1. MICHELLE VAN TROTSENBURG
BUSINESS UNIT DIRECTOR
SHOPPER CONVERSION MARKETING
THE SHOPPER JOURNEY

2. Over 1785
Malls in SA
SOURCE: PRIMEDIA LIFESTYLE

3. Total Retail Sales of R633 billion
in 2012
Estimated that 60%-70% was
generated at shopping centres
SOURCE: PRIMEDIA LIFESTYLE

4. Monthly Foot Count of
18 Million people per
month on average
SOURCE: PRIMEDIA LIFESTYLE

5. NUMBER OF SHOPPING CENTRES PER COUNTRY
2011
SOURCE: PRIMEDIA LIFESTYLE

6. MALL RATS

7. HIGH COMPETITION FOR SHARE OF
WALLET

8. THE ABILITY TO PREDICT
SHOPPER BEHAVIOR HAS
BECOME A REALITY

9. THIS IS WHERE MANY SHOPPING
TRIPS START

10. ACCOMPANY THE SHOPPER THROUGHT THE
JOURNEY

11. THE SHOPPER

12. YOUR SI@NAGE IS IN MY WAY!

14. SHOPPER DOESN’T WANTED TO BE DISRUPTED,
EXICITED, DELIGHTED, ENGAGED IN EVERY
AISLE

15. OFFER SHOPPER SOLUTIONS
• Provide shopper value
• Facilitate decision-making
• Improving the ease of shopping

16. NORDSTROM Shoes for sale in Nordstrom, identified by Pinterest popularity. Photo courtesy of Nordstrom
SOLUTION: IMPROVING THE SHOPPING
EXPERIENCE

17. UNLEASH THE KID IN ME

18. START MARKETING TO
SHOPPERS EVEN BEFORE
THEY GET IN TO STORE

19. Outer
Window
Signage
In-Store
Signage
Menu Board
Signage
THE RIGHT MESSAGE AT THE RIGHT PLACE
AND THE RIGHT TIME!

20. OUT OF STORE (ON ROUTE)

21. IN STORE – DISTINATION AISLE &
CROSS CATEGORY

22. CROSS CATEGORY COMMUNICATION

23. CROSS CATEGORY COMMUNICATION

24. SHOPPER ACTIVATION
CAN’T BE DONE BY THE
MANUFACTURE/RETAILER
ALONE

25. SHOPPERRETAILER BRAND
WIN WIN WIN

26. CAMPBELL’S NEW SHELF SYSTEM
BEFORE AFTER
• Declining sales
• Alphabetical planogram of cans
on shelf
• Gravity fed merchandiser
• Face cards enhance navigation
• Habitual items separated at bottom

27. FURTHER ENHANCEMENTS
Reduced shop time from 58 to 8 seconds

28. CATEGORY SOLUTION
WIN WIN WIN

29. WALMART SWIFFER RETAIL COLLABORATION
WALMART SHOPPER:
Older, Suburban, wants driven
Seeks simplicity in her shopping.
Make it easier to find a better clean – we listened to you!

30. WALMART SWIFFER RETAIL COLLABORATION

31. GIVE ME REASONS TO
VISIT YOUR STORE

33. FEBREEZE HOME COLLECTION WITH WALMART

34. CLOSE THE LOOP

35. CONSISTENCY
• Availability rules
• Visit stores
• Compliance checking
• Partner with your retailers
• Cut back on promotions

36. EVERY DECISION
BEGINS & ENDS WITH
THE SHOPPER

37. PACK IT HIGH
SELL IT CHEAP!!

38. Thank you!
@Michelle_VanT
#YRShopper