RETAIL-FOCUSED PLANNING TOOLS

THE CLIENT BRIEF

To project manage the development and roll-out of shopper planning, targeting and reporting software

THE APPROACH

Worked across a number of FMCG clients, defining requirements and working with a retail-focused software company with a suite of complementary solutions that enables clients to efficiently manage and optimise the ROI from their increasingly complex go-to-market activities. Briefed the development of shopper marketing, category management and ATL campaign building software to enable budgeting, activation and campaign planning, POS touchpoint planning and spend reporting.  Implementation of the software allows a single source of truth for the go-to-market plan, accessible to the entire organisation.

Provided training, value creation and support to the customer, with robust implementation, roll out and governance process to ensure on time, in full delivery of software solution.

CONVENIENCE PORTAL AND RETAILER APP

THE CLIENT BRIEF

To lead the development of a convenience retailer category advice portal and a loyalty and incentive app

THE APPROACH

With experience in directing an award-winning, industry-leading category management advice programme, including total store advice, range assortment and space planning recommendations, trade press and CRM programme, the project involved developing syndicated category advice to convenience retailers as part of a wider convenience ecosystem.

The project also included devising a brief and Request For Proposal for potential vendors, and project managing the development and launch of the app.   The retailer loyalty and incentives app provides a convenience retailer loyalty and rewards field application, mobile-ready and usable by the field sales team as well as independent convenience retailers, delivering incentives to retailers in exchange for their purchasing or transfer ordering live with the retailer.

GRAPHIC DESIGN BEST PRACTICE

THE CLIENT BRIEF

To lead a training programme to upskill the graphic design team on shopper-led design best practice

THE APPROACH

Created a three-step approach covering:

• Macro shopper and retail trends - an overview of the big picture and key trends that effect how we live, how we consume and how we shop, an overview of the key influences and trends that will shape retail strategy.
• How the shopper shops - a deeper dive into the key aspects of shopper behaviour that define how shoppers engage at the point of purchase.  An essential guide to the (often subconscious) triggers and motivations behind shopper decisions that to help make shopper-led design decisions.
• Implications on pack and POS design - taking the learnings from previous stages to understand what can be learnt and applied to create best practice shopper-led design.  Some fundamental principles in creating POS excellence, key visual optimisation, call to action, testing and shopper research and the impact of sustainability.

SHOPPER INSIGHTS

THE CLIENT BRIEF

To devise and run an introduction to shopper insights to develop best practice understanding and application to shopper and category management

THE APPROACH

A programme of shopper insights training devised and run, covering:

• Application of shopper behaviour understanding, to ensure that all shopper marketing activations are grounded in insight through shopper-based design.
• Facilitation of quantitative and qualitative shopper research to help inform shopper-based decisions and translate insight into action in the retail environment, to understand the impact on pack design, shelf positioning, point of sale, advertising and call to action.
• Guidance through advice, workshops and shared best practice into call to action, key visual and POS best practice, ensuring that POS best practice is applied into creative design, visual hierarchies, visual triggers and placement of words and images to best attract shopper attention.

SHOPPER TOOLS AND TECHNOLOGY

THE CLIENT BRIEF

To advise on in-store shopper and audience measurement tools and technologies to improve understanding of shopper engagement at the point of purchase

THE APPROACH

Structured an approach to developing world class customer collaboration, through leading edge technologies and capability, monitoring and testing emerging technology innovations in eye tracking, biometric research tools, audience measurement and engagement.  Developed capability and suite of options for audience measurement through the deployment of:

• Predictive heatmapping using predictive model that simulates pre-attentive processing.
• Eye tracking software for in-store, on-line and virtual evaluation of engagement and interaction.
• Biometric research software enabling evaluation of attention, emotions and expressions, stress and heart rate together with EEG cognitive functioning.
• At-fixture technology using advanced software and image processing algorithms to automatically capture and record shopper interactions, measuring dwell time, attention, interaction, and shopper profiles.

POS SUSTAINABLE SOURCING

THE CLIENT BRIEF

To create a sustainability strategy for POS that helps to inform sourcing choices

THE APPROACH

Developed a POS sustainability strategy, which included design, materials, processes, technology and production as well as delivering cost efficiencies, creating a set of sustainability goals for 2020.  This included supplier innovation workshops, process review and end-to-end POS life cycle evaluation, and the development of collaborative supplier working relationships.  Finally, the impact on supply chain, materials and processes, end-of-life, logistics, recycled content, design, embedded carbon, water and energy was measured and recorded on a dashboard, reporting sustainability performance: filtered by quarter, supplier, touchpoint, substrate, KPI, with overall YoY and quarterly summary.

As a board member of POPAI UK & Ireland and original sponsoring partner of the POPAI Sustainability Standard and the Convert sustainability calculator tool, applied the principles developed to help measure environmental performance of POS display, effectively communicate sustainable practices with impact and integrity, and move to a position of best practice.

SHOPPER MARKETING BEST PRACTICE

THE CLIENT BRIEF

To develop a shopper marketing training programme to establish and roll out best practice

THE APPROACH

Created a learning resource centre, incorporating a shopper marketing training programme covering:

• Strategic context, business ambition and vision for shopper marketing.
• Shopper Marketing framework: key skills dictionary, assessment and customer prioritisation.
• Shopper Insights – understanding shoppers and how they shop.
• Shopper Marketing Strategy – determining where to play and how to win.
• Shopper Marketing Planning – developing plans that drive the strategy.
• Shopper Engagement – working with customers and agencies to create and execute shopper programmes.
• Shopper Impact – evaluating and learning from programmes.