attention is the new currency - kris de kock (bd myshopi)

ATTENTION IS THE NEW CURRENCYKris De Kock – Innovation Manager

“

Gone in 60 seconds

WE CAN’T COPE !

WE TRY TO ADAPTDifferent reading strategies: skimming and scanning to process

Are you blind?

Place your screenshot here

LET’S MAKE SOME NOISE

Even on my personal Facebook page.

NOISENOISE

A WIDER BANDWIDTH

This way the communication between human to human, human to computer and computer to human will happen much faster and we will be able to process more information

TOO MUCH INFORMATION

9 seconds

12 seconds8seconds

Concentration

goldfishConsumer now Consumer

anno 2000

“"...in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it"

Herbert A. Simon was perhaps the first person to articulate

the concept of attention economics when he wrote

WHAT IS SCARCE, IS VALUABLE

WHAT DOES IT MEAN FOR ADVERTISING?

MORE CHANNELS?

Average number of advertisement and brand exposures per day per person: 5,000+

Average number of “ads only” exposures per day: 362

Average number of “ads only” noted per day: 153

Average number of “ads only” that we have some awareness of per day: 86

Average number of “ads only” that made an impression (engagement): 12

Source: SJ Insights

It’s a challenge

Not paying attention

Add some noise

Simply turning up thevolume isn’t working…

C.A.T.S

HOW TO GET THE ATTENTIONOF THE CONSUMER

OMNI-CHANNELACTIVATION

LETTERBOX92% empties letterbox

every day

ON THE GOPenetration smartphones

Is rising

IN STOREDecisions are made

in store

AT HOMESmart home ≠ future

4,5Bn

LEAFLETS

PER YEAR

4,5m

HOUSEHOLDS

EVERY WEEK

150k

NEWSLETTER

SUBSCRIBERS

1,2

mio

MYSHOPI APP

DOWNLOADS

600k

MAU ON MYSHOPI

APP & WEB

#1

DIGITAL

COUPONING

& CASHBACK

PLATFORM

92%

OF ALL BELGIANS

OPEN THE

LETTERBOX

EVERY DAY

82%

READS D2D

ADVERTISING

ALMOST

EVERY WEEK

BUILDING BLOCKS OF ATTENTIVE REACH

time creativity relevance value

1.WE NEED TIME

FOLDERSARE NOT INTRUSIVE

Basis: alle Belgen (n=1088)

In every household an average of 2 people reads thepromotional leaflet that they find in their letterbox

71%

Basis: Belgen zonder anti-reclamesticker (n=849)

Reads only paper leaflets

Reads paper & digital leaflets

Reads only digital leaflets

High number of reading minutes per week

Promotional leaflets

20 minutes

Free Press16 minutes

2. WE NEED CREATIVITY

BRIEFINGIncrease number of requests in FlandersCreate extra brand awareness

SOLUTIONDistribution of 350.000 doorhangersOriginal concept “VERKnOCHT”

RESULTSSignificant raise in number of requests

3.WE NEED RELEVANCE

Kriek Liefmanscashback was only published in weekends when the weather was nice and the temperature was above 25 degrees

BRIEFINGFocus on concept ‘meal for tonight’Create extra brand awareness

SOLUTIONApp notification in combination with a ‘flash cashback’

CONCLUSIONApp notification is powerful tool to drive engagement

Sociodem

Lifestyle

Behavior

Context & location

Buyingintent

TARGETING OPTIONS

1+1 Cashback

Participatingconsumers

Sociodemo & Lifestyle mapping

Lookalike mapping

New born

3 months

6 months

1 year1,5 year

Cashback+ Survey

TargetedFollow up cashback

TargetedFollow up cashback

Place your screenshot here

NOTIFICATIONS

Show relevant information at the right moment

LETTERBOX

ON THE GOIN STORE

AT HOME

Push Notif

Display ad

Online leaflet +

newsletter ad

Leaflet

Website pop-up

Mobile leaflet

4.CREATEVALUE

myShopi: #1 promo platform in Belgium

SAVECouponsLeaflets

ContestsOnline shopping

promotions

FACILITATEShopping list

Shop infoLoyalty cards

INSPIRELeaflets

Blogposts

To relax 58%

To be inspired 51%

Not missing out on things 50%

To discover special promotions 84%

To look up special promotions in a store 80%

To compare a price 66%

To know which products there are on the market 64%

To look for specific product information 43%

The promotional leaflet has a positive image

BRIEFINGOpening 1st Ellis Gourmet Burger in HasseltAttracting visitors during the opening day

SOLUTIONDoorhanger with couponCoupon for free burger

RESULTSOver 1.000 free hamburgers

SAMPLINGSampling action of empty bagsLocal actionExtra traffic tothe store

CONCLUSION

TIME

CREATIVITY

RELEVANCE

VALUE

1

2

3

4

NO

ATTENTION

TO THE

MESSAGE

QUESTIONS?