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Consumer Packaged Goods expert Bill Akins of Rockfish Interactive presents how the rise of retail micro marketing is revolutionizing how innovative customized packaging drives profits.
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Packaging as a Cornerstone of Retail Evolution; enabled by CUSTOMPrint+
Typical Big Box CPG
Team Structure
Team Leader
Director:
Sales
National Account
Manager
Sales Analyst
Director:
Category
Management
Shopper Insights
Manager Category Manager
Category Analyst
Director:
Marketing
Marketing Research
Manager
Trade Promotions
Manager
Director:
Supply
Chain
Supply Chain
Manager
Supply Chain
Analyst
Director:
Finance
Admin. Asst.
CPGs Thinking Like Startups
Rise of Retail
Micromarketing
Walmart - Marketing department thinking like IT key to managing the business
Target - Obviously marketing has always been key to the business
SAM’S CLUB - Membership data mining more critical
CVS - ExtraCare requires closer interaction with marketing team
Retailers Where This Plays a Vital Role:
“The amount of change in marketing over the past 3 – 5 years probably equals the amount of change over the past 30 years.”
- Robert Liodice, CEO, Association of National Advertisers
PRESENT PAST FUTURE EVOLUTION
Evolution of
the Practice
Resources
Measurement
Cornerstone “Fact-Based Selling” Category Measurement Insight Management
Data Information Ranked Information
Relationships Technology Human Capital
Evolution of
the Practice
[The Zero Moment of Truth is] a new decision-making moment that takes place
a hundred million times a day on mobile phones, laptops and wired devices of
all kinds. It’s a moment where marketing happens, where information happens,
and where consumers make choices that affect the success and failure of
nearly every brand in the world. *
Evolution of
the Practice
Retail Evolution
Supplier power
Distribution
Retailer power
Negotiation
Shopper power
Information
Shopping transformation
Retail 1.0 Retail 2.0 Retail 3.0
Retail Evolution
Retail Evolution
Slide graphics courtesy of Milo - http://milo.com/blog/mobile-warming-hot-trends-in-mcommerce/?display=wide
Smart Phone Growth
& Shopper Influence
Changing Packaging
Interactions
• Mobile barcode scanning TRIPLES on Black Friday
• Paypal cites 310% increase in mobile shopping on Black Friday
• 73% of mobile users prefer to use their smartphones for simple tasks rather than interact with an employee
Sources: MobileMarketer, Paypal, Accenture
Augmenting
Retail Reality
Group Clout
The Consumer
Purchase Decisions
75% of purchase decisions are made inside the store…not ahead of time.
Stephen Quinn Wal-Mart CMO BBV Champion University
“Core” Groups
Brand Aspirationals
Value-Price Shoppers
Price-Sensitive Affluents
Consumer
Segmentation
“Buzz” “Jill” “Ray” “Barry”
Consumer
Segmentation
Urban Trendsetters
Micromarketing
Leadership
Consumer Insights
Competition
Strategic Financial Planning
Modular (Shelf Set/Planogram/Package)
Promotion
Item P&L
Speed
WAL-MART BUSINESS
LEADERSHIP MODEL
Beyond the 4 P’s
Micromarketing
Leadership
Beyond the 4 P’s
The Package
Affinity Marketing
Tailor your products for each store?
Match preferences to local store demographics?
Support the local causes shoppers care about?
Utilizing “best in class” micromarketing tools, what if you could:
Affinity Marketing
Would shoppers feel that your brand is the
preferred one for them?
What would that do for your sales ?
For your profits?
Affinity Marketing
Some companies are already doing that:
Retail-Ready Personalized Packaging (RRPP)
• Customized down to neighborhood store
level
• Aligned with shopper interests, driving brand
loyalty and purchase
• Produced through continuous-process
technology, eliminating the need for costly
factory-line changeovers
Unlimited Messaging
Potential
Example – Heinz Ketchup
Measurable
Response
Short-Run Campaigns
Mobilized Demographic –
Save Consumers Keystrokes
Cross-Merch & Direct Mail
Overcome Rampant Theft
and “Gaming” of System
Future CPG Packaging
Environment
Database
Case to Pallet Tracking
Variable Digital Print
Variable-Content, Unit-Specific Tracking
Unit to Case Tracking
Future CPG Packaging
Environment
Packaging to Digital Examples
Embrace social media
Embrace mobile delivery of content as an extension of the package
Tie-in with micromarketing tools to customize relevant packaging
Collaborate between operations and sales/marketing
Create retail partnership touch points in the digital space
Don’t be afraid of transparency in a digital world – create a digital
ecosystem
Low-Hanging
Fruit
Digital Ecosystem
Thank You!
To learn more contact:
i. Joe Hattrup – President & CEO
iii. Dave Carlos – VP Sales
Bill Akins
SVP Rockfish
479.790.3292
