1. Shopper marketing at Colruyt
Vlerick marketing showers
28/6/2011

2. Colruyt Group
Together, we create sustainable added value
through value driven craftsmanship in retail
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3. Colruyt
18.000 m³ goods
every day 14.700 employees
222 shops
250.000 tickets
Every day
3 million extra
56 million leaflets cards
each year
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4. Our strategy…
On top of our lowest price guarantee for each product at every moment, we
want to inform our customers in a certain way:
– Efficient:
• Inform our customers well, inform the right customer
• Making sure they obtain a maximal benefit
– Sustainable:
• We only send leaflets to customers who choose to receive them
(opt-in)
– Servicable:
• Helping our customer choose
• Helping them gain time
= DNA COLRUYT
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5. Shopper marketing at Colruyt :
insight driven
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6. Shopper data
From Figures to Insights, to actions…
Sales Nielsen
Market
Extra data Gfk Suppliers
research
…
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7. Shoppermarketing at Colruyt = more than marketing at the
point of purchase…
Assortment Pricing
Activation Channel
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8. Assortment choices
Exclusif buyers ?
Brandlovers ?
Switchers ?
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9. New assortment : does it attract extra buyers ?
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10. Price-elasticity
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11. Placements : balance between ‘hot’ and ‘cold’ spots
Hot
Hot
Hot
Hot Hot
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12. In-store, yes
But according to
DNA Colruyt
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13. Promotions ?
Categorie uplift or only substitions ?
pasen
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14. 14
promoties
degustaties
Selectie voor u
Laagste prijzen
dienstbaarheid

15. Shoppermarketeers …
1. Empathy – Knowledge in strategy of the retailer
DNA of Colruyt
2. Objectif & consistent
Stick to your story !
You win some & you lose some
3. Dataknowledge
Retailer is in the drivers seat, but wants a co-pilote
Category Management is more than shelvingprojects…
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16. Shoppermarketing at Colruyt
• Knowledge
• Large scope
• Impact
• Fascinating
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17. We’re looking for new colleagues
Karel.dewilde@colruyt.be
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