RETHINKING THE IN-STORE MARKETING PARADIGM...expert on shopper behavior and marketing at retail insights. Rethinking The In-Store Marketing Paradigm MARKETING AT RETAIL 101 WHAT IS

RETHINKING THE IN-STORE

MARKETING PARADIGM ADAPTING TO AND INNOVATING FOR THE CHANGING MARKETING AT RETAIL LANDSCAPE

www.popai.com

Rethinking The In-Store

Marketing Paradigm

WHO WE ARE

QUICK OVERVIEW OF POPAI

Founded in 1936, the Point of Purchase Advertising

International (POPAI) is the only non-profit global

trade association representing more than 1,700

member companies in 45 countries who are leaders

in the marketing at retail industry.

POPAI is the premier source of learning, knowledge

and future-oriented research for the marketing at

retail industry, and provides resources, education,

ideas and advocacy to enhance the power and

performance of the marketing at retail professional.

With 75 years of experience behind us, our ever

growing global presence makes us the leading

expert on shopper behavior and marketing at retail

insights.


Marketing Paradigm

MARKETING AT RETAIL 101

WHAT IS MARKETING AT

RETAIL?

The major objective of Marketing At Retail is

learning how to apply relevant visual merchandising

standards and guidelines to boost sales by

influencing the shopper where it matters most – at

the point of purchase.

Marketing at retail includes:

• In-store Displays

• Retail Formats

• Shopper Insights

• Digital Signage

• Mobile Marketing


Marketing Paradigm


HOW EFFECTIVE IS MARKETING

AT RETAIL?

In-store marketing is the last chance – and

sometimes the first – to communicate the potential

value of a product to customers and shoppers.

The efficacy of marketing at retail by the numbers:

• 70% of Brand Purchase Decisions are made in-

store.

• 2 out of 5 supermarket brand purchases are

made when in-store displays are present

• 1 out of 3 brand purchases made at mass

merchandisers involved an in-store display


Marketing Paradigm


DID THE RECESSION REALLY CHANGE THE SHOPPER?

WHAT ARE SHOPPERS DOING TO SAVE MONEY?

• Buying fewer items on impulse48%48%

• Stopped buying food items that

seem “just too expensive”47%47%

• Eating out less often, frequenting

more affordable restaurants

• Using more coupons40%40%

31% Plan to continue:31% Plan to continue:

Using coupons more frequently

36% report that they will maintain

the following habits:

36% report that they will maintain

the following habits:

Not buying pricey

food items

Buying less on

impulse


Marketing Paradigm


UNDERSTANDING THE PATH OF PURCHASE

THE PATH OF PURCHASE - YESTERDAY


Marketing Paradigm


UNDERSTANDING THE PATH OF PURCHASE

THE PATH OF PURCHASE - TODAY


Marketing Paradigm


ELEMENTS OF A SUCCCESSFUL

MARKETING AT RETAIL PROGRAM

A well thought-out marketing at retail program often

results in winning over the shopper at the shelf.

Best practices to keep in mind:

• Displays have to be engaging but practical

• Creative should be designed specifically for retail

environment

• In-store marketing is customizable for the retail

outlets it needs to serve

• Marketing at retail goes beyond just displays and

lends itself well for incorporating technology

• Where possible shopper insights should be

leveraged to create a more meaningful and

compelling marketing campaign

Most important function of a vendor supplied

display according to retailers


Marketing Paradigm

SILENT SELLERA Case Study Approach To In-Store Marketing’s Power To Do More Than Make Pretty


Marketing Paradigm

SILENT SELLER

MERCHANDISING TECHNIQUE:

ALL THE RIGHT ANGLES

When you browse the produce department, you'll

notice that most, if not all of the displays are

angled, or tiered. That means the display is

lowest at the front, and rises up towards the back.

This technique is used to present more

merchandise to the customer in a small space.

Presenting the merchandise this way also makes

it look more attractive. You'll notice that these

displays look full and bountiful. There are also a

number of different types of products arranged in

layers. The variety of product makes these

displays appear more attractive.


Marketing Paradigm

SILENT SELLER


NOT AS SIMPLE AS BLACK &

WHITE

Once you start looking for color in displays, you'll

start noticing it over and over. Color can make

merchandise more vibrant, attractive and mouth

watering. This is done by placing contrasting

colors next to each other.

In a large supermarket, it is common to see a big

cluster of red and pink together in the meat

section. Try interspersing color to stand out and

tempt shoppers into buying. The color in these

arrangements can be one of the biggest factors in

making the product tempting to shoppers.


Marketing Paradigm

SILENT SELLER


‘PROP’ UP THE PRODUCT TO

PROP UP THE SALES

In the grocery sector props lend themselves well to

the goods being sold and can help create a further

compelling reason to make a purchase. Meats in

particular can be mound in attractive casing

displays, baskets and bins.

With these display techniques, you can tempt your

shoppers to leave your shop with more than just

one item in hand because ‘props’ can communicate

and foster emotional connotations such as fresh,

organic, and healthy.


Marketing Paradigm

SILENT SELLER


CROSS MERCHANDISING &

PROMOTION

Today’s shopper is pressed for the time, always

plugged into the outside world, and is looking for

ways to cut corners to save both time and money.

There’s no better way to create a compelling offer

than to cross-merchandise your product and where

possible promotions.

Many brand marketers have found success

recently in cross-merchandising complete meal

solutions in both the perimeter of the store and the

center aisle. Just remember that when shoppers

imagine the products together, and imagine

themselves using them, they are more likely to buy.

So, what are you going to put in your next display?

Kraft & Hershey found a natural synergy in this

cross-merchandise promotion


Marketing Paradigm

‘MEAT’ THE TECHNOLOGYTOMORROW’S TECHNOLOGY CHANGING SHOPPER BEHAVIOR TODAY


Marketing Paradigm

‘MEAT’ THE TECHNOLOGY

QR CODES & COMMON SENSE

IMPLEMENTATION

QR Codes are still a bit of a conundrum for today’s

modern shopper, but as marketer’s continue to

introduce shoppers to QR Codes it’s only a matter

of time before there is widespread adoption. This

is particularly true considering that half of the U.S.

Population will have smartphone capabilities by

2012.

QR Codes can:

• Share information about the origin of the

product

• Pairings and other items that go well with the

product

• Used as part of a larger promotion campaign to

drive traffic and gain valuable shopper insights

data

QR Codes pictured here share information about

the cheese, the farm it came from, and items

it pairs well with – all implementations that

lend well to Pork Products.


Marketing Paradigm


MOBILE SHOPPING LISTS

As shoppers continue to upgrade the technology

they keep on hand novel innovations such as

mobile shopping lists will continue to grow and you

want to be proactive and present in that space.

Mobile Shopping Lists are:

• Low cost to build and develop

• Convenient, Eventful, & informative for

shoppers

• Updateable on the go and by multiple people

within a household

• Leverages a shoppers mobile device

Mobile shopping lists are increasingly being rolled

out by retailers. Talk with your retail partners

to see what synergistic opportunities may

exist to increase your presence in-store.


Marketing Paradigm


VIRTUAL & IN-STORE RECIPE

CENTERS

Shoppers are looking for opportunities to try new

things – it’s our jobs as marketers to make the

discovery process easier, informative, and fun.

One way to do this is by utilizing the physicality of

in-store displays to provide an in-store recipe

center where your products are in addition to

creating a virtual recipe center that can be

accessed on the web or via mobile apps.

Virtual and in-store recipe centers are a ‘no-

brainer’ especially when it comes to meat

products and preparation.


Marketing Paradigm

POPAI SPEAKS RETAIL

WHAT YOU SHOULD REPORT BACK AT THE OFFICE

POPAI provides research and education that can help you better position your

offerings at the point of purchase

POPAI provides research and education that can help you better position your

offerings at the point of purchase

Technology makes more effective marketers and shoppers in the retail

environment when thought out and deployed appropriately

Technology makes more effective marketers and shoppers in the retail

environment when thought out and deployed appropriately

Today’s shoppers are reached by creating compelling, relevant experiences across

the path to purchase

Today’s shoppers are reached by creating compelling, relevant experiences across

the path to purchase

Marketing at retail works when thought out and executed with care.Marketing at retail works when thought out and executed with care.


Marketing Paradigm

POPAI SPEAKS RETAIL

QUESTIONS & CONTACT INFO

Richard Winter

POPAI – THE GLOBAL ASSOCIATION FOR MARKETING AT RETAIL

PRESIDENT

EMAIL: [email protected]

WEB: WWW.POPAI.COM

Documents

RETHINKING THE IN-STORE MARKETING PARADIGM...expert on shopper behavior and marketing at retail insights. Rethinking The In-Store Marketing Paradigm MARKETING AT RETAIL 101 WHAT IS