Delivering competitive advantage with Insight innovation at Salmat Mel Carnegie 21 Sep 2015
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Delivering competitive advantage with Insight innovation
at Salmat
Mel Carnegie
21 Sep 2015
Contents
Marketfind upgrade: NEW WEBSITE to use in your selling
How you can use marketfind to help clients with their targeting
Encouraging reading
What is marketfind
About Personalisation
Salmat Insights:
Fuel Salmat and its clients with data-driven
insights that empower fact based decision
making and give us a competitive advantage.
Salmat Insights toolkit: delivering competitive advantage for Salmat & its customers
Wide range of
research and
data
Reputable
external
suppliers
Proprietary
primary
research
projects
Store-level
catchment &
competitive
analysis
Business
impact of
consumer
drivers
Demographic,
Behavioural,
psychographic
Target using geodemographic segments
Helix Personas combines
psychographic and behavioural
data to classify the Australian
population into 56 Personas and 7
Communities using a combination
of Roy Morgan Single Source data
and third party data sources. Helix
Personas is a trademark of Roy
Morgan Research.
geoTribes uses address and
factual age to create archetypes
that describe audiences at the
person level. The 15 segments
are distinguished
psychologically by their
underlying need states which
are driven by different
combinations of affluence
and life cycle stage.
Identify and profile target
areas using Salmat’s
geodemographic
segmentation Marketfind,
which classifies each
Salmat Walker area based
on socio-economic and
family/dwelling type
(census data).
Marketfind Helix
Personas geoTribes
How does Marketfind help me target my audience?
Target using geodemographic segments
Brisbane
Metropolitan
Legend A. Elite Suburban & Family B. Elite Urban
C. High Status Family
1 Prestige
2 Affluent Suburban
3 High Status Urban
4 High Status High Density
8 Affluent Multicultural
10 Established High Status Family
12 Affluent Family
Target by aligning geodemographic segments to your target audience
Legend
Brand alignment
Your brand Competitor A Competitor B
• Geodemographic segments can be aligned
with your target audience to locate where to
target your campaign.
• If you have customer segments, the
definition for each one can be aligned
separately to enable split messaging in
your campaign.
• We can work with any target audience
definition, whether it is behaviour based,
demographic or psychographic.
• Any customer data which includes an address can be geo-coded and profiled to identify who your customers are, and where to find more of them using Salmat’s Marketfind geodemographic segmentation.
• Customer database mapping can be targeted to optimise individual catchment areas or to identify areas for particular product/customer types in larger geographical areas.
Targeting based on customer data
Scatterplot by address Customer data
can be mapped as a scatterplot, showing one
plot for every customer address. This can
identify areas of concentration.
Targeting based on customer type
You can also map by customer type, like for
existing customer segmentations such as
high value customers, or for customers by
product type.
Database profiling
Salmat’s own geodemographic segmentation, marketfind, can also be appended to your client data, enriching your
profile picture of who they are and letting you craft your marketing messaging accordingly.
Sample penetration report
using Marketfind segments
Penetration report based on customer data
We can also analyse and map
your customer data as a
penetration report, classifying
areas as either above, at, or
below average in terms of the
concentration of existing
customers.
Encouraging Reading
Consumer behaviour at the Letterbox
I take it all inside and read it all
I take it all inside, read some and discard some
I sort through it at the letterbox, discard some
but take the rest inside to read
I discard it all at the letterbox
Only 12% discard all unaddressed mail at the letterbox
19
%
50%
19
%
12
%
Source: GfK quantitative online survey to nationally representative sample of 1,182 people. Jan 2015
*Adobe Pagefair report 2014
By comparison
18.4% of Australians block
all ads on the
internet*
69%
Sort and discard some:
We want to better understand the
sorting process and how we can
encourage reading
Validated and
sized in
Quantitative
Survey (sample 1000)
Modelled into
Marketfind (geospatial + implementable)
Qualitative
discovery:
3 Focus Groups
by lifestage
Resource clients with data to drive better outcomes from their Salmat media activity
Encouraging reading study
Insights Study components
Key Findings from Qualitative Discovery
Factors affecting appeal:
• Psychographic of your target audience
• Look and feel + Easy to read
• Consumers assess relevance and
appeal in approx 4 seconds
• Increasing appeal can over-ride
relevance and encourage reading
• Design elements such as logo
prominence, hero image, number of
images
• Print Production values such as
format, book size, paper type
Key Findings from Quantitative Survey
Psychographic Findings
Matching the appearance of your item
to the psychographic of your target
audience increases appeal and
readership
About Personalisation
Personalisation increases ROI
Personalisation makes a customer feel catered to and understood, and
deepens engagement with the brand, which increases the likelihood of
further purchases
Personalised interactions are based on what you know about who the
customer is, and what they like
Marketers are personalising interactions in many channels:
- sms
- webstore
- digital media
And now you can personalise your catalogue/letterbox media too
Read more at O:\TMS Sales\Research Reports\ACRS Research
Reports\Retail Therapy Predictive Data Analytics.pdf
• data-focused businesses are now using data insights to
inform decision-making at all levels, especially in
marketing
• marketers can identify unique conversion paths,
understand the role of their website, apps and social
media presence in the customer journey, and ultimately,
identify the factors convincing their audience to convert
to a customer.
• These marketers understand that by using data to
optimise their customer journey, they are creating a
frictionless experience for customers to buy from them
•
Read more at
http://www.adnews.com.au/opinion/personalisation-the-
buzzword-for-digital-marketing-in-
2015#AoZ657wARB1eThO7.99
people are more likely to read a
catalogue that is more relevant and
appeals to them
consumption patterns are no longer
so closely defined by ‘traditional’
demographic segments
model useful psychographics and
behavioural data into marketfind
enable personalisation to drive
higher readership rate and ROI from
catalogue
Consumer drivers: Salmat innovation:
Enabling Personalisation in letterbox with Salmat
Rowville VIC Store | 5km radius profile
7.34%
10.31%
15.50%
15.63%
18.93%
31 EstablishedMid StatusSuburban
16 CosmopolitanSuburban
39 EstablishedBlue CollarSuburban
12 Affluent Family
54 Low StatusMixed Multicultural
Top 5 Marketfind Segments
Beer, Wine or Spirits off-premises $27.61 Compared to average for VIC -
Average HH spend per week
Beer 43% 106
Wine 35% 90
Spirits 22% 107
Share of HH av. Weekly spend on Index*
Total multicultural segments
42%
1
8
1
4
3
0
5
0
2
2
Dan Murphys
BWS
First Choice
Liquorland
Aldi
Number of competing stores in 5km radius
This store
VIC Av
21.50
1.35
14.91
1.91
5.81
71.44
0.73
14.02
0.95
1.85
Dan Murphys
BWS
First Choice
Liquorland
Aldi
Drive distance to closest competing store in 5km radius
Skew to EFG lower socio-
economic and families + mid-
life households
$27.61 av. HH spend on BWS
off-premises, which is average
for VIC
Higher than av. Share of spend
on beer and spirits
Lower concentration of
competition than average in
VIC, but 2 Aldi stores in 5km
radius
18%
29%
13%
22%
7%
10%
16%
31%
16%
24%
6%
7%
Older Households
Mid-Life Households
Mid-Life Families
Young Parents
Young Couples
Young Singles
Household Lifestage
This store
National
20%
20%
20%
20%
20%
18%
19%
21%
21%
20%
FG Quintile
E Quintile
D Quintile
C Quintile
AB Quintile
Socio economic
ADD: Attitudes & lifestyles
Values
Buying drivers
How to appeal
marketfind.rdaresearch.com
Enabling Personalisation
https://swiftplan.com.au/
Marketfind Psychographics
Marketfind psychographics
Source: RDA Research
Methodology: Segments formed
using cluster analysis on responses
to a survey on values and buying
drivers
Reflecting Success
Function Focused
Cheapest Prices
Status Seeking
Family Ambitions
Basics Only
The Segments & Top 3 values of each one
Discernment
Freedom
Security
Savviness
Belonging
Authenticity
Compassion
Self Denial
Belonging
Freedom
Adventure
Status
Discernment
Ambition
Practicality
Indulgence
Authenticity
Subsistence
Belonging
Marketfind Letterbox appeal
Letterbox appeal quadrants
Matching the
appearance of your
item to the
psychographic of
your target audience
increases appeal and
readership
Marketfind letterbox appeal quadrants
CLEVER SHOPPERS
PRAGMATIC + INFORMATION
Need to feel knowledgable and empowered:
HELP ME
IMPRESSION MANAGERS
INFORMATION + STYLE
Need to feel knowledgable and on trend:
CONNECT ME
FRUGAL FEELS GOOD
PRAGMATIC + ENTERTAINMENT
Need to feel inspired and reassured:
SHOW ME
COOL CATS
ENTERTAINMENT + STYLE
Need to be cool and hang out with me:
IMPRESS ME
Marketfind letterbox appeal quadrants
CLEVER SHOPPERS Marketfind segments in this group are largely driven
by the need for the information in your
communication, with secondary importance on
appearance. Focus less on your item’s appearance,
and more on including relevant information and
messaging to appeal to them and encourage
reading.
IMPRESSION MANAGERS Marketfind segments in this group are seeking information,
but are very image conscious. So tailoring the appearance of
your item to show that it is ‘for them’ and ensuring it is stylish
will make it more appealing to this group and encourage
reading.
FRUGAL FEELS GOOD Items do not need to be particularly visually exciting
to appeal to Marketfind segments in this group, but
need to offer entertainment value.
In order to appeal, the item’s appearance needs to
promise that they will enjoy spending the time
reading it.
COOL CATS Marketfind segments in this group are image conscious, and
seeking entertainment. Items which are stylish and promise
entertainment value will appeal most to this group and
encourage reading.
Cop
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t ©
20
12
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pro
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34
Fresh ideas for letterbox
Scratch Panel
Die cut with
serrated tear-off
coupons
Scented
Die cuts
Collation LOCAL
Magnet or
Calendar – Live
on the Fridge
Novelty also encourages reading
Thank you
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