a special supplement to guide the 2016 - p2pi · pdf filedavid krajicek, ceo, consumer...

Featuring in-depth pro les from leading

companies including

• Gf• InConte t Soluti ons

• IRi• S Strategic Retail

the 2016 guide A special supplement to

to Retail & Shopper Insights Providers

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The Guide to Retail & Shopper Insights • 2016

WHAT MAKES US DIFFERENT

OUR SERVICES

Digital meets bricks – we focus on the converging worlds of digital, mobile, and bricks-and-mortar, with deep insights from the consumer’s perspective.Breadth of resources – from custom studies to GfK MRI’s Survey of the American Consumer® to our POS Tracking teams, we have the retail and shopper landscape covered.Depth of experience – our team members have exceptional experience, both on the research and client sides of the business.Strategic emphasis – with our knowledge of the marketplace and strength in innovation, we go beyond data collection to help guide your marketing at every level.Global footprint – when needed, we can seamlessly add a global component to almost any pro ect.

Path to Purchase – We map today’s omni-channel shopper journey using a combination of online surveys, diary, and online digital tracking of consumer behavior.

hopper egmentation – We understand who are the most important shopper groups for your category, what motivates them, why they shop the channels they do, and how to in uence their purchase behavior at your key retailers.

etail einvention – We transform the retail shopping experience to drive category growth – leveraging assortment, merchandising, and navigation.

raction – We maximi e the impact and e ectiveness of POS through pre launch testing that is cost e ective, fast, and actionable.

ctivation – We maximize the impact of your research investment through cross functional Action Road Mapping – the development of retailer selling stories, utili ation of data visuali ation, and more.Future Buy – A proprietary GfK global study fielded annually since 2009 across categories and markets that tracks changes in shopping behavior in the ever changing omni channel world.

AT-A-GLANCEWHO WE AREGfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. y using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

PRODUCTS & SERVICES• Path to Purchase• Shopper Segmentation• Retail Reinvention• POS Traction• Activation• Future uy

CONTACTGary SchanzerManaging Director, Shopper & Retail Strategy, GfK203.571.1439gary.schan er@g .com

Sarah GleasonSenior Vice President, Shopper & Retail Strategy, GfK203.571.1448sarah.gleason@g .com

oe eierExecutive ice President, Shopper & Retail Strategy, GfK203.571.1443oe.beier@g .com

KEY EXECUTIVESMatthias Hartmann, CEODavid Krajicek, CEO, Consumer Experiences, NAAdrian Sanger, Global Head, Shopper & Retail InsightsGary Schanzer, Managing Director, Shopper & Retail Insights, NA

GFK.COM

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www.gfk.com

EXPERTS IN SHOPPERAND RETAIL TRENDS

As thought leaders in our industry, we have a deep understanding ofconsumer experiences and choices.We identify developing trends all over the world and deliver globally withvital insights into local markets in 100 countries.We help you look ahead to understand the purchase journeys of tomorrow. How will shoppers select channels, plan, shop and buy?We turn research into smart business solutions. And enable you to createwinning strategies to enrich consumers’ lives.

Growth from Knowledge

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OPTIMIZING THE SHOPPER EXPERIENCE THROUGH VIRTUAL REALITY

OUR PHILOSOPHY

Even in today’s world of online shopping and the connected consumer, 72 percent of shopper decisions are made in brick andmortar stores, at the shelf. And those decisions are made because of each customer’s individual experience while shopping. So how can retailers and manufacturers make sure they are o ering the best possible experience for their customers, while still keeping with the bottom line? Our 3D virtual reality solutions including custom research and our cloud based virtual simulation so ware, ShopperM help our customers make faster, smarter, more pro table decisions at retail by allowing them to: • isuali e ideas in a life like store• ollaborate easily • Iterate on the y• Test with real shoppers• valuate with predictive models• ommunicate images, videos and full simulations• ctivate go to market plans e ectivelyWe focus on providing value for our customers across our entire por olio, and more clients are using our solutions on a daily basis to make better decisions at retail.

At InContext, we’re all about people. We live by ve core values, all of them focused on client delight:• We believe no problem is unsolvable, no client need unfulfillable. • We recognize that great ideas hold great power. • We strive to be humble, be kind and empower one another. • We believe in integrity and honesty, always.• We know change is constant, necessary, and welcome.

AT-A-GLANCEWHO WE AREInContext Solutions is an award winning shopper and retail solutions company powered by 3D cloud based virtual reality technology. By helping manufacturers and retailers create, test and activate new store concepts in virtual, our clients make faster, smarter, more profitable decisions at retail.

PRODUCTS & SERVICES• ShopperM – DI SaaS irtual Simulation

and Insights Pla orm• Custom irtual Reality Store Research• Shopper Decision Trees• Menu Testing • Creative isuali ation Services

CONTACTDerick Goodman, Group P, [email protected]

Ed Carroll, Group P, [email protected]

KEY EXECUTIVESMark Hardy, CEO

Tracey Wiedmeyer, Chief Technology O cer & Co Founder

Rich Scamehorn, Chief Research O cer & Co Founder

rooks Augustine, Chief Customer O cer

INCONTEXTSOLUTIONS.COM

INDUSTRIES SERVED• Retail• Consumer Packaged Goods• Consumer Electronics• Pet Specialty• O ce Supply

• Retail Fixtures• uick Service Restaurants• Home Improvement• Advertising Agencies• Higher Education

EXPERTISEInContext was founded by combining cu ng edge technology and world class research. This blend of in house industry leadership in both areas makes us uniquely positioned to provide high impact, enterprise level shopper and retail solutions that drive innovation and growth at retail.

MAJOR CLIENTS• Walgreens• Wendy’s• Dannon• Kellogg’s

• Smucker’s• Nestle• Walmart• Anheuser usch

• ig Heart Pet Brands

• Diageo

WHAT MAKES US DIFFERENTInContext blends technology and insights, providing a unique, in depth perspective on what consumers see on the shelf, how this drives their purchase behavior, and why. We have revolutioni ed the way companies understand shopper behavior in a time when brick and mortar stores are being challenged by the rapidly evolving world of e commerce.

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For more info visit www.incontextsolutions.com or call 312-462-4198

Shoppers are changing the shape of the industry.Stay one step ahead with virtual. Reinvent your shopper experience and bring innovation to life with ShopperMX™.

Faster, Smarter, More Profi table Decisions At Retail



OUR CAPABILITIES

WHAT MAKES US DIFFERENTIRI brings together the richest and broadest purchase, consumer, media, social and causal data sets in the world. With this data set, we develop end to end customi ed solutions to help clients understand the changing shopper landscape and find new pockets of growth. What makes us di erent and is at the heart of what we do is our proprietary technology pla orm which harnesses the valuable ig Data assets that matter most to our clients, including a broad spectrum of consumer insights and analytics. With this technology and our predictive models as our tools, our incredibly talented people are able to provide data backed marketing and sales recommendations that help our clients grow their businesses and drive top line revenue in this new age of consumerism.

AT-A-GLANCEWHO WE AREIRI is a leader in ig Data with the unique ability to turn the world’s largest repository of data sets connected to actual consumer purchases into valuable insights that drive companies to take action and grow their businesses. IRI works with more than 5,000 clients globally across the CPG, retail, OTC healthcare and media industries to show them how, what, where and why consumers are purchasing goods across the entire shopper experience and provide the predictive analytics and technology solutions that help them make decisions to increase sales. Gain greater insights to grow your business at www.iriworldwide.com

PRODUCTS & SERVICES• Market Performance & Strategy• Consumer & Shopper Intelligence• Analytics & In Market Execution• Media• Technology

[email protected]

KEY EXECUTIVESAndrew Appel, President & Chief Executive O cer, IRI

Robert I. Tomei, President, IRI Consumer & Shopper Marketing

Srishti Gupta, President, IRI Media Center of Excellence

Dr. Krishnakumar KK) S. Davey, President, IRI Strategic Analytics

IRIWORLDWIDE.COM

INDUSTRIES SERVEDIRI serves 95 of the top 100 CPG companies:• Consumer Packaged Goods• Retailers• Media• Over-the-Counter Healthcare

EXPERTISEOur Consumer and Shopper Intelligence solutions focus on leveraging our Shopper Marketing Cloud of vast data to develop deep shopper insights, segment planning, opportunity si ing and activation strategies that empower companies to “win” the sale and the shopper.

» Spontaneity

» Influencing others

» Friend/family connections

» A good deal


» First to try new things

» Health & fitness

» Ambition/success

» Philanthropy

» Preserving Mother Earth

» Eating healthy

» Natural/organic products

» Independent

» Apathetic

» Work/life balance

» Financial health

» Personal growth

» Charitable giving

» Spontaneity



» A good deal



» Health & fitness

» Ambition/success

» Philanthropy


» Eating healthy


» Independent

» Apathetic


» Financial health

» Personal growth


STRUGGLINGWANDERERS

CONFIDENTCONNECTORS

NEWTRADITIONALISTS

CONCERNEDASPIRATIONALISTS

FREESPIRITS

CONSCIOUSNATURALISTS

The IRI MillenniaLink™ segmentation will help you win with millennial shoppers by:

Gaining a microscopic understanding of value, quality and innovation

aspirations across your core and target millennial consumers

Eliminating waste and boosting impact with trade programs

that refl ect the diversity and individuality of millennial market

Sharpening your brand story with relevant, targeted and

personalized digital engagements that capitalize on millennials’

current and evolving use of digital and traditional media

For more information on the IRI MillenniaLink segmentation, please contact [email protected].

CORE VALUES OF SIX DISTINCT SEGMENTS

WIN MILLENNIALSwith$290BILLIONA opportunity

tap into

differences

generate

growth

iriworldwide.com

StrugglingWanderers

21%

ConsciousNaturalists

15%

ConfidentConnectors

17%

FreeSpirits

13%

ConcernedAspirationalists

13%New

Traditionalists

21%

SIX DISTINCT SEGMENTS

IRI MillenniaLink™

$1.4 TRILLIONBY 2020

MILLENNIALS WILL HOLD NEARLY 30 PERCENT SHARE

projected cpg sales

20150925-IRI-Ad-Spread.indd 1 9/25/15 4:59 PM

» Spontaneity



» A good deal



» Health & fitness

» Ambition/success

» Philanthropy


» Eating healthy


» Independent

» Apathetic


» Financial health

» Personal growth


» Spontaneity



» A good deal



» Health & fitness

» Ambition/success

» Philanthropy


» Eating healthy


» Independent

» Apathetic


» Financial health

» Personal growth


STRUGGLINGWANDERERS

CONFIDENTCONNECTORS

NEWTRADITIONALISTS


FREESPIRITS













tap into

differences

generate

growth

iriworldwide.com

StrugglingWanderers

21%


15%

ConfidentConnectors

17%

FreeSpirits

13%


13%New

Traditionalists

21%





projected cpg sales


“ Last year we (PepsiCo) delivered the highest absolute growth of any CPG company, over a billion dollars in retail, and IRI, frankly, played a very big role.”

– FRITO LA NORTH AMERICA

The future of CPG is about bringing a one to one, shopper centric marketing strategy to drive growth. Our Consumer and Shopper Intelligence solutions help you understand, plan, target, activate, measure and optimi e your consumers and shoppers with unparalleled precision through:• Insights: Our diverse team of industry experts taps into the IRI Shopper Marketing Cloud

to leverage the world’s largest repository of data sets to create a clear understanding of all of the consumer dynamics that are driving your brand and category growth.

• egmentation Our Segmentation solutions help you reduce risk and increase profit by profiling shoppers based on what they think and how they behave, so that you know when and where to reach them and in uence their actions e ectively.

• Innovation Even though innovation is risky, it is an unavoidable part of doing business. IRI’s Innovation solutions help you understand and mitigate these risks, and chart a new product pipeline that is well positioned for success.

• argeting Demographic target groups ust don’t cut it anymore. IRI’s Targeting solutions will help you understand who is most likely to buy your products, so that you can minimi e advertising waste and invest more in high gain targets.

• ctivation Understanding what you need to do to move consumers to action is what IRI’s Activation solutions are all about. We’ll help you uncover exactly what you need to do to get them to take action at the physical and digital shelf.

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OUR CAPABILITIES

WHAT MAKES US DIFFERENTIRI brings together the richest and broadest purchase, consumer, media, social and causal data sets in the world. With this data set, we develop end to end customi ed solutions to help clients understand the changing shopper landscape and find new pockets of growth. What makes us di erent and is at the heart of what we do is our proprietary technology pla orm which harnesses the valuable ig Data assets that matter most to our clients, including a broad spectrum of consumer insights and analytics. With this technology and our predictive models as our tools, our incredibly talented people are able to provide data backed marketing and sales recommendations that help our clients grow their businesses and drive top line revenue in this new age of consumerism.

AT-A-GLANCEWHO WE AREIRI is a leader in ig Data with the unique ability to turn the world’s largest repository of data sets connected to actual consumer purchases into valuable insights that drive companies to take action and grow their businesses. IRI works with more than 5,000 clients globally across the CPG, retail, OTC healthcare and media industries to show them how, what, where and why consumers are purchasing goods across the entire shopper experience and provide the predictive analytics and technology solutions that help them make decisions to increase sales. Gain greater insights to grow your business at www.iriworldwide.com

PRODUCTS & SERVICES• Market Performance & Strategy• Consumer & Shopper Intelligence• Analytics & In Market Execution• Media• Technology

[email protected]

KEY EXECUTIVESAndrew Appel, President & Chief Executive O cer, IRI

Robert I. Tomei, President, IRI Consumer & Shopper Marketing

Srishti Gupta, President, IRI Media Center of Excellence

Dr. Krishnakumar KK) S. Davey, President, IRI Strategic Analytics

IRIWORLDWIDE.COM

INDUSTRIES SERVEDIRI serves 95 of the top 100 CPG companies:• Consumer Packaged Goods• Retailers• Media• Over-the-Counter Healthcare

EXPERTISEOur Consumer and Shopper Intelligence solutions focus on leveraging our Shopper Marketing Cloud of vast data to develop deep shopper insights, segment planning, opportunity si ing and activation strategies that empower companies to “win” the sale and the shopper.

» Spontaneity



» A good deal



» Health & fitness

» Ambition/success

» Philanthropy


» Eating healthy


» Independent

» Apathetic


» Financial health

» Personal growth


» Spontaneity



» A good deal



» Health & fitness

» Ambition/success

» Philanthropy


» Eating healthy


» Independent

» Apathetic


» Financial health

» Personal growth


STRUGGLINGWANDERERS

CONFIDENTCONNECTORS

NEWTRADITIONALISTS


FREESPIRITS













tap into

differences

generate

growth

iriworldwide.com

StrugglingWanderers

21%


15%

ConfidentConnectors

17%

FreeSpirits

13%


13%New

Traditionalists

21%





projecte d cpg sales


» Spontaneity



» A good deal



» Health & fitness

» Ambition/success

» Philanthropy


» Eating healthy


» Independent

» Apathetic


» Financial health

» Personal growth


» Spontaneity



» A good deal



» Health & fitness

» Ambition/success

» Philanthropy


» Eating healthy


» Independent

» Apathetic


» Financial health

» Personal growth


STRUGGLINGWANDERERS

CONFIDENTCONNECTORS

NEWTRADITIONALISTS


FREESPIRITS













tap into

differences

generate

growth

iriworldwide.com

StrugglingWanderers

21%


15%

ConfidentConnectors

17%

FreeSpirits

13%


13%New

Traditionalists

21%





projecte d cpg sales


“ Last year we PepsiCo) delivered the highest absolute growth of any CPG company, over a billion dollars in retail, and IRI, frankly, played a very big role.” – FRITO LA NORTH AMERICA

» Spontaneity



» A good deal



» Health & fitness

» Ambition/success

» Philanthropy


» Eating healthy


» Independent

» Apathetic


» Financial health

» Personal growth






that reflect the diversity and individuality of the millennial market


personalized marketing engagements that capitalize on millennials’





tap into

differences

generate

growth

iriworldwide.com

The future of CPG is about bringing a one to one, shopper centric marketing strategy to drive growth. Our Consumer and Shopper Intelligence solutions help you understand, plan, target, activate, measure and optimi e your consumers and shoppers with unparalleled precision through:• Insights: Our diverse team of industry experts taps into the IRI Shopper Marketing Cloud

to leverage the world’s largest repository of data sets to create a clear understanding of all of the consumer dynamics that are driving your brand and category growth.

• egmentation Our Segmentation solutions help you reduce risk and increase profit by profiling shoppers based on what they think and how they behave, so that you know when and where to reach them and in uence their actions e ectively.

• Innovation Even though innovation is risky, it is an unavoidable part of doing business. IRI’s Innovation solutions help you understand and mitigate these risks, and chart a new product pipeline that is well positioned for success.

• argeting Demographic target groups ust don’t cut it anymore. IRI’s Targeting solutions will help you understand who is most likely to buy your products, so that you can minimi e advertising waste and invest more in high gain targets.

• ctivation Understanding what you need to do to move consumers to action is what IRI’s Activation solutions are all about. We’ll help you uncover exactly what you need to do to get them to take action at the physical and digital shelf.

» Spontaneity



» A good deal



» Health & fitness

» Ambition/success

» Philanthropy


» Eating healthy


» Independent

» Apathetic


» Financial health

» Personal growth


STRUGGLING WANDERERS

CONFIDENT CONNECTORS

NEW TRADITIONALISTS

CONCERNED ASPIRATIONALISTS

FREE SPIRITS

CONSCIOUS NATURALISTS



WE KNOW SHOPPERS. WE KNOW RETAIL. TODAY & TOMORROW.

OUR GUIDING PRINCIPLES

We study the shoppers’ mindset, attitudes and behaviors in all the places they shop (from drug to dollar to department stores, from grocery stores and big boxes to small boxes, to online and mobile) and all major consumer goods categories they buy (from food to fashion, beauty to beverages, cosmetics to computers, health to hair care, etc. – and, of course, pets).We deliver qualitative shopper and retail observations and insights, quantified shopper survey data, and global trending. Then we help you turn it into retail strategies that lead your retail innovation. You can access our thinking through syndicated services, or customized to your specific needs – anyway you want it.

1. We are passionate about shoppers, shopping and retail.2. We are curious about all things retailing, everywhere in the world.3. We begin with “what is the question?” – not “what is the answer?” This is the basis

for all the syndicated and custom research we do.4. We believe there is “no box” to think outside of any more. That’s the foundation

for our retail strategy.5. We know retailers and manufacturers can actually work together – because we

help them do it.6. We are great storytellers: we take complicated research, wide ranging economic/

social/political/any issues, and connect the dots to communicate a simple story youcan act upon.

7. We predict the future of retail – boldly without hesitation but with lots of validation.8. We help clients leapfrog not crawl to the future.9. We tell you when we know you’re wrong. And applaud you when you’re right.10. We believe in the transformational power of a great retail experience. And a great

pair of shoes.

AT-A-GLANCEWHO WE AREWe are retail strategists and shopping futurists. We help clients – manufacturers and retailers – develop a deep understanding of shoppers and their “shopping life®”. Then we help them build retail strategies that drive shoppers to buy today and tomorrow.

PRODUCTS & SERVICES• How America Shops® Syndicated Research• Custom Shopper Research• Future of Retail Strategic Planning• Category & Distribution Strategies• Retail Safaris® and Workshops• Retail Executive Interviews & Insights

CONTACTKristine Martinek, [email protected]

KEY EXECUTIVESWendy Liebmann, CEO and Chief Shopper

Candace Corlett, President

WSLSTRATEGICRETAIL.COM

INDUSTRIES SERVED• Consumer Packaged

Goods• Entertainment

• Financial Services• Healthcare• Retail

WE ARE DIFFERENT• We see the whole shopping picture. It’s all about share of wallet.

We study shoppers everywhere they shop – not only big channels,big retailers and big categories. Shopper decisions are not onlyabout your category or channel

• We take a holistic approach. We see it the way shoppers do.

• We study and work with retailers, manufacturers and servicecompanies to see and deliver on all sides of the shopper experience.

• We help everyone play nicely together – retailers and manufacturers– to build actionable solutions and new business opportunities.

• We successfully predict the future of retail. We are expertsin connecting the dots to uncover what it all means, and whatcomes next.

e trust S to help us look at our business through a di erent lens. Their insights help us anticipate the changing competitive environment here shoppers are headed and the opportunities that arise. They’ve helped us develop ne businesses as a result.

And they are never afraid to tell us hen e are not being bold enough.- CEO, NATIONAL DRUG CHAIN

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SPOTLIGHT:

‘SHOPPER MARKETING’ SPECIAL REPORTSOver the past year, the writers and editors of Shopper Marketing have supplemented monthly feature articles, reports and campaign stories with a variety of bonus content. Some of the content is produced in collaboration with sponsors. Among the special reports …

WHO’S WHO■ Who’s Who in Shopper Marketing,

September 2015

■ Who’s Who in Shopper Marketing Agencies, July 2015

■ Who’s Who in Digital Shopper Marketing & E-Commerce, May 2015

■ Who’s Who in Merchandising, February 2015

■ Who’s Who in Shopper Insights, December 2014

■ Who’s Who in Customer Teams: Drug Channel, June 2015

■ Who’s Who in Customer Teams at Target, April 2015

■ Who’s Who in Customer Teams at Kroger, March 2015

■ Who’s Who in Customer Teams at Walmart, January 2015

■ People to Watch, November 2014

SPECIAL REPORTS■ Ethnic

Marketing Research, Part 1, August 2015

■ Supply Chain Optimization, May-July 2015

■ FutureBuy 2014, December 2014

■ Inside Insights, October-November, 2014

■ Overcoming the Barriers to Mobile Use In Stores, October-November 2014

■ Data-Driven Shopper Marketing, June-August 2014

■ Retail Intimacy: Walmart, August 2015

■ Retail Intimacy: Target, July 2015

■ Retail Intimacy: Omnichannel, April 2015

■ Retail Intimacy, C-Stores, December 2014

■ Retail Intimacy: Amazon.com, September 2014

August 2015

Omnichannel,

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REFERENCE GUIDES■ Ongoing Programs, September 2015

■ Digital Shopper Marketing Ecosystem, August 2015

Bill Schober20+ years with the Institute

VP/Editorial [email protected]

(773) 992-4430

Peter Breen10+ years with the InstituteManaging Director – Content

[email protected](773) 992-4431

Tim Binder5 years with the Institute

Executive Editor, Shopper Marketing magazine

[email protected](773) 992-4437

Linc Wonham20+ years of publishing experienceManaging Editor, Shopper Marketing

[email protected]

(773) 992-4432

EXPERTS THAT DRIVE EDITORIAL EXCELLENCEEach member of the Shopper Marketing editorial staff is steeped in experience serving the industry. Month after month, they deliver editorial excellence and unprecedented access to shopper marketing thought-leaders.

Patrycja Malinowska5 years with the Institute

Associate Director – [email protected]

(773) 992-4435

TRENDS■ Trends

Report, January/March 2015March 2015

WHITE PAPERS■ Retail-Product Packaging,

September 2015

■ In-Store Marketing Effectiveness: Allocating Investments and Managing Insights, November 2014

■ Retail Promo Guide, November 2015

■ Digital Collaboration Playbook, October 2015

■ Retailer Receptivity Guide, October 2014

■

■

■

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Contact Chuck Bolkcom at the Path to Purchase Insti tute at [email protected] or (773) 992-4420 for more informati on.

Don’t miss these other Industry Guides appearing only in Shopper Marketi ng magazine in 2016.

Retail & Shopper InsightsNovember 2016

Providers of Retail ServicesDecember 2016

Digital Incenti ve Platf ormsMay 2016

P-O-P Design & ManufacturingFebruary 2016

Digital Shopper Marketi ngJanuary 2016

Retail & Specialty PrintersJuly 2016

Shopper Marketi ng AgenciesAugust 2016

Shopper Marketi ng TeamsSeptember 2016

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a special supplement to guide the 2016 - p2pi · pdf filedavid krajicek, ceo, consumer...

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