Turning a Page on the Calendar

Better shopper insights have helped retail calendars evolve from being strictly season, holiday and event (think summer, Christmas and Super Bowl) focused to those filled with tactical platforms and programs that are aimed at offering solutions for shoppers based on their given mindset and needs throughout the year.With best-in-class retailers blending insights from POS, loyalty cards, surveys and custom research, they have an ongoing "360-degree database into the shoppers' behavior," says Alison Chaltas, executive vice president, shopper & retail strategy, GfK. That enables retailers' platforms and programs to be more targeted to individual shoppers and stores.Seasonality isn't off the table since shoppers do tend to have a similar frame of reference and purchase-driving behavior at certain periods throughout a year. (See the attached "Retailer Promotion Guide" for examples of promotional calendars from leading retailers.) Seasons, holidays and events offer a starting point to form a calendar, but today retailers are offering more sustaining shopper programs that live beyond one sales period. "It's a more holistic way of viewing the seasons," says Richard Butwinick, president, MarketingLab, "as a way to reflect their overall value proposition and points of differentiation they want to communicate to the shopper throughout the year."As retailers' ability to deliver targeted messages to individual shoppers increases, Jim Lucas, executive vice president, global retail insight and strategy, Draftfcb, expects that their ability to become more strategic and collaborative with vendors "should increase dramatically." If conversion and redemption rates are boosted from the laser-like targeting, it makes sense for retailers to collaborate with manufacturers to provide relevant content for their shoppers, Lucas says. While large retailers typically have two meetings per year for most manufacturers to discuss calendars, the preferred vendors are probably getting more meetings and may even be sharing insights that shape a store's calendar.Retailers reluctant to share their calendars can be chalked up to a competitive marketplace. "The retail landscape is a first-mover game," says Jeff Skolnik, executive vice president and general manager, Blue Chip Retail Marketing. "Everyone wants to be first to market with new product launches, first to market with key shopping periods and first to market with new ideas. This environment is the reason that Christmas and winter holiday communication starts before Halloween actually occurs."Missed opportunities happen when retailers aren't forthcoming with calendar details. Even the most strategic and creative campaigns won't live up to their potential if launched too early or too late. When retailers do share their entire planning calendar as early as possible, everyone involved then works "off the same information," says Skolnik, "and toward the same goals."Many retailers are tapping into the shopper insight resources that an agency or a leading CPG is able to provide to identify new occasions and solutions around which to organize programs, says Laura Moser, executive director, retail strategy, G2. "The future is about defining events between the Super Bowls and July 4th holidays that are connective to targeted groups of shoppers, providing competitive advantage to particular channels of trade."Citing the "Walk with Walgreens" program, Moser notes that the drug channel is doing "an exceptionally great job of developing programs that go beyond the season and bring solutions that position the retailer as a health and wellness partner" – both meeting shopper needs and leveraging triggers that drive loyalty. Participants in Walgreens' online community are able to log their steps for rewards and coupons, watch videos and learn about charity walks.Chaltas finds that retailers are increasing their proprietary seasonal promotions, such as Walmart with its "wellness" displays. "There is one with Merck on Claritin and Coppertone that does a great job of flexing space based on seasonal needs," she says. "Claritin in the spring and fall. Coppertone in the summer."Meijer used its back-to-school 2012 campaign to increase enrollment in its mPerks mobile coupon program and "establish Meijer as a solution-filled destination for mom," Butwinick says. BTS "This is the Year" messaging was used in-store, at events and on social media and its website. Those enrolled in mPerks could obtain various coupons called "back to school bucks." The BTS focus on low prices included clothes and school supplies as well as food through its Meijer Mealbox. In addition to being a free meal planner, the online tool offers recipes, videos, coupons and even wine pairings.A major challenge in the continued evolution of calendars is how to make more refined and detailed ones – focused on specific segments or shopper interest groups. Large umbrella ideas, such as health and wellness, will have to be drilled down to make the shopper insights actionable. "A retailer may take the seasonal focus on health and resolutions for the New Year," Skolnik says, "and overlay a better-for-you, gluten-free campaign targeted to key categories."

Turning a Page on the Calendar

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