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A Shopper is defined by the process that takes place between that first thought the consumer has about purchasing an item, all the way through the selection of that item.
Shopper n.
shopper
consumer
CHECK OUT CHINA Vol1 -TBWA
Shopper continuum
Using product Post-Tail® Purchase
Moment
Retail
Pre-Tail® Supermarket
CHECK OUT CHINA Vol1 -TBWA
Top tier cities
FMCG
Shanghai Beijing Chengdu
Food&Beverage Home Care Personal Care
. . .
3 DIMENSIONS Shopper + Retailer + Brand
CHECK OUT CHINA Vol1 -TBWA
Top tier cities
FMCG
Shanghai Beijing Chengdu
Food&Beverage Home Care Personal Care
. . .
3 DIMENSIONS Shopper + Retailer + Brand
W H Y ?
CHECK OUT CHINA Vol1 -TBWA
Top tier cities Shanghai Beijing Chengdu
. . .
?
CHECK OUT CHINA Vol1 -TBWA
First-tier cities economic growth slows to 18-month low in first-quarter 2014.
“ “ REUTERS
Top tier cities
?
Food&Beverage Home Care Personal Care
FMCG SALES GROWTH Y-O-Y -- FMCG
10.4
6.1
Q1-2013
Q1-2014
Top tier cities
?
Shopper + Retailer + Brand
3 DIMENSIONS
SHOPPER
8 INTERVIEWS CMOs & Brand managers
5 INTERVIEWS CEOs & Shopper Expert
12 INTERVIEWS Beijing + Chengdu + Shanghai
913 QUESTIONNAIRES 305 Beijing + 303 Chengdu + 305 Shanghai
+
CHECK OUT CHINA Vol1 -TBWA
27%
21% 27%
25% EFFICIENCY ADDICT
1
3
EXPERIENCE LOVER
4
STRATEGIC SAVER
2
EAGLE-EYE SHOPPER
SEGMENT SIZE WITHIN OUR
SAMPLE
CHECK OUT CHINA Vol1 -TBWA
14
EXPERIENCE LOVER EAGLE-EYE SHOPPER EFFICIENCY
ADDICT STRATEGIC SAVER
KEY VALUE
LOOKS FOR
DECISI
ON
MAKING
ATTITU
DE
Leisure and Enjoyment
Expertise and Information
Value and getting the best deal
Efficiency in time and money
Willing explore and can be impulsive
Discerning, detail orientated and cautious
Validating the price and value from comparison,
optimizing different choices
Quick and efficient, mainly done before coming to the store
In-store experience – browsing the aisles,
searching for promotions and exploring the variety
Pleasant store environment
Higher quality products Familiar layouts and
stores
The lowest price Saving money, even if
they have to travel In-store assistance to
find the best value
Getting in and out of the
store quickly
1
CHECK OUT CHINA Vol1 -TBWA
15
EXPERIENCE LOVER EAGLE-EYE SHOPPER EFFICIENCY
ADDICT STRATEGIC SAVER
KEY VALUE
LOOKS FOR
DECISI
ON
MAKING
ATTITU
DE
Leisure and Enjoyment
Expertise and Information
Value and getting the best deal
Efficiency in time and money
Willing explore and can be impulsive
Discerning, detail orientated and cautious
Validating the price and value from comparison,
optimizing different choices
Quick and efficient, mainly done before coming to the store
In-store experience – browsing the aisles,
searching for promotions and exploring the variety
Pleasant store environment
Higher quality products Familiar layouts and
stores
The lowest price Saving money, even if
they have to travel In-store assistance to
find the best value
Getting in and out of the
store quickly
2
CHECK OUT CHINA Vol1 -TBWA
16
EXPERIENCE LOVER EAGLE-EYE SHOPPER EFFICIENCY
ADDICT STRATEGIC SAVER
KEY VALUE
LOOKS FOR
DECISI
ON
MAKING
ATTITU
DE
Leisure and Enjoyment
Expertise and Information
Value and getting the best deal
Efficiency in time and money
Willing explore and can be impulsive
Discerning, detail orientated and cautious
Validating the price and value from comparison,
optimizing different choices
Quick and efficient, mainly done before coming to the store
In-store experience – browsing the aisles,
searching for promotions and exploring the variety
Pleasant store environment
Higher quality products Familiar layouts and
stores
The lowest price Saving money, even if
they have to travel In-store assistance to
find the best value
Getting in and out of the
store quickly
3
CHECK OUT CHINA Vol1 -TBWA
17
EXPERIENCE LOVER EAGLE-EYE SHOPPER EFFICIENCY
ADDICT STRATEGIC SAVER
KEY VALUE
LOOKS FOR
DECISI
ON
MAKING
ATTITU
DE
Leisure and Enjoyment
Expertise and Information
Value and getting the best deal
Efficiency in time and money
Willing explore and can be impulsive
Discerning, detail orientated and cautious
Validating the price and value from comparison,
optimizing different choices
Quick and efficient, mainly done before coming to the store
In-store experience – browsing the aisles,
searching for promotions and exploring the variety
Pleasant store environment
Higher quality products Familiar layouts and
stores
The lowest price Saving money, even if
they have to travel In-store assistance to
find the best value
Getting in and out of the
store quickly
4
CHECK OUT CHINA Vol1 -TBWA
18
EXPERIENCE LOVER EAGLE-EYE SHOPPER EFFICIENCY
ADDICT STRATEGIC SAVER
MORE EXPERIENTIAL MORE RATIONAL
KEY VALUE
LOOKS FOR
DECISI
ON
MAKING
ATTITU
DE
Leisure and Enjoyment
Expertise and Information
Value and getting the best deal
Efficiency in time and money
Willing explore and can be impulsive
Discerning, detail orientated and cautious
Validating the price and value from comparison,
optimizing different choices
Quick and efficient, mainly done before coming to the store
In-store experience – browsing the aisles,
searching for promotions and exploring the variety
Pleasant store environment
Higher quality products Familiar layouts and
stores
The lowest price Saving money, even if
they have to travel In-store assistance to
find the best value
Getting in and out of the
store quickly
CHECK OUT CHINA Vol1 -TBWA
EXPERIENCE LOVER
I am very picky about the in-store experience. It should be a
multisensory satisfaction.
Wu, 32 y/o, Shanghai
1
FEMALE MARRIED + KIDS 30s – 40s 87 RMB(per trip)
CARREFOUR WATSONS
(early)
CHECK OUT CHINA Vol1 -TBWA
20
• Themed Promotions like body-wash festival
• Product trials – chance to experience the product
• Clean and bright shelves, clear product displays, spaces in between shelves
• In-store media can grab their attention: music & TV screens
• Newly launched products with unique packaging (e.g. Kisses chocolate)
While the majority of their purchases are
planned, Experience Lovers are more likely than the total to make impulse purchases
48% OF PURCHASES ARE ON IMPULSE (compared to 42% of total)
1
EXPERIENCE LOVER
THEY LOOK FOR…
CHECK OUT CHINA Vol1 -TBWA
Lv, Chengdu
EAGLE-EYE SHOPPER 2 I prefer retailers with refined
brand choices instead of a large number. I believe the quality of a shopping experience should go
beyond the product
MALE + FEMALE HIGH INCOME 18–35yo 75 RMB(per trip)
CARREFOUR ITO YOKADO(Chengdu)
CHECK OUT CHINA Vol1 -TBWA
22
• Intuitive store layout to find the brands they’re looking for
• Always stick with same brands
• Don’t buy new brands to save money
• Know what they want and where to find it
• Willing to pay more for higher quality
• (Brand loyalty is esp. high in packaged f&b)
Eagle-eye Shoppers are the most brand loyal, and are more likely to plan out
the brand they want to purchase
2
EAGLE-EYE SHOPPER
THEY LOOK FOR…
64% PLAN THE BRAND THEY WANT TO PURCHASE
(COMPARED TO 51% OF TOTAL)
CHECK OUT CHINA Vol1 -TBWA
STRATEGIC SAVER 3
MALE MARRIED + KIDS LOW INCOME 76 RMB(per trip)
AUCHAN HAO JIAXIANG E-COMMERCE
I am very rationale and pragma tic when it comes to shopping. I pursue value for money so getting a balance between different factors is important
for consideration
CHECK OUT CHINA Vol1 -TBWA
24
• Price Comparison: Validating the price and value from comparisons
• Deal Hunting: Optimizing different choices and digging for the best deals
• Balance personal needs and family needs as they are equally important
3
STRATEGIC SAVER
THEY LOOK FOR…
45% plan the price range they will look for
(compared to 39% of total)
Only 43% plan the brand they will look for
(compared to 51% of total)
CHECK OUT CHINA Vol1 -TBWA
Deng, 32, Chengdu
EFFICIENCY ADDICT 4 I expect the shopping experience to
be quick and easy, so I can be efficient and move to the checkout
fast.
MALE + FEMALE SINGLE + DINKS 25–35yo 78 RMB(per trip)
CARREFOUR WALMART
CHECK OUT CHINA Vol1 -TBWA
26
• Overall in-store journey is a routine and a necessary task for them
• Not willing to spend too much time on the entire process
• Suffers from standing a long line when checking out
• Occasionally stops by large promotions
• Convenience is more important than saving money
3
STRATEGIC SAVER
THEY LOOK FOR…
62% plan their purchases before going in store
(compared to 58% of total)
CHECK OUT CHINA Vol1 -TBWA
EXPERIENCE LOVER
EAGLE-EYE SHOPPER
SHANGHAI RMB 15.1 billion RMB 12.9 billion RMB 11.9 billion RMB 10 billion
BEIJING RMB 13.5 billion RMB 11.6 billion RMB 10.7 billion RMB 9 billion
CHENGDU RMB 9 billion RMB 7.7 billion RMB 7.1 billion RMB 6 billion
EFFICIENCY ADDICT
STRATEGIC SAVER
VALUE SIZE OF SEGMENTS BY CITY (*PROJECTED & ANNUALIZED) THE MORE EXPERIENTIAL SEGMENTS ARE NO LONGER NICHE – THEY ARE HIGH VALUE SIZE
MORE EXPERIENTIAL MORE RATIONAL
CHECK OUT CHINA Vol1 -TBWA
29
42%
58%
Impulse buy
Planned purchase
Total Packaged
food & drink
Personal care items
Household goods
Base: Total products purchased (1535) B5c. Before coming to the store today had you planned to purchase this item?
Less with this category
Avg. with this category
More with this category
CHECK OUT CHINA Vol1 -TBWA
30
4%
19%
31%
37%
39%
51%
None of the above, only theitem
I knew the function I wanted topurchase
I knew the packaging size Iwanted to purchase
I knew the flavor/type I wantedto purchase
I knew the price range I wantedto buy
I knew the brand I wanted topurchase
Extent of planning
Base: Planned purchases (894) B5d. What aspects of this item had you planned? (Multiple selection) B5e. (Only for those who selected yes to B5c) Did you purchase the exact item you had planned to purchase?
DID YOU PURCHASE ACCORDING TO PLAN?
YES: 93% NO: 7%
STICK TO THE PLAN
CHECK OUT CHINA Vol1 -TBWA
¥65 ¥86
PLANNED SHOPPING TRIP
UNPLANNED SHOPPING TRIP
Base: All respondents (913) B3a. In total, how much did you spend on this shopping trip?
CHECK OUT CHINA Vol1 -TBWA
HOW SHOULD THOSE SHOPPER ARCHETYPES IMPACT
YOUR MARKETING PLAN? CHECK OUT CHINA Vol1 -TBWA
Using product Post-Tail® Purchase
Moment
Retail
Pre-Tail® Supermarket