Channel Challenges: Forging a Future in the New Retail Environment. March 14, 2018

Transcription

1 Channel Challenges: Forging a Future in the New Retail Environment March 14, 2018

2 Who we are April Carlisle SVP of Retail Practice Barbara Kelly Sr. Shopper Marketing Lead Steve West VP of Sales 2

3 Why are we here together? Insights // Scale //

4 The Business Publix Deliver insights on the changing shopper journey and how to reach the shopper in new ways Drive category growth and attract new users to win back Center of Store sales Deliver best in class program execution 4

5 Customer journeys have been forever changed. ads twitter brand catalog videos store facebook pintrest mobile website 5

6 We all know this! How has the shopper journey changed for shoppers at Publix?

7 The Path to Purchase has become a complex highway Shoppers report that they buy products available at Publix in multiple locations on the same day they shop Publix 7

8 Shoppers are changing how they shop. 8

9 Now, drilling down to center store

10 Once shoppers become omnichannel grocery shoppers (online + instore), several food categories move predominantly to the online basket 71% 70% 70% 70% 68% 68% 68% 66% 66% 63% 62% 52% 10 Source: My Web Grocer

11 the critical shift from to Center of Store Leakage to Other Retailers (Traditional & Omnichannel) Leveraging KVI s to drive Trips and Category Growth 11

12 Need to understand the barriers to center store shopping at Publix?

13 I go to Publix for their rotisserie chickens, and Pub Subs and fresh produce. I don t think about buying products like toilet paper, beverages, and snacks as part of my weekly trip Publix Shoppers

14 Shopper Insight: Shoppers didn trealize the larger pack size options available on key center store brands at Publix Shoppers didn t believe they could find these items at the value the expected at Publix 14

15 The Solution: Design Tactics that encourage and incent shoppers to stock up on their family s essentials during their regular weekly trip at Publix. 15

16 Bring in the Big Guns to Partner!

17 The Sell-In: A multi-manufacturer partnership gave a total store solution to shoppers and created the critical mass to get the retailer excited to support the program. 17

18 geo-targeted paid search geo-targeted imedia with conversion tracking integration door hangers with QR and vanity URL custom website & mobile site with sign-up booklet preview, and product content blogger outreach custom database with quarterly s sent displays with QR and vanity URL social referral digital couponing (retailer offer) mobile site with sign up later reminder feature quarterly savings booklet DM includes QR and vanity URL circular & shelf talkers with QR and vanity URL greeters in select markets with ipads to sign up shoppers 18

19 Communicate Early Disrupt the standard Pre Trip Planning 19

20 Incent Her With Unique Offers available exclusively at Publix 20

21 Remind the Shopper In Store Reinforce the Ease of One Stop Shopping 21

22 Change the Habit Use Loyalty and Bounce Back Tactics to Change Long Term Shopper Behavior 22

23 The program continues to evolve and new partners need to be brought in to support execution

24 Stocking Spree: Designed to drive Center of store Sales every day The activation: create a program that brings in new shoppers and rewards them for purchasing Stocking Spree items throughout the year always on to deliver both promoted and non promoted sales Provide unique offers (Publix gift card) to incent the shopper to buy these items at Publix - Reflects current shopper desire of flexibility and customization Continue focus on immediate value + bounce back Leverage Continuity to build the habit $10 gift card = 20% savings! 24

25 We found new ways to connect with the shopper 25

26 And found new ways to communicate with her in store 26

27 Finding the right execution partner

28 Snipp is the one-stop-shop execution partner for this program including: Technology All receipts are validated on Snipp s market leading receipt processing platform Fulfillment - Gift Card in the mail Customer service Consumer PII collection and purchase analysis 28

29 Snipp enables ease of entry & participation Consumer purchases $50 of eligible products Consumer registers on the site and submits a picture of their purchase receipt SnippCheck validates purchase(s) and determines qualification based on program requirements Fulfillment - Consumer receives reward from Snipp Consumer can track dollar spend and rewards earned Customer Service 29

30 Where to we go from here? Continue to focus on the shopper

31 Publix Shoppers are more likely to shop on autopilot Where I buy What I buy How I buy I have always bought these products because they are what my mom used. I have been buying the same thing for awhile so I know right were to look. Changing the habit requires finding the right nudges to entice her 31

32 What shopper tool to leverage?. 30+ proprietary tools and technology designed to understand behavior The holistic path to purchase, uncovering motivations, triggers and barriers Shopper segmentation model, delivering behavior-based shopper archetypes The art and science of getting people to act in the moment 32

33 the buying acceleration and incentives tool Apply human emotion + science to select the best bait for your hook. 33

34 B.A.I.T. What it is: A taxonomy of nudges 17,000 Surveys 247 Offerings 122 Attributes Custom Cut: 1,000 Publix (18-64 yrs) 133 Tactics 34

35 35

36 Savings Exciting Deals Makes saving fun More about adding value than saving money and infuses unexpected fun and adventure into shopping Gives the brand a wow factor, while also driving short-term volume e.g. Walgreens NFL sweepstakes for Old Spice and Gillette 36

37 Overall, grocery shoppers respond best to bait offerings that save money, time and effort. Overall Impact Measure 100 Basic Deals Exciting Deals Time Savers Attention Getters Effort Erasers Risk Reducers Information Providers First -Hand Experiences Fun Pursuits & Treasures Greater Good Cultural Cache Total Sample 37

38 What s Next?

39 Key Learnings: Insights + Analytics Multi-Manufacturer Approach One-Stop Execution

40 YOUR CHANCE TO WIN! TEXT SNAP GET Text SUMMIT to Take a picture of your Business Card or Summit ID Get exciting rewards from SnippRewards Valid from 03/12/ /16/2018; Terms apply. Full Terms and Conditions & Privacy Policy can be found at ** Msg & Data Rates May Apply. By texting SUMMIT to and upon submitting your image, you consent to receive up to 8 promotional text messages (pertaining to this program only) via an automatic telephone dialing system to the number you provided from Snipp Interactive. Your consent to the above is not required to make a purchase. To redeem your download code, you must have access to necessary equipment (for example, a compatible device) and high-speed internet. All downloads are for promotional use only, are not for resale and have no cash value. Download codes and downloads are valid in the United States only. All downloads are subject to Snipp Interactive s terms and conditions. All mobile devices may not be supported.

41 Questions? April Carlisle SVP of Retail Practice Barbara Kelly Sr. Shopper Marketing Lead Steve West VP of Sales 41

42 Now go shopping.