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Using GPS Analytics and In-the-Moment Mobile: Surveys for insight into 2012 holiday shopping behaviour
Thaddeus R. F. Fulford-Jones and Eric H. Weiss, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys.
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys. GPS technology allows companies to mine data on shoppers' location and journeys, and trigger mobile surveys for shoppers when they enter a store. However, this technology creates concerns around privacy and the correct way to invite participation. This paper examines how visit-triggered in-store mobile surveys allowed Locately to evaluate the impact of marketing activations.
The G-Local Shopper: Different markets, common needs
Danielle Pinnington, ESOMAR, CEE Research Forum, Prague, March 2013
General learnings from the world of shopper behaviour are shared in this presentation which examines the commonality that exists between markets in terms of shopper needs.
General learnings from the world of shopper behaviour are shared in this presentation which examines the commonality that exists between markets in terms of shopper needs. At a CEE level the unbranded learnings are referenced that demonstrate how shoppers' generic perceptions and needs are surprisingly similar - although activation in-store needs to reflect different contexts. The markets may be different, but there is often a common shopper language, common issues, and common shopper needs.
Re-defining retail promotional allocation: Combining customer typologies, media preferences and consumption and shopping behaviors to build more effective retail promotional allocation models
Don Schultz and Martin Block, ARF Experiential Learning, Re:Think conference, 2010
Media planning and measurement appear to still follow planning and purchasing rules developed 50 years ago, with resources allocated on the basis of past media usage, so the authors describe how a new media planning and allocation model might work for retail organisations.
Media planning and measurement appear to still follow planning and purchasing rules developed 50 years ago, with resources allocated on the basis of past media usage, so the authors describe how a new media planning and allocation model might work for retail organisations. They utilise the recorded media habits of the customers of three leading US fastfood chains to illustrate mis-allocation of resources before constructing a CHAID (Chi-Square Automatic Interaction Detection) model of predictive media usage and suggesting how these predictive models might be used to improve media planning.
Behavioral Effects of Digital Signage
Raymond R. Burke, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 180-185
Digital signs have become an important new channel for communicating with consumers in retail shopping environments.
Digital signs have become an important new channel for communicating with consumers in retail shopping environments. An analysis of academic and commercial experiments reveals that in-store advertising effectiveness depends on both the content of the message (appeal type and product category) and the context and quality of exposure (audience need state, traffic speed and direction, message frequency and duration). Shoppers are most responsive to messages that relate to the task at hand and their current need state, and least responsive to traditional brand messages. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.
The In-Store “Audience”
Herb Sorensen, Journal of Advertising Research, Vol. 49, No. 2, June 2009, pp. 176-179
The in-store audience is only superficially similar to other audiences because the dominant purpose of this “audience” is specifically to make immediate purchases.
The in-store audience is only superficially similar to other audiences because the dominant purpose of this “audience” is specifically to make immediate purchases. Efficiency is a major consideration to the shopper audience. The author discusses one store design/layout issue, aisleness; it is shown that poor store design can negatively impact shopper efficiency and inhibit the use of in-store media. The empirical generalization that the faster shoppers spend, the more the store will sell is discussed and supported. Finally, the author considers how in-store digital media can accelerate shopping speed, and thereby total store sales. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.
The retail conversation - measuring communication techniques and resulting ROI
Karen Tillson and Robert Passikoff, ESOMAR, Retail and Shopper, London, March 2009
Because consumers don’t buy clothing the way they buy computers, brands need a category-specific understanding of how to best engage consumers via creative retail communication techniques.
Because consumers don’t buy clothing the way they buy computers, brands need a category-specific understanding of how to best engage consumers via creative retail communication techniques. As the consumer will be different by demographic, i.e. age cohort, what’s important to them, what they expect from a brand, and their emotional response to consumer touch points and the ways brands reach out to engage them will also differ. The research examines two of the strongest brands in the female specialty apparel category, Lucky and Kate Spade, and demonstrates which activities and touch points work best to activate an emotional bond among different audiences, while maintaining a consistent brand image. This research demonstrates how this emotionally-based consumer-centric view can measure ROI, by touch point, among age cohort groups. The findings are presented for four generational consumer cohorts; baby boomers; gen X; gen Y; and millennials.
Shopping missions - are the traditional missions dated?
Fabio Martins, David Baxter and Rebecca Gill, ESOMAR, Retail and Shopper, London, March 2009
The article discusses shopping missions, the intentions, moods and motivations underlying shopping trips.
The article discusses shopping missions, the intentions, moods and motivations underlying shopping trips. Based on a survey into grocery shopping behaviour in the UK, the paper discusses 1) the dimensions of shopping missions and what could be added to them, and 2) the value of shopping missions in building differentiation between retailers. In addition to functional attributes such as expected number of purchases and length of trip (e.g. main shop or stocking up, etc.), emotions are hypothesized to be important. Detailed analysis shows that the functional attributes do indeed predict which store channels are visited, which design their layout and display, etc., in line with the shopping mission model, and that emotional measures differentiate significantly between different outlets. The paper concludes that traditional (functional) shopping mission models are now somewhat dated, and that leveraging the emotions at the store level is the key ingredient to securing retailer differentiation.
Regional adaptation of multinationals – Wal-Mart's Quebec case study
Serge Lafrance, Yanik Deschênes and Terence Flynn, ESOMAR, Annual Congress, Montreal, September 2008
Wal-Mart is the biggest retail company in the world. For a company of that size, with an international reach, there are always questions about the benefits standardising versus adapting business procedures to the geographic markets in which it evolves.
Wal-Mart is the biggest retail company in the world. For a company of that size, with an international reach, there are always questions about the benefits standardising versus adapting business procedures to the geographic markets in which it evolves. Standardization has the effect of making business procedures easier for companies from supply to market release. Adaptation, on the other hand, allows a company to take a clientele's cultural differences and regional preferences into account, by the same token facilitating this clientele's loyalty. In June 2006, when its reputation was very low in Quebec, Wal-Mart Canada launched the Achat-Québec program (Purchased-in-Quebec), an initiative intended to support buying from Quebec suppliers and to encourage customers to buy locally. To grow this program and strengthen awareness, Wal-Mart also organised regional vendor fairs, used public relations, marketing and increased visibility in its 54 stores in the province. As a result, the company has improved its reputation in the province (from 11% to 40% from 2006 to 2008), with a positive impact on market share, traffic, sales and profits.
Biofeedback and eye-tracking - the emotional and cognitive experience in store
Rosario Stingo and Francesco Gallucci, ESOMAR, Retail Conference, Valencia, February 2007
This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader.
This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store layout, leveraging on several in store retail mix variables, including categories layout, shelf layout and assortment and in store communication. The project assessment has been provided through two technologies able to track and evaluate emotional and cognitive experience in store: Biofeedback and Eye Tracking.
Point of purchase insights - improving the shopping experience
Toon van Galen and Montse Ratera, ESOMAR, Retail Conference, Valencia, February 2007
Supermarkets are relatively advertising-free. This paper argues that if store layouts are designed around how shoppers actually browse, then advertising and other means of influencing buying decisions, could be used more effectively on the shop floor.
Supermarkets are relatively advertising-free. This paper argues that if store layouts are designed around how shoppers actually browse, then advertising and other means of influencing buying decisions, could be used more effectively on the shop floor. It presents a series of insights into consumer purchasing behaviour in Malaysia and says that its findings can be applied worldwide.
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