Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1
2
bpost ran a solid consumer survey
• Representative sample of the Belgian population,
aged 15 years and older
Target
Samp...
3
Through a representative sample
• Men :49%Gender
Languages
Generations
• Woman :51%
• Dutch :57% • French :40%
• Digital...
4
Zoom into sectors through two angles
Analysis of passive attitude towards
different media
Analysis of active attitude to...
55
38% would prefer DM to receive
unsolicited advertising for Fashion Retail
Fashion Retail
Sector
38%
22%
5%
5%
4%
3%
2%
...
6
Preferred media varies slightly
depending on gender or language
35,4 41,5
18,4 25,2
5,1 4,6
4,8 5,6
3,5 3,4
2,3 3,2
Men ...
7
Digital Natives are the one that
the most DM for Fashion retail
43,6 35,2
39
12,8
23,9
23,1
11,3
7,6
2
9,5
5,6
39,4 4,1
...
8
Clothing & Footwear is one of the category
where information is the most appreciated
Which of the following sectors woul...
Upcoming SlideShare
Loading in …5
×

Case 3 fashion p23_fr cover

320 views

Published on

  • Be the first to comment

  • Be the first to like this

Case 3 fashion p23_fr cover

  1. 1. 1
  2. 2. 2 bpost ran a solid consumer survey • Representative sample of the Belgian population, aged 15 years and older Target Sample Data Collection • Field: Tuesday 7 to Thursday 23 December 2010 • Market Probe’s call center in Brussels • 1006 interviews • Quota were set per region in terms of gender, age, province and profession to assure a representative sample of target universe Fashion Retail Sector
  3. 3. 3 Through a representative sample • Men :49%Gender Languages Generations • Woman :51% • Dutch :57% • French :40% • Digital Natives: 15% • Digital Immigrants: 32% • Late Adopters: 52% Fashion Retail Sector
  4. 4. 4 Zoom into sectors through two angles Analysis of passive attitude towards different media Analysis of active attitude towards different media Question: Through which media would you like to be approached if a Bank/Insurance company wanted to deliver an advertising message to you ? Question: If you had to buy an Insurance product, which information channel would you check ? Sectors covered: •Car •Bank/Insurance •Clothing •Home equipment •FMCG Sectors covered: •Car •Bank/Insurance •Home equipment Fashion Retail Sector
  5. 5. 55 38% would prefer DM to receive unsolicited advertising for Fashion Retail Fashion Retail Sector 38% 22% 5% 5% 4% 3% 2% 0% Addressed DM Unaddressed DM TV Email Internet Press Visit Shop Radio Through which media would you like to be approached if a Clothing/Footwear shop wanted to deliver an advertising message to you ? Door welk medium/welke media wilt u worden gecontacteerd wanneer een winkel in de sector van de kleding en schoenen u een reclameboodschap wil leveren? Par quel(s) média(s) désirez-vous être touché si un magasin dans le secteur des Vêtements et chaussures souhaitait vous délivrer un message publicitaire ? Source: Market probe
  6. 6. 6 Preferred media varies slightly depending on gender or language 35,4 41,5 18,4 25,2 5,1 4,6 4,8 5,6 3,5 3,4 2,3 3,2 Men Women 48,2 25 15,5 30,5 5 4,6 4,2 6,6 3,3 3,7 1,3 4,7 NL FR Preferred Media - Gender Preferred Media - Language Addressed DM Unaddressed DM TV Email Internet Press Addressed DM Unaddressed DM TV Email Internet Press Fashion Retail Sector Door welk medium/welke media wilt u worden gecontacteerd wanneer een winkel in de sector van de kleding en schoenen u een reclameboodschap wil leveren? Par quel(s) média(s) désirez-vous être touché si un magasin dans le secteur des Vêtements et chaussures souhaitait vous délivrer un message publicitaire ? Source: Market probe Through which media would you like to be approached if a Clothing/Footwear shop wanted to deliver an advertising message to you ?
  7. 7. 7 Digital Natives are the one that the most DM for Fashion retail 43,6 35,2 39 12,8 23,9 23,1 11,3 7,6 2 9,5 5,6 39,4 4,1 1,8 3,6 2,5 Digital Natives Digital Immigrants Late Adopters Addressed DM Unaddressed DM Email TV Internet Press SMS 1,8 Internet = 1,4 Door welk medium/welke media wilt u worden gecontacteerd wanneer een winkel in de sector van de kleding en schoenen u een reclameboodschap wil leveren? Par quel(s) média(s) désirez-vous être touché si un magasin dans le secteur des Vêtements et chaussures souhaitait vous délivrer un message publicitaire ? Source: Market probe Through which media would you like to be approached if a Clothing/Footwear shop wanted to deliver an advertising message to you ? Fashion Retail Sector
  8. 8. 8 Clothing & Footwear is one of the category where information is the most appreciated Which of the following sectors would you be interested in getting more information ? 7,2 10,2 17,2 30,5 30,8 34,7 39,4 Savings Insurance Cars Home, home improvement GSM/TV/PC Clothing & Footwear FMCG Products Voor welke van de volgende sectoren zou u geïnteresseerd zijn om meer informatie te hebben? Parmi les secteurs suivants, pour lequel seriez-vous intéressé de recevoir plus d'informations? Source: Market probe Fashion Retail Sector

×