MICHELLE VAN TROTSENBURG BUSINESS UNIT DIRECTOR SHOPPER CONVERSION MARKETING

THE SHOPPER JOURNEY

Over 1785 Malls in SA

SOURCE: PRIMEDIA LIFESTYLE

Total Retail Sales of R633 billion in 2012

Estimated that 60%-70% was generated at shopping centres

SOURCE: PRIMEDIA LIFESTYLE

Monthly Foot Count of

18 Million people per month on average

SOURCE: PRIMEDIA LIFESTYLE

NUMBER OF SHOPPING CENTRES PER COUNTRY 2011

SOURCE: PRIMEDIA LIFESTYLE

MALL RATS

HIGH COMPETITION FOR SHARE OF WALLET

THE ABILITY TO PREDICT SHOPPER BEHAVIOR HAS

BECOME A REALITY

THIS IS WHERE MANY SHOPPING TRIPS START

ACCOMPANY THE SHOPPER THROUGHT THE JOURNEY

THE SHOPPER

YOUR SI@NAGE IS IN MY WAY!

SHOPPER DOESN’T WANTED TO BE DISRUPTED, EXICITED, DELIGHTED, ENGAGED IN EVERY

AISLE

OFFER SHOPPER SOLUTIONS

• Provide shopper value

• Facilitate decision-making

• Improving the ease of shopping

NORDSTROM Shoes for sale in Nordstrom, identified by Pinterest popularity. Photo courtesy of Nordstrom

SOLUTION: IMPROVING THE SHOPPING EXPERIENCE

UNLEASH THE KID IN ME

START MARKETING TO SHOPPERS EVEN BEFORE THEY GET IN TO STORE

Outer Window Signage

In-Store Signage

Menu Board Signage

THE RIGHT MESSAGE AT THE RIGHT PLACE

AND THE RIGHT TIME!

OUT OF STORE (ON ROUTE)

IN STORE – DISTINATION AISLE & CROSS CATEGORY

CROSS CATEGORY COMMUNICATION

CROSS CATEGORY COMMUNICATION

SHOPPER ACTIVATION CAN’T BE DONE BY THE

MANUFACTURE/RETAILER ALONE

SHOPPER RETAILER BRAND

WIN WIN WIN

CAMPBELL’S NEW SHELF SYSTEM

BEFORE AFTER

• Declining sales

• Alphabetical planogram of cans

on shelf

• Gravity fed merchandiser • Face cards enhance navigation • Habitual items separated at bottom

FURTHER ENHANCEMENTS

Reduced shop time from 58 to 8 seconds

CATEGORY SOLUTION WIN WIN WIN

WALMART SWIFFER RETAIL COLLABORATION

WALMART SHOPPER: Older, Suburban, wants driven

Seeks simplicity in her shopping.

Make it easier to find a better clean – we listened to you!

WALMART SWIFFER RETAIL COLLABORATION

GIVE ME REASONS TO VISIT YOUR STORE

FEBREEZE HOME COLLECTION WITH WALMART

CLOSE THE LOOP

CONSISTENCY • Availability rules

• Visit stores

• Compliance checking

• Partner with your retailers

• Cut back on promotions

EVERY DECISION BEGINS & ENDS WITH

THE SHOPPER

PACK IT HIGH SELL IT CHEAP!!

Thank you!

@Michelle_VanT #YRShopper