ONE MARKETING
From Couch to Cart
March 2015
© Caprē Group, Inc. 2015
The Future of Marketing is … ONE
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Power of Retail Gave Rise to Shopper Marketing
MARKETING
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Distinct And Separate Objectives Emerged
BRAND
SHOPPER
Position Uniquely in
Consumer Mind
Convert Shopper
into Buyer
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Traditional P2P – Linear With Clear Division of Labor
PRE-SHOP
SHOP
POST-SHOP
Home
Store
Home
BRAND
SHOPPER
BRAND
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Specialized Marketing Perspectives Provided Greater
Focus…
“The online customer”
“The digital persona”
“The mobile shopper”
“The brand advocate”
“The household influencer”
“The millennial consumer”
“The Target aficionado”
“The social promoter”
“The pop culture maven”
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…But Produced a Fragmented View
“The online customer”
“The digital persona”
“The mobile shopper”
“The brand advocate”
“The household influencer”
“The millennial consumer”
“The Target aficionado”
“The social promoter”
“The pop culture maven”
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New Media & Technology Provide an Explosion of Choice…
Information Availability
Omni-Channel
Rise of Mobile
Purchase
Shopping
Smartphone
Ubiquity
Proliferation of
Brand
Communications
Explosion of
Content
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… Enabling Seamless Shifting Between Consumer and
Shopper Mindsets
HOME
STORE
HOME
CONSUMER MINDSET
SHOPPER MINDSET
PRE-SHOP
PRE-SHOP
SHOP
POST-SHOP
SHOP
POST-SHOP
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Increased Complexity Challenges How We Do Business
Brand and
Shopper teams
disconnected
Roles viewed
through functional
lens
Separate
scorecards
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Increased Complexity Challenges How We Do Business
Competing and
disjointed
strategies
Organization is
slow and reactive
Lack of focus on
organizational
capabilities
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The Impact: Pressure on Business Results
Topline Growth
Return On Marketing
Investment
Retailer Influence
Competitive
Position
Wall Street
Perception
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It’s Time For Change
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The Future of Marketing is … ONE
Convergence
•
Holistic Approach • Interconnectivity
BRAND
INSIGHTS
CUSTOMER
SHOPPER
ONE
MARKETING
SHOPPER
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Building a One Marketing World
Process
Tools
ORGANIZATIONAL
CAPABILITY
CAPABILITY
People
Insights
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PROCESSES Drive Marketing Focus On Aligned Goals
Process
Human-Centric
Marketing approach
and mindset
Business Plans are
nimbly executed across
functions & P2P
Resources allocated
to opportunities, not
functions
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PEOPLE Broaden Competencies, Perspective & Connections
People
Roles & responsibilities
interconnected across
Marketing disciplines
Competencies
broadened to
encompass entire P2P
Borderless ecosystems
enable nimbleness and
collaboration
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INSIGHTS Are Developed, Leveraged, And Broadly Shared
Insights
Consumer, Shopper,
and Retailer insights
converge to create
holistic view
Insights are nimble
and scalable
Research plans
integrated to create a
full P2P perspective
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Critical TOOLS Enable Connection, Alignment and
Integrated Planning
Tools
Integrated
metrics incent
collaboration &
interconnectivity
Evolved ROI
informs targeted
resource allocation
Big Data provides
advanced
analytics and
realtime access
Knowledge
Management
enables
nimble organization
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Where Do We Go From Here?
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One Marketing Can Be Built Top Down Or Bottom Up
ONE MARKETING
LEADERSHIP LED
GRASS ROOTS
• Organization-wide change program
initiated by Senior leaders
• Work teams independently pilot new
approaches
• Multiple capabilities developed
concurrently
• Leverage success to enlist leadership
and other groups over time
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It’s Not About Functions – But Seamless Organizational
Capabilities
Organization
Research
Brand
Shopper
Analytics
Sales
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It’s Not About Functions – But Seamless Organizational
Capabilities
Organization
Research
Brand
Shopper
Conversion
Capability
Framework™
Shopper
Analytics
Sales
© Caprē Group 2014
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Change Can Start Today!
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capregroup.com | 678.443.2280 | [email protected]
115 Perimeter Center Place, Suite 1120
Atlanta, GA 30346
Turning shopper capability into results
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