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Keep up with today’s consumer:“This is Beauty & Health”
COMEOS | FEBRUARY 15, 2017 . COMEOS | FEBRUARY 15, 2017.
“Beyond the perfume bottle…”Valentine insight in the press
30.000 stores willdisappear the coming years.
Many initiativessupport the impactof retail. Every day.
A bright future aheadDigital opportunities for offline shopping experience
“brick and mortar retailers will need to react to changing consumer preferences”
“brick and mortar retailers will need to react to changing consumer preferences”
“brick and mortar retailers will need to react to changing consumer preferences”
The best source? Your consumers. Clients and non-clients.
We help retail brands understand & act onever-changing consumer behaviour.
We help retail brands understand & act onever-changing consumer behaviour.
We help retail brands understand & act on ever-changing consumer behaviour.
aWe allow brands to obtain oaptimal customer insightsssand aurn this knowledge insto livaaaing customer stories
We allow brands to obtain optimal customer insightsand turn this knowledge into living customer stories.
Bringing brands & consumers closer together.
From understanding to impact for many retailers.
3.600+ CONSUMERS 3.500+ CONSUMERS OVER 40 BRANDS OVER 50 BRANDS 11.000 EVALUATIONS 11.000 EVALUATIONS 500.000+ DATA POINTS 900.000+ DATA POINTS
Different categoriespolled.
Body care
Hair care
Makeup
Health
Skin care
Perfume
Insights, tailoredfor your brand.
A custom insights report tailored to your brand
Interactive dashboard with all industry & brand results
A comprehensive reporttailored to your brand
Interactive dashboard withall industry & brand results
A custom workshop about challenges & opportunities
A custom report with tailored insights
A tailored brand report with (personal) results for the 10 insights shared
The event presentation with industry results shared
6 free category reports with generic insights
INCLUDED FOR ALL VISITORS
6
What are you here for?
Who is your consumer?.
.18.
.feeling.
.€765.
Uses perfumeon a daily basis.daily.
Buys make-up from 4.2 stores .4.2.
Chance of buying beauty & health online .50%.
Prefers Kruidvat for her hair care needs
Goes shopping +12 timesa year for hair care.12.6x.
Spends €765per year
Knows 18 stores forher body care needs
Prefers stores for their‘good feeling’
.staff.Considers your staff as the 2nd best persuasive channel
.offering.
Uses perfumeon a daily basis.daily.
Buys make-up from 3.4 stores .3.4.
Chance of buying beauty & health online .48%.
Prefers Planet Parfumfor her make-up needs
Goes shopping 14+ timesa year for hair care .14.2x.
Spends €860per year
Knows 16 stores forher body care needs
Prefers stores for theirallergy focused offering
.staff.Considers your staff as the 2nd best persuasive channel
.Louise..Allergic shopper.
.€860.
.16.
Michèlle34, Charleroi
Biased non-client
Elise27, Bruges
Brand loyal
Linda47, AntwerpBig spender
Louise22, Marche
Allergic shopper
Maarten38, Sint-Niklaas
Traditional shopper
Iris29, Ledeberg
Hoarder
Understandingthe needs of allshopper segments.
Interested in more? Questions?Subscribe for our regular updates on www.true-north.be/this/beautyandhealth
Or contact our Sector Lead Beauty & Fashion: [email protected]
1 KEY TAKEAWAYS FRO M THIS IS BEAUT Y & HEALTH .
KEY TAKEAWAYS FROM THIS IS BEAUTY & HEALTH.
20+ FILTERS BRAND-SELECTION BRAND SELECTION 6 SUB-DOMAINS 6 SUB-DOMAINS 20+ FILTERS 20+ FILTERS 500.000+ DATA POINTS FREE EXTRA REPORTS 20+ FILTERS
Beauty & health, a market. of daily habits..
#1
We are all beauty & health consumersMarket of daily habits
Grafiek met 12-tal balken voor % gebruik+Aanduiden health, beauty & care+Telkens vermelding top 3 producten
+80%of shoppers use perfume, hair care, body care and skin care products
% of categories used by the average shopper
Very often on a daily basisMarket of daily habits
Grafiek met 12-tal balken voor % gebruik+Aanduiden health, beauty & care+Telkens vermelding top 3 producten
When used, most categories are part ofa daily habit : perfume, make-up, skin & body care are used daily by over 70%.
Usage frequency for different categories
Care as a traffic boosterMarket of daily habits
Grafiek met gebruiksmomenten vs aankoopmomenten>Dagelijks/relatief hoog gebruik parfum / make-up <> vaak seizoen tot halfjaarlijks aankopen+Bijna dagelijks gebruik hair & care <> maandelijkse aankopen
70%buys hair care
products at least monthly
50%buys perfume two times orless a year
Buying frequency for different categories
Yearly beauty & health budget of € 765Market of daily habits
1 grafiek met gemiddeld budget individu + hoe samengesteld (volgens % van wie wat gebruikt) als stacked bar chart +Eventueel extra stacked bar charts voor paar profielen:
● Jongeren● Ouderen● Allergenen● Bepaald type
Price-sensitive buyers buy less than half of the average shopper
Big spenders spend over € 1.400 and overperform on care & institutes mainly
Budget per category for different segments
The end of category. leadership..
#2
Kruidvat as an overall strong leaderCategory leadership
Grafiek met leaders per domein(icoon + logo merk?)% hoogste + % average van den top 10 / bought
Eventueel top 3?
Retailers with highest market penetration per category
What is category leadership?Category leadership
‘Category leadership’ applies for those brands that have a significant benefit over
its competitors for a specific category, like perfumes, make-up ...
second most bought brandfor perfume
ICI PARIS XL as the only category leaderCategory leadership
Grafiek met plateau’s (voldoende uitvergroot) voor top 10 spelers+1 snelle voor ALLE spelers
Category leadership geldt dus ENKEL voor parfums > IPXL 2x volger, minder spelers, kortere long tail
Maar 1 speler dusRetail brands ranked by % of market penetration
Significant benefit of 34% compared to the 2nd most bought brand
mar
ket p
enet
ratio
n
Only 5 brands of +15% market penetration, compared to 10 for bodycare
Market penetration for all brands in perfume & bodycare category
Category leaders demonstrate leadership in every wayCategory leadership
Funnel voor IPXL
scores best-in-class for every step in the funnel
Marketing funnel for ICI PARIS XL compared to the top 5 for perfumes & the market (of 50 stores)
Focus on segment leadership insteadCategory leadership
Mar
ket p
enet
ratio
n
#1
#5#5
#1
has an advantage of 10% over the 2nd player for a specific segment and switches places with the leader for the category
Market penetration for Planet Parfum & Kruidvat for 2 different segments for make-up
A fragmented landscape. of price players..
#3
Price players as the biggest threatPrice players
“Verder bouwend op de long tail van zonet > heel wat spelers van alle kanten zetten druk, in elk van de 6 deel-markten.”
Grafiek met score voor 1 speler, vb IPXL+Geaggregeerde scores voor
- Supermarkten- Value spelers- Service players (apotheek, kapper,
instituut)- Kledingzaken & ketens- Lokale spelers- - Specialisten
Price players take considerable market share for most categories
Estimated market share for different categories of retailers for all categories
Understand who your relevant competitors arePrice players
Bepaalde speler er uitpikken (vb medi-market)& daar kijken naar “relevante” concurrenten cfr C&A grafiek (abs & rel)
BEIDE SAMEN om goed verschil te zien tussen beidevb. telkens top 3 → absoluut = Kruidvat in top 3 / #1 zelfs→ relatief = totaal ander beeld)
Eventueel zelfde “kleur” ofzo om aan te geven of het zoals in vorige grafiek “value” of “kleding” is
Remarkable:Price players are strong competitors, also in the broader ‘health’ category
% of shoppers buying at other retailers for health category - case for Newpharma.be
% of Newpharma.be shoppers that shop at a competitor
% of shoppers from a competitor that also shop at Newpharma.be
Vice versa, only
1 in 8Di clients buys at
Newpharma
Almost
1 in 4clients of Newpharma buys from Di or Colruyt
Omni-channel as the. new normal..
#4
Online impact for beauty & health significantOmnichannel
About
70%buys products online.
Beauty & health are bought by
50%of Belgians,yet not dominated by pure players.
% of shoppers that shop online for all products & beauty and health
1 in 5online shoppersshop at YvesRocher.be.
Digital players interesting for ‘online shoppers’Omnichannel
“Druk van online daarnet ook al aangehaald maar ook hier zien we dat de pure online spelers het sterktste staan op hun domein wat online impact betreft”
= grafiek met winkels met grootste aantal online kopers
+ vermelding gemiddeld+ vermelding 1 merk als vergelijking
Online players show high penetration for ‘online shoppers’, up with 230% on average.
Remarkable: Yves-Rocher’s online impact is online-driven, whereas most brands are omnichannel-driven.
Market penetration for e-stores for ‘online shopper’ segment
Online impact on multiple levelsOmnichannel
10% share their opinion about beauty & health products, 26% read them
Google search strong impact for online players, not for offline retailers
Offline retailers
Online retailers
Influenced via Google search
Influ
ence
d vi
a th
e st
ore
40% searches for broad category topics rather than brands
90% check Dr. Google for symptoms before seeinga doctor
The (offline) answer to Dr. Google?Omnichannel
Impulse drives media spent,. not shoppers..
#5
Media spent is impulse gifting relatedImpulse buying
Valentine’s Day
Mother’s Day
Father’s Day
Summer sales
End-of-year
Draft estimate of budget spent over one year for the average beauty & health retailer
70% buys beauty & health gifts,but men buy on the safe side: 80% buys perfumes
It matches the gifting focus of beauty & healthImpulse buying
% dat gifts koopt en waaraan men het uitgeeft
Categories most bought by men & women as a gift
Yet, most Belgians stock up on suppliesImpulse buying Grafiek met ALLE types
+ Hoarder aangeduid(voor PERSO: enkel bij hoarder je perso score)
1 van een 3-tal %’n uit onderzoek dat aangeeft dat men inslaatCfr % voorraad, % meerdere per keer, % profiel, …+Hoader vergelijken met niet hoarder > frequentie (hoger) + budget (=)Eventueel voor 1 specifiek categorie, eventueel voor bep merk tov gem+Voor bepaald merk & categorie anders?+Verwijzing naar feit dat men alle 3 maanden koopt doch dagelijks gebruikt
+60% stocks up on supplies, it is by far the largest behavioural segment
How others “plan” their
shopping trip: promotions,
rebates, novelties.
% of specific behavioural segment in the average market
Interested in more? Questions?Subscribe for our regular updates on www.true-north.be/this/beautyandhealth
Or contact our Sector Lead Beauty & Fashion: [email protected]
Price & promotions drive. smart buying trend..
#6
Promotions as a winning argument to attract hoardersPrice & promotions
<vb campagne tonen>
Meesten spelen er op in met campagnes als 2+1Verklaart ook het succes van de supermarkten & de prijs spelers
1 in 4buys mainlyor only when a promotion applies
1 in 4 mainly buys when a promotion appliesPrice & promotions
% dat enkel tijdens promotie koopt+Bij uitbreiding % dat voornamelijk met promoties koopt=Veel
// 3 bars
ZEEMANattracts45% promo buyers, in contrast with Mac Cosmetics that attracts only 9%
45% 9%
% of promotion-sensitive buyers for ZEEMAN buyers & Mac Cosmetics buyers
Price awareness in health risingPrice & promotions
% weet nietMaar velen wel alFarmaline.be op TV maakt het transparanterMedi-Market opmerking toevoegen
6 in 10is unaware that prices for medication without subscription differ between pharmacies.
“The aware” are 14% more online-savvy shoppers compared to the unaware.
% of shoppers that are aware vs unaware about price differences for pharmaceutical products
Offering & ‘good feeling’. drive buying decisions..
#7
Expectations center around offering over identityDrivers for purchase
Verwachtingen voor merk & winkel deels gelijklopend
Maar verschil A en B
Identity
Offering
ThoughtLeadership
CustomerExperience
CustomerCentricity
ValueProposition
PricingStrategy
ChannelApproach
Soft indicators
Hard indicators
Beauty & health: offering-driven, identity-supportedDrivers for purchase
Beauty & health store preference is based on offering mostly, secondly on “good feeling”.
(top 10) % of derived importance for selection of 22 aspects that drive retail preference
Remarkable:Although 1 in 4 is promo-sensitive, promotions are only the 8th most important driver for store preference.
Drivers for retail preference for average shopper
Different segments, different reasonsDrivers for purchase
Drivers for the average shopper Drivers for allergy-sensitive
1 Quality of the offering Quality of the offering
2 The shop gives me a “good feeling” Offering for specific allergies
3 Offering for different skin types Price / quality ratio
4 Price / quality ratio The shop gives me a “good feeling”
5 The size of the offering Respect for people & planet
#2#5#4#2#1
#18
#5#3 #3#4
#15#8#5
Allergy-sensitive shoppers have
different expectations:
allergic-focused offering & more
sustainability-minded
(top 5) % of derived importance for aspects that drive preference for 2 segments (average & allergy-sensitive)
Drivers for retail preference for average shopper vs. allergy-sensitive buyer
Working areas as a result of relevant benchmarkingDrivers for purchase
EXPECTED MORE
EXPECTED LESS
UNDER DELIVERED
OVER PERFORMS
Brand underdelivers on aspect, yet shoppers don’t expect them to offer it.Advise: FOLLOW UP
Brand underdelivers on aspect and shoppers have
high expectations.Advise: IMPROVE
Brand overperforms on aspect, yet shoppers don’t expect them to offer it.Advise: COMMUNICATE
Brand overperforms on aspect and shoppers have
high expectations.Advise: KEEP
Working areas as a result of relevant benchmarkingDrivers for purchase
EXPECTED MORE
EXPECTED LESS
UNDER DELIVERED
KEEP
IMPROVE
COMMUNICATE
FOLLOW UP
?
working areas for 4 brands for ‘good advice’
OVER PERFORMS
From purchase to. brand & store loyalty..
#8
Brand loyalty is high, 20% never switches product brandsDrivers for purchase
% trouw / mix / switch behaviourPer categorie
(stacked column chart?)
→ aangeven dat dit betekent dat je met juist categorie mgmt wel klanten kan binden
60-75%is loyal to one or a limited # of brands, depending on the category
% of loyalty for product brands
In contrast, store loyalty is a challengeDrivers for purchase
A mere
25-45%is loyal to one or a limited # of stores, except for perfumes (+60%).
% of loyalty for retail brands
Calculate brand equity to know your loyalty potentialDrivers for purchase
equity = (% of lovers) x (1 - % of ‘nevers’)
Brand
guarantee for high retention leaves potential for acquisition
Store loyalty - or preference - is rarely “just average”Drivers for purchase
Gem % lovers vermelden+Lover / hater graph→ meerdere merken plotten→ bepaalde merken exemplarisch uitnemen
39%of clients considers their perfume store a ‘favorite’, yet most brands are not average
Lover - hater graph for perfume
LOW % OF HATERS
HIGH % OF HATERS
LOW
% O
F LO
VER
S
HIG
H %
OF
LOVE
RS
Services as an. opportunity..
#9
60% would buy Institute services from a b&h retailerServices as an opportunity
3 bars:1) % dat het vandaag al afneemt2) % van 1) dat het zou afnemen bij b of
health winkel3) % van 1 DIE ook uw klant is die het
zouden afnemen
Voor pres = 1 & 2 enkel
60%shoppers considers beauty & health retailers trustworthy for beauty treatments
Many other services such as tooth bleaching or dietary advise are still considered to require an ‘expert’
% of shoppers that consider a retailer trustworthy to offer a specific service
The upsell potential of Institute servicesServices as an opportunity
gemiddeld budget per categorie ALS je ze gebruikt > dan is INSTITUUT een belangrijke
> 25 % gebruikt het > geven gemiddeld €264 uit
1 in 4 womenalready frequents Instituteservicestoday
€ 265/year is the average spent for women that frequent institutes, with big spenders spending over€ 380 on average.
To differentiate. as the final goal..
#10
Higher differentiationhas a positive impact on store frequency, basket size, brand love & online conversion amongst others.
Why differentiation matters?Differentiation
To become an aspirational brand...Differentiation
Aspirational brands are more known & different.They often have the possibility to get a price premium for their products
Unconvential brandsare focused or niche brands that will NEVER convince all, but are very distinctive compared to others
LESS CENTRAL
MORE CENTRAL
MO
RE
SIM
ILA
R
MO
RE
DFF
EREN
T
Rituals as a more distinct brand from its competitorsDifferentiation
CD-Graph alle merken voor 1 categorieMake Up+Aantal gehighlight
Centrality - differentiation graph for body care
LESS CENTRAL
MORE CENTRAL
MO
RE
SIM
ILA
R
MO
RE
DFF
EREN
T
is more distinct, yet lacks centrality.Boosting centrality is advised.
as a price player is more central for the body care category.
Positioning changes for different segmentsDifferentiation
CD-Graph alle merken voor 1 categorieMake Up+Aantal gehighlight
Centrality - differentiation graph for body care / 55-65 segment
LESS CENTRAL
MORE CENTRAL
MO
RE
SIM
ILA
R
MO
RE
DFF
EREN
T
“wins” centrality & differentiation for the older generation for body care.
is still very different, yet even less central for the 55-65.
Associations support differentiating positionDifferentiation
CD-Graph alle merken voor 1 categorieMake Up+Aantal gehighlight
ICI PARIS XL
word cloud shows many
identity-driven associations
like scents, zen, delicious, pleasurable …
Rituals
word cloud for associations for clients of ICI PARIS XL and Rituals
WHAT THIS MEANS AS AN OVERALL CONCLUSION?
WHAT THIS MEANS AS AN OVERALL CONCLUSION?
Become a LOVE BRAND, DISTINCTIVE from your competitors.
Choose your SEGMENTS & OVERDELIVER on expectations.
Let CONSUMER BEHAVIOUR understanding guide you.
Michèlle34, Charleroi
Biased non-client
Elise27, Bruges
Brand loyal
Linda47, AntwerpBig spender
Louise22, Marche
Allergic buyer
Manon38, Sint-Niklaas
Influencer
Iris29, Ledeberg
Hoarder
What shopper segments will you focus on?
THANKS..
Interested in more? Questions?Subscribe for our regular updates on www.true-north.be/this/beautyandhealth
Or contact our Sector Lead Beauty & Fashion: [email protected]