Consumer Packaged Goods expert Bill Akins of Rockfish Interactive presents how the rise of retail micro marketing is revolutionizing how innovative customized packaging drives profits.

1. Packaging as a Cornerstone of Retail Evolution;
enabled by CUSTOMPrint+

2. Typical Big Box CPG
Team Structure
Team Leader
Admin. Asst.
Director:
Director:
Sales
Shopper Insights
Manager
Manager
Sales Analyst
Category Manager
Category Analyst
Supply
Marketing
Management
National Account
Director:
Director:
Category
Chain
Marketing Research
Trade Promotions
Supply Chain
Manager
Manager
Manager
Supply Chain
Analyst
Director:
Finance

3. CPGs Thinking Like
Startups

5. Rise of Retail
Micromarketing
Retailers Where This Plays a Vital Role:
 Walmart
-
Marketing department thinking like IT key to managing the business
 Target
-
Obviously marketing has always been key to the business
 SAM’S CLUB
-
Membership data mining more critical
 CVS
-
ExtraCare requires closer interaction with marketing team

6. “The amount of change in marketing over
the past 3 – 5 years probably equals the
amount of change over the past 30 years.”
- Robert Liodice, CEO, Association of National Advertisers

8. Evolution of
the Practice
PAST
Cornerstone
Measurement
Resources
“Fact-Based Selling”
PRESENT
Category Measurement
FUTURE
EVOLUTION
Insight Management
Data
Information
Ranked Information
Relationships
Technology
Human Capital

9. Evolution of
the Practice
[The Zero Moment of Truth is] a new decision-making moment that takes place
a hundred million times a day on mobile phones, laptops and wired devices of
all kinds. It’s a moment where marketing happens, where information happens,
and where consumers make choices that affect the success and failure of
nearly every brand in the world. *

10. Evolution of
the Practice

11. Retail Evolution
Retail 1.0
Retail 2.0
Retail 3.0
Supplier power
Retailer power
Shopper power
Negotiation
Information
Distribution
Shopping transformation
Retail Evolution

12. Retail Evolution

13. Slide graphics courtesy of Milo - http://milo.com/blog/mobile-warming-hot-trends-in-mcommerce/?display=wide

14. Smart Phone Growth
& Shopper Influence

15. Changing Packaging
Interactions
• Mobile barcode scanning TRIPLES
on Black Friday
• Paypal cites 310% increase in
mobile shopping on Black Friday
• 73% of mobile users prefer to use
their smartphones for simple tasks
rather than interact with an
employee
Sources: MobileMarketer, Paypal, Accenture

16. Augmenting
Retail Reality

17. Group Clout

18. The Consumer

19. Purchase Decisions
75% of purchase decisions are made
inside the store…not ahead of time.
Stephen Quinn
Wal-Mart CMO
BBV Champion University

20. “Core” Groups
Value-Price Shoppers
Brand Aspirationals
Price-Sensitive Affluents

21. Consumer
Segmentation
“Buzz”
“Jill”
“Ray”
“Barry”

22. Consumer
Segmentation
Urban Trendsetters

23. Micromarketing
Leadership
Consumer Insights
Competition
Strategic Financial Planning
Modular (Shelf Set/Planogram/Package)
WAL-MART BUSINESS
LEADERSHIP MODEL
Promotion
Item P&L
Speed

24. Beyond the 4 P’s

25. Micromarketing
Leadership

26. Beyond the 4 P’s

27. The Package

28. Affinity Marketing
Utilizing “best in class” micromarketing tools, what if you could:
 Tailor your products for each store?
 Match preferences to local store demographics?
 Support the local causes shoppers care about?

29. Affinity Marketing
 Would shoppers feel that your brand is the
preferred one for them?
 What would that do for your sales ?
 For your profits?

30. Affinity Marketing
Some companies are already doing that:
Retail-Ready Personalized Packaging (RRPP)
• Customized down to neighborhood store
level
• Aligned with shopper interests, driving brand
loyalty and purchase
• Produced through continuous-process
technology, eliminating the need for costly
factory-line changeovers

31. Unlimited Messaging
Potential
Example – Heinz Ketchup

32. Measurable
Response
 Short-Run Campaigns
 Mobilized Demographic –
Save Consumers Keystrokes
 Cross-Merch & Direct Mail
 Overcome Rampant Theft
and “Gaming” of System

33. Future CPG Packaging
Environment
Case to
Pallet Tracking
Database
Unit to
Case Tracking
Variable Digital
Print
Variable-Content,
Unit-Specific Tracking

34. Future CPG Packaging
Environment
Packaging to Digital Examples

35. Low-Hanging
Fruit






Embrace social media
Embrace mobile delivery of content as an extension of the package
Tie-in with micromarketing tools to customize relevant packaging
Collaborate between operations and sales/marketing
Create retail partnership touch points in the digital space
Don’t be afraid of transparency in a digital world – create a digital
ecosystem

36. Digital Ecosystem

37. Thank You!
To learn more contact:
i.
Joe Hattrup – President & CEO
Joe.Hattrup@fastechgroup.com
iii. Dave Carlos – VP Sales
dcarlos@fastechgroup.com
Bill Akins
SVP Rockfish
479.790.3292
bill.akins@rockfishdigital.com