The Way of Shopper Marketing Classified - Internal use 1
Insights, Guidelines, Tools and Resources
Beth Egan Shopper Marketing Director,
CCNA Marketing – HQ Department
Classified - Internal use
DEFINING INSIGHT CHARACTERISTICS1. Explains a NEED, WANT or BELIEF2. Makes you think and/or act differently - “A-HA!”3. Often based on a diverse set of data/facts4. Must be expressed in a simple way5. Compelling call to action
Insight Guidelines and Example
ILLUSTRATIVE FACTS:• 67% of shoppers say they do not think about beverages when planning meals• Over 50% of shoppers say that beverage displays help remind them to buy• 40% of consumers say the right beverage helps “make the meal”
ILLUSTRATIVE INSIGHT:Shoppers need to be reminded to buy beverages when satisfying meal occasions because while they are generally an afterthought in meal prep, they are a key part of the occasion
Classified - Internal use
CATEGORY LEAKAGE TOOLWHAT: Identify the opportunities to increase
conversion, trips and baskets by customer and where lost volume is going – can be run by any buyer group with sample
HOW: Request through Nielsen contact
Insights Tools and ResourcesSTEP 2.2
LANDMARK FACTBOOKSWHAT: Excel based factbooks to understand
trip missions and retailer equity at customer level
HOW: Shopper Insights Community Trained
SHOPPER CARD DATAWHAT: Household level transaction & behavior
data for select customers, ability to look at basket contents, behavioral shopper segments, etc…
HOW: Category Advisory has access
NIELSEN SCAN/PANEL/REA DATABASESWHAT: Point of sale data, HH Panel data & Store
Audits to track sales and diagnosticsHOW: Broad access through Nitro
CBL: Consumer Beverage LandscapeWHAT: Key Need State, Activities, and Occasions
(NARTD volume, functional & motivational drivers)
WHO: Shopper Insights Community Trained; Fact Book posted on K&I site
COKE WITH MEALS STUDYWHAT: Primary research which provides detail
on 13 at-home meal occasions and 6 meal preparer segments
HOW: Selling deck & Summaries on NSI Coke Channel Site
shopperCHATWHAT: Online community of 500 shoppers to
gain qualitative learning on attitudes and behaviors
HOW: Request through K&I
CATEGORY WELLNESS WHEELWHAT: Category/Brand & Shopper
Scorecards to assess business health and identify issues
HOW: Category Advisory develops, anyone can use
The Way of Shopper Marketing Classified - Internal use
THANK YOUFor additional information please visit the Shopper/Customer Marketing
Community at www.KOSCMarketing.com