the buying acceleration and incentive tool (b.a.i.t.)

The art and science of moving people to act in the moment.

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17,000 surveys 186 offerings 122 attributes

Quantitative research:

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Everything from … Store Window Sign Pop-Up Ad Play-to-Win Game Mileage Reward Credit Card Multiple Purchase Coupon Product Placement Reminder Stickers As Seen on TV Spotter Shelf Talker YouTube Demonstration POS Rebate Made to Order Direct Mail Coupon In-Store Demonstration Digital Ad Buy In Bulk Free Consultation Elite Status Cash Back on Credit Card Shelf Coupon Facebook Likes Free Shipping/Free Returns Store Circular Layaway Celebrity Endorsement Manufacturer Instant Redeemable Coupon End Aisle Display FDA Approval In-Pack Offer Birthday Free Giveaway Test Drive Free Short-Term Trial Groupon In-Home Trial Free Item Interesting Package Design Receipt Rebate Electronic Coupon Lifetime Guarantee Refund Pop-Up Stores Collect-And-Get Fair-Trade Certified Online User Reviews Mark Downs BOGO Free Collect and Get Free Storewide Sale $ Off Trial Incentive In-Store Mobile Texts POS Rebate 2 For 1 Free Shipping Money Back Guarantee Product Sample Via Mail In-Pack Instant Win Online Flash Sale Rub-Off Coupon Buy More Discount Return Policy Private Sale Courtesy Call Keepsakes Exclusives Amazon Prime In-Store Pick-Up Customized Product Product Upgrade Share on Social Media On-Pack Offer Good Housekeeping Seal of Approval Cross-Ruff Coupon 24/7 Store Hours Variety Packs Siri Mannequins Retailer Emails Match and Win Extended Warranty Bounce-Back Self-Destruct Offers Floor Model In-Store Display Loyalty Rewards and more …

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how offerings group overall appeal variations in appeal how marketers can best use offerings

What we learned:

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5 types 11 subtypes

Each fulfills a different human need

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These profiles enable us to connect the type of offering to a brand’s marketing objectives and to its purpose.

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Which offer has the greatest impact?

Which can most help speed up a shopper’s decision to buy?

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What people perceive to have the most impact on decision to buy and the speed of purchase within each group of offerings

Risk reducers Free Shipping/Free Returns

Basic deals Manufacturer Instant Redeemable Coupon

Basic deals Storewide Sale

Exciting deals Completely Free Item

Exciting deals $ Off/Incentive to Try a New Product

Risk reducers Lifetime Guarantee

Info providers Test Drive

First-hand experiences User Reviews on Retailer Websites

Attention getters Established Product Sample via Mail

Attention getters New Product Sample via Mail

Info providers In-Store Sample Manufacturer

First-hand experiences In-Store Try-On/Try-Out

Effort Erasers Store Website

Time Savers Store Circulars

Time Savers Multiple Locations

Greater Good Locally Sourced or Grown

Effort Erasers In-Car Shopping

Greater Good Customized Product

Fun Pursuits & Treasures Seasonal Favorites

Fun Pursuits & Treasures Collect & Win

Cultural Cache Product Placement

Cultural Cache Made to Order

Some groups, on average, perform better. There are always examples from every group that perform on top.

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Different groups of offerings have different power, depending on gender and age.

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There are certain areas women care about more and men tend to be slightly less interested in everything.

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Boomers are tougher to get engaged. Millennials easier.

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Different groups of offerings have different power, depending on the product offering.

Or a routine category.

There is almost always slightly higher interest when people are passionate about the category.

Conversely, it is typically weaker with hard-to-shop categories.

So what now? How can brand marketers best use the offerings to their advantage and impact sales along the consumer’s journey?

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What is your brand’s purpose?

Who are you targeting?

What is the appropriate offering given your program’s objective?

Can you use different offerings to their best advantage along different parts of your shopper’s journey?

What more can I learn by conducting a custom study?

Think about this.

For more information, contact:

Elizabeth Harris EVP, Strategy Director elizabeth.harris@leoburnett.com