Client Facts
What does GWF stand for and what two countries do they operate in?
George Weston Foods; Australia and New Zealand.
Name one trend in shopper marketing.
[Not an exhaustive list]
Retailer media
Ecommerce
Omnichannel
Cookie elimination
Influencer marketing
QR codes
What does FMCG stand for and what does it mean?
Nearly everyone in the world uses fast-moving consumer goods (FMCG) every day. They are the small-scale consumer purchases we make at the produce stand, grocery store, supermarket, and warehouse outlet. Examples include milk, gum, fruit and vegetables, toilet paper, soda, beer, and over-the-counter drugs like aspirin.
Tell me what you like most about working at Foresight ROI.
No right answer!
What is Bush's mascot and what is his name?
Dog named Duke.
Name two common client objectives/questions for shopper measurement.
Defend budget/help make investment decisions
Prove the value of shopper to the organization
Understand shopper marketing event/tactic performance
Need a third-party vendor to objectively measure across their entire mix
What does DSD stand for and what does it mean?
Direct store delivery (DSD) is the term used to describe a method of delivering product from a supplier/distributor directly to a retail store, thereby bypassing a retailer's distribution center. This method is typically used by larger CPG companies with the money to fund their own distribution network. DSD improves sales performance because there is much greater control over retail shelf space.
What percentage of shoppers use 'search' when they are shopping on retailer websites/apps?
A. 42%
B. 53%
C. 61%
C. 61%
From the P2PI special report 'Shopper Behavior on Retailer Websites'
Name three Nestle brands.
Dreyers, Nestle Ice Cream, Haagen Dazs, Nespresso, Nescafe, Starbucks at home, Coffeemate, Tollhouse, Gerber, Nestle Pure Life, Perrier, Poland Spring, S. Pellegrino, Nesquick, Cheerios, Hot Pocket, Stouffers, Jack's, Tombstone, Digiorno, Lean Cuisine, Purina, Carnation
Name one way COVID has impacted/shifted our client's business/focus.
[List not exhaustive]
Customer retention (from increased number of consumers purchasing)
Supply chain (keeping products on the shelf to avoid out of stocks)
Better relationships with retailer partners (need to be flexible and dynamic)
A heightened focus on e-commerce (and omnichannel)
What does JBP stand for and what does it mean?
Joint Business Planning is a collaborative effort between the Brand and Retailer which involves open sharing of information. Shared information allows for the creation of a common, mutually agreed to business plan.
Name two brands with an animal mascot.
[List not exhaustive]
Chester Cheetah (Cheetos)
Tony the Tiger (Frosted Flakes)
BuzzBee (Honey Nut Cheerios)
Trix the Rabbit (Trix)
Mr. Owl (Tootsie Pops)
Polar Bears (Coca Cola)
Sonny The Cuckoo Bird (Cocoa Puffs)
Stork (Vlasic)
Toucan Sam (Froot Loops)
Charlie the Tuna (Starkist)
The Laughing Cow (The Laughing Cow)
What year was Del Monte founded in?
1886
What are two questions you can ask in a client meeting to better understand their business?
[List not exhaustive]
What are your company/team goals?
What are your biggest challenges at the moment?
How are you staying connected with your customers and shoppers?
What is a SKU and how is it different from a UPC?
SKU: A unique number (usually eight alphanumeric digits) assigned to an item by a retailer for the purpose of tracking and managing their inventory. The category of snack chips can easily have 40 SKUs, in various combinations of brands, sizes, and flavors. Pronounced ‘skew.’
How different: SKUs and UPCs are commonly confused. The difference is that SKUs are unique to a single retailer whereas a UPC is placed on the product by the manufacturer and applies to that product no matter what store is selling it. If two stores are selling the same product, that item will have different SKUs, but the same UPC.
Name two of our FROI best practices.
Full PTP
Multi-brand
Key season
Which of our clients has the tagline 'Wake Up To What's Possible' for one of their brands?
Bimbo (Thomas tagline)
Name two teams our reporting can be useful for.
Shopper marketing team (analysis of events/tactics)
Leadership (budget)
Brand team (how the investment performed)
What does omnichannel mean?
Omni-channel retail (or omnichannel commerce) is a multichannel approach to sales that focus on providing seamless customer experience whether the client is shopping online from a mobile device, a laptop or in a brick-and-mortar store.
Omnichannel retail is immersive and puts the customer, not your product, at the core. It’s about communicating in ways that are aligned with why they use a given channel and showing awareness of their individual stage in the customer lifecycle. Customers can purchase wherever they are—rather than treating channels as independent silos, omnichannel accounts for the spillover between channels and offers customer experiences within and between channels.
In essence, omnichannel removes the boundaries between different sales and marketing channels to create a unified, integrated whole. The distinctions between channels—onsite, social, mobile, email, physical, and instant messaging—disappear as a single view of the customer as well as a single experience of commerce emerges.
What is the difference between above-the-line and below-the-line marketing?
Above-the-Line Marketing – widespread brand-building advertising targeted to the general population (think national marketing)
BTL Marketing Definition: Below-the-Line Marketing – highly targeted direct marketing focused on conversions (think shopper marketing).