Global Shop, April 2013
•
32 j'aime•6,638 vues
Winning with Shoppers Today: Understanding How People Shop All across the industry, retailers and brands are asking, “How do I effectively market to shoppers today?” It’s a good question to ask. Effective marketing begins by understanding people and their behavior. How and why do people shop the way that they do? Meet today’s shopper. PeopleShop takes a close look at more than 13,000 shoppers across Europe and North America to better understand shopper behaviors and motivations. Shopping journeys have become much more complex. Emerging channels have shifted shopping patterns. Consumer segments, such as Latinos, have become much more dominant and therefore important. This presentation provides an in-depth understanding of: · How shoppers think and act differently in different countries · The six important shopper archetypes and how their shopping needs and channels vary · How shopping behavior varies depending on the category and the risk/reward associated with a purchase in the category · Latino shoppers, the importance of this group and how to effectively influence their purchases · Shopper journeys today, trends in online and offline shopping, and how to effectively reach shoppers across channels
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Plus de Leo Burnett
Plus de Leo Burnett (20)
Dernier
Dernier (20)
Global Shop, April 2013
- 1. welcome
- 3. Nick Jones Lilia Arroyo Flores Molly Garris Enrique Márquez EVP, RETAIL PRACTICE LEAD SVP, STRATEGY DIRECTOR DIRECTOR, DIGITAL STRATEGY SVP, STRATEGY DIRECTOR
- 4. A Study of How Humans Shop"
- 5. A Shared Problem Today" Awareness" New News" Relevance" Likeability" Distinctiveness"
- 8. Which shoppers matter most? What modes do these shoppers exhibit? What needs should I address in each of these modes? Which touch points should I use to address these needs?
- 9. How Did We Do This Study?"
- 10. 13,400 People 7 Markets 24 Categories 40 Touch points 60 Attitudes 22 Trips and Modes 40 Needs and Motives 132 Shop-alongs 88 Journals
- 11. The Categories"
- 12. FRANCE GERMANY SPAIN CANADA ITALY
- 13. Archetypes: I am. .. .. se. Mod Points: I u The 6 Shopper es: I do... Archetypes" Touch N e e d s : I n e e d ...
- 14. What We Mean By Archetypes" A shopping mindset rather than a specific individual.! ! !
- 15. THINKERS" FEELERS" Seek information Seek fun and to help validate pleasure from decisions! Strategic rateg rateg Passi a ass as Passionate shopping! Save Saver ave ve er Exp Explo Expl Explorer DY TREN Qual Quality ual a Opportunistic tunis uni un un Seek Seek Seeker ee ek ntur nture nture tu Adventurer Dollar llar llar r Habit Habitual ab b Defaulter ulte u te ulter Sprin Sprinter pri DOERS" Seek to minimize time and money spent!
- 16. I am a THINKER" I am a FEELER" I am a DOER" Strategic Opportunistic Dollar Saver Adventurer Defaulter Layers multiple saving Bargain shops just Looks to the strategies to for spontaneous fun lowest price to maximize value simplify decisions PRICE Quality Passionate Habitual Seeker Explorer Sprinter Checks for quality Shops for the Defaults to usual credentials thoroughly experience and to choices to minimize and diligently discover new trends time and effort EXPERT
- 17. A World Of Difference" Strategic Passionate Opportunistic Saver Explorer Adventurer 137 129 140 Strategic Dollar Opportunistic Quality Passionate Saver Defaulter Adventurer Habitual Seeker Explorer 122 129 121 Sprinter 175 122 126 Functionally Driven" Emotionally Driven" Note: Index vs. total.!
- 18. It’s Important We Remember" The same person can be a different archetype in a different category!
- 19. Looking At One Archetype Today"
- 20. Shopping Apparel With THE Opportunistic Adventurer"
- 21. Opportunistic " Archetype" Effects" Adventurer" Characteristics" 226" Deal Hunter! ! Trend Watcher! Modes! ! ! Social Shopper! Needs! ! ! Impulse Purchases! Touch points! ! Touch / Feel Product! ! Spontaneous Fun! OA"
- 22. FROM: Opportunistic" TO: Dollar Defaulter" Adventurer" 226" 158" 146" 92" 122" 82" 81" 58" 67" 35" 34" 27" PRICE DY TREN TREN DY OA! DD! PE! SS! QS! HS! DD! HS! OA! SS! QS! PE! Bargain shops for spontaneous fun! Looks for the lowest price or regular brand to simplify decisions! Note: height based on % size of segment index vs. total!
- 23. FROM: Opportunistic" TO: Strategic Saver" Adventurer" 226" 167" 92" 145" 95" 82" 81" 75" 68" 45" 67" 34" DY TREN DY TREN OA! DD! PE! SS! QS! HS! SS! QS! PE! OA! DD! HS! Bargain shops for spontaneous fun! Researches, creates multiple strategies to save money and ! retain quality! Note: height based on % size of segment index vs. total!
- 24. FROM: Opportunistic" TO: Passionate Explorer" Adventurer" 226" 222" 92" 158" 82" 81" 128" 67" 59" 57" 34" 44" DY TREN OA! DD! PE! SS! QS! HS! PE! QS! SS! OA! HS! DD! Bargain shops for spontaneous fun! Seeks to discover and experience new trends, quality and value.! Note: height based on % size of segment index vs. total!
- 25. Q: "But how can that happen?" A: "How people regard a category affects their mindset & behaviour towards that category"
- 26. [ High Risk ] RISK" Answers the question:" [ High Reward ] [ Low Reward ] How much risk is there in making a wrong brand decision in this product category?! ©Leo Burnett Co. Inc. 2007 ! [ Low Risk ]
- 27. [ High Risk ] [ High Reward ] [ Low Reward ] REWARD" Answers the question:" How rewarding is it to think about/choose amongst brands in this product category?! ©Leo Burnett Co. Inc. 2007 ! [ Low Risk ]
- 28. [ High Risk ] [ High Reward ] [ Low Reward ] Risk Reward n=5,000! [ Low Risk ]
- 29. [ High Risk ] HDTV Kitchen Redesign Cell Phones Auto Hotels Banking Sports Equipment Appliances [ High Reward ] [ Low Reward ] Car Insurance Organic Food Fashion Casual Dining Cosmetics Beer OTC Canned Food Yogurt Confectionary Cereal Packaged Meat Dairy QSRs Laundry Soda Leo Burnett Co. Inc. 2007 ! [ Low Risk ]
- 31. What We Mean By Modes" Discrete activities that people undertake while shopping! !
- 32. Eight Dominant Modes (I Do)! 42%" 29%" Learning! Pit-Stopping! Doing due Filling-in for an diligence! immediate need! 38%" 27%" Go-Getting! Re-Stocking! On a specific Replenishing task! many items! 37%" 23%" Bargain Cruising! Hunting! Passing time Scouting! for fun! for deals! 29%" 14%" Exploring! Changing! Engaging and Altering ! discovering! an existing decision! 41! Note: % of people who engage in the trip!
- 33. Archetype " [I am]! Strategic Quality Dollar Habitual Opportunistic Passionate Saver Seeker Defaulter Sprinter Adventurer Explorer Learning! Go-Getting! Bargain Hunting! Pit-Stopping! Exploring! Re-Stocking! Cruising! Changing! Note: DARK – Dominant | MEDIUM - Prevalent | WHITE - Absent
- 34. Shopping Apparel With THE Opportunistic Adventurer"
- 35. Opportunistic " Trip" Modes" Adventurer" Type" 226" Deal Hunter! ! Trend Watcher! ! Fun! Social Shopper! ! Cruising ! Bargains! for fun! Impulse Purchases! ! ! Inspiration! Scouting Touch / Feel Product! ! ! for the deal! Spontaneous Fun! OA"
- 36. Archetype " [I am ]! Strategic Quality Dollar Habitual Opportunistic Passionate Saver Seeker Defaulter Sprinter Adventurer Explorer Modes" Learning! Go-Getting! Bargain Hunting! Pit-Stopping! Exploring! Re-Stocking! Cruising! Changing! [ I do ]!
- 37. Shopper Needs"
- 38. What We Mean By Needs" Motives and goals people have in various shopping modes.! ! ! ! !
- 39. 8 Basic Shopper Needs (I Want)! Functional! Rational! Emotional! 38% 50% " Information! 25% " Best Price! To validate a Treat! Find best savings! decision ! An escape or indulgence ! 35% " 36% " Flexibility! Advice! 19% ! Convenient access Unbiased expert Inspiration! 24/7 ! input ! To express my individuality ! 39% " Efficiency! To minimize time and effort ! 35% " Special Offers! Exclusive or limited offers ! % of people who express the need !
- 40. Needs" [Vary By! Archetype] ! Strategic Quality Dollar Habitual Opportunistic Passionate Saver Seeker Defaulter Sprinter Adventurer Explorer Best Price! Efficiency! Special Offers! Flexibility! Information! Advice! A Treat! Inspiration! Note: DARK – Dominant | MEDIUM - Prevalent | LIGHT - Absent
- 41. Shopping Apparel With THE Opportunistic Adventurer"
- 42. Opportunistic " Needs" Adventurer" Shopping to express individuality 226" (230)! Deal Hunter! ! Trend Watcher! Part of the fun of buying a product ! is immersing myself in the store Social Shopper! environment (174)! ! Impulse Purchases! I shop to feel savvy or ! victorious(154)! Touch / Feel Product! ! I enjoy “hunting” for great bargains Spontaneous Fun! and deals (124) ! OA"
- 43. What she doesn’t need is as interesting as what she does need…"
- 44. Opportunistic " What She Adventurer" Doesn't Need" 226" Deal Hunter! ! Research (62)! Trend Watcher! ! Expert sources (69)! Social Shopper! ! Peer Info (70)! Impulse Purchases! Sustainability (72)! ! Touch / Feel Product! Quality (85)! ! Spontaneous Fun! Convenience (88)! OA"
- 45. It’s Important We Remember" Like Modes… " ! Needs vary by category because the RISK REWARD and Archetype vary by category!
- 46. When She Redesigns Her Kitchen…" Passionate Explorer" Needs" 228" Expert recommendation (160)! Researcher! Reviews & peer reco’s (152)! ! Get extra perks or services (151)! Quality Obsessed! ! Trend Follower! Impress others (192)! ! Be inspired (179)! Eco Correct! ! High End Brand! Feel sense of accomplishment (171)! ! Validate my decision (161)! Price Insulated! See, touch, try a demo product (148)! PE" !
- 47. Archetype " [I am]! Strategic Quality Dollar Habitual Opportunistic Passionate Saver Seeker Defaulter Sprinter Adventurer Explorer Modes" Learning! Go-Getting! Bargain Hunting! Pit-Stopping! Exploring! Re-Stocking! Cruising! Changing! [I do]! Needs" Best! Efficiency! Information! Advice! Special Offers! Flexibility! A Treat! Inspiration! [I want]! Price!
- 48. Touch Points " (I Use)"
- 49. What We Mean By Touch Points" Tools and channels people use to meet their shopping needs! ! Some are physical e.g. specific store types! ! Others are digital, traditional and even human! ! ! ! !
- 50. Touch Points (I Use) 40 Touch Points " 59% " Broadcast Media! 61% " 59% " Passive media! Value Center! Expert Sources! One-stop discount retailers! 64%" Promo Vehicles! Tools that deliver ! news and offers! 32% " 56%" 55% " Tools to interact Specialized Retail! and share! Local Shops!
- 51. Touch Points" [I use]! Strategic Quality Dollar Habitual Opportunistic Passionate Saver Seeker Defaulter Sprinter Adventurer Explorer Promotional Vehicles! Value Centers! Expert Sources! Broadcast Media! Specialized Retail! Local Shops! Engagement Tools!
- 52. Shopping Apparel With THE Opportunistic Adventurer"
- 53. Opportunistic " Touchpoints" Adventurer" Retail website! Mobile! 255" Social Site! Deal Hunter! ! Mag/Newsp/Radio! Trend Watcher! ! ! Social Shopper! Cruising for fun! ! Impulse Purchases! ! Department! Touch / Feel Product! Value Centre ! Discount! Spontaneous Fun! Supercentre! OA" Scouting for the deal!
- 54. Archetype " [I am]! Strategic Quality Dollar Habitual Opportunistic Passionate Saver Seeker Defaulter Sprinter Adventurer Explorer Modes" Learning! Go-Getting! Bargain Hunting! Pit-Stopping! Exploring! Re-Stocking! Cruising! Changing! [ I do]! Needs" Best Efficiency Information Advice Special Offers Flexibility A Treat Inspiration [I want]! Price Touch Promo! Expert ! Broadcast Local! Engagement Point" Vehicles! Value Centers! Sources! Media! Specialized Retail! Shops! Tools! [I use]!
- 55. What Did We Learn"
- 56. Key Findings" 1. Archetype effects everything" ! People fall into six distinct shopping archetypes (mindsets) that effect how they view and shop a given category.! 2. "Shopping journeys typically involve more than one mode" "" "High risk and high reward categories have much longer and more complex journeys than we imagined.! Risk Reward, Quantitative, n=5000 regular brand users and brand decision makers !
- 57. Key Findings" 3. Multiple, rather than singular needs are the norm for shoppers regardless of category." "" "Every archetype has dominant and secondary needs, so not all are of equal importance to you or them.! 4. Not every archetype is created equally when it comes to touch points." !Every archetype does not require the same number of touch points to influence behaviour.! !! Risk Reward, Quantitative, n=5000 regular brand users and brand decision makers !
- 58. What Does This All Look Like"
- 61. What Does This Provide Us"
- 62. Which SHOPPERS matter most! Drive Efficiency! ! What MODES these shoppers exhibit! What NEEDS have to be addressed! & " ! Which TOUCH POINTS matter most! Effectiveness!
- 63. Turning Shoppers" Into Buyers"
- 67. Hispanic population growth projected to outpace ethnic groups over the next 40 years Projected U.S. Population Growth from 2010 - 2050 +167% +142% +42% +1% +56% White Total Non-Hispanic Black Asian Hispanic Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative
- 68. U.S. Latinos are 52 million strong 2010-2015 Estimates 1,151,228 born every year 95,936 born every month 3,152 born every day 131 born every hour Source: Geoscape: American Marketscape Data Stream 2010 Series
- 69. Hispanics are a young population Median Age 17.6 17.3 17.1 28 37 15.6 14.0 13.6 12.6 12.8 11.8 11.4 percentage 10.6 10.5 8.7 7.8 6.8 5.6 3.6 2.3 < 5 years 5 to 14 15 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75 years years years years years years years years + Non-Hispanic Whites Hispanics
- 70. Latinos are young and connected Watch 33 hours Send/receive 941 Stream 6:15 hours of TV per week texts per month of video per month Source: Nielsen
- 71. Hispanics are connected 90% 81% 57% 47% 46% 33% 31% 18% Hispanic General Population
- 73. Hispanics are the 13th largest economy in the world Ahead of ... Poland Argentina Greece Israel South Africa Netherlands Source:Selig center of Economic Studies/University of Georgia 2009 Central Intelligence Agency-World FactBook
- 74. Hispanics have enormous purchase power 51 million 50% growth Hispanics in in purchasing the U.S. power by 2015 2010 2015 $1 Trillion buying $1.5 Trillion buying power power Source: 2012 Nielsen State of the Hispanic Consumer Report
- 75. Nothing Happens Until it Happens at the Store…
- 76. A void in the market Accepted The most Hispanic comprehensive tool Shopper for understanding Learnings Latino shoppers
- 78. Banking Cereal Appliances Cosmetics Cell Phones and Carriers Hotels Fashion Laundry Car Insurance Beer Confectionary Yogurt Soda Canned OTC Food 15 categories
- 79. [ High Risk ] Computer Hotels Banking Appliances [ High Reward ] [ Low Reward ] Car Insurance Cosmetics Fashion Beer Confectionary OTC Canned Food Yogurt Cereal Dairy Laundry Soda [ Low Risk ]
- 80. [ High Risk ] Computer Computer [ High Reward ] [ Low Reward ] Hair Fashion Products Fem Care Cereal Fashion Hair Products Cereal Fem Care [ Low Risk ]
- 81. Archetype dominance 450 2% 90 9% 11% 6 19% 450 13 21% 15% 6% 20% 12% 90 200 22% 38% 25% 66 Strategic Quality Dollar Habitual Opportunistic Passionate Saver Seeker Defaulter Sprinter Adventurer Explorer
- 82. The Question is… Why?
- 83. Shopping is complex “In order to win with Latino Shoppers, brands need to understand the Mindset and Strong Heritage that influences the way they eat, clean, cook, and ultimately how they buy and consume goods.” Source: Forbes, “Big Data Shows Hispanics Will Change Business Models”
- 85. Consumer is not boss. CULTURE is boss. 22
- 86. For Latinos Shopping is their playground
- 87. The playground 45% 45% 375 index 284 index 32% 36% 200 index 338 index I enjoy shopping like to hear & I like to try new I want to be the give opinions & with my children products 1st to have it. write reviews Multi- Multi- Multi- Multi- generational sensorial dimensional touchpoint
- 88. Store
- 89. Meet Social Expectations vs. Accomplish Individual Dreams
- 90. Mindsets Typically shopped Pharmacy Beer Cereal “needs” Index Laundry Dairy Canned Food To General Market 125 Packaged Meat Soda Fresh Cell Sports Phones Equipment Index Fashion “wants” Electronics To General Market 139 Kitchen Cosmetics Redesign
- 91. The Habitual Sprinter shopping journey
- 92. The Passionate Explorer shopping journey
- 93. The Challenge They go to different stores to accomplish their goals. But they can be one and the same person. Habitual Passionate Sprinter Explorer
- 94. The opportunity: save time shopping to spend time shopping. Capture both mindsets and be the place that helps Hispanics take care of their “basic needs” so they can spend time on their “fun wants”. All in the same store.
- 95. Shopping is a SOCIAL activity. 32
- 97. Shopping is a social activity 48% 29% 37% 155 index 36% 217 index 200 index 290 index Shopping is meant to Social media is Word of mouth the key enabler Share opinions be done with others is key of collaboration and reviews
- 98. Fashion
- 99. [ High Risk ] [ High Reward ] [ Low Reward ] Fashion Fashion [ Low Risk ]
- 100. The dominant shoppers Fashion
- 101. Opportunistic Adventurer Fashion Passionate Explorer
- 102. The tension vs Compete Collaborate
- 103. The tension vs Ideal thing Right thing
- 104. Recommendations Social influencers bring inspiration and possibilities
- 105. Recommendations Leverage peer-to-peer’s influence before, during and after the purchase 42
- 106. Recommendations Make it easy for her to see what her friends like Uniqlo digital hangers show how many people like each garment 43
- 107. Mobile & social media Make it easy for her to see what her friends like Help people by using Help a few experience technology to bring the latest products trends to life 44
- 108. Value means MORE THAN low price. 45
- 109. 46
- 110. Value does not mean buying cheap. It means getting more than what you pay for. 61% 55% 139 index 145 index 49% 48% 45% 258 index 200 index 128 index The like to touch, feel They judge product Won’t buy a product Multi-touchpoints They want to get over lower quality and smell a product quality by product inform decisions tailored advice and even if it is on sale before buying packaging when shopping recommendations Multi- touchpoints Not willing to inform better Trust their Visual cues Recommendations compromise decisions senses matter are important
- 111. Laundry
- 112. Making the right choice is serious business A wrong purchase Wants as much Wants to make sure decision carries information as she gets more than frustration as she possible to make she pays for feels she is sure she makes affecting her family safe bets
- 113. Before going to the store In the laundry aisle “I leave detergents for the “I find out about end. It is my space to smell products from TV.” and have some time for myself. It is like choosing a personal perfume that you “I need to know the wear on your clothes.” product, know it will give results, it is what I want.” “I make sure a product “I start to read the details of the works, or I look for products that interest me - the someone to talk to me packaging, the pictures...” about the product.”
- 114. Minimize risk!
- 115. Avoid the package regret effect!
- 116. Get her to the top of the social shopping game leaderboard
- 117. Make it risk free Hispanics are leveraging digital incentives. Let them try the product.
- 118. Help her choose the right product Gain mobile ad drove key brand engagement and helped shoppers find the right scent
- 119. Help her choose the right product
- 120. Reward her for influencing others Tesco Share and Earn gives users rewards for sharing their purchases Give her more incentive to share
- 121. You are leaving money on the table. Having a Hispanic strategy won’t alienate. It will enhance your mainstream strategy. Lead. Learn. Enlarge. 1+1=3. Use differences to discover, validate or bring dimension to your findings. The new mainstream is already here.
- 122. gracias.
- 123. Everything but the norm: Global Trends 2013 Molly Garris
- 127. Ultimately, the path to purchase has changed.
- 128. People are shopping more often, in more places and across more channels.
- 129. 4 inspiration key efficiency shopping value needs assurance
- 130. efficiency
- 131. GET IN/ out quickly efficiency simply make A PURCHASE FIND SPECIFIC Habitual brand/product Sprinter
- 132. TRENDS ‣ Hybrid formats efficiency ‣ Alternative forms of check out and payment ‣ New ways to fulfill orders / pick up goods / deliver goods
- 133. Make Visits Faster and More Relevant
- 134. Get In and Out Quickly
- 135. Long Lines Disappear
- 136. Even Wallets are Going Away
- 137. 24/7 Access
- 138. Beat Showrooming: Buy Online, Pick Up in Store
- 139. Buy Online, Pick Up 24/ 7
- 140. How about Same Day Delivery?
- 141. Auto-Delivery
- 142. assurance
- 143. UNBIASED advice assurance Weigh PROS/CONS see, TOUCH, EXPERT Quality Seeker Passionate Explorer demo, TRY
- 144. TRENDS ‣ Better understanding quality assurance ‣ Research tools ‣ Social Shopping
- 145. Offer Transparency
- 146. Offer Traceability
- 147. Bring in the Tablets
- 148. Have the Experts On Hand
- 149. Let them Snoop
- 150. Enable them to Poll Friends
- 153. value
- 154. WORTH of a product PRICE or service Special OFFERS value PRICE Strategic Dollar Opportunistic Saver Defaulter Adventurer
- 155. TRENDS ‣ Discount Stores and Private Labels value ‣ Deals and Pricing Strategies ‣ Going Beyond Price
- 156. Aldi and Lidl Gain Share
- 157. Dollar Stores Cash In 11,000 Stores!
- 158. Retailers are Forced to Price Match
- 159. Innovative Pricing Strategies are Being Explored
- 160. But isn’t enough ENOUGH?
- 161. Retailers Must Add Value in Fresh Ways
- 162. New site, KinderStuff, also Addresses Little Needs
- 163. New Amazon site, Aggregift, Aids in Group Gifting
- 164. The Brands (and Frats) are Catching On
- 165. Brands Let Consumers Weigh In
- 166. Product Innovation is Being Pushed
- 167. The Ultimate Goal is not just to Push Sales but to Gain Loyalty
- 168. inspiration
- 169. EMOTIONAL needs a TREAT inspiration EXPERIENCE Passionate Explorer
- 170. TRENDS ‣ Better and more interactive ways to learn about and select products inspiration ‣ A fun or more unique way to shop ‣ The “Wow” factor
- 171. Open a World of Flavor
- 172. Relax and Recharge with the Family
- 173. Ease Fitting Room Frustrations
- 174. Have a Destination, not a Dressing Room
- 175. Dial up the Wow
- 176. Brands are Harnessing the Excitement too
- 177. Finding Means to Engage with Customers in Unforgettable Ways
- 179. Or Just for the Tech Savvies
- 180. Have Fun, Be Memorable
- 181. There’s no silver bullet. In order to get ahead, start by: ‣ Better understanding your shoppers, their behaviors and needs ‣ Activate the right touch points ‣ Implement tests to gather actionable learnings
- 183. Nick Jones Lilia Arroyo Flores Molly Garris Enrique Márquez EVP, RETAIL PRACTICE LEAD SVP, STRATEGY DIRECTOR DIRECTOR, DIGITAL STRATEGY SVP, STRATEGY DIRECTOR nick.jones@arcww.com lilia.arroyo-flores@leoburnett.com molly.garris@arcw.com enrique.marquez@lapizusa.com 312.220.4533 312.220.6391 312.220.5228 312.220.5433
- 184. thank you