SHOPPER

MARKETING
EXPERTS

DEVELOPING EFFECTIVE SHOPPER

MARKETING PROGRAMS

1
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World-class pedigree in developing and delivering shopper marketing, trade marketing, sales and the digital learning solutions
 Shopper Marketing Experts offers a powerful, practical
& truly global approach to shopper marketing that will
change the way you market, forever.

Developed from proven methods &

techniques of leading marketing experts and
authors, Toby Desforges and Mike Anthony
(‘The Shopper Marketing Revolution’)
Recently rated as the two top influencers in the shopper marketing space
- Olga Yurovski from Shopperations
TOBY DESFORGES MIKE ANTHONY

World-class pedigree in developing and delivering shopper marketing, trade marketing, sales and the digital learning solutions
 We offer end to end total marketing learning
accessible via any device 24x7x365

40+ modules 90 hrs

CORE INTERMEDIATE EXPERT

Each module contains micro content

pieces - reading, video, podcasts, blogs,
graphic organisers & short quizzes for
practical application

Easily pick up where you left off and

monitor progress
 INTEGRATED STRATEGIC DEVELOPING EFFECTIVE
SHOPPER MARKETING SHOPPER MARKETING
PROGRAMS
des
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o t a l
T g™
t i n
a r ke l
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INDIVIDUAL TEAM OF 10
INDIVIDUAL TEAM OF 10
 Includes
INTEGRATED STRATEGIC SHOPPER MARKETING
Total
Marketing™
01 – The History of Manufacturing (context)
model
02 – Age of the Shopper in an Omnichannel World
EASILY DIGESTIBLE BITE 03 – The $200 Billion Crime (the opportunity)
SIZE CONTENT 04 – What Is Shopper Marketing?
ACCESSIBLE VIA ANY 05 – Three Different Customers
06 – The Five Step Total Marketing Process
DEVICE 07 – An Example of the Five-Step Process
Including videos, podcasts, blogs and 08 – Implications of the Five-Step Process
interactive content, reading material and
case studies
09 – Course satisfaction - Competency Assessment
10 – Course completion certificate
$125 $1000

$ 75
INDIVIDUAL
$ 650
TEAM OF 10
Blended options available
for online and or onsite
engagement from SME
experts
BUY NOW
shoppermarketingexperts.com
 DEVELOPING EFFECTIVE SHOPPER MARKETING
PROGRAMS
01 – Introduction
02 – It Starts with the Consumer
EASILY DIGESTIBLE BITE 04 – Shopper Marketing Mix
05 – The Six-Step Process
SIZE CONTENT 06 – Setting High Quality Objectives
ACCESSIBLE VIA ANY 07 – Planning the Activity
DEVICE 08 – Anticipating Returns
09 – Evaluating Performance
Including videos, podcasts, blogs and 10 – Recap of Key Learning
interactive content, reading material and
case studies
11 – Competency Assessment
12 – Course completion certificate

$250 $2000
$ 175
INDIVIDUAL
$ 1500
TEAM OF 10
Blended options available for online
and or onsite engagement from SME
experts

PRE ORDER NOW

shoppermarketingexperts.com
 SHOPPER 1 Time event offer
MARKETING
EXPERTS

Download the app,

scan the zap and get
a discount code and
some of our content

$ 250 $2500
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Access all content for 12 months at

Shopper Marketing Experts
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Normal rates - $600 and $4800 respectively
Not available on individual or team monthly packages
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MARKETING 1 Time event offer
EXPERTS
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Access all content for 12 months at

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Are consumers and shoppers the same?
 A consumer is the
person who actually
uses the product – the
Consumers
end-user & shoppers
PLAY
DIFFERENT A shopper is the person
ROLES who actually buys the
product – they may or may
not be the end-user
Experience Needs &
desires

Usage behaviour
is a cycle

Availability Occasions
to use
 Experience Needs &
desires

Shoppers make
Availability
products
to use available to use

Occasions
 Shopping behaviour
is different to consuming behaviour

Shopper’s Shopper’s Outlet Solution Product

Purchase
interpretation needs selection location selection
Does this advert speak to consumers or shoppers?
 “The systematic creation
and application of
True, integrated elements of the
shopper marketing marketing mix to affect
positive change in
makes in-store shopper behavior in
investment work order to drive
consumption of a brand”
 Integrating shopper marketing creates
coherent links between the end consumer
and the in-store environment

1 2 3 4 5

CONSUMERS SHOPPERS CHANNELS MARKETING MIX INVESTMENT

Determine key Which shoppers to Define which Determine the Invest in executing
consumption target and channels should be optimum mix the optimized mix
growth priorities behaviors to be prioritized
influenced
WHAT IS AN EFFECTIVE SHOPPER
MARKETING PROGRAM?
More and more money is spent in the belief that this
“first moment of truth” is critical
 Top 250 companies turnover
US$ 3.07 trillion*
For many, RETAIL
SPEND IS THE Global promotions expenditure
LARGEST COST US$ 307 billion
after cost of goods
Global profit
US$ 295 billion*

*based on Deloittes – “Global Powers Of The Consumer Products Industry 2015”

 70% of promotions lose money
US$ 215 billion could be wasted every year

% % % %
60 15 10 15
MANUFACTURER: LOSE MANUFACTURER: WIN MANUFACTURER: LOSE MANUFACTURER: WIN

RETAILER: WIN RETAILER: WIN RETAILER: LOSE RETAILER: LOSE

Source: Manufacturer data & analysis, Nielsen Data, (CAS GMBH)/ Analysis/Trade Insight Trade global spend survey/ Deloites
 Breaking even on ‘retail investment’ would
increase net margins by 73%

300

The industry 200 INDUSTRY PROFIT

wastes nearly as 100

US$ 295 Bn
much money in 0

retail as it earns -100 RETAIL SPEND

US$ 215 Bn
in profit -200

-300

*analysis based on Deloittes – “Global Powers Of The Consumer Products Industry 2015”
 An effective shopper
marketing program has 3 outcomes

Supports
Profitably meets Profitably meets
consumption
company the customers’
growth by changing
objectives objectives
behaviour
 More
SHOPPERS
There are
only 3 ways to More

GROWTH
OFTEN
DRIVE
GROWTH
BUYING
more
Delivering 11.5% GROWTH for whiskey
out-of-season
Effective investments meet the requirements
of both the company and the retailer
PROMOTION EVALUATION MATRIX

Company profitability: Company profitability:

NEGATIVE POSITIVE

Retailer profitability: Retailer profitability:

POSITIVE POSITIVE

Company profitability: Company profitability:

NEGATIVE POSITIVE

Retailer profitability: Retailer profitability:

NEGATIVE NEGATIVE
 The six-step process
to developing effective shopper
marketing programs
There are six steps in effective activity management

Consumption Required Channel Activity Anticipated return

opportunity shopping behavior priorities mechanics on investment
STEP 1 STEP 2 STEP 3 STEP 4 STEP 5

Evaluate & Optimize

STEP 6
 STEP 1
CONSUMPTION OPPORTUNITY
 Experience Needs &
desires

Consumption
opportunities are
Availability defined by the drivers
to use of consumption

Occasions
 Potential consumption opportunities

Needs and desires currently unmet

New needs and desires Can meet better than competitors

Needs only met on some occasions

New occasions Occasions could meet a need but currently don’t

Mismatch between delivery & needs & desires

Changes to experience Mismatch between delivery and perception

Available in a suitable format and condition

Driving availability at a particular occasion
 STEP 2
REQUIRED SHOPPER BEHAVIOR

Module 3 - Developing marketing programs for people who buy 32

 Behavioral objectives translate the
consumption opportunity into a specific
change in the behavior of shoppers

Consumption Target Current Desired Specific

opportunity shopper behavior behavior behavioral
objective
 Who is the
target
? shopper for
this particular
?
Not necessarily opportunity? Not necessarily
the brand’s the consumer
target consumer at all!

The shopper who can

enable the desired change
in consumption
 Who is the target shopper
for this particular opportunity?

Drive
mouthwash People who
penetration up never buy
from 10% to mouthwash
25%
Note: there may be more than one target group

People who
never buy
mouthwash

Drive
mouthwash
penetration up
from 10% to
People who
25% used to buy but
not anymore
(lapsed buyers)
 Objectives will typically focus
around these core measures of shopping behavior

Weight of Frequency of
Penetration
purchase purchase
What does the target shopper do now
- and what do we want them to do?

CURRENT DESIRED
SHOPPING SHOPPING
BEHAVIOR BEHAVIOR

Buy
Buy regular premium
toothpaste toothpaste
 CLEAR
- one objective easily understood
The qualities of a UNAMBIGUOUS

good - impossible to misinterpret

MEASURABLE
objective - has a clear result and time frame

SMART is a common method for setting objectives

 Developing SMART objectives

Specific What will be achieved

Measurable The objective is measurable

Action-Oriented The objective will outline actions

Realistic The objective is realistic

Time-bound The objective has a clear time limit

 Worksheet - Behavioral objectives

CONSUMPTION TARGET SPECIFIC

CURRENT BEHAVIOR DESIRED BEHAVIOR
OPPORTUNITY SHOPPER OBJECTIVE
 Behavioral objectives

CONSUMPTION TARGET SPECIFIC

CURRENT BEHAVIOR DESIRED BEHAVIOR
OPPORTUNITY SHOPPER OBJECTIVE

To maintain the same

average penetration in
premium stage three
products amongst
Maintain more mums mothers with children
Mothers who might
in premium products aged between 12 and
switch brands at the Switch to affordable Buy current brand’s
when changing from 18 months as is seen
time they change to brands’ stage 3 product stage product
stage 2 to stage 3 premium stage 2
stage 3 products
products products amongst
mothers with children
aged between 6 and 11
months for the next
three calendar months.
 STEP 3
Channel Prioritization
Focus on the stores where YOU CAN influence behavior

Shopper’s Shopper’s Outlet Solution Product

Purchase
interpretation needs selection location selection
CASE STUDY

Danone: understanding
shoppers
Mothers use a maximum of two brands

AVERAGE NUMBER OF BRANDS EVER

GIVEN
There are three price tiers in the category

BABY MILK

Super
Premium Affordable
premium
brands brands
brands
As their children get older, mothers trade down

VOLUME BY STAGE

Trading down costs up to 50% of retail sales value

 Whilst hypermarkets
dominate regular shops, on the day that mom switches,
she is likely to go elsewhere…
This makes pharmacies the most important Channel

POTENTIAL INCREMENTAL VALUE SALES (MILLIONS)

The full potential sales cannot be realized

without the contribution of pharmacies
 Channel Priorities

HIGH RELEVANCE TO THE TARGET SHOPPER

Preferred
High potentials
Channels

LOW BARRIERS TO
IMPLEMENTATION

Rejects Time wasters

Channel Priorities - Worksheet

HIGH RELEVANCE TO THE TARGET SHOPPER

LOW BARRIERS TO
IMPLEMENTATION
 STEP 4
Activity mechanics

Module 3 - Developing marketing programs for people who buy 53 53

 What are your objectives?

Weight of Frequency of
Penetration purchase
purchase

Drive more traffic Encourage spending Encourage

into store more per trip buying more
frequently
Drive more traffic
into the category More units
Drive more traffic Higher price point per
to the brand
unit
The in-store marketing mix

Availability

Communication
Shopper
behaviour
Offer
CASE STUDY

Danone: understanding
shoppers
Wherever they shop, mothers buy the
brand they planned to buy
But - if Mum only switches brands once...

3 Years in the category

Purchases ONCE A MONTH
36 SHOPS
Switching on only one in 36 shops

Approximately
3% of shops will be
switching shops
A LOT of switching takes place in a store...
In-store, shoppers are comparing prices -
though at least a third of them compare
nutrients or ingredients
 Trade down occurs when
products are merchandised by stage

STAGE STAGE STAGE STAGE

1 2 3 4
 By merchandising by segment and brand,
people who buy are retained in the price segment

Super
Premium Affordable
premium
brands brands
brands
Danone - understanding the shopper

Focus on the specific shopper (the day of switch)

Understand how the decision is made

Simple changes to influence that decision

 Planning a program

Module 3 - Developing marketing programs for people who buy 63 63

 Planning your program

Channel/customer Specify the channel or customer Category/ brand Specify the brand or group of brands

Mechanic Specify the SKU and the mechanic, e.g. toothpaste 130ml free gift with purchase

Shopper objectives Define the desired change in behavior

Explain the activity in detail. e.g. how many displays, in how many stores
Activity details
(all compliance requirements detailed here)
Shopper rationale Explain why it is believed the behavior will change
Insert the sales, profit and ROI Detail the amount the company will
Company commercial target Activity budget
requirements spend and on what

Customer commercial and

Explain what the customer will gain from the promotion
strategic benefits

Presentation Inventory Available In-store Evaluation

Explain by when the

Timing Define the period in Explain by when
presentation to the Define when stock will
which the promotion will evaluation will be
customer will be made and be available to order
run completed and by who
by whom
Other supporting activities and Define any additional supporting activities that will take place,
materials e.g. television advertising or PR
CASE STUDY

Beer case study: Consumption opportunity

TARGET CUSTOMERS = MIDDLE AGED, PROFESSIONAL MEN

Who want to Every evening And would be BUT –

drink premium when they get happy with the fridge at home
beer to treat home from work brands X,Y or Z is full of cheap
themselves or when social beer so they drink
with friends that instead
Consumption Shopper
opportunity opportunity

Encourage middle aged, professional men Get premium beer

who want to drink premium beer as a treat
every evening after work, relaxing in front of into the fridge!
the television. And would consider brands X,
Y and Z as premium beer BUT are drinking
cheap beer because it’s in the fridge.
To drink brand X every week day

Shopper behaviour needs

to be changed to trigger
the desired usage
 Identify who’s behaviour must change

CONSUMPTION
1 REQUIRED
CHANGE
OPPORTUNITY 2 REQUIRED
CHANGE
To encourage middle aged,
Encourage men professional men who want Encourage wives
to buy the beer to drink premium beer to buy premium
themselves so every evening after work, brand X during
they can drink it but are drinking weekly shop
when they get supermarket own beer instead of the
home because it’s in the fridge to cheap
drink brand X every week supermarket
day brand
 Barriers to purchase

Husband never does the

weekly shop so he’s not
2 REQUIRED CHANGE She doesn’t want him to
sit in front of the TV
there to influence what Encourage wives drinking beer anyway
his wife buys to buy premium so only buys it
brand X during reluctantly
their weekly shop
instead of the
Working to a budget so Premium mainly is available in
heavily influenced by
cheap single can which is a lot more
price when stood at fixture supermarket expensive when compared to
brand cheap beer multi-pack

Shops at convenience stores and

kiosks as well but never contemplates
buying beer as it’s too heavy to carry
 Overcoming purchase barriers

Shopper’s Shopper’s Outlet Solution Product

Purchase
interpretation needs selection location selection

Husband never Shops at convenience She doesn’t want Premium mainly is Working to a
does the weekly stores and kiosks as him to sit in front available in single can budget so heavily
shop so he’s not well but never of the TV drinking which is a lot more influenced by price
there to influence contemplates buying beer anyway so expensive when when stood at
what his wife buys beer as it’s too heavy only buys it compared to cheap fixture
to carry reluctantly beer multi-pack

Need to Look at home Offer her an Multi-pack Review pricing or

communicate his shopping incentive too sizes promotional strategy
wishes to his wife channels - get closer to
supermarket brands
 Supporting
‘take-home’
MULTI-PACKS SINGLES
sales
Main aisle now Singles typically found
dominated by multipacks chilled in an “Immediate”
as most shoppers want zone (near ready meals,
“stock up” for example)
 Driving trade-up

Clear signage for premium segment

Clear signage for beacon brand
Feature promotion for big bulk purchase
When you have an insight - BE BRAVE!
 Planning your program

Channel/customer Category/ brand

Mechanic

Shopper objectives

Activity details

Shopper rationale

Company commercial target Activity budget

Customer commercial and

strategic benefits

Presentation Inventory Available In-store Evaluation

Timing

Other supporting activities and

materials
 STEP 5
Anticipating Returns
 Changing shopper behaviour
changes results

Weight of Frequency of
Penetration purchase
purchase
 What happens to the business when you
change these dimension by MORE THAN 10%
TODAY ADD 10% ADD 20% ADD 30%
Total number of
shoppers
100,000 110,000 120,000 130,000
(Population x %
penetration)
3 times daily,
Purchase frequency 8 days per year 26.4 28.8 31.2
(24 times)

Weight of purchase US$10 US$11 US$12 US$13

30,371,000. 41,472,000. 52,728,000.

Total value $ 24,000,000.00
00 00 00

Value growth - 133% 173% 220%

Effective programs meet the requirements
of both the company and the retailer

ACTIVITY EVALUATION MATRIX

Company profitability: Company profitability:

NEGATIVE POSITIVE

Retailer profitability: Retailer profitability:

POSITIVE POSITIVE

Company profitability: Company profitability:

NEGATIVE POSITIVE

Retailer profitability: Retailer profitability:

NEGATIVE NEGATIVE
 Investment is designed to

deliver a return
INVESTING
The act of investing, layout out money or
capital in an enterprise with the
expectation of profit.
 STEP 6
Evaluating Performance
 The evaluation process -
assess how effective the program is

Supports
Profitably meets Profitably meets
consumption
company the customers’
growth by changing
objectives objectives
behaviour
The activity evaluation process is a series of gateways
YES
Effective
strategic
YES Potential
promotion
strategic Profitably meets
promotion the customer’s
objectives
Refine
NO
YES Profitably meets
Potential the company’s
strategic objectives
promotion YES
Competitive
NO AVOID
barrier

Profitably meets
Supports consumption the customer’s
NO STOP objectives
growth by changing STOP
shopper behaviour
NO
Potential
tactical
NO promotion
Profitably meets YES
the company’s Effective tactical
objectives promotion

Potential
tactical Profitably meets
YES promotion the customer’s
objectives Refine
NO
Recap of key learning
Experience Needs &
desires

Usage behaviour
is a cycle

Availability Occasions
to use
 Experience Needs &
desires

Shoppers make
Availability
products
to use available to use

Occasions
 Shopping behaviour
is different to consuming behaviour

Shopper’s Shopper’s Outlet Solution Product

Purchase
interpretation needs selection location selection
 “The systematic creation
and application of
True, integrated elements of the
shopper marketing marketing mix to affect
positive change in
makes in-store shopper behavior in
investment work order to drive
consumption of a brand”
 Integrating shopper marketing creates
coherent links between the end consumer
and the in-store environment

1 2 3 4 5

CONSUMERS SHOPPERS CHANNELS MARKETING MIX INVESTMENT

Determine key Which shoppers to Define which Determine the Invest in executing
consumption target and channels should be optimum mix the optimized mix
growth priorities behaviors to be prioritized
influenced
 An effective shopper
marketing program has 3 outcomes

Supports
Profitably meets Profitably meets
consumption
company the customers’
growth by changing
objectives objectives
behaviour
There are six steps in effective activity management

Consumption Required Channel Activity Anticipated return

opportunity shopping behavior priorities mechanics on investment
STEP 1 STEP 2 STEP 3 STEP 4 STEP 5

Evaluate & Optimize

STEP 6
 What are your objectives?

Weight of Frequency of
Penetration purchase
purchase

Drive more traffic Encourage spending Encourage

into store more per trip buying more
frequently
Drive more traffic
into the category More units
Drive more traffic Higher price point per
to the brand
unit
The in-store marketing mix

Availability

Communication
Shopper
behaviour
Offer
 Investment is designed to

deliver a return
INVESTING
The act of investing, layout out money or
capital in an enterprise with the
expectation of profit.
The activity evaluation process is a series of gateways
YES
Effective
strategic
YES Potential
promotion
strategic Profitably meets
promotion the customer’s
objectives
Refine
NO
YES Profitably meets
Potential the company’s
strategic objectives
promotion YES
Competitive
NO AVOID
barrier

Profitably meets
Supports consumption the customer’s
NO STOP objectives
growth by changing STOP
shopper behaviour
NO
Potential
tactical
NO promotion
Profitably meets YES
the company’s Effective tactical
objectives promotion

Potential
tactical Profitably meets
YES promotion the customer’s
objectives Refine
NO
 INTEGRATED STRATEGIC DEVELOPING EFFECTIVE
SHOPPER MARKETING SHOPPER MARKETING
PROGRAMS
des
Inclu
o t a l
T g™
t i n
a r ke l
M mod
e

BUY NOW PRE ORDER NOW

$125 $1000 $250 $2000

$ 75 $ 650 $175 $1500
INDIVIDUAL TEAM OF 10
INDIVIDUAL TEAM OF 10
 Includes
INTEGRATED STRATEGIC SHOPPER MARKETING
Total
Marketing™
01 – The History of Manufacturing (context)
model
02 – Age of the Shopper in an Omnichannel World
EASILY DIGESTIBLE BITE 03 – The $200 Billion Crime (the opportunity)
SIZE CONTENT 04 – What Is Shopper Marketing?
ACCESSIBLE VIA ANY 05 – Three Different Customers
06 – The Five Step Total Marketing Process
DEVICE 07 – An Example of the Five-Step Process
Including videos, podcasts, blogs and 08 – Implications of the Five-Step Process
interactive content, reading material and
case studies
09 – Course satisfaction - Competency Assessment
10 – Course completion certificate
$125 $1000

$ 75
INDIVIDUAL
$ 650
TEAM OF 10
Blended options available
for online and or onsite
engagement from SME
experts
BUY NOW
shoppermarketingexperts.com
 DEVELOPING EFFECTIVE SHOPPER MARKETING
PROGRAMS
01 – Introduction
02 – It Starts with the Consumer
EASILY DIGESTIBLE BITE 04 – Shopper Marketing Mix
05 – The Six-Step Process
SIZE CONTENT 06 – Setting High Quality Objectives
ACCESSIBLE VIA ANY 07 – Planning the Activity
DEVICE 08 – Anticipating Returns
09 – Evaluating Performance
Including videos, podcasts, blogs and 10 – Recap of Key Learning
interactive content, reading material and
case studies
11 – Competency Assessment
12 – Course completion certificate

$250 $2000
$ 175
INDIVIDUAL
$ 1500
TEAM OF 10
Blended options available for online
and or onsite engagement from SME
experts

PRE ORDER NOW

shoppermarketingexperts.com
 SHOPPER 1 Time event offer
MARKETING
EXPERTS

Download the app,

scan the zap and get
a discount code and
some of our content

$ 250 $2500
INDIVIDUAL TEAM OF 10

Access all content for 12 months at

Shopper Marketing Experts
Valid for only 72 hours
Normal rates - $600 and $4800 respectively
Not available on individual or team monthly packages
SHOPPER
MARKETING 1 Time event offer
EXPERTS
$250 $2500
INDIVIDUAL TEAM OF 10

Access all content for 12 months at

Shopper Marketing Experts
Head on over to
https://shoppermarketingexperts.com/pricing/

Choose premium or team annual package

Not available on individual or team monthly packages

Use the code TDGR4B3D on checkout

Valid for only 72 hours
Normal rates - $600 and $4800 respectively