CASE STUDY DESCRIPTION:
Use behavioral shopper marketing techniques to develop multiple merchandising plans to support a critical program for Coca-Cola: the launch of their updated “contour” bottle in groceries, mass merch, c-stores and other channels.
- Thanks to working with clients such as Coca-Cola and McDonald’s, I’ve developed expertise in the behavioral practices that go into smart merchandising — doing “shopper marketing” before it went by the term.
- Not only do elements, kiosks, interactions or promotions need to grab attention, but they should work as part of a continuity of messages that direct specific in-store audiences to your product, and into making the decision you want — the sale.
- Analysis of consumer traffic patterns in different channels led to execution of 175 different collateral elements, each with their specific role to play in a particular channel’s plan-o-gram.