Understanding Shopper Marketing How Shopper Insights Build Results

1. Understanding Shopper MarketingHow Shopper Insights Build Results Jen Clarke Spark! Insights Inc.

2. Why I Love Shopper Marketing…

3. Today • WHY you should focus on the Shopper • WHAT your Shopper wants • HOW to turn Shopper Insight into results

4. Why Should We Understand the Shopper? • Let’s go back in time…. 1946

5. New Product Launch

6. Marketing Plan 100% Print & TV

7. Shelf Set

8. Fast Forward - 2011

9. Marketing Plan - 2011 Internet Print Sponsorship In-Store Word-of-Mouth Sampling E-mail TV Text Messages PR Social Media Blogs Flyers Sampling Print Sponsorship In-Store Word-of-Mouth Internet Flyers TV Text Messages PR Social Media Blogs E-Mail Sampling Outdoor Sponsorship In-Store Word-of-Mouth Internet E-mail TV Text Messages PR Social Media Blogs Flyers Print Outdoor Sponsorship In-Store Word-of-Mouth Sampling E-mail TV Text Messages PR Social Media Blogs Flyers Sampling Outdoor Sponsorship In-Store Word-of-Mouth Internet Social Media TV Text Messages PR Sampling Blogs Flyers Sampling Outdoor Sponsorship In-Store Word-of-Mouth Internet

10. Shelf Set - 2011 150 choices and over 50 brands of Laundry Detergent!

11. Why is it Important to Understand your Shopper? • Media fragmentation • Shopping is complex • Shoppers are fickle

12. Where are Purchase Decisions Made? What % are made In-Store? 100%

13. What Do Shoppers Want? • They want shopping to be… Easy Quick Fun

14. How Do You Understand Your Shopper Better? • WHO is your target shopper? • HOW does he/she shop? • WHAT factors and barriers determine his/her purchase? • WHEREelse is he/she buying and why?

15. Tools to Understand Your Shopper • Quantitative • Validate and quantify hypotheses • Segment & identify Target Shopper • Quantify and rank ideas/concepts • Define the size of the prize for various strategies or plans • Qualitative • In-depth understanding of a target Shopper’s motivations • Generate or refine ideas • Identify purchase barriers, needs, influencers

16. Tools to Understand Your Shopper

17. Defining the Shopper Opportunity # of Shoppers Amount Spent X SALES = # of Trips Dollars per trip Grow Shopper Base Grow Shopper Trips Grow Basket Size

18. Defining the Shopper Opportunity • What is your Share of Wallet with your target Shopper? • Where are you losing Share of Wallet? • How will you increase the Share of Wallet?

19. Turning Insight into Results

20. Outside store Inside store In aisle At shelf Pickup product Buy Developing a Shopper Marketing Plan Consider the path the Shopper takes to make a purchase. Understand where along the path the plan will influence the decision 20 minutes 1 minute 20 seconds 2 seconds

21. Outside store Inside store In aisle At shelf Pickup product Buy Developing a Shopper Marketing Plan Optimized Displays Multi-Category Promotions Shopper Based Shelving and Department Layout Basket Building Tactics Loyalty Programs Media or Direct to Shopper Programs Develop your plan to capture the Shopper at the key strategic decision points along the path to purchase.

22. Five Keys to Success… • Know your Shopper • Collaborate multi-functionally • View Retailers/Manufacturers as partners • Innovate – don’t just decorate • Track the ROI

23. Understanding Shopper MarketingHow Shopper Insights Build Results Jen Clarke Spark! Insights Inc.