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Beirut International Franchise Forum

Beirut International Franchise Forum. Panel 2: In-Store Marketing Strategies & their Influence on Customers ’ Spending. Mr. Volkan Keskinoglu President POPAI Turkey. INSTORE MARKETING. VOLKAN KESKINOGLU POPAI TURKEY PRESIDENT. Old Marketing. New Marketing. Product-Brand Management.

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Beirut International Franchise Forum

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  1. Beirut International Franchise Forum Panel 2: In-Store Marketing Strategies & their Influence on Customers’ Spending Mr. Volkan Keskinoglu President POPAI Turkey

  2. INSTORE MARKETING VOLKAN KESKINOGLU POPAI TURKEY PRESIDENT

  3. Old Marketing New Marketing Product-Brand Management Product-Brand Management Sales Sales Marketing at Sales Point

  4. In alliance with the consumers’ life style, technology, and innovations in time, MARKETING is changing every day..

  5. Thethingsthatwe can not evendream of arenow a part of ourdaily life Year 1990.. Year 2013.. Sending a letter to a million people was seen as a dream It’s just a click away to send a letter to a million people

  6. “I’ll open a shop and sell 300.000 product units each day (80 million per year). I’ll have millions of product varieties in my shop. Approximately 4 million people will visit my shop daily and I’ll made 22 million $ worth of sales every single day!” Year 1990..

  7. Jeff Bezos established Amazon.com in 1994!

  8. As the final point of MARKETING, the store is also keeping up with this change…

  9. Consumer Marka 3 CULTURES POINT OF SALES Retail

  10. The important change in the “Consumer Psychology”...

  11. SHOPPING PSYCHOLOGY Consumer Psychology Shopping Psychology Sales Point • Activities • Store Atmosphere

  12. INSTORE PURCHASE DECISIONS (70%) UNPLANNED PURCHASE GENERAL PLANNED PURCHASE PURCHASE WITH ALTERNATIVES PLANNED PURCHASE Kaynak: POPAI Consumer Buying Habits Study/Meyers Research Center

  13. CONCEPT ENTEGRATION AT SALES POINT

  14. CONCEPT ENTEGRATION AT SALES POINT • Includes all messages that should reach the target audience. • It is the continuation of all media activities and embody them. • The consept of brand and retail are in harmony.

  15. THE EFFECT OF CONCEPTUAL PRESENTATION AT SALES POINT • TV = 1 • TV + PRINT = 3 • TV + PRINT + SALES POINT = 7 Source: POPAI Consumer Buying Habits Study/Meyers Research Center

  16. Conceptual Presentation • It’s not a concept by itself; it is the presentation of the brand’s main concept at sales point. • It is the continuation of all media activities and embodies them. • It should include all messages that should reach the target audience. • The consept of brand and retail are in harmony.

  17. IMPROVEMENT The Stages of Conceptual Presentation Strategy ve Program Management Design Prototype&Testing Production Field Examination and Reporting

  18. IS THE CREATION OF PRESENTATION SYSTEMS AT SALES POINT “CONCEPTUAL”?

  19. ORGANIZATIONAL ACTION COMPANY CONCEPTUAL PRESENTATION SALES & MARKETING BRAND The needs of instore presentation BRAND BRAND BRAND PURCHASE PRODUCERS RESULT

  20. ABOVE TH E LINE Strategy Creative Design Production Execution Feedback Advertising Agencies BELOW TH E LINE Strategy Creative Design Production Deployment Feedback DESIGN COMP PROMOTION AGENCIES BRAND AGENCIES BRAND MANUFACTURERS RESEARCH AGEN. POP

  21. Implementation Sales & Marketing ‘Briefing’i Field Work Design&Prototype Production Sales Team Education Evaluation & Feed Back Placing& Setting up

  22. DO DIFFERENT ACTIVITIES/POSITIONING HAVE DIFFERENT EFFECTS AT SALES POINT? POPAI/K MART PROCTER&GAMBLE STUDY

  23. WEEKLY SALES INCREASE INDEX - (100) Shampoo Tooth Paste Caffee Toillette Paper Standart Shelf Floor Stand Second Exhibition Kaynak: POPAI/Kmart/Procter & Gamble Study

  24. SALES INCREASE RATIOS-(%) Corridor Store Entrance (Gondola) Store Exit Store Entrance Store Entrance (Single) % Sales Increase (Standart Shelf Sales Ratio) Source: POPAI Consumer Habits Research

  25. THE EFFECT OF INSTORE ACTIVITIES ON CONSUMER

  26. THE EFFECT OF INSTORE ACTIVITIES ON CONSUMER Products purchased, 42% HAS AT LEAST ONE PRESENTATION 26% HAS EXHIBIT UNIT 22% HAS VISUAL POP MATERIAL Source: POPAI Consumer Buying Habits Study/Meyers Research Center

  27. THE EFFECT OF INSTORE ACTIVITIES ON CONSUMER The Ratio of Consumers’ Recall of Sales Point Activities Exhibition Unit: 44% Visual Materials: 29% Coupons: 16% Experimentation Stands: 16% Instore Announcements: 2% Source: POPAI Consumer Buying Habits Study/Meyers Research Center

  28. IMPORTANT POINTS IN SHOPPER MARKETING

  29. Theinstoreconditionsshould be takenintoconsideration • Product variety • Limited shelf area • Being next to the competition • Lighting • Limited place usage etc..

  30. 2. It should help the brand to communicate with its target consumer

  31. 3. It should promote the sales

  32. 4. It should be accepted that sales point is now also a media/communication point

  33. THANK YOU Volkan Keskinoglu POPAI TURKEY PRESIDENT

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