Cracking the code on SM roi - Capre Group

THE COMMITTEE

2

Elizabeth EganShopper Marketing Director,

Strategy & Capability

Mike DePanfilisVP, Shopper Marketing

Kim McGoughSr. Group Manager, Integrated

Shopper Marketing

Mark JeffreysAssociate Director,

eCommerce & Go to

Market Innovation

Michael TilleyAssociate Director, Shopper

Marketing & Strategic

Partnerships

Anne ChambersCEO

WHY IS ROIImportant?

Experiment,

TRACK & LEARN

Gain

INVESTMENT

Optimize APPROACH

Partner with

CUSTOMERS

Project

IMPACT

3

FocusDefine SHOPPER MARKETING?

STANDARD PRINCIPLES for ROI?

ROI EQUATION?

Key TOOLS & BENCHMARKS?

Go forward CHALLENGES?

OUR COMMITTEE’S

5

Leverage category, customer,

and shopper insights to

develop strategic shopper

solutions, in collaboration

with retailers, to inspire

shoppers to buy our brands

now and in the future

Shopper MarketingDEFINED

Be in

her life

Get on

her list

Be

where

she

shops

Get in

her

basket

Get out

of her

“pantry”

Encourage

her to

share“INSIGHT TO ACTIVATION”

ROI SUCCESSFactors

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Bring Designer Excitement to Target Guest in

Grocery with“50th Anniversary” Exclusive

WHAT’S HAPPENING IN THE Industry?

of SHOPPER MARKETING

EVENTS are MAKING A

POSITIVE RETURN

44%

8

Path-to-purchase

Timing

Scale

Integrated

63%

61%

57%

52%

ROI SUCCESS Drivers% of Events with Above Average ROI

SHOPPER ROIPrinciples

APPROACH

FOCUS

MEASUREMENT

• No silver bullet• Internal/external

alignment

• Common approach• Comparative to other

investments

• Tools required• ROO Integration

SHOPPER ROIPrinciples

MEASUREMENT

• Value of Shopper

• Advanced Analytics

• Post Program Database

12

R PRINCIPLE

Shopper Customer

Manufacturer /

Brand

TRIPLE WIN

13

R PRINCIPLE

Shopper Customer

Manufacturer /

Brand

TRIPLE WIN

14

ROI Investment $ Program

PROGRAMGross Margin $ Program

ROIEquation

HERSHEY’S Integrated Analytics

Re-invent Retail

Experience

Create Special

Moments in Traditional &

Expanded Seasons

Drive Next Generation

Loyalty

Connect with

Shoppers

Sustainable Innovation

Re-invent Retail

Experience

Create Special

Moments in Traditional &

Expanded Seasons

Drive Next Generation

Loyalty

Connect with

Shoppers

Sustainable Innovation

3-YR 1-YR

AGENCY

ROI / ROO

BUILDING ROI AS A

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TOOLS

Capability

ROI TOOLSare Important

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Automation of ADVANCED ANALYTICS

PROCESS to communicate

Capture BEST PRACTICES

INTEGRATEDMeasurement System

3:1

2x

$1.01

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KEY PERFORMANCEBenchmarks

GOALS ARE UNIQUE TO EACH COMPANY

ROI

OUR JOURNEY

Continues…

19

CANNIBALIZATION

TIMEFRAME

BRAND INFLUENCE

BASE VOLUME

“It’s not that I’m so smart, it’s just

that I stay with problems longer.” - Einstein

The Future IS HERE...

TECHNOLOGY will enable real time ROI

We can ISOLATE, TEST & OPTIMIZE

E-COMMERCE will empower better ROI