BBC Magazines Trade Research The Magazine Fixture … · Pulling Together The Findings inc...

BBC Magazines Trade Research

The Magazine Fixture of the Future

Pulling Together The Findingsinc Qualitative Research debrief

June 2008

Overall project objectives

1. Prove the current newsstand display is restricting sales by being ineffective in directing people to their required titles.

2. To demonstrate the importance of the BBC brand in the decision making process of buying a magazine.

3. Through these understandings we want to identify and develop theideal newsstand environment; the newsstand of the future!

The Magazine Fixture

AisleAvoiders

Aisle Visitors80 – 97%Of which

Browsers / non Buyers70%

Grocery 14%Convenience 20%Travel 3%

1.35 mins at aisle average Why don’t they buy?26% that what they wanted wasn’t there23% already purchased

Big Opportunity

1.34 min at aisle on average

Purchasers30%

Source: Frontline

How the current fixture works

Core repertoire

3-4

ExtendedRepertoire

New Magazine Purchases / Impulse

Purchases

Fixture drivesorder of purchase in core repertoire

(in a passive way)

Fixture does little toincrease number of

magazines inrepertoire

Little incentive totry new magazines or act on

impulse

Project plan

Future of Fixture Workshop with the BBC

Magazine Fixture of the Future Concepts

Creative Workshop Focus Groups

Creative Development and Expression of the Ideal Fixture

Develop Presentation for Retailers

Optional Quantification

In depth Interviews / Accompanied Shops

Future Panel / Trend Audit

Parallel Markets / Category Scanning

5 ways the fixture of the future can add hard nosed commercial value for retailers (based on research)

1.New reasons to buy• Link mags to lifestyle ideas more overtly• Bring content alive

2.New distribution that links to magazines content and role• Coffee shops• Garden centre• DIY outlets• Motor Stores

3.New Engagement/better conversion of browsing to buying• Clarity of subject areas• Vehicles to make buying easier• Vehicles to make choice simpler

4.Increased Impulse Purchases• Magazine placed in other associated parts of

store(s)• Linking related product categories• Vending

By providing;

5.Stimulating associated category sales• Positioning sub-fixtures with relevant

merchandise/products in store

Workshop Focus Groups debrief

Specific objectives

To use four concepts which contained potential elements of the magazine fixture of the future to stimulate debate and ideas about what it could be like. The areas were:

- Clarifying and simplifying the fixture- Creating a more engaging magazine buying experience- A more indulgent magazine shopping experience - Making the magazine fixture more engaging through technology

Two other concepts were explored to create debate about:

- The potential role of the BBC publisher brand- The potential to display magazines in different parts of the store

Sample – Six two hour workshop focus groups

Impulse Considered

Large Supermarket Men 25 – 35Kingston

Women 35 – 50Pinner

High Street Men 35-50Kingston

Women 25 – 35Pinner

Travel / Small Shops Women 25 – 35Windsor

Men 35 – 50Sunbury

* BC1 Social Class* Spread of working/non working and presence of children* Regular buyers and readers of magazines* Buy at least one of the following categories regularly: women, home, garden, food* Spread of titles in each group inc BBC * All agree with Big Britain attitude statements* Groups concluded w/c 31st March 2008

Flow of discussion

Review of Pre Task- What is not enjoyable about shopping for

magazines?- What would you do to make it more

enjoyable?

Review of Pre Task- What is not enjoyable about shopping for

magazines?- What would you do to make it more

enjoyable?

VAKOG of their experiencesVAKOG of their experiences

Review Fixture of Future concepts in pairsReview Fixture of Future concepts in pairs

Workshop preferred solution to present to the “Tesco Board”

Workshop preferred solution to present to the “Tesco Board”

THE PROBLEM WITH BUYING MAGAZINES TODAY…

What makes the choice of magazine and the experience of shopping for magazines difficult or unenjoyable?

Product & Packaging

Wide range - “Makes choosing one difficult”, “Overwhelming”

Similarity – “Lots of similar titles”

Lack of visual product difference – “Magazines have similar design and titling so all meld into one”

Wrappings and direct mail inserts – “Unnecessary packaging”

Product & Packaging

Wide range - “Makes choosing one difficult”, “Overwhelming”

Similarity – “Lots of similar titles”

Lack of visual product difference – “Magazines have similar design and titling so all meld into one”

Wrappings and direct mail inserts – “Unnecessary packaging”

Fixture

Untidy racks – “Hard to find what you want”, “Disorganised”

Lack of clear classification - “No logical arrangement of magazines”

Less opportunity to browse – “Busy, lots of people”

Crowded Isle – “Trolleys everywhere”

Fixture

Untidy racks – “Hard to find what you want”, “Disorganised”

Lack of clear classification - “No logical arrangement of magazines”

Less opportunity to browse – “Busy, lots of people”

Crowded Isle – “Trolleys everywhere”

Retail Environment

Lack of staff – “No chance of finding someone to ask”

Staff attitude – “Don’t know and don’t care”

Retail Environment

Lack of staff – “No chance of finding someone to ask”

Staff attitude – “Don’t know and don’t care”

In Their Own Words

“You know what you are looking for and what interests you and you just can’t find it and maybe its all over the place and they have been neglected”

“Whilst the ideal of it’s quite pleasant and a treat I don’t find the experience of buying matches that”

“I sometimes think there is a bit too much choice you know there seem to be about ten magazines all doing the same thing”

Now shut your eyes and imagine your self at the fixture..what images come to mind ?

• “The Kids bedroom when all the toys have been strewn around andno one wants to tidy up”

• “My boys after coming home from rugby”

• “It’s like a bird’s nest”

“I think when someone said about all their inserts that fall out, it does look like the upstairs of our house

when the kids have their friends around and they’ve pulled everything out”

What words and sounds come to mind?

• “Gossipy”

• “Lucky dip”

• “Unimportant”

“The sound of treading on paper to get to the magazines”

What feelings come to mind?

• “No one cares”

• “Magazines aren’t importantto Supermarkets”

• (“Magazines are important to Smiths on the High St”)

• “Squashed” (xxx)

“And so in a supermarket its pick it up and bugger off as quickly as possible”

Factors that get in the way / move people away from buying

Decide not to buy at this retailer

A crowded fixture looking fixture

near people queuing for tobacco / lottery

tickets

Lack of clear ‘blocking’incoherent flow of magazine sections

Magazines overlapping (CTNs, Martins) can’t see mast head /front covers

blocked by inserts

Appeal of books (Whsmith)

Too much choice makes it very difficult to find

what is wanted

Bland verbal signage with no impact

A multitude of wraps and competing freebies

Devalues choice to a question of what's the offer?

Tatty or well thumbed stock

Competing treats, lipstick, lipgloss, DVDs,

(supermarkets)

On my way to do something else (shopping, work)

Want to buy a magazine

Walk into retail outlet

Find magazine fixture

Scan fixture

Look for magazine

Look for extras

Choose

Buy

Find section

Crowded fixture making it difficult to physically lift

magazine from shelf

If true impulse buyer, magazine not front of

mind





tickets



If true impulse buyer, magazine not front of mind


what is wanted






(supermarkets)





Scan fixture

Look for magazine

Look for extras

Choose

Buy

Find section


magazine from shelf


blocked by inserts




tickets



blocked by inserts



what is wanted






(supermarkets)





Scan fixture

Look for magazine

Look for extras

Choose

Buy

Find section


magazine from shelf

If true impulse buyer, magazine not front of

mind


Category Mismatch

Consumersrelationship with

magazines

Consumersexperience of the magazine fixture

• A treat

• Small luxury / indulgence

• Personal time

• Relaxing moments / escape

• To be savoured/looked forward to

“A magazine is escapist”

“I like to treat myself with a magazine”

“It’s a fantasy world”

• Functional

• Basic

• Crowded

• Can be stressful

• In and out fast

“Buying magazines is minging. You can’t get past them cos they are all looking to see what bits they can get for their bikes and cars”

“Talk about Mr and Mrs Samey, I look at womens magazines and a lot are the same – it’s lowest common denominatorcelebrity trash”

3. Through these understandings we want to identify and develop the ideal newsstand environment; the newsstand of the future!

3. Through these understandings we want to identify and develop the ideal newsstand environment; the newsstand of the future!

WORKING TOWARDSTHE SOLUTION

Future Influences on Retail

Trends emerging from the Future Panel

More consolidation and fragmentationMore consolidation and fragmentation

Increased relevance of ‘local’ framing

Increased relevance of ‘local’ framing

New Premium / Ethical demandNew Premium / Ethical demand

Need to ‘reinvent’the High Street

Need to ‘reinvent’the High Street

New ‘Neighbourhood’store formats /

locations

New ‘Neighbourhood’store formats /

locations

Bi-furcation / polarisation

Bi-furcation / polarisation

Future Influences on Retail

Future Shopping Experience Themes in 5 Years

• Niche rich experience

• Specially choose to go and shop

• Relationship with shop / staff

• More differentiated and focused

• Personal, making my money count

• Mass bland / boring

• Online Aggregators

• More churn / Less loyalty

• Generalist

• Impersonal big corporates

What do consumers say today aboutthe fixture of the future

What would you like to change to make the selection of magazinesor the shopping experience easier and more enjoyable

• Clearer sections / dividers “Better arrangement by type, genre and name”

• Recommendations “If you liked this, try this”

• More tidy fixture

• Less choice “May be cut back on choice of some areas”

• Bigger aisles

• Reducing damage “An appropriate way of displaying that allows browsing with our damaging the magazines”

Choice Trauma is Evident

“There is a tremendous amount of choice”

“I don’t know how you would spot a new magazine”

“If I can’t find it, I just leave and pick it up somewhere else later in the week”

“I think if you were going to a store that you’d never been in before, that’s when the process takes longer. Tesco’s in Brooklands is huge, magazines go all the way round

the corner on 2 aisles and that is tricky sometimes”

NEED TO HELP OVERCOME

CHOICE TRAUMA

Reaction to Fixture of the Future Stimulus

What elements worked?

CLARIFYING AND SIMPLIFYING THE FIXTURE!

Clarifying and simplifying the fixture

Positives• The sentiment is bang on..this is the most urgent area of improvement

for the magazine fixture in store• The use of colour to signify different zones is seen to be simple and

effective• The physical reinforcement of different zones (divider protruding)

Issues• The magazines themselves are a mass of colour..how to harmonise ?• Top 10 list inevitably the cheaper/ trashy end of the scale• Magazine of the month..paid for?• Scanning at POS unnecessary

Clarifying and simplifying in their own words

“I really like this idea”

“Great spot on”

“We did say these arrange into zones as well is a really good idea”

“Because they don’t use colour much do they, magazines arecolourful, but they don’t really use it”

“We liked the divider, big, clear, bold, stands out”

“We were similar really. We liked the set up here. Nice andbold, easy to see. A bit like buying wine in the supermarket,

go straight to Italian, Spanish etc”

Overall observations

• The respondents were very practical

• It would be relatively easy to make big improvements.

• All felt the attitude of Supermarkets to Magazine buyers was “Hurry up, we don’t want you hanging around can you get this purchase with over as quickly as possible”

• So any element that was seen to encourage browsing and lingering at the fixture is positive

• Current fixture assumes mainly women are the buyers and that they buy on impulse, hence the lack of clear sign posting in their eyes

• So a fixture with a clearer, simplified easy to understand structure, kept tidy, with a bit of an opportunity to browse is the not rocket science that wins out.

BUILDING ON THE NEED TO CLARIFY AND SIMPLIFY BY MORE ENGAGING

ZONING…WHAT OTHER ELEMENTS OF THE FIXTURE OF THE FUTURE MIGHT WORK…?

Creating a more engaging magazine buying experience

Positives• Screens could advertise magazines/ content and entice people to the

fixture• Speed of a vending machine attractive for some pre planners / travel

shoppers• Lower level, blocks of magazines idea from visual• An experienced/ knowledgeable magazine “curator”

Issues• A sense that the fixture is trying to replicate the internet• On screen searching seen to be at home internet behaviour, rather

than in shop at fixture

Engaging Buying Experience in their own words

“The top image its almost laid out like a music shop. It would bequite nice if a magazine stand in a supermarket was laid out like that, there would be more space to browse”

“I mean that down the bottom left hand corner the magazine vending machine we thought that’s quite a good idea for say for instance if you are in a hurry and you don’t want to queue up”

“The interactive one is probably quite good if you can just tap in the information of what you are looking for and that will come up with various titles and tell you where they are. I think that would be quite handy”

Idea from workshop

ZONE DIVIDERS COULD CONTAIN MINI-SCREENS TO DISPLAY RELEVANT

CONTENT

More indulgent magazine shopping experience

Positives• Community seating area could provide enough of a practically feasible

opportunity to encourage browsing at big Superstore magazine fixtures.

• In store Coffee shops with more comfortable seating could encourage reading a (pre paid for Magazine) in store

• Some elements of the model relevant to High Street / WHSmiths• Back to Back seating could work in big Supermarkets

Issues• Many in store Coffee shops a bit tired / grubby• Other ideas (experienced assistant, Vip area) too much of a stretch for

them in a Supermarket context.• Magazines will need to be paid for, prior to browsing

Indulgence in their own words

Q: “Does anybody like the community seating area?”

“I liked it, I think it’s a nice idea, but I can’t imagine it at the local Asdaand Morrison's”

“Make it an encouraging area to go into. We’ve said as well a group of ladies were intimidated because all the blokes were stood there in front of the racks and reading the magazines”

“It would help me decide where I was going for coffee, if there was magazines there”

“I don’t know much about Borders, but yeah certainly its like a Waterstones type shop isn’t it”

WHAT IS LESS ENGAGING?

TECHNOLOGY AND TOO MUCH INTERACTIVITY

Making the magazine fixture more engaging through technology

Positives• Using a moving picture to signal/ signpost different sections• For a more browsing mentality the idea of terminals one can search by

subject• Gives a more futuristic appearance

Issues• Recommendations to pdas, phones etc seen to be intrusive• Unlikely to want to or have time to download content in store or create

a magazine – Would do this at home on the internet.• Technology for technologies sake is unlikely to be more engaging

Engaging through technology in their own words

“Looking at the screen with the Good Food Magazine its actually quite good having a screen displaying something that is actually in a magazine or promoting a particular magazine”

“The reason I go out is just to get away from the office and get away from the whole internet side. Everybody has got a computer at home and things like that could be done at home rather than actually in the shop itself”

“Make your own magazine up its too much hard work. If you are going to buy a magazine you want to take the magazine away”

“It’s a complete escape from the technology that we deal with at work”

Displaying magazines in different parts of the store

Positives• This idea came up spontaneously and seems to be a bit of a no brainer• Idea of an edited choice clarifies and simplifies• Encourage impulse purchase

Issues• Would need higher levels of merchandising care and magazines

available to buy at the checkout

• How to avoid browsing of magazines to choose associated productsand not the magazine – will this matter to the retailer !?

• Not a substitute for a main magazine fixture.

The Fixture of the Future

The foundation ingredients of the fixture of the future?

Foundation ingredients of the fixture of the future

Factors that encourage people to buy

Make magazine fixture more

indulgent and treat like and less

functional way

Clearer and more inspired signage that reflects the

reasons people are reading magazines

(currently at a low level)BBC branding, where part of

the title (eg. BBC Good Homes)

Encouragement to browse

Clearer signposting to a clarified range

of magazines

Position edited choice –near emotionally close area of shop eg. M&S

womens wear and woman’s magazines at

pay stationClear section for new magazines

Meaningful offer for the core market. In a repertoire of 5 magazines buy 2 get 1 free

compelling





Scan fixture

Look for magazine

Look for extras

Choose

Buy

Find section

Ability to add cost of magazine to shopping bill rather than pay cash

Particularly appealing front cover picture, content headline

Magazines situated at eye level

Buy magazine in this retailer

The organising idea for magazine retailing of the future

Ideas for Living

New distribution that synergies with the content and role of

magazines (Breaking the distribution

cartel)

Reinforcing the role of the retail brand

Creating engagement at the fixture through

a higher value framing of magazines

Clarifying and simplifying the

choosing and buying experience through

better zoning

The concept for the fixture of the future

The magazine shopping experience is organised around bringing consumers ideas for living;

- For you- For your Home- In Food- In Motoring- In TV and Entertainment- In Exploring Interests- In Health- In Sport- For Men- For Women- etc- etc

Consumer rationale

• Creates a way for consumers to short cut the fixture, quickly getting to the idea/coverage that’s relevant to them

- Creates more of a sense of a trusted source of ideas which makesit easier to navigate the fixture

• Makes it easier to locate a BBC title for consumer’s planned, unplanned or even impulse purchase

Advantages for the retailer

• Creates more overall fixture pull for people passing through the store

• Likely to increase share of unplanned/impluse purchase within the categories covered by the concept eg Homes, Gardens, Food etc

• Easy to implement

Magazine fixture of the future

Three Versions Retail Context

Zones organised around Ideas for living

Zones organised around Ideas for living

Magazine Browsers and Enthusiast shopping and choosing Mindset

Magazine Browsers and Enthusiast shopping and choosing Mindset

While Grocery Shopping Mindset – Fixture makes it quick and easy to shop or buy on impulse

While Grocery Shopping Mindset – Fixture makes it quick and easy to shop or buy on impulse

On the move mindset

Limited / edited choice

On the move mindset

Limited / edited choice

WhSmith High Street

Borders

‘Category Killer’ Supermarkets

High Street Supermarkets

Big Supermarkets

WhSmith Travel

Local Supermarket Format

Small Independents

Enthusiast fixture of the future (category leading)

• Very wide range

• Magazine Fixture obviously cared for / valued

• Encourages browsing trial (seating)

• Quality materials

• More space

• Zoning –Ideas for living

• Separate BBC branded magazines zone

• Magazine ‘curator’?

‘While grocery shopping’ fixture of the future

• Wide, edited range, but very easy to shop

• Vending alternative choice / purchase

• Magazines available at other points in the store

• Technology / screens advertise the availability of magazines in store

• Zoning - ideas for living

• BBC branded impulse zones (in other areas of store?)

On the move fixtures

• Edited Choice

• Vending option (BBC branded?) for speed

• Key Hero Zones –Ideas for living

• Impulse mini fixtures / cubes

Longer Term the fixture of the future is likely tobe a more radical departurefrom today’s experience

The store of the future 2012 - 2015

• Increased self scanning automated transactions

• Increased self scanning automated transactions

• Local pick-up for web ordering• Local pick-up for web ordering

• Mobile devices in store to access information

• Mobile devices in store to access information

• Touch screens near products for information

• Touch screens near products for information

• Stores become more about using products rather than simply displaying

• Stores become more about using products rather than simply displaying

• Electronic kiosks or screens a significant feature

• Electronic kiosks or screens a significant feature

• Increased information services in store

• Increased information services in store

The Store of the Future Report – 2012-15 Centre for Retail Research

Tailoring for Tesco

Sample

3x interviews

• Tesco Express shopper Hatch End

• Tesco Superstore shopper Pinner

• Tesco Metro Shopper Richmond

Tesco Express Pinner

Good selection and location

Tesco Superstore Pinner Green

Poor fixture signage

Overall observations

• Customers have a different magazine buying mindsets according tostore format (which reflects their overall shopper mindset)

• Our limited sample (of three interviews) suggested that Tesco customers are happier with the experience of buying magazines insmaller stores rather than larger ones

- larger stores do not cater as well for the magazine browsing mindset customers have in larger stores and consequently are at greater risk of their customers buying their magazines elsewhere

• All store formats could better exploit the shopper’s mindset for their particular store, to provide a more finely tuned magazine buyingexperience

Two different mindset

• Metro and Express- ‘You get your magazines and your sweets and your wine from the

next aisle and then you’re gone’ – Express Shopper

• Superstore and Extra- ‘My mindset is spending a little bit more money and more time’

What is required by mindset

• Should be on the route around the store and not too out of the way

• Easy browsing eg. Good homes• Easy to grab stock items eg.

Radio Times• Impulse ‘Trashy’ items located at

impulse ‘sites’

• Located close to entrance for quick stop

• Good selection covering regular impulse and stock items

Small Store BIG Store

Potential to increase share of impulse, stock magazines and browsing vs WHSmith and rival supermarkets – could be a footfall driver

Potential to Increase share of magazine purchase vs newsagent or station outlet

BBC Magazines Trade Research The Magazine Fixture … · Pulling Together The Findings inc...

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Transcript of BBC Magazines Trade Research The Magazine Fixture … · Pulling Together The Findings inc...