Transcription
SHOPPERMARKETINGHow to increase purchase decisionsat the point of saleEditors: Markus Stahlberg and Ville MailaKOGANPAGELondon and Philadelphia
rt 1: Definition: what is shopper marketing?1. Science of shoppingPaco Underhill352. Point of view on shopper marketing9Gordon PincottIntroduction 9; Defining shopper marketing 9;Strategy one: identification 10; Strategy two:disruption 10; The role of packaging 11; What roledo in-store media have to play? 11; Strategy three:enticement 11; The shopper: same person,different context 123. Shopper marketing: the discipline, the approach13Jim Lucas3Ss approach 14; Go-to-market calendarization 18;Conclusion 19; Reference and further reading 204. Seven steps towards effective shopper marketingLuc DesmedtStep one: start with the corporate and marketingobjectives and strategies 23; Step two: make theright choices 24; Step three: get an in-depthunderstanding of the current business situation at21
iv Contentsthe key retailers 24; Step four: get an in-depthunderstanding of key retailers' organization, objectivesand strategies 25; Step five: know the shoppers andtheir shopping behaviour 25; Step six: develop ashopper marketing strategy and plan as part of tailoredand complete account plans 26; Step seven: executewith excellence and measure the results 26;Reference 275. Bringing shopper into category management28Brian HarrisReferences 326. Illogic inside the mind of the shopper33Michael SansoloShopper-driving forces 34; Types of shoppers 35;Targeting consumer segments 367. For shoppers there's no place like home38Harvey HartmanAppeasing the picky child 39; Emerging lessons fromthe home experience: the genesis of true brand loyaltyis often the home 40; Home experiences generatecultural tasks, not need states 408. Shopper mega-trends: health, wellness and theenvironment43Sara LubbersMethodology 43; High interest 44; All are one 44;Cross-fertilization 45; Use multiple benefits 45;Credibility is key 45; Set a standard 46; Instantgratification 46; Tracking trends 469. Understanding shoppers' complex decisionsGerardine PadburyComplex shopper decisions 48; Values and value 49;Health 49; Provenance 50; Ethics and theenvironment 51; The paradox of packaging 5148
Contents v10. The three shopping currencies53Herb SorensenRetailing is a relationship business 53; The 'give-gets'of the shopper in the store 54; Relating single-itempurchases to individual shoppers 55; Time as themeasure of shopping 56; Time is opportunity tosell 58; Participating with the shopper -'activeretailing' 58; Understanding shopper behaviourvis-a-vis understanding products 63; Angst: a vague,unpleasant emotion 63; Choices, choices, choices 64;Reference 6711. Making your brand part of a shopper solution68Jon KramerEngineering solutions 70; Adjacencies, insights andinvestments 71; Speaking with shoppers 72Part 2: Strategy: how to approach shopper marketing7312. Connecting, engaging and exciting shoppers75Michael Morrison and Meg MundellIntroduction 75; The eyes have it 76; A harmoniousrelationship 77; Scents of place 78; The power oftouch 79; Taste sensation 79; My place, my space,my experience 8013. Tailing your shoppers: retailing for the future82AnnaMaria M TuranoRetailing versus routine 82; E-tailing: reachingcustomers at home and at work 83; Tailing:innovating retail for the future 84; Tailing inRoppongi Hills: comfort and convenience 85;Tailing in Nau: webfront meets the homefront 85;Tailing in Boots: location is everything 87;Summary 8714. Retail media: a catalyst for shopper marketingGwen Morrison88
vi Contents15. Integrated communications planning for shoppermarketing93David SommerThe 'target consumer' - moving out of the crosshairs 94; Evolution of media and retail - engagingconsumers who are in control 94; Measuring theeffectiveness of the store as a marketing weapon 96;Seven barriers to development of shoppermarketing 98; Right place, wrong time 9916. The conversion model for shopper researchClemens Steckner10017. In-store measurements for optimizing shoppermarketing105Rajeev SharmaA breakthrough measurement platform using in-storevideo 106; Understanding shopping behaviour 107;Planning for shopper marketing in a holisticframework 108; Testing in real-world shopper labs 109;Monitoring and tracking the impact of shoppermarketing 10918. The missing link: turning shopper insight into practice111Toon van GalenFewer decisions are taken in-store than previouslythought 111; Some implementation examples of thesefindings 115; The search for the right message at POPsometimes involves breaking the existing categoryrules 116; The road to successful implementations 117;References 11819. Capitalize on unrealized demand among shoppersAl Wittemen11820. The loyalty ecosystem within your shopperenvironment125Bryan PearsonUnderstand your segments 126; Segment ahead of thecurve 127; Enhance the customer environment 127
Contents vii21. Overcoming common mistakes in shopper-centricretailing129Brian Ross and Miguel PereiraDon't underestimate what it takes 130; Don't thinkcategory, think shopper 131; You can't do analysis inisolation 131; Stop trying to cast the net so wide 132;Expand your horizon — at least beyond the fiscalyear 13222. Touching the elephant134Chris HoytThe elephant 135; The blind men 138; Moral of theparable 14123. Shopper marketing as a crucial part of retailerpartnership142Antti SyvdniemiIntroduction 142; Shopper marketing and chainstrategy 143; The crucial role of strategicpartnerships 144; Conclusion 14724. Collaborating to ensure shopper marketing executionJohn Wilkins14925. Putting the shopper into your marketing strategy153Matt NitzbergIntroduction 153; Successful shopper marketingprogrammes are an expression of shopper-centricthinking and a deeply rooted shopper-centricculture 155; Effective shopper marketing programmesare shaped by a company's commitment to earn andgrow shoppers' lifetime loyalty 158; Effective shoppermarketing programmes are informed by an intimate,household-level understanding of shopper behaviourand its influences 163; Successful shopper marketingprogrammes are recognized by both retailers andmanufacturers as an area of strategic collaboration 166;Successful shopper marketing programmes aremanaged as a dynamic set of activities benefitingfrom continual measurement and improvement 168;In closing, an encouragement 171; Reference 172
viii ContentsPart 3: Execution: what is shopper marketing in action?17326. Increasing shopper marketing profitability withinnovative promotionsMarkus Stahlberg175Shopper-oriented promotions 175; Getting back tobasics 176; Increasing purchase decisions 177; Does thetrade love your brand? 177; Big, colourful, simple 177;The reason why 178; Innovation means cost-efficiency 18027. Nestle Rossiya, RussiaLubov Kelbakh181Russian retailer environment 181; Nestle Groupshopper approach in Russia 183; Cases andimplementation 18428. Using emotional insight in shopper marketingKen Barnett188The story of Sue 188; The shopper as a hero 19129. Winning shoppers with cause marketingSusan Gaible and Carol Cropp198Find an issue your core customer cares about 199; Be infor the long term and integrate 199; Identify theactionable insight 200; Engage the local community 201;Avoid compassion fatigue 201; Measure, measure,measure 202; Allow your programme to evolve 203;Winning shoppers with cause marketing 20330. Tesco Fresh & Easy, USASimon Uwins205Creating value for customers 205; Communicatingthrough the shopping trip 207; An organizationalendeavour 20931. Shopper-oriented pricing strategiesJon HauptmanPricing tipping points: managing price gaps based onshopper perceptions 210; Six dimensions of priceimage: the building blocks of a shopper-orientedpricing strategy 212210
Contents ix32. Packaging can be your best investment215Russ NapolitanoPackaging as your most efficient marketinginvestment 215; Packaging makes more of animpression 216; Through its package! 217; Packagingis no longer strictly three-dimensional 217;Consumers have become more in tune withpackaging 218; You must stay in tune with yourpackaging 219; For many products, packaging is theirsole form of advertising 220; Packaging as the 'fifth P'in your marketing mix 221; Increased role of shoppermarketing 22133. Six principles to drive effective packaging222Scott YoungDesigning for the shopper: six principles to driveeffective packaging 222; Driving success: includingthe shopper in the design process 23134. How to maximize ROI with package promotions233Ville MailaIs the package of daily consumer goods a massmedium? 233; What is the most cost-efficient form ofin-store campaigning? 233; Phase one: choose themost profitable objective 234; Phase two: choose themost effective promotion mechanism 236; Phasethree: implement package promotion as a process 238Index 241
24. Collaborating to ensure shopper marketing execution 149 John Wilkins 25. Putting the shopper into your marketing strategy 153 Matt Nitzberg Introduction 153; Successful shopper marketing programmes are an expression of shopper-centric thinking and a deeply rooted shopper-centric culture 155; Effective shopper marketing programmes
