Une analyse inédite apportant de nouvelles conclusions sur l'influence du point de vente dans le comportement d'achat.

1. Ready to go shopping ?

2. Where did “Popai” get the spinach?

3. May 11th 2010

4. Contents Ready to go shopping ? The power of ISDR ? Do all roadslead to the samepurchase ? Whatis the ISDR made of ? Net ISDR : a new concept ! A-brands : aimat the heart !

5. Ready to go shopping ?

6. Smaller, faster and easier… 4Th December 2009 : “Delhaize plans to triple, in the next 3 years, the number of store openings of new formats”

7. Reduced shopping times ! « The averagenumber of minutes at the shop floordecreased, soalsoexposure time of brand categorydecreased » 0 to 15 minutes shopping trips More than15 minutes shopping trips Consumer Shopping Habits Survey 2008 ; ExecutiveSummary ; June 2009

8. Do I have time to spend for shopping ? They enjoy taking their time to shop and explore the different products on the shelves They try to spend as little time as possible at the store %38 44% (18% : don’t know) National universe ; PRP 18-54 years

9. The shopper’s sprint ! 12 seconds… “It takes about 12 seconds between the moment a shopper approaches a linear and the moment he puts the article in his supermarket trolley, and he considers on average only 1,2 brand” “The speed with which he decides thus lets think that his choice is founded on his memory” L’Art du marketing ; E-learning HEC ; Barbara E. Kahn (University of Miami School of Business) ; January 2010

10. The power of ISDR ?

11. Instore marketing : whoknows ? new logo ! International network (1936) Belgium : Popai Benelux Knowledge centre for ‘Marketing at-Retail’ Collect up-to-date information Make the medium ‘Instore’ measurable & plannable  marketresearch (surveys), courses & trainings, meetings & publications Independent association (membership) Pop suppliers, retailers, communication & consultancyagencies & brand manufacturers

12. The In-Store decision rate SPECIFICALLY PLANNED 36% (average FMCG) GENERALLY PLANNED In-Store decision rate (ISDR) % of purchaseswhere final decisionis made in the store SUBSTITUTE UNPLANNED Consumer Shopping Habits Survey 2008 ; ExecutiveSummary ; June 2009

13. Do all roads lead to the same purchase ?

14. The Iast shopping trip in Fact - (questions) PLANNED PURCHASES STEP 1 STEP 2 STEP 2.1 STEP 2.1.1 Types of productsboughtduring the last shopping trip Amongst the 40 FMCG categories Types of productsbought & plannedbefore the visit in store Brand chosen in advance & purchased brand Or Brand chosen in advance & other brand bought Or Brandchosen in store Brand chosen in store & usuallychosen for thatkind of purchase Or Brand chosen in store & not usuallychosen but attractive in store

15. The Iast shopping trip in Fact - (questions) UNPLANNED PURCHASES STEP 1 STEP 3 STEP 3.1 Types of productsboughtduring the last shopping trip Amongst the 40 FMCG categories Types of productsbought & not plannedbefore the visit in store Purchased brand isprobably the brand whichwouldbebought in case of plannedpurchase Or Purchased brand isprobably not the brand whichwouldbebought in case of plannedpurchase Or Don’t know

16. The last shopping trip in Fact - (plan) Planned brand + brand bought Planned brand + other brand bought Usual brand Other brand Usual brand Brand « before » Brand « in store » Other brand

17. What is the ISDR made of ?

18. How strongis the influence of the POS ? - SPECIFICALLY PLANNED 56% - 13% GENERALLY PLANNED - 3% SUBSTITUTE - 27% UNPLANNED 44% TOTAL IN-STORE DECISION RATE 36%

19. Alsoan ‘ISDR’ in Fact ! Substitute = 3% Planned brand + other brand bought Unplanned brand Generallyplanned = 13% Popai’s ISDR Unplannedpurchases Unplanned = 27% GROSS ISDR

20. One step further in Fact ! Planned brand + brand bought Planned brand + other brand bought Usual brand Other brand Usual brand Brand « before » Brand « in store » Other brand NET ISDR

21. NET ISDR : a new concept !

22. Moment of brand choice ? 56% 73% 3% 9% 4% 27% 20% NET ISDR = 9% Brand « before » = 86% 2% National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip ; average 40 FMCG categories

23. ISDR & In-Store activation : do not confuse ! NET ISDR GROSS ISDR Purchases Planned Not planned Brand before Brand in store DRINKS 79% 21% 34% 89% 7% 79% 21% 89% 7% 33% Average 73% 27% 44% 86% 9% Average 40 FMCG 71% 29% 86% 9% 45% SNACKS 58% 42% 59% 80% 11% 58% 42% 80% 11% 59% National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip

24. A-brands : aim at the heart !

25. I keepmychoice in mind ! Average of planned purchases 73% 80% 65% 45% NET ISDR National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip

26. A-brand or not, I decide once and for all ! 77% 29% Preference for A-brands 61% 55% NET ISDR National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip

27. How do the FMCG sectors behave? PRE-SHOPPING STIMULI Average NET ISDR 1st quintile 2.1% 2nd quintile 5.9% 3rd quintile 8.2% 4th quintile 11.9% 5th quintile 15.8% Vitamins & mineralsaltproducts Pilsbeer Probiotic drinks Cola drinks Chocolate Breakfast cereals Milk Coffee Hairstylingproducts Body care products Face care products Stainremover Chips Cheese Yoghourt Cannedfood Deep-frozenfood & readymeals Fruit juice Specialbeers Soda Stillmineral water Washing up products Deodorant Biscuits Sugarcandy Householdproducts WC products Soap & shower gel Shampoo & conditioner Jam Candy bars Ice-cream Ready desserts Dressings Oil & butter Energy drinks Toothpaste & buccal hygiene Tissues Washingproducts Toilet tissue & kitchen roll National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip

28. I’veboughtthingsthatwerenotplanned ! Total 72% Price / benefit Veryregularly Regularly 42% 36% Factorsexternal to the store 34% 29% 20% Factorsrelated to the point of sale 15% National universe ; PRP 18-54 years

29. In a few words…

30. Shopping processisspeeding up… ISDR (Popai) : let’s put it in the right perspective ! based on a majority of unplannedpurchases NET ISDR based on brand’schoice in store planned or unplanned : people choose « at home » ! no matter the type of product (A-brand or not) FMCG sectoris a more important factor Creatinga preference for the brand isfundamental ! Conclusions