Using packaging in retail to delight the customer: Opportunities and barriers. Paul Earnshaw Amsterdam 23 rd November 2016

Transcription

1 Using packaging in retail to delight the customer: Opportunities and barriers Paul Earnshaw Amsterdam 23 rd November 2016

2

3 Today I want to cover 3 things

4 1. A reminder about the senses

5 2. What is in our heads

6 3. Landing innovation

7 Has anyone seen me speak before?

8 Has anyone seen me speak before? (Hands up)

9 So some of you may remember I like to try new things in presentations

10 Last time I spoke in Amsterdam I wore a wig

11 this time

12 I am trying mime!

13 Doesn t it feel strange when one of the senses is ignored?

14 We have 5 senses

15 We can engage all of them with packaging

16 So lets do it Shelf Trolley Checkout Transport Kitchen Opening Consuming Disposal

17 Delivering products our customers will love Who am I What s in our heads Landing innovation into a retailer

18 Who am I

19 Who am I

20 Who am I Serving Britain's shoppers a little better every day No one tries harder for customers Understand customers Be first to meet their needs Act responsibly for our communities

21 Innovation Technical conference where we are going to talk about new innovations and other exciting things! We know packaging is important We want to deliver products our customers love (not ones our suppliers love, our buyers love, geeks like me love)

22 Innovation Innovation leaps ahead whilst the business case stumbles around like a drunk

23 Innovation Existing technology Customer demographic New combination

24 Innovation Existing technology Customer demographic New combination

25 Innovation

26 What s in my head

27 What s in a buyers head Economies of scale OL offer already? Room to grow? What are brands doing (base & promo) Timings & ranking of size of prize Opportunity RSP, p/gr vs p/unit, gap vs brand Packaging, SRP COST & practicality COST COST COST COST COST COST Space, shelf presence Category budget mix (val, vol,, %)

28 What s in a development managers head

29 What s in a development managers head Recipe Primary pack Secondary pack Secondary pack Primary pack Recipe

30 What s in marketings head

31 What s in marketings head Market changes New shopping methods Financial uncertainty Consumer habits changing Less loyalty Top up shopping Packaging touchpoints Packaging safety Social conscience

32 What s in the customers head Health and wellness

33 What s in the customers head Health and wellness

34 What s in the customers head What s the story

35 What s in the customers head What s the story

36 What s in the customers head Retro Renaissance

37 What s in the customers head Cultures and cuisines

38 What s in the customers head Restless Palate

39 What s in the customers head How formal is normal

40 What s in the customers head How formal is normal

41 What s in the customers head Have it your way

42 What s in the customers head Have it your way

43 Working with a retailer Help us to help you Who do you want to get to think about their world Use our scale little changes can be big Make it simple

44 Working with a retailer Tesco Supplier Supplier Supplier Supplier Supplier Supplier

45 Working with a retailer Tesco Commercial interface Supplier Supplier Supplier Supplier Supplier Supplier Scale and insight interface Primary pack Primary pack Primary pack Primary pack Primary pack Primary pack Primary pack Scale and insight interface Primary material Machine Primary material Machine Primary material Machine Primary material Machine

46 Working with a retailer

47 Working with a retailer

48 Working with a retailer

49 Creating great propositions Concept / Tag line Image to bring it alive Customer problem Proposed solution Evidence Why would they buy it Implementation

50 Creating great propositions Concept / Tag line Image to bring it alive Customer problem Proposed solution Evidence Why would they buy it Implementation

51 Creating great propositions Tesco Supplier pack Machine? Technology material

52 What s in your head?

53 What s in your head?

54 What (should be) in your head? Understand customers Be first to meet their needs Act responsibly for our communities What packaging can I create that will really help customers?

55 Thankyou Contact: