THE COMMITTEE Elizabeth Egan Kim McGough Anne Chambers Shopper - - PowerPoint PPT Presentation

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THE COMMITTEE Elizabeth Egan Kim McGough Anne Chambers Shopper - - PowerPoint PPT Presentation

Feb 29, 2024 125 likes •348 views

THE COMMITTEE Elizabeth Egan Kim McGough Anne Chambers Shopper Marketing Director, Sr. Group Manager, Integrated CEO Shopper Marketing Strategy & Capability Michael Tilley Mark Jeffreys Mike DePanfilis Associate Director, Shopper

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THE COMMITTEE

2

Elizabeth Egan

Shopper Marketing Director, Strategy & Capability

Mike DePanfilis

VP, Shopper Marketing

Kim McGough

  • Sr. Group Manager, Integrated

Shopper Marketing

Mark Jeffreys

Associate Director, eCommerce & Go to Market Innovation

Michael Tilley

Associate Director, Shopper Marketing & Strategic Partnerships

Anne Chambers

CEO

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SLIDE 3

WHY IS ROI

Important?

Experiment,

TRACK & LEARN

Gain

INVESTMENT

Optimize APPROACH Partner with

CUSTOMERS

Project

IMPACT

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SLIDE 4

Focus

Define SHOPPER MARKETING?

STANDARD PRINCIPLES for ROI? ROI EQUATION? Key TOOLS & BENCHMARKS?

Go forward CHALLENGES?

OUR COMMITTEE’S

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SLIDE 5 5

Leverage category, customer,

and shopper insights to

develop strategic shopper

solutions, in collaboration with retailers, to inspire shoppers to buy our brands

now and in the future

Shopper Marketing DEFINED

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“ ”

“INSIGHT TO ACTIVATION”

ROI SUCCESS

Factors

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SLIDE 7

7

Bring Designer Excitement to Target Guest in Grocery with“50th

th Anniversary” Exclusive

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WHAT’S HAPPENING IN THE

Industry?

  • f SHOPPER MARKETING

EVENTS are MAKING A POSITIVE RETURN

44%

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SLIDE 9

Path-to-purchase Timing Scale Integrated 63% 61% 57% 52%

ROI SUCCESS Driv

Driver ers

% of Events with Above Average ROI

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SHOPPER ROI

Principles

APPROACH FOCUS MEASUREMENT

  • No silver bullet
  • Internal/external

alignment

  • Common approach
  • Comparative to other

investments

  • Tools required
  • ROO Integration
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SHOPPER ROI

Principles

MEASUREMENT

  • Value of Shopper
  • Advanced Analytics
  • Post Program Database
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R PRINCIPLE

Shopper Customer Manufacturer / Brand

TRIPL PLE E WIN

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R PRINCIPLE

Shopper Customer Manufacturer / Brand

TRIPL PLE E WIN

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ROI

Investment $ Program

PROGRAM

Gross Margin $ Program

ROI

Equation

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HERSHEY’S Integrated Analytics

Re-invent Retail Experience Create Special Moments in Traditional & Expanded Seasons Drive Next Generation Loyalty Connect with Shoppers Sustainable Innovation Re-invent Retail Experience Create Special Moments in Traditional & Expanded Seasons Drive Next Generation Loyalty Connect with Shoppers Sustainable Innovation 3-YR 1-YR

AGENCY

ROI / ROO

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BUILDING ROI AS A

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TOOLS

Capability

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ROI TOOLS

are Important

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Automation of ADVANCED

ANALYTICS PROCESS to communicate

Capture BEST

PRACTICES INTEGRATED

Measurement System

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3: 3:1 2x 2x $1 $1.01 01

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KEY PERFORMANCE

Benchmarks

GOALS ARE UNIQUE TO EACH COMPANY

ROI

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OUR JOURNEY

Continues…

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CANNIBALIZATION TIMEFRAME BRAND INFLUENCE BASE VOLUME

“It’s not that I’m so smart, it’s just that I stay with problems longer.”

  • Einstein
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SLIDE 20

The Future

IS HERE...

TECHNOLOGY will enable real time ROI We can ISOLATE, TEST & OPTIMIZE E-COMMERCE will empower better ROI

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