institute overview - august '09

An Overview of the In-Store Marketing Institute

An Overview of the In-Store Marketing Institute

August, 2009August, 2009

What We Do…

Research

Education

Facilitation

The Institute mission: To serve our members and the retail industry by being the leading media and content provider – Unwavering in our pursuit of best practices in Shopper Marketing

Community

Powerful and Nimble Industry Association

Media Company Empowered By Our Community

The Brands of the Institute

www.instoremarketer.org

Who Is the Institute?The In-Store Marketing Institute is more than 7,000 professionals from 500 member companies, including:

• Manufacturers• Retailers• Agencies• Research Companies• Display Design Firms

Who Is the Institute?Membership in the Institute has grown

dramatically since inception,

reflecting the growing need for

resources on shopper marketing

1,500

2,200

3,400

5,100

7,200

2003 2004 2005 2006 2007 2008

500

It’s a Resource Like No Other.

49,234

2007

73,794

2008

Institute Member WebsiteMonthly Article Views

2007 vs. 2008

49.8% Increase

It’s a Resource Like No Other.

41,000+ images of in-store marketing

materials

4,000 case studies ranging from co-

marketing concepts and product launches to

sustainability insights and segmentation

strategies

Profiles of the top 50 retailers (with data on

another 70 regional chains) covering store

formats, private label and loyalty programs,

vendor alliances, signage policies and

promotional activity

200 research studies covering topics such

as shopper insights, sales lift and industry

practices, supplemented with more than 2,000

charts

and graphs

An unparalleled library of online seminars,

tutorials, tactical primers and reference

guides that have proven popular with industry

newbies and

veterans alike

• 41,358 Images• 25 Markets• Updated Daily

“I’m on the site every day for one reason or another. Skimming through the pictures in the Image Vault puts me right in the stores. I also learn a great deal listening to the presentations in the Lecture Hall.”

“The Institute has become a great asset. We like to see how other companies are approaching merchandising. Our Shopper Marketing group has grown dramatically both internally and externally utilizing this resource to round out our knowledge.”

“I love the Institute site. It is my one stop shop for sourcing a great deal of information about the retail industry. I’m continually updating my knowledge base about what our top retailers are doing.”

What Our Members Say…

“The web site continually reminds me that I need to keep anchored in retail reality. I use the site to continually challenge my customers on what others are doing and what we can do better. I find information not captured anywhere else.”

How Engaging With the InstituteMakes Me Feel

connected

smart

resourcefulwired prepared

efficient

have the edge

powerful

armed

THE RETAIL COMMISSION ON SHOPPER MARKETING

• Define retailer requirements - strategic, operational, organizational

to capitalize on the promise of Shopper Marketing• Integrate Shopper Marketing into current business practices

• Establish new collaboration model for growth & shopper satisfaction

Copyright 2009, The Partnering Group

• Retailers and manufacturers placing increasing emphasis on influencing the shopping experience – Result is rising demand for new collaboration model

• Develop a retailer driven platform for Shopper Marketing - Capitalize on the growing base of knowledge about shoppers and their behavior to enhance the shopping experience and improve business results

• Leverage the willingness and energy of supplier partners to collaborate on and activate exciting new insight-based retail marketing programs

Purpose Of The Commission


The emerging discipline of shopper marketing has the potential to increase sales, improve profits and build stronger brand loyalty by transforming the way consumer product manufacturers and retailers communicate with their customers. But it will only realize that potential if manufacturers and retailers agree on the fundamental need to adopt a shopper-centric approach to marketing and merchandising, and develop collaborative business processes to make that happen.

Much of the early momentum behind shopper marketing as been driven by product manufacturers, many of whom have undertaken the steps necessary to re-form their companies as shopper-centric organizations. But these efforts won’t be consistently fruitful unless the retail community also finds merit in shopper marketing. The industry encountered a similar watershed moment in the late 1980s, when the concept of “category management” promised to dramatically improve the manufacturer-retailer relationship – if both parties became equally invested in the practice.

Recognizing the need to gain a deeper commitment from retailers, the In-Store Marketing Institute has joined forces with Dr. Brian Harris and The Partnering Group to create the Retail Commission on Shopper Marketing in spring 2009. Harris is credited with facilitating the adoption of category management as an effective business practice by enumerating the benefits it held for both retailers and manufacturers. The Coca-Cola Co., seeking to contribute to their retail partners' continued success and further the cause of shopper marketing, is generously sponsoring the Commission’s activities.

A consortium of executives from 10 leading retailers, the Commission’s goal is to establish best practices and guidelines that will let retailers better envision – and achieve – the full benefits of collaborative shopper marketing. The efforts will result in a comprehensive white paper and corresponding presentation at the In-Store Marketing Summit in April 2010.

Blueprint for a New Era:The Retail Commission on Shopper Marketing


• Development of the retailer-centric philosophy on Shopper Marketing

• Development, documentation and dissemination to the industry-at-

large of a recommended Best Practices approach for Shopper Marketing

• Detailed description of the capabilities required by retailers and

suppliers to successfully implement the recommended Best Practices Shopper Marketing approach

• A recommended roadmap for retailers and suppliers to follow to

successfully implement the Best Practices Shopper Marketing approach

Planned Deliverables

The Shopper Marketing Model: A White Paper


Consideration Elements- Shopper Marketing


Definitions and approaches vary Retailers are beginning to think strategically about Shopper Marketing Successful programs create synergistic consistent solutions through out

the store Organizational roles and responsibilities are evolving to enable Shopper

Marketing Linking Shopper and Consumer Insights to identify new innovative

solutions

Supplier capabilities vary but many “get it”. Others are working hard to figure it out.

Many early collaborative relationships have been “ad hoc” Lack of consistency in approach and methods that will work for large and small supplier partners

Most retailers are not organized to effectively leverage the supplier capabilities

Most successful relationships Based on willingness to be flexible in achieving strategic intent of both organizations

Fully leverage collective capabilities to develop and act upon consumer / shopper insights

Clarity of objectives and measures of success

Current State

Collaboration




Lack of clear objectives, expectations, and consistent measures Organizational constraints preventing the full use of joint capabilities Disconnect between Shopper Marketing and Category Management and

departmental silos Trust between trading partners People skills and Insight generation capabilities Costs and resources

Shopper Marketing will become a strategic foundations of retailing integrating the in-store and out of store experience

The approach that will influence the total shopping process (pre, during, and post)

Product focused merchandising will continue to evolve to shopper solution marketing

Merchandising and Marketing functions will become more integrated

Demand creation through Shopper Marketing will become a centerpiece of the retailer / supplier relationship

Success Barriers

Future

Continued…


Shopper Marketing Principles

Shopper Marketing Principles

• Shopper and Consumer Focused

• Retailer Sponsored and Enabled

• Delivers Execution Excellence

• Collaborative and Strategic Planning Process

• Delivers Real Shopper Value

• Creates Efficiencies and Improved Returns


• An enhanced and more enjoyable shopping experience

• Solutions to better satisfy needs – both functional and emotional

• Information and ideas – In-Store and Beyond

• Increased value

• Satisfied loyal shoppers

• Enhanced and differentiated shopping experience

• Brand Development

• Improved business performance

• Leverage and optimize collaborative relationships

• A top management mandate for shared objectives

• Unlocking brands at retail

• Establishing a platform for uniqueness

• Alignment of goals, objectives, and expectations

• Focus of effort on programs that will be accepted and succeed

• Appropriate brand positioning and loyalty

• Improved performance results

• Establish retail as a key part of the marketing mix

• Best practice sharing

Benefits For The Shopper, Retailers & Suppliers

Shopper

Retailers

Suppliers


THE RETAIL COMMISSION ON SHOPPER MARKETING

Questions: Call Steve Frenda, The In-Store Marketing Institute – 847.675.7400 ext.178

institute overview - august '09

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