FACT: In-Store Decision Rate
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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