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Ranjgill
- 1. Incorporating TNS Retail & Shopper
© TNS
2014
Evolution of the Russian shopper and the implications for research
Ranj.gill@tns-global.ru
- 2. Incorporating TNS Retail & Shopper
© TNS
2014
Win the brand battle by understanding where and how to influence the shoppers brand decision
2 stories…
2
Win the shoppers’ heart by providing a happy shopping experience
Love and happiness
The battle
- 4. Incorporating TNS Retail & Shopper
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You need to continually work to understand the object of your affection
4
The Russian shopper is evolving
Shopper attitudes and priorities are changing
Channel usage is changing
Retailer usage is changing
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Russian shoppers are becoming more money conscious
5
20
30
40
50
60
70
80
2008/1
2009/1
2010/1
2011/1
2012/1
2013/1
2014/1
% population
%
It is silly to spend money on luxury goods even if you have lots of money
If I can't buy at once the thing I like, I will save money for its purchase
It's better to make a purchase on credit without any delay rather than to save money for it
I tend to spend money without thinking
Save until can afford the purchase +3%
Silly to spend money on luxury good, even if you have lots of money +7%
Better to purchase on credit rather than save -3%
Tend to spend money without thinking -8%
Source: Marketing Index / TGI, Russia (cities 100+), N=60592
Lifestyle statements
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They are less worried about the brand image and impact on status
6
20
30
40
50
60
70
80
2008/1
2009/1
2010/1
2011/1
2012/1
2013/1
2014/1
% population
%
I do not refrain from paying more for well-known brands
I buy new products before most of my friends
I like to buy things that make me look respectable
Buy new products before most of my friends +4%
Refrain from paying for well-known brands +4%
Buy things that make me look respectable -8%
Lifestyle statements
Source: Marketing Index / TGI, Russia (cities 100+), N=60592
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They are more ethically conscious
7
40
45
50
55
60
65
70
75
80
2008/1
2009/1
2010/1
2011/1
2012/1
2013/1
2014/1
% population
%
When I hear that a company damages environment, I don't buy its products
I would be prepared to pay more for environmentally friendly products
I buy fair trade products when available
I like to buy products from companies who give something back to society
Prefer to buy from companies that give back to society +7%
Pay more for environmentally friendly products +2%
Don’t buy from companies who I have heard damage the environment +3%
I buy fair trade products when available -3%
Lifestyle statements
Source: Marketing Index / TGI, Russia (cities 100+), N=60592
- 8. Incorporating TNS Retail & Shopper
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Kiosks and Food markets are steadily declining
8
0
10
20
30
40
50
60
70
80
% population visit channel more
than 2-3 times per month
%
Hypermarket/Supermarket
Self-service stores
Kiosks
Food Market
2008
crisis
Tobacco ban
Hypermarket/supermarket +5%
Kiosks -18%
Food market -13%
Online +1%
Channel purchased more than 2-3 times per month
Source: Marketing Index / TGI, Russia (cities 100+), N=60592
Self-service stores +4%
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Magnit and Auchan have been the biggest winners in terms of awareness and traffic over the past 5 years. Pyaterochka has defended its position
2009
2014
Pyatiorochka
Magnit
Auchan
Perekrestok
Metro
Karusel'
Lenta
O'KEY
SPAR
Billa
Bakhetle
0
5
10
15
20
25
30
35
40
45
0
10
20
30
40
50
60
70
80
awareness, %
visiting, %
2014/1 HY Russia
Retailer awareness vs visit
Source: Marketing Index / TGI, Russia (cities 100+), N=60592
Metro
Auchan
Grossmart
Karusel'
Lenta
Magnit
Paterson
Perekrestok
Pyatiorochka
Ramstor
0
5
10
15
20
25
30
35
40
45
0
10
20
30
40
50
60
70
80
awareness, %
visiting, %
2009/2 HY Russia
A +24%, V +16%
A +21%, V +9%
A +10%, V +6%
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Karusel, Metro and Pyaterochka are investing most heavily in ATL advertising
10
808 839 811
724 456 474
658 052 661
511 770 152
487 455 643
316 101 244
263 161 518
254 032 499
212 439 300
126 068 995
122 838 679
94 470 022
83 051 750
74 184 060
KARUSEL (CHAIN OF SHOPS)
METRO
PYATEROCHKA
O'KEY (HYPERMARKET)
PEREKRESTOK (CHAIN OF SHOPS)
LENTA
MAGNIT (CHAIN OF SHOPS)
NASH GIPERMARKET
SEDMOY KONTINENT
BILLA (SHOP)
DIXY (FOODSTUFF)
SELGROS
AZBUKA VKUSA
SPAR
RUB
TOP 20 retailers by advertising budget
Source: Media Intelligence, Russia
Includes: TV, Radio, Press, Outdoor
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But ATL advertising alone is not enough to drive shoppers to the store
11
Source: Media Intelligence
Source: Marketing Index / TGI, Russia (cities 100+), N=60592
Pyatiorochka
Magnit
Auchan
Perekrestok
Metro
Karusel'
0
10
20
30
40
50
60
0
5
10
15
20
25
Ad spend share, %
visiting, %
2014/1 HY Russia
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How can you win the heart of the shopper?... … you need to provide a happy shopping experience
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““No one wakes up in the morning thinking ‘may I suffer the whole day’…”
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The habits of happiness
Ted2004
Similarly…
No one walks into a store thinking;
may I spend longer than I planned in this store
may I find it difficult to find my products
may I be disrupted continually
may staff treat me badly
Matthieu Ricard
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If service is bad, or shoppers have to spend time searching for products, they are less likely to purchase and may not return again
14
40
45
50
55
60
65
70
75
80
85
2008/1
2009/01
2010/1
2011/1
2012/1
2013/1
2014/1
% population
%
I can refuse to buy something due to a bad service and will avoid this store in future
I don't like when sales people in shops approach me right away with questions
I don't like to spend much time at shops searching for a certain product
Refuse to buy something due to a bad service and will avoid this store in future +2%
Don't like when sales people in shops approach me right away with questions -1%
Don't like to spend much time at shops searching for a certain product 0%
Lifestyle statements
Manufacturers can improve the situation
Source: Marketing Index / TGI, Russia (cities 100+), N=60592
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Searching is a negative experience…
By combining eye tracking with neuroscience (EEG), we know that… Positive emotions are experienced only when the shopper finds products that match their needs
Shoppers may scan as many as 116 products but actually reject 113 of them.
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- 16. Incorporating TNS Retail & Shopper
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Making it faster and easier for shoppers to find the products they want is proven to increase shopper spending
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4,48
2,78
2,91
3,06
2,57
2,29
0 - 10
11 - 20
21 - 30
31 - 60
60 - 120
120 +
Time Taken to select first product (seconds)
% Conversion to purchase
Buy time
Fast
Slow
Low
High
Faster buy time = higher conversion
Faster buy time = more products bought
- 17. Incorporating TNS Retail & Shopper
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How can you make shopping faster and easier?... …you need to truly understand the shoppers’ needs, and then satisfy them
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Let’s look at a case study within the cheese category, which is quite saturated and with no growth
Great to consume
…but difficult to shop
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Insight: category laid out by product, does not match shopper search or consumer needs
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Colour coding and description
… outside store
… inside store
… in leaflets
kvickly has made it easier for you to find the cheese you are searching - see the colors on the shelf 22
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Results
‒
85% prefer new layout
‒
Greater cross- segment purchase
‒
‘I’m trying more cheeses, confident that I’ll like them’
‒
Rated number 1 Category Supplier (vs 14 previous) (Retailer: Kvickly Denmark)
‒
Category uplift
‒
Store profits uplift
‒
ROI in 10 months
SHOPPER RESULTS
RETAILER RESULTS
FINANCIAL RESULTS
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How can you win the brand battle?... …you need to understand where and how to influence the shoppers brand decision
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There are two types of shopper at shelf
Decided …know what product they will buy
Open …make some kind of decision at the shelf
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- 27. Incorporating TNS Retail & Shopper
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83
81
81
78
76
76
73
69
67
66
66
66
65
60
Oral care
Mayonnaise
Sauce
Personal wash
Spreads
Beer
Deodorants
Cheese
Hair care
Salty snacks
Yoghurt
Confectionery
Skin care
Ice cream
To save time, shoppers stick to what they know and tend to make the brand decision pre-store
27
TNS R&S decision tree data
Source: TNS decision tree studies
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Which contradicts previous beliefs
75%
of all decisions are made at the shelf
60-80%
of shoppers are decided before the shelf
28
- 29. Incorporating TNS Retail & Shopper
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So to influence shoppers effectively you need to understand their entire ‘shopper journey’ 29
Triggers or occasion
Brand commitment
Pre store
In store
Purchase
- 30. Incorporating TNS Retail & Shopper
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Russian shoppers are influenced by many out of store touchpoints
30
35
34
43
52
36
16
Usually I only buy products whose
advertising I have seen/heard
Celebrities influence my purchase
decisions
People ask for my advice before buying
new things
Before buying something expensive I
always ask friends' opinion
I tend to be influenced by online
reviews about products/brands
I often post comments/reviews about
products/brands online
% population 2014
Out-of-store influences
Source: Marketing Index / TGI, Russia (cities 100+), N=24482
TV
Radio
Print
Social
Digital
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Some big questions if you are to influence shoppers along their journeys
1.What are the main shopper journeys for your category/brand?
2.Where along the journey does the shopper make a brand choice?
3.What are the most impactful touchpoints?
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A product must be both ‘mentally available’ and ‘physically available’ for a shopper to purchase
32
Purchase
Mental availability
Physical availability
“Get into repertoire”
Consumer occasions
“Get chosen within
repertoire”
Available in-store
- 33. Incorporating TNS Retail & Shopper
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You should find out which part of the path to purchase represents most opportunity to influence shoppers, and then invest there
Mental Availability
Physical Availability
Triggers or occasion
Brand commitment
Pre store
In store
Purchase
33
- 34. Incorporating TNS Retail & Shopper
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First you need to understand the key occasions, channels, and missions for category purchase
Mental Availability
Physical Availability
Triggers or occasion
Brand commitment
Pre store
In store
Purchase
Relaxing
at home
With food
at home
Leisure out
of home
50%
25%
20%
Occasions
Missions
53
20
12
7
Weekly shop
Fill in
Meal
Specific trip
Channels
40
35
20
5
Hyper
Super
Discounter
Online
34
- 35. Incorporating TNS Retail & Shopper
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Then you need to understand how brand equity translate into purchase for our brands
100
Category buyers
Repertoire
Preference
Overall Conversion (Purchase)
80
75
65
?
35
Mental Availability
Physical Availability
Triggers or occasion
Brand commitment
Pre store
In store
Purchase
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You need to know where decisions are made, so we can see where the brand wins, and where it loses
60
40
Brand decided pre store
Brand decided in store
50% Won
10% Lost
Won 15%
Lost 25%
36
Repertoire
80
Overall Conversion (Purchase)
65
Mental Availability
Physical Availability
Triggers or occasion
Brand commitment
Pre store
In store
Purchase
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You need to compare performance against your competitors
Repertoire
Preference
Pre store conversion
In store conversion
Overall conversion
Brand X
80
75
60
40
65
Competitor
43
38
44
35
39
Competitor
31
35
31
41
37
Competitor
30
38
22
19
20
Competitor
16
24
12
7
10
37
Mental Availability
Physical Availability
Triggers or occasion
Brand commitment
Pre store
In store
Purchase
- 38. Incorporating TNS Retail & Shopper
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And identify which touchpoints have the biggest influence
Pre-store
Ads in retail folders
Outdoor posters
In store
Price labels
Promotions
Pre-store
Radio ad
Blogs/forums
Retailer websites
In store
Leaflet with product info
Pre-store
TV ad
Friends & family
In store
Packaging
Reach
Impact
38
Mental Availability
Physical Availability
Triggers or occasion
Brand commitment
Pre store
In store
Purchase
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These insights help us to be precise about the actions needed to grow the brand and the category
Overcome barriers
4.
How can I gain shoppers?
Improve reach, relevance, purchase conversion
2.
Why do I lose shoppers?
Pre-store or in-store
3.
Where do I lose shoppers?
Which touchpoints to invest in
5.
Where do I need to invest?
Which occasions, mission and channel
1.
What do I target?
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How can we accurately capture the entire shopper journey?... ...we need to ask the right questions, ‘In the moment’
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Asking shoppers ‘why’ is often ineffective
They post-rationalise, or can’t remember
They don’t know or can’t articulate
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- 42. Incorporating TNS Retail & Shopper
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The typical at-home/online survey scenario Understanding brand choice by lager drinkers 42
- 43. Incorporating TNS Retail & Shopper
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Many claim they choose a brand out of their consideration set
69%
bought a brand in their consideration set
31%
did not
Why?
Of all consumers who made a choice
43
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Traditional recall survey generates a high number of responses…
Recall survey
3.8
influences mentioned per respondent
44
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…but shows the usual set of deciding factors
0
5
10
15
20
25
30
35
40
45
50
Recall survey
The price
Special offer
Well-known brand
Drinks menu
Brand not available
Friends
Try something new
Complement food
Match the occasion
Drinks display
45
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Asking questions ‘In the moment’ generates more accurate and insightful data
Recall survey
IN-MOMENT (e.g. Mobile in the place of purchase)
3.8
1.4
influences mentioned per respondent
influences mentioned per respondent
46
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…and reveals ‘real’ deciding factors
0
5
10
15
20
25
30
35
40
45
50
Recall
Mobile
The price
Special offer
Well-known brand
Drinks menu
Brand not available
Friends
Try something new
Complement food
Match the occasion
Drinks display
47
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We are piloting research approaches on mobile
48
We are committed to where this type of research is done ‘in-the- moment’ on a mobile device.
We believe it will deliver many benefits:
-Allow us to track shoppers before they buy a product and capture their category interactions close to the moment they happen to improve recall of the interactions
-Allow us to get closer to the purchase decision and capture more intuitively, the barriers and triggers to purchases
We are actively looking to pilot these studies with clients.
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Implications for manufacturers
Win the brand battle by identifying where and how to influence the shoppers’ brand decision
Implications for Researchers
Ask the right questions, in the moment
Closing summary
49
Implications for manufacturers
Win the shoppers’ heart by providing a happy shopping experience.
Focus on making shopping faster and easier
Love and happiness
The quest