BUILD TAILORED PLANS TO SUIT YOUR SHOPPERS’ IN-STORE … · Google has commissioned Ipsos MediaCT to conduct a U.S. based traveller tracking study to help us recognize the role

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© HIM Ltd 2018. All rights reserved© him! Ltd 2016. All rights reserved

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

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© HIM Ltd 2018. All rights reserved

Charles Whitehead, Head of Client Services

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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

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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

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SHOPPERUNDERSTANDING THE SHOPPER

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IT CAN BE A COMPLEX ENVIRONMENT FOR SHOPPERS

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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

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TESCO 5 FAMILIES

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WHO IS ROSHNI

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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

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

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BMW SEGMENTATION, TARGETING AND POSITIONING

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DISCOUNT & DIY INDUSTRY SEGMENTED THEIR SHOPPERS

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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.

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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

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CHANNELUNDERSTANDING THE SHOPPERS JOURNEY

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THE FULL SHOPPER JOURNEY

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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

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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

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THE BANKING INDUSTRY DO THIS PARTICULARLY WELL

Source:McKinsey June 2014

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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.

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AUDI CITY

Understood their customers journey.

They focused on what their customers wanted in-store

Everything else was achieved online.

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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

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HOW DO YOU INFLUENCHOW DO YOU INFLUENCE THIS SHOPPER

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WE NEED TO BE CLEAR IN OUR MESSAGES TO SHOPPER

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VIDEO OF SHOPPERS IN-STORE BUYING SOMETHING ON IMPULSE

Source: HIM CODE Study

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HEINEKEN STAR RETAILER

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HEINEKEN TAILORED PLANOGRAMS

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THE CO-OP AT LATITUDE

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CARPHONE WAREHOUSE TAILORED CUSTOMER EXPERIENCE

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NUROFEN BODY GARDEN

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FLY GUINNESS CLASS

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

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TOPSHOP INTRODUCE A SLIDE

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NUTELLEA CREATE IN-STORE EXCITEMENT

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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

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FOR MORE INFORMATION PLEASE CONTACT

[email protected] 717 567www.him.uk.com

mailto:[email protected]

http://www.him.uk.com/

Documents

BUILD TAILORED PLANS TO SUIT YOUR SHOPPERS’ IN-STORE … · Google has commissioned Ipsos MediaCT to conduct a U.S. based traveller tracking study to help us recognize the role