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Impact Survey Fmcg Loyalty
Impact Survey Fmcg Loyalty
Impact Survey Fmcg Loyalty
Impact Survey Fmcg Loyalty
Impact Survey Fmcg Loyalty
Impact Survey Fmcg Loyalty
Impact Survey Fmcg Loyalty
Impact Survey Fmcg Loyalty
Impact Survey Fmcg Loyalty
Impact Survey Fmcg Loyalty
Impact Survey Fmcg Loyalty
Impact Survey Fmcg Loyalty
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Impact Survey Fmcg Loyalty

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  • BRU_LPK054_20051026_Pilot results Click to edit Master text styles
  • BRU_LPK054_20051026_Pilot results
  • BRU_LPK054_20051026_Pilot results
  • BRU_LPK054_20051026_Pilot results
  • BRU_LPK054_20051026_Pilot results
  • BRU_LPK054_20051026_Pilot results
  • BRU_LPK054_20051026_Pilot results
  • Transcript

    • 1. Capturing the Full Potential of Direct Mail – Pilot results in FMCG sector La Poste / De Post CONFIDENTIAL IS-04
    • 2. CAVEAT <ul><ul><li>In the following document, we represent a series of results and insights based on the hard facts of the market research. These already highlight the value of addressed magazine vs. other media </li></ul></ul><ul><ul><li>Although the &quot;hard facts&quot; from the market research are based on customer declarations, the bias introduced should be the same for all media assessed and would therefore still allow a directionally correct evaluation of addressed magazine vs. other media </li></ul></ul>
    • 3. FMCG PILOT CAMPAIGN AND MARKET RESEARCH SETUP <ul><ul><li>Determine the impact of a series of addressed direct mails (>5 over 2 years) on sales activation, brand perception and coupon usage </li></ul></ul><ul><ul><li>Assess perception and reading rate of direct mail </li></ul></ul><ul><ul><li>Assess role of direct mail and coupons vs. website </li></ul></ul><ul><ul><li>Heavy brand users o heavy category users </li></ul></ul><ul><ul><li>Control group with same profile as direct mail recipients </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>1500 phone interviews </li></ul></ul>DISGUISED CLIENT EXAMPLE IN FMCG SECTOR Campaign goals Target customers Accompanying media Market research
    • 4. KEY MESSAGES <ul><ul><li>Series of direct mails (> 5 over 2 years) advances customers in sales funnel by driving regular use and loyalty </li></ul></ul><ul><ul><li>Series of direct mails improves perception of brand attributes </li></ul></ul><ul><ul><li>Series of direct mails shows high recall and reading rates </li></ul></ul><ul><ul><li>Series of direct mails is strongly preferred to website </li></ul></ul>
    • 5. PURCHASE FUNNEL FMCG sector – Brand 1 Percent of respondents Source: Market research, 2005; Team analysis Purchase funnel 92.1 89.4 98.6 62.9 92.3 87.6 100 49.4 <ul><ul><li>Series of DM (>5 over 2 years) </li></ul></ul><ul><ul><li>Control group (no DM) </li></ul></ul>Media received 94.5 59.4 90.8 44.8 99.5 97.0 96.9 94.9 97.5 97.9 88.1 87.6 Series of direct mails drives higher regular use (+27%) and ultimately customer loyalty (+33%) DISGUISED CLIENT EXAMPLE IN FMCG SECTOR Awareness Familiarity Consideration Trial Regular use Loyalty 56.4 71.3 Main impact of Direct mail Main loss in conversion
    • 6. PURCHASE FUNNEL FMCG sector – Brand 2 (Personal care) Percent of respondents Purchase funnel 87.1 71.9 72.5 52.2 93.7 48.8 21.5 87.9 68.0 68.3 46.5 89.3 41.5 14.7 43.8 35.5 82.6 77.4 Series of direct mails drives higher regular use (+46%) DISGUISED CLIENT EXAMPLE IN FMCG SECTOR <ul><ul><li>Series of DM (>5 over 2 years) </li></ul></ul><ul><ul><li>Control group (no DM) </li></ul></ul>Media received Source: Market research, 2005; Team analysis Awareness Familiarity Consideration Trial Regular use Main impact of Direct mail Main loss in conversion
    • 7. PURCHASE FUNNEL FMCG sector – Brand 3 Percent of respondents Purchase funnel 91.7 92.4 84.7 57.0 86.9 49.5 25.2 88.9 95.7 85.1 45.3 89.8 40.7 15.3 95.5 24.1 100 15.3 37.6 50.9 53.2 67.3 DISGUISED CLIENT EXAMPLE IN FMCG SECTOR <ul><ul><li>Series of DM (>5 over 2 years) </li></ul></ul><ul><ul><li>Control group (no DM) </li></ul></ul>Media received Series of direct mails drives higher consideration (+26%), regular use (+65%) and ultimately customer loyalty (+58%) Source: Market research, 2005; Team analysis Awareness Familiarity Consideration Trial Regular use Loyalty Main impact of Direct mail Main loss in conversion
    • 8. BRAND ASSOCIATIONS PER MEDIA GROUP FMCG sector – Brand 1 Series of DM (>5 over 2 years) Control group (no DM) 'To which extend do you agree with the following statements concerning this brand? Rating on a scale 1 to 10*; % Agree completely or to great extend (% of score 8 to 10) * 1: I completely disagree, 10: I completely agree, intermediate scores are used to qualify score Source: Market research, 2005; Team analysis Makes my life easier Has modern and attractive packaging Is an innovative and modern brand Is convenient to use Is dedicated to continuously improve its products Offers a complete range of products to deliver the best results for each need Is an expert in its field Really cleans DISGUISED CLIENT EXAMPLE IN FMCG SECTOR Series of Direct mails significantly improve perception on brand attributes
    • 9. BRAND ASSOCIATIONS PER MEDIA GROUP FMCG sector – Brand 2 (Personal care) Has attractive packaging Is an authentic brand Is available for acceptable price Is a pleasure to use Really improves the condition and feel of hair and skin Is soft Has been dermatologicaly tested – PH neutral Keeps promises 'To which extend do you agree with the following statements concerning this brand? Rating on a scale 1 to 10*; % Agree completely or to great extend (% of score 8 to 10) * 1: I completely disagree, 10: I completely agree, intermediate scores are used to qualify score Source: Market research, 2005; Team analysis Series of Direct mails improve perception on brand attributes DISGUISED CLIENT EXAMPLE IN FMCG SECTOR Series of DM (>5 over 2 years) Control group (no DM)
    • 10. COUPONS RECALL AND USAGE WITH AND WITHOUT DIRECT MAIL Percentage of respondents Coupons recall Received last Direct mail with coupons Received addressed coupons only Intention to use coupons +50% +48% DISGUISED CLIENT EXAMPLE IN FMCG SECTOR Direct mail drives coupon recall rate (+48%) and intention to use coupon (+50%) Source: Market research, 2005; Team analysis
    • 11. DIRECT MAIL FUNNEL Percentage of respondents DM funnel 100 76 83 92 70 83 91 100 66 69 95 64 69 97 Source: Market research, 2005; Team analysis Immediate (short term) effect of Direct mail DISGUISED CLIENT EXAMPLE IN FMCG SECTOR <ul><li>Direct mails are well read by consumers receiving them: </li></ul><ul><ul><li>Short term, large majority of consumers recalls (83%) and reads (70%) Direct mail </li></ul></ul><ul><ul><li>Long term, still a large majority recalls (69%) and remembers having read (64%) Direct mail </li></ul></ul>Received last direct mail 1 week ago Received Direct mail Recall Direct mail Opened Direct mail Read Direct mail Received last direct mail 4 month ago
    • 12. PREFERENCES FOR WEBSITE VS DIRECT MAIL, FOR CUSTOMERS WHO VISITED WEBSITE AND READ DIRECT MAIL Percentage of respondents who received Direct mail or coupons with referral to website, both visiting website and reading Direct mail I prefer paper Direct mail above website I use website as a complement to paper Direct mail Website is good substitute to Direct mail Somewhat applies Applies completely Source: Market research, 2005; Team analysis <ul><li>Of people visiting website and reading Direct mail: </li></ul><ul><ul><li>2/3 of people prefer Direct mail </li></ul></ul><ul><ul><li>1/3 of people use website as complement to Direct mail </li></ul></ul><ul><ul><li>1/3 of people see website as substitute to Direct mail </li></ul></ul>DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

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