Epson POS (Point of Sale) Survey A survey conducted by Coleman Parkes Research for and on behalf of Epson and Splash PR Final Results - Spain October 2012
Epson POS (Point of Sale) Survey A survey conducted by Coleman Parkes Research for and on behalf of Epson and Splash PR
Final Results - Spain October 2012
Survey Background
• This study is based on 500 carefully controlled, detailed online surveys with these job functions:-
1
Number of interviews for Country
Number of interviews for Job function
120
Marketing Manager for a consumer
product
130
Brand Manager for a consumer product
250
Brand or promotions or marketing specialist
for a retailer
500 TOTAL
100 100 100 100 100
Total
500
• The questionnaire was designed by Coleman Parkes Research and Epson.
• All fieldwork was undertaken during August 2012. All online research was undertaken under the strict rules of ESOMAR and the MRS.
• This presentation covers the overall results and includes specific results for Spain
Q.1 Which of the following factors currently impact the type of signage that you use when promoting your products in-store? - Print
Multi-code
Base: Total Respondents % Slide 3
60
56
45
77
66
45
46
50
74
89
13
78
70
30
33
55
0 10 20 30 40 50 60 70 80 90 100
Age based demographics
Gender based demographics
Regional based demographics
The location where people will see it
The available budget
The objectives of the campaign
The type of product being promoted (e.g. highend versus mass market)
Duration of the campaign
Spain
Total
Q.1 Which of the following factors currently impact the type of signage that you use when promoting your products in-store? - Electronic
Multi-code
Base: Total Respondents % Slide 4
59
56
54
47
69
67
59
41
69
68
50
38
56
71
66
39
0 10 20 30 40 50 60 70 80
Age based demographics
Gender based demographics
Regional based demographics
The location where people will see it
The available budget
The objectives of the campaign
The type of product being promoted (e.g. high endversus mass market)
Duration of the campaign
Spain
Total
Q.1 Which of the following factors currently impact the type of signage that you use when promoting your products in-store? - Electronic and Print (compared)
Multi-code
Base: Total Respondents % Slide 5
59
56
54
47
69
67
59
41
69
68
50
38
56
71
66
39
0 20 40 60 80
Age based demographics
Gender based demographics
Regional based demographics
The location where people willsee it
The available budget
The objectives of the campaign
The type of product beingpromoted (e.g. high end…
Duration of the campaign
60
56
45
77
66
45
46
50
74
13
78
70
30
33
55
0 20 40 60 80
Spain
Total
ELECTRONIC
Q.2a Which of the following dictates the POS media you use in-store?
Multi-code
% Slide 6
79
94
71
50
67
87
67
79
0 20 40 60 80 100
Total
Spain
Total
Spain
Hig
h e
nd
go
od
sC
om
mo
dity/m
ass m
ark
et
pro
du
cts
Electronic
Base: Total Respondents
Q.2b Thinking forward to 2020 which media do you think will be most often used to promote your product to each of the following?
Multi-code
Base: Total Respondents % Slide 7
62
31
29
25
37
69
61
39
0 10 20 30 40 50 60 70 80
Total
Spain
Total
Spain
Hig
h e
nd
go
od
sC
om
modity/m
ass m
ark
et
pro
ducts
Electronic
Q.2a Which of the following dictates the POS media you use in-store? - Now and 2020 (compared)
Multi-code
% Slide 8
79
94
71
50
67
87
67
79
0 20 40 60 80 100
Total
Spain
Total
Spain
Hig
h e
nd g
oods
Com
modity/m
ass m
ark
et
pro
ducts
62
31
29
25
37
69
61
39
0 20 40 60 80
Electronic
2020 NOW
Base: Total Respondents
Q.2a Which of the following dictates the POS media you use in-store?
Multi-code
% Slide 9
77
92
66
19
67
86
51
40
0 20 40 60 80 100
Total
Spain
Total
SpainP
rodu
cts
aim
ed
at m
ale
s P
rod
ucts
aim
ed
at fe
male
s
Electronic
Base: Total Respondents
Q.2b Thinking forward to 2020 which media do you think will be most often used to promote your product to each of the following?
Multi-code
Base: Total Respondents % Slide 10
62
28
51
55
34
56
43
45
0 10 20 30 40 50 60 70
Total
Spain
Total
Spain
Pro
du
cts
aim
ed
at m
ale
sP
rodu
cts
aim
ed
at fe
ma
les
Electronic
Q.2a Which of the following dictates the POS media you use in-store? - Now and 2020 (compared)
Multi-code
% Slide 11
77
92
66
19
67
86
51
40
0 20 40 60 80 100
Total
Spain
Total
Spain
Pro
du
cts
aim
ed
at m
ale
s P
rod
ucts
aim
ed
at fe
male
s
2020 NOW
62
28
51
55
34
56
43
45
0 20 40 60 80 100
Electronic
Base: Total Respondents
Q.2a Which of the following dictates the POS media you use in-store?
Multi-code
% Slide 12
74
68
67
66
83
99
88
100
85
69
91
100
69
77
60
71
55
63
55
49
53
77
57
75
0 20 40 60 80 100 120
Total
Spain
Total
Spain
Total
Spain
Total
Spain
Total
Spain
Total
Spain
Pro
du
cts
aim
ed a
tch
ildre
n
Pro
du
cts
aim
ed a
tte
en
s
Pro
du
cts
a
ime
d a
t 1
8
– 2
5 y
ea
r o
lds
Pro
du
cts
a
ime
d a
t 2
5
– 4
0 y
ea
r o
lds
Pro
du
cts
aim
ed a
t4
1-
65
ye
ar
old
s
Pro
du
cts
aim
ed a
tth
e o
ve
r6
5s
Electronic
Base: Total Respondents
Q.2b Thinking forward to 2020 which media do you think will be most often used to promote your product to each of the following?
Multi-code
Base: Total Respondents % Slide 13
80
90
53
76
36
15
62
24
39
52
73
71
19
10
45
24
52
69
37
76
58
42
23
29
0 20 40 60 80 100
Total
Spain
Total
Spain
Total
Spain
Total
Spain
Total
Spain
Total
Spain
Pro
du
cts
aim
ed a
tch
ildre
n
Pro
du
cts
aim
ed a
tte
en
s
Pro
du
cts
a
ime
d a
t 1
8
– 2
5 y
ea
r o
lds
Pro
du
cts
a
ime
d a
t 2
5
– 4
0 y
ea
r o
lds
Pro
du
cts
aim
ed a
t4
1-
65
ye
ar
old
s
Pro
du
cts
aim
ed a
tth
e o
ve
r6
5s
Electronic
Q.3 Which of the following are most important when you are deciding on:- Print POS Multi-code
% Slide 14
71
56
57
64
60
69
67
67
75
71
72
71
54
41
52
71
61
55
62
81
64
63
0 20 40 60 80 100
Customer impact
The need for faster turnaroundcampaigns
Cost
Nature of the product being promoted
Physical location of the POS materials
General competitive trends/response tocompetition
Time to market
Mass brand visibility
Call to action
Ability to fill a large space
Ability to fill a limited space
Spain
Total
Base: Total Respondents
Q.3 Which of the following are most important when you are deciding on:- Electronic POS
Multi-code
% Slide 15 Base: Total Respondents
52
75
71
57
61
67
71
64
69
68
73
51
70
60
64
69
55
76
67
54
54
63
0 20 40 60 80
Customer impact
The need for faster turnaroundcampaigns
Cost
Nature of the product being promoted
Physical location of the POS materials
General competitive trends/response tocompetition
Time to market
Mass brand visibility
Call to action
Ability to fill a large space
Ability to fill a limited space
Spain
Total
Q.4a What are the main objectives of your current in-store POS media activity, by type of media? Print POS
Single-code
% Slide 16 Base: Total Respondents
35
41
50
26
68
10
32
42
0
73
0 20 40 60 80
Brand awareness generation
Brand positioning
Special offers promotion
Change of demographic/marketreposition
Sales drive
Spain
Total
Q.4a What are the main objectives of your current in-store POS media activity, by type of media? Electronic POS
Single-code
% Slide 17 Base: Total Respondents
35
57
40
26
62
10
42
17
39
52
0 10 20 30 40 50 60 70
Brand awareness generation
Brand positioning
Special offers promotion
Change of demographic/marketreposition
Sales drive
Spain
Total
Q.4b Which of the following best describes how you currently manage your print POS activities?
Single-code
Base: Total Respondents % Slide 18
43
26
30
52
44
4
0 10 20 30 40 50 60
We print all of our requirements in-house
We print some of our requirements inhouse and others via an agency
All our printing for POS is via an agency
Spain
Total
Q.4c And how do you see this changing in the by 2020?
Single-code
Base: Total Respondents % Slide 19
21
44
35
8
13
79
0 20 40 60 80 100
We expect to print all of ourrequirements in-house
We will print some of our requirementsin house and others via an agency
All our printing for POS will be via anagency
Spain
Total
Q.4c And how do you see this changing in the by 2020? - Now and 2020 (compared)
Single-code
Base: Total Respondents % Slide 20
21
44
35
8
13
79
0 50 100
Spain
Total
43
26
30
52
44
4
0 20 40 60
We print all of ourrequirements in-
house
We print some ofour requirements inhouse and others
via an agency
All our printing forPOS is via an
agency
2020 NOW
Q.5 In terms of POS activity now, would you say volumes per campaign, by type of media are……?
Single-code
% Slide 21 Base: Total Respondents
54
38
68
80
21
4
19
15
25
58
13
5
0 10 20 30 40 50 60 70 80 90 100
Total
Spain
Total
Spain
Ele
ctr
on
ic
Increasing
Decreasing
Staying the same
Q.6 Which of the following factors are impacting the trend for print based in-store POS?
Multi-code
% Slide 22
65
40
57
35
64
68
54
17
42
10
72
70
0 20 40 60 80
Campaign value/budget
Need for more specific local activity
Competitive pressure
Campaign length
Drive from product providers needingquicker refresh
The drive to push up sales
Spain
Total
Base: Total Respondents
Q.7 Which of the following factors are impacting the trend for electronic in-store POS? Multi-code
% Slide 23
41
26
57
40
35
36
26
32
0
42
17
10
51
39
0 10 20 30 40 50 60
Campaign value/budget
Need for more specific local activity
Competitive pressure
Campaign length
Drive from product providers needingquicker refresh
The drive to push up sales
Desire to use new technology more
Spain
Total
Base: Total Respondents
Q.8 For the type of product that you promote what do you consider to be the optimum running time for a campaign in days? Q.9 By 2020 what would you envisage the optimum running time for a campaign in days to be then?
Open-end
Base: Total Respondents Mean Score Days Slide 24
9,2
9,5
7,7
6,8
0,0 2,0 4,0 6,0 8,0 10,0
Total
Spain
Optimum Runningtime 2020
Optimum Runningtime Now
Q.10 Which of the following dictate the campaign length for in-store POS?
Single-code
% Slide 25
66
49
62
70
40
49
56
55
45
61
17
27
0 20 40 60 80
The media being used
The available budget
The product lifecycle
The competition response
New product developments
The success of the campaign
Spain
Total
Base: Total Respondents
Q.11a What is the frequency of change to campaigns and their supporting POS materials in store now?
Single-code
Base: Total Respondents % Slide 26
3
6
13
29
7
0
14
10
35
22
28
33
0 20 40 60 80 100
Total
Spain
Hourly
A few times a day
Daily
A few times a week
Weekly
Less often thanweekly
Q.11b And what do you envisage to be the norm by 2020?
Single-code
Base: Total Respondents % Slide 27
9
3
14
24
7
0
55
59
9
8
6
6
0 20 40 60 80 100
Total
Spain
Hourly
A few times a day
Daily
A few times a week
Weekly
Less often thanweekly
Q.11b And what do you envisage to be the norm by 2020? - Now and 2020 (compared)
Single-code
Base: Total Respondents % Slide 28
9
3
14
24
7
0
55
59
9
8
6
6
0 20 40 60 80 100
Total
Spain
Hourly
A few times a day
Daily
A few times aweekWeekly
Less often thanweekly
NOW
3
6
13
29
7
0
14
10
35
22
28
33
Total
Spain
2020
Q.11c What would you say will be the ideal time for a campaign and supporting material come 2020?
Single-code
Base: Total Respondents % Slide 29
2
0
27
50
31
35
24
2
13
8
3
5
0 20 40 60 80 100
Total
Spain
Hourly
A few times a day
Daily
A few times a week
Weekly
Less often thanweekly
Q.12 By 2020 which do you think will be the single most important print POS model?
Single-code
Base: Total Respondents % Slide 30
37
35
60
57
3
8
0 10 20 30 40 50 60 70
Total
Spain
Neither
Distribute and print
Centralised print &distribute
Q.13 Which of the following best describes your current status regarding localised printing? (P1/2) Single-code
Base: Total Respondents % Slide 31
18
34
23
11
11
3
15
0
70
8
7
0
0 20 40 60 80
We are already trialling localised printingin selected stores
We recognise the need for localised print but currently don’t have the investment
budget to support it
We recognise the need for localisedprint but currently do not have the
commitment from senior management
We don’t see localised print being a viable solution
We already have localised printsolutions trialled and firmly in place
There is currently no provision beingmade to support local print
Spain
Total
Q.14 a Currently what proportion of your POS activity is delivered through each of the following? Q.14 b By 2020 what proportion of POS activity will be delivered through each of the following? Single-code
Slide 32
42
61
54
42
58
57
46
58
0 10 20 30 40 50 60 70
Total
Spain
Total
Spain
No
w
Electronic
Print based
2020
NOW
Base: Total Respondents Mean Number
Q.15 Which of the following is driving the change between now and 2020?
Single-code
Base: Those with a change in Q.14 % Slide 33
77
59
62
54
36
69
81
36
44
37
43
54
0 20 40 60 80 100
A change in business direction
Changes in budget
A focus on a new demographic
Ability to use new technology
Customer expectation
Competitive pressures
Spain
Total
Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Speed of change of POS campaign
Single-code
Base: Total Respondents % Slide 34
5
15
11
6
2 18
60
23 30
13
7
6
0 20 40 60 80 100
Total
Spain
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
Rank 7
Rank 8
Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Changing consumer attitudes
Single-code
Base: Total Respondents % Slide 35
9 19
60
4 19
15
15
8
7
6
26
11
0 20 40 60 80 100
Total
Spain
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
Rank 7
Rank 8
Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Expectations for new POS technologies among consumers
Single-code
Base: Total Respondents % Slide 36
16
8
15 4
15
9 22
11
14
6
18
60
0 20 40 60 80 100
Total
Spain
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
Rank 7
Rank 8
Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Gaining budget sign off
Single-code
Base: Total Respondents % Slide 37
7
6
9 16 16
8
16
5
11
6
18
60
7
15
0 20 40 60 80 100
Total
Spain
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
Rank 7
Rank 8
Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Campaign analytics - Measuring the success of POS campaigns
Single-code
Base: Total Respondents % Slide 38
25
6
30
13
1 7
6
9 21
60
5
15
2
0 20 40 60 80 100
Total
Spain
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
Rank 7
Rank 8
Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Localising campaigns cost effectively
Single-code
Base: Total Respondents % Slide 39
18
60
7
6
24
5
25
6
18
8
4
15
2
0
1
0 20 40 60 80 100
Total
Spain
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
Rank 7
Rank 8
Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Competitive pressure
Single-code
Base: Total Respondents % Slide 40
20
20
14
6
15
8
18
60
7
6
2 15 9
0 20 40 60 80 100
Total
Spain
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
Rank 7
Rank 8
Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Space available in-store
Single-code
Base: Total Respondents % Slide 41
2 18
60
9
6
20
20
12
6
1 9 29
8
0 20 40 60 80 100
Total
Spain
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6
Rank 7
Rank 8
Q.17 Between now and 2020 do you envisage a need to change/extend your current target market to drive growth?
Single-code
Base: Total Respondents % Slide 42
96
85
4
15
0 20 40 60 80 100
Total
Spain
Yes
No
Q.18 If Yes, how do you see the change in practice? Where will you move the focus to?
Single-code
Base: Respondents who said yes at Q.17 % Slide 43
67
53
52
44
54
51
57
54
41
34
45
36
35
46
0 20 40 60 80
Moving to more mass market focus
Moving to a more specialist focus
Moving to a higher end market focus
Moving to a luxury end focus
Changing the age demographic
Changing the regional demographic, forexample from north to south
Changing the socio economic group
Spain
Total
Q.19 Please select what you see as the core tactics for evolving your in- store POS strategy between now and 2020 to positively impact your Brand?
Multi-code
Base: Total Respondents % Slide 44
62
54
40
59
57
62
71
65
18
55
43
59
0 20 40 60 80
Increasing media choices such aselectronic/digital
Ability to be more creative with mixedmedia
Ability to localise campaigns
Faster execution of campaigns
More frequent campaigns
More personalised promotion to thecustomer by venue/product etc.
Spain
Total
Q.20 Thinking just about POS print media, which of the following are likely to positively impact engagement/attention of the customer and which could negatively impact the customer engagement? (P1/3)
Single-code
Base: Total Respondents % Slide 45
78
56
70
61
57
36
22
44
30
39
43
64
0 20 40 60 80 100
Total
Spain
Total
Spain
Total
Spain
Meta
llics
Spot
colo
urs
Glo
ss
Improve
Detract
Q.20 Thinking just about POS print media, which of the following are likely to positively impact engagement/attention of the customer and which could negatively impact the customer engagement? (P2/3)
Single-code
Base: Total Respondents % Slide 46
38
39
61
51
62
61
39
49
0 20 40 60 80 100
Total
Spain
Total
Spain
Com
ple
x s
ignage
Multi-
message s
ignage
Improve
Detract
Q.20 Thinking just about POS print media, which of the following are likely to positively impact engagement/attention of the customer and which could negatively impact the customer engagement? (P3/3) Single-code
Base: Total Respondents % Slide 47
64
50
78
56
36
50
22
44
0 20 40 60 80 100
Total
Spain
Total
Spain
Info
gra
ph
ics
Larg
e s
ca
le m
ate
rials
Improve
Detract
Q.21 What percentage of your total POS promotional activity (split by Total, Print, Electronic) do you think actually meets its stated objectives?
Open-end
Slide 48
76
64
70
80
63
73
0 20 40 60 80 100
Total activity
Print activity
Electronic activity
Spain
Total
Base: Total Respondents Mean Number
Q.22 What is your current annual POS in-store budget?
Single-code
Base: Total Respondents % Slide 49
11
3
10 8
1
12
10
11
5
9
1
6
22
8
24
9
1
6
1
5
13
5
19
0 20 40 60 80 100
Total
Spain
Up to 100,000
101,000 - 150,000
151,000 – 200,000
201,000 – 300,000
301,000 – 500,000
501,000 – 750,000
751,000 – 1M
1.1M – 1.5M
1.6M – 2M
2M - 3M
3M - 4M
Over 4M
Q.23 Which of the following are the biggest drivers for missing POS campaign objectives in-store?
Multi-code
% Slide 50 Base: Total Respondents
36
57
61
56
44
47
63
60
51
42
41
35
52
28
60
54
0 10 20 30 40 50 60 70
Campaigns are scrapped before theystart
Campaigns are scrapped earlier thanexpected
New products fail to launch on time
Failure to target the right demographic
Competitive reaction changes thecampaign focus
Failure of the actual campaign to hitsales targets
Materials not produced/supplied on time
Badly designed/inappropriate signage
Spain
Total
Q.24 Thinking forward to your possible 2020 POS campaign budget, compared to 2012 do you expect it to be…
Single-code
Base: Total Respondents % Slide 51
54%
13%
24%
6%
2%
22%
52%
6%
16%
4%
0% 10% 20% 30% 40% 50% 60%
Significantly more
Marginally more
The same
Marginally less
Significantly less
Spain
Total
Q.25 What will impact this trend in your budget?
Multi-code
% Slide 52 Base: Total Respondents
52
64
49
40
39
49
35
53
63
47
24
23
0 10 20 30 40 50 60 70
Technological advancements
The drive for more profit
The need to reduce costs
Fears around the economy
Competition from different advertisingroutes/channels
Costs of providers
Spain
Total
Q.26 What is the impact of this trend in budgets on campaign lifetimes?
Multi-code
% Slide 53 Base: Total Respondents
57
51
26
56
59
42
33
0
50
70
0 20 40 60 80
Campaigns are getting shorter andsharper
Campaigns are more focused
Campaigns are more global
Campaigns are more local
Campaigns are more customer centric
Spain
Total
Q.27a How many of each type of in-store campaign do you run annually now? Q.27b And by 2020 how many of each do you think you will be running
Open-end
Base: Total Respondents Mean Number Slide 54
54
53
46
53
60
58
51
42
0 10 20 30 40 50 60 70
Total
Spain
Total
Spain
Electronic
Print based POS
NOW
2020
Q.28 Between now and 2020 which of the following do you think will be the key challenges that you will face with regards to POS activities? Multi-code
% Slide 55 Base: Total Respondents
59
65
59
40
54
64
64
46
66
55
38
67
52
55
0 20 40 60 80
Changing the business direction totarget a different demographic
Extending the demographic focus of thebusiness
Responding to changing customerdemands
Reducing time to market for newproducts
Generating more flexible POScampaigns
Keeping up with competitive activity
Keeping POS campaigns engaging andtargeted
Spain
Total
Q.29a As a brand owner/marketing manager what issues do you expect you will have to respond to over the coming years?
Multi-code
% Slide 56 Base: Total Respondents
36
57
40
69
57
40
51
42
17
59
42
17
0 20 40 60 80
Changes in business direction
Changes in consumer habits
Changes in consumer needs
Changes in POS technology
Changes in POS budgets
Decline in sales in core target
Spain
Total
Q.29b And how will you react to those issues?
Multi-code
Base: Total Respondents % Slide 57
71
41
47
65
62
46
59
52
0 20 40 60 80
More targeted POS
More mass market focus
Re-definition of demographic target
Different media for POS used
Spain
Total
Q.30 And lastly, do you agree or disagree with each of the following statements?
Single-code
Base: Respondents Who Agree % Slide 58
75
59
78
70
71
65
34
56
61
73
0 20 40 60 80 100
New in-store electronic POStechnology allows shops to compete
more strongly with online retailers
Over the past 2 years we have beenable to improve campaign targeting
and reduce wastage
We will need a core change inbusiness direction to meet our long
term goals
Even with all of the changes intechnology, print signage will remain
vital in-store.
We have found it increasingly difficultto ensure POS campaigns aretargeted and minimise wastage
Spain
Total