fact: in-store decision rate
DESCRIPTION
Une analyse inédite apportant de nouvelles conclusions sur l'influence du point de vente dans le comportement d'achat.TRANSCRIPT
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Ready to go
shopping ?
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May 11th 2010
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Contents
Ready to go shopping ?
The power of ISDR ?
Do all roads lead to the same purchase ?
What is the ISDR made of ?
Net ISDR : a new concept !
A-brands : aim at the heart !
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Ready to go
shopping ?
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Smaller, faster and easier…
4Th December 2009 : “Delhaize plans to triple, in the
next 3 years, the number of store openings of new formats”
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Reduced shopping times !
« The average number of minutes at the shop floor decreased, so also exposure time of brand category decreased »
Consumer Shopping Habits Survey 2008 ; Executive Summary ; June 2009
43%57%
Total shopping trips2007
59%41%
Total shopping trips2008
0 to 15 minutes shopping trips
More than15 minutes shopping trips
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Do I have time to spend for shopping ?
(18% : don’t know)
National universe ; PRP 18-54 years
They enjoy taking their time to shop and explore the
different products on the shelves
They try to spend as little time as possible at the
store% 38 44 %
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The shopper’s sprint !
L’Art du marketing ; E-learning HEC ; Barbara E. Kahn (University of Miami School of Business) ; January 2010
“It takes about 12 seconds between the
moment a shopper approaches a linear and the moment he puts the
article in his supermarket trolley, and he considers on average
only 1,2 brand”
“The speed with which he decides thus lets think that his choice is founded on his memory”
12 seconds…
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The power of ISDR ?
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Instore marketing : who knows ?
International network (1936) Belgium : Popai Benelux
Knowledge centre for ‘Marketing at-Retail’ Collect up-to-date information Make the medium ‘Instore’ measurable & plannable
market research (surveys), courses & trainings, meetings & publications
Independent association (membership) Pop suppliers, retailers, communication & consultancy
agencies & brand manufacturers
new logo !
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The In-Store decision rate
Consumer Shopping Habits Survey 2008 ; Executive Summary ; June 2009
Product & brand are planned
One has planned a certain type of product, but not a specific brand
A certain brand is planned but in the end another brand is bought
A product is bought that was not mentioned as « planned » before entering the store
GENERALLY PLANNED
SPECIFICALLY PLANNED
SUBSTITUTE
UNPLANNED
In-Store decision rate
(ISDR)
% of purchases where final
decision is made in the store
36% (average FMCG)
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Do all roads lead to the
same purchase ?
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The Iast shopping trip in Fact - (questions)
STEP 1
Types of products
bought during the last
shopping trip
Amongst the 40 FMCG
categories
STEP 2
PLANNED PURCHASES
Types of products bought
& planned before the
visit in store
STEP 2.1
Brand chosen in advance &
purchased brand
Or
Brand chosen in advance & other brand
bought
Or
Brand chosen in store
STEP 2.1.1
Brand chosen in store
& usually chosen
for that kind of purchase
Or
Brand chosen in store
& not usually chosen
but attractive in store
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The Iast shopping trip in Fact - (questions)
STEP 1
Types of products
bought during the last
shopping trip
Amongst the 40 FMCG
categories
STEP 3
UNPLANNED PURCHASES
Types of products bought
& not planned before the
visit in store
STEP 3.1
Purchased brand is probably the brand
which would be bought in case of planned purchase
Or
Purchased brand is probably not the
brand which would be bought in case of
planned purchase
Or
Don’t know
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Purchased productsPlanned purchases
Planned brand + brand bought
Planned brand + other brand bought
Unplanned brand
Usual brand
Other brand
Unplanned purchasesUsual brand
Other brand
Don’t know
The last shopping trip in Fact - (plan)
Brand « before »
Planned brand + brand bought
Usual brand
Usual brand
Brand « in store »
Planned brand + other brand
bought
Other brand
Other brand
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What is the ISDR made of ?
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How strong is the influence of the POS ?
GENERALLY PLANNED
SPECIFICALLY PLANNED
SUBSTITUTE
UNPLANNED
TOTAL IN-STORE DECISION RATE 36%
-
-
-
- 27%
3%
13%
56%
44%
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Purchased productsPlanned purchases
Planned brand + brand bought
Planned brand + other brand bought
Unplanned brand
Usual brand
Other brand
Unplanned purchasesUsual brand
Other brand
Don’t know
Also an ‘ISDR’ in Fact !
Unplanned purchases
Planned brand + other brand
bought
Unplanned brand
Popai’s ISDR
GROSS ISDR
Substitute = 3%
Unplanned = 27%
Generally planned
= 13%
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Purchased productsPlanned purchases
Planned brand + brand bought
Planned brand + other brand bought
Unplanned brand
Usual brand
Other brand
Unplanned purchasesUsual brand
Other brand
Don’t know
One step further in Fact !
Brand « before »
Planned brand + brand bought
Usual brand
Usual brand
Brand « in store »
Planned brand + other brand
bought
Other brand
Other brand
NET ISDR
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NET ISDR : a new
concept !
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Purchased productsPlanned purchases
Planned brand + brand bought
Planned brand + other brand bought
Unplanned brand
Usual brand
Other brand
Unplanned purchasesUsual brand
Other brand
Don’t know
Moment of brand choice ?
56%
9%
20%
Brand « before » = 86%
73%
27%
3%
4%
2%NET ISDR= 9%
National universe ; PRP 18-54 years ; base = total purchases during the last shopping trip ; average 40 FMCG categories
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ISDR & In-Store activation : do not confuse !
Planned Notplanned
Brand before
Brand in store
PurchasesNET ISDR
GROSS ISDR
National universe ; PRP 18-54 years ; base = total purchases during the last shopping trip
79% 21%
71% 29%
58% 42%
89% 7%
86% 9%
80% 11%
33%
45%
59%
DRINKS 79% 21% 34% 89% 7%
Average 73% 27% 44% 86% 9%
SNACKS 58% 42% 59% 80% 11%
Average 40 FMCG
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A-brands : aim at
the heart !
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I keep my choice in mind !
Average 40 FMCG
Low planned categories
Middle planned categories
High planned categories
9.0%
9.8%
8.5%9.6%
National universe ; PRP 18-54 years ; base = total purchases during the last shopping trip
Average of planned
purchases
73% 80%65%45%
NET ISDR
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A-brand or not, I decide once and for all !
Average 40 FMCG
Low A-brands categories
Mid A-brands categories
High A-brands categories
9.0%
9.7% 10.2%
8.1%
National universe ; PRP 18-54 years ; base = total purchases during the last shopping trip
Preference for A-brands
61% 77%55%29%
NET ISDR
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How do the FMCG sectors behave ?
National universe ; PRP 18-54 years ; base = total purchases during the last shopping trip
Vitamins & mineral salt
products
Pils beer
Probiotic drinks
Cola drinks
Chocolate
Breakfast cereals
Milk
Coffee
Hair styling products
Body care products
Face care products
Stain remover
Chips
Cheese
Yoghourt
Canned food
Deep-frozen food & ready
meals
Fruit juice
Special beers
Soda
Still mineral water
Washing up products
Deodorant
Biscuits
Sugar candy
Household products
WC products
Soap & shower gel
Shampoo & conditioner
1st quintile
2.1%2nd quintile
5.9%3rd quintile
8.2%4th quintile
11.9%5th quintile
15.8%
Jam
Candy bars
Ice-cream
Ready desserts
Dressings
Oil & butter
Energy drinks
Toothpaste & buccal hygiene
Tissues
Washing products
Toilet tissue & kitchen roll
Average NET ISDR
PRE-SHOPPING STIMULI
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I’ve bought things that were not planned !
National universe ; PRP 18-54 years
I try a product for which I saw or heard an advertising
Attracted by a new variety, a new taste, …
The person accompanying me asks to buy a product
5%
5%
9%
29%
31%
33% 42%
36%
34%
Factors externalto the store
Attracted by the way a product is showed up…
Guided by the senses through the shelves
Attracted by a special action in store…
2%
5%
7%
13%
15%
22% 29%
20%
15%
Factors related to the point of sale
Attracted by an in-store promotion
0%
0%
19%
0%
0%
53%
Total
72%
Price / benefitVery regularly
Regularly
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In a few words…
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Shopping process is speeding up…
ISDR (Popai) : let’s put it in the right perspective ! based on a majority of unplanned purchases
NET ISDR based on brand’s choice in store planned or unplanned : people choose « at home » ! no matter the type of product (A-brand or not) FMCG sector is a more important factor
Creating a preference for the brand
is fundamental !
Conclusions