ECR Europe Forum ’08. Shopper is a king

SHOHPO PIP NIG VALA ULE1Shopper Break Out SessionsBO 1.5 - Shopper is King; is your business ready ?BO 2.5 - Target Shoppers, Activate InsightsBO 3.5 - “Differentiate or Die”; Shopping driven solutionsBO 4.5 - What’s it worth ? Shopping Metrics2Click for film3Creating Shopping ValueUsage Value Creation1UsageValueShopping MissionsShopper SegmentsStore ChoiceLoyaltyTo-StoreCONSUSMUER32TransactionStoreValueIn-StoreValueCategory ManagementAssortmentMerchandisingShopping Value CreationToday’s session:Shopper is King; is your business ready ?• Introduction – Sjoerd Schaafsma / Rita Marzian• In store Shopper Insights – Emilie Coles• Innovative Shopper Services – A. Theotokis /G Lostarakos• Future directions Shopper Marketing – V. Belcher/B. James• Q& A panel5SHOHPO PIP NIG VALA ULE6Excerpts GCI Global Score Card (formerly ECR score card)About Collaborative Shopper Value Creation:Shopper TargetingDifferentiated SolutionsIdentifying clear joint shopper segments Trading partners collaborate to create unique by sharing strategies and information with General solutions to meet targeted shopper needs, Scorethe purpose of developing differentiated Meaningcreating a bond between the shopper, the store solutions within the context of Joint and the brand.Business Plans.The scope of the work has evolved to as many Roll-out of Retailer and supplier share and align categories as needed to influence the behaviorimplementmarket, shopper and consumer data to of the target shopper segment in the 3ationidentify and prioritise joint marketplace. The shopper recognizes the startedshopper/consumer segmentsunique attribute provided by the retailer's solution.Clearly defined joint shopper segments The retailer and manufacturer work jointly agreed and used as the basis for making defined business plans to interact in a unique Fully decisions. Process in place to continuouslyway with a set of shopper segments to make 4implementimprove shopper segment knowledge. them prefer the retailer as a provider for well edSystem infrastructure and organisation in defined shopper needs or occasions. The place to track and monitor this work.result is a measurably more loyal shopper.7the shopper is kingusing shopper understanding to maximise category and brand successMay 2008By: Emilie Coles, Director - TNSStructureshopper understanding in the industryusing shopper to influence key business issuesimplementing shopper knowledgewe know there are three key touch points for our brands…expressionPoint of purchaseideaexperiencePoint of ATLconsumptionDocument Outline

• 1 - Shopper BreakOut Opening
• 2 - ECR Berlin handout
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• 3 - Value Creation_Dynamic Pricing
• 4 - Directions Shopper Marketing