Canadian Meat Council 91 st Annual Conference. Halifax, Canada Presented by: Peter Townsend

Transcription

1 Canadian Meat Council 91 st Annual Conference Halifax, Canada Presented by: Peter Townsend

2 Todays Discussion Great opportunity to differentiate your category in Grocery Retail New opportunities to present solutions at retail Introduce Shopper Marketing Collaboration Required Better Positioning More Focus More Support Leap Frog other Categories in the Store

3 Everyone in the Grocery Game

4 Competition for Shopper Trips is Intense Supermarket Trips per household Mass, Club and Drug stealing trips from Grocery Stores

5 What does a Grocery Store Look Like?

6 Consumer Perspective

7 Consumer Confessions

8 Competitive Landscape Mass Competitive Spectrum Specialized

9 Grocers will need to capitalize on importance of fresh in order to differentiate from competitors Importance in determining grocery store choice Produce 89 Meat 80 Dairy 68 Bakery 52

10 This Weeks Flyers

11 Key Takeaways

12 Retailer Perspective Focus on Centre of the Store Focus on Centre of the Supply Chain Focus on Trade Spend Focus on Weekly Flyer Focus on Product Out vs Customer In Focus on Procurement and Logistics Focus on Pull vs Push Focus on Passive vs Active Retailing

13 Internal Data Overwhelming Data Outputs: POS Transactional Dollars Time Stamp Number Price Units Purchases Dollar Sales Items Loyalty Operations Customer Info Profiles Store Layout Planogram Points Lifestage Segmentation Holding Development Market Segments Profiles Turns Marketing Campaigns Competitive Promotions Market Share

14 Customers also bring part of the equation

15 Path to Purchase Tracking Linking Customer Cart Path & Purchase

16 New Measurements New Math

17 Measure Customer Conversion Conversion now measured not on visitors to the store alone but shoppers to the specific merchandising area.

18 Time as a measure

19 Meat Performance Traffic Dwell Time

20 Call to Action Effective Merchandising Poor Merchandising Niche Few stop to shop, but those that do..buy Under Developed Few stop to shop, few who do buy Leaders VitalQuadrant Anlysis Shoppers who pass here stop to shop and buy High Interest Shoppers stop to shop, but do not buy Effective Merchandising Attractive Merchandising

21 Key Takeaways Pinpoint where your best shoppers travel Identify Products that lend themselves to Impulse sales Position Basket Size Enhancers for Optimal Exposure to Store Traffic

22 Manufacturer Perspective Over 35% of volume sold on Promotion Private Label is always threating Collaboration with Retailer is Difficult Fight for Shelf Space Category Management Focus Trade Spending is approx 20% Cost of Sales New Product Research and Development

23 Marketing Budget Unaligned

24 In Store Shopper Reach One 4 Week In Store Program at Wal-Mart 200M Million Trips 60M Households Combined Audience of Top 2 Programs

25 # Household Visits per week (Millions) Think of the store opportunity Source: ACNielsen Channel Blurring and Wall Street Journal Super Bowl Figures represent number of viewers

26 Use the Store to Communicate with Customers Breakfast/Lunch/ Dinner Seasonal ( BBQ/Holiday) Party ( Birthday, Superbowl) Permanent End Cap Yogurt Category Communication

27 Fully Leverage Technology to capture trips and improve Experience Kiosks RFID Digital Signs Shelf In Store Media On Cart Mobile Hand Held

28 Shopper Marketing Playbook Equity Build customer relationships Pre and In-Store Mobile Loyalty Programs Promo/Price Move Beyond Promo Price to Targeted Messages Place/ Product Actionable Insight to manage growth Planograms Store Layout

29 End game is loyalty and growth Add Stores to Market Add Customers to Store Add Trips to Store Add items to Basket Add Profit to Basket

30 Consumer Decisions What am going to buy? Where is. Branded or PL? What goes with this? How much do I need? What s on promo? I need it now Forgot my shopping list again!! I can t find the product I bought last time? Do I have a coupon for that?

31 Make it easier for the Customer

32 Winning in the Customer Centric Retail Era Will require the ability to: Focus on Fresh Differentiates Grocery from other Food Stores Understand end to end Customer Levers you can pull to deliver a superior Fresh Experience Intensify Shopper Knowledge Mine Data for information and Insights Success of Planograms Assortment Loyalty Data for Customer Behaviour and Preferences Shift from Category Management to Shopper Marketing Fulfill Customers Mission Based Demand Issues Collaborate Manufacturers and Retailers

33 Thank You Peter Townsend