Retail activation at From a presentation by Kane Fetterplace, Head of Category Marketing - Grocery & GMA July 2011
Jul 05, 2015
Retail activation at
From a presentation by Kane Fetterplace, Head of Category Marketing - Grocery & GMA
July 2011
• Using shopper insights spasmodically
• Employ world class negotiators but need to improve the reasons why Coles buy a product
• 2nd phase of 5 year transformation journey
• Conducted 261 range reviews last year (average 1% cat growth)
• Suppliers offering activation ideas to grow their market share.
• 82% of sales are food related
Where are now
Where they are going
• Active use of customer insights from multiple sources
• 14 range review next year, more in depth and strategic
• Better supplier engagement
• Fewer idea’s, bigger idea’s, delivered on time
• Desire to be famous for
• New drives 70% of Category Growth
Advice to supply partners
• Offer something new
• Have appealing presentation
• Promote Active Selling in store
• Ask yourself ‘If I was Coles, would I care?”
• Have an answer to ‘So What?’
Coles Activation categoriesBreakthrough Innovations
Maybe 2 or 3 per year
Coles Activation categoriesMajor Category Changes
20 or 30 per year
Coles Activation categoriesMinor category changes
100’s per yearNew flavours, me too products etc
More tips for supply partners
• Make it simple to execute
• Bring personality
• Make it consistent
Activation Proof Points
• Innovation (something
• Must have appealing presentation
• Must promote active selling instore
• Will it grow the category (rather than just your market share)
)
Current POS testing
50% of teenagers don’t eat Breakfast.
This display trial is on ‘mobile or fast’ breakfast options.
• Linked to the Feed you
Family promotion, this POS unit contains the pantry items for a number of recipes in one location.
• Making shopping easier. 3 brands of Tuna make selection simpler (unless of course you like one of the brands recently dropped from the range).
• New Thai category. Coles are hoping to emulate the success of the Mexican category launch more than a decade ago.
• Shelf space taken up by promotion message.
• Ticketing messages being tested constantly
• Rapid fill, supplier funded dump bins.
Growth performance
*Tesco Group 7.3%
3.3%
1%*7.2%
-1.1%
Shopper Insights
• Coles like the word Shopper rather than customer
• Insights are great but they preferably need to be Coles Shopper insights rather than generic
• Keep asking ‘So What’
• You need Insights to support your Sales Pitch
• Do the insights answer the ‘so What’?
Kane’s final words on partnering with
• Understand our Business Strategy
• Understand our view of the Shopper
• Understand how your category / brand fits in the overall Coles scheme
• Insights must support category growth not just your brand
For a chat about how we can assist with your next POS
campaign, please contact us: Sam 0404 977 937Sean 0413 810 172
www.globalprintsynergy.com