Mobile and Retail, close to the moment insights - TNS & Kantar

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at Market Research in the Mobile World Europe 23 - 26 September 2014, Belin, Germany This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

Business

September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW

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MRMW Berlin Sept. 23-26, 2014 #MRMW

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© TNS 2014
Mobile and Retail
– close to the moment insights

© TNS 2014
Agenda
2
1
Merging behavioural and attitudinal
data to arrive at fresh insights
4
2
Mobile shopper apps – what impact? 9
3
Conclusions 21

1
Merging behavioural and attitudinal data to arrive
at fresh insights
3

© TNS 2014
The capability: overview
4
Meter installs on iOS and Android devices Meter records device activity, device
status and network utilisation

© TNS 2014
The capability: data collection
5
Device activity
Web services

© TNS 2014
The capability: data enrichment
6
Demographics
Location and POI Device attributes
App and website
taxonomy

© TNS 2014
App categories of interest
7
Physical
store
Price
comparison
Coupon Product
info
In store
payment
Loyalty
card
Shopping
list

© TNS 2014
Survey methodology
8
App of interest used
and data passed to
server
Survey invite via
SMS – after 1 hour
or next morning
97% of surveys completed on phone / tablet

© TNS 2014
The claims
10
66% of smartphone owners use their
phones to help shop while in store
70% of shoppers used a phone in a
retail store during the holidays

© TNS 2014
Behavioural data – what is the reach of these apps?
11
55
37 33
18
9 6
45
63 67
82
91 94 95
No app
Installed
Product
info
Physical
store Coupon
In-store
payment
Price
compare
Shopping
list
Loyalty
card
Android users only

© TNS 2014
…but installed doesn’t equate to regular usage
12
13
27 27
8 5
42 9 6
10
7
45
63 67
82
91 94 95
No app
Just
installed
Installed
and used
Android users only
Product
info
Physical
store Coupon
In-store
payment
Price
compare
Shopping
list
Loyalty
card

© TNS 2014
…and usage is mostly at home
13
17%
24%
59%
Home Store

© TNS 2014
Despite majority of prices compared being non-grocery
15
28%
72%
Non-groceries
Groceries

© TNS 2014
Retailer apps used for trip planning / ordering at home
16
0%
19%
4%
18%
6%
13%
15%
8%
17%
3%
4%
4%
10%
10%
12%
13%
14%
30%
Pay in-store
Order products
Shopping list
Other
Store loyalty card
Price check
Find info
Redeem coupon
Find coupon
store
home

© TNS 2014
….and couponing in store
17
0%
19%
4%
18%
6%
13%
15%
8%
17%
3%
4%
4%
10%
10%
12%
13%
14%
30%
Pay in-store
Order products
Shopping list
Other
Store loyalty card
Price check
Find info
Redeem coupon
Find coupon
store
home

© TNS 2014
Physical retailer apps: high usage once adopted
18

© TNS 2014
…and have an impact on the bottom line
19
×2
+ 40%
App users

© TNS 2014
What makes a successful mobile shopper app?
20
74%
36%
27%
Money Time Angst

© TNS 2014
Ask the right people Get close to the moment
Key methodology take outs
22
Don’t ask when you can
measure

© TNS 2014
Key commercial take outs
23
Design apps to save time, money, angst
Mobile apps are not just an in-store touch-point
Retailers
TM
Brands
Ensure products are discoverable in retail apps + provide
relevant info through this channel

© TNS 2014 24
For further info please contact:
bob.burgoyne@tnsglobal.com
matthew.brain@kantar.com

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Mobile and Retail, close to the moment insights - TNS & Kantar

1. September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz Organized by #MRMW

2. Title Sponsor Gold Sponsors Silver Sponsors Premier Sponsor Bag Sponsor Workshop Sponsors MRMW Berlin Sept. 23-26, 2014 #MRMW

3. Association & Media Partners Event App PartnerNetworking Reception PartnerExhibitor MRMW Berlin Sept. 23-26, 2014 #MRMW

5. © TNS 2014 Agenda 2 1 Merging behavioural and attitudinal data to arrive at fresh insights 4 2 Mobile shopper apps – what impact? 9 3 Conclusions 21

6. 1 Merging behavioural and attitudinal data to arrive at fresh insights 3

7. © TNS 2014 The capability: overview 4 Meter installs on iOS and Android devices Meter records device activity, device status and network utilisation

10. © TNS 2014 App categories of interest 7 Physical store Price comparison Coupon Product info In store payment Loyalty card Shopping list

11. © TNS 2014 Survey methodology 8 App of interest used and data passed to server Survey invite via SMS – after 1 hour or next morning 97% of surveys completed on phone / tablet

12. 2 Mobile shopper apps – what impact? 9

13. © TNS 2014 The claims 10 66% of smartphone owners use their phones to help shop while in store 70% of shoppers used a phone in a retail store during the holidays

14. © TNS 2014 Behavioural data – what is the reach of these apps? 11 55 37 33 18 9 6 45 63 67 82 91 94 95 No app Installed Product info Physical store Coupon In-store payment Price compare Shopping list Loyalty card Android users only

15. © TNS 2014 …but installed doesn’t equate to regular usage 12 13 27 27 8 5 42 9 6 10 7 45 63 67 82 91 94 95 No app Just installed Installed and used Android users only Product info Physical store Coupon In-store payment Price compare Shopping list Loyalty card

17. © TNS 2014 Even in store – comparing prices often has no impact 14 Outcome: Those comparing prices 10% 11% 13% 31% 35% Bought online Switched brand Switched store Didn't purchase Same brand, same store 17% 24%59% Home Store

19. © TNS 2014 Retailer apps used for trip planning / ordering at home 16 0% 19% 4% 18% 6% 13% 15% 8% 17% 3% 4% 4% 10% 10% 12% 13% 14% 30% Pay in-store Order products Shopping list Other Store loyalty card Price check Find info Redeem coupon Find coupon store home

20. © TNS 2014 ….and couponing in store 17 0% 19% 4% 18% 6% 13% 15% 8% 17% 3% 4% 4% 10% 10% 12% 13% 14% 30% Pay in-store Order products Shopping list Other Store loyalty card Price check Find info Redeem coupon Find coupon store home

24. 3 Conclusions 21

26. © TNS 2014 Key commercial take outs 23 Design apps to save time, money, angst Mobile apps are not just an in-store touch-point Retailers TM Brands Ensure products are discoverable in retail apps + provide relevant info through this channel

28. Title Sponsor Gold Sponsors Silver Sponsors Premier Sponsor Bag Sponsor Workshop Sponsors MRMW Berlin Sept. 23-26, 2014 #MRMW

29. Association & Media Partners Event App PartnerNetworking Reception PartnerExhibitor MRMW Berlin Sept. 23-26, 2014 #MRMW

30. September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz Organized by #MRMW

Mobile and Retail, close to the moment insights - TNS & Kantar

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