IQ Shopper Marketing

SHOPPER MARKETING
STRATEGY, TACTICS & ACTION
January, 2011

Copyright © 2011 IQ Agency

SHOPPER MARKETING:
AN INTRODUCTION
Copyright © 2011 IQ Agency 2

WHY DO SHOPPER MARKETING?
Build awareness in the marketplace

Discover customers earlier in the sales cycle

Create brand preference

Support comparisons, affect selection, and provide help and utility to shoppers

Deliver discounts at the right time and place

Drive purchase

Drive repeat usage and loyalty (and increase brand preference)

Shopper marketing strategies show you what to do when.


WHAT IS SHOPPER MARKETING?

“ Shopper marketing encompasses a wide
array of delivery mechanisms and
promotional tactics that can be used to
reach consumers along the path to purchase,
from demand generation through the entire
shopping process to post-purchase
relationship management.”


YOU PROBABLY ALREADY THINK ABOUT
BUSINESS AS A FUNNEL
CUSTOMER

AWARENESS CONSIDERATION PURCHASE //

The ‘moment of truth’


SHOPPER MARKETING IS ABOUT
EXTENDING THE FUNNEL

AWARENESS CONSIDERATION PURCHASE USE LOYALTY

CUSTOMER


SHOPPER MARKETING IS ABOUT


AT HOME

a ON-THE-GO
CUSTOMER
t IN STORE


SHOPPER MARKETING WORKS WITH YOUR
CAMPAIGN AND PRODUCT MARKETING
Shopper Marketing sits underneath your advertising campaigns and product marketing
as a suite of technology platforms that support the brands.

CAM IGN
EXEC PAIGN MPA TION
CA CU

DIGIT
UTIO
ILITY
N EXE

AL CO
D UT
BRAN

NTEN
SHOPPER

T
MARKETING
IGN CAM
MPA TION
CA CU EXEC PAIGN
UTIO
EXE PROMOTION / SAVINGS N


6 INSIGHTS ABOUT HOW BEST
TO ENGAGE TODAY’S CONSUMER

1. CONNECTING THE DOTS BETWEEN ALL OF THE
PARTICIPANTS
END CONSUMER

SWEET SPOT

RETAILER MANUFACTURER


2. WHEN ASKED WHY THEY USE SHOPPER
MARKETING TOOLS, CONSUMERS ARE CLEAR

86 %
WANT TO
SAVE MONEY
Of course, we know that what they say and what people actually do are
not always the same...


3. THE SPLINTERED MEDIA LANDSCAPE

Today’s media landscape contains many more channels than in the past and customers
are engaging very differently with brands. Traditional marketing programs had fewer
components, a linear flow, and easier integration.

The old way


3. THE SPLINTERED MEDIA LANDSCAPE

The new way The new way that consumers navigate the
media landscape is both fractured and with
each consumer in the driver seat. Forrester
has recently referred to this as the
“splinternet.”

In the shopper space, a successful strategy
has to take into account this splintering and
the availability of the wide variety of ways
that shoppers choose to interact.


4. MARKETING IN SPACE AND TIME
The rhythms and routines of everyday life are influenced on a variety of scales. Shopper
marketing can tap into these life-stage, seasonal, and situational triggers.

HUMAN’S LIFE

SEASONAL

SITUATIONS


5. CONSUMERS AND SHOPPERS CAN AND WILL
PROVIDE FEEDBACK ON THEIR EXPERIENCES
Today’s consumer has the power to immediately complain or complement each
touchpoint they have with a brand. When a customer has a good experience with a
brand, they tell 3 people; when it’s bad, they tell 10,000. Shopper marketing tools can
involve your brand in this consumer feedback loop.


6. SEARCH BEHAVIOR FOR CPG FAVORS THE
SUBJECT AREA, PROBLEMS AND SOLUTIONS
SUBJECT AREA > PROBLEM > SOLUTION / PRODUCT > BRAND XYZ

SKIING
DRY SKIN
MOISTURIZER
BRAND XYZ
The circles above display the search
volume for each search term (in 2009).

A holistic shopper marketing search media strategy will test and refine buys across each
of these different ways that consumers use web search to find information, content and
utility, and savings.


DIGITAL SHOPPER MARKETING:
STRATEGIC FRAMEWORK

REMEMBER, SHOPPER MARKETING IS ABOUT


AT HOME

a ON-THE-GO

t IN STORE


DRIVING CONSUMERS TOWARD PRODUCT
PURCHASE


AT HOME

a
ON-THE-GO

tSTORE
IN


AND SITUATING THE CONTEXTS AS THEY
CONTRIBUTE TO PURCHASE


AT HOME

a
ON-THE-GO

tSTORE
IN


SHOPPER MARKETING TOOLBOX OF TACTICS
Digital shopper marketing

Non-digital shopper marketing

AT HOME IN STORE ON-THE-GO

• Demographically- and
behaviorally-targeted online
display advertising

• Search advertising and local
search advertising

• Retailer websites including e-
Circular

• Brand websites and microsites
(content), branded utilities

• Social media, blogs, and
trusted sources for research

• Email-based CRM

• Printable coupons

• Television

• Print advertising

• Direct mail





• Product packaging QR and
photo-based applications
display advertising
• Mobile-based information and
• Search advertising and local
search advertising
support for decision

• Mobile-based coupons or
Circular
promotions

• In store television
(content), branded utilities • Digital kiosk

• Social media, blogs, and • Post-purchase digital coupons
trusted sources for research • Post-purchase coupon
• Email-based CRM • Circular
• Printable coupons • Rebates
• Television • Packaging , on-shelf
merchandising / advertising

• Direct mail





• Product packaging QR and
photo-based applications
• Local search advertising

display advertising • Mobile websites
• Mobile-based information and
• Mobile coupons
• Search advertising and local support for decision
search advertising
• Mobile-based coupons or • Mobile applications (product
location or stock info, price
Circular
promotions
comparisons, barcode
• In store television scanner, shopping list, or
(content), branded utilities • Digital kiosk
augment product use)

• Post-purchase digital coupons • SMS-based promotions (text-
• Social media, blogs, and to-win)
trusted sources for research • Post-purchase coupon
• Mobile CRM
• Email-based CRM • Circular
• Outdoor and other OOH
• Printable coupons • Rebates advertising

• Television • Packaging , on-shelf • Radio
merchandising / advertising

• Direct mail


SHOPPER MARKETING TACTICS VISUALIZED

In-store television Loyalty kiosk On-aisle television

Marketing and loyalty programs in retailer’s space let manufacturers touch consumers
where their message, content, or promotion matters most.



Loyalty programs outside of retailers give manufacturers more flexibility, though
frequently at added cost, since it requires a stream of content updates and management.



Printed (and digital) circular Retailer CRM email

Retailer printed coupons



Walmart has an ongoing content
program which collects 12 ‘mommy
bloggers’ to forge an online
community around walmart’s key
shopper demographic.



Target has just released a holiday-themed iPad application. The app has more than just
an interactive store finder and circular, but also contains holiday music and content.



Location extensions power the map-based
results for pizza in Atlanta.


LOCATION-BASED COUPONING AND LOYALTY
PROGRAMS
Google Mobile Advertising 1020 PlaceCast ‘ShopAlerts’ PlacePunch

PlacePunch makes it easy for any
franchise or business to implement
online marketing campaigns that
integrate with Foursquare,
Facebook Places, Twitter and other
location-based social networks.
ShopAlerts is a location-based mobile PlacePunch enables you to build
marketing solution that reaches loyalty programs that reward
consumers while they are shopping or customers for checking into your
spending time doing the things that venues, enables you to automatically
Google Mobile Advertising uses
they enjoy most - creating send personalized Tweets to
their location extensions
unparalleled relevancy tied to place customers and helps you learn more
framework to present ads with
and time. The service works on any about your customers and locations.
the shopper’s current distance.
phone to deliver messages that
Note: mobile searches at consumers find valuable - not
google.com have grown 500% intrusive - and reaches customers to in
in the last two years. a mindset to make a purchase.


COMPELLING SHOPPER MARKETING RESULTS

comScore reports from 2008 through 2010 show that digital shopper marketing has an
impact on retailer visits and retail sales.

Online display ads have increased store traffic by 6%, and combining online display with
search marketing can drive up store visits 43%.

One longitudinal study also showed that online advertising has generated an average
sales lift of 9% in retail channels.

In the grocery space, retailers have seen similar increases of 7% sales lift, along with 4%
increased basket penetration and the addition of two extra shopping trips per month on
average.


SHOPPER MARKETING TACTICS IN CONTEXT

Primary shopper flow

Search Social Media e-Circular Social Media Brand CRM or loyalty
advertising & blogs and brand sites program
(feedback)
Traditional Retailer website
AT HOME media
Brand site Retailer CRM email

Word of mouth

a
Location-based Mobile Utilities Mobile CRM
Mobile website advertising offers for in-use scenarios

Mobile couponing
ON-THE-GO Retailer/ product In-store comparison
finder and research

tSTORE
IN
In-store media

Circular Kiosks
Employee advice
Digital enhancements
to packaging (QR, etc) Post-purchase coupon


SHOPPER MARKETING STRATEGY DEVELOPMENT
Develop the strategic context

• What does winning look like?

• Which consumers should you target?

• Which customers (retailers)?

Develop the platforms

• How will you do it?

• What leverage do you get by integrating across platforms?

Develop and create the programs

• What is the creative program execution that will get you there?


SHOPPER MARKETING STRATEGY DEVELOPMENT

EMERGING Identify the business opportunities, set goals
BRAND ARCHITECTURE and match them to consumer segments to
find ‘sweet spot’ between consumer, brand,
and retail partner(s).

CONSUMER SEGMENTATION
STUDY
Map the consumer’s needs and
RETAILER scenarios to the business funnel
and select tactics.
RELATIONSHIPS

Deploy the resulting tactics as a
program and measure results.


PRODUCT EXAMPLE
In market program
Phase 1 approach
Phase 2 approach
Primary shopper flow

Search Social media Social media Brand CRM or loyalty
advertising (Facebook + twitter) (feedback) program

Traditional Retailer digital
AT HOME media
Brand site integration

a
Mobile website Location-based Mobile utilities
advertising offers for in-use scenarios
Mobile search
advertising
ON-THE-GO Retailer/ product Mobile couponing
finder
In-store comparison

tSTORE
and research
In-store media
Digital enhancements
IN to packaging (QR, etc)


PRODUCT EXAMPLE
Phase 1 Phase 2

• Brand website redesign to include content program,
campaigns, and promotions
• Continued content programs for website

• Test traditional media
• Create search marketing through analytics-driven search
marketing campaign
• Expand retailer integration (explore website, mobile
applications)
• Test-drive mobile search advertising, especially if geo-
targeting can drive business goals
• Based on outcomes from mobile coupon and mobile
search, test-drive location-based couponing.
• Integrate with retailer digital channels including e-
Circular
• Create mobile application for in-use scenarios especially
around safety (could include tips, reminders)
• Create packaging QR codes (or other in-store marketing)
to allow research and comparison.


THANK YOU
For more information contact Melissa Dreyer newbiz@iqagency.com 678-449-2028


IQ Shopper Marketing

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (20)

Semelhante a IQ Shopper Marketing

Semelhante a IQ Shopper Marketing (20)

Mais de SoDA Speaks

Mais de SoDA Speaks (10)

Último

Último (20)

IQ Shopper Marketing