CIM Conference 2014 Path to purchase

1. © Copyright 2014 Kantar Retail
Intro

2. Presented by:
PATH TO PURCHASE
SOME THOUGHTS…
Managing Director, Indian Sub-continent
Ankur Shiv Bhandari

3. © Copyright 2014 Kantar Retail
3

4. © Copyright 2014 Kantar Retail
4
Knowing your Customer

5. © Copyright 2014 Kantar Retail
A Shopper’s Path to Purchase Journey
5
Aware
Understand
Believe
Want
Find
Believe
Buy
Use
Prefer
Above
the
Line
Point
of
Purcha
se
Ownersh
ip
Experien
ce
Winning with
Consumers
Winning with
Customers &
Shoppers

6. © Copyright 2014 Kantar Retail
A Smartphone Shopper’s Purchase Journey
6
Aware
Understand
Believe
Want
Find
Believe
Buy
Use
Prefer
Above
the
Line
Point
of
Purcha
se
Ownersh
ip
Experien
ce

7. © Copyright 2014 Kantar Retail
A Shopper’s Path to Purchase Journey- Focus of Today
7
Aware
Understand
Believe
Want
Find
Believe
Buy
Use
Prefer
Above
the
Line
Point
of
Purcha
se
Ownersh
ip
Experien
ce
Winning with
Consumers
Winning with
Customers &
Shoppers

8. © Copyright 2014 Kantar Retail
A Shopper’s Path to Purchase Journey- Focus of Today
8
Why?
Converting
Intention to
Purchase
TO
Actual Purchase

9. © Copyright 2014 Kantar Retail
Defining Shopper Marketing

10. © Copyright 2014 Kantar Retail
Let’s dig a bit deeper
FINDING THE CATEGORY
SCANNING THE FIXTURE
NOTING THE SEGMENTS
FINDING THE BRANDS
FOCUSING ON
VARIANTS
CHOOSING THE
ITEMS
CHOOSING THE OUTLET
BUYING

11. © Copyright 2014 Kantar Retail
P2P Shopper Case
Studies - Modern
Trade

12. © Copyright 2014 Kantar Retail
Shopper Insight Retailer Insight
Brand/Category Message
• Safeway was looking to
connect with shoppers on an
emotional level by making the
shopping experience more
relevant and informative
• Wanted to heighten H&W
awareness and improve Dairy
Value equation
• Drive category growth through
new news (weight
management, nutrient delivery
and performance nutrition)
• Kraft wanted to increase sales
of Cheese and Kraft dairy
products
• Kraft wanted to increase usage
occasions utilizing H&W
platform
• Shoppers were looking for
H&W information and were not
aware of all the benefits of
Dairy consumption
• Shoppers were looking for
trusted source of information
for H&W
• Shoppers were buying dairy at
other grocery with regards to
better selection, pricing, and
shopping experience
Kraft: Shopper based category re-design

13. © Copyright 2014 Kantar Retail
Shopper Insight Retailer Insight
Brand/Category Message
• Safeway was looking to
connect with shoppers on an
emotional level by making the
shopping experience more
relevant and informative
• Wanted to heighten H&W
awareness and improve Dairy
Value equation
• Drive category growth through
new news (weight
management, nutrient delivery
and performance nutrition)
• Kraft wanted to increase sales
of Cheese and Kraft dairy
products
• Kraft wanted to increase usage
occasions utilizing H&W
platform
• Shoppers were looking for
H&W information and were not
aware of all the benefits of
Dairy consumption
• Shoppers were looking for
trusted source of information
for H&W
• Shoppers were buying dairy at
other grocery with regards to
better selection, pricing, and
shopping experience
Kraft: Shopper based category re-design

14. © Copyright 2014 Kantar Retail
Department entrance sign to entice
and educate the shopper
Kraft: Finding the Category

15. © Copyright 2014 Kantar Retail
A permanent and mobile
display highlighting meal /
snack occasions
Kraft: Finding the Category

16. © Copyright 2014 Kantar Retail
Kraft: Finding the Category and Noting the
Segments

17. © Copyright 2014 Kantar Retail
New Dairy Signage to reinforce Health & Wellness
and connect to the different shopper needs
Kraft: Noting the Segments

18. © Copyright 2014 Kantar Retail
In-aisle Shelf Talkers provide Health & Wellness education and
give usage ideas at the point of purchase
Kraft: Finding the Brands

19. © Copyright 2014 Kantar Retail
Direct mail to create a continuity vehicle for Safeway shoppers
Kraft: Choosing the Outlet

20. Coca Cola’s Points of Inspiration

21. © Copyright 2014 Kantar Retail
“POINTS OF INSPIRATION”
1. SSD Aisle
2. First-Position Display
3. Portfolio Endcap
4. Self-Checkout Cooler
5. Front End Coolers
6. Deli Rack
7. Frozen Food Rack
8. Still “Island” Portfolio Rack
9. Hydration Rack
10. Health & Wellness Rack
11. Health & Nutrition Cooler
12. In-Transit Venders
12 Points of Inspiration Anchor Our Retail Executions
Water
Teas/Juices/Energy
7
1
8
6
11
4
12
5
3
10
9
2

22. © Copyright 2014 Kantar Retail
Portfolio End cap Rear Perimeter – HCO
Shopper Insight
 Shoppers is browsing the end aisle as she shops center
store for her family’s needs
Merchandising Implication
 Merchandise portfolio to drive incremental purchases,
connected with personal snacking opportunities
SSD Merchandiser Frozen Foods -
FHMH
Shopper Insight
 Shopper is searching for last-minute
meal options for her family, towards
the end of her trip
Merchandising Implication
 Create food, snack and beverage
bundles for meal solutions
Self Checkout: Cooler - GHITG
Shopper Insight
 In Choosing Self Checkout, shopper is
looking for quick easy checkout
Merchandising Implication
 Need to make opportunity to purchase
and enjoy a cold Coca-Cola product
easy to acquire
SSD Merchandiser Deli / Prepared Foods - FHMH
Shopper Insight
 Shopper is early in her trip, more receptive to
messages and looking for prepared meal solutions for
her family
Merchandising Implication
 Create just-in-time mealtime food & beverage bundle
solution for piece of mind that dinner will work tonight
SSD First Position End Cap
Display -FHMH, HCO:
Shopper Insight
 Shopper is early in her trip, her
“account” is full and she’s
moving quickly through the
store at this point
Merchandise Implication
 Create impulse stock-up
transaction with good visibility
and attractive price
SSD Aisle – FHMH, HCO:
Shopper Insight
 Shopper is later in trip, more price
sensitive and needs help finding her
brands quick
Merchandising Implication
 Navigation & occasion messaging
across all packs with attractive price
FLM - GHITG :
Shopper Insight
 Shopper looking for last
minute indulgence in
rush to checkout
Merchandising Implication
 Present options to
refresh shopper as
reward for completing
her mission
Vender Outside Front of Store
- GHITG:
Shopper Insight
 Shopper looking for
immediate refreshment
during shopping
center visit
Merchandising Implication
 Secure high visibility
vending location in primary
shopper traffic flow
Still Cooler (H&W) Produce - GHITG:
Shopper Insight
 Shopper is looking for healthy options for
her family
Merchandising Implication
 Merchandise “better for you” portfolio
beverage options for her family
SSD Front Lobby Display – FHMH, HCO:
Shopper Insight
 Shopper is just inside the store, her
“account” is full and she’s moving
quickly into the store at this point
Merchandise Implication
 Create impulse stock-up transaction
with good visibility and attractive price
These Points are Anchored in Shopper & Consumer InsightsStill Cat Merchandisers
Perimeter – HCO (4
options-pick 2
Island Semi-Permanent
Merchandiser
Shopper Insight
 Shopper is
browsing
 Merchandising
Implication
 Present Still brands

23. © Copyright 2014 Kantar Retail
Priority Packsages
1 and 2 Liter PET Bottles
What Does it Look Like?
SSD Merchandiser Deli
Shopper Insight:
• Shopper is early in her trip, more receptive to messages and looking for
prepared meal solutions
• 75% of meal decisions determined that day*
• 39% of Shoppers stated that Coca-Cola goes well with meals and
snacks**
• 40% of Shoppers state Supermarkets are the preferred destination for
Ready to Eat Meals***
LOS Point 6
• Merchandising Implication: Create just-in-time mealtime food and
beverage bundle solution in the deli or prepared meals departments
• Occasion: Family Home Meal Happiness
• POS: New equipment includes FHMH header and side panels. Shelf
talker also available for pricing information.
• Message: Coke and Food will deliver a great meal tonight
• Assortment: Sparkling Led (set to SSM Cluster)
• Primary Communication Brand(s): Coke and Sprite
• Adjacencies: Lined up in close proximity to prepared meal or
deli offerings
• Pricing Strategy: mid to premium price point, based on low price
elasticity zone
• Equipment: Warm Equipment with Family Home Meal Happiness Message

24. Category Management

25. © Copyright 2014 Kantar Retail

26. © Copyright 2014 Kantar Retail
Variant Focus
• Lot of data in the J&N category suggest that Variant & Brand play a key
role in the decision tree and are generally at the top of the tree
• There is a potential to make it easy for the shopper to shop the
category if it is led by variant based classification and then have brand
blocks to further help with decision making
• Potential layouts are shared as we propose variant wise classification of
juices and nectars in their dedicated aisles
• Recommendations
• Variant led classification in the primary J&N Aisle
• Within the bays in the aisle, brands to be vertically blocked for better
impact
• Thappis also to lead with top variants

27. © Copyright 2014 Kantar Retail
Variant wise classification of Juices &
Nectars-Indicative View

28. © Copyright 2014 Kantar Retail
Variant wise classification of Juices &
Nectars-Indicative View

29. © Copyright 2014 Kantar Retail
Variant wise classification of Juices &
Nectars-Indicative View

30. © Copyright 2014 Kantar Retail
Indicative ViewFloor Stacks (Thappi)

31. © Copyright 2014 Kantar Retail
Floor Stacks (Thappi)Floor Stacks (Thappi)

32. © Copyright 2014 Kantar Retail
Easy to Shop
Breakfast
Impulse
Healthy Snacking
Socializing
School/College break
=
Shopper
Missions

33. © Copyright 2014 Kantar Retail
Breakfast
• Breakfast has emerged as one of the most important
shopper missions for the J&N category, which also has
a strong impact on many other complimentary
categories.
Recommendations
• Dedicated on going breakfast section displaying 1 Liter packs.
• 200 ml Six Packs also stocked with cereals, poha, upma, tea, coffee, jams, ketchup and
other complimentary breakfast categories.

34. © Copyright 2014 Kantar Retail
Indicative View

35. © Copyright 2014 Kantar Retail
Retailing 2020
3

36. © Copyright 2014 Kantar Retail
Communication Planning Framework - 8-Steps P2P
aligned with the POP
Out-side
Store
In-side
Store
In-side
Store
At
POP
Product
packaging
At
POP
At
POP
Choosing the
Outlet
Finding the
Category
Noting the
Segment
Scanning the
Fixture Finding the
Brands Focusing on
The variants
Choosing the
items
BUY

37. © Copyright 2014 Kantar Retail
Out-side
Store
In-side
Store
In-side
Store
At
POP Product
packaging
At
POP
At
POP
Choosing the
Outlet
Finding the
Category
Noting the
Segment
Scanning the
Fixture Finding the
Brands
Focusing on
The variants
Choosing the
items
“A framework used to conduct objective
review to ensure the effectiveness of the
shopper communication & activation program
along the path to purchase are achieved”
8-Steps P2P Communication Planning Framework

38. © Copyright 2014 Kantar Retail 3

39. Presented by:
THANK YOU…
Managing Director, Indian Sub-continent
Ankur Shiv Bhandari