Retail Revolution 2015-Raluca Samoila-Geometry Global
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Transcript of Retail Revolution 2015-Raluca Samoila-Geometry Global
Traditionally we have looked at
CHANNELS and “TRADE Marketing” just
as a place On-site
/ HoReCa Distributors
Wholesalers
Traditional
Independents
Small labels
Large labels
E-commerce
IKA
MOST SUPPLIERS ARE FAILING
TO MEET EXPECTATIONS OF
MODERN RETAILERS
3
A SHIFT IN RETAILERS EXPECTATIONS
Omni-Channel
Category LeadershipCategory
Captains
EX
PE
CTA
TIO
NS
NOWPAST
5
Suppliers and retailers need support in
collaborative business planning to enhance in-
store experience, manage categories and
integrate mobile & digital...
KEY TAKEOUT
8
Our new playground:
Fragmented media, retail, categories
and even digital vs. traditional channels
Our new game:
“GET IT RIGHT”
1010
trigger purchasecommit to
purchase
the zero
moment of truth
the first
moment of truth
Purchase Decision Journey
11
Endless Moments of Truth
view
print ad
read
blog
search
video ad
Watch
video on
mobile
like
download
mobile
app
compar
e shop
online
demo
product
in store
watch
tutorial
read
reviews
buy
item
shop on
website
view
banner
ad
IN A WORLD OF FRAGMENTED SHOPPING OPPORTUNITIES
UNDERSTANDING OF THE CONSUMER JOURNEY (PDJ®) IS CRITICAL
Brands/Retailers
can’t afford to engage
at every step. They
need to connect
when they can
influence the most
Online, mobile and
social media is giving
consumers a wealth
of choice on how to
engage, interact and
shop.
triggerpurchase
an idea is not a promo mechanic# 1 : SALE# 2 : FREE# 3 : BOGO / 2 for 1# 4 : Cross promo # 5 : Contest & Sweepstakes# 6 : Assured Gift# 7 : Codes & Coupons # 8 : Reward loyalty# 9 : Free Trial# 10 : Like, share, get!# 11 : Tweet & get FREE stuff ! # 12 : Pin & get!# 13 : Refer & get stuff !# 14 : Upsell
a genuine idea has to have:
> Novelty
> Truth (recognizable/acceptable)
> Relevance
24
Film North Face “Never Stop Exploring”
https://www.youtube.com/watch?v=g7CRMrR24Mo