Professional Documents
Culture Documents
Poll question #1
In your opinion, what best describes the industrys
definition of shopper:
a) Clear and well understood
b) Ambiguous and not well understood
c) The same as consumer and used interchangeably
d) The same as category management and used
interchangeably
Consumer
Shopper
Whatsthe
difference?
Shopper Needs
Requirements that
I need fulfilled
as part of the
shopping process
e.g. variety, value,
convenience, experience
Unclear
Unfocused
Imprecise
Consumers
Shoppers
DEMAND
BUY
thepath
topurchase
EVAL
UATI
ON
BUY
DEMAND
PLA
PU
RC
HA
SES
TION
P
M
U
CONS
TRIPS&
MISSIONS
SHOPPER
SEGMENTS
STORECHOICE
DRIVERS
SHOPPERINSIGHTS
thepath
topurchase
CONSUMER
SEGMENTS
PRODUCT&
PLACEMENT
PRICE&
PROMO
BUY
DEMAND
PL
PU
RC
HA
SES
AN
CONSUMERINSIGHTS
CONSUMPTIONNEEDS
MEDIA&SOCIAL
&PATTERNS
INFLUENCES
SATISFACTION
DRIVERS
EVAL
UATI
ON
TION
P
M
U
CONS
10
TRIPS&
MISSIONS
SHOPPER
SEGMENTS
CONSUMER
SEGMENTS
SHOPPERS
SHOPPERINSIGHTS
PRODUCT&
PLACEMENT
TRIPS&MISSIONS
thepath
STORES&MARKETS
topurchase
PRICE&
PROMO
BUY
DEMAND
PL
PU
RC
HA
SES
AN
CATEGORIES&PRODUCTS
CONSUMERINSIGHTS
PRICE&PROMOTION
CONSUMPTIONNEEDS
MEDIA&SOCIAL
&PATTERNS
INFLUENCES
SATISFACTION
DRIVERS
EVAL
UATI
ON
TION
P
M
U
CONS
11
Keyareas
areasofoffocus
focus
Key
The Right Shoppers and Missions
Shopper Loyalty and Retention: build loyalty and retain more key
shoppers by monitoring and managing shopper habits, shopper
satisfaction and loyalty as well as equity and image of banners and
brands.
12
13
Poll question # 2
Which digital application will have the greatest influence
on the way shoppers shop for CPG in the next 5 years?
a) Product search
b) Online circulars
c) Social media
d) Mobile planning tools
e) Ecommerce
14
Aswestarttotackle
digitalshopping in
relationtoCPG:
howmuchdowe
see,andhow
muchremainsto
beseen?
15
16
17
Physical
PU
RC
HA
SES
Offline
E VA L
UATI
ON
Consideration
Digital
BUY
Consumer
Sentiment,
needs, and
Satisfaction
DEMAND
Marketing
Perception
PLACE
N
PLA
Web / Mobile
planning
Influence
Connected
CO
PTIO
M
U
S
N
Purchase
Sales Share
vs.
Competition
(all channels)
18
Sowhatisbeneaththat
iceberg?
Aworldofchange,
aworldofchallenges
butaboveallaworldof
opportunity
19
20
CPG
Brand
Marketing
Objectives
Common
Sales
Objectives
Retailer
Shopper
Marketing
Objectives
From
selling more of my brands or
categories to the shoppers in
your stores
To
using my brands and
categories to bring more
shoppers to your stores,
more often
Shopper
Management
21
Brand Demand
Brand Consumption
CPG
Brand
Marketing
Objectives
Common
Sales
Objectives
Retailer
Shopper
Marketing
Objectives
Trip Planning
Channel / Store
Choice
In-store Product
Choices
22
CPG
Brand
Marketing
Objectives
Common
Sales
Objectives
Retailer
Shopper
Marketing
Objectives
23
24
Objectives
26
Demand
Distribution
HHs
$
Key Characteristics
23%
32%
Performance Patrons
Only the best!
27%
24%
16%
13%
10%
5%
Pragmatic One-Stoppers
Stick to the list.
Proud Penny Pinchers
Make every cent count.
16%
12%
12%
10%
27
Demand
Demographics
Young, Affluent,
University Educated
Families with Younger
Kids
Ethnic Skew
Key Qualities
Experimental & Likes
to shop
Seen as a leader in
trying new products
and giving product
advice
Willing to pay more for
quality & trusted
Brands
Other Facts
Family & Referral
Cul-de-Sacs & Play Dates
heavily influence buying
behavior
Cares about the
Environment
Highest Total Store Loyalty to Retailer X Likes to save money,
Highest Segment Penetration
but has no time to look
Most Productive Segment
through flyers
Heaviest Cleaners Buyer Anywhere
Opportunity to convert shoppers &
expand purchasing in Retailer X
28
Demand
Light Buyers
Heavy Buyers
Avg $ Per
Buyer
37%
$7
63%
$34
74%
26%
% Buyers
% Dollars
29
Demand
Cul-de-Sacs &
Play Dates
8%
9%
Performance
Patrons
Diligent Deal
Seekers
8%
$5.1MM
Opportunity
In Closing Gap
Total Kit/Gen Buyers
Heavy Buyers
6%
6%
30
Plan
Total Non-Food
54
Stock
up
Routine
Fill-in
38
Special
Occasion
2 41 7 3
0
33
13 2 4 3
0
Special Leisure/
For Fun/ Shop For Emergency
Offer Indulgence To Browse Today
Essential
LOW
Supermarkets
Reminder
Shopper Involvement:
MODERATE
Decision-Making Autonomy:
MODERATE
Price Perception:
Private Label Influence:
Neither Increasing
nor Decreasing
MODERATE
31
Place
Retailer X
12%
Warehouse
Club
17%
27%
32
Place
33
Pu rcha ses
Wipes
Multi-purpose
Green
Citrus/Lemon Scent
Bottles (over Triggers)
Store Brand, particularly in Wipes
34
Pu rcha ses
35
Buy
PrestoreShopping
Influencers
Advertising
Auto-pilot
55
Buzz
POS/Promotion
attention
25
Others
preference
Pack browsing
Coupon
New product
attention
Staff
recommendation
Kitchen/General Cleaners
category is purchased
66% more on deal among
the desired segment
18
Price
comparison
21
Shopping
companion
36
Recommendations
Pre-Store
In-Store
Customize
37
Thank you!