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Fulfilling the Promiseof Shopper Marketing
An Industry Report from theRetail Commission on Shopper Marketing
Dr. Brian Harris
April, 2010
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Objectives
2
Commission Overview
Report on Commission Deliverables
Next Steps
Fulfilling the Promise
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Shopper Marketing Current Status
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Numerous definitions and approaches exist
Primarily manufacturer-driven to this point
and supported by growing investments
Strategic opportunity not well understood
by most retailers
Retailer organizations not enabled
Efforts mostly ad hoc collaboration
hamstrung by lack of a common process
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The Retail CommissionOn Shopper Marketing
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Purpose of the Commission:A New Vision
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Retailers and manufacturers increasing emphasis on
improving shopping experience Rising demand for new
collaboration model
Develop a retailer enabled platform for Shopper
Marketing Growing base of knowledge about shoppers
to enhance the shopping experience and improve
business results
Leverage willingness and energy of partners to
collaborate on and activate new insight-based retail
marketing programs
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Objectives of the Commission
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Define retailer requirements for Shopper
Marketing - strategic, operational, organizational
Integrate Shopper Marketing into currentbusiness practices
Establish new collaboration model for growth &
shopper satisfaction
Define organizational capabilities and animplementation roadmap
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Commission Member Companies
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Strategic Advisor Companies
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Focus of Commissions Work
Shopper
Retailer ManufacturerheSweetSpot
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Commission DeliverablesThe Shopper Marketing Best Practices Report:
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Retailer-centric Shopper Marketing principles
and definition
Best Practices model for Collaborative
Shopper Marketing
Enabling capabilities for retailers
and manufacturers
Roadmap for retailers and manufacturers
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Key PrinciplesTo succeed, Shopper Marketing must 1. Be shopper and consumer focused
2. Be retailer embraced and enabled
3. Deliver execution excellence
4. Be driven by a collaborative process
5. Deliver real shopper value
6. Create efficiencies and improved returns
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Shopper Marketing: DefinitionShopper Marketing is the use ofinsightsdriven marketing andmerchandising initiatives to satisfy theneeds of targeted shoppers, enhance theshopping experience, and improvebusiness results and brand equity forretailers and manufacturers.
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Collaborative Shopper Marketing ModelManufacturer
Strategic
Foundation
Core
Work
Key Enablers
Retailer
Core
Work
Key Enablers
Strategic
Foundation
Shopper
Marketing
Plan
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Shopper Marketing Planning
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Provide a common approach
Be collaborative
Be comprehensive yet not exclusionary
Not be over template-ized
Provide framework for aligning retailer
and manufacturer objectives
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Shopper Marketing PlanningIn Shopper Marketing,Retailers must address 4 core questions.
What does winning mean?
Who will we win with?
How do we make winning happen?How do we bring it to life?
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Components of the Collaborative ProcessStrategic FrameworkShopper Segmentation
Shopper TargetingShopper Marketing Strategies
Platform
Program17
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Strategic ContextDevelopment
Retailer Inputs
Corporate Strategies Division Strategies Department Strategies Tactical Area
Business Strategies
(Pricing etc.)
Manufacturer Inputs
Corporate Strategies Business Unit Strategies Category / Brand
Strategies Customer ManagementStrategies Innovation Strategies
SuccessMeasurement
PolicyClarity
StrategyClarity
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Retailer Inputs Shopper Insights Shopper Segmentation,
Value, and OpportunityGaps
Target Segments Shopper Segment
Expectations Shopper Segment
Objectives
Shopper & ConsumerInsights Target Consumer Target Shopper
Segment Customer Opportunity
Gaps Shopper Marketing
Best Practices
StrategicAlignment
Manufacturer Inputs
SegmentValuation &Prioritization
ShopperSegmentation
AlignmentShopper
Segmentation
ShopperStrategyCreation
ExpectationSatisfactionAssessment
ShopperExpectation
Identification
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Shopper Segment Alignment
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Components of the Collaborative ProcessStrategic FrameworkShopper Segmentation
Shopper TargetingShopper Marketing Strategies
Platform
Program21
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What is a Platform?
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Objectives & insights
Key messages & themes
Target shoppers, stores,
departments, categories
Performance targets & measures
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Retailer Inputs Shopper Insights
Target Shopper
Segments
High Affinity Categories
/ Brands
Platform Ideas
Platform Evaluation
Criteria
Shopper & Consumer
Insights
Brand Strategies
Brand Equity
Expectations
Brand Treatment
Criteria
Platform Ideas
Manufacturer Inputs
Performance
Measures
Platform
Targets
Platform
Definition
Platform
Development
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Retail Choice
Exposure Need/Entry
Research
List
Discover/Locate
Review
ConvertSelect
Purchase
Ancillary
Selection
Install/Store
Prepare
Utilize
Evaluate
Express
The Shopper Behavior Cycle provides a framework for the development ofShopper Marketing Platforms
Shopper Behavior CycleHow can we influenceShopper ConsumptionBehavior?
How can we influenceShopper PlanningBehavior?
How can we influence ShopperPurchase Behavior?
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Shopper Marketing Platform ExamplePlatform Definition
Name:Get Fresh With Us
Description:Delivering fresh, healthy alternatives that are good
tasting and good for you.
Objective:Drive penetration and frequency in perishables with coreand mid-loyal shoppers.
Key Message / Theme:Our food is so fresh, youll think we grew it outback
Platform TargetShopper Segment(s):Foodies, families, young health-minded
couples
Geographies / Store
Clusters:Upscale urban and suburban stores
Departments /
Categories:Produce
Prepared Foods
Performance Targets & MeasuresSales:
+ 7%
Profit:
+10%
Shopper:
Two additional trips per
month
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What is a Program?
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Program objectives
Communication hierarchy
Target brands
Tactical elements: marketing,
merchandising and operational
Performance targets Implementation plan
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Retailer Inputs
Platform and Program
Scorecard
Sales Based
Information
Shopper Based
Information
Operational Based
Information
Program Ideas
Manufacturer Inputs Research Based
Information
Sales Based
Information
Brand Tracking
Information Operational Based
Information
SM ROI and Budgeting
Program Ideas
Performance
Measures
ProgramDevelopment
Program
Definition
Program
Targets
Program
Tactics
Implementation
& Review
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Program ExampleName:Fresh & Ready To GoShopper Insights: 48% of targeted shoppers plan dinners the
day of the meal. 32% eat out two more times weekly.
Objectives: Drive increased purchases in the FreshDepartments among loyal shoppers and increased penetration
among less loyal shoppers.
Target Shoppers: High Loyal & Mid-Loyal Time StarvedFamilies
Target Markets: Upscale Urban and Suburban MarketsCommunication:Simple meal solutions your family will love
made from quality fresh products in less than 20 minutes
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Target Brands: Market Leader Premium Brands and Own BrandTactical Elements: Circular
Website Menu Planning
Moms Discussion Blog, Facebook Posts, Twitter Tweets
Email meal of the day
In-Store way finding signage
Solution Tables with Sampling
Meal Bundle promotion pricing
Menu Cards and meal planning guides
Performance Targets: High-Loyals 3% basket size increase and 1 more trip per
month.
Mid-Loyals - 8% Penetration increase in Fresh departments, 5%
basket size increase, 1.5 more trips per month
Contd
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Program Example
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Program Scorecard
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Collaborative Partner Involvement
Le1Pan
Le2Pan
L
3
Pan
Strategic FrameworkShopper Segmentation
Shopper TargetingShopper Marketing Strategies
Platform
Program
Strategic
Tactical
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Key Enablers for Shopper MarketingStrategy
Process
Excellence
Information, Insights
& Measurement
Organization
Capability
Best PracticeCompanies
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Retail Commission Next StepsQ4, 2009 Q3-4, 20101-2, 2010
In-Store Expo Commission Introduction
Strategic Advisory CompanyDiscovery & Working Sessions
Interim Report Publication
In-Store MarketingSummit
Collaborative Process Development
Joint CommissionWorking Session
Final ReportPublication
Collaborative Pilots
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Fulfilling the PromiseWhats Required
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Organization understanding, commitment and
alignment (internal and external)
Common definitions and processes Building the enabling capabilities
Investing in the strategic vision versus funding the
tactical opportunity
Sharing shopper information and insights
Implementing the plans
Measuring performance
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Fulfilling the Promiseof Shopper MarketingAn Industry Report from the
Retail Commission on Shopper Marketing
Thank You