BUILD TAILORED PLANS TO SUIT YOUR SHOPPERS’ IN-STORE … · Google has commissioned Ipsos MediaCT...

BUILD TAILORED PLANS TO SUIT YOUR SHOPPERS’IN-STORE BEHAVIOURWORKSHOP

Charles Whitehead, Head of Client Services

WHO ARE HIM

For 50 years HIM have been joining businesses together with the strength of world class shopper research and insights.

At HIM we believe in the power of putting shoppers at the heart of everything we do.

We are proud to be the trusted name for insight within FMCG retail as well as many other channels.

Putting shoppers at the heart of everything we doJoining businesses together with the strength of world class shopper research and insights

“”

Who is the shopper you are targeting?

What are their needs?

How do you want to change their behaviour ?

SHOPPER

What is the shoppers journey to purchase?

What are the opportunities within these channels?JOURNEY

How do we influence the shopper?

What types of message will influence shoppers?

What type of display will influence shoppers?

INFLUENCE

KEY AREAS WE ARE GOING TO FOCUS ON

SUBTITLE

SHOPPERUNDERSTANDING THE SHOPPER

IT CAN BE A COMPLEX ENVIRONMENT FOR SHOPPERS

ITS VERY HARD TO GET YOUR MESSAGE ACROSS

38mins

Browsing for items

in-store

0.6seconds

Per POP display

3,700Average number of P-O-P items

passed by shoppers

0.9seconds

For a shopper to noticeyour display

Source: POPAI The Grocery Display Effectiveness Study

TESCO 5 FAMILIES

WHO IS ROSHNI

CARPHONE WAREHOUSE

Conducted by YouGov on behalf of Dixons Carphone –

of 3,655 adults

44% of consumers are

motivated by low price

68% of respondents said they were

more concerned about products and deals that were

personalised

FASHION, LUXURY, BEAUTY AND TRAVEL SECTORS IN UK AND USA

BMW SEGMENTATION, TARGETING AND POSITIONING

DISCOUNT & DIY INDUSTRY SEGMENTED THEIR SHOPPERS

GROUPS

Group 1. You are a telecoms retailer that wants to targeted older shoppers (60+)

Group 2. You are a DIY retailer that is launching an online channel.

Group 3. You are a new toothpaste brand focusing on being environmentally friendly.

Group 4. You are a new ice cream brand that has low calorie content.

BREAK OUT SESSION

Break up into your groups

1. Create a list of what you want to know about your shopper? 5 minsHow do they currently behave?What do you want to know about them?How do you want to change their behaviour?

2. Create shopper Profiles (hypothetical profiles if needed) 10 mins

SUBTITLE

CHANNELUNDERSTANDING THE SHOPPERS JOURNEY

THE FULL SHOPPER JOURNEY

TRAVEL BEHAVIOUR AND ATTITUDES

Google has commissioned Ipsos MediaCT to conduct a U.S. based traveller tracking study to help us recognize the role of the internet in travel decision making.

75%of leisure travellers switch between

devices to complete planning and

booking

54% of travellers watch online travel videos

when selecting accommodation at a

particular destination

Tip: Optimising your hotel’s website

for smartphones and tablets isn’t a

luxury, but rather a necessity

•Tip: Ensure you have videos to show

shoppers key information about the

accomodation

FASHION BRANDS

Is Online retail really as big as the hype?

75%Of branded apparel purchase are

still purchased in a physical store.

When people shop online their basket size (both number of items and amount of

spend) are

bigger

THE BANKING INDUSTRY DO THIS PARTICULARLY WELL

Source:McKinsey June 2014

THE AUTO INDUSTRY IS MULTICHANNEL

50% to 70% of auto buyers (depending on the

country) choose the make and model that they ultimately buy before they visit a

dealer’s showroom

China, France, Germany, and the US

Buyers first look online for price and product specifics, devoting

4.5 to 6 hours (depending on the country) to online

research.

AUDI CITY

Understood their customers journey.

They focused on what their customers wanted in-store

Everything else was achieved online.

BREAK OUT SESSION

You have now got a good understanding of your shopper

1. Map out your customer journey for your specific ShopperThink in terms of the initial need state through to purchase?

What are the different touchpoints?

15mins

Present back

SUBTITLE

HOW DO YOU INFLUENCHOW DO YOU INFLUENCE THIS SHOPPER

WE NEED TO BE CLEAR IN OUR MESSAGES TO SHOPPER

VIDEO OF SHOPPERS IN-STORE BUYING SOMETHING ON IMPULSE

Source: HIM CODE Study

HEINEKEN STAR RETAILER

HEINEKEN TAILORED PLANOGRAMS

THE CO-OP AT LATITUDE

CARPHONE WAREHOUSE TAILORED CUSTOMER EXPERIENCE

NUROFEN BODY GARDEN

FLY GUINNESS CLASS

Tour of 1,750 bars 23 cities and towns 18 nights230 brand ambassadors

TOPSHOP INTRODUCE A SLIDE

NUTELLEA CREATE IN-STORE EXCITEMENT

BREAK OUT SESSION

Breakout into your groups

1. How do you influence the shopper?What type of mechanism do you want to use?

What is most appropriate for your Shopper and their journey?

Present back

SUBTITLE

FOR MORE INFORMATION PLEASE CONTACT

Charles.whitehead@him.uk.com07912 717 567www.him.uk.com

BUILD TAILORED PLANS TO SUIT YOUR SHOPPERS’ IN-STORE … · Google has commissioned Ipsos MediaCT...

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