TC Media - Insights from the 2013 Shopper Journey Study


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At IAB Canada's X-Series: Metrics event on December 4, 2013, TC Media presented an in-depth look at the shopper landscape in Canada. Rich data points can be found within this presentation.

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  • Well thought out. I like the 4 M's approach. I think some of the conclusions to mobile are skewed based on the age demographics. The younger generation 15-28 are more likely to accept mobile purchases, promotions and content on about most anything. Needs to be validated to confirm.
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TC Media - Insights from the 2013 Shopper Journey Study

  1. 1. Looking at the Shopper Landscape Insights from The 2013 Shopper Journey Study
  2. 2. The Shopper Journey™ Study What TC Media Knew • Relationship between shoppers, retailers/brands is increasingly complex • Path to Purchase has the potential for many new media touch points • Consumer can be overwhelmed with the shear number of competing messages. 1
  3. 3. The Shopper Journey™ Study What TC Media Needed to Know • Market: How consumers’ needs change on the path to purchase. • Message: How content should be used, by channel. • Media: To better understand the shopper’s path to purchase. • Moment: How to best allocate investment for ROI optimization. 2
  4. 4. The Shopper Journey™ Study What TC Media Knew An Overview TC Media commissioned IMI International to assist with the development and execution of a research study to quantify and validate the 4 M‟s – Market * Message * Media * Moment.  Review of over 40 studies.  4700+ Canadians representing 9,000 trip evaluations  Groceries, Drug & Pharmacy, Home Improvement, Electronics, Sporting Goods, General Merchandiser 3
  5. 5. Shopping Media Influence 4
  6. 6. Primary Store Drivers Top store drivers remain consistent even as the shift to digital continues. Top 13 Store Drivers Canada Among P3M Shoppers (Avg) Sample Size = Above Average 3420 Convenient location Grocery / Drug Great everyday value for dollars 46 GM/Dept Like the overall range/quality 5 57 44 -
  7. 7. Online Attitudes and Usage Show Opportunity Over 60% find online easiest for product information yet only 1/3 feel that brands are effectively reaching them. More loyal to retailers who send electronic updates Have stopped reading printed newspaper/flyers, only online/mobile I click on the advertisements to get more information Brands are effectively using the internet to reach me Everything I do onlie want to do on mobile Better online experience enhances brand perception I trust product information I get online Go online for deals before I go shopping I trust consumer reviews that I read online Less likely to purchase if can't find information online I get the majority of my information online Everything I need to know about a product I can find online Online is the easiest way to get product/brand information 0 6 10 20 30 40 50 60 70
  8. 8. Mobile Attitudes and Usage While 48% of shoppers find mobile marketing intrusive, the opportunity lies in providing them with a relevant discount or coupon. Likely to purchase a product if I receive a Mobile Marketing message Mobile Marketing makes me want to go out and buy that brand Likely to be loyal to retailers who send relevant information to mobile Use my cell phone while shopping to get more product information Interested in receiving Mobile Marketingthat inform me of sales Likely to be loyal to retailers that have a dedicated mobile site Mobile Marketing only works if provided with a discount/coupon Do everything on my phone that I do on my computer 0 7 10 20 30 40 50 60 70
  9. 9. Social Media Attitudes and Usage Less than 1 in 5 interact with a brand using social media, but the same number intend to increase their activity in the next 12 months. I try to only purchase brands that are on social media More likely to be loyal to retailers that use Pinterest (product image) More likely to be loyal to retailers that actively tweets More likely to purchase if advertised on a social media More likely to be loyal to retailers that use Facebook (product updates) I will interact with brands more in the next 12 months I currently interact with brands via social media I expect a response from brands 0 8 10 20 30 40 50 60 70
  10. 10. Content and Creative Approach Different types of content achieve different things for different groups. Educational Entertaining Content Driving Engagement Informative Inspirational Content Content Content Moderate Higher Lower Moderate Driving Behaviour Higher Lower Moderate Higher Talk Value Higher Moderate Lower Moderate Most Effective Among • 19-24 years old • Households with children • • • • Least Effective Among 9 • Females • 25 to 54 years old • $100k-$150k income • • • 55+ years old • Quebec • Males • 55+ years old • Quebec Males Quebec Females 13-18 and 25-39 $100k-$150k income HH with children • Females • Younger than 55 • $100k+ income • Males
  11. 11. The Shopper Journey Meet TC Media What Duncan… Knew 10
  12. 12. Pre-Shopping Motivators Flyer remains the strongest pre-store purchase motivator, especially for Grocery (44%) and General Merchandise (41%) Receiving a new product alert Product sponsored or supports a Cause you like Advertising on the internet you enjoyed Receiving a coupon to download on the internet Advertising on TV or radio you enjoyed Receiving a product sample in the mail Reading about a product in a magazine or newsletter Receiving a coupon in newspaper flyer or direct mail Seeing a recipe or meal solution idea (Grocery only) Family member, friend or co-worker recommended… Product was featured in the flyer 0 11 5 10 15 20 25 30 35 40
  13. 13. In-store Shopping Motivators Point of purchase, overhead signage and display are most frequently used shopping aids QR code you scan to get product information Digital display or at shelf product videos Flyer on your tablet device (i.e. iPad) Flyer on your mobile device Window, floor or cart advertising Product demonstration or in-store workshop New product alert signage Reward program signs (i.e. earn points) Section labels that stick out from the shelf Healthy choice signage Product being sampled Signs at the shelf providing product information Print version of the flyer available in the store Overhead signs that appear in the aisle Signs calling out feature pricing Product on display (i.e. end aisle, second location) 0 12 5 10 15 20 25 30 35 40
  14. 14. Post-Shopping Behaviours Sharing a positive experience is the #1 action consumers take after shopping and it happens most often on Electronics purchases – 28% Post a comment on a social media site DURING… Post a comment on a social media site AFTER you … Post a comment on your Facebook or Twitter site Enter a store or product promotion that you saw… Tell your friends or family about a NEGATIVE … Go to the store's website to seek out more… Do an online search about a product you have … Go to another store to shop immediately after… Go on another store's website to price compare Do an online search about another product you are… Tell your friends or family about a POSITIVE… 0 13 5 10 15 20 25 30 35 40
  15. 15. Shopper Segments 14
  16. 16. Shopper Segments Four main segments of consumers emerge across the Shopper Journey Completely Engaged Enthusiastically explore both digital and traditional media 15 Digitally Driven In touch with digital media and tend not to engage with traditional media Traditional Driven Although less likely to go online, these consumers read flyers, pay attention to instore POS and are engaged by traditional media Disinterested Consumers that are least likely to be engaging online and through traditional media, and are not looking for media to engage them
  17. 17. Shopper Segments Distribution  Home Improvement & Sports sectors have 35%+“Digitally Driven” consumers  1/3 of Grocery are “Completely Engaged”  General Merchandise has the largest % of “Traditionally Engaged” 40 35 30 25 20 15 10 5 0 Grocery Drug Home Improvement Completely Engaged 16 Digitally Driven Electronics Traditionally Driven Sports Disinterested General Merchandise
  18. 18. FOCUS: Home Improvement Sector Media Behaviours  More likely to be digitally driven shopper or more traditionally driven, but not both – they index low within the Completely Engaged segment (i.e. all media types) Journey Stages  Pre-shop: 61% will look at a flyer every week while the same number find online the easiest channel to use to find product information  In-store: Store navigation and signage are most important however also using mobile to check price  Post-shop: Most likely to talk about a positive experience Media Channels  Mobile:  Online: 17 50% HI shoppers find mobile marketing intrusive, however 25% are open to receive promotional updates on mobile Over 50% do price comparisons online, with 47% viewing the e-flyer
  19. 19. FOCUS: Pharma/Drug Retailers Media Behaviours  Represented across the shopper segments evenly, traditional segment highest at almost 30% Journey Stages  Pre Shop: Flyers remain key. WOM ranks second but less important than for other channels  In-store: Less likely than average to engage with most types of instore merchandising, except reward program signage (higher). Less likely to use mobile/tablet while shopping  Post Shop: Less likely to engage in post shop behaviours Media Channels • Mobile: • Online: 18 1 in 4 are open to receive promotional updates, 1 in 3 are only interested if discounts are offered Overall less likely to be on retailers websites 6 in 10 suggest online is the easiest source for product info. 4 in 10 regularly go online to check prices/look at the flyer
  20. 20. In Summary Over 80% of Shoppers are engaged so targeting media will drive results Same Shopper uses different media for different channels  to optimize need to optimize the 4 M's – Traditional media continues to not only be relevant but essential. Magic = Optimizing the 4M„s: Market * Message * Media * Moment  optimize each one to optimize ROI - Failure in ANY one eliminates the success of all 19
  21. 21. In Summary The shopping journey in 2014 is increasingly driven by science. Embrace the facts to deliver a seamless consistent compelling message of price, function, features and benefits. The result will be increased relevancy (for the shopper) and better ROI (for the retailer) 20