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Back To School Shopping Trends - 3rd Term 2010
 

Back To School Shopping Trends - 3rd Term 2010

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Did you know that an amazing 65% of all Back-To-School Shopping decisions a high school teen makes are influenced by other high school teens? ...

Did you know that an amazing 65% of all Back-To-School Shopping decisions a high school teen makes are influenced by other high school teens?
The Back-To-School shopping period is probably the most lucrative retail purchase frenzy period after Christmas. It is estimated to be worth about KShs. 24 billion annually! High school teens account for about 60% of that entire spend...makes you look at things a bit differently, doesn't it?
The Insyder presents the Back To School Shopping Trend Report for 2010. In this document, you will find 5 key insights into factors that influence this shopping period.

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    Back To School Shopping Trends - 3rd Term 2010 Back To School Shopping Trends - 3rd Term 2010 Presentation Transcript

    • youth connected marketing
    • 5 Back-to-School Shopping Trends 3 rd Term 2010 Trend Report
    • TRENDS
      • Teens Are Spoilt Rotten for Choice
      • Teens Are Not Thinking of Your Brand
      • Teenfluence Rocks!
      • Back-to-School Shopping is Co-Shopping
      • Teens Are Loyal To Friends Not Brands
      Credits Data courtesy of Youth Dynamix, Back 2 School Shopping Trax ‘08
    • #1 Teens Are Spoilt For Choice
      • There are 120 Product Categories of interest to teens during the BTS shopping period
      • In fact, teens are spoilt for choice with over 3,500 brands at play during this period
      • On average, this target buy an average of 23 products per term
      • This means that during this period, teens lock out a massive 81% of products in the various categories on offer from their shopping list
      • WHAT ARE YOU DOING TO ENSURE YOUR BRAND IS AMONGST THE 19% OF PRODUCTS IN THE SHOPPING BAG?
    • #1 Teens Are Spoilt For Choice Number of products purchased on gender and LSM # O F P R O D U C T S
    • #2 Teens Aren’t Thinking of You
      • Youth no longer wake up thinking of your brand
      • The list of distractions that keep them preoccupied range from the mobile phone to social activities during the school holidays
      • Teen attention can no longer be bought through advertising exclusively - it has to be earned
      • Earning teen attention starts long before this target steps into the retail centre during the BTS shopping period
      • WHAT STRATEGIES DO YOU HAVE IN PLACE TO ENSURE YOUR BRAND GRABS TEEN ATTENTION DURING THE BTS SHOPPING PERIOD?
    • #2 Teens Aren’t Thinking of You Key influencers of product purchase during BTS Shopping time Previous experience @ home Tried @ home Price Recommended by friends Product quality Brand Type Promotions Product Size Media About 52% of purchases are based on brand
    • #3 Teenfluence Rocks!
      • Did you know that the biggest influence on 15-19 yr olds when it comes to BTS product purchase choices is other 15-19 year olds?
      • Did you know that the main shopping partner of the 15-19 year old is 2 other 15 – 19 year olds?
      • Did you know that there are teens who have the capacity to influence their peers tenfold ?
      • On average, a peer leader (very influential teen) has the capacity to influence at least 60 – 80 other teens
      • HAS YOUR BRAND IDENTIFIED THESE TEENS AND LEVERAGED THEM TO INFLUENCE THEIR PEERS TO BUY INTO YOU?
    • #3 Teenfluence Rocks! Emotional drivers to product purchase amongst the 16-24 yr olds A whopping 65% are influenced by their friends (Belongers & Wanna Be’s)
    • #4 BTS Shopping is Co-Shopping
      • High school teens prefer to shop with their peers during the BTS shopping period
      • A huge majority of teens congregate at an agreed-upon point (often bus stops or outside supermarkets) before they proceed to do their BTS Shopping
      • Teens will travel as far as 10km so as to get the opportunity to shop with their peers
      • Most teens determine the location of BTS shopping congregation either through SMS or via social websites
      • ARE YOUR BTS SHOPPING MARKETING STRATEGIES FACTORING IN THE PREVALENT CO-SHOPPING TREND?
    • #4 BTS Shopping is Co-Shopping Distance travelled to retail centres during BTS shopping period
    • #5 Teens Are Loyal To Teens Not You
      • A huge number of teens switch brand preferences virtually every BTS shopping period
      • Brand preference influence actually starts months before the BTS shopping period – within the confines of the school
      • The high school tuck shop (kiosk) is by far the biggest “brand switching centre” amongst the 15 – 19 year old group
      • More teens (65%) purchase products because of their friends , as compared to those who purchase products because they need them (20%)
      • HOW CONSTANTLY ARE YOU ENGAGING THE YOUTH TO ENSURE THAT YOUR BRAND REMAINS RELEVANT?
    • #5 Teens Are Loyal To Teens Not You % Likelihood to try new products and brands in school
    • Reach Teens 24/7
      • Published monthly for 10 years
      • Distributed nationally
      • 20,000 copies printed
      • 40 teens read each copy
      • Readership of over 800,000
      • #1 Teen Brand in Kenya
      • 25,000 Facebook fans
      • 2.4 million website hits
      • 50 in-school events annually
      • Biggest youth events nationally
      • Over 8,000 fan club members
      • STAY RELEVANT TO THE YOUTH MARKET, PARTNER WITH US
    • Contacts REACH TEENS, GROW YOUR BRAND, CALL US Tel: 020 3861623/ 020 3861649 Twitter: @ngaruiya Email: ngaruiya@theinsyder.com Cell: 0719 999993, 0735 734734, 0750 346346