The Choicefuls -Progressive Consumers - 12 Innovative Ways into their Hearts & Carts
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What if there was a group of 50 million Americans who eat, shop and live their values? This presentation will enlighten marketers on what matters most to this group and how to best reach them at retail. Learning Objectives - Key insights from proprietary quantitative study identifying a group of progressive consumers (The Choicefuls) who are enthusiastically making choices that are “better-for-me” and “better-for-the-planet.” - Shopper journeys plus ideas on how to connect with these progressive consumers at retail.
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The Choicefuls -Progressive Consumers - 12 Innovative Ways into their Hearts & Carts
- 1. PROGRESSIVE CONSUMERS: 12 INNOVATIVE WAYS INTO THEIR HEART & CARTS
- 2. Who We Are
- 3. Part of the Publicis Groupe
- 4. What You’ll See Today • 6 Key insights from our proprietary study that identified a new group of progressive consumers – The Choicefuls – who eat, shop and live their values • Retail innovations and approaches that appeal to this group • Perceptions of brands by The Choicefuls vs. perceptions of same brands non-Choicefuls • Implications for your brands
- 5. Methodology Amazon fielded a proprietary quantitative study identifying a new segment of progressive consumers Sample • 1294 respondents • Adults (ages 18+) • National sample
- 6. 26 29 17 13 14 27 16 22 16 18 0 10 20 30 40 50 18-34 35-44 45-54 55-64 65+ Gender Age 49% 92 51% 109 Income Education Everyone else The Choicefuls 5 20 74 13 25 62 0 20 40 60 80 100 Some HS, HS Grad Some College College Grad 31 15 23 31 45 19 18 18 0 10 20 30 40 50 < $45K $45K- $64,999 $65K- $99,999 $100K + 21% of population The Choicefuls % people, index to general population (<80, >120)
- 7. 1. They Live Their Values • The Choicefuls live a value driven lifestyle, and their purchases reflect it. • Even when it means spending more time researching a product or brand
- 8. 77% more likely to out of my way to buy brands and products that have the same values as I do 89% more likely to typically do a lot of research on a product prior to making a purchase Over 2X more likely to say it’s important to me to seek out products and brands that are produced using fair trade practices They Live Their Values. Compared to everyone else, they are:
- 9. Tillamook: A Cheese that Cares Slogan - “All natural, Farmer owned, Award winning Cheese” Choiceful Values: • Clean food • Authentic • Quality
- 10. Tesco: Farm to Fork
- 11. 7 Eleven
- 12. 2. They don’t see their healthy choices as a compromise • The Choicefuls know what they want, and are willing to do a little extra work to get it.
- 13. 95% more likely to say that living a healthy lifestyle is definitely a commitment of time and energy, but the benefits are worth it 10x more likely to prioritize exercise in my life even when that means making daily compromises in my schedule to make it happen 51% more likely to believe that healthy living may cost a little more, but the results are worth it 2. They don’t see their healthy choices as a compromise
- 14. Kashi: The Joy of Eating Well
- 15. The Choiceful Shopper Journey
- 16. 92% happier with my current weight 30% happier with my professional success 42% happier with my work/life balance 3x happier with my fitness level 3. The Choicefuls know what they want, and are willing to do a little extra work to get it…. And they are happier for it. 42% happier with my sex life
- 20. 4. Their values driven lifestyle goes beyond food • To categories like pet care, personal care, household products
- 21. 35% more likely to be willing to pay more for earth-friendly household products and/or products with fewer chemicals 56% more likely to believe my approach to health is holistic – it’s about mind, body & spirit. 80% more likely to feed my pet in line with my own diet and lifestyle 4. Their values driven lifestyle goes beyond food
- 22. Mudd & Wyeth: Share the puppy love
- 23. Greenworks: A cleaner, greener world
- 24. 5. They are also open to new experiences • They’re trying new healthy behaviors and products • As well as new digital services and technologies
- 25. 5. They are also open to new experiences. Over 2X more likely to always be on the look out for new, exciting and cutting-edge approaches to health and wellness 32% more likely to use mobile banking apps to deposit checks via photo, do online bill pay or check balances 46% more likely to Use almond milk, rice milk, coconut milk, or hemp milk products
- 26. Chase: Tools for What Matters
- 27. Adidas uses NFC to embed rich content
- 28. 6. They are great connectors • They like to share information and advice • They’re active online
- 29. 59% more likely to upload and share photos via Instagram Over 3X more likely to say that people often ask my advice when it comes to making healthy lifestyle choices 50% more likely to regularly comment online, write online reviews, or blog about my life or about a topic that I’m interested in 2X more likely to like sharing information about living a healthy lifestyle with others 6. They are great connectors. Compared to everyone else, they are:
- 30. Kotex: Pin It to Win It
- 31. Marc Jacobs: Pop-Up Tweet Shop
- 32. B r a n d P e r s o n a s & T h e C h o i c e f u l s
- 33. How do The Choicefuls perceive brands in the marketplace? • Within various categories, we selected two brands • Respondents were then assigned a brand from the list and asked to imagine that brand had come to life and had a personality • Next, they rated that brand on 24 statements describing various personality traits • Utilized Brand Persona tool to better understand how The Choicefuls perceive brands
- 34. Brand Persona Wheel Inner Directed Outer Directed Competitive Takes Charge Likes Spotlight Decisive Confident Assertive Sensitive Team Player Good Listener Understanding Kind Generous
- 35. Brand Persona Wheel Spontaneous Structured Outer Directed Idea Centered Creative Spontaneous Risk Taker Flexible Big Picture Cautious Prepared Logical Structured Traditional Stable Competitive Takes Charge Likes Spotlight Decisive Confident Assertive Sensitive Team Player Good Listener Understanding Kind Generous Inner Directed
- 36. Archetypes Prophet Guardian Director Team Player Maverick Broker Idealist Good Guy Idea Centered Creative Spontaneous Risk Taker Flexible Big Picture Cautious Prepared Logical Structured Traditional Stable Powerful Wealthy Stylish Upper Class Luxurious Elite Competitive Takes Charge Likes Spotlight Decisive Confident Assertive Free Spirit Rebellious Hip & Fun Adventurous Rule Breaker Carefree Charismatic Heroic Inspirational Enthusiastic Idealistic Visionary Sensitive Team Player Good Listener Understanding Kind Generous Responsible Dependable Virtuous Polite Loyal Fair
- 37. Non-Choicefuls Brand Perceptions Idea Centered Creative Spontaneous Risk Taker Flexible Big Picture Cautious Prepared Logical Structured Traditional Stable Powerful Wealthy Stylish Upper Class Luxurious Elite Competitive Takes Charge Likes Spotlight Decisive Confident Assertive Free Spirit Rebellious Hip & Fun Adventurous Rule Breaker Carefree Charismatic Heroic Inspirational Enthusiastic Idealistic Visionary Sensitive Team Player Good Listener Understanding Kind Generous Responsible Dependable Virtuous Polite Loyal Fair Director Maverick Broker Idealist Good Guy Prophet Guardian Team Player
- 38. The Choicefuls’ Brand Perceptions Idea Centered Creative Spontaneous Risk Taker Flexible Big Picture Cautious Prepared Logical Structured Traditional Stable Powerful Wealthy Stylish Upper Class Luxurious Elite Competitive Takes Charge Likes Spotlight Decisive Confident Assertive Free Spirit Rebellious Hip & Fun Adventurous Rule Breaker Carefree Charismatic Heroic Inspirational Enthusiastic Idealistic Visionary Sensitive Team Player Good Listener Understanding Kind Generous Responsible Dependable Virtuous Polite Loyal Fair Director Maverick Broker Idealist Good Guy Prophet Guardian Team Player
- 39. Implications for connecting with The Choicefuls 1. Embrace your “why”, not just your “what” 2. Authenticity is key 3. Work from the positive 4. Recognize that they like to research 5. Clap along if you feel like happiness is the truth 6. Catch their attention with unique innovation 7. They are quality seekers, look to prove quality in an innovative way 8. This group is more open to technology, make the most of it 9. Inspire and educate the Choicefuls to get to a next level 10. Give The Choicefuls an active role in communicating who you are and what you stand for 11. Mobilize them as your brand ambassadors 12. Identify and understand how Choicefuls perceive your brand persona
- 40. We’d love to help you better connect with progressive consumers Liz Paul Nick Jones Director of Strategy Retail Practices Lead Amazon Advertising Arc Worldwide Liz.Paul@amazonadv.com Nick.Jones@arcww.com 415-655-7282 312-220-4533
- 41. Appendix
- 42. Chobani
- 43. Kashi
- 45. Shopper behavior & The Choicefuls
- 48. Touch Points Promotional Vehicles Value Centers Expert Sources Broadcast Media Specialized Retail Local Shops Engagement Tools Strategic Saver Habitual Sprinter Passionate ExplorerDollar Defaulter Quality Seeker Opportunistic Adventurer
- 49. The Choicefuls & PeopleShop The Choicefuls 49 36 39 Everyone Else 36 23 29 Index 136 152 139 Strategic Saver Before I make an online purchase, I always look for an online coupon or promo code When I find a special deal (i.e., discount, 2 for 1, etc.) I buy in bulk Quality Seeker I’ll pay more for a high quality product if it is convenient Strategic Saver Quality Seeker
- 50. B r a n d P e r s o n a s & T h e C h o i c e f u l s
- 51. How do The Choicefuls perceive brands in the marketplace? • Respondents assigned one of 12 brands and asked to imagine that brand had come to life and had a personality • Next, they rated that brand on 24 statements describing various personality traits • Utilized Brand Persona tool to better understand how The Choicefuls perceive brands
- 52. Brand Persona Wheel Inner Directed Outer Directed Competitive Takes Charge Likes Spotlight Decisive Confident Assertive Sensitive Team Player Good Listener Understanding Kind Generous
- 53. Brand Persona Wheel Spontaneous Structured Outer Directed Idea Centered Creative Spontaneous Risk Taker Flexible Big Picture Cautious Prepared Logical Structured Traditional Stable Competitive Takes Charge Likes Spotlight Decisive Confident Assertive Sensitive Team Player Good Listener Understanding Kind Generous Inner Directed
- 54. Brand Persona Wheel Spontaneous Structured Outer Directed Maverick Inner Directed + Spontaneous Inner Directed + Spontaneous Outer Directed + Spontaneous Outer Directed + Structured Idea Centered Creative Spontaneous Risk Taker Flexible Big Picture Cautious Prepared Logical Structured Traditional Stable Powerful Wealthy Stylish Upper Class Luxurious Elite Competitive Takes Charge Likes Spotlight Decisive Confident Assertive Free Spirit Rebellious Hip & Fun Adventurous Rule Breaker Carefree Charismatic Heroic Inspirational Enthusiastic Idealistic Visionary Sensitive Team Player Good Listener Understanding Kind Generous Responsible Dependable Virtuous Polite Loyal Fair Inner Directed
- 55. Gen Pop’s Brand Perceptions Spontaneous Structured Inner Directed Outer Directed Maverick Inner Directed + Spontaneous Inner Directed + Spontaneous Outer Directed + Spontaneous Outer Directed + Structured Idea Centered Creative Spontaneous Risk Taker Flexible Big Picture Cautious Prepared Logical Structured Traditional Stable Powerful Wealthy Stylish Upper Class Luxurious Elite Competitive Takes Charge Likes Spotlight Decisive Confident Assertive Free Spirit Rebellious Hip & Fun Adventurous Rule Breaker Carefree Charismatic Heroic Inspirational Enthusiastic Idealistic Visionary Sensitive Team Player Good Listener Understanding Kind Generous Responsible Dependable Virtuous Polite Loyal Fair
- 56. The Choicefuls’ Brand Perceptions Spontaneous Structured Inner Directed Outer Directed Maverick Inner Directed + Spontaneous Inner Directed + Spontaneous Outer Directed + Spontaneous Outer Directed + Structured Idea Centered Creative Spontaneous Risk Taker Flexible Big Picture Cautious Prepared Logical Structured Traditional Stable Powerful Wealthy Stylish Upper Class Luxurious Elite Competitive Takes Charge Likes Spotlight Decisive Confident Assertive Free Spirit Rebellious Hip & Fun Adventurous Rule Breaker Carefree Charismatic Heroic Inspirational Enthusiastic Idealistic Visionary Sensitive Team Player Good Listener Understanding Kind Generous Responsible Dependable Virtuous Polite Loyal Fair
- 57. Shopper behavior & The Choicefuls
- 60. I must take advantage of the opportunity and realize my savings I’ve done my research, just need to go pick up my product Don’t over think it. Just do what I always do I must have this trend and I must have it now Passionate Explorer Quality Seeker Habitual Sprinter Strategic Saver Go-Getting Same Mode, Different Missions
- 61. Same Start, Different Paths Learning Trends Exploring New Cruising For Fun Passionate Explorer Learning Details Go Getting Quality Seeker Learning Options Bargain Hunting Changing For Savings Strategic Saver
- 63. The Habitual Shopper (cont.)
- 64. Touch Points Promotional Vehicles Value Centers Expert Sources Broadcast Media Specialized Retail Local Shops Engagement Tools Strategic Saver Habitual Sprinter Passionate ExplorerDollar Defaulter Quality Seeker Opportunistic Adventurer
- 65. The Choicefuls & PeopleShop The Choicefuls 49 36 39 Everyone Else 36 23 29 Index 136 152 139 Strategic Saver Before I make an online purchase, I always look for an online coupon or promo code When I find a special deal (i.e., discount, 2 for 1, etc.) I buy in bulk Quality Seeker I’ll pay more for a high quality product if it is convenient Strategic Saver Quality Seeker
- 66. The Choicefuls & PeopleShop (cont.) The Choicefuls 56 42 34 25 55 Everyone Else 35 22 20 15 40 Index 159 189 169 172 139 I like to investigate user ratings and reviews about a product I typically do a lot of research on a product prior to making a purchase I prefer to get information from expert sources before buying a product I pay attention to the latest trends I have a definite plan when I shop