shoptalk - · pdf fileshoptalk issue 2 - 2016 1 ... and world beer categories an authentic...

SHOPTALKIssue 2 - 2016

POSITIVELY CHANGING SHOPPER BEHAVIOUR

SHOPTALK Issue 2 - 2016

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As we enter autumn, I’m sure many of you are now in the midst of planning for 2017. Should you require any help in planning your shopper marketing activity, or are seeking to get a greater understanding of shopper behaviour in your category, please give our team a call and we will be delighted to help you. I hope that you enjoy Shoptalk, and if you have any queries don’t hesitate to contact me or one of the Visualise team.

Ciaran FitzGerald

Welcome to the latest edition of Shoptalk.2016 has been a very busy and exciting year at Visualise, as we have continued to evolve our service offering in order to provide our clients a 360° shopper marketing service, from insight to implementation. Visualise has gone through significant change over the past 18 months and with this in mind, we have now launched our new website, which we hope will give you a clear understanding of our beliefs and demonstrate the full breadth of our extensive service offering. We hope that you will drop by for a visit at visualise.ie This edition of Shoptalk will also hopefully help to illustrate our expanded service offering. Over the following pages, you will see some fantastic examples of recent

work from our creative and retail activation divisions, some new case studies from our in-store media division and news on an exciting new offering from our insights and strategy arm, engage.We are also delighted to have an excellent Q&A with Beiersdorf Senior Brand and Shopper Marketing Manager, Paddy Carmody. We are very grateful to Paddy for his contribution, which I’m sure will be of interest to you. Our Shopper Marketing Worldwide section features a superb example of retailer-supplier collaboration from Unilever and CVS Pharmacy, with a campaign that picked up two gold awards at the recent Effie Shopper Marketing Awards in the U.S., a ceremony awarding the most effective integrated campaigns designed to engage the shopper and guide his or her purchase process.

INTRODUCTION

SHOPTALK

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difficult to navigate, especially for novice Craft Beer shoppers.We enticed shoppers by giving the Craft and World Beer categories an authentic premium look which acted as a category signpost calling shoppers to the fixture, and in keeping with their position within the overall Beer Category. The craft category was divided into distinct sections to help shoppers navigate the fixture; such as ‘What’s Popular’, ‘What’s New, and ‘Something Different’. This guide would help both novice and experienced Craft Beer shoppers find the right beer for them.

Visualise were delighted to work with Molson Coors Ireland on a project aimed at optimising the Craft and World Beer fixtures for Dunnes Stores. Our objective was to introduce new shoppers to the category and create more effective shopper engagement within the alcohol aisle. Molson Coors worked with our consultancy arm, engage, to identify category growth drivers and determine the current challenges in shopping the beer category. The Craft Beer category in particular posed significant shopper engagement challenges, with a diverse range of beers and styles which can be

Signage on the fixture then educated shoppers by providing hints and tips and complementary food pairings.Visualise and engage worked with Molson Coors Ireland from developing the key-insight driven growth drivers, right through to in-store activation, with the new fixture currently being trialled in Dunnes Stores. Linking with the Molson Coors Customer Marketing team from an early stage meant that the retailer and the individual stores involved were always up to speed on developments and ensured a smooth transition from concept design to activation in store.

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MOLSON COORSCRAFT & WORLD BEER

CATEGORY ENHANCEMENT


Visualise worked closely with Richmond Marketing, and in particular their Red Bull team, in order to bring an exciting event, the Red Bull Soapbox Race, to life in over 90 Tesco stores nationwide. The in-store POS elements highlighted the upcoming race event in Cork, the €4 special offer for their 4 pack and the exclusive to Tesco competition to win VIP trips to the Soapbox race in Cork (through unique codes on the specially designed Soapbox promo packs). The activation was a fantastic visual example of an excellent shopper engagement campaign.

RED BULLSOAPBOX RACE 2016

RETAIL ACTIVATION

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Visualise recently worked with Molson Coors Ireland on their exciting Mayo or Miami campaign, which gave SuperValu and Centra shoppers the chance to win a holiday of a lifetime to Miami for themselves and two mates. Visualise worked with Molson Coors from managing the freetext competition and sourcing the prizes, through to providing art direction for the point of sale material, and planning and implementing a memorable experiential in-store event. Through the eye catching point of sale material, shoppers were encouraged to enter a freetext competition, from which three lucky finalists were invited to

participate in a grand final event in SuperValu Palmerstown, where one of them would win their trip of a lifetime to Miami. The two runners up would win a luxury weekend in Mayo. Through a series of fun games, with the help of their mates, suitcases were allocated to each of the finalists. With their mates on tenterhooks, our three finalists then opened their suitcases to reveal who would be going to Miami!This event and promotion capitalised on an exciting campaign in SuperValu and Centra stores, while creating excitement and a memorable experience in store for finalists, shoppers and staff, alike.

CARLING - MAYO MIAMISALES PROMOTION &

EXPERIENTIAL EVENT

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“We had great support from MRPI all the way through the campaign from concept to execution. The end result was an exceptional Carling brand campaign that engaged more SuperValu and Centra shoppers than ever before.”

Shane O’Sullivan, National Account Manager, Molson Coors Ireland


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new content was added to continually engage visitors to the site. Viewers were also able to earn a $1.00 off coupon on participating products at CVS when they watched a video.

BackgroundIn 2014, CVS re-branded with a renewed focus on health and lifestyle, but they needed a way to unite their health positioning with on-trend beauty categories towards their target audience.CVS partnered with Unilever to create ”Love Your Skin”, a platform that leveraged the Dove, Vaseline and Simple brands to link beauty and health and encourage women to consider their skin as part of their overall daily well-being.

ObjectivesThe main objectives of the “Love Your Skin” campaign were to drive purchase of Dove Personal Wash, Simple and Vaseline at CVS, to educate shoppers on skin health and help build a broader, more intentional skin care regimen while leveraging each brand’s area of skin expertise to create a more powerful, head-to-toe skin care approach.

ImplementationThrough a series of eye-catching, informative point of sale material, the campaign educated and exposed users to skin care tips and tricks, while also building a great skin care following for CVS.In additional to the retail activation, this campaign also had an online element. Through four custom “Watch & Earn” engagement videos featuring ‘Dr. Mona Gohara’ (Associate Clinical Professor,

Yale School of Medicine, Department of Dermatology) shoppers were shown how to love their skin from head to toe. These videos featured on CVS.com/LoveYourSkin and every week

SHOPPER MARKETING WORLDWIDEUNILEVER & CVS PHARMACY

LOVE YOUR SKIN

Through four custom “Watch

& Earn” engagement videos,

shoppers were shown how to love

their skin from head to toe.

Viewers were able to earn a $1 off

coupon on participating products

when they watched a video.


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Source; www.effie.org

Statement of Effectiveness This campaign won Gold in the categories of ‘Single-Retailer Program – Drugstores’ and ‘Shopper Experience’ at the 2016

Shopper Marketing Effie awards. The success of this campaign grew CVS’ market share of the skin category to 5.7%, outpacing the rest of the market at 2.5%.


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One of my personal favourites would be Whole Foods. This is an American high-end grocery where the emphasis is on fresh/natural. I am in the UK every 2 weeks or so and love shopping here for the experience alone. They have a great ability to bring events to life. During Halloween a number of retailers place decorations in their store, but how many go to the trouble of drawing faces on their pumpkins and dressing their staff up to bring the whole event to life?

Q. How do you think Ireland compares to the rest of the world when it comes to understanding and implementing shopper marketing?I don’t think Ireland is the best for investing in shopper initiatives up front. Irish manufacturers tend to invest in consumer initiatives and trade initiatives, but shopper initiatives are an afterthought in most cases. Use Tesco UK’s trial stores as an example. They, alongside key suppliers realised that shoppers of ‘meals tonight’ wanted to have everything in one place (think M&S Dine in for 2). However, Tesco

Beiersdorf appointed Paddy Carmody as Senior Brand and Shopper Marketing Manager in August 2015. In this position, Paddy is responsible for all marketing operations in the Republic of Ireland for Beiersdorf mass and pharmacy brands (NIVEA, NIVEA MEN, Labello, Atrixo, Eucerin, Elastoplast), in the Irish market. Prior to this, Paddy held the position of Head of POS and Shopper Activation (UK & ROI) for two years. During this time, he helped to grow the volume and depth of Beiersdorfs’ consumer reach in the mass and pharmacy market.Paddy has a wealth of brand and marketing experience having also worked as the Trade Marketing Manager for leading biscuit manufacturer, Burton’s Biscuits, for three years. A graduate of the Institute of Technology, Tralee, Paddy holds a degree in Business, a Masters in Marketing from Robert Gordon University in Aberdeen and an MBA from Aston University, UK. In 2014, Paddy was selected by The Grocer (leading UK trade and customer publication) in their Top New Talent list as one of the top 35 new talents to watch.

Q. Your favourite shopping experience and why?I am going to give two answers here.The first one isn’t my own personal favourite, but one that I admire. That is IKEA. When people visit IKEA they are met with larger car parking spaces, playgrounds for the kids, large lifts for shoppers, food court on site, arrow directions on the ground, paper ruler and pens and rooms are laid out with furniture in situ to help with ideas etc. They try and make the shopping experience as easy and enjoyable as possible. The below photo shows an example of how they do this, where shoppers can actually test the pillows themselves.

TALKING SHOP

PADDY CARMODYwith

Beiersdorf Senior Brand and Shopper Marketing Manager for Republic of Ireland

Q&A

we bring this to life in store? You need to have the retailer buy into your idea and to do this you need to show what the ‘size of the prize’ is for them

2) Implementation. Again, I have seen hundreds of great ideas/campaigns brought to life on a presentation only to walk into a store and see half of the POS missing. Both retailers/manufacturers need to work together to make sure it is executed instore/online

3) Look at everything from the eyes of the shopper. For example, if you go into any retailer that have a hotspot displaying key products such as Boots, Superdrug or Asda, you will see that half of the messages on the backboard are blocked by the product itself.

Q. What do you think is the most important thing to remember when communicating to shoppers in store?Keep it simple. The message has to be relevant. Give a reason to buy.A great case study I heard a few years back was of a leading beer manufacturer running a promo for their key brand in store that said “Buy a case and be in for a chance to win a trip with 5 of your mates to Thailand” with the imagery of a beach in Thailand. Sales were down year on year and the manufacturer couldn’t understand why. A quick sprinter test told them that 50% of the buyers were female and they didn’t want their partners going to Thailand with their mates. So they changed the prize to win a family holiday and the sales went up. Here the shopper message wasn’t relevant or giving a reason to buy.

didn’t want to dual site products so a test was done. Tesco placed corner displays in front of all vegetables. The displays contained condiments such as soy sauce and also seeds such as sesame seeds etc. Sales naturally went up as this is what the shopper wanted. If condiments were sited in another aisle the shopper may not think of it, could forget to buy it or just decide they don’t have enough time. This is a great example of understanding the shopper needs and changing retailer rules if it is the right thing. Australian retailer Coles takes this to the next level by offering weekly recipe cards and puts all of those ingredients together.I think that convenience and forecourts are leading the channels here in Ireland and are best in class across Europe. A number of leading European retailers and suppliers come to Ireland to see how we do ready-to-go so well. We really do have the shopper mission in mind. For example, our in queue systems are very good as they are simple and carry relevant impulsive products. We also tend to be very good at bringing occasions together e.g. Meal deal section…sandwich/drink/crisps.When you look at the definition of shopping marketing it talks about engaging with the shopper, building brand equity and ultimately delivering sales. I think the above examples show that in practice.However, I think our multiples are behind the rest of Europe. If you take Carrefour as an example, they use electronic shelf tickets. This has dramatically reduced the number of missing SELs or old price tickets. It is also more cost effective AND it allows for promotions on a daily or even hourly basis. For example, if it is hot outside, the price of NIVEA Sun

Cream has the ability to either go up or down. However, in Ireland the price set for a grocer is maintained for 3 weeks as opposed to being able to flex.Q. What do you see as the most important trends in shopper marketing in the coming years?There are a number of trends here such as smaller family sizes, budget constraints which can lead to more shoppers undertaking daily shops than weekly shops and trends towards healthier eating and sourcing local produce. However, digital is the no.1 ‘watch out’ and it now can’t be referred to as a trend. Digital has meant that people can shop 24/7 and either have it delivered, collected, etc. It has allowed shoppers to compare prices at the click of a button. However, this results in more data for the retailers/manufacturers who can turn it into an opportunity for growth. For example, a few weeks of Tesco data using DH Clubcard data will tell Tesco what a shopper likes, when they shop, cuisine preferences, how big their household is etc. Retailers/suppliers can then easily target that shopper with new product recommendations/linked deals or cooking suggestions. E.g. If a shopper buys non bio washing powder, Head & Shoulders and then buys an own label shower gel it could be a perfect opportunity to pop up an offer for NIVEA MEN After shave balm.Q. What steps do you think brand manufacturers could take to help them improve the effectiveness of their shopper marketing activity?1) Much earlier retailer engagement.

How many times have we heard of a brand creating a new product, creating comms for it and then asking how do


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Q&A


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In addition to Shopper Strategy, Research and Training services, engage is delighted to announce it is now offering a continuous Category and Insight Management Support service to clients in Ireland and UK.

1. Analysis and interpretation of client’s available data and research to form insightful and practical recommendations for growing category and brands.

2. Support internal and customer meetings with market, shopper or consumer insights.

3. Design, management and delivery of layout guides and planograms.

4. Report formation and management to succinctly capture and track key market trends and activity.

5. Guide on information and research investment to support business development.

6. Work with internal team(s) on how to use and optimise research and data to help drive business and brand growth.

BENEFITS OF THIS SERVICE:1. Guides commercial and marketing

decision making, and activity enhancement by providing relevant and compelling insights.

2. Provides a blueprint for category and brand optimisation at shelf, and optimises space available.

3. Facilitates building a collaborative relationship between supplier and retailer.

WHAT THE SERVICE PROVIDES:

TO FIND OUT MORE:Contact Details:Stephen Rustengage consultants

t: +353 (0)1 6875776m: +353 (0)87 2881776e: [email protected]

www.engageconsultants.com

CONTINUOUS CATEGORY & INSIGHT MANAGEMENT SUPPORTSTEPHEN RUST


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Hula HoopsHula Hoops ran a campaign on the POPAd Trolley format to promote a variety of their 7 Pack ranges. The objective of this research was to measure the sales of the Hula Hoops 7 Pack range in test stores which had an advertising campaign on the POPAd Trolley format against control stores which had no POPAd Trolley advertising. Sales data was analysed & provided by Dunnes Stores, which highlighted a 15% sales difference* in the test stores VS control stores.

McCain McCain ran a campaign on the POPAd Trolley format for their Roast Potatoes, Lightly Spiced Wedges and Gorgeous Roast Potatoes. The objective of this research was to measure the sales of their Wedges and Potato ranges in test stores which had an advertising campaign on the POPAd Trolley format against control stores which had no POPAd Trolley advertising. Sales data was analysed & provided by Dunnes Stores, which highlighted a 17% sales difference* in the test stores VS control stores.

*Sales difference figures supplied by our retail partners, based on difference in sales between stores with POPAd Trolley advertising compared to stores that had no POPAd Trolley advertising in place.

CASE STUDIESPOPAD TROLLEY

In-store advertising ranks as the most relevant medium for brands to advertise their messages to shoppers.Source: Shopper Nation Report 2014

17%sales difference

15%sales difference

SHOPTALK

Tel: (01) 281 4847 Email: [email protected] Web: www.visualise.ie Address: 15 Solus Tower Estate, Corke Abbey Road, Bray, Co. Dublin, Ireland

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