marketing to the evolving shopper - fmi
DESCRIPTION
The Integer Group's Craig Elston, Senior Vice President, Insight & Strategy, and The Kellogg® Company's Jamie LaRue, Senior Director, Shopper Marketing, presented Marketing To The Evolving Shopper at this year's FMI conference. As reported by Supermarket News, they discussed how "a gradually recovering economy is leading to changes in how consumers perceive branded products and convenience". You can download the presentation here to read more about the changes in consumers' mindsets and behaviors as a result of this recent economic shift.TRANSCRIPT
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©2010TheIntegerGroup®andTheKellogg®Company
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©2010TheIntegerGroup®andTheKellogg®Company
MARKETINGTOTHEEVOLVINGSHOPPER
JamieLaRueTheKellogg®Company
CraigElstonTheIntegerGroup®
+
11thMay2010,LasVegas
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©2010TheIntegerGroup®andTheKellogg®Company
ABOUTUS
The Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and veggie foods.
The Integer Group is one of America’s largest promotional, retail and shopper marketing agencies and a key member of the TBWA Marketing Services portfolio. The Integer Group resides at the Intersection of Branding and Selling™ and creates strategic marketing solutions for clients in categories that include beverage, packaged goods, telecommunications, fast food, home and shelter, and power sports.
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©2010TheIntegerGroup®andTheKellogg®Company
Photo:TheKellogg®Company
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©2010TheIntegerGroup®andTheKellogg®Company
OURTOPICSFORTODAY
1 Howsheischanging
– Componentsofvalue– Twomeaningsofconvenience
2 OpportuniVesthispresents
3 AframeworkforthinkingalongaPathtoPurchase
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©2010TheIntegerGroup®andTheKellogg®Company
OurStudies
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©2010TheIntegerGroup®andTheKellogg®Company
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©2010TheIntegerGroup®andTheKellogg®Company
UsedfactoranalysistoidenVfytheunderlyingdimensionsofstorechoice:ValueandConvenience
TrendandmonitoroverVme
EvaluatetherelaVveimpactofthein‐storeenvironmentandshoppingaidsonstorechoiceandpurchases
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THEANALYSIS
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©2010TheIntegerGroup®andTheKellogg®Company
UsingtheproductPost-Tail™ Purchase
moment
Retail
Browsing,comparing,researching
andselecVngitems
Pre-Tail™ Entering a store or
Web site
Research,wordofmouth,trial
THESHOPPERCONTINUUM™
= points of action, behaviors
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©2010TheIntegerGroup®andTheKellogg®Company
TheComponentsofValue1
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©2010TheIntegerGroup®andTheKellogg®Company
THECOMPONENTSOFVALUE
• Offersthelowesteverydayprices
• Providesthebestmixofpriceandquality
• AplacewithfantasVccustomerservice
• Carrieshigh‐qualitybrands
• IsastorebrandItrust
• Allowsmetosaveasmuchmoneyaspossible
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©2010TheIntegerGroup®andTheKellogg®Company
CONCERNSABOUTVALUE
+6%
+12%
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©2010TheIntegerGroup®andTheKellogg®Company
BUYINGPRIVATELABELS
Source: The Checkout 2009, 2010; The Integer Group and M/A/R/C Research
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©2010TheIntegerGroup®andTheKellogg®Company
ATTITUDESABOUTNATIONALBRANDS
Agree strongly Agree
Source: The Checkout 2009, 2010; The Integer Group and M/A/R/C Research
APRIL 2010
79%
56%
52%
46%
43%
26%
23%
21%
SEPT 2009
84%
64%
54%
37%
39%
22%
21%
14%
9%
4%
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©2010TheIntegerGroup®andTheKellogg®Company
TwoMeaningsofConvenience2
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©2010TheIntegerGroup®andTheKellogg®Company
LOCATIONISADECLININGMEANING
• Close‐byandconvenient
• Nearhomeorwork
Source: The Checkout 2009, 2010; The Integer Group and M/A/R/C Research
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©2010TheIntegerGroup®andTheKellogg®Company
IN‐STOREEASEISGROWING
• CarriesthingsIneed
• EasyformetofindthethingsIneed
• Quickcheckout
• Takescreditanddebitcards
• Easytoreturnproducts
• Hasaloyaltyprogram
N = 1,122 ??? Source: The Checkout 2009, 2010; The Integer Group & M/A/R/C Research
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©2010TheIntegerGroup®andTheKellogg®Company
CONVENIENCE≠NEARBY
Source: The Checkout 2009, 2010; The Integer Group and M/A/R/C Research
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©2010TheIntegerGroup®andTheKellogg®Company
Pre‐Tail™
Usingtheproduct
Retail
Post‐Tail™
EnteringastoreorWebsite
Purchasemoment
Browsing,comparing,researching
andselecVngitems
Research,wordofmouth,trial
THESHOPPERCONTINUUM™
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©2010TheIntegerGroup®andTheKellogg®Company
WHO’SPICKINGUPONTHIS?
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©2010TheIntegerGroup®andTheKellogg®Company
Bigretailers:15mparking,store‐in‐a‐store,self‐checkout
WHO’SPICKINGUPONTHIS?
Photo:TheIntegerGroup®
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©2010TheIntegerGroup®andTheKellogg®Company
Bigretailers:15mparking,store‐in‐a‐store,self‐checkout
WHO’SPICKINGUPONTHIS?
Photo:TheIntegerGroup®
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©2010TheIntegerGroup®andTheKellogg®Company
Bigretailers:15mparking,store‐in‐a‐store,self‐checkout
WHO’SPICKINGUPONTHIS?
Photo:TheKellogg®Company
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©2010TheIntegerGroup®andTheKellogg®Company
Bigretailers:15mparking,store‐in‐a‐store,self‐checkout
Smallretailers:Orderatpump,freeWiFi,drive‐throughs
WHO’SPICKINGUPONTHIS?
Photo:warnout
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©2010TheIntegerGroup®andTheKellogg®Company
Bigretailers:15mparking,store‐in‐a‐store,self‐checkout
Smallretailers:Orderatpump,freeWiFi,drive‐throughs
Manufacturers:On‐linetools,mealsoluVonapps,RedboxDVDs,picnicpacks
WHO’SPICKINGUPONTHIS?
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©2010TheIntegerGroup®andTheKellogg®Company
Bigretailers:15mparking,store‐in‐a‐store,self‐checkout
Smallretailers:Orderatpump,freeWiFi,drive‐throughs
Manufacturers:On‐linetools,mealsoluVonapps,RedboxDVDs,picnicpacks
WHO’SPICKINGUPONTHIS?
Photo:TheIntegerGroup®
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©2010TheIntegerGroup®andTheKellogg®Company
Bigretailers:15mparking,store‐in‐a‐store,self‐checkout
Smallretailers:Orderatpump,freeWiFi,drive‐throughs
Manufacturers:On‐linetools,mealsoluVonapps,RedboxDVDs,picnicpacks
Partners:Cartmanufacturers,cardissuers,coupons,apps
WHO’SPICKINGUPONTHIS?
Photo:TheIntegerGroup®
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©2010TheIntegerGroup®andTheKellogg®Company
Bigretailers:15mparking,store‐in‐a‐store,self‐checkout
Smallretailers:Orderatpump,freeWiFi,drive‐throughs
Manufacturers:On‐linetools,mealsoluVonapps,RedboxDVDs,picnicpacks
Partners:Cartmanufacturers,cardissuers,coupons,apps
WHO’SPICKINGUPONTHIS?
Photos:Cabco™
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©2010TheIntegerGroup®andTheKellogg®Company
Photo:iTunes
WHO’SPICKINGUPONTHIS?
Photo:TheIntegerGroup®Photo:iTunes
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©2010TheIntegerGroup®andTheKellogg®Company
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Visa:“Lunch”
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©2010TheIntegerGroup®andTheKellogg®Company
Pre‐Tail™
Usingtheproduct
Retail
Post‐Tail™
EnteringastoreorWebsite
Purchasemoment
Browsing,comparing,
researching&selecVngitems
Research,wordofmouth,trial
THESHOPPERCONTINUUM™
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©2010TheIntegerGroup®andTheKellogg®Company
Photos:iTunes
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©2010TheIntegerGroup®andTheKellogg®Company
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©2010TheIntegerGroup®andTheKellogg®Company
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©2010TheIntegerGroup®andTheKellogg®Company
Photo:TheIntegerGroup®
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©2010TheIntegerGroup®andTheKellogg®Company
Convenience–OvercomingShoppingHassles
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©2010TheIntegerGroup®andTheKellogg®Company
HASSLES:THEFASTESTWAYTOFAIL
• Asdecisionsgetmorecomplex,fuseswillgetshorter
• Shopperswillleavestores,categories,orbrandsiftheirfusesgetlit
• Brandscanwinbusinessbypre‐empVngthosehasslesandsmoothingouttheshoppingprocess
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©2010TheIntegerGroup®andTheKellogg®Company
FourCommonRetailHassles
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©2010TheIntegerGroup®andTheKellogg®Company
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HASSLE1:LACKOFSERVICE
LonglinesdestroysaVsfacVon
Grocery Club MassDrugHome OfficeSupply Department
0
4
8
12
MinutesinLine Avg.
4min.
Imp. Electronics
0
4
8
12
Extremely
Very
Somewhat
Notvery/Notatall
Source: The Checkout 2009; The Integer Group and M/A/R/C Research
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©2010TheIntegerGroup®andTheKellogg®Company
HASSLE1:LACKOFSERVICE
Longlinesdiscouragefuturetrips
Istopgoingaltogether
IonlygotopickupspecificitemsIcan’tfind
elsewhere
IavoidthestoreatallVmes
3%
19%
21%
43%
Source: The Checkout 2009; The Integer Group and M/A/R/C Research
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©2010TheIntegerGroup®andTheKellogg®Company
AVOIDTHELINE
Self‐checkoutisonlyonepossiblesoluVon
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Photo:MobileContentToday
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©2010TheIntegerGroup®andTheKellogg®Company
AVOIDTHELINE
Self‐checkoutisonyonepossiblesoluVon
Deliverthroughbrandede‐commerce
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©2010TheIntegerGroup®andTheKellogg®Company
AVOIDTHELINE
Self‐checkoutisonlyonepossiblesoluVon
Deliverthroughbrandede‐commerce
Orthirdparty
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Photo:TheIntegerGroup®
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©2010TheIntegerGroup®andTheKellogg®Company
Featuredproductsneedtobeinstockandaccuratelypriced
%VisiVngStoreLessDuetoAvailabilityIssues
ElectronicsOfficeSupplyDepartmentHomeImp.
DrugMass
GroceryClub
36%35%34%
28%26%
22%19%18%
%VisiVngStoreLessDuetoIncorrectPricing
30%26%26%
22%22%21%
19%24%
HASSLES2and3:STOCKANDPRICE
Source: The Checkout 2009, 2010; The Integer Group and M/A/R/C Research
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©2010TheIntegerGroup®andTheKellogg®Company
HASSLE4:UNCLEANLINESSANDCLUTTER
Source:2009NACSEmergingOpportuniVesinConvenienceRetail
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©2010TheIntegerGroup®andTheKellogg®Company
HASSLE4:UNCLEANLINESSANDCLUTTER
Photo:TheIntegerGroup®
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©2010TheIntegerGroup®andTheKellogg®Company
HASSLE4:UNCLEANLINESSANDCLUTTER
Photo:TheIntegerGroup®
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©2010TheIntegerGroup®andTheKellogg®Company
0% 10% 20% 30% 40% 50% 60% 70%
Theaisle/storewasdirty
IalwayspurchasewhatIgotothestorelookingfor
Theaislewasconfusing/disorganized
Theaislewastoocrowded/toomanypeopleintheaisle
Icouldn’tfindthespecificbrandIwaslookingfor
Icouldn’tfindtheexactitem,productorsizeIwaslookingfor
ThepricewasmorethanIwantedtopay
7%
12%
14%
16%
34%
56%
60%
0% 20% 40% 60% 80%
Over35%wouldwalkoutbecauseofpoorcleanlinessandcluqer
WHYSHOPPERSLEAVEAISLESEMPTY‐HANDED
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©2010TheIntegerGroup®andTheKellogg®Company
OVERCOMINGHASSLES
ThinkfromtheperspecVveoftheShopper
Keepthingsclean
AidthenavigaVon
Buildupontheneedforconvenience
Photos:ISMI,TheIntegerGroup®,PlanetRetailLtd
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©2010TheIntegerGroup®andTheKellogg®Company
WE’VECOVERED
1 Howsheischanging
– Componentsofvalue– Twomeaningsofconvenience
2 OpportuniVesthispresents
3 AframeworkforthinkingalongthePathtoPurchase–TheShopperConVnuum™
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©2010TheIntegerGroup®andTheKellogg®Company
UsingtheproductPost-Tail™ Purchase
moment
Retail
Browsing,comparing,researching
andselecVngitems
Pre-Tail™ Entering a store or
Web site
Research,wordofmouth,trial
THESHOPPERCONTINUUM™
= points of action, behaviors
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©2010TheIntegerGroup®andTheKellogg®Company
LONG‐TERMQUESTIONS
1 Willthevaluefactorgroworleveloff?
2 HowwillconvenienceexpectaVonsevolve?3 Howfixedormutableareshoppingstyles?4 Towhatextentwilltechnologyaffecthabits?
5 WhatimpactwillmulV‐plasormexperienceshave?
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©2010TheIntegerGroup®andTheKellogg®Company
QUESTIONS?
CraigElstonSVP,Insight&Strategy
TheIntegerGroup®+1.303.393.3474
JamieLaRueSeniorDirector,ShopperMarkeVng
TheKellogg®Company+1.269.66.7230
Download or subscribe to our presentations, white papers, and editions of The Checkout at
www.shopperculture.com