Native file contains several video demonstrations of our work in bringing digital technologies in store. Please contact me if you'd like to see them.

2. The
Store
is
Changing
How
Emerging
Technologies
are
Redefining
the
Shopping
Experience

3. HANS
FREDERICKS
VIC
CLESCERI
SR.
DIRECTOR,
JOINT
BUSINESS
VP,
MOBILE
BUSINESS
PLANNING
DEVELOPMENT
hfredericks@comscore.com linkedin.com/in/vclesceri
BRIAN
LECOUNT
DIRECTOR,
INSIGHTS
&
PLANNING
@blecount
MANUEL
ROSSO
MATTHEW
GASE
FOUNDER
&
CEO PRESIDENT
&
CEO
@manuelrosso
@MaO_Gase

4. Today’s
Agenda
• The
World
We
Live
In
• OpportuniWes
for
Marketers
– Food
on
the
Table
&
Stubb’s
Bar-­‐B-­‐Q
– ConAgra
Foods
&
POSSIBLE
• Q&A
• Hands
On

5. 3
TRENDS
WE’RE
WATCHING
1
Where’s
the
Store?
2
Life
is
a
Game
3
The
Package
is
the
Key

6. 1
Where’s
the
Store?

7. 2
Life
is
a
Game

8. 3
The
Package
is
the
Key

9. DIGITAL
RETAIL

10. PARTICIPATION
IDEA
UNDERSTANDING
HOW
AND
WHY
PEOPLE
INTERACT
WITH
DIGITAL
ALLOWS
US
TO
ENGAGE
THEM
WITH
CONTENT,
STORIES
&
EXPERIENCES
THAT
GIVE
THEM
A
ROLE
TO
PLAY
WITH
THE
BRAND.

11. The
World
We
Live
In:
Mobile’s
Impact
on
Shopping
Behaviors
Hans
Fredericks
Vice
President
Mobile
–
hfredericks@comscore.com
October
2012

12. CONTINUING
TIDAL
SHIFT
TO
SMARTPHONES
• Total
Smartphone
audience
increased
by
42%
year-­‐on-­‐year
• Your
shoppers
have
smartphones
–
or
will
very
soon!!
Growth
of
U.S.
Smartphone
U.S.
Smartphone
PenetraXon
Installed
Base
June
2012
180,000
160,000
Smartphone
47.4%
#
Phone
Owners
(000)
140,000
120,000
Not
100,000
Smartphone
80,000
52.6%
110.9
million
60,000
40,000
+47%
20,000
Year
on
Year
Growth
0
Product:
comScore
MobiLens,
US
Data:
Three
month
average
ending
June
2012

13. SMARTPHONES
ARE
CHANGING
COMMERCE
E-­‐commerce
and
Related
Services
Accessed
By
%
of
Smartphone
Users
June
2012
Bank
Accounts
38%
Online
Retail
25%
Credit
Cards
22%
Electronic
Payments
21%
Deal-­‐A-­‐Day
16%
Shopping
Guides
16%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Product:
comScore
MobiLens,
US
Data:
Three
month
average
ending
June
2012

14. CONSUMERS
SHOP
–
AND
BUY
ON-­‐DEVICE
Shopping
AcXviXes
with
Smartphone
June
2012
Found
store
locaXon
34%
Compared
product
prices
22%
Researched
product
features
21%
Found
coupons
or
deals
21%
Made
shopping
lists
20%
Purchased
goods
or
services
18%
Checked
product
availability
17%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
%
Smartphone
Audience
Product:
comScore
MobiLens
Data:
Three
month
average
ending
June
2012

15. CONSUMERS
BUY
LOTS
OF
THINGS
ON-­‐DEVICE
Type
of
Goods
or
Services
Purchased
Using
Smartphone
June
2012
Clothing
or
accessories
33%
Tickets
25%
19.7
million
Books
(not
ebooks)
22% U.S.
Smartphone
Daily
deals
or
discount
coupons
21% Shoppers
Consumer
electronics
/
household
appliances
20%
Meals
for
delivery
or
pickup
20%
Personal
care
/
hygiene
products
17%
Gie
cerXficates
15%
Groceries
15%
Sports/Fitness
equipment
12%
0% 5% 10% 15% 20% 25% 30% 35% Product:
comScore
MobiLens,
US
% Purchased Goods or Services with Smartphone Data:
Three
month
average
ending
June
2012

16. MOBILE
SHARE
OF
E-­‐COMMERCE
GROWING
Percentage
of
Total
e-­‐Commerce
Dollars
Spent
via
Mobile
or
Tablet
Device
Spike
in
percentage
of
9%
9%
e-­‐commerce
sales
via
mobile
coincides
with
surge
in
tablet
8%
8%
ownership
6%
6%
3%
3%
2%
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
2010
2010
2010
2011
2011
2011
2011
2012
2012
Source:
comScore
Mobile
Measurements

17. VARYING
USE
OF
WEB/APPS
AMONG
RETAILERS
Top
Smartphone
Retail
ProperXes,
%
Share
of
Time
Spent
by
Access
Method
June
2012
Amazon
Wal-­‐Mart
Neklix
Target
Best
Buy
Redbox
Web
Ticketmaster
App
Blockbuster
Home
Depot
shopkick
Walgreens
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Product:
comScore
Mobile
Metrix
2.0,
US
Data:
June
2012

18. MOBILE
DISRUPTING
BRICK
AND
MORTAR
PenetraXon
of
AcXviXes
Performed
on
Phone
While
in
Retail
Store
June
2012
Took
Picture
of
Product
21%
Texted
or
Called
Friends/Family
about
Product
18%
Scanned
a
Product
Barcode
17%
Sent
Picture
of
Product
to
Friends/Family
17%
Compared
Product
Prices
11%
Found
Store
LocaXon
10%
Found
Coupons
or
Deals
9%
Researched
Product
Features
7%
Checked
Product
Availability
5%
Product:
comScore
MobiLens,
US
Data:
Three
month
average
ending
June
2012

19. SURGE
IN
QR
CODES
LAST
HOLIDAY
SEASON
§ Almost
21
million
U.S.
Smartphone
owners
scan
a
QR
Code
at
least
once
per
month
–
up
28%
since
Sep
2011
§ 19%
or
nearly
1
in
5
smartphone
owners
currently
scan
QR
codes
each
month
§ 48%
scanned
a
QR
Code
while
in
a
Retail
Store
QR
Code
Users
(M)
Among
Smartphone
Users
June
2012
25.0
20.0
15.0
19.9
19.8
20.9
16.3
10.0
5.0
0.0
Sep
2011
Dec
2011
Mar
2012
Jun
2012
Product:
comScore
MobiLens,
US
Data:
Three
month
average
ending
June
2012

20. MOBILE
BRIDGES
PHYSICAL/DIGITAL
CHANNELS
Top
Sources
of
QR
Codes
Scanned
by
Smartphone
Owners
60%
June
2012
50%
46%
44%
40%
30%
26%
25%
20%
10%
0%
Printed
Magazine
or
Product
Packaging
Poster
or
Flyer
or
Website
on
PC
Newspaper
Kiosk
Mobile
provides
link
to
Newsprint
Retail
Outdoor
Digital
Source:
comScore
MobiLens
Data:
Three
month
average
ending
June
2012,
US

21. OPPORTUNITIES
FOR
PUSH
AND
CHECK-­‐IN
Have
you
used
a
retail
app
to
alert
you
about
coupons/deals
based
on
your
locaXon
(push
noXficaXons)?
Among
Mobile
Shoppers
Yes,
I
would
like
to
be
No
No,
I
would
Yes
alerted
60%
not
be
40%
46%
interested
54%
Check
in
services
or
sharing
locaXon
for
a
reward/discount/deal
at
the
store
Among
Mobile
Shoppers
Yes, I would
share my
Yes,
I
use
No,
I
do
not
55%
location for a
Check-­‐in
use
check-­‐in
discount
Services
services
38%
62%
45%
No, I would
not share my
location
Source:
Custom
Mobile
Retail
Advisor
Survey
April
2012
Source:
Custom
Mobile
Retail
Advisor
Survey
April
2012

22. CASE
STUDY
Proprietary
and
ConfidenWal
22

23. Technology
increasingly
influences
offline
purchases
80%
of
purchases
are
“Web2Local”
determined
before
a
• Web–influenced
offline
commerce
customer
leaves
the
is
a
more
aOracWve
segment
than
home
e-­‐commerce
• Success
will
be
in
ability
to
prove
aOribuWon
• $700
Billion
opportunity
Mobile
Influence
in
Food/Beverage
Bringing
Content
to
Context
Smartphone
Mobile
Projected
shopping
Frequency
of
influence
influence
adopXon
use
by
store
factor
(2012)
factor
(2012)
35%
58.2%
5.7%
18.7%
-­‐
23.0%
Proprietary
and
ConfidenWal
23

24. Stubb’s
is
a
“Crae”
brand
compeXng
against
“Krae”-­‐size
companies
• Stubb’s
is
the
#1
premium,
all
natural
BBQ
sauce
and
marinade
brand
– #6
BBQ
sauce
and
#3
Marinade
– Surrounded
by
large
CPG
brands
• Stubb’s
is
available
on
shelf
at
leading
retailers
naWonwide
(86%
ACV)
• Stubb’s
consumer
is
higher
income
(HHI
+
$75K),
educated,
with
families.
Also
lead
an
acWve
and
healthy
lifestyle.
• Stubb’s
consumer
is
highly
loyal
-­‐
ranked
2nd
in
category
• Stubb’s
brand
awareness
is
low
compared
to
big
brand
24

25. Stubb’s
Opportunity
OpportuniXes
Can
We
Use
Find
the
• Increase
trial
and
Technology?
Right
Partner
brand
awareness
• Live
in
a
forward
• CollaboraWon
• Highlight
looking
city
• Constant
IteraWon
differenWators
• Every
mom
has
a
• Test
market
new
smartphone
product
ideas
25

26. FOTT
is
the
most
comprehensive
meal
planning
app
• Helps
Mom
through
the
enWre
cooking
process
– New
recipe
discovery
– User’s
exisXng
recipes
– Local
store
savings
– Discover
personalized
recipes
– Create
meal
plan
– Build
shopping
list

27. How
FOTT
does
it
• Own
the
enWre
meal
planning
funnel
• Can
place
shopper
markeWng
content
so
it
doesn’t
feel
like
adverWsing
What
should
I
make?
What’s
on
sale?
We
are
out
of…
Where’s
my
list?
Planning
Shopping
What
can
I
make
with
this?
Is
this
good
or
me?
Where
do
I
find…?
I
want
the
one
on
sale…
Proprietary
and
ConfidenWal
27

28. Case
Study:
Campaign
Elements
Recipe
Sponsored
Recipe
Branding
and
PromoXon
Preference
Category
on
Grocery
List
28

29.
Case
Study:
Grew
market
for
barbecue
sauce
recipes
Details
Results
• Campaign
targeted
a
• 260%
increase
in
number
staWsWcally
significant
of
users
adding
BBQ
sauce
number
of
mobile
users
recipes
to
their
meal
plans
across
2006
stores
in
8
• 25%
increase
in
the
grocery
chains
from
7/3/12
number
of
BBQ
sauce
–
7/23/12
recipes
added
per
user
335%
Increase in
BBQ Sauce
recipes added!
(compared
to
non-­‐promoWonal
stores)
Proprietary
and
ConfidenWal
29

30. Trial
&
Review:
New,
Seasonal
Stubb’s
Green
Chile
Marinade
• Stubb’s
is
tesWng
seasonal
product
concept
• Used
part
of
FOTT’s
Consumer
Panel
for
Trial
and
Feedback
– Oversubscribed
in
an
hour
– 100%
compleWon
rate
– 7
day
turnaround
• Feedback
on
Stubb’s
Facebook
page
and
FOTT
recipes
– 26
photos
– 19
Facebook
posts
– 21
recipe/product
reviews
30

31. What’s
Next:
The
EvoluXon
of
CollaboraXon
Target
by
Target
Retailer
at
the
Panel
TesXng
New
True
Seasonality
Store
Level
Concepts
January
July
80º
BOS
PHX
BOS
PHX
• TradiWonal
retailers
insist
• NEW
Stubb’s
Spice
Rubs
• Stubb’s
is
creaWng
new
promoWons
be
a
specific
Wme,
are
only
available
in
select
seasonal
products
as
well
as
implying
the
same
seasonality
stores
at
certain
retailers
other
new
products
for
every
region
• Promote
Rubs
only
to
• Use
Food
on
the
Table’s
• Extend
promoWonal
calendar
consumers
at
that
store
consumer
panel
to
test
new
by
target
consumers
based
on
products
before
they’ve
even
true
seasonality
hit
the
boOle

32. CASE
STUDY
Proprietary
and
ConfidenWal
32

33. Technology
is
Reshaping…
• Consumer
wants,
needs,
expectaWons
• Shopping
behaviors
• The
retail
experience
• How
brands
plan
and
execute
shopper
markeWng
iniWaWves

34. CPG
Brands
are
Accustomed
to
Planning
Across
the
Path
to
Purchase

35. Digital
Path
to
Purchase
and
the
Mobile
Mediator
Contextually-­‐
Need/
OpXons
Relevant
Desire
Choice
Select
&
Navigate
Buy
Validate
‘Store’
Brand
Capture
Share
/
Experience
Experience
Advocate

36. IdenXficaXon
of
growth
opportuniXes
emerge
from
the
intersecXon
of
4
“lenses”
What
are
the
What
are
retailer’s
strategic
ConAgra’s
strategic
Retailer
prioriWes
and
prioriWes
and
growth
drivers?
growth
drivers?
What
is
most
What
segments
important
to
are
growing
Shopper
Category
the
shopper
or
(Products,
Price
consumer?
Tiers)?
What
gaps
exist?
36

37. Frozen
AcXvaXon
OpportuniXes
/
Strategic
Levers
• PercepWon
of
• PercepWon
of
higher
prices
complex,
Wme-­‐
consuming
aisles
• PercepWon
of
• Low
conversion
less
variety
between
Frozen
&
GM
• Focus
on
GM
during
Season
37

38. EXPANDING
THE
MEANING
OF
VALUE

39. Building
value
into
the
MarkeWng
Make
Your
List
&
Earn
Points
Manage
Points,
Redeem
&
Track

40. DELIVERING
ASSORTMENT
WITH
DIGITAL

41. Expanding
Consumer
Views
on
Product
Offerings

42. DRIVING
SHOPABILITY
WITH
A
DIGITAL
DESTINATION

44. DIGITAL
DESTINATION

46. DRIVING
BRAND
ENGAGEMENT
IN
UNEXPECTED
PLACES

47. OUT OF HOME
SHOPPING

48. DRIVING
IMMEDIATE
ENGAGEMENT
&
GM
CONVERSION

49. PRINT-BASED
SHOPPING

50. Remember
the
4
Lenses
Retailer
Brand
Shopper
Category

51. QUESTIONS?

52. LET’S
GET
OUR
HANDS
ON,
ON.