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14TH ANNUALTECHNOLOGY
CONFERENCE
Shopper Marketing and the Use
of Virtual Simulations
Just What Is
Shopper Marketing?
Shopper
Marketing
Ten years ago, who
had heard the term
“shopper marketing?”
What has driven
this explosive
growth?
That was then
This is now
Marketing with in-store initiatives, or
“shopper marketing,” to close the deal.
A 2008 study conducted
by Deloitte Consulting for
the Grocery Marketing Association reports
explosive growth in
shopper marketing
budgets.
Implications for Market
Research
As marketers invest more and more in
shopper marketing strategies, they are
also investing more in “shopper insights”
to support the initiatives.
Virtual
Shopping
Consumer Marketing
“In Store”
Shopper
Marketing
- Product Development
- Pricing
- Packaging
- Media
- Store Layout
- Fixtures
- Promotions
- Assortment
- POG’s
The In-Store Marketing Institute published a white paper in January 2009:
“Shaping Retail: The Use of Virtual Store Simulations in Marketing Research and Beyond.”
Creating Successful Research
Using Virtual Shopping
SKU
Rational-
ization
Pricing
Shopper Insightsat the Aisle withVirtual Shopping
Promotion
Testing
Package
TestingShelf
Arrange-
ment
New
ProductIntro
PURPOSE What is the optimal POS for PepsiCo in a c-store?
Virtual shopping trip began outside at the pump.
Respondents then proceeded through the store
where they could shop multiple categories. A variety of POS material Themes and Locations
were tested.
PAYOFF Theme has less impact on sales than Location
&
Virtual Shopping Case Study –
POS Testing
PROCESS
Where should family size bags be located?PURPOSE
Respondents participated in an online virtual
shopping trip testing a variety of shelf placement
and in-store sales strategies.
PAYOFF Leading the aisle with family size bags resulted in
double-digit sales increase.
Virtual Shopping Case Study – Aisle Layout
PROCESS
&
Identify optimal assortment and pricing strategy for the ketchup category.
PURPOSE
Through a virtual shopping exercise, we were able
to see the impact of price and assortment
changes in the ketchup category.
PAYOFF
The resulting assortment/pricing was a
Win for the Shopper, the Retailer and
Heinz. Ease of shopping the category
increased, category sales increased
as well as brand sales.
PROCESS
&
Virtual Shopping Case Study – SKU
Optimization & Pricing
Kellogg’s needed to identify the winning package
and set expectations within company on sales
impact. PURPOSE
PAYOFFThough we saw no great difference in sales
among the package designs tested, one stood
out in enhancing perceptions of product – taste,
health, etc.
PROCESS
&
Virtual Shopping Case Study – Packaging
Kellogg’s tested several alternative packaging
treatments in a virtual shopping test with hot spot
analysis for additional diagnostics on packaging
elements.
What should you look for in
a research partner?
Focus on research vs. technology
Assess the vendor's research
acumen
Does research drive the
technology?
Fuse disciplines
together
Members:
2006 Winner: AMA EXPLOR Awardfor Marketing Research Innovations
Virtual Ethnography: Predicting and Understanding Shopping Behavior (in hyper-drive)
Cathy AllinPresident and [email protected]
(816) 221-0445, ext. 235
Alex Sodek
Senior Vice [email protected]
(816) 221-0445, ext. 232
CEO Cathy Allin has been chosen as a finalist for the 2009 Ernst & Young's Entrepreneur Of The Year® Award.
Shopper marketing is more than
simply a promotional display.
Today, there is
an alternative:
virtual shopping
platforms.
