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Four Critical Insights For Connecting with Today's Shopper
This document summarizes key findings from the 2013 BrandSpark/BHG American Shopper Study conducted by BrandSpark International. Some of the main findings include: - 59% of Americans own a smartphone, with the majority using apps beyond basic functions. Facebook, games, weather, and maps are the most commonly used apps. - Shoppers are driven by needs for value, convenience, health, and innovation. They look for deals and ways to save money. Many are trying to eat healthier and pay more attention to nutrition. - Circulars are the top source for shopping ideas and help shoppers find deals and plan trips. Younger shoppers are using smartphones to store shopping lists. - Health concerns like obesity
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Four Critical Insights For Connecting with Today's Shopper
- 1. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study ROBERT LEVY President BrandSpark International
- 2. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study BrandSpark American Shopper Study May 10th, 2013 Robert Levy President, BrandSpark International C R I T I C A L I N S I G H T S F O R E N G AG I N G S H O P P E R S 2
- 3. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study BrandSpark International Shopper Study >270,000 respondents globally in 2013 5th year in the U.S. with >80K respondents 10th year in Canada with >100K respondents 2nd year in Mexico with >10K respondents 2nd year in Turkey with >15K respondents 1st year in China with >60K respondents Global trends studies: UK, France, Germany, Brazil, Columbia, Chile, Argentina 3
- 4. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study N% reflects the demographic breakdown of the final weighted sample. It is the percentage of sample within the specified demographic subset after weighting. American Principal Household Shopper 4 Representative of Americans by age, region and gender. 64% 36% Weighted to MRI Principal Household Shopper.
- 5. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study 33% 51% 16% Other (Blackberry, Windows) Majority of American shoppers have a smartphone q59a. Do you own a smart phone? (n11627) q59b. Which smart phone do you own as your primary smart phone? (n=5567) Own Smart Phone 59% 41%Do Not Own Smart Phone 5
- 6. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Apps provide opportunities for engagement Do you regularly use Apps beyond email, messaging and the web browser on your smartphone? Which types of Apps do you regularly use on your smartphone? Please select all that apply. q59d. Which smart phone do you plan to purchase? (Aided) Base: Smartphone and Apps Users (n= 1,248) TOP APPS AMONG SMARTPHONE OWNERS 71% USE APPS REGULARLY FACEBOOK GAMES WEATHER MAPS YOUTUBE BANKING TWITTER 72% 67% 64% 60% 48% 44% 25% 6
- 7. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Provide value and drive engagement with shoppers by fulfilling 4 critical needs: 94% “I feel proud when I get great value for my money” 87% want health & beauty products that are simple to use and 81% want household products to save them time 85% “I am very concerned about the health of my family” 76% “I like trying new products” 7 Please indicate how much you agree or disagree with each of the following statements. n= 4585+ 1 Value 2 Convenience 3 Health 4 New (Innovation)
- 8. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study SHOPPER NEEDS DRIVING ENGAGEMENT value • convenience • health • innovation 8
- 9. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study value • convenience • health • innovation SHOPPER NEEDS DRIVING ENGAGEMENT 9
- 10. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Americans want value for their money and enjoy finding it Please indicate how much you agree or disagree with each of the following statements. n= 14,648 % Completely Agree / Agree 94% 88% 86% 83% I feel proud when I get great value for my money I will stock up when one of my favorite products is on sale I try to buy products that are on sale If I get a deal on something I love to tell my friends and family about it 10 AGREEMENT RANK (191 STATEMENTS) 1 4 5 12
- 11. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Most shoppers think they don’t have enough money 39% “My income is sufficient to live comfortably” 85% “I am always looking for ways to reduce spending on everyday items” Please indicate how much you agree or disagree with each of the following statements. n= 6912 11 84% “I am very careful with my money regardless of the overall economic situation”
- 12. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study BUY PRIVATE LABEL STUDY CIRCULARS BUY SALE PRODUCTS CLIP COUPONS (NEWSPAPER) SHOP MULTIPLE STORES 95% 87% 86% 63% 49% Shoppers work to find the best value 12 n= 7019+Please indicate how much you agree or disagree with each of the following statements.
- 13. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Circular readership is high in the US compared to other markets 13 75% 60% 41% 26% % reading circulars regularly 51% 30% 36% 62% 56% 50% How often do you look at weekly supermarket / grocery store circulars when shopping at grocery stores? 42% 2013 Global Shopper Study
- 14. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study American’s have strong value perceptions for private label, while they are weaker in China, Turkey and Brazil 14 63% 66% 53% 37% % agree “Private label / store brands are usually extremely good value for the money” 45% 59% 62% 54% 74% 60% 41% 65% Have you purchased private label / store brand products in the past 12 months? 2013 Global Shopper Study
- 15. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Talking to Shoppers – Private Label 15
- 16. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Planning helps shoppers focus on what they need 91% of shoppers use shopping list 68% write shopping list by adding items through the week 59% only specify product types 41% name brands for some products 92% agree “it is a great shopping trip when I come back home with bags of necessities bought at a great price” Apples Bacon Chicken Bananas Carrots Celery Chips Ice cream Tide softener Paper towels Tylenol Kraft dinner 16 Do you use a written shopping list on your shopping trips? When do you prepare your list? Which one is true for your list? n= 3531+
- 17. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Apples Bacon Chicken Bananas Carrots Celery Chips Ice cream Tide softener Paper towels Tylenol Kraft dinner Younger shoppers going digital with their list % STORING LIST ON SMARTPHONE Base: Use written shopping list (n= 3532) 22% 30% 18% 9% 3% 18-24 25-34 35-49 50-64 65+ 17 Where do you write out your list? n= 3532
- 18. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study TOP SOURCES FOR SHOPPING TRIP IDEAS Purchase ideas come from several sources n=3869 But value-driven circulars are king 18 CIRCULARS RECIPE BOOKS WEBSITES MY SPOUSE MAGAZINE ADS NEWSPAPERS FRIENDS TV ADS 73% 54% 38% 34% 33% 33% 26% 26% From which of the following sources do you get ideas for your household shopping trips?
- 19. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study LOW PRICE SPECIALS COMPARE PRICES PLAN TRIP GET PURCHASE IDEAS 90% 60% 58% 50% REASONS FOR READING CIRCULARS Circulars help shoppers find value and plan their trips 19 n= 3616Why do you consult circulars? CPG EARLY ADOPTERS: NEW PRODUCTS INFO 42%
- 20. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study NEWSPAPER INSERT MAILED ENVELOPE EMAILED BY RETAILER STORE SITE BRAND SITE MAGAZINES COUPON SITES PROMO BOOKLET 63% 59% 56% 53% 49% 47% 46% 43% Print and digital coupons both popular Please indicate the how often you do each of the following activities associated with food shopping before or during your weekly shopping trips. (Ranked by % Monthly or more often, n= 7020) COUPON USE MONTHLY+ BY SOURCE 20 Digital Channels
- 21. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study I follow a list and get out ASAP! 37% There is opportunity for engagement on the path to purchase Which of the following best describes how you shop in the grocery store or supermarket? n= 3868
- 22. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study I walk the aisles to be sure not to miss anything I need! 63% Which of the following best describes how you shop in the grocery store or supermarket? There is opportunity for engagement on the path to purchase n= 3868
- 23. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Info accessed on smartphones is influencing purchase decisions CONSUMERS USE SMARTPHONES IN-STORE TO… (n= 1,233) Which of the following activities have you done with your smartphone while shopping in-store? Seek Product Info 49% Compare Prices 38% Get Peer Recommendations 31% Lookup Online Reviews 30% Seek Coupons 26% Check Recipe 20% MADE A DIFFERENT PURCHASE DECISION BECAUSE OF MOBILE DATA ACCESSED49% 23
- 24. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study In-store – Shoppers Check Prices 24 VIDEO
- 25. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study In-store – There are still barriers to engaging 25 VIDEO
- 26. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study New apps are helping shoppers find more value by saving money 48% interested in downloading coupons to their phone 34% interested in an app that find and organizes coupons 41% interested in an app that links all their loyalty cards to their phone 26 Would you be interested in using your smartphone for any of the following? n= 1236
- 27. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study value • convenience • health • innovation SHOPPER NEEDS DRIVING ENGAGEMENT 27
- 28. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study value • convenience • health • innovation SHOPPER NEEDS DRIVING ENGAGEMENT 28
- 29. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Need for time manifests in desire for convenience “It is extremely/very important that a new product helps me save time” 81% household care 57% food & beverage “It is extremely/very important that a new product is simple to use” 87% personal care 87% cosmetics 29 When considering purchasing a new ________product how important is it that the new product introduced ...? n= 4167+
- 30. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Many top rated new products offer ease- of-use or convenience benefits 30 Consumer Voted Winners for 2013
- 31. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Convenience apps: making it easier to interact with the brand Harvard Business Review, March 2013: “4 out of 5 people dislike pop-up mobile ads.” “Stop focusing on mobile ads and focus on mobile apps” Starbucks: Customize, order and pay on your phone Walmart: view promotions, search items, purchase and track orders Olay UV Monitor (Australia) 31
- 32. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study value • convenience • health • innovation SHOPPER NEEDS DRIVING ENGAGEMENT 32
- 33. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study value • convenience • health • innovation SHOPPER NEEDS DRIVING ENGAGEMENT 33
- 34. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Health concerns are strong and universal 85% “I am very concerned about the health of my family” 34 Please indicate how much you agree or disagree with each of the following statements. n= 3858
- 35. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study American shoppers are concerned with specific health conditions or diseases PRIMARY HEALTH CONCERNS – RANK (% CITING) 1 2 3 4 5 6 7 8 9 OBESITY HIGH BLOOD PRESSURE HIGH CHOLESTEROL CANCER HEART DISEASE BACK OR NECK PAIN DIABETES ARTHRITIS HEADACHES/MIGRAINES n = 4,888Which of the following diseases or health conditions are you MOST concerned about in regard to your personal health? Please pick the one you are most concerned about. 35 2 3 4 1 6 7 5 8 9 1 5 4 3 6 8 2 9 7 2 4 6 1 5 7 3 9 8 CAN MEX CHN MOST VARIATION MOST UNIVERSAL
- 36. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Many Americans are trying to live healthier lifestyles 84% “I am trying to eat healthier snacks” 81% “I am paying more attention to food labels” 76% “I am trying to control my portion sizes” 67% “I plan to be more active in the next year” 58% “I’m often trying to lose weight” 36 Please indicate how much you agree or disagree with each of the following statements. n= 3858
- 37. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Talking to Shoppers – Labels and Nutrition 39 VIDEO
- 38. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study 1 in 2 shoppers seek out health info online Top 10 Websites for Health & Nutrition Information 40 What is your favorite website for health or nutrition information? (OPEN ENDED) n= 1461 1 2 3 4 5 6 7 8 9 10
- 39. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study value • convenience • health • innovation SHOPPER NEEDS DRIVING ENGAGEMENT 42
- 40. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study value • convenience • health • innovation SHOPPER NEEDS DRIVING ENGAGEMENT 43
- 41. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Keeping up with innovation 76% “I like trying new products” 64% “I look for products that are innovative” 48% “When shopping, I actively look for products that are new and different.” 44 Please indicate how much you agree or disagree with each of the following statements. n= 85,451
- 42. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study HEALTH BEAUTY/PERSONAL CARE HOUSEHOLD CARE FOOD 71% 64% 65% 50% Consumers believe new is usually improved RESEARCH & DEVELOPMENT IS CONSTANTLY LEADING TO BETTER PRODUCTS IN… 45 Please indicate how much you agree or disagree with each of the following statements. n= 4894+
- 43. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Sampling, TV and retail channels seen as good at conveying information about new products 77% 67% 60% 57% 56% 56% 55% SAMPLES IN STORE TV ADS CIRCULARS DIRECT MAIL RETAIL DISPLAYS RETAIL CATALOGUE IN-STORE SIGNAGE USEFUL MEDIA TO LEARN ABOUT NEW PRODUCTS (Among Users of Medium, Extremely/Somewhat Useful) 46 How useful are the following in helping you learn about or becoming interested in new products? n= 2105
- 44. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Consumer will engage with brands for samples WHY? Word cloud of 3300+ responses (2012 BrandSpark Canadian Shopper Study) 47 47% LIKED A CONSUMER BRAND ON FACEBOOK n= 1587 Are you a fan or part of a Facebook group for any consumer brands on Facebook?
- 45. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study While “new” drives interest, recommendations are influential to purchase 82% If I find a product that I like, I will encourage friends and relatives to purchase this product 70% I am likely to buy a product that is recommended by others Get Peer Recommendation 31% Check Online Reviews 30% 48 Which of the following activities have you done with your smartphone while shopping in-store? Please indicate how much you agree or disagree with each of the following statements. Which of the following activities have you done with your smartphone while shopping in-store? n= 1233
- 46. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Shoppers feel short of money and time. Convenience is important in product innovation and in the apps consumers choose to use. Summary: Address core shopper needs to drive engagement. Consumers believe that R&D driven innovation really does lead to better products. They want the latest and best at fulfilling their needs. Shoppers work to save money. Print circulars and coupons are as popular as ever while related apps are catching on quickly. Health concerns are strong and universal. Americans are trying to live and eat healthier and need information to support that. Healthier products are resonating. 49
- 47. Mobile Marketing Association2013 BrandSpark/BHG American Shopper Study Thank you for your time and attention. www.brandspark.com Robert Levy President, BrandSpark International RLevy@BrandSpark.com 50
Editor's Notes
- #7 ¾ use apps, world of opportunity for engagementPotential for focused engagement
- #8 We’ve found that value is shoppers #1 concern while shopping or planning their trips. Busy consumers are also always looking for products that are easier to use, and smartphone users in particular are looking for smart and convenient solutions to everyday problems.Consumers top concerns relate to their personal health and the health of their familyNEED ICONS
- #11 StatementFinancial concernsPrice is what you pay. Value is what you get.Warren Buffett
- #14 Canada 75%, US 60%, Mexico 41%, Turkey 50%, China 26%, Germany 62%, France 56%, UK
- #15 Canada 75%, US 60%, Mexico 41%, Turkey 50%, China 26%, Germany 62%, France 56%, UK
- #18 “Shopping List” app shown ($2.99 iTunes)
- #26 43% of smartphone owners indicated that they have scanned a QR code to access product information (not necessarily CPG)35% of owners are aware of NFC – most phones not NFC enabled, however 51% are interested in scanning using NFC
- #27 The Coupons App is a leading coupon app that pushes out coupons to app usersPassbook is an included app in iOS 6 that is designed to replace all of a users loyalty or rewards cardsCheckout51 is grocery coupon related app that allows users to just send a photo of their receipt in order to claim coupon discounts on their purchase
- #30 “Watson. Come at once if convenient. If inconvenient, come all the same.” ― Arthur Conan Doyle, Sherlock Holmes: Adventure of the Creeping Man
- #31 Instant drink mix, breakfast bars/meal replacement, pre-sliced cheese, Tide Pods 3-1, ziploc “perfect portions”, Mr Clean Magic eraser select-a-size
- #32 Walmart’s is typical of many e-retailers appsStarbucks lets you customize your drink with the full options and then pay through your linked accountHIGHEST FREQUENCY TASKS ARE THE BEST TARGETS FOR COVENIENCE APPS: MOST USEFUL, MOST INTERACTIONS
- #35 Healing is a matter of time, but it is sometimes also a matter of opportunity.Hippocrates“Let food be thy medicine and medicine be thy food” ― Hippocrates
- #37 Apps, online, magazine content, newspaper contentNutritional info: % I am well informed, % I am looking at food labels, % I appreciate detailed nutritional info on menus“Be careful about reading health books. You may die of a misprint.” ― Mark Twain
- #38 Healing is a matter of time, but it is sometimes also a matter of opportunity.Hippocrates“Let food be thy medicine and medicine be thy food” ― Hippocrates
- #39 Healing is a matter of time, but it is sometimes also a matter of opportunity.Hippocrates“Let food be thy medicine and medicine be thy food” ― Hippocrates
- #42 Calling out key nutrients can be an exception to the “communicate benefits not features” ruleGuiding Stars, the world’s first storewide nutrition navigation systemNutritioniQ at SuperValu in US
- #45 Many shoppers want to keep up with what is new because they believe new products are usually improvements over the old ones and they want the best for their money and the full benefits that modern conveniences can offer them.
- #48 Reasons for engaging via facebookWordcloud from 2012