Shopper Marketing - April 2016 - 153
greatnortherninstore.com Great insights, great design, great execution, Great Northern Instore. Let's have a great conversation. 800.558.4711. Where Insights and Marketing Intersect PLATINUM WINNER DESIGN OF THE TIMES TREND SPOTTER "WE'RE A CREATIVE SHOP WITH THE SKILLS OF AN ENGINEER AND THE MANUFACTURING CHOPS TO PULL IT OFF." DAN SABANOSH, DIRECTOR, SHOPPER MARKETING Shopper Marketing is about more than apps and digital coupons. We know a campaign can live or die at the point of purchase. So we translate consumer insights. We design, prototype and test solutions. We work with brand managers to align design strategy, engineering, manufacturing cost, and ROI. It's the magic we call brand-building solutions. The result? You win. Meet our trend spotters. Call us at 800-558-4711. greatnortherninstore.com | Where Insights and Marketing Intersect Published as a supplement by: In collaboration with: April 2016 POSTER INSIDE! An Index of In-store Tactics Used by Leading Retailers RECEPTIVITY GUIDE THE RETAILER WELCOME TO GREAT NORTHERN INSTORE. DISCOVER THE FUSION OF A CREATIVE SHOP, SHOPPER INSIGHTS, ENGINEERING DISCIPLINE, MANUFACTURING CHOPS, AND SUPPLY CHAIN LOGISTICS. WANT YOUR BRAND TO WIN? YOU'VE COME TO THE RIGHT PLACE. 2014 DESIGN PROJECT MANAGEMENT 2015 TO FIND OUT ABOUT OUR BENCHMARK RESULTS RELATED TO THE INFORMATION ON THE OTHER SIDE OF THIS CHART Call us at 800.558.4711 or visit greatnortherninstore.com/contact-us RETAIL INSIGHTS MANUFACTURING / PRINTING ENGINEERING PROVIDING TURNKEY SOLUTIONS FROM INSIGHTS TO ACTIVATION IN-STORE EXECUTION INVENTORY MANAGEMENT / DISTRIBUTION ASSEMBLY / CO-PACKING 2011 ACTIVATION How well did it perform? Metrics provide best practice insights and enable us to learn what works to optimize for future programs. DISCOVER HOW GREAT NORTHERN INSTORE WORKS FOR YOU. LET'S TALK ABOUT YOUR NEXT WIN. greatnortherninstore.com 2013 MIKE SCHLIESMANN SVP, BUSINESS UNIT MANAGER GREAT NORTHERN INSTORE " WE'VE BUILT THIRTY-YEAR RELATIONSHIPS ON INTEGRITY, PERSONAL ATTENTION AND BRAND SUCCESS." SEAMLESS EXECUTION CHALLENGE MEASUREMENT AND OPTIMIZATION For our customers, seamless execution means this-on time, on budget and out the door! Our shopper marketing approach is turnkey. That means from shopper insights, to the brief, to design, and execution, we handle it all. This is a balancing act. We take the winning concept, engineer and customize it to retail environments while maintaining brand integrity. DESIGN DEVELOPMENT AND INTEGRATED ENGINEERING SOLUTIONS This is where the magic happens. Our creative team leverages insights to develop a range of concepts. Key here is the collaborative process which delivers insightful solutions and lands on the winning option. CREATIVE AND IDEATION GREAT NORTHERN INSTORE: HOW BRANDS WIN INSIGHTS BRIEFING The brief sets the strategic roadmap for the project, focusing on relevant business goals. We work with the brand and research teams to nail down the critical details. In China consumers make their product choices inside the store 88% of the time. But in Germany that number plummets to 38%. In the US, consumers are closer to the Chinese with in-store shopping behavior. In certain product categories- skin care, cosmetics and beer, over 60% of buying decisions are made in store. When it comes to their categories, marketers must understand buying decisions so that they can invest in the smartest activation programs and create a visual story for their brand-one that ignites purchase...loyalty...success. POPAI, 2014 Shopper Study BUSINESS GOAL PURINA'S TIDY CAT: A CATEGORY GAME-CHANGER Purina research identified an opportunity to increase market share in the cat litter category. Great Northern Instore generated pencil sketches to get the collaboration flowing between our team and the client's. Sketches were refined into line drawings and then into 3D renderings. "Lift Test" mock-ups were created and tested in focus groups. CONCEPT & DESIGN How to convey the product innovation? Great Northern Instore designed an interactive display featuring the "Tidy Cats Lift Test." Shoppers were invited to lift a generic package of traditional cat litter and then lift Tidy Cats. SHOPPER INSIGHT Consumers did not like having to lift and carry heavy containers of cat litter. PRODUCT INNOVATION Purina created a lightweight product under its Tidy Cat brand. ROLLOUT The Tidy Cats integrated campaign included: national TV, digital (website, banners, YouTube, cat-loving bloggers) and customized shopper activation plans for strategic retail accounts. THE WIN Retail confirmed it. As soon as shoppers picked up the container, they were sold. The display was inviting, colorful and had a fun headline: "Lift It to Believe It." Plus it fit all the various retailer requirements. Incremental sales increased 54% to 99% in key markets. | Where Insights and Marketing Intersect Win with Great Northern Instore. 800.558.4711. 2009 A FEW INTERESTING FACTS SOME OF OUR RESULTS
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