THE CAPRĒ GROUP: Shopper Success System...
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League of Leaders Meeting June 17, 2014 Exploring the Key Capabilities Needed to Integrate & Align for Shopper Success SHOPPER ACCELERATING CONVERSION
Transcript of THE CAPRĒ GROUP: Shopper Success System...
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…
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MORE DEMANDING
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SHOPPERS ARE…
HOW DO WE
CONVERT…
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BRAND LOYALTY
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SHOPPER CONVERSION
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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
