Display & Design Ideas - June 2009 - (Page 34)

34 | Marketing & Branding Shopper-driven strategies Successful in-store department reinvention requires a 360° approach hile terms like “shopper insights” and “shopper marketing” have been common buzz words in business vocabulary for many years, we are just beginning to see both retailers and consumer product companies allocate resources to properly support shopper-focused initiatives. But even though we, at Big Red Rooster, are seeing more shopper-focused initiatives—particularly those aimed at shopper-driven department reinvention—we see many fall short because the companies sponsoring them are starting and stopping with learning about the shopper, and failing to look at the big picture beyond. An understanding of the shopper is one win, but alone, it is simply not enough to drive success. It takes three wins to achieve large-scale reinvention of the shopping experience. Success is dependent on understanding the Reinvention Trifecta—the interrelationship between shopper, the consumer product company and the retailer. Often this requires a non-biased third party that can occupy a middle ground to develop a platform for a common language for all three. A win for shoppers Identifying the shopper’s language often starts with an understanding of the decision process. As experienced consultants, we recognize this understanding can be achieved by conducting our own primary research or by collaborating with partners. Regardless of the approach used to gather insights, a clear understanding of the distinction between the shopper (who is purchasing) and the consumer (who is consuming/using) is a core component of the decision process that must be clearly identiﬁed and articulated. In some cases, this focus can open up an entirely new agenda for consumer product companies, which have typically been focused exclusively on the consumer. A win for consumer product companies W Shoppers Successful Department Reinvention Consumer Product Companies Retailers Source: Big Red Rooster’s Reinvention Trifecta© In most cases, the consumer product company is truly the category expert. Yet we have found two main ﬂaws in the way consumer product companies are translating that expertise. The ﬁrst is that the robust metrics and benchmarks developed over years of study are rooted in what was or what is, rather than what could be. The second is that consumer product companies often have trouble thinking beyond their own brands when developing solutions for the retailer. Productive dialogue with retailers requires a forwardlooking vision that grows the entire department, not just one speciﬁc brand. In some cases, developing a truly innovative vision requires companies within a department to join forces. A win for retailers sis—or strategic design foundation—that is then customized to individual retailers. The customization process should take the retailer’s store and shopper segmentation into consideration. In addition, an understanding of the retailer’s operational considerations must be balanced against the identiﬁed ideal shopper experience to ensure a positive return on investment for the initiative. As retail professionals (and shoppers ourselves), we are excited about the new interest in shopper-focused initiatives and the potential for creating truly innovative shopper experiences. While there is no shortage of ideas, ﬁnding great ones that can be commercialized is impossible without cooperative interaction. When the solution scores a win for shoppers, consumer product companies and retailers, you have successful department reinvention. —Aaron Spiess is co-founder and president of Columbus, Ohio-based Big Red Rooster, a multi-dimensional brand experience company. Responsible for leading the company’s strategic growth and vision, Spiess is deeply involved in the ﬁrm’s global relationships with clients such as Nike, Wrigley, Ofﬁce Depot, Chiquita, True Value, S.C. Johnson, PepsiCo and Dannon. To download the complete Marketing & Branding Super Section, visit www.ddimagazine.com/specialreports. Consumer product companies have historically spoken the language of distribution channels when working with retailers. Frequently, the result is one category solution for the entire channel, rather than retailer-speciﬁc solutions that are tailored to account for each retailer’s unique growth strategy, positioning, merchandising guidelines, brand standards and shoppers. Successful reinvention begins by applying the strategic insights gathered from shoppers and the consumer product company to the development of a universal chas- | June 2009 http://www.ddimagazine.com/specialreports

Table of Contents for the Digital Edition of Display & Design Ideas - June 2009

Display & Design Ideas - June 2009
Contents
From the Editor
Newsworthy
Consumer Insights
Quick Tips
Greentailing
Editor’s Choice
Design Snapshot
Marketing & Branding Super Section
Channel Focus: Cosmetics/Beauty
Liz Claiborne
Shopper Insights
Logos: Then & Now
Starbucks
POP Products
T&T
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank

Display & Design Ideas - June 2009