Shopper Intimacy A Practical Guide to

Retail marketing is undergoing cataclysmic change, driven by upheavals in media, consumer attitudes, and the retail industry itself. Retailers know they must invest more heavily in marketing, both to build brands and to drive sales. But how? In Shopper Intimacy, two leading experts offer the first comprehensive, research-based guide to building winning retail marketing programs. Drawing on a decade of customer research, the authors introduce: A start-to-finish system for planning and executing effective campaigns. Powerful new tools for influencing shopper behavior and driving better results. Practical, workable techniques for measuring performance - including a breakthrough approach for measuring ROI from the standpoint of all stakeholders. Best practices models for integrating internal and syndicated research. Trend analysis to help retailers chart the future trajectory of marketing, and position themselves appropriately. Shopper Intimacy contains extensive case studies, charts, pictures, and illustrations designed to deepen marketersrs" understanding. Above all, it presents practical learnings that cut acrossallretail segments, with data to support the authorsrs" conclusions, and techniques for successfully applying them.

The authors have a deep involvement in the industry with complementary backgrounds. They collaborated to lead a great deal of the primary industry research and together have worked with the leaders of every industry segment. They are uniquely positioned to use their familiarity with the industry and the research to apply their personal experience to create a comprehensive review of marketing at retail with a guide for driving retail success.

Rick DeHerder was the founder of Array, a leading designer and manufacturer of fixtures and displays, with operations in North America and China and a network of strategic partners around the world. Prior to founding Array in 1999, Rick spent 24 years in both brand marketing as Executive Vice President at Mattel, and in the retail industry at Sears, working in the stores, regional offices, and headquarters. This broadbased experience gives him unique insight into the challenges of retail marketing at all levels.

Dick Blatt is the president of Planar World Consulting. He served as the CEO of POPAI–The Global Association for Marketing at Retail, for 17 years. In this role, he was called upon to author articles and deliver presentations around the world on the subject of marketing at retail, its future, and its trends. He was also selected to provide The Center for Association Leadership with two case studies of excellence for going global and reinventing the association. During his tenure, one of the association’s primary strategic goals was to integrate the marketing at retail medium in the strategic marketing mix. The association also expanded to include 20 country chapters, with an organizational presence on every populated continent.

Introduction	p. 1
REAP (Retail Ecosystem Analytics Process)	p. 7
Utilizing REAP to Deliver Consistent Results	p. 7
Shopper Analysis Integration	p. 12
Case Studies	p. 17
Measuring Marketing at Retail in Supermarkets	p. 25
Overview	p. 25
Phase One-POPAI's Channel Studies	p. 26
Measuring Marketing at Retail in Convenience Stores	p. 43
Overview	p. 43
Retail Marketing Execution Techniques Concentrated	p. 47
Marketing Messages Concentrated	p. 48
Huge Premium for Excellence	p. 49
Brand Size Drives Outpost Display Activity	p. 50
Category Response Varies Widely by Message Location	p. 51
Borrowed Interest Has a Disproportionate Impact on Smaller Brands	p. 52
Strong Brand Expression Significantly Outperforms Generic Treatment	p. 53
Store Is Not Overloaded with Retail Marketing Material	p. 53
Effectiveness Ratio Predicts Sales Success	p. 55
Retailer Analysis Yields Success sImplementation Model	p. 56
Measuring Marketing at Retail in Drug Stores	p. 63
Overview	p. 63
Many Key Results Consistent with Other Studies	p. 64
Retail Marketing Effectiveness Higher in Chain Drug Stores	p. 65
Message Matters	p. 65
Promotion/Advertising Consistently Enhances Impact	p. 68
Brand-Focused Messages More Effective	p. 70
Price Savings Drive Impulse Results	p. 72
Value Message Drives Private Label	p. 72
Shopper Actions Differ from Words	p. 74
RFID Tracking Delivers Reliable, Real-Time Data	p. 74
Retail Audience and CPM Very Attractive	p. 75
Establishing In-Store Marketing Measures	p. 79
Retail Marketing Metrics	p. 79
Definitions	p. 79
Potential Reach	p. 81
Actual Audience Reach	p. 82
In-Store Rating Points	p. 82
Cost Per Thousand (CPM)	p. 83
Audience Delivery Worksheet	p. 84
Phase One Summary	p. 85
Phase Two-Nielsen's PRISM Project	p. 89
Research Learnings	p. 93
Summary	p. 96
Capturing Shopping Dynamics in Store	p. 101
Overview	p. 101
Market Tests	p. 103
Examples of Retail Marketing Ratios	p. 110
Potential Applications	p. 116
Recap	p. 117
Summary	p. 119
The Retail Marketing Model Shifts	p. 120
Shopper Models	p. 125
Retail Marketing Definition	p. 125
Shopper Understanding	p. 126
Summary	p. 143
Decision Drivers	p. 145
Retail Factors and Purchase Decision Types	p. 145
Financial Impact of Presentation Optimization	p. 145
Retail Success Drivers	p. 150
Leveraging Related Items	p. 177
Shaping Opportunities	p. 187
Emotional Power	p. 188
Practical Learnings	p. 191
Summary	p. 194
Online Retailing	p. 197
Applying Learning and Traditional Tools	p. 197
Managing Online Dynamics	p. 207
Online Tools	p. 208
Measuring Return on Investment	p. 215
Delivering Results	p. 215
Retail Tools	p. 219
Return on Investment Models	p. 223
Achieving Success Through Shopper Intimacy	p. 229
Index	p. 235
Table of Contents provided by Ingram. All Rights Reserved.

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Shopper Intimacy A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success

Summary

Author Biography

Table of Contents

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