Retail Academics/ Research Institute o Origin from Center for Retailing

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Anders Lundqvist
för 8 år sedan
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2 Retail Academics/ Research Institute o Origin from Center for Retailing - Retail Management Center at the Stockholm School of Economics o Specialized in Research & Tests in real store environment o Sweden, Norway, Denmark and Finland o Shopper Marketing Agency applying Research knowledge 2

3 In-Store Tests 3

4 Background Shoppers on average notice 0.2% of store s assortment no attention to 99.8% Shoppers on average notice 44 articles per store visit buying 12 articles If coupon is present and noticed, 35% of shoppers will choose the coupon product Coupon is effective when noticed. How can we increase coupon visibility? 4

5 How can we increase coupon visibility? In-Store Tests We need to break through shoppers perceptual filters... create contrast! 5

6 Study Dynamics observations 200 interviews 30 Eye-Tracking The ratio of shoppers looking at the coupon The ratio of shoppers stopping by the coupon Test Testbutik store 1 1 Latin-Square Design Period 1 Period 2 Kupong Coupon Kupong Coupon + (kontroll) (control) Motion Display The ratio of shoppers chosing the coupon product Test Testbutik store 2 2 Kupong Coupon + Motion Display Kupong Coupon (kontroll) (control) 6

7 Does Motion Display increase shoppers attention to coupons? Test 1: Risifrutti (Rice pudding and Fruit puree) 7

8 +66% Shoppers who looked at the coupon +75% Shoppers who chose the coupon product Attention increased by Motion Display +75% +66% +58% +75% 80% 60% 40% Prova idag! 20% rabatt Namn: Gäller vid köp av 1 st Risifrutti. Till butik: Inlöses av Kuponginlösen AB. Kupongen skall vara försedd med kundens namnteckning. Kupongen kan ej kombineras med andra erbjudanden. Erbjudandet gäller till Looking Tittar Stopping Stannar by Väljer Choosing varan Using Tar kupongen coupon coupon product 0% Source: Retail Academics Research 8

9 Eye-Tracking explains the significant increase Heat Map for Coupon Heat Map for Coupon + Motion Display Source: Retail Academics Research 9

10 Eye-Tracking explains the significant increase Opacity Plot for Coupon Opacity Plot for Coupon + Motion Display Source: Retail Academics Research 10

11 The coupon is immediately noticed Shorter time to awareness with Motion Display Coupon Kupong 12.6 sec Prova idag! Coupon Kupong + Motion Display 1.6 sec rabatt Namn: Gäller vid köp av 1 st Risifrutti. Till butik: Inlöses av Kuponginlösen AB. Kupongen skall vara försedd med kundens namnteckning. Kupongen kan ej kombineras med andra erbjudanden. Erbjudandet gäller till Source: Retail Academics Research 11

12 Motion Display Enforces Coupon Offer Stronger purchasing arguments with Motion Display Price Pris +4% Prisvärt Value +6% Prova idag! Erbjudande Offer +9% rabatt Namn: Gäller vid köp av 1 st Risifrutti. Till butik: Inlöses av Kuponginlösen AB. Kupongen skall vara försedd med kundens namnteckning. Kupongen kan ej kombineras med andra erbjudanden. Erbjudandet gäller till % 10% 20% 30% 40% 50% Source: Retail Academics Research 12

13 Does Motion Display improve the shoppers attention to coupons? Test 2: Riesen (chocolate caramel) 13

14 +205% Shoppers who looked at the coupon % Shoppers who chose the coupon product Increased attention and conversion with Motion Display % 1200% 1000% 800% +482% 600% +205% +285% 400% 200% Looking Tittar Stopping Stannar by Väljer Choosing varan Tar kupongen Using coupon product coupon 0% Source: Retail Academics Research 14

15 Motion Display Enforces Coupon Offer Stronger purchasing arguments with Motion Display Price Pris +42% Prisvärt Value +11% Erbjudande Offer +1% 0% 10% 20% 30% 40% 50% Source: Retail Academics Research 15

16 Impulse items increases leverage Degree of planning for purchases of Risifrutti and Riesen products 46% Småmål/konfektyr Snack/ Confection Varugrupp Category Varumärke Brand Vara Product 50% 25% 30% 40% 30% 18% 13% 8% 8% 6% 20% 10% Risifrutti Riesen 0% Source: Retail Academics Research 16

17 Summary o Shoppers on average notice 0.2% of store s assortment, o Coupons are effective if they are noticed by shoppers o Motion Display makes the coupon more visible! no attention to 99.8% When shoppers notice a coupon, 35% will choose the coupon product Coupon + Motion Display => grab the shoppers attention 8 times faster +75% increase in shoppers choosing Risifrutti % increase in shoppers choosing Riesen 17

18 Switchboard info@retailacademics.com Visiting address Storgatan 41 (ingång 7A) SE Stockholm Postal address Box SE Stockholm

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