Consumer Packaged Goods expert Bill Akins of Rockfish Interactive presents how the rise of retail micro marketing is revolutionizing how innovative customized packaging drives profits.
5. Rise of Retail
Micromarketing
Retailers Where This Plays a Vital Role:
Walmart
-
Marketing department thinking like IT key to managing the business
Target
-
Obviously marketing has always been key to the business
SAM’S CLUB
-
Membership data mining more critical
CVS
-
ExtraCare requires closer interaction with marketing team
6. “The amount of change in marketing over
the past 3 – 5 years probably equals the
amount of change over the past 30 years.”
- Robert Liodice, CEO, Association of National Advertisers
9. Evolution of
the Practice
[The Zero Moment of Truth is] a new decision-making moment that takes place
a hundred million times a day on mobile phones, laptops and wired devices of
all kinds. It’s a moment where marketing happens, where information happens,
and where consumers make choices that affect the success and failure of
nearly every brand in the world. *
11. Retail Evolution
Retail 1.0
Retail 2.0
Retail 3.0
Supplier power
Retailer power
Shopper power
Negotiation
Information
Distribution
Shopping transformation
Retail Evolution
15. Changing Packaging
Interactions
• Mobile barcode scanning TRIPLES
on Black Friday
• Paypal cites 310% increase in
mobile shopping on Black Friday
• 73% of mobile users prefer to use
their smartphones for simple tasks
rather than interact with an
employee
Sources: MobileMarketer, Paypal, Accenture
28. Affinity Marketing
Utilizing “best in class” micromarketing tools, what if you could:
Tailor your products for each store?
Match preferences to local store demographics?
Support the local causes shoppers care about?
29. Affinity Marketing
Would shoppers feel that your brand is the
preferred one for them?
What would that do for your sales ?
For your profits?
30. Affinity Marketing
Some companies are already doing that:
Retail-Ready Personalized Packaging (RRPP)
• Customized down to neighborhood store
level
• Aligned with shopper interests, driving brand
loyalty and purchase
• Produced through continuous-process
technology, eliminating the need for costly
factory-line changeovers
33. Future CPG Packaging
Environment
Case to
Pallet Tracking
Database
Unit to
Case Tracking
Variable Digital
Print
Variable-Content,
Unit-Specific Tracking
35. Low-Hanging
Fruit
Embrace social media
Embrace mobile delivery of content as an extension of the package
Tie-in with micromarketing tools to customize relevant packaging
Collaborate between operations and sales/marketing
Create retail partnership touch points in the digital space
Don’t be afraid of transparency in a digital world – create a digital
ecosystem
37. Thank You!
To learn more contact:
i.
Joe Hattrup – President & CEO
Joe.Hattrup@fastechgroup.com
iii. Dave Carlos – VP Sales
dcarlos@fastechgroup.com
Bill Akins
SVP Rockfish
479.790.3292
bill.akins@rockfishdigital.com