xu mktg 640: consumer-centric category management
DESCRIPTION
The Use of Digital Media to engage shoppers and grow categories presented by Russ Shirley and Ike Brunner. Contact information: Russ Shirley [email protected] https://twitter.com/russ_shirley Ike Brunner [email protected] Learn more about Russ and Ike here: http://digitaldonewright.com/about/TRANSCRIPT
MKTG 640: Consumer-Centric Category Management
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Russ Shirley & Ike Brunner, Ph.D.
About us
SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
Behold the digital marketing contradiction and conundrum
SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
“Which one area do you think will be the most important to marketers in the next 3 years?”
SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
“How well equipped do you feel to execute the following?”
SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
34% of all marketers state companies will succeed without a digital marketing approach?
SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
What is the most important concern or issue for marketers today?
SOURCE: http://www.forbes.com/sites/steveolenski/2013/10/29/behold-the-great-digital-marketing-contradiction-and-conundrum/
What is the most important concern or issue for marketers today?
Discussion: Social media in consumers’ path to purchase
Tell us about your social media use
Have you ever used a QR code?
SOURCE: http://www.telegraph.co.uk/technology/mobile-phones/8601147/Tesco-builds-virtual-shops-for-Korean-commuters.html
Tesco Homeplus Virtual Subway Store in South Korea
SOURCE: http://www.youtube.com/watch?v=nJVoYsBym88
Discussion: Social media in consumers’ path to purchaseConsumer insights from popular social media sites (Facebook, Twitter, Google+, Pinterest)
Discussion: Social media in consumers’ path to purchaseShopping apps (Shopkick, Checkpoints, Ibotta, Grocery iQ, Target)
Discussion: Social media in consumers’ path to purchase
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• Crowdsourcing (https://getontheshelf.walmart.com/about)
New digital shopping tools (Flipboard Catalogs or Pinterest rich pins)
SOURCE: http://www.cspnet.com/industry-news-analysis/marketing-strategies/articles/associated-wholesale-grocers-launches-social
Consumer insights from popular social media sites (Facebook, Twitter, Google+, Pinterest)
SOURCE: http://www.youtube.com/watch?v=EGjNm8ILoUU
Group Activity:Review local health-‐focused grocery chain websites & social media for consumer insights: • Whole Foods Cincinna0 • EarthFare Dayton • Jungle Jim’s
Objec<ves to be presented to class: • Review for consumer/brand engagement • Iden0fy consumer insights to be gained from these channels • Determine how insights can be used by category managers
Group Activity:
Objec<ves to be presented to class: • Summary of app’s u0lity/func0onality • How brands can use for consumer insights • Ways these insights can feed category strategies & tac0cs
Review three examples of mobile shopping apps • Shopkick • IboGa • Grocery iQ
SOURCE: http://techcrunch.com/2013/11/20/shopkick-rolls-out-ibeacon-enabled-shopping-alerts-with-shopbeacon-with-macys-as-its-first-trialist/
Shopkick’s iBeacon’s trial at Macy’s
SOURCE: http://www.youtube.com/watch?v=c3h0eKGfUfI
Addi0onal content around category management and social media:
•ConvenienceStoreNews’s ar0cle on how to leverage social media for compe00ve edge: hGp://www.csnews.com/ar0cle-‐using_social_media_for_a_compe00ve_edge-‐6343.html •Chicago Tribune’s ar0cle on new technologies being used in the retail shopping space: hGp://www.chicagotribune.com/business/sns-‐rt-‐us-‐retail-‐tracking-‐20131114,0,279562,full.story •Supply Chain Na0ons’s ar0cle on the impact of social media on supply chain management: hGp://blog.jda.com/the-‐impact-‐of-‐social-‐media-‐on-‐the-‐supply-‐chain-‐is-‐there-‐one/ •Case study of how Hunt Brothers Pizza uses social media for consumer insights and category management: hGp://www.cspnet.com/category-‐management-‐news-‐data/foodservice-‐news-‐data/ar0cles/hunt-‐brothers-‐leverages-‐social-‐media, hGps://www.facebook.com/HuntBrothersPizza