Shopper marketing in de praktijk
13-6-2013 Shopper marketing in de praktijk 1
Inhoud
1.Kennismaking met Popai
2.Shopper insights / theorie
3.Shopper journey & Touch points
4.Boodschap, middelen en design
5.Voorbeeld Food Retail
6.Creatieve communicatie in Retail
7.The future of Retail
13-6-2013 Shopper marketing in de praktijk 2
1.Kennismaking met Popai
13-6-2013 Shopper marketing in de praktijk 3
Postionering Popai Benelux
“Popai is de enige internationale ( 44 landen )
shopper marketing at Retail organisatie
die zich zonder winstoogmerk,
actueel en relevant beweegt in het totale speelveld van de
consumer & shopper journey,
van smart Phone tot en met de display,
In food en in non-food Retail ”.
Noot; Mass media nemen we mee maar heeft niet onze focus
13-6-2013 Shopper marketing in de praktijk 4
Doelstelling Popai Benelux
“Tijdens deze journey kijken wij naar het gedrag van de shopper en op welke
wijze het gedrag door middel van communicatie positief beïnvloed kan worden”.
Door kennis te verzamelen, vermeerderen en te verspreiden in dit speelveld,
willen wij onze leden helpen met het versterken en verbeteren van hun
business model”!
13-6-2013 Shopper marketing in de praktijk 5
2.Shopper insights
13-6-2013 Shopper marketing in de praktijk 6
13-6-2013 Shopper marketing in de praktijk 7
Wat is er nu feitelijk gewijzigd ?
De techniek in Retail en het shopper gedrag zijn gewijzigd !
13-6-2013 Shopper marketing in de praktijk 8
Multi channel
Oriëntatie
13-6-2013 Shopper marketing in de praktijk 9
Consument en
de shopper ?
13-6-2013 Shopper marketing in de praktijk 10
Ik wil genot
Ik wil gemak
Ik wil gewin
Ik wil het nu
Zo niet ? ga ik naar een
ander
13-6-2013 Shopper marketing in de praktijk 11
Seduce me
Help me
Guide me
13-6-2013 Shopper marketing in de praktijk 12
Zintuigen
13-6-2013 Shopper marketing in de praktijk 13
Kijken
13-6-2013 Shopper marketing in de praktijk 14
13-6-2013 Shopper marketing in de praktijk 15
Eye tracking & neuro
science
13-6-2013 Shopper marketing in de praktijk 16
Beneden
ooghoogte
13-6-2013 Shopper marketing in de praktijk 17
180 Graden
Average reach height : 180-220 cm.
Average eye height : 120-160 cm
Average grap height : 80-120 cm.
Average bend height : 80 cm.
Walking : Right turn, first quick, than slow
Bewegen
13-6-2013 Shopper marketing in de praktijk 18
13-6-2013 Shopper marketing in de praktijk 19
Ruiken
13-6-2013 Shopper marketing in de praktijk 20
13-6-2013 Shopper marketing in de praktijk 21
Horen ?
13-6-2013 Shopper marketing in de praktijk 22
23
Shopper marketing in de praktijk 13-6-2013
Voelen
13-6-2013 Shopper marketing in de praktijk 24
13-6-2013 Shopper marketing in de praktijk 25
Proeven
13-6-2013 Shopper marketing in de praktijk 26
27
Shopper marketing in de praktijk 13-6-2013
3.Shopper journey & Touch points
13-6-2013 Shopper marketing in de praktijk 28
13-6-2013 Shopper marketing in de praktijk 29
Shopper insights.
Retail or brand
activities.
Message &
Touchpoints.
Shopper insights Pre-Store
13-6-2013 Shopper marketing in de praktijk 30
13-6-2013 Shopper marketing in de praktijk 31
1.Retail activiteiten; Pre Store > boodschap & touch points
32
Shopper marketing in de praktijk 13-6-2013
Shopper insight To (Store)
13-6-2013 Shopper marketing in de praktijk 33
1.Retail activiteiten; To Store > boodschap & touch points
34
Shopper marketing in de praktijk 13-6-2013
Shopper insights In-Store
13-6-2013 Shopper marketing in de praktijk 35
1.Retail activiteiten; In Store > boodschap & touch points
13-6-2013 36 Shopper marketing in de praktijk
Shopper insights Post-Store
13-6-2013 Shopper marketing in de praktijk 37
1.Retail activiteiten; Post Store > boodschap & touch points
Aanrijdzone
Landingzone
Wandelzone
Entreezone
Oriëntatiezone
Loopzone
Shop zone 1e,2e, 3e lijn afdeling
Betaalzone
Uitgangzone
13-6-2013 Shopper marketing in de praktijk 38
Touch points to & in store
13-6-2013 Shopper marketing in de praktijk 39
7.
4.Boodschap, middelen en design
13-6-2013 Shopper marketing in de praktijk 40
13-6-2013 Shopper marketing in de praktijk 41
Type boodschap ?
13-6-2013 Shopper marketing in de praktijk 42
43
Shopper marketing in de praktijk 13-6-2013
44 13-6-2013
44 13-6-2013 Shopper marketing in de praktijk
45 13-6-2013
45 13-6-2013 Shopper marketing in de praktijk
46 13-6-2013 Shopper marketing in de praktijk Wat is de boodschap ?
5.Voorbeeld Food Retail
13-6-2013 Shopper marketing in de praktijk 47
13-6-2013 Shopper marketing in de praktijk 48
Roadmap
13-6-2013 Shopper marketing in de praktijk 49
Merk, Formule en Strategie
13-6-2013 50
Shopper marketing in de praktijk
Formule’s
13-6-2013 51
Albert Heijn Supermarkten
AH XL
AH to go
Albert
Gall & Gall
Etos
Bol.com
Shopper marketing in de praktijk
13-6-2013 Shopper marketing in de praktijk 52
Traffic !!
Sales !!
!
13-6-2013 54 Shopper marketing in de praktijk
13-6-2013 Shopper marketing in de praktijk 55
To & instore
media mix
13-6-2013 56 Shopper marketing in de praktijk
13-6-2013 Shopper marketing in de praktijk 57
4. To-store en instore media mix
13-6-2013 58 Shopper marketing in de praktijk
13-6-2013 Shopper marketing in de praktijk 59
13-6-2013 Shopper marketing in de praktijk 60
Shopper marketing in de praktijk 61 13-6-2013
13-6-2013 Shopper marketing in de praktijk 62
Roadmap
Television / Radio
Outdoor / National Press
Consumer Publishing
Sampling / Events
Point of
Sale
Point of Sale
Sampling / Events
Consumer Publishing
Outdoor / National Press
TV / Radio
Source;
Old situation New situation
Shopper marketing in de praktijk 63 13-6-2013
Promise & concepting > Everything with the colour blue is ….new !!
13-6-2013 Shopper marketing in de praktijk 65
To & instore
media mix
6.Creatieve communicatie in Retail
13-6-2013 Shopper marketing in de praktijk 70
13-6-2013 Shopper marketing in de praktijk 71
13-6-2013 Shopper marketing in de praktijk 72
13-6-2013 Shopper marketing in de praktijk 73
13-6-2013 Shopper marketing in de praktijk 74
13-6-2013 Shopper marketing in de praktijk 75
13-6-2013 Shopper marketing in de praktijk 76
Conclusie
13-6-2013 77 Shopper marketing in de praktijk
Conclusie
13-6-2013 78 Shopper marketing in de praktijk
13-6-2013 79 Shopper marketing in de praktijk
13-6-2013 80 Shopper marketing in de praktijk
13-6-2013 Shopper marketing in de praktijk 81
13-6-2013 Shopper marketing in de praktijk 82
13-6-2013 Shopper marketing in de praktijk 83
13-6-2013 84 Shopper marketing in de praktijk
Promotion
13-6-2013 85 Shopper marketing in de praktijk
13-6-2013 Shopper marketing in de praktijk 87
13-6-2013 Shopper marketing in de praktijk 88
13-6-2013
89 Shopper marketing in de praktijk
Shopper marketing -In-store: Interactive Mirrors
13-6-2013 Shopper marketing in de praktijk 90
Shopper marketing – To-store Interactive window/mirror
13-6-2013 Shopper marketing in de praktijk 91
13-6-2013 Shopper marketing in de praktijk 92
13-6-2013 Shopper marketing in de praktijk 93
13-6-2013 94 Shopper marketing in de praktijk
13-6-2013 Shopper marketing in de praktijk 95
13-6-2013 Shopper marketing in de praktijk 96
13-6-2013 Shopper marketing in de praktijk 97
13-6-2013 Shopper marketing in de praktijk 98
13-6-2013 Shopper marketing in de praktijk 99
13-6-2013 Shopper marketing in de praktijk 100
13-6-2013 Shopper marketing in de praktijk 103
13-6-2013 Shopper marketing in de praktijk 104
13-6-2013 Shopper marketing in de praktijk 105
13-6-2013 Shopper marketing in de praktijk 106
13-6-2013 107 Shopper marketing in de praktijk
13-6-2013 108 Shopper marketing in de praktijk
13-6-2013 109 Shopper marketing in de praktijk
13-6-2013 110 Shopper marketing in de praktijk
Verleiding in Retail ?
13-6-2013 Shopper marketing in de praktijk 111
13-6-2013 Shopper marketing in de praktijk 112
13-6-2013 Shopper marketing in de praktijk 113
13-6-2013 Shopper marketing in de praktijk 114
13-6-2013 Shopper marketing in de praktijk 115
13-6-2013 Shopper marketing in de praktijk 116
13-6-2013 Shopper marketing in de praktijk 117
13-6-2013 Shopper marketing in de praktijk 118
13-6-2013 Shopper marketing in de praktijk 119
13-6-2013 Shopper marketing in de praktijk 120
13-6-2013
121 Shopper marketing in de praktijk
VIRTUAL TABLECLOTH VISUALIZES MENU
SELECTION
13-6-2013 Shopper marketing in de praktijk 122
13-6-2013 Shopper marketing in de praktijk 123
13-6-2013 Shopper marketing in de praktijk 124
13-6-2013 Shopper marketing in de praktijk 125
13-6-2013 Shopper marketing in de praktijk 126
13-6-2013 Shopper marketing in de praktijk 127
128 Shopper marketing in de praktijk 13-6-2013
7.The future of retail
13-6-2013 Shopper marketing in de praktijk 129
13-6-2013 Shopper marketing in de praktijk 130
Online expectations,
Offline experience
13-6-2013 Shopper marketing in de praktijk 131
Online expectations !
13-6-2013 Shopper marketing in de praktijk 132
Offline experience !
so…. the best way to predict
the future is to
CO-CREATE …. it !
13-6-2013 Shopper marketing in de praktijk 133