How Cool Brands Stay Hot @ForzaRetail

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How Generation Y will affect marketing and branding for retailers.

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How Cool Brands Stay Hot @ForzaRetail

  1. //Template 1    •  Tekst
  2. 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
  3. 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
  4. 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.    
  5. // 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.
  6. Happy
  7. 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.
  8. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  9. 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
  10. 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
  11. 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
  12. 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
  13. Cool
  14. //COOL =0.38*Original Cool
  15. //COOL =0.20*Popular Cool
  16. Cool
  17. Cool//Template 1    •  Tekst
  18. Cool//Template 1    •  Tekst
  19. Cool//Template 1    •  Tekst
  20. Cool //Template 1    ①  Act, don’t tell •  Tekst②  Innovate and surprise③  Friends are the COOL filter
  21. Real//Template 1    •  Tekst
  22. //Authenticity forGeneration Y Real
  23. Real
  24. Real//Template 1    •  Tekst
  25. //Humanbranding Real
  26. 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
  27. //re-Humanizingmarketing Real
  28. 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
  29. 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
  30. 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
  31. 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
  32. //Template 1    •  Tekst
  33. Real
  34. 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)
  35. Local,  regional,  Fresh   Legen  sehr  viel  Wert  auf  Bioprodukte.  
  36. Quality,  Choice,  Overview  steht  für  beste  Qualität  
  37. More  upmarket  than  other  supermarkets.   Upmarket,  Natural  
  38. Levis  gibt  es  schon  lange  und  habe  die  jeans  gerne  getragen.  hat  eine  gute  qualität   Quality,  affordable,  tradiIon  
  39. Style,  character,  personality   i  like  its  style,  creaIvity  and  fashion     concepts  
  40. Unique//Template 1    •  Tekst
  41. Recipe  stalls  at  Kochhaus  BERLIN  
  42. Unique //Template 1    ①  Sustain your unique proposition & style •  Tekst②  But adapt to the changing environment③  Not forgetting about your core audience
  43. Unique//The core target group… //Template 1     •  Tekst
  44. //Template 1    •  Tekst
  45. &    genY  GOOD  LUCK  TO  ALL  OF  YOU  

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