1. welcome

3. Nick Jones
Lilia Arroyo Flores
Molly Garris
Enrique Márquez
EVP, RETAIL PRACTICE LEAD
SVP, STRATEGY DIRECTOR
DIRECTOR, DIGITAL STRATEGY
SVP, STRATEGY DIRECTOR

4. A Study of
How Humans Shop"

5. A Shared Problem Today"
Awareness"
New News"
Relevance"
Likeability"
Distinctiveness"

8. Which shoppers matter most?
What modes do these
shoppers exhibit?
What needs should I address
in each of these modes?
Which touch points should I
use to address these needs?

9. How Did We Do
This Study?"

10. 13,400 People
7 Markets
24 Categories
40 Touch points
60 Attitudes
22 Trips and Modes
40 Needs and Motives
132 Shop-alongs
88 Journals

11. The Categories"

12. FRANCE
GERMANY
SPAIN
CANADA
ITALY

13. Archetypes: I am.
..
..
se.
Mod
Points: I u
The 6 Shopper
es: I do...
Archetypes"
Touch
N e e d s : I n e e d ...

14. What We Mean By Archetypes"
A shopping mindset rather
than a specific individual.!
!
!

15. THINKERS" FEELERS"
Seek information Seek fun and
to help validate pleasure from
decisions! Strategic
rateg
rateg Passi
a
ass
as
Passionate shopping!
Save
Saver
ave
ve
er Exp
Explo
Expl
Explorer
DY
TREN
Qual
Quality
ual
a Opportunistic
tunis
uni
un
un
Seek
Seek
Seeker
ee
ek ntur
nture
nture
tu
Adventurer
Dollar
llar
llar
r Habit
Habitual
ab
b
Defaulter
ulte
u te
ulter Sprin
Sprinter
pri
DOERS"
Seek to minimize time and money spent!

16. I am a THINKER" I am a FEELER" I am a DOER"
Strategic Opportunistic Dollar
Saver Adventurer Defaulter
Layers multiple saving Bargain shops just Looks to the
strategies to for spontaneous fun lowest price to
maximize value simplify decisions
PRICE
Quality Passionate Habitual
Seeker Explorer Sprinter
Checks for quality Shops for the Defaults to usual
credentials thoroughly experience and to choices to minimize
and diligently discover new trends time and effort
EXPERT

17. A World Of Difference"
Strategic Passionate Opportunistic
Saver Explorer Adventurer
137 129 140
Strategic Dollar Opportunistic Quality Passionate
Saver Defaulter Adventurer Habitual Seeker Explorer
122 129 121 Sprinter 175 122
126
Functionally Driven" Emotionally Driven"
Note: Index vs. total.!

18. It’s Important We Remember"
The same person can be
a different archetype in a
different category!

19. Looking At One
Archetype Today"

20. Shopping Apparel With THE
Opportunistic Adventurer"

21. Opportunistic " Archetype" Effects"
Adventurer" Characteristics"
226" Deal Hunter!
!
Trend Watcher!
Modes!
!
!
Social Shopper!
Needs!
!
!
Impulse Purchases!
Touch points!
!
Touch / Feel Product!
!
Spontaneous Fun!
OA"

22. FROM: Opportunistic" TO: Dollar Defaulter"
Adventurer"
226" 158"
146"
92" 122"
82" 81"
58"
67" 35"
34" 27"
PRICE
DY
TREN TREN
DY
OA! DD! PE! SS! QS! HS! DD! HS! OA! SS! QS! PE!
Bargain shops for spontaneous fun! Looks for the lowest price or
regular brand to simplify decisions!
Note: height based on % size of segment index vs. total!

23. FROM: Opportunistic" TO: Strategic Saver"
Adventurer"
226" 167"
92" 145"
95"
82" 81" 75" 68" 45"
67"
34"
DY
TREN
DY TREN
OA! DD! PE! SS! QS! HS! SS! QS! PE! OA! DD! HS!
Bargain shops for spontaneous fun! Researches, creates multiple
strategies to save money and !
retain quality!
Note: height based on % size of segment index vs. total!

24. FROM: Opportunistic" TO: Passionate Explorer"
Adventurer"
226" 222"
92" 158"
82" 81" 128"
67" 59" 57"
34" 44"
DY
TREN
OA! DD! PE! SS! QS! HS! PE! QS! SS! OA! HS! DD!
Bargain shops for spontaneous fun! Seeks to discover and experience
new trends, quality and value.!
Note: height based on % size of segment index vs. total!

25. Q: "But how can that happen?"
A: "How people regard a category
affects their mindset & behaviour
towards that category"

26. [ High Risk ]
RISK"
Answers the question:"
[ High Reward ]
[ Low Reward ]
How much risk is there in
making a wrong brand
decision in this product
category?!
©Leo Burnett Co. Inc. 2007 ! [ Low Risk ]

27. [ High Risk ]
[ High Reward ]
[ Low Reward ]
REWARD"
Answers the question:"
How rewarding is it to think
about/choose amongst brands
in this product category?!
©Leo Burnett Co. Inc. 2007 ! [ Low Risk ]

28. [ High Risk ]
[ High Reward ]
[ Low Reward ]
Risk Reward n=5,000!
[ Low Risk ]

29. [ High Risk ]
HDTV
Kitchen Redesign
Cell Phones Auto
Hotels
Banking
Sports
Equipment
Appliances
[ High Reward ]
[ Low Reward ]
Car Insurance
Organic Food
Fashion
Casual Dining
Cosmetics
Beer
OTC Canned
Food Yogurt
Confectionary
Cereal
Packaged
Meat Dairy
QSRs
Laundry Soda
Leo Burnett Co. Inc. 2007 !
[ Low Risk ]

30. Shopping
Modes (I Do)"

31. What We Mean By Modes"
Discrete activities that people
undertake while shopping!
!

32. Eight Dominant Modes (I Do)!
42%" 29%"
Learning! Pit-Stopping!
Doing due Filling-in for an
diligence! immediate need!
38%" 27%"
Go-Getting! Re-Stocking!
On a specific Replenishing
task! many items!
37%" 23%"
Bargain Cruising!
Hunting! Passing time
Scouting! for fun!
for deals!
29%" 14%"
Exploring! Changing!
Engaging and Altering !
discovering! an existing
decision!
41! Note: % of people who engage in the trip!

33. Archetype "
[I am]!
Strategic Quality Dollar Habitual Opportunistic Passionate
Saver Seeker Defaulter Sprinter Adventurer Explorer
Learning!
Go-Getting!
Bargain Hunting!
Pit-Stopping!
Exploring!
Re-Stocking!
Cruising!
Changing!
Note: DARK – Dominant | MEDIUM - Prevalent | WHITE - Absent

34. Shopping Apparel With THE
Opportunistic Adventurer"

35. Opportunistic " Trip" Modes"
Adventurer" Type"
226"
Deal Hunter!
!
Trend Watcher!
! Fun!
Social Shopper! ! Cruising
! Bargains! for fun!
Impulse Purchases! !
!
Inspiration! Scouting
Touch / Feel Product!
! ! for the deal!
Spontaneous Fun!
OA"

36. Archetype "
[I am ]!
Strategic Quality Dollar Habitual Opportunistic Passionate
Saver Seeker Defaulter Sprinter Adventurer Explorer
Modes" Learning! Go-Getting!
Bargain
Hunting!
Pit-Stopping! Exploring! Re-Stocking! Cruising! Changing!
[ I do ]!

37. Shopper Needs"

38. What We Mean By Needs"
Motives and goals people have
in various shopping modes.!
!
!
!
!

39. 8 Basic Shopper Needs (I Want)!
Functional! Rational! Emotional!
38%
50% " Information! 25% "
Best Price! To validate a Treat!
Find best savings! decision ! An escape
or indulgence !
35% " 36% "
Flexibility! Advice! 19% !
Convenient access Unbiased expert Inspiration!
24/7 ! input ! To express my
individuality !
39% "
Efficiency!
To minimize time and
effort !
35% "
Special Offers!
Exclusive or
limited offers !
% of people who express the need !

40. Needs"
[Vary By!
Archetype] !
Strategic Quality Dollar Habitual Opportunistic Passionate
Saver Seeker Defaulter Sprinter Adventurer Explorer
Best Price!
Efficiency!
Special Offers!
Flexibility!
Information!
Advice!
A Treat!
Inspiration!
Note: DARK – Dominant | MEDIUM - Prevalent | LIGHT - Absent

41. Shopping Apparel With THE
Opportunistic Adventurer"

42. Opportunistic " Needs"
Adventurer"
Shopping to express individuality
226" (230)!
Deal Hunter!
!
Trend Watcher! Part of the fun of buying a product
! is immersing myself in the store
Social Shopper! environment (174)!
!
Impulse Purchases! I shop to feel savvy or
! victorious(154)!
Touch / Feel Product!
! I enjoy “hunting” for great bargains
Spontaneous Fun! and deals (124) !
OA"

43. What she
doesn’t need is as
interesting as what
she does need…"

44. Opportunistic " What She
Adventurer" Doesn't Need"
226"
Deal Hunter!
! Research (62)!
Trend Watcher!
! Expert sources (69)!
Social Shopper!
! Peer Info (70)!
Impulse Purchases!
Sustainability (72)!
!
Touch / Feel Product! Quality (85)!
!
Spontaneous Fun! Convenience (88)!
OA"

45. It’s Important We Remember"
Like Modes… "
!
Needs vary by category because the
RISK REWARD and Archetype vary
by category!

46. When She Redesigns Her Kitchen…"
Passionate Explorer" Needs"
228" Expert recommendation (160)!
Researcher!
Reviews & peer reco’s (152)!
!
Get extra perks or services (151)!
Quality Obsessed!
!
Trend Follower! Impress others (192)!
! Be inspired (179)!
Eco Correct!
!
High End Brand! Feel sense of accomplishment (171)!
! Validate my decision (161)!
Price Insulated! See, touch, try a demo product (148)!
PE" !

47. Archetype "
[I am]!
Strategic Quality Dollar Habitual Opportunistic Passionate
Saver Seeker Defaulter Sprinter Adventurer Explorer
Modes" Learning! Go-Getting!
Bargain
Hunting!
Pit-Stopping! Exploring! Re-Stocking! Cruising! Changing!
[I do]!
Needs" Best!
Efficiency! Information! Advice! Special Offers! Flexibility! A Treat! Inspiration!
[I want]! Price!

48. Touch Points "
(I Use)"

49. What We Mean By Touch Points"
Tools and channels people use to meet their
shopping needs!
!
Some are physical e.g. specific store types!
!
Others are digital, traditional and even human!
!
!
!
!

50. Touch Points (I Use) 40 Touch Points "
59% "
Broadcast Media! 61% " 59% "
Passive media! Value Center! Expert Sources!
One-stop
discount retailers!
64%"
Promo Vehicles!
Tools that deliver !
news and offers!
32% "
56%" 55% "
Tools to interact Specialized Retail!
and share! Local Shops!

51. Touch
Points"
[I use]!
Strategic Quality Dollar Habitual Opportunistic Passionate
Saver Seeker Defaulter Sprinter Adventurer Explorer
Promotional
Vehicles!
Value Centers!
Expert Sources!
Broadcast Media!
Specialized Retail!
Local
Shops!
Engagement
Tools!

52. Shopping Apparel With THE
Opportunistic Adventurer"

53. Opportunistic " Touchpoints"
Adventurer" Retail website!
Mobile!
255" Social Site!
Deal Hunter!
! Mag/Newsp/Radio!
Trend Watcher! !
!
Social Shopper! Cruising for fun!
!
Impulse Purchases!
! Department!
Touch / Feel Product! Value Centre
! Discount!
Spontaneous Fun! Supercentre!
OA"
Scouting for the
deal!

54. Archetype "
[I am]!
Strategic Quality Dollar Habitual Opportunistic Passionate
Saver Seeker Defaulter Sprinter Adventurer Explorer
Modes" Learning! Go-Getting!
Bargain
Hunting!
Pit-Stopping! Exploring! Re-Stocking! Cruising! Changing!
[ I do]!
Needs" Best
Efficiency Information Advice Special Offers Flexibility A Treat Inspiration
[I want]! Price
Touch
Promo! Expert ! Broadcast Local! Engagement
Point" Vehicles!
Value Centers!
Sources! Media!
Specialized Retail!
Shops! Tools!
[I use]!

55. What Did We Learn"

56. Key Findings"
1. Archetype effects everything"
!
People fall into six distinct shopping archetypes (mindsets) that
effect how they view and shop a given category.!
2. "Shopping journeys typically involve more than one mode"
""
"High risk and high reward categories have much longer and
more complex journeys than we imagined.!
Risk Reward, Quantitative, n=5000 regular brand users and brand decision makers !

57. Key Findings"
3. Multiple, rather than singular needs are the norm for
shoppers regardless of category."
""
"Every archetype has dominant and secondary needs, so not all
are of equal importance to you or them.!
4. Not every archetype is created equally when it comes to
touch points."
!Every archetype does not require the same number of touch
points to influence behaviour.!
!!
Risk Reward, Quantitative, n=5000 regular brand users and brand decision makers !

58. What Does This
All Look Like"

61. What Does This
Provide Us"

62. Which SHOPPERS matter most! Drive Efficiency!
!
What MODES these shoppers exhibit!
What NEEDS have to be addressed! & "
!
Which TOUCH POINTS matter most! Effectiveness!

63. Turning Shoppers"
Into Buyers"

67. Hispanic population growth projected to outpace ethnic
groups over the next 40 years
Projected U.S. Population Growth from 2010 - 2050
+167%
+142%
+42% +1%
+56%
White
Total Non-Hispanic Black Asian Hispanic
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Imperative

68. U.S. Latinos are 52 million strong
2010-2015 Estimates
1,151,228 born every year
95,936 born every month
3,152 born every day
131 born every hour
Source: Geoscape: American Marketscape Data Stream 2010 Series

69. Hispanics are a young population
Median Age
17.6 17.3
17.1 28 37
15.6
14.0 13.6
12.6 12.8
11.8
11.4
percentage
10.6 10.5
8.7
7.8
6.8
5.6
3.6
2.3
< 5 years 5 to 14 15 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75
years years years years years years years years +
Non-Hispanic Whites Hispanics

70. Latinos are young and connected
Watch 33 hours Send/receive 941 Stream 6:15 hours
of TV per week texts per month of video per month
Source: Nielsen

71. Hispanics are connected
90%
81%
57%
47% 46%
33%
31%
18%
Hispanic General Population

72. Hispanics have influence

73. Hispanics are the 13th largest economy in the world
Ahead of ...
Poland Argentina Greece
Israel South Africa Netherlands
Source:Selig center of Economic Studies/University of Georgia 2009
Central Intelligence Agency-World FactBook

74. Hispanics have enormous purchase power
51 million 50% growth
Hispanics in in purchasing
the U.S. power by
2015
2010 2015
$1 Trillion buying $1.5 Trillion buying
power power
Source: 2012 Nielsen State of the Hispanic Consumer Report

75. Nothing Happens
Until it Happens at the Store…

76. A void in the market
Accepted The most
Hispanic comprehensive tool
Shopper for understanding
Learnings Latino shoppers

78. Banking Cereal Appliances
Cosmetics Cell Phones
and Carriers
Hotels Fashion
Laundry Car Insurance Beer
Confectionary
Yogurt Soda
Canned OTC
Food
15 categories

79. [ High Risk ]
Computer
Hotels
Banking
Appliances
[ High Reward ]
[ Low Reward ]
Car Insurance
Cosmetics Fashion
Beer Confectionary
OTC Canned
Food Yogurt
Cereal
Dairy
Laundry Soda
[ Low Risk ]

80. [ High Risk ]
Computer
Computer
[ High Reward ]
[ Low Reward ]
Hair Fashion
Products
Fem Care
Cereal Fashion
Hair
Products
Cereal
Fem Care
[ Low Risk ]

81. Archetype dominance
450 2%
90
9%
11%
6
19% 450
13
21%
15% 6%
20%
12% 90
200
22%
38%
25%
66
Strategic Quality Dollar Habitual Opportunistic Passionate
Saver Seeker Defaulter Sprinter Adventurer Explorer

82. The Question is…
Why?

83. Shopping is complex
“In order to win with Latino Shoppers,
brands need to understand the Mindset
and Strong Heritage that influences the
way they eat, clean, cook, and ultimately
how they buy and consume goods.”
Source: Forbes, “Big Data Shows Hispanics Will Change Business Models”

84. Key
Considerations

85. Consumer is not boss.
CULTURE is boss.
22

86. For Latinos
Shopping is their playground

87. The playground
45% 45%
375 index 284 index 32% 36%
200 index
338 index
I enjoy shopping like to hear &
I like to try new I want to be the give opinions &
with my children
products 1st to have it. write reviews
Multi- Multi- Multi- Multi-
generational sensorial dimensional touchpoint

88. Store

89. Meet Social Expectations
vs.
Accomplish Individual Dreams

90. Mindsets Typically shopped
Pharmacy Beer Cereal
“needs”
Index Laundry Dairy Canned
Food
To General
Market
125
Packaged
Meat Soda Fresh
Cell Sports
Phones Equipment
Index Fashion
“wants”
Electronics
To General
Market
139
Kitchen Cosmetics
Redesign

91. The Habitual Sprinter shopping journey

92. The Passionate Explorer shopping journey

93. The Challenge
They go to different stores
to accomplish their goals.
But they can be one
and the same person.
Habitual Passionate
Sprinter Explorer

94. The opportunity: save time shopping to spend time shopping.
Capture both mindsets and be
the place that helps Hispanics
take care of their
“basic needs” so they can
spend time on their
“fun wants”.
All in the same store.

95. Shopping is a
SOCIAL activity.
32

96. Latinos are social

97. Shopping is a social activity
48%
29% 37% 155 index 36%
217 index 200 index
290 index
Shopping is meant to Social media is
Word of mouth the key enabler Share opinions
be done with others
is key of collaboration and reviews

98. Fashion

99. [ High Risk ]
[ High Reward ]
[ Low Reward ]
Fashion
Fashion
[ Low Risk ]

100. The dominant shoppers Fashion

101. Opportunistic Adventurer Fashion
Passionate Explorer

102. The tension
vs
Compete Collaborate

103. The tension
vs
Ideal thing Right thing

104. Recommendations
Social influencers bring
inspiration and possibilities

105. Recommendations
Leverage peer-to-peer’s influence
before, during and after the purchase
42

106. Recommendations
Make it easy for her to see what her friends like
Uniqlo digital hangers show how many
people like each garment
43

107. Mobile & social media
Make it easy for her to see what her friends like
Help people by using Help a few experience
technology to bring the latest products
trends to life
44

108. Value means MORE
THAN low price.
45

109. 46

110. Value does not mean buying cheap. It means
getting more than what you pay for.
61% 55%
139 index
145 index
49% 48%
45% 258 index 200 index
128 index
The like to touch, feel They judge product
Won’t buy a product Multi-touchpoints They want to get
over lower quality and smell a product quality by product
inform decisions tailored advice and
even if it is on sale before buying packaging
when shopping recommendations
Multi-
touchpoints
Not willing to inform better Trust their Visual cues Recommendations
compromise decisions senses matter
are important

111. Laundry

112. Making the right choice is serious
business
A wrong purchase Wants as much
Wants to make sure decision carries information as
she gets more than frustration as she possible to make
she pays for feels she is sure she makes
affecting her family safe bets

113. Before going to the store In the laundry aisle
“I leave detergents for the
“I find out about
end. It is my space to smell
products from TV.”
and have some time for
myself. It is like choosing a
personal perfume that you
“I need to know the wear on your clothes.”
product, know it will give
results, it is what I want.”
“I make sure a product “I start to read the details of the
works, or I look for products that interest me - the
someone to talk to me packaging, the pictures...”
about the product.”

114. Minimize risk!

115. Avoid the
package
regret effect!

116. Get her to the top of the social
shopping game leaderboard

117. Make it risk free
Hispanics are
leveraging digital
incentives.
Let them try
the product.

118. Help her choose the right product
Gain mobile ad drove key brand engagement and helped shoppers find the right scent

119. Help her choose the right product

120. Reward her for influencing others
Tesco Share and Earn gives users rewards for sharing
their purchases
Give her more incentive to share

121. You are leaving money on the table.
Having a Hispanic strategy won’t
alienate. It will enhance your
mainstream strategy.
Lead. Learn. Enlarge.
1+1=3. Use differences to discover,
validate or bring dimension to your
findings.
The new mainstream is already here.

122. gracias.

123. Everything
but the norm:
Global Trends 2013
Molly Garris

127. Ultimately, the path to
purchase has changed.

128. People are shopping
more often,
in more places
and across more channels.

129. 4
inspiration
key
efficiency
shopping
value
needs
assurance

130. efficiency

131. GET IN/
out quickly
efficiency simply make
A PURCHASE
FIND SPECIFIC
Habitual
brand/product
Sprinter

132. TRENDS
‣ Hybrid formats
efficiency
‣ Alternative forms of check
out and payment
‣ New ways to fulfill orders /
pick up goods / deliver goods

133. Make Visits Faster and More Relevant

134. Get In and Out Quickly

135. Long Lines
Disappear

136. Even Wallets are Going Away

137. 24/7 Access

138. Beat Showrooming:
Buy Online, Pick Up in Store

139. Buy Online,
Pick Up 24/ 7

140. How about Same Day Delivery?

141. Auto-Delivery

142. assurance

143. UNBIASED advice
assurance Weigh
PROS/CONS
see, TOUCH,
EXPERT
Quality
Seeker
Passionate
Explorer
demo, TRY

144. TRENDS
‣ Better understanding quality
assurance
‣ Research tools
‣ Social Shopping

145. Offer Transparency

146. Offer Traceability

147. Bring in the Tablets

148. Have the Experts On Hand

149. Let them Snoop

150. Enable them to
Poll Friends

151. Provide Purchase Protection

152. Challenge the
Competition
Head On

153. value

154. WORTH of
a product PRICE
or service
Special OFFERS value
PRICE
Strategic Dollar Opportunistic
Saver Defaulter Adventurer

155. TRENDS
‣ Discount Stores and Private Labels
value
‣ Deals and Pricing Strategies
‣ Going Beyond Price

156. Aldi and Lidl Gain Share

157. Dollar Stores
Cash In
11,000 Stores!

158. Retailers are Forced to Price Match

159. Innovative Pricing Strategies
are Being Explored

160. But isn’t enough ENOUGH?

161. Retailers Must Add
Value in Fresh Ways

162. New site, KinderStuff, also Addresses Little Needs

163. New Amazon site,
Aggregift, Aids in
Group Gifting

164. The Brands (and Frats)
are Catching On

165. Brands Let Consumers Weigh In

166. Product Innovation is Being Pushed

167. The Ultimate
Goal is not just to
Push Sales but
to Gain Loyalty

168. inspiration

169. EMOTIONAL needs
a TREAT
inspiration
EXPERIENCE
Passionate
Explorer

170. TRENDS
‣ Better and more interactive ways
to learn about and select products inspiration
‣ A fun or more unique way to shop
‣ The “Wow” factor

171. Open a World of Flavor

172. Relax and Recharge
with the Family

173. Ease Fitting Room Frustrations

174. Have a Destination,
not a Dressing Room

175. Dial up the Wow

176. Brands are
Harnessing the
Excitement too

177. Finding Means
to Engage with
Customers in
Unforgettable
Ways

178. Experiences
Don’t Necessarily
Mean Costly
Executions

179. Or Just for the Tech Savvies

180. Have Fun, Be Memorable

181. There’s no silver bullet.
In order to get ahead, start by:
‣ Better understanding your shoppers,
their behaviors and needs
‣ Activate the right touch points
‣ Implement tests to gather actionable learnings

183. Nick Jones
Lilia Arroyo Flores
Molly Garris
Enrique Márquez
EVP, RETAIL PRACTICE LEAD
SVP, STRATEGY DIRECTOR
DIRECTOR, DIGITAL STRATEGY
SVP, STRATEGY DIRECTOR
nick.jones@arcww.com
lilia.arroyo-flores@leoburnett.com
molly.garris@arcw.com
enrique.marquez@lapizusa.com
312.220.4533
312.220.6391
312.220.5228
312.220.5433

184. thank you