1. ASSIGNMENT 22.1
B U I T H I T R U N G H I E U
N G U Y E N N G O C T R A M
SHOPPER MARKETING

2. The systematic creation and application of elements of the marketing
mix through deep understanding of how consumers behave as shoppers
in different channels and formats, to affect positive change in shopper
behavior in order to drive consumption of a brand. Finally, to benefit
the brands, the retailers and the shoppers
(Source : Merlien Institute & Insight Instore)
WHAT IS
SHOPPER
MARKETING ?
To turn shoppers into buyers

3. PARTIES IN
SHOPPER
MARKETING
It’s not only the game of
Brands and Shoppers, but
also the Retailers
(Source: The House of Marketing)

4. (Source: The House of Marketing)
ABOUT
SHOPPERS

5. (Source: The House of Marketing)
ABOUT
SHOPPERS

6. (Source: The House of Marketing)
ABOUT
SHOPPERS

7. 70% of brand selections are made at stores
68% of buying decisions are unplanned
5% are loyal to the brand of one product group
Source : Wikipedia
WHY
“SHOPPER
MARKETING”
IMPORTANT

8. THE JOURNEY
OF SHOPPER MARKETING
- from Finding Insight
to Changing Behavior
(Source: Insight Instore)

9. Insight is
required to … …answer five key questions

10. 3 pillars to
change
shopper
behavior
(Source: Merlien Institute)

11. MOST IMPORTANT SHOPPER
MARKETING TRENDS
The consumers get smarter & seek for relevance
Shopper marketing moves between smart shopping &
pleasure shopper
Digital evolution can cause shopper revolution
Shopper marketing is more and more sensorial
Source : http://www.slideshare.net/thomeu/shopper-marketing-14502922

12. 10 TIPS
FOR SHOPPER
MARKETERS
(Source: WPP)
1. Sell to the shopper, not the consumer
2. Know your brand
3. Offer solutions
4. Collaborate
5. All shoppers are not the same
6. Think about the path to purchase
7. Align your brand and sales teams
8. Keep it simple
9. Innovate wisely
10. Evaluate constantly

13. SHOPPER
MARKETING
CASE STUDY

14. Advanced Génifique Serum Launching 2013
BACKGROUND
Middle of 2013, Lancome Vietnam re-launched
the Advanced Genifique – the iconic product of
Lancome in the past 10 years.
The challenge Lancome Vietnam had to face is
that its competitor – Estee Lauder, at the same
time, launch the new iconic product as well –
Advanced Repaired Serum which well-attracted
consumer through their heavy communication
campaign.
Lancome didn’t have budget for media, then
planned for a shopper marketing campaign
instead to win the luxury skincare market that
summer.

15. Advanced Génifique Serum Launching 2013
OBJECTIVES
- Raise quarterly sell up-to 50% in the 3rd quarter
of 2013 (via the iconic product – Genifique) –
compare to 2nd quarter.
- Beat directly with key competitor Estee Lauder
and their key product Advanced Repaired
Serum – win the 2013 summer market in
luxurious serum range.
- Attract 30% targeted shoppers of department
store as trial-ers and turn 70% of them into
buyers.
- Recruit new users for this re-launched iconic
product, reach 40% of total buyers are new
users

16. Advanced Génifique Serum Launching 2013
SHOPPER'S JOURNEY
& 1ST MOMENT OF TRUTH
1. Surfing around the department store
2. Being attracted by the activities/ promotion of the
shops
3. Join the activities and get skin consultancy then trial
– in luxury cosmetics industry, it’s hard to change
people from using this brand to that brand, then trial
is really important
4. Realize their skin situation and get advices for
solution from brand
5. Get introduction for the whole brand range
6. Concern about price and promotion
7. Buy and get some mini-samples

17. Advanced Génifique Serum Launching 2013
SHOPPER'S INSIGHT
“Whenever I know my skin situation gone bad and be
adviced some effective solutions by the ones I trust, then
have trial on it, I don’t hesistate to spend money right away
for my beauty. But if I go home, I can consider again
because it’s costly”

18. Advanced Génifique Serum Launching 2013
BRAND'S APPROACH
INVITE
Send invitation card to targeted shoppers/ consumer
(directly to their home) to invite them to the shopping
mall

19. Advanced Génifique Serum Launching 2013
BRAND'S APPROACH
ATTRACT SHOPPERS AT SHOPPING MALL
Attract shopper by the ambient of key-product in the
center of the shopping mall

20. ATTRACT SHOPPERS AT LANCOME STORE
Attract shopper by make-up and consulting activities at
the store
Also by the POSM at the store
Advanced Génifique Serum Launching 2013
BRAND'S APPROACH

21. GAIN TRUST
GIVE SHOPPER TRIAL
Attract shopper by make-up and consulting activities at
the store
GET ADVISE FROM INFLUENCER – HA ANH & ELLE
BEAUTY AWARD
Advanced Génifique Serum Launching 2013
BRAND'S APPROACH

22. CALL-BUYING-ACTION
PROVIDE FULL SOLUTION AND GIVE PROMOTION to push
direct purchasing at shop
Advanced Génifique Serum Launching 2013
BRAND'S APPROACH

23. Advanced Génifique Serum Launching 2013
IMPACT
- Raise quarterly sell up-to 60% in the 3rd quarter
of 2013 – compare to 2nd quarter.
- Win the 2013 summer market in luxurious serum
range.
- Recruit nearly 500 new users for this re-
launched iconic product, reach 40% of total
buyers are new users