10 Shopper Marketing trends collated by the TMC team.

1. TOP 10 SHOPPER MARKETING
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2. TOP 10 Shopper Marketing Trends
• Wal-Mart accounts for 8% of
US retail sale
• Tesco 13% of UK sales.
• Both 30% grocery sales in
domestic markets
1. Retail globalization and concentration process will continue

3. TOP 10 Shopper Marketing Trends
• The fight will be at the POS according to Nielsen
2. Private labels will continue to be a major threat to FMCG
• Over 30% in
developed nations
• 16% global
• Still below 7% in
Latin America

4. TOP 10 Shopper Marketing Trends
3. ROPO: Research online, purchase offline
• 49% of Consumers Surveyed Say
Smartphones Have Changed the Way They
Shop;
• 88% Use the Internet to Research Online,
Purchase Offline (ROPO). This behavior is
seen in 9 out of 10 people in 11 of 12
countries
• Influence of Social Media Highest in China
Source: DigitasLBi Global Survey 12 markets in 2014.

5. • Depending on the category, between
30% and 80% of FINAL purchasing
decisions are made at the point of
sale (POPAI Consumer Buying Habits
Study 2014).
• These are rates are constantly
growing as a consequence of active
life style, in store promotions and
amount of options available.
TOP 10 Shopper Marketing Trends
4. Purchasing decisions at POS are growing in relevance

6. • The rise of Breakfast, growing in
relevance vs other meals
• Higher relevance of smaller and more
convenient formats for immediate and
on the go consumption
• Higher relevance of availability, product
exhibition, temperature, in-store
location of the freezer and customer
satisfaction.
TOP 10 Shopper Marketing Trends
5. Increase frequency of Out of Home Consumption

7. TOP 10 Shopper Marketing Trends
6. Convenience is KING: smaller, cold and ready to drink!
Source: TMC USA 2014.
• Increased relevance of
Channel / Account Strategy
and Plans
• Reinforced strategic role of
Minimarkets and C-Stores

8. • Growing health and wellness awareness: natural,
high quality produce and fresh food and drinks
are now one of the most important
determining factors in what and where shoppers
buy.
• Retailers will dedicate higher space for water,
natural juice and tea. Longer time spent in this
section.
• Increase in the number of retailers offering
Natural Juice freshly made at the moment or
during the day with private label.
TOP 10 Shopper Marketing Trends
7. Healthier and price sensitive shoppers

9. • Internet and Social networks have
changed the way people shop with friends
• The group-buying experience that started
with Groupon has evolved from simply
“better prices” to a more conscious,
opinion based and friendly experience.
Sharing opinions about products and
services is now a critical influencing factor
to make a purchase decision
TOP 10 Shopper Marketing Trends
8. Active Shoppers in a Social Commerce

10. TOP 10 Shopper Marketing Trends
9. BIG DATA will continue to drive BIG CHALLENGES
• No doubt that amount of information
about shopper habits, behaviour and
patterns will continue growing in the
following years
• Generate relevant insights to drive better
products and services is the challenge for
the consumer industry and retailers
• Shoppers will continue sharing their
information if they are able to perceive
the benefits in return.

11. • Trade and Shopper Marketing spend
continues to increase as % of total
marketing budget.
o In USA it already represents between 50-
60% of total marketing budget of top 10
Consumer Good industries.
o Latin America is still behind (between 40-
50% of total marketing budget) but
growing fast.
TOP 10 Shopper Marketing Trends
10. Trade and Shopper Marketing Spend will continue growing

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