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SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
High Love
High Respect
BRANDS
High Respect
Low Love
COMMODITIES
Low Love
Low Respe...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Metro Cash & Carry
Marktkauf Billa
Paterson
Spar
Sed'moj continent
Real
Mosmart
Pe...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Metro Cash & Carry
Marktkauf
Stranger
Sensuous
Auchan
Ramstor
Perekryostok
Mosmart...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Assistants that can’t assist
„If I can't find something, I ask the shop
assistants...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
A downward spiral
„I’m excited about going shopping
when I leave my house, and whe...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
More stuff, more fun
„I like this store because of all the
different product categ...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Olga, 33, METRO:
„No toilet paper, time to go to Metro.“
Elena, 37, Auchan:
„The h...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Xploring The Shopping Phase
Fedor, 29, Auchan:
„Check-out is the worst part…the li...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Xploring The Evaluation Phase
Olga, 33, Auchan:
„There’s a feeling of satisfaction...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Focuses on the shopping experience from the
shopper’s point of view
Organizes and ...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Because different store types serve different needs –
different items signal a vis...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
• Service is a major issue and an obvious opportunity for
competitive advantage
• ...
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
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Megamarkets xploring

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Megamarkets xploring

  1. 1. SAATCHI & SAATCHI THE LOVEMARKS COMPANY
  2. 2. SAATCHI & SAATCHI THE LOVEMARKS COMPANY High Love High Respect BRANDS High Respect Low Love COMMODITIES Low Love Low Respect FADS High Love Low Respect
  3. 3. SAATCHI & SAATCHI THE LOVEMARKS COMPANY Metro Cash & Carry Marktkauf Billa Paterson Spar Sed'moj continent Real Mosmart Perekryostok Ramstor Auchan RespectRespect LoveLove (Love average = 4.76) (Respectaverage=5.89) Low Love Low Respect High Love Low Respect Low Love High Respect High Love High Respect (Love divide = 5.71) Carrefour not shown : small base less than 20 Supermarkets In Russia Based On Aware
  4. 4. SAATCHI & SAATCHI THE LOVEMARKS COMPANY Metro Cash & Carry Marktkauf Stranger Sensuous Auchan Ramstor Perekryostok Mosmart Real Sed'moj continent Spar Paterson Billa Trusting Nostalgic Family LovePassionate Love Authoritative Practical Relationship Close Friendship Romantic Love Superficial Casual Acquaintance Love & Hate Temporary Affair Hostile Distant Carrefour not shown : small base less than 20 Supermarkets In Russia Based On Brand Most Often
  5. 5. SAATCHI & SAATCHI THE LOVEMARKS COMPANY Assistants that can’t assist „If I can't find something, I ask the shop assistants, but normally this just generates a frown. They have no idea what is where, especially in large stores” Olga Kuznetsova, 33, Moscow „Questions paralyze the shop assistants “ Xploring Auchan
  6. 6. SAATCHI & SAATCHI THE LOVEMARKS COMPANY A downward spiral „I’m excited about going shopping when I leave my house, and when I arrive at the store and see all the stuff. But as it drags on I get bored and frustrated by the long wait in line, and finally the horror when I see how much it costs! Elena Korableva, 37, Moscow „By the time I leave I wonder why I ever chose to come here.” Xploring Metro
  7. 7. SAATCHI & SAATCHI THE LOVEMARKS COMPANY More stuff, more fun „I like this store because of all the different product categories available here: car oil, DVDs, products for children. It’s like a shopping playground” Fedor Rodikov, 29, Moscow „Bread is boring, but buying a film to watch that night makes it worth the trip” Xploring Metro
  8. 8. SAATCHI & SAATCHI THE LOVEMARKS COMPANY Olga, 33, METRO: „No toilet paper, time to go to Metro.“ Elena, 37, Auchan: „The husband plays a critical role in hypermarket shopping – driving to the store, handling the shopping cart, reaching items high on the shelf, carrying heavy items, packing the trunk – so he gets a say in where we go“ Xploring The Preparation Phase
  9. 9. SAATCHI & SAATCHI THE LOVEMARKS COMPANY Xploring The Shopping Phase Fedor, 29, Auchan: „Check-out is the worst part…the line takes forever, you wonder...how could anyone be so slow?“ Elena, 37, Auchan: „When I see the big promos in the store, I think to myself - why do I need these candies, we are not expecting guests? But then I think…guests could come without warning, so…“
  10. 10. SAATCHI & SAATCHI THE LOVEMARKS COMPANY Xploring The Evaluation Phase Olga, 33, Auchan: „There’s a feeling of satisfaction when you stock the shelves at home and realize you have everything you need to enjoy life “ Fedor, 29, Auchan: „My reward for shopping is the joy and curiosity of my son when he goes through the bags at home.“
  11. 11. SAATCHI & SAATCHI THE LOVEMARKS COMPANY Focuses on the shopping experience from the shopper’s point of view Organizes and guides our approach to understanding shoppers and their experiences Identifies key barriers to purchasing Generates valuable insights into the shopper’s choices, needs and desires Moves with the shopper through her cycle of planning, searching and selecting, until she makes her choice Helps determine any gaps in our understanding of the shopper and her experiences so we can conceptualize any further work we need to do Shopping Cycle
  12. 12. SAATCHI & SAATCHI THE LOVEMARKS COMPANY Because different store types serve different needs – different items signal a visit to the store. The husband plays a critical role in hypermarket shopping People often talk themselves into buying promotional items to take advantage of savings Everyone has favorite sections – electronics, entertainment, bed and bath – that they browse, whether they need items or not, whenever the visit the store Check-out is boring and frustrating – one of the worst aspects of the experience The shopping experience gets increasingly less enjoyable as it progresses There’s a feeling of satisfaction when they stock the shelves at home and realize they have everything they need to enjoy life. The diversity of items/sections at hypermarkets breaks the routine and makes visits to these stores more exciting than traditional stores Xploring Summary
  13. 13. SAATCHI & SAATCHI THE LOVEMARKS COMPANY • Service is a major issue and an obvious opportunity for competitive advantage • The diversity of items available makes Hypermarkets more stimulating than traditional stores – communicating this aspect of our wide product range could be differentiating • The shopping experience declines as it progresses – finding a way to end on a high note, at the store or after they get home could drive loyalty (e.g. checkout/bag treats) • People want an excuse to take advantage of promotions – the right benefit claims at shelf should work harder than price promotion alone Xploring Conclusions
  14. 14. SAATCHI & SAATCHI THE LOVEMARKS COMPANY

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