RDD Associate Learning Academy...• Valpak • MY ShopRite Personalized Offer Event • E-Targeted...
Transcript of RDD Associate Learning Academy...• Valpak • MY ShopRite Personalized Offer Event • E-Targeted...
Collaborative Partnerships に Business Solutions Leadership - Breakthrough Results
RDD ASSOCIATES Perishables Expertly Merchandised
RDD Associate Learning AcademyEnterprise-wide Training, Education & Associate-development
1
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
Wエ;デ キゲ RDDげゲ ASSOCIATE LEARNING ACADEMY?
An enterprise-wide training, education & associate -development process, that:
For every RDD position, identifies core skills, business processes / protocols, technology enablers and best business practices / solutions critical to delivering sales agency SERVICE EXCELLENCE
Provides a comprehensive portfolio of fundamental and advanced training/education modules facilitating associate development and building
organizational capacity and performance
RDD Associates Core Leadership Strategy
Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES
train, develop & reward VALUED ASSOCIATE RESOURCESぐ build momentum to ensure
FUTURE ENTERPRISE SUCCESS!
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
[II]
Key
Elements &
Topics
[III]
Applications
&
Utilization
[IV]
Reference,
Recap &
Next Steps
Shopper Data Evolution
Wakefern Shopper Marketing Segments
Applications
PPI Example
Recap
SR Shopper Marketing Contacts
Handouts
Next Steps
[I]
Course
Overview
Course Overview: Definition / Purpose / Rationale
Consumer Retailer Environment
Key Discussion TopicsSR SHOPPER SEGMENTATION
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
THE RETAIL ENVIRONMENT IS CHANGING
• Nobody is exclusive to anymore
• Consumers shop differently in each channel
• “Rぎ NWWS HWデデWヴ ┌ミSWヴゲデ;ミSキミェ ラa ┘エ;デ Iラミゲ┌マWヴげゲ ミWWSゲ ;ヴW• SR: Aggregating data to determine what is going on
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
TIMELINE: DATA ANALYTICS
Syndicated
Data
Services
Category
ManagementLoyalty
Cards
Dig
CouponsConsumer (Shopper)
Data
Mobile Apps
ϭϵϴϬ Ɛ͛ ϭϵϵϬ Ɛ͛ ϮϬϬϬ Ɛ͛ ϮϬϭϬ Ɛ͛
Dunnhumby
CCR/EYC
PPI
Kroger
Ahold
ShopRite
• Evolution of data has been S L O W
• What are the needs of consumers?
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
WAKEFERN SEGMENTATIONS
• Changed from Demographic-based segmentations to behavioral segmentations
• Previous segmentation was non-additive and included the following groups:
• African American
• Baby
• Natural/Organic
• Kosher
• Hispanic
• Family
SR SHOPPER MARKETING SEGMENTS
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
SR SHOPPER MARKETING SEGMENTS
The New SR Segmentation Focuses on
6 Macro and 12 Micro Segments
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
EASY MEALERS
• Where do they Shop?
• Deli, Bakery, Frozen, HBC/Non Foods show highest index
• Emphasis on Foodservice, Deli Ready-Made Goods
• Busy Lifestyle
• No time to cook, need something easy
• Trust the healthy meal solutions of prepackaged goods
• Think: Working Professionals
• 40% EM are Generation X, 51% employed full time
• One of the higher average household incomes
• 61% have no kids, 31% have 1-2
LOOKING FOR: QUICK & EASY MEALS AND SNACKING OPTIONS
73% Female
$77,500
Avg. Household
Income
82%
Caucasian
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
TOTAL STORE
• Where do they Shop?
• Everywhere, but especially in the Meat Department
• Emphasis on Easy prep, meal making, and cooking
• Organized, Planning Lifestyle
• Enjoys putting meals together, trying new things
• Plans trips to save money, get items at the best price
• Think: Working Parents & Retired
• 26% Retired, 45% FT Employees
• 87% of oldest generation speaks Spanish at home
• 47% have children
LOOKING FOR: VALUE THAT MEETS ALL NEEDS
77% Female
$67,300
Avg. Household
Income
76% Caucasian
9% Hispanic
8% African American
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
CENTER STORE
• Where do they Shop?
• Shops mainly center store, buying perishables elsewhere
• Emphasis on Grocery & HBC
• C;ミげデ ヴWゲキゲデ ; ェララS ヮヴキIWぐ• Buys canned over fresh due to value
• Plans trips to save money, get items at the best price
• Think: Can-Can and Value Buyer
• 15% Part Time, 43% Full Time
• 48% have children
• 75% of Sub-Segment purchases are online
LOOKING FOR: CENTER STORE AS WELL AS NONFOODS
74% Female
$66,000
Avg. Household
Income
73% Caucasian
9% Hispanic
8% African American
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
SIMPLY SOURCED
• Where do they Shop?
• Produce, Seafood, Deli, & Dairy
• Emphasis on seafood and organic produce, specialty cheeses
• Healthy, Active Lifestyle
• Buys mostly organic and natural due to health benefits
• Sees food as fuel for a healthy lifestyle
• Tエキミニぎ “WノWIデキ┗Wが Hキェエ Q┌;ノキデ┞ さaララSキWざ• 60% have No kids
• 47% full time workers, 19% retired, 10% Students
• 39% Millennials
LOOKING FOR: SIMPLE, HEALTHY, & NATURAL GOODS
72% Female
$82,700
Avg. Household
Income
72% Caucasian
6% Hispanic
4% African American
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
CULTURAL CUISINE
• Where do they Shop?
• Meat, Seafood, and Produce
• ShopRite is their least favorite retailer (Natural, Grocery, Club)
• IミゲヮキヴWS H┞ Cララニキミェぐ• Enjoys trying new flavors with cooking
• Cララニゲ aヴラマ ゲIヴ;デIエ ゲキミIW キデげゲ さHWデデWヴ aラヴ ┞ラ┌ ;ミS デ;ゲデキWヴざ
• Think: Working Parents & Retired
• 34% Generation Y
• 87% of oldest generation speaks Spanish at home
• 37% have children spread across all ages
LOOKING FOR: COOKING WITH FLAVOR & ETHNIC FLAIR
68% Female
$70,400
Avg. Household
Income
74% Caucasian
6% Hispanic
9% African American
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
NEEDS DRIVEN
• Where do they Shop?
• Frozen, Meat & Grocery
• Emphasis on Easy prep, meal making, and cooking
• Budgeted Lifestyle
• Price is leading factor, looks at circulars and stretches the dollar
• Prefers heating up, no time to cook as main meal prep solutions
• Think: Fixed Income
• Assistant dependent
• Largest Hispanic population of segments
• 57% have children, largest stay at home population (18%) and unemployed (28%)
LOOKING FOR: LOW COST OPTIONS TO FUEL THE FAMILY
79% Female
$32,600
Avg. Household
Income
50% Caucasian
30% Hispanic
12% African American
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
SR SHOPPER MARKETING : SEGMENT SUMMARY
23% 22% 20% 15% 11% 9%
20% 32% 17% 15% 8% 8%
% Shoppers
% Sales
• Behavior and attitude-driven, mutually exclusive
• Appeal to shoppers through unique triggers to increase spend
• Tiered level sponsorship available for manufacturer marketing programs, tailored
to segmentation of choice
EASY
MEALER
TOTAL
STORE
CENTER
STORE
SIMPLY
SOURCED
CULTURAL
CUISINE
NEED
DRIVEN
Quick & Easy
Solutions
Equally
shopping
total store
Predominately
shopping center
store including
Nonfoods
Simple,
Natural, &
Healthy
Products
Incorporates
various ethnic
components in
cooking
Price Driven,
low cost
options
#2 in % Sales #1 in % Sales Average sales Average Sales Lower Sales Lower Sales
DeliMeat &
FrozenGrocery
Produce &
SeafoodMeat Meat & Frozen
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
SEGMENTATION APPLICATION
SR SHOPPER MARKETING SEGMENTS
• EACH SEGMENTATION HAS YEARLY PROGRAMS THAT CAN INCLUDE:• Circular presence (chain-wide and swing pages)
• Valpak
• MY ShopRite Personalized Offer Event
• E-Targeted Offers
• New Item Launch
• Demos
• Social Media
• 2015 MONTHLY EVENTS ALLOW FOR TOTAL MARKETING SUPPORT AND FLEXIBLE PLANNING FOR SEASONAL PRODUCTS/OFFERINGS
• PROGRAM COSTS CAN VARY BY SEGMENT AND OFFERINGS• Range from $7,500-$80,000 yearly participation costs
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
SAPUTO EXAMPLE: SIMPLY SOURCED
Friendship Cottage Cheese 16 oz
Bronze Program: 2014
• 8 additional ads (in Simply Sourced section)
• April: Digital display, email, 55 cent dig coupon
• May: Demos in 148 stores with a recipe handout
• Targeted digital ads (on Daily Parent & Recipe Land websites)
• July: Valpak offering (650K mailing recipients) & $1 digital coupon
• August: Digital display, email, 70 cent digital coupon
• October: Targeted digital campaign
Unit sales saw an increase of +4.9% in a declining category
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
ShopRite Marketing SegmentsSummary for Almond Breeze
Source: Wakefern PPI
52 Weeks Ending Sep 27, 2014
Almond Breeze has an 11.5% penetration rate among all SR Price Plus Consumers (7.7MM SR PPC/0.5MM ALB PPC)
AB Brand has the highest segment penetration within the Simply Sourced Moderate Group (12.8%), followed by
Center Store Online (11.1%), Total Store Meal Maker (11.0%) and Simply Sourced Committed (7.6%)
AB purchase sizes are highest among the Center Store Online group ($17.69 spent/yr), followed by Simply Sourced
Committed ($17.72 spent/yr) and Simply Sourced Moderate ($17.20 spent/yr)
ShopRite Marketing Segment
Center
Store Baby
Center
Store
Nonedible
Center
Store
Online
Cultural
Cuisine
Easy
Mealer
Aging
Easy
Mealer
Ready
Made
Need
Driven
Baby
Need
Driven
Economic
Eats
Simply
Sourced
Committed
Simply
Sourced
Moderate
Total
Store
Easy Prep
Total
Store
Meal
Maker
Total
Store
Ready
Made
PPC's in Segment 111,022 1,255,650 50,502 775,902 1,054,068 644,382 61,884 544,182 442,269 576,170 661,849 477,216 449,386
Buyers (bought Milk) 65,924 636,274 35,269 371,250 628,795 317,612 27,292 283,101 216,100 424,213 418,918 359,261 305,337
PPC's who buy Alm Breeze 7,187 63,154 5,599 34,548 79,517 32,414 2,332 28,968 33,579 73,794 39,727 52,694 30,279
% Segment PPC's who bought AB 6.5 5.0 11.1 4.5 7.5 5.0 3.8 5.3 7.6 12.8 6.0 11.0 6.7
Units per PPC/year 4.1 3.3 4.6 3.1 4.1 3.3 3.2 3.1 4.6 4.4 3.0 3.8 3.1
Dollars per PPC/year 16.46$ 12.66$ 17.69$ 11.87$ 15.82$ 12.79$ 13.09$ 12.23$ 17.72$ 17.20$ 11.76$ 14.52$ 11.91$
Total SR PPC's 7,677,601
Total SR PPC's purhased Milk 4,208,297
Total SR PPC's purchased A Breeze 483,792
SEGMENT DATA FROM PPI
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
SR SHOPPER MARKETING SEGMENTS
Relevant Segments by
RDD Client
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
SR SHOPPER MARKETING CONTACTS
Carol Heyducek: Simply Sourced & Cultural Cuisine
Deirdre McKee: Total Store & Need Driven
Jeanette Burgos: Easy Mealers
Shivani Shah: Center Store
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
Mラ┗キミェ ;エW;SぐSR SHOPPER MARKETING implementation
By 5/25/15
Speak with your
clients
and determine which
Program(s)
aキデゲ ┞ラ┌ヴ Hヴ;ミSゲげ goals and objectives
Expanding Skills に Leveraging Thought Leadership に Sharing Best Practices に Building Performance
RDD Associate Learning Academy
Any Questions, Comments or Ideas?
Thank you for your
participation!!!
Mラ┗キミェ ;エW;SぐSR SHOPPER MARKETING implementation