A look at the changes in the way people shop for groceries and some of the key challenges facing supermarkets today. We take a look at what influences people's decision to shop in a particular place and how this may change depending on age. The results focus on 3 key themes: the trend towards shopping 'little and often', the importance of tailoring advertising communications for different audiences, and how 'differentiation' is key to increasing customer loyalty.
The document discusses key publishing trends in 2016, including the rise of ad blocking, growth of mobile apps and social media platforms, challenges of continuous partial attention, the importance of high-quality original content over aggregation, emerging business models for news organizations that focus on membership and engagement over advertising, the media habits of younger audiences, growth of podcasting, power of visual language and emoji, and potential of virtual reality. Overall, the trends highlight both challenges and opportunities for publishers to build trusted relationships and engage audiences through original reporting and storytelling across an expanding media landscape.
The newspaper advertises in The Guardian. It will place a quarter page advert in the Saturday edition to run promotions for its summer sale. The advert will highlight key items that will be discounted significantly during the sale.
Este documento resume las cualidades físicas básicas como la resistencia, flexibilidad, fuerza, velocidad y coordinación. Explica cada una de estas cualidades y proporciona ejemplos de ejercicios y actividades para mejorarlas. También describe los beneficios de mantener una buena condición física y las causas que pueden reducirla, como la falta de ejercicio y una mala alimentación.
Este documento proporciona instrucciones para un trabajo sobre cicloturismo. Se divide en cinco secciones que cubren la historia de las actividades al aire libre, la seguridad en la naturaleza, la relación entre cicloturismo, seguridad y condición física, rutas de cicloturismo locales posibles, y una bibliografía. El trabajo debe entregarse el 3 de marzo usando Times New Roman tamaño 12 en formato de portada con los apartados subrayados e en cursiva.
Understanding audiences and target audiencesguest14c40ed3
The document discusses understanding audiences and target audiences for media texts. It explains that producers carefully consider which audience a media text is aimed at and research audience demographics, preferences, and expectations. Different factors are analyzed like how the audience may engage with or react to the text. Marketing campaigns are then used to promote the media text and reach the intended target audience.
The document discusses key publishing trends in 2016, including the rise of ad blocking, growth of mobile apps and social media platforms, challenges of continuous partial attention, the importance of high-quality original content over aggregation, emerging business models for news organizations that focus on membership and engagement over advertising, the media habits of younger audiences, growth of podcasting, power of visual language and emoji, and potential of virtual reality. Overall, the trends highlight both challenges and opportunities for publishers to build trusted relationships and engage audiences through original reporting and storytelling across an expanding media landscape.
The newspaper advertises in The Guardian. It will place a quarter page advert in the Saturday edition to run promotions for its summer sale. The advert will highlight key items that will be discounted significantly during the sale.
Este documento resume las cualidades físicas básicas como la resistencia, flexibilidad, fuerza, velocidad y coordinación. Explica cada una de estas cualidades y proporciona ejemplos de ejercicios y actividades para mejorarlas. También describe los beneficios de mantener una buena condición física y las causas que pueden reducirla, como la falta de ejercicio y una mala alimentación.
Este documento proporciona instrucciones para un trabajo sobre cicloturismo. Se divide en cinco secciones que cubren la historia de las actividades al aire libre, la seguridad en la naturaleza, la relación entre cicloturismo, seguridad y condición física, rutas de cicloturismo locales posibles, y una bibliografía. El trabajo debe entregarse el 3 de marzo usando Times New Roman tamaño 12 en formato de portada con los apartados subrayados e en cursiva.
Understanding audiences and target audiencesguest14c40ed3
The document discusses understanding audiences and target audiences for media texts. It explains that producers carefully consider which audience a media text is aimed at and research audience demographics, preferences, and expectations. Different factors are analyzed like how the audience may engage with or react to the text. Marketing campaigns are then used to promote the media text and reach the intended target audience.
The Guardian is transitioning from a traditional publisher to an open platform. It is making its content, data, and APIs openly available to developers and partners to build applications. This allows the Guardian to increase traffic and engagement beyond its own website. Developers are able to build applications that integrate Guardian content and data. The Guardian also provides tools like its Content API, Data Store, and Politics API to make it easy for developers to access and use Guardian information in new ways. The goal is to support journalism through openness and partnerships while also generating revenue from these external applications and partnerships.
This document discusses brand influence and presents the results of a study measuring influence across different brands in the UK, US, and Australia. It finds that brand influence is made up of four pillars: commercial, societal, audience, and outward influence. The study analyzed 12 influence identifiers and 20 brand attributes to determine an overall influence score for various brands in key categories. It identifies the top 10 most influential brands in the UK and finds a correlation between influence score and brand loyalty. The document concludes with three rules for brands to boost their influence: understand the different pillars of influence, focus on being positive, trustworthy, and inspirational, and understand key drivers in their category.
Context matters when planning advertising, now more than ever and here at the Guardian we’ve found overwhelming evidence that a contextually relevant environment boosts ad effectiveness. Analysis of 300 brand campaigns shows that when visitors to the Guardian website view brand ads alongside relevant editorial, they are 10% more likely to pick up new information, nearly 20% more likely to feel more positive about the advertiser and, crucially, 23% more likely to think that the ad is relevant to them. In print, too, a context effect is evident; ads are 20% more likely to be seen as relevant to the reader when alongside related content.
The document compares the front covers of The Guardian and The Daily Mirror newspapers. It finds that The Guardian uses sophisticated language, fewer images, and more in-depth stories, suggesting it targets an older, more educated audience. In contrast, The Daily Mirror has more images, celebrity stories, and puns/simplistic language, implying it aims for a younger audience interested in pop culture. The Guardian also has fewer advertisements and places less emphasis on price, reflecting its broader target demographic.
From Publisher To Platform: How The Guardian Used Content, Search, and Open S...The Guardian Open Platform
Last year The Guardian launched The Open Platform, a suite of services and tools that enable content partners and developers to build applications leveraging The Guardian's rich content.
This talk will cover how The Guardian opened up their content, enriched it, and reached new markets with it's platform strategy.
We cover the background platform strategy, technical architecture, implementation of Solr, and how the new release of the Guardian's Open Platform, launched May 20th, 2010, has embraced disruption in the media space, while at the same time accelerating revenue.
The document summarizes different elements of a local newspaper's front page layout. It describes how the large masthead in a serif font establishes formality and draws attention as the topmost element. It also discusses how a bold headline indicates an important article and uses personalization to engage readers. Images and advertisements are also analyzed for how they break up text and promote other areas of interest.
The document discusses how the Guardian newspaper has transformed its media production and consumer engagement through its development of online and digital media over the past 15-20 years. It provides historical context on the Guardian's origins and growth as a print newspaper. It then details how the Guardian has increasingly integrated its print and online operations, trained journalists in digital skills, used new formats like blogging, podcasting and video, and engaged with users through social media and user-generated content. The document suggests this shift online has contributed to declining newspaper circulation but increased online readership and interaction. It speculates the Guardian may develop more subscription services and further convergence with other media in the future.
The document compares and contrasts the styles and layouts of three different newspapers: the Ealing Gazette, London Evening Standard, and The Guardian. It finds that the Ealing Gazette has a more tabloid-style layout with a variety of colors and images, making it appealing for gossip and lifestyle content. In contrast, the London Evening Standard and The Guardian have a more formal, writing-focused broadsheet style. The Harrow Observer also has a broadsheet style focused on writing and community news for local audiences. Pictures in all three newspapers help readers visualize stories.
The document summarizes key findings from a 2015 global profiling study of Guardian readers:
1) Guardian readers tend to be highly educated locals rather than expats, with English or Spanish as their most common languages.
2) They are progressive, interested in other cultures, and get their news primarily from online sources like newspapers.
3) The "World", "Politics", and local news sections are most popular. Most own smartphones, laptops, and tablets and trust newspaper brands and advertising on those sites.
4) They tend to be high earners, travel internationally, actively consume luxury brands, and are engaged on social media, with many interested in automobiles. The study provides insights into this global
The document discusses the IMAILE project which aims to develop new ICT solutions for personalized learning environments in STEM subjects. It will go through three phases: requirements and design, prototype development, and pilots, evaluation and validation. The document also introduces the AMIGO project which seeks to create an immersive learning ecosystem with six modules. It is a collaboration between Edebé, MyDocumenta and Gradiant and will involve integrating the modules, developing functionality, testing and receiving user feedback.
Power of Personal Branding for Brands - Pubcon 2015Mark Traphagen
This document discusses how brands can build personal connections with customers. It recommends that brands humanize themselves by building communities where people can interact, personalize the customer experience through individual representatives, and satisfy basic human desires for belonging, communication, and recognition of human faces. A case study is presented of a garden shop owner who answered gardening questions on the radio, building loyalty among listeners who then shopped at his store.
LinkedIn now allows users to endorse each other's skills. Connections can endorse skills a user adds to their profile, or skills the connections think the user has even if not listed. Users should add skills to their profile to receive endorsements. Endorsing others and getting endorsements can help fill out a user's scoreboard. The document encourages users to both add skills for endorsements and endorse other connections.
Duke is a menswear company that produces an Autumn/Winter 2017 line for "the Urban Man" between ages 20-40. The line includes a wool/polyester blend sport coat for $96.69, cotton/polyester/spandex trousers for $XX, wool/polyester/spandex cuffed trousers for $XX, a cotton/polyester basic shirt for $XX, and a polyester/cotton paneled shirt for $XX. The items are designed to transition between professional and casual settings.
It’s no secret that the marketing landscape is growing increasingly complex, with numerous channels, privacy regulations, signal loss, and more. One of the biggest problems facing marketers today is that they’re experiencing data deluge and data drought simultaneously.
Bliss Point by Tinuti addresses these challenges by providing a single, user-friendly platform for measuring what marketers previously struggled to measure. With Bliss Point, you can move beyond simply validating past actions and instead use measurement to guide real-time decision-making on what should happen next.
Join our product experts for a live demonstration of Bliss Point. Discover how it can empower your brand with the tools and insights needed to optimize each channel, across your entire media mix, and your overall brand performance.
The Guardian is transitioning from a traditional publisher to an open platform. It is making its content, data, and APIs openly available to developers and partners to build applications. This allows the Guardian to increase traffic and engagement beyond its own website. Developers are able to build applications that integrate Guardian content and data. The Guardian also provides tools like its Content API, Data Store, and Politics API to make it easy for developers to access and use Guardian information in new ways. The goal is to support journalism through openness and partnerships while also generating revenue from these external applications and partnerships.
This document discusses brand influence and presents the results of a study measuring influence across different brands in the UK, US, and Australia. It finds that brand influence is made up of four pillars: commercial, societal, audience, and outward influence. The study analyzed 12 influence identifiers and 20 brand attributes to determine an overall influence score for various brands in key categories. It identifies the top 10 most influential brands in the UK and finds a correlation between influence score and brand loyalty. The document concludes with three rules for brands to boost their influence: understand the different pillars of influence, focus on being positive, trustworthy, and inspirational, and understand key drivers in their category.
Context matters when planning advertising, now more than ever and here at the Guardian we’ve found overwhelming evidence that a contextually relevant environment boosts ad effectiveness. Analysis of 300 brand campaigns shows that when visitors to the Guardian website view brand ads alongside relevant editorial, they are 10% more likely to pick up new information, nearly 20% more likely to feel more positive about the advertiser and, crucially, 23% more likely to think that the ad is relevant to them. In print, too, a context effect is evident; ads are 20% more likely to be seen as relevant to the reader when alongside related content.
The document compares the front covers of The Guardian and The Daily Mirror newspapers. It finds that The Guardian uses sophisticated language, fewer images, and more in-depth stories, suggesting it targets an older, more educated audience. In contrast, The Daily Mirror has more images, celebrity stories, and puns/simplistic language, implying it aims for a younger audience interested in pop culture. The Guardian also has fewer advertisements and places less emphasis on price, reflecting its broader target demographic.
From Publisher To Platform: How The Guardian Used Content, Search, and Open S...The Guardian Open Platform
Last year The Guardian launched The Open Platform, a suite of services and tools that enable content partners and developers to build applications leveraging The Guardian's rich content.
This talk will cover how The Guardian opened up their content, enriched it, and reached new markets with it's platform strategy.
We cover the background platform strategy, technical architecture, implementation of Solr, and how the new release of the Guardian's Open Platform, launched May 20th, 2010, has embraced disruption in the media space, while at the same time accelerating revenue.
The document summarizes different elements of a local newspaper's front page layout. It describes how the large masthead in a serif font establishes formality and draws attention as the topmost element. It also discusses how a bold headline indicates an important article and uses personalization to engage readers. Images and advertisements are also analyzed for how they break up text and promote other areas of interest.
The document discusses how the Guardian newspaper has transformed its media production and consumer engagement through its development of online and digital media over the past 15-20 years. It provides historical context on the Guardian's origins and growth as a print newspaper. It then details how the Guardian has increasingly integrated its print and online operations, trained journalists in digital skills, used new formats like blogging, podcasting and video, and engaged with users through social media and user-generated content. The document suggests this shift online has contributed to declining newspaper circulation but increased online readership and interaction. It speculates the Guardian may develop more subscription services and further convergence with other media in the future.
The document compares and contrasts the styles and layouts of three different newspapers: the Ealing Gazette, London Evening Standard, and The Guardian. It finds that the Ealing Gazette has a more tabloid-style layout with a variety of colors and images, making it appealing for gossip and lifestyle content. In contrast, the London Evening Standard and The Guardian have a more formal, writing-focused broadsheet style. The Harrow Observer also has a broadsheet style focused on writing and community news for local audiences. Pictures in all three newspapers help readers visualize stories.
The document summarizes key findings from a 2015 global profiling study of Guardian readers:
1) Guardian readers tend to be highly educated locals rather than expats, with English or Spanish as their most common languages.
2) They are progressive, interested in other cultures, and get their news primarily from online sources like newspapers.
3) The "World", "Politics", and local news sections are most popular. Most own smartphones, laptops, and tablets and trust newspaper brands and advertising on those sites.
4) They tend to be high earners, travel internationally, actively consume luxury brands, and are engaged on social media, with many interested in automobiles. The study provides insights into this global
The document discusses the IMAILE project which aims to develop new ICT solutions for personalized learning environments in STEM subjects. It will go through three phases: requirements and design, prototype development, and pilots, evaluation and validation. The document also introduces the AMIGO project which seeks to create an immersive learning ecosystem with six modules. It is a collaboration between Edebé, MyDocumenta and Gradiant and will involve integrating the modules, developing functionality, testing and receiving user feedback.
Power of Personal Branding for Brands - Pubcon 2015Mark Traphagen
This document discusses how brands can build personal connections with customers. It recommends that brands humanize themselves by building communities where people can interact, personalize the customer experience through individual representatives, and satisfy basic human desires for belonging, communication, and recognition of human faces. A case study is presented of a garden shop owner who answered gardening questions on the radio, building loyalty among listeners who then shopped at his store.
LinkedIn now allows users to endorse each other's skills. Connections can endorse skills a user adds to their profile, or skills the connections think the user has even if not listed. Users should add skills to their profile to receive endorsements. Endorsing others and getting endorsements can help fill out a user's scoreboard. The document encourages users to both add skills for endorsements and endorse other connections.
Duke is a menswear company that produces an Autumn/Winter 2017 line for "the Urban Man" between ages 20-40. The line includes a wool/polyester blend sport coat for $96.69, cotton/polyester/spandex trousers for $XX, wool/polyester/spandex cuffed trousers for $XX, a cotton/polyester basic shirt for $XX, and a polyester/cotton paneled shirt for $XX. The items are designed to transition between professional and casual settings.
It’s no secret that the marketing landscape is growing increasingly complex, with numerous channels, privacy regulations, signal loss, and more. One of the biggest problems facing marketers today is that they’re experiencing data deluge and data drought simultaneously.
Bliss Point by Tinuti addresses these challenges by providing a single, user-friendly platform for measuring what marketers previously struggled to measure. With Bliss Point, you can move beyond simply validating past actions and instead use measurement to guide real-time decision-making on what should happen next.
Join our product experts for a live demonstration of Bliss Point. Discover how it can empower your brand with the tools and insights needed to optimize each channel, across your entire media mix, and your overall brand performance.
The way that we shop is constantly changing and it’s a subject that gets quite a bit of media coverage, it’s impact and relevance across a whole range of businesses and categories means that it’s a relatively hot topic.…
There is a genuine need to evaluate and understand the way people shop and other organisations have also been researching in this area.
Newsworks and How People buy is a recent example that is particularly relevant for us
In addition, the latest research from the IPA’s touchpoints 6 has pulled together a few highlights that put some numbers behind it consumer shopping habits – most interesting is the number of people that now shop with Lidl and Aldi has doubled in the last 3 years…
So why are we talking about this now? Well as we’ve just highlighted there are countless changes taking place in th way people shop, and it continues to evolve.
Changes sparked initially by the recession when shoppers were looking to save money and seek better value but now also due to changing busy lifestyles.
Our frequent shopper research in 2014 confirmed that a high proportion of consumers shop 4+ times a week and this is becoming the norm.
In addition to this the hard discounters have been growing at a phenominal rate and are attracting new customers with the no frills shopping but consistent low prices and good quality. Lidl and Aldi have a combined market share of almost 10% are are gradually chipping away at the likes of Tesco, Sainsburys and Asda.
In fact in our survey, more than 1 in 10 (13%) respondents selected Aldi or Lidl as the supermarket they shop with most regularly, which is a greater proportion than said they shopped with Morrisons (10%) or Waitrose (3%) most regularly.
So in this increasingly competitive and changing market and one in which customer loyalty is more fragmented than it used to be the challenge remains how to attract and maintain shoppers, and particularly for the big 4, how to protect their market share.
So with this research our aim was to understand what influences peoples decision to shop where they shop, and identify any opportunities to help overcome the challenges in the market
In addition to this, we carried out desk research across a number of sources such as Mintel, and existing reports from supermarkets themselves. We also incorporated data from TGI, Touchpoints 6 and the recent newsworks research we mentioned on ‘how people buy.
People are adopting a little and often approach to shopping – a main weekly shop is less important and in fact a series of smaller top up shops are much more relevant today as they fit better with a busy lifestyle.
Different age groups have entirely different priorities when it comes to grocery shopping and different factors will influence their decision as to where they shop. In some ways this seems obvious but it’s important to highlight this as from a marketing perspective messaging needs to be very different to attract different groups
Differentiation is a real challenge for the major supermarkets and consumers really struggle to identify much of a difference between them – essentially they all sell the same things and offer the same service so you can kind of see why this is a problem.
SO we’ve looked at ways that can help create an element of differentiation
People are adopting a little and often approach to shopping – a main weekly shop is less important and in fact a series of smaller top up shops are much more relevant today as they fit better with a busy lifestyle.
With 3 in 4 people now shopping more than once a week (compared to 1 in 4 pre recession), we are definitely shopping more often, but with people starting to favour smaller top up shops over a large weekly shop, little and often very much reflects shopping habits for many people.
It reflects a much more adhoc spontaneous lifestyle approach in general, something which ties into the way people are living their lives in terms of making social plans, holiday commitments and so on. People are just more spontaneous now and planning an entire weeks worth of meals just doesn’t work for many people anymore.
And when you look at it this way, it can help cut down on waste as shoppers are tending to buy what they need as they need it.
Perhaps supermakets should be encouraging this approach more? The Coop is an example of a supermarket that is addressing this way of shopping in their current campaigns
And this approach is even more apparent in the younger generations – 18-34 year olds are 28% more likely to agree with both of these statements
Which makes sense as they are more likely to be students, young professionals, single, no family commitments so their life can be less routine, less organised. And this is something that is perhaps going to increase more in the next few years as people become more impulsive and spontaneous with their leisure plans in general. People’s Fear of missing out is a key driver to this and can even be leveraged in marketing campaigns #FOMO
And with all this increased shopping frequency, this is a good thing for supermarkets – it just creates more opportunities to get people in store
And it’s not just us talking about this, waitrose’s Food & drink report 2015 highlights how people are shopping like they do when they’re on holiday – we plan ahead less, shop locally and focus on buying fresh food for that evening.
Similarly, the coop’s back to the future report highlights a trend in the way people are shopping like they used to in the 60’s – smaller basket sizes and shopping every few days
The reasons back in the 60’s where more due to the fact food didn’t keep so long, freezers were just being developed.
http://www.co-operative.coop/corporate/press/press-releases/Food/back-to-the-future-co-op-report-marks-50-years-of-modern-shopping/
So with all this in mind, it stands to reason that they are also shopping in more places….
One in 3 main shoppers have shopped in 4 or more different places in the last week for their groceries, that’s more than 10 million uk main shoppers
And more than half are shopping in 3+ places
And with so many more shopping occasions there are many more opportunities to target shoppers with different messages and different products.
The second theme we wanted to cover was the way in which different age groups have entirely different priorities when it comes to grocery shopping and different factors will influence their decision as to where they shop. In some ways this seems obvious but it’s important to highlight this as from a marketing perspective messaging needs to be very different to attract different groups
So when we look at all respondents these are the top 3 reasons, and probably what you would expected.
Location (or a convenient location) is the number one reason why people choose to shop somewhere. And this tends to be a key driver for all customers when you break them down by where they shop most often – although regular co-op shoppers are particularly influenced by location – over 80% select location.
So having well located stores is of primary importance for all supermarkets.
Prices – The second most popular reason, but interestingly price is the number one reason cited by those who are regular Lidl (78%) or Aldi (86%) customers, location is second for them. At the moment they are willing to travel a bit further to enjoy these prices, but perhaps with their current expansion plans this will no longer matter soon.
Loyalty scheme, 3rd most popular reason, but has a much greater importance for those who shop in Tesco (46%) or Sainsbury’s (48%) most often. The are the second most important reason to shop somewhere for these people and perhaps a good indication that the clubcard and nectar card schemes are attractive to those who have them and offer good incentives to continue shopping there.
For those who shop regularly in Iceland, Location 58%, prices 52% and customer service 30%
But it’s worth looking at this in more detail, since we found vast difference in what was important to people of different ages. Again, you may say well that’s obvious but we found very little evidence it was being recognised in advertising campaigns across the category.
We already identified on an earlier slides that the under 35’s are much less likely to be doing a main weekly shop, so what else is different?
Worth noting, Mintel research from Loyalty to retailers also highlighted location as the top reason for why people use their supermarket – selected by 52% of respondents.
So when we look at different age groups and rank factors by index to see which are more or less important to a particular group we see that there are vast differences. Which highlights the importance of the right messaging when it comes to marketing
The under 35 audience are place much greater priority on things like the range of other facilities that a larger store can offer - so a pharmacy, coffee shop or dry cleaners, as well as non food related items for sale – an indication that they might prefer to get everything in one place. The are also the group that are most likely to be influenced by advertising and word of mouth. And they are most price sensitive group – they are more likely to shop in a budget friendly supermarket when it’s getting close to payday.
The 35-54 are more likely to be influenced by special offers and promotions as well as a loyalty scheme – chances are they are shopping for a family and so special offers and loyalty rewards will have more of an impact on their shopping. Opening times are also important to this group – possibly shopping evenings, after work or school.
The older audience over 55 are more likely to be influenced by good parking, good quality and good customer service. Interestingly they are the only group to over index for the quality of the food, but this does make sense considering the findings from the Waitrose report that this group are much more experimental in the kitchen now. Loyalty scheme was another influence for this group which perhaps ties into the importance they place on customer service. And one other thing to note about this group is that they are least influenced by low price – they are more likely to disagree that they shop around for their groceries or that they are prepared to pay more if it saves them time - quality is more important to them.
An easy to use website and good delivery options were also listed in this question – it was the under 35’s who were more likely to consider these important factors while over 55s were less likely to prioritise them.
It was very hard to find an example of this from within the supermarket category – which perhaps is the point, many supermarkets run the same copy across all media as part of a wider campaign.
We questioned lack differentiation as a reason why shoppers would still choose the place they usually shop as the best place for everything, is it because they see no difference to shopping in Sainsbury’s instead of Tesco when they can get the same things at the same price. And nearly half say there is little difference between them
It’s a challenge for supermarkets
And if we look at Mintel findings from their supermarket report (Nov 2015) we can see that ‘big 4’ are scoring somewhat lower in terms of differentiation than other more premium supermarkets, but also Lidl and Aldi.
They do however, score well for trust so they are in a strong position but by improving their level of differentiation would be a key step in challenging the likes of Lidl and Aldi
Although the coop looks to be a in a fairly bad position, it hasn’t changed since the previous year and in addition it is associated closely with some positive traits such as good customer service and socially responsible. It is however also considered tired and boring more than other supermarkets which perhaps explains it’s position on this chart.
Aldi and Lidl score well against metrics such as innovative and trendsetting, although are also considered basic.
Iceland has improved it’s position and is now doing better against metrics such welcoming and reliable. It’s also considered more exciting which could be linked to the recent Peter Andre campaigns.
But you can kind of see why shoppers feel this way
Supermarkets are all going out with similar adverts, promoting the same products
But you can kind of see why shoppers feel this way
Supermarkets are all going out with similar adverts, promoting the same products
With similar imagery and many offers are almost identical
Making it very confusing and difficult to tell one from the other
With similar imagery and many offers are almost identical
Making it very confusing and difficult to tell one from the other
Almost half are likely to switch shop if it is going to be quicker than where they currently shop – indicating that there is little difference to keep them loyal to their current store.
Even when we asked about individual product aisle to see if there was a particular supermarket that was considered more popular for certain items, for example M&S for ready meals, or Aldi for fresh meat, there was no indication this was the case – on the whole, people considered the place where they shopped most often as the best place for all items – and this was the same across all age groups. So this would imply that no supermarket was considered superior for any particular product category.
Whereas Own-label products are different and have become increasingly popular, with consumers switching branded products for these in order to save money. This is reflected by the relatively high proportion (43%) of consumers who cited a ‘good own-label range’ as a factor for why they shop at their preferred grocery retailer.
It might be a better tactic to forget about price matching on brands but instead focus on own label ranges, promotions, meal deals around these ranges as well as value offered. And address other issues in the market such as food waste
So although respondents didn’t select an alternative supermarket to where they normally shop for any particular product aisle, the large majority of them were able to name a product or range from a particular supermarket that they are willing to make a special trip for. Which highlights the fact that product led messaging can be a key driver as can focus on a particular occasion.
And also highlights the importance of promoting own label ranges – if they are good people will make a special trip for it. This is also perhaps the best way to take on the hard discounters.
When it comes to a special occasion dinner at home, M&S is the top choice. M&S place a lot of emphasis on the quality of their own label range and they communicate this well in communications. It’s therefore the obvious choice in the mind of the consumer when planning a special meal at home.
1 in 4 selected M&S as the place to go if they were shopping for a special occasion dinner at home, with their partner/family. Tesco and Sainsburys were jointly second chosen by 13%
Similarly for other special occasions that required entertaining at home (a sit down dinner or party food in general), M&S is the top choice chosen by 18% of respondents in each case. Tesco is the second most popular choice followed by Sainsbury’s.
And when we look at this by age group, M&S is still the top choice for a special occasion dinner at home regardless of age – the only difference was for the under 35’s who selected Tesco, Asda, and Sainsburys above M&S for a dinner party or party food – it could be assumed that due to the larger quantity required for these sort of special occasions they are influenced by price.
You were recently introduced to the Guardian’s Influential Brands research
This explored how advertisers can use brand activity to become more influential
It identified the key drivers of influence for advertisers: that is, the messages they should employ in their brand activity to most effectively boost their influence levels
For retailers the most crucial thing was to have interesting things to say.
N.B. Our research is all about branding, and branding has been empirically proven (for example in the IPA’s ‘The Long and Short of It’ to be linked to long term effectiveness.
And we know from the research that brands that are more influential tend to inspire greater loyalty from shoppers – see the correlation shown on this chart.
N.B. Our research is all about branding, and branding has been empirically proven (for example in the IPA’s ‘The Long and Short of It’ to be linked to long term effectiveness.
They provide gentle persistent reminders.
The latest piece of research from newsworks on ‘how people buy’ highlights that constantly reminding consumers of a product or brand through repeated exposure through adverts, keeping them middle-of-mind
For Longer purchase Journeys: Whenever consumers are dithering; often serves as a reminder that a decision needs to be made,
And sometimes, even after a purchase priming consumers ready for the next one – this is particularly relevant for groceries given the repeat nature of purchasing groceries
The habitual nature of Newsbrands consumption means they lend themselves well to this and can provide the soft but steady reminders that consumers often need to encourage them into action.
A combination of paid advertising in both print and digital and editorial keeps brands on people’s radar, and national newspapers are in fact 3 times more effective in doing so compared to the average advert (across any media)
The questions were asked of a base of 2000 UK adults, newspaper consumers
Here we’ve had a look to see where across the Guardian platforms you’re most likely to find the different age groups and even though these are fairly broad audiences you can see differences – using ANP we’d be able to look at a more specific target audiences for your brand and get a more accurate plan
Guardian Brand Aid
We have over 3000 panellists on the Guardian brand aid panel and we can test campaigns across all platforms either individually or cross platform
We can also add in a small selection of bespoke ad hoc questions, relevant to the individual brand or campaign to be tested
Ad effectiveness testing allows us to measure ad recall, brand perception metrics and purchase intention
Creative pre testing allows us to test various creative options to determine which would deliver the most positive brand perceptions or greater purchase intent
In both cases results can be measured against different audience age groups.
Results from past tests highlight that cross platform campaigns are more effective than single platform campaigns, improving on recall, brand perception and purchase intent.
More specifically results on food and drink campaigns deliver particularly high ad recall when compared to the average campaign tested on the Guardian, and they are also considered to be more relevant.
And if we refer back to the John Lewis example on an earlier slide, (a pre and post test was carried out for this campaign) there was a clear uplift in perceptions of John Lewis and purchase intention following the campaign.
In addition to campaign effectiveness testing we can use the brand aid panel for standalone ad hoc surveys – these are particularly useful for niche products or categories where information on TGI is quite basic. Further more brand can allow you to use open box questions to get verbatim around a particular topic. And lastly the brand aid panel can be used for creative pre testing.
The campaign at a glance:
The aim of the campaign was to launch Kerrygold’s illustrated book: Tales of city Sue.
6 week campaign that explored the themes of the book in print and digitally in a warm and family friendly tone.
Components:
Print – DPS, coverwrap
Digital – content hub and traffic drivers, HPTO and section takeovers (life & style, family)
results:
1. Distribution of 490,000 copies of Tales of City Sue
2. Guardian Labs first with the 8x10 co-branded front page strip
3. Total page views 48,116
4. 36,397 unique visitors + 85% on KPI
5. Average time spent on the site 3m 29 secs + 1m 44 sec on KPI
6. The research revealed favourability scores increased from 26% to 41% during the campaign period
7. The competition drove 6,421 entries which is 535% higher than the KPI
The campaign at a glance:
The aim of the campaign was to launch Kerrygold’s illustrated book: Tales of city Sue.
6 week campaign that explored the themes of the book in print and digitally in a warm and family friendly tone.
Components:
Print – DPS, coverwrap
Digital – content hub and traffic drivers, HPTO and section takeovers (life & style, family)
results:
1. Distribution of 490,000 copies of Tales of City Sue
2. Guardian Labs first with the 8x10 co-branded front page strip
3. Total page views 48,116
4. 36,397 unique visitors + 85% on KPI
5. Average time spent on the site 3m 29 secs + 1m 44 sec on KPI
6. The research revealed favourability scores increased from 26% to 41% during the campaign period
7. The competition drove 6,421 entries which is 535% higher than the KPI