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SHOPPER 2.0Reimagining Our Approach To

Marketing and Data Integration

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BRIAN KITTELSONSVP, COMMERCIALIZATION AND SHOPPER SERVICES

SCOT WHEELERSVP PLATFORMS & ANALYTICS

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Accelerate Growth At Greater Marketing Efficiencies

Deepen Retail Relationships

GOAL

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traditional marketing methods are failing.

• One scale message pushed to the many

• Siloed elements of the marketing mix

• Shopper can be a tactical afterthought

• Mired down with lack of agility

• Lack of timely performance transparency

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SOLO BRAND INITIATIVES

MULTI-BRANDSOLUTIONS

TOTAL STOREEVENTS

CATEGORYDESIGN

SHOPPER TODAY

Retailer Centric Shopper

(Amplify Merchandising) (Shopability)

Retailer

Partnership

Not Required

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WHAT WE SEE

Shopper initiatives not linked to brand or category strategy

Little to no measurement

Questionable returns on shopper investment

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WE BELIEVE THERE’S A BETTER WAY

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Become Data Driven Marketers

Rethink The Marketing Model

Dynamic Data Integration

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One TargetOne Primary Message

Motivation 1

Motivation 4

TRADITIONAL “CAMPAIGN” APPROACH

Motivation 2

Motivation 3

$10MM $10MM

MARKETING TO MOTIVATIONS

RETHINKING MARKETING

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IDENTIFYING GROWTH MOTIVATIONS

GOALIdentify underserved growth motivations

STRATEGY APPLICATION• Consumer • Category• Shopper• Innovation

Healthy Momentum Power Lunch

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Healthy MomentumQuickly replenish my body with the fuel that it needs

with a satisfying meal to prolong my feelings of

accomplishment, motivation and energy

Freedom to SplurgeMake it easier to make a healthy meal so I can

feel more balanced in my life

Power LunchMake it easy to pack or make a satisfying lunch that

will give me energy throughout my day and make me

feel proud of my choice.

MARKETING TO MOTIVATIONS

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Healthy Momentum

Power Lunch

Full Funnel Marketing Mix Design- ATL/BTL

Category Growth Strategy• Solo Brand Initiatives • Multi-Brand Solutions• Scale Events• Category Design• Brand Innovation

MOTIVATION DRIVEN STRATEGY

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DATA INTEGRATION

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PERPETUAL OPTIMIZATION MODEL

Data Intelligence Marketing Mix

ConsumerShopper

PromotionTrade

XM

TargetsPerformance

PredictionPersonal

InsightsStrategy

Experience Planning

ContentProduction

Data/Insights Informing Execution

More Real Time Integrated Learnings

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DATA-DRIVEN EXECUTION (DDXTM) PLATFORM

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Understand the opportunity to increase sales through alignment of opportunity to motivations

ANALYTICS

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Point all marketers at the same motivational segments, with the same information

SEGMENTS

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Evaluate spend scenarios accounting for channel (reach) and motivational (content) impacts

ALIGN

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Connect all marketing activity in a central planning ‘hub’ aligning spend, timing and content for targets

HUB

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Understand the story of performance across multiple channels, tactics and targets

DASH

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BENEFITS

Integration of consumer, shopper, category and trade strategy

Transparency of business objective, tactics and KPIs

More real time understanding of mix impact, including shopper activities

Increased marketing efficiency and effectiveness

Category growth for retailers

BALTIMORE+BOULDER+BUFFALO+CHICAGO+MONTREAL+NORWALK+PORTLAND+TORONTO

THANK YOU

BALTIMORE+BOULDER+BUFFALO+CHICAGO+MONTREAL+NORWALK+PORTLAND+TORONTO