CCEP SHOPPER

To get the full value from marketing work

Marketing investments to grow consumer equation (more consumers, more occasions, bigger quantity) better pay off when Category Management takes care of the shopper equation (the "4 Mores": more shoppers, more often, more volume, more value).

A common language to better collaborate

Shopper makes your turnover and that of your customer. A shared understanding of the shopper facilitates collaboration with customers.

To Identify Category Drivers

• Lever analysis says "what"
• Shopper analysis says "who & why"

To Uncover Shopper Patterns

Understanding the underlying behaviors that drive sales.

Future-proof reasons

• More deeper insights through tech and cross-analysis (larger scale panel, behavior connected with attitudes)
• Shopper at the heart of Retailers decision process (KPIs integrated in tools, monetizing data)
• Quicker targeted actions

Implications for Category Managers

• Increase investment in shopper insights to continue driving collaboration
• 100% shopper driven: analyses / recommendations / selling
• From one action fits all to tailor-made and targeted action plans

Attitudes

Beliefs and perceptions towards brands and categories

Motivations

What drives the shopper to act

Habits

Established behavior patterns

1. Diagnose

Analyze demographics, behaviors, decision making

2. Recommend

Action plans on assortment, merchandising, price

3. Simulate

Calculate impact using 4 Mores

4. Impact

Turn impact into retailer KPIs

Demographics & Behavior

• Who are the primary shoppers?
• What is the demographic profile?
• What are the typical shopping missions?
• How frequently do they visit?

Decision Making & Experience

• What influences purchase decisions?
• Role of digital/mobile?
• How to improve in-store experience?
• How to simplify choice?

Assortment & Merchandising

• Segmentation and needs to cover
• Tailored assortment
• Signage and POS
• Shopping experience

Promotion & Price

• Annual promotion plan
• Targeted offers (SKUs, Shopper, Benefit)
• Price sensitivity
• Price clusters

Shopper Profile

• Urban Shoppers: Overweight of young adults & seniors
• Families: Overindex (15% sales) and growing
• Income: Higher than average

Behavior & Patterns

• Missions: Immediate consumption (40%) vs Take home (60%)
• Frequency: Beverages in 60% of baskets
• Peak Times: Lunch time & Evening (6-9 PM)

Assortment Strategy

Two separate assortments:

• Immediate: 1 SKU per need (Individual size)
• Ambient: 1L bottles, Multipacks (4x1L)

Merchandising & Promo

• Merch: Snacking section for immediate consumption
• Promo: Monthly activation, focused on 2 SKUs
• Price: 50cts savings in meal deals