the buying acceleration and incentive tool (b.a.i.t.)
TRANSCRIPT
The art and science of moving people to act in the moment.
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 2
17,000 surveys 186 offerings 122 attributes
Quantitative research:
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 3
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 …
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 4
how offerings group overall appeal variations in appeal how marketers can best use offerings
What we learned:
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 5
5 types 11 subtypes
Each fulfills a different human need
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 6
These profiles enable us to connect the type of offering to a brand’s marketing objectives and to its purpose.
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 7
Which offer has the greatest impact?
Which can most help speed up a shopper’s decision to buy?
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 8
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.
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 9
Different groups of offerings have different power, depending on gender and age.
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 10
There are certain areas women care about more and men tend to be slightly less interested in everything.
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 11
Boomers are tougher to get engaged. Millennials easier.
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 12
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?
B.A.I.T. / Buying Acceleration and Incentives Tool / Leo Burnett and Arc 15
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.
