Maximizing Profits through Shopper Insights in Convenience (CSFA Presentation)
TC Media - Insights from the 2013 Shopper Journey Study
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Transcript of TC Media - Insights from the 2013 Shopper Journey Study
Looking at the Shopper Landscape
Insights from
The 2013 Shopper Journey Study
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The Shopper Journey™ Study
What TC Media Knew
• Relationship between shoppers, retailers/brands is increasingly complex
• Path to Purchase has the potential for many new media touch points
• Consumer can be overwhelmed with the shear number of competing messages.
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The Shopper Journey™ Study
What TC Media Needed to Know
• Market: How consumers’ needs change on the path to purchase.
• Message: How content should be used, by channel.
• Media: To better understand the shopper’s path to purchase.
• Moment: How to best allocate investment for ROI optimization.
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TC Media commissioned IMI International to assist with the development
and execution of a research study to quantify and validate the 4 M’s –
Market * Message * Media * Moment.
The Shopper Journey™ Study
What TC Media KnewAn Overview
Review of over 40 studies.
4700+ Canadians representing 9,000 trip evaluations
Groceries, Drug & Pharmacy, Home Improvement,
Electronics, Sporting Goods, General Merchandiser
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Shopping Media Influence
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Primary Store Drivers
Top store drivers remain consistent even as the shift to digital continues.
Top 13 Store DriversAmong P3M Shoppers (Avg)
Canada Above Average
Sample Size = 3420
Convenient location 57 Grocery / Drug
Great everyday value for dollars 46 GM/Dept
Like the overall range/quality 44 -
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Online Attitudes and Usage Show Opportunity
Over 60% find online easiest for product information yet only 1/3 feel that brands are effectively reaching them.
Online is the easiest way to get product/brand information
Everything I need to know about a product I can find online
I get the majority of my information online
Less likely to purchase if can't find information online
I trust consumer reviews that I read online
Go online for deals before I go shopping
I trust product information I get online
Better online experience enhances brand perception
Everything I do onlie want to do on mobile
Brands are effectively using the internet to reach me
I click on the advertisements to get more information
Have stopped reading printed newspaper/flyers, only online/mobile
More loyal to retailers who send electronic updates
0 10 20 30 40 50 60 70
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Mobile Attitudes and Usage
While 48% of shoppers find mobile marketing intrusive, the opportunity lies in providing them with a relevant discount or coupon.
Do everything on my phone that I do on my computer
Mobile Marketing only works if provided with a discount/coupon
Likely to be loyal to retailers that have a dedicated mobile site
Interested in receiving Mobile Marketingthat inform me of sales
Use my cell phone while shopping to get more product information
Likely to be loyal to retailers who send relevant information to mobile
Mobile Marketing makes me want to go out and buy that brand
Likely to purchase a product if I receive a Mobile Marketing message
0 10 20 30 40 50 60 70
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Social Media Attitudes and Usage
Less than 1 in 5 interact with a brand using social media, but the same number intend to increase their activity in the next 12 months.
I expect a response from brands
I currently interact with brands via social media
I will interact with brands more in the next 12 months
More likely to be loyal to retailers that use Facebook (product updates)
More likely to purchase if advertised on a social media
More likely to be loyal to retailers that actively tweets
More likely to be loyal to retailers that use Pinterest (product image)
I try to only purchase brands that are on social media
0 10 20 30 40 50 60 70
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Content and Creative Approach
EducationalContent
EntertainingContent
InspirationalContent
Driving Engagement
Moderate Higher Lower Moderate
Driving Behaviour
Higher Lower Moderate Higher
Talk Value Higher Moderate Lower Moderate
Most Effective Among
• Females• 25 to 54 years old• $100k-$150k
income
• 19-24 years old
• Households with children
• Females• 13-18 and 25-39• $100k-$150k income• HH with children
• Females• Younger than 55• $100k+ income
Least Effective Among
• Males• Quebec
• 55+ years old• Quebec
• Males• 55+ years old• Quebec
• Males
InformativeContent
Different types of content achieve different things for different groups.
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The Shopper Journey
What TC Media KnewMeet Duncan…
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Flyer remains the strongest pre-store purchase motivator, especially for Grocery (44%) and General Merchandise (41%)
Pre-Shopping Motivators
Product was featured in the flyer
Family member, friend or co-worker recommended something
Seeing a recipe or meal solution idea (Grocery only)
Receiving a coupon in newspaper flyer or direct mail
Reading about a product in a magazine or newsletter
Receiving a product sample in the mail
Advertising on TV or radio you enjoyed
Receiving a coupon to download on the internet
Advertising on the internet you enjoyed
Product sponsored or supports a Cause you like
Receiving a new product alert
0 5 10 15 20 25 30 35 40
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Point of purchase, overhead signage and display are most frequently used shopping aids
In-store Shopping Motivators
Product on display (i.e. end aisle, second location)
Signs calling out feature pricing
Overhead signs that appear in the aisle
Print version of the flyer available in the store
Signs at the shelf providing product information
Product being sampled
Healthy choice signage
Section labels that stick out from the shelf
Reward program signs (i.e. earn points)
New product alert signage
Product demonstration or in-store workshop
Window, floor or cart advertising
Flyer on your mobile device
Flyer on your tablet device (i.e. iPad)
Digital display or at shelf product videos
QR code you scan to get product information
0 5 10 15 20 25 30 35 40
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Sharing a positive experience is the #1 action consumers take after shopping and it happens most often on Electronics purchases – 28%
Post-Shopping Behaviours
Tell your friends or family about a POSITIVE experience
Do an online search about another product you are interested in buying
Go on another store's website to price compare
Go to another store to shop immediately after visiting the store
Do an online search about a product you have bought
Go to the store's website to seek out more information
Tell your friends or family about a NEGATIVE experience
Enter a store or product promotion that you saw while shopping
Post a comment on your Facebook or Twitter site
Post a comment on a social media site AFTER you finished shopping
Post a comment on a social media site DURING your shopping
0 5 10 15 20 25 30 35 40
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Shopper Segments
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Shopper Segments
Four main segments of consumers emerge across the Shopper Journey
Completely Engaged
Enthusiastically explore both digital and traditional media
Digitally Driven
In touch with digital media and tend not
to engage with traditional media
Traditional Driven
Although less likely to go online, these consumers read flyers, pay attention to instore POS and are engaged by traditional media
Disinterested
Consumers that are least likely to be engaging online and through traditional media, and are not looking for media to engage them
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Shopper Segments Distribution
Grocery Drug Home Improvement Electronics Sports General Merchandise0
5
10
15
20
25
30
35
40
Completely Engaged Digitally Driven Traditionally Driven Disinterested
Home Improvement & Sports sectors have 35%+“Digitally Driven” consumers 1/3 of Grocery are “Completely Engaged” General Merchandise has the largest % of “Traditionally Engaged”
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FOCUS: Home Improvement Sector
Media Behaviours More likely to be digitally driven shopper or more traditionally driven, but not
both – they index low within the Completely Engaged segment (i.e. all media types)
Journey Stages Pre-shop: 61% will look at a flyer every week while the same number
find online the easiest channel to use to find product information
In-store: Store navigation and signage are most important however also using mobile to check price
Post-shop: Most likely to talk about a positive experience
Media Channels Mobile: 50% HI shoppers find mobile marketing intrusive, however
25% are open to receive promotional updates on mobile Online: Over 50% do price comparisons online, with 47% viewing
the e-flyer
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FOCUS: Pharma/Drug Retailers
Media Behaviours Represented across the shopper segments evenly, traditional segment
highest at almost 30%
Journey Stages Pre Shop: Flyers remain key. WOM ranks second but less important
than for other channels In-store: Less likely than average to engage with most types of
in- store merchandising, except reward program signage (higher). Less likely to use mobile/tablet while
shopping Post Shop: Less likely to engage in post shop behaviours
Media Channels• Mobile: 1 in 4 are open to receive promotional updates, 1 in 3
are only interested if discounts are offered• Online: Overall less likely to be on retailers websites 6 in 10 suggest
online is the easiest source for product info. 4 in 10 regularly go online to check prices/look at the flyer
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In Summary
Over 80% of Shoppers are engaged so targeting media will drive results
Same Shopper uses different media for different channels to optimize ROI...you need to optimize the 4 M's –
Traditional media continues to not only be relevant but essential.
Magic = Optimizing the 4M‘s: Market * Message * Media * Moment
optimize each one to optimize ROI - Failure in ANY one eliminates the success of all
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In Summary
The shopping journey in 2014 is increasingly driven by
science.
Embrace the facts to deliver a seamless consistent
compelling message of price, function, features and
benefits.
The result will be increased relevancy (for the shopper)
and better ROI (for the retailer)