CARING FOR OMNICHANNEL SHOPPERSSales In Action 11.7.19PETROS CHANISHEAD OF SHOPPER & CUSTOMER MARKETING

GREEK FMCG MARKET SITUATION 2017

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Declining Market/Categories and Increasing Promo Intensity

Retailers try to create awareness and traffic in their stores with all means. What about Suppliers?

Brand Loyalty vs Promo Loyalty.

However, before hope is lost there is an opportunity for Inspiration, for Progress, going back to core values.

INSIGHT

When people are trying to do their best,take care of each other and pursue happiness with every

mean they have, companies should try harder.

IDEA

Going beyond fine products and price offering.In 2018, NIVEA launched a whole new idea of caring.

For the Greek family and its everyday needs.

After all caring is not rocket science. It’s just a move.

SITE

PRIVILEGED

ZONE

IN-STORE

ACTIVATION

SOCIAL

MEDIA

CAMPAIGN

CSR

BLOGGER

CAMPAIGN

CUSTOMER ACTIVATION LAYERS

- Discount/Promotion

- National Campaign: Massive PoP Support

- Tailor Made Differentiation via every customer media - Big Events & Contests

PRESTORE –AFTER STORE

IN STORE -SECTION BRAND - PRODUCT

VISUALIZATION OF PATH TO PURCHASE

Shelf talkers

NIVEA Equity activation

MASSIVE SUPPORT ON CUSTOMER MEDIA

SMS

LEVERAGING ON CUSTOMER DIGITAL TOOLS

50.53542.000 users

40.529 FB users @ messenger chatbot

1,2 million people were reached via customer digital campaigns

11.873 reactions

KEY LEARNINGS & TAKE-AWAYS

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✓ Leverage Customer Media to increase penetration & awareness

✓ Cross-Functional collaboration is the Key Success Factor

✓ Go Beyond the Norm in order to Unlock Opportunities

THANK YOU