September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW

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Mobile and Retail – close to the moment insights

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Agenda

2

1 Merging behavioural and attitudinal data to arrive at fresh insights

4

2 Mobile shopper apps – what impact? 9

3 Conclusions 21

1 Merging behavioural and attitudinal data to arrive at fresh insights

3

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The capability: overview

4

Meter installs on iOS and Android devices

Meter records device activity, device status and network utilisation

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The capability: data collection

5

Device activity

Web services

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The capability: data enrichment

6

Demographics

Location and POI Device attributes

App and website taxonomy

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App categories of interest

7

Physical store

Price comparison

Coupon Product info

In store payment

Loyalty card

Shopping list

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Survey methodology

8

App of interest used and data passed to server

Survey invite via SMS – after 1 hour or next morning

97% of surveys completed on phone / tablet

2 Mobile shopper apps – what impact?

9

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The claims

10

66% of smartphone owners use their phones to help shop while in store

70% of shoppers used a phone in a retail store during the holidays

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Behavioural data – what is the reach of these apps?

11

55

37 33

18 9 6

45

63 67

82 91 94 95

No app

Installed

Product info

Physical store Coupon

In-store payment

Price compare

Shopping list

Loyalty card

Android users only

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…but installed doesn’t equate to regular usage

12

13 27 27

8 5

42 9 6

10 7

45

63 67

82 91 94 95

No app

Just

installed

Installed

and used

Android users only

Product info

Physical store Coupon

In-store payment

Price compare

Shopping list

Loyalty card

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…and usage is mostly at home

13

17%

24% 59%

Home Store

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Even in store – comparing prices often has no impact

14

Outcome:

Those comparing prices

10%

11%

13%

31%

35%

Bought online

Switched brand

Switched store

Didn't purchase

Same brand, same store

17%

24% 59%

Home Store

© TNS 2014

Despite majority of prices compared being non-grocery

15

28%

72%

Non-groceries

Groceries

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Retailer apps used for trip planning / ordering at home

16

0%

19%

4%

18%

6%

13%

15%

8%

17%

3%

4%

4%

10%

10%

12%

13%

14%

30%

Pay in-store

Order products

Shopping list

Other

Store loyalty card

Price check

Find info

Redeem coupon

Find coupon

store

home

© TNS 2014

….and couponing in store

17

0%

19%

4%

18%

6%

13%

15%

8%

17%

3%

4%

4%

10%

10%

12%

13%

14%

30%

Pay in-store

Order products

Shopping list

Other

Store loyalty card

Price check

Find info

Redeem coupon

Find coupon

store

home

© TNS 2014

Physical retailer apps: high usage once adopted

18

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…and have an impact on the bottom line

19

×2

+ 40%

App users

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What makes a successful mobile shopper app?

20

74%

36%

27%

Money Time Angst

3 Conclusions

21

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Ask the right people

Get close to the moment

Key methodology take outs

22

Don’t ask when you can measure

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Key commercial take outs

23

Design apps to save time, money, angst

Mobile apps are not just an in-store touch-point

Retailers

TM

Brands

Ensure products are discoverable in retail apps + provide relevant info through this channel

© TNS 2014 24

For further info please contact: bob.burgoyne@tnsglobal.com matthew.brain@kantar.com

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW