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GETTING INTO THE REALWORLD OF THE SHOPPER     Ludovic Depoortere- ROGIL               MANAGING DIRECTOR
Image of first 7 seconds in category detergents                                                  Focus on Contrast PointsS...
BASIC FEELINGS       BEHAVIOURAL             REFLECTIONUNCONSCIOUS          UNCONSCIOUS              CONSCIOUSFIGHT OR FLI...
Confrontation     Visibility &   Cognitive     Affective    Usage &   stimuli      identification   processing   Processin...
Is this hot spot from female or male viewers?           WOMEN        MEN
NEW PACKHEAVY COST SAVING
CURRENT                                  TEST                  DESIGN                                   DESIGN            ...
Eye Tracking measures showed improved impact                          UK          NL        BE         DE      ES         ...
Verbal measures indicated issues on trial and decreased    key brand values health, nutrition and quality                 ...
Test design                                           LAUNCHEDCURRENT                                    DESIGN UKDESIGN U...
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%       ...
 Differentiation in the shop is key for A-Brands  - In POS materials   - In package design (implicit priming, appealing p...
 Enhance ‘shopability’ to help shoppers in over choice   and reduce shopper stress by   - Structure in assortment (catman...
 Face reality & get out of your meeting room to meet your consumer & shopper Embrace Key Brand Property and be consisten...
Shopperimpactofpackandcatman
Shopperimpactofpackandcatman
Shopperimpactofpackandcatman
Shopperimpactofpackandcatman
Shopperimpactofpackandcatman
Shopperimpactofpackandcatman
Shopperimpactofpackandcatman
Shopperimpactofpackandcatman
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Shopperimpactofpackandcatman

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How to measure most impactful pack and category management in store. Rogil Shopper and Pack research. Esomar award winning paper.

Published in: Business, Technology
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Transcript of "Shopperimpactofpackandcatman"

  1. 1. GETTING INTO THE REALWORLD OF THE SHOPPER Ludovic Depoortere- ROGIL MANAGING DIRECTOR
  2. 2. 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
  3. 3. BASIC FEELINGS BEHAVIOURAL REFLECTIONUNCONSCIOUS UNCONSCIOUS CONSCIOUSFIGHT OR FLIGHT TAKE/ADAPT ACTION PROVIDE REASONING NEO CORTEX LIMBIC SYSTEM RATIONAL EMOTIONAL OLDEST BRAIN VISUAL SENSORIAL
  4. 4. Confrontation Visibility & Cognitive Affective Usage & stimuli identification processing Processing Satisfaction
  5. 5. Is this hot spot from female or male viewers? WOMEN MEN
  6. 6. NEW PACKHEAVY COST SAVING
  7. 7. CURRENT TEST DESIGN DESIGN UK UK confidentialALPRO CASEDrastically modernizing the Alpro Flagship Plain soy Milk
  8. 8. 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
  9. 9. 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
  10. 10. Test design LAUNCHEDCURRENT DESIGN UKDESIGN UK ALPRO CASE‘In between’ design to improve brand key values and trial
  11. 11. SARA LEEModernizing Douwe Egberts Aroma RedCURRENT WHITE GOLDLEG LEG LEG
  12. 12. It is not a beauty contest! Norm = Competition
  13. 13. BELORIGINEImpact of a brand signature in innovation.
  14. 14. 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
  15. 15.  Differentiation in the shop is key for A-Brands - In POS materials - In package design (implicit priming, appealing products) - Colour blocking - shape differentiation
  16. 16.  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)
  17. 17.  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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