The shopper is a consumer who has begun the process of shopping, starting with the first thought about purchasing an item, all the way through to the selection of that item.

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INTERSECTION OF BRANDING & SELLING

12 INTERVIEWS + 913 QUESTIONNAIRES 305 Beijing + 303 Chengdu + 305 Shanghai

7 INTERVIEWS 13 INTERVIEWS CEOs + CMOs Marketing Directors

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He demands more personalized attention he expects brands to communicate with him, to have something to say that will be meaningful to him.

CHINAS TOP TIER CITY SHOPPERS ARE PLAYING HARD TO GET

Big brand logos are no longer enough for consumers in Chinas key cities. They are looking for stronger, deeper relationships with brands. They have higher incomes and greater needs; they are more demanding and want brands to bring them new experiences. Nick Lai, Head of Shopper Marketing UNILEVER

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INTERSECTION OF BRANDING & SELLING

BE RELEVANT OR BE FORGOTTEN CHANGE COMES FAST The pace of change is so fast in this environment that there is a continuous flow of new products and promotions

Andrew Yang, Associated Merketing Director Pepsi Co

Times have changed. In the past, it was so easy to engage with our customers, but today you can be forgotten in less than a week if one of your competitors launches a big campaign. Thats why we are always looking for in-store excitement.

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replaced by increasingly blurred lines between the offline world of stores and the online world of product information and availability, reviews and discussions.

THE LINEAR SHOPPING JOURNEY HAS DISAPPEARED

The Shopper journey is becoming more complex in China than it is in other countries There is a multiplication of touch points and retailers have to find a way to capture all of them if they dont want to lose their shoppers.

Bertrand Albin, Private label Director AUCHAN, RT MART

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UNDERSTANDING SHOPPER ARCHETYPES

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EXPERIENCE LOVER FEMALE MARRIED + KIDS 30s EARLY 40s

SPENDING PER TRIP: RMB 87 [vs. RMB 79] VALUE OF THE SEGMENT: RMB 12.5 BILLION

CHECK OUT TIME SPENT PER TRIP: MIN 37 [vs. MIN 32]

I am very picky about the in-store experience. It should be a multisensory satisfaction.

HOW TO ENGAGE THEM

Using product Post-Tail Purchase Moment

Retail

Pre-Tail Hyper/Supermarket/CVS

HOW TO ENGAGE THEM

WHAT Create an instore added value experience to enhance the brand relevancy in

peoples life

HOW Think about the ultimate service

TO DO Generate in-store experiences by using online as a spring board

SHISHEIDO- JAPAN Shopper Marketing strategy: Create Brand preference by upgrading the intore

brand experience.

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SHISHEIDO- JAPAN Shopper Marketing strategy: Create Brand preference by upgrading the intore

brand experience.

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Instore Offline Online

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PRECISION PLANNER FEMALE + MALE 18 35yo

SPENDING PER TRIP: RMB 75 [vs. RMB 79] VALUE OF THE SEGMENT: RMB 10.73 BILLION

CHECK OUT TIME SPENT PER TRIP: MIN 31 [vs. MIN 32]

I prefer retailers with refined brand choices instead of a large number. I believe the quality of a shopping experience should go beyond the product.

HOW TO ENGAGE THEM

Using product Post-Tail Purchase Moment

Retail

Pre-Tail

HOW TO ENGAGE THEM

WHAT Create a full digital ecosystem of the brand to showcase all the product premium

characteristics and ingredients.

HOW Identify all the different touchpoints between the brand and the consumers

TO DO Focus on the pre-tail stage

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ESTEE LAUDER , FRANCE SHOPPER MARKETING STRATEGY: Focus on the pre-tail stage by creating a full digital ecosystem of the brand to showcase all the product premium characteristics and ingredients.

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TIME SAVER MALE + FEMALE SINGLE + DINKS 25yo 35yo

SPENDING PER TRIP: RMB 78 [vs. RMB 79] VALUE OF THE SEGMENT: RMB 9.9 BILLION

CHECK OUT TIME SPENT PER TRIP: MIN 28 [vs. MIN 32]

I expect the shopping experience to be quick and easy, so I can be efficient and move to the checkout fast.

HOW TO ENGAGE THEM

Using product Post-Tail Purchase Moment

Retail

Pre-Tail

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SHOPPER MARKETING STRATEGY: Provide useful in-store guidance by helping shoppers optimize their shopping journey and their purchase.

THINK DIRTY , Mobile App - USA

Users can scan a product in question, and immediately learn if it is clean or dirty. If deemed dirty, the app will offer similar and safe alternatives to buy instead. The app can also be used to raid your own bathroom closet and get rid of old products that could be unsafe.

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STRATEGIC SPENDER

CHECK OUT

MALE MARRIED + KIDS LOW INCOME

SPENDING PER TRIP: RMB 76 [vs. RMB 79] VALUE OF THE SEGMENT: RMB 8.3 BILLION

CHECK OUT TIME SPENT PER TRIP: MIN 31 [vs. MIN 32]

I am very rationale and pragmatic when it comes to shopping. I pursue value for money so getting a balance between different factors is important for consideration.

HOW TO ENGAGE THEM

Using product Post-Tail Purchase Moment

Retail

Pre-Tail

THE AXE EFFECT UNILEVER, UK C

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Shopper Marketing strategy: Create an emotional reward (much more valuable than a purely transactional one)

An app that rewards each product purchase by giving advice to young men trying to seduce their classmates.

JUST IN TIME RELEVANCY BRAND DNA PURCHASE DRIVER

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KEY RECOMMENDATIONS

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A digital shopper An offline shopper Just a shopper.

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Create Seamless Experience Many brands need to rethink their marketing structure, to align with the fluid behavior of the O2O (Online to Offline) shopper.

Create a shopper steering comitee (mix of sales, marketing and digital) Focus on a shopper story first Define bridge-builders in your organisation

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Partner With Retailers.

The checkout has a wealth of information that needs to be collected. When retailers and brands collaborate, they can deliver targeted brand content that connects with consumers

Leverage retailers CRM programs

RETAILERS DATAS BRAND CONTENT

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Connect with Shoppers lives (and be on time!) If we want to build stronger relationships with this new generation of tech-savvy consumers, the content must be so relevant and compelling that it becomes a part of their lives anywhere and anytime.

NIVEA BABY, BRAZIL

Know you shopper

Partner with retailers

Connect with peoples lives

No digital shopper. No offline shopper. Just a shopper.

Leverage retailers CRM programs Create shoppertainment

Go beyond media

THANK YOU

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