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Ready to go shopping


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Analyse inédite explicitant que l'impact du point de vente dans la décision d'achat ne serait que de 9% (en tous cas du point de vue de la marque suggérée).

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Ready to go shopping

  1. 1. Ready<br /> to go shopping ?<br />
  2. 2. Ready<br /> to go shopping ?<br />
  3. 3. Smaller, faster and easier…<br />4Th December 2009 : <br />“Delhaize plans to triple, in the next 3 years, the number of store openings of new formats”<br />
  4. 4. Reduced shopping times ! <br />« The averagenumber of minutes at the shop floordecreased, soalsoexposure time of brand categorydecreased » <br />0 to 15 minutes shopping trips<br />More than15 minutes shopping trips<br />Consumer Shopping Habits Survey 2008 ; ExecutiveSummary ; June 2009<br />
  5. 5. Do I have time to spend for shopping ?<br />They enjoy taking their time to shop and explore the different products on the shelves<br />They try to spend as little time as possible at the store<br />%38<br />44%<br />(18% : don’t know)<br />National universe ; PRP 18-54 years<br />
  6. 6. The shopper’s sprint !<br />12 seconds…<br />“It takes about 12 seconds between the moment a shopper approaches a linear and the moment he puts the article in his supermarket trolley, and he considers on average only 1,2 brand”<br />“The speed with which he decides thus lets think that his choice is founded on his memory”<br />L’Art du marketing ; E-learning HEC ; Barbara E. Kahn (University of Miami School of Business) ; January 2010<br />