shopper marketing discussion 2-17-11 afternoon
DESCRIPTION
Discussion guide for the 2-17-2011 RetailNet Group shopper marketing breakout sessionTRANSCRIPT
1. Where are your shoppers shopping? – Shi3s – Alterna7ves
2. What is their decision process? – Shi3s – Alterna7ves
3. How are you organized/resourced? 4. What is disrup7ng your work? 5. How does all of the above impact how you do:
– Messaging – Merchandising – Ac7va7on
6. Key takeaways – where to op7mize, and where & how fast to differen7ate?
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CATEGORIES: Retailer specific: amazon, Best Buy Media partners: Elle, Mens Health Local: Vancouver, malls Social: facebook, myshopanion Offers: couponsherpa Scanners: redlaser, barcode hero Search: shopsavvy, google shopper Geo: aisle411, fastmall Lists: groceryIQ Reward: shopkick
• Channels • Pure plays • Mul7‐channels
• Migra7ng categories – speed
• Online • mobile
• ‘demographics’‐ genera7onal, adop7on, urban • Insights • Shi3ing points of influence • Media consump7on • Impact of recommenda7ons • Impact of loca7on • What is impulse? • Digitally enabled trip • Concierge‐ing
RATE OF CHANGE
fast
moderate
STORE DEPENDENT
high medium/low
electronics
baby
toys
frozen
What is the rate of change in your category? How retailer‐dependent are you?
Your op7ons: ‐ op7mize in your posi7on ‐ differen7ate in your posi7on ‐ move posi7ons
Our objec7ve is to: Our role in the organiza7on is to: We are accountable for: Our focus is: Our available resources are: We are constrained by: What we have found that works is: What we have found that doesn’t work for us is: The insights that we hold dear are: The way we divine insights is: We are experimen7ng with: We are excited about:
• Integrated • Transparent • Social • Personalized • Targeted • Local • Contextual
My Company Is Doing This:
• Products/loca7on • Product info • Recommenda7ons, referrals • Tailored incen7ves • Seek feedback • Adver7sing (targeted) • Currency • ‘loyalty’ management • Customer service • Tracking