How to build strong retail brands for the new consumer

How to build strong retail brands

for the new consumer?

JOERI VAN DEN BERGH

Co-founder, Gen Y expert, author

InSites Consulting

@joeri_insites on Twitter

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Bergen

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Afternoon

up-to-date info:

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Appsessed

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Usage of mobile phone in buying process

37% 28%

N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone

1 Discounts when checking-in

29%

26%

28% 28%

23%

21%

23%

18%

18%

2 Special deals offered

3 Product information via barcodes

4 Payment

5 Augmented reality to try out products

6 Most efficient shopping route

7 Share shopping list

8 Dedicated store web sites

22%

19%

20%

21%

15%

Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany

“ At a grocery retailer, I am interested in these apps…”

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Usage of mobile phone in buying process

61% 50%

N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone

2 Discounts when checking-in 53%

49%

40% 45%

23%

21%

42%

33%

33%

1 Special deals offered

3 Product information via barcodes

4 Payment

7 Augmented reality to try out products

6 Most efficient shopping route

8 Share shopping list

5 Dedicated store web sites

34%

35%

29%

26%

25%

Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany

“ At a fashion retailer, I am interested in these apps…”

38% 41%

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R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

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//Uniqueness by stealing from other industries

Unique

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Unique

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//Authenticity for

Generation Y

Real

Real

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Regionale Verbundenheit, hohe Qualität, aus der Region für die Region.

Legen sehr viel Wert auf Bioprodukte.

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Große Vielfalt, gutes Preis Leistungsverhältnis, übersichtliche Auffächerung der Shops, mannigfaches Sortiment, gute Führung durch den Shop, Wegweiser etc. , netter Service

steht für beste Qualität

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Happy

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Insert movie rorschach U by Kotex

Self

Global online contest to recruit 100 amateur soccer players in 55 countries => 16 final best against the best Over 150,000 soccer players!

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co-founder & gen Y researcher marketing author

Joeri Van den Bergh

www.howcoolbrandsstayhot.com

@joeri_insites