My first ever public presentation

1. The Theater of Retail : Improving Volume through In-store Marketing and Promotions Jade M. Tulio VP for Operations-Marketing, HBC Home of Beauty Exclusives

2. The Theater of Retail : Improving Volume through In-store Marketing and Promo FIRST ACT : The Performing Arena : The Store

3. RETAILIZATION The Performing Area : The Stage The Performer The Audience

4. RETAILIZATION Rising Power of Retailers Rising Power of Shoppers

5. RETAILIZATION Scary Brand Fact # 1 70% of purchase decisions are made in-store POPAI – POP attitude and imagery study 2005

6. RETAILIZATION Scary Brand Fact # 2 : The First Moment of Truth Shoppers waste no more than 6 seconds before selecting a brand Economist 2005

7. RETAILIZATION International Retailization Study 2005 An average of 74% of shoppers in various categories will NOT change store even if their retailer stopped stocking their favorite brand Scary Brand Fact # 3 X

8. RETAILIZATION International Retailization Study 2005

9. RETAILIZATION International Retailization Study 2005 Are private label products a good alternative to other brands? YES ! Global shoppers - 68% Asia - 51% Philippines - 30-40% but growing! Scary Brand Fact # 4

10. RETAILIZATION Retailers own the point of contact between shoppers and brands

11. RETAILIZATION POWER of RETAIL THINKING OPTIMIZING SALES CONNECTING BRANDS to SHOPPERS

12. OPTIMIZE the BRAND at all points of contact with the retail world RETAILIZATION SHELF WINDOW CASHIER AISLES/ ACTIVITY AREA Tester area On-site activation off-site activation On-line

13. The Performing Arena The meeting place between your products and the shoppers BUY TRY “ THE SHELF”

14. The Retail Language External Footcount Walk-in/ Catchment Rate Transaction Count (TC)/ Capture Rate Transaction Value (TV) X P Revenue Equation SALE Higher basket value = # of skus and/ or price # of customers who buy X

15. The Retail Language Profit Equation GMROI Gross Margin percentage Sales to Stock Ratio Gross Margin return on investment Gross Margin Net Sales X Net Sales Ave. Inventory Cost = X

16. The Retail Language Profit Equation SNACKS Low Margin, High Turnover TOOLS High Margin, Low Turnover = DO the Volume Game

17. The Retail Language BUT THERE’S JUST NOT ENOUGH SPACE !!

18. The Retail Language Think like a Retailer

19. The Theater of Retail : Improving Volume through In-store Marketing and Promo ACT 2 : Who will watch tonight?

20. The Age of the Shopper ACT 2 : Who will watch tonight?

21. INFORMED DEMANDING Shopper Power “ For the first time, the customer truly is the BOSS, which is fascinatingly frightening because everything we used to do and used to know will NO LONGER WORK “ Kevin Roberts, Saatchi & Saatchi

22. Shopper Power Be in the SHOPPER FIRST Business Shopping fulfills a social function Reimagine the boring chore of buying things Fun and exciting Create WANTS ! Not Needs ! WANT = WHAT DRIVES US

23. Shopper Power NOT INDIVIDUALS S I T U I D A L S

24. PE O PLE Z A P !! ACT 2 : Who will watch tonight?

25. RETAILIZATION LOVES the SITUATION and LOVES the SHOPPER ACT 2 : Who will watch tonight?

26. The Theater of Retail : Improving Volume through In-store Marketing and Promo ACT 3 : YOUR Brand ON-STAGE Zeroing the Spotlight

27. ACT 3 : Your BRAND ON-STAGE, ZEROING the SPOTLIGHT Scene 1 : The Performer Behind the Brand THE ART OF CREATING DEMAND The Brand stands for a relevant,quality PRODUCT The Brand is never the SOLUTION, the PRODUCT is Make the CLEAR USP innovate “ Brands have to be innovative and stimulate the market through their products. The less they do that, the less and less relevant those brands become.” -David Roth, BQ Marketing Director

28. ACT 3 : Your BRAND ON-STAGE, ZEROING the SPOTLIGHT Scene 2 : MAKE IT STAND OUT ! Nothing more important than keeping your products FRESH Branding starts and ends on the shelf Simple Changes to a product’s design/ packaging can lift sales. Packaging and Design is an indicator of product quality SIMPLICITY FRESHNESS ATTRACTIVENESS GET ME !

29. Scene 3 : Merchandising from a Retailer’s Eye ACT 3 : Your BRAND ON-STAGE, ZEROING the SPOTLIGHT 1.) Consistent with the store’s image 2.) Nature & Packaging of the product dictates how it is being displayed 3.) Harness CRM power to mine POS data to classify merchandise 4.) Product’s profit potential 5.) Visual Merchandising Techniques a.) Idea Oriented b.) Color Presentation c.) Price Lining

30. Scene 4 : The Performer’s PROPS : In-store Visual Communications ACT 3 : Your BRAND ON-STAGE, ZEROING the SPOTLIGHT 1.) Study the lay-out of the store – where do they walk ? What do they avoid or where do they gravitate to ? IN-STORE SHOPPING SCIENCE

31. Scene 4 : The Performer’s PROPS : In-store Visual Communications ACT 3 : Your BRAND ON-STAGE, ZEROING the SPOTLIGHT 2.) Align signs and graphics with the Store’s Image. 3.) Keep signs and Graphics Informative and Fresh 4.) Limit the Copy of signs & use appropriate type faces. The Magnifying Glass vs. Wobbler Mania

32. Scene 4 : The Performer’s PROPS : In-store Visual Communications ACT 3 : Your BRAND ON-STAGE, ZEROING the SPOTLIGHT 5.) Create theatrical Effects that play on the senses or atmospherics inside the performance arena.

33. % brands with sale lifts with POP ACT 3 : Your BRAND ON-STAGE, ZEROING the SPOTLIGHT POPAI Supermarket Study 2001 Courtesy of Publicis Manila

34. ADVERTISING and ATL promotions should COMMUNICATE the RATIONALE reason and CREATE the EMOTIONAL Benefit Ace Saatchi’s “Lovemarks” Scene 5 : PLAYBILL : THE ART OF CREATING DEMAND through COMMUNICATION to pull the audience to your Destination Channel

35. ACT 3 : Your BRAND ON-STAGE, ZEROING the SPOTLIGHT Emotional Engagement at the First moment of truth Scene 5 : PLAYBILL Through extensive study of consumers and their buying behaviors and habits in-store

36. PLACE PRICE PROMO ACT 3 : Your BRAND ON-STAGE, ZEROING the SPOTLIGHT BRANDS without any ATL I’m much better ! Arena : Beside Coppertone, snacks/drinks, TRY : sunflowers as shelftalkers & Tester coming from an Automated Dancing sunflower or a promo girl in sunflower skirt Hawaiian style offering a handmassage 5% lower Free Sunflower summer body massage nextpurchase and sunflower anklet when you buy this + the travel size!

37. The Theater of Retail : Improving Volume through In-store Marketing and Promo ACT 4 : Where would an ACTOR be without his lines? Script Angles : Your Consumer Offer

38. ACT 4 : Where would an actor be without his lines? PRICE OFFERS : COMMODITIES - YES ! NON COMMODITIES - UH-OH ! THINK ABOUT IT ! SCENE 1 : WHEN TO USE THE PRICE LINE BRAND DNA BRAND STRATEGY PRODUCT LIFECYLE APPETITE FOR WAR TARGET MARKET

39. ACT 4 : Where would an actor be without his lines? SCENE 2 : PREMIUMS AS IT WAS INTENDED TO BE Should ENHANCE the ORIGINAL PRODUCT and CATEGORY ADD VALUE, NOT TAKE AWAY BUT NOT TOO MUCH AS TO BE OF MORE VALUE THAN THE ORIGINAL PRODUCT BUILD A THEME. CREATE A STORY SLOW MOVING + SLOW MOVING = DEATH “ NOT JUST FOR THE HECK OF BUNDLING SOMETHING” “ NOT JUST TO PLEASE THE RETAILER”

40. ACT 4 : Where would an actor be without his lines? THE BUNDLING TRAP Hair Color and Toilet Tissue Shampoo and Cotton Buds Buy 2 Get 1 toothbrush Feminine wash & powder Case Shampoo and Loofa Feminine wash and cotton buds

41. ACT 4 : Where would an actor be without his lines? SCENE 3 : INSTANT GRATIFICATION THROUGH REWARDS REALISTIC GIFT WITH PURCHASE Increased transaction value by 35%

42. ACT 4 : Where would an actor be without his lines? THE MAGIC OF GIVEAWAYS SCENE 3 : INSTANT GRATIFICATION THROUGH REWARDS TRUST THAT YOUR CUSTOMER WILL COME BACK REWARD NOW, EARN A LOT LATER

43. ACT 4 : Where would an actor be without his lines? SCENE 4 : RETAIL IMPACTING CREATE SHOPPING SITUATIONS IMPACTFUL and HAPPENING PURCHASE EXPERIENCE INTERACT WITH THE PRODUCTS Pike Place

44. ACT 4 : Where would an actor be without his lines? SCENE 4 : RETAIL IMPACTING IMPACTING SALES BY AWAKENING DESIRES NOT JUST 2 D BUT 3D, MAKE IT A WHOLISTIC AND SENSORY BRAND EXPERIENCE !!

45. ACT 4 : Where would an actor be without his lines? SCENE 4 : RETAIL IMPACTING SERVICE = EXPERIENCE DRIVEN AND A PARTICULAR WAY OF DELIVERING LOVE SPOIL YOUR SHOPPERS ROTTEN!! SHOW THEM YOU CARE ABOUT THEIR SHOPPING : LOVE ME DO !

46. ACT 4 : Where would an actor be without his lines? SCENE 4 : RETAIL IMPACTING HOW-TOs 1.) KEEP IT F RESH 2.) E XTEND THE IDEA 3.) M ERGE THE FIRST & SECOND MOMENT OF TRUTH 4.) CREATE C LARITY & I NVOLVEMENT

47. ACT 4 : Where would an actor be without his lines? STEP 1 KEEP IT F RESH – The Latest & The Hottest

48. ACT 4 : Where would an actor be without his lines? Courtesy of Proximity Worldwide, A CRM subsidiary of BBDO

49. ACT 3 : Your BRAND ON-STAGE, ZEROING the SPOTLIGHT

50. ACT 4 : Where would an actor be without his lines? STEP 2 E XTEND THE IDEA -Use your point of difference to create an impact in-store Make the shelf come alive by putting on a SHOW

51. ACT 4 : Where would an actor be without his lines? THE PLAYBILL

52. ACT 4 : Where would an actor be without his lines? THE PLAYBILL

53. THE SHOW IN-STORE OFF-SITE BRAND ACTIVATION AT ALL TOUCH POINTS

54. ACT 4 : Where would an actor be without his lines? STEP 3 M ERGE the FIRST & SECOND MOMENT OF TRUTH TRY BUY

56. ACT 4 : Where would an actor be without his lines? STEP 4 CREATE C LARITY & I NVOLVEMENT Need clear & relevant reasons to choose your brand

57. ACT 4 : Where would an actor be without his lines? Involve the customer in THE SHOW But make sure it is simple! 5 minute recipe!

58. The Theater of Retail : Improving Volume through In-store Marketing and Promo ACT 5 : A Little help from the Stage Managers People who help the Actor with his Lines

59. ACT 5 : A Little Help from the Stage Managers SCENE 1 : NOT JUST PROMO GIRLS ! Build a Campaign around them Make them Talk but not harass Brand Ambassadors = reflect brand DNA personality COMPLImen3 to increase TV VIRAL Referrals to increase TC

60. SCENE 2 : ADDED VALUE through SERVICE & EDUCATION ACT 5 : A Little Help from the Stage Managers

61. The Theater of Retail : Improving Volume through In-store Marketing and Promo ACT 6 : The Performer’s Dream: Sold Out Tickets

62. ACT 6 : The Performer’s Dream: Sold Out Tickets IT’S NOT JUST THE STANDING OVATION. IT SHOULD BE THE SOLD OUT TICKETS ! Less the…

63. ACT 6 : The Performer’s Dream: Sold Out Tickets WHO IS THE DIRECTOR? FORMULATE A CREATIVE RETAIL STRATEGY !

64. ACT 6 : The Performer’s Dream: Sold Out Tickets BREAK A LEG !

65. The Theater of Retail : Improving Volume through In-store Marketing and Promotions Jade M. Tulio VP for Operations-Marketing, HBC Home of Beauty Exclusives