5 examples of how our shopper insights can drive true growth Roger Jackson, Global Vice President, Shopper Research: [email protected]Sal Fiordelisi, Program Lead, Shopper Intelligence USA: [email protected]Wade Duke, President, Shopper Intelligence North America, [email protected]Call Toll Free: 844-724-0047
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5 examples of how our shopper insights can drive true growth...5 examples of how our shopper insights can drive true growth Roger Jackson, Global Vice President, Shopper Research:
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5 examples of how our shopper insights
can drive true growth
Roger Jackson, Global Vice President, Shopper Research: [email protected]
Sal Fiordelisi, Program Lead, Shopper Intelligence USA: [email protected]
Understanding Role gives you ammunition for greater resources
The retailer cares about growing their business not yours.
Insights that build proposals will demonstrably drive additional revenue/profitfor the store are valuable. And your buyer needs to argue the case with his/her boss
Arguing for secondary display for Mexican meal components –
secondary siting
Mexican food is impulsive and
expandable
xx Rank (of 140)
n=414
Q9 You said you bought XXX in [RETAILER] on this particular shopping trip. Did you specially plan to buy XXX before you went to the store? (SR)Q12 What were the main reasons you planned to buy XXX on this occasion? (MR)Q14 What were the main reasons you decided to purchase XXX on this occasion? (MR)
Below benchmark (99.9% confidence)
Below benchmark (90% confidence)
In line with benchmark Above benchmark (90% confidence)
Everyday tea purchase are about routine, regular behaviour
Planned 79%
Tea
xx Rank (of 178)
56
Q9 You said you bought XXX in [RETAILER] on this particular shopping trip. Did you specially plan to buy XXX before you went to the store? (SR)Q12 What were the main reasons you planned to buy XXX on this occasion? (MR)Q14 What were the main reasons you decided to purchase XXX on this occasion? (MR)
Requested8%
Particular use3%
Regular purchase
68%
Promo trigger
4%
Try for a change
1%
No promo trigger
75%
Internet info0%
Advert0%
Catalogue3%
Coupon1%
30 177 116 159
54
133
Routine regular purchase hence simplicity crucial for Tea shoppers particularly in Everyday Black. Facilitate the shop with easy navigation, direction at shelf and in stock.
Everyday Premium Green Infusions
79% 58% 56% 61%
Tea (N=305), Everyday Black (n=121), Premium Black (n=50), Green (n=34), Infusions (n=38)
Whereas Premium teas are well placed to trade shoppers up with impulse purchasing
Tea
xx Rank (of 178)Q9 You said you bought XXX in [RETAILER] on this particular shopping trip. Did you specially plan to buy XXX before you went to the store? (SR)Q12 What were the main reasons you planned to buy XXX on this occasion? (MR)Q14 What were the main reasons you decided to purchase XXX on this occasion? (MR)
27%
Promo Trigger
13%
No promo trigger
11%
Display6%
Price/Specials
7%
Pack0%
Info In Store
2%
New3%
Unplanned 20%
123 106
116
117
Everyday Premium Green Infusions
4% 10% 12% 3%
Tea (N=305), Everyday Black (n=121), Premium Black (n=50), Green (n=34), Infusions (n=38)
Impulse driven by Price
Price offers trigger a greater impulsive response in Premium Black and Green tea shoppers.
Q9 You said you bought XXX in [RETAILER] on this particular shopping trip. Did you specially plan to buy XXX before you went to the store? (SR)Q12 What were the main reasons you planned to buy XXX on this occasion? (MR)Q14 What were the main reasons you decided to purchase XXX on this occasion? (MR)
% of shoppers
Requested9%
Particular use39%
Regular purchase
63%
Promo trigger
3%
Try for a change
2%
No promo trigger
88%
Internet info0%
Advert2%
Catalogue2%
Coupon1%
49 6 83 79
5
149
Top 10: PlannedParticular use
Cream 64%
Herbs 63%
Liquid Stock 49%
Herbs, Spices & Seasonings
44%
Mince 42%
Flour 39%
Cough and Cold products
38%
Batteries 37%
Medicinal 37%
Fresh Chicken Cuts 36%
Price is not as critical in these types of categories
A common reference - valued by retailers so highly effective for suppliers
“Shopper Intelligence is well embedded across the business at Coles. It is a key component in our suite of insights driving Customer and Category planning and is hard-wired into category level templates that Category Managers use to make decisions everyday (e.g. range reviews)”
David Brown, Category Insights Manager - Grocery Food, Coles Supermarkets, Australia
“Shopper Intelligence adds strong evidence to our category knowledge and completes past shopper research. Its innovative methodology gives a solid benchmarking of the role of our category in growing our retailers’ sales, allowing us to determine the right levers of action. A big advantage of the system is it’s quick to turn into action and present to buyers.”
Stanislas de Maleissye, Category Marketing Director,General Mills, France
This new system provides a more cost efficient and contextual solution than
multiple custom projects
Existing sources provide behavioral data
… but little forward looking “why” understanding from shoppers themselves
Historically, you need customised research to get any real insights about what shoppers think and want. That’s expensive, time consuming and often infrequent.
Scan Data
Panel
Loyalty Card
An Industry system provides significant cost economies, engages retailers better, andprovides unique benchmarking capability
BenchmarkingMeasures of shopper perceptions, attitudes, behaviors at a category level. 90% standardized, 10% customizable for any category. Insights from comparisons.
Large scale
Categories
Channels & Retailers
120+ quota’d sample per category, per retailer = huge sample for robust benchmarks, eg 260,000+
All major categories covered plus segment level detail to specific sponsor request. Highly granular
Propose all major channels: Supers, Mass, Club, Drug, Dollar, On line and specialists. 20 + major national and regional retailers quota’d and reported. One source to measure your whole business.
A large scale, cost efficient quantitative Industry program benchmarking Categories with Shoppers across Channels and Retailers
ShoppersShopper interviewed on line within 24 – 72 hours of shop so highly recent. Each evaluates one category and one retailer for depth of insight
Cost efficientLarge savings intrinsic from standardized shared fieldwork process and automated reporting. 30% cost of equivalent custom research