2018 Shopper Symposium Series 2 DRIVING GROWTH THROUGH 3-WAY INSIGHT
#V360shopper
WHO WE ARE WHERE WE HELP OUR 360° SERVICES • Insight A multi-disciplinary • Shopper marketing • Category development • Strategy shopper agency • Shopper experience • Creative design • Shopper culture • Execution
Purpose Of This Morning… “The Insight needed to build profitable growth for categories and brands today”
3 Parts To Today’s Discussion 2. 3. 1. BUILDING AN INSIGHT TO INSIGHT NEEDED INSIGHT LED EXECUTION FOR GROWTH GROWTH STRATEGY
PART 1: Insight Needed For Growth
Profitable Growth in FMCG is Hard... Ireland is one of 76% 70% the most competitive of FMCG of in-store innovations fail promotion activity grocery within the 1st has a negative landscapes in year ROI Europe Sources: Nielsen Innovation Study, Nieslen and engage consultants Prom o & trade activity analysis, Kantar W orldpanel
Profitable Growth can only be Achieved by Deeper Understanding of How to… CONSUMER SHOPPER RETAILER Motivate Create Encourage retailers / consumer shoppers operators to demand to purchase support
Deeper 3-Way Insight Leads to a Positive Cycle Better experience More shoppers Brand preference spending more 3-WAY INSIGHT Increased More trade ROI support
PART 2: Building an Insight Led Growth Strategy CASE EXAMPLE
The context The situation The task Steady decline • “Establish an Insight driven strategy to unlock future Not relevant with younger shoppers • growth for Deli meats” Other parts of deli getting more attention •
Insight Approach Growth Strategy 3-Way Insight Retailers Consumers Shoppers Focus Groups, Accompanied Shops In-depth Interviews Secondary research observation and survey
1: Increasing Consumption 1. Increasing 2. Engaging Consumption Shoppers Key components to engage shoppers to Territories to develop deli meat solutions to buy more deli meat solutions increase consumption
3 Distinct Types of Deli Meat Households DELI MEAT DELI MEAT DELI MEAT IGNORERS LITES TRADITIONALISTS 58% 19% 19% “Sure you can get so much “I like to get cooked meat from “Deli meats every week for us – more variety from the pre- deli every now and then for a easier to inspect the freshness” packed now… premium quality, nice salad or sandwich” Northern Ireland deli meat 100% natural, carved, big value Dublin deli meat Lite regular packs, etc .” Kildare Deli Ignorer Modern/Younger Traditional/Older Source: CSO , NISRA, Kantar W orldpanel and V360*research. Note 4% don’t buy any cooked m eats
4 Key opportunity territories to grow category - - - PREMIUM MEAT FLAVOURSOME DELI MEAT ‘DELI MEAT’ ON THE GO SOLUTIONS MEAT SOLUTIONS DINNER MEALS Opportunity to increase spend per Flavoursome 44% of 18+ eat 1.1 billion weekday purchase with 19% concepts resonate on the go at least evening meals of HHs are deli well with all once a month* regulars Consumer types *Source: Bord Bia on the go research, Kantar W orldpanel, V360° Q ual,
2. Engaging Shoppers 2. Engaging 1. Increasing Consumption Shoppers Key components to engage shoppers to Territories to develop deli meat solutions to buy more deli meat solutions increase consumption
Deli Meats Counter Conversion Levels LOWEST HIGHEST 2% 1% % of Shoppers in 4% store that bought from deli meats Source: V360° shopper research In-store observation 40+ hours and Intercept surveys, n=231
5 KEY COMPONENTS TO PROFITABLY CONVERT MORE SHOPPERS 1. The Food 2. Communication 3. Location and layout 4. Staff 5. Rigorous counter management
1. THE FOOD… COLOUR FOOD AT IT’S PRIME VARIETY & PRESENTATION
PRIMARY SECONDARY COMMUNICAION COMMUNICATION OBJECTIVE OBJECTIVE ‘FRESHLY PREPARED ‘ GUIDE YOUNGER WITH CARE AND SHOPPERS TO Will reconfirm with current shoppers this is the right deli to buy from, and help prospect shoppers better understand the value ATTENTION’ BUY’
3. Location and layout LOCATION LAYOUT DWELL TIME 62% of shoppers spend over a Closer to store entrance Balance market-type layout minute at counter, with 76% versus straight counters to enhances interaction and intending on buying interrupt but not block shoppers conversion complementary items – from shopping fixture opportunity to capitalise on this moment in-store
ENTHUSIASTIC ADAPTABLE 4. DELI STAFF ATTRIBUTES HYGENIC INFORMED LIKE A ‘FOODY’
5. Rigorous counter management FOOD WASTE CLEANING AND PREPARATION MANAGEMENT ALLERGEN & STOCKING SUPPORT MANAGEMENT
Summary Growth Strategy Increasing Consumption Engaging Shoppers 1. The Food 2. Communication 1. Premium meat 2. Flavoursome solutions meat solutions 3. Location and layout - - - 4. Staff 3. Deli meat ‘Deli meat’ solutions 5. Rigorous counter management dinner meals on the go
PART 3: Insight to Execution CASE EXAMPLE
So What Next? Insight to Execution Internal stakeholder alignment 4 Retailer collaboration WORKSTREAMS Trade marketing Field sales support
End outputs can be seen at… www.deliexperts.ie Will reconfirm with current shoppers this is the right deli to buy from, and help prospect shoppers better understand the value
POSITVE +14% AVERAGE UPLIFT FOR REVISED STORE MANAGER COUNTERS FEEDBACK RESULTS SO FAR… INCREASED GROWING ORDERS WEBSITE HITS
6 Key Learnings from Insight to Execution… 3 way insight is crucial to fuel growth 1 Cross-functional alignment and understanding is key to get traction 2 Retailer collaboration is the only way to make it happen 3 It is an iterative process from insight to execution 4 Make the insights part of the sales and marketing kit 5 Measure, learn and refine 6
Email: Info@visualise.ie Phone: +353 (0)1 281 4847 Web Address: www.V360°.ie
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