how cool brands stay hot @ world retail congress 2011
TRANSCRIPT
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Usage of mobile phone in buying process
37% 28%
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
1 Discounts when checking-in
29%
26%
28% 28%
23%
21%
23%
18%
18%
2 Special deals offered
3 Product information via barcodes
4 Payment
5 Augmented reality to try out products
6 Most efficient shopping route
7 Share shopping list
8 Dedicated store web sites
22%
19%
20%
21%
15%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
“ At a grocery retailer, I am interested in these apps…”
Usage of mobile phone in buying process
61% 50%
N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone
2 Discounts when checking-in 53%
49%
40% 45%
23%
21%
42%
33%
33%
1 Special deals offered
3 Product information via barcodes
4 Payment
7 Augmented reality to try out products
6 Most efficient shopping route
8 Share shopping list
5 Dedicated store web sites
34%
35%
29%
26%
25%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
“ At a fashion retailer, I am interested in these apps…”
38% 41%
free Wifi. 1. People will appreciate you for it. And they might spend some more money.
2. You can welcome your customers. 3. People are encouraged to talk about you
and your offering.
// I WILL NEVER FORGET THE DAY…
Surprise
Fear
Anger
Sadness
Disgust
Meeting the love
of my life
Becoming a sport
champion
My first kiss
Extreme experience (e.g.
skydiving, mount climbing)
Parents got
divorced
New school
Encountered aggression
When I was dumped
by my partner
Death of a person
close to me
Was diagnosed
with a serious
illness
When I got in a fight
Discovered I had no
real friends when I
needed them most Moved
Graduated
Got my driving license
Being dumped by my
boy/girl friend
N = 40
N = 13
N = 14
N = 93
N = 30
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,
Romania, Poland, Brazil, India, and China.
Happiness N = 156
Happy
Happy
Source: InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France,
Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
I have a CRUSH on… H&M
Mean Scores
In UK and Germany H&M has really positive scores
on self-identification, happiness and leverage.
7,5
7,3
7,2
6,8
6,5
6,1
5,9
6,2
6,3
6,3
7,3
7,1
Brand Leverage
N (Germany) = 284 N(UK) = 272// Filter: If know H&M at least reasonably well
I have a CRUSH on… Zara
Mean Scores
Zara has positive scores (especially in UK), but a lower S
& H score in Germany, leading to lower brand leverage!
7,5
7,5
7,3
7,0
7,2
6,7
5,1
5,7
6,1
5,4
7,2
6,9
Brand Leverage
N (Germany) = 158 N(UK) = 208// Filter: If know Zara at least reasonably well
Brand knowledge
Tesco 22 %
“Coolest grocery brand is…”
13 %
10 %
8 %
4 %
1 %
1 %
1 %
ASDA
Sainsbury’s
Waitrose
Morrison’s
Aldi
Marks & Spencer
Lidl
Rewe 14 %
9 %
8 %
7 %
6 %
5 %
3 %
2 %
Edeka
Lidl
Aldi
Kaufland
Real
Netto
Penny
Globus
Tegut
2 %
1 %
N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
Brand knowledge
Topshop/ Topman 12 %
“Coolest fashion brand is…”
8 %
7 %
5 %
5 %
5 %
3 %
3 %
River Island
Next
Nike
H&M
Newlook
Zara
Asos
H&M 9 %
7 %
4 %
4 %
3 %
3 %
3 %
3 %
Esprit
New Yorker
Jack & Jones
S. Oliver
Nike
Zara
Adidas
C&A
Diesel
2 %
2 %
N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
Super dry
Debenhams
2 %
2 %
Cool
//COOL =
0.38*Original
Cool
//COOL =
0.20*Popular
Cool
Cool
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Cool
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Cool
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Cool
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Cool
//Template 1 • Tekst ①Act, don’t tell
①Innovate and surprise
①Friends are the COOL filter
Cool
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Insert movie Adidas
Real
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Real
//Authenticity for
Generation Y
Real
Real
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Real
//Human
branding
Real
QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?
Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
//re-Humanizing
marketing
Real
Touch points- Impact ranking of contact
moments
60%
36%
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
1 Website
43%
65%
49%
57%
17%
11%
7%
16%
10%
2 Advertising
3 Shop staff
4 Call center
5 Events or shows
6 Social media pages
7 Blogs
12%
6% 10%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
“ Positive impact on the image of grocery retailer…”
Touch points- Impact ranking of contact
moments
67%
58%
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
1 Website
46%
47%
45% 39%
16%
15%
13%
10%
11%
2 Advertising
3 Shop staff
6 Call center
5 Events or shows
4 Social media pages
7 Blogs
17%
8%
8%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
“ Positive impact on the image of fashion retailer…”
Brand knowledge
Next 12 %
“I have “friended” these fashion brands on Facebook…”
10 %
7 %
7 %
7 %
H&M
Diesel
Gap
Zara
Diesel
17 %
15 %
11 %
11 %
10 %
C&A
H&M
Esprit
Boss
N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands and if know the brands at least reasonably well
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
Brand knowledge
Tesco 9 %
“I have “friended” these grocery brands on Facebook…”
5 %
4 %
4 %
3 %
ASDA
Sainsbury’s
Marks & Spencer
Morrison’s
Penny
7 %
5 %
4 %
4 %
4 %
Edeka
Lidl
Aldi
Kaufland
N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands and if know the brands at least reasonably well
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
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①Stay true to your roots, but don’t shout
②Warm is the new cool
①Be open and respectful, listen (like friends)
Real
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Unique
Local, regional, Fresh Legen sehr viel Wert auf Bioprodukte.
Quality, Choice, Overview
steht für beste Qualität
Quality, Elegance, Cut klassischer eleganter Schnitt
Levis gibt es schon lange und habe die jeans gerne getragen. hat eine gute qualität
Quality, price, tradition
More upmarket than other supermarkets.
Upmarket, Natural
Style, character, personality i like its style, creativity and fashion concepts
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//Uniqueness by stealing from other industries
Unique
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Unique
Recipe stalls at Kochhaus BERLIN
Unique
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//Evolution of the environment in denim
Unique
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①Sustain your unique proposition & style
①But adapt to the changing environment
①Not forgetting about your core audience
Unique
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//The core target group…
Unique
GOOD LUCK TO ALL OF YOU
& genY
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