Pat McCann June 2007 - Kantar TNS Nederland - TNS … McCann June 2007 Retail is the New Frontier....
Transcript of Pat McCann June 2007 - Kantar TNS Nederland - TNS … McCann June 2007 Retail is the New Frontier....
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Uncovering the shopper journey to gain the edge at retail
Pat McCann
June 2007
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Retail is the New Frontier.
The impact of brand-name marketing and traditional advertising is diffuse now because we all absorb so much of it. The role of merchandising has never been greater..
Products now live and die by what happens
on the selling floor.
Paco Underhill
The impact of brand-name marketing and traditional advertising is diffuse now because we all absorb so much of it. The role of merchandising has never been greater..
Products now live and die by what happens
on the selling floor.
Paco Underhill
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3Date
Retail and Shopper Insights and
The Shopper Journey
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The Shopper Journey
Brand Equity Pre-Disposition
Brand Equity Pre-Disposition
Transaction Seals Purchase decision
Transaction Seals Purchase decision
Shopper type
Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice
Retailer experience
Store layout
Store dynamics
Store atmosphere
Shopping style
Shopping basket
Shopping route
Shelf layout
Signage
Promotions
Pack standout
Consumption experience feeds back into brand
equity
Consumption experience feeds back into brand
equity
PRE-STORE
STORE
P.O.P.
Pack communication
In-store advertising
Propensity to purchase a brand can potentially be
impacted at each stage of
this journey
Propensity to purchase a brand can potentially be
impacted at each stage of
this journey
Along the journey, several
moments of truth or
success/failure points exist for a brand
Along the journey, several
moments of truth or success/failure points exist
for a brand
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The Shopper Represents the Consumer at Retail
Brand Equity Pre-Disposition
Brand Equity Pre-Disposition
Transaction Seals Purchase decision
Transaction Seals Purchase decision
Shopper type
Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice
Retailer experience
Store layout
Store dynamics
Shopping style
Shopping basket
Shopping route
Shelf layout
Signage
Promotions
Pack standout
Pack communication
In-store advertising
Research by
Consumer
Experts
Research by
Consumer
Experts
Research by
Shopper
Experts
Research by
Shopper
ExpertsStore atmosphere
Consumption experience feeds back
into brand equity
Consumption experience feeds back
into brand equity
Propensity to purchase can potentially be
impacted at each stage of journey
Propensity to purchase can potentially be
impacted at each stage of journey
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Defining - Shopper Insights
Shopper insights is consumer learning that can be applied to improve equity, sales and profitability of a brand, category or store through consumer-centric changes to the retail environment and its messaging.
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Maximising Retail
Strategy
In-Store Marketing Activation
Driving
Customer Partnership
Synchronising Brand Equity &Retail Delivery
There are 4 ways in which retail and shopper insights can make an important contribution to your business
TNS specialist strengths will ensure that this contribution is significant and help you win at retail
How can Retail and Shopper Insights contribute to your
business?
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Maximising Retail StrategyMaximising Retail Strategy
Channel strategy
Tracking changing retail landscape
Identifying alternative, non traditional and emerging channels
Cross channel optimisation
Customer strategy
Customer collaboration strategy
Maximising specific customer opportunities
Developing effective customer specific
business plans
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Brand Retailer
In-Store Marketing ActivationIn-Store Marketing Activation
Pack Shelf Impact & communication
Price Regular& promotional pricing
Ads and Circulars
Promotions - Messaging & communication
Displays Location and effectiveness
Assortment
Plan-o-gram or Shelf Set Management
Fixtures, Signage and Store Design
Execution
Brand Management CategoryManagement
RetailManagement
To implement strategy and win at retail, in-store activation is crucial
Activating right levers and applying them effectively will maximise purchase
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Importance of Brand Power in Market suggests brand owners need to optimise.
allocation of marketing budget across Above/Below the Line including retail
brand performance by developing synergy between brand equity and retail delivery
brand communication strategy by focusing on shopper as well as consumer needs
Brand power in the market
Brand power in the mind
Brand Purchase Decision
Synchronising Brand Equity and Retail DeliverySynchronising Brand Equity and Retail Delivery
Dual aspectsof brand equity
Dual aspectsof brand equity
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Driving category growth in partnership with
customers
Helping customers to develop better relationship with shoppers
Assist customers to understand and improve the shopping experience
Improve connections between shopper needs and retail activation
Creating innovative category strategies
Showing brand loyalty leads to retail loyalty ShopperShopper
CustomerCustomerCategory/
Brand
Category/Brand
CollaborativeCategory
Development
CollaborativeCategory
Development
Driving Customer PartnershipDriving Customer Partnership
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TNS Retail and Shopper Insights
Introducing
Annual Global Consumer Sector Summit 2007
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In-store marketing
Brand Equity
Retail
Strategy
Purchasingbehaviour
TNS Retail and Shopper InsightsOffer 4 Specialist Strengths
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PurchasingBehaviourIn store
Marketing
RetailStrategy
BrandEquity
These combined strengths
form TNS Unique Shopper offer
No one else has as deep or broad combined offering - Globally
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Introducing TNS Retail Forward Retail Growth Consultants
Forward thinking retail consultancy
Create strategies for profitable growth
Business intelligence and strategic perspectives on retailing
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Introducing TNS Sorensen
the in-store research company
In-store research specialists for 35 years
Unique level of retail understanding
Unparallelled experience of shopping behaviour
HeavyTraffic
Light
Traffic
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TNS Tools to uncoverthe Shopper Journey
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Tablet PC
TNS Retail and Shopper Insights toolsShopper observation via innovative data collection
Paper & pencil
Video
People Counters
RFID PathTracker
Eye Tracking
Ethnographic Video
Statcam
PDA
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TNS shopper expertsTools to uncover the Shopper Journey
Brand Equity Pre-Disposition
Brand Equity Pre-Disposition
Transaction Seals Purchase decision
Transaction Seals Purchase decision
Shopper type
Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice
Retailer experience
Store layout
Store dynamics
Shopping style
Shopping basket
Shopping route
Shelf layout
Signage
Promotions
Pack standout
Pack communication
In-store advertising
Store atmosphere
PRE-STORE
STORE
P.O.P.
TNS TOOLS
Shopping Mission/ Needstate Study
PathTracker Store Optimiser
Brand Purchasing Study
Retail Brand Alignment study
Purchase Decision Study
Learning Lab
Controlled Store Test
Shelf Impact Test
Virtual Shopping/Shelf Test
Bonsai Test Market
Observation/Ethnography
In-Store Qualitative
TNS TOOLS
Shopping Mission/ Needstate Study
PathTracker Store Optimiser
Brand Purchasing Study
Retail Brand Alignment study
Purchase Decision Study
Learning Lab
Controlled Store Test
Shelf Impact Test
Virtual Shopping/Shelf Test
Bonsai Test Market
Observation/Ethnography
In-Store Qualitative
TNS tools cover the whole
shopper journey
TNS tools cover the whole
shopper journey
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Retail and Shopper Insights ProcessBeyond the Shopper Journey
Solution Testing
Implement, monitor
Customer Involvement
TNS covers the whole retail and shopper insights process including testing, implementation of solutions and end-to-end Consultancy.
Retail strategy projects typically cover entire process
Shopper Journey
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TNS Tools to Address the Key Business Issues
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For Pre Store Shopping Mission/ Needstate Study
Summary: Segmentation of shopping occasions (missions) and category purchasing occasions (needstates) based on behaviour and motivations
Objective: To understand different types of trip and category needstate and their impact on behaviour and category purchase decision
Benefit: Create needstate or mission-based layout, communication and input to marketing strategy
Pre Store
Shopping mission/ needstate
Shopping Needstates
In-home/on line
Segments both shopping occasion (trip) and category purchasing occasion by motivation and basket type.
Accompanied shop/ shopalong
Qualitative integral to category needstate study
Emotive insights
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For the Store Store Management Study: PathTracker
Summary: Suite of tools to observe shopper flow and response to category merchandising
Objective: Measure time spent, location, direction facing, items passed,/examined/ purchased
Benefit: Design more effective store/ impactful category merchandising
Dwell Density
Traffic Flow
Store
PathTracker Methods
RFID PathTracker
Full store management tool
Audit PathTracker
Less comprehensive
Video/Person PathTracker
Small stores or category focus
Data Mining
Analysis existing PT data
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For Category at P.O.P. Purchase Decision Study
P.O.P.
Summary: For category managers to understand shopper behaviour and attitudes at POP
Objective: To understand category purchase decision hierarchy, drivers/motivations, shopability, shelf behaviour
Benefit: Improve category conversion through active category management strategies
Purchase Decision Study
Purchase decision study method
Observation, Video Ethnography, Intercept and interview.
Understand shopper needs/priorities and at shelf behaviour.
Actively identify ways of improving category management and brand/ category conversion.
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For Brand at P.O.P Brand Purchasing Study
Summary: To assess impact of brand commitment on in-store behaviour/ response to competitor activities
Objective: Understand role of brand power in mind/ brand power in market on in-store purchasing decision
Benefit: Devise in-store communication strategies to reinforce brand equity/ improve retention of purchasers
Brand Purchasing Study
methods
In-store Brand Purchasing study
Understand brand commitment, brand purchasing and reactions to in-store environment
Accompanied shop/ shopalong
Sub-conscious and visual aspects of brand purchasing
Emotive Insights
Projective techniques to identify shopper emotions associated with brand purchase
P.O.P.
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For entire Shopper Journey In-Store Qualitative
Summary: Deep understanding shopper journey: implications for brand/category communication
Objective: Understand behaviour, purchasing barriers/triggers, in-store levers, emotions, visual category language, sub-conscious factors. Provide contextual story/ quantitative input
Benefit: Ensure retail environment reflects optimal visual and emotive communication to maximise brand/category purchase
Qualitative Methods
Accompanied shop/ shopalong
Walk & Talk Workshop
Mini group discussion on-the-go
Retail Documentary
Shopper commentary on eye tracking
Qualitative Intercept
Ethnography
Deep observation
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4-Sight Conference 20064-Sight Conference 2006
Provide quick real-world feedback on any in-store issue
Design more effective store/ more impactful
category merchandising
Evaluate pack /P.O.S. in real-world
setting to prevent costly errors.
Determine
ROI on in- store
initiatives
TNS tools to
Align in-store delivery/ communication with
brand promise
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Why TNS Retail and Shopper Insights?
Unique in-store brand equity solutions
Deep experience/validation shopper behaviour
Understanding of retailers/retail environment
Powerful PathTracker store optimiser tool
Emotive aspects of shopper journey
Holistic understanding of shopper/ consumer
Global reach, local expertise
Leading edge observation/analysis technology
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Uncovering the shopper journey to gain the edge at retail
Thank you