Radius shopper 3 monkeys

transcript

Jstorey@radius-global.com +447453323623 Radius Global EMEA 1

clear'thinking'in'

a'complex'world'

Radius'

Shopper'

Marke:ng™'

Key'Shopper'Marke:ng'issues'

…and'the'three'

wise'monkeys'

#1 it’s about Retail Marketing�…but at every POP �

Getting the marketing right

Food'to'go' Fast'food' Petrol'sta:ons' Convenience' Express'high'street'

Vending'

Corner'shop' Superstores' Coffee'outlets' Franchise'kiosks' restaurants' Pubs'bars'

Canteens' Discount'buying' Charity'shopping'

Online' Mobile' What’s'next?'

So many different channels adding complexity

#2 what shoppers see, hear and do…�

…the full purchase pathway�

Word of mouth

Research online

Check it out in-store

Look for a deal

Brand choice

What could switch them?

ROBO (Research online, buy offline)

•  I'want'to'get'fiVer/slimmer'

•  I'could'use'a'bike'to'get'around'

• Ah'but,'I'don’t'like'those'new'bikes,'they'hurt'my'back'leaning'forward'

Need'['desire'

• Where'can'I'get'an'upright'bike'or'one'with'a'higher'handlebar?'

• Found'Halfords'–'not'sure'if'they'have'them'or'can'help?'

• Found'Jakes'Bicycle'Conversions'–'helpful'advice'

• Found'blogs'on'upright'bikes'–'useful'informa:on'

• Found'Dutchie'bikes'–'but'a'bit'expensive'

Research'

• Visited'Halfords)• Saw'a'bike'I'liked,'but'would'need'conver:ng'

• Staff'clueless'and'did'not'think'it'could'be'done!'

• They'tried'to'sell'me'a'woman’s'bike'–'eek!'

Review'offline'

• Considered'going'to'Holland'and'buying'a'second[hand'bike'there'

• Could'be'fun'!'

• Bought'online'–'perfect'bike'and'good'acersales'help'–'I'would'recommend'them.'

Bought'online'

Disconnected'

retail'

experience'

PROSUMER)

The actual questions…�1.  ROI and spending money smarter than on

blanket price promotions (e.g. targeting shoppers for whom a discount is not the driver). �

2.  Out of store/in-store axis and whether shoppers carry information given out-of-store (e.g. via magazines) up to the shelf with them. �

3.  Providing sensible ROI measures for the traditional in-store activity, and a good testing research process to allow you to simulate/optimise. �

Ref. Canned Drink and Tea clients

ADVERTISING AGENCIES�

70%�of purchase decisions are made at point of sale?�

ATL �Vs.�BTL ��

70% of all purchase decisions are made at point of purchase?

How)true)is)this)statement?)

Where’s)the)evidence?)

Do)you)believe)that?) Beer)50%)

Healthcare)25%)

PreFloaded)brain)Adver:sing'

Social)media)Brand'preference'

Experiences'

This all boils down to… �

#3 how to optimise ROI �

Homework assignment �1.  How can we invest better in-store?�2.  Does Out-of-Store affect in-store

behaviour?�3.  How to measure and simulate ROI?�

The story of the little red kettle

Open plan living trend

!  Live in a flat with open kitchen extending off the lounge area. Noise is a problem, especially when you’re watching your episode of your favourite TV soup.

!  Need for quiet appliances

!  Partner visits kitchen store and asks for a quiet kettle. Answer – “don’t know, but over there are all our kettles”. Partner returns home empty handed and frustrated.

!  A quick look on Amazon and within a few minutes a quiet kettle is ordered. Delivered to our door in a few days.

Three wise monkeys…�1. Understand how people shop – the full journey.�2. Identify the key touch and intercept points for choice and switching.�3. Build a set of key touch point measures, not just awareness and purchase, but throughout the whole shopper journey. �

Our Shopper Tracking looks at the full purchase journey

On'observa:on'we'found'that'

smelling'product'was'a'cri:cal'

touch'point.'

We'got'them'to'make'self'

videos'of'their'shopping'

experience.''

They'even'made'videos'of'

themselves'using'the'product.'

ROI – Spend wisely not just on price promotions!

Traditional Media TV

Radio Publications

Word of Mouth Recommendations Requests Joint Decisions

Digital Media Social Networks Retail Websites

Discussion Groups Promotions

Sales Coupons In-Store

Product Characteristics Pricing Brand

Previous Experience

We'use'Heuris:cs'to'understand'the'

purchase'decisions'and'iden:fy'the'

key'touch'and'switch'points'

Decision)Pathways™)is'used'to'determine'

the'rela:ve'

importance'of'

different'drivers'on'

the'purchase'

decision'i.e.'

magazines,'mobile,'

online,'print'etc.,'on'

choice'of'purchase.''

Sensible ROI measures for the traditional in-store marketing & research that enables simulations to optimise

Click'on'the'

various'

op:ons'to'

be'included'

for'your'

product'or'

service'

Compe::ve'offerings'and'

your'Current'

offering'can'be'created'in'

scenarios''

and'serve'as'Benchmarks'

Output'can'be'

Purchase'

Interest'or'

Share'of'

Purchase'

Preference'

OpHon)Developer™ is a tool that can enable us to simulate in a competitive context and optimise the shelf'

Three wise monkeys…�

#1 Retail Marketing

#2 Shopper Behaviour

#3 ROI

Jstorey@radius-global.com +447453323623 Radius Global EMEA 20 JOIN US ON OUR STAND IN THE FOYER �

THANK YOU. We think you’re a Top Banana�

succeed'

dis:nctly'

appendix'

Contact details… John Storey Director, Qualitative Research, Radius EMEA E-Mail: jstorey@radius-global.com Office: 0203-130-0713 Mob: +447453323623 Darren George Director, Quantitative Expert, Radius EMEA E-Mail: DGeorge@radius-global.com Mobile: +44-7951-32963

John)Storey)|'As'Director,'Qualita:ve'Research,'John'leads'the'firm’s'

qualita:ve'prac:ce'across'its'client'base'in'Europe,'the'Middle'East,'and'

Asia.''Having'begun'his'career'some'25'years'ago'with'Nielsen,'John'has'

since'worked'for'top[five'market'research'agencies'in'a'variety'of'global'

loca:ons.''Prior'to'joining'Radius,'John'lived'and'worked'in'the'United'

Arab'Emirates'and'before'that'he'was'based'in'Korea.'

Experience)|'Spent'many'years'as'a'moderator,'having'run'and'owned'his'

own'focus'group'viewing'facility'in'London.'In'addi:on'to'being'an'

industry'pioneer'in'the'use'of'online'qualita:ve,'John'is'well'versed'in'

semio:cs,'heuris:cs'and'psychographics.'

Categories|'His'experience'ranges'through'consumer'brand'research'to'

high'end'Medical'Pharma'and'therapy'areas.'His'range'is'extensive,'but'in'

par:cular'it'includes:'projects'for'leading'FMCG'brands,'food,'mobile'

phones,'online'gaming,'retailers,'fashion'houses,'healthcare,'beauty,'and'

financial'services'and'business'to'business'stakeholder'research.'

Services|'Modera:on'in'English,'Discussion'Guide'wri:ng,'In'country'

qualita:ve'supervision,'moderator'briefing,'top[line'reports'and'content'

analysis,'as'well'as'report'wri:ng'and'innova:ve'presenta:ons.'Focus'

Groups,'Triads,'One[to[Ones,'Shop[alongs'and'Business'Exec'Interviews.'

Radius)QualitaHve)Research)Services|'Worldwide'

experience'

including'USA,'

Canada,'South'

America’s,'Asia'and'

Middle'East'and'

Europe.'

Radius)Shopper)MarkeHng)Director|'Quality'&'Experience'

Project Team

Darren'has'worked'with'a'wide'range'of'clients'across'the'globe'from'Europe'right'through'to'Asia.''

He'has'had'exposure'to'an'array'of'from'different'sectors'and'methodologies'but'specialises'in'

retail,'IT'&'Telecoms,'Automo:ve,'Petrochem,'B2C,'B2B'and'stakeholder'research.''His'most'recent'

clients'include'Castrol,'PETRONAS,'Samsung,'Maxis'(Mobile'Operator),'Nissan,'Proton,'Honda,'

Navteq,'Denso,'Suzuki,'Valeo,'Audi,'Telekom'Malaysia,'Bosch,'Fiat,'Tom'Tom,'Hyundai'and'Sony.'

Darren&George&–&Research&Director&

Darren'graduated'from'Charles'Stuart'University'Australia'(although'he'is'most'certainly'English)'with'an'MBA'in'e[

commerce'in'2002'and'has'worked'within'the'market'research'sector'for'more'than'20'years,'with'experience'on'both'the'

agency'and'client'side.'''

His'most'recent'research'projects'have'been'in'the'areas'of'shopper'research'for'the'likes'of'Colgate[Palmolive'and'Samsung'

where'Darren'was'examining'the'path'to'purchase'using'behaviour'and'observa:on'based'research.''Understanding'the'

path'to'purchase'and'the'decisions'that'consumers'take'based'on'out[of[store'marke:ng'were'key'to'the'success'of'these'

research'programs'in'offering'insights'into'the'shopper'journey'for'these'clients.'

Darren'also'has'experience'in'areas'of'stakeholder'management,'brand,'sponsorship,'loyalty,'mobility,'electric'vehicles,'

smart'charging'and'smarter'city'research,'advanced'driver'assisted'safety'systems'(ADAS),'Naviga:on'and'loca:on'based'

services.''He'has'worked'on'a'wide'range'of'projects'in'retail,'FMCG'and'linking'brand'and'online'media.'He'is'well'versed'in'

performance'measurement,'including'brand'equity,'brand'health/corporate'reputa:on,'U&A,'stakeholder'(corporate'

reputa:on),'CSS'and'ESS'as'well'as'new'online'methods'&'advanced'analy:cs'(MaxDiff'&'ACBC).'