Shopper Marketing From trigger to transaction

III Building Healthier Brands

18-out-13

15 anos de experiência em planejamento Estratégico, Branding e

Comunicação, Marketing. Atuou em agência como Planning Director e

Managing Director e em grandes anunciantes, como Natura.

Uma das pioneiras em Shopper Marketing no país, atendeu em sua

trajetória clientes como P&G, Colgate-Palmolive, Bunge, Nestlé/DPA,

Mastercard, Pepsico, Whirlpool, Brasil Kirin, entre outros.

Há 2 anos é sócia do Grupo Toolbox, onde atua como VP de Insight &

Strategy.

Juliana Nappo Insight & Strategy VP

Toolbox Group

Full Shopper Marketing Agency, fundada em 2012

Consulting and Metrics, fundada em 2005

www.thetoolboxgroup.com.br

Toolbox Group

Mission to create and deliver the world’s most compelling Trade and Shopper Marketing Strategies.

We achieve this through our obsessive focus on intellectual

leadership, pragmatism, reliability and great

creative innovation.

Current Client Partners

PUBLICAÇÕES

We believe in the power of Knowledge Building, in creating new

content as a result of common goals, group discussions, and

synthesis of ideas.

2010

2013

2013

2011 2010

Shopper Marketing

Shopper ≠ Consumer

Shopper ≠ Consumer

Shopper = Consumer

Shopper não é uma pessoa,

mas um

MODE

SHOPPER MODE ON

CONSUMER MODE ON

único ponto REAL de convergência de interesses

entre a indústria e o varejo

SHARED-END CUSTOMER:

O SHOPPER

para conquistar HIGH VALUE

SHOPPERS e mais SHARE OF

WALLET VAREJO e MARCAS

precisam gerar INSIGHTS

ACIONÁVEIS de forma contínua,

JUNTOS

SHOPPER MARKETING um modelo colaborativo

A relação indústria-varejo passa de transacional

para estratégica

Entende o comportamento do shopper em cada

canal gerando inteligência que beneficia todos os

stakeholders

Holistic exploration of shopper needs, wants and

behaviors coupled with the objectives, strategies

and constraints of retailers and the retailer

environment

Path to purchase

Para definir o caminho de compra do

shopper, é preciso conhecer o

SHOPPER

BEHAVIOR

Fonte: Nielsen

Pre-shop Quem é o shopper (faz a compra da categoria)?

Quem consome/usa o produto na residência? Quais são as

principais aplicações/situações de consumo?

A compra é planejada?

Que tipo de informação o shopper procura antes da

compra?

Onde procura e encontra estas informações?

In-store Em que canal (canais) é realizada a compra?

Qual a frequência de compra?

Quais as diferentes missões de compra?

Quais atributos são levados em conta na hora da compra?

Onde o produto está localizado na loja?

Como o shopper navega na loja e na categoria?

Ele chega na loja com a marca definida ou escolhe na

hora?

O que o faz mudar de marca?

Indentificar

TRIGGERS e

BARREIRAS de compra

Não importa qual seja, todo o caminho

de compra começa com um

TRIGGER

Encontra

BARREIRAS

R$ 12,49 x R$ 4,19

R$ 3,98 x R$ 2,49

R$ 22,99 X R$10,39

R$ 5,59 X R$2,19

A partir daí, é preciso atuar no caminho

de compra derrubando

barreiras

Fotos: Rafael D´Andrea 2012

RECEITA NA NOTINHA: SHOPPER APREENDE

MENSAGEM DE COMIDA SAUDÁVEL APRENDENDO

COMO USAR HELLMANN’S NA LOJA

Fotos: Rafael D´Andrea 2012

e ativando triggers

CONEXÃO e

ENGAJAMENTO

building rapport and empathy*

*Empathy is the capacity to recognize

emotions that are being experienced by

another sentient being.

empathy conexão emocional

ESTADO EMOCIONAL

ASSOCIAÇÃO COM A MARCA EXPERIÊNCIA

EMOTIONAL TRIGGERS

OCCASION +

TRIP MISSION

"If we can put those two

together — trip mission and

consumption occasion — that's

very powerful.‖

Jeff Fechalos, Director of shopper

insights, Coca-Cola

Trip Mission

TIPOS

• saving time

• saving money

• serving their family

• serving some need for themselves

OBJETIVOS

• stock up

• immediate need

• forgotten item

• special occasion

Fonte: Coca-Cola

Occasion

Depende da categoria e quando integrada com uma

MISSÃO DE COMPRA gera uma

SHOPPER

SOLUTION

Fonte: Coca-Cola

The Path to Purchase

Begins at Home In-home Insights that Drive In-store Purchase Decisions

Key Activities

• Developing INSIGHTS

• Building a COHESIVE STORY

• Aligning with INTERNAL STAKEHOLDERS

• Sharing with CUSTOMERS

• Creating SOLUTIONS

MORE MEALS PREPARED

NA EATEN AT HOME

• Consumers continue to cook more at home

• Complex meal preparation is increasing

• As their lives get busier, they seek SIMPLE

MEAL SOLUTIONS AT AFFORDABLE PRICES

HOME

COOKING IS STILL

IMPORTANT AT DINNER

• Fresh-scratch make up 60% of in home

main dishes

• 67,4% of meals are prepared and

consumed in-home

HOME

CONSUMERS WANT

OPTIONS

• They’re looking for IDEAS – 42% using recipes once a week

– 67% like to try new foods

• Bigeest Meal Planning Challenges: – New ideas: 55%

– Meals that are quick to make: 52%

– Good tasting: 37%

HOME

SANDWICH

91% of individuals eat a

sandwich at least once during a

2-week time period

Sandwiches are

the top in-home

lunch choice: 38%

And the most

popular homedish

at dinner: 18%

SNACKING REPRESENTS 20% OF

ALL MEAL OCCASIONS

• Mini meals & health snacks are on the rise!

• Whiloe taste remais king, they seek healthier

options

• Snacks are primarily consumed AT HOME –

76% (Source: National Eating Trends and Crest Database, Years ending, Feb 2012)

Insights led to the

development of

PRODUCT PLATFORMS

and INNOVATION STRATEGIES

More meals

prepared and

eaten at home

Sandwich

comsumption is

growing

Mini meals and

health snack are on

the rise

COOKING

SANDWICH

SNACKING

High quality products:

from ingredients and side

dishes to products that

inspire na end dish

Products that fulfill

consumers desires

regarding form and

flavour.

Align our current and new products against appropriate

need states to provide consumers with the snacking

options they desire

INSIGHT PLATFORM STRATEGY

PRODUCT

MARKETING

Insights and Platform

development drove

SHOPPER MARKETING

STRATEGIES

SHOPPER SEEK QUICK AND EASY MEAL

SOLUTIONS

• Planning remains the most CRITICAL BARRIER

and FRUSTRATION for all cooks, they seek new

ideas that can be readily improvised

• 83% of dinner decisios are made day-of

• Cooks seek convenience and ease but won’t

sacrifice taste

SANDWICH SHOPPERS WANT

COVENIENCE AND INSPIRATION

• Impulse sandwich buyers

are more likely to be

influenced by in-store

circulars and sales

• Sandwich ingredients are

highly planned, at least the

form level

• When secondary displays

are relevant to consumers,

they drive incremental

purchase& lifts

SHOPPERS LOVE DAIRY SNACKS, BUT CAN’T

ALWAYS FIND THEM

• Consumers already

engage in ―dairy

snacking‖ but don’t refer

to it that way

• Shoppers look for critical

mass at shelf

• At the shelf, shoppers are

multi-tasking

SHOPPER MARKETING PLATFORMS

SHOPPER SOLUTIONS

SHOPPER SOLUTIONS

TAKEAWAYS

Conecte os

pontos ao longo

do caminho de

compra e crie

uma COHESIVE

STORY para

shoppers e

consumidores

Considere HIGH

LEVEL NEEDS E vá

além de

PRODUTOS,

criando

PLATFORMAS

AMPLAS

Use in-home insights para direcionar

estratgégias de in-store marketing

Obrigada! Juliana Nappo juliana.nappo@shopperage.com.br

www.thetoolboxgroup.com.br

www.peledoshopper.blogspot.com.br

www.facebook.com/napeledoshopper