Capre Group One Marketing SM Summit final

ONE MARKETING

From Couch to Cart

March 2015

© Caprē Group, Inc. 2015

2

The Future of Marketing is … ONE

Power of Retail Gave Rise to Shopper Marketing

3

MARKETING

Distinct And Separate Objectives Emerged

4

BRAND SHOPPER

Convert Shopper

into Buyer

Position Uniquely in

Consumer Mind

Traditional P2P – Linear With Clear Division of Labor

5

PRE-SHOP SHOP POST-SHOP

Home Store Home

BRAND BRANDSHOPPER

Specialized Marketing Perspectives Provided Greater

Focus…

6

“The digital persona”

“The online customer”

“The Target aficionado”

“The mobile shopper”

“The social promoter”

“The pop culture maven”

“The household influencer”

“The millennial consumer”

“The brand advocate”

…But Produced a Fragmented View

7

“The digital persona”

“The online customer”

“The Target aficionado”

“The mobile shopper”

“The social promoter”

“The pop culture maven”

“The household influencer”

“The millennial consumer”

“The brand advocate”

New Media & Technology Provide an Explosion of Choice…

8

Smartphone Ubiquity

Omni-Channel Purchase

Rise of Mobile Shopping

Explosion of Content

Proliferation of Brand Communications

Information Availability

PRE-SHOP SHOP POST-SHOP

… Enabling Seamless Shifting Between Consumer and

Shopper Mindsets

9

HOMEHOME STORE

CONSUMER MINDSET

SHOPPER MINDSET

PRE-SHOP

SHOP

POST-SHOP

10

Brand and

Shopper teams

disconnected

Increased Complexity Challenges How We Do Business

Roles viewed

through functional

lens

Separate

scorecards

11

Competing and

disjointed

strategies

Increased Complexity Challenges How We Do Business

Organization is

slow and reactive

Lack of focus on

organizational capabilities

12

The Impact: Pressure on Business Results

Topline GrowthReturn On Marketing

InvestmentCompetitive

Position

Retailer InfluenceWall Street Perception

13

It’s Time For Change

The Future of Marketing is … ONE

14

Convergence • Holistic Approach • Interconnectivity

BRAND

INSIGHTS

SHOPPER

SHOPPER

CUSTOMER

ONE

MARKETING

Building a One Marketing World

15

CAPABILITYTools

Insights

People

Process

ORGANIZATIONAL

CAPABILITY

PROCESSES Drive Marketing Focus On Aligned Goals

16

Process

Business Plans arenimbly executed across

functions & P2P

Resources allocated to opportunities, not

functions

Human-Centric Marketing approach

and mindset

PEOPLE Broaden Competencies, Perspective & Connections

17

People

Borderless ecosystems enable nimbleness and

collaboration

Competencies broadened to

encompass entire P2P

Roles & responsibilities interconnected across

Marketing disciplines

INSIGHTS Are Developed, Leveraged, And Broadly Shared

18

Insights

Insights are nimble and scalable

Research plans integrated to create a full P2P perspective

Consumer, Shopper, and Retailer insights converge to create

holistic view

Critical TOOLS Enable Connection, Alignment and

Integrated Planning

19

Tools

Big Data provides advanced

analytics andrealtime access

Integrated metrics incent

collaboration & interconnectivity

Knowledge Management

enables nimble organization

Evolved ROI informs targeted

resource allocation

Where Do We Go From Here?

20

One Marketing Can Be Built Top Down Or Bottom Up

21

• Organization-wide change program

initiated by Senior leaders

• Multiple capabilities developed

concurrently

• Work teams independently pilot new

approaches

• Leverage success to enlist leadership

and other groups over time

GRASS ROOTSLEADERSHIP LED

ONE MARKETING

Research Brand Shopper Analytics Sales

Organization

It’s Not About Functions – But Seamless Organizational

Capabilities

22

Research Brand Shopper Analytics Sales

Organization

It’s Not About Functions – But Seamless Organizational

Capabilities

23

Shopper Conversion Capability Framework™

© Caprē Group 2014

Change Can Start Today!

24

25Turning shopper capability into results

capregroup.com | 678.443.2280 | info@capregroup.com

115 Perimeter Center Place, Suite 1120Atlanta, GA 30346