The Shopper Marketing Revolution
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The document discusses the landscape of shopper marketing, highlighting the significant financial implications for consumer goods companies, with an estimate of $212 billion wasted annually on ineffective promotions. It emphasizes the distinction between consumers and shoppers, outlining strategies for businesses to integrate shopper marketing to enhance in-store investments and improve sales outcomes. The document also suggests a five-step model for incorporating shopper insights into marketing practices to better influence shopper behavior.
The Shopper Marketing Revolution
- 1. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts The Shopper Marketing Revolution Toby Desforges
- 2. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts The US$ 200 billion dollar crime and how it happened Why market to shoppers?
- 3. Original sources of competitive advantage Developing powerful brands Drive depth of distribution
- 4. Today media is personal
- 5. Retail – the biggest business on the planet? Source: Deloittes Global retail report/Wal-Mart annual reports/press reports/7 and I holdings reports 600 650 700 750 800 850 900 950 1000 1050 1100 2000 2010 Billions Top 10 retailer's sales 0 50 100 150 200 250 300 350 400 450 2000 2010 Billions WalMart's sales
- 6. For many, retail spend is the largest cost after cost of goods Top 250 companies turnover US$ 3.12 trillion* Global promotions expenditure US$ 312 billion Global profit US$ 202 billion* * Source Deloittes – “Global Powers Of The Consumer Products Industry 2013”
- 7. 70% of promotions lose money – US$ 212 billion could be wasted every year Source: Manufacturer data & analysis, Nielsen Data, (CAS GMBH)/ Analysis/Trade Insight Trade global spend survey/ Deloites Manufacturer : Win Retailer: Lose Manufacturer : Lose Retailer: Lose Manufacturer : Win Retailer: Win Manufacturer : Lose Retailer: Win 60% 10% 15% 15% 31% of CPG companies cite poor compliance as a key issue*
- 8. The consumer goods industry could almost double its profits by investing effectively in-store -250 -200 -150 -100 -50 0 50 100 150 200 250 Industry profit Wasted in-store expenditure Billions The industry wastes nearly as much money in retail as it earns in profit 202 billion (212 billion) * engage analysis based on Deloittes – “Global Powers Of The Consumer Products Industry 2013”
- 9. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts Cats don’t buy litter but men buy perfume Consumers and shoppers, what’s the difference now and how will it change?
- 10. Consumers and shoppers are different
- 11. Consumer behavior is a cycle OccasionsExperience Needs and desires Availability to consume
- 12. Shoppers make products available to consume Availability to consume Purchase Shopper’s needs Outlet selection Product Selection Solution location Shopper’s interpretation
- 13. It is becoming increasingly hard to separate the consumer and the shopper world
- 14. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts The Shopper Marketing Revolution What is shopper marketing and what it is not?
- 15. This not shopper marketing!
- 16. What is shopper marketing? “The systematic application of elements of the marketing mix to affect positive change in shopper behavior in order to drive consumption of a brand”
- 17. Marketing to shoppers must be integrated into the work we do
- 18. Consumer goods companies must focus on three elements required to drive growth Create desire to consume the brand Maximise the opportunity to purchase the brand Motivate retailers to support the brand
- 19. www.engageconsultants.com facebook.com/engagetheexperts twitter.com/shopperexperts Join the revolution Practical steps can you take to incorporate shopper thinking into your way of working
- 20. Integrating shopper marketing makes in- store investment work Shopper behavior Consumer priorities Channel priorities Marketing mix Investment
- 21. Understand how shoppers really behave Purchase Shopper’s needs Outlet selection Product Selection Solution location Shopper’s interpretation
- 22. Prioritize the right channels Focus investment on the stores where you can influence shopper behavior Purchase Shopper’s needs Outlet selection Product Selection Solution location Shopper’s interpretation
- 23. Find the activities that count Focus investment on activities that influence shopper behavior Purchase Shopper’s needs Outlet selection Product Selection Solution location Shopper’s interpretation
- 24. Five questions that guarantee improvements in RoI What consumption opportunities exist? Which shoppers will support these? Where can you influence these shoppers? What is required in-store? What investment is needed?
- 25. Join the revolution Start with the five-step model Start understanding shoppers Set key performance indicators Start measuring Challenge working practices Be ready for tomorrow
- 26. Find out more in “The Shopper Marketing Revolution” “For those on the fast track of modern business (The Shopper Marketing Revolution) is a must read.” Paco Underhill Author of Why We Buy: The Science of Shopping “Invaluable to the careers of very many of the marketing professionals in the industry." Herb Sorensen Author of Inside the Mind of the Shopper Available now on Amazon! http://sqz.co/Yn6f3MC