Ann Guillemyn at the Marketing Shower
17
Shopper marketing at Colruyt Vlerick marketing showers 28/6/2011
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Transcript of Ann Guillemyn at the Marketing Shower
Shopper marketing at Colruyt
Vlerick marketing showers
28/6/2011
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Colruyt Group
Together, we create sustainable added value
through value driven craftsmanship in retail
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Colruyt
222 shops250.000 tickets
Every day
18.000 m³ goods
every day14.700 employees
3 million extra
cards56 million leaflets
each year
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Our strategy…
On top of our lowest price guarantee for each product at every moment, we want to inform our customers in a certain way:
– Efficient: • Inform our customers well, inform the right customer
• Making sure they obtain a maximal benefit
– Sustainable:• We only send leaflets to customers who choose to receive them
(opt-in)
– Servicable:• Helping our customer choose
• Helping them gain time
= DNA COLRUYT
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Shopper marketing at Colruyt :
insight driven
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Shopper data
From Figures to Insights, to actions…
SalesExtra data
Marketresearch
NielsenGfk…
Suppliers
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Shoppermarketing at Colruyt = more than marketing at the
point of purchase…
Assortment
Activation
Pricing
Channel
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Assortment choices
Exclusif buyers ?
Brandlovers ?
Switchers ?
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New assortment : does it attract extra buyers ?
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Price-elasticity
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Placements : balance between ‘hot’ and ‘cold’ spots
Hot
Hot Hot
Hot
Hot
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In-store, yes
But according to
DNA Colruyt
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Promotions ?
Categorie uplift or only substitions ?
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Shoppermarketeers …
1. Empathy – Knowledge in strategy of the retailerDNA of Colruyt
2. Objectif & consistentStick to your story !
You win some & you lose some
3. DataknowledgeRetailer is in the drivers seat, but wants a co-piloteCategory Management is more than shelvingprojects…
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Shoppermarketing at Colruyt
• Knowledge
• Large scope
• Impact
• Fascinating
