how cool brands stay hot @forzaretail
Post on 20-Aug-2015
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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…”
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%
free Wifi. 1. People will appreciate you for it. And they might spend some more money.
2. You can welcome your customers. 3. People are encouraged to talk about you
and your offering.
// I WILL NEVER FORGET THE DAY…
Surprise
Fear
Anger
Sadness
Disgust
Meeting the love of my life
Becoming a sport champion
My first kiss
Extreme experience (e.g. skydiving, mount climbing)
Parents got divorced
New school
Encountered aggression
When I was dumped by my partner
Death of a person close to me
Was diagnosed with a serious
illness
When I got in a fight
Discovered I had no real friends when I needed them most Moved
Graduated
Got my driving license
Being dumped by my boy/girl friend
N = 40
N = 13
N = 14
N = 93
N = 30
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
Happiness N = 156
Happy
Source: InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
I have a CRUSH on… H&M Mean Scores In UK and Germany H&M has really positive scores on self-identification, happiness and leverage.
7,5 7,3
7,2 6,8
6,5 6,1
5,9 6,2
6,3 6,3
7,3 7,1
Brand Leverage
N (Germany) = 284 N(UK) = 272// Filter: If know H&M at least reasonably well
I have a CRUSH on… Zara Mean Scores Zara has positive scores (especially in UK), but a lower S & H score in Germany, leading to lower brand leverage!
7,5 7,5
7,3 7,0
7,2 6,7
5,1 5,7
6,1 5,4
7,2 6,9
Brand Leverage
N (Germany) = 158 N(UK) = 208// Filter: If know Zara at least reasonably well
Brand knowledge
Tesco 22 %
“Coolest grocery brand is…”
13 % 10 %
8 % 4 %
1 % 1 % 1 %
ASDA Sainsbury’s
Waitrose Morrison’s
Aldi Marks & Spencer
Lidl
Rewe 14 % 9 % 8 % 7 % 6 % 5 %
3 % 2 %
Edeka Lidl Aldi
Kaufland Real
Netto Penny
Globus Tegut
2 % 1 %
N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
Brand knowledge
Topshop/ Topman 12 %
“Coolest fashion brand is…”
8 % 7 %
5 % 5 % 5 %
3 % 3 %
River Island Next Nike H&M
Newlook Zara
Asos
H&M 9 % 7 %
4 % 4 % 3 % 3 % 3 % 3 %
Esprit New Yorker
Jack & Jones S. Oliver
Nike Zara
Adidas C&A
Diesel 2 % 2 %
N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
Super dry Debenhams
2 % 2 %
QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you? Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
Touch points- Impact ranking of contact moments
60% 36%
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
1 Website
43% 65%
49% 57%
17% 11%
7% 16%
10%
2 Advertising
3 Shop staff
4 Call center
5 Events or shows
6 Social media pages
7 Blogs
12%
6% 10%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
“ Positive impact on the image of grocery retailer…”
Touch points- Impact ranking of contact moments
67% 58%
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
1 Website
46% 47%
45% 39%
16% 15%
13% 10%
11%
2 Advertising
3 Shop staff
6 Call center
5 Events or shows
4 Social media pages
7 Blogs
17%
8% 8%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
“ Positive impact on the image of fashion retailer…”
Brand knowledge
Next 12 %
“I have “friended” these fashion brands on Facebook…”
10 %
7 %
7 %
7 %
H&M
Diesel
Gap
Zara
Diesel
17 %
15 %
11 %
11 %
10 %
C&A
H&M
Esprit
Boss
N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands and if know the brands at least reasonably well Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
Brand knowledge
Tesco 9 %
“I have “friended” these grocery brands on Facebook…”
5 %
4 %
4 %
3 %
ASDA
Sainsbury’s
Marks & Spencer
Morrison’s
Penny
7 %
5 %
4 %
4 %
4 %
Edeka
Lidl
Aldi
Kaufland
N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands and if know the brands at least reasonably well
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
//Template 1 • Tekst
① Stay true to your roots, but don’t shout
② Warm is the new cool ③ Be open and respectful, listen (like friends)
Real
Levis gibt es schon lange und habe die jeans gerne getragen. hat eine gute qualität
Quality, affordable, tradiIon
//Template 1 • Tekst
① Sustain your unique proposition & style ② But adapt to the changing environment ③ Not forgetting about your core audience
Unique
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