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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices March 2016 1

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Page 1: At-Shelf Decision Making in the Beer Industry: The Effect ... - Beer and... · At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices Introduction The beer industry

At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices March2016

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Page 2: At-Shelf Decision Making in the Beer Industry: The Effect ... - Beer and... · At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices Introduction The beer industry

At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Introduction

Thebeerindustryhasundergonedrama2candprofoundchangesoverthepast20years.Inthat.mewehaveseentheriseofthecra7andmicrobrewerymovements,theconsolida.onoflargebrewersintoeverlargerconglomeratesandanexplosionintheamountofinforma.onanddiscussionaroundbeer-relatedtopics.Theadventofmobiletechnologyisalsohavinganimpactontheindustryandthatimpact–whichmanifestsitselfinconsumershelf-sidebehavior–isthefocusofthisreport.Ourreportexploresthecurrentstateofbeerpurchasebehavior,howsmartphoneusageattheshelfaffectsbuyingbehavior,anddelvesintotheprofilesandbehaviorsofsmartphonevs.non-smartphoneusers.AtXenoPsiwehavealongandsuccessfulhistoryofworkingeffec.velywithsomeoftheworld’smostpres.giousbeveragebrands.Ourinten.onwiththisreportistoapplysomeofthelessonswehavelearnedinthebeveragebusinesstotheworldofbeer.ThedatainthisreportisdesignedtohelpbeerbrandsbeLerunderstandtoday’sbeerconsumersandsuccessfullymarkettothem.

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

How Beer Purchasers At-Shelf Behavior Has Changed

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Conventional Wisdom on At-Shelf Influences

DataSource:Technomic,Inc.,2012,SpecialTABReport:MillennialConsumerInsights

Bought for friends/friends favorite brand/drink 58%

47%

37%

26%

25%

23%

23%

19%

19%

16%

15%

12%

Sugges.onofafriend/familymember

ThePersonorpeopleIwaswith

Thecostofalcohol

MealortypeoffoodIwasea.ng

Boughtforfriends/friend'sfavoritebrand/drink

Suggestedbyastaffmember/employeeinaretailstore

Apromo.onontheproduct

Hadseenadver.singforit

Hadtrieditinabarorrestaurantpreviously

Materialsinthestore/point-of-purchasedisplay

Readorsawareviewinamagazine,onlineorbroadcastmedium

ResourceUsed

Howimportantwereeachofthefollowinginyourdecisiontotrythedrinkyouhadnothadbefore?

(N=1,064)

Inthebeverageindustry,wehavelongacceptedtrialofnewalcoholdrinks1tobeinfluencedbyawell-knowsetoffactors.Theseinclude:

81% Suggestion of a

friend/family member

12 76%

The person or people I was with

3 73% The cost of alcohol

$

4 60% A promotion on

the product

5 58% Bought for a friend/friend’s

favorite brand/drink

4

1

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

What Our Research Uncovered

$

50%

36%

27%

21%

18%

17%

12%

14%

11%

10%

4%

5%

Recommenda.onsfromfriendsorfamily

Theprice

Apromo.onordealattheretailstore

Readaboutitonline

Recommenda.onsfromstorestaff

Adver.singseenpriortothestorevisit

Awardsorexpertreviews

Materialsattheshelfdescribingthebeer

Readaboutitinamagazineornewspaper

Plannedmealortypeoffood

Anotherreason

Notsure/Don'tknow

ResourceUsed

WhatmoCvatesyoutobuyabrandofbeerataretailerthatyouhaveneverpurchasedbefore?Pleaseselectallthatapply.

(N=1,016)

Ournewna.onwidestudyhasfoundthattheinternet–specificallylearningaboutproductsonline-hasalmostdoubledinimportanceoverthelastfewyears.Today,itisnowthefourthmostimportantfactoraffec.ngpurchaseattheshelf

Q12.WhatmoBvatesyoutobuyabrandofbeerataretailerthatyouhaveneverpurchasedbefore?Pleaseselectallthatapply.

50% Suggestion of a

friend/family member

12 36%

The price

3 27% A promotion or deal

at the retail store

$

4 21% Read about it online

5 18% Recommendation from

store staff

5

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Which spurred the question for us here at XenoPsi…

How can brands better effect purchase decision

SPECIFICALLY DURING AT-SHELF DECISION MAKING

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

What Our Research Discovered

60% 1 in 2 Used a smartphone at

the shelf whenshoppingforbeer

Smartphone Users at the Shelf

2.5x More likely than non-smartphone users to

purchase more than they typically would at-shelf

10x More likely purchase a new beer brand every time they go to the shelf than non-

smartphone users

59% More time at shelf

making their purchase decision than non-smartphone users

26% More likely to purchase

beer weekly than non-smartphone users

We found smartphone use at the shelf was a major factor in spurring consumers to try new types of beer and to purchase more beer overall

QS7.Haveyoueverusedyoursmartphonewhenshoppinginaretailstoretohelpyoudecidewhatbeertopurchase?/Q2.HowoNendoyoupurchasebeerataretailstore(notatabarorrestaurant)?/Q5.Inthepast30days,howoNendidyoupurchaseabeeryouhavenevertriedbeforewhenyouwereataretailstore?/Q6.ThinkingaboutthelastBmeyoupurchasedbeerinaretailstore,howmuchBmedidyouspendinthestoredecidingwhattopurchase?/Q.8Onthisvisit,howmuchbeerdidyoupurchase?

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Smartphone Users are More Frequent Purchasers

71%Purchasebeeratleastonceperweek 47%Arelikelytotrynewbeerbrands

47% Open to New Brands

6.2Averageminutesspentattheshelf

EveryDay 2-3TimesPerWeek

OncePerWeek

EveryOtherWeek

OnceaMonthorLess

28.9%

34.9%

21.4%

7.7%

4.8%

29.6%

26.5%

17.5%

7.1%

21.7%

8

Q2.HowoNendoyoupurchasebeerataretailstore(notatabarorrestaurant)?

Smartphone users are

50% more likely

to purchase beer every

day than non-smartphone

users

Smartphone users are

33% more likely

likely to purchase beer 2-3 times per

week than non-smartphone

users

Smartphone users are

18% more likely

to purchase beer once

per week than non-smartphone users

Overall,thosethatusesmartphonestoinformtheirbeerpurchaseare26%morelikelytopurchaseweeklythannon-smartphoneusers:

•71%ofsmartphoneusersbuybeeratleastonceperweek,comparedtoonly56%ofnon-smartphoneusers

SmarthphoneUsersforBeerDecisions(n=495) DoNotUseSmarthphoneUseforBeerDecisions(n=521)

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Smartphone Users are More Likely to Buy New Brands

71%Purchasebeeratleastonceperweek 6.2Averageminutesspentattheshelf

9

Q5.Inthepast30days,howoNendidyoupurchaseabeeryouhavenevertriedbeforewhenyouwereataretailstore?

SmartphoneUser(N=495) Non-SmarthphoneUser(N=521)

EveryTime

MostofTheTime

O7en

Some.mes

Never

7.9%

18.4%

36.2%

31.9%

5.7%

0.8%

6.1%

16.3%

44.3%

32.4%

9.9TIMESMORE

LIKELY

3.0TIMESMORE

LIKELY

2.2TIMESMORE

LIKELY

1.4TIMESLESSLIKELY

PurchaseANever-Tried-BeforeBeer

5.7TIMESLESSLIKELY

Thosethatusedsmartphonedevicesweremuchmorelikelytopurchaseabeerthattheyhavenotpreviouslytried

•Ofthoseusingasmartphone,26%mosto7enoralwayschoseabeerthey’venevertriedbefore,comparedtoonly7%ofthosethatdon’tusetheirsmartphonedevice

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

NumberofMinutesSpentatBeerShelfbyThoseUsingSmartphone

underaminute 1-4minutes 5-14minutes 15+minutes

Smartphone Users Spend More Time at the Shelf

NumberofMinutesSpentatBeerShelfbyThoseNotUsingSmartphone

underaminute 1-4minutes 5-14minutes 15+minutes

10

Q6.ThinkingaboutthelastBmeyoupurchasedbeerinaretailstore,howmuchBmedidyouspendinthestoredecidingwhattopurchase?

6.2 Mean Number

of Minutes

3.9 Mean Number

of Minutes

Thosethatusesmartphonesspendmore.me-onaveragenearly60%-attheshelfthanthosewhodonotusetheirsmartphones

(N=495) (N=521)

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Smartphone Users Purchase More at the Shelf

TotalRespondents:AmountPurchased

81%

12%

7%

11

Q8.Onthisvisit,howmuchbeerdidyoupurchase?

SmartphoneUsers:AmountPurchased

SameAmount LessThanTypical MoreThanTypical

75%

18%

7%

Non-SmartphoneUsers:AmountPurchased

87%

7%

6%

Whenaskedaboutthelast.metheypurchased,smartphoneuserswere2.5xmorelikelytopurchase“morethantheytypicallywould”comparedtonon-smartphoneusers

(N=495) (N=521)(N=1,016)

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

So Who are These Smartphone Users?

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Smartphone Users vs. Non-Smartphone Users

SmartphoneUsers Non-SmartphoneUsers

60%are<35 60%are>35

50%arecollegegraduates 37%arecollegeeducated

Nearlyathirdhaveincomesof>$75k Medianincomeof$53,000

50/50Android/iPhonesplit 61/32Android/iPhonesplit

20%purchasemostlycra7beer 70%purchasemostlymassmarketbeer

47%‘stronglyagree’thattheyliketotrynewbrandsofbeer

22%‘stronglyagree’thattheyliketotrynewbrandsofbeer

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

A Profile of Beer Purchasers Who Use Smartphones At-Shelf

Mostareyoungerinage:60%are<35

Affluent:Halfarecollegegraduatesand

aboutathirdhaveincome>$75K

Sociallyengagedinfluencers:+/-20%‘strongly

agree’that1)friends/colleagueslooktothemforopinion/advice,and

2)theyliketoshareinforma.onaboutinteres.ngbrandsor

products

SocialMediaUsers:SignificantlyMore

engagedwithsocialmedia(i.e.,accountac.vityand

purchasebehavior)thanthosewhodon’t

usesmartphonesat-shelf

Techsavvy:Significantlymorelikelyto

considerthemselvestechnologicallysavvy,tobethefirsttoknowaboutthelatesttechtrends,andareearlytechadopters

vcvc

Smartphoneuse:EqualsplitbetweenAndroidandiPhone

CraSbeerdrinkers:Nearly20%mostly

purchasecra7beersandanother24%drink

massmarketandcra7beersequally

Decidedlyopentotryingnewbeertypesandbrands:Nearlyhalf(47%)‘stronglyagree’thattheyliketotrynewbrandsofbeerand44%also‘stronglyagree’thattheyliketotrynewbeerstyles

Significantlymorelikelytobuyallkindsofalcohol(beer,liquor/spirits,wine,hard

cider)

14

Purchasebeermorefrequently:71%buybeeratleast

onceperweek

v

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Smartphone Users Attitudes and Preferences

S7.Haveyoueverusedyoursmartphonewhenshoppinginaretailstoretohelpyoudecidewhatbeertopurchase?Q1.Pleasetellushowmuchyouagreeordisagreewiththefollowingstatements.

15

Respondentswhohaveusedtheirsmartphonesin-storewhileshoppingforbeeraremoreopento,andinterestedin,tryingnewbrandsofbeercomparedtothosewhohaveneverusedtheirsmartphoneswhileshoppingforbeer.

StronglyAgree/Agree

TotalRespondents(N=1,016)

HaveUsedSmartphoneWhileBeerShopping

(N=495)

HaveNOTUsedSmartphoneWhileBeerShopping

(N=521)

Iamopentotryinganynewkindofbeer83% 91% 75%

Iliketotrynewbrandsofbeer 79% 89% 70%

Ienjoylearningaboutnewbeers 77% 90% 65%

Iliketotrynewtypesofbeers(e.g.,IPA,WheatBeer,Pilsner) 73% 87% 61%

IammorelikelytotryanewbrandofbeerifIcanreadanyinformaConaboutit 65% 83% 47%

ItendtosCckwithmyfavoritebrandsofbeer61% 53% 69%

ItendtosCckwiththetypesofbeerIamfamiliarwith 56% 49% 64%

•Whencomparedtoallrespondents,theyarealsomoreopentotryingnewbeerbrandsandlearningaboutnewtypesofbeers

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Examples of What Smartphone Users Are Doing At The Shelf

16

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

8%

11%

6%

10%

15%

14%

19%

16%

19%

16%

38%

48%

46%

22%

20%

27%

27%

24%

28%

26%

29%

27%

34%

24%

19%

23%

34%

30%

28%

29%

27%

22%

22%

22%

25%

24%

16%

12%

14%

23%

27%

25%

22%

24%

23%

21%

21%

17%

18%

15%

14%

11%

13%

13%

13%

12%

10%

12%

11%

12%

12%

8%

7%

7%

5%

Tosearchforinforma.on,reviews,orrecommenda.ononline

Tolookatinforma.onyouhavesaved

Lookupstoreinforma.on(e.g.direc.ons,storehours)

Textsomeoneforinforma.onorarecommenda.on

Touseanapptofindinforma.on,reviews,orarecommenda.on

Lookforcompe..vepricingatanotherretailer

Getapricematchatanotherstore

Locateaproductinanotherstoreiftheproductyouwantisoutofstock

Checkin-storeavailabilityofaproduct

Callsomeoneforinforma.onorarecommenda.on

Posttosocialmediaaboutmyexperienceinthestore

Paywithmobilepaymentsthatarenotstandardcreditcards(e.g.PayPal)

Contacttheretailer’scustomerservice

Never Some.mes(1-32%) O7en(33-65%) Mostofthe.me(66-99%) Ever.meIshop(100%)

70%

70%

67%

63%

61%

58%

55%

55%

54%

50%

38%

33%

31%

>OSen

Smartphone Users At-Shelf Behavior

17

Q18:Howo7endoyouuseyoursmartphonetodothefollowingwhenyouaredecidingwhatbeertopurchaseataretailstore?

Every.meIshop(100%)

HowoCenaretheydoingthefollowingwiththeirsmartphonesduringbeerpurchases?(N=495)

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

What They’re Searching For…

18

Q20.Whenyousearchforinforma.onaboutbeeronyoursmartphone,whichofthefollowingdoyouuse?Pleaseselectallthatapply./Q22.Whatkindofinforma.ondoyousearchfor?Pleaseselectallthatapply.

Amongthosewhoregularlyusetheirsmartphonetosearchforinforma.onorrecommenda.ons,morethanhalfarelookingforinforma.onaboutspecificbeerstheyhavenottried.

•Whenlookingforbeerinforma.ononline,peoplearemostlikelytouseasearchengine,thoughsearchingonsocialmediaisalsopopular.

71%

31%

31%

29%

23%

20%

18%

2%

Asearchengine(e.g.,GoogleorBing)

Asocialmediaapp(e.g.,Facebook,Google+)

Ageneralbeerappwithreviewsandinforma.onaboutdifferentbrandsof

beer

Asocialmediawebsite(e.g.,Facebook,Google+)

Ageneralshoppingapp-notfromaspecificretailer

Ashoppingappfromaspecificretailer

Anappfromaspecificbeerbrand

Somethingelse

SourcesUsedToSearchForInformaCon/RecommendaCons

55%

48%

48%

45%

38%

38%

32%

29%

1%

<[VALUE]

Informa.onaboutaspecificbeeryouhavenottried

Acertaintypeofbeerstyle

Acertaintypeofbeerflavor

Lookingforsomethingsimilartoabeeryouhavetriedinthepast

Sales/Rebates

Informa.onaboutaspecificbeeryouhavetried

Beersfromapar.cularregion

Whatbeersarerecommendedforspecificmealsorfoods

Somethingelse(Pleasespecify):

Noneofthese

TypeofInformaConSearchedFor(amongSmartphoneUsersthatmostoSensearch)

0.5%

(N=495) (N=346)

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Wearealcoholmarke.ngexpertswhounderstandhowconsumersconnectandengagewithbrands.Wereachthirstytargetaudienceswithcompellingbrandmessagesthatincreasestrial,preference,

andul.mately,casesales.

Wehavethousandsofotherdatapointsandinsightsthatcouldchangethewayyoulookatat-shelfdecisionmakingintheBeerIndustry.

19

What Does This Mean For Your Brands?

Let’s Continue the Discussion… [email protected]

WeatXenoPsiarealcoholmarke.ngexpertswhounderstandhowconsumersconnectandengagewithbrands.Wereachthirstytargetaudienceswithcompellingbrandmessages

thatincreasestrial,preference,andul.mately,casesales.

Wehavehundredsofaddi.onaldatapointsandinsightsthatwillchangethewayyouaffectat-shelfdecisionmaking.

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Methodology

20

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Methodology

•XenoPsipartneredwithEqua.onResearchtoconductresearchintotheconsumerdecision-makingprocessattheshelfwhenpurchasingbeer.

•Datawascollectedviaa12minuteonlinequan.ta.vesurvey

•Respondentsrecruitedviaemailfromana.onallyrepresenta.vepanel

•TotalRespondents-1,016

•Screeningcriteria:

•21+

•Purchasedbeerataretailstoreinthepasttwoweeks

•Ownasmartphone

21

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Appendix

22

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices

Survey Demographics: Total Respondents

TotalRespondents(n=1,016)

GenderMale 69%Female 31%

Age21-24 8%25-29 19%30-34 22%35-39 13%40-44 13%45-49 14%50-54 4%55-64 4%65+ 3%

MaritalStatusMarried 49%Nevermarried(single) 39%Widowed 2%Legallyseparated 1%Divorced 9%

EthnicityAsian 5%BlackorAfricanAmerican 8%Na.veAmerican,Eskimo,orAleut 2%Na.veHawaiianorotherPacificIslander <1%White 79%HispanicorLa.no 9%Other 1%Prefernottoanswer 1%

TotalRespondents(n=1,016)

Residen.alLoca.onDowntown/Urbanarea 10%Inacitybutnotdowntown 26%Suburbanarea 43%Ruralarea 21%

Educa.onGradeschoolorless <1%Somehighschool 3%Graduatedhighschool 22%Tradeortechnicalschool 6%Somecollege,nodegree 26%Graduatedcollege 31%Post-graduatework 3%Post-graduatedegree 9%

HouseholdIncomeLessthan$30,000 19%$30,000to$49,999 26%$50,000to$74,999 24%$75,000to$99,999 15%$100,000to$124,999 5%$125,000to$149,999 3%$150,000to$199,999 2%$200,000ormore 2%Prefernottosay 3%

23

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At-Shelf Decision Making in the Beer Industry: The Effect of Mobile Devices 24

THANK YOU At-ShelfDecisionMakingintheBeerIndustry:TheEffectofMobileDevices

60BroadSt.NewYork,[email protected]