connected shopper journey planning
TRANSCRIPT
Today’s shoppers have more power over brands than ever before.
Although the food and drink industry has not yet seen the level of
digital disruption experienced elsewhere, we cannot ignore the impact
of enabling technology on the path to purchase or other seismic shifts
such as the rise of the discounters.
All brand owners are aware of these changes and are responding to
them. Some have fully embraced the opportunities presented and
are winning; others have merely renamed departments and bolted on
‘shopper’ or ‘digital’ to their existing plans.
Our approach is different. It has shopper thinking at its heart. Because of
this it will help you win and deliver incremental sales to your business.
Why do you require a new commercial approach with shopper thinking at its heart?
Pre Purchase:Inform and Convince
At Store / online: Inform and Convince
In Aisle / online: Convince
In Aisle / online: Convince & Interrupt
PROXIMITY TO PURCHASE DECISION
PU
RC
HA
SE
How are successful brands cutting through in today’s retail environment?Brands that deliver personalised content, simple and relevant joined
up communications, new partnerships and the right value equation are
gaining competitive advantage. At Nimbus we call this Planning and
Executing Connected Shopper Journeys.
Although how people shop is changing, we believe that the overall steps
to purchase – what they do and why they do it – have not. A purchase
is still triggered, planned, selected and bought once any barriers have
been overcome; pre and post purchase loyalty mechanics are still
relevant.
Connected Shopper Journeys
© Nimbus Marketing Network Ltd 2015
The foundation level is making shopping as easy as possible: the right
layout, range and fixturisation in every sales channel. This is then built
on with very clear brand activation and tailored look of success.
There are now more touchpoints than ever on the Path to Purchase.
By building your shopper propositions around 5 core principles – The
Nimbus 5Ps – we believe that your investment return will increase, and
incremental sales will be delivered.
In simple terms, this means creating and delivering the best possible
content to your consumers and shoppers, with the right level of
personalisation. All interactions should be contextually relevant,
reinforcing core brand values with minimal noise. New partnerships on
any level – inter company, agency or consumer based – should be a core
part of your thinking.
Appropriate Category Vision overlay then ensures effective collaboration
with your retail partners, using the right tools to lock in commitment.
At this point you can then plan and deliver new Connected Shopper
Journey propositions to market.
What steps should be followed to unlock Connected Shopper Journeys?
How do Nimbus create meaningful shopper connections in today’s retail environment?
Changing Behaviour
Getting the Basics Right
Today TomorrowFuture
5. Connected Shopper Journeys
4. Future Store / Customer Collaboration / JBP
3. Category Vision Activation by Channel
2. Channel Look of Success & Brand Activation
1. Ease of Shop
Perfect Content
Pure and simple
Personalised connections
Present where relevant
Pioneering Partnerships
© Nimbus Marketing Network Ltd 2015
ROI will be demonstrated by delivering the right metrics for the right
campaign in the right channels. Therefore we will plan these with you
and model the outcome to ensure you can give full transparency to
your business.
We are world class shopper experts who will bring a unique and fresh
external perspective into your company. This will be underpinned by
tried and tested methodologies. We will isolate and deliver on insight
and capability gaps, generate momentum and provide the best practice
tools you require
Our experience covers every aspect of FMCG, and have all worked for
more than ten years in the category, shopper and digital space. We also
have sister agencies who can provide insight generation and activation
solutions if required, and our offer also extends to other areas such as
Integrated Business Planning and Capability Development.
We currently work with a number of marketing leading clients on all steps
of the planning cycle, from delivering the basics right up to creating and
activating new shopper strategy. We will talk your language and understand
your challenges, and would very much welcome the opportunity to discuss
with your further
By following the five steps to unlock Connected Shopper Journeys and
building new shopper propositions around the 5Ps, mental and physical
availability of your brands will increase. This will deliver incremental sales
to your business.
Through working with us you can also expect visible changes in the
internal integration of your insights and strategy. There will be better
collaboration and understanding across all commercial functions, and
stronger prioritised external customer partnerships.
How will Nimbus demonstrate ROI?
Why will Nimbus add value to your business?
© Nimbus Marketing Network Ltd 2015
Mark Davies Laura Gray Marc Warburton Gemma [email protected] [email protected] [email protected]@nimbusgroup.co.uk
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biographies and our extended offer areas
please visit www.nimbusgroup.co.uk.
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