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Shopper marketing for retail net group feb 17, 2011

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Shopper marketing for retail net group feb 17, 2011

  1. 1. The Digital Shopper Marketing REVOLUTION JIM HOLBROOK FEBRUARY 17 DALLAS RetailNet Group
  2. 2. Are you a revolutionary?
  3. 3. Are you a revolutionary? Should you be?
  4. 4. ↑  Retail design We know that all of ↑  Retail learning labs ↑  Shopper marketing this is GOING ↑  In-store media ↑  Selling in and executing UP ↑  Shopper insights ↑  Retailer intelligence UP ↑  ROI/analytics ↑  Digital apps UP ↑  Geo-locating ↑  Augmented reality
  5. 5. CPG companies spent about $38 billion on Shopper Marketing in 2010 (In-Store Marketing Institute) Between 15% and 20% of CPG marketing dollars are earmarked for Shopper Marketing 83% of CPG companies will increase shopper marketing budgets 55% will boost spending 15% or more by 2013 (Booz & Co.)
  6. 6. And all of this is ↑  Smart phones ↑  Tablets GOING ↑  Apps ↑  Connectivity UP ↑  Access to data ↑  New services UP ↑  New media ↑  New measures UP
  7. 7. WE ARE IN THE MIDST OF A RETAIL REVOLUTION 7 
  8. 8. Here’s Why: The 10 Ways Digital Changes Everything 8 
  9. 9. 1 There is no more ‘IMPULSE’… every purchase is considered 9 
  10. 10. P&G CMO Marc Jim Lecinski of Google, Pritchard calls for refers to a "zero thinking “store moment of truth" back”, meaning when consumers that if it does not BUT do research and work at the make decisions store, it’s a miss before shopping (FMOT) 10 
  11. 11. of shoppers conduct research before they shop, typically for an hour or more. Source: GMA, Booz & Company, and SheSpeaks Shopper Marketing 3.0 Survey; n = 3,600 respondents Source: Google ‘Path to Purchase Presentation’
  12. 12. More Purchase Decisions Being Influenced Pre-Store Where Purchase Decisions Are Made, % of Shoppers 100% 90% 80% 70% 60% 75% 60% 83% 50% 40% 30% 20% 40% 10% 25% 17% 0% 2007 2008 2009 In-Store Before Entering Store Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009. Source: Google ‘Path to Purchase Presentation’
  13. 13. “Kraft recognized that shoppers were going online prior to their trip to the store to find information and that we needed to leverage The digital space as part of a robust 360 degree marketing plan.” -  Microsites -  Online coupons -  Recipes -  Online promotions -  Shopping lists -  QR codes As the prevalence of smartphones grows, more tools will become available to connect with the shopper in the pre-trip, in-store and post-purchase phases. The future opportunities to market in the moment through digital will be transformational. emarketer 13 
  14. 14. 2 There is no more ‘pushing’ products at shoppers: “I’ll get what I need when I need it” 14 
  15. 15. 2/3 of touchpoints during active consideration are consumer initiated - McKinsey 15 
  16. 16. 16 
  17. 17. new ways to get a second opinion
  18. 18. 3 Brand ‘image’ doesn’t count anymore: ‘Just the Facts’ 18 
  19. 19. 90% 70% 84% of consumers completely or claim that trust somewhat trust the online customer recommendations recommendations of evaluations influence from people they consumer opinions their purchase know posted online  decisions  19 
  20. 20. Online Research has Changed the Game +188% Reviews Source: Google ‘Path to Purchase Presentation’ 20
  21. 21. Any Category can be Reviewed – even Cream Cheese
  22. 22. 4 Shoppers are more LOYAL to deals and offers 24 
  23. 23. The elasticity for existing brands of sales to ad spend averages 0.10 100% increase in ad spend generates 10% increase in sales - ARF 25 
  24. 24. 288% Online Deals: COUPONS - search for deals up +288% - over $1B via coupons.com Source: Google ‘Path to Purchase Presentation’
  25. 25. CPG’s Leveraging Paid Search to Drive to Key Accounts
  26. 26. Brand-centric marketing doesn’t resonate anymore… ‘I don’t care about your features & benefits’ 28 
  27. 27. 5 Marketer-Retailer collaboration is HARDER 29 
  28. 28. Retailer Practices = Problematic for Brands  Clean store  Proprietary programs  Contracted end aisle display space  Private label  No sharing of loyalty card data
  29. 29. Retailer Mobile Apps 31 
  30. 30. … so P&G goes direct 32 
  31. 31. 34 
  32. 32. 6 National doesn’t work: It’s all about LOCAL 35 
  33. 33. This UK service lets you upload and compare the cost of your weekly shopping list at four grocery stores, ultimately delivering which retailer offers the best deals overall.
  34. 34. Starbucks: Find Your Place
  35. 35. Hyper Location, Hyper Location, Hyper Location
  36. 36. 7 There is no more captive audience: Communities & Conversations   
  37. 37. 42 
  38. 38. 43 
  39. 39. 44 
  40. 40. 8 Merchandising is irrelevant: It’s all about The Experience  45 
  41. 41. Experiences are Inspiring 46 
  42. 42. “Shared” Experiences are Compelling 47 
  43. 43. Shopping Experiences are Enabled CATEGORIES: Retailer specific: amazon, Best Buy Media partners: Elle, Mens Health Local: Vancouver, malls Social: facebook, myshopanion Offers: couponsherpa Scanners: redlaser, barcode hero Search: shopsavvy, google shopper Geo: aisle411, fastmall Lists: groceryIQ Reward: shopkick 48 
  44. 44. 9 Campaigns don’t work with an Always-On Community   
  45. 45. “The Purchase Funnel has been replace by the Decision Ecosystem, a cloud of information from all sources, available anytime” (McKinsey, “The Consumer Decision Journey,” 2009)
  46. 46. 51 
  47. 47. new ways to get a second opinion
  48. 48. Her Mindset – over time, in many places – shapes her shopping trip “While most grocery shoppers shop for their food items around once a week, consumers decide what to eat, drink, or serve many times a day. It’s these daily activities, and the needs behind them, that drive their purchase decisions.” – Ann Hanson, NPD Group
  49. 49. eBay sold over $2B via smartphones in 2010, triple 2009 54 
  50. 50. 10 It’s Not About The Store Anymore Get On The Shopping List!   
  51. 51. of U.S. households prepare a written or digital grocery shopping list prior to shopping Source: Survey of 3,600 shoppers for Shopper Marketing 3.0 study conducted Fall 2009 by Booz & Company In collaboration with Grocery Manufacturers Association 56 Source: Google ‘Path to Purchase Presentation’
  52. 52. 57 Source: Google ‘Path to Purchase Presentation’
  53. 53. IT’S A REVOLUTION! It’s a whole new way of doing things  
  54. 54. BENEFITS •  Reach shoppers who don’t consume traditional media of the revolution: •  Tailor/target offers – more digital shopping relevance, less waste •  Real-time research and feedback tools– •  More helpful, less disruptive •  Easier to measure •  Increase engagement •  Facilitate follow-up - - real loyalty •  Influence decisions upstream (before the store) 59 
  55. 55. REVOLUTION? NOT SO FAST 60 
  56. 56. Been here… Done this 10 Reasons to Not Freak Out 61 
  57. 57. 1 Remember? 62 
  58. 58. 2 In the end, it’s just more couponing 63 
  59. 59. Online Coupons 82% 25% of consumers use of those are using coupons (up from online coupons 63% in 2007) (over 36 million shoppers) 64 
  60. 60. evolution-insights.com 65 
  61. 61. 3 We’re just extending our media reach/frequency 66 
  62. 62. It’s just another screen
  63. 63. 4 Digital shopping, digitally enabled shopping? Way, way too complex 68 
  64. 64. huh? 70 
  65. 65. TOOLS • SMS and MMS • Downloadable Apps • Mobile Websites • Check-in Features • Barcode Scanners • Augmented Reality • Digital Out of Home • Payment Peripherals 71 
  66. 66. 5 Digital or analog, the ‘journey’ is the same 72 
  67. 67. 73 
  68. 68. 6 Most of this digital stuff is just ‘novelty’ 74 
  69. 69. Popular iPhone Apps 75 
  70. 70. 7 Never going to get past the significant privacy issues 76 
  71. 71. •  “Harm” beyond just economic •  Compliance •  Liability •  Transparency •  Security •  Data retention limited •  Affirmative consent •  Profiling •  Disclosures •  Children protections •  ‘Do not track’ •  Accuracy 77 
  72. 72. 8 Most of it is direct marketing without the postage 78 
  73. 73. 90%+ of total email volume is junk 79 
  74. 74. 9 “Deep shopper insights”? It has ALWAYS been about insights! 80 
  75. 75. “The consumer is not a moron, she is your wife” - David Ogilvy, 1960’s 81 
  76. 76. 10 Mass still works – hello, Super Bowl ads 82 
  77. 77. 83 
  78. 78. So… 84 
  79. 79. WE ARE IN THE MIDST OF A RETAIL REVOLUTION 85 
  80. 80. The Top 10 Reasons for a Digitally-Enabled 1= strongly diasagree 5= strongly agree  Shopper Marketing Revolution  1. No more impulse: Every decision is informed 2. No more push: “I’ll get it when I need it” 3. No more image: “Just the facts” 4. No more loyalty: Heightened ‘deal’ sensitivity 5. No more collaboration: Brands and retailers chasing consumers 6. No more ‘national’: It’s all about local interests 7. No more audience : It’s all about the community/conversation 8. No more merchandising: It’s all about navigating 9. No more campaigns: I’m “always on” 10. No more in-store: Get on the shopping list 86 
  81. 81. REVOLUTION? NOT SO FAST 87 
  82. 82. 1= strongly diasagree The Top 10 Reasons Why It’s Not Really a Revolution  5= strongly agree  1. Already been tried: webvan, pets.com etc etc 2. Just a better way to distribute coupons 3. Just another media channel 4. Way too complex for the casual user 5. The journey is the same: Awareness, intention, consideration etc etc 6. It’s mostly “novelty” (Angry Birds) 7. Faces HUGE privacy issues 8. Just direct marketing 9. It’s always been about “insights” and still is 10. Mass still works 88 
  83. 83. #1: Is This A Revolution? TOTAL from the Yes/Revolution = minus TOTAL from the No/Not = = Systemic Change Evolve/Adapt (50 pts) (-50 pts) 89 
  84. 84. #2: What Is Your Position? Store/Retailer-Dependent: Less Dependent: - Not necessarily ‘hostage’ - More brand strength - Merchandising does drive sales - Pull works - Cannot go direct - Able to go direct 90 
  85. 85. #3: What Is Your Approach? DIFFERENTIATING: OPTIMIZING: - Investing - Spending - Discriminating - In-store performance - Experimenting - Measurable ROI - Aligning - Category mgmt - Messaging - Transactions - Equity-building - Data arms race - Insights/solutions - Channel mgmt - Trade relations 91 
  86. 86. SYSTEMIC CHANGE DIFFERENTIATE OPTIMIZE company landscape EVOLUTIONARY 92 
  87. 87. What Is Your Action Plan? 1.  Disrupter: changing the game, reinventing the rules, creating the future 2.  Leader: knowledgeable about all of the changes, embarking on many, a clear strategy of experimentation, skill-building, tool-building, investing 3.  Focused: fast follower, jumping on the proven tactics, tactics form the strategies, responding to outside requests 4.  Planning/preparing: getting organized, allocating budget, beginning new work 93 
  88. 88. What Is Your Action Plan? Possible Ac5on Area  Op5mize/Differen5ate?  Push/pull  Rate of Change: Transparency  Value added offers  Consumer direct  Retail(er) Dependency: Customize/localize  Community‐building  Conversa=onal  List management influence  Position: ecommerce  1.  Disrupter Deal/offer distribu=on  2.  Leader Shopper‐scripted messaging  3.  Focused Journey refinement  4.  Planning/preparing AEen=on to privacy  Insights  Other….  94 
  89. 89. Thank You jim.holbrook@ emak.com slideshare.net jimholbrook 95 

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