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Project Shopper Topline report

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Page 1: Project Shopper Topline report - Visual Retale · Project Shopper Topline report. ... Nestle / Nescafe / Milo Goodday Delite Meadow Fresh Marigold Farm Fresh Milk Magnolia Vico Can’t

Project Shopper

Topline report

Page 2: Project Shopper Topline report - Visual Retale · Project Shopper Topline report. ... Nestle / Nescafe / Milo Goodday Delite Meadow Fresh Marigold Farm Fresh Milk Magnolia Vico Can’t

Research Design and Methodology

In this study, two test stores were selected for the research: Tesco Puchong and Tesco Ampang, as in previous waves in order to be able to compare to previous wave’s findings.

• METHODOLOGY: Step 1 – In-store observation: to quantify the total number of shoppers who stopped

looked/interacted with the test material(s) picked up the test brand bought the test brandStep 2 – In-store intercept interviews (exit interviews): Subsequently, interviewer intercepted shopper who picks up any RTD UHT milk and interview

• FIELD EXECUTION: • 5 interviewers were stationed at each store • Observation and intercept were conducted over 8 hours block shift on two weekends• Shoppers selected for interview were screened to ensure eligibility before main interview

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Previous Campaign3 floor stickers – 1 at entrance of hyper, 2 on brand aisle

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Current Campaign1 Animated Floorstopper + Aisle Arch

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Research Design and Methodology

• TARGET RESPONDENT (FOR INTERCEPT INTERVIEW): • Decision makers of RTD milk category • Regular shoppers at test stores with a regular frequency of at least 2x a month for the last

six months• Shopper who has been shopping in-store for at least half an hour to prevent interviewing

irregular and/or occasional shoppers

• FIELDWORK PERIOD:

• SAMPLE SIZE ACHIEVED: • OBSERVATION : N=276

• EXIT INTERVIEWS (those who picked up RTD UHT milk and willing to be interviewed): N=143

Fieldwork period

Tesco Puchong 19th and 20th April 201426th and 27th April 2014

Tesco Ampang 26th and 27th April 2014

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4

3

1

0

2

9

10

10

23

19

25

61

56

75

1

2

3

3

7

9

16

19

23

41

45

59

67

81

0 10 20 30 40 50 60 70 80 90

Picked up another pack and make comparison

Took from the basket and put back onto shelf

Read the in-store communication

Interacted with in-store communication

Read the product label - back of pack

Pick up the brand again

Put back onto the shelf

Read the product label - front of pack

Location of the product - below

Location of the product - top

Pick up & studied

Location of the product - middle

Looked around/ browsing

Selected/ placed in basket

Actions when choosing product at

shelf – For

Shoppers spent an average 2.32 minutes at shelf. However, In addition, shoppers recorded higher % in looking around/ browse could be due to children’s reluctance to leave the aisle. Shoppers also tends to pay more attention to the packaging/ label this round, probably because of change in new packaging with Disney characters and association with advertisements.

All who observed Dutch Lady (Total)

N=222N=232Time Spent at shelf

(All respondents):

Average = 2.32 mins(previously 2.09 mins)

1 min = 43%

2 mins = 26%

3 mins = 18%

4 mins = 3%

5-17 mins = 9%

# denotes Sig@95% C.I.

#

#

#

#

#

#

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None

Look (from far distance)

Read the content of in-store communication fast (from near distance)

Comment/ discuss with kid(s) about in-store communication

Read the content of in-store communication carefully (from near distance) 1

3

15

68

Reaction to the Ad

The latest campaign seemed to have attracted shoppers’ attention with significantly higher response rate recorded. Majority responded by looking at the campaign from a distance

CURRENT

WAVE

N=276

PREVIOUS

WAVE

N=275

Base: All respondents observed in test outlets

21% 84%

# denotes Sig@95% C.I.

#

#

#

#7

1

8

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74

22

22

17

100

100

0 20 40 60 80 100

67

19

0

25

50

75

100

Current wave, N=165 Previous wave, N=122

Children’s Interaction with in-store

advertisements

Base: All who shop with children

A significant increase (+48%) in children’s interaction observed. About 7 in 10 children responded to the in-store advertisements as opposed to 2 out of 10 from last round. Both the floor projection and aisle arch in current campaign attracted the most attention among the children.

Base: All children who interacted with the in-store ad, Current wave, n=110Previous wave, n=23* * Caution: small base <n=30

% of child interacted with in-store ad

Interacted with 3D floor projection

Interacted with aisle arch

Touched the banner

Did "High 5" with the hand on banner

Interacted with the floor stickers

#

# denotes Sig@95% C.I.

Sig@95% HIGHER vs. floor stickers

#

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Time Spent:1 min = 43%

2 mins = 34%3 mins = 9%

4 mins = 5%5-17 mins = 9%

Ways Children’s Interacted with

3D Floor Projection

Looked at it

100%

Point at it

68%

Touched with hand

26%

Step/ Jump on it

52%

Run/ Chase after it

23%

Comment/

discuss w

parents/

siblings abt it

12%

Average

interaction time

spent

2.25 minutes

Base: All respondents who shop with children, N=165

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43

7

1

1

3

1

2

12

14

44

93

21

8

2

1

13

1

1

14

29

53

97

1

1

21

77

1

1

2

2

14

80

Brand AwarenessAll respondents are able to recall at least ONE brand at unprompted level. Dutch Lady outperformed other brands with the highest top-of-mind recall and almost all shoppers can spontaneously recall Dutch Lady at total unaided level. It is important to note the significant increase of total unaided recall for Goodday and HL (Marigold) this round vs. previous round.

TOM

Nestle / Nescafe / Milo

Goodday

Marigold

Meadow Fresh

Delite

HL (Marigold)

Magnolia

Vico

Country Goodness

Others

None

TOTAL UNAIDED

(TOM + Others Unaided)N=143

N=104

# denotes Sig@95% C.I.

#

#

#

With price promotions and sampling booths on the same aisle during research period.

With price promotions and sampling booths on the same aisle during research period.

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38

1

3

3

8

15

48

49

11

1

1

5

13

21

41

72

85

76

1

2

1

4

16

25

1

1

1

7

65

Dutch Lady is leading the unprompted advertisement brand recall by a wide margin this wave.

76

1

2

1

9

17

25

1

1

3

1

5

23

68

TOTAL UNAIDED

(TOM + Others Unaided)

TOTAL

UNAIDED + AIDED

Advertisement Awareness

TOM

Nestle / Nescafe / Milo

Goodday

Delite

Meadow Fresh

Marigold

Farm Fresh Milk

Magnolia

Vico

Can’t Recall/ None

Base: All exit interviews

N=143

N=104

# denotes Sig@95% C.I.

# # #

# #

#

#

#

# # #

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Base: All exit interviews

Types of in-store communication seen at the shelfOverall higher recall of in-store advertisements seen this wave. The 3D Floor projections stood out as in store communication seen followed by the Arch and shelf poster.

CURRENT WAVE PREVIOUS WAVE

N=143 N=104

7

3

89

51

47

27

3

66

19

26

Not Applicable

Shelf poster

Aisle Arch

3D Floor projector

Sampling kiosk

Floor sticker

Promotion

None45

4

40

20

70

4

11

18

Not Applicable

Not Applicable

Not Applicable

# denotes Sig@95% C.I.

#

#

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Can't recall 9%

None,2%

89%

Brand Recall on 3D Floor

Projection

Base: All who recalled seeing 3D floor projector ad, n=127

Majority can recall Dutch Lady from the 3D Floor Projection.

Page 14: Project Shopper Topline report - Visual Retale · Project Shopper Topline report. ... Nestle / Nescafe / Milo Goodday Delite Meadow Fresh Marigold Farm Fresh Milk Magnolia Vico Can’t

Shopper Interaction Test Stores During Fieldwork Period

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