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Incorporating TNS Retail & Shopper 
© TNS 
2014 
Evolution of the Russian shopper and the implications for research 
Ranj.gill@tns-global.ru
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
The love and happiness story… 
3
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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%
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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% 
9
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
How can you win the heart of the shopper?... … you need to provide a happy shopping experience 
12
Incorporating TNS Retail & Shopper 
© TNS 
1234 
““No one wakes up in the morning thinking ‘may I suffer the whole day’…” 
13 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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. 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
Yes 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
Yes 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
Yes 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
No 
15
Incorporating TNS Retail & Shopper 
© TNS 
1234 
Making it faster and easier for shoppers to find the products they want is proven to increase shopper spending 
16 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
How can you make shopping faster and easier?... …you need to truly understand the shoppers’ needs, and then satisfy them 
17
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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 
18
Incorporating TNS Retail & Shopper 
© TNS 
1234 
Insight: category laid out by product, does not match shopper search or consumer needs 
19
Incorporating TNS Retail & Shopper 
© TNS 
1234 
Facilitate: category laid out by occasion/shopper search 
20
Incorporating TNS Retail & Shopper 
© TNS 
1234 
Occasion based visuals 
Extra tasteful 
The family 
Cooking 
21
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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 
23
The battle… 
24
Incorporating TNS Retail & Shopper 
© TNS 
1234 
How can you win the brand battle?... …you need to understand where and how to influence the shoppers brand decision 
25
Incorporating TNS Retail & Shopper 
© TNS 
1234 
There are two types of shopper at shelf 
Decided …know what product they will buy 
Open …make some kind of decision at the shelf 
26
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
Which contradicts previous beliefs 
75% 
of all decisions are made at the shelf 
60-80% 
of shoppers are decided before the shelf 
28
Incorporating TNS Retail & Shopper 
© TNS 
1234 
So to influence shoppers effectively you need to understand their entire ‘shopper journey’ 29 
Triggers or occasion 
Brand commitment 
Pre store 
In store 
Purchase
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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? 
31
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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? 
39
Incorporating TNS Retail & Shopper 
© TNS 
1234 
How can we accurately capture the entire shopper journey?... ...we need to ask the right questions, ‘In the moment’ 
40
Incorporating TNS Retail & Shopper 
© TNS 
1234 
Asking shoppers ‘why’ is often ineffective 
 
They post-rationalise, or can’t remember 
 
They don’t know or can’t articulate 
41
Incorporating TNS Retail & Shopper 
© TNS 
1234 
The typical at-home/online survey scenario Understanding brand choice by lager drinkers 42
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
Traditional recall survey generates a high number of responses… 
Recall survey 
3.8 
influences mentioned per respondent 
44
Incorporating TNS Retail & Shopper 
© TNS 
1234 
…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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
…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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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.
Incorporating TNS Retail & Shopper 
© TNS 
1234 
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
Incorporating TNS Retail & Shopper 
© TNS 
1234 
Thank You 
50

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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
  • 3. The love and happiness story… 3
  • 4. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 5. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 6. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 7. Incorporating TNS Retail & Shopper © TNS 1234 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 © TNS 1234 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%
  • 9. Incorporating TNS Retail & Shopper © TNS 1234 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% 9
  • 10. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 11. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 12. Incorporating TNS Retail & Shopper © TNS 1234 How can you win the heart of the shopper?... … you need to provide a happy shopping experience 12
  • 13. Incorporating TNS Retail & Shopper © TNS 1234 ““No one wakes up in the morning thinking ‘may I suffer the whole day’…” 13 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
  • 14. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 15. Incorporating TNS Retail & Shopper © TNS 1234 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. No No No No No No No No No No No No No No No No No No No No No No No No No No No No No No Yes No No No No No No No No No No No No No No No No Yes No No No No No No No No No No No No No No No No No No No Yes No No No No No No No No No No No No No No No No No No No No No No No 15
  • 16. Incorporating TNS Retail & Shopper © TNS 1234 Making it faster and easier for shoppers to find the products they want is proven to increase shopper spending 16 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 © TNS 1234 How can you make shopping faster and easier?... …you need to truly understand the shoppers’ needs, and then satisfy them 17
  • 18. Incorporating TNS Retail & Shopper © TNS 1234 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 18
  • 19. Incorporating TNS Retail & Shopper © TNS 1234 Insight: category laid out by product, does not match shopper search or consumer needs 19
  • 20. Incorporating TNS Retail & Shopper © TNS 1234 Facilitate: category laid out by occasion/shopper search 20
  • 21. Incorporating TNS Retail & Shopper © TNS 1234 Occasion based visuals Extra tasteful The family Cooking 21
  • 22. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 23. Incorporating TNS Retail & Shopper © TNS 1234 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 23
  • 25. Incorporating TNS Retail & Shopper © TNS 1234 How can you win the brand battle?... …you need to understand where and how to influence the shoppers brand decision 25
  • 26. Incorporating TNS Retail & Shopper © TNS 1234 There are two types of shopper at shelf Decided …know what product they will buy Open …make some kind of decision at the shelf 26
  • 27. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 28. Incorporating TNS Retail & Shopper © TNS 1234 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 © TNS 1234 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 © TNS 1234 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
  • 31. Incorporating TNS Retail & Shopper © TNS 1234 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? 31
  • 32. Incorporating TNS Retail & Shopper © TNS 1234 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 © TNS 1234 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 © TNS 1234 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 © TNS 1234 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
  • 36. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 37. Incorporating TNS Retail & Shopper © TNS 1234 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 © TNS 1234 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
  • 39. Incorporating TNS Retail & Shopper © TNS 1234 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? 39
  • 40. Incorporating TNS Retail & Shopper © TNS 1234 How can we accurately capture the entire shopper journey?... ...we need to ask the right questions, ‘In the moment’ 40
  • 41. Incorporating TNS Retail & Shopper © TNS 1234 Asking shoppers ‘why’ is often ineffective  They post-rationalise, or can’t remember  They don’t know or can’t articulate 41
  • 42. Incorporating TNS Retail & Shopper © TNS 1234 The typical at-home/online survey scenario Understanding brand choice by lager drinkers 42
  • 43. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 44. Incorporating TNS Retail & Shopper © TNS 1234 Traditional recall survey generates a high number of responses… Recall survey 3.8 influences mentioned per respondent 44
  • 45. Incorporating TNS Retail & Shopper © TNS 1234 …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
  • 46. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 47. Incorporating TNS Retail & Shopper © TNS 1234 …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
  • 48. Incorporating TNS Retail & Shopper © TNS 1234 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.
  • 49. Incorporating TNS Retail & Shopper © TNS 1234 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
  • 50. Incorporating TNS Retail & Shopper © TNS 1234 Thank You 50