Beirut International Franchise Forum Panel 2: In-Store Marketing Strategies & their Influence on Customers’ Spending Mr. Volkan Keskinoglu President POPAI Turkey

INSTORE MARKETING VOLKAN KESKINOGLU POPAI TURKEY PRESIDENT

Old MarketingNew Marketing Product-Brand Management Sales Marketing at Sales Point Product-Brand Management Sales

In alliance with the consumers’ life style, technology, and innovations in time, MARKETING is changing every day..

The things that we can not even dream of are now a part of our daily life Year Year Sending a letter to a million people was seen as a dream It’s just a click away to send a letter to a million people

“I’ll open a shop and sell product units each day (80 million per year). I’ll have millions of product varieties in my shop. Approximately 4 million people will visit my shop daily and I’ll made 22 million $ worth of sales every single day!” Year

Jeff Bezos established Amazon.com in 1994!

As the final point of MARKETING, the store is also keeping up with this change…

3 CULTURES POINT OF SALES Retail Consumer Marka

The important change in the “Consumer Psychology”...

SHOPPING PSYCHOLOGY Activities Store Atmosphere Consumer Psychology Shopping Psychology Sales Point

(70%) INSTORE PURCHASE DECISIONS Kaynak: POPAI Consumer Buying Habits Study/Meyers Research Center UNPLANNED PURCHASE PURCHASE WITH ALTERNATIVES GENERAL PLANNED PURCHASE PLANNED PURCHASE

CONCEPT ENTEGRATION AT SALES POINT

It is the continuation of all media activities and embody them. The consept of brand and retail are in harmony.

THE EFFECT OF CONCEPTUAL PRESENTATION AT SALES POINT Source: POPAI Consumer Buying Habits Study/Meyers Research Center TV = 1 TV + PRINT = 3 TV + PRINT + SALES POINT = 7

Conceptual Presentation It’s not a concept by itself; it is the presentation of the brand’s main concept at sales point. It’s not a concept by itself; it is the presentation of the brand’s main concept at sales point. It is the continuation of all media activities and embodies them. It is the continuation of all media activities and embodies them. It should include all messages that should reach the target audience. It should include all messages that should reach the target audience. The consept of brand and retail are in harmony. The consept of brand and retail are in harmony.

The Stages of Conceptual Presentation Strategy ve Program Management Design Prototype&Testing Production Field Examination and Reporting IMPROVEMENT

IS THE CREATION OF PRESENTATION SYSTEMS AT SALES POINT “CONCEPTUAL” ? IS THE CREATION OF PRESENTATION SYSTEMS AT SALES POINT “CONCEPTUAL” ?

PRODUCERS PURCHASE COMPANY SALES & MARKETING The needs of instore presentation The needs of instore presentation RESULT BRANDBRAND BRAND BRAND CONCEPTUALPRESENTATION ORGANIZATIONAL ACTION

A B O V E T H E LI N E B E L O W T H E LI N E StrategyCreative Design ProductionExecutionFeedback Advertising Agencies Creative Design ProductionDeploymentFeedback POP Strategy AGENCIES BRAND DESIGN COMP MANUFACTURERS PROMOTION AGENCIES PROMOTION AGENCIES BRAND RESEARCH AGEN.

Sales & Marketing ‘Briefing’i Field WorkDesign&Prototype Production Sales Team Education Placing& Setting up Evaluation & Feed Back Implementation

DO DIFFERENT ACTIVITIES/POSITIONING HAVE DIFFERENT EFFECTS HAVE DIFFERENT EFFECTS AT SALES POINT? POPAI/K MART PROCTER&GAMBLESTUDY

WEEKLY SALES INCREASE INDEX - (100) Kaynak: POPAI/Kmart/Procter & Gamble Study Standart Shelf Floor Stand Second Exhibition Shampoo Tooth Paste Caffee Toillette Paper

SALES INCREASE RATIOS-(%) Source: POPAI Consumer Habits Research Corridor Store Entrance (Gondola) Store Entrance (Gondola) Store Exit Store Entrance Store Entrance (Single) % Sales Increase (Standart Shelf Sales Ratio)

THE EFFECT OF INSTORE ACTIVITIES ON CONSUMER

THE EFFECT OF INSTORE ACTIVITIES ON CONSUMER 42% 26% 22% Source: POPAI Consumer Buying Habits Study/Meyers Research Center Products purchased, HAS AT LEAST ONE PRESENTATION HAS EXHIBIT UNIT HAS VISUAL POP MATERIAL

THE EFFECT OF INSTORE ACTIVITIES ON CONSUMER Exhibition Unit: Exhibition Unit: 44% Visual Materials: 29% Coupons: 16% Experimentation Stands: 16% Instore Announcements: 2% Source: POPAI Consumer Buying Habits Study/Meyers Research Center The Ratio of Consumers’ Recall of Sales Point Activities

IMPORTANT POINTS IN SHOPPER MARKETING SHOPPER MARKETING

1. The instore conditions should be taken into consideration Product variety Limited shelf area Being next to the competition Lighting Limited place usage etc..

2. It should help the brand to communicate with its target consumer

3. It should promote the sales

4. It should be accepted that sales point is now also a media/communication point

THANK YOU Volkan Keskinoglu POPAI TURKEY PRESIDENT