The planning of the 2013 Retail Marketing and Merchandising Conference (RMMC) is in full swing. We have secured the venue, the beautiful Scottsdale Plaza Resort, we have launched the website and now we are busy securing talented industry leaders and speakers who will present a wide array of educational and informative topics during the course of the event. The planning team is delighted to introduce our first key-note speaker, Lily Lev-Glick, with Shopper Sense.
For more than two decades, Lev-Glick has researched, explored and analyzed shopper behavior, purchase motivations, and how retail environments impact decision-making. This experience has led her to be recognized as one of the most respected and effective strategists in the field of Shopper Insights. As principal of Shopper Sense she works with retail merchandising agencies, brands and retailers to create solutions to the challenges of a rapidly changing shopper and retail marketplace. In 2012, POPAI called on Lev-Glick to oversee the execution of the Shopper Engagement Study, the largest in-store audit in history and the first study of its kind to combine shopper interviews, eye-tracking, and EEG technology to understand shopper behavior.
Lev-Glick holds an MBA in Marketing from Adelphi University, has served as distinguished faculty for the Path-to-Purchase Institute, and has presented at many industry events including the Shopper Insights Conference, The In-Store Marketing Summit, Shopper Marketing Expo, Category Management Conference, POPAI Masters Program and Global Shop. She is a featured author in the soon to be released book, The Power of Point-Of-Purchase Advertising: Marketing at Retail and has served as an industry expert for a variety of trade and business media.
Lev-Glick will lead the General Session topic on Monday April 29th entitled Busting the Barriers - Understanding Today’s Shoppers for Success with Tomorrow’s Retail Marketing and Merchandising Programs. With the convergence of social media, economic uncertainty and a growing generation of shoppers empowered by mobile devices, shoppers are changing at breakneck speed and retail marketers cannot always keep up. Through case studies, extensive research, and real-world examples, attendees at this session will gain insight into the complex shopper of today. Attendees will walk away with an understanding of the shopper decision-making process and how to optimize the store with these trends in mind.
In the afternoon, Lev-Glick will present a breakout session in the Changing World track. The session - Creating Solutions to the Challenges of Today’s Complex Retail Landscape - will brainstorm and formulate concrete solutions to common problems at retail by using information and insights gained during the general session. Through vigorous involvement and a dynamic exchange of ideas, participants will drill down into various priority issues.
We encourage you to take advantage of the early registration fee which is available until December 31st, 2012. In addition, we have also launched a Group conference rate for those companies who wish to bring more than one person to the event. Visit the official RMMC website for more information and to register today!
On Tuesday, we wrote about some mounting evidence that execution at-retail is more important than ever. In the mean time, POPAI released findings from its 2012 Shopper Engagement Study that add even more compelling data. Among the most eye-catching finding is that 76 percent of purchasing decisions are made in-store. This was one of five key findings of the study.
Although shoppers are more empowered than any other time before, they still depend on at-retail marketing and branding initiatives to make most of their buying choices. The 76 percent figure was based on pre and post shopping interviews. The message is clear that trading partners who value in-store marketing are at a key advantage.
Display activities seem to single out brands from their competition. Putting items on display seems to provide a head start to ending up in the shopping cart. The study found that nearly 1 in 6 brand purchases are made when a display with that brand is present in store. Going further into the research, displays geared toward female, stock-up shoppers enjoy the greatest success.
Retailers have plenty of opportunities to embrace techniques that can enhance the in-store experience. The study suggests using displays in secondary locations or working with suppliers to develop custom display material to enhance the experience. Retailers seem to be catching on. In 1995, 47 percent of displays were placed in secondary locations. That number has risen to 60 percent by 2012.
Creativity in at-retail marketing is important. The shopper has an overwhelming number of choices to make while in the store. Compelling and visual cues help to engage the value proposition of the product. Fifty-six percent of shoppers said they recall seeing in-store displays with endcap and free-standing being the most recognized. Capturing the consumer eye resulted in 66 percent turning into purchases.
Shoppers are not very accurate at planning their spend at-retail. Most miss their goal by 35 percent, either high or low. Even taking impulse items out of the equation, 57 percent still spend more than planned. Impulse item buyers spend over 200 percent more than they planned.
For members of the at-retail merchandising and marketing service industry, these five key findings point out one major overall message. The hearts and minds of shoppers are still there for the taking at the in-store level.