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Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
RDD Associate Learning AcademyEnterprise-wide Training, Education & Associate-development
April 13, 2015
1
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
What is RDDs ASSOCIATE LEARNING ACADEMY?
An enterprise-wide training, education & associate -development process, that:
For every RDD position, identifies core skills, business processes / protocols, technology enablers and best business practices / solutions critical to delivering sales agency SERVICE EXCELLENCE
Provides a comprehensive portfolio of fundamental and advanced training/education modules facilitating associate development and building organizational capacity and performance
RDD Associates Core Leadership Strategy
Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES train, develop & reward VALUED ASSOCIATE RESOURCES build momentum to ensure
FUTURE ENTERPRISE SUCCESS!
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
[II] Key
Elements & Topics
[III] Applications
&Utilization
[IV]Reference, Recap &
Next Steps
Key Considerations & Resources Methodology & Process Appropriate Documentation
Case Study Examples Getting Started Building Usage
Recap Handouts & Reference Guide Next Steps & Timeline
[I]Course
Overview
Course Overview: Purpose / Rationale Learning Outcomes & Objectives
Key Discussion TopicsDIGITAL SHOPPER MARKETING at RDD
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Emerging & expanding marketing techniques and digital toolbox to strategically engage targeted shoppers to impact purchase behaviors:
WINNING THE 1st MOMENT of TRUTH for RDD BRANDS
Expedite trial and build base volume for new products
Build base volume and loyalty among current consumers
Reward loyal brand shoppers
Up-sell shopper to larger transaction sizes
Incentivize & reward shoppers for purchasing synergistic brands
Establish connectivity (conversations) with brand purchasers for future engagement
Invest clients brand funding in a more efficient and franchise-building vehicles
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
SUPERMARKET PARTNER
Clear Shopper Strategy,
Objectives and Metrics
ShopperMarketing Budget& Brand Funding
Understands Role of Shopper Insights
Receptive toInnovative
Shopper Solutions
1 2 3 4
1 2 3A 3B 4
CPG CLIENT (VENDOR) PARTNER
RDD ASSOCIATES SHOPPER MARKETING CAPABILITIES
Structureto Support
Shopper Marketing
5
Clear roles &responsibilities
within RDD
Activation of Resource Team to Support Retailers &
Clients Programs
Strategic Client & Customer
Targeting to leverage RDDs
Scale
Post Program Analyses to Gain
Insights & Sustain Partnerships
Best-in-Class Activation of Impactful Shopper & Customer Marketing Initiatives Require:
Alignment of RDD Shopper Marketing Resources with Retailer & Client Agendas
Basic Fundamental Standard Emerging PremierInternalStructureSupporting Shopper
Marketing
Receptivityto ShopperMarketing
Seeking SynergisticSolutions
Loyalty Card -Shopper DataCollection and
Utilities
1A 1B 2 3 4 5
Actionable Shopper
Segmentation
Robust Engagement
Vehicles &Technologies
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
Shopper
Retailer
ShopRite Marketing - Whats Hot in 2015
Club Sizes
e-commerceSRFH
Priv LblFresh Fds
DigitalCoupons
Health & Wellnesssolutions
FoodservPrepd
Natural/Organics
Gas DiscPromos
SNAP & WIC
Website & Mobile Solutions
Multi-Cultural
PurposeMarketing
6
Extreme Value
PriceRite
SignatureEvents
In-StoreDemos
PPIdata
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
Shopper
Retailer
Ahold Marketing - Whats Hot in 2015
Club Sizes
e-commercepeapodPrivate
Label
CSM/EYC DigitalOffers
Low-Caloptions Foodservice
Prepared
Natural/Organics
Gas Discounts
SNAP & WIC
Mobile AppsMulti-
CulturalPurpose
Marketing
7
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
RDD Shopper Marketing Solutions Model
8
STAKEHOLDER
VALUEPROPOSITION
(2 components for each)
1) SHOPPER (customer)
2) RETAILER
3) CLIENT (brand)
4) THEME (optional partner)
5) RDD (agency)
CORE ROI: Volumetric Financial Merchandising
HALO ROI: Emotional Socialization Philanthropic
In-StoreMobileDigital
Engagement(EzScan, Apps, QRC)
SynergyOffers
RDD Digital Shopper Marketing Solutions Model
RETAILER B2C
Website
CLIENT (CPG)B2C
Website
SOCIAL -MEDIA
Identifythru
LoyaltyCard
Info,Incentives
& Coupons
SHOPPER -SEGMENTS
Info, Purchase
Incentives &Rewards
In-storeDigital
Engagement(Catalina)
STRAT-TARGETING
Digital Coupons,
future savings & rebates
MobileIn-Store
VIRTUAL -MARKET
E-commerce(delivered or pick-up)
DIGITAL SHOPPER ENGAGEMENT TOOLBOX
Web Ads on
RetailersSite
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
ShopRite EXCLUSIVE digital breakfast overlay shopper incentive enhancing June is Dairy Month merchandising proposition at ShopRite
Situation Among targeted Top 30 shoppers, aspire to demonstrate recognizable added promotional value on healthy favorite breakfast brands at ShopRite-Dairy, by capitalizing on June is Dairy Month merchandising
Objective Build transaction size through multi-category purchase by incenting targeted Top 30 shoppers to purchase milk, eggs and orange juice during one trip
Insights Top 30 segment predominantly family shoppers; breakfast occasion still primarily sourced at home, 1st of the month pantry load shopping behaviors; aggressive themed feature program driving dept sales
Strategy - Target 200,000 Top 30 heavy breakfast item shoppers with For You e-mail offer and option to load-to-PricePlus card $3.00 instant savings on purchase of healthful breakfast favorites
Program $3.00 instant shopper savings with purchase of 1-64oz carton Farmland Skim Plus Milk, 1-59oz carton Fla Nat OJ or Grapefruit and 1 dozen Egglands Best Large Eggs Requirement - must purchase all three products on same shopping trip; offer active May 31 June 15, 2013; items feature promoted June 2-8, 2013
Results ~ 5% participation rate, delivering 1,500 multi-item transactions
10
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
Situation NFL tailgating season offers terrific opportunity to leverage RDD brand portfolio for a major thematic synergy promotion
Objective Design & activate a digital tailgating promo at ShopRite that targets & incentivizes shoppers to purchase participating RDD tailgating brands either via ShopRite from Home service or in-store
Insights SR s Top from Home and Top 30 segments are primarily family shoppers likely to Tailgate at Home ; digital program facilitates shopper promo across multiple brands in multiple perishable departments; ShopRite from Home segment growing & natural tie-in for Tailgating at Home theme
Strategy - 1) 10/5/13 targeted emails to 25,000 Top from Home shoppers & 225,000 Top 30 shoppers who historically purchase tailgating products; engage with For You email blast and option to load to Price Plus Card instant savings offers and to submit sweepstakes entry.2) Shopper Instant Savings Offer(s) available to load 10/5/13 thru 10/12/13; 3) Loaded Instant Savings Offer(s) must be redeemed by 10/12/13; 4) Participating sponsor brands may provide optional digital coupon offers
Program $10 instant savings with purchase of $20 sponsor brands using SR from Home ; OR $5 instant savings with purchase of 5 sponsor items; plus entry into Tailgating at Home sweepstakes; plus sponsor brands have option to offer a SR digital product coupon running 10/13 10/25/13
11
ALL*STAR TAILGATING AT HOME Oct 13
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
Situation The St. Patricks Day timeframe offers an incremental sales opportunity for the Baileys brand
Strategy Utilize the holiday timeframe to leverage both the circular and Shoprite.com to create an exciting consumer theme: Celebrate this St. Pattys Day at Shoprite.com by entering to win a VIP trip to Ireland, courtesy of Baileys Coffee Creamers
Program Ran March 8th through March 29th: Front page week of 3/9 ad highlighting Baileys 16 oz at half price: 2/$3 Inside circular ad slick highlighting Baileys Trip Offer, new Baileys
flavors and a digital coupon available at Shoprite.com Shoprite digital E-Coupon for $1 off 2 (limit one for redemption) Shoprite.com advertisement highlighting the sweepstakes with a link
to the landing page for electronic entry
Prizes: Grand Prize: a 6-night, 7-day trip for 2 to IrelandTwenty (20) First-Place Prizes: A branded Baileys gift pack:
-A Baileys branded Contigo travel mug-A Baileys branded tote bag-Two (2) coupons for free Baileys Creamers
12
SHOPRITE - ST. PATRICKS DAY March 2014
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
13
SHOPRITE - ST. PATRICKS DAY May 2014Program Results: Baileys saw a volume increase of +26.5% vs YAG during the campaign period
This growth was greater than all other brands The contest drove strong interest among Shoprite consumers:
In total there were 2,323 entries into the contest (over 3 weeks) with 1,718 unique entries
A Grand Prize winner from New York was awarded, and accepted, the trip to Ireland
20 First-Prize winners have been selected and the fulfilment process is underway
The E-Coupon averaged over 2,000 downloads/day and had a 30% redemption rate
This was a highly successful promotion for the Baileys brand which helped to drive volume growth, as well as excitement for the brand!
26.5
15.8
(23.7)(20.8)
(30.0)
(20.0)
(10.0)
0.0
10.0
20.0
30.0
BAILEYS Creamers Total Coffee Mate Int'l Delight Private Label
% Volume Chg vs. YAG
TOTAL Wakefern RMA
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
New at ShopRite from HomePROGRAM OVERVIEW
ShopRite from Home has expanded their shopper engagement program with weekly Splash Pages
Incentive programs for SRFH purchases: Buy $X, Save $Y Splash pages have a tie-in theme (Seasonal, Holiday,
Solutions) ShopRite creates the artwork at no charge to vendors Actual cost based on unit fair share of the rebate
redemptions Four (4) mfr coupons posted on each splash page Excellent exposure for the brands: ShopRite.com, circular,
Splash page and email blast
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
2015 SRFH Theme CalendarWeek Of Theme Potential RDD Tie-Ins
Q3 2015 ShopRite from Home
4/5/15 Live Right Event Organic Valley Protein Shakes (CONFIRMED)
4/12/15 Home Run of Savings Bests, Bar S, Axelrod, Great American
4/19/15 Earth Day
4/26/15 Stock Up and Save
5/3/15 Cinco De Mayo Celebrations Campofrio Meats (CONFIRMED)
5/10/15 Mother's Day & Spring Celebrations Finlandia, Earthbound Farms, Pictsweet, Friendly's, Galbani
5/17/15 Memorial Day BBQFriendship, Axelrod, HVG Chunks, Cabot Chunks, Athenos, BelGioioso, Sorrento, Lindy's, Friendly's,
Great American
5/24/15 Outdoor Living & Entertaining
5/31/15 Easy Meals & Snacks Italian Village, Yummy, Athenos, BelGioioso, Finlandia, Brownie Brittle/Pasta Chips, OnCor, Cohen's
6/7/15 Health & Beauty Aid Stock Up Event Organic Valley
6/14/15 Parties for Dads and GradsBest Provisions, Great American, BelGioioso, Friendly's, Cabot Chunks, HVG Chunks, Axelrod,
Floridas Natural
6/21/15 Backyard BBQ Best Provisions, Friendly's, HVG Chunks, Axelrod, Great American
6/28/15 Summer Fun Lindy's, Friendly's
Q4 2015 ShopRite from Home
7/5/15 Summer Can Can
7/12/15 Summer Can Can Floridas Natural
7/19/15 Cool Off Multi Vendor Event Friendlys, Lindys,
7/26/15 Sizzling Savings Bar S, Best
8/2/15 Food for Being Fit Churny Feta, Organic Valley Protein Shakes, Earthbound Farms, Floridas Natural
8/9/15 Health & Beauty Aid Stock Up Event Organic Valley Protein Shakes
8/16/15 Meal Solutions Great America, Best Provisions, OnCor, Yummy
8/23/15 Back to School Savings Yummy, Egglands Best, Skim Plus, Organic Valley, Fiorucci, Finlandia, Floridas Natural
8/30/15 Labor Day BBQ Stock UpGreat American, Best Provisions, BelGioioso, Axelrod, Brownie Brittle, Pasta Chips, HVG Chunks,
Cabot Chunks, Bar S, CampoFrio Meats
9/6/15 NYWFF
9/13/15 Fall Clean-Up
9/20/15 Fall Football Tailgate PartyGreat American, Best Provisions, BelGioioso, Axelrod, Brownie Brittle, Pasta Chips, HVG Chunks,
Cabot Chunks, Bar S, CampoFrio Meats, Tyson
9/27/15 Halloween Multi Vendor Event
Source: Price Plus InsightsStrictly Confidential / Property of Wakefern Food Corp
3/1/15 - 4 Grain Eggs Digital Coupon $.50 off 4 Grain Eggs- $1.99 wpp (net retail w/digital coupon $1.49) Ad feature: 3/1/15
Expiration date: 3/14/15
Downloads : 43,855
Redemptions: 21,504
Redemption Rate: 49% (Average Dairy front page digital coupon red rate: 48%)
99% of redemption was on promotional week 3/1
Week of 3/1: Egg Category is up 6.1% ($164K) vs latest 4 week average
$75,998
$518,508
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
01/18/2015 01/25/2015 02/01/2015 02/08/2015 02/15/2015 02/22/2015 03/01/2015 03/08/2015
Sale
s
Sales trend Latest 8 weeks
Redeemers All
Promotional week:Redeemers represent 15% of
buyers & 15% of sales
Source: Price Plus InsightsStrictly Confidential / Property of Wakefern Food Corp
4 Grain Eggs Digital CouponPromotion: 3/1 - 3/14/15, 2 WeeksPre Evaluation: 8/31/14 - 2/28/15, 26 Weeks
Week of 3/1: 21,504 4 Grain Digital Coupon Redeemers purchased & spent $76K on these sale items
62% (13,428 PPCs) of the customers were new item buyers vs. the prior 26 weeks.
4% (781 PPCs) of the customers were new to the category (33000-Eggs) vs. the prior 26 weeks.
Volume was primarily sourced from Private label (48%) & Egglands Best (32%)
96%
4%
4 Grain Egg Redeemers
ExistingCategoryBuyers
NewCategoryBuyers
Source: Price Plus InsightsReport: Source of volumeNew vs 26 weeks
Source: Price Plus InsightsStrictly Confidential / Property of Wakefern Food Corp
3,508,741All Shoppers
$499M (+8.8%) Sales
9.2M (+4.5%) Trips
$54.11/Trip
$142/PPC
21,504Redeemers
$4.9M (+32%) Sales
89K (+26%) Trips
$55.14/Trip (+2% vs all)
$227/PPC (+60% vs all)
18
Time frame:3/1-3/14/15 vs lySource: Price Plus InsightsNew: 3/1-3/14/15 vs fy14 and fytd w/e 2/28/15
$4.7M (+31%) Sales
$55.34/Trip
$230/PPC (+62% vs all)
20,605
Like Shoppers & Redeemers
$147K (+64%) Sales
$49.10/Trip
$173/PPC(+21% vs all)
850Redeemers new to the
Digital coupon center
$7K (+100%) Sales
$67.65/Trip
$144/PPC
49 Redeemers
new to Digital coupon center
& SR
4 Grain Eggs Digital Coupon
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
RDD DIGITAL SHOPPER MARKETING SOLUTIONS STRATEGY & TARGETING MAP
Digital
Incentive
Coup Center (ROP)
Coup Ctr (For You)
Pre-Load to Card
Portfolio Savings
Catalina Rewards
Engage
Tools
Social Media
Retailer Seg. Progs
E-Mail Blast
Web Advertising
Print Tie-In
Quick to Close (Build Trial)
Build the Base (Build Frequency)
Just Rewards (Build Transaction Size)
Competitive Set
New Solution
Extend Franchise
Loyalists LoyalistsOccasionals OccasionalsLapsed
BRAND $ , % Est # Shps
UN , %
CATEGORY $ , % Est # Shps
UN , %
Fit &DeliciousDigital Marketing Support Strategy at ShopRite
1) ShopRite PPI Shopper Segmentation Use PPI custom sort capabilities to identify target shoppers based on three (3) criteria:
Quick to Close likely early low-calorie beverage adaptors, driven by ShopRite PP shopper purchase history with Trop 50 (est. 300,000 active Trop 50 purchasers identify top 75,000)
Just Rewards target loyal Floridas Natural consumers for special offers on NEW, Fit & Delicious
Build the Base custom segmentation driven by shopper purchases of a market basket of low calorie food offerings across the entire store (suggest compiling a list of low calorie category leading skus; identify the top 100,000 calorie-conscious shoppers)
(No Charge to PPI Supplier Partners)
2) Price Plus Targeted E-mail Campaign - Introducing NEW, Fit & Deliciousto current Trop 50 shoppers:
Two (2) flights targeting Quick to Close (timed pre-Easter and pre-Memorial Day)
75,000 each event; $.05 fee each E-Mail circulated (total $7,500)
Save $1.00 on NEW Fit & Delicious digital coupon to E-mail recipients; click load-to-card (8 cents each; est 37,500 downloads total; $3,000 fee)
Redemption Estimates 9,375 (total) at $1.00 face value + $0.08 handling on actual redemptions (est $10,125)
Wakefern/ShopRite April - October, 2015Floridas Natural Fit & Delicious 60 Calorie Beverages, 59 oz pck
Fit &DeliciousDigital Marketing Support Strategy at ShopRite
3) Price Plus Targeted E-mail Campaign - Introducing NEW, Fit & Delicious to loyal Floridas Natural shoppers:
One (1) flight targeting Just Rewards (timed June is Dairy Month)
50,000 circulation; $.05 fee each E-Mail circulated (total $2,500)
Save $1.00 on NEW Fit & Delicious digital coupon to E-mail recipients; click load-to-card (8 cents each YouTech; est 17,500 downloads total; $1,400 fee)
Redemption Estimates 4,375 (total) at $1.00 face value + $0.08 handling on actual redemptions (est $4,725)
4) Price Plus Targeted E-mail Campaign - Introducing NEW, Fit & Delicious to Calorie-Conscious shoppers:
One (1) flight targeting Build the Base (timed early May)
50,000 circulation; $.05 fee each E-Mail circulated (total $2,500)
Save $1.00 on NEW Fit & Delicious digital coupon to E-mail recipients; click load-to-card (8 cents each YouTech; est 4,500 downloads total; $360 fee)
Redemption Estimates 1,125 (total) at $1.00 face value + $0.08 handling on actual redemptions (est $1,215)
Wakefern/ShopRite April - October, 2015Floridas Natural Fit & Delicious 60 Calorie Beverages, 59 oz pck
5) Targeted Price Plus Digital Coupons - Save $1.00 on NEW, Fit &
Delicious at ShopRite
Three (3) events, timed July, September & October, timed for non-promotion weeks
Landing page option ($1,000 fee/event, total $3,000)
Maximum 75,000 targeted circulation/event (combo Quick to Close and Just Rewards; no circulation fees)
$0.08 per coupon download fee (YouTech; est 15,000 downloads each; total $3,600)
Est redemption 3,000 each event (est cost $1.00 face value + $0.08 handling $9,720 total)
6) Digital Savings Coupon - Save $1.00 on any 2 pcks Floridas Natural at
ShopRite
One (1) event timed with regular feature (2/$5.00)
Print circular ad to reference digital offer at SR.com (2/$4.00 with digital coupon)
No download limit; $0.08 per coupon download fee (YouTech; est 100,000; $8,000 cost )
Est redemption 30,000 - $1.00 face value + $0.08 handling (est $32,400)
Wakefern/ShopRite April - October, 2015Floridas Natural Fit & Delicious 60 Calorie Beverages, 59 oz pck
Fit &DeliciousDigital Marketing Support Strategy at ShopRite
2015 Field Test Business Plan
exclusively at ShopRite
Japans #1 selling smoked sausage
SCHAU ESSEN Field Test Situation NH Foods Ltd., the 4th largest meat packing firm in the world, and leading supplier in
Japan, markets the #1 premium smoked sausage in Asia - SCHAU ESSEN. They now choose to introduce the brand in U.S., beginning with a field test with a best-in-class supermarket chain for the 2015 peak smoked sausage selling season.
Insights - SCHAU ESSEN Premium Smoked Sausage has unique ULTRA-PREMIUM product attributes and is positioned in the premium dinner sausage segment, which is growing at 2 times the category, with its highest selling velocity is in the April-October BBQ season. While most premium offerings use chicken-based formulas, SCHAU ESSEN is made from 100% select imported fresh hams.
Strategy - Secure a chain-wide field test in ShopRite stores for the 2015 prime consumption season, and support with aggressive price-discount feature promotions, plus a broad portfolio off impactful shopper/digital marketing vehicles, unique to ShopRite.
Program - Two skus, line-priced. A variety of regular-feature and hyper half-price offers. Multiple digital coupon offers, with targeted email blasts and web-based advertising.
Projected Results Projecting sales of 12,000 -17,000 cases at ShopRite during peak selling season, with retail sales approaching $600,000
26 Weeks EndingApril 12, 14
26 Weeks endingOct 12, 2014
Unit Sales 371,132 562,952
-
100,000
200,000
300,000
400,000
500,000
600,000PREMIUM SEGMENT UNIT SALES AT SR
26 Weeks EndingApril 12, 14
26 Weeks ending Oct12, 2014
Dollar Sales $1,781,434 $2,702,170
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000PREMIUM SEGMENT DOLLAR SALES AT SR
27
What makes SCHAU ESSEN a differentiated, ULTRA-PREMIUM consumer offering
CRITERIA SCHAU ESSEN Current offerings
ULTRA-PREMIUM
ingredientsFresh trimmings from 100%
select, lean, imported hams
Most brands either chicken-
based or mixed proteins
Authentic Old-world
Taste ExperienceSelect, natural sheep casings for
genuine SNAP eating sensationEither skinless, collagen or hog
casings
Superior manufacturing
standardsNatural wood smoked for superior
taste & appearance
Most brands are lightly smoked
using a liquid process
Integrated Shopper
Marketing support
Marketing program with 100%
utilization of ShopRites marketing tools & vehicles
Untargeted & under-funded
shopper engagement
Flexible production &
logistics
Manufactured locally & just-in-time inventory for superior
service & freshness
Mass produced & inventoried
out-of-market area
Exclusivity with
ShopRite shoppers
ShopRite exclusive
supermarket with SCHAU ESSEN
for 2015 selling season!
All brands available in all
outlets, including alternative
channels
SCHAU ESSEN Field Test Shopper/Digital Strategy
1) ShopRite PPI Shopper Segmentation Use PPI database to identify Quick-to-Close target shoppers based in actual purchases of premium smoked sausage in 2014 Target brands include: Al Fresco, Aidells, Thin n Trim & Johnsonville
Identify ~50,000 based on PricePlus card purchases
Further segment to identify Digital-Savvy shoppers vs. non-digital coupon users
Digital-Savvys (estimate 15,000) - to receive e-mail blasts, For-you digital offers, etc.
Identify top 10,000 Digital-Savvy Traditional Smoked Sausage shoppers to fill-in with e-mails and offers when needed
Non-digital coupon shoppers to be targeted with ShopRite/Catalina programs (estimate 35,000)
Segmentation fee - $1,500 from Wakefern
Wakefern/ShopRite - May thru October, 2015
SCHAU ESSEN Premium Smoked Sausage (Classics & Special Longs); 11oz PK
SCHAU ESSEN Field Test Shopper/Digital Strategy
2) Price Plus Targeted E-mail Campaign - Introducing NEW
SCHAU ESSEN exclusively at ShopRite Two (2) flights (timed May (pre-Memorial Day) and July)
Target Quick-to-Close Digital-savvy premium & traditional smoked sausage shoppers
Top 25,000 for each event; $.05 each E-Mail circulation fee
Pre-Load Save $1.00 on NEW SCHAU ESSEN Premium Smoked Sausagedigital coupon to E-mail recipients (no coupon load fee)
Redemption Costs - $1.00 face value + $0.08 handling on actual redemptions (est $1,000)
Wakefern/ShopRite - May thru October, 2015
SCHAU ESSEN Premium Smoked Sausage (Classics & Special Longs); 11oz PK
SCHAU ESSEN Field Test Shopper/Digital Strategy
3) ShopRite/Catalina Targeted Campaign - Introducing NEW
SCHAU ESSEN exclusively at ShopRite Two (2) flights (timed May (pre-Memorial Day) and July)
Target Quick-to-Close non-digital premium smoked sausage shoppers
Top 35,000 for each event; $.045 download fee for each printed coupon (est $300 each)
Save $1.00 on NEW SCHAU ESSEN Premium Smoked Sausage Catalina coupon to recipients
Redemption Costs - $1.00 face value + $0.08 handling on actual redemptions (est total $3,000)
Wakefern/ShopRite - May thru October, 2015
SCHAU ESSEN Premium Smoked Sausage (Classics & Special Longs); 11oz PK
4) Targeted for you Price Plus Digital Coupons - Save $1.00 on
SCHAU ESSEN exclusively at ShopRite
Two (2) events, May & September, timed with regular features promos ($3.99)
Landing page option ($1,000 fee/event)
25,000 for you targeted Quick-to-Close shopper distribution per event
$0.08 per coupon download fee (YouTech; est 6,250 downloads each)
Redemption Costs - $1.00 face value + $0.08 handling (est $2,700 total)
5) Digital Savings Coupon - Save $.50 on SCHAU ESSEN exclusively at
ShopRite
One (1) October fest event timed with hyper Price Plus feature ($2.99)
Circular to reference digital offer at SR.com ($2.49 with Digital Coupon)
No download limit; $0.08 per coupon download fee (YouTech; est 20,000)
Redemption Cost- $.50 face value + $0.08 handling (est $2,900)
Wakefern/ShopRite - May thru October, 2015
SCHAU ESSEN Premium Smoked Sausage (Classics & Special Longs); 11oz PK
6) Targeted ON STAGE In-Store Demos Try NEW
SCHAU ESSEN exclusively at ShopRite
Two (2) flights, May & June, timed with features promos ($3.99 and
$2.99 PricePlus)
Shared with another non-competing vendor; each demo 6 hours
Target 150 stores with heavy smoked sausage consumption (PPI-
sourced)
$115.00 est total cost per demo (billed by Wakefern); total cost $17,250
Save $1.00 coupons distributed at demos; est. redemption cost 35
coupons each at $1.00 face value + $0.08 handling (est $5,700 total)
Wakefern/ShopRite - May thru October, 2015
SCHAU ESSEN Premium Smoked Sausage (Classics & Special Longs); 11oz PK
Schedule customer/client
presentation(s) for June
Field activation at customer August or
September 2015
By 5/1/15 By 5/29/15 By 6/26/15 By 9/30/15
Work with RDD Business Insights to
prepare customer/client presentation for digital solution
Select 1 client and target customer to apply RDD Digital
Shopper MAP
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance
RDD Associate Learning Academy
Any Questions, Comments or Ideas?
Thank you for your participation!!!
moving forward DIGITAL SHOPPER MARKETING at RDD