Ludovic Depoortere at the Marketing Shower

GETTING INTO THE REALWORLD OF THE SHOPPER Ludovic Depoortere- ROGIL MANAGING DIRECTOR

Image of first 7 seconds in category detergents Focus on Contrast PointsSource: Rogil eyetracking study in detergent category -Gaze opacity for one scenario at 7 sec

BASIC FEELINGS BEHAVIOURAL REFLECTIONUNCONSCIOUS UNCONSCIOUS CONSCIOUSFIGHT OR FLIGHT TAKE/ADAPT ACTION PROVIDE REASONING NEO CORTEX LIMBIC SYSTEM RATIONAL EMOTIONAL OLDEST BRAIN VISUAL SENSORIAL

Confrontation Visibility & Cognitive Affective Usage & stimuli identification processing Processing Satisfaction

Is this hot spot from female or male viewers? WOMEN MEN

NEW PACKHEAVY COST SAVING

CURRENT TEST DESIGN DESIGN UK UK confidentialALPRO CASEDrastically modernizing the Alpro Flagship Plain soy Milk

Eye Tracking measures showed improved impact UK NL BE DE ES BETTER OR AT PARITY LESS ATTENTION TO RANGE BETTER BETTER OR AT PARITY BETTER MORE TIME NEEDED BETTER BETTER MORE INCORRECT RETRIEVALS BETTER

Verbal measures indicated issues on trial and decreased key brand values health, nutrition and quality UK NL BE DE ES WORSE FOR SOME COUNTRIES AT PARITY BETTER OR AT PARITY WORSE FOR SOME COUNTRIES AT PARITY BETTER OR AT PARITY

Test design LAUNCHEDCURRENT DESIGN UKDESIGN UK ALPRO CASE‘In between’ design to improve brand key values and trial

SARA LEEModernizing Douwe Egberts Aroma RedCURRENT WHITE GOLDLEG LEG LEG

It is not a beauty contest! Norm = Competition

BELORIGINEImpact of a brand signature in innovation.

Brand signature ‘Danone’ logo leverages on attraction % Participants with focus on Belorigine 71% B 57% Number of fixations on Belorigine Total fixations 36% 34% Logo (a) Signature (b)But overall between both designs,the number of fixations is similar

 Differentiation in the shop is key for A-Brands - In POS materials - In package design (implicit priming, appealing products) - Colour blocking - shape differentiation

Maximize Shelf Space Have a contrasting pack 32 facings 9 facings % attention % shelf space 15% 8% 19% = 2.04 18% = 1.03Share of fixations / Share of shelf space in the 7 sec. free gaze

 Enhance ‘shopability’ to help shoppers in over choice and reduce shopper stress by - Structure in assortment (catman) - Consumer decision support systems – POS materials - Clear indication of key benefits and variants - Simple products and services Verbal evaluation not always in line with intuitive behaviour (Impact strong brands often overrated in research)

 Face reality & get out of your meeting room to meet your consumer & shopper Embrace Key Brand Property and be consistent over timeSmall changes can heavily impact intuitive behavior…. and keep your brand promise(the fastest way to kill a product = not meeting expectations)

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Ludovic Depoortere at the Marketing Shower

by marketmomenta on Jul 01, 2011

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Ludovic Depoortere at the Marketing Shower — Presentation Transcript