build tailored plans to suit your shoppers’ in-store … · google has commissioned ipsos mediact...
TRANSCRIPT
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© HIM Ltd 2018. All rights reserved© him! Ltd 2016. All rights reserved
BUILD TAILORED PLANS TO SUIT YOUR SHOPPERS’IN-STORE BEHAVIOURWORKSHOP
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© HIM Ltd 2018. All rights reserved
Charles Whitehead, Head of Client Services
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© HIM Ltd 2018. All rights reserved© him! Ltd 2016. All rights reserved
WHO ARE HIM
For 50 years HIM have been joining businesses together with the strength of world class shopper research and insights.
At HIM we believe in the power of putting shoppers at the heart of everything we do.
We are proud to be the trusted name for insight within FMCG retail as well as many other channels.
Putting shoppers at the heart of everything we doJoining businesses together with the strength of world class shopper research and insights
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© HIM Ltd 2018. All rights reserved
Who is the shopper you are targeting?
What are their needs?
How do you want to change their behaviour ?
SHOPPER
What is the shoppers journey to purchase?
What are the opportunities within these channels?JOURNEY
How do we influence the shopper?
What types of message will influence shoppers?
What type of display will influence shoppers?
INFLUENCE
KEY AREAS WE ARE GOING TO FOCUS ON
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SHOPPERUNDERSTANDING THE SHOPPER
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IT CAN BE A COMPLEX ENVIRONMENT FOR SHOPPERS
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ITS VERY HARD TO GET YOUR MESSAGE ACROSS
38mins
Browsing for items
in-store
0.6seconds
Per POP display
3,700Average number of P-O-P items
passed by shoppers
0.9seconds
For a shopper to noticeyour display
Source: POPAI The Grocery Display Effectiveness Study
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TESCO 5 FAMILIES
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WHO IS ROSHNI
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CARPHONE WAREHOUSE
Conducted by YouGov on behalf of Dixons Carphone –
of 3,655 adults
44% of consumers are
motivated by low price
68% of respondents said they were
more concerned about products and deals that were
personalised
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FASHION, LUXURY, BEAUTY AND TRAVEL SECTORS IN UK AND USA
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BMW SEGMENTATION, TARGETING AND POSITIONING
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DISCOUNT & DIY INDUSTRY SEGMENTED THEIR SHOPPERS
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GROUPS
Group 1. You are a telecoms retailer that wants to targeted older shoppers (60+)
Group 2. You are a DIY retailer that is launching an online channel.
Group 3. You are a new toothpaste brand focusing on being environmentally friendly.
Group 4. You are a new ice cream brand that has low calorie content.
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BREAK OUT SESSION
Break up into your groups
1. Create a list of what you want to know about your shopper? 5 minsHow do they currently behave?What do you want to know about them?How do you want to change their behaviour?
2. Create shopper Profiles (hypothetical profiles if needed) 10 mins
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CHANNELUNDERSTANDING THE SHOPPERS JOURNEY
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THE FULL SHOPPER JOURNEY
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TRAVEL BEHAVIOUR AND ATTITUDES
Google has commissioned Ipsos MediaCT to conduct a U.S. based traveller tracking study to help us recognize the role of the internet in travel decision making.
75%of leisure travellers switch between
devices to complete planning and
booking
54% of travellers watch online travel videos
when selecting accommodation at a
particular destination
Tip: Optimising your hotel’s website
for smartphones and tablets isn’t a
luxury, but rather a necessity
•Tip: Ensure you have videos to show
shoppers key information about the
accomodation
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FASHION BRANDS
Is Online retail really as big as the hype?
75%Of branded apparel purchase are
still purchased in a physical store.
When people shop online their basket size (both number of items and amount of
spend) are
bigger
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THE BANKING INDUSTRY DO THIS PARTICULARLY WELL
Source:McKinsey June 2014
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THE AUTO INDUSTRY IS MULTICHANNEL
50% to 70% of auto buyers (depending on the
country) choose the make and model that they ultimately buy before they visit a
dealer’s showroom
China, France, Germany, and the US
Buyers first look online for price and product specifics, devoting
4.5 to 6 hours (depending on the country) to online
research.
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AUDI CITY
Understood their customers journey.
They focused on what their customers wanted in-store
Everything else was achieved online.
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BREAK OUT SESSION
You have now got a good understanding of your shopper
1. Map out your customer journey for your specific ShopperThink in terms of the initial need state through to purchase?
What are the different touchpoints?
15mins
Present back
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HOW DO YOU INFLUENCHOW DO YOU INFLUENCE THIS SHOPPER
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WE NEED TO BE CLEAR IN OUR MESSAGES TO SHOPPER
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VIDEO OF SHOPPERS IN-STORE BUYING SOMETHING ON IMPULSE
Source: HIM CODE Study
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HEINEKEN STAR RETAILER
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HEINEKEN TAILORED PLANOGRAMS
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THE CO-OP AT LATITUDE
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CARPHONE WAREHOUSE TAILORED CUSTOMER EXPERIENCE
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NUROFEN BODY GARDEN
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FLY GUINNESS CLASS
Tour of 1,750 bars 23 cities and towns 18 nights230 brand ambassadors
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TOPSHOP INTRODUCE A SLIDE
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NUTELLEA CREATE IN-STORE EXCITEMENT
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BREAK OUT SESSION
Breakout into your groups
1. How do you influence the shopper?What type of mechanism do you want to use?
What is most appropriate for your Shopper and their journey?
Present back
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FOR MORE INFORMATION PLEASE CONTACT
[email protected] 717 567www.him.uk.com