1. ENSURE
PRESENTATION
By: Jeremy Vargo, Brittany Case, Michelle
Christabelle, Rachel Gilbert

2. Who is the Shopper
 Caregiver is a family member or paid helper
who regularly looks after a child or a sick,
elderly, or disabled person

3. Who is the Shopper
 Caregiver is a family member or paid helper
who regularly looks after a child or a sick,
elderly, or disabled person
 33% of caregivers are between 18 and 34
years old

4. Who is the Shopper
 Caregiver is a family member or paid helper
who regularly looks after a child or a sick,
elderly, or disabled person
 33% of caregivers are between 18 and 34
years old
 87% are under 55 years old

5. Who is the Shopper
 Caregiver is a family member or paid helper
who regularly looks after a child or a sick,
elderly, or disabled person
 33% of caregivers are between 18 and 34
years old
 87% are under 55 years old
 Adults 55+ are growing 3 times the rate of
population
 Need for caregivers will nearly
triple

6. Positional Returning Customers
Will Follow the Path to Purchase
Path to
Purchase
1.
Create
Demand
2.
Choosing
An Outlet
3.
Navigating
the Store
4.
Making a
Selection

7. Path to Purchase
• Caregivers
• To stay fit and
healthy/help
maintain their
health
• Care
recipients
• Health care
professionals
• Wal-Mart,
Kroger, Target,
Costco, CVS,
Sam’s Club
• Retail Partners
of Abbott
Nutrition
• Multiple
packages per
trip
• Do not go back
until it’s finished
• Stores that are
easy to
navigate
• One stop
• Variety
• Proximity to
home
• Health products,
prescriptions,
food supplies,
personal needs
• Build eye
catching point of
purchase
displays
• In-store
promotion
• Anticipate
running out of
product
• Proper product
placement
• Eye-level
• Point-of-
purchase
displays
• IRC
• Buy a brand that
has the best
deal
• Buy a product
that offers the
highest nutrition
content
• Flavor
• Well-known
brand
• Price
Creating
Demand
Choosing an
Outlet
Navigating
the Store
Making a
Selection
The Shopper Path to Purchase

8. The Shopper Path to Purchase
 Creating Demand
 Shoppers: caregivers

9. The Shopper Path to Purchase
 Creating Demand
 Shoppers: caregivers
 Needs & motivation for nutrition:
to stay fit and healthy/help maintain care receivers’
health
 87% responded “I want to buy products that offer the best
nutrition

10. The Shopper Path to Purchase
 Creating Demand
 Shoppers: caregivers
 Needs & motivation for nutrition:
to stay fit and healthy/help maintain care receivers’
health
 87% responded “I want to buy products that offer the best
nutrition
 Who influence their needs? care recipients

11. The Shopper Path to Purchase
 Creating Demand
 Shoppers: caregivers
 Needs & motivation for nutrition:
to stay fit and healthy/help maintain care receivers’
health
 87% responded “I want to buy products that offer the best
nutrition
 Who influence their needs? care recipients
 Choosing an outlet

12. The Shopper Path to Purchase
 Creating Demand
 Shoppers: caregivers
 Needs & motivation for nutrition:
to stay fit and healthy/help maintain care receivers’
health
 87% responded “I want to buy products that offer the best
nutrition
 Who influence their needs? care recipients
 Choosing an outlet
 Navigating the store

13. The Shopper Path to Purchase
 Creating Demand
 Shoppers: caregivers
 Needs & motivation for nutrition:
to stay fit and healthy/help maintain care receivers’
health
 87% responded “I want to buy products that offer the best
nutrition
 Who influence their needs? care recipients
 Choosing an outlet
 Navigating the store
 Making a selection

14. Marketing Opportunity: 1
 Printed on box “visit www.ensure.com to join
our loyalty program and get $1 off your next
purchase”

15. Marketing Opportunity: 1
 Printed on box “visit www.ensure.com to join
our loyalty program and get $1 off your next
purchase”
 60% of shoppers own smart phone and more
than half using it during shopping

16. Marketing Opportunity: 1
 Printed on box “visit www.ensure.com to join
our loyalty program and get $1 off your next
purchase”
 60% of shoppers own smart phone and more
than half using it during shopping
 QR codes on inside of boxes

17. Marketing Opportunity: 1
 Printed on box “visit www.ensure.com to join
our loyalty program and get $1 off your next
purchase”
 60% of shoppers own smart phone and more
than half using it during shopping
 QR codes on inside of boxes
 Account set-up
 Receive $1 off coupon

18. Marketing Opportunity: 1
 Printed on box “visit www.ensure.com to join our
loyalty program and get $1 off your next
purchase”
 60% of shoppers own smart phone and more than
half using it during shopping
 QR codes on inside of boxes
 Account set-up
 Receive $1 off coupon
 Scan QR code for each purchase of Ensure
 Each time a QR code is scanned consumers
receive $1 off coupon

19. Marketing Opportunity: 1
 Printed on box “visit www.ensure.com to join our
loyalty program and get $1 off your next purchase”
 60% of shoppers own smart phone and more than half
using it during shopping
 QR codes on inside of boxes
 Account set-up
 Receive $1 off coupon
 Scan QR code for each purchase of Ensure
 Each time a QR code is scanned consumers
receive $1 off coupon
 After 5 codes entered, coupon for free box

20. Marketing Opportunity: 1
 Allows Abbott access to consumer details and
demographics through personalized profile
consumers set up on website
Benef
its

21. Marketing Opportunity: 1
 Allows Abbott access to consumer details and
demographics through personalized profile
consumers set up on website
 Ensure no longer becomes an option – it
becomes automatic
 Loyalty program drives repeat purchases
Benef
its

22. Marketing Opportunity: 1
 Allows Abbott access to consumer details and
demographics through personalized profile
consumers set up on website
 Ensure no longer becomes an option – it
becomes automatic
 Loyalty program drives repeat purchases
 77% are actively seeking information on
caregiving
 Tips for caring available through loyalty program
Benef
its

23. Point of Purchase Display
 End cap display in Wal-Mart

24. Point of Purchase Display
 End cap display in Wal-Mart
 Display loyalty program

25. Point of Purchase Display
 End cap display in Wal-Mart
 Display loyalty program
 Near grocery section of the store vs. the pharmacy
portion of the store
 75% caregivers are buying their care receivers’ groceries

26. Point of Purchase Display
 End cap display in Wal-Mart
 Display loyalty program
 Near grocery section of the store vs. the pharmacy
portion of the store
 75% caregivers are buying their care receivers’ groceries
 Caregivers are quick shoppers

27. Point of Purchase Display
 End cap display in Wal-Mart
 Display loyalty program
 Near grocery section of the store vs. the pharmacy
portion of the store
 75% caregivers are buying their care receivers’ groceries
 Caregivers are quick shoppers
 If its not easy to find they
wont buy it

28. Critical Communication Touch
points
 Retail
 Caregivers see loyalty program opportunity

29. Critical Communication Touch
points
 Retail
 Caregivers see loyalty program opportunity
 Caregiver chooses Ensure over competing
brands

30. Critical Communication Touch
points
 Retail
 Caregivers see loyalty program opportunity
 Caregiver chooses Ensure over competing
brands
 Placement in store

31. Critical Communication Touch
points
 Retail
 Caregivers see loyalty program opportunity
 Caregiver chooses Ensure over competing
brands
 Placement in store
 Digital
 Website must be attractive and simple

32. Critical Communication Touch
points
 Retail
 Caregivers see loyalty program opportunity
 Caregiver chooses Ensure over competing
brands
 Placement in store
 Digital
 Website must be attractive and simple
 Keeps consumer coming back

33. Critical Communication Touch
points
 Retail
 Caregivers see loyalty program opportunity
 Caregiver chooses Ensure over competing
brands
 Placement in store
 Digital
 Website must be attractive and simple
 Keeps consumer coming back
 Consumer can manually enter QR code rather
than scan it if preferred

34. Convincing the Retailer
 Increasing not only brand loyalty but retail
loyalty
 Point of purchases displays provide ease of
navigation

35. Convincing the Retailer
 Increasing not only brand loyalty but retail
loyalty
 Point of purchases displays provide ease of
navigation
 Flow of shopping trip for caregiver

36. Convincing the Retailer
 Increasing not only brand loyalty but retail
loyalty
 Point of purchases displays provide ease of
navigation
 Flow of shopping trip for caregiver
 Automatic purchase

37. Convincing the Retailer
 Increasing not only brand loyalty but retail
loyalty
 Point of purchases displays provide ease of
navigation
 Flow of shopping trip for caregiver
 Automatic purchase
 One stop shop