ONE MARKETING From Couch to Cart March 2015 Caprē Group, Inc. 2015
The Future of Marketing is ONE 2
Power of Retail Gave Rise to Shopper Marketing MARKETING 3
Distinct And Separate Objectives Emerged BRAND SHOPPER Position Uniquely in Consumer Mind Convert Shopper into Buyer 4
Traditional P2P Linear With Clear Division of Labor PRE-SHOP SHOP POST-SHOP Home Store Home BRAND SHOPPER BRAND 5
Specialized Marketing Perspectives Provided Greater Focus The online customer The digital persona The mobile shopper The brand advocate The household influencer The millennial consumer The Target aficionado The social promoter The pop culture maven 6
But Produced a Fragmented View The online customer The digital persona The mobile shopper The brand advocate The household influencer The millennial consumer The Target aficionado The social promoter The pop culture maven 7
New Media & Technology Provide an Explosion of Choice Omni-Channel Purchase Information Availability Rise of Mobile Shopping Smartphone Ubiquity Proliferation of Brand Communications Explosion of Content 8
Enabling Seamless Shifting Between Consumer and Shopper Mindsets HOME STORE CONSUMER MINDSET HOME SHOPPER MINDSET PRE-SHOP PRE-SHOP POST-SHOP SHOP POST-SHOP 9
Increased Complexity Challenges How We Do Business Brand and Shopper teams disconnected Roles viewed through functional lens Separate scorecards 10
Increased Complexity Challenges How We Do Business Competing and disjointed strategies Organization is slow and reactive Lack of focus on organizational capabilities 11
The Impact: Pressure on Business Results Topline Growth Return On Marketing Investment Competitive Position Retailer Influence Wall Street Perception 12
It s Time For Change 13
The Future of Marketing is ONE Convergence Holistic Approach Interconnectivity BRAND INSIGHTS CUSTOMER SHOPPER ONE MARKETING SHOPPER 14
Building a One Marketing World Process Tools ORGANIZATIONAL CAPABILITY CAPABILITY People Insights 15
PROCESSES Drive Marketing Focus On Aligned Goals Process Human-Centric Marketing approach and mindset Business Plans are nimbly executed across functions & P2P Resources allocated to opportunities, not functions 16
PEOPLE Broaden Competencies, Perspective & Connections People Roles & responsibilities interconnected across Marketing disciplines Competencies broadened to encompass entire P2P Borderless ecosystems enable nimbleness and collaboration 17
INSIGHTS Are Developed, Leveraged, And Broadly Shared Insights Consumer, Shopper, and Retailer insights converge to create holistic view Insights are nimble and scalable Research plans integrated to create a full P2P perspective 18
Critical TOOLS Enable Connection, Alignment and Integrated Planning Tools Integrated metrics incent collaboration & interconnectivity Big Data provides advanced analytics and realtime access Evolved ROI informs targeted resource allocation Knowledge Management enables nimble organization 19
Where Do We Go From Here? 20
One Marketing Can Be Built Top Down Or Bottom Up ONE MARKETING LEADERSHIP LED GRASS ROOTS Organization-wide change program initiated by Senior leaders Multiple capabilities developed concurrently Work teams independently pilot new approaches Leverage success to enlist leadership and other groups over time 21
It s Not About Functions But Seamless Organizational Capabilities Organization Research Brand Shopper Analytics Sales 22
It s Not About Functions But Seamless Organizational Capabilities Organization Research Brand Shopper Analytics Sales Shopper Conversion Capability Framework Caprē Group 2014 23
Change Can Start Today! 24
capregroup.com 678.443.2280 info@capregroup.com 115 Perimeter Center Place, Suite 1120 Atlanta, GA 30346 Turning shopper capability into results 25