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Cornetto summary


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Cornetto summary

  1. 1. Cornetto July 2011
  2. 2. Key Campaign information Environment/Panels Key Campaign Objective 1,044 Tap into the impulse market to drive StreetTalk sales in UK seaside locations Kiosks Other InformationInterception interviews amongst recent icecream purchasers
  3. 3. Three key types of impulse purchase identified Momentary Greatest influence Standard possible in the final period Planned Influence potential gets stronger closer to purchaseSource: ‘Impulse Purchasing’ Spring Research 2011
  4. 4. Ice creams tend to be standard or momentary impulse purchases Rational Emotional (Need) (Mood) Ice cream – a treat that means something more – I’m happy, it’s hot, I am participating in summer/warmth/a good day Planned Standard MomentarySource: ‘Impulse Purchasing’ Spring Research 2011
  5. 5. Impulse purchases need to be easy EMOTIONAL NEED Emotional need of product STATE ENVIRONMENT PHYSICAL Hunger, thirst, tiredness, weather, etc EMOTIONAL Mindset, associations, companions, etc CONTEXTUAL Location and time EASE Availability of product is keySource: ‘Impulse Purchasing’ Spring Research 2011
  6. 6. StreetTalk perfect for dominating the coastal environment - Accelerating the impulse purchase, linking emotional & physical triggers -Built up by high frequency, dominating the share of voice within the environment -“It’s everywhere!”, “You can’t miss it” - Amplified by high quality creative, displaying the product in all its glory - Especially relevant for a ‘treat’ (has to win over the ‘inner devil’)Source: ‘Impulse Purchasing’ Spring Research 2011
  7. 7. StreetTalk ideal for feeding the impulse decision making process Spurring the momentary, short lived impulse Visually striking prompt Frequent message Targeting the moment with friends/family Targeting the associated ice cream occasion Prompting the ‘treat’ purchaseSource: ‘Impulse Purchasing’ Spring Research 2011
  8. 8. Summary • Three key types of impulse purchase identified • StreetTalk is perfectly placed to target impulsive purchasing, targeting people in the right place and at the right time
  9. 9. • Want to find out more?• Contact the JC Decaux research team to find out more about the project