2018 Shopper Symposium Series 2 DRIVING GROWTH THROUGH 3-WAY - - PowerPoint PPT Presentation

2018 Shopper Symposium Series 2 DRIVING GROWTH THROUGH 3-WAY INSIGHT

#V360shopper

WHERE WE HELP WHO WE ARE OUR 360° SERVICES

A multi-disciplinary shopper agency

• Shopper marketing
• Category development
• Shopper experience
• Shopper culture
• Insight
• Strategy
• Creative design
• Execution

“The Insight needed to build profitable growth for categories and brands today”

Purpose Of This Morning…

3 Parts To Today’s Discussion

1. INSIGHT NEEDED FOR GROWTH 2. BUILDING AN INSIGHT LED GROWTH STRATEGY 3. INSIGHT TO EXECUTION

PART 1: Insight Needed For Growth

76%

• f FMCG

innovations fail within the 1st year

70%

• f in-store

promotion activity has a negative ROI Ireland is one of the most

competitive

grocery landscapes in Europe

Profitable Growth in FMCG is Hard...

Profitable Growth can only be Achieved by Deeper Understanding of How to…

CONSUMER SHOPPER RETAILER

Create consumer demand Encourage shoppers to purchase Motivate retailers /

• perators to

support

Deeper 3-Way Insight Leads to a Positive Cycle

Better experience More shoppers spending more More trade support Increased ROI Brand preference

3-WAY INSIGHT

CASE EXAMPLE

PART 2: Building an Insight Led Growth Strategy

The context

• Steady decline
• Not relevant with younger shoppers
• Other parts of deli getting more attention

“Establish an Insight driven strategy to unlock future growth for Deli meats”

The task The situation

Insight Approach

Consumers Shoppers Retailers Growth Strategy 3-Way Insight

Focus Groups, Secondary research Accompanied Shops

• bservation

and survey In-depth Interviews

Territories to develop deli meat solutions to increase consumption

• 1. Increasing

Consumption

Key components to engage shoppers to buy more deli meat solutions

• 2. Engaging

Shoppers

1: Increasing Consumption

3 Distinct Types of Deli Meat Households

“Sure you can get so much more variety from the pre- packed now… premium quality, 100% natural, carved, big value packs, etc.” Kildare Deli Ignorer “I like to get cooked meat from deli every now and then for a nice salad or sandwich” Dublin deli meat Lite “Deli meats every week for us – easier to inspect the freshness” Northern Ireland deli meat regular

Modern/Younger Traditional/Older

58%

DELI MEAT IGNORERS

19%

DELI MEAT LITES

19%

DELI MEAT TRADITIONALISTS

4 Key opportunity territories to grow category

PREMIUM MEAT SOLUTIONS FLAVOURSOME MEAT SOLUTIONS ‘DELI MEAT’ DINNER MEALS DELI MEAT ON THE GO

• Opportunity to

increase spend per purchase with 19%

• f HHs are deli

regulars 1.1 billion weekday evening meals 44% of 18+ eat

• n the go at least
• nce a month*

Flavoursome concepts resonate well with all Consumer types

• 2. Engaging Shoppers

Territories to develop deli meat solutions to increase consumption

• 1. Increasing

Consumption

Key components to engage shoppers to buy more deli meat solutions

• 2. Engaging

Shoppers

2% 4% 1%

Deli Meats Counter Conversion Levels

% of Shoppers in store that bought from deli meats

Source: V360° shopper research In-store observation 40+ hours and Intercept surveys, n=231

LOWEST HIGHEST

5 KEY COMPONENTS TO PROFITABLY CONVERT MORE SHOPPERS

• 1. The Food
• 2. Communication
• 3. Location and layout
• 4. Staff
• 5. Rigorous counter management

COLOUR FOOD AT IT’S PRIME VARIETY & PRESENTATION

• 1. THE FOOD…

Will reconfirm with current shoppers this is the right deli to buy from, and help prospect shoppers better understand the value

PRIMARY COMMUNICAION OBJECTIVE ‘FRESHLY PREPARED WITH CARE AND ATTENTION’

‘GUIDE YOUNGER

SHOPPERS TO BUY’ SECONDARY COMMUNICATION OBJECTIVE

LAYOUT DWELL TIME

Balance market-type layout versus straight counters to interrupt but not block shoppers from shopping fixture 62% of shoppers spend over a minute at counter, with 76% intending on buying complementary items –

• pportunity to capitalise on this

moment in-store

• 3. Location and layout

LOCATION

Closer to store entrance enhances interaction and conversion

INFORMED LIKE A ‘FOODY’ HYGENIC ADAPTABLE ENTHUSIASTIC

• 4. DELI STAFF

ATTRIBUTES

FOOD PREPARATION & STOCKING WASTE MANAGEMENT SUPPORT CLEANING AND ALLERGEN MANAGEMENT

• 5. Rigorous counter management

Increasing Consumption Engaging Shoppers

Summary Growth Strategy

‘Deli meat’ dinner meals

• 1. Premium meat

solutions

• 2. Flavoursome

meat solutions

• 3. Deli meat

solutions

• n the go
• 1. The Food
• 2. Communication
• 3. Location and layout
• 4. Staff
• 5. Rigorous counter management

PART 3: Insight to Execution

CASE EXAMPLE

So What Next? Insight to Execution

Trade marketing Retailer collaboration Field sales support Internal stakeholder alignment

4

WORKSTREAMS

Will reconfirm with current shoppers this is the right deli to buy from, and help prospect shoppers better understand the value

End outputs can be seen at… www.deliexperts.ie

+14% AVERAGE UPLIFT FOR REVISED COUNTERS INCREASED ORDERS GROWING WEBSITE HITS

RESULTS SO FAR…

POSITVE STORE MANAGER FEEDBACK

2

6 Key Learnings from Insight to Execution…

1

3 way insight is crucial to fuel growth

6

Measure, learn and refine Cross-functional alignment and understanding is key to get traction

3

Retailer collaboration is the only way to make it happen

4

It is an iterative process from insight to execution

5

Make the insights part of the sales and marketing kit

Email: Info@visualise.ie Phone: +353 (0)1 281 4847 Web Address: www.V360°.ie