Our expertise - The Quantic Group

Winning the shoppers spend

With consumers more distracted than ever, brands and retailers are turning to shopper marketing to cut through the clutter. At Quantic we believe that with more shoppers waiting until they’re in aisles to decide which brands to choose, brand owners need a proven system for winning their spend.

Observe, orientate, orchestrate

The process of engaging the consumer along their entire path to purchase has become a challenge. The buyer journey from awareness to consideration to conversion is increasingly fragmented, rarely linear and increasingly driven by value for money. At Quantic we like a challenge! Our approach focuses on:

the continuous use of shopper insights to understand current behaviours, barriers and triggers
integrating category strategy and RGM recommendations
zeroing in on the critical drivers to pursue at different stages of the shopper journey including ‘test and learns’ on the impact of retail media
developing ‘pictures of success’ and using them as the basis for decision making
engaging customers as the execution gatekeepers.

77%

77% of all consumers use multiple channels to shop. (Harvard Business Review)

Engaging the modern shopper

Target the most valuable consumers and shoppers

Understanding the rules of the category.

Insights into the category dynamics enable winners to hone in on the consumers and shoppers they need to win and what they need to do to win them. They understand who they are really competing against and how shoppers make decisions between brands.

Communicate with consumers and shoppers in and out of the store

Invest just enough.

Given intense margin pressures, suppliers need to ensure they don’t overspend as they strive to win the critical battles. Winners spend their marketing pounds where they can most influence their target shoppers.

Provide enough choice and motivate shoppers to spend more

Leading brands offer the right range of products.

Provide just enough choice for target shoppers and include cues to trade up to higher price points. Assortments should create visual impact and enable the shopper to navigate the category.

Be proactive and thoughtful with promotions

Balance the quality of sale with the quantity sold.

Winners align promotions with brand strategy, pricing and trade terms, and maintain a clear understanding of the profit pool (the total amount of profit earned throughout the value chain and by whom).

Test and learn with retail media

It’s the fastest growing revenue stream for retailers.

With the proliferation of media channels, it has never been easier for companies to reach consumers and shoppers. Retail media has the potential to revolutionise how brands speak — and engage — with consumers/shoppers, making it a powerful strategic tool in a marketers’ toolkit.

Efficient execution is key to delivering a return

A repeatable model is a powerful guide.

Delivering the lowest possible cost of execution is critical — from how marketing and sales resources are allocated, through to assortment, promotions and in-store execution capability.

Our approach

Closing the shopper conversion gap requires the connection of mental and physical availability to overcome the barriers that interrupt and influence the shopper on their path to purchase.

Our approach is underpinned by proven tools and frameworks to help identify and execute shopper opportunities.

Becoming a shopper-centric business

Establish business processes and ways of working to integrate shopper and shopper marketing as a focus area.
Map the interfaces with other commercial inputs like category, brand and revenue growth management.
Functional design and structures connected to the scale of ambition.

Developing shopper strategy

Translating category strategies into clear shopper strategies in relevant channels with the intent to close the conversion gap.
Creating channel relevant pictures of success.
Establishing executional ways of working with in-house and/or external resources.

Building shopper related capability

Assess current capabilities and establish shopper related competencies.
Develop shopper marketing understanding across functions.
Upskill in functional shopper marketing expertise.

Example project

Influencing the shopper journey

Bringing the shopper into brand activation

Problem

The client had an established a shopper-centric approach which was focussed primarily on customer activation. Their challenge was how to integrate shopper thinking to their brand activation plans which were traditionally consumer led.

Approach

Working with the client we jointly undertook a detailed review of existing shopper insight across lead markets and at global level. The purpose of this was to understand category and brand shopper behaviour, triggers and barriers related to mental and physical availability.

This was the foundation for a mapping of a 10 stage ‘shopper journey’ for the category that the brand played in. For each stage there was insight to support why it was needed, the detailed content required for successful shopper engagement, and how shoppers connect to other elements of a brand’s marketing mix.

Outcome

An iconic shopper journey visual and process roadmap for use by brand, sales and category teams at all levels of the business.
Widespread adoption in 40+ markets.
Application of the codified principles to brand activation.
Integration of the activation to customer plans which secured execution across on/offline customer touch-points.
The changes in shopper behaviour benefitted the customers category performance and improved brand metrics.

The channel pictures of success have made executing the category strategy really executional. We’ve started to influence the behaviour changes required to unlock category growth.

Commercial Growth Director

Shopper Marketing has been a really grey area in our business. Now it’s clear. Some of the activity we’re implementing has been co-created with customers. That’s a real first for us.

Shopper Activation Director

We never used to think of OOH Operators as ‘shoppers’. We always though of them as ‘users’. Now we think of them as both and have created direct to operator programmes that are really value added and make buying easy through links to their preferred wholesalers. We’re now creating demand and orders.

Global Marketing Director

The workshops that Quantic led with customers to co-create shopper programs and reimagine the aisle are now starting to be implemented. Not only that but the trial secondary sitings secured in chilled with food pairings have proven incremental category sales. We’re now working with Store Operations to see how it can go beyond a trial.

Category and Shopper Activation Director

Shopper Influencer clients

Our offers

Demand Creator

Creating brand growth by better meeting the needs of consumers through the development of a category growth strategy and execution via category-based selling and category management.

Shopper Influencer

Developing organisational behaviour to bring the shopper in focus through building strategies and capabilities that close the shopper conversion gap for categories and/or brands across different missions and channels.

Customer Engager

Building stronger customer relationships to broaden and deepen conversations about mutual value creation through customer intimacy, planning and engagement.

Profit Generator

Supporting clients through capability or analysis to proactively manage their portfolio across channels and customers creating optimum value and/or profitability.

Sustainability Integrator

Helping brands to authentically integrate sustainability across their value chain and build capability to engage customers in sustainability conversations.

Capability Builder