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The Buying Acceleration and Incentive Tool (B.A.I.T.)

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A new marketing tool created by Leo Burnett and Arc identifies how short-term sales offerings might align with long-term brand building. B.A.I.T was based on a six-month, 9,300-person study to help brands quicken the path to purchase and reinforce brand affinity.

Published in: Marketing

The Buying Acceleration and Incentive Tool (B.A.I.T.)

  1. 1. Theart
 andscience ofmoving peopleto actinthe moment.
  2. 2. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 2 17,000surveys 186offerings 122attributes Quantitative research:
  3. 3. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 3 Everything from … Store Window Sign Pop-Up Ad Play-to-Win Game Mileage Reward Credit Card Multiple Purchase Coupon Product Placement Reminder Stickers As Seen on TV Spotter Shelf Talker YouTube Demonstration POS Rebate Made to Order Direct MailCoupon In-StoreDemonstrationDigitalAdBuyInBulk FreeConsultationEliteStatus Cash Back on Credit Card Shelf Coupon Facebook Likes Free Shipping/Free Returns Store Circular Layaway Celebrity Endorsement Manufacturer Instant Redeemable Coupon End Aisle Display FDA Approval In-Pack Offer Birthday Free Giveaway Test Drive Free Short-Term Trial Groupon In-Home Trial Free Item Interesting Package Design Receipt Rebate Electronic Coupon Lifetime Guarantee Refund Pop-Up Stores Collect-And-Get Fair-Trade Certified Online User Reviews Mark Downs BOGO Free Collect and Get Free Storewide Sale $ Off Trial Incentive In-Store Mobile Texts POS Rebate 2For1 FreeShipping MoneyBackGuarantee ProductSampleViaMail In-Pack InstantWin OnlineFlashSale Rub-OffCoupon BuyMoreDiscount ReturnPolicy Private SaleCourtesyCallKeepsakes Exclusives AmazonPrime In-StorePick-Up Customized Product Product Upgrade Share on Social Media On-Pack Offer Good Housekeeping Seal of Approval Cross-Ruff Coupon 24/7 Store Hours Variety Packs Siri Mannequins Retailer Emails Match and Win Extended Warranty Bounce-Back Self-Destruct Offers FloorModel In-StoreDisplay LoyaltyRewards andmore…
  4. 4. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 4 howofferingsgroup overallappeal variationsinappeal howmarketerscanbestuseofferings What we learned:
  5. 5. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 5 5 types 11 subtypes Each fulfills a different human need
  6. 6. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 6 Theseprofilesenableus toconnectthetypeof offeringtoabrand’s marketingobjectives andtoitspurpose.
  7. 7. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 7 Whichofferhasthe greatestimpact? Whichcanmosthelp speedupashopper’s decisiontobuy?
  8. 8. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 8 What people perceive to have the most impact on decision to buy and the speed of purchase within each group of offerings Risk reducers Free Shipping/Free Returns Basic deals Manufacturer Instant Redeemable Coupon Basic deals Storewide Sale Exciting deals Completely Free Item Exciting deals $ Off/Incentive to Try a New Product Risk reducers Lifetime Guarantee Info providers Test Drive First-hand experiences User Reviews on Retailer Websites Attention getters Established Product Sample via Mail Attention getters New Product Sample via Mail Info providers In-Store Sample Manufacturer First-hand experiences In-Store Try-On/Try-Out Effort Erasers Store Website Time Savers Store Circulars Time Savers Multiple Locations Greater Good Locally Sourced or Grown Effort Erasers In-Car Shopping Greater Good Customized Product Fun Pursuits & Treasures Seasonal Favorites Fun Pursuits & Treasures Collect & Win Cultural Cache Product Placement Cultural Cache Made to Order Somegroups,onaverage, performbetter.Thereare alwaysexamplesfrom everygroupthatperform ontop.
  9. 9. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 9 Differentgroupsof offeringshavedifferent power,dependingon genderandage.
  10. 10. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 10 There are certain areas women care about more and men tend to be slightly less interested in everything.
  11. 11. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 11 Boomers are tougher to get engaged. Millennials easier.
  12. 12. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 12 Differentgroupsof offeringshavedifferent power,dependingonthe productoffering.
  13. 13. Oraroutinecategory. Thereisalmostalwaysslightlyhigher interestwhenpeoplearepassionate aboutthecategory. Conversely,itistypicallyweaker withhard-to-shopcategories.
  14. 14. Sowhatnow? Howcanbrandmarketersbest usetheofferingstotheir advantageandimpactsales alongtheconsumer’sjourney?
  15. 15. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 15 Whatisyourbrand’spurpose? Whoareyoutargeting? Whatistheappropriateofferinggiven yourprogram’sobjective? Canyouusedifferentofferingstotheir bestadvantagealongdifferentpartsof yourshopper’sjourney? WhatmorecanIlearnbyconductinga customstudy? Think about this.
  16. 16. Formoreinformation, contact: Elizabeth Harris EVP, Strategy Director elizabeth.harris@leoburnett.com

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