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Measuring the Power of Social Influence at the Shelf with Virtual Shopping
LEAD Conference – September 2011
Our world is changing
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Copyright @ 2010 Decision Insight Inc. 3
Carolyn EversonVP Global MarketingFacebook
“We at Facebook believe that everything is better with your friends. This is just as true when you’re making purchase decisions as when you decide what you want to wear or where you want to go to eat. People listen to their friends about what they should buy.”
- Shopper Marketing, 9/11 issue
The Power of Friends
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How Do We Decide?
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The Field is Growing
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We could be more certain of how shoppers make decisions...
AND translate that knowledge across multiple situations…
Identifying universal key Shopper Marketing principles to influence shopping behavior in our favor.
Wouldn’t it be great if…
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compliance
Can We Replicate These Behaviors? In Store?
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The Research: Message Types
BENEFITBENEFITSOCIAL
INFLUENCE SOCIAL
INFLUENCEVS
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Our Research Experiment…
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Dish Soap & Pasta
Featured Products: $2-3
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Dish Soap & Pasta: Message Types
BENEFITBENEFIT SOCIAL INFLUENCE
SOCIAL INFLUENCEVS
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Dish Soap & Pasta
Featured Products: $2-3No differences between SOCIAL and BENEFIT Messages
No differences between SOCIAL and BENEFIT Messages
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SOCIAL
INFLUENCE
Measuring What They Say vs. What They Do
BENEFIT
2 OUT OF 3 SAID THEY PREFER THE BENEFIT MESSAGE
2 OUT OF 3 SAID THEY PREFER THE BENEFIT MESSAGE
YET WHEN THEY SHOPPED, SALES
WITH THE BENEFITS MESSAGE SHOWED NO LIFT OVERALL
YET WHEN THEY SHOPPED, SALES
WITH THE BENEFITS MESSAGE SHOWED NO LIFT OVERALL
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Razors
Featured Products: $12-15
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Razors: Message Types
BENEFITBENEFITSOCIAL
INFLUENCE SOCIAL
INFLUENCEVS
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“In general, when we are unsure of ourselves, when the situation is unclear or uncertainty reigns, we are most likely to look to and accept the actions of others as correct.” - Robert Cialdini, Ph.D.
“In general, when we are unsure of ourselves, when the situation is unclear or uncertainty reigns, we are most likely to look to and accept the actions of others as correct.”- Robert Cialdini, Ph.D.
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Razors
Featured Products: $12-15
Regarding both INTENT TO BUY and APPEAL,
the BENEFIT messaging resonates with GILLETTE USERS while the
SOCIAL INFLUENCE message resonates with GILLETTE NON-USERS.
Regarding both INTENT TO BUY and APPEAL,
the BENEFIT messaging resonates with GILLETTE USERS while the
SOCIAL INFLUENCE message resonates with GILLETTE NON-USERS.
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Social Influence Messaging Enhances Brand Perceptions
Social Influence Message Impact of Gillette Brand Perceptions Among Non-Users
SOCIAL INFLUENCE
SOCIAL INFLUENCE
BENEFIT
BENEFIT
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A Little Experiment…
Marketing Objectives Attract Non-Users Grow the category
Message TypeSocial Influence
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Understanding Social Influence
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We’ve Started the Journey
MovingForward
Next Steps
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Cathy AllinPresident and [email protected] ext. 235
Contact Us
Valla RothDirector of [email protected]
Leslie DownieAccount [email protected] ext. 215
