Field Agent Xmas Shopper Insight
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This document provides information about Field Agent, a company that provides retail audits and real-time shopper insight using a global network of 100,000 shoppers. They offer a tailored service including project scoping, real-time dashboards of results, and analysis. Their services include retail audits, shopper insight, mystery shopping, and real-time insight using crowdsourcing and smartphones. They also provide impact assessments of COVID-19 on shopper behavior through in-home surveys.
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Field Agent Xmas Shopper Insight
- 1. Robin Shuker 07803 610684 robin@fieldagent.co.uk www.fieldagent.co.uk Retail Audits & Real-time Shopper Insight Faster Cheaper Smarter
- 2. Global Leaders in Crowdsourced Shopper Insight • 100,000 + UK Shoppers, International Network • Research (MRS qualified) and Retail professionals We Provide A Tailor-made Service • Project scope to meet your brief • Real time dashboard of results • Analysis and presentation of Insight To Tell You • What’s happening? • So What (are the implications) • What Now (key actions)
- 3. Retail Audits Shopper Insight Mystery Shopping Real Time Insight 100k Shoppers App Dashboard Crowdsourcing & Smart Phones Real-time Insight Total Shopper Journey
- 4. Agents: Free downloads, earn cash Find Tasks Reserve & Complete Get Paid £
- 5. Impact of Covid 19 on Shopper Behaviour
- 6. Shopper Behaviour – Three Stages Beginning of Lockdown Field Agent In-Home Survey April 9th – 14th 2020 n=500 • Everyone’s shopping behaviour has changed • Shoppers’ eating habits have changed • Local & online retailers are winning shoppers • Both ‘planned’ and ‘impulse’ categories are seeing growth Middle of Lockdown Field Agent In-Home Survey May 8th – 10th 2020 n=500 • Shopping behaviour remains changed • Cooking from scratch is a growing trend • Larger supermarkets begin to recover • Online capacity and growth • Beauty is in decline • Fresh produce (meat, fruit, veg) is increasing Field Agent In-Home Survey June 19th – 21st 2020 n=500 End of Lockdown (and Beyond…) • Changes in shopping/eating behaviour will continue • Entertaining at home more than eating out • Growth for discounters and online will continue • Economic impact will stimulate own label growth
- 7. Impact of COVID on Shopper Behaviour Our Shopper research identified core areas that may be impacted: FREQUENCY: People will shop less frequently, in fewer stores PENETRATION: Changes to in Home consumption will impact on products purchased EASE/SPEED of SHOP: Shoppers will browse less and buy brands that have the greatest on shelf impact LOYALTY: Shoppers will switch brands rather than visit another store Online : Significant growth across all categories What will the impact be on your brands? How will you adapt and win? Source: Field Agent At Home Surveys. April 12th and May 10th 2020 N.500 shoppers per survey
- 8. Looking to the Future Shift in Shopping behaviour & Eating habits looks set to continue Financial constraints • Own label products will continue to see an increase in sales • Packed meals will be more common at work New and preferred ways of shopping and eating, discovered during lockdown • More weekly meal planning and cooking from scratch A focus on healthy eating • Growth in fresh meat, fish and vegetables • Increase in smoking and alcohol consumption during lockdown to decline Change in shopping habits • A desire to keep socially distanced from other shoppers • Less browsing means promotions will have less impact Source: Field Agent In-Home Survey June 19th – 21st 2020. n=500
- 9. Drop in browsing and unplanned purchases due to C19 How often did/do you make unplanned grocery purchases specifically to 'treat yourself' comparing before /after Lockdown 2% 9% 42% 37% 9% 12% 39% 32% 14% 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Never Rarely Sometimes Often Always Before Covid Today 3% 29% 17% 51% 22% 4% 52% 22% 0% 10% 20% 30% 40% 50% 60% DO NOT SPEND ANY TIME BROWSING THE STORE SPEND QUITE A BIT OF TIME BROWSING THE STORE SPEND VERY LITTLE TIME BROWSING THE STORE SPEND SOME TIME BROWSING THE STORE Before Covid Today Thinking about how you shop on a TYPICAL GROCERY SHOPPING TRIP would you say that you… New UK and Global Shopper Research Sept 2020 n=1000 How are your brands performing ?
- 10. Xmas Shopping 2020 • 85% planning to do their Xmas grocery shop before Mid-December • 1/3rd looking to spend less (than 2019) and avoid physical shopping locations • Will online be the only winner? • And what will actually happen when Shoppers get in store?
- 11. Xmas In Store tracker – gives you the answers Looking at how your Shoppers are buying Everyday items, Food for Xmas and Christmas Gifts in 3 waves – October, November and December. We will be able to tell you how people are shopping, what’s on display, what they are buying and why? Giving you a picture of how to adapt quickly and help understand what is behind the numbers. Prices from £20 per store and we can tailor this to focus on topics key to your business. A typical package £5,000 - £10,000 depending on scope.
- 12. Capture images and information to confirm current position Audits to confirm product display Out of StocksDisplay ExecutionPlanogram Compliance Price Checks Demo ConfirmationCompetitive Assessment
- 13. Shopper Insight PRE-PURCHASE PURCHASE POST PURCHASE Survey to establish key purchases drivers, brand consideration and preference Recruit sample Buy, try and report on product delivery Retail and Online How, what and why Shoppers choose to buy at point of purchase Real-time experience Video and Photos
- 14. In Store Shopper Journey Enter store Category Display Stand out Likes Dislikes Chosen Brand Key drivers Your Brand Impact Likes/ Dislikes What would you buy & Why ? Smartphones for natural feedback Fast, reliable, real time insights
- 15. Ratings Buy & Try Shopper Video Mobile Shopalongs Store Experience Staff Engagement Point of Purchase
- 16. Post Purchase Order Quality Digital Experience How does your product perform? IHUTS Concept Testing
- 17. 12 Online results portal To add a filter, click here Summary view Detailed view
- 18. L Scope: 250 +100 store visits Unit Cost Frequency Cost Landscape Screener survey Screener 20 questions on attitudes and behaviour (e.g. Do they buy X? Key category drivers?) + recruit target profile (e.g. Buyers of X) £5 250 £1,250 Analysis £750 1 £750 In Store Set up Includes client briefing, questionnaire design, set up on the system £1,500 1 £1,500 Standard task with photos, up to 20 questions (Impact at POS , What would you buy and why?) £20 75 £1,500 Video task Video feedback on Shopping experience + photos, up to 20 questions ) £40 25 £1,000 Video edit for per store £350 1 £350 Results Access to dashboard and excel output of data FOC Fieldwork costs for 250 Survey and 100 store visits £6,350 Report and analysis (Inc. Coding and photo collage) £3,500 Full project cost (with full analysis and PPT presentation) £9,850
- 19. NATIONAL COVERAGE REAL PEOPLE FAST RESPONSE COST EFFECTIVE EXPERIENCED TEAM ACTIONABLE INSIGHT Faster Cheaper Smarter = + + + &
Editor's Notes
- Audits : validate that your planogram is being delivered Right promotions are in the right place at the right time across the UK: more comprehensively, faster and cheaper than traditional methods. Stock levels – what is not available to buy and impact on shoppers Hotel Chocolat performs badly in store, Lilly O’briens does well Shopper experience : we capture the impact of your brand in store on real-time shopper behaviour Pre-Store: landscape survey key purchases drivers and brand consideration etc In Store : How, what and why the Shopper chooses to buy at point of purchase -real-time experience, supported by Video and Photos Post purchase :Buy try and report on product delivery
- CANGE IMAGE
- Need Pre-Purchase icon
- Retail Audits = Audits Packaging
- This slide needs work