Ann Guillemyn at the Marketing Shower

transcript

Shopper marketing at Colruyt

Vlerick marketing showers

28/6/2011

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Colruyt Group

Together, we create sustainable added value

through value driven craftsmanship in retail

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Colruyt

222 shops250.000 tickets

Every day

18.000 m³ goods

every day14.700 employees

3 million extra

cards56 million leaflets

each year

http://www.google.be/imgres?imgurl=http://2.bp.blogspot.com/_J7EdQWfcPrs/ST5B75T2x9I/AAAAAAAAK9M/-tWtYFK5jZ0/s400/Colruyt7222.jpg&imgrefurl=http://oronieuws.blogspot.com/2008/12/colruyt-heropent.html&usg=__BgMZ3mrsKFzcDgjNA-Z3IJNHdf4=&h=225&w=400&sz=27&hl=nl&start=14&zoom=1&tbnid=hp8EWZsya31ziM:&tbnh=70&tbnw=124&prev=/images%3Fq%3Dcolruyt%26um%3D1%26hl%3Dnl%26sa%3DN%26rlz%3D1G1GGLQ_NLBE376%26tbs%3Disch:1&um=1&itbs=1

http://www.colruyt.be/colruyt/static/onzewinkels/assets/foto/3549_foto.jpg

http://www.google.be/imgres?imgurl=http://www.hln.be/static/FOTO/pe/3/0/4/large_379984.jpg&imgrefurl=http://www.hln.be/hln/nl/942/Economie/article/detail/262946/2008/05/02/Colruyt-vervangt-kortingbonnen-door-kortingkaart.dhtml&usg=__dz7xpThbDymCAuw0Re-Patw3k2E=&h=309&w=465&sz=31&hl=nl&start=5&zoom=1&tbnid=hnn7Z5DsiH9kjM:&tbnh=85&tbnw=128&prev=/images%3Fq%3Dcolruyt%26um%3D1%26hl%3Dnl%26sa%3DN%26rlz%3D1G1GGLQ_NLBE376%26tbs%3Disch:1&um=1&itbs=1

http://www.google.be/imgres?imgurl=http://s1.hbvl.be/imgpath/assets_img_hbvl/2009/05/20/463118/duizenden-klanten-op-opening-vernieuwde-colruyt-in-hasselt_5_460x0.jpg&imgrefurl=http://www.hbvl.be/limburg/hasselt/duizenden-klanten-op-opening-vernieuwde-colruyt-in-hasselt.aspx&usg=__fofm4B0BIUP3tr14dxMDniF2eA0=&h=306&w=460&sz=54&hl=nl&start=8&zoom=1&tbnid=Jku8Q4B1DkEVPM:&tbnh=85&tbnw=128&prev=/images%3Fq%3Dcolruyt%26um%3D1%26hl%3Dnl%26sa%3DN%26rlz%3D1G1GGLQ_NLBE376%26tbs%3Disch:1&um=1&itbs=1

http://www.google.be/imgres?imgurl=http://www.skybird.tv/colruyt.jpg&imgrefurl=http://skyboard.web-log.nl/skyboard/2007/07/colruyt.html&usg=__LBXm0avx69l6qGZaRKPF7pavdrI=&h=356&w=475&sz=66&hl=nl&start=12&zoom=1&tbnid=MTkmt2abi-v7_M:&tbnh=97&tbnw=129&prev=/images%3Fq%3Dcolruyt%26um%3D1%26hl%3Dnl%26sa%3DN%26rlz%3D1G1GGLQ_NLBE376%26tbs%3Disch:1&um=1&itbs=1

http://www.google.be/imgres?imgurl=http://jobs.colruyt.be/jobvacancies/static/extern/vlan/bedrijsprofiel/colruyt.jpg&imgrefurl=http://streek.careers.adicio.com/careers/company/detail%3Fid%3D352402%26letter%3D&usg=__Y01FE5nmF1AH4R1FyC0rTZa2xqg=&h=660&w=270&sz=44&hl=nl&start=18&zoom=1&tbnid=zOmyquGm-c5nKM:&tbnh=138&tbnw=56&prev=/images%3Fq%3Dcolruyt%26um%3D1%26hl%3Dnl%26sa%3DN%26rlz%3D1G1GGLQ_NLBE376%26tbs%3Disch:1&um=1&itbs=1

http://www.google.be/imgres?imgurl=http://www.colruytgroup.be/colruytgroup/static/assets/persberichten/X_Kortingkaart2.jpg&imgrefurl=http://www.colruytgroup.be/colruytgroup/static/persberichten_08_be-nl.shtml&usg=__IANizt6WTu1e8gIzFFK33mEQmFI=&h=196&w=385&sz=17&hl=nl&start=4&zoom=1&tbnid=dzhqjUYsX98FRM:&tbnh=63&tbnw=123&prev=/images%3Fq%3Dcolruyt%2Bfolder%26um%3D1%26hl%3Dnl%26sa%3DN%26rlz%3D1G1GGLQ_NLBE376%26tbs%3Disch:1&um=1&itbs=1

http://www.google.be/imgres?imgurl=http://www.colruyt.be/colruyt/static/1024/assets/kaart-extrakorting_n.jpg&imgrefurl=http://www.colruyt.be/colruyt/static/1024/xtrakaart_n.shtml&usg=__xVkJZeA8iyqVBdSrM7-EiDxY2KU=&h=194&w=269&sz=14&hl=nl&start=5&zoom=1&tbnid=aY1QiH1C1o6TyM:&tbnh=81&tbnw=113&prev=/images%3Fq%3Dcolruyt%2Bfolder%26um%3D1%26hl%3Dnl%26sa%3DN%26rlz%3D1G1GGLQ_NLBE376%26tbs%3Disch:1&um=1&itbs=1

http://www.google.be/imgres?imgurl=http://www.popai.nl/nieuws/wp-content/uploads/2010/01/colruyt-folder.jpg&imgrefurl=http://www.popai.nl/en/node/2878&usg=__Pm1IPeYIcU-d5PSE0Xx-1JGCQ7I=&h=400&w=283&sz=112&hl=nl&start=3&zoom=1&tbnid=bOsF92i16THpmM:&tbnh=124&tbnw=88&prev=/images%3Fq%3Dcolruyt%2Bfolder%26um%3D1%26hl%3Dnl%26sa%3DN%26rlz%3D1G1GGLQ_NLBE376%26tbs%3Disch:1&um=1&itbs=1

http://www.google.be/imgres?imgurl=http://gratisbrochures.be/upload_image/folder/thumb/1250628012colruyt%2520folder%2520augustus.jpg&imgrefurl=http://gratisbrochures.be/shop/80/Colruyt.html&usg=__zwry5R0AEXcFyF6kraDursCxDqQ=&h=100&w=80&sz=5&hl=nl&start=1&zoom=1&tbnid=f3JJZcSN-2AI-M:&tbnh=82&tbnw=66&prev=/images%3Fq%3Dcolruyt%2Bfolder%26um%3D1%26hl%3Dnl%26sa%3DN%26rlz%3D1G1GGLQ_NLBE376%26tbs%3Disch:1&um=1&itbs=1

http://www.google.be/imgres?imgurl=http://gratisbrochures.be/upload_image/folder/thumb/1244818894colruytfolder30.06.jpg&imgrefurl=http://gratisbrochures.be/Shop-Detail/80/Colruyt.html&usg=__yhhD10QbCQxqBACet-nLqeRfK9o=&h=100&w=80&sz=5&hl=nl&start=2&zoom=1&tbnid=6-Ad8OUTQOZS5M:&tbnh=82&tbnw=66&prev=/images%3Fq%3Dcolruyt%2Bfolder%26um%3D1%26hl%3Dnl%26sa%3DN%26rlz%3D1G1GGLQ_NLBE376%26tbs%3Disch:1&um=1&itbs=1

http://www.google.be/imgres?imgurl=http://www.mobius.eu/webdav/site/mobiussite/shared/The%2520Agile%2520Academy/jef%2520colruyt.jpg&imgrefurl=http://www.mobius.eu/mobius/Home/Solutions/Agilecompany/agileacademy/introduction/lang/en%3Flocation%3Duk&usg=__idl5mu8KJiWs68lM0YPUPKFd4lk=&h=1772&w=1181&sz=129&hl=nl&start=12&zoom=1&tbnid=AfsW5MsXvY9ghM:&tbnh=150&tbnw=100&prev=/images%3Fq%3Djef%2Bcolruyt%26um%3D1%26hl%3Dnl%26rlz%3D1G1GGLQ_NLBE376%26tbs%3Disch:1&um=1&itbs=1

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Our strategy…

On top of our lowest price guarantee for each product at every moment, we want to inform our customers in a certain way:

– Efficient: • Inform our customers well, inform the right customer

• Making sure they obtain a maximal benefit

– Sustainable:• We only send leaflets to customers who choose to receive them

(opt-in)

– Servicable:• Helping our customer choose

• Helping them gain time

= DNA COLRUYT

http://www.colruyt.be/colruyt/static/1024/nl.shtml

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Shopper marketing at Colruyt :

insight driven

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Shopper data

From Figures to Insights, to actions…

SalesExtra data

Marketresearch

NielsenGfk…

Suppliers

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Shoppermarketing at Colruyt = more than marketing at the

point of purchase…

Assortment

Activation

Pricing

Channel

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Assortment choices

Exclusif buyers ?

Brandlovers ?

Switchers ?

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New assortment : does it attract extra buyers ?

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Price-elasticity

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Placements : balance between ‘hot’ and ‘cold’ spots

Hot

Hot Hot

Hot

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In-store, yes

But according to

DNA Colruyt

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Promotions ?

Categorie uplift or only substitions ?

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Shoppermarketeers …

1. Empathy – Knowledge in strategy of the retailerDNA of Colruyt

2. Objectif & consistentStick to your story !

You win some & you lose some

3. DataknowledgeRetailer is in the drivers seat, but wants a co-piloteCategory Management is more than shelvingprojects…

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Shoppermarketing at Colruyt

• Knowledge

• Large scope

• Impact

• Fascinating

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We’re looking for new colleaguesKarel.dewilde@colruyt.be

Ann Guillemyn at the Marketing Shower

Business