shopper marketing service - presentation

2. FARMHOUSE
&
SHOPPER MARKETING

3. Brand marketing
• CONSIDERATION OF OPTIONS
• ENGAGEMENT
• EVALUATION OF ALTERNATIVES
• PURCHASE
• NEED RECOGNITION
• PROBLEM AWARENESS
• USAGE
• POST PURCHASE EVALUATION
• ADVOCACY
PRE SHOP
DURING
THE SHOP POST SHOP
Shopper marketing
Trade marketing
After sale
marketing

4. Experiential marketing
- Events, Sampling
- Activation
- Brand ambassador programs
- CRM
- Testing
- Shopper experience solutions
Point of purchase marketing
- Onshelf, offshelf communication
- Packaging
- POSM, Digital POSM, Shop in shop
- Sampling
- Events
- New forms of purchase
- Internet of Things
Promotional marketing
- Deals
- Cross promo, Trial activities
- Added value tools
Digital solutions
- eCommerce
- SOM, Communities
- Thematic Content
- Trainings
- Search
Relationship marketing
- CRM, Loyalty schemes
- Access to offers
- Direct mailing
- Personalization of offers and communication
- Newsletters
- Events
- Thematic content
- Testing
- Shopper friendly solutions
- Post-buy offers
Shopper / Retail analytics
DISCIPLINES

5. Shopper Engagement Study
Up to 87% of purchase decisions take place at the point of sale.
More than half of purchases (59%) is being unplanned.
TRENDS

6. Sales Support via AV TECHNOLOGY
• Slim transparent OLED display are use to create an efficient
presentation in a shop window.
• Touch sensors inserted behind shop window or in the shelf.
• Technologies able to recognize gender, age
TRENDS

7. SOCIAL MEDIA & MOBILE
• Social media and mobile to play bigger roles in people's shopping
experiences.
• Companies won’t just use the small screen to “get in front”
of customers.
• Retailers will step up their efforts by incorporating mobile into other
parts of the customer journey, including order fulfillment, payments,
and loyalty.
TRENDS

8. OMNICHANNEL RETAILING
Consumers don’t distinguish between channels. They are channel blind, therefore they expect the
same service, products, offers, and pricing online as they do in-store and on mobile.
• We anticipate stores to continue to find ways to bridge the gap
between offline and digital channels.
• They will collect relevant data and make sure that the propositions
are consistent across all channels.
• Use these data and digital tools to enrich and differentiate the
shopping experience.
TRENDS

9. LOYALTY WISE
When it comes to reward programs, the “points-for-purchases” model just isn’t cutting it anymore.
The practice has become so commonplace that the allure of earning points doesn’t excite consumers
the way it used to.
The loyalty programs of the future will reward shoppers for their actions
and engagement, rather than just purchases.
Consumers have begun to expect more personalized offers and services,
not just blanket discounts - in return for their participation in rewards
programs.
TRENDS

10. Experiential marketing
- Events, Sampling
- Activation
- Brand ambassador programs
- CRM
- Testing
- Shopper experience solutions
Point of purchase marketing
- Onshelf, offshelf communication
- Packaging
- POSM, Digital POSM, Shop in shop
- Sampling
- Events
- New forms of purchase
- Internet of Things
Promotional marketing
- Deals
- Cross promo, Trial activities
- Added value tools
Digital solutions
- eCommerce
- SOM, Communities
- Thematic Content
- Trainings
- Search
Relationship marketing
- CRM, Loyalty schemes
- Access to offers
- Direct mailing
- Personalization of offers and communication
- Newsletters
- Events
- Thematic content
- Testing
- Shopper friendly solutions
- Post-buy offers
Shopper analytics
FOCUSON…

11. Point of purchase marketing
… is not only in-store materials
It is much broader than that and to be successful, it is important to understand shoppers in terms of
 how well they interpret the needs of the consumer
 what are their own needs as a shopper
 where they are likely to shop
 how they shop (online, offline, planned, frequency, etc.)
 in which stores they can be influenced in
 on what mediums they can be influenced
 what in-store activity influences them
 what are their main barriers
 etc.

12. COVERING KEY TOUCHPOINT
on the customer experience journey
 Experiential marketing
 Relationship marketing
 Promotional marketing
 Point of purchase marketing

13. Farmhouse Shopper Lab is here to drive client´s growth
by improving the shopping experience for the shopper.