cornetto july 2011. key campaign information environment/panels key campaign objective 1,044...
TRANSCRIPT
Cornetto
July 2011
Key Campaign information
Environment/Panels Key Campaign Objective
1,044 StreetTalk Kiosks
Tap into the impulse market to drive sales in UK seaside locations
Other Information
Interception interviews amongst recent ice cream purchasers
Source: ‘Impulse Purchasing’ Spring Research 2011
Three key types of impulse purchase identified
Greatest influence possible in the final period
Influence potential gets stronger closer to purchase
Planned
Standard
Momentary
Ice creams tend to be standard or momentary impulse purchases
Rational(Need)
Emotional(Mood)
Planned Standard Momentary
Ice cream – a treat that means something more – I’m happy, it’s hot, I am participating in summer/warmth/a good day
Source: ‘Impulse Purchasing’ Spring Research 2011
Impulse purchases need to be easy
Source: ‘Impulse Purchasing’ Spring Research 2011
EASE Availability of product is key
Emotional need of product
Hunger, thirst, tiredness, weather, etc
EMOTIONAL NEED STATE
ENVIRONMENT
PHYSICAL
EMOTIONAL
CONTEXTUAL
Mindset, associations, companions, etc
Location and time
StreetTalk perfect for dominating the coastal environment
Source: ‘Impulse Purchasing’ Spring Research 2011
- Accelerating the impulse purchase, linking
emotional & physical triggers
-Built up by high frequency, dominating the
share of voice within the environment
-“It’s everywhere!”, “You can’t miss it”
- Amplified by high quality creative,
displaying the product in all its glory
- Especially relevant for a ‘treat’ (has to win
over the ‘inner devil’)
StreetTalk ideal for feeding the impulse decision making process
Source: ‘Impulse Purchasing’ Spring Research 2011
Spurring the momentary, short lived impulse
Visually striking prompt
Frequent message
Targeting the moment with friends/family
Prompting the ‘treat’ purchase
Targeting the associated ice cream occasion
Summary
• Three key types of impulse purchase identified
• StreetTalk is perfectly placed to target impulsive purchasing, targeting people in the right place and at the right time
• Want to find out more?
• Contact the JC Decaux research team to find out more about the project