How Cool Brands Stay Hot @ForzaRetail

//Template 1 •  Tekst

Usage of mobile phone in buying process “ At a grocery retailer, I am interested in these apps…” 1 Discounts when checking-in 37% 28% 29% 2 Special deals offered 26% 28% 3 Product information via barcodes 28% 23% 4 Payment 21% 23% 5 Augmented reality to try out products 18% 18% 6 Most efficient shopping route 22% 19% 7 Share shopping list 20% 21% 8 Dedicated store web sites 15%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone

Usage of mobile phone in buying process “ At a fashion retailer, I am interested in these apps…” 61% 1 Special deals offered 50% 53% 2 Discounts when checking-in 49% 45% 3 Product information via barcodes 40% 23% 41% 4 Payment 21% 38% 42% 5 Dedicated store web sites 33% 33% 6 Most efficient shopping route 34% 35% 7 Augmented reality to try out products 29% 26% 8 Share shopping list 25%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone

1.  People will appreciate you for it. And they might spend some more money. free Wifi.2.  You can welcome your customers. 3.  People are encouraged to talk about you and your oﬀering.

// I WILL NEVER FORGET THE DAY… Happy Extreme experience (e.g. skydiving, mount climbing) When I was dumped by my partner Graduated Meeting the love of my life Becoming a sport Surprise Death of a person champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Discovered I had no Sadness real friends when I N = 93 Moved needed them most Encountered aggression Was diagnosed Being dumped by my with a serious boy/girl friend Parents got illness divorcedSource; 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.

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=.62 R2=.74InSites 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 Brand 7,3 Leverage 7,1N (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 Brand 7,2 Leverage 6,9N (Germany) = 158 N(UK) = 208// Filter: If know Zara at least reasonably well

Brand knowledge“Coolest grocery brand is…” Tesco 22 % Rewe 14 % ASDA 13 % Edeka 9% Sainsbury’s 10 % Lidl 8% Waitrose 8% Aldi 7% Morrison’s 4% Kaufland 6% Aldi 1% Real 5%Marks & Spencer 1% Netto 3% Lidl 1% Penny 2% Globus 2% Tegut 1%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands

Brand knowledge“Coolest fashion brand is…”Topshop/ Topman 12 % H&M 9% River Island 8% Esprit 7% Next 7% New Yorker 4% Nike 5% Jack & Jones 4% H&M 5% S. Oliver 3% Newlook 5% Nike 3% Zara 3% Zara 3% Asos 3% Adidas 3% Super dry 2% C&A 2% Debenhams 2% Diesel 2%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands

//COOL =0.38*Original Cool

//COOL =0.20*Popular Cool

Cool//Template 1 •  Tekst

Cool //Template 1 ①  Act, don’t tell •  Tekst②  Innovate and surprise③  Friends are the COOL filter

Real//Template 1 •  Tekst

//Authenticity forGeneration Y Real

Real//Template 1 •  Tekst

//Humanbranding 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-Humanizingmarketing Real

Touch points- Impact ranking of contact moments “ Positive impact on the image of grocery retailer…” 1 Website 60% 36% 43% 2 Advertising 65% 57% 3 Shop staff 49% 17% 4 Call center 11% 7% 5 Events or shows 16% 10% 6 Social media pages 12% 6% 7 Blogs 10%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone

Touch points- Impact ranking of contact moments “ Positive impact on the image of fashion retailer…” 1 Website 67% 58% 46% 2 Advertising 47% 39% 3 Shop staff 45% 16% 4 Social media pages 15% 11% 5 Events or shows 17% 13% 6 Call center 10% 8% 7 Blogs 8%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone

Brand knowledge“I have “friended” these fashion brands on Facebook…” Next 12 % H&M 17 % H&M 10 % Esprit 15 % Zara 7% Boss 11 % Gap 7% C&A 11 % Diesel 7% Diesel 10 %Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands and if know the brands at least reasonably well

Brand knowledge“I have “friended” these grocery brands on Facebook…” Tesco 9% Lidl 7% ASDA 5% Aldi 5% Morrison’s 4% Kaufland 4% Marks & Spencer 4% Edeka 4% Sainsbury’s 3% Penny 4%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and GermanyN (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands and if know the brands at least reasonably well

Real //Template 1 ①  Stay true to your roots, but don’t shout •  Tekst②  Warm is the new cool③  Be open and respectful, listen (like friends)

Local, regional, Fresh Legen sehr viel Wert auf Bioprodukte.

Quality, Choice, Overview steht für beste Qualität

More upmarket than other supermarkets. Upmarket, Natural

Levis gibt es schon lange und habe die jeans gerne getragen. hat eine gute qualität Quality, aﬀordable, tradiIon

Style, character, personality i like its style, creaIvity and fashion concepts

Unique//Template 1 •  Tekst

Recipe stalls at Kochhaus BERLIN

Unique //Template 1 ①  Sustain your unique proposition & style •  Tekst②  But adapt to the changing environment③  Not forgetting about your core audience

Unique//The core target group… //Template 1 •  Tekst

& genY GOOD LUCK TO ALL OF YOU

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How Cool Brands Stay Hot @ForzaRetail

by Joeri Van den Bergh

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