shopper marketing for retail net group feb 17, 2011
DESCRIPTION
will Digital cause a revolution in Shopper Marketing?TRANSCRIPT
The Digital Shopper Marketing REVOLUTION
JIM HOLBROOK FEBRUARY 17 DALLAS RetailNet Group
Are you a revolutionary?
Are you a revolutionary? Should you be?
↑ Retail design
↑ Retail learning labs
↑ Shopper marketing
↑ In-store media
↑ Selling in and executing
↑ Shopper insights
↑ Retailer intelligence
↑ ROI/analytics
↑ Digital apps
↑ Geo-locating
↑ Augmented reality
We know that all of
this is GOING UP UP UP
CPG companies spent about $38 billion on Shopper Marketing in 2010 (In-Store Marketing Institute)
Between 15% and 20% of CPG marketing dollars are earmarked for Shopper Marketing
83% of CPG companies will increase shopper marketing budgets
55% will boost spending 15% or more by 2013 (Booz & Co.)
↑ Smart phones
↑ Tablets
↑ Apps
↑ Connectivity
↑ Access to data
↑ New services
↑ New media
↑ New measures
And all of this is
GOING UP UP UP
7
WE ARE IN THE MIDST
OF A RETAIL REVOLUTION
Here’s Why: The 10 Ways
Digital Changes Everything
8
There is no more ‘IMPULSE’…
every purchase is considered
9
1
Jim Lecinski of Google, refers to a "zero moment of truth" when consumers do research and make decisions before shopping
10
P&G CMO Marc
Pritchard calls for thinking “store back”, meaning that if it does not work at the store, it’s a miss (FMOT)
BUT
of shoppers conduct research before they shop, typically for an hour or more.
Source: GMA, Booz & Company, and SheSpeaks Shopper Marketing 3.0 Survey; n = 3,600 respondents
Source: Google ‘Path to Purchase Presentation’
More Purchase Decisions Being Influenced Pre-Store
Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009.
60%75%
83%
25%
40%
17%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2007 2008 2009
In-Store Before Entering Store
Where Purchase Decisions Are Made, % of Shoppers
Source: Google ‘Path to Purchase Presentation’
“Kraft recognized that shoppers were going online prior to their trip to the store to find information and that we needed to leverage The digital space as part of a robust 360 degree marketing plan.”
- Microsites - Online coupons - Recipes - Online promotions - Shopping lists - QR codes
As the prevalence of smartphones grows, more tools will become available to connect with the shopper in the pre-trip, in-store and post-purchase phases. The future opportunities to market in the moment through digital will be transformational.
13 emarketer
There is no more ‘pushing’ products at shoppers: “I’ll get what I need when I need it”
14
2
15
of touchpoints during active consideration
are consumer initiated - McKinsey
2/3
16
new ways to get a second opinion
Brand ‘image’ doesn’t count anymore:
‘Just the Facts’
18
3
19
90% 70% 84% of consumers
trust recommendations from people they
know
completely or somewhat trust the
recommendations of consumer opinions
posted online
claim that online customer
evaluations influence their purchase
decisions
20
Online Research has Changed the Game
+188% Reviews
Source: Google ‘Path to Purchase Presentation’
Any Category can be Reviewed – even Cream Cheese
24
Shoppers are more LOYAL
to deals and offers
4
The elasticity for existing brands of sales to ad spend averages 0.10
100% increase in ad spend generates 10% increase in sales - ARF
25
Online Deals:
- search for deals up +288%
- over $1B via coupons.com
288% COUPONS
Source: Google ‘Path to Purchase Presentation’
CPG’s Leveraging Paid Search to Drive to Key Accounts
‘I don’t care about your features & benefits’ 28
Brand-centric marketing doesn’t
resonate anymore…
Marketer-Retailer collaboration is
29
HARDER
5
Retailer Practices = Problematic for Brands
Clean store Proprietary programs Contracted end aisle
display space Private label No sharing of loyalty
card data
31
Retailer Mobile Apps
32
… so P&G goes direct
34
National doesn’t work:
It’s all about LOCAL
35 35
6
This UK service lets you upload and compare the cost of your weekly shopping list at four grocery stores, ultimately delivering which retailer offers the best deals overall.
Starbucks: Find Your Place
Hyper Location, Hyper Location, Hyper Location
There is no more captive audience:
Communities & Conversations
41
7
42
43
44
Merchandising is irrelevant:
It’s all about The Experience
45
8
Experiences are Inspiring
46
“Shared” Experiences are Compelling
47
Shopping Experiences are Enabled
48
CATEGORIES: Retailer specific: amazon, Best Buy Media partners: Elle, Mens Health Local: Vancouver, malls Social: facebook, myshopanion Offers: couponsherpa Scanners: redlaser, barcode hero Search: shopsavvy, google shopper Geo: aisle411, fastmall Lists: groceryIQ Reward: shopkick
Campaigns don’t work with an
Always-On Community
49
9
“The Purchase Funnel has been replace by the Decision Ecosystem, a cloud of information from all sources, available anytime”
(McKinsey, “The Consumer Decision Journey,” 2009)
51
new ways to get a second opinion
Her Mindset – over time, in many places – shapes her shopping trip
“While most grocery shoppers shop for their food items around once a week, consumers decide what to eat, drink, or serve many times a day. It’s these daily activities, and the needs behind them, that drive their purchase decisions.”
– Ann Hanson, NPD Group
eBay sold over $2B via smartphones in 2010, triple 2009
54
It’s Not About The Store Anymore
Get On The Shopping List!
55
10
56
of U.S. households prepare a written or digital grocery shopping list prior to shopping
Source: Survey of 3,600 shoppers for Shopper Marketing 3.0 study conducted Fall 2009 by Booz & Company In collaboration with Grocery Manufacturers Association
Source: Google ‘Path to Purchase Presentation’
57
Source: Google ‘Path to Purchase Presentation’
58
IT’S A REVOLUTION!
It’s a whole new way of doing things
BENEFITS of the revolution: digital shopping tools–
• Reach shoppers who don’t consume traditional media
• Tailor/target offers – more relevance, less waste
• Real-time research and feedback • More helpful, less disruptive • Easier to measure • Increase engagement • Facilitate follow-up - - real loyalty • Influence decisions upstream
(before the store)
59
60
REVOLUTION?
NOT SO
FAST
Been here… Done this 10 Reasons to Not Freak Out
61
Remember?
62
1
In the end, it’s just more couponing
63
2
Online Coupons
64
82% of consumers use coupons (up from
63% in 2007)
25% of those are using
online coupons (over 36 million shoppers)
65
evolution-insights.com
We’re just extending our media
reach/frequency
66
3
It’s just another screen
Digital shopping, digitally enabled shopping? Way, way too complex
68
4
70
huh?
TOOLS • SMS and MMS • Downloadable Apps • Mobile Websites • Check-in Features • Barcode Scanners • Augmented Reality • Digital Out of Home • Payment Peripherals
71
Digital or analog, the ‘journey’ is the same
72
5
73
Most of this digital stuff is just ‘novelty’
74
6
75
Popular iPhone Apps
Never going to get past the significant privacy issues
76
7
77
• “Harm” beyond just economic • Compliance • Liability • Transparency • Security • Data retention limited • Affirmative consent • Profiling • Disclosures • Children protections • ‘Do not track’ • Accuracy
Most of it is direct marketing without the postage
78
8
79
90%+
of total email volume is junk
“Deep shopper insights”? It has ALWAYS been about insights!
80
9
81
“The consumer is not a moron, she is your wife”
- David Ogilvy, 1960’s
Mass still works – hello, Super Bowl ads
82
10
83
84
So…
85
WE ARE IN THE MIDST
OF A RETAIL REVOLUTION
86
The Top 10 Reasons for a Digitally-Enabled Shopper Marketing Revolution
1= strongly diasagree 5= strongly agree
1. No more impulse: Every decision is informed
2. No more push: “I’ll get it when I need it”
3. No more image: “Just the facts”
4. No more loyalty: Heightened ‘deal’ sensitivity
5. No more collaboration: Brands and retailers chasing consumers
6. No more ‘national’: It’s all about local interests
7. No more audience : It’s all about the community/conversation
8. No more merchandising: It’s all about navigating
9. No more campaigns: I’m “always on”
10. No more in-store: Get on the shopping list
87
REVOLUTION?
NOT SO
FAST
88
The Top 10 Reasons Why It’s Not Really a Revolution 1= strongly diasagree 5= strongly agree
1. Already been tried: webvan, pets.com etc etc
2. Just a better way to distribute coupons
3. Just another media channel
4. Way too complex for the casual user
5. The journey is the same: Awareness, intention, consideration etc etc
6. It’s mostly “novelty” (Angry Birds)
7. Faces HUGE privacy issues
8. Just direct marketing
9. It’s always been about “insights” and still is
10. Mass still works
#1: Is This A Revolution?
89
TOTAL from the Yes/Revolution =
TOTAL from the No/Not = minus
=
Systemic Change (50 pts)
Evolve/Adapt (-50 pts)
#2: What Is Your Position?
90
Store/Retailer-Dependent: - Not necessarily ‘hostage’ - Merchandising does drive sales - Cannot go direct
Less Dependent: - More brand strength - Pull works - Able to go direct
#3: What Is Your Approach?
91
DIFFERENTIATING: - Investing - Discriminating - Experimenting - Aligning - Messaging - Equity-building - Insights/solutions
OPTIMIZING: - Spending - In-store performance - Measurable ROI - Category mgmt - Transactions - Data arms race - Channel mgmt - Trade relations
92
lands
cape
company
OPTIMIZE DIFFERENTIATE
EVOLUTIONARY
SYSTEMIC CHANGE
What Is Your Action Plan?
93
1. Disrupter: changing the game, reinventing the rules, creating the future 2. Leader: knowledgeable about all of the changes, embarking on many, a clear strategy of
experimentation, skill-building, tool-building, investing 3. Focused: fast follower, jumping on the proven tactics, tactics form the strategies, responding to
outside requests 4. Planning/preparing: getting organized, allocating budget, beginning new work
What Is Your Action Plan?
94
Rate of Change:
Retail(er) Dependency:
Position: 1. Disrupter 2. Leader 3. Focused 4. Planning/preparing
Possible Ac5on Area Op5mize/Differen5ate?
Push/pull
Transparency
Value added offers
Consumer direct
Customize/localize
Community‐building
Conversa=onal
List management influence
ecommerce
Deal/offer distribu=on
Shopper‐scripted messaging
Journey refinement
AEen=on to privacy
Insights
Other….
95
Thank You jim.holbrook@
emak.com
slideshare.net jimholbrook