shopper marketing: 13 trends for 2013

17

Upload: mars-london

Post on 21-Aug-2015

7.968 views

Category:

Business


2 download

TRANSCRIPT

Page 1: Shopper Marketing: 13 Trends for 2013
Page 2: Shopper Marketing: 13 Trends for 2013

11

Welcome to 2013

The glorious summer of 2012 is over and we have all takena collective deep breath and asked ‘so, what next?’

Post-Olympic blues, EuroZone crisis, technological convergence& EcoEthic shoppers among many other topics are weighing on our minds... but what on earth does it all mean?

In the next few slides we cut through the jumble of ideas andreveal what will really affect shoppers in the UK and Europe in the coming year and how we, as Shopper Marketers, can make the most of the future.

Read on and enjoy!

Darren Keen Managing Director

MARS London

Page 3: Shopper Marketing: 13 Trends for 2013

10. BEHAViOURALECONOMiCS

1. VALUE RESiziNg

2. HigH StREEt 2.0

3. LiKE BRANDS…ONLY BEttER

5. PEER gROUPSHOPPERS

6. FROM A-LiSttO C-LiSt

4. NEW AMAzONiA

8. BOg’WiF

9. tHERE CANONLY BE ONE

7. CLiCK & COLLECt 11. it’S ALL ABOUt ME

12. SANDWiCHSPREAD

13. tHE SHOPPERLEgACY

Page 4: Shopper Marketing: 13 Trends for 2013

3

1. ValUE RESIZIng

After three years of recession-driven

aggressive discount messaging,

shoppers have become numb to its

affects and expectant of competitive

pricing both off and online.

‘Low price’ now only serves as the

battleground baseline.

In 2013 we will see shoppers become

loyal to brands and retailers that offer

a great value price tag AND a relevant,

more imaginative experience. 

Shoppers will positively react to

Value Resizing propositions ranging

from genuine efficacy innovation and

usage format enhancements to smart,

simple rewards that make a small but

genuine difference to their everyday

lives.

Page 5: Shopper Marketing: 13 Trends for 2013

4

2. HIgH STREET 2.0

Ethical shopping has been slowly

crushed by the economic downturn

– BUT localization has and will grow as

smaller baskets, shorter journeys and

local produce are all seen as the best

way to regular shopping thriftiness.

The continuing high cost of fuel and

food inflation (driven by increasing

food production raw materials) will

sharpen shopper’s reluctance to travel

to complete bigger, less frequent shops

and help support the ever-growing

awareness and management of food

wastage in the home of which the IDG

has reported currently stands at 14%.

Engaging shoppers with distinct local

or regional campaigns and activations

will become more commonplace and

will motivate them to choose brands

that contribute to a well needed close-

to-home feel-good factor.

Page 6: Shopper Marketing: 13 Trends for 2013

5

3. lIKE bRanDS. Only bETTER.

Continuing retailer commitment to

private label will make brands reassess

their shopper marketing strategies as

they are forced to compete even more

aggressively in environments owned

by what are now effectively #2 and #3

‘competitor’ brands.

Throughout 2013 shoppers will further

increase their trust – and therefore their

loyalty – in private label as retailers

extend their own ranges, create new

non-banner ones and undertake

new own-label strategies including

provenance messaging and celebrity

endorsement that were, until now, the

preserve of brand leaders. 

Brands will not only need to continue

to engage shoppers both from

a quality perspective but also look

to enhance cross category and occasion

based offerings through new brand-

partnerships to reinforce the added

experiential value of their offering.

Page 7: Shopper Marketing: 13 Trends for 2013

6

4. nEW aMaZOnIa

Since it’s launch in 1998 amazon.com

has, each year, played a bigger part

in our shopper lives – offering more

categories, greater choice, better targeted

recommendations, easier ways to pay

for and receive goods.

With the convergence of technologies

and the continued march into grocery

we will see a fundamental step-change

to how they effect shopper’s lives.

In 2013 amazon will signpost some

pivotal changes in their relationship

with shoppers – being more connected,

more tailored and offering a huge range

which includes core grocery products at

attractive prices and new, alternate ways

to shop.

FMCG brands need to non-negotiably

develop shopper strategies that will

embrace the Amazon platform as a key

channel and engage opinion formers

who will influence millions of shoppers

over the forthcoming 12 months.

Page 8: Shopper Marketing: 13 Trends for 2013

7

5. PEER gROUP SHOPPERS

The evolution of online purchase

behaviour and the increasing

ubiquity, penetration and capability

of smartphones has given shoppers

the impetus to trust themselves and

their peer group more than brands and

retailers. This is magnified further by

the parallel loss of faith in banks and

corporate institutions throughout the

recession.

Next year, due to exploding connectivity,

we will see shoppers use social network

platforms in real time, exploiting price

comparison sites, product reviews and

peer group recommendation while in

store more than ever before.

 

Clever brands (and retailers) need

to embrace this change, showing

confidence in their brand values and

empowering consumers with the price,

peer group opinion and provenance

information that will sway shopper

purchase behaviour and be present

with the right digital platform messages

at the point of buying.

Page 9: Shopper Marketing: 13 Trends for 2013

8

6. FROM a-lIST TO C-lIST

Driven by the inspirational brilliance of

the 2012 Olympians and Paralympians,

2013 will see a recalibration of celebrity

culture in the UK.

Shoppers will no longer entertain the

positive notion of indulged footballers,

soap stars and big brother contestants

persuading them to buy brands. The

A-List will be replaced by CREDIBLE

role models – the new C-list – who have

striven for and spectacularly achieved

during 2012, earning themselves the

genuine respect of a nation in the

process.

Move over Peaches and Rooney, clever

brands, with deeper pockets will have

the ability to leverage Bradley Wiggins,

Ellie Simmonds and friends whilst

lesser budgets can succeed by focusing

upon credible personification of their

brands using local achievers or up-

and-coming ‘cre-lebrities’ to drive

engagement and loyalty.

Page 10: Shopper Marketing: 13 Trends for 2013

9

7. ClICK & COllECT

Considered the broad compromise

solution between digital-shopping

convenience and retailer-delivery

complexity, Click & Collect will continue

to grow across the continent and

become a major new shopper trend

in the UK.

In 2013 Click and Collect will offer

retailers ROI rationalisation on their

digital platform investment and

shoppers will have an enhanced, more

convenient shopper experience that

works for them.

Brands that actively drive shoppers

to Click & Collect formats will benefit

from increased shopper spend.

To do this they must add value through

instant reward and rapid post-shop

experiences.

Page 11: Shopper Marketing: 13 Trends for 2013

10

8. bOg’WIF

The uptake of Wi-Fi and in particular

broadband at home has become the

norm. But, the availability of fast speed

connections away from home has been

patchy and often non-existent at best.

Retailers and brands, until now, have

been slow to see the provision of Wi-Fi

as a simple value add for their shoppers.

Shoppers, now expectant of fast speed

access at home, will start to demand

similar service levels on-the-go. Whilst

the uptake of 4G will gain traction

towards the end of 2013, an opportunity

exists for brands and retailers alike

to provide fast-access as a credible

incentive.

2013 will see brands and retailers alike,

grasping the nettle and providing

Wi-Fi across retail and entertainment

venues as an instant enticement and

pre-purchase reward. Expect to see

smart brands and retailers not blocking

the practice of show-rooming but

providing access in a bid to push instant

incentives and reasons to drive footfall.

Page 12: Shopper Marketing: 13 Trends for 2013

11

9. THERE Can bE Only OnE

Driven by the phenomenal uptake of

tablets, and in particular, iPad sales,

purchases online via mobile devices

continue to follow unparalleled growth.

As devices continue to become more

powerful, the number of devices that

shoppers use to assist and do their shop

is reducing.

Laptops have become tablets and tablets

are shrinking to also be our phones.

With the uptake of devices such as the

Kindle Fire, Samsung’s Note and the

newly shrunk iPad Mini, the shopper’s

assistant for browsing on the sofa to

the one checking prices in store are the

one and same. Coupled with the faster

connection speed, NFC and instant

coupons, the power of the mobile-

shopper reaches even greater heights,

from the initial trigger to search through

to purchase and sharing the experience.

Retailers and brands need to develop

strategies that cover the entire shopper

journey on one device. From providing

simple shopping list generators and

self scanning apps through to post

purchase loyalty incentives, single

device campaigns will encourage

both frequency and long term loyal

behaviours for retailers and brands.

Page 13: Shopper Marketing: 13 Trends for 2013

12

10. bEHaVIOURal ECOnOMICS

Behavioral Economics will be the latest

buzz ‘methodology’ to be adopted in

shopper marketing. It won a Noble Prize

10 years ago and has taken a little time

to filter down to the shopper marketing

community but will have a massive

impact on the understanding

of shoppers.

By merging the rational nature of pure

economics with the irrational behaviour

of distinct shopper groups. Behavioral

Economics has brought a sense of reality

and humanity to the clinical world of

economics with the necessity of making

marketers engage in an additional

process to deliver shopper focused,

insight rich campaigns... that have more

impact and appeal to shoppers and a

bigger ROI for brands and retailers.

Brands need to seek a deeper

understanding of what choice, brand-

ownership and rationalization mean

to a shopper and how we can use these

disciplines to directly effect the way

shoppers behave across all purchase

environments.

Page 14: Shopper Marketing: 13 Trends for 2013

13

11. IT’S all abOUT ME

For the past decade online retailers

and their brick and mortar counterparts

with sophisticated shopper behavioural

insights, have been offering shoppers

increasingly accurate personalised

offers and experiences based on click-

through or regular purchase behaviour.

Whilst personalisation has been

centered on email, online and couponing,

social media activity coupled with

a combination of location-based mobile

services and action data now offers

retailers and brands the opportunity

to communicate with shoppers in-store

on a true one-to-one basis.

2013 will see a greater use and value put

upon shopper data as platform cohesion

allow marketers to run campaigns to

deliver instant loyalty and switching

tactics, “live” location based promotions

and even UK trials of individual pricing

in-store.

Page 15: Shopper Marketing: 13 Trends for 2013

14

12. SanDWICH SPREaD

The engine room of the UK economy

is feeling the squeeze like no other

experienced in decades. Having kids

later, career focused necessity plus

ageing parents has, over the past five

years, meant for 35-55 year olds the

good life has become the tough life...

With little prospect of salvation.

2013 will see the start of the mildest of

recoveries in confidence within this group

as boredom and the perceptive grip of

recession begins to loosen supported by

increasingly forward-looking media-led

perspectives for 2014 & 2015.

Brands that offer light-at-the-end-of-

the-tunnel solutions and incentives will

win if they can deliver activity that can

help meet the tired need-states of the

Sandwich Generation.

Page 16: Shopper Marketing: 13 Trends for 2013

15

13. THE SHOPPER lEgaCy

The 2012 Olympic games was an

unquestionable success both in the

UK and across the world and has

genuinely inspired, brought together

and engendered national pride to

a level in a way that few predicted.

The challenge in 2013 is for brands to

continue to engage shoppers with the

same sentiment.

A handful of brands - both sponsors and

guerrilla - exploiters - helped prompt

a unique and meaningful way for family

and friends to enjoy coming together for

all too infrequent shared experiences.

The opportunity to be the catalyst

remains in 2013.

The exploitable shopper legacy will be

where feel-good meets togetherness as

brands create and deliver unique, new

experiences for shoppers to enjoyably

connect with those they are closest too.

Page 17: Shopper Marketing: 13 Trends for 2013

Follow ushttps://twitter.com/wearemarslondonwww.marslondon.co.uk/blogwww.marslondon.co.uk

MARS London230 City Road | London | EC1V 2TT+44 (0) 20 3119 3200