Brand | Store Impact This report and supporting materials contain information of Advantage Shopper intelligence. These materials may be printed or photocopied for use in evaluating the information, but are not to be shared with other parties or publicised in any way without explicit approval of Advantage International White Paper Advantage International 20 Toronto Street Toronto M5C288 Canada Author Roger Jackson Global Program Director USA Cell +1 804 212 3574 [email protected]www.shopperintelligence.com 2015 LAUNCHING IN THE USA
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Brand | Store Impact
This report and supporting materials contain
information of Advantage Shopper intelligence.
These materials may be printed or photocopied for use in evaluating the information, but are not to be shared with other parties or publicised in any way without explicit approval of Advantage International
White Paper
Advantage International 20 Toronto StreetToronto M5C288Canada
AuthorRoger JacksonGlobal Program DirectorUSA Cell +1 804 212 [email protected]
So What? Focus on full value sales, ease of navigation,
usage ideas
High on both measures
So What? will deliver best ROI of the combination
of out of store and in store activity
High on IntentionalityLow on Incrementality
So What? Priority for out of store promotion
and advertising
A new way to think about brands in the supermarketEach year Advantage Shopper Intelligence interviews thousands of shoppers about their experience buying products in supermarkets. We ask questions about the category, but we can also look at the dynamics of the purchasing decision process for each major brand and own label product line. This report is a first analysis of how brands impact the store using two different dimensions derived from our measures: *
Intentionality Incrementality
The extent to which they demonstrate shopper behaviours that brings shoppers to the store with the intent to buy (in a category)
The extent to which they demonstrate shopper behaviours that encourages shoppers to spend more (in a category)
We can use a matrix to plot each brand using its score on our two dimensionsFig 1: Summary of outcome
Brands that are outliers on the matrix have very distinctive roles to play for the store
Distinctive brand profiles (selected examples)
These distinctive brands should be treated in marketing strategy terms to their particular capability for the store.
Next stepsShopper Intelligence has measured around 500 brands in the top 4 UK supermarkets. To know exactly how your brand and category rated please contact us.
“Footfall Driver” Brands: strong on intentionality but not incrementality
“Spend” Brands: strong on incrementality but not intentionality
“Store Hero” Brands:demonstrating both
“Staples” Brands: demonstrating neither
SMA Baby MilkCow and Gate Baby MilkScotts Porridge OatsSensodyne ToothpasteGillette RazorsMarmite
Category Component Brand ComponentsMeasure 4.Is this a “Spend” driving Category? 5a Purchase was unplanned 5b Shows greatest incremental re-
sponse to Promotion
StudyQuestions
I’m often persuaded to buy extra XXX in [RETAILER] eg by special offers
Decision to buy this product was made in store
When bought on deal, the Promotion was the reason to buy or led to greater volume of purchase
I might sometimes buy an additional item in XXX because I want to try something new or different
I don’t mind paying a it more for some types of XXX in [RETAILER] for better quality/some-thing different
I sometimes buy XXX just because I feel like it
Category Component Brand ComponentsMeasure 1.Brands whose shoppers most agree
with “Traffic” category measures2a Shoppers of the brand indicate high level of brand planning pre store
2b Shoppers of the brand show low propensity to change their mind (“Loyalty”)
Questions “One of the main reasons I go shopping is to buy XXX”
Category planned before store visit “I stuck to brands I know and like”
“I particularly don’t want to run out of XXX” And specific brand purchase planned
“I had a good look around to see what was new (negative correlation)”
“One of the reasons I go to [RETAILER] is because it does XXX particularly well”
“Promotions in XXX encourage me to go shopping to [RETAILER]”
Now in its third year of tracking in the UK, Advantage Shopper Intelligence invites shoppers to take part in the study after their most recent shopping visit (within 48 hours of the last trip), carried out on line to ensure depth and consideration. Shoppers are asked to rate just this one most recent retailer and one category bought only for fair comparison between retailers/categories and to ensure simplicity and clarity. Minimum sample quotas are sought for each category in each retailer to ensure reliability. Sample size overall in 2013 was more than 72,000. Fieldwork was carried out April – July 2013.
Some important things to bear in mind in reading this report: We measured 126 categories in 2013, based on sponsor requirements. Some were the major categories, others were small more specialist categories. We therefore are not presenting this list as being the largest brands in the store, nor a complete list of brands. The list will get larger each year as the program grows. Sample size for different brands varies. Around 500 brands were measured but for this report we have excluded brands with a sample of less than 50. Statistical significance of the gap between brands on any individual measure will of course vary depending on the sample size and the quantum gap being looked at. We are happy to quote the confidence level for any pair of measures if you require this.
The time period for the fieldwork is worth noting because specific brand activities in this time period will have impacted the results. However, the data collection was spread evenly over the period for each category to mimimise the effect of any one or more typical two week promotion.
Building the dimensions from our dataEach of our two dimensions is built from specific category and brand questions in our database