cracking the code on sm roi - sales & marketing consulting...

THE COMMITTEE

2

Elizabeth Egan Shopper Marketing Director,

Strategy & Capability

Mike DePanfilis VP, Shopper Marketing

Kim McGough Sr. Group Manager, Integrated

Shopper Marketing

Mark Jeffreys Associate Director,

eCommerce & Go to

Market Innovation

Michael Tilley

Associate Director, Shopper

Marketing & Strategic

Partnerships

Anne Chambers CEO

WHY IS ROI Important?

Experiment,

TRACK & LEARN

Gain

INVESTMENT

Optimize APPROACH

Partner with

CUSTOMERS

Project

IMPACT

3

Focus Define SHOPPER MARKETING?

STANDARD PRINCIPLES for ROI?

ROI EQUATION?

Key TOOLS & BENCHMARKS?

Go forward CHALLENGES?

OUR COMMITTEE’S

5

Leverage category, customer,

and shopper insights to

develop strategic shopper

solutions, in collaboration

with retailers, to inspire

shoppers to buy our brands

now and in the future

Shopper Marketing DEFINED

Be in

her life

Get on

her list

Be

where

she

shops

Get in

her

basket

Get out

of her

“pantry”

Encourage

her to

share“INSIGHT TO ACTIVATION”

ROI SUCCESS Factors

7

Bring Designer Excitement to Target Guest in

Grocery with“50th Anniversary” Exclusive

WHAT’S HAPPENING IN THE Industry?

of SHOPPER MARKETING

EVENTS are MAKING A

POSITIVE RETURN

44%

8

Path-to-purchase

Timing

Scale

Integrated

63%

61%

57%

52%

ROI SUCCESS Drivers % of Events with Above Average ROI

SHOPPER ROI Principles

APPROACH

FOCUS

MEASUREMENT

• No silver bullet • Internal/external

alignment

• Common approach • Comparative to other

investments

• Tools required • ROO Integration

SHOPPER ROI Principles

MEASUREMENT

• Value of Shopper

• Advanced Analytics

• Post Program Database

12

R PRINCIPLE

Shopper Customer

Manufacturer /

Brand

TRIPLE WIN

13

R PRINCIPLE

Shopper Customer

Manufacturer /

Brand

TRIPLE WIN

14

ROI Investment $ Program

PROGRAM Gross Margin $ Program

ROI Equation

HERSHEY’S Integrated Analytics

Re-invent Retail

Experience

Create Special

Moments in Traditional &

Expanded Seasons

Drive Next Generation

Loyalty

Connect with

Shoppers

Sustainable Innovation

Re-invent Retail

Experience

Create Special

Moments in Traditional &

Expanded Seasons

Drive Next Generation

Loyalty

Connect with

Shoppers

Sustainable Innovation

3-YR 1-YR

AGENCY

ROI / ROO

BUILDING ROI AS A

16

TOOLS

Capability

ROI TOOLS are Important

17

Automation of ADVANCED ANALYTICS

PROCESS to communicate

Capture BEST PRACTICES

INTEGRATED Measurement System

3:1

2x

$1.01

18

KEY PERFORMANCE Benchmarks

GOALS ARE UNIQUE TO EACH COMPANY

ROI

OUR JOURNEY

Continues…

19

CANNIBALIZATION

TIMEFRAME

BRAND INFLUENCE

BASE VOLUME

“It’s not that I’m so smart, it’s just

that I stay with problems longer.” - Einstein

The Future IS HERE...

TECHNOLOGY will enable real time ROI

We can ISOLATE, TEST & OPTIMIZE

E-COMMERCE will empower better ROI