League of Leaders Meeting

June 17, 2014

Exploring the Key Capabilities Needed to Integrate & Align for Shopper Success

SHOPPER ACCELERATING

CONVERSION

CHALLENGES CONTINUE TO PLAGUE RETAIL…

2

MORE DEMANDING

3

SHOPPERS ARE…

HOW DO WE

CONVERT…

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BRAND LOYALTY

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SHOPPER CONVERSION

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7

THINK ACT DIFFERENT DIFFERENT

…strong CAPABILITIES are the key.

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So why do

CAPABILITIES

help convert

shoppers?

• Enables nimbleness

• Facilitates seamless interactions

• Empowers ongoing improvement

COMMON GAPS

1. Focus on competencies vs. capabilities

2. Lack shopper integration across functions

3. Operate in silos vs. interdependent systems

PREVENTING CONVERSION:

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Shopper

Conversion

Capability

Framework™ Accelerating Results

thru Capability

What are the key

CAPABILITIES

needed to

win?

©The Capre Group 2013

TARGET & ASSESS EACH CAPABILITY :

BASICS LEADER PARITY

• What creates greatest market impact?

• Where are the basics enough?

• Where does differentiation influence?

So how are you

going to create

COMPETITIVE

ADVANTAGE?

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Which Capabilities Drive Your

Competitive Advantage?

CAPABILITIES OPTIMIZE

COLLABORATIVE PARTNERSHIP

PERVASIVE P2P INSIGHTS

& MEASUREMENT SUPERIOR EXECUTION

SHOPPER ENGAGEMENT

HIGH IMPACT

STRATEGY GO-TO-MARKET

BREAKTHROUGH

BASICS LEADER PARITY

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SHOPPER ENGAGEMENT

HIGH IMPACT

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HOW TO BUILD SHOPPER MARKETING

Key Drivers of Shopper Marketing

Common Insights & Process Across Organization

Align on Measures & Adapt Based on Learnings

Influence JBP / Collaborative Planning

PLATFORM

TA

CT

IC

tactic

TA

CT

IC

Tactic

TA

CT

IC

TA

CT

IC

ta

ct

ic

Ta

ctic

Implement Shopper Platforms vs Tactics

Retailer

Goals

CPG

Goals

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Executing a Common Process

Across Your Organization

Optimizes Impact

The Caprē Group Shopper Marketing

Process…Fueled by Insights

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Target Top to

Top

2012 Planning

Meeting

Opportunity Blueprint

Insights Analytical Plan

P2P Activation Strategy

Knowledge Summary

P2P Shopper Program

Customer Selling Story

Creative Brief

ASSESSMENT STRATEGY

DESIGN EXECUTION

COLLABORATE

Execution & Measurement

Insights Led Programs Across P2P

Shopper Assessment &

Opportunity Identification

P2P Program Strategy & Metrics

With a capability in place…

Organizations can

leverage insights to

IMPACT SHOPPERS.

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The Spectrum of Insights is Expanding…

INSIGHTS MEASUREMENT MEASUREMENT

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MEASUREMENT MEASUREMENT INSIGHTS

purchase attitudes + brand

tracking + trip missions

integrated consumer &

shopper need states + shopper

touch points

p2p triggers & influencers

consumer occasions + syndicated +

loyalty habits &

practices + retailer equity + media relevance

& receptivity

Leading CPGs Leverage a Variety of

Combinations

With a capability in place…

Organizations are able to think

more strategically around

PLATFORMS vs TACTICs.

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OBJECTIVE:

Maintain accelerated growth of the Outdoor Living

department by converting casual customers into destination shoppers

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“I choose Walmart because they offer simple & affordable solutions to help me take care of my yard. I’m already there for my other needs, so it

saves me another stop. ”

Central Garden: Back to Yard

Floor pallets interrupt shoppers

Circular kicked off Spring Season

Radio ads create awareness during the seasons

How-to flyers provide simple directions to simplify taking care of the yard

Central Garden: Back to Yard

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Radio Ads

Flyers

Floor Pallets

Direct Mail/Email

CRM

End-cap & On-shelf

Digital

Circular

With a capability in place…

Organizations are

streamlined to create

CONTINUOUS LEARNING.

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24 ©The Capre Group 2013

But We Need to Understand the

Interdependencies

• Shopper Marketing must be based on Insights

• Strategies should be influenced by Shopper

• Shopper Marketing programs should be tracked and measured for continuous learning

• Shopper Marketing should align to make shopper central to plan

SO WHERE ARE

YOU TODAY?

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TARGET & ASSESS EACH CAPABILITY :

BASICS LEADER PARITY

• What creates greatest market impact?

• Where are the basics enough?

• Where does differentiation influence?

So how are you

going to create

COMPETITIVE

ADVANTAGE?

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Shopper

Conversion

Capability

Framework™ Accelerating Results

thru Capability

©The Capre Group 2013