| |
| |
| Preface | |
| |
| |
| Acknowledgements | |
| |
| |
| Introduction | |
| |
| |
| |
| Definition: what is shopper marketing? | |
| |
| |
| |
| Science of shopping | |
| |
| |
| |
| |
| Point of view on shopper marketing | |
| |
| |
| |
| Introduction | |
| |
| |
| Defining shopper marketing | |
| |
| |
| |
| identification | |
| |
| |
| |
| disruption | |
| |
| |
| The role of packaging | |
| |
| |
| What role do in-store media have to play? | |
| |
| |
| |
| enticement | |
| |
| |
| The shopper: same person, different context | |
| |
| |
| |
| Shopper marketing: the discipline, the approach | |
| |
| |
| |
| 3Ss approach | |
| |
| |
| Go-to-market calendarization | |
| |
| |
| Conclusion | |
| |
| |
| Reference and further reading | |
| |
| |
| |
| Seven steps towards effective shopper marketing | |
| |
| |
| |
| |
| start with the corporate and marketing objectives and strategies | |
| |
| |
| |
| make the right choices | |
| |
| |
| |
| get an in-depth understanding of the current business situation at the key retailers | |
| |
| |
| |
| get an in-depth understanding of key retailers' organization, objectives and strategies | |
| |
| |
| |
| know the shoppers and their shopping behaviour | |
| |
| |
| |
| develop a shopper marketing strategy and plan as part of tailored and complete account plans | |
| |
| |
| |
| execute with excellence and measure the results | |
| |
| |
| Reference | |
| |
| |
| |
| Bringing shopper into category management | |
| |
| |
| |
| References | |
| |
| |
| |
| Illogic inside the mind of the shopper | |
| |
| |
| |
| Shopper-driving forces | |
| |
| |
| Types of shoppers | |
| |
| |
| Targeting consumer segments | |
| |
| |
| |
| For shoppers there's no place like home | |
| |
| |
| |
| Appeasing the picky child | |
| |
| |
| Emerging lessons from the home experience: the genesis of true brand loyalty is often the home | |
| |
| |
| Home experiences generate cultural tasks, not need states | |
| |
| |
| |
| Shopper mega-trends: health, wellness and the environment | |
| |
| |
| |
| Methodology | |
| |
| |
| High interest | |
| |
| |
| All are one | |
| |
| |
| Cross-fertilization | |
| |
| |
| Use multiple benefits | |
| |
| |
| Credibility is key | |
| |
| |
| Set a standard | |
| |
| |
| Instant gratification | |
| |
| |
| Tracking trends | |
| |
| |
| |
| Understanding shoppers' complex decisions | |
| |
| |
| |
| Complex shopper decisions | |
| |
| |
| Values and value | |
| |
| |
| Health | |
| |
| |
| Provenance | |
| |
| |
| Ethics and the environment | |
| |
| |
| The paradox of packaging | |
| |
| |
| |
| The three shopping currencies | |
| |
| |
| |
| Retailing is a relationship business | |
| |
| |
| The 'give-gets' of the shopper in the store | |
| |
| |
| Relating single-item purchases to individual shoppers | |
| |
| |
| Time as the measure of shopping | |
| |
| |
| Time is opportunity to sell | |
| |
| |
| Participating with the shopper - 'active retailing' | |
| |
| |
| Understanding shopper behaviour vis-�-vis understanding products | |
| |
| |
| Angst: a vague, unpleasant emotion | |
| |
| |
| Choices, choices, choices | |
| |
| |
| Reference | |
| |
| |
| |
| Making your brand part of a shopper solution | |
| |
| |
| |
| Engineering solutions | |
| |
| |
| Adjacencies, insights and investments | |
| |
| |
| Speaking with shoppers | |
| |
| |
| |
| Strategy: how to approach shopper marketing | |
| |
| |
| |
| Connecting, engaging and exciting shoppers | |
| |
| |
| |
| Introduction | |
| |
| |
| The eyes have it | |
| |
| |
| A harmonious relationship | |
| |
| |
| Scents of place | |
| |
| |
| The power of touch | |
| |
| |
| Taste sensation | |
| |
| |
| My place, my space, my experience | |
| |
| |
| |
| Tailing your shoppers: retailing for the future | |
| |
| |
| |
| Retailing versus routine | |
| |
| |
| E-tailing: reaching customers at home and at work | |
| |
| |
| Tailing: innovating retail for the future | |
| |
| |
| Tailing in Roppongi Hills: comfort and convenience | |
| |
| |
| Tailing in Nau: webfront meets the homefront | |
| |
| |
| Tailing in Boots: location is everything | |
| |
| |
| Summary | |
| |
| |
| |
| Retail media: a catalyst for shopper marketing | |
| |
| |
| |
| |
| Integrated communications planning for shopper marketing | |
| |
| |
| |
| The 'target consumer' - moving out of the crosshairs | |
| |
| |
| Evolution of media and retail - engaging consumers who are in control | |
| |
| |
| Measuring the effectiveness of the store as a marketing weapon | |
| |
| |
| Seven barriers to development of shopper marketing | |
| |
| |
| Right place, wrong time | |
| |
| |
| |
| The conversion model for shopper research | |
| |
| |
| |
| |
| In-store measurements for optimizing shopper marketing | |
| |
| |
| |
| A breakthrough measurement platform using in-store video | |
| |
| |
| Understanding shopping behaviour | |
| |
| |
| Planning for shopper marketing in a holistic framework | |
| |
| |
| Testing in real-world shopper labs | |
| |
| |
| Monitoring and tracking the impact of shopper marketing | |
| |
| |
| |
| The missing link: turning shopper insight into practice | |
| |
| |
| |
| Fewer decisions are taken in-store than previously thought | |
| |
| |
| Some implementation examples of these findings | |
| |
| |
| The search for the right message at POP sometimes involves breaking the existing category rules | |
| |
| |
| The road to successful implementations | |
| |
| |
| References | |
| |
| |
| |
| Capitalize on unrealized demand among shoppers | |
| |
| |
| |
| |
| The loyalty ecosystem within your shopper environment | |
| |
| |
| |
| Understand your segments | |
| |
| |
| Segment ahead of the curve | |
| |
| |
| Enhance the customer environment | |
| |
| |
| |
| Overcoming common mistakes in shopper-centric retailing | |
| |
| |
| |
| Don't underestimate what it takes | |
| |
| |
| Don't think category, think shopper | |
| |
| |
| You can't do analysis in isolation | |
| |
| |
| Stop trying to cast the net so wide | |
| |
| |
| Expand your horizon - at least beyond the fiscal year | |
| |
| |
| |
| Touching the elephant | |
| |
| |
| |
| The elephant | |
| |
| |
| The blind men | |
| |
| |
| Moral of the parable | |
| |
| |
| |
| Shopper marketing as a crucial part of retailer partnership | |
| |
| |
| |
| Introduction | |
| |
| |
| Shopper marketing and chain strategy | |
| |
| |
| The crucial role of strategic partnerships | |
| |
| |
| Conclusion | |
| |
| |
| |
| Collaborating to ensure shopper marketing execution | |
| |
| |
| |
| |
| Putting the shopper into your marketing strategy | |
| |
| |
| |
| Introduction | |
| |
| |
| Successful shopper marketing programmes are an expression of shopper-centric thinking and a deeply rooted shopper-centric culture | |
| |
| |
| Effective shopper marketing programmes are shaped by a company's commitment to earn and grow shoppers' lifetime loyalty | |
| |
| |
| Effective shopper marketing programmes are informed by an intimate, household-level understanding of shopper behaviour and its influences | |
| |
| |
| Successful shopper marketing programmes are recognized by both retailers and manufacturers as an area of strategic collaboration | |
| |
| |
| Successful shopper marketing programmes are managed as a dynamic set of activities benefiting from continual measurement and improvement | |
| |
| |
| In closing, an encouragement | |
| |
| |
| Reference | |
| |
| |
| |
| Execution: what is shopper marketing in action? | |
| |
| |
| |
| Increasing shopper marketing profitability with innovative promotions | |
| |
| |
| |
| Shopper-oriented promotions | |
| |
| |
| Getting back to basics | |
| |
| |
| Increasing purchase decisions | |
| |
| |
| Does the trade love your brand? | |
| |
| |
| Big, colourful, simple | |
| |
| |
| The reason why | |
| |
| |
| Innovation means cost-efficiency | |
| |
| |
| |
| Nestl� Rossiya, Russia | |
| |
| |
| |
| Russian retailer environment | |
| |
| |
| Nestl� Group shopper approach in Russia | |
| |
| |
| Cases and implementation | |
| |
| |
| |
| Using emotional insight in shopper marketing | |
| |
| |
| |
| The story of Sue | |
| |
| |
| The shopper as a hero | |
| |
| |
| |
| Winning shoppers with cause marketing | |
| |
| |
| |
| Find an issue your core customer cares about | |
| |
| |
| Be in for the long term and integrate | |
| |
| |
| Identify the actionable insight | |
| |
| |
| Engage the local community | |
| |
| |
| Avoid compassion fatigue | |
| |
| |
| Measure, measure, measure | |
| |
| |
| Allow your programme to evolve | |
| |
| |
| Winning shoppers with cause marketing | |
| |
| |
| |
| Tesco Fresh & Easy, USA | |
| |
| |
| |
| Creating value for customers | |
| |
| |
| Communicating through the shopping trip | |
| |
| |
| An organizational endeavour | |
| |
| |
| |
| Shopper-oriented pricing strategies | |
| |
| |
| |
| Pricing tipping points: managing price gaps based on shopper perceptions | |
| |
| |
| Six dimensions of price image: the building blocks of a shopper-oriented pricing strategy | |
| |
| |
| |
| Packaging can be your best investment | |
| |
| |
| |
| Packaging as your most efficient marketing investment | |
| |
| |
| Packaging makes more of an impression | |
| |
| |
| Through its package! | |
| |
| |
| Packaging is no longer strictly three-dimensional | |
| |
| |
| Consumers have become more in tune with packaging | |
| |
| |
| You must stay in tune with your packaging | |
| |
| |
| For many products, packaging is their sole form of advertising | |
| |
| |
| Packaging as the 'fifth P' in your marketing mix | |
| |
| |
| Increased role of shopper marketing | |
| |
| |
| |
| Six principles to drive effective packaging | |
| |
| |
| |
| Designing for the shopper: six principles to drive effective packaging | |
| |
| |
| Driving success: including the shopper in the design process | |
| |
| |
| |
| How to maximize ROI with package promotions | |
| |
| |
| |
| Is the package of daily consumer goods a mass medium? | |
| |
| |
| What is the most cost-efficient form of in-store campaigning? | |
| |
| |
| |
| choose the most profitable objective | |
| |
| |
| |
| choose the most effective promotion mechanism | |
| |
| |
| |
| implement package promotion as a process | |
| |
| |
| Index | |