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RDD Associate Learning Academy

Enterprise-wide Training, Education & Associate-development


RDD ASSOCIATES
Perishables Expertly Merchandised
April 13, 2015
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
1

RDD Associates Core Leadership Strategy

Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES


train, develop & reward VALUED ASSOCIATE RESOURCES build momentum to ensure

FUTURE ENTERPRISE SUCCESS!


What is RDDs

ASSOCIATE LEARNING ACADEMY?

An enterprise-wide training, education & associate -development process, that:

For every RDD position, identifies core skills, business processes /


protocols, technology enablers and best business practices / solutions
critical to delivering sales agency SERVICE EXCELLENCE
Provides a comprehensive portfolio of fundamental and advanced
training/education modules facilitating associate development and building
organizational capacity and performance

RDD Associate Learning Academy


Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

DIGITAL SHOPPER MARKETING at RDD


[I]
Course
Overview

[II]
Key
Elements &
Topics

[III]
Applications
&
Utilization

[IV]
Reference,
Recap &
Next Steps

Key Discussion Topics

Course Overview: Purpose / Rationale


Learning Outcomes & Objectives
Key Considerations & Resources
Methodology & Process
Appropriate Documentation
Case Study Examples
Getting Started Building Usage

Recap
Handouts & Reference Guide
Next Steps & Timeline

RDD Associate Learning Academy


Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Emerging & expanding marketing techniques and


digital toolbox to strategically engage targeted
shoppers to impact purchase behaviors:
WINNING THE 1st MOMENT of TRUTH for RDD BRANDS
Expedite trial and build base volume for new products

Build base volume and loyalty among current consumers


Reward loyal brand shoppers
Up-sell shopper to larger transaction sizes

Incentivize & reward shoppers for purchasing synergistic brands


Establish connectivity (conversations) with brand purchasers for future
engagement
Invest clients brand funding in a more efficient and franchise-building vehicles
RDD Associate Learning Academy
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Best-in-Class Activation of Impactful Shopper & Customer Marketing Initiatives Require:

Alignment of RDD Shopper Marketing Resources with Retailer & Client Agendas
SUPERMARKET PARTNER
Fundamental Standard

Basic
Receptivity
to Shopper
Marketing

1A

1B

Understands Role of
Shopper Insights

Loyalty Card Shopper Data


Collection and
Utilities

Seeking
Synergistic
Solutions

Internal
Structure
Supporting
Shopper
Marketing

2
3
CPG CLIENT (VENDOR) PARTNER
Clear Shopper
Strategy,
Objectives
and Metrics

Shopper
Marketing Budget
& Brand Funding

3A

Emerging

Premier

Actionable
Shopper
Segmentation

Robust
Engagement
Vehicles &
Technologies

Receptive to
Innovative
Shopper Solutions

3B

Structure
to Support
Shopper Marketing

RDD ASSOCIATES SHOPPER MARKETING CAPABILITIES


Clear roles &
responsibilities
within RDD

Strategic Client &


Customer
Targeting to
leverage RDDs
Scale

Activation of Resource Team


to Support Retailers &
Clients Programs

Post Program
Analyses to Gain
Insights & Sustain
Partnerships

RDD ASSOCIATES
Perishables Expertly Merchandised
5 Business Solutions Leadership - Breakthrough Results
Collaborative Partnerships

ShopRite Marketing - Whats Hot in 2015


Signature
Events

PPI
data

R
e
t
a
i
l
e
r

Website
& Mobile
Solutions

Digital
Coupons

e-commerce
SRFH

SNAP &
WIC

Extreme
Value
PriceRite

Priv Lbl
Fresh Fds

In-Store
Demos

Club
Sizes

MultiCultural

Foodserv
Prepd
Natural/
Organics

Health &
Wellness
solutions

Purpose
Marketing

Gas Disc
Promos

Shopper
RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results 6

Ahold Marketing - Whats Hot in 2015


Private
Label

R
e
t
a
i
l
e
r

e-commerce
peapod

CSM/EYC
Digital
Offers

Gas
Discounts

MultiCultural
Club
Sizes

Mobile
Apps
Purpose
Marketing
SNAP &
WIC

Natural/
Organics
Low-Cal
options

Foodservice
Prepared

Shopper
RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results 7

RDD Shopper Marketing Solutions Model


5) RDD (agency)

1) SHOPPER (customer)

CORE ROI:
Volumetric
Financial
Merchandising

HALO ROI:

STAKEHOLDER

VALUE

Emotional
Socialization
Philanthropic

PROPOSITION

4) THEME

(2 components for each)

(optional partner)

2) RETAILER

3) CLIENT (brand)
RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
8

RDD Digital Shopper Marketing Solutions Model


DIGITAL SHOPPER ENGAGEMENT TOOLBOX

RETAILER
B2C
Website

CLIENT
(CPG)
B2C
Website

S
O
C
I
A
L
M
E
D
I
A

Identify
thru
Loyalty
Card

Info,
Incentives

&
Coupons

S
H
O
P
P
E
R
S
E
G
M
E
N
T
S

Info,
Purchase
Incentives &
Rewards

In-store
Digital
Engagement
(Catalina)

Synergy
Offers

S
T
R
A
T
T
A
R
G
E
T
I
N
G

Digital
Coupons,
future
savings &
rebates

Mobile
In-Store

In-Store
Mobile
Digital
Engagement
(EzScan, Apps, QRC)

V
I
R
T
U
A
L
M
A
R
K
E
T

E-commerce
(delivered
or pick-up)

Web Ads
on
Retailers
Site

ShopRite EXCLUSIVE digital breakfast overlay shopper incentive enhancing


June is Dairy Month merchandising proposition at ShopRite

Situation Among targeted Top 30 shoppers, aspire to demonstrate


recognizable added promotional value on healthy favorite breakfast brands at
ShopRite-Dairy, by capitalizing on June is Dairy Month merchandising

Objective Build transaction size through multi-category purchase by


incenting targeted Top 30 shoppers to purchase milk, eggs and orange juice
during one trip

Insights

Top 30 segment predominantly family shoppers; breakfast


occasion still primarily sourced at home, 1st of the month pantry load
shopping behaviors; aggressive themed feature program driving dept sales

Strategy -

Target 200,000 Top 30 heavy breakfast item shoppers with


For You e-mail offer and option to load-to-PricePlus card $3.00 instant
savings on purchase of healthful breakfast favorites

Program $3.00 instant shopper savings with purchase of 1-64oz carton


Farmland Skim Plus Milk, 1-59oz carton Fla Nat OJ or Grapefruit and 1 dozen
Egglands Best Large Eggs Requirement - must purchase all three products
on same shopping trip; offer active May 31 June 15, 2013; items feature
promoted June 2-8, 2013

Results ~ 5% participation rate, delivering

1,500 multi-

item transactions
RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
10

ALL*STAR TAILGATING AT HOME Oct 13


Situation NFL tailgating season offers terrific opportunity to leverage
RDD brand portfolio for a major thematic synergy promotion

Objective Design & activate a digital tailgating promo at ShopRite that


targets & incentivizes shoppers to purchase participating RDD tailgating
brands either via ShopRite from Home service or in-store

Insights

SR s Top from Home and Top 30 segments are primarily


family shoppers likely to Tailgate at Home ; digital program facilitates
shopper promo across multiple brands in multiple perishable departments;
ShopRite from Home segment growing & natural tie-in for Tailgating at
Home theme

Strategy -

1) 10/5/13 targeted emails to 25,000 Top from Home


shoppers & 225,000 Top 30 shoppers who historically purchase
tailgating products; engage with For You email blast and option to load
to Price Plus Card instant savings offers and to submit sweepstakes entry.
2) Shopper Instant Savings Offer(s) available to load 10/5/13 thru 10/12/13;
3) Loaded Instant Savings Offer(s) must be redeemed by 10/12/13;
4) Participating sponsor brands may provide optional digital coupon offers

Program $10 instant savings with purchase of $20 sponsor brands


using SR from Home ; OR $5 instant savings with purchase of 5 sponsor
items; plus entry into Tailgating at Home sweepstakes; plus sponsor brands
have option to offer a SR digital product coupon running 10/13 10/25/13

RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
11

SHOPRITE - ST. PATRICKS DAY March 2014


Situation The St. Patricks Day timeframe offers an incremental sales
opportunity for the Baileys brand

Strategy

Utilize the holiday timeframe to leverage both the circular


and Shoprite.com to create an exciting consumer theme: Celebrate this St.
Pattys Day at Shoprite.com by entering to win a VIP trip to Ireland, courtesy
of Baileys Coffee Creamers

Program Ran March 8th through March 29th:

Front page week of 3/9 ad highlighting Baileys 16 oz at half price: 2/$3


Inside circular ad slick highlighting Baileys Trip Offer, new Baileys
flavors and a digital coupon available at Shoprite.com
Shoprite digital E-Coupon for $1 off 2 (limit one for redemption)
Shoprite.com advertisement highlighting the sweepstakes with a link
to the landing page for electronic entry

Prizes:

Grand Prize: a 6-night, 7-day trip for 2 to Ireland


Twenty (20) First-Place Prizes: A branded Baileys gift pack:
-A Baileys branded Contigo travel mug
-A Baileys branded tote bag
-Two (2) coupons for free Baileys Creamers

RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
12

SHOPRITE - ST. PATRICKS DAY May 2014


Program Results:

Baileys saw a volume increase of +26.5% vs YAG during the campaign period
This growth was greater than all other brands
The contest drove strong interest among Shoprite consumers:
In total there were 2,323 entries into the contest (over 3 weeks) with
1,718 unique entries
A Grand Prize winner from New York was awarded, and accepted, the
trip to Ireland
20 First-Prize winners have been selected and the fulfilment process is
underway
The E-Coupon averaged over 2,000 downloads/day and had a 30%
redemption rate

This was a highly successful promotion for the Baileys brand which
helped to drive volume growth, as well as excitement for the brand!
TOTAL Wakefern RMA
30.0

26.5

% Volume Chg vs. YAG


15.8

20.0
10.0
0.0
(10.0)

BAILEYS Creamers

Total Coffee Mate

Int'l Delight

Private Label

(20.0)
(30.0)

(23.7)

(20.8)

RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results
13

New at ShopRite from Home


PROGRAM OVERVIEW
ShopRite from Home has expanded their shopper
engagement program with weekly Splash Pages
Incentive programs for SRFH purchases: Buy $X, Save $Y
Splash pages have a tie-in theme (Seasonal, Holiday,
Solutions)
ShopRite creates the artwork at no charge to vendors
Actual cost based on unit fair share of the rebate
redemptions
Four (4) mfr coupons posted on each splash page
Excellent exposure for the brands: ShopRite.com, circular,
Splash page and email blast
RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results

2015 SRFH Theme Calendar


Potential RDD Tie-Ins
Q3 2015 ShopRite from Home
Organic Valley Protein Shakes (CONFIRMED)
Bests, Bar S, Axelrod, Great American

Week Of

Theme

4/5/15
4/12/15
4/19/15
4/26/15
5/3/15
5/10/15

Live Right Event


Home Run of Savings
Earth Day
Stock Up and Save
Cinco De Mayo Celebrations
Mother's Day & Spring Celebrations

5/17/15

Memorial Day BBQ

5/24/15

Outdoor Living & Entertaining

5/31/15

Easy Meals & Snacks

Italian Village, Yummy, Athenos, BelGioioso, Finlandia, Brownie Brittle/Pasta Chips, OnCor, Cohen's

6/7/15

Health & Beauty Aid Stock Up Event

6/14/15

Parties for Dads and Grads

Organic Valley
Best Provisions, Great American, BelGioioso, Friendly's, Cabot Chunks, HVG Chunks, Axelrod,
Floridas Natural

6/21/15

Backyard BBQ

6/28/15

Summer Fun

Campofrio Meats (CONFIRMED)


Finlandia, Earthbound Farms, Pictsweet, Friendly's, Galbani
Friendship, Axelrod, HVG Chunks, Cabot Chunks, Athenos, BelGioioso, Sorrento, Lindy's, Friendly's,
Great American

Best Provisions, Friendly's, HVG Chunks, Axelrod, Great American


Lindy's, Friendly's

Q4 2015 ShopRite from Home


7/5/15
7/12/15
7/19/15
7/26/15
8/2/15
8/9/15
8/16/15
8/23/15

Summer Can Can


Summer Can Can
Cool Off Multi Vendor Event
Sizzling Savings
Food for Being Fit
Health & Beauty Aid Stock Up Event
Meal Solutions
Back to School Savings

8/30/15

Labor Day BBQ Stock Up

9/6/15
9/13/15

NYWFF
Fall Clean-Up

9/20/15

Fall Football Tailgate Party

9/27/15

Halloween Multi Vendor Event

Floridas Natural
Friendlys, Lindys,
Bar S, Best
Churny Feta, Organic Valley Protein Shakes, Earthbound Farms, Floridas Natural
Organic Valley Protein Shakes
Great America, Best Provisions, OnCor, Yummy
Yummy, Egglands Best, Skim Plus, Organic Valley, Fiorucci, Finlandia, Floridas Natural
Great American, Best Provisions, BelGioioso, Axelrod, Brownie Brittle, Pasta Chips, HVG Chunks,
Cabot Chunks, Bar S, CampoFrio Meats

Great American, Best Provisions, BelGioioso, Axelrod, Brownie Brittle, Pasta Chips, HVG Chunks,
Cabot Chunks, Bar S, CampoFrio Meats, Tyson

RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results

3/1/15 - 4 Grain Eggs Digital Coupon


$.50 off 4 Grain Eggs- $1.99 wpp (net retail w/digital coupon $1.49)

Ad feature: 3/1/15
Expiration date: 3/14/15
Downloads : 43,855
Redemptions: 21,504
Redemption Rate: 49% (Average Dairy front page digital coupon red rate: 48%)
99% of redemption was on promotional week 3/1

Week of 3/1: Egg Category is up 6.1% ($164K) vs latest 4 week average


$600,000

Sales trend Latest 8 weeks

$518,508

$500,000

Redeemers

Promotional week:
Redeemers represent 15% of
buyers & 15% of sales

Sales

$400,000
$300,000
$200,000

$75,998

$100,000
$0
01/18/2015

01/25/2015

02/01/2015

02/08/2015

02/15/2015

02/22/2015

03/01/2015

Source: Price Plus Insights


Strictly Confidential / Property of Wakefern Food Corp

03/08/2015

All

4 Grain Eggs Digital Coupon


Promotion: 3/1 - 3/14/15, 2 Weeks
Pre Evaluation: 8/31/14 - 2/28/15, 26 Weeks
Week of 3/1: 21,504 4 Grain Digital Coupon
Redeemers purchased & spent $76K on these
sale items
62% (13,428 PPCs) of the customers were
new item buyers vs. the prior 26 weeks.
4% (781 PPCs) of the customers were new to
the category (33000-Eggs) vs. the prior 26
weeks.
Volume was primarily sourced from Private
label (48%) & Egglands Best (32%)
Source: Price Plus Insights
Report: Source of volume
New vs 26 weeks

Source: Price Plus Insights


Strictly Confidential / Property of Wakefern Food Corp

4 Grain Egg
Redeemers

4%

Existing
Category
Buyers

96%

New
Category
Buyers

4 Grain Eggs Digital Coupon


3,508,741
All Shoppers

21,504
Redeemers

$499M (+8.8%) Sales

$4.9M (+32%) Sales

9.2M (+4.5%) Trips

89K (+26%) Trips

$54.11/Trip

$55.14/Trip
(+2% vs all)

$142/PPC

$227/PPC
(+60% vs all)

Time frame:3/1-3/14/15 vs ly
Source: Price Plus Insights
New: 3/1-3/14/15 vs fy14 and fytd w/e 2/28/15

20,605
Like Shoppers
& Redeemers

18

$4.7M (+31%) Sales


$55.34/Trip
$230/PPC
(+62% vs all)

850
$147K (+64%) Sales
Redeemers
$49.10/Trip
new to the
Digital coupon $173/PPC
(+21% vs all)
center
49
$7K (+100%) Sales
Redeemers
new to Digital $67.65/Trip
coupon center $144/PPC
& SR

Source: Price Plus Insights


Strictly Confidential / Property of Wakefern Food Corp

RDD DIGITAL SHOPPER MARKETING SOLUTIONS STRATEGY & TARGETING MAP


BRAND
CATEGORY

UN

UN

Est #
Shps
Est #
Shps

Quick to Close

Build the Base

Just Rewards

(Build Trial)

(Build Frequency)

(Build Transaction Size)

Competitive
Set

New
Solution

Extend
Franchise

Loyalists

Occasionals

Lapsed

Loyalists

Occasionals

Social Media
E
n
g
a
g
e

T
o
o
l
s

D
i
g
i
t
a
l

I
n
c
e
n
t
i
v
e

Retailer Seg. Progs


E-Mail Blast
Web Advertising
Print Tie-In

Coup Center (ROP)


Coup Ctr (For You)
Pre-Load to Card
Portfolio Savings
Catalina Rewards

RDD Associate Learning Academy


Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Fit &Delicious
Digital Marketing Support Strategy at ShopRite

Wakefern/ShopRite April - October, 2015


Floridas Natural Fit & Delicious 60 Calorie Beverages, 59 oz pck
1) ShopRite PPI Shopper Segmentation Use PPI custom sort capabilities to
identify target shoppers based on three (3) criteria:
Quick to Close likely early low-calorie beverage adaptors, driven by ShopRite PP

shopper purchase history with Trop 50 (est. 300,000 active Trop 50 purchasers identify top 75,000)
Just Rewards target loyal Floridas Natural consumers for special offers on NEW, Fit &
Delicious
Build the Base custom segmentation driven by shopper purchases of a market basket
of low calorie food offerings across the entire store (suggest compiling a list of low calorie category
leading skus; identify the top 100,000 calorie-conscious shoppers)

(No Charge to PPI Supplier Partners)

2) Price Plus Targeted E-mail Campaign - Introducing NEW, Fit & Delicious
to current Trop 50 shoppers:
Two (2) flights targeting Quick to Close (timed pre-Easter and pre-Memorial Day)
75,000 each event; $.05 fee each E-Mail circulated (total $7,500)
Save $1.00 on NEW Fit & Delicious digital coupon to E-mail recipients; click
load-to-card (8 cents each; est 37,500 downloads total; $3,000 fee)
Redemption Estimates 9,375 (total) at $1.00 face value + $0.08 handling on actual
redemptions (est $10,125)

Fit &Delicious
Digital Marketing Support Strategy at ShopRite

Wakefern/ShopRite April - October, 2015


Floridas Natural Fit & Delicious 60 Calorie Beverages, 59 oz pck
3) Price Plus Targeted E-mail Campaign - Introducing NEW, Fit &
Delicious to loyal Floridas Natural shoppers:
One (1) flight targeting Just Rewards (timed June is Dairy Month)
50,000 circulation; $.05 fee each E-Mail circulated (total $2,500)
Save $1.00 on NEW Fit & Delicious digital coupon to E-mail recipients; click load-tocard (8 cents each YouTech; est 17,500 downloads total; $1,400 fee)
Redemption Estimates 4,375 (total) at $1.00 face value + $0.08 handling on actual
redemptions (est $4,725)

4) Price Plus Targeted E-mail Campaign - Introducing NEW, Fit &


Delicious to Calorie-Conscious shoppers:
One (1) flight targeting Build the Base (timed early May)
50,000 circulation; $.05 fee each E-Mail circulated (total $2,500)
Save $1.00 on NEW Fit & Delicious digital coupon to E-mail recipients; click
load-to-card (8 cents each YouTech; est 4,500 downloads total; $360 fee)
Redemption Estimates 1,125 (total) at $1.00 face value + $0.08 handling on actual
redemptions (est $1,215)

Fit &Delicious
Digital Marketing Support Strategy at ShopRite

Wakefern/ShopRite April - October, 2015


Floridas Natural Fit & Delicious 60 Calorie Beverages, 59 oz pck
5) Targeted Price Plus Digital Coupons - Save $1.00 on NEW, Fit &
Delicious at ShopRite
Three (3) events, timed July, September & October, timed for non-promotion weeks
Landing page option ($1,000 fee/event, total $3,000)

Maximum 75,000 targeted circulation/event (combo Quick to Close and Just Rewards;
no circulation fees)
$0.08 per coupon download fee (YouTech; est 15,000 downloads each; total $3,600)
Est redemption 3,000 each event (est cost $1.00 face value + $0.08 handling $9,720 total)

6) Digital Savings Coupon - Save $1.00 on any 2 pcks Floridas Natural at


ShopRite
One (1) event timed with regular feature (2/$5.00)
Print circular ad to reference digital offer at SR.com (2/$4.00 with digital coupon)
No download limit; $0.08 per coupon download fee (YouTech; est 100,000; $8,000 cost )
Est redemption 30,000 - $1.00 face value + $0.08 handling (est $32,400)

2015 Field Test Business Plan

exclusively at ShopRite

Japans #1 selling smoked sausage

SCHAU ESSEN

Field Test

Situation NH Foods Ltd., the 4th largest meat packing firm in the world, and leading supplier in

Japan, markets the #1 premium smoked sausage in Asia - SCHAU ESSEN. They now choose to introduce
the brand in U.S., beginning with a field test with a best-in-class supermarket chain for the 2015 peak
smoked sausage selling season.

Insights - SCHAU ESSEN Premium Smoked Sausage has unique ULTRA-PREMIUM product

attributes and is positioned in the premium dinner sausage segment, which is growing at 2 times
the category, with its highest selling velocity is in the April-October BBQ season. While most premium
offerings use chicken-based formulas, SCHAU ESSEN is made from 100% select imported fresh hams.

Strategy - Secure a chain-wide field test in ShopRite stores for the 2015 prime consumption

season, and support with aggressive price-discount feature promotions, plus a broad portfolio off

impactful shopper/digital marketing vehicles, unique to ShopRite.

Program - Two skus, line-priced. A variety of regular-feature and hyper half-price offers.
Multiple digital coupon offers, with targeted email blasts and web-based advertising.

Projected Results Projecting sales of 12,000 -17,000 cases at ShopRite during peak selling
season, with retail sales approaching $600,000
600,000
500,000
400,000
300,000
200,000
100,000
-

PREMIUM SEGMENT UNIT SALES AT SR

Unit Sales

26 Weeks Ending
April 12, 14
371,132

26 Weeks ending
Oct 12, 2014
562,952

$3,000,000
$2,500,000
$2,000,000
$1,500,000
$1,000,000
$500,000
$Dollar Sales

PREMIUM SEGMENT DOLLAR SALES AT SR

26 Weeks Ending
April 12, 14
$1,781,434

26 Weeks ending Oct


12, 2014
$2,702,170

What makes SCHAU ESSEN a differentiated,


ULTRA-PREMIUM consumer offering

SCHAU ESSEN

Current offerings

Fresh trimmings from 100%


select, lean, imported hams

Most brands either chickenbased or mixed proteins

Authentic Old-world
Taste Experience

Select, natural sheep casings for


genuine SNAP eating sensation

Either skinless, collagen or hog


casings

Superior manufacturing
standards

Natural wood smoked for superior


taste & appearance

Most brands are lightly smoked


using a liquid process

Marketing program with 100%


utilization of ShopRites
marketing tools & vehicles

Untargeted & under-funded


shopper engagement

Flexible production &


logistics

Manufactured locally & just-intime inventory for superior


service & freshness

Mass produced & inventoried


out-of-market area

Exclusivity with
ShopRite shoppers

ShopRite exclusive
supermarket with SCHAU ESSEN
for 2015 selling season!

CRITERIA
ULTRA-PREMIUM
ingredients

Integrated Shopper
Marketing support

All brands available in all


outlets, including alternative
channels
27

SCHAU ESSEN Field Test Shopper/Digital Strategy


Wakefern/ShopRite - May thru October, 2015
SCHAU ESSEN Premium Smoked Sausage (Classics & Special Longs); 11oz PK

1) ShopRite PPI Shopper Segmentation Use PPI


database to identify Quick-to-Close target
shoppers based in actual purchases of premium smoked
sausage in 2014
Target brands include: Al Fresco, Aidells, Thin n Trim & Johnsonville
Identify ~50,000 based on PricePlus card purchases
Further segment to identify Digital-Savvy shoppers vs. non-digital
coupon users
Digital-Savvys (estimate 15,000) - to receive e-mail blasts, For-you digital
offers, etc.
Identify top 10,000 Digital-Savvy Traditional Smoked Sausage shoppers to fill-in
with e-mails and offers when needed
Non-digital coupon shoppers to be targeted with ShopRite/Catalina programs
(estimate 35,000)

Segmentation fee - $1,500 from Wakefern

SCHAU ESSEN Field Test Shopper/Digital Strategy


Wakefern/ShopRite - May thru October, 2015
SCHAU ESSEN Premium Smoked Sausage (Classics & Special Longs); 11oz PK

2) Price Plus Targeted E-mail Campaign - Introducing NEW

SCHAU ESSEN exclusively at ShopRite


Two (2) flights (timed May (pre-Memorial Day) and July)
Target Quick-to-Close Digital-savvy premium & traditional
smoked sausage shoppers
Top 25,000 for each event; $.05 each E-Mail circulation fee
Pre-Load Save $1.00 on NEW SCHAU ESSEN Premium Smoked Sausage
digital coupon to E-mail recipients (no coupon load fee)
Redemption Costs - $1.00 face value + $0.08 handling on actual
redemptions (est $1,000)

SCHAU ESSEN Field Test Shopper/Digital Strategy


Wakefern/ShopRite - May thru October, 2015
SCHAU ESSEN Premium Smoked Sausage (Classics & Special Longs); 11oz PK

3) ShopRite/Catalina Targeted Campaign - Introducing NEW

SCHAU ESSEN exclusively at ShopRite


Two (2) flights (timed May (pre-Memorial Day) and July)
Target Quick-to-Close non-digital premium smoked sausage
shoppers
Top 35,000 for each event; $.045 download fee for each printed
coupon (est $300 each)
Save $1.00 on NEW SCHAU ESSEN Premium Smoked Sausage Catalina
coupon to recipients
Redemption Costs - $1.00 face value + $0.08 handling on actual
redemptions (est total $3,000)

Wakefern/ShopRite - May thru October, 2015


SCHAU ESSEN Premium Smoked Sausage (Classics & Special Longs); 11oz PK

4) Targeted for you Price Plus Digital Coupons - Save $1.00 on


SCHAU ESSEN exclusively at ShopRite
Two (2) events, May & September, timed with regular features promos ($3.99)
Landing page option ($1,000 fee/event)
25,000 for you targeted Quick-to-Close shopper distribution per event
$0.08 per coupon download fee (YouTech; est 6,250 downloads each)
Redemption Costs - $1.00 face value + $0.08 handling (est $2,700 total)

5) Digital Savings Coupon - Save $.50 on SCHAU ESSEN exclusively at


ShopRite
One (1) October fest event timed with hyper Price Plus feature ($2.99)
Circular to reference digital offer at SR.com ($2.49 with Digital Coupon)

No download limit; $0.08 per coupon download fee (YouTech; est 20,000)
Redemption Cost- $.50 face value + $0.08 handling (est $2,900)

Wakefern/ShopRite - May thru October, 2015


SCHAU ESSEN Premium Smoked Sausage (Classics & Special Longs); 11oz PK

6) Targeted ON STAGE In-Store Demos Try NEW


SCHAU ESSEN exclusively at ShopRite
Two (2) flights, May & June, timed with features promos ($3.99 and
$2.99 PricePlus)
Shared with another non-competing vendor; each demo 6 hours
Target 150 stores with heavy smoked sausage consumption (PPIsourced)

$115.00 est total cost per demo (billed by Wakefern); total cost $17,250
Save $1.00 coupons distributed at demos; est. redemption cost 35
coupons each at $1.00 face value + $0.08 handling (est $5,700 total)

Select 1 client and


target customer to
apply RDD Digital
Shopper MAP

By 5/1/15

Work with RDD


Business Insights to
prepare
customer/client
presentation for
digital solution

By 5/29/15

Schedule
customer/client
presentation(s) for
June

By 6/26/15

Field activation at
customer August or
September 2015

By 9/30/15

moving forward DIGITAL

SHOPPER MARKETING at RDD

Any Questions, Comments or Ideas?

Thank you for your


participation!!!

RDD Associate Learning Academy


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