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


Sustain Innovation

Industry Adoption


High


EnhanceROI

ScaleUp


3


1

FSIs/Circulars; Displays &

In Store Ads; Sampling;In Store Coupons

4


Based Deals

2



Medium

9Booz & Company


Sustain Innovation

Industry Adoption


High


EnhanceROI

ScaleUp


3


1


In Store Coupons

4


Based Deals

2

Direct-to-Card Coupons; Sponsored Results; e-Circulars; Personalized

Storefront

Medium

10Booz & Company


Sustain Innovation

Industry Adoption


High


EnhanceROI

ScaleUp


3

Custom Packaging

and Merchandising

1


In Store Coupons

4


Based Deals

2



Medium

11Booz & Company


Sustain Innovation

Industry Adoption


High

Medium


EnhanceROI

ScaleUp


3


1


In Store Coupons

4

In Store Video; Scanners

& Smart Carts; Location-Based Deals

2



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


Plat

form

sVe

hicl

es In-stock Product Availability

Shopping Lists

Shopping/ Purchase

Compare Prices

Mobile Search

In-stock Product Availability


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 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


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


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


ShopperMarketing

Capabilities

ShopperInsights

1

RetailerIntimacy

2

CreativeDevelopment

4ProgramExecution

6

ROI andBrandHealth

7

Strategy andBrand

Development

3



Collaboration beyond sales and merchandising to marketing of manufacturers and retailers

PlatformDesign and

Collaboration

5

19Booz & Company


ShopperMarketing

Capabilities

ShopperInsights

1

RetailerIntimacy

2

CreativeDevelopment

4ProgramExecution

6

ROI andBrandHealth

7

Strategy andBrand

Development

3




Strategies that integrate across advertising & promotions mix, across the full path to purchase

PlatformDesign and

Collaboration

5

20Booz & Company


ShopperMarketing

Capabilities

ShopperInsights

1

RetailerIntimacy

2

CreativeDevelopment

4ProgramExecution

6

ROI andBrandHealth

7

Strategy andBrand

Development

3





Scalable platforms with clear playbook for where to focus customization efforts and retailer collaborationPlatform

Design andCollaboration

5

21Booz & Company


ShopperMarketing

Capabilities

ShopperInsights

1

RetailerIntimacy

2

CreativeDevelopment

4ProgramExecution

6

ROI andBrandHealth

7

Strategy andBrand

Development

3





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

Documents

Shopper Marketing 4 - Grocery Manufacturers Association | GMA