mrmw-7-6-16 allure
TRANSCRIPT
@SSITweets 1
Jennifer Friedman Perez, Saran Ganesh – July 2016
Exploring “In-the-Moment” Mobile Methodology to Measure In-store Purchase Behavior
@SSITweets 2
Allure’s Consumer Influence
Background & Objective
The pre-eminent awards in beauty: well-respected and highly anticipated by consumers and the industry alike.
Allure Best of Beauty Seal
Prove the impact of Allure and its Best of Beauty Awards seals on consumer purchase in-store: ability to influence consideration and drive sales.
Allure Best of Beauty Seal Aisle at CVS
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Research Design
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Project Design
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• “In-the-moment” via a mobile survey enables brands to understand the consumer at the point of experience and interact with them.
• It provides deeper insights into the “why” of a given behavior.
Right Touch-Point
Right Time Right AudienceRight
TechnologyIn the Moment
DataRight Message
Project Details
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326 34,697
Total Number of Stores Geofenced
Total Number ofCompletes
Weeks in Field(6-week campaign:March 28-May 14)
CVS
Allure Best of Beauty Seal Campaign at CVS Locations
1-100
101-200
201-300
301-750
No Geofences
5
759
33
6
8
19
102
50 6
16
14
21
4818
48350
6
10
16
24
19
125 102144
222
409
1273210
26
15
142
159
373122
9
RI = 52MA = 226CT = 99NJ = 228DE = 8MD = 115D.C = 49
2145
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98
Allure Best of Beauty Seal Campaign at CVS Locations: Completes
1-10
11-20
21-30
31-46
No Completes
NH = 0RI = 3MA = 9CT = 5NJ = 4DE = 0MD = 7D.C = 0
21
94
1
6 1
37
7
16
2
7
11 173
2
10
136
3
4
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2
11
35
46
1
3
12
13
25
1
1
2
2
8
Mobile Completes by Device OS
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160
166(51%)
(49%)
Mobile Survey Format
Screener Grid QuestionsAllure Best of Beauty Seal
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Why Is Rich Media Capture Important?
• More dimension to collected data
• Interactive and engaging respondent experience
• Qualitative understanding on a quantitative scale
— What consumers are thinking, hearing, and seeing at decision-making moments
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Mobile Survey Format: Respondent Images
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Key Conditions
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1. Questionnaire Design
Length
Relevance
2. Geographic Data
Location Data
Location Accuracy
Location Mapping
3. Geofencing
Rooftop Coordinates
Store Dwell Time
Geofence Radius
4. Engagement Survey Alerts
Survey Invites
Reminders
Rewards
5. Technology
In the Moment
Lat & Long
Trigger Message
Trigger Type
Closer to the Shopping Experience
= Better Data
Key Conditions for Project Success
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Key Findings/Implications
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Sample Selection
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Criteria: Shopped for any beauty-related products in the past 6 months
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Sample Qualifiers
WomenAge 18+
Entered and remain inside CVS for 5 minutes
Shopping for beauty/personal care
products on today’s trip
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Strong Familiarity with Allure and the Allure Best of Beauty Award Seal Prior to CVS Visit
77%
23%
YES
NO
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A Variety of Beauty Products Featured in the Best of Beauty Aisle at CVS
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6: average number of products
featured in the aisle purchased/ considered purchasing
Drove 63% new purchases/
purchase consideration
51% switched which product
they planned to purchase
Seeing the Best of Beauty Aisle at CVS Influenced Purchase Decision
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NEARLY HALF expected
to BUY MORE beauty products on this trip compared to their usual trips to CVS
Seeing the Best of Beauty Aisle at CVS Influenced Beauty Spend
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MORE THAN 2 in 5planned to BUY MORE products from this special beauty aisle compared to a regular beauty aisle
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Allure’s Positive Impact on CVS
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90%Pleased to see CVS created the Allure
Best of Beauty aisle
89%Seeing the aisle
increases my trust of CVS for beauty
88%I will look to CVS more often when
shopping for beauty
85%Teaming with Allure makes me think of
CVS as a top beauty destination
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Thank You
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Jennifer Friedman Perez, Allure
Senior Director, Marketing Intelligence
Saran Ganesh, SSI
Director of Product Marketing, Mobile
Please visit us at Booth 3 to enter our Apple Watch Raffle