shopper path to purchase: the three biggest decisions you can
TRANSCRIPT
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Shopper Path to Purchase: The Three Biggest Decisions You Can Influence
Jeanne Danubio, SVPConsumer and Shopper Analytics
Perry Hassen, DirectorConsumer and Shopper Analytics
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• Industry Challenges
• Shopper Framework
• Digital Influence
• Benefits
• Case Study
Shopper path to purchase
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Poll question #1
In your opinion, what best describes the industry’s definition of “shopper”:
a) Clear and well understood
b) Ambiguous and not well understood
c) The same as “consumer” and used interchangeably
d) The same as category management and used interchangeably
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Consumer Shopper
What’s the difference?
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Comparing consumer and shopper needsConsumer Needs
Requirements thatI need fulfilled by
the products I buyfor me
& my family
e.g. healthy, durable, filling, tasty
Shopper Needs
Requirements that I need fulfilled as part of the
shopping process
e.g. variety, value, convenience, experience
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The struggle with shoppers
Shopper Insights has a reputation for being confusing and not actionable
• Limited distinction between shopper and category management
• Lack of focus on shopper decisions that can be influenced
• Lack of store-level and shopper-level tools to take action where shopper marketing happens
UnclearUnfocusedImprecise
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• Industry Challenges
• Shopper Framework
• How it works
• Digital Influence
• Benefits
• Case Study
Shopper path to purchase
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Consumers
DEMAND
Shoppers
BUY
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Connecting consumer and shopper behaviorThe “path to purchase” is actually a cyclical decision-making process that connects consumer demand to what shoppers buy
DEM
ANDBU
YPLA
NPLACE PURCHASES
EVALUATIONCONS
UMPTION
the path to purchase
3 biggest decisions you can influence
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Connecting consumer and shopper behaviorSuccessful shopper marketers use superior insight around the cycle to best impact each decision in their own banners’ or brands’ favor
DEM
AND
BUY
PLAN
PLACEPURCHASES
EVALUATION CONSUMPTION
CONSUMER INSIGHTS
SHOPPER INSIGHTS
MEDIA & SOCIAL INFLUENCES SATISFACTION
DRIVERS
CONSUMPTION NEEDS& PATTERNS
SHOPPERSEGMENTS
TRIPS & MISSIONS
STORE CHOICEDRIVERS PRODUCT &
PLACEMENT
PRICE & PROMO
CONSUMERSEGMENTS
the path to purchase
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Finding clarity on five critical knowledge drivers: Understanding the path to purchase
DEM
AND
BUY
PLAN
PLACEPURCHASES
EVALUATION CONSUMPTION
CONSUMER INSIGHTS
SHOPPER INSIGHTS
MEDIA & SOCIAL INFLUENCES SATISFACTION
DRIVERS
CONSUMPTION NEEDS& PATTERNS
SHOPPERSEGMENTS
TRIPS & MISSIONS
STORE CHOICEDRIVERS PRODUCT &
PLACEMENT
PRICE & PROMO
CONSUMERSEGMENTS
the path to purchase
SHOPPERS
TRIPS & MISSIONS
STORES & MARKETS
CATEGORIES & PRODUCTS
PRICE & PROMOTION
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Key areas of focus
The Right Store Experience
The Right Shoppers and Missions
The Right Value
The Right Products and Placement
Building Stronger Relationships
Shopper / Trip Segmentation and Identification: engaging your store or brand’s most valuable shoppers and trip missions, through effective and unique ways to segment, identify and reach them.
Store Experience and Shopper Conversion: maximize shopper engagement and conversion, and grow in-store marketing ROI by managing store and aisle layout and experience - from navigation paths, to shopper-centric store and aisle design, to more effective use of in-store marketing strategies.
Range and Assortment Optimization: attract and convert the right shoppers, for the right trips, and maximize the size of their basket, by managing the right product & category assortment.
Price and Promotion Optimization: manage the value perceptions of your brand or store to attract and convert more shoppers and maximize basket size and sales margin, by choosing the right price and promotion strategies to meet all objectives.
Shopper Loyalty and Retention: build loyalty and retain more key shoppers by monitoring and managing shopper habits, shopper satisfaction and loyalty as well as equity and image of banners and brands.
Key areas of focus
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• Industry Challenges
• Shopper Framework
• Digital Influence
• Benefits
• Case Study
Shopper path to purchase
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Poll question # 2
Which digital application will have the greatest influence on the way shoppers shop for CPG in the next 5 years?
a) Product search
b) Online circulars
c) Social media
d) Mobile planning tools
e) Ecommerce
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As we start to tackle ‘digital shopping’ in relation to CPG:
how much do we see, and how
much remains to be seen?
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The changing retail landscape
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Consumers live across channels
1. Integrate digital; not independent
2. Multi-channel insight is critical
3. Cross-platform assets a must
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New dynamics within a common framework
Consumer based cross-channel insight is critical
Digital Ad and Flyer
Effectiveness
Web / Mobile planning Influence
Sales Share vs.
Competition(all channels)
Consumer Sentiment, needs, and Satisfaction
Marketing
Perception
Consideration
Purchase
DigitalPhysical
ConnectedOfflineDEM
AND
BUY
PLAN
PLACE PURCHASES
EVALUATION CONSUMPTION
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A world of change, a world of challenges…
but above all a world of opportunity
So what is beneath that iceberg?
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• Industry Challenges
• Shopper Framework
• Digital Influence
• Benefits
• Case Study
Shopper path to purchase
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Clearly defining shopper management…fuels retailer collaboration
CPG Brand
Marketing Objectives
Common ‘Sales’
Objectives
RetailerShopper
Marketing Objectives
‘Category Management’
‘Shopper Management’
Requires a mindset change:
From “selling more of my brands or categories to the shoppers in
your stores”
To“using my brands and
categories to bring more shoppers to your stores,
more often”
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Focus on key decisions you can influence… results in more effective and efficient marketing efforts
CPG Brand
Marketing Objectives
Common ‘Sales’
Objectives
RetailerShopper
Marketing Objectives
Brand Demand
Brand Consumption
In-store ProductChoices
Trip Planning
Channel / Store Choice
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Deliver precision at a store and shopper level.. drives shopper activation
CPG Brand
Marketing Objectives
Common ‘Sales’
Objectives
RetailerShopper Marketing Objectives
Broad Consumer and Market Focus
Precise Shopper and Store Focus
Depth of Effective Insights
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• Industry Challenges
• Shopper Framework
• Digital Influence
• Benefits
• Case Study
Shopper path to purchase
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
One Size Does NOT Fit All!
A Case Study in following the Path 2 Purchase
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Case study situation and objectives
Retailer X is focused on growing share of wallet among their top 3 Shopper Segments. The Retailer’s strategy is to expand purchasing in stock-up and fill-in trips.
Retailer X is partnering with a leading manufacturer in Home Cleaning to provide insights and recommendations that will help drive the Retailer’s shopper strategy.
Situation
Provide actionable recommendations for the retailer’s top segments that:
• Can be influenced pre and in-store• Are at the store and shopper levels
Objectives
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DemandDemand
5%
10%
13%
16%
24%
32%
Segment Name“Tag Line/Motto”
DistributionHH’s $ Key Characteristics
Cul-de-Sacs & Play Dates“What can I buy today?” 23%
Young, Affluent FamiliesEnjoys Shopping – ExperimentalWilling to pay more for quality products
Performance Patrons“Only the best!” 27%
Older, Affluent Empty NestersWilling to pay more for quality productsBuy and trust only name brands
Diligent Deal Seekers“Let’s make a deal!” 16%
Blue Collar, Large FamiliesTake pride in searching for the best dealsWilling to sacrifice to save money
Convenience Connoisseurs“I have better things to do.” 12%
Middle-Age 1 member households (High Male)Disinterested shoppers - Just want to get the job doneAlways go to the same few stores
Pragmatic One-Stoppers“Stick to the list.” 12%
Older & Low IncomeDisinterested shoppersMakes list and buys only what they need
Proud Penny Pinchers“Make every cent count.” 10%
Lower Income, Blue Collar Families - Ethnically DiverseTake pride in searching and finding the best dealsTake time to browse the entire store
All shoppers are not the same
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Profile top shoppers
Demographics• Young, Affluent,
University Educated• Families with Younger
Kids• Ethnic Skew
Key Qualities• Experimental & Likes
to shop• Seen as a “leader” in
trying new products and giving product advice
• Willing to pay more for quality & trusted Brands
Media Preferences• Internet is the Media
Trusted the Most, followed by Radio & Magazines
• TV & Newspaper Score Low
Other Facts• Family & Referral
heavily influence buying behavior
• Cares about the Environment
• Likes to save money, but has no time to look through flyers
• Highest Total Store Loyalty to Retailer X– Highest Segment Penetration– Most Productive Segment
• Heaviest Cleaners Buyer Anywhere– Opportunity to convert shoppers &
expand purchasing in Retailer X
Cul-de-Sacs & Play Dates
DemandDemand
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Kitchen/General Cleaners
26%
63%
74%
37%
% Buyers % Dollars
Light BuyersHeavy Buyers
Focus on buyers who matter most
Total All Outlets Avg $ Per Buyer
$7
$34
DemandDemand
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Retailer X Share of All OutletsKitchen/General Cleaners
10%
9%
6%
8%
8%
6%
Cul-de-Sacs &Play Dates
PerformancePatrons
Diligent DealSeekers
Total Kit/Gen BuyersHeavy Buyers
Size the opportunity
$5.1MM Opportunity
In Closing Gap
DemandDemand
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Understand the categoryPlanPlan
Source: Category Fundamentals – Household Cleaners
Trip Mission Distribution: Total Non-Food
Kitchen & HH Cleaner
Stock up
RoutineFill-in
Special Occasion
Special Offer
Leisure/ Indulgence
Shop For Today
Emergency Essential
Key Category Shopper Metrics:Trip Trigger Power: LOW
Best Channel to Buy: Supermarkets
Activation Moment: Reminder
Shopper Involvement: MODERATE
Decision-Making Autonomy: MODERATE
Price Perception: Neither Increasing nor Decreasing
Private Label Influence: MODERATE
54
44
33
38
1
2
3
4
0
0
4
7
3
3
2
1
For Fun/To Browse
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Where do they buy?
• “Good Value for Money” is the most important store choice driver for Household Cleaner buyers
• Warehouse Club is disproportionately important to Cul-de-Sacs & Play Dates Heavy Buyers
All Outlet ShareAll Products
7%
17%
12%
27%
Retailer X
WarehouseClub
Total Kit/Gen Buyers
C-d-S & PD HeavyBuyers
PlacePlace
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Find the best stores PlacePlace
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Have the right products
• Top category attributes– Wipes– Multi-purpose– “Green”– Citrus/Lemon Scent– Bottles (over Triggers)– Store Brand, particularly in Wipes
• Higher Level Benefits– Convenience– Sustainability– Value
Purcha sesPurcha ses
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Narrow the search
• Baby Care (Diapers, Food, Needs)
• Refrigerated Pasta
• Ethnic Specialties
• Candy Kits
• Protein Supplements
Purcha sesPurcha ses
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In‐store Shopping Influencers
Auto-pilot
POS/Promotion attention
Pack browsing
New productattention
Staff recommendation
Price comparison
Shopping companion
Advertising
Buzz
Others’preference
Coupon
Pre‐store Shopping Influencers
Data are in percentagesColors are indexes to Total Non-Food:
Green – Above Norm (>120)Grey – Parity (80-120)Red – Below Norm (<80)
8
6
6
3
55
25
18
4
2
21
3
Influence category buyersBuyBuy
Source: Category Fundamentals – Household Cleaners
Kitchen/General Cleaners category is purchased 66% more on deal among the desired segment…
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• Leverage technology to build a relationship– Shape buzz & reach via
social media – Distribute coupons via smart
phone– Email time & money saving
tips– Offer “sneak peak” deals on
new products
• Customize– Carry the right Items in the
best stores– Focus on high potential
shoppers with relevant promotions
– Merchandise & promote differently in high warehouse club stores
Pre-Store In-Store
Recommendations
Message on Relevant Benefits“Saves Time,” “Saves Money,” “Helps the Earth”
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Thank you!