1) A mobile survey was conducted over 6 weeks at 326 CVS stores to measure the impact of Allure's Best of Beauty seal on in-store consumer purchase behavior. Over 34,000 surveys were completed. 2) The survey found that seeing the special Allure Best of Beauty aisle influenced over 60% of customers to purchase or consider purchasing a product, and over 50% to switch the product they planned to buy. Nearly half planned to spend more on beauty during their trip compared to usual CVS trips. 3) Results showed that partnering with Allure positively impacts CVS, with over 85% of customers saying it makes CVS seem like a top beauty destination and that they will shop there more for beauty.

1. @SSITweets 1
Jennifer Friedman Perez, Saran Ganesh – July 2016
Exploring “In-the-Moment” Mobile Methodology
to Measure In-store Purchase Behavior

2. @SSITweets 2
Allure’s Consumer Influence

3. Background & Objective
The pre-eminent awards in beauty: well-respected and
highly anticipated by consumers and the industry alike.
Allure Best of Beauty Seal
Prove the impact of Allure and its Best of Beauty
Awards seals on consumer purchase in-store:
ability to influence consideration and drive sales.
Allure Best of Beauty Seal Aisle at CVS
@SSITweets 3

4. Research Design
@SSITweets 4

5. Project Design
@SSITweets 5
• “In-the-moment” via a mobile survey enables brands to understand the
consumer at the point of experience and interact with them.
• It provides deeper insights into the “why” of a given behavior.
Right
Touch-Point
Right Time Right Audience
Right
Technology
In the Moment
Data
Right Message

6. Project Details
@SSITweets 6
326 34,697
Total Number of
Stores Geofenced
Total Number of
Completes
Weeks in Field
(6-week campaign:
March 28-May 14)
CVS

7. Allure Best of Beauty Seal Campaign
at CVS Locations
1-100
101-200
201-300
301-750
No Geofences
5
759
33
6
8
19
102
50 6
16
14
21
48
18
483
50
6
10
16
24
19
125 102
144
222
409
1273210
26
15
142
159
373
122
9
RI = 52
MA = 226
CT = 99
NJ = 228
DE = 8
MD = 115
D.C = 49
21
45
@SSITweets 7
98

8. Allure Best of Beauty Seal Campaign
at CVS Locations: Completes
1-10
11-20
21-30
31-46
No Completes
NH = 0
RI = 3
MA = 9
CT = 5
NJ = 4
DE = 0
MD = 7
D.C = 0
2
1
9
4
1
6 1
37
7
16
2
7
11 173
2
10
13
6
3
4
@SSITweets
2
11
35
46
1
3
12
13
25
1
1
2
2
8

9. Mobile Completes by Device OS
@SSITweets 9
160
166
(51%)
(49%)

10. Mobile Survey Format
Screener Grid QuestionsAllure Best of Beauty Seal
@SSITweets 10

11. Why Is Rich Media Capture Important?
• More dimension to collected data
• Interactive and engaging respondent experience
• Qualitative understanding on a quantitative scale
— What consumers are thinking, hearing, and seeing
at decision-making moments
@SSITweets 11

12. Mobile Survey Format: Respondent Images
@SSITweets 12

13. Key Conditions
@SSITweets 13

14. 1. Questionnaire
 Design
 Length
 Relevance
2. Geographic Data
 Location Data
 Location Accuracy
 Location Mapping
3. Geofencing
 Rooftop Coordinates
 Store Dwell Time
 Geofence Radius
4. Engagement
 Survey Alerts
 Survey Invites
 Reminders
 Rewards
5. Technology
 In the Moment
 Lat & Long
 Trigger Message
 Trigger Type
Closer to the Shopping
Experience
= Better Data
Key Conditions for Project Success
@SSITweets 14

15. Key Findings/Implications
@SSITweets 15

16. Sample Selection
@SSITweets
Criteria: Shopped for any
beauty-related products
in the past 6 months
16

17. Sample Qualifiers
Women
Age 18+
Entered and remain inside
CVS for 5 minutes
Shopping for
beauty/personal care
products on today’s trip
@SSITweets 17

18. Strong Familiarity with Allure and the Allure
Best of Beauty Award Seal Prior to CVS Visit
77%
23%
YES
NO
@SSITweets 18

19. A Variety of Beauty Products Featured in
the Best of Beauty Aisle at CVS
@SSITweets 19

20. 6: average number of products
featured in the aisle purchased/
considered purchasing
Drove 63%new purchases/
purchase consideration
51%switched which product
they planned to purchase
Seeing the Best of Beauty Aisle at CVS
Influenced Purchase Decision
@SSITweets 20

21. NEARLY HALFexpected
to BUY MORE beauty products
on this trip compared to their
usual trips to CVS
Seeing the Best of Beauty Aisle at CVS
Influenced Beauty Spend
@SSITweets
MORE THAN 2 in 5
planned to BUY MORE products
from this special beauty aisle
compared to a regular beauty aisle
21

22. Allure’s Positive Impact on CVS
@SSITweets
90%
Pleased to see CVS
created the Allure
Best of Beauty aisle
89%
Seeing the aisle
increases my trust
of CVS for beauty
88%
I will look to CVS
more often when
shopping for beauty
85%
Teaming with Allure
makes me think of
CVS as a top beauty
destination
22

23. Thank You
23
Jennifer Friedman Perez, Allure
Senior Director, Marketing Intelligence
Jennifer_Friedman@condenast.com
Saran Ganesh, SSI
Director of Product Marketing, Mobile
Saran.Ganesh@SurveySampling.com
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