Shopper Marketing: Amplified - The IPM · PDF fileAbout We build shopper marketing and promotions solutions for brands, agencies and marketers. We have a comprehensive suite of

Shopper

Marketing:

Amplified

The IPM is the heart of the promotional marketing

industry, providing a platform for brands and agencies

through membership.

As a key part of the UK’s guardianship of the self-

regulation that our industry enjoys, the IPM provides

legal, education and training that enables marketers

across the board to create campaigns with confidence

in the UK and beyond.

Our passion is to provide our audiences with market leading relevance and insight through partnership.

Your IPM

TODAY’S PRESENTERS

Camille Kennedy Senior Director of Marketing

Snipp Interactive

Justin Stephenson Managing Director, UK

TPN Retail Marketing UK

Adam Doran Managing Director, UK

Snipp Interactive

Carey Trevill Managing Director

IPM

About

We build shopper marketing

and promotions solutions for

brands, agencies and

marketers. We have a

comprehensive suite of

solutions including Mobile

Receipt Validation to provide proof of purchase and data

capture, mobile promotions

and contests, cash back,

digital rewards - including pre-licensed music and movie

downloads and an enterprise

class loyalty platform.

WE ARE TPN RETAIL MARKETING

A DYNAMIC RETAIL AND SHOPPER MARKETING AGENCY, BORN IN TRADITION, LIVING AT THE INTERSECTION OF PHYSICAL AND DIGITAL RETAIL. WE HELP OUR CLIENTS REIMAGINE RETAIL

THROUGH CONTENT THAT CREATES NEW CONVERSATIONS RELEVANT IN A COMPLEX AND CHANGING RETAIL LANDSCAPE.

.

SHOPPER MARKETING

Understand shopper behaviour

Understand channels

Provide benefit

Amplify your shopper marketing

Influence purchase

THE ROLE AND

PURPOSE OF SHOPPER

MARKETING CONTINUES

AS A FUNDAMENTAL

ROLE IN THE ORGANIZATION

Best Practice 1

There are a limited

number of seats at

the table and retailers are already

beginning to choose

their favourites. The winners will likely have

greater influence with

their chosen partners,

greater access to data and increased

opportunities to

influence shoppers”

THE ROLE OF

SHOPPER

MARKETING

“

IRISH SPRING SIGNATURE FOR MEN

Snap Photo Upload Photo Redeem Reward POS In-Store

Consumer sees program

marketed in-store & online and

purchases participating

products.

Consumers submit the photo via

text, email, web or app, on any

device.

Consumers text or email

campaign keyword

to get started. They then

snap a photo of their

receipt.

SnippCheck validates

purchase(s) and determines

qualification based on program

business. Rules Multiple reward

options available to be sent

back to users.

CHANGING FACE OF SHOPPER

Tougher retail landscape

Physical retail carries on but differently

Content is changing the game

Digital changing behaviours & rituals

CHANGING FACE OF SHOPPER

7 million mobile transactions per week

EMBRACE THE

INFLUENCE OF

SOCIAL MEDIA

Best Practice 2

THE US SOCIAL

LANDSCAPE

93% of shoppers’ buying

decisions are influenced by

social media.

For online merchants, the

average order value influenced by social media in last year was

$143.46.

When people follow a brand on Twitter, 72% are more likely to

make a future purchase from

that brand.

SOCIAL AUDIENCES & INFLUENCERS

CLOROX INSTANT REWARDS

Social Audiences & Influencers

Social Audiences

& Influencers

UK SOCIAL STATS As of Q4 2014, 60% of people in the UK

had an active account with a social

network.

Purchases from social media grew 202%

last year in the UK.

eBay predicted that the value of social

media within the retail sector will more

than double from £1.5bn to around

£3.3bn over the next two years.

43% of consumers revealed that they

specifically browse through platforms

such as Facebook, Twitter, Pinterest,

Instagram and Google+ to seek

inspiration for the types of products to

buy.

WILLIAM GRANT & SONS SOCIAL MEDIA

PORTFOLIO PROMOTION

INNOCENT BRAND

SOCIAL PLATFORM

JAB/JAB/HOOK

THE SOCIAL CHAIN AS INFLUENCER

KNOCK, KNOCK, NUDGE

Pinterest: Buy-able Pins

Mobile shoppers’ frustration

“There are over 60 million buy buttons to chose

from… now you can buy these items without having

to leave Pinterest”

From mobile -> social media commerce

IDENTIFY AND

ADAPT THE

IMPORTANCE OF

MOBILE

Best Practice 3

“The trend has been mobile

was winning. It's now won” -Eric Schmidt, Google

90% of consumers use their

smartphones in-store to

engage with offers.

Shoppers who use their phone

along the path-to-purchase

convert at a 40% higher

rate.

In the past 5 years, digital media consumption on mobile and tablet has increased up to 1721%, while

desktop consumption only increased

37%.

MOBILE SOLUTIONS

THE UK MOBILE LANDSCAPE

In 2014, there were 16 billion wireless

devices, 2 per person. By 2020, there will be 41+ billion wireless devices, with 4 per

person.

76% of UK households have smartphones.

73% of UK shoppers predict they will spend

more on mobile this year, and 15% now use

mobile as their primary shopping device…

60% are on their mobile while out shopping

…but almost half of consumers feel their mobile experience could be improved.

THE MOBILE LANDSCAPE IN

CONSTANT EVOLUTION

Prediction for the future: spend on mobile marketing will triple

8% (US) vs 6% (UK) spend on Mobile – will triple Retailers holding back experiences Over 1 billion glances per day Emerging markets innovation drivers From connecting people to networking brands

5 KEY INGREDIENTS FOR BETTER MOBILE MARKETING

For the long haul

Simplonaneity

Deep-linking

Mobile CRM

Omni- channel

FROM

ECOMMERCE

TO EVERYWHERE

COMMERCE

Best Practice 4

STATE OF US ECOMMERCE

Within 5 years, 5% of

FMCG sales will be

online

50% of growth in

FMCG in the next 5 years will come from

eCommerce

FMCG brands must

get their minimum

share of eCommerce

New Buying Formats

Clairvoyant

Subscription

Fractional Ownership

Source: IDG

ECOMMERCE SALES IN THE

UK WERE

PREDICTED TO

INCREASE 16.2% IN THE

PAST YEAR

NEW ECOMMERCE &

MCOMMERCE

MODELS IN THE UK

EVERYWHERE COMMERCE MUST

DRIVE ACQUISITION AND RETENTION

Predictive

personalisation

Curated engagement

Intuitive Devices

Relevant robots

ACQUISITION AND

RETENTION IS

EVERYTHING

Best Practice 5

US PERSPECTIVE ON LOYALTY

Is brand loyalty a thing of the past?

Almost 60% of US consumers

report the number of brands

they consider purchasing

has increased significantly.

KELLOGG’S FAMILY REWARDS

We’re pleased with the way the

program has performed. We’re pleased

so far with the results.

We’re a CPG company looking for a

way to differentiate ourselves. “

” Mark Staples, Associate Director Kellogg’s Family Rewards Loyalty/ Kellogg Company

IN THE UK, WINNING LOYALTY IS

KEY Loyalty challenge – only 10% shoppers do ALL shopping from same retailer.

1.

75% would increase loyalty - better pricing and a wider choice.

2.

62% of shoppers agree the values and benefits of well-known brands mean less today than they once did.

3.

Majority are open to technology helping them with their shopping - priority is for better ways compare prices and find value.

4.

IN THE UK, 8-IN-10 SHOPPERS WOULD LIKE

TECHNOLOGY TO HELP THEM IN SOME FORM

WITH THEIR FUTURE GROCERY SHOPPING

81%

19%

WOULD LIKE TECHNOLOGY TO HELP… DON’T WANT TECH TO HELP

52%

48%

31%

22%

21%

Comparing prices

Finding the best offers

Sticking to a budget

Reducing food waste

Meal / recipe ideas

@IGD 2015

Consumers choose the activities

they want to get points for:

• Watch video

• Create content

• Share content

• Refer-a-friend

• Play a game

• ‘Like/follow’ a brand

• Answer a quiz

• Take a survey

• Complete/add to profile

• Lifestyle – Fit Bit; Jawbone; Apple

Watch; My Fitness Pal, Strava etc.

ADVOCACY, INTERACTION, &

ENGAGEMENT

REWARDING HEALTHY LIFESTYLES

MEASURE ROI,

MEASURE ROI,

MEASURE ROI.

Best Practice 6

80% of marketers can’t demonstrate the

effectiveness of their marketing spend.

DATA TO PROVE ROI

Use combinations of data to

measure:

syndicated data

panel data

marketing metrics

sell-in data from trade

receipt data

retailer data

lessons learned by retailer

TOUCH POINT EVALUATION PROGRAM

MEASURING ROI IN THE UK

TAKEAWAYS 1. THE ROLE AND PURPOSE OF SHOPPER

MARKETING CONTINUES AS A

FUNDAMENTAL ROLE IN THE

ORGANIZATION

2. EMBRACE THE INFLUENCE OF SOCIAL

MEDIA

3. IDENTIFY AND ADAPT THE IMPORTANCE OF

MOBILE

4. FROM ECOMMERCE TO EVERYWHERE

COMMERCE

5. ACQUISITION AND RETENTION IS

EVERYTHING

6. MEASURE ROI, MEASURE ROI, MEASURE

ROI.

Questions?

Camille Kennedy

Head of Marketing

[email protected]