GREY Puerto Rico just launched GREY Shopper, a specialized business unit for Shopper Marketing, a practice that focuses on developing experiences to bring brands and shoppers together.
“At GREY Puerto Rico we are focused on providing our clients with integrated solutions. With this new business strategy, where we maximize the GREY network’s regional resources, we are able to bring to market talent that is highly specialized in Shopper Marketing,” said Carlos Laureano, VP managing director for GREY Puerto Rico.
The new business unit will work as a single team along with GREY’s Shopper Marketing hub for Latin America, located in Argentina, where one year after being created, it already boasts among its clients such brands as Coca Cola, Procter & Gamble, GSK and Johnson & Johnson, among others.
“The point of sale is the place where brands can generate truly disruptive experiences,” said Sean Graham, Shopper Marketing Business Director for GREY. “It is no longer about what can I sell you, but more about what can we experience together,” added Graham.
He said 78 percent of Millennials prefer paying for an experience before paying to buy something.
Grey Shopper Puerto Rico will have access to the breadth of resources and knowledge the hub in Argentina has to offer. This includes a series of proprietary research tools focused on shopper insights, strategic planning, industrial design, and measurement, as well as an experienced team of professionals with more than 10 years of practice designing shopper experiences.
“Keeping up to date with shopper trends in our market is vital, which is why GREY Puerto Rico’s team includes an experimented Research and Strategic Planning Director, who is continuously tracking shopper trends locally,” said Laureano.
“We no longer believe in online and offline, but instead in the integration of traditional, digital and experiential which we call ‘onlife’,” said Graham. “GREY Shopper develops ‘onlife’ experiences that accompany shoppers through their shopping journey, before, during and after they arrive at the point of sale,” said Laureano.
The Shopper Marketing division in Buenos Aires undertook a redesign project that transformed the concession area of a movie theater into a self-serve format, a move that resulted in an increase of the average individual purchase by 42 percent and of candy sales by 511 percent over a one-year period.
“This type of service, which can really transform the relationship between consumers and brands and have a positive impact on sales, is now available to clients in Puerto Rico,” said Laureano.
During a recent visit to the island, Graham and the Shopper Marketing team presented their services, as well as the most recent Shopper Trends study to a group of industry leaders, resulting in the onset of negotiations with potential new clients for GREY Shopper in Puerto Rico.