What is the perception of the Protection &Security elements of productsSeptember 2010                                     ...
Context• Checkpoint offers a vast range of security solutions for the retail  industry• The company wanted to carry out ma...
CONTENTS• Degree of knowledge on product protection & security  systems• General attitudes relative to product security in...
1. Degree of knowledge on productprotection & security systems                                                            ...
Hard Tags are top of mind in terms of security solutionsKeepers and EAS labels are also mentioned frequently in a spontane...
Various security and protection methods are known                                                                         ...
1. General attitudes relative to productsecurity in shops                                                                 ...
Consumers defend the presence of product Protection &Security (P&S) elements   • Consumers understand and agree with the u...
"I think its very good that these systems exist. I am 100% infavour. We all know that 4% to 5% of the goods in hypermarket...
There are differences in opinion on the way that securityshould be carried out    • For the majority       – It is importa...
There are differences in opinion on the way that securityshould be carried out     • For some        – Security is increas...
3. Perception of the different securityelements                                                                           ...
Antennas                                                                                            13           Perceptio...
Zoom in - Antennas      Degree of knowledge and names     • Extremely well known     • Various names are used: "sidebars",...
Zoom in - Antennas     Impact on the consumer In general,                                                  Occasionally,  ...
“Insupermarkets at each checkout theres a detector toensure that the person shows all the products. I have seenpeople pass...
Alpha                                                                                         17        Perception of the ...
Zoom in – Range of Alpha solutions       Degree of knowledge • The Keeper is the best known solution of the range of alpha...
Zoom in – Range of Alpha solutions     • The keeper appears to be the most critical element of the range, and       may af...
Zoom in – Keepers       • Greatly associated to:           – Multimedia products (DVDs, CDs, games…) and mobile telephones...
Zoom in – Keepers                                                          • Different perceptions:  • Conveys confidence ...
“The boxes are opened, they give us the product and thats it. Sometimes the stickerdoesnt permit seeing the full descripti...
“Here, I think its more to protect the product… so that the box isnt broken into. Sometimes theyare expensive products and...
Zoom in – Spider              • Associated to products:                  – of some size and/or with various articles (e.g....
“Ithink its good because the product is protected and              “.Now this product (Guitar Hero) is more complicatedtha...
Zoom in – Bottle Cap     • The solution presented tends to be unknown                     – They are more familiar with ot...
“I prefer it like this, more discreet. Continues to be visible... its attractive to look at. I have nevernoticed it. Its c...
Security Tags                                                                                            28           Perc...
Zoom in – Hard Tags     • This is the security system most referred to in a spontaneous way          – Greatly associated ...
“Ithink it is effective but very annoying, because in order to try it on, sometimes youhave to go to the counter and ask t...
Zoom in – Soft Tags         • The labels which are most associated protection & security are:                             ...
• Product samples presented                                                                                       32      ...
The "padlock" and "circuit (US)" labels are the ones mosteasily identified by the consumersGreatest difficulty for labels ...
Tend to be more in favour of more explicit solutions, i.e. with amore preventive/dissuasive vs. punitive character        ...
The “padlock” is the preferred labelMore consistent with the security strategy they defend     • Attracts attention/has an...
“Iprefer these more visible systems. I am also a salesperson and I have no interest inpeople coming into my shop and think...
However, the security label system has some fragilities…   • Vulnerability in terms of effectiveness→ Perception that it i...
The security label system has some fragilities… • Might hinder the reading of important   messages                        ...
Main Strengths and Weaknesses of EAS labels…Labels of origin                    • Based on the punitive           • Based ...
“The clothing alarm should be effective, its attached to the clothing. The box (keeper) is efficient as well, itsimpossibl...
For some interviewees, the ideal label/tag solution mightinvolve the combination of 2 different strategies:         Explic...
SecurityMessages   Our products are protected                 electronically           Our products are protected         ...
It is unusual to see messages on the electronic protection ofarticles in shops          In general, they argue that the co...
“Ifa person were only to see this message in the shop he might even think that theres nothing and its just tointimidate. I...
It is unusual to see messages on the electronic protection ofarticles in shops       Only occasionally do they defend the ...
Securitypersonnel                                                                                             46          ...
Zoom in – Security personnel       • They associate the presence of security personnel           •   To the major chains (...
Zoom in – Security personnel        Role & function • SURVEILLANCE AND DISSUASION:    •   Preventing the action of thieves...
“Surveillance,ensuring security, finding people who go there to take products without paying and holdingthese people.... I...
The security personnel give rise to different reactions in the shopper Prevalence of a positive attitude or of indifferenc...
The security personnel give rise to different reactions in theshopperPrevalence of an attitude of indifference    The atti...
Perception of the different security elements in two keyaspects                                      High                 ...
Summary conclusions                                                                                            53         ...
The consumer shows some knowledge of the category• Knows various security elements   – Hard tags, Keepers and some EAS lab...
The consumer is favourable and reacts well to the differentsecurity and protection elements of shopsHowever, there are som...
The consumer is favourable and reacts well to the differentsecurity and protection elements of shopsHowever, there are som...
The consumer is favourable and reacts well to the differentsecurity and protection elements of shopsHowever, there are som...
The EAS labels system have some fragilitiescompared with the alpha range  – They are more vulnerable in terms of effective...
It’s important to communicate / inform consumers about thepresence of the EAS labels on products• Preferably through the p...
There is no ideal solution for product protection and security                 The "ideal" solution seems to vary accordin...
Design of the Study                                                                                              61       ...
Target and MethodologyTarget                                           Methodology• Both genders                          ...
Interview Script   Interview script                                                                                     63...
Creating Clarity                                                                             64                           ...
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Relatório nielsen elementos protecćųo seguranća produtos 20092010_en

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Relatório nielsen elementos protecćųo seguranća produtos 20092010_en

  1. 1. What is the perception of the Protection &Security elements of productsSeptember 2010 1 Title of Presentati Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  2. 2. Context• Checkpoint offers a vast range of security solutions for the retail industry• The company wanted to carry out market research with a view to determining how the consumer perceives the different security elements 2 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  3. 3. CONTENTS• Degree of knowledge on product protection & security systems• General attitudes relative to product security in shops• Perception of the different security elements – Antennas – Alpha – Tags (hard tags and soft tags) – Security messages – Security personnel 3 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  4. 4. 1. Degree of knowledge on productprotection & security systems 4 Title of Presentati Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  5. 5. Hard Tags are top of mind in terms of security solutionsKeepers and EAS labels are also mentioned frequently in a spontaneousmanner Top of mind Known Unknown 5 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  6. 6. Various security and protection methods are known Boxes, Tags (hard) (greatly associated to clothing) cables/cords/chains Security personnel and/or surveillance by video “Stickers”/”seals” (placed on the packaging or product) Activate an alarm whenever someone inadvertently leaves the shop Requires deactivation or removal at the checkout of the shop 6 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  7. 7. 1. General attitudes relative to productsecurity in shops 7 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  8. 8. Consumers defend the presence of product Protection &Security (P&S) elements • Consumers understand and agree with the use of security devices in shops, which is justified by the motto “he who owes nothing has nothing to fear” – Strengthened by the perception of the greater vulnerability of the shopkeeper due to the current context of economic crisis – In a more residual way, there is also the expectation that a shop with a high level of theft tends to practice higher prices (as a form of compensation) • Except in rare cases, the consumer reacts well to the presence of security elements (antennas, security personnel, alpha solutions, tags and labels...) – Being totally indifferent or – this may even cause a positive feeling, namely of greater security 8 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  9. 9. "I think its very good that these systems exist. I am 100% infavour. We all know that 4% to 5% of the goods in hypermarketsis stolen" (I3)"I dont see many people stealing, I tend to see open packages,they tear them to take whats inside. I think its increasinglynecessary for products to be protected"... life is much moredifficult and the temptation to steal is greater" (I4) 9 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  10. 10. There are differences in opinion on the way that securityshould be carried out • For the majority – It is important for a security system to have a preventive/dissuasive character rather than punitive. – Therefore, they tend to value the more visible security elements and which clearly identify their function (e.g. alpha solutions or "padlock" EAS labels) – They are less receptive to the more subtle solutions, intended to "trick"/"catch" the thief (e.g. barcode or label of origin). Especially if they are not accompanied by a security message “The purpose of a security system should be to dissuade people from stealing rather than be used to catch them” 10 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  11. 11. There are differences in opinion on the way that securityshould be carried out • For some – Security is increasingly more effective the more simulated it is. Therefore, they defend the use of more discrete and subtle systems since this reduces the risk of their subversion – But even in these cases, they tend to consider that the consumer should be informed that the product contains a security device • But there are also those who will not assume any position – They see advantages in both methods "It should be camouflaged. If someone has the intention to steal, it doesnt make any difference if its there or not. For those who want to steal, if its visible theres always a way to get round the system... but its probably actually good if its evident, its intimidating and maybe it might work. Its a bit dubious"( E4) 11 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  12. 12. 3. Perception of the different securityelements 12 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  13. 13. Antennas 13 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  14. 14. Zoom in - Antennas Degree of knowledge and names • Extremely well known • Various names are used: "sidebars", "metal detectors", "anti-theft sensors", "security gates", "barriers", "alarms"… Attributed utility • Entrance Antennas: – Detection of any shoplifting by people who leave the shop without having bought anything – Detection of products bought in other shops which have not been demagnetised, thus avoiding problems at the shop exit: “Its also a way of safeguarding us!” • At the checkout: – Detection of the taking of any (unpaid) products by people who have made purchases • However, opinions are divided relative to the coverage of the system – For some, it detects all types of products (through the barcode) – For others, it only detects products which have a security device 14 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  15. 15. Zoom in - Antennas Impact on the consumer In general, Occasionally, • May cause a feel of discomfort and • The attitude of the consumer is one of embarrassment indifference to this equipment – when, e.g., the alarm system is activated • In some cases, it may create a positive feeling of when someone passes through, for reasons greater security and protection from the not imputable to that person. expectation of this being a shop which is . concerned and invests in security Relevance attributed • The presence of this system (albeit with some failings) is considered indispensible in super/hypermarkets – The absence of antennas tends to be seen as an "invitation" to shoplifting: “Opportunity makes thieves” – They cannot imagine these shopping areas without this system unless there is an alternative system 15 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  16. 16. “Insupermarkets at each checkout theres a detector toensure that the person shows all the products. I have seenpeople passing things along the ground with their feet. Atthe access doors theres also an exit for people who have “Sometimes they dont demagnetise the productsnot bought anything to see if the person is leaving with properly and when we enter another shop it makeshidden products” (I1) a sound, everyone stares, we have to show our receipts... these situations are unpleasant and“At the exit its easily understood, should anyone want to embarrassing... sometimes they put on more thantake something without paying he stops there, its detected one tag and at the checkout they onlythere with the sound signal of the antennas. The entrance demagnetise one” (I1)one is to prevent purchases made in other shops wherethey have forgotten to deactivate the alarm.. the security “Sometimes its annoying... It has happened to mepersonnel identify this situation immediately at the entrance that the product didnt get demagnetised and whenand avoid embarrassing situations at the shop exit” (I13) I entered another shop it made a sound” (I4)“It doesnt bother me and makes perfect sense, because “Doesnt affect me. I dont even look. They have tothey need to defend themselves somehow and I also feel be there. Its only annoying when it makes amore secure because if they have a security system against sound. Nor does it affect the aesthetics of thethe theft of their own articles, then I also feel that no-one is place. They are usually white” (I12)going to enter the shop with the intention of robbing otherpeople, they know that there are security systems and ifthey have them for that then they also have them for otherthings, video surveillance and such like” (I12)“They are necessary. It doesnt affect me but if they were tono longer exist I would imagine that from then on therewould be a party.” (I3) 16 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  17. 17. Alpha 17 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  18. 18. Zoom in – Range of Alpha solutions Degree of knowledge • The Keeper is the best known solution of the range of alpha products, followed by the Spider. Bottle Caps are the least well known Generally perceived in a positive manner. Various advantages are associated to it: • Very effective – Difficult to “violate” – The difficulty of the actual cashiers in removing the equipment reinforces this perception • Conveys confidence – Suggests the idea of a secure/intact product • Does not hinder reading the information • Does not harm the product (does not damage the product or its appearance (removed at the checkout) • There is no risk of them forgetting to remove the equipment (and creating future embarrassing situations) 18 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  19. 19. Zoom in – Range of Alpha solutions • The keeper appears to be the most critical element of the range, and may affect the intention to purchase (for certain products ) – Due to preventing contact and/or investigation of the product – Due to suggesting a product with a higher price 19 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  20. 20. Zoom in – Keepers • Greatly associated to: – Multimedia products (DVDs, CDs, games…) and mobile telephones • More occasionally to: – Books and some major consumer products (e.g. "Gillette", "Caldos Knorr", batteries) • Raises different perceptions – Less receptivity for products where the sensory characteristics are determinant in the purchase decision-making process (as is the case of cosmetic products) < Receptivity (whether by type of product or format/size of the actual box) “In a film, a CD it doesnt bother me at all. Now here (cosmetic product) I would think : but why is it inside a box? With these products you always want to see more information, you have to read it, know what it does. In order to read here, I have to find a specific position of the box because of the light... the writing is small and inside its further away” (I14) 20 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  21. 21. Zoom in – Keepers • Different perceptions: • Conveys confidence • However, the keeper is criticised by some – secure product/which has not been violated interviewees, namely: – Does not allow contact with the product – Hinders reading the information • They consider that most of the keepers, because – Suggests a more expensive product they are totally transparent, do not hinder the visibility of the product and reading of relevant information – Some boxes even allow contact with the product (window). An aspect which could be irrelevant e.g. for a CD but is valued for a mobile telephone • Does not affect the purchase intention • Could inhibit the purchase < receptivity 21 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  22. 22. “The boxes are opened, they give us the product and thats it. Sometimes the stickerdoesnt permit seeing the full description of the film. The box is more secure becausecellophane can be removed, while a box cant be opened” (I3)“I have seen it on DVDs and CDs. I think its great. Greatly protects the productbecause people love opening and touching… Doesnt let people open and damage theproduct. E.g. ink cartridges for printers, if people were to open it, take a look and so onthis could damage the product” (I4)“In this case (DVD) the windows are irrelevant, but if its a mobile telephone it really isimportant because I like to see and touch, it will be held in my hand (I4)“Now this gives me confidence. Its protected Its a guarantee that the product has notbeen used. I have seen people opening perfumes and putting it on” (I5)“I cant see any problems. We can see the product, read everything, they aretransparent, dont prevent anything... sometimes we want to see the informationbehind and its not possible... as for the stickers, they are frequently in the wrong placeand you cant read it any more, that has happened to me with CDs” (I10). 22 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  23. 23. “Here, I think its more to protect the product… so that the box isnt broken into. Sometimes theyare expensive products and people are not aware and open the box and are capable of trying itout on their skin... Not being able to touch the product doesnt bother me provided that I canread whats on the packaging, which you can here.” (I1)“These boxes for CDs, DVDs, mobile telephones, pens… doesnt bother me. E.g. in the case ofa CD, you more or less know what the CD is, its just a question of seeing the tracks. Now withhair, facial, body products we want to see the composition, ingredients, instructions... I am a bitsuspect because I really like reading everything... I also like to touch, smell... with these boxesits not possible to do that. I would have to ask to be able to read it... I dont think I would take it”(I9) “With games and DVDs the box isnt a problem, either I buy it because I already know it or Isee the cover and I like the title, it has the basic description. The same with games, no-onebuys them without a reference. Now with this product for hair its "different. If I went shoppingand saw the box I would associate it to being expensive. I think you can read it fine, the onlything is that it gives the idea that its more expensive” (I3)[hair product] “If I were to see this product in a supermarket I would think it would be moreexpensive because it has this protection, I would look for a cheaper one” (I5)[hair product] “This box is too big, its a bit disproportional. It looks like something is missing...and it makes it more difficult to see whats written on the box” (I7) 23 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  24. 24. Zoom in – Spider • Associated to products: – of some size and/or with various articles (e.g. games, computer equipment, toys, Playstation, televisions, etc.)In general, Occasionally,• Has an impact/attracts attention, in spite of: – The protective function possibly overwhelming the security function (some only understand that this is a security • Some consider it too ostentatious and device when they see the word “alarm”) “aggressive”. In these cases, it can cause a more negative reaction, a certain• Perceived as very effective: discomfort – This attitude is enhanced when they think of – Very visible - Strong dissuasive effect a whole array of products in the shop with – Difficult to “violate” this type of protection – Some, however, have an opposite perception – “all you have to do is cut the cords with pliers” • The fact that it does not allow contact with the product can be a disadvantage• Conveys confidence – This situation can be overcome by the – Suggests the idea of a secure product (which has not been existence of one product on display and the opened or "touched") willingness of the cashier to check the product at the time of payment • Does not interfere with the purchase intention 24 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  25. 25. “Ithink its good because the product is protected and “.Now this product (Guitar Hero) is more complicatedthat gives me confidence. Like this people cant touch it” because I dont know what is inside just from the(I6) picture. I dont know if its plastic or wood. E.g. I will not buy a shaving machine unless I see it even if the same“It doesnt bother me at all. Its removed at the checkout, one is on display. I dont trust that the box will have allundamaged” (I1) the equipment, I open it to check... There are products which are complicated to buy without seeing, even if“I dont think anyone would dare to take a product with they have them on display, e.g. products which havethis (spider). Its difficult to take it without being seen” various items or with specific things” (I3)(I3)“I think its a good solution. For me, its also a guaranteethat it hasnt been opened or that any piece is missing.Its a guarantee that the product is in a good state” (I11)“I think its a good solution, it doesnt damage the box,everything can be read and its secure” (I9)“Its ugly but its a great protection... so that the productisnt taken outside the shop and pieces are not frominside it... which happens sometimes. The kids ruin 1piece at home and then go off to get another” (I10) 25 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  26. 26. Zoom in – Bottle Cap • The solution presented tends to be unknown – They are more familiar with other solutions (e.g. bottle tag) • Has an impact/attracts attention and is aesthetically appealing – The security benefit may, however, go unnoticed • Valorises/benefits the product – Which in a wine can be an advantage • Effective: – Difficult to “violate” – Dissuasive • Conveys confidence – Suggests the idea of a secure product (which has not been "violated") • Does not interfere with the purchase 26 intention Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  27. 27. “I prefer it like this, more discreet. Continues to be visible... its attractive to look at. I have nevernoticed it. Its cute, its a different cork, it doesnt affect the beauty of the product” (I7)“This one is very attractive. You can see its a security system but it doesnt harm the aesthetics ofthe product. Its discreet, classic” (I10)“I didnt know this one. I have seen a plastic alarm with a steel cord. This one is more attractive.”(I11)“I think its important to have the word alarm. If this one didn’t have it written here I would probablywonder what it was. I know there are bottles with those alarms used on clothing” (I13)“This one doesnt affect me in the least, tells me its a good wine, otherwise it wouldnt have this. Ican read everything on the bottle” (I14) 27 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  28. 28. Security Tags 28 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  29. 29. Zoom in – Hard Tags • This is the security system most referred to in a spontaneous way – Greatly associated to clothing and to the major chains (Zara, Massimo Dutti, H&M,…)• Clearly understand the reason for its • Perceive some failings: use. Protection of the product – Might damage the article of clothing against possible theft – Not very practical/functional – Might create difficulties when trying on the product• Consider that it is an effective BUT… (articles of clothing, shoes,…), requiring the help of the shop assistant system – Difficult to remove (requires specific • Some perceive advantages only for the equipment) shopkeeper – In contrast to the Alpha system which they perceive also has advantages for the consumer (protection of the product) • Does not affect the purchase intention • Only in very occasional cases could it prevent the purchase 29 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  30. 30. “Ithink it is effective but very annoying, because in order to try it on, sometimes youhave to go to the counter and ask them to remove it. This is more at the level of thehypermarkets. E.g. I went to Outlet and I had to ask them to remove it so that I couldtry it on” (I3)“They might damage the clothing, the pin could tear the fabric or deform it... its abother even to try on the clothing. Sometimes they are in places which make itimpossible to try it on” (I1)“If its a fine blouse it could leave a hole... then I think twice about it because I haveseen them take it out of the box and its no longer perfect. If you dont notice...Having the tag inside is a good alternative” (I7)“Its unpleasant because sometimes its in a place which makes it impossible to tryon the clothing. E.g. trousers with belts, they put it in the hole where the belt goes”(I10) 30 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  31. 31. Zoom in – Soft Tags • The labels which are most associated protection & security are: • Associated products: • Associated products: – Clothing – DVDs, CDs – Found with the other labels – Games – Perfumes (normally placed inside the – Books packaging) – Condoms – Cosmetics (Varnishes, perfumes,…) • Might coexist with hard tags (in the case of – Clothing (inside) clothing) – Increases effectiveness 31 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  32. 32. • Product samples presented 32 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  33. 33. The "padlock" and "circuit (US)" labels are the ones mosteasily identified by the consumersGreatest difficulty for labels of origin and barcode • Do not know the symbol by decode its meaning immediately • Although they do not really know how it works: • For some, the label is the actual security device • For others, it is only used to detect the presence of a security device on the article • Most do not associate the barcode to security. – Perceived as the products identification code (its type, price, etc.) • Only occasionally do they make this connection • Some remain doubtful “Products must have a barcode because of the prices. I dont know if it also sounds off when the article is not paid for” • When shown samples, most manage to identify the security device (by its format and relief) – However, they admit that in a normal shopping situation they would not notice it (they might not think it strange to find two codes. They are interpreted as the purchase code and sale code of the product) • In general, when shown samples, they do not manage (or find it difficult) to identify the security device • They are surprised by the craftiness (Gin bottle) 33 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  34. 34. Tend to be more in favour of more explicit solutions, i.e. with amore preventive/dissuasive vs. punitive character + “Obvious” “Simulated” 34 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  35. 35. The “padlock” is the preferred labelMore consistent with the security strategy they defend • Attracts attention/has an impact • Clearly communicates the product protection and security function. Contributing towards this is the: – Colour code used; “padlock” symbol and reference to “Security Protected” and the actual size Very strong dissuasive effect “If someone had intended to steal, after seeing this he/she would give up, and there will be no unpleasant situations for anyone” (I12) 35 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  36. 36. “Iprefer these more visible systems. I am also a salesperson and I have no interest inpeople coming into my shop and thinking that its easy to steal. I am more interested inpeople entering and seeing that there is an alarm and not touching or taking anything”(I12)“ This yellow is very explicit. This silver colour, e.g. if its a rebellious 12 year-old, he willnot even know this is an alarm. If he sees yellow he will know, its more dissuasive” (I11)This yellow is the best. Its very perceptible, warns, doesnt bother me unless its for agift” (I4)“I prefer the yellow over the one on the gin bottle. At a 1st glance he might want to stealthe bottle and it would be detected immediately. But he would always tend to steal andso the preventive and educational character is important. The gin one really is to catchpeople and that is bad” (I6) 36 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  37. 37. However, the security label system has some fragilities… • Vulnerability in terms of effectiveness→ Perception that it is easy to remove the label and/or take the product without the packaging – labels that are, e.g. on top of the cellophane cover: “All you have to do is tear the paper and take it” – containers without any type of protection: “All you have to do is open the container and take the product” – expectation of easy unsticking - (+) Versus e.g.… “This varnish (Cibelle) is very well done. Its inside the container, doesnt cover information, its easy, discreet, has advantages” 37 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  38. 38. The security label system has some fragilities… • Might hinder the reading of important messages • Compromises the aesthetics of the product/packaging – This aspect is increasingly relevant for products offered as gifts (perfume, car, case) - - The place where the symbol or message is applied on the packaging is critical 38 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  39. 39. Main Strengths and Weaknesses of EAS labels…Labels of origin • Based on the punitive • Based on the dissuasion aspect aspect • > Effectiveness –difficult • > Vulnerability to “violate” • Might affect the purchase • Does not interfere in the intention purchase process 39 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  40. 40. “The clothing alarm should be effective, its attached to the clothing. The box (keeper) is efficient as well, itsimpossible to open. The sticker is probably the easiest to remove. ” (I2)“I dont like this system (labels). They cover the information. If you want to keep the box either it stays with thealarm or the box is damaged. Stickers only if on the cellophane cover, not on the box. And it also blocksreading... I have already decided not to buy, e.g. a CD because I could not read the tracks”(I1)“The cream has a label on top of the ingredients... labels which hinder reading are not advisable... the puzzlehas the same system except that its on top of the cellophane, which can be torn and taken all the same” (I3)“I dont like this (Organics), because then I end up with this product at home with the alarm. I had never seen theactual flask... it can also spoil the packaging. Must be only on the cover. The perfume, the car, the case... theseare things we might offer as gifts, they should have another system. Now Olay is not a product offered as a gift,so it doesnt bother me as much” (I4) 40 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  41. 41. For some interviewees, the ideal label/tag solution mightinvolve the combination of 2 different strategies: Explicit/ Simulated perceptive • Inhibit potential thieves • Capture the prevaricators and/or “professionals” 41 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  42. 42. SecurityMessages Our products are protected electronically Our products are protected electronically 42 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  43. 43. It is unusual to see messages on the electronic protection ofarticles in shops In general, they argue that the consumers should be informed that the products contain a security tag/label • Preferably through the presence of a symbol or message on the actual packaging (similar to the "padlock" symbol) – Greater persuasive power - with impact, credible and strong dissuasive effect • Which does not invalidate the presence of messages in the shop (e.g. placed on the shelf) but always in a complementary manner – On its own, they consider that it would not be very persuasive - would easily go unnoticed and not very credible Our products are protected Our products are protected electronically electronically 43 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  44. 44. “Ifa person were only to see this message in the shop he might even think that theres nothing and its just tointimidate. I think its also important to be on the products”. ” (I9)“If I wanted to steal and I entered a shop and saw that, I would pick up the container with the barcode, and Iwould think it was a lie and I take it. If I were to see the yellow then I wouldnt risk it” (I12)“If I were a thief it might inhibit me a little, hold on the products are all protected. But I might also think, this isonly a message to intimidate, because in reality its probably not true, do all the products have an alarm? I wouldgo and see if they did or not” (I13) 44 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  45. 45. It is unusual to see messages on the electronic protection ofarticles in shops Only occasionally do they defend the use of simulated strategies without any warning to the consumer “For me, a sticker is insufficient. It would have to have another one hidden. I would not place the warning. This bottle is perfect. It would really be to get him, for the thief to be caught without understanding how he got caught... they always have ways to get round the protection”(I13) 45 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  46. 46. Securitypersonnel 46 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  47. 47. Zoom in – Security personnel • They associate the presence of security personnel • To the major chains (Zara, H&M, etc.) • To hyper and supermarkets (Continente, Pingo Doce, Jumbo, etc.) • Usually at the shop entrance • More rarely inside the shop (doing rounds) 47 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  48. 48. Zoom in – Security personnel Role & function • SURVEILLANCE AND DISSUASION: • Preventing the action of thieves and delinquents in shops And if necessary… • INTERVENING, namely: – When the alarm sounds: they inspect bags, check the More receipt/invoice frequent – Upon the entrance of people into the shop with bags: - sealing of the bag – In situations of effective theft - holding the thief Less – In the presence of problems. frequent • Providing INFORMATION 48 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  49. 49. “Surveillance,ensuring security, finding people who go there to take products without paying and holdingthese people.... I think its good, I feel more secure” (I5)“I have never seen the security personnel catch a person who has stolen. But when the alarm sounds fromthose barriers at the shop entrance and exit, I have seen the security personnel look inside the bag of aperson to check what sent it off, the receipt. But normally its a mistake, something which has not beendemagnetised” (I11)“Protect the shop from an assault... if the alarm sounds the person presents the invoice or if he hasnt boughtanything shows whats inside the bag” (I1)“They are carrying out surveillance, if theres any problem they are there” (I2)“Its to prevent people from stealing and if there are any problems, any confusion with a customer. Obviously ifthey see someone putting something into their pocket, they act” (I3)”“Its like the policemen walking around the streets... its to prevent stealing” (I8) 49 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  50. 50. The security personnel give rise to different reactions in the shopper Prevalence of a positive attitude or of indifference POSITIVE INDIFFERENCE NEGATIVE• Promotes a feeling of • Perceive this can only be • Feel security advantageous to the shop and its intimidated/embarrassed employees • Attribute power and autonomy to act/react in critical situations“I feel protected. For example, theres aPingo Doce where I go and if it didnt have “It bothers me. Its a bitsecurity personnel it would be a confusion. “I am indifferent to it. TheLots of gypsies go there” employees might feel more embarrassing. I feel that I am protected” being observed. E.g. I open my handbag to answer the“It doesnt affect me at all, it actually makes telephone and they “Its more to protect the shop immediately start looking atme feel more secure. If theres a problem itmight help. I dont know what powers they from shoplifting. They mainly me”have, they probably have to call the police, offer surveillance, they dontbut it still provides security. Its like seeing have any authority. What I trusta policeman on the street…” is the PSP or GNR”” 50 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  51. 51. The security personnel give rise to different reactions in theshopperPrevalence of an attitude of indifference The attitude and position of the security personnel at the store might also influence the consumer, either positively or negatively: “For example, if I am in the corridor looking at a product and I suddenly see a security personnel member looking... now that upsets me, its as if he is doubting me. But if hes at the shop entrance or exit, thats no problem at all 51 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  52. 52. Perception of the different security elements in two keyaspects High (+) Dissuasion Strategy (-) Punitive StrategyImpact on the Intention to Purchase Dissuasion potential but easy to violate Our products are protected electronically Our products are protected electronically Difficult to violate + Low Dissuasion potential Low High Effectiveness 52 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  53. 53. Summary conclusions 53 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  54. 54. The consumer shows some knowledge of the category• Knows various security elements – Hard tags, Keepers and some EAS labels (silver coloured circuit) are the most quoted in a spontaneous way• Distinguishes two security strategies used: – More visible/explicit vs. more subtle• Tends to defend the more preventive and educational aspect, i.e. based on dissuasion rather then punishment – Therefore, they tend to value the more visible security elements and which clearly identify their function (e.g. alpha solutions or "padlock" EAS labels) – They are less receptive to the more subtle solutions, intended to "trick"/"catch" the thief (e.g. barcode or label of origin. Especially if they are not accompanied by a security message) 54 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  55. 55. The consumer is favourable and reacts well to the differentsecurity and protection elements of shopsHowever, there are some exceptions • ANTENNAS – Seen as useful, and in general, do not have a negative effect on the consumer – Except in particular situations where the alarm system is activated when someone passes through, for reasons not imputable to that person. In these cases, it might cause feelings of discomfort and embarrassment – They cannot imagine a shopping area without this equipment 55 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  56. 56. The consumer is favourable and reacts well to the differentsecurity and protection elements of shopsHowever, there are some exceptions • ALPHA Range – Generally perceived in a positive manner and does not have a negative impact on the consumer. – Very effective/difficult to “violate” – Conveys confidence (suggests the idea of an intact product) – Does not hinder reading the information – Does not harm the product: does not damage the product or its appearance (removed at the checkout) – There is no risk of them forgetting to remove the equipment (creating embarrassing situations at the shop exit) – The keeper (large format) appears to be the most critical security element of the Alpha range of solutions, and may intimidate and/or inhibit the consumer during the purchase act. The reasons noted are related to: – Overly ostentatious appearance – Suggests a more expensive product – Hinders reading the information – Does not allow contact/handling of the product • Occasionally, this type of solution, due to its overly ostentatious character, might cause a more negative reaction, a certain discomfort – Especially when consumers think of a whole array of products in the shop with this type of protection (mainly for Spider and Keeper (Large Format) 56 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  57. 57. The consumer is favourable and reacts well to the differentsecurity and protection elements of shopsHowever, there are some exceptions• Hard tags – Recognise the importance and usefulness of this type of protection, however, they make some criticisms: – Not very practical/functional – might create difficulties when trying articles on – Might damage the article of clothing• EAS labels – Tend to be more in favour of the more explicit/perceptible labels, i.e., with a more preventive/dissuasive character – Hence explaining the preference for the "padlock" label vs. label of origin and barcode 57 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  58. 58. The EAS labels system have some fragilitiescompared with the alpha range – They are more vulnerable in terms of effectiveness – perception that it is easy to remove the label and/or take the product without the packaging Self- – some even expect that it will be easy to unstick adhesive labels – Might interfere in the consumers decision-making process – some labels cover relevant information – Might also compromises the aesthetics of the product/packaging (remain even after the product has been bought) – This aspect is increasingly relevant for products offered as gifts 58 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  59. 59. It’s important to communicate / inform consumers about thepresence of the EAS labels on products• Preferably through the presence of a symbol or message on the actual packaging (similar to the "padlock" symbol) – They consider that the message on the shelf easily goes unnoticed and is not very credible – The place where the symbol or message is applied on the packaging is critical – It should not cover information (composition of the product, instructions, expiry dates, etc.) – It should not alter the aesthetics of the product/packaging – It should not compromise the visual attractiveness of the shelf – Suggest placing it on the least visible part of the container (e.g. on the underside of the container)• However, some consider that there is no easy solution to implement: – On the one hand, can not imagine a store with a symbol / security message for all products by the expectation of becoming visually very tiring – On the other hand, if restricted to certain products, consider that the other will become very vulnerable 59 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  60. 60. There is no ideal solution for product protection and security The "ideal" solution seems to vary according to factors such as… • Purpose of the product • Size of the product if its for personal use or not 1 or more articlesin products for personal use, contact/handling is increasingly in products with various articles the important in the purchase act. The fact that the product is protection component of the device inside a keeper might be a factor inhibiting the purchase becomes important (as is the case of the alpha solutions) • Value • Risk of theft low vs. high price High vs. low risk in products of low value security in products with high risk of theft, elements perceived as too devices with a higher security ostentatious and expensive are level are justified (e.g., alpha not justified ( as is the case of solutions) the alpha solutions) • Purpose of the purchase gift vs. own use (consumers are more demanding with products which may be used as gifts due to the aesthetics of the product/packaging (e.g. can reject containers with self-adhesive labels) 60 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  61. 61. Design of the Study 61 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  62. 62. Target and MethodologyTarget Methodology• Both genders • Qualitative• Aged between 25-55 years • Holding of 14 in-depth• Persons responsible for the Individual Interviews shopping related to the home and clothing Segmentation of the Interviews WOMEN MEN 25-39 YOS 40-55 YOS 25-39 YOS 40-55 YOS 4 Int 4 Int 3 Int 3 Int 8 Int 6 Int 62 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  63. 63. Interview Script Interview script 63 Perception of the Protection & Security elements of products Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  64. 64. Creating Clarity 64 Title of Presentati Copyright © 2010 The Nielsen Company. Confidential and proprietary.

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