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De-coding the path-to-purchase




                                                         Sydney 24th February 2012


www.engageconsultants.com   www.facebook.com/engageTheExperts      http://twitter.com/#!/ShopperExperts
Consumers, shoppers and (trade) customers




                                                                 (Trade) customers
   Consumers are the              Shoppers are the
                                                                 make a product or
     end users of a                 shoppers of a
                                                                service available for
   product or service             product or service
                                                                      purchase




www.engageconsultants.com   www.facebook.com/engageTheExperts     http://twitter.com/#!/ShopperExperts
Original sources of competitive advantage




                      Developing                                Drive depth
                       powerful                                      of
                        brands                                  distribution




www.engageconsultants.com   www.facebook.com/engageTheExperts         http://twitter.com/#!/ShopperExperts
Retail is the biggest business on the planet


                         Top 10 retailer's sales                                            WalMart's sales

                  1100                                                                450
       Billions




                                                                           Billions
                  1050                                                                400
                  1000                                                                350
                   950
                                                                                      300
                   900
                                                                                      250
                   850
                                                                                      200
                   800
                                                                                      150
                   750
                   700                                                                100

                   650                                                                 50
                   600                                                                  0

                              2000                                                           2000
                                              2010                                                             2010


                          31% of consumer goods firms report that price pressure from
                                  retailers remains their greatest sales issue*
Source: Deloittes Global retail report/Wal-Mart annual reports/press reports/& and I
holdign sreports/Trade Insight Trade global spend survey 2010
 www.engageconsultants.com                        www.facebook.com/engageTheExperts                 http://twitter.com/#!/ShopperExperts
And retail continues to internationalize



                       NO.of          NO. of
                                                         %
                     countries       countries
                                                      Increase
                       2002            2009

     Wal-Mart             10              16            60%

     Carrefour            24              36            50%               Many of these organizations
     Metro                22              33            50%
                                                                          have yet to leave home
     Tesco                10              13            30%
                                                                                Over 50% of top retailers are
     Schwartz             13              25            92%
                                                                                present in Europe, Asia and
     Kroger                1               1               0                    America
     Costco                7               9            28%                     Over 40% of new openings
                                                                                were outside home markets
     Aldi                 11              18            63%

     Home
                           5               9            80%
     Depot

     Target                1               1               0



Source: Deloittes Global retail report/CBRE survey of 25o top retailers
 www.engageconsultants.com                       www.facebook.com/engageTheExperts        http://twitter.com/#!/ShopperExperts
The consumer communication world is
                                      fragmented; and is fragmenting further at
                                                           unprecedented rates

                             Global advertising spend by category

                                                                                                           CAGR
             450                                                                                        (2006-2010)


                                                                      Mobile advertising                    41
             400
                                                                      Global internet                       20
                                                        New ad
             350                                    formats 22.4%
                                                                      Interactive TV promotions             19

                                                                      In-game advertising                   19
             300
                                                                      U.S. product placement                20

             250                                                      Global cable/multichannel             5

                                                                                                            5
                                                                      Global broadcast
             200
                                                                                                            5
                                                     Traditional ad   U.S.MSO advertising
                                                    formats 77.6%                                           5
             150                                                      Global radio and outdoor
                                                                                                            4
                                                                      Global magazine
             100                                                                                            2
                                                                      Global newspaper
                                                                                                            2
              50                                                      U.S.local station

               0




            As media continues to fragment, reaching consumers is
                        increasingly more expensive
 www.engageconsultants.com
Source: Morgan Stanley          www.facebook.com/engageTheExperts                          http://twitter.com/#!/ShopperExperts
More and more marketing funds are pouring into stores




         Trade spend in the UK in 1980 was 8% of net sales. By 2005 it was 25% -
         a 300% increase
         42% of CPG companies are planning to increase their trade spend this year
         Trade spend varies between 10% and 30% - the single biggest cost after
         cost of goods

Source: CAS GMBH Analysis/Trade Insight Trade global spend survey
2010/Donnelly Marketing and Accenture Analysis www.facebook.com/engageTheExperts
 www.engageconsultants.com                                                         http://twitter.com/#!/ShopperExperts
This has pushed expenditure in-store


                                  Expenditure as a proportion of budget




            Trade Promotion

            Consumer Promotion

            Advertising & Media




                                          1978
                                                       1998
                                                                  2005




       Source: Donnelly Marketing and Accenture Analysis 2006
www.engageconsultants.com             www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
70% of promotions lose money – US$ 224
                                                               billion could be wasted every year

                Manufacturer : Lose                                               Manufacturer : Win
                Retailer: Win                                                     Retailer: Win




                           60%
                Manufacturer : Lose                                               Manufacturer : Win
                                                                                                    15%
                Retailer: Lose                                                    Retailer: Lose




                           10%                                                                      15%
                          31% of CPG companies cite poor compliance as
                                         a key issue*
Source: Manufacturer data & analysis, Nielsen Data, (CAS GMBH)/ Analysis/Trade Insight Trade global spend survey/ Deloites http://twitter.com/#!/ShopperExperts
 www.engageconsultants.com                             www.facebook.com/engageTheExperts
The consumer goods industry could double its
                                                profits by investing effectively in-store

                     The industry earns as much money in profit as it wastes in retail


                                  250
                       Billions



                                  200

                                  150

                                   224 billion
                                  100

                                   50

                                    0

                                   -50   Industry profit
                                                                Wasted in-store
                                  -100                           expenditure

                                  -150                     (224 billion)
                                  -200

                                  -250




   * engage analysis based on Deloittes – “Global Powers Of The Consumer Products Industry 2010”
www.engageconsultants.com                www.facebook.com/engageTheExperts               http://twitter.com/#!/ShopperExperts
The shopper is central to all successful consumer
                                                                 goods brands




                Create                                             Motivate
                                        Motivate
              consumer                                            retailers to
                                       shoppers to
             demand for                                           support the
                                      buy the brand
              the brand                                              brand




www.engageconsultants.com     www.facebook.com/engageTheExperts    http://twitter.com/#!/ShopperExperts
Shoppers are retailers’ lifeblood, and have more
                                                             choice than ever



                                            More
                                            often


                    More                                         Spending
                  shoppers                                         more



                                           Better
                                           sales


www.engageconsultants.com    www.facebook.com/engageTheExperts    http://twitter.com/#!/ShopperExperts
Today and in the future there is a need to
                                        influence shopper behavior more effectively



                                Changing
                             shopper behavior
                             requires changes
                                in ―store‖


               Retailers want
            support in reducing
              costs or driving
                  sales –
                                                                Manufacturers and
            manufacturers want
                to focus on
                                                             retailers have a common
              sales, and that
             means shoppers
                                                                 need to influence
                                    Retailers themselves
                                  recognize that shoppers
                                                                      shoppers
                                   have more choice than
                                         ever before.
                                    The shopper/retailer
                                    relationship is weak.
                                      Retailers need to
                                  understand shoppers to
                                        drive loyalty.


www.engageconsultants.com           www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
Shopper marketing is set to be the next
                               revolutionary step in the world of marketing



                                    Post-war scarcity
          1950’s                                                       Power in the
                                      Mass media
        ―Consumer                                                        hands of
                                       Creation of                    manufacturers
        Marketing‖
                                    consumer brands


        1980-90’s
                                 Retail consolidation
    ―Trade Marketing                                                  Power moves
                                  Brand proliferation
        /Category                                                   towards retailers
                                 Media fragmentation
      Management‖


                                      Personal media
          2010
                                         Channel                  Power in the hands
        ―Shopper
                                       proliferation                of shoppers
        Marketing‖
                                       Globalization
www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
De-coding the path-to-purchase




                                       What shopper marketing is and is not


www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
This not shopper marketing!




www.engageconsultants.com   www.facebook.com/engageTheExperts      http://twitter.com/#!/ShopperExperts
Integrated shopper marketing makes in-store
                                                       investment work




           “The systematic application of
          elements of the marketing mix to
          affect positive change in shopper
              behavior in order to drive
              consumption of a brand”



www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
De-coding the path-to-purchase




                                                The five step integrated shopper
                                                                marketing model
www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
True, integrated, shopper marketing creates
                             coherent links between the end consumer and the
                                                         in-store environment




    Consumer                Shopper           Channel                In–store          Investment
    priorities              behavior          priorities             marketing        in customers




www.engageconsultants.com        www.facebook.com/engageTheExperts          http://twitter.com/#!/ShopperExperts
Define and quantify clear consumption
                                                                  opportunities




                                                                          Needs and
          Why                  Who
                                                                           desires


                                                                           Occasions
    Where                       Why NOT?              Opportunity

                                                                         Experience


           What                When                                       Availability
                                                                         to consume


www.engageconsultants.com   www.facebook.com/engageTheExperts       http://twitter.com/#!/ShopperExperts
Understand the differences between your
                                              consumers and your shoppers




www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
Understand how shoppers really behave




            Shopper’s
          interpretation

                       Shopper’s needs


                                 Outlet selection


                                               Solution location

                                                                    Product
                                                                   Selection

                                                                               Purchase


www.engageconsultants.com      www.facebook.com/engageTheExperts         http://twitter.com/#!/ShopperExperts
Prioritize the right channels




            Shopper’s                                                Focus investment on
          interpretation                                            the stores where you
                                                                    can influence shopper
                                                                           behavior
                       Shopper’s needs


                                 Outlet selection


                                               Solution location

                                                                    Product
                                                                   Selection

                                                                               Purchase


www.engageconsultants.com      www.facebook.com/engageTheExperts         http://twitter.com/#!/ShopperExperts
Find the activities that count




           Shopper’s
         interpretation

                       Shopper’s needs


                                 Outlet selection


                                               Solution location


           Focus investment on                                      Product
              activities that                                      Selection
            influence shopper
                 behavior                                                      Purchase


www.engageconsultants.com      www.facebook.com/engageTheExperts         http://twitter.com/#!/ShopperExperts
Invest in an integrated in-store marketing mix




                                        Availability




                                         Changing
                                         shopper
                                         behavior


                    Communication                               Offer




www.engageconsultants.com   www.facebook.com/engageTheExperts      http://twitter.com/#!/ShopperExperts
Five questions that guarantee improvements in RoI




                              Which             Where
     What                   shoppers           can you               What is             What
  consumption                   will          influence             required          investment
  opportunities              support            these               in-store?         is needed?
     exist?                   these?         shoppers?




www.engageconsultants.com       www.facebook.com/engageTheExperts         http://twitter.com/#!/ShopperExperts
De-coding the path-to-purchase




                                Understanding the drivers of consumption

www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
Needs and occasions help define the macro
                                                               opportunity




                                          Needs and
                                           desires


             Experience                                             Occasions


                                          Availability
                                         to consume




www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
Experience and availability to consume define the
                                              limitations on that opportunity




                                           Needs and
                                            desires


           Experience                                                 Occasions


                                           Availability
                                          to consume




www.engageconsultants.com      www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
De-coding the path-to-purchase




                                           Understanding the shopper’s role in
                                            driving consumption – the path to
                                                                    purchase
www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
The drivers of shopper behavior are very different
                                             from those of consumer behavior



            Shopper’s
          interpretation

                        Shopper’s needs


                                 Outlet selection


                                               Solution location

                                                                    Product
                                                                   Selection

                                                                               Purchase




www.engageconsultants.com      www.facebook.com/engageTheExperts         http://twitter.com/#!/ShopperExperts
De-coding the path-to-purchase




                                          The only three ways to drive growth


www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
All business exist to make profit




                                           Higher
                                           profits



                            Better                                 Reduced
                            sales                                   costs

www.engageconsultants.com      www.facebook.com/engageTheExperts       http://twitter.com/#!/ShopperExperts
There are only three ways to grow sales



                                            More
                                            often


                    More                                         Spending
                  shoppers                                         more



                                           Better
                                           sales


www.engageconsultants.com    www.facebook.com/engageTheExperts    http://twitter.com/#!/ShopperExperts
De-coding the path-to-purchase




                                                          Creating powerful shopper
                                                                     segmentations
www.engageconsultants.com   www.facebook.com/engageTheExperts      http://twitter.com/#!/ShopperExperts
Segmentation is the sub-division of a population
                                         into groups with similar characteristics




                                                     Population




                            Segment                                       Segment




        Sub                   Sub              Sub                Sub       Sub                Sub
      segment               segment          segment            segment   segment            segment




www.engageconsultants.com             www.facebook.com/engageTheExperts     http://twitter.com/#!/ShopperExperts
Any segmentation, with a clear
                                                                    rationale, may be viable


                                                 Demographic



                            Shopper
                                                                        Geographic
                            mission




                  Brand                         Potential
                                                                            Psychographic
                repertoire                    segmentation



                            Purchase
                                                                         Income
                             intent



                                                     Gender

www.engageconsultants.com          www.facebook.com/engageTheExperts     http://twitter.com/#!/ShopperExperts
Definitions of segments must be




                            Valuable – reflect an distinct opportunity



                      Measurable – we must be able to quantify the
                            dynamics of the segment easily


                            Manageable – we must be able to target
                                   the shoppers efficiently



                                    Clearly understood by all


www.engageconsultants.com         www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
De-coding the path-to-purchase




                                       Influencing shopper behavior in-store


www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
Understanding shoppers’ behavior allows us to
                                 develop the optimum in-store marketing mix




    Consumer                Shopper           Channel                In–store          Investment
    priorities              behavior          priorities             marketing        in customers




www.engageconsultants.com        www.facebook.com/engageTheExperts          http://twitter.com/#!/ShopperExperts
Shopper insight enables us to understand what
                                  activities will influence shopper behavior


     Consumer’s
      demand

                    Shopper’s
                  interpretation

                             Shopper’s
                               needs

                                            Outlet
                                           selection

                                                          Solution
    Target investment on                                  location
    activities that change                                            Product
            behavior                                                 selection

                                                                                 Purchase


www.engageconsultants.com     www.facebook.com/engageTheExperts          http://twitter.com/#!/ShopperExperts
What behavior is it that we need to create?




                                                 Penetration




                                        Shopper
                                        behavior



                            Weight of                             Frequency of
                            purchase                                 purchase



www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
The in-store marketing mix




                                       Availability




                                         Shopper
                                         behavior


                   Communication                                 Offer




www.engageconsultants.com   www.facebook.com/engageTheExperts       http://twitter.com/#!/ShopperExperts
The in-store marketing mix




                                              Availability
                               The range of products available to buy within
                                            a channel or outlet.
                             The range of products maintained in-stock within
                                            a channel or outlet.
                            The minimum inventory of products within a channel
                                                 or outlet.
                              The delivery lead-times of products ordered by
                                                Shopper
                                  a shopper within an outlet or channel.
                                                 behavior


                    Communication                                       Offer




www.engageconsultants.com          www.facebook.com/engageTheExperts       http://twitter.com/#!/ShopperExperts
The in-store marketing mix




                                           Availability


                                Communication
                 The messages conveyed to a shopper within a channel
                                        or outlet.
                                             Shopper
                  The materials used to convey messages to shoppers
                                             behavior
                               within a channel or outlet.
                 The conduct and presentation of brand representatives
                   within a channel or outlet and the messages they
                                  convey to shoppers.
                    The location of communication materials, brand Offer
                 representatives and product displays within the outlet.
                    The merchandising of products within the outlet.




www.engageconsultants.com       www.facebook.com/engageTheExperts       http://twitter.com/#!/ShopperExperts
The in-store marketing mix




                                          Availability



                                                              Offer
                                  The average retail price of products within
                                     Shopper  a channel or outlet.
                                     behavior
                                   The depth of promotions within a channel
                                                   or outlet.
                                The promotion mechanics used within a channel
                                                   or outlet.
                    Communication extent of after-sales or added value service
                                The
                                  offered to shoppers in a channel or outlet.




www.engageconsultants.com      www.facebook.com/engageTheExperts       http://twitter.com/#!/ShopperExperts
De-coding the path-to-purchase




                                                          Channels in a digital world


www.engageconsultants.com   www.facebook.com/engageTheExperts       http://twitter.com/#!/ShopperExperts
Let’s be clear about outlets, and routes to market



                                               Manufacturer




                            Distributor                               Wholesaler




         Outlet                Outlet              Outlet              Outlet                Outlet




                  Channels are groups of outlets, not routes to market

www.engageconsultants.com         www.facebook.com/engageTheExperts         http://twitter.com/#!/ShopperExperts
Internet everywhere



                       Global internet users

                5.00
     Billions




                4.50
                4.00
                3.50
                3.00
                2.50
                2.00
                1.50
                1.00
                0.50
                0.00

                          2001
                                 2011
                                            2020
                                            (est)
  Source: Google inc. 2011
www.engageconsultants.com           www.facebook.com/engageTheExperts     http://twitter.com/#!/ShopperExperts
All the time!



         Global penetration
         of mobile phones

    140%
    130%
    120%
    110%
    100%
     90%
     80%
     70%
     60%
     50%
                 Today      by 2020
Source: Google inc. 2011
www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
Really all the time!


                                                            Percentage of phone owners




                                                                34%


                                                                                         66%




                                                         % of people who sleep with their phone beside
                                                         them
                                                         % of people who do not sleep with their phone
                                                         beside them



Source: Google inc. 2011
www.engageconsultants.com   www.facebook.com/engageTheExperts              http://twitter.com/#!/ShopperExperts
84% of people now use the internet for
                                                   information about a product


                            Source used by media type


       84%
       83%
       82%
       81%
       80%
       79%
       78%
       77%
       76%
       75%
       74%
                Traditional media Internet sources                 In-store
                                                                  marketing

Source: Google inc. 2011
www.engageconsultants.com     www.facebook.com/engageTheExperts      http://twitter.com/#!/ShopperExperts
It's importance for younger generation is highest



             Internet use when seeking product information


      92%
      90%
      88%
      86%
      84%
      82%
      80%
      78%
      76%
      74%
                      18-34                    35-49              50+
Source: Google inc. 2011
www.engageconsultants.com     www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
Digital is a channel




www.engageconsultants.com   www.facebook.com/engageTheExperts    http://twitter.com/#!/ShopperExperts
In the US 60% of online business in 2010 was
                                                                 retail sales


                              US Online sales 2010




                                                      $91 bn


             $136 bn                                                  Non-retail sales
                                                                      Retail sales




Source: comScore ―The 2010 US Digital Year in Review‖
www.engageconsultants.com     www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
Digital applications are now used extensively by
                                              shopper to understand products


     Consumer’s
      demand                                                      Search, ratings, revie
                    Shopper’s                                        ws, friends and
                  interpretation                                  family opinion, offers
                                                                      and coupons.
                             Shopper’s
                               needs

                                            Outlet
                                           selection

                                                          Solution
                                                          location

                                                                      Product
                                                                     selection

                                                                                 Purchase


www.engageconsultants.com     www.facebook.com/engageTheExperts          http://twitter.com/#!/ShopperExperts
Digital enables shoppers to meet their needs
                                                                          better


     Consumer’s
      demand                                                      Store locations, price
                    Shopper’s                                        points, product
                  interpretation                                    availability – buy
                                                                    now or buy later
                             Shopper’s
                               needs

                                            Outlet
                                           selection

                                                          Solution
                                                          location

                                                                      Product
                                                                     selection

                                                                                 Purchase


www.engageconsultants.com     www.facebook.com/engageTheExperts          http://twitter.com/#!/ShopperExperts
Digital has the power to influence shopper’s
                                                              behavior in-store


     Consumer’s
      demand

                    Shopper’s
                  interpretation

                             Shopper’s
                               needs

                                            Outlet
                                           selection
      Find products, check
                                                          Solution
      recipes, review price
                                                          location
           points, seek
     alternatives, download                                           Product
        coupons, PAY, and                                            selection
     exchange loyalty data
                                                                                 Purchase


www.engageconsultants.com     www.facebook.com/engageTheExperts          http://twitter.com/#!/ShopperExperts
De-coding the path-to-purchase




                                                                     Channel roles


www.engageconsultants.com   www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
Do each of these represent an equal opportunity?


                                               Consumer & shopper insight


                                     Brand           Brand         Brand            Brand
                                    priority        priority      priority         priority
                                       1               2             3                4

                                    Required       Required       Required         Required
                                    shopper        shopper        shopper          shopper
                                    behavior       behavior       behavior         behavior
                                                                                                                                  Customer
                                                                                                                                    plan
                                                                                                                        Channel
                          Channel      ?              ?              ?                ?                                  plan
  Channel understanding




                                                                                                 Investment framework
                                                                                                                                  Customer
                                                                                                                                    plan

                                                                                                                        Channel
                          Channel      ?              ?              ?                ?
                                                                                                                         plan
                                                                                                                                  Customer
                                                                                                                                    plan

                                                                                                                        Channel
                          Channel      ?              ?              ?                ?
                                                                                                                         plan
                                                                                                                                  Distributor
                                                                                                                                     plan

                                                                                                                        Channel
                          Channel      ?              ?              ?                ?                                  plan
                                                                                                                                  Distributor
                                                                                                                                     plan

www.engageconsultants.com                      www.facebook.com/engageTheExperts              http://twitter.com/#!/ShopperExperts
This approach allows suppliers to allocate
                                                                        resources
                                                                 across channels

                            Hypers and
                                                            CVS                 GT
                              supers


      Share of
                               35%                         40%                25%
       sales

       Total $
                               35%                         40%                25%
       spend

     Sales time
                               25%                         50%                25%
     allocation


             But it doesn’t optimize resources because there is no recognition of
                    the potential contribution the channel can make against
                                  known growth opportunities.


www.engageconsultants.com       www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
This approach is more likely to lead to
                                                     an escalation in trade spend


        There is no clear input relating
        to the value the channel can                             Trade-spend
        contribute to known growth                                  growth
        opportunities.
        Spend is directed to large




                                               Value
        (powerful) customers/channels                                            Optimization
                                                                                     gap
        rather than where
        opportunities are found.
        There is no correlation
        between investment and                                      Manufacturer growth
        potential returns.
                                                                  Time



             This approach may miss much of the growth potential.

www.engageconsultants.com    www.facebook.com/engageTheExperts    http://twitter.com/#!/ShopperExperts
The goal is to drive faster growth by spending
                                                             in the right areas



                                                   Trade-spend
                                                      growth
                       Value




                                                                   Manufacturer growth




                                                 Time


                  The goal also is to match investment accordingly.

www.engageconsultants.com      www.facebook.com/engageTheExperts       http://twitter.com/#!/ShopperExperts
The more relevant a channel is to our targeted
                                  shoppers, the more likely it is to be a priority


      High targeted-shopper relevance



                                                  Attracts large
               Large share of                                           Large opportunity
                                                   numbers of
              existing sales for                                           to influence
                                                     targeted
                the category                                                shoppers
                                                    shoppers




                                                  Attracts small
               Large share of                                           Small opportunity
                                                   numbers of
              existing sales for                                          to influence
                                                     targeted
                the category                                               shoppers
                                                    shoppers

      Low targeted-shopper relevance


www.engageconsultants.com         www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
The easier it is to exert influence in a channel, the
                                                 more likely it is to be a priority



       High barriers to implementation                              Low barriers to implementation




           Channel customers                                             Channel customers
            are unwilling to                                             are willing to affect
             affect change                                                     change


           Channel customers                                             Channel customers
           are unable to affect                                           are able to affect
                 change                                                        change


           Channel customers                                             Channel customers
             are difficult to                                               are easy to
                manage                                                       manage

www.engageconsultants.com       www.facebook.com/engageTheExperts           http://twitter.com/#!/ShopperExperts
Channel prioritization


                                          High target shopper relevance




           Low opportunity to influence                                   High opportunity to influence




                                          Low target shopper relevance
www.engageconsultants.com          www.facebook.com/engageTheExperts                http://twitter.com/#!/ShopperExperts
De-coding the path-to-purchase




                                                     Continuing your development


www.engageconsultants.com   www.facebook.com/engageTheExperts    http://twitter.com/#!/ShopperExperts
Continuing your development




         Shopper                    Customer                      Field Sales
        Marketing                  Management                    Management




www.engageconsultants.com   www.facebook.com/engageTheExperts     http://twitter.com/#!/ShopperExperts
Our ―Development Academies‖ equip managers at
                                                 every stage in their career



          Foundation                       Bachelor’s                 Master’s
          programs:                        programs:                 programs:



        Provide entry-level
                                                                   Deliver advanced-
        education to                      Configured to
                                                                   level
        individuals who are               build on a
                                                                   management
        new to a function or              foundation
                                                                   education.
        role.                             within the topic.
                                                                   Empower emerging
        Equips participants               Enable managers
                                                                   leaders to develop
        with the essential                to create and
                                                                   into more senior
        competence to                     execute plans at
                                                                   roles and create
        deliver the daily                 a high-level.
                                                                   effective strategies
        requirements of their
                                                                   and plans.
        role quickly and
        efficiently.

www.engageconsultants.com      www.facebook.com/engageTheExperts   http://twitter.com/#!/ShopperExperts
Shopper Marketing Academy



                        Bachelor’s                                      Master’s
                        programs:                                      programs:


                     An Introduction to                               Strategic shopper
                     Shopper Marketing                                and channel insight
                     Developing successful                            Channel strategy
                     in-store standards                               Building brands for
                     Range and
                                                                      shoppers
                     merchandising
                                                                      Defining trade
                     management
                                                                      investment
                     Efficient promotions
                                                                      frameworks
                     management
                     Successful new product                           Creating channel
                     introductions                                    activity plans
                     Essential in-store
                     execution




www.engageconsultants.com         www.facebook.com/engageTheExperts           http://twitter.com/#!/ShopperExperts
Bachelor’s program delivers



              Understand how                                       Build effective
             in-store marketing                                  in-store activities
                    works
                                                                  Create profitable
          Discover how different                                activities that achieve
         activities change shopper                              strategic and tactical
                   behavior                                            objectives




             Create real change                                  Get better results

             Secure great in-store                               Increase return on
                  execution                                          investment


www.engageconsultants.com   www.facebook.com/engageTheExperts            http://twitter.com/#!/ShopperExperts
Bachelor’s program are designed for




        Trade                Trade                      Heads of
                                                                                 Category
      marketing             marketing                    trade
                                                                                 managers
      executives            managers                    marketing




       Brand                Key account                   Heads of            Heads of key
      managers               managers                    field sales           accounts.




www.engageconsultants.com    www.facebook.com/engageTheExperts         http://twitter.com/#!/ShopperExperts
Shopper Marketing Academy—Bachelor's Program


       Modules                                                  Key content
   An Introduction          Understand what shopper marketing is and why it is so important
     to Shopper             Learn how trade marketing roles must adapt to meet a new world-class standard
                            Understand how working processes for trade marketing will develop
      Marketing
     Developing             Learn what influences shopper behaviour and how this affects sales performance
                            Discover how to build clear in-store standards that guide execution
    successful in-          Determine how in-store standards will be developed in the organisation
   store standards          Learn how in-store standards can be used to evaluate performance

     Range and              Appreciate the importance of in-store availability and visibility
                            Understand strategies that drive availability and visibility
    merchandising           Learn the key principles of range and layout management
    management              Master the essential steps in conducting a range and layout review
                            Understand the costs and benefits of promotions
      Efficient             Explore the techniques and processes used in developing effective promotion plans that
     promotions             drive specific outcomes
                            Learn how to analyze the effectiveness of all promotions
     management
                            Discover approaches that optimize the promotions mix and increase return on investment

    Successful new          Learn how to apply a checklist tool for developing successful NPI
                            Gain insight on managing NPI projects
        product             Appreciate the importance of a new product launch network
     introductions          Execute effective forecasting by using engage’s NPI Planner™ tools
                            Understand the critical success factors that optimize the chances of effective, efficient
     Essential in-          execution
   store execution          Learn what drives retailers’ decisions and how to influence them
                            Identify opportunities to improve execution cross-functionally
www.engageconsultants.com          www.facebook.com/engageTheExperts                      http://twitter.com/#!/ShopperExperts
Master’s program delivers




                                                                  Gather shopper
             Configure trade                                          insight
           investment for long-                                    Conduct shopper
          term profitable growth                                 research and develop
                                                                shopper segmentations




               Drive long-term                                   Create clear plans
              profitable growth
           Define channel priorities                            Define channel activity
                and set trade                                    plans, budgets and
            investment strategies                                      forecasts

www.engageconsultants.com   www.facebook.com/engageTheExperts           http://twitter.com/#!/ShopperExperts
Master’s program is designed for




         Trade                     Heads of
                                                               Category                Brand
        marketing                   trade
                                                               managers               managers
        managers                   marketing




  Key account                Heads of           Heads of key             Sales                Marketing
   managers                 field sales          accounts              directors              directors




www.engageconsultants.com          www.facebook.com/engageTheExperts         http://twitter.com/#!/ShopperExperts
Shopper Marketing Academy—Master's program


           Modules                                     Key Contents
                             Understand principles of strategic shopper and channel insight
     Strategic shopper       Learn techniques for shopper and channel segmentation
    and channel insight      Understand how to conduct high-value shopper research
                             Learn the practical steps that create insight from data
                             Understand the principles of channel management and channel strategy
                             Define channels using physical and commercial characteristics
     Channel strategy        Learn how to prioritise channels to enhance ROI
                             Discover how to create channel strategies
                             Understand the importance of marketing brands in-store
    Building brands for      Develop long-term shopper objectives and define in-store strategies for
         shoppers            the category and your brands
                             Configure brands to meet the needs of consumers, shoppers and retailers
                             Learn the principles of trade investment
       Defining trade        Understand how to prioritize and configure trade investment to each
         investment          brand in each channel
        frameworks           Develop brand and channel investment rules
                             Gain insight in how investment rules are applied to customer clusters.
                             Gain an in-depth understanding of the importance of effective channel
                             activity planning
     Creating channel        Learn a coherent process for channel activity planning that:
                                    Assesses opportunities and prioritizes the big wins
       activity plans               Turns shopper data into insight for planning
                                    Applies value-planning tools to efficiently plan activities and
                                    resources, and quantify results

www.engageconsultants.com    www.facebook.com/engageTheExperts            http://twitter.com/#!/ShopperExperts

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Decoding The Path To Purchase

  • 1. De-coding the path-to-purchase Sydney 24th February 2012 www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 2. Consumers, shoppers and (trade) customers (Trade) customers Consumers are the Shoppers are the make a product or end users of a shoppers of a service available for product or service product or service purchase www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 3. Original sources of competitive advantage Developing Drive depth powerful of brands distribution www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 4. Retail is the biggest business on the planet Top 10 retailer's sales WalMart's sales 1100 450 Billions Billions 1050 400 1000 350 950 300 900 250 850 200 800 150 750 700 100 650 50 600 0 2000 2000 2010 2010 31% of consumer goods firms report that price pressure from retailers remains their greatest sales issue* Source: Deloittes Global retail report/Wal-Mart annual reports/press reports/& and I holdign sreports/Trade Insight Trade global spend survey 2010 www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 5. And retail continues to internationalize NO.of NO. of % countries countries Increase 2002 2009 Wal-Mart 10 16 60% Carrefour 24 36 50% Many of these organizations Metro 22 33 50% have yet to leave home Tesco 10 13 30% Over 50% of top retailers are Schwartz 13 25 92% present in Europe, Asia and Kroger 1 1 0 America Costco 7 9 28% Over 40% of new openings were outside home markets Aldi 11 18 63% Home 5 9 80% Depot Target 1 1 0 Source: Deloittes Global retail report/CBRE survey of 25o top retailers www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 6. The consumer communication world is fragmented; and is fragmenting further at unprecedented rates Global advertising spend by category CAGR 450 (2006-2010) Mobile advertising 41 400 Global internet 20 New ad 350 formats 22.4% Interactive TV promotions 19 In-game advertising 19 300 U.S. product placement 20 250 Global cable/multichannel 5 5 Global broadcast 200 5 Traditional ad U.S.MSO advertising formats 77.6% 5 150 Global radio and outdoor 4 Global magazine 100 2 Global newspaper 2 50 U.S.local station 0 As media continues to fragment, reaching consumers is increasingly more expensive www.engageconsultants.com Source: Morgan Stanley www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 7. More and more marketing funds are pouring into stores Trade spend in the UK in 1980 was 8% of net sales. By 2005 it was 25% - a 300% increase 42% of CPG companies are planning to increase their trade spend this year Trade spend varies between 10% and 30% - the single biggest cost after cost of goods Source: CAS GMBH Analysis/Trade Insight Trade global spend survey 2010/Donnelly Marketing and Accenture Analysis www.facebook.com/engageTheExperts www.engageconsultants.com http://twitter.com/#!/ShopperExperts
  • 8. This has pushed expenditure in-store Expenditure as a proportion of budget Trade Promotion Consumer Promotion Advertising & Media 1978 1998 2005 Source: Donnelly Marketing and Accenture Analysis 2006 www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 9. 70% of promotions lose money – US$ 224 billion could be wasted every year Manufacturer : Lose Manufacturer : Win Retailer: Win Retailer: Win 60% Manufacturer : Lose Manufacturer : Win 15% Retailer: Lose Retailer: Lose 10% 15% 31% of CPG companies cite poor compliance as a key issue* Source: Manufacturer data & analysis, Nielsen Data, (CAS GMBH)/ Analysis/Trade Insight Trade global spend survey/ Deloites http://twitter.com/#!/ShopperExperts www.engageconsultants.com www.facebook.com/engageTheExperts
  • 10. The consumer goods industry could double its profits by investing effectively in-store The industry earns as much money in profit as it wastes in retail 250 Billions 200 150 224 billion 100 50 0 -50 Industry profit Wasted in-store -100 expenditure -150 (224 billion) -200 -250 * engage analysis based on Deloittes – “Global Powers Of The Consumer Products Industry 2010” www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 11. The shopper is central to all successful consumer goods brands Create Motivate Motivate consumer retailers to shoppers to demand for support the buy the brand the brand brand www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 12. Shoppers are retailers’ lifeblood, and have more choice than ever More often More Spending shoppers more Better sales www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 13. Today and in the future there is a need to influence shopper behavior more effectively Changing shopper behavior requires changes in ―store‖ Retailers want support in reducing costs or driving sales – Manufacturers and manufacturers want to focus on retailers have a common sales, and that means shoppers need to influence Retailers themselves recognize that shoppers shoppers have more choice than ever before. The shopper/retailer relationship is weak. Retailers need to understand shoppers to drive loyalty. www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 14. Shopper marketing is set to be the next revolutionary step in the world of marketing Post-war scarcity 1950’s Power in the Mass media ―Consumer hands of Creation of manufacturers Marketing‖ consumer brands 1980-90’s Retail consolidation ―Trade Marketing Power moves Brand proliferation /Category towards retailers Media fragmentation Management‖ Personal media 2010 Channel Power in the hands ―Shopper proliferation of shoppers Marketing‖ Globalization www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 15. De-coding the path-to-purchase What shopper marketing is and is not www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 16. This not shopper marketing! www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 17. Integrated shopper marketing makes in-store investment work “The systematic application of elements of the marketing mix to affect positive change in shopper behavior in order to drive consumption of a brand” www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 18. De-coding the path-to-purchase The five step integrated shopper marketing model www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 19. True, integrated, shopper marketing creates coherent links between the end consumer and the in-store environment Consumer Shopper Channel In–store Investment priorities behavior priorities marketing in customers www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 20. Define and quantify clear consumption opportunities Needs and Why Who desires Occasions Where Why NOT? Opportunity Experience What When Availability to consume www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 21. Understand the differences between your consumers and your shoppers www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 22. Understand how shoppers really behave Shopper’s interpretation Shopper’s needs Outlet selection Solution location Product Selection Purchase www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 23. Prioritize the right channels Shopper’s Focus investment on interpretation the stores where you can influence shopper behavior Shopper’s needs Outlet selection Solution location Product Selection Purchase www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 24. Find the activities that count Shopper’s interpretation Shopper’s needs Outlet selection Solution location Focus investment on Product activities that Selection influence shopper behavior Purchase www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 25. Invest in an integrated in-store marketing mix Availability Changing shopper behavior Communication Offer www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 26. Five questions that guarantee improvements in RoI Which Where What shoppers can you What is What consumption will influence required investment opportunities support these in-store? is needed? exist? these? shoppers? www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 27. De-coding the path-to-purchase Understanding the drivers of consumption www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 28. Needs and occasions help define the macro opportunity Needs and desires Experience Occasions Availability to consume www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 29. Experience and availability to consume define the limitations on that opportunity Needs and desires Experience Occasions Availability to consume www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 30. De-coding the path-to-purchase Understanding the shopper’s role in driving consumption – the path to purchase www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 31. The drivers of shopper behavior are very different from those of consumer behavior Shopper’s interpretation Shopper’s needs Outlet selection Solution location Product Selection Purchase www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 32. De-coding the path-to-purchase The only three ways to drive growth www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 33. All business exist to make profit Higher profits Better Reduced sales costs www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 34. There are only three ways to grow sales More often More Spending shoppers more Better sales www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 35. De-coding the path-to-purchase Creating powerful shopper segmentations www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 36. Segmentation is the sub-division of a population into groups with similar characteristics Population Segment Segment Sub Sub Sub Sub Sub Sub segment segment segment segment segment segment www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 37. Any segmentation, with a clear rationale, may be viable Demographic Shopper Geographic mission Brand Potential Psychographic repertoire segmentation Purchase Income intent Gender www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 38. Definitions of segments must be Valuable – reflect an distinct opportunity Measurable – we must be able to quantify the dynamics of the segment easily Manageable – we must be able to target the shoppers efficiently Clearly understood by all www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 39. De-coding the path-to-purchase Influencing shopper behavior in-store www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 40. Understanding shoppers’ behavior allows us to develop the optimum in-store marketing mix Consumer Shopper Channel In–store Investment priorities behavior priorities marketing in customers www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 41. Shopper insight enables us to understand what activities will influence shopper behavior Consumer’s demand Shopper’s interpretation Shopper’s needs Outlet selection Solution Target investment on location activities that change Product behavior selection Purchase www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 42. What behavior is it that we need to create? Penetration Shopper behavior Weight of Frequency of purchase purchase www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 43. The in-store marketing mix Availability Shopper behavior Communication Offer www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 44. The in-store marketing mix Availability The range of products available to buy within a channel or outlet. The range of products maintained in-stock within a channel or outlet. The minimum inventory of products within a channel or outlet. The delivery lead-times of products ordered by Shopper a shopper within an outlet or channel. behavior Communication Offer www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 45. The in-store marketing mix Availability Communication The messages conveyed to a shopper within a channel or outlet. Shopper The materials used to convey messages to shoppers behavior within a channel or outlet. The conduct and presentation of brand representatives within a channel or outlet and the messages they convey to shoppers. The location of communication materials, brand Offer representatives and product displays within the outlet. The merchandising of products within the outlet. www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 46. The in-store marketing mix Availability Offer The average retail price of products within Shopper a channel or outlet. behavior The depth of promotions within a channel or outlet. The promotion mechanics used within a channel or outlet. Communication extent of after-sales or added value service The offered to shoppers in a channel or outlet. www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 47. De-coding the path-to-purchase Channels in a digital world www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 48. Let’s be clear about outlets, and routes to market Manufacturer Distributor Wholesaler Outlet Outlet Outlet Outlet Outlet Channels are groups of outlets, not routes to market www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 49. Internet everywhere Global internet users 5.00 Billions 4.50 4.00 3.50 3.00 2.50 2.00 1.50 1.00 0.50 0.00 2001 2011 2020 (est) Source: Google inc. 2011 www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 50. All the time! Global penetration of mobile phones 140% 130% 120% 110% 100% 90% 80% 70% 60% 50% Today by 2020 Source: Google inc. 2011 www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 51. Really all the time! Percentage of phone owners 34% 66% % of people who sleep with their phone beside them % of people who do not sleep with their phone beside them Source: Google inc. 2011 www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 52. 84% of people now use the internet for information about a product Source used by media type 84% 83% 82% 81% 80% 79% 78% 77% 76% 75% 74% Traditional media Internet sources In-store marketing Source: Google inc. 2011 www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 53. It's importance for younger generation is highest Internet use when seeking product information 92% 90% 88% 86% 84% 82% 80% 78% 76% 74% 18-34 35-49 50+ Source: Google inc. 2011 www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 54. Digital is a channel www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 55. In the US 60% of online business in 2010 was retail sales US Online sales 2010 $91 bn $136 bn Non-retail sales Retail sales Source: comScore ―The 2010 US Digital Year in Review‖ www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 56. Digital applications are now used extensively by shopper to understand products Consumer’s demand Search, ratings, revie Shopper’s ws, friends and interpretation family opinion, offers and coupons. Shopper’s needs Outlet selection Solution location Product selection Purchase www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 57. Digital enables shoppers to meet their needs better Consumer’s demand Store locations, price Shopper’s points, product interpretation availability – buy now or buy later Shopper’s needs Outlet selection Solution location Product selection Purchase www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 58. Digital has the power to influence shopper’s behavior in-store Consumer’s demand Shopper’s interpretation Shopper’s needs Outlet selection Find products, check Solution recipes, review price location points, seek alternatives, download Product coupons, PAY, and selection exchange loyalty data Purchase www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 59. De-coding the path-to-purchase Channel roles www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 60. Do each of these represent an equal opportunity? Consumer & shopper insight Brand Brand Brand Brand priority priority priority priority 1 2 3 4 Required Required Required Required shopper shopper shopper shopper behavior behavior behavior behavior Customer plan Channel Channel ? ? ? ? plan Channel understanding Investment framework Customer plan Channel Channel ? ? ? ? plan Customer plan Channel Channel ? ? ? ? plan Distributor plan Channel Channel ? ? ? ? plan Distributor plan www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 61. This approach allows suppliers to allocate resources across channels Hypers and CVS GT supers Share of 35% 40% 25% sales Total $ 35% 40% 25% spend Sales time 25% 50% 25% allocation But it doesn’t optimize resources because there is no recognition of the potential contribution the channel can make against known growth opportunities. www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 62. This approach is more likely to lead to an escalation in trade spend There is no clear input relating to the value the channel can Trade-spend contribute to known growth growth opportunities. Spend is directed to large Value (powerful) customers/channels Optimization gap rather than where opportunities are found. There is no correlation between investment and Manufacturer growth potential returns. Time This approach may miss much of the growth potential. www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 63. The goal is to drive faster growth by spending in the right areas Trade-spend growth Value Manufacturer growth Time The goal also is to match investment accordingly. www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 64. The more relevant a channel is to our targeted shoppers, the more likely it is to be a priority High targeted-shopper relevance Attracts large Large share of Large opportunity numbers of existing sales for to influence targeted the category shoppers shoppers Attracts small Large share of Small opportunity numbers of existing sales for to influence targeted the category shoppers shoppers Low targeted-shopper relevance www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 65. The easier it is to exert influence in a channel, the more likely it is to be a priority High barriers to implementation Low barriers to implementation Channel customers Channel customers are unwilling to are willing to affect affect change change Channel customers Channel customers are unable to affect are able to affect change change Channel customers Channel customers are difficult to are easy to manage manage www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 66. Channel prioritization High target shopper relevance Low opportunity to influence High opportunity to influence Low target shopper relevance www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 67. De-coding the path-to-purchase Continuing your development www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 68. Continuing your development Shopper Customer Field Sales Marketing Management Management www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 69. Our ―Development Academies‖ equip managers at every stage in their career Foundation Bachelor’s Master’s programs: programs: programs: Provide entry-level Deliver advanced- education to Configured to level individuals who are build on a management new to a function or foundation education. role. within the topic. Empower emerging Equips participants Enable managers leaders to develop with the essential to create and into more senior competence to execute plans at roles and create deliver the daily a high-level. effective strategies requirements of their and plans. role quickly and efficiently. www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 70. Shopper Marketing Academy Bachelor’s Master’s programs: programs: An Introduction to Strategic shopper Shopper Marketing and channel insight Developing successful Channel strategy in-store standards Building brands for Range and shoppers merchandising Defining trade management investment Efficient promotions frameworks management Successful new product Creating channel introductions activity plans Essential in-store execution www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 71. Bachelor’s program delivers Understand how Build effective in-store marketing in-store activities works Create profitable Discover how different activities that achieve activities change shopper strategic and tactical behavior objectives Create real change Get better results Secure great in-store Increase return on execution investment www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 72. Bachelor’s program are designed for Trade Trade Heads of Category marketing marketing trade managers executives managers marketing Brand Key account Heads of Heads of key managers managers field sales accounts. www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 73. Shopper Marketing Academy—Bachelor's Program Modules Key content An Introduction Understand what shopper marketing is and why it is so important to Shopper Learn how trade marketing roles must adapt to meet a new world-class standard Understand how working processes for trade marketing will develop Marketing Developing Learn what influences shopper behaviour and how this affects sales performance Discover how to build clear in-store standards that guide execution successful in- Determine how in-store standards will be developed in the organisation store standards Learn how in-store standards can be used to evaluate performance Range and Appreciate the importance of in-store availability and visibility Understand strategies that drive availability and visibility merchandising Learn the key principles of range and layout management management Master the essential steps in conducting a range and layout review Understand the costs and benefits of promotions Efficient Explore the techniques and processes used in developing effective promotion plans that promotions drive specific outcomes Learn how to analyze the effectiveness of all promotions management Discover approaches that optimize the promotions mix and increase return on investment Successful new Learn how to apply a checklist tool for developing successful NPI Gain insight on managing NPI projects product Appreciate the importance of a new product launch network introductions Execute effective forecasting by using engage’s NPI Planner™ tools Understand the critical success factors that optimize the chances of effective, efficient Essential in- execution store execution Learn what drives retailers’ decisions and how to influence them Identify opportunities to improve execution cross-functionally www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 74. Master’s program delivers Gather shopper Configure trade insight investment for long- Conduct shopper term profitable growth research and develop shopper segmentations Drive long-term Create clear plans profitable growth Define channel priorities Define channel activity and set trade plans, budgets and investment strategies forecasts www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 75. Master’s program is designed for Trade Heads of Category Brand marketing trade managers managers managers marketing Key account Heads of Heads of key Sales Marketing managers field sales accounts directors directors www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts
  • 76. Shopper Marketing Academy—Master's program Modules Key Contents Understand principles of strategic shopper and channel insight Strategic shopper Learn techniques for shopper and channel segmentation and channel insight Understand how to conduct high-value shopper research Learn the practical steps that create insight from data Understand the principles of channel management and channel strategy Define channels using physical and commercial characteristics Channel strategy Learn how to prioritise channels to enhance ROI Discover how to create channel strategies Understand the importance of marketing brands in-store Building brands for Develop long-term shopper objectives and define in-store strategies for shoppers the category and your brands Configure brands to meet the needs of consumers, shoppers and retailers Learn the principles of trade investment Defining trade Understand how to prioritize and configure trade investment to each investment brand in each channel frameworks Develop brand and channel investment rules Gain insight in how investment rules are applied to customer clusters. Gain an in-depth understanding of the importance of effective channel activity planning Creating channel Learn a coherent process for channel activity planning that: Assesses opportunities and prioritizes the big wins activity plans Turns shopper data into insight for planning Applies value-planning tools to efficiently plan activities and resources, and quantify results www.engageconsultants.com www.facebook.com/engageTheExperts http://twitter.com/#!/ShopperExperts

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