growing sales by understanding and influencing shoppers ...€¦ · and influencing shoppers along...
TRANSCRIPT
Growing sales by understanding and influencing shoppers along their path to purchase
Shopper Connections enables Trade and Marketing teams to focus on which levers to pull – from pre store to in store levers – in order to maximize sales of a given category or brand in a retailer.
Specifically to answer:
• Whatarekeyinfluencingfactorsalongthepath-to-purchase?
• Istherearelevantsegmentationofshoppersfollowingdifferentpaths-to-purchase?
• Howdoesmybrandperforminthedifferentpaths-to-purchaseandwhatshouldIdomaximizesalesineachpath?
• HowcanIhelptheretailertomaximizecategorysales(e.g.IncreaseShare-of-Wallet,increaseinplannedsales,etc)
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Connections : a tool within the MarketQuest*Shopper suite 3 Core Measures:
P2P Segments
Shoppers followdifferentpaths-to-purchase.We segmentshoppersaccordingtothewaytheydecideoncategory(Plannedvs.Unplannedbuying)andhowtheychoosebrands(Finders/Decidersmetric).Thisp2psegmentationframeworkprovidesaclear roadmap for shopper marketing vs. consumer marketing.
Performance on Pre-Store and In-Store Levers
Weidentifythekeyleverswhichinfluenceshoppersontheirpath-to-purchase and assess for each brand the relativestrengths and weaknesses on each of these levers.
Shopper Effect Index
Bylinkingtogetherpre-storebrandpreferenceswiththefinalchoicestheymakeusingtheIpsosproprietaryShopperEffectIndex(SEI),wecandeterminewhetherbrandsgettheirfairshare at point of purchase.
ACTIVATION
Unde
rst
anding Path to Purchase
Reta
iler S
ales
G
rowth Category Sales Grow
th
Brand Sales Growth
Relative importance of the different paths to purchase (biscuits category).
Brand X is especially underperforming in all paths, except for the planned decider path.
Performance of Brand X on in-store sales levers Closing the gap vs. other brands on assortment and pack sizes could potentially lift sales by 21 k Tons
ASSORTMENT Increase the number of varieties ...1.PRICE Reduce pack sizes to reduce the perceived price …2.
!//
CurrentVolume
‘Size of the prize’A
ssor
tmen
t
Pric
e
38k Tons
59 k Tons18 k Tons
3 k Tons
Estimates of potential brand growth
Dummy data (for illustration purposes of method)
REACH: % shoppers reached
IMPACT on biscuits purchase
Displays
Seen at entrance
In store signs
Right packsize
Seen inmain aisle
Right variety
Availablein store
In-storecoupons
PricereducFon
Seen at check--out
Seen other promoFons
Is not tooexpensive
Attractive packaging
Brand performance
Very goodperformance
Very Badperformance
Dummy data (for illustration purposes of method)
54%
19%8%
UNPLANNEDFINDER
% SHARE OF PURCHASE
% SHARE OF PURCHASE
% SHARE OF PURCHASE
20%
PLANNEDFINDER
99
92
49
PLANNEDDECIDER
UNPLANNEDDECIDER
% SHARE OF PURCHASE SEI:
SEI:
SEI:
SEI:
n=834
56
Path-to-purchase triggers Informing/ planning Retailer choice Purchasing
STORE
INSTORE
FINDING
PLANNED FINDER UNPLANNED FINDER
INSTORE
DECIDING
PLANNED DECIDER UNPLANNED DECIDER
PLANNED/UNPLANNED CATEGORY PURCHASE
HOME
HO
W B
RAN
D IS
SEL
ECTE
D
TOTALDECIDERS:
3388%%
TOTALFINDERS:
6622%%
TOTAL PLANNED: 7744%% TOTAL UNPLANNED: 26%
5544%% 88%%
1199%%2200%%
n=834
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SHOPPER*CONNEC TION
About Ipsos MarketQuestIpsosMarketQuestistheIpsosMarketingpracticeaimingatunderstandingconsumers,shoppersandmarkets todrive business growth.
Our experts help their clients identify business opportunities,definethebestpositioningfortheirbrands,allocate their Marketing investments and develop winning strategies at the point of sale.
Ipsosistheonlyglobalagencywithadedicatedpracticeinthis area, under-pinned by a powerful and validatedphilosophy centered on people and human motivations. Our solutions are based on simplified metrics and always linkedtobusinessoutcomes,throughanextensiveusageof activation sessions and simulations.
IpsosMarketingisaspecializationofIpsos,aglobalmarketresearch company which delivers insightful expertise across sixspecializations:advertising,customerloyalty,marketing,media,publicaffairs research,andsurveymanagement.Withoffices in84countries, Ipsoshastheresourcestoconduct research wherever in the world our clients do business.InOctober2011Ipsoscompletedtheacquisitionof Synovate. The combination forms the world’s third largest market research company.
In2012, Ipsosgeneratedglobal revenuesof€1.789billion,Marketing researchcontributing tomore than50%ofIpsos revenues.
Visit www.ipsosmarketing.com to learn more
Collects diagnostic data throughout the path to purchase from trigger to final SKU purchased
Identifies which in store levers are working at both category and brand level
Works with the Sudoku workshop funnel to turn insights into actionable strategy at channel or retailer level
Can track perceptions of shopper effect index over time
Your brands are operating in a dynamic retail environment. So it is important to measure strength of the brand in the mind and strength of the brand at point of purchase simultaneously and overtime.Forinstance,yourbrandequitymaybedecliningandyour sales improving. Only Connections allows to diagnose such observations in a correct way.
Getting more people intothe Store
Store shoppers into theCategory
Convert theshoppers
IncreaseQuantity/Frequency
IncreaseBrand Value
Purchase triggers
Pre path-to-purchase brand preferences
Pre-store planning of category
Understanding how and about what shoppers inform themselves (inc. on line vs off line interactions)
What are the key touchpoints
Shopping mission
Channel/ Retailer choice
Drivers behind retailer choice
Planned vs unplanned purchases
How do they make brand choices (‘finders’ vs ‘deciders’)
In-store touchpoints/ influences
Difference vs pre-path-to-purchase preference
Informing/Planning Purchasing
Path-to-purchasetriggers
Retailerchoice
Path-to-purchasetriggers Informing/planning Retailer choice Purchasing
Seen biscuits inmain aisle
Seen pricereduction
Seen biscuits atdisplay
Seen in storecoupons
Seen otherpromotions
(‘extra product’)
Seen biscuits atcheck-out
In storeadvertising
Seen biscuits atentrance
Has a largerange ofvarieties
Is not tooexpensive
Always availablein
this store
Has the rightpack sizes
Has an attractivepackaging ATTITUDINAL
EQUITY’
Brand A - GroceryWhy are sales increasing if consumer equity is eroding?
SALES
SHOPPEREFFECTS INDEX
This brand is overachieving due
to its strengthin-store with
shoppers
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SHOPPER*CONNEC TION
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