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
In-Store Tests 3
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
How can we increase coupon visibility? In-Store Tests We need to break through shoppers perceptual filters... create contrast! 5
Study Dynamics 1 000 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
Does Motion Display increase shoppers attention to coupons? Test 1: Risifrutti (Rice pudding and Fruit puree) 7
+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 2014-10-05. Looking Tittar Stopping Stannar by Väljer Choosing varan Using Tar kupongen coupon coupon product 0% Source: Retail Academics Research 8
Eye-Tracking explains the significant increase Heat Map for Coupon Heat Map for Coupon + Motion Display Source: Retail Academics Research 9
Eye-Tracking explains the significant increase Opacity Plot for Coupon Opacity Plot for Coupon + Motion Display Source: Retail Academics Research 10
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 2014-10-05. 0 2 4 6 8 10 12 14 Source: Retail Academics Research 11
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 2014-10-05. 0% 10% 20% 30% 40% 50% Source: Retail Academics Research 12
Does Motion Display improve the shoppers attention to coupons? Test 2: Riesen (chocolate caramel) 13
+205% Shoppers who looked at the coupon +1 054% Shoppers who chose the coupon product Increased attention and conversion with Motion Display +1 054% 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
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
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
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 +1 000% increase in shoppers choosing Riesen 17
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