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FACT: In-Store Decision Rate
 

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.

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 FACT: In-Store Decision Rate Presentation Transcript

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