Consumers are making significant changes in the way they shop for groceries with important implications for brands and retailers. In grocery retail, across the globe, many brands now see one-fifth to almost half their sales from online purchases. Not all markets adopt online grocery at the same pace, for example 99.9% of Thailand customers shop for products in-store even though 55.8% of Thailand's population is connected to the internet. There is a need to form a bridge between digital technology and grocery purchase and the answer is not online at the moment for certain markets. This paper presents the findings from a global study of consumer shopping behaviours and addresses how location based mobile offers impact customers, and how customer engagement can be measured with translation into sales and profitability of a business.
This presentation describes how the research industry can use Virtual Reality (VR) simulations to predict and produce the effectiveness of shopper marketing activations. We propose a VR pre-testing programme for companies keen to understand and hone the effectiveness of shopper activations. We set out how, by combining the latest thinking from psychology and the best-in-class VR technology, we can unlock growth for brand owners and retailers alike.
This paper describes how the research industry can use Virtual Reality (VR) simulations to predict and produce the effectiveness of shopper marketing activations. We propose a VR pre-testing programme for companies keen to understand and hone the effectiveness of shopper activations. We set out how, by combining the latest thinking from psychology and the best-in-class VR technology, we can unlock growth for brand owners and retailers alike.
The loyalty programme of Carrefour has been running for several years. It consists of giving loyalty points to card users when their basket has a specific spend value. Carrefour wanted to know until which point you can motivate the customer to spend more, while maximising the feeling of generosity and minimising the promo cost. To help Carrefour with this (i.e. finding the ideal balance between reward and cost), solutions-2 combined big data (individual customer data on a big scale) with research methods. Carrefour allowed solutions-2 to use 2M of its customers, and its promo budget, in a live test environment. They implemented a complex conjoint design, in which market research data was combined with real spend data. It clearly showed that big data + market research are both needed to get the best value out of both.
The loyalty programme of Carrefour has been running for several years. It consists of giving loyalty points to card users when their basket has a specific spend value. Carrefour wanted to know until which point you can motivate the customer to spend more, while maximising the feeling of generosity and minimising the promo cost. To help Carrefour with this (i.e. finding the ideal balance between reward and cost), solutions-2 combined big data (individual customer data on a big scale) with research methods. Carrefour allowed solutions-2 to use 2M of its customers, and its promo budget, in a live test environment. They implemented a complex conjoint design, in which market research data was combined with real spend data. It clearly showed that big data + market research are both needed to get the best value out of both.
Location choice is critical to a retailer's success, but how do charities and small businesses, for which commercial data can be prohibitively expensive, rigorously assess the potential of store locations? This case study from Oxfam GB, an international development charity based in the UK, shows how data available without charge from a variety of online sources was combined to understand the factors driving retail performance of charity shops and inform location planning. The example is entirely replicable and shows the power of using open data to inform businesses decisions at little to no cost.
Your gut is wrong more often than you think. B2B/Industrial is very different than B2C, but you ignore the voice of the market at your peril. In fact, if you are separated from your end user customers by distributors and channel partners, you may be flying blind. The question is how to apply the most suitable research, analysis, and decision-making techniques to the context of the B2B environment (do social media and big data matter to B2B, for example). In this presentation, you will take away a clear blueprint on how to do it right. If you are seeking to enter new markets, introduce new products, or re-invigorate growth in existing markets, this session is a How-to Cookbook on analysing market opportunities and the competitive environment, and creating Winning Go-to-Market Strategies.
A key question for Asian retailers is the degree to which 'soft factors', such as shopper reactions to branding or in-store experiences, impacts satisfaction and shopper spend. In Indonesia, answering this question is complicated by the respondent's tendency towards 'top-box bias' in rating stores. We examine the impact of the shopper's underlying emotional reaction to a convenience store visit on key outcome measures (e.g. spending, products bought, chain preference). Combining results from a quantitative survey with unique facial-imaging based measurement of shopper reaction, clarifies the interaction between stated reaction to the visit and visit outcomes. We show that Indonesian retailers can derive real benefit from improved chain imagery and that mobile facial imaging provides unique shopper insight.
Location choice is critical to a retailer's success, but how do charities and small businesses, for which commercial data can be prohibitively expensive, rigorously assess the potential of store locations? This case study from Oxfam GB, an international development charity based in the UK, shows how data available without charge from a variety of online sources was combined to understand the factors driving retail performance of charity shops and inform location planning. The example is entirely replicable and shows the power of using open data to inform businesses decisions at little to no cost.
In 2013, DEKA Marketing Research, in collaboration with Gordon & McCallum undertook a series of research studies designed to better understand the growth in use of this channel, and provide in-depth insight into the way customer engage with such stores. The research combined qualitative quantitative survey and mobile based "neuro-research" (facial imaging) phase. As a result researchers were able to obtain a wide range of inputs to understand convenience store shoppers.
This paper will shed some light on what is really driving brand growth and inspiring manufactures and retailers towards profitable business.? We identify the drivers of brand growth globally, regionally and locally.? By combing a holistic and deep market understanding from the consumer with category and country-specific perspectives, the marketing mix winning strategies will be derived.? For example: brand size, local versus global, innovator, high/low price, owner, quality, value, trust, advertising, online prominence, category type, private label size, risk, trade and brand concentration, frequency, country culture, buyer types and attitudes all need to be considered by a successful marketer. But which ones are the most important and what should the marketer do?