SHOPPERS IN STORES WHAT WINS THEIR WALLETS? Copyright ©2014 The Nielsen Company. Confidential and proprietary. PRESENTATION SPEAKERS Nikhil Sharma Daniel Jenski VP, Consumer & Shopper Analytics, Nielsen Associate Director of Consumer Analytics, Mondelēz International #Consumer360 2 Copyright ©2014 The Nielsen Company. Confidential and proprietary. SHOPPER QUIZ • % of CPG sales that occur in brick & mortar stores? 96% • % of brand decisions that are made in-store? 67% #Consumer360 3 SHOPPING IS BECOMING MORE COMPLEX Copyright ©2014 The Nielsen Company. Confidential and proprietary. EXPONENTIAL GROWTH of product advertisement 24,000 NEW retail stores since 2009 50% INCREASE in SKUs in 7 years #Consumer360 4 Copyright ©2014 The Nielsen Company. Confidential and proprietary. ALL MARKETERS WANT TO DRIVE GROWTH BY OPTIMALLY SERVING THE SHOPPER However, the manufacturer and retailers mindset can be different DRIVE GROWTH RETAILER EXCESSIVE CHANGE MAY DISRUPT SHOPPERS More Shoppers More Trips More Items SHOPPERS GOAL Optimally serve shoppers Grow sales Maximize profitability DRIVE GROWTH MANUFACTURER MORE INNOVATION TO ENGAGE & RETAIN SHOPPERS #Consumer360 5 Copyright ©2014 The Nielsen Company. Confidential and proprietary. TECHNOLOGY CAN HELP DRIVE GREATER ALIGNMENT IN SHOPPER MARKETING MEASURED CHANGE RETAILER GOAL RAPID CHANGE TECHNOLOGY = a KEY enabler! Optimally serve shoppers Grow sales Maximize profitability MANUFACTURER #Consumer360 6 Copyright ©2014 The Nielsen Company. Confidential and proprietary. IN FACT, TECHNOLOGY IS ALREADY BEING USED EXTENSIVELY IN SHOPPER MARKETING geo-location based advertising PLACE prior lists & recommendation services virtual store technology, shelf imaging PLAN PURCHASE smartphone payment methods digital ethnography DEMAND Path to Purchase ENGAGE social advertising BUY CONSUME EVALUATE social listening technology enabled consumption tracking 7 TODAY WE WILL DEMONSTRATE HOW TWO TECHNOLOGIES ARE HELPING TO WIN IN-STORE Copyright ©2014 The Nielsen Company. Confidential and proprietary. 1 What is it used for? What benefit does it drive? Virtual Store 2 Image Recognition Easier Testing Better Execution “Understand what to do in-store” “Ensure it actually gets done” • Shelf layout • Pack and Price Architecture • Merchandising • Compliance • Availability • Visibility #Consumer360 8 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 1 Virtual Store Easier Testing “Understand what to do in-store” #Consumer360 9 VIRTUAL STORE TECHNOLOGY Online platform to measure in-store shopping behavior Copyright ©2014 The Nielsen Company. Confidential and proprietary. Consumers can navigate virtually Can customize any retail environment from big box to small format – traditional to Modern trade Virtual Store Can help optimize: price, promotion, assortment packaging, new product impact and more! 10 Copyright ©2014 The Nielsen Company. Confidential and proprietary. MONDELĒZ WANTED TO LEVERAGE VIRTUAL STORE TESTING The multipack business for Biscuits had been decreasing for years while the multipack business for Salty Snacks had been growing There were many hypotheses about the cause and the possible solutions: Alternative pricing & promotion strategies? New Pack counts or varieties? Alternative shelf layout? How do we test these ideas in an efficient & cost-effective way without alienating shoppers? 11 Copyright ©2014 The Nielsen Company. Confidential and proprietary. VIRTUAL STORE GIVES MONDELĒZ A ‘SAFE’ TESTING ENVIRONMENT Study Design • 21 shelf sets • 400 monadic (stand-alone) reads • Screened for primary grocery shoppers 18-65 who purchased cookies, crackers or salty snacks in the last 6 months • MDLZ Multi-pack buyers • MDLZ Multi-pack non-buyers • Salty Snack multi-pack buyers • Moms/Dads w/kids ages 2-5, 6-12, 13-17 • Virtual Store Demo Included post-survey questionnaire #Consumer360 12 Copyright ©2014 The Nielsen Company. Confidential and proprietary. WE WERE ABLE TO TEST VARIOUS SCENARIOS… 1 13 Copyright ©2014 The Nielsen Company. Confidential and proprietary. … AND QUANTIFY THE EXPECTED IMPACT Reduce unit count in an existing multi-pack product Mondelez would lose 2.6 Million Units to competing brands! Brand Impact We tested Category Impact Our Retail Partner would sell 1.4 Million fewer Units of the category! 27 such ideas … in only 12 weeks! 14 Copyright ©2014 The Nielsen Company. Confidential and proprietary. MONDELĒZ DEVELOPED TANGIBLE IDEAS TO REVERSE THE DOWNWARD BUSINESS TREND Consider downsize carefully Launch new sizes Don’t be too aggressive with new size promo Maintain key flavors in line Larger sizes can work on bottom shelf, but smaller sizes tend to perform better at eye level Do not include constant consumables in a multipack shelf 15 Copyright ©2014 The Nielsen Company. Confidential and proprietary. WE IMPROVED OUR RETAIL PARTNERSHIPS & REALIZED SEVERAL OTHER BENEFITS Quicker Relative To In-Market Testing No Need To Manufacture Test Products No Inconvenience To Our Retail Partners Cheaper Relative To InMarket Testing Able To Test Results In Mass and Grocery Formats Tested More Ideas Compared To In-Market Testing #Consumer360 16 THE VIRTUAL STORE TECHNOLOGY IS A POWERFUL SOLUTION TO DRIVE IMPACT AT RETAIL The Benefits: Confidential and secure Copyright ©2014 The Nielsen Company. Confidential and proprietary. Does not disrupt retailers Comprehensive and powerful management tool Less expensive and faster Flexible Global solution #Consumer360 17 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 2 Image Recognition Better Execution “Ensure it actually gets done” #Consumer360 18 Copyright ©2014 The Nielsen Company. Confidential and proprietary. EXECUTION AT RETAIL IS CRITICALLY IMPORTANT INNOVATION MARKETING As an industry, we invest significantly here… EXECUTION … but often fall short here #Consumer360 19 Copyright ©2014 The Nielsen Company. Confidential and proprietary. WHAT IS REALLY HAPPENING IN STORE? ? “What you think is happening” vs. “What is actually happening” #Consumer360 20 IMAGE RECOGNITION TECHNOLOGY Smartphone based technology to help improve in-store execution Copyright ©2014 The Nielsen Company. Confidential and proprietary. Revolutionary technology that applies automatic image recognition to the tracking of in-store implementations Transforms digital photographs taken at the point of sale into planograms Shelf Imaging Allows you to track and evaluate the status of planogram compliance & key KPI’s such as ‘share-of-shelf’ 21 Copyright ©2014 The Nielsen Company. Confidential and proprietary. SHELF IMAGING ALLOWS YOU TO FIX ISSUES AT RETAIL IN A NEARLY REAL TIME MANNER Picture of Actual Shelf Planogram of Actual Shelf “How Well Are We Doing?” “What Should We Fix?” Real Agreed Differences 22 Copyright ©2014 The Nielsen Company. Confidential and proprietary. A HEALTH & BEAUTY MANUFACTURER USED IMAGE RECOGNITION TO EXECUTE BETTER AT RETAIL BUT Long history of being a leading innovator in the skin care category Had significant opportunities to improve how they tracked & executed in-store Current methods of tracking execution were sub-optimal Manually collected self reported data + Time consuming consolidation process = Long timeframe for shelf changes 23 Copyright ©2014 The Nielsen Company. Confidential and proprietary. EXECUTION IMPROVED SIGNIFICANTLY RESULTING IN SUBSTANTIALLY LOWER OPPORTUNITY COST Food For Thought… Stores Meeting Minimum ‘Share of Shelf’ Requirement • What are your sales from promotions? (Indexed to 100) February May 35 39 For a brand with nearly $45MM in sales from promotions… +11% $4.5 Million Improvement in Execution! Incremental Sales Opportunity! • How well are your promotions executed at retail? • What could an 11% increase in promotional sales mean for your business? 24 Copyright ©2014 The Nielsen Company. Confidential and proprietary. IMAGE RECOGNITION TECHNOLOGY CAN DELIVER OTHER SUBSTANTIAL BENEFITS Granular Data Quick Turnaround Lower ‘opportunity cost’ for retailers High Accuracy Improved shopper satisfaction More effective sales force deployment 25 TECHNOLOGY CAN DRIVE TANGIBLE OUTCOMES AND MORE EFFECTIVE SHOPPER MARKETING! Copyright ©2014 The Nielsen Company. Confidential and proprietary. 1 Virtual Store 2 Image Recognition Easier Testing Better Execution “Understand what to do in-store” “Ensure it actually gets done” #Consumer360 26 Copyright ©2014 The Nielsen Company. Confidential and proprietary. IN-STORE TECHNOLOGIES CAN PROVIDE A MYRIAD OF BENEFITS Scalability Deploy at scale compared to some traditional methods Cycle Time Significantly improve ‘time to market’ Privacy Shopper Disruption Offer privacy against competitors Result in limited to no disruption to the shopper #Consumer360 27 Copyright ©2014 The Nielsen Company. Confidential and proprietary. AN ISSUE-FOCUSED APPROACH REMAINS KEY TO APPROPRIATE USE OF TECHNOLOGY Clearly identify the issue you’re looking to solve Set clear objectives/ measures of success Think through various approaches and tools Determine whether and what part technology can play in the full solution #Consumer360 28