THE COMMITTEE Elizabeth Egan Kim McGough Anne Chambers Shopper - PowerPoint PPT Presentation

Feb 29, 2024 •125 likes •345 views

THE COMMITTEE Elizabeth Egan Kim McGough Anne Chambers Shopper Marketing Director, Sr. Group Manager, Integrated CEO Shopper Marketing Strategy & Capability Michael Tilley Mark Jeffreys Mike DePanfilis Associate Director, Shopper

THE COMMITTEE Elizabeth Egan Kim McGough Anne Chambers Shopper Marketing Director, Sr. Group Manager, Integrated CEO Shopper Marketing Strategy & Capability Michael Tilley Mark Jeffreys Mike DePanfilis Associate Director, Shopper Associate Director, VP, Shopper Marketing Marketing & Strategic eCommerce & Go to Partnerships Market Innovation 2
Optimize APPROACH Gain Project INVESTMENT IMPACT WHY IS ROI Important? Partner with Experiment, CUSTOMERS TRACK & LEARN 3
OUR COMMITTEE’S Focus Define SHOPPER MARKETING? STANDARD PRINCIPLES for ROI ? ROI EQUATION ? Key TOOLS & BENCHMARKS? Go forward CHALLENGES?
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 5
ROI SUCCESS Factors “INSIGHT TO ACTIVATION” “ ”
Bring Designer Excitement to Target Guest in th Anniversary” Exclusive Grocery with “50 th 7
WHAT’S HAPPENING IN THE Industry? 44% of SHOPPER MARKETING EVENTS are MAKING A POSITIVE RETURN 8
ROI SUCCESS Driv Driver ers % of Events with Above Average ROI Path-to-purchase 63% 61% Timing 57% Scale 52% Integrated
SHOPPER ROI Principles • No silver bullet APPROACH • Internal/external alignment • Common approach FOCUS • Comparative to other investments • Tools required MEASUREMENT • ROO Integration
SHOPPER ROI Principles • Value of Shopper MEASUREMENT • Advanced Analytics • Post Program Database
R PRINCIPLE Customer Shopper TRIPL PLE E Manufacturer / WIN Brand 12
R PRINCIPLE Customer Shopper TRIPL PLE E Manufacturer / WIN Brand 13
ROI Equation PROGRAM ROI Gross Margin $ Program Investment $ Program 14
HERSHEY’S Integrated Analytics 3-YR 1-YR Create Create Special Special Connect Connect Drive Next Drive Next Re-invent Re-invent Sustainable Sustainable Moments in Moments in with with Generation Generation Retail Retail Innovation Innovation Traditional & Traditional & Shoppers Shoppers Loyalty Loyalty Experience Experience Expanded Expanded Seasons Seasons ROI / ROO AGENCY
BUILDING ROI AS A Capability TOOLS 16
ROI TOOLS are Important Automation of ADVANCED ANALYTICS PROCESS to communicate Capture BEST PRACTICES INTEGRATED Measurement System 17
KEY PERFORMANCE Benchmarks 3: 3:1 ROI GOALS ARE UNIQUE TO EACH COMPANY 2x 2x $1 $1.01 01 18
OUR JOURNEY Continues… “It’s not that I’m so smart, it’s just that I stay with problems longer.” - Einstein CANNIBALIZATION TIMEFRAME BRAND INFLUENCE BASE VOLUME 19
The Future IS HERE... TECHNOLOGY will enable real time ROI We can ISOLATE, TEST & OPTIMIZE E-COMMERCE will empower better ROI

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