Shopper marketing in de praktijk

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Inhoud

1.Kennismaking met Popai

2.Shopper insights / theorie

3.Shopper journey & Touch points

4.Boodschap, middelen en design

5.Voorbeeld Food Retail

6.Creatieve communicatie in Retail

7.The future of Retail

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1.Kennismaking met Popai

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Postionering Popai Benelux

“Popai is de enige internationale ( 44 landen )

shopper marketing at Retail organisatie

die zich zonder winstoogmerk,

actueel en relevant beweegt in het totale speelveld van de

consumer & shopper journey,

van smart Phone tot en met de display,

In food en in non-food Retail ”.

Noot; Mass media nemen we mee maar heeft niet onze focus

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Doelstelling Popai Benelux

“Tijdens deze journey kijken wij naar het gedrag van de shopper en op welke

wijze het gedrag door middel van communicatie positief beïnvloed kan worden”.

Door kennis te verzamelen, vermeerderen en te verspreiden in dit speelveld,

willen wij onze leden helpen met het versterken en verbeteren van hun

business model”!

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2.Shopper insights

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Wat is er nu feitelijk gewijzigd ?

De techniek in Retail en het shopper gedrag zijn gewijzigd !

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Multi channel

Oriëntatie

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Consument en

de shopper ?

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Ik wil genot

Ik wil gemak

Ik wil gewin

Ik wil het nu

Zo niet ? ga ik naar een

ander

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Seduce me

Help me

Guide me

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Zintuigen

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Kijken

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Eye tracking & neuro

science

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Beneden

ooghoogte

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180 Graden

Average reach height : 180-220 cm.

Average eye height : 120-160 cm

Average grap height : 80-120 cm.

Average bend height : 80 cm.

Walking : Right turn, first quick, than slow

Bewegen

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Ruiken

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Horen ?

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Voelen

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Proeven

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3.Shopper journey & Touch points

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Shopper insights.

Retail or brand

activities.

Message &

Touchpoints.

Shopper insights Pre-Store

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1.Retail activiteiten; Pre Store > boodschap & touch points

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Shopper insight To (Store)

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1.Retail activiteiten; To Store > boodschap & touch points

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Shopper insights In-Store

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1.Retail activiteiten; In Store > boodschap & touch points

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Shopper insights Post-Store

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1.Retail activiteiten; Post Store > boodschap & touch points

Aanrijdzone

Landingzone

Wandelzone

Entreezone

Oriëntatiezone

Loopzone

Shop zone 1e,2e, 3e lijn afdeling

Betaalzone

Uitgangzone

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Touch points to & in store

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7.

4.Boodschap, middelen en design

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Type boodschap ?

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5.Voorbeeld Food Retail

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Roadmap

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Merk, Formule en Strategie

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Shopper marketing in de praktijk

Formule’s

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Albert Heijn Supermarkten

AH XL

AH to go

Albert

Gall & Gall

Etos

Bol.com

Shopper marketing in de praktijk

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Traffic !!

Sales !!

!

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To & instore

media mix

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4. To-store en instore media mix

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Roadmap

Television / Radio

Outdoor / National Press

Consumer Publishing

Sampling / Events

Point of

Sale

Point of Sale

Sampling / Events

Consumer Publishing

Outdoor / National Press

TV / Radio

Source;

Old situation New situation

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Promise & concepting > Everything with the colour blue is ….new !!

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To & instore

media mix

6.Creatieve communicatie in Retail

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Conclusie

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Conclusie

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Promotion

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Shopper marketing -In-store: Interactive Mirrors

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Shopper marketing – To-store Interactive window/mirror

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Verleiding in Retail ?

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VIRTUAL TABLECLOTH VISUALIZES MENU

SELECTION

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7.The future of retail

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Online expectations,

Offline experience

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Online expectations !

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Offline experience !

so…. the best way to predict

the future is to

CO-CREATE …. it !

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