FoodMaxx Shopping Cart Stimulus

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SHOPPING CART STIMULUS PLAN

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  • 1. SHOPPING CART STIMULUS PLAN

2. LAST MEETING WE DISCUSSED SPECIFIC CHALLENGES FOODMAXX IS FACING RE-EXAMINED OUR LOW PRICE + POSITION CONFIRMED THAT WE WILL CONTINUE WITH LOW PRICE+ AS OUR POINT OF DIFFERENCE 3. CHALLENGES DECREASE IN AVERAGE TICKET DECREASE IN WEEKEND TRAFFIC INCREASE IN COMPETITIVE ACTIVITY PROMOTING LOW PRICE MESSAGING ANTICIPATED SHOPPER TRADE- DOWN FROM CONVENTIONAL MARKETS DID NOT OCCUR 4. WHATS HURTING FOODMAXX? SURVIVALIST SHOPPERS ARE FORCED TO TIGHTEN THEIR BELTS EVEN MORE. Spending less on groceries Trading down in-store Cutting out impulse purchases Decrease in shopping occasions Shopping closer to pay day 5. HOW CAN YOU COMBATTHESE CHALLENGES? ONE OPPORTUNITY IS WITH THE EXISTING FOODMAXX SHOPPER MOTIVATE THEM TO SPEND MORE STRENGTHEN YOUR VALUE PERCEPTION BY MAKING THEM FEEL THAT THEY CAN AFFORD THE THINGS THEY NEED AND SOMETIME EVEN THE LITTLE EXTRAS THEY WANT 6. THE PROBLEM IF THE SURVIVALIST SHOPPER IS SCALING BACK BECAUSE OF THE RECESSION, HOW DOES FOODMAXX MOTIVATE THEM TO SPEND MORE? 7. THE SOLUTION: CREATE A PERCEPTION OFIN-STORE SAVINGS. 8. INTRODUCING: YOUR FAVORITE PRODUCTS ARE JUST PENNIES. 9. THE common ents OBJECTIVE: INCREASE CART SIZE AND STIMULATEIMPULSE PURCHASES CREATE AN ENVIRONMENT THAT CELEBRATESYOUR LOW PRICES REINFORCE THE FOODMAXX LOW PRICEPROMISE 10. IMPLEMENTATION: DRAW ATTENTION TO ITEMS THAT ARE FAR BELOW ONE DOLLAR USING: In-store signs, the wall of values, end caps, tables and on-shelf stickers. 11. FOR STARTERS: UPON ENTRY INTO THE STORE, CUSTOMERS ARE MADE AWARE OF THIS PROGRAM. 12. THE WALL OF VALUES COULD FEATURE ALL C ITEMS (DO THIS TEMPORARILY OR PERMANENTLY.) 13. AFTER THAT THE TREASURE HUNT BEGINS PEPPER c SIGNAGETHROUGHOUT THE STORE. 14. DESIGN NEW SHELF TAGS OR SIMPLY APPLY A c STICKER NEXT TO AN EXISTING TAG. 15. ANOTHER EXAMPLE OF STICKERS VS. SHELF TAGS(INSTEAD OF WRITING 4/100 WRITE .25 CENTS) 16. DRAW ATTENTION TO FEATUREDEND CAPS 17. HAVE C SIMPLE MEAL SOLUTIONS WHERE EVERY ITEM FOR A COMPLETE MEAL IS UNDER A DOLLAR (INCLUDING DESSERT) 18. DROP STAND-ALONE PALETTES IN UNIQUE LOCATIONS 19. USE SIGNAGE IN PRODUCE ON STAPLES 20. UNPLANNED INDULGENCES 21. MAKE IT A TREASURE HUNT 22. AND AT THE END OF THEIR SHOPPING TRIP,GIVE THEM SOMETHINGTO GAZE AT WHILE THEY STAND IN LINE. 23. A SIMPLE REMINDER OF IN-STORE SAVINGSTHEY MAY HAVE MISSED THIS WEEK THAT MIGHT NOT BE HERE NEXT WEEK. 24. SO, HOW DO WE MAKE THIS WORK AT THE STORE LEVEL?FIRST, WE SET SOME GUIDELINES IN PLACE TO SUSTAIN CREDIBILITY AND SHOPPER INTEREST. 25. NEXT, THIS PROGRAM MUST BE UNDERSTOOD BY YOUR EMPLOYEES AND EXPLAINED TO YOUR CUSTOMERS. 26. START BY CLEARLY DEFINING THE PROGRAM: common cents [kom-uhn sents] customer definition: constantly changing items, marked at the lowest prices in town and all priced well under $1. marketing department definition: FoodMaxx Supermarkets proprietary in-store communications and merchandising program designed to increase cart size through impulse purchase and to strengthen our value perception via emphasis on our lowest priced merchandise. 27. THEN SPREAD THE WORD Poster stands will greet shoppers at the store entrance introducing them to common cents Employees will be armed with the customer definition of common cents Flyers will be distributed to shoppers at the checkout 28. FINALLY, ONCE ALL COMPONENTS ARE UP AND RUNNING IN-STORE, ITS TIMETO STIMULATE EXCITEMENT AMONG YOUR SHOPPERS. 29. CREATING EXCITEMENT OFFER SHOPPERS A BOUNCE- BACK COUPON THROUGH CATALINA Buy xx common cents items andget x free on your next visit ADDED VALUE SUPPORTRadio partners will feature promotions and remoteshighlighting the program RADIO TAG SUPPORTPromotional radio tags will push common cents andfeature key items 30. THE c PROGRAM HAS THE POTENTIAL TO BE WIDLEY ACCEPTED BY YOUR SHOPPERS AND IMPLEMENTED IN MANY AREAS OF YOUR STORE.SO WHERE DO YOU START? 31. WEVE SCALED IT DOWN TO ROLL OUT IN PHASES, ALLOWING TIME TO GAIN MOMENTUM. PHASE ONE: THE OBJECTIVE OF THE FIRST PHASE ISGETTING THE IN-STORE COMMUNICATIONS UP ANDRUNNING IN A SINGLE TEST MARKET. 32. PHASE TWO AND BEYOND: AFTER 8 WEEKS, WE WILL EVALUATE THESUCCESS OF THE PROGRAM, GAUGECUSTOMER RESPONSE, SALES ANDDETERMINE POTENTIAL OPPORTUNITIESFOR EXPANSION. FUTURE IMPLEMENTATION MAY INCLUDE: EXTENDING THE PROGRAM INTOADDITIONAL MARKETS PERMANENT SIGNAGE PERMANENT WALL OF VALUES PROGRAM MEAT AND PRODUCE IMPLEMENTATION HOLIDAY C END CAPS, ADS PACKAGES DEDICATED RADIO SPOTS 33. THANK YOU (We hope this makes ents.)