Shopfloor executive summary impulse session rogil & brand image_in-store communication in pharmacies...
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www.shop !loor .be Shop%loor EXECUTIVE SUMMARY 2011, n° 200 Instore communication in pharmacies Observations, do’s & dont’s, perception jeudi 13 octobre 11
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Transcript of Shopfloor executive summary impulse session rogil & brand image_in-store communication in pharmacies...
www.shop!loor.be Shop%loor EXECUTIVE SUMMARY -‐ 2011, n° 200
In-‐store communication in pharmaciesObservations, do’s & dont’s, perception
jeudi 13 octobre 11
www.shop!loor.be
Shop8loor.be, monitoring the path to purchase
๏ Players‣ Retailers & stores‣ Brands‣ Consumers & shoppers
๏ Topics‣ Store concept & merchandising‣ Brand & sales activation‣ In-‐store communication
๏ Channels‣ Food‣ Multimedia‣ Pharma‣ DIY & gardening
๏ Desk & web research
๏ Weekly store checks
๏ Retailers’ panel
๏ Brands’ panels
๏ Consumers surveys
๏ Shoppers safari
mostly in Belgium ...
... but also in foreign countries
Scope of observations Sources of information Produced insights
[email protected] http://www.linkedin.com/in/shopFloorbe http://www.twitter.com/shopFloor
๏ Standard
๏ Tailor-‐made
jeudi 13 octobre 11
www.shop!loor.be Shop%loor EXECUTIVE SUMMARY -‐ 2011, n° 200
Where do we start from ?
๏ Rise of OTC & paraphamacy
๏ Multi-‐channel competition
๏ Shift marketeers from food to pharma, e.g. private label @Multipharma
๏ Sales & brand activation techniques
๏ Evolution of shopping process towards fmcg’s ?!
๏ Impulse purchases ?
๏ Pharmacist = shop managers ?
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jeudi 13 octobre 11
www.shop!loor.be Shop%loor EXECUTIVE SUMMARY -‐ 2011, n° 200
Some 8igures about in-‐store communication4
Average20 promo in-‐store media
(40 Stores Q2&3/2011)
25%
63%
12%
DisplaysCounter displaysOthers
jeudi 13 octobre 11
www.shop!loor.be Shop%loor EXECUTIVE SUMMARY -‐ 2011, n° 200
Perception of pharmacist vs in-‐store com’5
90%
10%
YesNo
Impact on sales ?
49%35%
16%
ReasonableImportantLimited
Feeling about QUANTITY
20%
15%
20%
46%Very goodGoodAverageBadVery bad
5%
35%
25%
22%
13%
Very goodGoodAverageBadVery bad
Feeling about QUALITY
Feeling about MATCH vs store format
28%
26%
31%
15%
Very goodGoodAverageBadVery bad
jeudi 13 octobre 11
www.shop!loor.be Shop%loor EXECUTIVE SUMMARY -‐ 2011, n° 200
Perception of pharmacist vs in-‐store com’6
Promo mechanics ?
40%
19%
16%
14%
9%2%
Price cut1+1, 2+1 ...Sample% freeGoddiesPurchase frequencyContest
jeudi 13 octobre 11
Shop%loor EXECUTIVE SUMMARY -‐ 2011, n° 200
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In-‐store communicationKey success factors
๏ Brand/product recognisable ?
๏ Easy to understand ?
๏ Can shoppers see it ?
๏ Fluent transformation process ?
๏ Impacting shopping experience ?
๏ Adapted to store ?
๏ Cross sales ? Upsales ?
๏ Coherent with other communication channels ?
๏ Marketing & Sales in the same direction ?
๏ Good concept + bad execution = potentially inefFicient
10 key success factors
Branding
Readability
Shoppers Flow
Shoppability
In-‐store events
Customisation store format/retailer
Contribution to category management
360° integration
Mktg & Sales sync
Execution
jeudi 13 octobre 11
Shop%loor EXECUTIVE SUMMARY -‐ 2011, n° 200
Do’s & don’ts based on instant observation !
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jeudi 13 octobre 11
Shop%loor EXECUTIVE SUMMARY -‐ 2011, n° 200
Do’s & don’ts based on instant observation !
9
jeudi 13 octobre 11
Shop%loor EXECUTIVE SUMMARY -‐ 2011, n° 200
Do’s & don’ts based on instant observation !
10
jeudi 13 octobre 11
www.shop!loor.be Shop%loor EXECUTIVE SUMMARY -‐ 2011, n° 200
Thanks for your attention Contact & information
Vincent De Coster +32 475 86 50 34
[email protected] http://www.linkedin.com/in/shopFloorbe http://www.twitter.com/shopFloor
jeudi 13 octobre 11
