Shopper Marketing From trigger to transaction III Building Healthier Brands 18-out-13
Juliana Nappo Insight & Strategy VP 15 anos de experiência em planejamento Estratégico, Branding e Comunicação, Marketing. Atuou em agência como Planning Director e Managing Director e em grandes anunciantes, como Natura. Uma das pioneiras em Shopper Marketing no país, atendeu em sua trajetória clientes como P&G, Colgate-Palmolive, Bunge, Nestlé/DPA, Mastercard, Pepsico, Whirlpool, Brasil Kirin, entre outros. Há 2 anos é sócia do Grupo Toolbox, onde atua como VP de Insight & Strategy.
Toolbox Group Consulting and Metrics, fundada em 2005 Full Shopper Marketing Agency, fundada em 2012
Toolbox Group Mission to create and deliver the world s most compelling Trade and Shopper Marketing Strategies. We achieve this through our obsessive focus on intellectual leadership, pragmatism, reliability and great creative innovation. www.thetoolboxgroup.com.br
Current Client Partners
PUBLICAÇÕES We believe in the power of Knowledge Building, in creating new content as a result of common goals, group discussions, and synthesis of ideas. 2010 2013 2010 2011 2013
Shopper Marketing
Shopper Consumer
Shopper Consumer
Shopper = Consumer
Shopper não é uma pessoa, mas um MODE
SHOPPER MODE ON
CONSUMER MODE ON
único ponto REAL de convergência de interesses entre a indústria e o varejo SHARED-END CUSTOMER: O SHOPPER
para conquistar HIGH VALUE SHOPPERS e mais SHARE OF WALLET VAREJO e MARCAS precisam gerar INSIGHTS ACIONÁVEIS de forma contínua, JUNTOS
SHOPPER MARKETING um modelo colaborativo A relação indústria-varejo passa de transacional para estratégica Entende o comportamento do shopper em cada canal gerando inteligência que beneficia todos os stakeholders Holistic exploration of shopper needs, wants and behaviors coupled with the objectives, strategies and constraints of retailers and the retailer environment
Path to purchase
Para definir o caminho de compra do shopper, é preciso conhecer o SHOPPER BEHAVIOR
Fonte: Nielsen
Pre-shop Quem é o shopper (faz a compra da categoria)? Quem consome/usa o produto na residência? Quais são as principais aplicações/situações de consumo? A compra é planejada? Que tipo de informação o shopper procura antes da compra? Onde procura e encontra estas informações?
In-store Em que canal (canais) é realizada a compra? Qual a frequência de compra? Quais as diferentes missões de compra? Quais atributos são levados em conta na hora da compra? Onde o produto está localizado na loja? Como o shopper navega na loja e na categoria? Ele chega na loja com a marca definida ou escolhe na hora? O que o faz mudar de marca?
Indentificar TRIGGERS e BARREIRAS de compra
Não importa qual seja, todo o caminho de compra começa com um TRIGGER
Encontra BARREIRAS
R$ 12,49 x R$ 4,19
R$ 3,98 x R$ 2,49
R$ 22,99 X R$10,39
R$ 5,59 X R$2,19
A partir daí, é preciso atuar no caminho de compra derrubando barreiras
Fotos: Rafael D Andrea 2012
RECEITA NA NOTINHA: SHOPPER APREENDE MENSAGEM DE COMIDA SAUDÁVEL APRENDENDO COMO USAR HELLMANN S NA LOJA
Fotos: Rafael D Andrea 2012
e ativando triggers
CONEXÃO e ENGAJAMENTO
building rapport and empathy* *Empathy is the capacity to recognize emotions that are being experienced by another sentient being.
empathy conexão emocional EMOTIONAL TRIGGERS ESTADO EMOCIONAL ASSOCIAÇÃO COM A MARCA EXPERIÊNCIA
OCCASION + TRIP MISSION
"If we can put those two together trip mission and consumption occasion that's very powerful. Jeff Fechalos, Director of shopper insights, Coca-Cola
Trip Mission TIPOS saving time saving money serving their family serving some need for themselves OBJETIVOS stock up immediate need forgotten item special occasion Fonte: Coca-Cola
Occasion Depende da categoria e quando integrada com uma MISSÃO DE COMPRA gera uma SHOPPER SOLUTION Fonte: Coca-Cola
The Path to Purchase Begins at Home In-home Insights that Drive In-store Purchase Decisions
Key Activities Developing INSIGHTS Building a COHESIVE STORY Aligning with INTERNAL STAKEHOLDERS Sharing with CUSTOMERS Creating SOLUTIONS
HOME MORE MEALS PREPARED NA EATEN AT HOME Consumers continue to cook more at home Complex meal preparation is increasing As their lives get busier, they seek SIMPLE MEAL SOLUTIONS AT AFFORDABLE PRICES
HOME COOKING IS STILL IMPORTANT AT DINNER Fresh-scratch make up 60% of in home main dishes 67,4% of meals are prepared and consumed in-home
HOME CONSUMERS WANT OPTIONS They re looking for IDEAS 42% using recipes once a week 67% like to try new foods Bigeest Meal Planning Challenges: New ideas: 55% Meals that are quick to make: 52% Good tasting: 37%
SANDWICH
91% of individuals eat a sandwich at least once during a 2-week time period Sandwiches are the top in-home lunch choice: 38% And the most popular homedish at dinner: 18%
SNACKING REPRESENTS 20% OF ALL MEAL OCCASIONS Mini meals & health snacks are on the rise! Whiloe taste remais king, they seek healthier options Snacks are primarily consumed AT HOME 76% (Source: National Eating Trends and Crest Database, Years ending, Feb 2012)
Insights led to the development of PRODUCT PLATFORMS and INNOVATION STRATEGIES
INSIGHT PLATFORM STRATEGY More meals prepared and eaten at home COOKING High quality products: from ingredients and side dishes to products that inspire na end dish Sandwich comsumption is growing SANDWICH Products that fulfill consumers desires regarding form and flavour. Mini meals and health snack are on the rise SNACKING Align our current and new products against appropriate need states to provide consumers with the snacking options they desire
PRODUCT
MARKETING
Insights and Platform development drove SHOPPER MARKETING STRATEGIES
SHOPPER SEEK QUICK AND EASY MEAL SOLUTIONS Planning remains the most CRITICAL BARRIER and FRUSTRATION for all cooks, they seek new ideas that can be readily improvised 83% of dinner decisios are made day-of Cooks seek convenience and ease but won t sacrifice taste
SANDWICH SHOPPERS WANT COVENIENCE AND INSPIRATION Impulse sandwich buyers are more likely to be influenced by in-store circulars and sales Sandwich ingredients are highly planned, at least the form level When secondary displays are relevant to consumers, they drive incremental purchase& lifts
SHOPPERS LOVE DAIRY SNACKS, BUT CAN T ALWAYS FIND THEM Consumers already engage in dairy snacking but don t refer to it that way Shoppers look for critical mass at shelf At the shelf, shoppers are multi-tasking
SHOPPER MARKETING PLATFORMS
SHOPPER SOLUTIONS
SHOPPER SOLUTIONS
TAKEAWAYS
Conecte os pontos ao longo do caminho de compra e crie uma COHESIVE STORY para shoppers e consumidores
Considere HIGH LEVEL NEEDS E vá além de PRODUTOS, criando PLATFORMAS AMPLAS
Use in-home insights para direcionar estratgégias de in-store marketing
Obrigada! Juliana Nappo juliana.nappo@shopperage.com.br www.thetoolboxgroup.com.br www.peledoshopper.blogspot.com.br www.facebook.com/napeledoshopper