shopper marketing: amplified - the ipm · pdf fileabout we build shopper marketing and...
TRANSCRIPT
The IPM is the heart of the promotional marketing
industry, providing a platform for brands and agencies
through membership.
As a key part of the UK’s guardianship of the self-
regulation that our industry enjoys, the IPM provides
legal, education and training that enables marketers
across the board to create campaigns with confidence
in the UK and beyond.
Our passion is to provide our audiences with market leading relevance and insight through partnership.
Your IPM
TODAY’S PRESENTERS
Camille Kennedy Senior Director of Marketing
Snipp Interactive
Justin Stephenson Managing Director, UK
TPN Retail Marketing UK
Adam Doran Managing Director, UK
Snipp Interactive
Carey Trevill Managing Director
IPM
About
We build shopper marketing
and promotions solutions for
brands, agencies and
marketers. We have a
comprehensive suite of
solutions including Mobile
Receipt Validation to provide proof of purchase and data
capture, mobile promotions
and contests, cash back,
digital rewards - including pre-licensed music and movie
downloads and an enterprise
class loyalty platform.
WE ARE TPN RETAIL MARKETING
A DYNAMIC RETAIL AND SHOPPER MARKETING AGENCY, BORN IN TRADITION, LIVING AT THE INTERSECTION OF PHYSICAL AND DIGITAL RETAIL. WE HELP OUR CLIENTS REIMAGINE RETAIL
THROUGH CONTENT THAT CREATES NEW CONVERSATIONS RELEVANT IN A COMPLEX AND CHANGING RETAIL LANDSCAPE.
.
SHOPPER MARKETING
Understand shopper behaviour
Understand channels
Provide benefit
Amplify your shopper marketing
Influence purchase
THE ROLE AND
PURPOSE OF SHOPPER
MARKETING CONTINUES
AS A FUNDAMENTAL
ROLE IN THE ORGANIZATION
Best Practice 1
There are a limited
number of seats at
the table and retailers are already
beginning to choose
their favourites. The winners will likely have
greater influence with
their chosen partners,
greater access to data and increased
opportunities to
influence shoppers”
THE ROLE OF
SHOPPER
MARKETING
“
IRISH SPRING SIGNATURE FOR MEN
Snap Photo Upload Photo Redeem Reward POS In-Store
Consumer sees program
marketed in-store & online and
purchases participating
products.
Consumers submit the photo via
text, email, web or app, on any
device.
Consumers text or email
campaign keyword
to get started. They then
snap a photo of their
receipt.
SnippCheck validates
purchase(s) and determines
qualification based on program
business. Rules Multiple reward
options available to be sent
back to users.
CHANGING FACE OF SHOPPER
Tougher retail landscape
Physical retail carries on but differently
Content is changing the game
Digital changing behaviours & rituals
THE US SOCIAL
LANDSCAPE
93% of shoppers’ buying
decisions are influenced by
social media.
For online merchants, the
average order value influenced by social media in last year was
$143.46.
When people follow a brand on Twitter, 72% are more likely to
make a future purchase from
that brand.
UK SOCIAL STATS As of Q4 2014, 60% of people in the UK
had an active account with a social
network.
Purchases from social media grew 202%
last year in the UK.
eBay predicted that the value of social
media within the retail sector will more
than double from £1.5bn to around
£3.3bn over the next two years.
43% of consumers revealed that they
specifically browse through platforms
such as Facebook, Twitter, Pinterest,
Instagram and Google+ to seek
inspiration for the types of products to
buy.
Pinterest: Buy-able Pins
Mobile shoppers’ frustration
“There are over 60 million buy buttons to chose
from… now you can buy these items without having
to leave Pinterest”
From mobile -> social media commerce
“The trend has been mobile
was winning. It's now won” -Eric Schmidt, Google
90% of consumers use their
smartphones in-store to
engage with offers.
Shoppers who use their phone
along the path-to-purchase
convert at a 40% higher
rate.
In the past 5 years, digital media consumption on mobile and tablet has increased up to 1721%, while
desktop consumption only increased
37%.
THE UK MOBILE LANDSCAPE
In 2014, there were 16 billion wireless
devices, 2 per person. By 2020, there will be 41+ billion wireless devices, with 4 per
person.
76% of UK households have smartphones.
73% of UK shoppers predict they will spend
more on mobile this year, and 15% now use
mobile as their primary shopping device…
60% are on their mobile while out shopping
…but almost half of consumers feel their mobile experience could be improved.
THE MOBILE LANDSCAPE IN
CONSTANT EVOLUTION
Prediction for the future: spend on mobile marketing will triple
8% (US) vs 6% (UK) spend on Mobile – will triple Retailers holding back experiences Over 1 billion glances per day Emerging markets innovation drivers From connecting people to networking brands
5 KEY INGREDIENTS FOR BETTER MOBILE MARKETING
For the long haul
Simplonaneity
Deep-linking
Mobile CRM
Omni- channel
STATE OF US ECOMMERCE
Within 5 years, 5% of
FMCG sales will be
online
50% of growth in
FMCG in the next 5 years will come from
eCommerce
FMCG brands must
get their minimum
share of eCommerce
EVERYWHERE COMMERCE MUST
DRIVE ACQUISITION AND RETENTION
Predictive
personalisation
Curated engagement
Intuitive Devices
Relevant robots
US PERSPECTIVE ON LOYALTY
Is brand loyalty a thing of the past?
Almost 60% of US consumers
report the number of brands
they consider purchasing
has increased significantly.
KELLOGG’S FAMILY REWARDS
We’re pleased with the way the
program has performed. We’re pleased
so far with the results.
We’re a CPG company looking for a
way to differentiate ourselves. “
” Mark Staples, Associate Director Kellogg’s Family Rewards Loyalty/ Kellogg Company
IN THE UK, WINNING LOYALTY IS
KEY Loyalty challenge – only 10% shoppers do ALL shopping from same retailer.
1.
75% would increase loyalty - better pricing and a wider choice.
2.
62% of shoppers agree the values and benefits of well-known brands mean less today than they once did.
3.
Majority are open to technology helping them with their shopping - priority is for better ways compare prices and find value.
4.
IN THE UK, 8-IN-10 SHOPPERS WOULD LIKE
TECHNOLOGY TO HELP THEM IN SOME FORM
WITH THEIR FUTURE GROCERY SHOPPING
81%
19%
WOULD LIKE TECHNOLOGY TO HELP… DON’T WANT TECH TO HELP
52%
48%
31%
22%
21%
Comparing prices
Finding the best offers
Sticking to a budget
Reducing food waste
Meal / recipe ideas
@IGD 2015
Consumers choose the activities
they want to get points for:
• Watch video
• Create content
• Share content
• Refer-a-friend
• Play a game
• ‘Like/follow’ a brand
• Answer a quiz
• Take a survey
• Complete/add to profile
• Lifestyle – Fit Bit; Jawbone; Apple
Watch; My Fitness Pal, Strava etc.
ADVOCACY, INTERACTION, &
ENGAGEMENT
MEASURE ROI,
MEASURE ROI,
MEASURE ROI.
Best Practice 6
80% of marketers can’t demonstrate the
effectiveness of their marketing spend.
DATA TO PROVE ROI
Use combinations of data to
measure:
syndicated data
panel data
marketing metrics
sell-in data from trade
receipt data
retailer data
lessons learned by retailer
TAKEAWAYS 1. THE ROLE AND PURPOSE OF SHOPPER
MARKETING CONTINUES AS A
FUNDAMENTAL ROLE IN THE
ORGANIZATION
2. EMBRACE THE INFLUENCE OF SOCIAL
MEDIA
3. IDENTIFY AND ADAPT THE IMPORTANCE OF
MOBILE
4. FROM ECOMMERCE TO EVERYWHERE
COMMERCE
5. ACQUISITION AND RETENTION IS
EVERYTHING
6. MEASURE ROI, MEASURE ROI, MEASURE
ROI.