CARING FOR OMNICHANNEL SHOPPERSSales In Action 11.7.19PETROS CHANISHEAD OF SHOPPER & CUSTOMER MARKETING
GREEK FMCG MARKET SITUATION 2017
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Declining Market/Categories and Increasing Promo Intensity
Retailers try to create awareness and traffic in their stores with all means. What about Suppliers?
Brand Loyalty vs Promo Loyalty.
However, before hope is lost there is an opportunity for Inspiration, for Progress, going back to core values.
INSIGHT
When people are trying to do their best,take care of each other and pursue happiness with every
mean they have, companies should try harder.
IDEA
Going beyond fine products and price offering.In 2018, NIVEA launched a whole new idea of caring.
For the Greek family and its everyday needs.
After all caring is not rocket science. It’s just a move.
SITE
PRIVILEGED
ZONE
IN-STORE
ACTIVATION
SOCIAL
MEDIA
CAMPAIGN
CSR
BLOGGER
CAMPAIGN
CUSTOMER ACTIVATION LAYERS
- Discount/Promotion
- National Campaign: Massive PoP Support
- Tailor Made Differentiation via every customer media - Big Events & Contests
PRESTORE –AFTER STORE
IN STORE -SECTION BRAND - PRODUCT
VISUALIZATION OF PATH TO PURCHASE
Shelf talkers
NIVEA Equity activation
MASSIVE SUPPORT ON CUSTOMER MEDIA
SMS
LEVERAGING ON CUSTOMER DIGITAL TOOLS
50.53542.000 users
40.529 FB users @ messenger chatbot
1,2 million people were reached via customer digital campaigns
11.873 reactions
KEY LEARNINGS & TAKE-AWAYS
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✓ Leverage Customer Media to increase penetration & awareness
✓ Cross-Functional collaboration is the Key Success Factor
✓ Go Beyond the Norm in order to Unlock Opportunities
THANK YOU