FACT: In-Store Decision Rate

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Une analyse inédite apportant de nouvelles conclusions sur l'influence du point de vente dans le comportement d'achat.

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FACT: In-Store Decision Rate

  1. 1. Ready<br /> to go shopping ?<br />
  2. 2. Where did “Popai”<br /> get the spinach?<br />
  3. 3. May 11th 2010<br />
  4. 4. Contents<br />Ready to go shopping ?<br />The power of ISDR ?<br />Do all roadslead to the samepurchase ?<br />Whatis the ISDR made of ?<br />Net ISDR : a new concept !<br />A-brands : aimat the heart !<br />
  5. 5. Ready<br /> to go shopping ?<br />
  6. 6. Smaller, faster and easier…<br />4Th December 2009 : <br />“Delhaize plans to triple, in the next 3 years, the number of store openings of new formats”<br />
  7. 7. Reduced shopping times ! <br />« The averagenumber of minutes at the shop floordecreased, soalsoexposure time of brand categorydecreased » <br />0 to 15 minutes shopping trips<br />More than15 minutes shopping trips<br />Consumer Shopping Habits Survey 2008 ; ExecutiveSummary ; June 2009<br />
  8. 8. Do I have time to spend for shopping ?<br />They enjoy taking their time to shop and explore the different products on the shelves<br />They try to spend as little time as possible at the store<br />%38<br />44%<br />(18% : don’t know)<br />National universe ; PRP 18-54 years<br />
  9. 9. The shopper’s sprint !<br />12 seconds…<br />“It takes about 12 seconds between the moment a shopper approaches a linear and the moment he puts the article in his supermarket trolley, and he considers on average only 1,2 brand”<br />“The speed with which he decides thus lets think that his choice is founded on his memory”<br />L’Art du marketing ; E-learning HEC ; Barbara E. Kahn (University of Miami School of Business) ; January 2010<br />
  10. 10. The power of ISDR ?<br />
  11. 11. Instore marketing : whoknows ? <br />new logo !<br />International network (1936)<br />Belgium : Popai Benelux<br />Knowledge centre for ‘Marketing at-Retail’<br />Collect up-to-date information<br />Make the medium ‘Instore’ measurable & plannable<br />  marketresearch (surveys), courses & trainings, meetings & publications<br />Independent association (membership)<br />Pop suppliers, retailers, communication & consultancyagencies & brand manufacturers<br />
  12. 12. The In-Store decision rate<br />SPECIFICALLY PLANNED<br />36% (average FMCG)<br />GENERALLY PLANNED<br />In-Store decision rate (ISDR)<br />% of purchaseswhere final decisionis made in the store<br />SUBSTITUTE<br />UNPLANNED<br />Consumer Shopping Habits Survey 2008 ; ExecutiveSummary ; June 2009<br />
  13. 13. Do all roads lead to the same purchase ?<br />
  14. 14. The Iast shopping trip in Fact - (questions)<br />PLANNED PURCHASES<br />STEP 1<br />STEP 2<br />STEP 2.1<br />STEP 2.1.1<br />Types of productsboughtduring the last shopping trip<br />Amongst<br /> the 40 FMCG categories<br />Types of productsbought<br /> & plannedbefore the visit in store<br />Brand chosen in advance & purchased brand<br />Or<br />Brand chosen in advance & other brand bought<br />Or<br />Brandchosen in store<br />Brand chosen in store<br /> & usuallychosen<br /> for thatkind of purchase<br />Or<br />Brand chosen in store<br /> & not usuallychosen<br /> but attractive in store<br />
  15. 15. The Iast shopping trip in Fact - (questions)<br />UNPLANNED PURCHASES<br />STEP 1<br />STEP 3<br />STEP 3.1<br />Types of productsboughtduring the last shopping trip<br />Amongst<br /> the 40 FMCG categories<br />Types of productsbought<br /> & not plannedbefore the visit in store<br />Purchased brand isprobably the brand whichwouldbebought in case of plannedpurchase<br />Or<br />Purchased brand isprobably not the brand whichwouldbebought in case of plannedpurchase<br />Or<br />Don’t know<br />
  16. 16. The last shopping trip in Fact - (plan)<br />Planned brand<br /> + brand bought<br />Planned brand<br /> + other brand bought<br />Usual brand<br />Other brand<br />Usual brand<br />Brand<br /> « before »<br />Brand <br />« in store »<br />Other brand<br />
  17. 17. What is the ISDR<br /> made of ?<br />
  18. 18. How strongis the influence of the POS ?<br />-<br />SPECIFICALLY PLANNED<br />56%<br />-<br />13%<br />GENERALLY PLANNED<br />-<br />3%<br />SUBSTITUTE<br />-<br />27%<br />UNPLANNED<br />44%<br />TOTAL IN-STORE DECISION RATE<br />36%<br />
  19. 19. Alsoan ‘ISDR’ in Fact !<br />Substitute <br />= 3%<br />Planned brand<br /> + other brand bought<br />Unplanned brand<br />Generallyplanned<br />= 13%<br />Popai’s ISDR<br />Unplannedpurchases<br />Unplanned<br />= 27%<br />GROSS ISDR <br />
  20. 20. One step further in Fact ! <br />Planned brand<br /> + brand bought<br />Planned brand<br /> + other brand bought<br />Usual brand<br />Other brand<br />Usual brand<br />Brand<br /> « before »<br />Brand <br />« in store »<br />Other brand<br />NET ISDR <br />
  21. 21. NET ISDR : <br />a new concept !<br />
  22. 22. Moment of brand choice ?<br />56%<br />73%<br />3%<br />9%<br />4%<br />27%<br />20%<br />NET <br />ISDR<br />= 9%<br />Brand « before » = 86%<br />2%<br />National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip ; average 40 FMCG categories<br />
  23. 23. ISDR & In-Store activation : do not confuse ! <br />NET <br />ISDR<br />GROSS <br />ISDR <br />Purchases<br />Planned<br />Not<br />planned<br />Brand before <br />Brand<br /> in store<br />DRINKS 79% 21% 34% 89% 7%<br />79%<br />21%<br />89%<br />7%<br />33%<br />Average 73% 27% 44% 86% 9%<br />Average 40 FMCG<br />71%<br />29%<br />86%<br />9%<br />45%<br />SNACKS 58% 42% 59% 80% 11%<br />58%<br />42%<br />80%<br />11%<br />59%<br />National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip<br />
  24. 24. A-brands : <br />aim at <br />the heart !<br />
  25. 25. I keepmychoice in mind ! <br />Average of <br />planned<br />purchases<br />73%<br />80%<br />65%<br />45%<br />NET ISDR<br />National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip<br />
  26. 26. A-brand or not, I decide once and for all ! <br />77%<br />29%<br />Preference<br />for A-brands<br />61%<br />55%<br />NET ISDR<br />National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip<br />
  27. 27. How do the FMCG sectors behave? <br /> PRE-SHOPPING STIMULI<br />Average NET ISDR<br />1st quintile<br />2.1%<br />2nd quintile<br />5.9%<br />3rd quintile<br />8.2%<br />4th quintile<br />11.9%<br />5th quintile<br />15.8%<br />Vitamins & mineralsaltproducts<br />Pilsbeer<br />Probiotic drinks<br />Cola drinks<br />Chocolate<br />Breakfast cereals<br />Milk<br />Coffee<br />Hairstylingproducts<br />Body care products<br />Face care products<br />Stainremover<br />Chips<br />Cheese<br />Yoghourt<br />Cannedfood<br />Deep-frozenfood & readymeals<br />Fruit juice<br />Specialbeers<br />Soda<br />Stillmineral water<br />Washing up products<br />Deodorant<br />Biscuits<br />Sugarcandy<br />Householdproducts<br />WC products<br />Soap & shower gel<br />Shampoo & conditioner<br />Jam<br />Candy bars<br />Ice-cream<br />Ready desserts<br />Dressings<br />Oil & butter<br />Energy drinks<br />Toothpaste & buccal hygiene<br />Tissues<br />Washingproducts<br />Toilet tissue & kitchen roll<br />National universe ; PRP 18-54 years ; base = total purchasesduring the last shopping trip<br />
  28. 28. I’veboughtthingsthatwerenotplanned !<br />Total<br />72%<br />Price / benefit<br />Veryregularly<br />Regularly<br />42%<br />36%<br />Factorsexternal<br />to the store<br />34%<br />29%<br />20%<br />Factorsrelated to the point of sale<br />15%<br />National universe ; PRP 18-54 years<br />
  29. 29. In a few words…<br />
  30. 30. Shopping processisspeeding up…<br />ISDR (Popai) : let’s put it in the right perspective !<br />based on a majority of unplannedpurchases<br />NET ISDR<br />based on brand’schoice in store<br />planned or unplanned : people choose « at home » !<br />no matter the type of product (A-brand or not)<br />FMCG sectoris a more important factor <br />Creatinga preference for the brand<br />isfundamental !<br />Conclusions<br />

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