Centers of Excellence: Shopper Marketing/Retail
Posted from Shopper Culture by Integer
Article written by: Kira Torgersen
Getting shoppers to buy your goods is one thing. But getting shoppers to participate and engage with your product or brand is another—and as many of us know, it’s not as easy as it sounds. Facebook, Twitter and other social media tools have helped make it easier for shoppers to participate with brand activity. But 7-Eleven has gone back to basics with their recent in store promotion. The convenience chain is leveraging a traditional, participatory element of American culture, the presidential election, to activate shopper participation in store.
The 7-Election is back at 7-Eleven, asking shoppers to “vote” with their coffee cups. Shoppers can choose from Obama blue or Romney red. Purchases are tallied and with the help of The Onion, the 7-Election is broadcasting their “voting” poll results. To further encourage participation, the chain is holding “cofFREE” day on September 28th. Shoppers can stop by for a free coffee and cast their “vote.”
Other brands including FedEx, Tostitos andMaker’s Mark are tapping into the election as well to pique the interest of shoppers. However, politics is often a sensitive and polarizing topic for Americans. What are your thoughts on using politics to market brands?
At the PMA Digital Shopper Marketing Summit that took place last week in Stamford, NJ, Evan Brody from 7-Eleven and Will Clarke presented the latest in this interactive campaign. They enlightened the audience on how the concept came to fruition and how they are able to track the success. So far, they have been able to predict the outcome of every election they have run with this campaign. You can download a copy of the presentation on the 7-Eleven campaign here.
Knowledge@Wharton has some clues:
In their most recent paper, Zhang and his coauthors address a key question that e-tailers are now facing: When should they use a platform — or agency — model instead of the more conventional reselling format? In developing a theoretical model for their study, the researchers focused “on the effects of two main factors on the resulting selling format in electronic retailing: competition among e-tailers, and reaction by the manufacturer due to the impact of the electronic channel on sales in the traditional channel (brick-and-mortar retailing).” The results of their work suggest that “whenever sales in the electronic channel lead to a negative effect on demand in the traditional channel, e-tailers prefer to set up platforms, whereas when sales in the electronic channel lead to a substantial stimulation of demand in the traditional channel, e-tailers prefer reselling contracts with manufacturers.” Furthermore, “this preference is moderated by competition among e-tailers — as competition between them increases, e-tailers prefer to set up platforms.”
PMA President Bonnie Carlson introduced him as a retail prophet, then RetailNet’s Senior Analyst Keith Anderson backed it up in front of a packed ballroom at Chicago’s Westin River North Hotel as Game Changers 2012 moved into its second day.
Mr. Anderson capped his in-depth, one-hour look at the retail landscape with the following list of operating principles for brands hoping to get it right in today’s world.
INTEGRATION: Integrate online and offline even though it’s likely a 24-month transition.
REINVENTION: Don’t see it solely as a cost. View it as an opportunity.
ATTRIBUTION: Measure digital influence on sales.
DISRUPTION: Manage impulse and upsell in a digital world.
OPTIMIZATION: Find ways to do more with the same staff and same budgets. Find places to cut when prudent.
COORDINATION: Digital is not an afterthought. Retailer, Agency, Brand, Shopper Marketer, and Digital all need to be at the table from the outset.
SPEED: Failure will happen. Fail better and faster. Adjust budget and staff accordingly and re-focus.
Nielsen’s State of the Retail Landscape
Thursday, November 10
2PM EDT/11AM PDT
FREE for PMA Members/ Non-members $75
With high gas prices, food inflation, a troubled housing market, high government debt, volatile financial markets, and little improvement in the job market, U.S. consumer confidence dropped below recessionary levels in the 2nd& 3rd quarters of 2011. This pattern of continued low confidence paints a picture of a slow and moderate economic recovery. One bright spot is retail sales (ex-auto) which have grown for 15 consecutive months. In this session we will review:
- Retail sales trends and how retailers are innovating to win shoppers
- Consumer spending expectations for this holiday season
- A forecast of retail channels sales though 2016
ABOUT THE PRESENTER
Senior Vice President, Consumer & Shopper Insights
Todd Hale serves as Senior Vice President, Consumer & Shopper Insights for The Nielsen Company. Appointed to this role in 1999, Todd is responsible for creating thought leadership content and delivering client and industry presentations. A frequently sought-after industry and client speaker, Todd shares his insights on consumer shopping, buying and media consumption behaviors and attitudes to provide manufacturers and retailers with strategic visions to facilitate brand, category and retail sales growth. Hale is often quoted in the press and in numerous trade publications on consumer trends.
Todd has more than 33 years of experience in the consumer research industry, including 27 years with The Nielsen Company, where he held various marketing and sales management positions within advertising/product testing, advanced analytics and consumer panel practice areas.
Prior to joining Nielsen in 1984, Todd was an executive with MRCA, a U.S.-based consumer panel company.
Todd earned an MBA and a BA in Business from Wright State University.
PMA is thrilled to announce that Peapod’s chief operating officer, Mike Brennan, will join the Digital Shopper Marketing Summit as our lunch keynote. In his presentation, Mike will take a look at the dynamic environment that was, is, and will be online grocery shopping. Don’t miss this insider’s view on how CPG companies can effectively harness the category’s unique drivers in order to participate, promote and thrive within the channel.
Mike joined Peapod in 1997 and has worked across numerous areas in the company, including leading Marketing as well as managing Transportation, Human Resources, Customer Service, Merchandising and Technology.
Prior to Peapod, Mike was a principal at the management consulting firm A.T. Kearney, where he focused on business and marketing strategy. Prior to A.T. Kearney, Mike was at Procter & Gamble.
Mike is a graduate of the University of Illinois and the Kellogg Graduate School of Management at Northwestern University.
There’s still time to lock in savings on the Digital Shopper Summit. REGISTER BY FRIDAY, AUGUST 19 by clicking here!
We are really thrilled with the digital and shopper marketing pros who’ve stepped up to share their insights and expertise in September! Have you see the agenda? If not, click here.
Also, register by August 19 and save. The price goes up after that.
Look for Kim Rayburn, BIGresearch’s SVP of client Solutions & Marketing, to share how shoppers are digitally consuming marketing via online sites, social networks and new mobile devices to access retailers, categories, brands and product information.
What’s cool is this latest research will be one of up to 4 new studies being presented at the Summit.
Click on the banner below for more info and to register.
Why Digital Shopper Marketing? A better question: Why not?
A more serious answer might be because the marketing world is headed that way. The 2010 GMA/Booz & Company Shopper Study indicated that 55% of respondents felt that shopper marketing budgets will increase by at least 5% each year for the next three years. Add to that the fact that “62 percent of shoppers engage in at least one digital deal activity for half or more of their shopping trips.” This means that it’s not hard to make the case that digital is, in fact, impacting the path to purchase. Individually, marketers are getting their arms around the tools from a tactical standpoint. But the digital space is ever-evolving. The question remains not only “pulling it all together”, but also understanding where to place bets, how much of a bet to place, and how to structure their organizations to best take advantage of all these new engagement opportunities.
What we’re putting together are two days of strategic discussions about the impact of digital on the path to purchase. And we’ll get perspectives from a cross-section of marketers: 3M, Coke, ConAgra, Dole, Facebook, Google, Groupon, Kraft, Moet Hennessy, to name a few; retailers and eTailers such as Alice.com, CVS.com, and SuperValu; as well as consultants and agencies at the leading edge of digital shopper marketing: BIGresearch, BzzAgent, Datalogix, eTailing Solutions, Integer, MARS, RetailNet Group, Ryan Partnership and SmartRevenue.
Some of the topics we’re going to tackle include:
- Is the sales force obsolete? What’s the impact of e-commerce on organizational structures?
- Is the path to purchase dead in an always-on world? For example, if your shoppers are using mobile and buying direct, where exactly is the path?
- Is impulse purchasing dead, or is it more alive than ever?
Plus, we’re organizing store visits so we can see how retailers are adapting to the digitally-empowered shopper.