working with coles

Retail activation at

From a presentation by Kane Fetterplace, Head of Category Marketing - Grocery & GMA

July 2011

• Using shopper insights spasmodically

• Employ world class negotiators but need to improve the reasons why Coles buy a product

• 2nd phase of 5 year transformation journey

• Conducted 261 range reviews last year (average 1% cat growth)

• Suppliers offering activation ideas to grow their market share.

• 82% of sales are food related

Where are now

Where they are going

• Active use of customer insights from multiple sources

• 14 range review next year, more in depth and strategic

• Better supplier engagement

• Fewer idea’s, bigger idea’s, delivered on time

• Desire to be famous for

• New drives 70% of Category Growth

Advice to supply partners

• Offer something new

• Have appealing presentation

• Promote Active Selling in store

• Ask yourself ‘If I was Coles, would I care?”

• Have an answer to ‘So What?’

Coles Activation categoriesBreakthrough Innovations

Maybe 2 or 3 per year

Coles Activation categoriesMajor Category Changes

20 or 30 per year

Coles Activation categoriesMinor category changes

100’s per yearNew flavours, me too products etc

More tips for supply partners

• Make it simple to execute

• Bring personality

• Make it consistent

Activation Proof Points

• Innovation (something

• Must have appealing presentation

• Must promote active selling instore

• Will it grow the category (rather than just your market share)

)

Current POS testing

50% of teenagers don’t eat Breakfast.

This display trial is on ‘mobile or fast’ breakfast options.

• Linked to the Feed you

Family promotion, this POS unit contains the pantry items for a number of recipes in one location.

• Making shopping easier. 3 brands of Tuna make selection simpler (unless of course you like one of the brands recently dropped from the range).

• New Thai category. Coles are hoping to emulate the success of the Mexican category launch more than a decade ago.

• Shelf space taken up by promotion message.

• Ticketing messages being tested constantly

• Rapid fill, supplier funded dump bins.

Growth performance

*Tesco Group 7.3%

3.3%

1%*7.2%

-1.1%

Shopper Insights

• Coles like the word Shopper rather than customer

• Insights are great but they preferably need to be Coles Shopper insights rather than generic

• Keep asking ‘So What’

• You need Insights to support your Sales Pitch

• Do the insights answer the ‘so What’?

Kane’s final words on partnering with

• Understand our Business Strategy

• Understand our view of the Shopper

• Understand how your category / brand fits in the overall Coles scheme

• Insights must support category growth not just your brand

For a chat about how we can assist with your next POS

campaign, please contact us: Sam 0404 977 937Sean 0413 810 172

www.globalprintsynergy.com