Consumer Preferences for Retail Promotions - Cognizant Research Findings

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Which retail promotions are the most effective? Results from a survey of US shoppers to study the preferences of consumers for various retail promotions.

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  • Photo courtesy LarsPlougmann on Flickr (http://www.flickr.com/photos/criminalintent/162478786/)
  • Consumer Preferences for Retail Promotions - Cognizant Research Findings

    1. 1. Research on Consumer Preferences for Retail Promotions<br />Cognizant Business Consulting Consumer Goods Practice<br />April 2011<br />For additional information contact: <br /><ul><li>Steven Skinner at Steven.Skinner@cognizant.com
    2. 2. Jennifer Green Godette at Jennifer.GreenGodette@cognizant.com</li></ul>Photo courtesy Lars Plougmann on Flickr licensed CC-BY-SA (http://www.flickr.com/photos/criminalintent/162478786/) <br />
    3. 3. 2<br />Contents<br />3 Objective, Methodology & Respondent Profile <br />4 Research Results<br />21 Inference Drawn from Primary Research<br />29 Research Results by Generation, Income and Gender<br />46 About Cognizant<br />
    4. 4. Cognizant Research on Consumer Preferences for Retail Promotions<br />Objective: <br />To better understand consumer preferences in the area of retail promotions and generate insights for CG manufacturers<br />Methodology:<br /><ul><li>An online survey was conducted among adults 18+ across the United States
    5. 5. A total of 2,034 responses was collected
    6. 6. The data was also segmented by gender, income and generation </li></ul>Respondent Profile:<br /><ul><li>Gender: 54% women and 46% men
    7. 7. Average age: 45
    8. 8. Average household income: $59,600</li></ul>3<br />
    9. 9. 4<br />Research Results<br />
    10. 10. Focus Area: Promotional ActivitiesPhysical coupons and BOGO are the most preferred promotion vehicles across consumer segments.<br />“Which of the following promotions, Web sites or activities have you used in the past year to purchase products at a discount?”<br />1<br />With high rates of coupon redemption, service excellence in coupon redemption and easier processing will lead to increased consumer satisfaction levels. <br /><ul><li>Across all age groups and income groups, coupons and BOGO promotions are the most used promotions to buy products at a discount.
    11. 11. Women (85%) show a marginally higher preference for this promotion vehicle than men (74%).</li></ul>5<br />
    12. 12. Focus Area: Promotional ActivitiesFor consumers, the top two reasons for product promotions are: 1) to encourage a first trial of product 2) to sell more of the same product.<br />2<br />“Out of the following, select the reasons you believe product promotions are offered?”<br />Consumers have strong perceptions on reasons promotions are offered. CG manufacturers have an opportunity to customize their promotions by making use of existing perceptions.<br /><ul><li>More male respondents than female respondents think that promotions are offered when the brand is not selling well or the CG manufacturers want to get rid of old stock.
    13. 13. Brand is not selling well: 38 % male respondents vs. 26% female respondents.
    14. 14. CG manufacturers are trying to get rid of stock: 46% male respondents vs. 34% female respondents.
    15. 15. As consumers grow older, the perception that promotions are given to incite first trial strengthens.</li></ul>6<br />
    16. 16. “For store-based promotions, who do you think bears the cost of the promotions?”<br /><ul><li>Older demographics (>55 yrs) seem more cynical about the role played by CG manufacturers in paying for promotions. Only 17% (56-70 years) and 10% (70+ years) believe that promotions are paid for by CG manufacturers.</li></ul>Focus Area: In-Store PromotionsThere is no clear consensus among consumers on who (retailers or CG manufacturers) bears the cost of store-based promotions.<br />Consumers typically give little credit to CG manufacturers for paying for promotions. For promotions targeted at improving brand perceptions, CG manufacturers may need to focus on getting the credit.<br />7<br />3<br />
    17. 17. “Please rank the following types of promotions in order of preference for store-based promotions?”<br /><ul><li>Consumers seem to perceive better value for money in getting ‘more of the same’ vs. getting a discount while buying a product.
    18. 18. Rebates and cross category promotions seem to have low acceptability among consumers. </li></ul>Focus Area: In-Store PromotionsConsumers prefer to get the same product free as compared to a cross category product during the promotion of a product.<br />Buy one get one free is the most preferred promotion vehicle for a store-based promotion. This is consistent across demographics and gives a strong indication to CG manufacturers on consumers’ preferred promotion vehicle.<br />8<br />4<br />
    19. 19. Focus Area: In-Store PromotionsConsumers like daily price discounts more than intermittent promotions, but promotions can be greatly affected if items are “out-of-stock.” <br />5<br />“For store-based promotions, with which of the following statements do you most agree?”<br />Consumers have a poor perception about the availability of products during store-based promotions <br /> CG manufacturers need to focus on increasing forecasting accuracy. <br /><ul><li>Female respondents are more dissatisfied with the availability of promoted items in-store. As much as 50% more female respondents than male respondents think that advertised promotions are not always available in-store.
    20. 20. Across age groups, consumers have a more negative perception of the availability of promoted products in-store. The acceptability of receiving a rain check in case of a stock-out in-store has a direct correlation with age.</li></ul>9<br />
    21. 21. Focus Area: Online PromotionsGetting a good promotional deal is the most important criterion for a consumer when making online purchases.<br />6<br />“Please rank the following in order of importance when making a purchase online?”<br />Value/price is the biggest driver for online purchases. For online forays, CG manufacturers need to focus on building brand perception and delivering the best possible promotional deal.<br /><ul><li>Buyer reviews and product pictures are not that important when making an online purchase.
    22. 22. Brand name is an important criterion for buying a product online since it appears to compensate for the lack of information on an unknown product that has a good promotional deal.
    23. 23. Older demographic consumers (70+ years) place the highest importance on “Brand Name” when making a purchase online. </li></ul>10<br />
    24. 24. Focus Area: Online PromotionsEmails and daily deal sites are the two most effective means of getting information on promotional products. <br />7<br />“Please rank the following in order of effectiveness for finding online promotions?”<br />While CG manufacturers invest in reaching out to consumers using social media platforms, maintaining focus on promotions through email is still very important.<br /><ul><li>Overall, consumers prefer to learn about product promotions via emails.
    25. 25. Most consumers do not see social media sites as a place to get information on promotional products.
    26. 26. Most effective method of finding online promotions:
    27. 27. Consumers aged < 18: social media websites/discussion
    28. 28. Consumers aged 18-25: daily deal sites
    29. 29. Consumer income < $30K: daily deal sites</li></ul>11<br />
    30. 30. Focus Area: Online PromotionsThe effectiveness of email and daily deal websites in online promotions is reinforced by the fact that these media also provide the best experience to consumers online.<br />8<br />“Please rate your experience in terms of discount obtained from each of the following?”<br />Email offers and discount websites together provide the best user experience for online promotional discounts CG manufacturers should keep focusing on such promotional strategies.<br /><ul><li>Social media sites like Facebook, Twitter, etc., are still developing in terms of providing a satisfactory user experience from an online promotion perspective.
    31. 31. Older demographic consumers (55+ years) have low positive perceptions of the online medium as a means of getting discounts.</li></ul>12<br />
    32. 32. Focus Area: In-Store and Online Promotion ComparisonConsumers believe that better promotional deals are available online than in-store.<br />“When comparing promotions available at a store and those available on the internet / online, with which statement do you most agree?”<br />9<br />CG manufacturers should focus on providing better promotions online to match consumer perceptions.<br /><ul><li>Older demographic consumers continue to be partial to in-store promotions. Almost 60% of the respondents aged 70+ think that better deals are available in-store than online.
    33. 33. Among the younger demographic consumers (<55 years), there is a marked preference for online promotions.</li></ul>13<br />
    34. 34. Focus Area: In-Store and Online Promotion ComparisonWhen buying promotional products, consumers believe “Seeing is Believing.”<br />“When comparing product information available at a store and information available on the internet / online, with which statement do you most agree?”<br />10<br />With the increasing use of online services for finding promotional offers, CG manufacturers need to focus on providing better product information online.<br /><ul><li>Manufacturers have to come up with innovative solutions for online promotions that emulate the “touch and see” aspect of a physical product in a store.
    35. 35. Across all age groups and income groups, consumers unanimously think that better product information is available in store as compared to online.</li></ul>14<br />
    36. 36. Focus Area: In-Store and Online Promotion ComparisonIn-store promotions are more reliable and flexible than online promotions.<br />“When comparing the reliability of promotions available at a store and those available on the internet / online, with which statement do you most agree?”<br />11<br />CG manufacturers need to focus on enhancing the reliability of promotions available online  <br />Improving product information and streamlining the process to return products could improve the reliability of online promotions for CG manufacturers.<br /><ul><li>Overall, consumers think that in-store promotions are more reliable than online promotions.
    37. 37. 85% of consumers aged 70+ think that in-store promotions are more reliable than online promotions.
    38. 38. There is negligible difference in perceptions among consumers in different income groups, since there is broad agreement that in-store promotions are more reliable.</li></ul>15<br />
    39. 39. Focus Area: In-Store and Online Promotion Comparison The relevance of online promotions will increase as more data is available to identify consumer buying patterns.<br />“When comparing the relevance of promotions available at a store and those available on the internet / online, with which statement do you most agree?”<br />12<br />CG manufacturers should run targeted promotions using available consumer data to make online promotions more relevant.<br /><ul><li>Overall, almost ¾ of consumers believe that in-store promotions are more relevant than online promotions.
    40. 40. More female respondents (77%) than male respondents (70%) think that in-store promotions are more relevant than online promotions.
    41. 41. There is a direct correlation between age and the consumer belief that in-store promotions are more relevant than online promotions: 64% of consumers aged 18-25 years vs. 84% of consumers aged 70+ years.
    42. 42. Among different income groups, consumers consistently think that in-store promotions are more relevant.</li></ul>16<br />
    43. 43. Focus Area: In-Store and Online Promotion ComparisonThe availability of products promoted online is much better than products promoted in-store.<br />“When comparing the availability of products promoted in store and online, with which statement do you most agree?”<br />13<br />The absence of “stock-out” situations has emerged as a major advantage for online promotions. For CG manufacturers, products prone to ‘stock outs’ should ideally be promoted online – until the product runs out.<br /><ul><li>Almost 2/3 of consumers believe that products promoted online are never out of stock.
    44. 44. Compared to other age groups, fewer consumers aged 70+ think that products promoted online are never out of stock. </li></ul>17<br />
    45. 45. Focus Area: In-Store and Online Promotion ComparisonFinding information about promotions online is slightly better than finding it in-store.<br />“When comparing the ease of finding promotion information for in-store product promotions and online product promotions, with which statement do you most agree?”<br />14<br />The ease of finding promotional information scores evenly for both online and in-store promotions  <br />With shifting consumer preferences, CG manufacturers should focus on improving the availability/accuracy of product information for products promoted online.<br /><ul><li>Male respondents show a marginal preference (56%) over female respondents (52%) on the ease of finding promotional information online.
    46. 46. There are no marked deviations from the overall results across income and age group. </li></ul>18<br />
    47. 47. Focus Area: In-Store and Online Promotion ComparisonCG manufacturers in the Food & Beverage and Health & Hygiene categories need to re-think their online promotion strategies.<br />“Which of the following product categories do you believe offer better promotions online than in store?”<br />15<br />Consumers perceive the best online promotions to be for electronic products. Food & Beverage products have the worst perception on online promotions when compared to in-store promotions  CG Manufacturers in the Food & Beverage and Health & Hygiene categories need to focus on developing innovative promotions to change consumer perceptions.<br /><ul><li>More female respondents than male respondents think that better promotions are available online than in store in the Apparel (45% vs. 35%), Cosmetics (21% vs. 15%) and Footwear (31% vs. 23%) categories.</li></ul>19<br />
    48. 48. Focus Area: In-Store and Online Promotion ComparisonPromotion redemption is still largely done in-store rather than online.<br />“For promotions you have redeemed in the past year, please rank the following based on where the redemption has taken place most often?”<br />16<br />Consumers seem to be getting more comfortable with promotion redemptions using their laptops and desktops. With the exponential growth in smart phones and devices (24% of overall mobile devices in 2010 worldwide, Gartner), CG manufacturers need to gear up to improve satisfaction levels on promotion redemption via these devices.<br /><ul><li>Physical in-store redemption is still the most preferred way to redeem promotions among consumers.
    49. 49. Respondents in higher income groups (Household Income > $75k) have shown higher inclination towards laptops and desktops than respondents in other income groups.</li></ul>20<br />
    50. 50. 21<br />Inference Drawn from <br />Primary Research<br />
    51. 51. Inference Drawn from Primary ResearchFocus Area: Promotional Activities<br />“Which of the following promotions, Web sites or activities have you used in the past year to purchase products at a discount?”<br />1<br /><ul><li>Coupons – Themost preferred way among consumers to get a discount on products.
    52. 52. Service excellence in coupon processing at the point of sale is a must for CG manufacturers to run an efficient and effective promotion.</li></ul>2<br />“Out of the following, select the reasons you believe product promotions are offered?”<br /><ul><li>Top reason for product promotion is to incite a first trial – This is an effective promotion strategy for CG manufacturers when introducing a new product.
    53. 53. Strong customer perception plays an important role in product promotion. CG manufacturers need to customize their promotions depending on the target audience.</li></ul>22<br />
    54. 54. Inference Drawn from Primary ResearchFocus Area: In-Store Promotions<br />3<br />“For store-based promotions, who do you think bears the cost of the promotions?”<br /><ul><li>There is no clear consensus among consumers on who (retailers or CG manufacturers) bears the cost of store based promotions  CG manufacturers need to focus on creating a favorable perception, especially on product promotions related to brand building.</li></ul>“Please rank the following types of promotions in order of preference for store-based promotions?”<br />4<br /><ul><li>“Buy one get one free” seems to be the most effective promotion technique for a CG manufacturer to employ during a store based promotion.
    55. 55. Consumers are more interested in getting ‘buy one get one free’ than a discount when buying a product.
    56. 56. Consumers dislike rebates as a promotional strategy. Some probable reasons contributing to this could include unavailability of instant discounts and delayed gratification. </li></ul>“For store-based promotions, with which of the following statements do you most agree?”<br />5<br /><ul><li>Consumers seem to prefer Every Day Low Price over less frequent intermittent promotions
    57. 57. Consumers have a poor perception about the availability of products during store-based promotions  Increasing forecasting accuracy may be looked upon as a solution. </li></ul>23<br />
    58. 58. Inference Drawn from Primary ResearchFocus Area: Online Promotions<br />6<br />“Please rank the following in order of importance when making a purchase online?”<br /><ul><li>Value/price is the single largest driver for online purchases. Consumers continuously look for good deals on branded items during online purchases.
    59. 59. Buyer reviews and product pictures are not that important when making an online purchase.
    60. 60. Brand name is also an important criteria for buying a product online since it compensates for the lack of information on an unknown product having a good deal.</li></ul>7<br />“Please rank the following in order of effectiveness for finding online promotions?”<br /><ul><li>While CG manufacturers invest in reaching out to consumers using social media platforms, maintaining an effective email promotion program is still very important.
    61. 61. Most consumers do not see social media sites as a preferred avenue for getting information on promotional products.</li></ul>8<br />“Please rate your experience in terms of discount obtained from each of the following?”<br /><ul><li>Email offers and discount websites together provide the best user experience for online promotional discounts  CG manufacturers should continue their focus on such promotional strategies.</li></ul>24<br />
    62. 62. Inference Drawn from Primary ResearchFocus Area: In-Store and Online Promotion Comparison<br />“When comparing promotions available at a store and those available on the internet / online, with which statement do you most agree?”<br />9<br /><ul><li>CG manufacturers should make sure that the best deals are available online since there is an increasing preference from consumers to search for promotional deals online.
    63. 63. Searching deals online provides an opportunity for consumers to do a quick comparison of similar promotions running at different stores, thereby increasing the chances of getting a better deal.
    64. 64. Searching deals online is easy, quick and customizable, which enhances the overall experience of users.</li></ul>“When comparing product information available at a store and information available on the internet / online, with which statement do you most agree?”<br />10<br /><ul><li>When buying promotional products consumers believe “Seeing is Believing”  CG Manufacturers have to come up with innovative solutions for online promotions that can be as effective as “touch and see” from a physical product in a store.
    65. 65. Old, inaccurate and insufficient product information on the internet/online seems to be one of the major reasons for dissatisfaction among consumers. </li></ul>25<br />
    66. 66. Inference Drawn from Primary ResearchFocus Area: In-Store and Online Promotion Comparison<br />“When comparing the reliability of promotions available at a store and those available on the internet / online, with which statement do you most agree?”<br />11<br /><ul><li>CG manufacturers should increase their focus on enhancing the reliability of promotions available online  Improving product information and streamlining the return of products bought online may improve the reliability of online promotions for CG manufacturers.
    67. 67. In-store promotions give flexibility to see the product, buy the product, apply the promotion instantly and even return the product if the advertised promotion has been applied incorrectly. This flexibility is lost with online promotions.</li></ul>“When comparing the relevance of promotions available at a store and those available on the internet / online, with which statement do you most agree?”<br />12<br /><ul><li>The relevance of online promotions will increase in the future as more consumers go online and more data is available to identify consumer buying patterns  CG manufacturers should make online promotions more relevant to consumer needs, by executing targeted promotions based on consumer data.</li></ul>26<br />
    68. 68. Inference Drawn from Primary ResearchFocus Area: In-Store and Online Promotion Comparison<br />“When comparing the availability of products promoted in store and online, with which statement do you most agree?”<br />13<br /><ul><li>No or very few “stock-outs” has clearly surfaced as a major advantage with online promotions. If CG manufacturers are not sure of the availability of a product, they should only do online promotion for such a product.</li></ul>“When comparing the ease of finding promotion information for in-store product promotions and online product promotions, with which statement do you most agree?”<br />14<br /><ul><li>Promotional information is easier to find online than in a store  CG manufacturers need to improve the availability/accuracy of product information for products promoted online.
    69. 69. Even though it is easier to provide current, accurate and comparative promotional information on the internet, people still do not rate it much higher than in-store promotional information. This reinforces the previous insight that product information is not being managed efficiently and effectively for online promotions. </li></ul>27<br />
    70. 70. Inference Drawn from Primary ResearchFocus Area: In-Store and Online Promotion Comparison<br />“Which of the following product categories do you believe offer better promotions online than in store?”<br />15<br /><ul><li>CG manufacturers provide the best online promotions for electronic products. Food and Beverage products have the worst online discounts when compared to in-store discounts.  CG Manufacturers should come up with innovative online promotions to bridge the gap between online and in-store promotions in some categories of products.</li></ul>“For promotions you have redeemed in the past year, please rank the following based on where the redemption has taken place most often?”<br />16<br /><ul><li>Promotion redemption is still largely done in-store rather than online.
    71. 71. Since the internet and personal computing is ubiquitously available, CG manufacturers should strengthen their online redemption process. With the exponential growth in smart phones and devices (24% in 2010 worldwide, Gartner), promotion redemption using these devices is not a distant future.
    72. 72. CG manufacturers should make their redemption and return procedures for online promotions easy to increase the number of redemptions done online.
    73. 73. The lack of applications for smart phones and tablets could be one reason smart phones and tablets are the least preferred methods of redemption. </li></ul>28<br />
    74. 74. 29<br />Research Results by <br />Generation, Income and Gender<br />
    75. 75. “Which of the following promotions, Web sites or activities have you used in the past year to purchase products at a discount?”<br />1<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />Coupons and BOGO are the most preferred promotions among all generations.<br />Coupons and BOGO are the most preferred promotions among all income groups.<br />Women have a marginally higher preference for Coupons and BOGO than men.<br />30<br />
    76. 76. “Out of the following, select the reasons you believe product promotions are offered?”<br />2<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />The perception that promotions are offered to incite first trial strengthens with increasing age.<br />More male respondents than female respondents think that promotions are offered when the brand is not selling well or the CG manufacturers want to get rid of old stock.<br />The perception that promotions are offered to incite first trial strengthens with increasing income.<br />31<br />
    77. 77. “For store-based promotions, who do you think bears the cost of the promotions?”<br />3<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />Older demographics (>55 yrs) seem more cynical about the part played by CG manufacturers in paying for promotions.<br />There is no noticeable difference in consumer thinking among different income groups on this question.<br />Almost equal amounts of men and women believe all four categories of response.<br />32<br />
    78. 78. “Please rank the following types of promotions in order of preference for store-based promotions?”<br />4<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />Almost 50% of consumers in all age groups prefer BOGO promotions.<br />BOGO and coupons are clear winners in all income groups.<br />BOGO promotions are the first choice among men and women.<br />33<br />
    79. 79. “For store-based promotions, with which of the following statements do you most agree?”<br />5<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />The acceptability of receiving a rain check when a stock-out occurs in-store has a direct correlation with age.<br />Nearly 50% more female respondents than male respondents think that promotions advertised are not always available in-store.<br />Consumers in all income groups are dissatisfied with the availability of promoted items in-store.<br />34<br />
    80. 80. “Please rank the following in order of importance when making a purchase online?”<br />6<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />Older consumers (70+ years) place the highest importance on “Brand Name” when making a purchase online.<br />Value/price is the biggest driver for online purchases in all income groups.<br />Value/price is the biggest driver for online purchases for women, but men place equal importance on price and brand.<br />35<br />
    81. 81. “Please rank the following in order of effectiveness for finding online promotions?”<br />7<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />Email promotions are most effective among all age groups.<br />For consumers earning <br />< $30K, daily deal sites are most effective for finding online promotions.<br />Social media sites/discussions have been identified as the least effective way to find online promotions by both genders.<br />36<br />
    82. 82. “Please rate your experience in terms of discount obtained from each of the following?”<br />8<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />Email promotions are most effective among all age groups.<br />Social media is still evolving as a satisfactory means of providing information on discounts.<br />For each response category, the % of male and female respondents is almost the same.<br />37<br />
    83. 83. “When comparing promotions available at a store and those available on the internet /online, with which statement do you most agree?”<br />9<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />Older demographic consumers continue to be partial to <br />in-store promotions.<br />Female respondents put both online and in-store promotions on par with respect to the availability of good deals.<br />Consumers at all income levels, (except consumers with income < $30K) think that better deals are available online than in-store .<br />38<br />
    84. 84. “When comparing product information available at a store and information available on the internet / online, with which statement do you most agree?”<br />10<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />Consumers in all age groups unanimously think that better product information is available in store vs. online.<br />The number of consumers that believe better product information is available online increases as their income increases.<br />Men and women both agree that better product information is available <br />in-store rather than online.<br />39<br />
    85. 85. “When comparing the reliability of promotions available at a store and those available on the internet / online, with which statement do you most agree?”<br />11<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />85% of consumers above 70 years old think that in-store promotions are more reliable than online promotions.<br />There is negligible difference in perceptions among consumers in different income groups.<br />Men and women both unanimously think that in-store promotions are more reliable.<br />71%<br />40<br />
    86. 86. “When comparing the relevance of promotions available at a store and those available on the internet / online, with which statement do you most agree?”<br />12<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />There is a direct correlation between age and the consumer belief that in-store promotions are more relevant than online promotions.<br />More female respondents (77%) than male respondents (70%) think that in-store promotions are more relevant than online promotions.<br />Among different income levels, consumers consistently think that <br />in-store promotions are more relevant.<br />41<br />
    87. 87. “When comparing the availability of products promoted in store and online, with which statement do you most agree?”<br />13<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />Compared to other age groups, fewer consumers over age 70 think that products promoted online are never out of stock.<br />More consumers with lower incomes think that products promoted in-store are never out of stock, as compared to consumers with high income.<br />Marginally more men think that products promoted in-store are never out of stock, as compared to women.<br />42<br />
    88. 88. “When comparing the ease of finding promotion information for in-store product promotions and online product promotions, with which statement do you most agree?”<br />14<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />There are no marked deviations from the overall results across age groups.<br />There are no marked deviations from the overall results across income groups.<br />Male respondents show a marginal preference (56%) over female respondents (52%) on the ease of finding promotional information online.<br />43<br />
    89. 89. “Which of the following product categories do you believe offer better promotions online than in store?”<br />15<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />There are no marked deviations from the overall results across age groups.<br />More female respondents than male respondents think that better promotions are available online than in-store in Apparel (45% vs. 35%), Cosmetics (21% vs. 15%) and Footwear (31% vs. 23%)<br />Across all income groups, an equal % of respondents thinks that the best online promotions are offered in the electronics category.<br />44<br />
    90. 90. “For promotions you have redeemed in the past year, please rank the following based on where the redemption has taken place most often?”<br />16<br />Income-Based <br />Analysis<br />Generation- Based Analysis<br />Gender-Based Analysis<br />Physical in-store redemption is still the most preferred way of redeeming promotions among consumers.<br />Respondents in higher income groups (Household Income > $75k) have shown higher inclination towards laptops/desktops than respondents in other income groups.<br />In-store redemption is the most preferred form of redemption for most men and women.<br />45<br />
    91. 91. 46<br />About Cognizant<br />
    92. 92. 47<br />About Cognizant<br />A leading provider of information technology consulting, and business process outsourcing services<br />With more than 50 global delivery centers and over 88,700 employees, we can offer a unique onsite/offshore delivery model to customers.<br />A member of of the NASDAQ-100 Index and S&P 500 Index, Cognizant is a Forbes Global 1000 company.<br />We are also ranked among the top information technology companies in BusinessWeek’s “InfoTech 100, Hot Growth and Top 50 Performers.”<br />
    93. 93. 48<br />About Cognizant’s Consumer Goods Practice<br />We partner with the world’s premier consumer goods manufacturers, creating innovative solutions and strategies that keep them price-competitive, category-leading and consumer-savvy. <br />Our expertise spans a wide gamut, from demand-driven supply chains, to revenue-creating trade promotion management systems, to analytics systems and mobility solutions that anticipate and serve ever-changing customer needs. <br />Accolades<br /><ul><li>Top Three: Consumer Goods Technology Magazine, 2011 Readers’ Choice for Outsourcing
    94. 94. Top Five: Consumer Goods Technology Magazine, 2011 Readers’ Choice for Consulting
    95. 95. Consumer Goods Technology Research Advisory Board (RAB) Member</li></ul>Cognizant’s Consumer Goods Practice has 5000+ technical and business experts in North America, Europe, Asia Pacific, and the Middle East. We work with leading companies in the consumer durables, food & beverage, footwear & apparel, and home & personal care segments.<br />
    96. 96. Thank you<br />

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