%
14% 13% 11%
36%
Home/Household
Good
39%
Food and Beverage Products
7%
Health/Beauty
Products
43%
8%8%
Time Spent Preparing for Shopping Trip(Women Only)
No Time
< 15 Minutes
15–30 Minutes
30–60 Minutes
> 1 Hour
Link coupons to my frequent shopper card
Get coupons on my mobile phone
16%
5%
View the store circular on another website 17%
Go to brand websites for coupons 27%
Go to store websites for coupons 30%
Print coupons from the internet 42%
View the store circular on theretailer’s website 42%
Clip coupons from the newspaper inserts 59%
Check store circular in the newspaper 71%
Deal Hunting Activity by Shoppers(Before half or More of Shopping Trips)
Two-thirds of shoppers search for deals digitally on at least half their shopping trips
6Booz & Company
Broad set of digital platforms gaining adoption
81%
70%
63%
60%
53%
51%
83%
Apps 49%
Thematic Content 47%
Search 40%
Social Media 37%
RelationshipMarketing 30%
Deals 19%
Displays & In-StoreAdvertising 17%
Example Digital Vehiclesby Platform
In store video, kiosks, scanners
Direct to card, e-circular
E-newsletter, personalized storefront
WOM, reviews, branded community
Sponsored results, virtual display
Retailer sitelet, how to video
Barcode scanners, shopping lists
Manufacturer Adoption of Shopper Marketing Platforms“On Average, to what extent are you using the following shopper marketing vehicles?”
Never UseUse
7Booz & Company
The playbook should include a portfolio of vehicles …
Sustain Innovation
Industry Adoption
Sometimes All the Time
High
Medium
Platform Effectiveness
EnhanceROI
ScaleUp
ContinueExperimenting
3
Custom Packagingand Merchandising
1
FSIs/Circulars; Displays &In Store Ads; Sampling;
In Store Coupons
4
In Store Video; Scanners & Smart Carts; Location
Based Deals
2
Direct-to-Card Coupons; Sponsored Results; e-Circulars;
Personalized Storefront
8Booz & Company
The playbook should include a portfolio of vehicles …
Sustain Innovation
Industry Adoption
Sometimes All the Time
High
Platform Effectiveness
EnhanceROI
ScaleUp
ContinueExperimenting
3
Custom Packagingand Merchandising
1
FSIs/Circulars; Displays &
In Store Ads; Sampling;In Store Coupons
4
In Store Video; Scanners & Smart Carts; Location
Based Deals
2
Direct-to-Card Coupons; Sponsored Results; e-Circulars;
Personalized Storefront
Medium
9Booz & Company
The playbook should include a portfolio of vehicles …
Sustain Innovation
Industry Adoption
Sometimes All the Time
High
Platform Effectiveness
EnhanceROI
ScaleUp
ContinueExperimenting
3
Custom Packagingand Merchandising
1
FSIs/Circulars; Displays &In Store Ads; Sampling;
In Store Coupons
4
In Store Video; Scanners & Smart Carts; Location
Based Deals
2
Direct-to-Card Coupons; Sponsored Results; e-Circulars; Personalized
Storefront
Medium
10Booz & Company
The playbook should include a portfolio of vehicles …
Sustain Innovation
Industry Adoption
Sometimes All the Time
High
Platform Effectiveness
EnhanceROI
ScaleUp
ContinueExperimenting
3
Custom Packaging
and Merchandising
1
FSIs/Circulars; Displays &In Store Ads; Sampling;
In Store Coupons
4
In Store Video; Scanners & Smart Carts; Location
Based Deals
2
Direct-to-Card Coupons; Sponsored Results; e-Circulars;
Personalized Storefront
Medium
11Booz & Company
The playbook should include a portfolio of vehicles …
Sustain Innovation
Industry Adoption
Sometimes All the Time
High
Medium
Platform Effectiveness
EnhanceROI
ScaleUp
ContinueExperimenting
3
Custom Packagingand Merchandising
1
FSIs/Circulars; Displays &In Store Ads; Sampling;
In Store Coupons
4
In Store Video; Scanners
& Smart Carts; Location-Based Deals
2
Direct-to-Card Coupons; Sponsored Results; e-Circulars;
Personalized Storefront
13Booz & Company
Playbook Options: Awareness & Consideration
Note: Effectiveness rankings against objectives based upon a combination of shopper, industry, and Booz & Company analysisLow effectiveness vehicles are Blogs, Interactive TV/Apps, and Augmented Reality
Awareness & Consideration Vehicle Map
Plat
form
sVe
hicl
es
Apps
Barcode Scanners
Compare Prices
Relationship Marketing
Text Messages/ SMS
Social Media
Branded Communities
Product Reviews
Search
Sponsored Results
Virtual Display
MobileSearch
Product/Price Comparison
Displays & In-store
Advertising
Off-Shelf Display/ Advertising
In-Store Events
Digital Kiosks/ Interactive Displays
In-storeVideo
Deals
E-Circulars
Product Research
Shopping/ Purchase
Thematic Content
Microsites
Short-form Video
2-D Barcodes/ QR Codes
High Effectiveness Med. Effectiveness
14Booz & Company
Playbook Options: Trial & Purchase
Note: Effectiveness rankings against objectives based upon a combination of shopper, industry, and Booz & Company analysisLow effectiveness vehicles are Direct Mail, Access to Offers/Events/Samples, Digital Magazines, and Store Locator Apps
Trial & Purchase Vehicle Map
High Effectiveness Med. Effectiveness
Plat
form
sVe
hicl
es In-stock Product Availability
Shopping Lists
Shopping/ Purchase
Compare Prices
Mobile Search
In-stock Product Availability
Personalized Storefront
Personalized E-mails
On-Shelf Display/ Advertising
In-Store Events
Off-Shelf Display/ Advertising
Handheld Scanners & Smart Carts
In-store Video
In-Store Sampling
Packaging/ Merchandising
Rebates
FSIs/Circulars
Mobile/Location-based Deals
In-store Coupons
PrintableE-coupons
Direct-to-card Coupons
E-Circulars
Coupons at Checkout
Retailer Sitelettes
AppsRelationship Marketing Social Media Search
Displays & In-store
AdvertisingDeals Thematic
Content
15Booz & Company
Playbook Options: Loyalty & Advocacy
Note: Effectiveness rankings against objectives based upon a combination of shopper, industry, and Booz & Company analysisLow effectiveness vehicles are Direct Mail, User-Generated Content, and Social Gaming
Loyalty & Advocacy Vehicle Map
Product Research
Shopping/ PurchaseVirtual Display
MobileSearch
Newsletters
Personalized Storefront
Personalized E-mails
Text Messages/ SMS
Branded Communities
Product Reviews
Word-of-Mouth Marketing
Micro Sponsorships
Social Shopping
Retailer Sitelettes
Plat
form
s
AppsRelationship Marketing Social Media Search
Displays & In-store
AdvertisingDeals Thematic
Content
Vehi
cles
High Effectiveness Med. Effectiveness
16Booz & Company
Focus on key capabilities required to unlock full potential
ShopperMarketing
Capabilities
ShopperInsights
1
RetailerIntimacy
2
CreativeDevelopment
4ProgramExecution
6
ROI andBrandHealth
7
Strategy andBrand
Development
3
PlatformDesign and
Collaboration
5
17Booz & Company
Focus on key capabilities required to unlock full potential
ShopperMarketing
Capabilities
ShopperInsights
1
RetailerIntimacy
2
CreativeDevelopment
4ProgramExecution
6
ROI andBrandHealth
7
Strategy andBrand
Development
3
Key Success Requirements
Shopper insights across seasons, occasions, and retail formats
PlatformDesign and
Collaboration
5
18Booz & Company
Focus on key capabilities required to unlock full potential
ShopperMarketing
Capabilities
ShopperInsights
1
RetailerIntimacy
2
CreativeDevelopment
4ProgramExecution
6
ROI andBrandHealth
7
Strategy andBrand
Development
3
Key Success Requirements
Shopper insights across seasons, occasions, and retail formats
Collaboration beyond sales and merchandising to marketing of manufacturers and retailers
PlatformDesign and
Collaboration
5
19Booz & Company
Focus on key capabilities required to unlock full potential
ShopperMarketing
Capabilities
ShopperInsights
1
RetailerIntimacy
2
CreativeDevelopment
4ProgramExecution
6
ROI andBrandHealth
7
Strategy andBrand
Development
3
Key Success Requirements
Shopper insights across seasons, occasions, and retail formats
Collaboration beyond sales and merchandising to marketing of manufacturers and retailers
Strategies that integrate across advertising & promotions mix, across the full path to purchase
PlatformDesign and
Collaboration
5
20Booz & Company
Focus on key capabilities required to unlock full potential
ShopperMarketing
Capabilities
ShopperInsights
1
RetailerIntimacy
2
CreativeDevelopment
4ProgramExecution
6
ROI andBrandHealth
7
Strategy andBrand
Development
3
Key Success Requirements
Shopper insights across seasons, occasions, and retail formats
Collaboration beyond sales and merchandising to marketing of manufacturers and retailers
Strategies that integrate across advertising & promotions mix, across the full path to purchase
Scalable platforms with clear playbook for where to focus customization efforts and retailer collaborationPlatform
Design andCollaboration
5
21Booz & Company
Focus on key capabilities required to unlock full potential
ShopperMarketing
Capabilities
ShopperInsights
1
RetailerIntimacy
2
CreativeDevelopment
4ProgramExecution
6
ROI andBrandHealth
7
Strategy andBrand
Development
3
Key Success Requirements
Shopper insights across seasons, occasions, and retail formats
Collaboration beyond sales and merchandising to marketing of manufacturers and retailers
Strategies that integrate across advertising & promotions mix, across the full path to purchase
Scalable platforms with clear playbook for where to focus customization efforts and retailer collaboration
Post event measurement of ROI and brand health
PlatformDesign and
Collaboration
5
22Booz & Company
Panel discussion: applying the playbook for results
Topics for Discussion What has been your own experience in
building out a broader set of platforms and vehicles for shopper marketing?
How will the learnings from this study help your teams in better focusing investment on the right platforms and vehicles for your marketing objectives?
What lessons are most relevant for scaling up the required cross-functional capabilities in your organization and with partners?
Panelists
Rebecca Sanders
VP – Consumer Insights
Brookshire Grocery Co.
Tracy Van Bibber
SVP Customer Solutions
The Dial Corporation