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How Cool Brands Stay Hot @ForzaRetail

Date post: 20-Aug-2015
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//Template 1    •  Tekst

Usage of mobile phone in buying process

37% 28%

N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone

1 Discounts when checking-in

29% 26%

28% 28%

23% 21%

23% 18%

18%

2 Special deals offered

3 Product information via barcodes

4 Payment

5 Augmented reality to try out products

6 Most efficient shopping route

7 Share shopping list

8 Dedicated store web sites

22%

19% 20%

21% 15%

Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany

“ At a grocery retailer, I am interested in these apps…”

Usage of mobile phone in buying process

61% 50%

N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone

2 Discounts when checking-in 53% 49%

40% 45%

23% 21%

42% 33%

33%

1 Special deals offered

3 Product information via barcodes

4 Payment

7 Augmented reality to try out products

6 Most efficient shopping route

8 Share shopping list

5 Dedicated store web sites

34%

35% 29%

26% 25%

Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany

“ At a fashion retailer, I am interested in these apps…”

38% 41%

free Wifi. 1.   People  will  appreciate  you  for  it.    And  they  might  spend  some  more  money.  

2.   You  can  welcome  your  customers.  3.   People  are  encouraged  to  talk  about  you  

and  your  offering.    

// I WILL NEVER FORGET THE DAY…

Surprise  

Fear  

Anger  

Sadness  

Disgust  

Meeting the love of my life

Becoming a sport champion

My first kiss

Extreme experience (e.g. skydiving, mount climbing)

Parents got divorced

New school

Encountered aggression

When I was dumped by my partner

Death of a person close to me

Was diagnosed with a serious

illness

When I got in a fight

Discovered I had no real friends when I needed them most Moved

Graduated

Got my driving license

Being dumped by my boy/girl friend

N = 40

N = 13

N = 14

N = 93

N = 30

Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.

Happiness  N = 156

Happy

Happy

Source: InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

I have a CRUSH on… H&M Mean Scores In UK and Germany H&M has really positive scores on self-identification, happiness and leverage.

7,5 7,3

7,2 6,8

6,5 6,1

5,9 6,2

6,3 6,3

7,3 7,1

Brand  Leverage  

N (Germany) = 284 N(UK) = 272// Filter: If know H&M at least reasonably well

I have a CRUSH on… Zara Mean Scores Zara has positive scores (especially in UK), but a lower S & H score in Germany, leading to lower brand leverage!

7,5 7,5

7,3 7,0

7,2 6,7

5,1 5,7

6,1 5,4

7,2 6,9

Brand  Leverage  

N (Germany) = 158 N(UK) = 208// Filter: If know Zara at least reasonably well

Brand knowledge

Tesco 22 %

“Coolest grocery brand is…”

13 % 10 %

8 % 4 %

1 % 1 % 1 %

ASDA Sainsbury’s

Waitrose Morrison’s

Aldi Marks & Spencer

Lidl

Rewe 14 % 9 % 8 % 7 % 6 % 5 %

3 % 2 %

Edeka Lidl Aldi

Kaufland Real

Netto Penny

Globus Tegut

2 % 1 %

N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands

Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany

Brand knowledge

Topshop/ Topman 12 %

“Coolest fashion brand is…”

8 % 7 %

5 % 5 % 5 %

3 % 3 %

River Island Next Nike H&M

Newlook Zara

Asos

H&M 9 % 7 %

4 % 4 % 3 % 3 % 3 % 3 %

Esprit New Yorker

Jack & Jones S. Oliver

Nike Zara

Adidas C&A

Diesel 2 % 2 %

N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands

Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany

Super dry Debenhams

2 % 2 %

Cool

//COOL =

0.38*Original

Cool

//COOL =

0.20*Popular

Cool

Cool

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Cool

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Cool

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Cool

//Template 1    •  Tekst ① Act, don’t tell ②  Innovate and surprise ③ Friends are the COOL filter

Cool

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Real

//Authenticity for Generation Y

Real

Real

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Real

//Human branding

Real

QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you? Source: InSites Consulting BENELUX study for LEVI’s Europe 2008

//re-Humanizing marketing

Real

Touch points- Impact ranking of contact moments

60% 36%

N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone

1 Website

43% 65%

49% 57%

17% 11%

7% 16%

10%

2 Advertising

3 Shop staff

4 Call center

5 Events or shows

6 Social media pages

7 Blogs

12%

6% 10%

Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany

“ Positive impact on the image of grocery retailer…”

Touch points- Impact ranking of contact moments

67% 58%

N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone

1 Website

46% 47%

45% 39%

16% 15%

13% 10%

11%

2 Advertising

3 Shop staff

6 Call center

5 Events or shows

4 Social media pages

7 Blogs

17%

8% 8%

Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany

“ Positive impact on the image of fashion retailer…”

Brand knowledge

Next 12 %

“I have “friended” these fashion brands on Facebook…”

10 %

7 %

7 %

7 %

H&M

Diesel

Gap

Zara

Diesel

17 %

15 %

11 %

11 %

10 %

C&A

H&M

Esprit

Boss

N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands and if know the brands at least reasonably well Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany

Brand knowledge

Tesco 9 %

“I have “friended” these grocery brands on Facebook…”

5 %

4 %

4 %

3 %

ASDA

Sainsbury’s

Marks & Spencer

Morrison’s

Penny

7 %

5 %

4 %

4 %

4 %

Edeka

Lidl

Aldi

Kaufland

N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands and if know the brands at least reasonably well

Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany

//Template 1    •  Tekst

Real

//Template 1    •  Tekst

① Stay true to your roots, but don’t shout

② Warm is the new cool ③ Be open and respectful, listen (like friends)

Real

Local,  regional,  Fresh  Legen  sehr  viel  Wert  auf  Bioprodukte.  

Quality,  Choice,  Overview  steht  für  beste  Qualität  

More  upmarket  than  other  supermarkets.  

Upmarket,  Natural  

Levis  gibt  es  schon  lange  und  habe  die  jeans  gerne  getragen.  hat  eine  gute  qualität  

Quality,  affordable,  tradiIon  

Style,  character,  personality  i  like  its  style,  creaIvity  and  fashion    concepts  

//Template 1    •  Tekst

Unique

Recipe  stalls  at  Kochhaus  BERLIN  

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① Sustain your unique proposition & style ② But adapt to the changing environment ③ Not forgetting about your core audience

Unique

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//The core target group…

Unique

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GOOD  LUCK  TO  ALL  OF  YOU  

&    genY  


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