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Subscription Webinar Series. Marketing in Mass. Robin Sherk. Director, Retail Insights. February. 2013. Amy Koo. Senior Analyst. Agenda: Marketing in Mass. Source: Kantar Retail analysis. Examining Walmart’s proposition Target’s cross-channel efforts

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Subscription Webinar Series

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  1. Subscription Webinar Series Marketing in Mass Robin Sherk Director, Retail Insights February 2013 Amy Koo Senior Analyst

  2. Agenda: Marketing in Mass Source: Kantar Retail analysis • Examining Walmart’s proposition • Target’s cross-channel efforts • Closing considerations, across the channel

  3. Considering Walmart’s Brand… In relation to yours Source: Kantar Retail analysis Walmart • EDLP • Spend less • One-stop • Solution • Health/Nutrition • Family • Community • Sustainability Your Brand

  4. Print Ads with Walmart Over Time Balancing between suppliers’ brands, and Walmart’s 2009 2010 2011 2012 National products, set on Walmart’s Rollback National brands picture in the byline Brand, Item focus with coupon, byline about Walmart Brands, Walmartco-presented for right-priced excitement Source: Kantar Retail research and analysis

  5. Walmart US Circulars Becoming Dense Circular analysis • Increasing intensity, density as circular count and ad block count continues to rise • Focus remains on national brands • added attention to hardlines, health care… Source: Kantar Retail research and analysis, ECRM data

  6. Walmart’s Circular – The Core Elements Brands, EDLP, New, & Assortment to ‘Live Better’ Focus on cross-category solutions, new & exclusives Brands, tiers of options highlighted Source: ECRM, Walmart circulars, Kantar Retail analysis

  7. In-Store: Driving the Value of EDLP Through new/exclusives, solutions, & low price points Source: Kantar Retail store visits, research, and analysis

  8. Live Better Linked to Services, Local… Adding relevance to the trip, leveraging the box Community Family/Friends Health & Wellness Source: Kantar Retail store visits and analysis

  9. … And Across the Box to Provide Solutions Connecting shoppers to move from grocery to GM Source: Kantar Retail store visits and analysis Grocery linking to general merchandise on displays and on the packaging

  10. eMailers: Intensity is Increasing vs. Last Year With rising emphasis of national brands Source: Kantar Retail research and analysis 8% 65% 18% of the Dec. 2012 emailers referenced a brand name in the title, vs. 0% in Dec. 2011 29% of the Jan. 2013 emailers referenced a brand name in the title, vs. 0% in Jan. 2012

  11. Also Responding More to the Customer Celebrating their opinions, tailoring their messages Source: Kantar Retail research, analysis The “Just for You” emails launched in Aug. 2012, are sent weekly Feature: “Top Rated” items

  12. Walmart is #1 on Facebook This is where Walmart is focusing its innovation Source: Kantar Retail research, Reuters, and analysis “We appreciate and value the ongoing strategic partnership we have with Facebook. Their help and support with testing new and innovative products and technologies to reach our customers has been invaluable.“ – Walmart statement released July 2012 via Reuters +17%

  13. Switching to Facebook Walmart aims to be the best in class Source: Facebook, Facebook/Walmart presentation (10/2012), Kantar Retail analysis What makes a good wall post? • Connect – “it’s not about fan count, it’s about customer connection” • Engage –To develop relations, the posts have to be: useful, “lightweight,” and frequent. Even better: timely, request ideas, encourage sharing. • Influence –The goal is to let the consumer to “tell your story for you.”

  14. Messages Shift to “Know the Customer” Local store connections, responding to fans directly Source: Kantar Retail research and analysis

  15. Creating Dialogue around New Products Letting shoppers vote on the assortment “Get on the Shelf” online competition: • Users submit videos of their product, with three winners voted by the public • Winners receive listing on Walmart.com and marketing support. The grand winner may also be carried on Walmart stores, and receive guidance on scaling production • By early March, Walmart reported: • 4,000 products submitted • 274,000 votes after 4 days open Source: Kantar Retail research and analysis

  16. Creative Co-Promotions in Social & Mobile The new face of RDK? • Co-sponsored Facebook Contest by Wal-Mart and Sheets Energy Strips • June 18 - July 15, 2012 • Store with the most local ‘likes’ received a visit by Pitbull and a concert Source: Kantar Retail research, store visits, and analysis

  17. Campaigning via Walmart, Across Media Increasing focus on co-promotion, their brand… Source: Kantar Retail research and analysis

  18. Takeaways: Marketing at Walmart Walmart continues to emphasize national brands, though this is increasingly filtered within its own brand proposition: • Multiple notions of Save Money “value” explicitly aims to give solutions for both budget-strapped and more aspirational shoppers • Live Better increasing ties directly to cross-promotions, re-affirming Walmart’s one-stop services and assortment across categories As the variety of media to reach shoppers grows, how Walmart interacts is becoming more responsive and locally targeted: • Today, social media, i.e. Facebook, is the retailer’s means to connect with shoppers locally • Responsive, “know the customer” efforts to build • Monitor the influence of @WalmartLabs… Source: Kantar Retail analysis

  19. Consideration for Suppliers Walmart Source: Kantar Retail analysis Given the rising emphasis of national brands at Walmart: • Anticipate that pressure for joint-marketing may elevate: know whether your team would conduct a campaign via Walmart • Explicitly consider which end of the ‘barbell’ your “save money” appeal addresses • Determine whether “live better” co-promotions are worth the investment, as they may advance the conversation past price As the ways to reach shoppers becomes more dynamic, this will change the skill-sets and analytics required of your team: • Reevaluate the role of social, and increasingly, mobile media within your shopper marketing strategy • Anticipate demand for responsive shopper appeals: does your team have the planning flexibility to respond? Would you lead these efforts in your category? • As local appeals elevate, expect demand for more conditional planning and granular insight into when, where, and how your shoppers use various media in the purchase decision

  20. Agenda: Marketing in Mass Source: Kantar Retail analysis • Examining Walmart’s proposition • Target’s cross-channel efforts • Closing considerations, across the channel

  21. Target’s Brand Balancing Act Where does your brand fit in? Source: Kantar Retail analysis

  22. Higher Emphasis on Target’s Values Saving Guests Money and Doing Good Source: Kantar Retail research and analysis, ECRM

  23. Target Circular Allocation Relatively Stable Slightly less private label in 2012 Source: Kantar Retail research and analysis, ECRM Top 7 most featured categories are similarly placed and shares haven’t changed much Y-o-Y Unlike Walmart, a slight drop in ads per circular and private label share

  24. CityTarget Launch Adds a New Circular Distinct offers and prices by banner, not just by market Source: ECRM, Kantar Retail research and analysis • CityTarget circulars only 8 pages, versus 20+ • Standard Target circular prices are not valid for CityTarget stores CityTarget 2/3/2013 Target & SuperTarget 2/3/2013

  25. Emphasizing Cross-Merchandising Solutions Seasonal Particularly Strong Source: Kantar Retail research and analysis, ECRM • Offered solutions combine • Consumables with higher-margin Discretionary • National brand with Private Label

  26. National Brand Gains In-Store Prominence Financial Importance and Need for Comparability Source: ECRM, Kantar Retail store visits and analysis 2006 2012

  27. Brands and (versus?) Private Label Source: Kantar Retail store visits and analysis Which brand is in the dominant position?

  28. Pharmacists and Beauty Trusted Advisors Knowledgeable Experts Help Guests Pick Products Source: Kantar Retail analysis and store visits Encouraging guests to trust Target’s staff skill and taste

  29. Target’s Emails Target Different Needs Source: Target emails, Kantar Retail research and analysis Ongoing Deal Notifications • Daily Deals • Weekly Ads Lifestyle and Seasonal Oriented • Target Style • Baby and Wedding Related • Current Seasonal Sales Personal • Target.com Order Follow ups • Registry Activities

  30. Lifestyle, Not Just Deal-Focused Curation Across Different Departments, Not Just Apparel Source: Target emails and Kantar Retail analysis Demonstrating and articulating differences in Target’s private brands • Creating a fashionable life, not just saving money • Featuring makeup and accessories…but also home decor

  31. Experimenting with Promotional Codes Price segmentation for best guests Source: Target emails and Kantar Retail analysis • Unique codes give best guests a special savings • Target.com can avoid direct price comparisons with competitor sites • Codes are not widely utilized now but can be potentially tailored to individual guests based on past purchases and behaviors

  32. Email Signup is Hard to Find Unless you agreed during registration Source: Target.com, Facebook, and Kantar Retail analysis

  33. Social Media Connects Across Platforms Strength in messages unified across several feeds Source: Target social media feeds, Kantar Retail analysis Target’s guest engagement across many social platforms helps deliver a unified message, including Tumblr, Facebook, Pinterest, Twitter, and its online magazine – A Bullseye View. Facebook Tumblr Twitter Pinterest

  34. Entertain Guests with Special Content Specialized content for mobile guests Source: Kantar Retail analysis and Target mobile app Exclusive video for Taylor Swift’s RED release, and mobile wallpapers Texts link guests to feature videos, news, and entertainment

  35. Target’s Social Media Usage Up Target’s marketing contrasts with its eCommerce Source: Compete, Inc., Kantar Retail research 21,640,705 Fans* 525,768 Followers* 31,092 Followers* 26,069 Visitors in November 2012 10,859 Subscribers* 4,892 Visitors in November 2012 (Doubled in only 3 months) *As of 2/7/2013

  36. Virtual Merchandising with 3rd Party Apps Connecting the virtual and the physical Source: Kantar Retail research and analysis, shopkick, foursquare shopkick lookbooks curate solution products Suppliers can post tips for Target visitors on foursquare for their products shopkick themed lookbook of Valentine’s Day essentials; imagine themes across a single supplier

  37. Takeaways: Marketing with Target Source: Kantar Retail analysis “Expect More. Pay Less” and cross-merchandising solutions will only grow more important to Target over time: • Best guests expect to derive a more complete “value” that appeals to their financial, emotional, and ethical concerns • Balancing trip-driving “needs” with basket-increasing “wants” enables Target to preserve its overall margin profitability The proliferation of new media outlets enables guests to pick and choose what they want to hear: • Broad one-size-fits-all messaging no longer has its historical reach or influence with social-media savvy guests • Opportunities to cater to interests or lifestyles that were previously too niche to target, allowing stronger individual appeals • Target’s chosen 3rd party mobile platform, shopkick, is a critical tool to driving digitally engaged guests to its stores

  38. Considerations for Suppliers Target Source: Kantar Retail analysis Solutions, whether multi-item or multi-values, solidify the “Expect More. Pay Less” value proposition for Target • As Target focuses on the “best guest,” do you communicate multiple meanings of value for your products that are important to her? • For consumables suppliers, your products drive traffic, but Target will “expect more” value too. Have your products guide guests in larger lifestyle concerns through cross-box considerations. Target’s guest base wants increasingly personalized content and advice from multiple sources • As your own brands establish niche connections with affinity groups important to Target, co-develop programs that speak to these audiences. • Support Target’s efforts to connect its strong social media efforts to transactional behaviors. Ensure your teams are staffed to lead on these new technologies.

  39. Agenda: Marketing in Mass Source: Kantar Retail analysis • Examining Walmart’s proposition • Target’s cross-channel efforts • Closing considerations, across the channel

  40. 360º Communication, Across More Media Consistent BRAND, connecting on THEIR terms Tablet • Retailers aim to present a consistent brand across their range of touch-points… • …for suppliers, the challenge is which media to select to create a consistent pitch across. Store Mobile Shopper Internet Circular eMailers Source: Kantar Retail analysis

  41. Considerations for Mass Both retailers are serving as ‘mass’ marketing platforms across an array of channels beyond the box: • Target presents private labels along side national brands, driving a joint conversation • Walmart seeks partnership across, making it harder to stand out… Expect the drive to more interactive, personalized shopper marketing approaches to accelerate in 2013: • Explore opportunities to digitally curate with Target for specific segments • Consider this new feedback as input for sales planning, and anticipate that greater flexibility will be required • Anticipate under what conditions you aim to reach your shoppers through each of these retailers Source: Kantar Retail analysis

  42. Robin Sherk Director, Retail Insights Robin.Sherk@KantarRetail.com T + 212 896 8191 Amy Koo Senior Analyst Amy.Koo@KantarRetail.com T + 1 617 588 4134

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