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Free shopper research paper from Evolution Insights, introducing the concept of brand loyalty and the role of in-store marketing in contrast to traditional above the line advertising.
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Effect:
Commitment despite alternatives
Action:
Repeat purchasing
Word of mouth endorsement
Satisfaction / experience to
date
Perceived value of relative
quality
Perceived value of reliability / consistency
Heritage / growing up with
brands / nostalgia
Trust in credibility of
company
Perception of image by
association
that influences them to buy the
Normally buy
Consider and sometimes buy
Aware of but don’t consider
Not aware of
Category Size of average shoppers’
repertoire (# brands)
% of which only bought when on
promotion
Lager 13.1 53.3
Shampoo 7.4 50.7
Yoghurt 7.2 47.5
Deodrorant 7.0 47.4
Coffee 4.2 46.2
Crisps 11.8 45.6
Tea 4.8 41.6
Laundry Detergent 4.7 41.2
Bread 4.7 40.4
Washing up liquid 3.2 40.3
0 10 20 30 40 50 60
Competitions
Endorsements
In-store signage/displays
Off shelf display
Differentiators on packaging
Innovative packaging
Loyalty points
NPD
Vouchers
% who say it would make them consider/buy a brand they wouldn't usually
0 5 10 15 20 25 30 35
Television/radio/magazine/billboard advert
A special offer making it the same price orcheaper than your usual brands.
Display of products on end of aisle
A description of new or different benefitslisted on the packaging
% who say it would make them consider/buy a brand they wouldn't usually
Crisps Lager Shampoo Coffee Laundry Detergent Bread