gary dickson ims/mosaic aggressive store marketing tom hartdashboard advantage store level data...
TRANSCRIPT
Gary Dickson IMS/Mosaic Aggressive Store Marketing
Tom Hart Dashboard Advantage
Store Level Data Capturevia Mosaic Dashboard
TODAY’S PRESENTERS
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AGGRESSIVE STORE MARKETING
(ASM)
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ASMMosaic Water Systems’ marketing team has been creating SALES SPIKES for decades… we’ll provide you what you need to build the Super Chiller Mountain (SCM) business and your overall business.
But, make no mistake, YOU will have to be AGGRESSIVE to do it.
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Aggressive Store Promotion DOESN’T mean you’ll lose
money.
It DOES mean BUILDING YOUR BUSINESS while earning a
REASONABLE ROI while you do it.
Let’s see how.
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FIRST…the BRAND communicates
WHAT IT IS by impacting customers
through a dynamic in-store and
property line experience we call
10+ FREQUENCYPOP PACKAGE
RETAIL PRESENCE
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Every conceivable communications opportunity across the “universe” of a convenience store’s retail environment STREET IMPACT SIGNAGE PUMP ISLAND BUILDING EXTERIOR BUILDING INTERIOR
10+ FREQUENCYPOP PACKAGE
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SECOND…customers gain a
first hand experience of the
offering by TASTING it.
PRODUCT SAMPLING
RETAIL PRESENCE
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SAMPLING
The STRONGEST form of Aggressive Store
Marketing
It combines FREE with PERSONAL INTERACTION at
the point of the customer’s purchase decision. 9
SAMPLINGArbitron research (2008 study):
“…more than a third of customers who tried samples said they bought the product during the same shopping trip. Better yet…a
total of 58% said they would buy the product “after trying it.”
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SAMPLING
IT BEARS REPEATING…
Over 1/3 of customers bought immediately after the sample…and
nearly 6 out of 10 said they would buy because of sampling.
NOTHING IS MORE EFFECTIVE!
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SAMPLINGSO WHY NOT…Make it a point to have employees actively approach customers throughout the store and forecourt to offer samples?
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SAMPLINGAND IT MAKES EVEN MORE SENSE BECAUSE…
The samples (flavor concentrates and 3 oz. cups) are provided at no cost to the store!
Let’s take a closer look at the economics of SAMPLING
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SAMPLINGAverage c-store transactions per year: 440,000 (NACS; 2011). That’s an average of nearly 1,200 transactions per day.
Assume two-thirds of them shop during the 6 peak hours for store traffic. That’s 800 per day.
Assume two employees could sample 40% of them during those 6 hours – 320 sampled.
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SAMPLINGExpect one-third to buy when sampled…
107 sales.
Expect another 20% to buy soon…64 sales.
THAT MEANS…
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SAMPLING
THAT MEANS…
One day of sampling = 171 sales
REMEMBER: The objective is to average 17
sales/day. 16
SAMPLING
SO WHEN YOU…
Sample 5 days/week for first 4 weeks…
YOUR TOTAL SCM SALES
3,420 DRINKS
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SAMPLING
LET’S LOOK AT THE ROI
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ASM OFFERThe most powerful word in
sales promotion is
FREEAnd with SCM it’s both
POWERFUL & PROFITABLE 19
ASM OFFERUse forecourt signage to tell the thousands of drivers who don’t use your store…
FREE“SUPER CHARGE”
ENERGY DRINKS TODAY!20 ounce
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ASM OFFER
Make this aggressive offer for 5consecutive days…Monday through Friday
Use daily frequency of a FREE offer tocause some of those potential customersto CHANGE THEIR SHOPPING
HABITS and come into your store.
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ASM OFFER
During the FREE drink promotion, use a “Bounce Back” coupon to provide an INCENTIVE for customers to REPEAT their original change in their “shopping habits” to REVISIT your store.
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ASM OFFER
Cashiers present the “Bounce Back” coupons to ALL CUSTOMERS. The employee interaction with the customer is being aggressive in a very friendly way.
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ASM OFFER
An opportunity to “close” the deal with the customer could be to make the Bounce Back offer “Earn 5 times Perks Points.”That should motivate the second drink purchase – and also encourage the customer to join the loyalty program.
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ASM OFFER
YOU MAY ASK:
What about all your “regular” customers who also took advantage of the FREE drink?
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ASM OFFER
THAT’S GOOD!
We’re trying to build the OVERALLBUSINESS of the highly profitable
Super Chiller Mountain drinks
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ASM OFFER
AND…They also will not abandon their purchase behavior. Almost always, their FREE drink will include a purchase.
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ASM OFFER
Over 7 weeks (July 29-Sept 13) we cycle through 4 FREE OFFERS in the fashion described:Mosaic Pure & Super Fruit 7/29-8/2Super Sport 8/12-8/16Super Charge 8/26-8/30Any Super Drink 9/9-9/13
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