![Page 1: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/1.jpg)
Packaging as a Cornerstone of Retail Evolution; enabled by CUSTOMPrint+
![Page 2: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/2.jpg)
Typical Big Box CPG
Team Structure
Team Leader
Director:
Sales
National Account
Manager
Sales Analyst
Director:
Category
Management
Shopper Insights
Manager Category Manager
Category Analyst
Director:
Marketing
Marketing Research
Manager
Trade Promotions
Manager
Director:
Supply
Chain
Supply Chain
Manager
Supply Chain
Analyst
Director:
Finance
Admin. Asst.
![Page 3: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/3.jpg)
CPGs Thinking Like Startups
![Page 4: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/4.jpg)
![Page 5: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/5.jpg)
Rise of Retail
Micromarketing
Walmart - Marketing department thinking like IT key to managing the business
Target - Obviously marketing has always been key to the business
SAM’S CLUB - Membership data mining more critical
CVS - ExtraCare requires closer interaction with marketing team
Retailers Where This Plays a Vital Role:
![Page 6: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/6.jpg)
“The amount of change in marketing over the past 3 – 5 years probably equals the amount of change over the past 30 years.”
- Robert Liodice, CEO, Association of National Advertisers
![Page 7: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/7.jpg)
![Page 8: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/8.jpg)
PRESENT PAST FUTURE EVOLUTION
Evolution of
the Practice
Resources
Measurement
Cornerstone “Fact-Based Selling” Category Measurement Insight Management
Data Information Ranked Information
Relationships Technology Human Capital
![Page 9: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/9.jpg)
Evolution of
the Practice
[The Zero Moment of Truth is] a new decision-making moment that takes place
a hundred million times a day on mobile phones, laptops and wired devices of
all kinds. It’s a moment where marketing happens, where information happens,
and where consumers make choices that affect the success and failure of
nearly every brand in the world. *
![Page 10: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/10.jpg)
Evolution of
the Practice
![Page 11: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/11.jpg)
Retail Evolution
Supplier power
Distribution
Retailer power
Negotiation
Shopper power
Information
Shopping transformation
Retail 1.0 Retail 2.0 Retail 3.0
Retail Evolution
![Page 12: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/12.jpg)
Retail Evolution
![Page 13: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/13.jpg)
Slide graphics courtesy of Milo - http://milo.com/blog/mobile-warming-hot-trends-in-mcommerce/?display=wide
![Page 14: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/14.jpg)
Smart Phone Growth
& Shopper Influence
![Page 15: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/15.jpg)
Changing Packaging
Interactions
• Mobile barcode scanning TRIPLES on Black Friday
• Paypal cites 310% increase in mobile shopping on Black Friday
• 73% of mobile users prefer to use their smartphones for simple tasks rather than interact with an employee
Sources: MobileMarketer, Paypal, Accenture
![Page 16: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/16.jpg)
Augmenting
Retail Reality
![Page 17: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/17.jpg)
Group Clout
![Page 18: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/18.jpg)
The Consumer
![Page 19: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/19.jpg)
Purchase Decisions
75% of purchase decisions are made inside the store…not ahead of time.
Stephen Quinn Wal-Mart CMO BBV Champion University
![Page 20: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/20.jpg)
“Core” Groups
Brand Aspirationals
Value-Price Shoppers
Price-Sensitive Affluents
![Page 21: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/21.jpg)
Consumer
Segmentation
“Buzz” “Jill” “Ray” “Barry”
![Page 22: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/22.jpg)
Consumer
Segmentation
Urban Trendsetters
![Page 23: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/23.jpg)
Micromarketing
Leadership
Consumer Insights
Competition
Strategic Financial Planning
Modular (Shelf Set/Planogram/Package)
Promotion
Item P&L
Speed
WAL-MART BUSINESS
LEADERSHIP MODEL
![Page 24: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/24.jpg)
Beyond the 4 P’s
![Page 25: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/25.jpg)
Micromarketing
Leadership
![Page 26: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/26.jpg)
Beyond the 4 P’s
![Page 27: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/27.jpg)
The Package
![Page 28: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/28.jpg)
Affinity Marketing
Tailor your products for each store?
Match preferences to local store demographics?
Support the local causes shoppers care about?
Utilizing “best in class” micromarketing tools, what if you could:
![Page 29: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/29.jpg)
Affinity Marketing
Would shoppers feel that your brand is the
preferred one for them?
What would that do for your sales ?
For your profits?
![Page 30: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/30.jpg)
Affinity Marketing
Some companies are already doing that:
Retail-Ready Personalized Packaging (RRPP)
• Customized down to neighborhood store
level
• Aligned with shopper interests, driving brand
loyalty and purchase
• Produced through continuous-process
technology, eliminating the need for costly
factory-line changeovers
![Page 31: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/31.jpg)
Unlimited Messaging
Potential
Example – Heinz Ketchup
![Page 32: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/32.jpg)
Measurable
Response
Short-Run Campaigns
Mobilized Demographic –
Save Consumers Keystrokes
Cross-Merch & Direct Mail
Overcome Rampant Theft
and “Gaming” of System
![Page 33: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/33.jpg)
Future CPG Packaging
Environment
Database
Case to Pallet Tracking
Variable Digital Print
Variable-Content, Unit-Specific Tracking
Unit to Case Tracking
![Page 34: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/34.jpg)
Future CPG Packaging
Environment
Packaging to Digital Examples
![Page 35: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/35.jpg)
Embrace social media
Embrace mobile delivery of content as an extension of the package
Tie-in with micromarketing tools to customize relevant packaging
Collaborate between operations and sales/marketing
Create retail partnership touch points in the digital space
Don’t be afraid of transparency in a digital world – create a digital
ecosystem
Low-Hanging
Fruit
![Page 36: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/36.jpg)
Digital Ecosystem
![Page 37: Packaging as a Cornerstone to Retail Evolution by Bill Akins of Rockfish Interactive](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5454443eaf795919308b5649/html5/thumbnails/37.jpg)
Thank You!
To learn more contact:
i. Joe Hattrup – President & CEO
iii. Dave Carlos – VP Sales
Bill Akins
SVP Rockfish
479.790.3292