Using packaging in retail to delight the customer: Opportunities and barriers Paul Earnshaw Amsterdam 23 rd November 2016
Today I want to cover 3 things
1. A reminder about the senses
2. What is in our heads
3. Landing innovation
Has anyone seen me speak before?
Has anyone seen me speak before? (Hands up)
So some of you may remember I like to try new things in presentations
Last time I spoke in Amsterdam I wore a wig
this time
I am trying mime!
Doesn t it feel strange when one of the senses is ignored?
We have 5 senses
We can engage all of them with packaging
So lets do it Shelf Trolley Checkout Transport Kitchen Opening Consuming Disposal
Delivering products our customers will love Who am I What s in our heads Landing innovation into a retailer
Who am I
Who am I
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
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)
Innovation Innovation leaps ahead whilst the business case stumbles around like a drunk
Innovation Existing technology Customer demographic New combination
Innovation Existing technology Customer demographic New combination
Innovation
What s in my head
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,, %)
What s in a development managers head
What s in a development managers head Recipe Primary pack Secondary pack Secondary pack Primary pack Recipe
What s in marketings head
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
What s in the customers head Health and wellness
What s in the customers head Health and wellness
What s in the customers head What s the story
What s in the customers head What s the story
What s in the customers head Retro Renaissance
What s in the customers head Cultures and cuisines
What s in the customers head Restless Palate
What s in the customers head How formal is normal
What s in the customers head How formal is normal
What s in the customers head Have it your way
What s in the customers head Have it your way
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
Working with a retailer Tesco Supplier Supplier Supplier Supplier Supplier Supplier
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
Working with a retailer
Working with a retailer
Working with a retailer
Creating great propositions Concept / Tag line Image to bring it alive Customer problem Proposed solution Evidence Why would they buy it Implementation
Creating great propositions Concept / Tag line Image to bring it alive Customer problem Proposed solution Evidence Why would they buy it Implementation
Creating great propositions Tesco Supplier pack Machine? Technology material
What s in your head?
What s in your head?
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?
Thankyou Contact: paul.earnshaw@uk.tesco.com