Profitero’s Post

An eye-catching display here from Oatly. The million-dollar question is, will it deliver an ROI? Looking at our 2023 data it would seem like a good way for Oatly to go. - Being able to easily find the product they are looking for once they are at the fixture is high on the list of priorities for Milk Alts shoppers. It ranks at 17/214 categories in the store for this metric – a significant over index versus the average. - And the risk of poor execution in Milk Alts is high. 1 in 5 shoppers say they will go to another store to make their purchase if they can’t find what they are looking for. So enhanced visibility and layout looks like it will benefit the category and its shoppers. But there are some ‘watch outs’ for the category when creating a branded display like this, particularly for Milk Alts: - Shoppers look for milk type over brand, so availability is essential if blocking by brand. There are already some out of stocks on this shelf which increases the risk of shoppers walking away if they don’t easily see the type of Milk they’re looking for. - Our previous in-store shopper observation studies have consistently identified, across the whole store, that headers rarely get seen by shoppers. Would removing a shelf of stock and bringing the header message down to eye level perform better at delivering the message to shoppers? This display was captured as part of a store wide in-store shopper observations project we conducted earlier this month. We’ll soon have a definitive answer as to whether this display is working (both in “see” to “buy” conversion for the display and “advertising effect” for the category), as well which parts of the display are actually doing the work in engaging shoppers. …watch this space! #milkalternatives #categorymanagement #shopperinsights #retaildisplay #groceryretail

Groceryshop final day recap: Warriors: After Wednesday's party, I was expecting more people to bail on day 3 of the conference. Yet, the majority of the attende showed up! Most of them with red eyes and sore voice, but they showed up. It proves that GroceryShop deliver and that the atttendees are real warriors! Retail Media: It took me a while to get my head around that concept. Now that I get it (it took me 3 days.... I'm slowing the group down I know), the power of retail media cannot be underestimated. It's not just a marketing tool; it's a platform that can drive engagement and growth in the retail sector. Like it or not, it's not there to stay, it's there to exploded. Hy-Vee launched their own retail media platform: "It's not : do we need to be there. It's : we can not not be there". - Donna Tweeten. No More One-Size-Fits-All: The era of one-size-fits-all retail is officially over. Today, it's all about identifying the big trends and personalizing them to cater to individual preferences and needs. Balancing Core and More: Striking the perfect balance between core offerings and innovation is crucial. Retailers must embrace new opportunities without losing sight of their core values and strengths. People-Centric Approach: Successful retail begins with people. Understanding the needs, desires, and behaviors of customers and employees is at the heart of building a thriving retail ecosystem. Notification Acceptance: Understanding customer behavior in the digital space is crucial. The average acceptance rate of notifications in native apps is a 23%. E-commerce as a Marketing Platform: E-commerce is not just another sales channel; it's a dynamic marketing platform that can drive brand engagement and customer loyalty. GroceryShop 2023 has been a remarkable journey, filled with valuable insights and connections. It's evident that the grocery landscape is undergoing a transformative shift. Next year, don't read my recap. Come and live it for yourself. You won't regret it. If you prefer a full 360 retail view, come to Shoptalk in March as well. See you then! #GroceryShop #Retail #Personalization #Innovation #RetailMedia #Ecommerce #CustomerEngagement #RetailTrends #Groceryshop2023

5 Strategies to Steal Market Share in e-Grocery. (Instacart, Kroger, Albertsons, Walmart, etc.) e-Grocery customers shop differently. Data suggests that they browse less (link in comments)… …and they shop specific lists more. That makes capturing Market Share a different animal. Here are 5 ways to disrupt the e-Grocery shopping journey to take Market Share: 1. Competitor Conquest Campaigns. (Deliberate bidding on competitor brand names.) 2. Leverage the full Marketing Funnel. (Video -> Display -> Search -> Checkout.) 3. Optimize Images to Standout in Search. (Optimize uniquely for each platform.) 4. Leverage Occasion Search. (Eg, Super Bowl Snacks, Back-to-School Supplies, etc.) 5. Use Category Targeting. (For now, Category Targeting is still cheap real estate!) Almost half of US grocery shoppers will use e-grocery this year. Including curbside, in-store pickup, and delivery. And for now, the digital real estate is still cheap. #ecommerce #retailmedia #cpg #cpgbrands #retailgrowth #founderlife

🛒 The Future of Grocery Shopping: A Hyper-Personalized Experience Dive into the future of #GroceryRetail with Kathleen Blum as she unpacks how the industry is shifting towards a more individualized approach! 🌟 From tailored shopping experiences to the rise of store-branded offerings, discover why this evolution is significant for brands. 🌿 Sustainability, experiential technologies, and brand values are also spotlighted. 📖 Read on for insights from C R Research on how brands can stand out in this era of hyper-personalization! ➡️ https://lnkd.in/gr4SgcAU #SupermarketShift #MRX #GroceryTrends #CRResearch #Grocery #FoodIndustry #ShopperInsights #EmergeSmarter

🛒 The Future of Grocery Shopping: A Hyper-Personalized Experience Dive into the future of #GroceryRetail with Kathleen Blum as she unpacks how the industry is shifting towards a more individualized approach! 🌟 From tailored shopping experiences to the rise of store-branded offerings, discover why this evolution is significant for brands. 🌿 Sustainability, experiential technologies, and brand values are also spotlighted. 📖 Read on for insights on how brands can stand out in this era of hyper-personalization! ➡️ https://bit.ly/48tXedT #SupermarketShift #MRX #GroceryTrends #CRResearch #Grocery #FoodIndustry #ShopperInsights #EmergeSmarter

Traditional brands like Heinz have strengthened their D2C initiatives with a sense of urgency. They understand that this is a vital response to evolving consumer trends, an essential strategy for delivering superior experiences, and a necessary step for maintaining competitiveness. This ongoing adaptation allows them to precisely engage with niche demographics, seamlessly integrate omnichannel approaches, and elevate their customer service without requiring exorbitant investments or lengthy timeframes 🚀 https://shorturl.at/mst37 #shopifyplus #retailtech

Three Dog Bakery had a heavy presence in Walmart stores and a great conversion rate among shoppers aware of the brand. 🐶 But they were looking to attract more lifelong branded shoppers. By increasing awareness through generic category terms and boosting new-to-brand sales, our goal was to continue expanding their reach by actively pushing ads to new audiences, increasing brand engagement, and ensuring growth. Check out these impressive results 😯 📈 205% increase in new-to-brand sales 📈 294% increase in ad revenue 📈 168% increase in ROAS 📉 61% decrease in ACOS Want to check out the full case study? You can find it here ➡ https://lnkd.in/gxTa9qxt Want to reach new customers in 2024? Reach out and let's expand your brand. #walmartconnect #ecommercebrands

Watch, Shop, and Swoon ??? "Don’t call it a RomCom – it’s RomCommerce" (what marketing agency did Walmart hire to craft this genius tagline?) Overall, a great concept, and think it is a nice toe-in-the-water approach with their first attempt at this video commerce concept. Can we assume it will probably fall short of revenue and engagement expectations? No worries, the team behind the vanity metrics reporting will put a positive spin on it. I look forward to the data and results when they report in Q1. The 3-5 minute episodes air over three days in early December on playing in Walmart retail stores, YouTube, TikTok and Roku, Add to Heart is a 23-episode glimpse into what Walmart has in store for shoppers as the holidays draw nigh. The show features “more than 330 products across the experience, ranging from furniture and holiday decor to clothing.” From a macro view, there are many challenges for this type of ‘see now, buy now’ campaign they rolled out: 🛍️ Probably too many product listings 🛍️ Users re-directed to a boring and static website (too many clicks for an optimized sales funnel) 🛍️ Add short videos or short replays of displayed products for sale on the website 🛍️ Should add value add a call to actions 🛍️ Incorporate FOMO of item listings 🛍️ Consider limited edition or limited quantities 🛍️ Develop co-branded products (consider the retail media value with partners) (and many, many more) There should be a fair amount of learnings gathered from their first run at this new model and I am sure they will continue to tweak and optimize their strategy. What are your takes? Will this RomCommerce style take off and be successful for Walmart or other brands/retailers? I believe with the right team, strategy, and execution this format can win in the new shoppable video commerce landscape. “Add to Heart” YouTube episodes: https://t.ly/1daNM ‘Add to Heart’ Walmart shopping site: https://lnkd.in/gYa5NZXh Media write-up: A Hallmark Movie, but Make it Shoppable: Walmart’s Add to Heart Full Article: https://t.ly/wjyWk   #walmart #addtoheart #shoppablevideo #socialcommerce

𝗛𝗲𝘆, 𝗶𝘁'𝘀 𝘁𝗵𝗮𝘁 𝘁𝗶𝗺𝗲 𝗼𝗳 𝘁𝗵𝗲 𝘆𝗲𝗮𝗿! 𝗦𝘁𝗼𝗿𝗲𝘀 𝗮𝗻𝗱 𝗯𝗿𝗮𝗻𝗱𝘀 𝗮𝗿𝗲 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝘀𝘂𝗽𝗲𝗿 𝗯𝘂𝘀𝘆 𝘄𝗶𝘁𝗵 𝗹𝗼𝘁𝘀 𝗼𝗳 𝗽𝗲𝗼𝗽𝗹𝗲 𝘀𝗵𝗼𝗽𝗽𝗶𝗻𝗴. 𝘉𝘶𝘵, 𝘵𝘩𝘦𝘳𝘦 𝘢𝘳𝘦 𝘵𝘸𝘰 𝘤𝘰𝘮𝘱𝘰𝘯𝘦𝘯𝘵𝘴 𝘵𝘰 𝘺𝘰𝘶𝘳 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘵𝘩𝘢𝘵 𝘴𝘰𝘮𝘦𝘵𝘪𝘮𝘦𝘴 𝘨𝘦𝘵 𝘰𝘷𝘦𝘳𝘭𝘰𝘰𝘬𝘦𝘥: 𝘊𝘢𝘵𝘦𝘨𝘰𝘳𝘺 𝘔𝘢𝘯𝘢𝘨𝘦𝘮𝘦𝘯𝘵 𝘢𝘯𝘥 𝘚𝘩𝘰𝘱𝘱𝘦𝘳 𝘔𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨. 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗶𝘀 𝘁𝗵𝗲 "𝗦𝗰𝗶𝗲𝗻𝗰𝗲" 𝘁𝗼 𝗺𝗮𝗸𝗲 𝘀𝘂𝗿𝗲 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗶𝗻 𝗮 𝘀𝘁𝗼𝗿𝗲 𝗶𝘀 𝘀𝗲𝘁 𝘂𝗽 𝘁𝗼 𝘀𝗲𝗹𝗹 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗶𝘁 𝗰𝗮𝗻. 𝗧𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁 𝗶𝘁: • Is your brand or category for that matter easy to find and buy? • Did you plan cool holiday deals that people will love? 𝗦𝗵𝗼𝗽𝗽𝗲𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝘀 𝗮𝗹𝗹 𝘁𝗵𝗲 "𝗔𝗿𝘁" 𝗶𝗻 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝗺𝗮𝗸𝗲𝘀 𝗽𝗲𝗼𝗽𝗹𝗲 𝗯𝘂𝘆 𝘀𝘁𝘂𝗳𝗳. 𝗟𝗶𝗸𝗲 𝗱𝘂𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝗵𝗼𝗹𝗶𝗱𝗮𝘆𝘀: • Making the store feel exciting and festive. • Making shopping feel like a fun adventure. 𝗠𝘆 𝗧𝗮𝗸𝗲: Today the retail environment can be overwhelming across all categories and industries.   Simple Fact: People want shopping to feel special and easy. Brands that build Category Management and Shopper Marketing processes to collaborate with Sales, Product Marketing, and Supply can have the ability to: • Sell more stuff and make more money. • Make shoppers happier and keep them coming back. • Stand out from other brands. So, are you looking into the future on how to make your brand awesome for shoppers in the future? Reach out to your Category Management / Shopper Marketing department and challenge them to provide the Insights AND most importantly, the Strategy and Tactics to do it well. Happy to help, guide, consult, or just listen!  #CategoryManagement #ShopperMarketing #HolidaySeason #CatmanAnalytics