SHOPTALK - Hosting Ireland · SHOPTALK Issue 1 - 2017 1 offers her thoughts on how to improve the...

SHOPTALKIssue 1 - 2017

POSITIVELY CHANGING SHOPPER BEHAVIOUR

SHOPTALK Issue 1 - 2017

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offers her thoughts on how to improve the effectiveness of shopper marketing activity, which is certain to be of interest.Although we are still in spring, thoughts in Visualise are already turning to autumn and our 2017 Shopper Marketing Conference, which will be our biggest conference, to date. We hope that you can mark the date of Tuesday 19th of September in your diaries, and we will be announcing further details in the coming months.With 2017 now in full swing, we hope that shopper marketing is playing a central role in your plans for the year ahead. Should you require any assistance in developing and executing your shopper marketing plans, please give us a call and we can take you through our 360° insight to implementation shopper marketing services.I hope that you enjoy Shoptalk, and if you have any queries don’t hesitate to contact me or one of the Visualise team.

Ciaran FitzGerald

Welcome to the latest edition of Shoptalk.It has been an interesting start to 2017, with the repercussions of many of the surprise results provided by 2016 still taking some time to filter through. This has led to a degree of uncertainty as to how 2017 will unfold, however there is certainly cause for optimism with the economy still growing at a healthy pace, consumer confidence bouncing back strongly at the start of the year and advertising spend expected to rise for the fourth consecutive year. Despite the fierce competition in the grocery market resulting in continuing high levels of promotional activity, we are also seeing a further increase in activity which is driving long term value for brands and categories, with a growing acceptance of how effective shopper marketing can help deliver this value.

In addition to featuring some examples of our shopper promotion and retail activation work from the second half of last year, and our regular Shopper Marketing Worldwide feature, this edition of shoptalk also features some topline findings from our recent ‘Shopper Nation – Focus on Pharmacy’ study. With the Irish retail pharmacy market in the midst of a period of considerable change, this study was undertaken, with our insights and strategy arm, engage, with the aim of helping both pharmacy retailers and suppliers as they endeavour to build effective shopper experience and engagement strategies. We are very grateful to Niamh O’Dea, Shopper Marketing Manager for PepsiCo Ireland, for her excellent contribution to our ‘Talking Shop’ section. As part of this discussion, Niamh considers some key trends in shopper marketing, and

INTRODUCTION

SHOPTALK

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19th September 2017 - DublinM o r e d e ta i ls t o f o l l o w s o o n

SHOPPER MARKETINGCONFERENCE 2017


Last autumn, we worked with Haven Pharmacy to develop their Back to School ‘Expert Hands Colouring Competition’Haven wanted to develop a back to school campaign that would create engagement with shoppers while also strengthening the public’s perception of Haven as a Pharmacy where you’re in ‘Expert Hands’. And with that, we created the ‘Expert Hands’ colouring competition where budding young artists had a chance to win one of two art kits in each participating Haven store. The winners from each store were then brought forward to a national competition where the lucky winner in each age category won a family holiday to Trabolgan.

Relevant suppliers were engaged to participate in the campaign and their products were stocked in a dedicated ‘Back to School’ zone in store. For this, we developed the suite of point of sale material and a promotional video which ran on Haven’s PharmaSeen TV network.

HAVEN - BACK TO SCHOOL‘EXPERT HANDS’

COLOURING COMPETITION

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To strengthen the appeal of this competition, we teamed up with Don Conroy to provide the illustration, participate in the launch of the competition, judge the national competition and to do a workshop with the national winners and their classmates.The competition created phenomenal interest among Haven shoppers and their kids, the number of entries significantly exceeded initial expectations; 3000+ entries across 47 stores. Don’s workshop was also a great success and was thoroughly enjoyed by all!


retailers, manufacturers, wholesalers and distributors.The study, undertaken with our insights & strategy arm, engage consultants, was carried out with the aim of helping both Pharmacy retailers and suppliers as they endeavour to build effective shopper experience and engagement strategies.Here are some key findings from the research:For more information on this study please email [email protected] or [email protected]

Visualise recently completed a wide-ranging study on the behaviour, missions and perception of Pharmacy shoppers in Ireland. The ‘Shopper Nation – Focus on Pharmacy’ study was launched on October 13th at a seminar attended by almost 100 delegates working in the Irish retail Pharmacy industry, including

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Understanding thePharmacy Shopper in Ireland

SHOPPER NATIONfocus on pharmacy

SHOPPER NATIONFOCUS ON PHARMACY

62%

OF

SHOPPERS SPEND MORE TH

AN 5

MINUTES IN-STORE

1 2

DIGITAL SCREENS

LEAFLET IN-STORE

POSTER IN WINDOW

POSTER IN-STORE

P H A RMAC Y

3 4P H A RMAC Y

PHARMACY SHOPPING Behaviours

PHARMACY ROLE IN SHOPPER DECISIONS

ENGAGING THE PHARMACY SHOPPER

P H A RMAC Y

P H A RMAC Y

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4 out of 5 people visit at least once a month Nearly 1 in 5 people visit a pharmacy weekly

MAKING IT A KEY CHANNEL TO CONTINUOUSLY ENGAGE SHOPPERS

PHARMACY IS VISITED BY MANY AND FREQUENTLY

PHARMACY OFTEN PLAYS THE MOST IMPORTANT ROLE OUT OF

ANY RETAIL CHANNEL WHEN IT COMES TO CONVERTING SHOPPERSTO NEW OR DIFFERENT HEALTH AND BEAUTY PRODUCTS.

45% OF SHOPPERS AREONLY BUYING FORTHEIR PRIMARY MISSION.

EVERY €1 EXTRASPEND ON A SECONDARYMISSION WOULD EQUAL

THE FOUR DIFFERENT PHARMACY SHOPPER SEGMENTS

RELIEF SEEKERS PRESCRIPTIONONLYS

HEALTH & BEAUTYEXPLORERS

HOUSEHOLDPROVIDERS

PHARMACY HEALTH STORESUPERMARKET

IN-STORE ONLINETV

IN-STORE COMMUNICATIONPLAYS THE LEADING ROLE AS A MEDIUM OF COMMUNICATIONIN INFLUENCING SHOPPERS

=€38 MILLION FORTHE PHARMACY CHANNEL

DIGITAL SCREENS ARETHE LEADING MEDIUMOF COMMUNICATION

FOR A RANGE OFDIFFERENT IN-STORE

COMMUNICATIONOBJECTIVES

62%

OF


AN 5

MINUTES IN-STORE

1 2

DIGITAL SCREENS

LEAFLET IN-STORE

POSTER IN WINDOW

POSTER IN-STORE

P H A RMAC Y

3 4P H A RMAC Y




P H A RMAC Y

P H A RMAC Y

1











HOUSEHOLDPROVIDERS


IN-STORE ONLINETV







5

62%

OF


AN 5

MINUTES IN-STORE

1 2

DIGITAL SCREENS

LEAFLET IN-STORE

POSTER IN WINDOW

POSTER IN-STORE

P H A RMAC Y

3 4P H A RMAC Y




P H A RMAC Y

P H A RMAC Y

1











HOUSEHOLDPROVIDERS


IN-STORE ONLINETV






62%

OF


AN 5

MINUTES IN-STORE

1 2

DIGITAL SCREENS

LEAFLET IN-STORE

POSTER IN WINDOW

POSTER IN-STORE

P H A RMAC Y

3 4P H A RMAC Y

3 4P H A RMAC Y

EXPERTISE 16% STAFF RELATIONSHIPS 18%



ENGAGING THE PHARMACY SHOPPERP H A RMAC Y

P H A RMAC Y

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THERE IS AN OPPORTUNITYTO INCREASE FOCUS ONADDITIONAL HEALTHSERVICES AND ADVICE


PHARMACY OFTEN PLAYS THE

MOST IMPORTANT ROLEOUT OF ANY RETAIL CHANNELWHEN IT COMES TO CONVERTINGSHOPPERS TO NEW OR DIFFERENTHEALTH AND BEAUTY PRODUCTS.

EXPERIENCE: RETAINING AND ACQUIRING SHOPPERS

CONVENIENCE, STAFF RELATIONSHIPS AND EXPERTISE ARE KEYINFLUENCING FACTORS WHEN CHOOSING A PHARMACY

CONVENIENCE 26%

21%

PHARMACY SHOPPERS WOULD LIKE TO SEE MORE






HOUSEHOLDPROVIDERS


IN-STORE ONLINETV

IN-STORECOMPETITIONS

FREEWI-FI

CONSULTATIONROOMS

ENTERTAINMENTWHILE WAITING

IN-STORE COMMUNICATIONPLAYS THE LEADING ROLE ASA MEDIUM OF COMMUNICATIONIN INFLUENCING SHOPPERS


DIGITAL SCREENS ARE THELEADING MEDIUM OF

COMMUNICATION FOR A RANGEOF DIFFERENT IN-STORE

COMMUNICATION OBJECTIVES

29% 25% 24%


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Statement of Effectiveness The ‘drop’ was so powerful, it made quite a splash! The campaign won both the Gold and the Grand Cristal award for best use of

The detergent brand who takes their promise quite literally! BackgroundPril, first launched in 1951, now has a footprint that is global, including locations such as Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates. Pril offers consumers the best in class solution to tough stains backed by their everlasting promise: “One drop of Pril is powerful enough to wash a set of dishes”. However, Pril found that this message was becoming diluted as their competitors started to promise the same.ObjectivesThe objective was to make their single drop message big again, reasserting the brand statement in a way that shoppers “can actually feel with their own hands”.ImplementationPril went small in order to make their message big. Say hello to an exact replica of the Pril bottle reduced to the size of a thumbnail, the first ever ‘one drop’ detergent package with the help of design agency TBWA\RAAD Dubai.Carefully crafted, the Pril bottle underwent a 6-month production process to reduce the bottle from 1 Litre, to a tiny 0.1ml in size, exactly 1 drop! The ‘one drop’ bottle was produced on a small scale, not intended for mass production but for promotional sampling purposes across supermarkets in UAE and Egypt.This ‘special edition’ of Pril was announced through traditional media outlets including print and TV. To Amplify

the message, instore sampling was used along with a series of short videos, GIFS and posts for various social media sites.Shoppers who used the one drop bottle could trade it for 10% of the price of a full-sized bottle of Pril.

SHOPPER MARKETING WORLDWIDEPRIL – THE ‘ONE DROP’ BOTTLE

Carefully crafted, the Pril bottle

underwent a 6-month production

process to reduce the bottle from

1 Litre, to a tiny 0.1 ml in size,

exactly 1 drop!

The ‘one drop’ bottle was produced

on a small scale, not intended for

mass production...


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week, not to mention the huge amount of traction the teeny bottle picked up through online platforms.

Source; www.effie.org

merchandising/in-store marketing at the Cristal Festival 2016. They also received a Silver award in the shopper marketing category and the FMCG category at the 2016 Mena Effie

awards along with a Gold award in the brand experience category.Pril also experienced a 12% increase in sales at the moment of sampling, with a further 23% increase the following


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the practicalities of living on a budget yet wanting to look fabulous. M&S on the other hand is ultra-convenient and, although its produce is priced at above average - this is justified by their higher-than average ability to cater for their customers. Their stores offer a café, large toilets that cater for the disabled or those with buggies, baby changing facilities, large lifts and ample space between the aisles. As a shopper, I will inevitably end up in this store, often for a long period of time. This store facilitates me and my children and it’s worth paying extra for that privilege. Q. What do you see as the most important trends in shopper marketing in the coming years?1. Tap and pay POS with a bank card

within a budget is currently being widely used. As people become more and more comfortable with tapping to pay, the budgets imposed on shoppers using this technology shall be expanded. Further, mobile phone apps will be more widely used as a substitution for cards; bank cards, loyalty cards, and membership cards shall be consolidated in handy apps. Wallets won’t need to hold as many cards anymore and may, indeed, be completely substituted by mobile. Why? Quick and convenient point of sale for the shopper. As long as they bring their phone – or wearable they can go, do or buy anything.

Niamh O’Dea joined PepsiCo Ireland in March 2016 as Shopper Marketing Manager with responsibility for the Walkers, Doritos and Sensations brands in the Crisps, Snacks and Nuts category and Tropicana, Copella and Naked brands in the Chilled Juice category.Niamh is no stranger to snacking having previously been Senior Brand Manager in Largo Foods with responsibility for the KP branded portfolio which included Hula Hoops, KP Nuts and Skips and prior to that Marketing Manager and Commercial Manager for KP Snacks looking after the same portfolio. KP Snacks was originally part of United Biscuits where Niamh spent several years in a variety of roles from Category Management to Trade Marketing Manager to Commercial Manager.A Chemistry graduate from UCD, Niamh started her FMCG career as a graduate in Kerry Foods and spent the majority of her time there in Category Management.

Q. Your favourite shopping experience and why?Some very different shopper experiences spring to mind and I couldn’t possibly choose only one favourite!Firstly, Avoca. It oozes personality and charm. It always feels like a treat to dawdle around and admire its products – be it a wholesome salad or (more likely) a wicked weekend indulgence. I feel inspired when I visit this store – I am going to cook more adventurous dinners, bake more often and brighten up my home with fabulous soft furnishings! Okay, this rarely materialises but I enjoy the escapism that this store offers. The bright colours of beautifully laid out wares lead me to forget that I’m a busy working mother for those precious moments.Next, I love the Marlay Park Experience. Every weekend, local producers, craftsmen, artists and others come and sell their produce at this outdoors Farmers’ Market. After a walk, my family and I always stop off here. It is not just the smell of freshly brewed coffee that permeates the air; there are stalls with crepes, falafels, premium sausage hot dog and wood-fired pizza. As we munch, we browse and admire the locally sourced and created produce – picture frames, paintings, ethically produced clothes. Before we leave, we pick up some olives or salami for lunches during the week and may allow the kids to pick a cake or treat. This is a thoroughly enjoyable shopping experience for all the family and one I personally relish.Honourable mentions go to Penneys and Marks and Spencers. I find myself unable to walk by Penneys without at least a browse. The fear of missing out reels me in every time! It offers high-utility yet low-priced goods and the placement of certain products in the queue system is often genius – wrapping paper, hangers, chocolate, tights, tan. The shopper feeling that’s inspired by Penneys is trust, Penneys has your back. This retailer understands

TALKING SHOP

NIAMH O’DEAwith

Shopper Marketing Manager for PepsiCo Ireland

Q&A

the noise? What clear call-to-action can we communicate to this shopper? Crucially, the best brand manufacturers will be those that find the answers to these questions – and take appropriate action. If a shopper is a middle-aged, technophobe male, they will use more traditional in-store advertising. If the shopper is a teenage girl, they might excite her by placing a Text to Win on the store shelf and if this teen proves unwilling to engage with SMS, what is she willing to engage with? Will we address her via social media? What resonates with her? In both cases, the brand manufacturer will have internal alignment to ensure a true 360 degree execution plus an excellent relationship with the retailer. After all, retailers are a key element in the shopper marketing experience.Q. Your favourite shopper marketing campaign to date – and why?My favourite shopper marketing campaign is one I observed as a competitor, but credit where credit is due. In my opinion, the Doritos Roulette campaign was genius. This was an NPD launch with the tagline – there’s a hot chip in every handful. A full 360 degree campaign supported with TV, Radio and digital. It was the in-store activation that impressed me most. Large displays of men in boiler suits and full aisle floor graphics were quite simply unmissable. Instore there were hot prizes to be won; a holiday to Dubai and a trip to a hot desert festival in the US for you and three mates. The call to action – Can you handle the heat? challenged shoppers to try the NPD. How hot is too hot to handle? Wouldn’t that be a fun thing to bring to a party? To share watching TV? This campaign was fantastic fun and appealed to many senses. It was visually stimulating and no doubt made many the shopper salivate at the thought of the extra hot chip, even thinking about purchasing this product was enjoyable. It screamed excellent shopper marketing.

2. Mobile marketing and all forms of digital marketing has increased data on shoppers and this will continue. Besides using big data to learn to respond appropriately to the shopper, marketers may become more creative, so as to be heard “above the noise.” Maybe they will engage in a meaningful way with their shoppers whilst in store and/or vicinity. Be it a time-limited discount of items used in a particular recipe, irresistible deals or competitions for enviable holidays. Clever shopper marketers will identify emotional triggers or needs and cater accordingly and will, of course, be aware that there is sometimes a fine line between useful offer and irritating over-share.

3. Large manufacturers and retailers will have the benefit of big data and the opportunity to cross advertise multiple products in one message/one channel, so smaller ones will need smart differentiation here.

4. Alternatively, Radio-frequency ID (RFID) may be used throughout stores which will negate the need for checkouts altogether, as shoppers will automatically be charged as they leave the store. This is convenient for the shopper, perhaps increasing success with the impulse shopper. Strategic product placement and disruptive engaging displays in stores should maximize success of this for shopper marketers.

5. Further down the road, I feel that shoppers may use virtual reality consoles to help them pick products from stores – online. Here, they have the comfort and convenience of home or office, and they will also have the benefit of the wealth of information that the internet and comparison websites provide. This is an area expanding exponentially at the moment and will be particularly relevant to high-priced, technological goods.

No doubt big changes are coming and, in

some areas, shopper marketing needs to change accordingly. I remember thinking we were light years away from the personal marketing as conveyed in ‘Minority Report’. While we need to venture into the future, I hope we don’t lose sight of the basic human impulses of the flesh and continue to allow the smell of baked bread in a store trigger sales.Q. What steps do you think brand manufacturers could take to help them Improve the effectiveness of their shopper marketing activity? The best performing brand manufacturers in the future will take the time to observe and understand shoppers, as distinct from consumers - Who is this shopper? What are their Motivations? When are they shopping? Who are they buying for? How can we simplify the brand message, so as not to overly bombard the shopper? What can the manufacturer do to cut through


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Q&A


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IntroductionMolson Canadian activated their exciting Red Beer Fridge & BBQ campaign in Tesco stores in the summer of 2016. This in-store activation gave Tesco shoppers an opportunity to enter a Freetext to Win competition to be in with a chance to ‘Win the Red Beer Fridge at a VIP BBQ experience at home’ for family & friends. Online promotion of the activity coupled with In-Store experiential events and POS displays in Tesco stores around the country encouraged shoppers to engage with the Molson Canadian brand and enter the Freetext to Win competition. ApproachVisualise worked with Molson Coors on a wide variety of aspects for this campaign; from managing the freetext competition, sourcing of prizes and managing the winners VIP BBQ Experience, through to planning and managing the in-store experiential activity, developing an interactive digital game used in this activity and producing a promotional video. The promotional video, which showcased the first experiential event, was used on Tesco’s Facebook page in order to drive interest in the upcoming events and encouraged shoppers to visit stores to find the Red Beer Fridge and try to win some prizes which included mini-red fridges, steins, hoodies, BBQ sets and branded drinking glasses. For sensory appeal and added shopper engagement there was also a BBQ sampling stand serving BBQ food. With this campaign Molson Coors and Visualise wanted to create a memorable experience for Tesco shoppers, drive category engagement and encourage purchase within the category.

MOLSON CANADIANRED BEER FRIDGE & BBQ

at your BBQ!

FREETEXT

BBQto 50400

for achance to

ROI residents, 18+ only. Mobile phone required to enter. Competition opens 10/08/2016, end 06/09/2016. No purchase necessary.Full terms and conditions apply. See Facebook.com/MolsonCanadianIreland for details.

See shelf edge for details. You must be 18 years or over to purchase alcohol.

We engaged Tesco shoppers through an in-store experiential activation which was linked to the shopper promotion, giving shoppers a chance to ‘Win the Red Beer Fridge at a VIP BBQ experience at home’.


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SHOPTALK

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SHOPTALK - Hosting Ireland · SHOPTALK Issue 1 - 2017 1 offers her thoughts on how to improve the...

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