4. Get close to your best customers Gain protection from defection Win the war for value Make the message relevant Provide a nudge 5 Strategies for these Challenging Times 1 2 3 4 5
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6. Provide Protection Against Defection On average brands lose up to 66% of loyal buyers in year two Shoppers 70%+ Loyal To Brand In Period 1 Period 1 Loyalty (6/25/07 – 6/22/08) Period 2 Loyalty (6/23/08 – 6/21/09) Note: Category buyers in Both Periods
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8. Make Your Message Relevant New Shopper Segmentation Models Heart Health Weight Management Diabetes Allergies Digestive Health Pain Management Green Organic Kids Wellness Women’s Health
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Notes de l'éditeur
Powerful shopper segmentation models makes it possible to put the most compelling message into the hands of the most valuable shoppers Heart Healthy Dollars per Trip Heart Healthy Trips Heart Healthy Units Average Heart Healthy Dollars per Heart Healthy Trip # of Heart Healthy Brands Purchased # of Heart Healthy Categories Purchased First month buying Heart Healthy Last month buying Heart Healthy Total Grocery Dollars Per Trip Total Grocery Trips Total Brands Purchased Total Categories Purchased Heart Healthy % of Total Dollars Heart Healthy % of Total Trips Heart Healthy % of Brands Heart Healthy % of Categories % of Tier 1 Heart Healthy Products Specific reference to heart health (e.g. cholesterol reducing foods, blood pressure monitors, salt substitutes). % of Tier 2 Heart Healthy Products Proactively healthy foods. % of Tier 3 Heart Healthy Products Consistent with American Heart Association list: heart healthy, “do no harm.”