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